//3 Zones to Audit on Local Sites to Create a Stronger SEO Foundation by @jesseseogeek
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3 Zones to Audit on Local Sites to Create a Stronger SEO Foundation by @jesseseogeek

 

 

3 zones to audit on local sites to create a stronger seo foundation by jesseseogeek - 3 Zones to Audit on Local Sites to Create a Stronger SEO Foundation by @jesseseogeek

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In the field of SEO, as Bill Hunt once you've done it so well, you have to get the basics even before you start thinking. on innovation.

A foundation allows you to highlight your assets. If you try to build or add foundations to your home with weak foundations, you expose yourself to a disaster.

On the other hand, when you master the basics and continue to add your home or, in this case, your campaign, your efforts will have more impact.

Here are three areas to audit on local sites to create your solid SEO base.

1. Technical audit

It all starts with a thorough technical audit. If a site is full of technical issues that have not been resolved, you can not expect a significant, if any, improvement in your current efforts.

If you have inherited work from such a site for an earlier site. Webmaster, performing an audit will reveal exactly your work.

You will also have the possibility to treat elements that could have harmed the site. It is important to address these issues early on so that search engines can begin to understand the changes made to the site.

At the other end of the spectrum, you will find entirely new sites. and still in the development phase.

Conducting a pre-launch of the technical audit will give you the opportunity to make sure you launch the best possible website. It is important to do this pre-launch because you want to avoid significant obstacles because it is analyzed for the first time.

Most modern SEO tools offer some level of auditing. I am a big supporter of multiple perspectives when auditing on- and off-page signals.

If you can, use a few different SEO tools during your audits. It's up to you to decide which tools to use for your technical audit. Screaming Frog, SEMrush, Ahrefs and DeepCrawl are among my gold criteria.

Common technical problems that you may encounter during your audit can often include:

Internal Links

The Internal Link Strategy Can Do undo a site. Internal links are a second form of navigation for users and crawlers.

In case of link problem between the pages of your site, your site will not live up to its potential.

The two most important issues that you will likely encounter when looking at internal referrals are breaks and / or internal referrals. Both cause significant inefficiencies for both crawlers and users when they follow these links.

Most of the time, you will encounter these problems after the major migration of the site, such as switching to HTTPS or site switching. Content Management System (CMS).

Broken links are a fairly simple problem: when you follow the link, you do not arrive at the page you were trying to visit, it is perfectly cut and dried.

You want to identify where this content is now showing on the site and update these links. If the content no longer exists on the site, delete the link.

If the page has a new URL, you must also configure a redirect. These redirects will serve as a safety net for internal links that you might miss as well as continue to receive equity from any off-site links that the page URL could have generated.

Do not forget not to spam referrals. If the content of an old page is no longer hosted anywhere else on the site, it is best to leave page 404 rather than directing it randomly on a new page.

Spamming your redirects may eventually cause you problems with Google, which you certainly do not want.

Internal redirects are another major problem of internal links. As I mentioned earlier, from a local point of view, internal referrals should serve more as a safety net.

Although redirects always pass from page to page fairness, they are not effective. You want your internal links to resolve to their final destination URL and not through a string of at least two URLs.

Tagging Implementation

Proper implementation of markup code is extremely important for any optimized website.

This code allows you to provide search engines even more detailed information about the pages of your site that they are exploring.

In the case of a local site, you want to create Make sure you provide as much information as possible about the company.

The first thing to check on the site is the way the code is currently used.

Which page contains the location information? Is there room for improvement and additions to the data provided?

The provision of location information, especially with NAP info (name, address and phone number), will depend on the type of bu

Companies at a or multiple locations will use different architecture styles. We will discuss it a little later.

Where possible, it is essential to use local service-specific markup.

For example, if you are a local law firm, instead of only using the local business schema, the site should instead use the LegalService markup.

By using a more descriptive version of local schema markup, you'll give crawlers a better understanding of the services your company offers.

Combined with a well-targeted keyword strategy, search engines will be able to rank the site in local searches, including maps. A complete list of service-specific local schema tags can be found at schema.org .

It is important to give as much as you can in your tag code as much as possible. When you look at how a site uses markup code, make sure you are constantly looking for ways to improve it.

Check if you can add business information to further improve the code you provide.

Once you have updated or improved the markup data for your site, be sure to validate it in The Google Structured Data Test Tool . This will tell you if there are any errors that you need to correct or if there are even more ways to improve this code.

Mistakes in CGC Analysis

One of the best tools that an SEO engine can have have in their corner is the console of Google search . It is essentially a direct link with Google.

One of the first things I do when I work on a new site is to dive into GSC. You want to know how Google is exploring your site and whether crawlers are having issues that may be holding you back.

Coverage report is relevant in the search for this information. When reviewing the coverage report in the new Google Search Console dashboard, you have a huge amount of analysis information for your site.

Not only will you see how Google indexes your site for the defined period, but you will also see what errors the crawler has encountered.

One of the most common problems you will encounter will be internal redirects or broken links found during the analysis. These should have been processed during your initial audit on the site, but it is always good to re-check them.

Once you are certain that these issues are resolved, you can submit them to Google for validation so that they can perform a new scan. see your patches.

gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== - 3 Zones to Audit on Local Sites to Create a Stronger SEO Foundation by @jesseseogeek

google on how to improve sites that are not ranked by martinibuster - 3 Zones to Audit on Local Sites to Create a Stronger SEO Foundation by @jesseseogeek19199011 Another important area to consider in your audit is the Site Map section. You want to make sure that your sitemaps have been sent and that they do not return any errors.

A site map serves as Google's roadmap for exploring a site. It is essential that when you upload this content directly to Google, you provide them with the most up-to-date and correct version of your sitemap, which only reflects the URLs you want to crawl and index.

resolve these errors and submit them for validation, you should start to see your total errors decrease as Google continues to rebroadcast your site.

Regularly check GSC for new errors so you can fix them quickly.

Potential Server Problems

Just as with the Google Search Console, becoming the best friend of the market with the site hosting platform is always a good idea. It is essential to exercise due diligence when choosing an accommodation platform.

In the past, I encountered problems in which a local company I worked with was in the top three positions for their main keyword and also held the same position. several instant response results. One day, the site suddenly lost everything.

After further investigation, we found that the problem came from an open port on the server we were working on and that it was not necessary for the sites we were working with .

After consulting our hosting platform and closing this port, we have resubmitted the site to Google for indexing. In less than 24 hours, the website was once again at the top of the SERP and took up instant response features.

The ability to do so depends on the hosting provider that you plan to use.

Now, every time I check for a hosting platform, one of the first things I check is the type of support offered. I want to know that if I encounter a problem, there is someone in my corner who can help me solve potential problems.

2. Strategy and Cannibalization

Now is the time to make sure all the elements of the page are in place.

When it comes to local SEO this can be a bit tricky. , because of all the small moving parts that make a site well optimized.

Even if your site works well from a technical point of view, it will still not realize its maximum potential without strategy.

When creates content for a local site it can be too easy to cannibalize its own content. This is especially true for a website with a single location.

It is important to evaluate the keywords for which the site is ranked and the pages corresponding to these keywords.

If you see these keywords fluctuate between multiple pages (and this was not an intentional misalignment), this may be an indication that search engines are confused about the subject. news of these pages.

When working on a new site, you take a step forward. Back to evaluate the overall strategy on the page implemented on the site is crucial.

The approach of a single location business can be very different from that of a multiple site business.

Typically, a single-site business will use the home page to target the location and its main service while using silos to break down more services.

For a multi-site business, multiple strategies can be used to accurately target each location. more efficient y.

3. Off-Site Verification

Off-site signals help strengthen the authority of your site. It is therefore essential that these signals are at the rendezvous.

Here are the points you need to focus on.

NAP Quotations and Consistency

Having Consistent with NAP The information on the site and its citations will help strengthen authority in multiple aspects of the findings of research. This information backs up the location of your business.

Since the site routinely sends these signals to search engines, these will find it easier to understand where to classify the company.

Signals are also crucial for better placement in maps for relevant local searches.

I like to start cleaning up quotes alongside my technical and strategic audits as it may take a little time to resolve these issues.

The extraction of these quotes, access or access to these sites, and the verification of corrections are tedious processes.

For this reason, I use citation services (eg, Yext, Whitespark, BrightLocal, Moz Local) to help me do this job.

This will allow these items to start being used and viewed by the search engine robots, which takes them into consideration because other on-site items are being repaired. or improved.

Backlinks

For my money, I continue to believe that the verification and the report to the disavowal file for undeniably toxic links are valid.

Why? I've always looked at the benefits for the user with the efforts of creating local links, almost like public relations.

A local business site should check a link and answer this simple question: Do I want to associate my business with my business with this external site?

Looking at a link from this perspective, you will be able to ensure that the site you are working on has a clean link profile that facilitates its ranking in organic search.

Build Your Local SEO House

Auditing and fixing problems you encounter in these three main areas will help you create a more solid foundation for your website and your future SEO efforts.

You can now start moving into the fun and creative side of marketing to gain more organic traffic.

Happy Audits!

Additional Resources:

Credits Image

Screen capture taken by the author, March 2019