I’m going to share the most powerful SEO tool in our arsenal.
It allows us to do 20 hours worth of SEO work in less than 2.
Internally, we call it the “Swiss Army Knife” because of how versatile it is. We use it for…
Publicly, we call it “The Website Quality Audit” (WQA).
The WQA calls for SEO data from 6 sources:
If we tried to run the audit in Sheets / Excel, it would crap out – this is simply too much data.
Instead, we push data using APIs into a Google BigQuery database. Once in BiqQuery, we format and visualize the audit in Google Sheets and Data Studio.
A completed SEO audit, ready for analysis – in 2 formats:
Watch this quick video for deep dive into the Data Studio report.
BigQuery is an amazing platform. It mot only allows us to process limitless data, but also apply logic with SQL models. The SQL logic is where the real magic happens.
For example, the WQA automates all of the following…
This alone saves you hours of Spreadsheet work. No need to write crazy formulas, VLOOKUPS, pivot tables…the data comes out of BigQuery completely ready to review.
Organized. Formatted. Everything you need to make an informed SEO decision about every page on your website.
The models are trained to read pages to determine “category” (blog post, product page, etc). This is so impactful because it allows you to analyze sections of your website (i.e. blog posts only) so you’re comparing “apples to apples” (as opposed to comparing performance of a blog post vs contact page).
This is especially important for large, enterprise sites who have a ton of data to sift through. You can easily break up your analysis by page category to save you time.
The main output from the WQA is knowing what to do with every page on your site from an SEO point of view. This serves as the perfect roadmap for any SEO campaign, as you know exactly how you’re going to optimize the entire site.
Before pushing to BigQuery, we used to run the WQA by hand. We’d inspect each URL and assign an “Action” to take (i.e. 301 redirect, merge content, target with links, etc).
This took too long.
So we trained BigQuery to understand “if” statements to automatically generate Actions.
We literally wrote hundreds of these and we continuously add more every time we run a WQA for clients.
break these Actions down into 4 categories for simple analysis:
You can review these in Sheets, or neatly organized on page 5 of the Data Studio report.
The WQA can be refreshed daily, weekly, yearly…on whatever you’d like.
For clients, we set them up to run monthly. Each month the WQA refreshes to find new issues, but also report on the progress of past ones.
It’s a simple, cost effective way to monitor SEO changes and progress over a campaign.
Absolutely. This is why we call the WQA a “Swiss Army Knife”…
Outreach.com is is an ecommerce store that sells products for churches. They came to us seeking help with a legacy CMS that had a heap of technical issues, which they believed was causing their site to lose a significant amount of organic traffic each month.
Running a traditional technical SEO audit on a site this size would be a nightmare. Instead, we used ran a WQA.
Within 1 month of implementing the recommendations from the WQA, Outreach was finally able to stop their organic traffic skid.
Content is a double edge sword when it comes to SEO. You need it to get more traffic, but the wrong type can have a negative impact.
If Google views your content as “low quality” you may experience lower crawl frequency, indexation and rankings.
Rand Fishkin has been talking about this for years -> “Google’s Quality Score“.
We use the WAQ as a content audit to improve performance.
For example, BombBomb – a platform that helps customers send video via email. BombBomb has been creating blog content for nearly a decade, leaving thousands of blog posts that were under performing in search.
A sharp increase in overall keyword visibility 45 days after mass implementation of 301 redirects, content refreshes and NOINDEX tags.
The fastest way to turn around more organic traffic is to make improvement to the assets you already have.
We like to target “low hanging fruit”, aka pages who have keywords ranking between positions 8 to 20. These pages are ranking well, but not high enough to get significant traffic. By making improvements (titles, metas, body text, etc) we can quickly punch it up the rankings.
The WQA is the perfect tool to build a list of “low hanging fruit” pages to make improvements on.
Watch how quickly I find “low hanging fruit pages”
The Website Quality Audit is a game changer when it comes to improving SEO performance.
There’s 3 ways you can harness it’s power:
I’m standing by to discuss the best option for your business.
Hit this link to grab a time on my calendar that works best for you.
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