IMWT Blog

30 point checklist for bad SEO performance


Our traffic is down, let’s analyse what’s wrong! When faced with this issue most Digital marketers won’t automatically know where to start.

Here is a 30 points checklist to verify the performance of your site and try to understand which elements are affecting visits and conversions.

Seasonality/company issue

  • Is the decline visible in other channels?
  • Same volumes %
  • Do we observe similar pattern amongst our top affiliates?
  • Is our decline similar to Google trends for generic keywords

Technical elements

  • Are we seeing a decline across all sites?
  • Are we seeing an decline across specific languages?
  • Have we changed code of site?
  • Have we changed any element of the hosting/Akamai?

Webmaster tools

  • Is our Crawl rate consistent?
  • Is our load speed consistent?
  • Is our page speed consistent?
  • Is our index rate consistent?

Keyword Ranking

  • Is our ranking consistent
  • Does our ranking has a ceiling for certain positions (Penalty 6 & Penalty 50)
  • Does a spot check verify information provided by AWR
  • Is 1 site losing to another? Is the shift resulting in lower positions?

Analytics

  • Which pages are most affected?
  • Is the decline associated with a specific Search Engine? Google places visits?
  • Are certain page categories more affected than others?
  • Are certain regions more affected than others? Source vs. Destination
  • Are certain cities more affected than others (buckets view)?

Linkbuilding

  • Has our linkbuilding been consistent
  • Verify using majestic SEO data
  • Are we seeing significant difference based on LB activity

Content activity

  • When did we last updated content on the site?
  • Are we seeing difference based on content freshness?
  • Are we seeing difference based on content quantity?

Search Engine Activities

  • Does the start date of decline correspond to any large algorithm update
  • Is there activity on main SEO forum/sites suggesting a shift in certain algorithm elements
  • Have we seen shift in Page Rank / Mozrank / Moztrust?

Answers to each of the checkpoints will be added in future posts. Stay tuned for more info.


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