Ban se hoan thanh duoc gi
Quy trinh nay danh cho chu so huu noi dung, chuyen gia SEO va lap trinh vien can cai thien mot trang cong khai hien co ma khong viet lai no theo cam tinh. Trong khoang 20 den 45 phut, ban se co mot ban tom tat sua chua rieng cho trang: mot y dinh tim kiem muc tieu, mot danh sach ngan cac sua doi dua tren bang chung, nguoi phu trach cho moi sua doi va cach chay lai kiem toan sau khi phat hanh.
Hay dung day nhu danh sach kiem tra SEO on-page cho mot URL, khong phai thay the cho crawl ky thuat toan site. Kiem tra tin hieu chu de, noi dung va lien ket, boi canh cua hinh anh co y nghia, du lieu co cau truc va suc khoe crawl cua trang. Sau do sua cac phat hien lam anh huong den do ro rang, tinh chinh xac, kha nang truy cap hoac duong crawl uu tien.
Ban can mot URL cong khai dang hoat dong va mot cum tu tim kiem chinh. Ban co the them toi bon cum tu lien quan gan, nhung chi khi trang thuc su tra loi chung. Ket qua khong phai la diem cao hon vi chinh no. Do la mot trang ma title, heading, copy, lien ket, hinh anh, du lieu co cau truc va tin hieu crawl ke mot cau chuyen nhat quan ve viec nguoi tim kiem can lam.
On-Page SEO Audit cua Auspia xem xet bang chung hien tren trang va trong HTML. No co the giup ban tim ra tin hieu chu de yeu va khoang trong ky thuat. No khong the du bao thu hang, do authority backlink, danh gia canh tranh SERP, xac nhan index coverage hay giai thich hanh vi cua nguoi dung sau khi ho den trang.
Mot danh gia on-page huu ich bien bang chung ro rang tren trang thanh mot ban sua chua ngan va buoc xac minh tren trang cong khai.
Dua mot trang va mot nhiem vu vao ban kiem toan
Bat dau voi trang co muc dich ro rang. Trang tinh nang san pham, trang dich vu, huong dan, trang danh muc hay bai viet cu deu phu hop. Dung kiem toan trang chu hoac trang hub qua rong tru khi trang do co mot truy van ro rang ma no phai tra loi.
Viet mot cau bang ngon ngu don gian truoc khi mo cong cu:
Trang nay phai giup [doi tuong] giai quyet hoac quyet dinh [nhiem vu cu the] khi ho tim [cum tu chinh].
Vi du, trang nham muc tieu "on-page SEO audit" co the hua hen kiem tra mien phi URL cong khai ve metadata, cau truc noi dung, schema, lien ket va tin hieu crawl. Trang dong thoi co gang xep hang cho "SEO audit", "technical SEO", "SEO tools" va "website optimization" se khong co muc tieu kiem toan huu ich. Bao cao co the cho thay su dan trai do nhu do phu yeu, nhung van de that su nam o ban brief.
Dau vao | Diem bat dau tot | Kiem tra chat luong | Neu chua ro |
|---|---|---|---|
URL trang | Phien ban canonical cong khai cua mot trang | Tai duoc ma khong can dang nhap hay preview token | Dung URL ma nguoi dung va crawler phai truy cap, sau do giai quyet redirect truoc khi kiem toan |
Tu khoa chinh | Mot cum tu mo ta nhiem vu trung tam cua trang | Nguoi doc se mong trang tra loi no | Thu hep cum tu hoac chon trang phu hop hon |
Tu khoa ho tro | Toi da bon bien the gan hoac chu de phu | Moi tu co the xuat hien tu nhien trong cung mot dan bai | Bo cac cum tu khong lien quan thay vi them section moi de duoi theo chung |
Muc tieu trang | Thong tin, so sanh, chuyen doi, dang ky hoac giai quyet viec | CTA phu hop voi y dinh tim kiem | Viet lai brief truoc khi thay metadata |
Buoc chuan bi nay ngan mot sai lam pho bien: coi moi lan thieu tu khoa la mot loi. Neu cum tu dai dien cho y dinh khac, no thuoc ve trang khac, mot section moi co muc dich khac, hoac khong dau ca.
Dat brief cho trang truoc khi chay checker. Bao cao co the dua ra bang chung, nhung khong the quyet dinh mot URL nen so huu nhiem vu tim kiem nao.
Chay kiem toan voi bo tu khoa tiet che
Mo cong cu, dan URL cong khai va nhap cum tu chinh cung cac cum tu thuc su lien quan. Cong cu chap nhan toi da nam tu khoa tach bang dau phay. Chay kiem toan va luu URL bao cao, file xuat hoac ghi chu vao he thong theo doi cong viec khi trang thai cua trang con moi.
Dau ra du kien: bao cao cap trang duoc to chuc theo tin hieu chu de, do phu tu khoa, noi dung va lien ket, hinh anh, schema va metadata mang xa hoi, cung suc khoe crawl hoac ky thuat.
Kiem tra chat luong: bao cao phai de cap dung URL va cac cum tu ban dinh kiem. Neu trang redirect, tra loi bang loi hoac hien noi dung khac voi nguoi dung chua xac thuc, dung lai. Ban khong dang kiem toan trang minh dinh sua.
Duong phuc hoi: thu URL cong khai trong cua so trinh duyet rieng tu. Sua redirect hong, chon diem den canonical hoac phat hanh trang truoc khi kiem toan. Khong dung preview bao mat khau de thay cho trang live.
Kiem toan bat dau voi URL cong khai va bo tu khoa nho, sau do kiem tra bang chung noi dung va ky thuat cap trang.
Doc bao cao nhu bang chung, khong phai danh sach viec can lam
Diem kiem toan la tom tat nen gon, khong phai xac suat xep hang. Hay doc tung nhom bao cao va dat cau hoi hep hon: trang da fetch cho thay gi, va bang chung do co ho tro nhiem vu cua trang khong?
Dung thu tu phan loai nay:
Khu vuc kiem tra | Cau hoi can tra loi | Thuong nen sua truoc khi | Khong nen voi vang |
|---|---|---|---|
Tin hieu chu de | Title, description, URL, heading va copy co dong y ve chu de khong? | Muc dich cua trang kho nhan ra o man hinh dau va heading chinh | Lap lai dung tu khoa trong moi phan tu |
Noi dung va lien ket | Trang co tra loi nhiem vu va dua khach den nguon tiep theo phu hop khong? | Cau hoi quan trong bi thieu hoac dieu huong che giau trang huu ich | Them internal link voi anchor chung chung chi de tang so luong |
Hinh anh va kha nang hieu | Nguoi doc co hieu visual ho tro, ke ca alt text, khong? | Anh san pham, bieu do hoac graphic huong dan co y nghia khong co boi canh | Nhet danh sach tu khoa vao alt text cua anh trang tri |
Schema va metadata mang xa hoi | Du lieu co cau truc co mo ta noi dung dang hien thi khong? | Markup dang co khong hop le, khong khop hoac chua du cho phan tu trang that | Them FAQ, review hoac product markup cho noi dung trang khong co |
Suc khoe crawl va ky thuat | Crawler co the den trang uu tien va hieu canonical, robots khong? | Bang chung canonical, robots, HTTPS hoac sitemap xung dot voi trang ban muon | Coi tin hieu thieu hoac chua xac minh la bang chung co van de index |
Bao cao se danh dau cac tin hieu no khong the xac minh thay vi doan. Giu su phan biet do trong brief. "Khong tim thay trong HTML da fetch" la mot manh moi sua chua, khong dong nghia "Google khong the crawl trang nay".
Giu phat hien theo trinh tu: ghi nhan bang chung, xac minh tren trang live, chon sua doi an toan nho nhat va kiem tra sau phat hanh.
Sua cau chuyen cua trang truoc khi cham vao chi tiet diem so
Voi phan lon trang, sua doi huu ich dau tien la bien tap: lam cho loi hua va cau tra loi khop nhau. Doc theo thu tu title tag, heading chinh, doan mo dau, CTA chinh va hai subheading dau. Khach moi co the noi trang giup ho lam gi ma khong phai tu dien vao khoang trong khong?
Thuc hien thay doi nho nhat loai bo su mo ho. Viec do co the la:
- Thay title mo ho nhu "Ket qua marketing tot hon" bang title goi ten nhiem vu va doi tuong.
- Viet lai doan dau de co cau tra loi, ranh gioi pham vi va hanh dong tiep theo.
- Dua subtopic quan trong vao heading mo ta thay vi de trong khoi copy dai.
- Xoa mot cum tu muc tieu khoi kiem toan neu trang chi nhac den no thoang qua.
Dau ra du kien: de xuat dan bai va bo metadata dung cung ngon ngu y dinh, nhung khong lap lai giong het tung chu.
Kiem tra chat luong: chi doc title, H1, 100 den 150 tu dau va CTA. Chung phai chi den cung mot nhiem vu cua khach. Hay hoi mot dong doi chua tung lam tren trang goi ten nhiem vu do. Neu cau tra loi cua ho khac, trang van co van de chu de.
Duong phuc hoi: khong viet lai toan bo trang. Quay lai cau ban viet luc bat dau, chon mot nhiem vu ma URL hien tai nen so huu va sua cac yeu to de thay nhat truoc. Tao brief rieng cho moi y dinh phu dang co trang rieng.
Tach sua noi dung khoi sua trien khai
Khi cau chuyen cua trang da ro, tach phan con lai cua bao cao theo nguoi phu trach. Cach nay tranh mot that bai quen thuoc: doi SEO yeu cau engineering them markup truoc khi bat ky ai xac nhan trang hien thi co su that ma markup se mo ta.
Nguoi phu trach | Cong viec tu bao cao | Dinh nghia san sang |
|---|---|---|
Chu noi dung hoac SEO | Title va description, heading, do phu copy, boi canh internal link, alt text cua anh co y nghia | Copy sua doi tra loi y dinh da chon va moi tuyet bo deu co the ho tro tren trang |
Lap trinh vien | Canonical, robots directives, HTTPS, schema validity, bang chung rendering hoac crawl | Trien khai khop voi trang da phat hanh va da duoc test tren moi truong production |
Nguoi review chung | Metadata mang xa hoi, thong tin san pham, tuyet bo phap ly, ngon ngu chuyen doi, ghi chu phat hanh | Preview khop trang cong khai va khong thay doi nao tao loi hua mau thuan |
Hay coi structured data la lop mo ta, khong phai mieng dan cho noi dung mong. Neu bao cao tim thay van de schema, hay tim bang chung hien thi tuong ung truoc. Product type can thong tin san pham; FAQ markup can cau hoi va cau tra loi that, dang hien thi. Neu bang chung khong co, cai thien trang hoac xoa markup khong phu hop. Khong san xuat noi dung chi de qua mot check.
Bien phat hien thanh brief sua chua nam muc
Bao cao dai co the lam cong viec nho trong co ve khan cap. Hay gioi han dot dau tien o nam thay doi. Gan cho moi thay doi mot ly do, nguoi phu trach va phuong phap xac minh.
Uu tien | Phat hien | Thay doi de xuat | Nguoi phu trach | Xac minh sau phat hanh |
|---|---|---|---|---|
1 | H1 khong goi ten nhiem vu chinh cua trang | Viet lai H1 va cau tra loi mo dau | Noi dung | Doc trang da render; chay lai kiem toan |
2 | Canonical tro den URL cu | Cap nhat canonical thanh URL live uu tien | Developer | Kiem tra source da render va bang chung kiem toan |
3 | Bieu do so sanh khong co alt text | Them alt text ngan giai thich quyet dinh cua bieu do | Noi dung | Test trang bang accessibility checker va kiem toan lai |
4 | Schema mo ta cac su that khong con hien thi | Cap nhat hoac xoa schema cu | Developer | Validate markup voi trang da phat hanh |
5 | Huong dan ho tro huu ich kho tim | Them mot internal link co boi canh gan quyet dinh lien quan | Noi dung | Kiem tra diem den, anchor text va preview |
Phat hien cu the se khac nhau. Muc dich la xep hang sua doi theo muc do truc tiep cai thien su ro rang, kha nang truy cap hoac tinh chinh xac cua trang. De thay doi suy doan vao backlog sau. Ban khong can lam trong moi canh bao trong mot lan phat hanh.
Phat hanh an toan, sau do chay lai cung mot kiem toan
Phat hanh cac thay doi da thong nhat theo quy trinh review thong thuong. Kiem tra trang live, khong chi preview trong CMS. Xem source hoac dung cong cu technical validation khi thay doi phu thuoc HTML, header hoac structured data.
Sau do chay cung URL va cung bo tu khoa qua kiem toan mot lan nua. So sanh bang chung, khong chi summary score:
- Title, H1 va phan mo dau da lam ro nhiem vu cua trang chua?
- Canonical, robots, schema, lien ket va image attributes da cap nhat tren phien ban live chua?
- Rewrite co xoa su that, disclaimer hoac conversion path ma trang van can khong?
- Canh bao con lai co phai chu y, nam ngoai bang chung cua cong cu hoac thuoc chu ky sua tiep theo khong?
Dinh nghia hoan thanh: trang cong khai phan anh brief duoc duyet, cac tin hieu da sua xuat hien trong bang chung cua trang da fetch va moi muc chua giai quyet co ly do hoac nguoi phu trach tiep theo. Khong goi cong viec la xong chi vi diem thay doi trong khi trang van gay nham lan.
Giu bao cao huu ich sau khi ra mat
Chay lai kiem toan on-page sau mot lan viet lai lon, thay doi template, migration, redesign hoac khi bao cao cho thay su lech ro giua y dinh hien tai cua trang va tin hieu co the nhin thay. Voi trang on dinh, hay dung bao cao trong review noi dung dinh ky thay vi kiem tra moi ngay.
Ket hop no voi cac nguon tra loi nhung cau hoi khac. Search Console co the giup ban xem hieu suat tim kiem va mau truy van. Technical crawl co the phat hien mau trien khai toan site. Nghien cuu SERP kiem tra trang co dap ung dieu nguoi tim kiem hien tai mong doi hay khong. Auspia audit bo sung goc nhin tap trung ve dieu mot trang cong khai thuc su truyen dat qua HTML va noi dung san co.
Cau hoi thuong gap
Diem kiem toan SEO on-page cao co dam bao thu hang khong?
Khong. Diem so phan anh tin hieu san sang o cap trang, khong phai kha nang xep hang. Backlink, canh tranh, nhu cau tim kiem, index coverage, su hai long cua nguoi dung va he thong tim kiem nam ngoai pham vi bao cao.
Toi nen nhap bao nhieu tu khoa?
Bat dau voi mot cum tu chinh. Chi them bien the gan hoac subtopic ma trang da co ly do hop le de tra loi. Cong cu chap nhan toi da nam tu khoa, nhung nhieu dau vao hon khong lam kiem toan chinh xac hon.
Toi co nen sua moi loi trong bao cao khong?
Khong. Bat dau voi bang chung anh huong den do ro rang, kha nang truy cap, tinh chinh xac hoac kha nang crawl. Giu cac muc co chu y hoac tac dong thap trong backlog da ghi nhan. Sua doi cuong ep co the lam trang te hon.
Toi co the dung kiem toan nay cho trang chua cong khai khong?
Khong. Cong cu kiem toan URL trang cong khai. Hay phat hanh mot phien ban an toan hoac dung staging va pre-release checks cho trang can xac thuc.
Tac gia: Julian Mercer, chuyen gia Technical SEO voi 14 nam kinh nghiem tai Auspia. Julian viet ve crawlability, structured data va cac sua doi cap trang thuc te ma team co the xac minh.
