SPONSORED BY

#SEJSummit

3 Takeaways

Accept that Searcher intent is

Critical to Success

Maximize Clickability to

Increase Revenue

Understanding the Importance of

Indexability

@billhunt

SPONSORED BY

#SEJSummit

@billhunt

1) 20+ Years in Search

2) Solve Enterprise Search Problems

3) Optimized 67 of F100 brands

4) Build tools that move the needle!

ABOUT ME

SPONSORED BY

#SEJSummit

Root cause identification is a critical skill.

User-agent: *

Disallow: /

@billhunt

SPONSORED BY

#SEJSummit

COST/VALUE of PROBLEM

Paid Search to Backfill

$1.7 Million

Agency Value

$3.6 Million

@billhunt

SPONSORED BY

Fixing Inclusion increased traffic by 58%

SPONSORED BY

#SEJSummit

74% OF PAGES NOT INDEXED

@billhunt

SPONSORED BY

#SEJSummit

58% INCREASE JUST BY BEING INDEXED

@billhunt

SPONSORED BY

#SEJSummit

CONFIRM INDEX RATES

@billhunt

SPONSORED BY

14.6 Million Errors

50 Million Pages

12.6 in XML Site Map

#SEJSummit

MINIMIZE XML ERRORS

@billhunt

SPONSORED BY

Using HREFLang

Correctly Generated $8 Million

SPONSORED BY

http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm

http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm

#SEJSummit

IS THE RIGHT PAGE RANKING?

@billhunt

SPONSORED BY

#SEJSummit

@billhunt

SPONSORED BY

#SEJSummit

MISSING BI-DIRECTIONAL LINKS

@billhunt

SPONSORED BY

#SEJSummit

CANONICAL TAGS ARE WRONG

@billhunt

SPONSORED BY

88% drop in

traffic due to

deindexed

pages

#SEJSummit

CANONICAL SET TO GLOBAL HOME PAGE

@billhunt

SPONSORED BY

Achieving 50% increase in Leads from

500% Increase in Organic Traffic

SPONSORED BY

Category Keywords Searches/Mo

Top 50 50 2,865,324

High Margin Products 1,306 1,584,000

All Products 4,919 1,498,566

Product With 1,047 882,643

Lists/Ideas 11 806,237

Components 921 289,521

Attributes 892 283,457

Occasions 105 256,894

Which

group of

words to

focus

efforts?

#SEJSummit

KEYWORD TARGET/CONTENT MATRIX

@billhunt

SPONSORED BY

Category Keywords Searches Top 3 Share CR eCRM Leads

Assets With 1,047 882,643 150,049 13% 19,506

Top 50 50 2,865,324 487,105 4% 19,484

Lists/Ideas 11 806,237 137,060 11% 15,077

All Assets 4,919 1,498,566 254,756 3% 6,369

Components 921 289,521 49,219 9% 4,430

High Margin Assets 1,306 1,584,000 269,280 1% 3,393

Attributes 892 283,457 48,188 3% 1,446

Occasions 105 256,894 43,672 1% 218

Total 9,251 8,466,642 1,439,329 69,923

#3

#SEJSummit

#1

#2

ASSET TO CONVERSION MATRIX

@billhunt

SPONSORED BY

• Many top ranking “Assets With” had bad snippets – Optimized snippets and increased traffic 23%

• Mobile & Location Searches Most Popular

• 3 clusters had high app download – bypassing eCRM

#SEJSummit

CRITERIA FOR SELECTION

@billhunt

SPONSORED BY

• Google Rank #3

• 124,455 impressions - 1.69% CTR = 2,109 visits

• Multiple page views per visit

#SEJSummit

Lowest Hanging Fruit

@billhunt

SPONSORED BY

#SEJSummit

What does the Triple Sec Searcher want?

@billhunt

SPONSORED BY

Drink Name + TS

Cocktails with TS

Drinks with TS Spirit +

TS TS + Ingredient

What is TS

What to Make with TS

What to Mix with TS

Drink Name + TS

Cocktails with TS

Drinks with TS

Spirit + TS

TS + Ingredient

What is TS

What to Make with TS

What to Mix with TS

#SEJSummit

AFTER SNIPPET OPTIMIZATION

@billhunt

SPONSORED BY

• 1.69% CTR to 14.81% CTR = +20,024 visits

• Rank from #3 to #1 (after 45 days)

• 10x increase in “Drink of Week” sign ups

• Bonus: 14 other words + 122k traffic

#SEJSummit

AFTER SNIPPET OPTIMIZATION

@billhunt

SPONSORED BY

• Does the Snippet match

the searcher intent?

• Is the ranking page the

PLP?

$37k in incremental

revenue in 1 week

#SEJSummit

SNIPPET OPTIMIZATION

@billhunt

SPONSORED BY

#SEJSummit

Don’t Forget About

Global Opportunity

Accept that Searcher Intent

Is Critical to Success

Understanding the Importance of

Indexability

3 Takeaways

@billhunt

SPONSORED BY

SPONSORED BY