seo reporting in the enterprise - aj mihalic - ayima
TRANSCRIPT
• SEO (Technical, Analytics, & User Experience)
• Verizon, Office Depot, FXCM, Reed Elsevier, British Airways, Samsung
Report SEO visibility
Build a site EKG
Report for promotion
A competitive view of SERP performance is necessary to highlight the effects of SEO work.
#SEJSummit#Searchmetrics @AJMihalic
Report on the Bottom Line
Rankings Tables are Ineffective
#SEJSummit#Searchmetrics @AJMihalic
Entry Page Tables are Ineffective
#SEJSummit#Searchmetrics @AJMihalic
SEO in Analytics = Entry Page Trends
#SEJSummit#Searchmetrics @AJMihalic
SEO Visibility = Model of Search Traffic
MI = S(MSV x CTR%)#SEJSummit
#Searchmetrics @AJMihalic
Visibility: Migration Performance
#SEJSummit#Searchmetrics @AJMihalic
Visibility: Migration Performance
#SEJSummit#Searchmetrics @AJMihalic
Visibility: Migration Performance
#SEJSummit#Searchmetrics @AJMihalic
Visibility: Penalties: Panda / Penguin
Gold (US)
#SEJSummit#Searchmetrics @AJMihalic
Visibility Volatility
#SEJSummit#Searchmetrics @AJMihalic
Monitor site health real-time to take reactive actions a step earlier, before they affect performance.
Early Response: 2nd Party Tools
#SEJSummit#Searchmetrics @AJMihalic
Early Response: 3rd Party Tools
#SEJSummit#Searchmetrics @AJMihalic
It’s Too Late When…
#SEJSummit#Searchmetrics @AJMihalic
The Disaster TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
Googlebot activity drops due to errors
Rankings drop for large volume of longtail terms
Traffic drops across the board
SEO alerted to the problem
#SEJSummit#Searchmetrics @AJMihalic
The Disaster TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
Googlebot activity drops due to errors
Rankings drop for large volume of longtail terms
Traffic drops across the board
SEO alerted to the problem
#SEJSummit#Searchmetrics @AJMihalic
The Disaster TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
Googlebot activity drops due to errors
Rankings drop for large volume of longtail terms
Traffic drops across the board
SEO alerted to the problem
#SEJSummit#Searchmetrics @AJMihalic
The Disaster TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
Googlebot activity drops due to errors
Rankings drop for large volume of longtail terms
Traffic drops across the board
SEO alerted to the problem
#SEJSummit#Searchmetrics @AJMihalic
The Disaster TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
Googlebot activity drops due to errors
Rankings drop for large volume of longtail terms
Traffic drops across the board
SEO alerted to the problem
#SEJSummit#Searchmetrics @AJMihalic
The Disaster TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
Googlebot activity drops due to errors
Rankings drop for large volume of longtail terms
Traffic drops across the board
SEO alerted to the problem
Warnings in Webmaster Tools or emails only seen here
#SEJSummit#Searchmetrics @AJMihalic
What are the Key Metrics?
• Count of each status code type
• Count of status codes with user-agent = Googlebot
• Log of URLs crawled by Googlebot
• Ideally 2x daily email of counts for earliest warning
#SEJSummit#Searchmetrics @AJMihalic
The EKG in Action
Status code 410 served to remove thin, duplicated URLs from the index
#SEJSummit#Searchmetrics @AJMihalic
How is the Data Actionable?
• Add robots.txt fixes to production (patching)
• Fix code generating errors or remove links to pages serving errors (patching)
• Reduce crawl rates in Google Webmaster Tools
• If problems are very serious, roll back to previous stable releases
#SEJSummit#Searchmetrics @AJMihalic
The New Preventative TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
SEO alerted thanks to our friends in IT
Implement fixes to production
Rankings & Traffic are maintained
#SEJSummit#Searchmetrics @AJMihalic
The New Preventative TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
SEO alerted thanks to our friends in IT
Implement fixes to production
Rankings & Traffic are maintained
#SEJSummit#Searchmetrics @AJMihalic
The New Preventative TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
SEO alerted thanks to our friends in IT
Implement fixes to production
Rankings & Traffic are maintained
#SEJSummit#Searchmetrics @AJMihalic
The New Preventative TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
SEO alerted thanks to our friends in IT
Implement fixes to production
Rankings & Traffic are maintained
#SEJSummit#Searchmetrics @AJMihalic
The New Preventative TimelineGooglebot crawls new, concatenated URLs
Errors generated on the server
SEO alerted thanks to our friends in IT
Implement fixes to production
Rankings & Traffic are maintained
#SEJSummit#Searchmetrics @AJMihalic
Understand what gets executive leadership promoted, and speak their language.
Where’s my hockey stick?
#SEJSummit#Searchmetrics @AJMihalic
Where’s my hockey stick?
#SEJSummit#Searchmetrics @AJMihalic
How can I get you Promoted?
Marketing Development(sales) (python)
#SEJSummit#Searchmetrics @AJMihalic
Speak a New Language• Reduce Errors
• Eliminate Redirect Chains
• Block Bots
Reduce Unnecessary Requests & Save Resources
#SEJSummit#Searchmetrics @AJMihalic
Change things that DO “matter”• Improve Page Speed
• Improve Cross-Device Performance
• Consolidate Content
• Reduce Links
• Update Semantic Code
Improve User Experience
#SEJSummit#Searchmetrics @AJMihalic
Report SEO visibility
Build a site EKG
Report for promotion
#SEJSummit#Searchmetrics @AJMihalic