Date post: | 13-Aug-2015 |
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Marketing |
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• 20 years experience in Enterprise Search
• Big Site/Big Brand/Global Focus
• Co-Author – Search Engine Marketing Inc.
• Develop Global Keyword Modeling and Enterprise Workflow Tools
Bill Hunt
3rd Edition Jan 2015
Successful SEO Requires
• Focus on the Fundamentals
• Strict attention to detail
• Root Cause Identification
• Deep integration into web workflows
• Shared responsibility for performance
• Focus on scale not tricks
Weekly Reviews
• Top 5 Rank with low visits
– Check Ranking Page and Snippets
• Top 10 High CPC Terms for rank
• New Crawl Errors
• 404’s with inbound links
• Review keywords ranking 11 – 15
Help Me Help You
• Simplified and reduced templates saved 3.5k annual man-hours (~ $375k)
• Uniform XML Site Map resulted in 98% of pages indexed and 150% reduction in errors – became “broken links” test process
• “Why IBM” Intro paragraph in style guide improved snippet relevance lead generation by 3,000%
Indexing Challenges
Design issues can impact crawling and ranking
– Complex Coding from AJAX, Sliders, JavaScript
– Slow Loading Pages
– Overly Complex Templates
– Duplicate Content from low quality and local pages
– Complex templates
Ensure all site elements are search friendly
Site Speed Testing – Product
Site Refresh Consolidated 18 scripts to 6 reducing load exponentially
Site Speed Testing – Yslow or
Google Page Speed
Feed the Beast – XML Site Maps • Dynamic XML Site Maps
– Segment by product categories, Line of Business, Country
– Randomize URL’s in each XML Site Map
– Use a max of 10k URL’s per XML Site Map
– Have you reached the max URL’s? Yandex is 1 million
– Ensure you have less than 1% errors
• Tip:
– To refresh an XML site map – add or remove a page
and it will be reindexed!
Confirm Indexability
• Large IT company with 400,000 PDF files
• Broken down to 1k per site map
• Only 1 URL indexed
Submit One but Canonical Another
• Site Map Entry • <url><loc>http://clueless.com/h20195/v2/getDocument.aspx?doc
name=4AA3-0930FRE</loc><changefreq>weekly</changefreq><priority>0.5</priority></url>
• Page Canonical Entry • <link rel="canonical"
href="http://clueless.com/h20195/v2/GetDocument.aspx?docname=4AA3-0930FRE" />
Removed upper case – 98% indexed in 3 weeks with 4,257% increase in traffic from indexed pages
Monitor Index Rates
Use the info: parameter to test inclusion vs. WMT
Monitor critical page inclusions
Note: UK and AU pages & MX and CO pages problem
Site Map URL's Indexed Not Indexed Percent Not PLP NI Avg Reindex
AR 139 133 25 18% 2 7
AU 139 5 134 96% 54 23
ES 139 136 3 2% 0 7
DE 139 125 14 10% 1 7
CO 139 12 127 91% 54 12
FR 139 98 41 29% 16 7
JP 139 133 6 4% 0 12
MX 139 8 131 94% 58 14
UK 139 5 134 96% 55 23
US 189 188 1 1% 0 7
Leverage HREF Language
• Duplicate content from country pages significantly hurts performance
• Helps search engines understand which version is for which country/language
• Replaces global pages for local pages
• Works within 3 to 5 days
• You can use it in the page BUT is more flexible in XML Site Map form
Enabler: Optimize Templates for Scale & Global
Sony.de Sony.fr Etc.
Page Title and Meta Data
recommendations
Fully indexable navigation?
Ensure all parts of the page are
indexable
Correct use of Header tags
Can search engine’s follow all of
the links?
Enhancement of cross-links to
distribute link equity
Maximize Templates at Design
• Develop “building rules” into CMS/Database
Integration
• Ensure templates are “shared” with all countries
• Develop “fail process” in template QA workflow
• Optimizing the templates reduces the amount of
work necessary in the local markets.
Understand your CMS
• How to insert content from a database
• Template creation and restrictions
• Page Management
• Error Management
• Redirect Management
Penguin – Hits Bad Link Building
• Excessive Rich Anchor Text
• Article Directories
• Excessive Directories
• Irrelevant International Links
Redistribute Links Redirect links from Home Page to Internal Pages
Key product had 5 links but 574 product related to home page
Linking sites changed 105 of best links – page move to #3 in results
Review your Snippet Periodically • Review your snippet periodically especially if you get low click through
• if you don’t rank well use the following syntax to review:
Keyword phrase site:yoururl.com
Schema & Rich Snippets
• Key Schema Tags
– Breadcrumbs
– Use Location Schema
– Use Reviews Schema
– Use News Schema
– Monitor Webmaster Tools for Lift
Maximizing your Search Result Listing
• Description comes from one of the following:
– Compiled from content on the page
– Taken from Meta Description
• Optimize the Snippet by:
• Place keyword at the beginning of opening paragraph
• Place benefit statements near your main keyword phrases at the top of the page.
• When an engine takes a snippet for the SERP page, your description will boost your benefits.
Measurement Challenges
• Reports are typically NOT actionable
• Understanding the business value of the
finding
• Time constrained and reports not intuitive
• Executives unaware of the status
Leverage “KMAE” Charts
• Demonstrate “Search Influenced Revenue”
• Highlight any incremental success from search
25% increase in Natural Search Traffic
Increased SEO Revenue by 45%
Opportunity Realized Matrix Start Projected Current Realized
Keyword Demand SE Visits % of
Demand Rank 3% 5% Visits Rank2 +/_ Added Visits
Opp.
Realized
girdle 33,100 0 0.00% NR 993 1,655 1 NR - 1 0%
shapewear 27,100 37 0.14% 36 776 1,318 159 26 10 122 16%
body shaper 12,100 16 0.13% 21 347 589 5 28 -12 -11 -3%
shapeware 1,000 1 0.10% 36 29 49 4 26 10 3 10%
body shapewear 880 0 0.00% 21 26 44 0 NR -9 0 0%
body slimmers 880 18 2.05% 8 8 26 2 13 -5 -16 -190%
mens shapewear 880 23 2.61% 11 3 21 25 7 4 2 59%
shapewear underwear 880 0 0.00% NR 26 44 0 NR - 0 0%
strapless shapewear 880 0 0.00% NR 26 44 0 NR - 0 0%
bridal shapewear 720 0 0.00% NR 22 36 11 21 9 11 51%
body shaper underwear 590 0 0.00% NR 18 30 18 NR 18 18 102%
Total 135,930 131 0.10% 3,947 6,666 332 201 5%
Value of a Visit $120.00
SE Visits
for Words
Listed
Site
Conversion
Monthly
Revenue
Annual
Revenue
Potential
Increase % Gain
Starting SE Traffic 131 5 $15,720 $188,640 -
Projected @ 3% of
Opportunity 3,947 158 $473,628 $5,683,536
$5,494,89
6 2912.90%
Current SE Traffic
(Jan 2012) 332 13 $39,840 $478,080 $289,440 153.44%
Take Away Actions
• Leverage search data to take our position at the center of the universe and drive change
• Understand why your organization does what it does and integrate change into the existing process using “Force Multipliers”
• Deploy KPI’s and Metrics that “Enhance your Agenda” and “Show the Value of Your Efforts”
• Maximize your “30 Minutes to Search Greatness”