SEO for the Skilled Mechanic
Asaad Dookhy
Introduction
• The aim of this presentation is highlight the ways you can
diagnose a loss of visibility, create actions an...
1. Diagnosing a Loss Of Visibility
Top Level View
Searchmetrics
GA
Where Has The Loss Occurred
Use tags in Searchmetrics to discover the areas of your site hit
Use GWT impression data to support Searchmetrics data
Use keyword rankings data (I use SEO Rank Monitor)
Then segment by tag group so you can see the biggest losses in
rankings...
Look into your brand terms using the Google keyword Tools and
filtering your brand in GWT to see if your brand is losing p...
Look at your mobile traffic and rankings
Check Analytics annotations to check if any work on the site has
potentially caused an issue
Questions Answered:
• Overall loss in traffic and visibility
• Areas of the site most effected
• Has brand played a part
•...
Algorithm Changes
Use The Panguin Tool to see any dips around algorithm updates
Break out known factors of the updates into a checklist, the two
articles below can help:
- themoralconcept.net/pandalist....
Questions Answered:
• Has your site been effected by an update
• Which elements of the update are you guilty of
Loss of Links
Use Ahrefs to see your lost links over time
Possible Reasons Why You Have Lost Links:
• End of partnerships
• Earned links pushed down sites because of new content
pr...
Create a pie chart of the areas of your site which have lost the most
links & see it it correlates to where the loss of vi...
Question Answered:
• Can you correlate your loss of links to a loss of visibility
2. The Competition
Use Searchmetrics & Similar Web to monitor competitor visibility
Content
Use Wayback Machine to see if they have improved content
and design on key landing pages
Technical SEO
Audit competitors with Screaming Frog to see if they have
improved on 404 pages, incorrect redirects, page s...
Link Acquisition
Use Majestic SEO to see their link acquisition improvements
Company News
• Check for press releases
• Staff updates on LinkedIn
Questions Answered:
• Is it just me or is this a dip industry wide
• Which competitor has benefited most from your dip
• A...
3. Adapting To Change
List how you compare with your competitors with regards to the
most important recent changes
Question Answered:
• Where you fall behind which will affect your overall SEO
performance
4. Quick Technical Checks
Quick Technical Checks
• Make sure you’re not blocking any URLs by accident in
Robots.txt
• Use GWT to see if a rise in 40...
5. Fixing It
Context
You know the areas of the site affected and reasons so
you can put together an action plan:
For example If Panda t...
Resources
• Interns to fix errors at scale
• Copywriters + designers for content improvements
• Tech to make the technical...
Takeaways
• Where has your site lost visibility
• The likely reasons
• How have your competitors benefited
• How to fix it
The End
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SES London 2015 Slides - Diagnosing a Loss in SEO Visibility

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- How to examine where a site has lost visibility
- Capturing the right information to maintain leading results
- What causes common SEO issues and how to remedy them
- Which tools work the best for diagnosing SEO issues quickly

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  • Use GA and Search Metrics for top level picture of the numbers you’re dealing with
  • and Jira Tickets
  • - Create a pie chart of the areas of your site which have lost the most amount of links and see it it correlates to where the loss of visibility is
  • Piece together other potential improvement by new staff on LinkedIn and company news such as opening new stores which help Local SEO strategies
  • SES London 2015 Slides - Diagnosing a Loss in SEO Visibility

    1. 1. SEO for the Skilled Mechanic Asaad Dookhy
    2. 2. Introduction • The aim of this presentation is highlight the ways you can diagnose a loss of visibility, create actions and communicate your plan • I’m the SEO Lead at Decathlon UK (Decathlon is a sports retailer, we sell over 70 sports, in 26 countries/ 100s of stores worldwide) • My Twitter is @28Asaad • I love football :)
    3. 3. 1. Diagnosing a Loss Of Visibility
    4. 4. Top Level View Searchmetrics GA
    5. 5. Where Has The Loss Occurred Use tags in Searchmetrics to discover the areas of your site hit
    6. 6. Use GWT impression data to support Searchmetrics data
    7. 7. Use keyword rankings data (I use SEO Rank Monitor) Then segment by tag group so you can see the biggest losses in rankings. If rankings are stable then look at the search volumes to see if there’s a dip in popularity
    8. 8. Look into your brand terms using the Google keyword Tools and filtering your brand in GWT to see if your brand is losing popularity
    9. 9. Look at your mobile traffic and rankings
    10. 10. Check Analytics annotations to check if any work on the site has potentially caused an issue
    11. 11. Questions Answered: • Overall loss in traffic and visibility • Areas of the site most effected • Has brand played a part • Device most effected
    12. 12. Algorithm Changes Use The Panguin Tool to see any dips around algorithm updates
    13. 13. Break out known factors of the updates into a checklist, the two articles below can help: - themoralconcept.net/pandalist.html - hiswebmarketing.com/penguin-not-just-about-bad-links/
    14. 14. Questions Answered: • Has your site been effected by an update • Which elements of the update are you guilty of
    15. 15. Loss of Links Use Ahrefs to see your lost links over time
    16. 16. Possible Reasons Why You Have Lost Links: • End of partnerships • Earned links pushed down sites because of new content produced • Website owner decided to change the link
    17. 17. Create a pie chart of the areas of your site which have lost the most links & see it it correlates to where the loss of visibility is
    18. 18. Question Answered: • Can you correlate your loss of links to a loss of visibility
    19. 19. 2. The Competition
    20. 20. Use Searchmetrics & Similar Web to monitor competitor visibility
    21. 21. Content Use Wayback Machine to see if they have improved content and design on key landing pages
    22. 22. Technical SEO Audit competitors with Screaming Frog to see if they have improved on 404 pages, incorrect redirects, page sizes, missing title tags etc.
    23. 23. Link Acquisition Use Majestic SEO to see their link acquisition improvements
    24. 24. Company News • Check for press releases • Staff updates on LinkedIn
    25. 25. Questions Answered: • Is it just me or is this a dip industry wide • Which competitor has benefited most from your dip • Areas your competitors have improved on and how this could see them benefit from the latest updates • Which areas of improvement you should look to prioritise
    26. 26. 3. Adapting To Change
    27. 27. List how you compare with your competitors with regards to the most important recent changes
    28. 28. Question Answered: • Where you fall behind which will affect your overall SEO performance
    29. 29. 4. Quick Technical Checks
    30. 30. Quick Technical Checks • Make sure you’re not blocking any URLs by accident in Robots.txt • Use GWT to see if a rise in 404 pages, investigate why and correct • Make sure no redirects are 302 instead of 301 redirects • Check canonical URLS are correct • Cannibalisation of content – check if the correct page is ranking and not the weaker page which then drops • Use GWT to see if there’s drop in indexed pages
    31. 31. 5. Fixing It
    32. 32. Context You know the areas of the site affected and reasons so you can put together an action plan: For example If Panda then perform X, if Penguin perform Y etc. (It is likely to be a combination of factors)
    33. 33. Resources • Interns to fix errors at scale • Copywriters + designers for content improvements • Tech to make the technical changes required • An agency to make a full link audit and recommendations • PPC to cover the loss of organic visibility • Give yourself the biggest possible timeframe Fundamentally you need more budget and time
    34. 34. Takeaways • Where has your site lost visibility • The likely reasons • How have your competitors benefited • How to fix it
    35. 35. The End

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