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SEO Technical Metrics. Tools, Tips, and Guides.

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This is the presentation that I gave on Technical SEO Metrics that matter at SMX West 2013. The focus was on 6 areas of low hanging fruit to address when starting any SEO project. Additionally, I …

This is the presentation that I gave on Technical SEO Metrics that matter at SMX West 2013. The focus was on 6 areas of low hanging fruit to address when starting any SEO project. Additionally, I shared some results from a survey we did analyzing SEO impact with real users.

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  • Infographic + bullets
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  • 45 - 12

Transcript

  • 1. Eli Schwartz Online Marketing Manager SurveyMonkeyThe Technical SEO Metrics You Should Care About SMX West 2013
  • 2. Poll: Have you woken up to or inherited this? EMD, DMCA, Top Heavy, Venice, Freshness
  • 3. Overview• Significant impacts from basic technical SEO changes: URL Issues Robots.txt Javascript and CSS links 404 pages Redirects Canonicals• User benefit to technical changes
  • 4. Look for URL Issues• Check for http:// vs https://• www vs non-www• Index page does not redirect to the root• Subdomain duplication www.wufoo.com Username.wufoo.com
  • 5. Check Robots.txt www.irs.gov/robots.txt Could this be important?
  • 6. Browse without Javascript and CSS Disable Javascript Afterwards Disable CSS Links being hidden by CSS might suddenly appear Plugin: http://bit.ly/devel-plugin
  • 7. Crawl entire domain with Screaming Frog A Screaming Frog crawl can help you discover 404 pages Optimum settings http://bit.ly/scfrog
  • 8. Download landing pages from GA Change to 25 URL will now show: Change to 2500
  • 9. Discover new 404 pagesUpload the CSV that you downloaded from GA toScreaming Frog with the list option Discover pages that had received traffic but now 404
  • 10. Redirect Path Plugin – Header responses Visually shows server header response as well as redirect path http://bit.ly/ayima
  • 11. Screaming Frog shows all redirects Sort Screaming Frog crawl by status code to find 302’s and 301’sUpdate 302 redirects to 301’s; use direct links when possible for internal links that 301
  • 12. Tamper for Firefox finds redirect path http://bit.ly/Tamper-Tool
  • 13. Discover canonicals with Screaming Frog Canonical column will contain a URL if a canonical exists
  • 14. Find incorrect canonicals in Excel Export Screaming Frog crawl into ExcelExcel Formula: IF(A1=B1,TRUE,FALSE)
  • 15. See results in Google Webmaster Tools Are impressions trending higher?
  • 16. Google’s Webmaster Technical Guidelines http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769
  • 17. User impact from technical changes • Random selection from general US population • Random assignment into 1 of 2 surveys with 16 questions • Survey sent to 3,000 people • Survey was open for 5 days • 615 people participated • Comparison of means over a variety of indicators http://bit.ly/sma-research
  • 18. What happens when a search user does not find what they expected on the page? 60% of users bounce
  • 19. Other interesting survey results Why would users block aUser trust of guest posts site from Google results? Top 22% Heavy decrease in trust for Panda a guest post t(237,345)=-9.47,p < .001
  • 20. Takeaways and homework• Always focus on the user, but look out for: • Missing pages • Redirects • Broken canonicals• Download: Screaming Frog, Tamper for Firefox, Ayima Redirect plugin, any developer plugin that controls CSS and Javascript• Be a hero
  • 21. Thank you!Eli Schwartz, SurveyMonkeyeli@surveymonkey.com @5le @surveymonkeyDownload slides: http://bit.ly/SEO-Tech