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How to use Google Webmaster Tools & Get Keyword Data Back

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Learn how to use Webmaster Tools - from set up. See how to get your keyword data back and diagnose issues with your website.

Learn how to use Webmaster Tools - from set up. See how to get your keyword data back and diagnose issues with your website.

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  • 1. Presenta(on  on     Webmaster  Tools   by  Carol  Poole  
  • 2. Poll   •  Have  you  used  webmaster  tools  before?   –  89%  Yes  /  11%  No   •  How  long  have  you  been  using  webmaster  tools?   –  50%  under  1  year  /  50%  1-­‐3  years   •  How  would  you  rate  level  of  experience?   –  63%  beginner,  25%  intermediate  /  12%  advanced  
  • 3. What  is  Webmaster  Tools   •  Free  Tool  from  Google   •  Designed  for  webmasters   •  Used  by:     –  Webmasters   –  SEO  Professionals   –  AnalyUcs  &  AdWords  Professionals    
  • 4. Why  Use  Webmaster  Tools   •  To  help  improve  visibility  in  search  engines   •  Ensure  the  website  is  healthy   •  Understand  &  improve  how  the  website  is  found   –  Search  queries   –  Who  links  to  your  website   •  Improve  the  user  experience  (UX)  
  • 5. Tools  for  Different  Purposes   •  Tools  for  site  visibility   –  Site  map,  structured  data,  robots.txt   •  Tools  for  Website  health   –  Broken  links,  crawl  errors,  site  errors   •  Tools  to  improve  how  the  website  is  found   –  Search  queries  &  CTRs   –  Links  to  your  site   •  Tools  to  improve  UX   –  Broken  links  &  site  errors  
  • 6. Key  Features   •  Sitemap  submission   •  Fix  crawl  errors  &  set  crawl  rate   •  Site  health  &  messages   •  See  which  websites  link  to  the  site   •  See  what  searches  people  type  into  Google  when  people   find  the  site   –  Can  the  CTR  be  improved?  
  • 7. Valuable  Data  in  Webmaster  Tools  
  • 8. Add  Your  Site  
  • 9. Verify  Site  Ownership  
  • 10. Verify  Site  Ownership  
  • 11. Submit  Site  Map  
  • 12. Submit  Site  Map   •     You  can  usually  find  what  sitemaps  you  have  by  typing  in  sitemap.xml   •     Some  sites  have  more  than  1  sitemap.  Submit  all  of  them.    
  • 13. Wordpress  Sitemap  Plugins   •  WordPress  SEO  by  Yoast   •  Google  XML  Sitemaps  Plugin   •  XML  Sitemaps  
  • 14. Linking  To  Google  Analy(cs   •  Go  to  Google  AnalyUcs     •  To  Queries  
  • 15. Linking  to  Google  Analy(cs  
  • 16. Linking  To  Google  Analy(cs    
  • 17. Linking  To  Google  Analy(cs  
  • 18. Linking  To  Google  Analy(cs  
  • 19. Linking  To  Google  Analy(cs  
  • 20. Search  Queries  Data  in  Webmaster  Tools  
  • 21. Search  Queries  Data  in  Google  Analy(cs    
  • 22. Analyzing  Search  Query  Data  
  • 23. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 24. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 25. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 26. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 27. Sneaky  Trick  To  Get  Keyword  Data  Back     •  Free  (with  ads)   •  Without  ads  
  • 28. SeMng  Up  Page  Owners  &  Users   •  Three  levels  of  access   –  Owner   –  User  –  Full  Access   –  User  –  Restricted  Access   •  Users  with  full  access  can  not  add  new  users  or  link  to   Google  AnalyUcs   •  Users  with  restricted  access  can  generally  only  view  data     h"ps://support.google.com/webmasters/answer/2451999  
  • 29. Fix  Important  Crawl  Errors   •  Really  common  in  ecommerce  sites   •  PrioriUse  the  important  URLS  (the  404’s)   •  If  it’s  a  big  list,  download     –  Work  out  where  old  URLs  should  point  to     –  Do  a  301  redirect  (server  side)     •  Mark  as  fixed  in  WMT  
  • 30. Errors  To  Pay  ASen(on  To   •  404  Not  found  errors  
  • 31. Errors  To  Remove  Or  Ignore  
  • 32. Errors  To  Remove  Or  Ignore  
  • 33. Fetch  As  Googlebot   •  What  is  it?     –  Lets  you  see  a  page  as  Google  sees  it     –  NoUfies  Google  when  there  are  new  pages  or  changes  to  a  page   •  Why  Use?   –  Troubleshoot  page’s  poor  performance  in  search  results     –  Helps  get  new  pages  or  changes  to  pages  indexed  quickly   –  Check  crawl  errors  and  redirects  are  fixed  
  • 34. HTML  Improvements   •  What  is  it?     –  Shows  potenUal  issues  when  Google  is  crawling  &  indexing  site   •  Why  Use?   –  Improve  user  experience   –  Drive  traffic  to  your  site     –  Helps  idenUfy  problems  with  Utle  tags  or  non-­‐indexable  content  
  • 35. Sitelinks   •  What  are  sitelinks?     –  AddiUonal  links  to  your  website  that  appear  underneath  the   main  URL  in  the  organic  lisUng   –  Auto  Generated  
  • 36. Demote  Sitelinks   •  Give  you  extra  real  estate  under  your  brand  name   •  Site  links  can  be  demoted  in  Webmaster  Tools   •  Why  demote:   –  InformaUon  is  incorrect     –  Don’t  want  a  parUcular  page  appearing  as  a  sitelink  
  • 37. Other  Features   •  Rich  snippets  /  data  highlighter   –  A  way  of  summarizing  content  on  a  page  to  make  it  easier  for   users  to  understand  what  the  page  is  about     •  Page  speed  insights   –  Enables  you  to  test  speed  of  website  which  is  now  considered  a   factor  that  impacts  search  engine  rankings  
  • 38. Structured  Data  
  • 39. Structured  Data   •  Yoast  WordPress  SEO     –  Facebook,  Twiier  &  G+   •  Schema  Creator     •  Webmaster  tools  –  Data  Highlighter     •  Genesis  Themes  
  • 40. Who  Should  Have  Access   •  Webmasters     •  Website  Owners   •  Google  AdWords  Professionals   •  AnalyUcs  Professionals   •  SEO  Professionals  
  • 41. Useful  Wordpress  Resources   •  Wordpress  SEO  By  Yoast   •  RedirecUon  plugin    
  • 42. Ques(ons?