Diagnosing Issues

A Path to Improvement

Houston… do we have a problem? Daily # of Visitors for Example.com (000’s) For this social networking company, this much traffic came from search Where’s superbowl.com ? Would you click this link? Is this what your website looks like to the 100M smart phone users? (if you’re vans.com, then yes!)

Identify Problems Sudden traffic drops Not getting traffic where you expect Content in SERPs does not look appealing Customers have bad click-through experience

Sudden traffic drops

Not getting traffic where you expect

Content in SERPs does not look appealing

Customers have bad click-through experience

Step 1: Get the data

Step 2: Find the Cause Crawling Ranking Index Query Parsing Dynamic Ranking

However…

Many Advanced Diagnostics Site Moves Redirects New domain issues Content changes Dynamic URLs URL rewriting Managing parameters Moving session information to cookies State management Duplicate Content URL canonicalization Exact vs. approximate dups Dynamic content Other issues Geographic location

Site Moves

Redirects

New domain issues

Content changes

Dynamic URLs

URL rewriting

Managing parameters

Moving session information to cookies

State management

Duplicate Content

URL canonicalization

Exact vs. approximate dups

Dynamic content

Other issues

Geographic location

Diagnostic Checklists and Resources Search Accessibility Checklist Search Discoverability Checklist Diagnostic Tools janeandrobot.com

Search Accessibility Checklist

Search Discoverability Checklist

Diagnostic Tools

Off Page Assessment

Example: Global Scholar site: search 148 pages indexed 57 are from /blog college tutoring and homework help Global Scholar Google 107 6 Yahoo 62 26 Live Search 64 3

site: search

148 pages indexed

57 are from /blog

On-Page Assessment Links not accessible with Javascript off URLs don’t change for new pages Title tag has no keywords Many images have no ALT tags Home page canonicalization problems No H1 tags

Links not accessible with Javascript off

URLs don’t change for new pages

Title tag has no keywords

Many images have no ALT tags

Home page canonicalization problems

No H1 tags

<select name=&quot;ctl00$Content$ctlSearchDropdownBox$ctlSearchDropdownSubject$cboSearchFacet&quot; id=&quot;ctl00_Content_ctlSearchDropdownBox_ctlSearchDropdownSubject_cboSearchFacet” style=&quot;width:180px;&quot;>

Questions

Site Reviews

Where to next? http://janeandrobot.com http://ninebyblue.com http://SearchDeveloperDay.com http://webmaster.live.com http://google.com/webmaster http://siteexplorer.search.yahoo.com