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Making Data from Google Webmaster Tools, Bing and SEOmoz Actionable
 

Making Data from Google Webmaster Tools, Bing and SEOmoz Actionable

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A presentation from SMX Melbourne 2012 on how to make data from Google Webmaster Tools, Bing and SEOmoz actionable. References log file analysis and external crawl tools to re-inforce the learnings ...

A presentation from SMX Melbourne 2012 on how to make data from Google Webmaster Tools, Bing and SEOmoz actionable. References log file analysis and external crawl tools to re-inforce the learnings from the major tool providers.

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    Making Data from Google Webmaster Tools, Bing and SEOmoz Actionable Making Data from Google Webmaster Tools, Bing and SEOmoz Actionable Presentation Transcript

    • MAKING DATA FROM GWMT & BING WMT ACTIONABLE Richard Baxter, Founder, SEOgadget Download this presentation:
    • ............................................................................................................................................................................................... So this is how my presentation started out.
    • ............................................................................................................................................................................................... I ASKED @DBSEO HE USES GWMT FOR • Links to your site • Internal links • URL parameters • Crawl errors • Crawl stats & Index Status • Fetch as Google • Sitemaps • HTML Improvements • Settings – geo-targeting The most useful comment: Areas that lead to further “investigation or are used as part of another process”
    • ............................................................................................................................................................................................... Features = BORING presentation
    • ............................................................................................................................................................................................... Here is what I do to make all that data actionable
    • ............................................................................................................................................................................................... #1 Find nasty indexed duplicate Parameters of horrible-ness
    • ............................................................................................................................................................................................... This is probably *my* most useful report in GWMT – URL Parameter report shows parameters found via Google’s Crawl
    • ............................................................................................................................................................................................... See how useful that is? A quick route to *all* the duplicates. Almost.
    • ...............................................................................................................................................................................................#2 Deciding if I need to do some log file analysis
    • ............................................................................................................................................................................................... This is a simple, *very* high level log file analyser. It’s cool, but not directly actionable
    • ............................................................................................................................................................................................... Yeah, there’s something wrong but what?! Let’s do some log file analysis…
    • ............................................................................................................................................................................................... WHAT A BASIC LOG LOOKS LIKE (FOR NORMAL PEOPLE) Request IP Address: 10.230.15.234 Timestamp: [19/May/2012:10:10:18+0100] Request Type: GET Request URL: /all-about/Gainsborough%20Hotel Protocol: HTTP/1.1 Header Response: 200 Bytes Transferred: 4 53 Referrer: Often blank, but NOT ALWAYS! UA: Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html) Log file entry for Googlebot crawling from 10.230.15.234
    • ............................................................................................................................................................................................... Data extracted from server logs, frequently occuring request URIs categorised into buckets…..
    • ............................................................................................................................................................................................... THIS IS THE TYPE OF DATA YOU CAN GET 120000 100000 80000 Count of Request URL Count of Ajax 60000 Count of Image Count of iFrame Count of Widgetame 40000 20000 0 Total Log file entry for Googlebot crawling from 10.230.15.234
    • ............................................................................................................................................................................................... BAD GOOGLEBOT { "ajaxSrc" : "http://www.domain.co.uk/news/uk- news/massive-increase-in-ritalin-prescriptions-for- hyperactive-130523?service=ajax&item=Articles"} Data extracted from server logs, frequently occuring request URIs categorised into buckets…..
    • ............................................................................................................................................................................................... 40,000 blank pages crawled EVERY day By Google bot and do they tell you? Nope.
    • ............................................................................................................................................................................................... AND SERVER HEADERS YOU’RE SERVING Total 120000 100000 80000 60000 Total 40000 20000 0 301 404 200 500 (blank) 302 503 OH: I’m serving Googlebot with 100,000 301 redirects a day?! Thanks for letting me know, GWMT…
    • ............................................................................................................................................................................................... #3 Deal with 404 errors at scale**(Reduce by about 60% dynamically)
    • ............................................................................................................................................................................................... LARGE VOLUMES OF 404 ERRORS Sigh. Anyone fancy working through these one by one – first 1,000 will be easy, thanks GWMT!
    • ............................................................................................................................................................................................... FIX LOTS OF 404 ERRORS WITH LEVENSTIEN DISTANCE https://seogadget.co.uk/excel-for-seo-mast3rclass-wour-nzz-w3bin4r/ becomes https://seogadget.co.uk/excel-for-seo-masterclass-our-next-webinar/ How good is that?! if($score<20) { header("HTTP/1.1 301 Moved Permanently"); header("Location: $correct"); exit; } else { return; Article by Russ: http://mz.cm/TjRokj Gunnertech’s WP plugin: http://bit.ly/Q3LQao
    • ............................................................................................................................................................................................... Don’t you HATE that you can only get 1,000 site errors from the web front end of GWMT? I do…
    • ............................................................................................................................................................................................... #4 Problem solved Getting WMT Data with Xampp
    • ............................................................................................................................................................................................... Install this to C:xampp http://www.apachefriends.org/en/xampp-windows.html
    • ............................................................................................................................................................................................... Your programs go here Edit php.ini in here
    • ............................................................................................................................................................................................... REMOVE THE ; FROM EXTENSION=PHP_CURL.DLL Edit Line 990 in c:xamppphpphp.ini
    • ............................................................................................................................................................................................... CHANGE MAX_EXECUTION_TIME TO 90 For *very* slow Hotel internet only Now check it works
    • ............................................................................................................................................................................................... Yep, that works
    • ............................................................................................................................................................................................... NOW CREATE A FOLDER STRUCTURE Inside C:xampphtdocs create a my-programs folder
    • ............................................................................................................................................................................................... IN MY-PROGRAMS 1. DOWNLOAD THIS FILE & SAVE: http://php-webmaster-tools- downloads.googlecode.com/files/gwtdata.v2.php 2. Create a sub folder called csv Inside C:xampphtdocs create a my-programs folder
    • ............................................................................................................................................................................................... WMT-FETCH-DATA.PHP Via mz.cm/JrMpXV thanks to @markginsberg for the intro – full documentation from Google can be found here: bit.ly/PCrAfv
    • ............................................................................................................................................................................................... OOPS – DON’T FORGET TO RENAME GWTDATA.PHP Simple file rename required
    • ............................................................................................................................................................................................... AND, YOURE DONE FILES! Precious, awesome data.
    • ............................................................................................................................................................................................... #5 Check if those errors are, still errors.
    • ............................................................................................................................................................................................... IS THIS STILL AN ERROR? IIS Executes links IN JS – be warned Use SEO Tools for Excel via: http://nielsbosma.se/projects/seotools/
    • ............................................................................................................................................................................................... #6 Identify your linked to error pages
    • ............................................................................................................................................................................................... IDENTIFY ERROR PAGES WITH LINKS Use our Mozscape API extension for Excel to get the ACTUAL linked pages… https://seogadget.co.uk/mozscape
    • ............................................................................................................................................................................................... #7 Do a proper link analysis by Combining GWMT, Majestic, + SEOmoz
    • ............................................................................................................................................................................................... DO A FULL SITE LINK ANALYSIS GWMT has (by far) the most diverse link data, but not all of it! https://seogadget.co.uk/comparing-link-data-tools/
    • ............................................................................................................................................................................................... PASTE YOUR COMBINED LINK DATA INTO CLEANUP tools.seogadget.co.uk – link clean-up and contact or use our api: tools.seogadget.co.uk/use_api/
    • ............................................................................................................................................................................................... #8 Use the SEOmoz Pro Crawler It’s excellent
    • ............................................................................................................................................................................................... Hey boss, check out my badass error fixing code skills….
    • ............................................................................................................................................................................................... URL Long URL Overly-Dynamic URL 4XX (Client Error) 5XX (Server Error) 301 (Permanent Redirect) Temporary Redirect Title Missing or Empty Meta Refresh Title Element Too Short Title Element Too Long (> 70 Characters) Duplicate Page Content Duplicate Page Title Too Many On-Page Links Missing Meta Description Tag Meta-robots Nofollow Blocked by X-robots Blocked by meta-robots Rel Canonical Search Engine blocked by robots.txt http_status_code x_robots_tag_header content_type_header location_header title link_count meta_description_tag meta_robots_tag meta_refresh_tag rel_canonical_tag duplicate_page_content duplicate_title time_crawled blocking_all_user_agents blocking_google blocking_yahoo blocking_bing referrer SEOmoz’s deep crawl export contains over 30 different flags and data points including x-robots and user agent blocks. Nice – pro.seomoz.org
    • ............................................................................................................................................................................................... #9 Use Bing…
    • ............................................................................................................................................................................................... LINK DIVERSITY VIA EXPORT NOT GREAT 50000 45000 40000 35000 30000 25000 #Links Reported 20000 #UNIQUE RDs 15000 10000 5000 0 MAJESTIC GWMT MAJESTIC FRESH OSE BING SEARCHMETRICS aHrefs HISTORIC Because the export data is limited, about 25% of the reported links in Bing are available to us
    • ............................................................................................................................................................................................... LINK ANALYSIS CAN FILTER BY ANCHOR AND LINK TYPE This is pretty cool, great for detecting over optimised anchor text
    • ............................................................................................................................................................................................... MARKUP VALIDATOR DOESNT SPOT ARTICLE SCHEMA Sigh – this is not as actionable and awesome as Google’s Rich Snippet Testing Tool. It can’t see Twitter card yet, either.
    • ............................................................................................................................................................................................... SEO ANALYZER IS AWESOME This is why you should be using Bing Webmaster Tools!
    • ............................................................................................................................................................................................... REPORTS AND DATA Similar to GWMT’s index status
    • ............................................................................................................................................................................................... INDEX EXPLORER This is a supremely useful tool – check out the ? Subfolder – all of the query parameters getting indexed by Bing. Nice.
    • THANK YOU Richard Baxter, Founder, SEOgadgetTwitter: @richardbaxterBlog: seogadget.co.ukEmail: richard@seogadget.co.uk