Site Diagnosis for the Skilled Search Mechanic

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How can you diagnose major and minor SEO site issues with just the Google SERP and a quick click through?
At SES Chicago 2012, I explained a process we use to give a quick analysis "from the horse's mouth" using the Google Search Results Page and a few search / modified search queries.
With Search Engine Optimization changing (almost) daily, it's good to show clients or internal stakeholders how you appear in user Search Results.
Your Google SERP *can* say a lot about you, your site and your site issues!!

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Site Diagnosis for the Skilled Search Mechanic

  1. 1. Mission:   Grant  Simmons   The  Search  Agency  SEO  Diagnos:cs  for  the   Director,  SEO  &  Social  Product  skilled  Search  Mechanic  Chicago  |  November  12–16  
  2. 2. Chicago  |  November  12–16,  2012  |  #SESCHI  Grant  Simmons  •  The  Search  Agency  •  Agent  “Algo”   Search  Agent,  Father,  Sailor   But  not  necessarily  in  that  order   when  there’s  a  fair  wind   @simmonet
  3. 3. Chicago  |  November  12–16,  2012  |  #SESCHI  Our  Mission  (should  we  decide  to  accept  it)  Provide answers to key problemsthat will singularly improve a sitesperformance using the rightdiagnostic steps and tools.   @simmonet
  4. 4. Chicago  |  November  12–16,  2012  |  #SESCHI  Tools:  Google  SERP  •  Everyone  has  it  •  Familiar  •  Free  •  Lots  of  data  points  •  No  analyMcs  access  needed  •  From  the  horse’s  mouth   •  Who’s  going  to  argue   with  Google?   @simmonet
  5. 5. Chicago  |  November  12–16,  2012  |  #SESCHI  Google  SERP  Sleuth  –  Pre-­‐Briefing  •  Major issues•  Site  structure  •  Internal  linking  •  Core  opMmizaMon  •  Content  issues  •  Social  •  Other  cool  stuff   @simmonet
  6. 6. Chicago  |  November  12–16,  2012  |  #SESCHI  Let’s Go!
  7. 7. Chicago  |  November  12–16,  2012  |  #SESCHI  Brand     a brand!•  Suggest   @simmonet
  8. 8. Chicago  |  November  12–16,  2012  |  #SESCHI  Brand  Do  they  show  up?  •  Suggest  •  #  Results  •  Intent  •  Paid  Ads  •  Title  /  Snippet  
  9. 9. Chicago  |  November  12–16,  2012  |  #SESCHI  Instant  Preview  Do  they  show  up?  •  Suggest  •  #  Results  •  Intent  •  Title  /  (Rich)  Snippets  •  Paid  Ads  •  Preview  
  10. 10. Chicago  |  November  12–16,  2012  |  #SESCHI  Brand  Do     they  show  up?  •  Suggest  •  #  Results  •  Intent  •  Paid  Ads  •  Title  /  (Rich)  Snippets  •  Instant  Preview  •  Share  of  SERP   •  Universal   •  Subdomains  •  Sitelinks   @simmonet
  11. 11. Chicago  |  November  12–16,  2012  |  #SESCHI  The  Click  Through  •  How  long  to  load?  •  Do  I  know  what  they  do?  •  Do  I  know  what  to  do?  •  Trust  •  Layout  •  Content  •  NavigaMon  •  Text  /  Internal  links  
  12. 12. Chicago  |  November  12–16,  2012  |  #SESCHI  A  Primary  Keyword  Do  they  show  up?  •  Suggest   opportunity @simmonet
  13. 13. Chicago  |  November  12–16,  2012  |  #SESCHI  A  Primary  Keyword  Do  they  show  up?  •  Suggest  •  Intent  •  Title  /  (Rich)  Snippets  •  Universal  •  Local  •  CompeMMon  •  #  Results   ?•  Paid  Ads   ?
  14. 14. Chicago  |  November  12–16,  2012  |  #SESCHI  Primary  Keyword  Do  they  show  up?  •  Suggest  •  Intent  •  Title  /  (Rich)  Snippets  •  Universal  •  Local  •  CompeMMon  •  #  Results  •  Paid  Ads  •  Shopping   opportunity•  Related  
  15. 15. Chicago  |  November  12–16,  2012  |  #SESCHI  Site:   …  is  an  SEOs  best  friend    they  sho
  16. 16. Chicago  |  November  12–16,  2012  |  #SESCHI  Site:  Assume  they  show  up  •  #  Results  •  Order  •  Subdomains   what? why? how?
  17. 17. Chicago  |  November  12–16,  2012  |  #SESCHI  Site:   oops!Assume  they  show  up    •  #  Results  •  Order  •  Subdomains  •  URLs  •  Pa`erns   ouch! @simmonet
  18. 18. Chicago  |  November  12–16,  2012  |  #SESCHI  Site:  Assume  they  show  up  •  #  Results  •  Order   similar?•  Subdomains  •  URLs  •  Pa`erns  •  Last  page   @simmonet
  19. 19. Chicago  |  November  12–16,  2012  |  #SESCHI  Site:www  Rinse  &  Repeat   #•  #  Results  •  Order  •  Pa`erns  •  Anything  look  strange?  
  20. 20. Chicago  |  November  12–16,  2012  |  #SESCHI  Exact  Match  Content  Simple  •  Quoted  content  •  Opportunity  to   differenMate  feed  from   onsite  content   Unique?
  21. 21. Chicago  |  November  12–16,  2012  |  #SESCHI  Ancillary  Missions  •  XML  Sitemap  •  Robots.txt  •  HTML  Sitemap  
  22. 22. Chicago  |  November  12–16,  2012  |  #SESCHI  Advanced  Search  google.com/advanced_search  •  Terms  appearing  where  •  Last  update  date  •  Reading  level  •  New  top  filter  layout  allinMtle:  allinurl:  allintext:    
  23. 23. Chicago  |  November  12–16,  2012  |  #SESCHI  Google  SERP  Diagnos:cs  Step-­‐by-­‐Step  •  Brand  •  Click-­‐through  •  Primary  Keyword  •  Site:    /    Site:www  •  Ancillary  searches  •  Advanced  searches   @simmonet
  24. 24. Chicago  |  November  12–16,  2012  |  #SESCHI  Thank  you  Grant  Simmons  grant@thesearchagency.com  @simmonet  linkedin.com/in/simmonet    www.thesearchagency.com  www.thesearchagents.com  www.hseo.com   @simmonet
  25. 25. SERP  Sleuth   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  Mission:  SEO  DiagnosMcs  for  the  skilled  Search  Mechanic  Chicago  |  November  12–16  
  26. 26. SERP  Sleuth   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  Mission:  SEO  DiagnosMcs  for  the  skilled  Search  Mechanic  Chicago  |  November  12–16  
  27. 27. Chicago  |  November  12–16,  2012  |  #SESCHI  One  Stealth  Tool  SEM  Rush  •  Keywords  •  Traffic  •  Links  •  Rankings  •  CompeMMon  •  Winners  &  Losers   @simmonet
  28. 28. Chicago  |  November  12–16,  2012  |  #SESCHI  Sitelinks  >  Internal  Linking   @simmonet
  29. 29. Chicago  |  November  12–16,  2012  |  #SESCHI  Brand  Social  Do  they  show  up?  •  Authorship  •  Frequency  (age)  •  Social  opMmizaMon  •  Content  /  Links   @simmonet
  30. 30. Chicago  |  November  12–16,  2012  |  #SESCHI  Brand  Nega:ve  Do  they  show  up?  •  Usual  suspects  •  How  bad?  Brand  +  ripoff  Brand  +  reviews   @simmonet
  31. 31. Chicago  |  November  12–16,  2012  |  #SESCHI  Brand  Media  Do  they  show  up?  •  Video  •  Images   @simmonet

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