Assess.	
  Diagnose.	
  Fix.	
  
How	
  to	
  Become	
  a	
  Leading	
  SEO	
  Mechanic	
  
Grant	
  Simmons	
  
The	
  Se...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
The	
  Search	
  Agency	
  -­‐	
  Agent	
  “Algo”...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
“	
  Give	
  me	
  a	
  lever	
  long	
  enough	
...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Tools	
  
•  The	
  right	
  SEO	
  tools	
  
– S...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
From	
  the	
  Horse’s	
  Mouth	
  
•  Bing	
  We...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
From	
  the	
  Horses	
  Mouth	
  
Content	
  is	...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Bing	
  Webmaster	
  Tools	
  
hVp://www.bing.com...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
BWT	
  “My	
  Sites”	
  
•  What’s	
  happening?	...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Dashboard	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Quick	
  Fact	
  
Bing	
  doesn’t	
  use	
  Google	
  AnalyOcs	...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
How	
  Do	
  We	
  Diagnose?	
  
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO	
  Analyzer	
  
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO	
  Analyzer	
  
Great	
  for	
  one	
  URL!	
...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO	
  Reports	
  
BeVer	
  site	
  overview!	
  
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO	
  Reports	
  
•  Runs	
  automaKcally	
  
ev...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Link	
  Explorer	
  
See	
  Easily	
  Top	
  Inbo...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Link	
  Explorer	
  
See	
  Link	
  Schemes	
  /	...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Other	
  Link	
  Tools	
  
•  Link	
  Explorer	
 ...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Inbound	
  Links	
  
•  Explore	
  link	
  
graph...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Inbound	
  Links	
  
Link	
  Details	
  
•  Page-...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Quick	
  Fact	
  
Duane	
  Forrester	
  was	
  stumped!	
  
9/1...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Crawl	
  InformaOon	
  
•  High	
  level	
  overv...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Crawl	
  InformaOon	
  (Messages)	
  
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Index	
  Explorer	
  
•  Visual	
  
representaKon...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Index	
  Explorer	
  
•  Great	
  Filters	
  /	
 ...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Index	
  Explorer	
  -­‐	
  Subdomain	
  Visibili...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
There’s	
  Lots	
  More!	
  
Keyword	
  research	
  tool	
  
GE...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Fact	
  
Bing	
  Webmaster	
  Tools	
  
Offers	
  great	
  info	...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Don’t	
  look	
  gib	
  horse	
  in	
  the	
  ….	...
Assess.	
  Diagnose.	
  Fix.	
  
How	
  to	
  Become	
  a	
  Leading	
  SEO	
  Mechanic	
  
Grant	
  Simmons	
  
The	
  Se...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Pros	
  
•  BWT	
  has	
  comparable	
  features	...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Cons	
  
•  BING	
  =	
  “Bing	
  Is	
  Not	
  Go...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Quick	
  SERP	
  Analysis	
  /	
  CTR	
  Diagnosis	
  
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Bing	
  List	
  of	
  Important	
  SEO	
  Element...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Bing	
  List	
  of	
  Problem	
  SEO	
  Elements	...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Reports	
  &	
  Data	
  
•  Site	
  AcKvity	
  
–...
@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
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Using Bing Webmaster Tools to be an SEO Mechanic - SES San Francisco 2013

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Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic
Unless we're referring to the horse whisperers or Mr. Ed, we often defer to the authoritative information of a trusted source as "from the horse's mouth", so our initial diagnosis tools should naturally be from the most trusted of sources, Google & Bing. Their Webmaster Tools offerings are similar in their differences, and both offer valuable insights into page / site / content optimization, without falling victim to "hoof in mouth" syndrome.

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Using Bing Webmaster Tools to be an SEO Mechanic - SES San Francisco 2013

  1. 1. Assess.  Diagnose.  Fix.   How  to  Become  a  Leading  SEO  Mechanic   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  
  2. 2. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ The  Search  Agency  -­‐  Agent  “Algo”     Grant  Simmons   @simmonet     SEO  Guy,  Father,  Sailor   But  not  necessarily  in  that  order  when   there’s  an  America’s  Cup  going  on…  
  3. 3. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ “  Give  me  a  lever  long  enough  and  a  fulcrum  on  which   to  place  it,  and  I  shall  move  the  (SEO)  world.  ”   Archimedes  
  4. 4. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Tools   •  The  right  SEO  tools   – Save  Kme,  effort,  $$   •  Give  insights  that  are:   – Interpretable   – AcKonable   – Trackable   – Not  BS   •  Affordable  is  nice   @simmonet  
  5. 5. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ From  the  Horse’s  Mouth   •  Bing  Webmaster  Tools   •  Overview   – SEO  Analyzer   – Link  Explorer   – Inbound  Links   – Index  Explorer  
  6. 6. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ From  the  Horses  Mouth   Content  is  the  reason   Keyword  research  is  the  beacon   Quality  is  your  watch  word   Authority  is  your  goal   Niche  is  your  star9ng  point   User  Experience  is  your  religion     …and  use  the  free  tools  provided.      Duane  Forrester,  Sr.  Product  Manager  –  Bing  Webmaster  Tools    
  7. 7. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Bing  Webmaster  Tools   hVp://www.bing.com/toolbox/webmaster     •  Sign  up   •  Login   •  And  let’s  go!  
  8. 8. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ BWT  “My  Sites”   •  What’s  happening?   •  SHTF?   •  What  should  I  look  at  first?  
  9. 9. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Dashboard  
  10. 10. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Quick  Fact   Bing  doesn’t  use  Google  AnalyOcs  
  11. 11. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ How  Do  We  Diagnose?  
  12. 12. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
  13. 13. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ SEO  Analyzer  
  14. 14. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ SEO  Analyzer   Great  for  one  URL!  
  15. 15. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ SEO  Reports   BeVer  site  overview!  
  16. 16. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ SEO  Reports   •  Runs  automaKcally   every  other  week   •  Scans  URLs  for  all  sites   you  have  verified   •  “SEO  SuggesKons”   >  detail   •  Detail  >  Analyzer  
  17. 17. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Link  Explorer   See  Easily  Top  Inbound  Links  
  18. 18. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Link  Explorer   See  Link  Schemes  /  Reciprocal  
  19. 19. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Other  Link  Tools   •  Link  Explorer  is  good  BUT   – Has  limitaKons     •  Inbound  Links  is  beVer!  
  20. 20. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Inbound  Links   •  Explore  link   graph   •  Which  pages   have  quality   signals   •  Export  (can  be   handy!)  
  21. 21. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Inbound  Links   Link  Details   •  Page-­‐level   •  Up  to  20k   •  Anchor  text   •  Export  (can  be   handy!)   Excel  Filters  /  Pivots  by  Domain  /  Anchor  etc.  
  22. 22. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Quick  Fact   Duane  Forrester  was  stumped!   9/10/13  
  23. 23. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Crawl  InformaOon   •  High  level  overview   •  SHTF?   •  Last  bot  crawl  date   •  Errors  /  insights   •  Exportable  (which  can  be  handy!)  
  24. 24. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Crawl  InformaOon  (Messages)  
  25. 25. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Index  Explorer   •  Visual   representaKon  of   crawled  &  indexed   pages  and  directory   structure   •  Details  about   contents  of   domains  /directories   •  Details  about  traffic   and  search  results  
  26. 26. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Index  Explorer   •  Great  Filters  /  Drill  Down  
  27. 27. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Index  Explorer  -­‐  Subdomain  Visibility   •  BWT  gives  visibility   into  subdomains   •  We  were  able  to   spot  abandoned   subdomains   •  A  few  had  been   hijacked  (another   issue  is  that  they   could  be  hijacked!)  
  28. 28. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ There’s  Lots  More!   Keyword  research  tool   GEO  targeOng   Site  acOvity   Crawl  control   Parameter  handling   Disavow  tool   Deep  links  (sitelinks)   Etc.  etc.  etc.      
  29. 29. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Fact   Bing  Webmaster  Tools   Offers  great  info  from  the  horse’s  mouth  
  30. 30. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Don’t  look  gib  horse  in  the  ….   Free  powerful  tools?  
  31. 31. Assess.  Diagnose.  Fix.   How  to  Become  a  Leading  SEO  Mechanic   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  
  32. 32. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Pros   •  BWT  has  comparable  features  to  GWT   •  BWT’s  interface  and  navigaKon  is  superior   •  BWT  has  addiKonal  capabiliKes   –  WYSIWYG  reporKng  for  HTML  errors   –  Organic  keyword  research   –  IntegraKon  of  paid  search  elements   –  Control  crawl  seings   –  VisualizaKon  of  indexed  pages   –  Link  Explorer  tool   –  Add  /  Block  URLs  on-­‐the-­‐fly  
  33. 33. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Cons   •  BING  =  “Bing  Is  Not  Google”   – Market  share  for  w/e  September  7,  2013   •  Google  =  68.5%   •  Bing  +  Yahoo  =  18.3%   – EsKmated  number  of  indexed  pages   •  Google  2.5  to  10  x  as  big  as  Bing  +  Yahoo   •  Inferior  Internal  Links  capabiliKes   •  Add  /  Block  URLs  only  applies  to  Bing’s  index  
  34. 34. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Quick  SERP  Analysis  /  CTR  Diagnosis  
  35. 35. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Bing  List  of  Important  SEO  Elements   •  Title  tags   •  Meta  DescripKons   •  Clean  URLs   •  Images  and  Alt  descripKons  (also  called  alt  tags)   •  H1  tags   •  Rel=Canonical   •  Robots.txt   •  Sitemaps   •  Social  sharing  opKons   •  Unique  content   •  Depth  of  content   •  Matching  content  type  to  visitor  expectaKons  (text,  images,  video,  etc.)   •  Usability  Page  load  Kmes  (to  a  certain  point  –  faster  is  great,  but  not  at  the   expense  of  usability  and  usefulness)   •  Crawlability  (AKA  discoverability,  so  can  we  actually  get  to  all  your  content)   •  News  –  if  you  are  actually  a  news  site,  submit  for  inclusion   July  26  2013  
  36. 36. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Bing  List  of  Problem  SEO  Elements   •  Meta  Keywords  (fill  them  in  if  you  like,  keep  it  short  and  relevant,  but  not  a  big   ranking  factor)   •  Duplicate  URLs   •  Overly  long  URLs  (no  set  number,  but  you’ve  all  seen  these)   •  Cloaking  (comes  down  to  your  intent,  but  risky  business  for  sure)   •  Link  buying   •  Selling  links   •  Link  and  like  farms   •  Three  way  links   •  Content  duplicaKon  content   •  Auto  following  in  social  media   July  26  2013  
  37. 37. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$ Reports  &  Data   •  Site  AcKvity   – View  traffic,  crawl  error,  and  index  metrics   – Data  only  goes  back  to  the  first  day  of   registry  with  BWT  
  38. 38. @simmonet   San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
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