SES SF 2013_Assess Diagnose Fix How to Become a Leading SEO Mechanic_Grant Simmons

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  • 1. Assess.  Diagnose.  Fix.   How  to  Become  a  Leading  SEO  Mechanic   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  
  • 2. 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…   @simmonet  
  • 3. 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   @simmonet  
  • 4. 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. 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   @simmonet  
  • 6. 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     @simmonet  
  • 7. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Bing  Webmaster  Tools   hVp://www.bing.com/toolbox/webmaster     •  Sign  up   •  Login   •  And  let’s  go!   @simmonet  
  • 8. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ BWT  “My  Sites”   •  What’s  happening?   •  SHTF?   •  What  should  I  look  at  first?   @simmonet  
  • 9. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Dashboard   @simmonet  
  • 10. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Quick  Fact   Bing  doesn’t  use  Google  AnalyOcs  
  • 11. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ How  Do  We  Diagnose?   @simmonet  
  • 12. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ @simmonet  
  • 13. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ SEO  Analyzer   @simmonet  
  • 14. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ SEO  Analyzer   Great  for  one  URL!   @simmonet  
  • 15. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ SEO  Reports   BeVer  site  overview!   @simmonet  
  • 16. 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   @simmonet  
  • 17. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Link  Explorer   See  Easily  Top  Inbound  Links   @simmonet  
  • 18. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Link  Explorer   See  Link  Schemes  /  Reciprocal   @simmonet  
  • 19. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Other  Link  Tools   •  Link  Explorer  is  good  BUT   –  Has  limitaKons     •  Inbound  Links  is  beVer!   @simmonet  
  • 20. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Inbound  Links   •  Explore  link   graph   •  Which  pages   have  quality   signals   •  Export  (can  be   handy!)   @simmonet  
  • 21. 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.   @simmonet  
  • 22. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Quick  Fact   Duane  Forrester  was  stumped!   9/10/13  
  • 23. 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!)   @simmonet  
  • 24. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Crawl  InformaOon  (Messages)  
  • 25. 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   @simmonet  
  • 26. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Index  Explorer   •  Great  Filters  /  Drill  Down   @simmonet  
  • 27. 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!)   @simmonet  
  • 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. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Fact   Bing  Webmaster  Tools   Offers  great  info  from  the  horse’s  mouth  
  • 30. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Free  powerful  tools?   Don’t  look  gib  horse  in  the  ….   @simmonet  
  • 31. Assess.  Diagnose.  Fix.   How  to  Become  a  Leading  SEO  Mechanic   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  
  • 32. 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   @simmonet  
  • 33. 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   @simmonet  
  • 34. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Quick  SERP  Analysis  /  CTR  Diagnosis  
  • 35. 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   @simmonet  
  • 36. 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   @simmonet  
  • 37. 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   @simmonet  
  • 38. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ @simmonet