Assess.	
  Diagnose.	
  Fix.	
  
How	
  to	
  Become	
  a	
  Leading	
  SEO	
  Mechanic	
  
Grant	
  Simmons	
  
The	
  Se...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

The	
  Search	
  Agency	
  -­‐	
  Agent	
  “Algo”	
  
	
  

G...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

“	
  Give	
  me	
  a	
  lever	
  long	
  enough	
  and	
  a	
...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Tools	
  
•  The	
  right	
  SEO	
  tools	
  
–  Save	
  Kme,...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

From	
  the	
  Horse’s	
  Mouth	
  
•  Bing	
  Webmaster	
  T...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

From	
  the	
  Horses	
  Mouth	
  
Content	
  is	
  the	
  re...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Bing	
  Webmaster	
  Tools	
  
hVp://www.bing.com/toolbox/web...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

BWT	
  “My	
  Sites”	
  

•  What’s	
  happening?	
  
•  SHTF...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Dashboard	
  

@simmonet	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Quick	
  Fact	
  

Bing	
  doesn’t	
  use	
  Google	
  AnalyO...
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!	
  
@simmone...
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	
  
every	
  other...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Link	
  Explorer	
  

See	
  Easily	
  Top	
  Inbound	
  Link...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Link	
  Explorer	
  

See	
  Link	
  Schemes	
  /	
  Reciproc...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Other	
  Link	
  Tools	
  
•  Link	
  Explorer	
  is	
  good	...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Inbound	
  Links	
  
•  Explore	
  link	
  
graph	
  
•  Whic...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Inbound	
  Links	
  
Link	
  Details	
  
•  Page-­‐level	
  
...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Quick	
  Fact	
  

Duane	
  Forrester	
  was	
  stumped!	
  
...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Crawl	
  InformaOon	
  

• 
• 
• 
• 
• 

High	
  level	
  ove...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Crawl	
  InformaOon	
  (Messages)	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Index	
  Explorer	
  
•  Visual	
  
representaKon	
  of	
  
c...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Index	
  Explorer	
  
•  Great	
  Filters	
  /	
  Drill	
  Do...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Index	
  Explorer	
  -­‐	
  Subdomain	
  Visibility	
  
•  BW...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

There’s	
  Lots	
  More!	
  
Keyword	
  research	
  tool	
  
...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Fact	
  
Bing	
  Webmaster	
  Tools	
  
Offers	
  great	
  inf...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Free	
  powerful	
  tools?	
  

Don’t	
  look	
  gib	
  horse...
Assess.	
  Diagnose.	
  Fix.	
  
How	
  to	
  Become	
  a	
  Leading	
  SEO	
  Mechanic	
  
Grant	
  Simmons	
  
The	
  Se...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Pros	
  
•  BWT	
  has	
  comparable	
  features	
  to	
  GWT...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Cons	
  
•  BING	
  =	
  “Bing	
  Is	
  Not	
  Google”	
  
– ...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Quick	
  SERP	
  Analysis	
  /	
  CTR	
  Diagnosis	
  
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Bing	
  List	
  of	
  Important	
  SEO	
  Elements	
  
• 
• 
...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Bing	
  List	
  of	
  Problem	
  SEO	
  Elements	
  
• 
• 
• ...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

Reports	
  &	
  Data	
  
•  Site	
  AcKvity	
  
–  View	
  tr...
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$

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

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

  1. 1. Assess.  Diagnose.  Fix.   How  to  Become  a  Leading  SEO  Mechanic   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  
  2. 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. 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. 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. 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. 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. 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. 8. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ BWT  “My  Sites”   •  What’s  happening?   •  SHTF?   •  What  should  I  look  at  first?   @simmonet  
  9. 9. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Dashboard   @simmonet  
  10. 10. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Quick  Fact   Bing  doesn’t  use  Google  AnalyOcs  
  11. 11. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ How  Do  We  Diagnose?   @simmonet  
  12. 12. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ @simmonet  
  13. 13. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ SEO  Analyzer   @simmonet  
  14. 14. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ SEO  Analyzer   Great  for  one  URL!   @simmonet  
  15. 15. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ SEO  Reports   BeVer  site  overview!   @simmonet  
  16. 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. 17. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Link  Explorer   See  Easily  Top  Inbound  Links   @simmonet  
  18. 18. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Link  Explorer   See  Link  Schemes  /  Reciprocal   @simmonet  
  19. 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. 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. 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. 22. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Quick  Fact   Duane  Forrester  was  stumped!   9/10/13  
  23. 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. 24. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Crawl  InformaOon  (Messages)  
  25. 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. 26. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Index  Explorer   •  Great  Filters  /  Drill  Down   @simmonet  
  27. 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. 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. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Free  powerful  tools?   Don’t  look  gib  horse  in  the  ….   @simmonet  
  31. 31. Assess.  Diagnose.  Fix.   How  to  Become  a  Leading  SEO  Mechanic   Grant  Simmons   The  Search  Agency   Director,  SEO  &  Social  Product  
  32. 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. 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. 34. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ Quick  SERP  Analysis  /  CTR  Diagnosis  
  35. 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. 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. 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. 38. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$ $ @simmonet  
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