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• SEO (Technical, Analytics, &
User Experience)
• Verizon, Office Depot, FXCM,
Reed Elsevier, British Airways,
Samsung
Report SEO
visibility
Build a site
EKG
Report for
promotion
A competitive view of SERP performance is necessary
to highlight the effects of SEO work.
#SEJSummit
#Searchmetrics @AJMihalic
Report on the Bottom Line
Rankings Tables are Ineffective
#SEJSummit
#Searchmetrics @AJMihalic
Entry Page Tables are Ineffective
#SEJSummit
#Searchmetrics @AJMihalic
SEO in Analytics = Entry Page Trends
#SEJSummit
#Searchmetrics @AJMihalic
SEO Visibility = Model of Search Traffic
MI = S(MSV x CTR%)
#SEJSummit
#Searchmetrics @AJMihalic
Visibility: Migration Performance
#SEJSummit
#Searchmetrics @AJMihalic
Visibility: Migration Performance
#SEJSummit
#Searchmetrics @AJMihalic
Visibility: Migration Performance
#SEJSummit
#Searchmetrics @AJMihalic
Visibility: Penalties: Panda / Penguin
Gold (US)
#SEJSummit
#Searchmetrics @AJMihalic
Visibility Volatility
#SEJSummit
#Searchmetrics @AJMihalic
Monitor site health real-time to take
reactive actions a step earlier, before they
affect performance.
Early Response: 2nd Party Tools
#SEJSummit
#Searchmetrics @AJMihalic
Early Response: 3rd Party Tools
#SEJSummit
#Searchmetrics @AJMihalic
It’s Too Late When…
#SEJSummit
#Searchmetrics @AJMihalic
The Disaster Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
Googlebot
activity drops
due to errors
Rankings drop
for large volume
of longtail terms
Traffic drops
across the board
SEO alerted to
the problem
#SEJSummit
#Searchmetrics @AJMihalic
The Disaster Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
Googlebot
activity drops
due to errors
Rankings drop
for large volume
of longtail terms
Traffic drops
across the board
SEO alerted to
the problem
#SEJSummit
#Searchmetrics @AJMihalic
The Disaster Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
Googlebot
activity drops
due to errors
Rankings drop
for large volume
of longtail terms
Traffic drops
across the board
SEO alerted to
the problem
#SEJSummit
#Searchmetrics @AJMihalic
The Disaster Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
Googlebot
activity drops
due to errors
Rankings drop
for large volume
of longtail terms
Traffic drops
across the board
SEO alerted to
the problem
#SEJSummit
#Searchmetrics @AJMihalic
The Disaster Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
Googlebot
activity drops
due to errors
Rankings drop
for large volume
of longtail terms
Traffic drops
across the board
SEO alerted to
the problem
#SEJSummit
#Searchmetrics @AJMihalic
The Disaster Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
Googlebot
activity drops
due to errors
Rankings drop
for large volume
of longtail terms
Traffic drops
across the board
SEO alerted to
the problem
Warnings in Webmaster Tools
or emails only seen here
#SEJSummit
#Searchmetrics @AJMihalic
What are the Key Metrics?
• Count of each status code type
• Count of status codes with user-agent = Googlebot
• Log of URLs crawled by Googlebot
• Ideally 2x daily email of counts for earliest warning
#SEJSummit
#Searchmetrics @AJMihalic
The EKG inAction
Status code 410 served to remove
thin, duplicated URLs from the index
#SEJSummit
#Searchmetrics @AJMihalic
How is the Data Actionable?
• Add robots.txt fixes to production (patching)
• Fix code generating errors or remove links to pages
serving errors (patching)
• Reduce crawl rates in Google Webmaster Tools
• If problems are very serious, roll back to previous stable
releases
#SEJSummit
#Searchmetrics @AJMihalic
The New Preventative Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
SEO alerted
thanks to our
friends in IT
Implement fixes
to production
Rankings &
Traffic are
maintained
#SEJSummit
#Searchmetrics @AJMihalic
The New Preventative Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
SEO alerted
thanks to our
friends in IT
Implement fixes
to production
Rankings &
Traffic are
maintained
#SEJSummit
#Searchmetrics @AJMihalic
The New Preventative Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
SEO alerted
thanks to our
friends in IT
Implement fixes
to production
Rankings &
Traffic are
maintained
#SEJSummit
#Searchmetrics @AJMihalic
The New Preventative Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
SEO alerted
thanks to our
friends in IT
Implement fixes
to production
Rankings &
Traffic are
maintained
#SEJSummit
#Searchmetrics @AJMihalic
The New Preventative Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
SEO alerted
thanks to our
friends in IT
Implement fixes
to production
Rankings &
Traffic are
maintained
#SEJSummit
#Searchmetrics @AJMihalic
Understand what gets executive leadership promoted,
and speak their language.
Where’s my hockey stick?
#SEJSummit
#Searchmetrics @AJMihalic
Where’s my hockey stick?
#SEJSummit
#Searchmetrics @AJMihalic
How can I get you Promoted?
Marketing Development
(sales) (python)
#SEJSummit
#Searchmetrics @AJMihalic
Speak a New Language
• Reduce Errors
• Eliminate Redirect Chains
• Block Bots
Reduce Unnecessary Requests
& Save Resources
#SEJSummit
#Searchmetrics @AJMihalic
Change things that DO “matter”
• Improve Page Speed
• Improve Cross-Device Performance
• Consolidate Content
• Reduce Links
• Update Semantic Code
Improve User Experience
#SEJSummit
#Searchmetrics @AJMihalic
Report SEO
visibility
Build a site
EKG
Report for
promotion
#SEJSummit
#Searchmetrics @AJMihalic

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SEO Reporting in the Enterprise - AJ Mihalic - AYIMA

  • 1.
  • 2. • SEO (Technical, Analytics, & User Experience) • Verizon, Office Depot, FXCM, Reed Elsevier, British Airways, Samsung
  • 3. Report SEO visibility Build a site EKG Report for promotion
  • 4. A competitive view of SERP performance is necessary to highlight the effects of SEO work.
  • 6. Rankings Tables are Ineffective #SEJSummit #Searchmetrics @AJMihalic
  • 7. Entry Page Tables are Ineffective #SEJSummit #Searchmetrics @AJMihalic
  • 8. SEO in Analytics = Entry Page Trends #SEJSummit #Searchmetrics @AJMihalic
  • 9. SEO Visibility = Model of Search Traffic MI = S(MSV x CTR%) #SEJSummit #Searchmetrics @AJMihalic
  • 13. Visibility: Penalties: Panda / Penguin Gold (US) #SEJSummit #Searchmetrics @AJMihalic
  • 15. Monitor site health real-time to take reactive actions a step earlier, before they affect performance.
  • 16. Early Response: 2nd Party Tools #SEJSummit #Searchmetrics @AJMihalic
  • 17. Early Response: 3rd Party Tools #SEJSummit #Searchmetrics @AJMihalic
  • 18. It’s Too Late When… #SEJSummit #Searchmetrics @AJMihalic
  • 19. The Disaster Timeline Googlebot crawls new, concatenated URLs Errors generated on the server Googlebot activity drops due to errors Rankings drop for large volume of longtail terms Traffic drops across the board SEO alerted to the problem #SEJSummit #Searchmetrics @AJMihalic
  • 20. The Disaster Timeline Googlebot crawls new, concatenated URLs Errors generated on the server Googlebot activity drops due to errors Rankings drop for large volume of longtail terms Traffic drops across the board SEO alerted to the problem #SEJSummit #Searchmetrics @AJMihalic
  • 21. The Disaster Timeline Googlebot crawls new, concatenated URLs Errors generated on the server Googlebot activity drops due to errors Rankings drop for large volume of longtail terms Traffic drops across the board SEO alerted to the problem #SEJSummit #Searchmetrics @AJMihalic
  • 22. The Disaster Timeline Googlebot crawls new, concatenated URLs Errors generated on the server Googlebot activity drops due to errors Rankings drop for large volume of longtail terms Traffic drops across the board SEO alerted to the problem #SEJSummit #Searchmetrics @AJMihalic
  • 23. The Disaster Timeline Googlebot crawls new, concatenated URLs Errors generated on the server Googlebot activity drops due to errors Rankings drop for large volume of longtail terms Traffic drops across the board SEO alerted to the problem #SEJSummit #Searchmetrics @AJMihalic
  • 24. The Disaster Timeline Googlebot crawls new, concatenated URLs Errors generated on the server Googlebot activity drops due to errors Rankings drop for large volume of longtail terms Traffic drops across the board SEO alerted to the problem Warnings in Webmaster Tools or emails only seen here #SEJSummit #Searchmetrics @AJMihalic
  • 25. What are the Key Metrics? • Count of each status code type • Count of status codes with user-agent = Googlebot • Log of URLs crawled by Googlebot • Ideally 2x daily email of counts for earliest warning #SEJSummit #Searchmetrics @AJMihalic
  • 26. The EKG inAction Status code 410 served to remove thin, duplicated URLs from the index #SEJSummit #Searchmetrics @AJMihalic
  • 27. How is the Data Actionable? • Add robots.txt fixes to production (patching) • Fix code generating errors or remove links to pages serving errors (patching) • Reduce crawl rates in Google Webmaster Tools • If problems are very serious, roll back to previous stable releases #SEJSummit #Searchmetrics @AJMihalic
  • 28. The New Preventative Timeline Googlebot crawls new, concatenated URLs Errors generated on the server SEO alerted thanks to our friends in IT Implement fixes to production Rankings & Traffic are maintained #SEJSummit #Searchmetrics @AJMihalic
  • 29. The New Preventative Timeline Googlebot crawls new, concatenated URLs Errors generated on the server SEO alerted thanks to our friends in IT Implement fixes to production Rankings & Traffic are maintained #SEJSummit #Searchmetrics @AJMihalic
  • 30. The New Preventative Timeline Googlebot crawls new, concatenated URLs Errors generated on the server SEO alerted thanks to our friends in IT Implement fixes to production Rankings & Traffic are maintained #SEJSummit #Searchmetrics @AJMihalic
  • 31. The New Preventative Timeline Googlebot crawls new, concatenated URLs Errors generated on the server SEO alerted thanks to our friends in IT Implement fixes to production Rankings & Traffic are maintained #SEJSummit #Searchmetrics @AJMihalic
  • 32. The New Preventative Timeline Googlebot crawls new, concatenated URLs Errors generated on the server SEO alerted thanks to our friends in IT Implement fixes to production Rankings & Traffic are maintained #SEJSummit #Searchmetrics @AJMihalic
  • 33. Understand what gets executive leadership promoted, and speak their language.
  • 34. Where’s my hockey stick? #SEJSummit #Searchmetrics @AJMihalic
  • 35. Where’s my hockey stick? #SEJSummit #Searchmetrics @AJMihalic
  • 36. How can I get you Promoted? Marketing Development (sales) (python) #SEJSummit #Searchmetrics @AJMihalic
  • 37. Speak a New Language • Reduce Errors • Eliminate Redirect Chains • Block Bots Reduce Unnecessary Requests & Save Resources #SEJSummit #Searchmetrics @AJMihalic
  • 38. Change things that DO “matter” • Improve Page Speed • Improve Cross-Device Performance • Consolidate Content • Reduce Links • Update Semantic Code Improve User Experience #SEJSummit #Searchmetrics @AJMihalic
  • 39. Report SEO visibility Build a site EKG Report for promotion

Editor's Notes

  1. Explain SEO visibility -> What is “PERFORMANCE”?
  2. Too granular Cannot digest at scale
  3. -> What is SEO visibility?
  4. -> What does it look like / what can we see?
  5. Google Alerts Webmaster Tools / Search Console Google (advanced operator queries)
  6. Meta Changes (canonicals, robots, titles)
  7. -> So, we need something different. First, what KPIs can we track?
  8. response codes Googlebot depth of crawl, crawl times, robots details key file changes (robots, sitemaps, etc.) -> How is this actionable?
  9. -> What else can we use?
  10. Speak a new language. Build out new reports on business KPIs Get buy – in. -> Org leaders don’t have the same KPIs