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Make SEO Tools your b*tch - Exporte voll ausreizen - SEO Campixx 2013

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Vortrag auf der SEO Campixx 2013 von Anke Probst und Sebastian Weber - Excel-Datei aus dem Vortrag unter http://www.digital-traffic.de/seo/seo-export-daten-excel/

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Make SEO Tools your b*tch - Exporte voll ausreizen - SEO Campixx 2013

  1. 1. Make SEO Tools your B*tch -Tool-Exporte voll ausnutzen
  2. 2. Sebastian WeberMag Daten & ExcelIdealoBlog: digital-traffic.de
  3. 3. Anke ProbstMag Daten & hasst ExcelAgenturmenschBarketing
  4. 4. Onsite-AnalysenVorgehen bei komplexen Seiten:- Seite erfassen • Erster Eindruck, Usability • URL-Struktur • Inhaltliche Erfassung • SEO-Tools- Erste Schwäche identifizieren  Tools • Klassiker bei Shops: Filter, Paginierungen, etc. • Klassiker bei Content-Portalen: Struktur
  5. 5. Onsite-Analysen- Tiefenanalyse  Abhängig von der Fragestellung • Exporte • Datengefummel • Excel  / 
  6. 6. Idee Nutzung von Exporten zu Analysezwecken+ Kombinieren von mehreren Datenquellen= Automatisierung komplexerProblemstellungen, detailliertere Analysen
  7. 7. Genutzte Toolshttp://nielsbosma.se/projects/seotools/
  8. 8. Warum Exporte? Warum Excel?Einfach zusammengestellt-> Proof of ConceptKeine Online-Anwendung-> Euer Rechner, eure DatenAPI Zugang nicht benötigt-> Ihr habt ein Tool nicht?-> Irgendjemand zieht bestimmt nen Export.Manchmal Problem: Performance-> Quellcode ist offen, Logik hinter jedemVorgehen ist erläutert. Nachbauen!
  9. 9. Tiefere Analyseanforderungen• Denkanstöße• Quickwins
  10. 10. 1. „Falsche“ SeitentitelZiel: Finde Seitentitel, die Google nicht mag unddaher selbst generiertDaten:- Echte Seitentitel  ScreamingFrog- Gescrapte Seitentitel  Searchmetrics
  11. 11. 1. „Falsche“ SeitentitelTitle aus SERPs aus den Searchmetrics mit dem echten HTML Titlevergleichen – wo stimmen sie nicht überein?
  12. 12. 2. Call to actionZiel: Snippet-Optimierung per Call to actionDaten:- Rankingdaten, CPC  Searchmetrics- Titles, Descriptions  ScreamingFrog
  13. 13. 2. Call to actionTitle und Description auf Verwendung von frei definierbaren CTA-Keywords untersuchen.Title Score bzw. Description-Score priorisiert über (Keywords vorhanden?)*(CPC des Keywords)
  14. 14. 3. „Alte“ RankingsZiel: finde ehemalige Rankings, die es nichtmehr gibt.Daten:- Rankingdaten  Essentials
  15. 15. 3. „Alte“ RankingsVergleich neue vs alte Rankings – wo passt was nicht, wo sind z.B. Seitenoffline gegangen? Was läuft gut?
  16. 16. 4. HubsZiel: Finde geeignete HubsDaten:- Externe Links  LinkresearchTools- Interne Links  Xenu
  17. 17. 4. HubsHubs nach externen Links finden.Jede Zeile=1 Link, wo gibt es nur wenige Links aufder eigenen Seite die den Juice weiterverteilen?
  18. 18. 5. site-Abfrage deluxeZiel: Finde themenrelevante Seiten zurOptimierung der internen VerlinkungDaten:- Interne Links  Xenu- Seitenstärke  LinkresearchTools- Verlinkung  Bosma-Plugin
  19. 19. 5. site-Abfrage deluxeWas hat mein Thema in der URL?Ist es dort auch im Title, verlinkt es schon auf die geplante Zielseite und wenn ja mit dem harten Linktext?(Tool experimentell, nicht stabil)
  20. 20. 1,2 Stufen weiter- weitere Tool-Ideen
  21. 21. 1,2 Stufen weiter - weitere Tool-Ideen• Bei der Vorbereitung des Workshops haben wir 20+ Ideen zusammengestellt die nützlich sein könnten.• Sie haben es nicht in die Excel-Ausarbeitung geschafft, aber vielleicht können sie euch inspirieren?
  22. 22. Warum rankt das? - ToolRankings des Wettbewerbs bzgl. interner undexterner Links untersuchen – die meisten Toolsbieten nur eine Sicht, eine Kombination sollte denErkenntnisgewinn erhöhen.
  23. 23. "Ich will gar nicht Ranken"-Syndrom CheckerAlle eigenen Keyword-Rankings daraufhin untersuchen,ob sie mit dem Keyword für das sie ranken sollen nichtauf eine andere Seite verlinken.
  24. 24. Doppelte RankingsWenn mehr als 1 URL der eigenen Seite für einKeyword rankt: verlinken die schlechteren Rankings aufdie Hauptversion? Mit dem Keyword?
  25. 25. Doppelte RankingsWenn mehr als 1 URL der eigenen Seite für einKeyword rankt: verlinken die schlechteren Rankings aufdie Hauptversion? Mit dem Keyword?
  26. 26. Ranking-VergleichVergleich der Rankings von 3-4 Wettbewerbern. Detailanalysen wie:• Wie ist das Kräfteverhaltnis, wenn alle ranken?• Wo ranken meine Wettbewerber, wo ich nicht ranke?• Wo ranken meine Wettbewerber in den Top 10, wo ich in den Top 20 ranke?
  27. 27. Dankeschön!

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