Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1) 20+ Years in Search
2) Solve Enterprise Search Problems
3) Optimized 67 of F100 brands
4) Build tools that move the nee...
#SEJThinktank
3 Takeaways
Accept that
Searcher intent is
Critical to Success
Maximize
Clickability to
Increase Revenue
Und...
Root cause identification is a critical skill.
User-agent: *
Disallow: /
#SEJThinktank@billhunt
COST/VALUE of PROBLEM
Paid Search to Backfill
$1.7 Million
Agency Value
$3.6 Million
#SEJThinktank@billhunt
Other Recent Crawl Block Issues
Simple copy and paste left off Googlebot Web Application Exceptions
#SEJThinktank@billhunt
#SEJThinktank@billhunt
Poll Question
Do you monitor your
inclusion rate?
a. Yes
b. No
Fixing Inclusion increased traffic by 58%
14.6 Million Errors
50 Million Pages
12.6 in XML Site Map
MINIMIZE XML ERRORS
#SEJThinktank@billhunt
74% OF PAGES NOT INDEXED
#SEJThinktank@billhunt
58% INCREASE JUST BY BEING INDEXED
#SEJThinktank@billhunt
CONFIRM INDEX RATES
#SEJThinktank@billhunt
Using HREFLang
Correctly Generated $8 Million
http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm
http://consumer.huawei.com/en/mobile-broadband/mobile...
CANONICAL TAGS ARE WRONG
#SEJThinktank@billhunt
Fixing Indexing & Mapping Drives Traffic
#SEJThinktank@billhunt
#SEJThinktank@billhunt
MISSING BI-DIRECTIONAL LINKS
#SEJThinktank@billhunt
88% drop in
traffic due to
deindexed
pages
CANONICAL SET TO GLOBAL HOME PAGE
#SEJThinktank@billhunt
Poll Question
Do you spend time
trying to match
consumer inquiries
to content?
a. Yes
b. No
#SEJThinktank@billhunt
Achieving 50% increase in Leads from
500% Increase in Organic Traffic
Category Keywords Searches/Mo
Top 50 50 2,865,324
High Margin Products 1,306 1,584,000
All Products 4,919 1,498,566
Produc...
Category Keywords Searches Top 3 Share CR eCRM Leads
Assets With 1,047 882,643 150,049 13% 19,506
Top 50 50 2,865,324 487,...
• Many top ranking “Assets With” had bad snippets
– Optimized snippets and increased traffic 23%
• Mobile & Location Searc...
• Google Rank #3
• 124,455 impressions - 1.69% CTR = 2,109 visits
• Multiple page views per visit
Lowest Hanging Fruit
#SE...
What does the Triple Sec Searcher want?Drink Name + TS
Cocktails with TS
Drinks with TS
Spirit +
TSTS + Ingredient
What is...
AFTER SNIPPET OPTIMIZATION
#SEJThinktank@billhunt
• 1.69% CTR to 14.81% CTR = +20,024 visits
• Rank from #3 to #1 (after 45 days)
• 10x increase in “Drink of Week” sign ups...
• Does the Snippet match
the searcher intent?
• Is the ranking page the
PLP?
$37k in incremental
revenue in 1 week
SNIPPET...
Don’t Forget
About
Global Opportunity
Accept that
Searcher Intent
Is Critical to Success
Understanding the
Importance of
I...
#SEJThinktank@billhunt
Making SEO Lemonade: Moving the Needle on Missed Opportunities
Making SEO Lemonade: Moving the Needle on Missed Opportunities
Upcoming SlideShare
Loading in …5
×

of

Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 1 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 2 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 3 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 4 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 5 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 6 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 7 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 8 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 9 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 10 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 11 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 12 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 13 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 14 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 15 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 16 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 17 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 18 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 19 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 20 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 21 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 22 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 23 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 24 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 25 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 26 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 27 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 28 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 29 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 30 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 31 Making SEO Lemonade: Moving the Needle on Missed Opportunities Slide 32
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

3 Likes

Share

Download to read offline

Making SEO Lemonade: Moving the Needle on Missed Opportunities

Download to read offline

Does your page rank correctly? How do you identify the root cause of your rank issues? How do you minimize ranking errors?

Industry vet Bill Hunt, President of Back Azimuth Consulting tackles how to understand the dynamics of SEO through recognition of missed opportunities, improvement of KPIs, and realization of maximum profitability.

Related Books

Free with a 30 day trial from Scribd

See all

Making SEO Lemonade: Moving the Needle on Missed Opportunities

  1. 1. 1) 20+ Years in Search 2) Solve Enterprise Search Problems 3) Optimized 67 of F100 brands 4) Build tools that move the needle! ABOUT ME #SEJThinktank@billhunt
  2. 2. #SEJThinktank 3 Takeaways Accept that Searcher intent is Critical to Success Maximize Clickability to Increase Revenue Understanding the Importance of Indexability @billhunt
  3. 3. Root cause identification is a critical skill. User-agent: * Disallow: / #SEJThinktank@billhunt
  4. 4. COST/VALUE of PROBLEM Paid Search to Backfill $1.7 Million Agency Value $3.6 Million #SEJThinktank@billhunt
  5. 5. Other Recent Crawl Block Issues Simple copy and paste left off Googlebot Web Application Exceptions #SEJThinktank@billhunt
  6. 6. #SEJThinktank@billhunt Poll Question Do you monitor your inclusion rate? a. Yes b. No
  7. 7. Fixing Inclusion increased traffic by 58%
  8. 8. 14.6 Million Errors 50 Million Pages 12.6 in XML Site Map MINIMIZE XML ERRORS #SEJThinktank@billhunt
  9. 9. 74% OF PAGES NOT INDEXED #SEJThinktank@billhunt
  10. 10. 58% INCREASE JUST BY BEING INDEXED #SEJThinktank@billhunt
  11. 11. CONFIRM INDEX RATES #SEJThinktank@billhunt
  12. 12. Using HREFLang Correctly Generated $8 Million
  13. 13. http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm IS THE RIGHT PAGE RANKING? #SEJThinktank@billhunt
  14. 14. CANONICAL TAGS ARE WRONG #SEJThinktank@billhunt
  15. 15. Fixing Indexing & Mapping Drives Traffic #SEJThinktank@billhunt
  16. 16. #SEJThinktank@billhunt
  17. 17. MISSING BI-DIRECTIONAL LINKS #SEJThinktank@billhunt
  18. 18. 88% drop in traffic due to deindexed pages CANONICAL SET TO GLOBAL HOME PAGE #SEJThinktank@billhunt
  19. 19. Poll Question Do you spend time trying to match consumer inquiries to content? a. Yes b. No #SEJThinktank@billhunt
  20. 20. Achieving 50% increase in Leads from 500% Increase in Organic Traffic
  21. 21. Category Keywords Searches/Mo Top 50 50 2,865,324 High Margin Products 1,306 1,584,000 All Products 4,919 1,498,566 Product With 1,047 882,643 Lists/Ideas 11 806,237 Components 921 289,521 Attributes 892 283,457 Occasions 105 256,894 Which group of words to focus efforts? KEYWORD TARGET/CONTENT MATRIX #SEJThinktank@billhunt
  22. 22. Category Keywords Searches Top 3 Share CR eCRM Leads Assets With 1,047 882,643 150,049 13% 19,506 Top 50 50 2,865,324 487,105 4% 19,484 Lists/Ideas 11 806,237 137,060 11% 15,077 All Assets 4,919 1,498,566 254,756 3% 6,369 Components 921 289,521 49,219 9% 4,430 High Margin Assets 1,306 1,584,000 269,280 1% 3,393 Attributes 892 283,457 48,188 3% 1,446 Occasions 105 256,894 43,672 1% 218 Total 9,251 8,466,642 1,439,329 69,923 #3 #1 #2 ASSET TO CONVERSION MATRIX #SEJThinktank@billhunt
  23. 23. • Many top ranking “Assets With” had bad snippets – Optimized snippets and increased traffic 23% • Mobile & Location Searches Most Popular • 3 clusters had high app download – bypassing eCRM CRITERIA FOR SELECTION #SEJThinktank@billhunt
  24. 24. • Google Rank #3 • 124,455 impressions - 1.69% CTR = 2,109 visits • Multiple page views per visit Lowest Hanging Fruit #SEJThinktank@billhunt
  25. 25. What does the Triple Sec Searcher want?Drink Name + TS Cocktails with TS Drinks with TS Spirit + TSTS + Ingredient What is TS What to Make with TS What to Mix with TS Drink Name + TS Cocktails with TS Drinks with TS Spirit + TS TS + Ingredient What is TS What to Make with TS What to Mix with TS #SEJThinktank@billhunt
  26. 26. AFTER SNIPPET OPTIMIZATION #SEJThinktank@billhunt
  27. 27. • 1.69% CTR to 14.81% CTR = +20,024 visits • Rank from #3 to #1 (after 45 days) • 10x increase in “Drink of Week” sign ups • Bonus: 14 other words + 122k traffic AFTER SNIPPET OPTIMIZATION #SEJThinktank@billhunt
  28. 28. • Does the Snippet match the searcher intent? • Is the ranking page the PLP? $37k in incremental revenue in 1 week SNIPPET OPTIMIZATION #SEJThinktank@billhunt
  29. 29. Don’t Forget About Global Opportunity Accept that Searcher Intent Is Critical to Success Understanding the Importance of Indexability 3 Takeaways #SEJThinktank@billhunt
  30. 30. #SEJThinktank@billhunt
  • fokuss

    Jul. 24, 2017
  • YukihiroIchikawa

    Jul. 16, 2017
  • colinsixty

    Jun. 22, 2017

Does your page rank correctly? How do you identify the root cause of your rank issues? How do you minimize ranking errors? Industry vet Bill Hunt, President of Back Azimuth Consulting tackles how to understand the dynamics of SEO through recognition of missed opportunities, improvement of KPIs, and realization of maximum profitability.

Views

Total views

4,851

On Slideshare

0

From embeds

0

Number of embeds

2,781

Actions

Downloads

7

Shares

0

Comments

0

Likes

3

×