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.

Making SEO Lemonade: Moving the Needle on Missed Opportunities

2,922 views

Published on

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.

Published in: Marketing
  • Be the first to comment

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

×