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 by Bill Hunt - #SEJSummit NY

1,292 views

Published on

Industry vet Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.

Published in: Marketing
  • The professtional essay writer are having more knowledege about the writing papers. The professional essay writer are providing the best essay writing services papers to the students. The writeersity writing company had to providing the more writing papers for the professtionalist. The papers should be very quality and possible to acedemic success. ⇒ www.HelpWriting.net ⇐ Good luck!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Making SEO Lemonade: Moving the Needle on Missed Opportunities by Bill Hunt - #SEJSummit NY

  1. 1. SPONSORED BY
  2. 2. #SEJSummit 3 Takeaways Accept that Searcher intent is Critical to Success Maximize Clickability to Increase Revenue Understanding the Importance of Indexability @billhunt SPONSORED BY
  3. 3. #SEJSummit @billhunt 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 SPONSORED BY
  4. 4. #SEJSummit Root cause identification is a critical skill. User-agent: * Disallow: / @billhunt SPONSORED BY
  5. 5. #SEJSummit COST/VALUE of PROBLEM Paid Search to Backfill $1.7 Million Agency Value $3.6 Million @billhunt SPONSORED BY
  6. 6. Fixing Inclusion increased traffic by 58% SPONSORED BY
  7. 7. #SEJSummit 74% OF PAGES NOT INDEXED @billhunt SPONSORED BY
  8. 8. #SEJSummit 58% INCREASE JUST BY BEING INDEXED @billhunt SPONSORED BY
  9. 9. #SEJSummit CONFIRM INDEX RATES @billhunt SPONSORED BY
  10. 10. 14.6 Million Errors 50 Million Pages 12.6 in XML Site Map #SEJSummit MINIMIZE XML ERRORS @billhunt SPONSORED BY
  11. 11. Using HREFLang Correctly Generated $8 Million SPONSORED BY
  12. 12. http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm #SEJSummit IS THE RIGHT PAGE RANKING? @billhunt SPONSORED BY
  13. 13. #SEJSummit @billhunt SPONSORED BY
  14. 14. #SEJSummit MISSING BI-DIRECTIONAL LINKS @billhunt SPONSORED BY
  15. 15. #SEJSummit CANONICAL TAGS ARE WRONG @billhunt SPONSORED BY
  16. 16. 88% drop in traffic due to deindexed pages #SEJSummit CANONICAL SET TO GLOBAL HOME PAGE @billhunt SPONSORED BY
  17. 17. Achieving 50% increase in Leads from 500% Increase in Organic Traffic SPONSORED BY
  18. 18. 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? #SEJSummit KEYWORD TARGET/CONTENT MATRIX @billhunt SPONSORED BY
  19. 19. 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 #SEJSummit #1 #2 ASSET TO CONVERSION MATRIX @billhunt SPONSORED BY
  20. 20. • 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 #SEJSummit CRITERIA FOR SELECTION @billhunt SPONSORED BY
  21. 21. • Google Rank #3 • 124,455 impressions - 1.69% CTR = 2,109 visits • Multiple page views per visit #SEJSummit Lowest Hanging Fruit @billhunt SPONSORED BY
  22. 22. #SEJSummit What does the Triple Sec Searcher want? @billhunt SPONSORED BY 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
  23. 23. #SEJSummit AFTER SNIPPET OPTIMIZATION @billhunt SPONSORED BY
  24. 24. • 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 #SEJSummit AFTER SNIPPET OPTIMIZATION @billhunt SPONSORED BY
  25. 25. • Does the Snippet match the searcher intent? • Is the ranking page the PLP? $37k in incremental revenue in 1 week #SEJSummit SNIPPET OPTIMIZATION @billhunt SPONSORED BY
  26. 26. #SEJSummit Don’t Forget About Global Opportunity Accept that Searcher Intent Is Critical to Success Understanding the Importance of Indexability 3 Takeaways @billhunt SPONSORED BY
  27. 27. SPONSOREDBY

×