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SEO at Microsoft: "Insights Engine" By Derrick Wheeler

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Analytics Reports That SEOs Can't Live Without. PRESENTATION: SEO at Microsoft: "Insights Engine" - Given by Derrick Wheeler, @derrickwheeler - Microsoft, Sr Product Intelligence Manager. #SMX #31C

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SEO at Microsoft: "Insights Engine" By Derrick Wheeler

  1. 1. #SMX #31C @derrickwheeler Awareness Leads to Opportunities SEO at Microsoft “Insights Engine”
  2. 2. #SMX #31C @derrickwheeler •  Little  personal  backgr0und  (10  seconds)   •  SEO  landscape  at  Microsoft  (less  than  5  minutes)   •  The  “Insights  Engine”   •  Two  very  basic,  yet  necessary  and  insightful  report  components   •  An  example  of  how  we’ve  used  them  to  create  value  for  the  company   •  What  now?     Agenda
  3. 3. #SMX #31C @derrickwheeler SEO at Microsoft – Scope, Ecosystem, Roles Content  Types   •  Pre-­‐sales   •  Post-­‐sales   •  Ecommerce   •  News/Blogs   •  Events   •  Search  Engine   Objectives   •  Lead  generation   •  Event  registrations   •  Sales/Revenue   •  Customer  Satisfaction   •  Cost  Savings   •  Market  Share   Audiences   •  Enterprise   •  S/M  Businesses   •  Consumers   •  Developers   •  Press   •  140+  Markets   Analytics     •  Webtrends   •  Omniture   •  MDA   •  Other   Stakeholders     •  IT  (OPS)   •  Designers   •  Developers   •  Writers   •  Site  Managers   •  Other  Marketers   •  Intl  Subsidiaries   •  Agencies/Vendors   •  Executives   MSCOM  SEO  Team   Center  of  Excellence  Model   •  Define  Best  Practices   •  HV  SEO  Programs   •  Global  Service  Center   •  Supplier  Management   •  Events  &  Community   •  Measurement  Framework   •  Insights  &  Opportunities   •  Drive  Adoption  of  SEO   Office   Windows   Support   Dynamics   TechNet  SMB   Online   Store   Windows    Phone   XBOX   Skype   MSN   Minecraft   MSDN   Surface   Content  Management  Systems   •  Over  12  in  use   •  More  in  development  
  4. 4. #SMX #31C @derrickwheeler SEO at Microsoft – Overarching Framework
  5. 5. #SMX #31C @derrickwheeler 1.  Reporting  the  business  outcomes  of  SEO  efforts  to  inform  future  levels  of  investment   2.  Uncovering  opportunities  to  drive  greater  business  value  out  of  our  SEO  program     Two types of measurement I care about The  SEO  “Insights  Engine”   Web  Analytics   Webmaster  Tools   More    
  6. 6. #SMX #31C @derrickwheeler Insights Engine - Daily & Monthly Anomaly Watch 1.  Determine  if  traffic  change  is  legitimate  &  significant   a.  Was  tracking  code  added  to,  or  removed  from,  an  existing  site?   i.  Yes  -­‐  notify  analytics  team   ii.  No  -­‐  look  at  seasonal  trends,  industry  chatter  and  significant   events   2.  Contact  site  owner  &  SEO  lead   a.  were  they  aware  of  the  decrease/increase?   b.  is  it  a  brand  new  site?   i.  Yes  -­‐  onboard  to  our  SEO  programs   ii.  No  -­‐  did  they  make  any  recent  changes?   3.  For  increases   a.  document  changes  made   b.  create  case  study   c.  broadly  share  best  practices   4.  For  decreases   a.  enable  appropriate  measurement  plan   b.  investigate  scope  and  diagnose  potential  causes   c.  provide  documentation  on  best-­‐practice  “violations”   d.  recommend  fix  &  follow-­‐up  to  facilitate  implementation   e.  measure  impact  and  follow  #3  above  
  7. 7. #SMX #31C @derrickwheeler Real  Life  Example        *Numbers  Removed  !   SEO Insights Engine - Daily Anomaly Watch Dimensions   1.  Referring  Source   2.  Engine   3.  Market/Country   Metrics   1.  Visits   2.  Revenue  
  8. 8. #SMX #31C @derrickwheeler Insights Engine Monthly Anomaly Watch *Site-­‐names  removed  !   Were  there  significant   spikes  or  dips  in  organic   search  visits  and/or   revenue?  
  9. 9. #SMX #31C @derrickwheeler Was tracking code inadvertently removed?
  10. 10. #SMX #31C @derrickwheeler Particular  country?   Consistent  language?   Specific  category?   A  single  page?   Across  the  board?   Device  type?   *Engine?   What pages/groups of pages were affected?
  11. 11. #SMX #31C @derrickwheeler 1.  Crawl   2.  Index   3.  Rank   4.  Click   5.  Traffic   6.  Action   7.  Value   Diagnose from issue up – measure impact from issue down Pages  indexed  by  day  
  12. 12. #SMX #31C @derrickwheeler   Determined  there  was  a   crawl  related  issue  then…     1.  Notified  site  team   2.  Diagnosed  the  “on-­‐ site”  cause   3.  Facilitated  a  resolution     Are there any crawl issues? Pages  crawled  per  day  
  13. 13. #SMX #31C @derrickwheeler Post-Engagement – Upcoming Activities Case   Study   Brag   Inform   Shrink   Time     Share   Story  
  14. 14. #SMX #31C @derrickwheeler SEE YOU AT THE NEXT #SMX THANK YOU!

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