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Top 5 Things Website Owners Should Do in Webmaster Tools

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The website owners guide to the top 5 things you should do in Webmaster Tools - plus the other 80% you ought to know.

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Top 5 Things Website Owners Should Do in Webmaster Tools

  1. 1. The  Webmaster  Tools     Ac0on  Plan   Top  5  Ac0ons  For  Website  Owners   Presented  by:  Carol  Poole  
  2. 2. Agenda   •  What  is  Webmaster  Tools   •  Your  Ac9on  Plan:  The  Top  5  Things  You  Should  Do   •  A  quick  word  about  Bing   •  Useful  Wordpress  Plugins   •  The  Other  80%  (if  9me  permits)    
  3. 3. What  is  Webmaster  Tools   •  Free  Tool  from  Google  &  Bing   –  hNps://www.google.com/webmasters/tools/     –  hNp://www.bing.com/toolbox/webmaster     •  Designed  for  webmasters   •  Used  by:     –  Webmasters   –  SEO  Professionals   –  Analy9cs  &  AdWords  Professionals    
  4. 4. Why  Use  Webmaster  Tools   •  To  help  improve  visibility  in  search  engines   •  Ensure  the  website  is  healthy   •  Understand  &  improve  how  the  website  is  found   –  Search  queries   –  Who  links  to  your  website   •  Improve  the  user  experience  (UX)  
  5. 5. Tools  for  Different  Purposes   •  Tools  for  site  visibility  &  website  health   –  Site  maps,  robots.txt,  broken  links,  crawl  errors,  site   errors,  malware   •  Tools  to  improve  how  the  website  is  found   –  Search  queries  &  CTRs   –  Review  links  to  your  site  &  any  manual  ac9ons   •  Tools  to  improve  UX   –  Broken  links  &  site  errors  
  6. 6. Valuable  Data  in  Webmaster  Tools  
  7. 7. Key  Features   •  Sitemap  submission   •  Fix  crawl  errors  &  set  crawl  rate   •  Site  health  &  messages   •  See  which  websites  link  to  you   •  Set  the  country  you  want  to  target   •  See  what  searches  people  type  into  Google  when  people   find  the  site   –  Can  the  CTR  be  improved?  
  8. 8. Top  5  Things  You  Should  Do     1.  Add  your  website  to  webmaster  tools     –  Ensure  you  are  set  as  a  site  owner     2.  Setup  site  no9fica9ons   3.  Link  Webmaster  Tools  to  Google  Analy9cs   4.  Submit  a  sitemap   5.  Looks  at  your  search  queries  &  index  status  report   BONUS   •  Check  who  is  linking  to  your  website    
  9. 9. Add  Your  Site  
  10. 10. Verify  Site  Ownership  
  11. 11. Verify  Site  Ownership  
  12. 12. SeJng  Up  Page  Owners  &  Users   •  Three  levels  of  access   –  Owner   –  User  –  Full  Access   –  User  –  Restricted  Access   •  Users  with  full  access  can  not  add  new  users  or  link  to   Google  Analy9cs   •  Users  with  restricted  access  can  generally  only  view  data     h"ps://support.google.com/webmasters/answer/2451999  
  13. 13. Who  Should  Have  Access   •  Webmasters     •  Website  Owners   •  Google  AdWords  Professionals   •  Analy9cs  Professionals   •  SEO  Professionals  
  14. 14. Add  Users  &  Site  Owners  
  15. 15. Add  Users  &  Site  Owners  
  16. 16. Site  No0fica0ons  
  17. 17. Site  No0fica0ons  
  18. 18. Submit  Site  Map  
  19. 19. Linking  To  Google  Analy0cs   •  Go  to  Google  Analy9cs     •  To  Queries  
  20. 20. Linking  to  Google  Analy0cs  
  21. 21. Linking  To  Google  Analy0cs    
  22. 22. Linking  To  Google  Analy0cs  
  23. 23. Linking  To  Google  Analy0cs  
  24. 24. Linking  To  Google  Analy0cs  
  25. 25. Submit  Site  Map   •     You  can  usually  find  what  sitemaps  you  have  by  typing  in  sitemap.xml   •     Some  sites  have  more  than  1  sitemap.  Submit  all  of  them.    
  26. 26. Search  Queries  Data  in  Webmaster  Tools  
  27. 27. Search  Queries  Data  in  Google  Analy0cs    
  28. 28. Analyzing  Search  Query  Data  
  29. 29. Don’t  Forget  Bing   •  Do  the  same  thing  in  Bing  Webmaster  Tools     –  Covers  Bing  and  Yahoo  Search     •  Why     –  Bing  shows  search  query  data  from  a  longer  9me  period   –  Google  only  goes  back  as  far  as  90  days   –  You  can  also  do  keyword  research  in  Bing  WMT   –  You  can  see  not  only  who  links  to  your  site  but  also  your   compe9tors   –  Can  connect  your  social  media  profiles  in  Bing  WMT  
  30. 30. Useful  Wordpress  Plugins   •  WordPress  SEO  by  Yoast   •  Google  XML  Sitemaps  Plugin   •  XML  Sitemaps   •  Redirec9on  plugin   •  Structured  Data  Schema  Creator  plugin     •  W3  Total  Cache  or  WP  Super  Cache  –  for  site  speed  
  31. 31. Ques0ons?     Download  the  slides  at     hNp://goo.gl/cY5hnv      
  32. 32. The  Other  80%   •  If  your  domain  is  .com  –  set  the  country  you  are  targe9ng   •  Fix  crawl  errors  &  set  crawl  rate   •  Fetch  as  Googlebot   –  Good  for  when  you  update  your  site   •  Get  your  keyword  data  back   •  Sitelinks  –  if  you  want  to  demote  them     •  Structured  data  –  for  web  &  SEO  pro   •  Fix  HTML  improvements  –  for  your  web  developer     •  Useful  wordpress  plugins  
  33. 33. Fix  Important  Crawl  Errors   •  Really  common  in  ecommerce  sites   •  Priori9se  the  important  URLS  (the  404’s)   •  If  it’s  a  big  list,  download     –  Work  out  where  old  URLs  should  point  to     –  Do  a  301  redirect  (server  side)     •  Mark  as  fixed  in  WMT  
  34. 34. Errors  To  Pay  Aen0on  To   •  404  Not  found  errors  
  35. 35. Errors  To  Remove  Or  Ignore  
  36. 36. Fetch  As  Googlebot   •  What  is  it?     –  Lets  you  see  a  page  as  Google  sees  it     –  No9fies  Google  when  there  are  new  pages  or  changes  to  a  page   •  Why  Use?   –  Troubleshoot  page’s  poor  performance  in  search  results     –  Helps  get  new  pages  or  changes  to  pages  indexed  quickly   –  Check  crawl  errors  and  redirects  are  fixed  
  37. 37. Errors  To  Remove  Or  Ignore  
  38. 38. Sneaky  Trick  To  Get  Keyword  Data  Back    
  39. 39. Sneaky  Trick  To  Get  Keyword  Data  Back    
  40. 40. Sneaky  Trick  To  Get  Keyword  Data  Back    
  41. 41. Sneaky  Trick  To  Get  Keyword  Data  Back    
  42. 42. •  Free  (with  ads)   •  Without  ads   Sneaky  Trick  To  Get  Keyword  Data  Back    
  43. 43. Sitelinks   •  What  are  sitelinks?     –  Addi9onal  links  to  your  website  that  appear  underneath  the   main  URL  in  the  organic  lis9ng   –  Auto  Generated  
  44. 44. Demote  Sitelinks   •  Give  you  extra  real  estate  under  your  brand  name   •  Site  links  can  be  demoted  in  Webmaster  Tools   •  Why  demote:   –  Informa9on  is  incorrect     –  Don’t  want  a  par9cular  page  appearing  as  a  sitelink  
  45. 45. Other  Features   •  Rich  snippets  /  data  highlighter   –  A  way  of  summarizing  content  on  a  page  to  make  it  easier  for   users  to  understand  what  the  page  is  about     •  Page  speed  insights   –  Enables  you  to  test  speed  of  website  which  is  now  considered  a   factor  that  impacts  search  engine  rankings  
  46. 46. Structured  Data  
  47. 47. HTML  Improvements   •  What  is  it?     –  Shows  poten9al  issues  when  Google  is  crawling  &  indexing  site   •  Why  Use?   –  Improve  user  experience   –  Drive  traffic  to  your  site     –  Helps  iden9fy  problems  with  9tle  tags  or  non-­‐indexable  content  
  48. 48. Structured  Data   •  Yoast  WordPress  SEO     –  Facebook,  TwiNer  &  G+   •  Schema  Creator     •  Webmaster  tools  –  Data  Highlighter     •  Genesis  Themes  
  49. 49. Ques0ons?      

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