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Track B - Best Practice Session: How Crawl Data Can Help your Affiliate Day to Day Life

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– Explore the true value of crawl data and how it can help you stay on top of your e commerce site health, enhance the user journey and drive revenue.
– Gain insights into how customers and sales can slip through the net across your digital marketing campaigns, and why leveraging crawl data is the best way to address this.
– Discover the 4 key elements for optimising your website and the foundation of your digital marketing strategy: indexing, site speed, back links and mobile-first.

Hosted by Rachel Costello, Technical SEO, Deepcrawl

Published in: Marketing
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Track B - Best Practice Session: How Crawl Data Can Help your Affiliate Day to Day Life

  1. 1. INCREASE CONVERSIONS WITH CRAWL DATA Rachel Costello, Technical SEO AFFILIATE SUMMIT 2018 @rachellcostello ASEuro18
  2. 2. “Only 58% of marketers say they are often successful in achieving their marketing goals” MISSED DIGITAL MARKETING GOALS 2@rachellcostello ASEuro18 Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing- stats/
  3. 3. WHAT WE’LL COVER 3@rachellcostello ASEuro18 What is crawl data? The challenges of multi-channel digital marketing campaigns Where is traffic wasted? What are the key elements for optimising your website? How to improve the customer journey
  4. 4. THE RESPONSIBILITIES OF A DIGITAL MARKETER 4@rachellcostello ASEuro18 SEO Content PPC & Display Email One of their main shared responsibilities: they need to build campaigns. Affiliates Social Media PR Lead generation
  5. 5. THE PURPOSE OF DIGITAL MARKETING CAMPAIGNS 5@rachellcostello ASEuro18 Think about those campaigns. What is your plan? What is your strategy? What are you trying to achieve? A shared KPI across all channels’ campaigns: driving traffic to your website and converting it.
  6. 6. WHAT HAPPENS TO THIS TRAFFIC? 6@rachellcostello ASEuro18 A visitor engages with your campaign and clicks through to your site, but what next? Is that landing page redirected? Slow to load? Not accessible on mobile? If your pages aren’t optimised, here’s what is happening to your time, effort, money and traffic: they’re being wasted.
  7. 7. AN EXAMPLE OF WASTED TRAFFIC 7@rachellcostello ASEuro18 WASTED TRAFFIC
  8. 8. AN EXAMPLE OF WASTED TRAFFIC 8@rachellcostello ASEuro18 Affiliate site shares brand feed User clicks on a product they like Product is out of stock Automatic CMS redirect to homepage User leaves the site
  9. 9. AN EXAMPLE OF WASTED TRAFFIC 9@rachellcostello ASEuro18 Outcomes: You have wasted time building out a feed You have missed out on a sale You have lost a potential loyal customer
  10. 10. AN EXAMPLE OF WASTED TRAFFIC 10@rachellcostello ASEuro18
  11. 11. THINK OF YOUR DIGITAL MARKETING STRATEGY AS... @rachellcostello ASEuro18 IMAGINE YOUR DIGITAL MARKETING STRATEGY AS… A DINNER PARTY 11
  12. 12. THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE @rachellcostello ASEuro18 THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE 12
  13. 13. THE INTERIOR: YOUR WEBSITE’S UI, UX & PRODUCTS @rachellcostello ASEuro18 THE INTERIOR: YOUR WEBSITE’S UI & UX 13
  14. 14. THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS @rachellcostello ASEuro18 THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS 14
  15. 15. THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC @rachellcostello ASEuro18 THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC 15
  16. 16. RULES FOR A SUCCESSFUL DINNER PARTY / CUSTOMER JOURNEY 16@rachellcostello ASEuro18 Targeted, engaging campaigns Serve right content across devices Great, easy-to-navigate website Relevant pages accessible Clear CTAs and stock depth Invitations sent out with correct info Enough space for guests Well-decorated space Timely and consistent courses Plenty of food and drink Dinner Party Customer Journey
  17. 17. Don’t invite traffic to your website if you can’t offer your users the experience they expect and deserve! TREAT YOUR CUSTOMERS RIGHT 17@rachellcostello ASEuro18
  18. 18. Onsite experience and a seamless customer journey are crucial for reducing traffic waste and increasing conversion, but… HOW DO YOU MONITOR THE CUSTOMER JOURNEY? 18@rachellcostello ASEuro18 How do you monitor them? Especially at scale?
  19. 19. Crawl Data Metrics you get from running a full website crawl Crawling Tool Discovers all of your site’s pages and how they all connect Crawl Sources - Additional sources from other tools e.g. backlinks, traffic, visibility, log files CRAWL DATA FOR WEBSITE MONITORING 19@rachellcostello ASEuro18
  20. 20. COMBINING CRAWL SOURCES @rachellcostello ASEuro18 COMBINING CRAWL SOURCES 20
  21. 21. Indexing Content Site Speed Linking Mobile-first 5 KEY ELEMENTS FOR OPTIMISING YOUR FOUNDATIONS 21@rachellcostello ASEuro18 1 2 3 4 5 There are so many aspects we could go into for website optimisation, but here are the top 5:
  22. 22. INDEXING 22@rachellcostello ASEuro18 INDEXING “Google’s search knows over 130 trillion pages” Source: https://searchengineland.com/googles-search-indexes-hits-130-trillion-pages-documents- 263378
  23. 23. WEBSITE OPTIMISATION FOR INDEXING 23@rachellcostello ASEuro18 The importance of indexing: Indexing is the key for your pages to be displayed in search engines Onpage elements can block important pages from indexing and allow indexing of low quality pages Use crawl data to show indexable / non-indexable pages, plus codes and tags blocking indexing
  24. 24. CONTENT 24@rachellcostello ASEuro18 “Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads” Source: https://www.demandmetric.com/content/content-marketing-infographic
  25. 25. WEBSITE OPTIMISATION FOR CONTENT 25@rachellcostello ASEuro18 The importance of content: In order to rank and provide value, you need to create relevant, unique content Content needs to be accessible and easy to process for search engines Use crawl data to see duplicate content and thin content issues
  26. 26. SITE SPEED @rachellcostello ASEuro18 “On average sites lose 7% of traffic per 1 second page loading speed delay” @rachellcostello ASEuro18 SITE SPEED 26 Source: https://www.branded3.com/site-speed-conversion-rate/
  27. 27. WEBSITE OPTIMISATION FOR SITE SPEED 27@rachellcostello ASEuro18 The importance of site speed: A slow loading website creates a roadblock for users landing on your site Slow sites cause customers to bounce and potential conversions to be lost Use crawl data to see page load times and onpage resources of your templates
  28. 28. LINKING @rachellcostello ASEuro18@rachellcostello ASEuro18 LINKING Linking is still one of the most powerful ranking factors 28 Source: https://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882
  29. 29. WEBSITE OPTIMISATION FOR LINKING 29@rachellcostello ASEuro18 The importance of linking: External links are recommendations about you from others, and internal links guide users & search engines through a site Authority flow and customer journeys should land cleanly on your site, and navigation through site should be simple through correct internal linking Use crawl data to highlight internal linking issues, broken backlinks and blocked authority flow
  30. 30. MOBILE-FIRST @rachellcostello ASEuro18 “Users who have a bad mobile user experience are 60% less likely to revisit and purchase from that brand in future” @rachellcostello ASEuro18 MOBILE-FIRST 30 Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing-stats/
  31. 31. WEBSITE OPTIMISATION FOR MOBILE-FIRST 31@rachellcostello ASEuro18 The importance of mobile-first: Mobile has become the priority for users and search engines Poor mobile site experience will affect rankings and the majority of users Use crawl data to show mobile content, accessibility and how mobile pages are crawled
  32. 32. TO SUM UP... @rachellcostello ASEuro18 DINNER PARTY & DIGITAL MARKETING SUCCESS! 32
  33. 33. Conversion opportunities are wasted when websites aren’t optimised for campaign traffic Crawl data is an automated, scalable solution for website monitoring Focus on indexing, content, site speed, linking and mobile-first for optimisation Campaign building and onsite traffic-management should be planned together in your digital marketing strategy Different teams working together can overcome customer journey issues KEY TAKEAWAYS 33@rachellcostello ASEuro18
  34. 34. No more wasted traffic! TO SUM UP 34@rachellcostello ASEuro18
  35. 35. THANK YOU ANY QUESTIONS? Rachel Costello Technical SEO @rachellcostello ASEuro18

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