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Google Webmaster Tools: The Search Consolation Prize? #BrightonSEO


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Presentation give by Nicole Bullock at BrightonSEO in Brighton, UK on April 22, 2016 at the Brighton Dome. With all of the 3rd party tools available for SEO, Google Webmaster Tools is often overlooked. Take advantage of this powerful resource that Google provides to users for free. In this presentation, the comparison is made that SEO can be like a game show, and Google Search Console can help you prepare for the times when you don't know how to diagnose site errors and performance.

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Google Webmaster Tools: The Search Consolation Prize? #BrightonSEO

  1. 1. Google Webmaster Tools: Nicole Bullock The Search Consolation Prize? @cuteculturechic | #BrightonSEO
  2. 2. In The Hot Seat @cuteculturechic | #BrightonSEO
  3. 3. SEO is Like a Game Show A lot of knowledge, the right timing, and a little luck @cuteculturechic | #BrightonSEO
  4. 4. The Agony of Defeat Despite months and years of preparation, you will have moments where there is no correct answer @cuteculturechic | #BrightonSEO
  5. 5. Press Your Luck You can’t win if you don’t play the game @cuteculturechic | #BrightonSEO
  6. 6. Technical SEO is Curb Appeal Give the search engines the right signals so crawlers know that your site is well-maintained @cuteculturechic | #BrightonSEO
  7. 7. The Data Reporting Timeline Where the magic happens before and after click-through @cuteculturechic | #BrightonSEO
  8. 8. Google Analytics vs Google Search Console Win with data from the right sources Traffic Reports Pages Visited Visitor Demographics Track events and conversions Social Media traffic Average time on site Bounce rate Site Errors Duplicate Content Sitemaps Search Impressions Crawl Stats HTML Improvements Highlight Data for Indexing Link Profiles Malware Fetch as Google @cuteculturechic | #BrightonSEO
  9. 9. Google Search Console A Few Quick Features • Multiple verification methods to make it easy for you to implement • Can be linked to Google Analytics • Allows you to monitor the pages being indexed by Google • Sitemap submission and monitoring • Ability to crawl your site as if it were a Googlebot • Review backlinks and disavow if necessary • Set URL parameters @cuteculturechic | #BrightonSEO
  10. 10. The Ultimate Google Product Mix For Digital Marketers
  11. 11. Fetch As Google Fetch as Google allows you to simulate how Google crawls and/or renders your URL on a website @cuteculturechic | #BrightonSEO
  12. 12. Crawl Errors Server connectivity, and DNS errors, and Robots.txt, oh my! @cuteculturechic | #BrightonSEO
  13. 13. HTML Improvements Long, Short, Missing, and Duplicate Title Tags and Descriptions @cuteculturechic | #BrightonSEO
  14. 14. Structured Data Common Types: • • Microformats • JSON-LD • Microdata • Open Graph • RDFa Hint: Use Google’s structured data testing tool to enter a URL and see how your markup renders @cuteculturechic | #BrightonSEO
  15. 15. Data Highlighter Use Data Highlighter to tag data fields on your site with your mouse. Then Google can present your data more attractively – and in new ways – in search results and the knowledge graph @cuteculturechic | #BrightonSEO
  16. 16. Clicks and Search Impressions Have you missed your analytics data because of (Not Provided)? Hint: Sort data for clicks, search impressions, average position, and CTR to discover new keyword phrase opportunities @cuteculturechic | #BrightonSEO
  17. 17. Disclaimer: What You See May Not Be What You Get Google Search Console data is not 100% accurate. Don’t trust every metric at face value. Use it as a general guide to watch trends. @cuteculturechic | #BrightonSEO
  18. 18. Google Wants Your Site to be Successful • Take the free info (with a grain of salt) • Tag, track, and test • Measure results in Google Analytics @cuteculturechic | #BrightonSEO
  19. 19. Ready to Get Into the Game? Are you feeling nervous? Start small. @cuteculturechic | #BrightonSEO
  20. 20. The Search Consolation Prize? You can’t win if you don’t play the game
  21. 21. Questions? @cuteculturechic | #BrightonSEO
  22. 22. About Me Nicole Bullock Twitter: @cuteculturechic Instagram: cuteculturechick Facebook: /cuteculturechick LinkedIn: Blog:
  23. 23. • Structured Data Markup Helper • • Structured Data Testing Tool • • Google Webmaster Academy • • Screaming Frog • Resources @cuteculturechic | #BrightonSEO