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SEO Monitoring - What, Why, and How - DeepCrawl Webinar

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This presentation covers the what, why, and how of monitoring your SEO activities and data to help you make better decisions.

Tools mentioned:
Moz
SEMrush
Ahrefs
Screaming Frog
Deep Crawl
Google Analytics
Google Search Console

Published in: Marketing

SEO Monitoring - What, Why, and How - DeepCrawl Webinar

  1. 1. SEO Monitoring: What, Why, and How John Doherty Founder, GetCredo.com @dohertyjf
  2. 2. I was browsing the internet the other day @dohertyjf The SEO world has changed @dohertyjf
  3. 3. I was browsing the internet the other day @dohertyjf Clicks are harder to come by @dohertyjf
  4. 4. I was browsing the internet the other day @dohertyjf And people are trying to steal our budgets using bunk data @dohertyjf
  5. 5. I was browsing the internet the other day @dohertyjf The industry keeps growing @dohertyjf Source: SEL and Borrell Associates
  6. 6. I was browsing the internet the other day @dohertyjf (Good) SEO isn’t cheap @dohertyjf Source: Credo
  7. 7. I was browsing the internet the other day @dohertyjf SEO is becoming more complex as the web grows @dohertyjf Source: Moz.com
  8. 8. I was browsing the internet the other day @dohertyjf The internet is exploding in size @dohertyjf Source: MicroFocus
  9. 9. According to HostingFacts.com, “Over 3 million blog posts are published on the Internet every day.” I was browsing the internet the other day @dohertyjf The internet is exploding in size @dohertyjf
  10. 10. I was browsing the internet the other day @dohertyjf SEOs are paid well @dohertyjf Source: Glassdoor
  11. 11. I was browsing the internet the other day @dohertyjf We’re expected to do a lot of things @dohertyjf Source: Workable
  12. 12. But when I searched the beer… @dohertyjf How do we keep on top of our growth… @dohertyjf
  13. 13. But when I searched the beer… @dohertyjf And know when something goes wrong? @dohertyjf 💩
  14. 14. But when I searched the beer… - Multiple product teams shipping new content - Content teams creating new content - Users updating things on the site (profile names, etc) - Servers going up and down - New links being built and going away - Routine maintenance - Google changing its algorithms - New SERP features - And the list goes on… @dohertyjf Especially when all of this is happening @dohertyjf
  15. 15. But when I searched the beer… @dohertyjf It could drive you nuts @dohertyjf
  16. 16. I see these sorts of issues all the time Even when you’re inhouse, it can be easy to want to check dashboards all the time. “What if something changes in the next 30 minutes?” “What if traffic drops and I lose my job?” “What if our client gets a penalty and I’m not there to see the notification??” @dohertyjf I used to feel frantic about SEO @dohertyjf
  17. 17. I see these sorts of issues all the time Even when you’re inhouse, it can be easy to want to check dashboards all the time. “What if something changes in the next 30 minutes?” “What if traffic drops and I lose my job?” “What if our client gets a penalty and I’m not there to see the notification??” @dohertyjf I used to feel frantic about SEO @dohertyjf
  18. 18. Today that ends. @dohertyjf
  19. 19. Image via Yoga and Spa Magazine
  20. 20. A marketer or agency is expensive to hire • The Senior Director of Marketing at a very large international hotel chain calling me at 8am EST frantic that they were no longer ranking for their main branded term (six figures of searches per month) • A publicly traded B2B brand that pushed a new website live without telling us. That site was noindexed, all URLs changed, nothing redirected. @dohertyjf I’ve experienced some crazy times with SEO @dohertyjf
  21. 21. A marketer or agency is expensive to hire Setting up your processes to give you consistent reporting to understand what has changed on your site and when an issue becomes a high priority won’t save you from these sorts of fires happening, but they can help you put them out and stay ahead of the curve on things becoming a larger issue. @dohertyjf What SEO monitoring does and does not do @dohertyjf
  22. 22. Who I am Founder, GetCredo.com Digital marketing/SEO consultant 10 years of SEO/digital experience in- house and agency Built marketing and growth teams at Zillow in USA Live in Colorado with my wife Courtney and dog Butterbean @dohertyjf@dohertyjf
  23. 23. Personally seen $17M+ in digital marketing work come through Credo since October 2015. Personally sold over $600k of SEO work in the last 3 years. Work exclusively on Credo and very large brands/websites. @dohertyjf@dohertyjf
  24. 24. What is “SEO monitoring”? @dohertyjf SEO monitoring is using tools, both free and paid, to help you: • Keep track of changes made on your site so that you can: • measure their effectiveness to your business; • Diagnose when something may have negatively affected your traffic; • Keep on top of movements across the site made by teams that you are not involved with; • Spot broader trends of rankings that you can capitalize on to see growth across your company.
  25. 25. SEO is not rocket scienceThere’s a process that worksIt’s actually kind of awesome @dohertyjf
  26. 26. SEO monitoring lets you do the following @dohertyjf 1. Focus on the big efforts instead of manually checking to see if things are ok; 2. Know ahead of time when something is becoming an issue; 3. Track everything that is happening so that when an issue arises, you can take action more quickly.
  27. 27. You can also @dohertyjf • Keep on top of movements across the site made by teams that you are not involved with, because these can affect the rankings you have worked so hard to get; • Spot broader trends of rankings that you can capitalize on to see growth across your company.
  28. 28. What to monitor @dohertyjf What to monitor
  29. 29. Traffic @dohertyjf
  30. 30. Rankings @dohertyjf
  31. 31. Technical Issues @dohertyjf
  32. 32. Major site changes @dohertyjf
  33. 33. Diagnose other business challenges @dohertyjf
  34. 34. Traffic monitoring @dohertyjf
  35. 35. No traffic no dollars Your job as an SEO is to drive traffic. @dohertyjf
  36. 36. No traffic no dollars Your job as an SEO is to drive traffic acquire visitors to your site who become customers (whatever that means). That starts with traffic. @dohertyjf
  37. 37. Know when traffic drops (or increases!) Admin > Custom Alerts (under View) > Alerts @dohertyjf
  38. 38. Traffic to site sections @dohertyjf
  39. 39. Traffic by platform (desktop vs mobile) @dohertyjf Source: Merkle
  40. 40. Rankings monitoring @dohertyjf
  41. 41. You need to be tracking your keyword buckets The SEO industry has been saying for a long time that “rank tracking is dead” and that something else is replacing it. @dohertyjf
  42. 42. You need to be tracking your keyword buckets Protip: when someone says something is dead that means that it is very much alive and still being done for a reason. @dohertyjf
  43. 43. Notice I said keyword buckets As the SEO, your job is to track the data and interpret it for your boss/clients. Keyword tracking helps you show broader moves as you optimize towards specific goals. We are not optimizing toward a few main keywords because that puts the business at risk, though there are keywords we care about most. @dohertyjf
  44. 44. SEOs rarely talk about SEO in terms of $$$ Everything you do at your job should map back to revenue. Links = audience (more potential customers) Canonicals = better user experience and conversions Blog posts = more potential customers and better conversions That’s what executives care about ultimately! @dohertyjf
  45. 45. Use a tool to track rankings @dohertyjf
  46. 46. Get weekly email reporting from your tool @dohertyjf
  47. 47. Build up a history of rankings to build cases @dohertyjf
  48. 48. Technical Issues @dohertyjf
  49. 49. Site issues always slowly grow @dohertyjf
  50. 50. Are you tracking these consistently? @dohertyjf
  51. 51. Keep a list of prioritized fixes @dohertyjf
  52. 52. Get a weekly crawl/report with changes @dohertyjf
  53. 53. Think like a product person @dohertyjf What are the changes you can make that take the least effort but have the highest impact? Conversely, what are the changes that will take more focused effort but also have an outsized return for the business?
  54. 54. As the issues grow, reprioritize @dohertyjf Source: SEMrush
  55. 55. Be prepared for exec answers @dohertyjf
  56. 56. Execs love to ask this question @dohertyjf “What is the thing that we could do that would show the biggest growth for us?”
  57. 57. Do you have an answer for your site? @dohertyjf Most don’t. We fail to think strategically about the things that could be tackled. If you’ve been monitoring, then you’ll have an answer.
  58. 58. Answer like this… @dohertyjf “Well, I’ve been tracking our site for the last six months and we’ve been seeing an increase in errors on our site, but I haven’t had the people to get them fixed. If I had two developers for two weeks, I could knock them out and gauge that we would see a lift of XX% of organic sales.”
  59. 59. Let’s talk tools @dohertyjf
  60. 60. The tools you need for monitoring are: 1. Keyword tracker 2. Crawling tool (at least one that you can automate) 3. Google Analytics 4. A tool like LittleWarden or SanityCheck.io @dohertyjf
  61. 61. Rank tracking tools 1. Moz (if you have a Pro campaign, they do well) 2. SEMrush (if you subscribe here, their keyword tracking is also quite good and updated daily) 3. STAT (if you’re enterprise and can afford to price per keyword) @dohertyjf
  62. 62. On-demand crawling tools 1. Screaming Frog (you likely already have a license, and if you do not you should) or Sitebulb 2. Moz (if you have a Pro subscription, you can do on-demand crawls) @dohertyjf
  63. 63. Automated crawling tools DeepCrawl is my tool of choice here! Set it up within your Campaign with these settings and to email you results weekly. Many other tools now also offer their version of “Campaigns” or “Projects” that will also give you insight. I recommend using multiple because each will flag different issues and thus you can get a full picture with multiple. @dohertyjf
  64. 64. Automated crawling tools @dohertyjf
  65. 65. Popular use cases @dohertyjf
  66. 66. Technical “We’re not ranking for our brand name!” @dohertyjf • Did we roll out any major changes in the last few days? (GA annotations) • Do keyword tools show the same? (tool of choice) • If so, how long has this been the case? • Is organic traffic down to homepage/etc? (GA dashboard) • If so, when did this happen?
  67. 67. Technical “Leads dropped!” @dohertyjf • From which channels? (GA dashboard) • Were they specific pages or sections that lost traffic? (GA dashboard) • If so, why? • Algorithm change? (industry sites) • Manual penalty? (alerts for traffic being down and GSC emails)
  68. 68. Go next level @dohertyjf
  69. 69. Technical Don’t just audit your site @dohertyjf Set up monitoring for your main competitors as well so you know when they do something (new pages for new keywords, links, etc)
  70. 70. Thank you! @dohertyjf
  71. 71. Connect with me online Twitter: @dohertyjf Instagram: @dohertyjf Personal site: https://www.johnfdoherty.com Credo: https://www.getcredo.com All images used in this presentation are from Unsplash and are used under Creative Commons.

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