SlideShare a Scribd company logo

Think like a developer debugging seo - be wizard 2013 rimini

1 of 40
Download to read offline
Think like a developer  debugging seo - be wizard 2013 rimini
I wish diagnosing SEO
   issues was easy.
But it’s
never
easy...
We need more data, less opinion.
Someone told him
  this was a good
        idea.
Think like a developer  debugging seo - be wizard 2013 rimini
Ad

Recommended

Killer KPIs: Turning Data Into Gs
Killer KPIs: Turning Data Into GsKiller KPIs: Turning Data Into Gs
Killer KPIs: Turning Data Into GsAnnie Cushing
 
Take Credit Where Credit's Due
Take Credit Where Credit's DueTake Credit Where Credit's Due
Take Credit Where Credit's DueAnnie Cushing
 
BrightonSEO - How to use XPath with eCommerce Websites
BrightonSEO - How to use XPath with eCommerce WebsitesBrightonSEO - How to use XPath with eCommerce Websites
BrightonSEO - How to use XPath with eCommerce WebsitesJanet Plumpton
 
Dawn Anderson SEO Consumer Choice Crawl Budget Optimization Conflicts
Dawn Anderson SEO Consumer Choice Crawl Budget Optimization ConflictsDawn Anderson SEO Consumer Choice Crawl Budget Optimization Conflicts
Dawn Anderson SEO Consumer Choice Crawl Budget Optimization ConflictsDawn Anderson MSc DigM
 
Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...
Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...
Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...Dawn Anderson MSc DigM
 
Social Design - ProSEO
Social Design - ProSEOSocial Design - ProSEO
Social Design - ProSEOMat Clayton
 
Technical SEO for international markets - Leonie Mann - Brighton SEO 2021
Technical SEO for international markets- Leonie Mann - Brighton SEO 2021Technical SEO for international markets- Leonie Mann - Brighton SEO 2021
Technical SEO for international markets - Leonie Mann - Brighton SEO 2021Leonie Mann
 

More Related Content

What's hot

So you think you know canonical tags - Sean Butcher Brighton SEO presentation
So you think you know canonical tags -  Sean Butcher Brighton SEO presentationSo you think you know canonical tags -  Sean Butcher Brighton SEO presentation
So you think you know canonical tags - Sean Butcher Brighton SEO presentationSean Butcher
 
Website Integration with QuickBase - Joshua McGinnis
Website Integration with QuickBase - Joshua McGinnisWebsite Integration with QuickBase - Joshua McGinnis
Website Integration with QuickBase - Joshua McGinnisQuickBase, Inc.
 
How To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawl
How To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawlHow To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawl
How To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawlDeepCrawl
 
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014Gareth Hoyle
 
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's DueSearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's DueDistilled
 
Digital Olympus Technical SEO Findings Whilst Taming An SEO Beast
Digital Olympus Technical SEO Findings Whilst Taming An SEO BeastDigital Olympus Technical SEO Findings Whilst Taming An SEO Beast
Digital Olympus Technical SEO Findings Whilst Taming An SEO BeastDawn Anderson MSc DigM
 
Story Driven Development With Cucumber
Story Driven Development With CucumberStory Driven Development With Cucumber
Story Driven Development With CucumberSean Cribbs
 
WordPress SEO & Optimisation
WordPress SEO & OptimisationWordPress SEO & Optimisation
WordPress SEO & OptimisationJoost de Valk
 
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...Charly Wargnier
 
Hreflang - why and how and why not for International SEO
Hreflang - why and how and why not for International SEOHreflang - why and how and why not for International SEO
Hreflang - why and how and why not for International SEOGerry White
 

What's hot (12)

So you think you know canonical tags - Sean Butcher Brighton SEO presentation
So you think you know canonical tags -  Sean Butcher Brighton SEO presentationSo you think you know canonical tags -  Sean Butcher Brighton SEO presentation
So you think you know canonical tags - Sean Butcher Brighton SEO presentation
 
Website Integration with QuickBase - Joshua McGinnis
Website Integration with QuickBase - Joshua McGinnisWebsite Integration with QuickBase - Joshua McGinnis
Website Integration with QuickBase - Joshua McGinnis
 
How To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawl
How To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawlHow To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawl
How To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawl
 
Parent & Child Themes
Parent & Child ThemesParent & Child Themes
Parent & Child Themes
 
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
 
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's DueSearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
 
Digital Olympus Technical SEO Findings Whilst Taming An SEO Beast
Digital Olympus Technical SEO Findings Whilst Taming An SEO BeastDigital Olympus Technical SEO Findings Whilst Taming An SEO Beast
Digital Olympus Technical SEO Findings Whilst Taming An SEO Beast
 
Story Driven Development With Cucumber
Story Driven Development With CucumberStory Driven Development With Cucumber
Story Driven Development With Cucumber
 
WordPress SEO & Optimisation
WordPress SEO & OptimisationWordPress SEO & Optimisation
WordPress SEO & Optimisation
 
Top SEO Factors (2014/2015)
Top SEO Factors (2014/2015)Top SEO Factors (2014/2015)
Top SEO Factors (2014/2015)
 
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...
 
Hreflang - why and how and why not for International SEO
Hreflang - why and how and why not for International SEOHreflang - why and how and why not for International SEO
Hreflang - why and how and why not for International SEO
 

Similar to Think like a developer debugging seo - be wizard 2013 rimini

Joomla day ne_2011_nidan_black_belt_joomla
Joomla day ne_2011_nidan_black_belt_joomlaJoomla day ne_2011_nidan_black_belt_joomla
Joomla day ne_2011_nidan_black_belt_joomlacompassdesign
 
Analytics For SEOs - Mozcation Portsmouth 11/7/12
Analytics For SEOs - Mozcation Portsmouth 11/7/12Analytics For SEOs - Mozcation Portsmouth 11/7/12
Analytics For SEOs - Mozcation Portsmouth 11/7/12Evolving SEO
 
The State of Front-end At CrowdTwist
The State of Front-end At CrowdTwistThe State of Front-end At CrowdTwist
The State of Front-end At CrowdTwistMark Fayngersh
 
Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…
Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…
Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…Atwix
 
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the ...SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the ...
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...Distilled
 
Why Analytics important for any business - EBriks Infotech
 Why Analytics important for any business - EBriks Infotech Why Analytics important for any business - EBriks Infotech
Why Analytics important for any business - EBriks InfotechEBriks Infotech Pvt. Ltd.
 
Why Analytics is Important for Any Business - EBriks Infotech
Why Analytics is Important for Any Business - EBriks InfotechWhy Analytics is Important for Any Business - EBriks Infotech
Why Analytics is Important for Any Business - EBriks InfotechEBriks Infotech Pvt. Ltd.
 
Uncovering 'not provided' keyword data
Uncovering 'not provided' keyword data Uncovering 'not provided' keyword data
Uncovering 'not provided' keyword data Clayton Wood
 
Beyond the Basics, Debugging with Firebug and Web Inspector
Beyond the Basics, Debugging with Firebug and Web InspectorBeyond the Basics, Debugging with Firebug and Web Inspector
Beyond the Basics, Debugging with Firebug and Web InspectorSteven Roussey
 
Joomla Seo Presentation
Joomla Seo PresentationJoomla Seo Presentation
Joomla Seo Presentationalledia
 
SEO for Large/Enterprise Websites - Data & Tech Side
SEO for Large/Enterprise Websites - Data & Tech SideSEO for Large/Enterprise Websites - Data & Tech Side
SEO for Large/Enterprise Websites - Data & Tech SideDominic Woodman
 
BDD approach with Selenium RC
BDD approach with Selenium RCBDD approach with Selenium RC
BDD approach with Selenium RCMykola Kolisnyk
 
Web analytics & more
Web analytics & moreWeb analytics & more
Web analytics & moreDaniel Gudema
 
Web Apps and more
Web Apps and moreWeb Apps and more
Web Apps and moreYan Shi
 
Web app and more
Web app and moreWeb app and more
Web app and morefaming su
 
JBUG 11 - Django-The Web Framework For Perfectionists With Deadlines
JBUG 11 - Django-The Web Framework For Perfectionists With DeadlinesJBUG 11 - Django-The Web Framework For Perfectionists With Deadlines
JBUG 11 - Django-The Web Framework For Perfectionists With DeadlinesTikal Knowledge
 
Dev and Ops Collaboration and Awareness at Etsy and Flickr
Dev and Ops Collaboration and Awareness at Etsy and FlickrDev and Ops Collaboration and Awareness at Etsy and Flickr
Dev and Ops Collaboration and Awareness at Etsy and FlickrJohn Allspaw
 
Diagnose SEO Issues with Live Search Webmaster Tools
Diagnose SEO Issues with Live Search Webmaster ToolsDiagnose SEO Issues with Live Search Webmaster Tools
Diagnose SEO Issues with Live Search Webmaster ToolsNathan Buggia
 

Similar to Think like a developer debugging seo - be wizard 2013 rimini (20)

Joomla day ne_2011_nidan_black_belt_joomla
Joomla day ne_2011_nidan_black_belt_joomlaJoomla day ne_2011_nidan_black_belt_joomla
Joomla day ne_2011_nidan_black_belt_joomla
 
Analytics For SEOs - Mozcation Portsmouth 11/7/12
Analytics For SEOs - Mozcation Portsmouth 11/7/12Analytics For SEOs - Mozcation Portsmouth 11/7/12
Analytics For SEOs - Mozcation Portsmouth 11/7/12
 
The State of Front-end At CrowdTwist
The State of Front-end At CrowdTwistThe State of Front-end At CrowdTwist
The State of Front-end At CrowdTwist
 
Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…
Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…
Mobile First: Responsive Design for eCommerce | Imagine 2013 Technology | B…
 
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the ...SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the ...
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...
 
Why Analytics important for any business - EBriks Infotech
 Why Analytics important for any business - EBriks Infotech Why Analytics important for any business - EBriks Infotech
Why Analytics important for any business - EBriks Infotech
 
Why Analytics is Important for Any Business - EBriks Infotech
Why Analytics is Important for Any Business - EBriks InfotechWhy Analytics is Important for Any Business - EBriks Infotech
Why Analytics is Important for Any Business - EBriks Infotech
 
SEO Meetup Utrecht - 07/09/2017
SEO Meetup Utrecht - 07/09/2017SEO Meetup Utrecht - 07/09/2017
SEO Meetup Utrecht - 07/09/2017
 
Uncovering 'not provided' keyword data
Uncovering 'not provided' keyword data Uncovering 'not provided' keyword data
Uncovering 'not provided' keyword data
 
Beyond the Basics, Debugging with Firebug and Web Inspector
Beyond the Basics, Debugging with Firebug and Web InspectorBeyond the Basics, Debugging with Firebug and Web Inspector
Beyond the Basics, Debugging with Firebug and Web Inspector
 
Joomla Seo Presentation
Joomla Seo PresentationJoomla Seo Presentation
Joomla Seo Presentation
 
SEO for Large/Enterprise Websites - Data & Tech Side
SEO for Large/Enterprise Websites - Data & Tech SideSEO for Large/Enterprise Websites - Data & Tech Side
SEO for Large/Enterprise Websites - Data & Tech Side
 
BDD approach with Selenium RC
BDD approach with Selenium RCBDD approach with Selenium RC
BDD approach with Selenium RC
 
Web analytics & more
Web analytics & moreWeb analytics & more
Web analytics & more
 
Web Apps and more
Web Apps and moreWeb Apps and more
Web Apps and more
 
Web app and more
Web app and moreWeb app and more
Web app and more
 
JBUG 11 - Django-The Web Framework For Perfectionists With Deadlines
JBUG 11 - Django-The Web Framework For Perfectionists With DeadlinesJBUG 11 - Django-The Web Framework For Perfectionists With Deadlines
JBUG 11 - Django-The Web Framework For Perfectionists With Deadlines
 
Swf search final
Swf search finalSwf search final
Swf search final
 
Dev and Ops Collaboration and Awareness at Etsy and Flickr
Dev and Ops Collaboration and Awareness at Etsy and FlickrDev and Ops Collaboration and Awareness at Etsy and Flickr
Dev and Ops Collaboration and Awareness at Etsy and Flickr
 
Diagnose SEO Issues with Live Search Webmaster Tools
Diagnose SEO Issues with Live Search Webmaster ToolsDiagnose SEO Issues with Live Search Webmaster Tools
Diagnose SEO Issues with Live Search Webmaster Tools
 

Think like a developer debugging seo - be wizard 2013 rimini

  • 2. I wish diagnosing SEO issues was easy.
  • 4. We need more data, less opinion.
  • 5. Someone told him this was a good idea.
  • 9. I even went to the length of understanding the process of elimination by building my own php app.
  • 10. Caveat : You need to have a certain level of knowledge.
  • 11. Rand said this in 2011, an d it was already a big list
  • 12. The debugging process. The following is based on real life events. I’ve always wanted to say that.
  • 13. Here’s the overall organic graph for 2012 versus 2011. Seasonal fluctuation seemed unlikely. 2012 2011
  • 14. If this was programming, we’d get an error message telling us where the problem is. Looking for problems in SEO isn’t as straightforward.
  • 15. You can use the Content > Content Drill down report, but it only shows pageviews, not visits.
  • 16. If you’re using GA, set up a custom report using these settings.
  • 17. /product/ When folders are not constant /city/, segment by number /product/region/ of slashes (/) using regex to see the full /product/region/city/ picture.
  • 18. It turns out that it was the /region/ city pages.
  • 20. Step 1: Explain the problem clearly with specific details.
  • 21. /product/region/city/ dropped 50% organic visits comparing from June to May.
  • 22. Step 2: Gather data and investigate.
  • 23. Data Gathered Tool(s) used Double check with: Before / After traffic metrics (visits, Google Analytics Server logs imported into Splunk. bounce rate etc..) Response codes, link architecture, Screaming Frog, IIS crawler Chrome inspect element, manual On page elements (titles, robots inspection. directives etc..) KW rankings, Backlink analysis Authority Labs, Searchmetrics, Custom scripts, manual Google Open site explorer, Majestic checks. Indexation, PageRank Scrapebox Custom scripts, SEOstats Googlebot activity Server logs – with Splunk Google webcache (not perfect!) Source code similarity (scrape) ImportXML + Excel Manual checks, Text comparing online (Diffnow) Environmental activity SEOmoz Algorithm updates, Webmaster forums, other SEOs, Development queue / logs, SEO articles. Holidays, world events
  • 24. The process of elimination, think of it as Logger.log();
  • 25. Navigation Same Navigation Heading 10% Different Heading 10% Same Lead generation Form Lead generation Form Sales text Same Sales text Same Footer Footer
  • 26. Now I know what the problem is, and I have data to explain. http://www.diffnow.com/
  • 27. These pages were 90% identical to each other AND Panda 3.8 & 3.9 updates rolled out around the time of loss.
  • 28. Step 3 Form a hypothesis that might explain the problem
  • 29. If we make these pages at least 50% unique, they won’t be considered duplicate and will regain traffic after a Panda refresh.
  • 30. Step 4 Conduct an experiment to test the hypothesis.
  • 32. Don’t expect anyone to do the work.
  • 33. We created content to make a small sample set of pages 50% unique (5k).
  • 34. We conducted the experiment and we now have proof (data) that it worked
  • 35. Step 5: Based on your experiment results, revise or validate hypothesis.
  • 36. It’s ok to fail – but try to minimize the damage.
  • 37. We can make SEO a My client
  • 38. Keep testing, keep breaking stuff, be a My client GREAT SEO
  • 39. DAVID SOTTIMANO Lead Consultant, Distilled David.sottimano@distilled.net @dsottimano
  • 40. Image credits http://eastcountyoralsurgery.net/wp-content/uploads/2011/06/kid-diver.jpg amateurexpert92.deviantart.com http://www.tommyzor.com http://www.nouse.co.uk/2012/12/28/5-films-that-make-my-christmas/home-alone/ www.amommyismade.com http://www.failepicfail.com/gymnast-fail-gymnast-parallel-bars-epic-fail-229.html

Editor's Notes

  1. Add link to report. Explain more, show report. ISOLATE
  2. Add link to report. Explain more, show report. ISOLATE
  3. Diff now
  4. Diff now
  5. Old pages vs new pages