Diagnosing Issues

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SEO for Developers
Steps for assessing if the site has a search problem and diagnosing the root case: flowchart, checklists, resources.

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  • Diagnosing Issues

    1. 1. Diagnosing Issues
    2. 2. A Path to Improvement
    3. 3. Houston… do we have a problem? Daily # of Visitors for Example.com (000’s) For this social networking company, this much traffic came from search Where’s superbowl.com ? Would you click this link? Is this what your website looks like to the 100M smart phone users? (if you’re vans.com, then yes!)
    4. 4. Identify Problems <ul><li>Sudden traffic drops </li></ul><ul><li>Not getting traffic where you expect </li></ul><ul><li>Content in SERPs does not look appealing </li></ul><ul><li>Customers have bad click-through experience </li></ul>
    5. 5. Step 1: Get the data
    6. 7. Step 2: Find the Cause Crawling Ranking Index Query Parsing Dynamic Ranking
    7. 11. However…
    8. 12. Many Advanced Diagnostics <ul><li>Site Moves </li></ul><ul><ul><li>Redirects </li></ul></ul><ul><ul><li>New domain issues </li></ul></ul><ul><ul><li>Content changes </li></ul></ul><ul><li>Dynamic URLs </li></ul><ul><ul><li>URL rewriting </li></ul></ul><ul><ul><li>Managing parameters </li></ul></ul><ul><ul><li>Moving session information to cookies </li></ul></ul><ul><ul><li>State management </li></ul></ul><ul><li>Duplicate Content </li></ul><ul><ul><li>URL canonicalization </li></ul></ul><ul><ul><li>Exact vs. approximate dups </li></ul></ul><ul><ul><li>Dynamic content </li></ul></ul><ul><li>Other issues </li></ul><ul><ul><li>Geographic location </li></ul></ul>
    9. 13. Diagnostic Checklists and Resources <ul><li>Search Accessibility Checklist </li></ul><ul><li>Search Discoverability Checklist </li></ul><ul><li>Diagnostic Tools </li></ul>janeandrobot.com
    10. 14. Off Page Assessment
    11. 15. Example: Global Scholar <ul><li>site: search </li></ul><ul><ul><li>148 pages indexed </li></ul></ul><ul><ul><li>57 are from /blog </li></ul></ul>college tutoring and homework help Global Scholar Google 107 6 Yahoo 62 26 Live Search 64 3
    12. 16. On-Page Assessment <ul><li>Links not accessible with Javascript off </li></ul><ul><li>URLs don’t change for new pages </li></ul><ul><li>Title tag has no keywords </li></ul><ul><li>Many images have no ALT tags </li></ul><ul><li>Home page canonicalization problems </li></ul><ul><li>No H1 tags </li></ul>
    13. 17. <select name=&quot;ctl00$Content$ctlSearchDropdownBox$ctlSearchDropdownSubject$cboSearchFacet&quot; id=&quot;ctl00_Content_ctlSearchDropdownBox_ctlSearchDropdownSubject_cboSearchFacet” style=&quot;width:180px;&quot;>
    14. 19. Questions
    15. 20. Site Reviews
    16. 21. Where to next? http://janeandrobot.com http://ninebyblue.com http://SearchDeveloperDay.com http://webmaster.live.com http://google.com/webmaster http://siteexplorer.search.yahoo.com

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