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Tools and Tactics for Diagnosing Technical Search Issues Vanessa Fox
 
Diagnostic Checklists and Resources ,[object Object],[object Object],[object Object],[object Object]
Search Engine Tools Created by NineByBlue.com Google Webmaster Central http://www.google.com/webmasters Microsoft Live Search Webmaster Center http://webmaster.live.com Yahoo! Site Explorer http://siteexplorer.search.yahoo.com Google Analytics http://www.google.com/analytics Google Search http://www.google.com
Ranking and Diagnostic Tools Created by NineByBlue.com SEOBook Rank Checker http://tools.seobook.com/firefox/rank-checker/ Firefox Web Developer Toolbar https://addons.mozilla.org/en-US/firefox/addon/60 Firefox Firebug http://getfirebug.com/ Firefox Live HTTP Headers https://addons.mozilla.org/en-US/firefox/addon/3829 Google Search http://adlab.msn.com/Keyword-Forecast/default.aspx http://janeandrobot.com/resources
How Search  Engines Work
Crawling Discover links Check robots rules Bandwidth considerations URLs Indexing Canonicalization Context extraction Topic association Web-wide value Ranking Relevance Value Uniqueness Display
Search Engine Crawlers Haven’t Quite Grown Up Yet
Crawling Lack of discovery Crawl inefficiency URL issues (infinite, redirects, dynamic) Inaccessible links Indexing Duplication Extraction issues Lack of exposed  content Non-optimized media Ranking Display issues Lack of quality links Guidelines violations Non-focused content
Step 1:  Get the Data ,[object Object],[object Object],[object Object],[object Object]
Crawling Indexing Ranking Which pages have the search engines crawled? What kind of pages are they? Has the search engine indexed all of the crawled pages? How’s the search engine traffic?
Benchmarking Top ten queries that bring search traffic Search results position URL that ranks
 
Crawl Issues
Crawl Log Example: Apache Log Analyzer 2 Feed 1 /**  2 * @see ApacheLogAnalyzer2Feed  3 */  4 require_once 'ApacheLogAnalyzer2Feed.php';  5  6 // create a new instance, parse access. log  and  7 // write test.xml  8 $tool = new ApacheLogAnalyzer2Feed('access. log ', 9 'test.xml');  10 // select entries matching Googlebot useragent  11 $tool->addFilter('User-Agent', 'Mozilla/5.0  12 (compatible; Googlebot/2.1;  13 +http://www.google.com/bot.html)');  14  // run  15 $tool->run(); 12 http://code.simonecarletti.com/wiki/apachelog2feed 1 /**  2 * @see ApacheLogAnalyzer2Feed  3 */  4 require_once 'ApacheLogAnalyzer2Feed.php';  5  6 // create a new instance, parse access. log  and write test.xml  7 $tool = new ApacheLogAnalyzer2Feed('access. log ', 'test.xml');  8 // select entries matching Googlebot useragent with a regular  9 expression pattern  10 $tool->addFilter('User-Agent', 'regexp:Googlebot');  11 // select entries with Request matching a regular expression  12 // pattern  13 $tool->addFilter('Request', 'regexp:/site/profilephp');  14 // run  15 $tool->run();  16 All Pages Google’s Crawled All Profile Pages Google’s Crawled
Communicating with Search Robots
Extractable Link Issues: Flash
Extractable Link Issues: Images
Extractable Link Issues: AJAX
Extractable Link Issues: URL Errors
Extractable Link Issues: URLs That Expire
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],URL Discovery  Checklist http://janeandrobot.com/library/managing-robots-access-to-your-website
URL Structure Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Canonicalization Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://janeandrobot.com/library/url-referrer-tracking http://searchengineland.com/canonical-tag-16537
Crawl Efficiency Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Indexing Issues
Indexing Example: XML Sitemaps http://sitemaps.org XML Sitemap <?xml version=&quot;1.0&quot; encoding=&quot;UTF-8&quot;?>  <urlset xmlns=&quot;http://www.sitemaps.org/schemas/sitemap/0.9&quot;>     <url>        <loc>http://www.example.com/</loc>      </url> <url>        <loc>http://www.example.com/page1.php</loc>    </url>  <url>        <loc>http://www.example.com/page2.php</loc>    </url>  </urlset>  http://www.google.com/webmasters Pages Indexed From Sitemap
Duplicate Content Issues
Partner Content http://www.google.co.uk/search?q=%22The+Radisson+Edwardian+Vanderbilt+Hotel+stands+among+a+row+of+Victorian+townhouses+located+in+the+fashionable+Kensington+district+of+London,+England%22&hs=cN0&filter=0
Indexing Diagnostic Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Indexing Checklist: Content Extraction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Indexing Checklist: Semantic Markup ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Optimizing Images ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://janeandrobot.com/post/Effectively-Using-Images.aspx
Ranking Issues
How’s the Search Engine Traffic? Overall Percentage Percentage Non-Branded
Do You Rank For the Right Things? arbor snowboards snowboard Google 1 49 500+ Yahoo 1 80 500+ Live Search 3 128 500+
If ranking loss… Drop For All Keywords Does the site rank for different queries than before? Did you substantially change the site content? Did you change the underlying site infrastructure? Was there a large change in linking behavior? Could there be a penalty? Drop For Only Some Keywords Do different pages rank highest than used to rank before? Are the pages that used to rank still indexed?
Ranking Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Webmaster Guidelines http://google.com/support/webmasters/bin/answer.py?answer=35769 Common Definition of Spam On page schemes Keyword stuffing Fake/ stolen content Hidden text Hidden links Cloaking Linking schemes Paid Links Link exchanges Doorway pages Deceptive redirects
Getting Out of the Penalty Box ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Traffic Issues
Traffic Drop
Display Issues
Would you click this link?
Does the Result Inspire Clicks?
First step in diagnosis: find the root
Ninebyblue.com Twitter.com/vanessafox Jane and Robot Developer Summit June 12 th , 2009 – San Francisco FREE for SMX attendees! janeandrobot.com Twitter.com/janeandrobot

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Diagnosing Technical Issues With Search Engine Optimization

  • 1. Tools and Tactics for Diagnosing Technical Search Issues Vanessa Fox
  • 2.  
  • 3.
  • 4. Search Engine Tools Created by NineByBlue.com Google Webmaster Central http://www.google.com/webmasters Microsoft Live Search Webmaster Center http://webmaster.live.com Yahoo! Site Explorer http://siteexplorer.search.yahoo.com Google Analytics http://www.google.com/analytics Google Search http://www.google.com
  • 5. Ranking and Diagnostic Tools Created by NineByBlue.com SEOBook Rank Checker http://tools.seobook.com/firefox/rank-checker/ Firefox Web Developer Toolbar https://addons.mozilla.org/en-US/firefox/addon/60 Firefox Firebug http://getfirebug.com/ Firefox Live HTTP Headers https://addons.mozilla.org/en-US/firefox/addon/3829 Google Search http://adlab.msn.com/Keyword-Forecast/default.aspx http://janeandrobot.com/resources
  • 6. How Search Engines Work
  • 7. Crawling Discover links Check robots rules Bandwidth considerations URLs Indexing Canonicalization Context extraction Topic association Web-wide value Ranking Relevance Value Uniqueness Display
  • 8. Search Engine Crawlers Haven’t Quite Grown Up Yet
  • 9. Crawling Lack of discovery Crawl inefficiency URL issues (infinite, redirects, dynamic) Inaccessible links Indexing Duplication Extraction issues Lack of exposed content Non-optimized media Ranking Display issues Lack of quality links Guidelines violations Non-focused content
  • 10.
  • 11. Crawling Indexing Ranking Which pages have the search engines crawled? What kind of pages are they? Has the search engine indexed all of the crawled pages? How’s the search engine traffic?
  • 12. Benchmarking Top ten queries that bring search traffic Search results position URL that ranks
  • 13.  
  • 15. Crawl Log Example: Apache Log Analyzer 2 Feed 1 /** 2 * @see ApacheLogAnalyzer2Feed 3 */ 4 require_once 'ApacheLogAnalyzer2Feed.php'; 5 6 // create a new instance, parse access. log and 7 // write test.xml 8 $tool = new ApacheLogAnalyzer2Feed('access. log ', 9 'test.xml'); 10 // select entries matching Googlebot useragent 11 $tool->addFilter('User-Agent', 'Mozilla/5.0 12 (compatible; Googlebot/2.1; 13 +http://www.google.com/bot.html)'); 14 // run 15 $tool->run(); 12 http://code.simonecarletti.com/wiki/apachelog2feed 1 /** 2 * @see ApacheLogAnalyzer2Feed 3 */ 4 require_once 'ApacheLogAnalyzer2Feed.php'; 5 6 // create a new instance, parse access. log and write test.xml 7 $tool = new ApacheLogAnalyzer2Feed('access. log ', 'test.xml'); 8 // select entries matching Googlebot useragent with a regular 9 expression pattern 10 $tool->addFilter('User-Agent', 'regexp:Googlebot'); 11 // select entries with Request matching a regular expression 12 // pattern 13 $tool->addFilter('Request', 'regexp:/site/profilephp'); 14 // run 15 $tool->run(); 16 All Pages Google’s Crawled All Profile Pages Google’s Crawled
  • 21. Extractable Link Issues: URLs That Expire
  • 22.
  • 23.
  • 24.
  • 25.
  • 27. Indexing Example: XML Sitemaps http://sitemaps.org XML Sitemap <?xml version=&quot;1.0&quot; encoding=&quot;UTF-8&quot;?> <urlset xmlns=&quot;http://www.sitemaps.org/schemas/sitemap/0.9&quot;>     <url>        <loc>http://www.example.com/</loc>     </url> <url>        <loc>http://www.example.com/page1.php</loc>   </url> <url>        <loc>http://www.example.com/page2.php</loc>   </url> </urlset> http://www.google.com/webmasters Pages Indexed From Sitemap
  • 30.
  • 31.
  • 32.
  • 33.
  • 35. How’s the Search Engine Traffic? Overall Percentage Percentage Non-Branded
  • 36. Do You Rank For the Right Things? arbor snowboards snowboard Google 1 49 500+ Yahoo 1 80 500+ Live Search 3 128 500+
  • 37. If ranking loss… Drop For All Keywords Does the site rank for different queries than before? Did you substantially change the site content? Did you change the underlying site infrastructure? Was there a large change in linking behavior? Could there be a penalty? Drop For Only Some Keywords Do different pages rank highest than used to rank before? Are the pages that used to rank still indexed?
  • 38.
  • 39. The Webmaster Guidelines http://google.com/support/webmasters/bin/answer.py?answer=35769 Common Definition of Spam On page schemes Keyword stuffing Fake/ stolen content Hidden text Hidden links Cloaking Linking schemes Paid Links Link exchanges Doorway pages Deceptive redirects
  • 40.
  • 44. Would you click this link?
  • 45. Does the Result Inspire Clicks?
  • 46. First step in diagnosis: find the root
  • 47. Ninebyblue.com Twitter.com/vanessafox Jane and Robot Developer Summit June 12 th , 2009 – San Francisco FREE for SMX attendees! janeandrobot.com Twitter.com/janeandrobot

Editor's Notes

  1. who in audience is: seo Dev Product Know a lot about seo, etc.