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Measuring the Impact of Technical SEO
The presentation by Matthew Edgar discusses measuring the business impact of technical SEO, focusing on key areas such as 404 errors, website speed, and robot crawlability. It emphasizes the importance of understanding error rates, website performance metrics, and identifying missed opportunities to optimize engagement and conversions. The closing thoughts underline the necessity of fixing technical issues and measuring their impact on business outcomes.
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Measuring the Impact of Technical SEO
- 1. Measuring The Impact OfTechnical SEO Presented by Matthew Edgar Partner & Consultant at Elementive matthew@elementive.com | @MatthewEdgarCO www.elementive.com
- 2. How do wemeasure the business impact of technical SEO?
- 3. We know technical factorsare important to SEO but….
- 5.
- 6. Finding 404 Errorsin SE Ranking
- 7. You have 404errors, so what?
- 8. Finding 404 Errorsin Google Analytics
- 9. What is theerror continuation rate? Error continuation rate = people who recover from the error / people who saw the error
- 10. How do 404saffect conversions and website engagement? (Google Analytics)
- 11. Do we needto fix the 404? With this data, you can now decide if you need to fix the 404 and how to fix it.
- 12. If there isa lot of activity… …we should add a redirect, fix the source link or invest in the fix.
- 13. If there isn’ta lot of activity… …we can safely ignore this error.
- 14.
- 15. How to measurewebsite speed and identify problems
- 16. Finding website speedin SE Ranking
- 17. Finding website speedin Google Search Console
- 18. Finding website speedin WebPageTest
- 19. Your website isslow, so what?
- 20.
- 21. Speed’s impact onrankings Page Impressions Clicks Avg. Position Load Time page-a 10,678 612 2.4 3.0 page-b 10,241 708 3.6 1.8 page-c 9,641 536 3.2 11.1 page-d 8,532 277 8.2 4.3 page-e 7,913 807 6.2 5.1
- 22. Speed’s impact onconversions Page Pageviews Avg. Time on Page Bounce Rate % Exit Conversions Load Time page-a 8,456 150.07 73.97% 82.14% 67 3.0 page-b 3,405 40.56 72.00% 70.00% 45 1.8 page-c 2,956 121.57 50.00% 51.72% 14 11.1 page-d 2,567 364.57 73.68% 72.00% 18 4.3 page-e 2,456 488.00 86.36% 95.83% 27 5.1
- 23. Is website speeda problem?
- 24. At a certainpoint, your website is fast enough already...
- 25.
- 26. 1) How manypages has Google located on your website?
- 27. How many pageshas Google located? SE Ranking
- 28. How many pageshas Google located? Google Search Console
- 29. How many pageshas Google located? Google Search Console
- 30. How many pageshas Google located? site:query
- 31. 2 more questionsyou need to answer…
- 32. 2) How manypages are on your website?
- 33. How many pagesare on your website? CMS (WordPress)
- 34. How many pagesare on your website? Crawl Tools
- 35. How many pagesare on your website? Submitted files via XML Sitemap
- 36. 3) What pagesare getting organic traffic?
- 37. How many pagesdoes get organic traffic? Google Analytics – Count Organic Entrance Pages
- 38.
- 39. Finding missing pages Step#1: Export list of all pages on your website
- 40. Finding missing pages Step#2: Export lists of what Google knows
- 41. Finding missing pages Step#3: Compare the two lists =IF(ISNUMBER(MATCH(B4,A:A,0)),"Google knows about "&B4,"Google does NOT know about "&B4&"")
- 42. Are missing pagesimpacting your website opportunity? The answer is likely “yes”
- 43. To measure missedopportunity • What are engagement metrics for missing pages? • What are conversions for missing pages? • Would it be helpful to have organic traffic to these pages? • The better the page’s engagement and the more conversions from the page, the more the answer is yes.
- 44.
- 45. Tech SEO reportsthat simply describe that certain errors or problems exist are important but incomplete.
- 46. We need non-traditionalSEO Data.
- 47. Measuring the business impactof technical SEO is possible!
- 48. Start by… • Findingand fixing your website 404 errors
- 49. Start by… • Findingand fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors
- 50. Start by… • Findingand fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible
- 51. Start by… • Findingand fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible • …provided your website speed isn’t fast enough already
- 52. Start by… • Findingand fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible • …provided your website speed isn’t fast enough already • Improving robot crawlability and site indexing
- 53. Start by… • Findingand fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible • …provided your website speed isn’t fast enough already • Improving robot crawlability and site indexing • …provided you are finding high-value missing pages or an abundance of low-value pages
- 54. Questions? THANK YOU! Presented byMatthew Edgar Partner & Consultant at Elementive matthew@elementive.com | @MatthewEdgarCO www.elementive.com