Measuring the Impact of Technical SEO
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Check out the video recording of this webinar hosted by SE Ranking: https://www.youtube.com/watch?v=USABADeUvCg About: How do we measure the business impact of technical SEO? You will find out: - How to find 404s and prove this is a problem - What to do with redirects - What is your website’s current speed and its impact on rankings and conversions - What pages are missing from the index and why it is important to check
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Measuring the Impact of Technical SEO
- 1. Measuring The Impact Of Technical SEO Presented by Matthew Edgar Partner & Consultant at Elementive matthew@elementive.com | @MatthewEdgarCO www.elementive.com
- 2. How do we measure the business impact of technical SEO?
- 3. We know technical factors are important to SEO but….
- 5. 404 Errors
- 6. Finding 404 Errors in SE Ranking
- 7. You have 404 errors, so what?
- 8. Finding 404 Errors in Google Analytics
- 9. What is the error continuation rate? Error continuation rate = people who recover from the error / people who saw the error
- 10. How do 404s affect conversions and website engagement? (Google Analytics)
- 11. Do we need to 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 is a lot of activity… …we should add a redirect, fix the source link or invest in the fix.
- 13. If there isn’t a lot of activity… …we can safely ignore this error.
- 14. Website Speed
- 15. How to measure website speed and identify problems
- 16. Finding website speed in SE Ranking
- 17. Finding website speed in Google Search Console
- 18. Finding website speed in WebPageTest
- 19. Your website is slow, so what?
- 20. Perception of website speed
- 21. Speed’s impact on rankings 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 on conversions 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 speed a problem?
- 24. At a certain point, your website is fast enough already...
- 26. 1) How many pages has Google located on your website?
- 27. How many pages has Google located? SE Ranking
- 28. How many pages has Google located? Google Search Console
- 29. How many pages has Google located? Google Search Console
- 30. How many pages has Google located? site:query
- 31. 2 more questions you need to answer…
- 32. 2) How many pages are on your website?
- 33. How many pages are on your website? CMS (WordPress)
- 34. How many pages are on your website? Crawl Tools
- 35. How many pages are on your website? Submitted files via XML Sitemap
- 36. 3) What pages are getting organic traffic?
- 37. How many pages does get organic traffic? Google Analytics – Count Organic Entrance Pages
- 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 pages impacting your website opportunity? The answer is likely “yes”
- 43. To measure missed opportunity • 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. Closing thoughts
- 45. Tech SEO reports that simply describe that certain errors or problems exist are important but incomplete.
- 46. We need non-traditional SEO Data.
- 47. Measuring the business impact of technical SEO is possible!
- 48. Start by… • Finding and fixing your website 404 errors
- 49. Start by… • Finding and fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors
- 50. Start by… • Finding and 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… • Finding and 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… • Finding and 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… • Finding and 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 by Matthew Edgar Partner & Consultant at Elementive matthew@elementive.com | @MatthewEdgarCO www.elementive.com