SlideShare a Scribd company logo
Improve Crawling and
Indexing with
User-Friendly Log File
Insights
Steven van Vessum | Conductor
SLIDESHARE.NET/Stevenvvessum
@STEVENVVESSUM
Steven van Vessum
Director of Organic Marketing at Conductor
Previously:
Co-founder & VP of Community at ContentKing
Title Slide Option
About
4
Real-Time SEO Auditing & Monitoring
About
#brightonSEO
5
Real-Time SEO Auditing & Monitoring
About
#brightonSEO
6
Technical SEO is the
Foundation of Successful
Organic Marketing
Technical SEO
Technical
Ensure discoverability
Content
Address customer needs
Insights
Optimize performance
Action
Move faster
About
#brightonSEO
Log Files
What are your backgrounds?
Log Files
8
Technical SEO Content
Developer Other
#brightonSEO
What are log files?
Log Files
9
Text files containing records of
● All the requests a server has
received from both humans and
crawlers
● Its responses to these requests.
Why Are Logs Important to SEO?
11
Logs show crawlers’
true behavior
The Issues We See at Companies
They just ship X content pieces a month.
The issue we see at companies
The Issues We See at Companies
13
#brightonSEO
The issue we see at companies
The Issues We See at Companies
14
#brightonSEO
They don’t reflect on
the work they’ve done.
The issue we see at companies
The Issues We See at Companies
15
#brightonSEO
They don’t understand and can’t explain
obvious search engine behavior.
How Companies Can Get Better
Easy access to log file insights
How Companies Can Get Better
17
#brightonSEO
Companies need easy access
to log file insights.
Thinking critically and getting answers
How Companies Can Get Better
18
Has Google tried crawling pages
while they had issues?
How often do my pages get
recrawled on average?
Has Google crawled these new
pages yet?
Has Google refreshed the pages
we updated?
#brightonSEO
Then they can improve
19
Average time to crawl Average time to index
#brightonSEO
How Companies Can Get Better
Average time to rank
Then they can improve
20
SEO forecast
#brightonSEO
How Companies Can Get Better
Average time to traffic
Easy access to log file insights
How Companies Can Get Better
21
#brightonSEO
By providing easy access
to log file insights….
22
You’ll make SEO
accessible.
23
You’ll make SEO fun.
24
You’ll get buy-in
from management.
Log File Analysis As We Know It
Log file analysis as we know it….
Log File Analysis As We Know It
26
#brightonSEO
Log file analysis as we know it….
Log File Analysis As We Know It
27
Inefficient and time
consuming
Often only performed
once a year
Insights are kept
within silos
#brightonSEO
28
We NEED
to do better
(and we can)
Our Dream
It would be amazing if….
Our Dream
30
Log data is available
in real-time
Useful insights are
automatically distilled
Made easily accessible for
web and content teams
#brightonSEO
Getting Your Hands on Logs
Is… tricky
Getting Your Hands on Logs
32
Access logs aren’t
there (anymore)
Office politics
PII concerns Slow processes
#brightonSEO
Enter CDN Logs
Getting Your Hands on Logs
33
Real-time Plug’n Play
#brightonSEO
Connecting to Content Inventory
Connect log insights to content inventory
Connect to Content Inventory
35
#brightonSEO
Coupled to content Enlightenment
Old vs New
Connect to Content Inventory
36
#brightonSEO
Old vs New
Connect to Content Inventory
37
#brightonSEO
Improving Crawling & Indexing
New Pages
Improving Crawling & Indexing
39
#brightonSEO
How long does it take for search engines
to crawl new pages?
New Pages
Improving Crawling & Indexing
40
#brightonSEO
Can you speed up time to crawl
with better internal linking?
New Pages
Improving Crawling & Indexing
41
#brightonSEO
Can you speed up time to crawl
with better content promotion?
New Pages
Improving Crawling & Indexing
42
#brightonSEO
Is there a correlation between
crawl frequency and
internal links?
New Pages
Improving Crawling & Indexing
43
Move away from
manually parsing raw
logs to automatically
extracted insights.
Updated Pages
Improving Crawling & Indexing
44
#brightonSEO
Has Google already picked up my
improvements?
Updated Pages
Improving Crawling & Indexing
45
#brightonSEO
How soon does Google refresh pages
after making updates?
Updated Pages
Improving Crawling & Indexing
46
#brightonSEO
Is there increased crawl activity after
making changes?
Updated Pages
Improving Crawling & Indexing
47
A timeline with changes
and whether they were
seen by search engines.
Robots.txt
Improving Crawling & Indexing
48
#brightonSEO
Has Google recrawled the
new robots.txt directives?
Robots.txt
Improving Crawling & Indexing
49
#brightonSEO
Has Google tried requesting the
robots.txt while it had a Disallow: /
Robots.txt
Improving crawling & indexing
50
Learn what search
engines know.
XML Sitemaps
Improving Crawling & Indexing
51
#brightonSEO
Has Google recrawled my XML sitemap
after it was updated?
XML Sitemaps
Improving Crawling & Indexing
52
#brightonSEO
How frequently does Google crawl my
oldest XML sitemaps?
XML Sitemaps
Improving crawling & indexing
53
Learn what content
search engines know
about.
Recap
Logs are important
to SEO
Lots of companies
underperform without insights
from logs
Distilling actionable insights
from logs is time-consuming
and hard
Making insights easily
accessible across teams
is hard
Getting your hands
on logs is hard
Connecting
insights to content
inventory is hard
Enter CDN logs.
(With ContentKing)
Learn how
your work moves
the needle
And keep sharpening
your blade.
Shout!
Questions, comments, ideas…
FREE 45-day Trial
Experience Real-Time Log File Analysis yourself.
Improve your SEO game in under 20 seconds.
contentkingapp.com/brightonseo

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