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INCREASE CONVERSIONS
WITH CRAWL DATA
Rachel Costello, Technical SEO
AFFILIATE SUMMIT 2018
@rachellcostello ASEuro18
“Only 58% of marketers say they are often successful in
achieving their marketing goals”
MISSED DIGITAL MARKETING GOALS
2@rachellcostello ASEuro18
Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing-stats/
WHAT WE’LL COVER
3@rachellcostello ASEuro18
What is crawl data?
The challenges of multi-channel digital marketing campaigns
Where is traffic wasted?
What are the key elements for optimising your website?
How to improve the customer journey
THE RESPONSIBILITIES OF A DIGITAL MARKETER
4@rachellcostello ASEuro18
SEO
Content
PPC & Display
Email
One of their main shared responsibilities: they need to build campaigns.
Affiliates
Social Media
PR
Lead generation
THE PURPOSE OF DIGITAL MARKETING CAMPAIGNS
5@rachellcostello ASEuro18
Think about those campaigns.
What is your plan?
What is your strategy?
What are you trying to achieve?
A shared KPI across all channels’ campaigns: driving traffic to your website
and converting it.
WHAT HAPPENS TO THIS TRAFFIC?
6@rachellcostello ASEuro18
A visitor engages with your campaign and clicks through to your site, but what
next?
Is that landing page redirected?
Slow to load?
Not accessible on mobile?
If your pages aren’t optimised, here’s what is happening to your time, effort,
money and traffic: they’re being wasted.
AN EXAMPLE OF WASTED TRAFFIC
7@rachellcostello ASEuro18
WASTED TRAFFIC
AN EXAMPLE OF WASTED TRAFFIC
8@rachellcostello ASEuro18
Affiliate site shares brand feed
User clicks on a product they like
Product is out of stock
Automatic CMS redirect to homepage
User leaves the site
AN EXAMPLE OF WASTED TRAFFIC
9@rachellcostello ASEuro18
Outcomes:
You have wasted time building out a feed
You have missed out on a sale
You have lost a potential loyal customer
AN EXAMPLE OF WASTED TRAFFIC
10@rachellcostello ASEuro18
THINK OF YOUR DIGITAL MARKETING STRATEGY AS...
@rachellcostello ASEuro18
IMAGINE YOUR DIGITAL MARKETING STRATEGY AS…
11
THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE
@rachellcostello ASEuro18
THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE
12
THE INTERIOR: YOUR WEBSITE’S UI, UX & PRODUCTS
@rachellcostello ASEuro18
THE INTERIOR: YOUR WEBSITE’S UI & UX
13
THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS
@rachellcostello ASEuro18
THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS
14
THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC
@rachellcostello ASEuro18
THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC
15
RULES FOR A SUCCESSFUL DINNER PARTY / CUSTOMER JOURNEY
16@rachellcostello ASEuro18
Targeted, engaging campaigns
Serve right content across devices
Great, easy-to-navigate website
Relevant pages accessible
Clear CTAs and stock depth
Invitations sent out with correct info
Enough space for guests
Well-decorated space
Timely and consistent courses
Plenty of food and drink
Dinner Party Customer Journey
Don’t invite traffic to your website if you can’t offer
your users the experience they expect and
deserve!
TREAT YOUR CUSTOMERS RIGHT
17@rachellcostello ASEuro18
Onsite experience and a seamless customer journey are crucial for reducing
traffic waste and increasing conversion, but…
HOW DO YOU MONITOR THE CUSTOMER JOURNEY?
18@rachellcostello ASEuro18
How do you monitor them?
Especially at scale?
Crawl Data
Metrics you get from running a full website crawl
Crawling Tool
Discovers all of your site’s pages and how they all connect
Crawl Sources
Additional sources from other tools e.g. backlinks, traffic, visibility, log files
CRAWL DATA FOR WEBSITE MONITORING
19@rachellcostello ASEuro18
COMBINING CRAWL SOURCES
@rachellcostello ASEuro18
COMBINING CRAWL SOURCES
20
Indexing
Content
Site Speed
Linking
Mobile-first
5 KEY ELEMENTS FOR OPTIMISING YOUR FOUNDATIONS
21@rachellcostello ASEuro18
1
2
3
4
5
There are so many aspects we could go into for website optimisation, but here
are the top 5:
INDEXING
22@rachellcostello ASEuro18
INDEXING
“Google’s search knows over 130 trillion pages”
Source: https://searchengineland.com/googles-search-indexes-hits-130-trillion-pages-documents-263378
WEBSITE OPTIMISATION FOR INDEXING
23@rachellcostello ASEuro18
The importance of indexing:
Indexing is the key for your pages to be displayed in search engines
Onpage elements can block important pages from indexing and allow
indexing of low quality pages
Use crawl data to show indexable / non-indexable pages, plus codes and tags
blocking indexing
CONTENT
24@rachellcostello ASEuro18
“Content marketing costs 62% less than traditional
marketing and generates about 3 times as many leads”
Source: https://www.demandmetric.com/content/content-marketing-infographic
WEBSITE OPTIMISATION FOR CONTENT
25@rachellcostello ASEuro18
The importance of content:
In order to rank and provide value, you need to create relevant, unique
content
Content needs to be accessible and easy to process for search engines
Use crawl data to see duplicate content and thin content issues
SITE SPEED
@rachellcostello ASEuro18
“On average sites lose 7% of traffic per 1 second page
loading speed delay”
@rachellcostello ASEuro18
SITE SPEED
26
Source: https://www.branded3.com/site-speed-conversion-rate/
WEBSITE OPTIMISATION FOR SITE SPEED
27@rachellcostello ASEuro18
The importance of site speed:
A slow loading website creates a roadblock for users landing on your site
Slow sites cause customers to bounce and potential conversions to be lost
Use crawl data to see page load times and onpage resources of your
templates
LINKING
@rachellcostello ASEuro18@rachellcostello ASEuro18
LINKING
Linking is still one of the most powerful ranking factors
28
Source: https://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882
WEBSITE OPTIMISATION FOR LINKING
29@rachellcostello ASEuro18
The importance of linking:
External links are recommendations about you from others, and internal links
guide users & search engines through a site
Authority flow and customer journeys should land cleanly on your site, and
navigation through site should be simple through correct internal linking
Use crawl data to highlight internal linking issues, broken backlinks and
blocked authority flow
MOBILE-FIRST
@rachellcostello ASEuro18
“Users who have a bad mobile user experience are 60%
less likely to revisit and purchase from that brand in
future”
@rachellcostello ASEuro18
MOBILE-FIRST
30
Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing-stats/
WEBSITE OPTIMISATION FOR MOBILE-FIRST
31@rachellcostello ASEuro18
The importance of mobile-first:
Mobile has become the priority for users and search engines
Poor mobile site experience will affect rankings and the majority of users
Use crawl data to show mobile content, accessibility and how mobile pages
are crawled
TO SUM UP...
@rachellcostello ASEuro18
DINNER PARTY & DIGITAL MARKETING SUCCESS!
32
Conversion opportunities are wasted when websites aren’t optimised for
campaign traffic
Crawl data is an automated, scalable solution for website monitoring
Focus on indexing, content, site speed, linking and mobile-first for optimisation
Campaign building and onsite traffic-management should be planned together
in your digital marketing strategy
Different teams working together can overcome customer journey issues
KEY TAKEAWAYS
33@rachellcostello ASEuro18
No more wasted traffic!
TO SUM UP
34@rachellcostello ASEuro18
THANK YOUANY QUESTIONS?
Rachel Costello
Technical SEO
@rachellcostello ASEuro18

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Increase Conversions with Crawl Data - Rachel Costello, Technical SEO, DeepCrawl

  • 1. INCREASE CONVERSIONS WITH CRAWL DATA Rachel Costello, Technical SEO AFFILIATE SUMMIT 2018 @rachellcostello ASEuro18
  • 2. “Only 58% of marketers say they are often successful in achieving their marketing goals” MISSED DIGITAL MARKETING GOALS 2@rachellcostello ASEuro18 Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing-stats/
  • 3. WHAT WE’LL COVER 3@rachellcostello ASEuro18 What is crawl data? The challenges of multi-channel digital marketing campaigns Where is traffic wasted? What are the key elements for optimising your website? How to improve the customer journey
  • 4. THE RESPONSIBILITIES OF A DIGITAL MARKETER 4@rachellcostello ASEuro18 SEO Content PPC & Display Email One of their main shared responsibilities: they need to build campaigns. Affiliates Social Media PR Lead generation
  • 5. THE PURPOSE OF DIGITAL MARKETING CAMPAIGNS 5@rachellcostello ASEuro18 Think about those campaigns. What is your plan? What is your strategy? What are you trying to achieve? A shared KPI across all channels’ campaigns: driving traffic to your website and converting it.
  • 6. WHAT HAPPENS TO THIS TRAFFIC? 6@rachellcostello ASEuro18 A visitor engages with your campaign and clicks through to your site, but what next? Is that landing page redirected? Slow to load? Not accessible on mobile? If your pages aren’t optimised, here’s what is happening to your time, effort, money and traffic: they’re being wasted.
  • 7. AN EXAMPLE OF WASTED TRAFFIC 7@rachellcostello ASEuro18 WASTED TRAFFIC
  • 8. AN EXAMPLE OF WASTED TRAFFIC 8@rachellcostello ASEuro18 Affiliate site shares brand feed User clicks on a product they like Product is out of stock Automatic CMS redirect to homepage User leaves the site
  • 9. AN EXAMPLE OF WASTED TRAFFIC 9@rachellcostello ASEuro18 Outcomes: You have wasted time building out a feed You have missed out on a sale You have lost a potential loyal customer
  • 10. AN EXAMPLE OF WASTED TRAFFIC 10@rachellcostello ASEuro18
  • 11. THINK OF YOUR DIGITAL MARKETING STRATEGY AS... @rachellcostello ASEuro18 IMAGINE YOUR DIGITAL MARKETING STRATEGY AS… 11
  • 12. THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE @rachellcostello ASEuro18 THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE 12
  • 13. THE INTERIOR: YOUR WEBSITE’S UI, UX & PRODUCTS @rachellcostello ASEuro18 THE INTERIOR: YOUR WEBSITE’S UI & UX 13
  • 14. THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS @rachellcostello ASEuro18 THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS 14
  • 15. THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC @rachellcostello ASEuro18 THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC 15
  • 16. RULES FOR A SUCCESSFUL DINNER PARTY / CUSTOMER JOURNEY 16@rachellcostello ASEuro18 Targeted, engaging campaigns Serve right content across devices Great, easy-to-navigate website Relevant pages accessible Clear CTAs and stock depth Invitations sent out with correct info Enough space for guests Well-decorated space Timely and consistent courses Plenty of food and drink Dinner Party Customer Journey
  • 17. Don’t invite traffic to your website if you can’t offer your users the experience they expect and deserve! TREAT YOUR CUSTOMERS RIGHT 17@rachellcostello ASEuro18
  • 18. Onsite experience and a seamless customer journey are crucial for reducing traffic waste and increasing conversion, but… HOW DO YOU MONITOR THE CUSTOMER JOURNEY? 18@rachellcostello ASEuro18 How do you monitor them? Especially at scale?
  • 19. Crawl Data Metrics you get from running a full website crawl Crawling Tool Discovers all of your site’s pages and how they all connect Crawl Sources Additional sources from other tools e.g. backlinks, traffic, visibility, log files CRAWL DATA FOR WEBSITE MONITORING 19@rachellcostello ASEuro18
  • 20. COMBINING CRAWL SOURCES @rachellcostello ASEuro18 COMBINING CRAWL SOURCES 20
  • 21. Indexing Content Site Speed Linking Mobile-first 5 KEY ELEMENTS FOR OPTIMISING YOUR FOUNDATIONS 21@rachellcostello ASEuro18 1 2 3 4 5 There are so many aspects we could go into for website optimisation, but here are the top 5:
  • 22. INDEXING 22@rachellcostello ASEuro18 INDEXING “Google’s search knows over 130 trillion pages” Source: https://searchengineland.com/googles-search-indexes-hits-130-trillion-pages-documents-263378
  • 23. WEBSITE OPTIMISATION FOR INDEXING 23@rachellcostello ASEuro18 The importance of indexing: Indexing is the key for your pages to be displayed in search engines Onpage elements can block important pages from indexing and allow indexing of low quality pages Use crawl data to show indexable / non-indexable pages, plus codes and tags blocking indexing
  • 24. CONTENT 24@rachellcostello ASEuro18 “Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads” Source: https://www.demandmetric.com/content/content-marketing-infographic
  • 25. WEBSITE OPTIMISATION FOR CONTENT 25@rachellcostello ASEuro18 The importance of content: In order to rank and provide value, you need to create relevant, unique content Content needs to be accessible and easy to process for search engines Use crawl data to see duplicate content and thin content issues
  • 26. SITE SPEED @rachellcostello ASEuro18 “On average sites lose 7% of traffic per 1 second page loading speed delay” @rachellcostello ASEuro18 SITE SPEED 26 Source: https://www.branded3.com/site-speed-conversion-rate/
  • 27. WEBSITE OPTIMISATION FOR SITE SPEED 27@rachellcostello ASEuro18 The importance of site speed: A slow loading website creates a roadblock for users landing on your site Slow sites cause customers to bounce and potential conversions to be lost Use crawl data to see page load times and onpage resources of your templates
  • 28. LINKING @rachellcostello ASEuro18@rachellcostello ASEuro18 LINKING Linking is still one of the most powerful ranking factors 28 Source: https://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882
  • 29. WEBSITE OPTIMISATION FOR LINKING 29@rachellcostello ASEuro18 The importance of linking: External links are recommendations about you from others, and internal links guide users & search engines through a site Authority flow and customer journeys should land cleanly on your site, and navigation through site should be simple through correct internal linking Use crawl data to highlight internal linking issues, broken backlinks and blocked authority flow
  • 30. MOBILE-FIRST @rachellcostello ASEuro18 “Users who have a bad mobile user experience are 60% less likely to revisit and purchase from that brand in future” @rachellcostello ASEuro18 MOBILE-FIRST 30 Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing-stats/
  • 31. WEBSITE OPTIMISATION FOR MOBILE-FIRST 31@rachellcostello ASEuro18 The importance of mobile-first: Mobile has become the priority for users and search engines Poor mobile site experience will affect rankings and the majority of users Use crawl data to show mobile content, accessibility and how mobile pages are crawled
  • 32. TO SUM UP... @rachellcostello ASEuro18 DINNER PARTY & DIGITAL MARKETING SUCCESS! 32
  • 33. Conversion opportunities are wasted when websites aren’t optimised for campaign traffic Crawl data is an automated, scalable solution for website monitoring Focus on indexing, content, site speed, linking and mobile-first for optimisation Campaign building and onsite traffic-management should be planned together in your digital marketing strategy Different teams working together can overcome customer journey issues KEY TAKEAWAYS 33@rachellcostello ASEuro18
  • 34. No more wasted traffic! TO SUM UP 34@rachellcostello ASEuro18
  • 35. THANK YOUANY QUESTIONS? Rachel Costello Technical SEO @rachellcostello ASEuro18