This document provides an overview of log analysis and how it can be used for search marketing purposes. It discusses how to properly obtain and parse server logs to extract useful search engine crawler data, common actions taken from log analysis like optimizing crawls and finding errors, and insights that can be gleaned like understanding crawl behavior and traffic patterns. It also covers potential issues that can corrupt analysis and provides helpful references.
OK Google, Whats next? - OMT Wiesbaden 2018Bastian Grimm
My talk from Online Marketing Tag (OMT) Wiesbaden 2018 covering the ever-changing landscape of search and some of the stuff that I think will have a significant impact on SEO in the very near future!
Migration Best Practices - SMX London 2018Bastian Grimm
My talk from SMX 2018 in London covering best practices on how to successfully naviate through the various types of migrations (protocal migrations, frontend migrations, etc.) from an SEO perspective - mainly focussing on all things tech.
Jamie Alberico — How to Leverage Insights from Your Site’s Server Logs | 5 Ho...Semrush
These slides were presented at the SEMrush webinar "How to Leverage Insights from Your Site’s Server Logs | 5 Hours of Technical SEO". Video replay and transcript are available at https://www.semrush.com/webinars/how-to-leverage-insights-from-your-site-s-server-logs-or-5-hours-of-technical-seo/
International Site Speed Tweaks - ISS 2017 BarcelonaBastian Grimm
Talking international site speed optimization at International Search Summit 2017 in Barcelona, London as well as in Munich covering a broad variety of performance optimization strategies.
Migration Best Practices - SEOkomm 2018Bastian Grimm
My talk from SEOkomm 2018 in Salzburg covering best practices on how to successfully naviate through the various types of migrations (protocal migrations, frontend migrations, etc.) from an SEO perspective - mainly focussing on all things tech.
Migration Best-Practices: Successfully re-launching your website - SMX New Yo...Bastian Grimm
My talk from SMX 2017 in New York covering best practices on how to successfully naviate through the various types of migrations (protocal migrations, frontend migrations, etc.) from an SEO perspective.
Migration Best Practices - Search Y 2019, ParisBastian Grimm
My talk from SEARCHY 2019 in Paris covering best practices on how to successfully navigate through the various types of migrations (protocol migrations, frontend migrations, website migration, cms migration, etc.) from an SEO perspective - mainly focussing on all things technical SEO.
OK Google, Whats next? - OMT Wiesbaden 2018Bastian Grimm
My talk from Online Marketing Tag (OMT) Wiesbaden 2018 covering the ever-changing landscape of search and some of the stuff that I think will have a significant impact on SEO in the very near future!
Migration Best Practices - SMX London 2018Bastian Grimm
My talk from SMX 2018 in London covering best practices on how to successfully naviate through the various types of migrations (protocal migrations, frontend migrations, etc.) from an SEO perspective - mainly focussing on all things tech.
Jamie Alberico — How to Leverage Insights from Your Site’s Server Logs | 5 Ho...Semrush
These slides were presented at the SEMrush webinar "How to Leverage Insights from Your Site’s Server Logs | 5 Hours of Technical SEO". Video replay and transcript are available at https://www.semrush.com/webinars/how-to-leverage-insights-from-your-site-s-server-logs-or-5-hours-of-technical-seo/
International Site Speed Tweaks - ISS 2017 BarcelonaBastian Grimm
Talking international site speed optimization at International Search Summit 2017 in Barcelona, London as well as in Munich covering a broad variety of performance optimization strategies.
Migration Best Practices - SEOkomm 2018Bastian Grimm
My talk from SEOkomm 2018 in Salzburg covering best practices on how to successfully naviate through the various types of migrations (protocal migrations, frontend migrations, etc.) from an SEO perspective - mainly focussing on all things tech.
Migration Best-Practices: Successfully re-launching your website - SMX New Yo...Bastian Grimm
My talk from SMX 2017 in New York covering best practices on how to successfully naviate through the various types of migrations (protocal migrations, frontend migrations, etc.) from an SEO perspective.
Migration Best Practices - Search Y 2019, ParisBastian Grimm
My talk from SEARCHY 2019 in Paris covering best practices on how to successfully navigate through the various types of migrations (protocol migrations, frontend migrations, website migration, cms migration, etc.) from an SEO perspective - mainly focussing on all things technical SEO.
Technical SEO vs. User Experience - Bastian Grimm, Peak Ace AGBastian Grimm
My kick-off talk for a webinar titled "Technical SEO vs. UI/UX" which featured a panel of speakers discussing if and how SEO should work (more closely) together with UX. Enjoy!
Migration Best Practices - SMX West 2019Bastian Grimm
My talk from SMX West 2019 in San Jose covering best practices on how to successfully navigate through the various types of migrations (protocol migrations, frontend migrations, website migration, cms migration, etc.) from an SEO perspective - mainly focussing on all things technical SEO.
The need for Speed: Advanced #webperf - SEOday 2018Bastian Grimm
My deck on #webperf from SEOday 2018 in Cologne. Especially in a mobile-first world, fast loading websites are of outmost importance. Also, Google has been very vocal about anything web performance in the last years and is pushing hard to innovate repeatedly. But performance is so much more! User satisfaction should be the main goal because expectations are clear: You’ve got two seconds maximum to deliver, so make it count. In this deck I will be walking you through various advanced topics around web performance optimisation going way beyond Accelerated Mobile Pages (and other short-term solutions) to make any website really, really fast.
Welcome to a new reality - DeepCrawl Webinar 2018Bastian Grimm
My webinar with DeepCrawl talking about mobile-friendliness, assessing keyword targeting on mobile, finding content inconsistencies across devices and much, much more!
Super speed around the globe - SearchLeeds 2018Bastian Grimm
My talk covering some of the very latest in web performance optimisation (paint timings, critical rendering path, custom web fonts, etc.) for technical marketers & SEOs from SearchLeeds 2018.
Reducing Server Resources: Improve Costs, SEO, Conversions & UXMichael Jones
A presentation I gave at the Melbourne SEO Meetup event in January 2015, this was a case study I undertook based on the experiences I was thrust into by managing my own websites and my web hosting provider.
As part of this presentation, I go through the issues i faced, how i diagnosed the problems, the solutions I put forward and finally, the results I saw.
Even though it wasn't exactly a great experience at the time, I actually learnt quite a lot and wish I has implemented the solutions much earlier. If there is one take away from my presentation, it's implement a CDN solution - the time to implement one is minimal and the ROI and potential UX improvements are phenomenal.
Please feel free to ask any questions in the comment box below, email me at info@holidaypoint.com.au, or if you live in Melbourne, come to the dedicated SEO Meetup at http://www.meetup.com/Melbourne-SEO/
The slides of my talk at the seokomm in Salzburg, Austria (November 2015).
It covers the basics of web crawling, with focus of search engine bots. It can be settled in the SEO space aswell as in the general webmaster world. Besides quotes of important influencers of Bing, Yandex and Google, it gives actionable advices on how you can influence the Crawl Budget allocation of search engine spiders.
In context of ajax / javascript crawling there is a minor excursion into the world of angularjs.
The talk closes on some insights on how we wrote our own CMS in order to cover all the SEO needs we are facing (multilanguage, multi-template, caching, if-modified-since, etc.).
If you like this talk, please follow me on twitter:
http://twitter.com/jhmjacob
And to miss to sign up for the Free Account of OnPage.org:
http://onpa.ge/V141p
Last but not least -> visit the seokomm next year if you are around - its worth it :)
http://www.seokomm.at/
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
BrightonSEO 2019 - Edge SEO - Using CDNs To Perform SEO On The EdgeDan Taylor
My talk from #BrightonSEO 2019, the twentieth edition. Building on my talk from TechSEO Boost 2018, my talk at Brighton explores the changes in #EdgeSEO and the future possibilities given the advent of Akamai Edge Workers, AWS Lambda capabilities and the prospect of Fastly's WASM solution.
This presentation is based on the original one from the author of the book ( 'Steve Souders' ), it's about his book titled 'High Performance Websites''
Technical SEO vs. User Experience - Bastian Grimm, Peak Ace AGBastian Grimm
My kick-off talk for a webinar titled "Technical SEO vs. UI/UX" which featured a panel of speakers discussing if and how SEO should work (more closely) together with UX. Enjoy!
Migration Best Practices - SMX West 2019Bastian Grimm
My talk from SMX West 2019 in San Jose covering best practices on how to successfully navigate through the various types of migrations (protocol migrations, frontend migrations, website migration, cms migration, etc.) from an SEO perspective - mainly focussing on all things technical SEO.
The need for Speed: Advanced #webperf - SEOday 2018Bastian Grimm
My deck on #webperf from SEOday 2018 in Cologne. Especially in a mobile-first world, fast loading websites are of outmost importance. Also, Google has been very vocal about anything web performance in the last years and is pushing hard to innovate repeatedly. But performance is so much more! User satisfaction should be the main goal because expectations are clear: You’ve got two seconds maximum to deliver, so make it count. In this deck I will be walking you through various advanced topics around web performance optimisation going way beyond Accelerated Mobile Pages (and other short-term solutions) to make any website really, really fast.
Welcome to a new reality - DeepCrawl Webinar 2018Bastian Grimm
My webinar with DeepCrawl talking about mobile-friendliness, assessing keyword targeting on mobile, finding content inconsistencies across devices and much, much more!
Super speed around the globe - SearchLeeds 2018Bastian Grimm
My talk covering some of the very latest in web performance optimisation (paint timings, critical rendering path, custom web fonts, etc.) for technical marketers & SEOs from SearchLeeds 2018.
Reducing Server Resources: Improve Costs, SEO, Conversions & UXMichael Jones
A presentation I gave at the Melbourne SEO Meetup event in January 2015, this was a case study I undertook based on the experiences I was thrust into by managing my own websites and my web hosting provider.
As part of this presentation, I go through the issues i faced, how i diagnosed the problems, the solutions I put forward and finally, the results I saw.
Even though it wasn't exactly a great experience at the time, I actually learnt quite a lot and wish I has implemented the solutions much earlier. If there is one take away from my presentation, it's implement a CDN solution - the time to implement one is minimal and the ROI and potential UX improvements are phenomenal.
Please feel free to ask any questions in the comment box below, email me at info@holidaypoint.com.au, or if you live in Melbourne, come to the dedicated SEO Meetup at http://www.meetup.com/Melbourne-SEO/
The slides of my talk at the seokomm in Salzburg, Austria (November 2015).
It covers the basics of web crawling, with focus of search engine bots. It can be settled in the SEO space aswell as in the general webmaster world. Besides quotes of important influencers of Bing, Yandex and Google, it gives actionable advices on how you can influence the Crawl Budget allocation of search engine spiders.
In context of ajax / javascript crawling there is a minor excursion into the world of angularjs.
The talk closes on some insights on how we wrote our own CMS in order to cover all the SEO needs we are facing (multilanguage, multi-template, caching, if-modified-since, etc.).
If you like this talk, please follow me on twitter:
http://twitter.com/jhmjacob
And to miss to sign up for the Free Account of OnPage.org:
http://onpa.ge/V141p
Last but not least -> visit the seokomm next year if you are around - its worth it :)
http://www.seokomm.at/
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
BrightonSEO 2019 - Edge SEO - Using CDNs To Perform SEO On The EdgeDan Taylor
My talk from #BrightonSEO 2019, the twentieth edition. Building on my talk from TechSEO Boost 2018, my talk at Brighton explores the changes in #EdgeSEO and the future possibilities given the advent of Akamai Edge Workers, AWS Lambda capabilities and the prospect of Fastly's WASM solution.
This presentation is based on the original one from the author of the book ( 'Steve Souders' ), it's about his book titled 'High Performance Websites''
Sarah Newhall, EVP of Strategy & Insights at Blue State Digital, spoke at ASAE's Marketing, Membership, and Communications Conference on June 13, 2016.
Half a century ago, Pennsylvania Avenue looked to Madison Avenue for inspiration on how to engage and persuade voters. In the last decade, the tables have turned. Political campaigns have mastered the art and science of integrated marketing and have many lessons to impart to today’s practitioners.
Pulling examples from outside the industry, explore how associations can adopt the road-tested tactics of successful political campaigns, including smart data segmentation, rapid response, emotional storytelling, and influencer engagement.
See how associations can move beyond the transactional, to create more authentic and meaningful relationships, which can lead to increased membership, sales, volunteering, and advocacy. By moving people up the ladder of engagement and asking them to take meaningful actions on behalf of the things they care about, associations can create a community of supporters prepared to act on their behalf anytime, anywhere.
Presentation I was asked to give as part of Clemson MBA program's "Digital Marketing Lunch & Learn" series. One North Main Street, Greenville, September 18, 2014.
Inbound Marketing: Buy-In, Budgets and Best PracticesKuno Creative
You may have heard of inbound marketing, but how can you use it to effectively market your products and drive revenue? This presentation will show you how to get other stakeholders in your company on board with inbound marketing, how it will impact your bottom line and how it has worked for others.
Request a Consultation: http://enterpriseinbound.kunocreative.com/inbound-services-quote
Improve Your SEO by Mastering These Core PrinciplesLindsay Wassell
Discover how SEO tactics that win in the long run complement web-friendly business practices and core principles, and how to incorporate this approach into optimization strategies for changes in search results.
Who are we writing for? Choose fact over fiction.Dana DiTomaso
Personas are an integral part of marketing and communications strategies, but they often get written off as being too soft. Well, perhaps that’s because all too often we take personas as a fun opportunity to be creative, when what we actually need to do to be impactful is study real people and real data. The answers to your burning marketing questions are out there, living in the hearts and minds of your current and potential clients and customers — you just need to ask the right questions. Let’s stop guessing about who we’re marketing to and start understanding who we need to engage with.
Presented at Learn Inbound (Dublin, IE) on January 25 2017.
140 Super Awesome Content Marketing Twitter Accounts Every Marketer Should Fo...Axonn Media
It seems as if everyone's talking and tweeting about content marketing, and it's no wonder as pretty much every organisations realises it's the best way forward for achieving marketing results.
Here we've put together a definitive list of the 140 people who we believe have the most important comments to share on the topic on Twitter.
It's a global list, featuring people and organisations ranging from those with hundreds of thousands of followers to those with only a few hundred. But what they all have in common is that anyone involved in content marketing will be able to learn something new and useful from following these Twitter accounts.
Subscribe to the list at @axonnmedia
https://twitter.com/AxonnMedia/lists/content-marketing-top140
How to Build a Time Machine - LearnInboundHannah Smith
According to Stephen Hawking, all you need is a wormhole, the Large Hadron Collider or a rocket that goes really, really fast.
Hannah has none of those things. But she has spent more time than is probably healthy on the internet and was once described as having an overactive imagination. Armed with only her GCSE in physics she’ll teach you how to build a time machine, and explore other ways to create content which resonates.
5 Steps to Better Content Marketing Results: Partnering with Subject Matter E...Relevance
If you're stuck in a content marketing rut, partnering with subject matter experts (SMEs) may be the fastest way to get back on track. Working with SMEs can be the difference between content that draws traffic and engagement, and content that simply falls flat.
This webinar will teach you how to get better content marketing results in five simple steps by partnering with SMEs, and will cover best practices for the following:
- Identifying the right SMEs
- Effective outreach tactics
- Interviewing SMEs
- Promoting your content with SMEs
Semantic search isn't just about structured data. The way we write can help Google to understand content and, if you know what you're doing, allow you to land your content in an AnswerBox. Find out how to turn unstructured content into structured data and why SEO is all about reducing friction.
Darren Shaw - User Behavior and Local Search - Dallas State of Search 2014Darren Shaw
Does Google use click-through rate as a ranking signal? If users are clicking and sticking on some results, and bouncing back to the search results on others, that could be a valuable quality signal for them to use in the ranking algorithm.
Some recent tests have shown interesting (and instant) ranking boosts from click activity. Not satisfied with the results of a handful of tests, Darren has set out to test the bejeesus out of: clicks on website links, clicks on Google+ page links, driving directions, and branded search. He’ll describe the tests, the results, and any new insights.
Optimize for Engagement: Future-Proof Your Local Search RankingsDana DiTomaso
It’s getting harder and harder to rank in local search results – more businesses than ever have basic citations covered, no one is handing out free links, and social media is just downright noisy. What’s a business to do?Dana will show how to build a marketing strategy by planning your tactics around that signal, and how to show Google that you’re a thriving business that deserves those great rankings.
Presented at Engage PDX, March 9 2017.
Seo y big data, rastreando lo que google rastrea - clinic seo - eshowIñaki Huerta (ikhuerta)
Charla en el marco del User Web Analytics del eShow Barcelona 2017. En este caso hablamos de indexación SEO y de como los logs pueden darte información de primera mano sobre el rastreo que Google hace sobre nuestras webs.
Desgranamos además la técnica que usamos en IKAUE para crear dashboards del rastreo de GoogleBot con Google Big Query y Google Data Studio
Daft Punk SEO. When you have millions of pages SEO is like a Daft Punk lyric:
“Work it harder, Make it better, Do it faster, Makes us stronger, More than ever, Hour after, Our work is, Never over”.
The processes that help mega sites succeed can also help smaller sites. It's not always the sexiest work but in the end you'll win your equivalent to a Grammy.
SEO for Large/Enterprise Websites - Data & Tech SideDominic Woodman
There is a lot to cover about SEO for large websites/enterprise.
In this talk we'll cover primarily the data analysis and the technical SEO side of things. In future presentations we'll look at more.
SearchLove Boston 2017 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend $1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
This is the slide deck on how to perform log analysis with BigQuery. The companion guide is here which has most of this information in written format. https://www.distilled.net/resources/guide-to-log-analysis-with-big-query/
Keeping Things Lean & Mean: Crawl Optimisation - Search Marketing Summit AUJason Mun
If you haven’t heard of crawl budget, you should! It is a precious commodity in SEO. The higher your PageRank, the bigger the crawl budget. Search engines are data hungry robots and can often chew up crawl budget crawling useless URLs and pages of your website. In this session, learn how to control what search engine robots can and can’t crawl. Find out crawl optimisation opportunities and keep your website lean and mean!
How to make your product/service found by Google. Technical SEO aims the crawling and indexing phase of your website. A list of top 10 technical seo topics for 2020 with a checklist you can go through, before publishing a website.
Technical SEO: Crawl Space Management - SEOZone Istanbul 2014Bastian Grimm
My talk at #SEOZone 2014 in Istanbul covering various aspects of crawl space optimization such as crawler control & indexation strategies as well as site speed.
BrightonSEO 5 Critical Questions Your Log Files Can Answer September 2016Mark Thomas
Combining Web Crawler Data with Server Logs to highlight Crawl Budget opportunities. Get Google crawling and indexing more of your pages in Organic Search Results!
Google Analytics with an Intro to Google Tag Manager for Austin WordPress MeetupRich Plakas
Google Analytics with an Intro to Google Tag Manager for Austin WordPress Meetup.
This was an intermediate session where we took a deeper look into Google Analytics. We also introduced Google Tag Manager as a better way to run tracking code on a website.
Learn advanced SEO tactics and strategies in this second installment of my Demand Quest course. Topics include local SEO, link building, and international SEO.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10. How do we try and increase crawl frequency?
Increase External link count (includes links from social sites)
List valuable pages in sitemaps and ping Google
Increase Internal link count (crawl paths)
Create new pages, and update older pages (avoid stagnation)
Ensure pages are unique, reduce internal duplication
Avoid internally linking to redirects or broken pages
Testing. Lots of testing.
11. What actions do SEOs take from log analysis?
● Optimize Googlebot crawl
○ restructure link architecture, apply directives, block via robots.txt
● Find server errors or Googlebot induced errors
○ Try to fix any 4xx, 5xx error codes
○ Use browser user agent referer fields to uncover source of errors
● Understand Googlebot crawl rate & behaviour for SEO testing
○ Helpful for testing and insights and constantly questioning best practices
● Block badly behaving bots, prevent bandwidth drain
○ Look for hotlinking bandwidth drain, i.e images from porn sites
● Find unreported links through referer fields
○ Link crawlers don’t find every link, server logs are necessary for comprehensive audits
● Double check Analytics data
○ Helpful for correcting analytics setup or understanding why referers aren’t passed correctly
13. Step 1: Get the right fields logged
206.248.146.167 - - [25/Aug/2015:06:50:01 +0000] "GET /shoes HTTP/1.0" 200 251
"https://www.google.ca/" “example.com” "Mozilla/5.0 (Windows NT 6.1; WOW64)
AppleWebKit/537.36 (KHTML, like Gecko) Chrome/44.0.2403.157 Safari/537.36"
User agent
IP Address Date/Time
Referer
Method
Response code
Page
Response time
Hostname
14. Step 2: Ensure the correct originating IP is logged
Load balancers, proxies or CDN’s may overwrite the original IP of the request. Use
X-Forwarded-For header for to ensure you have the original IP
IIS: http://www.loadbalancer.org/blog/iis-and-x-forwarded-for-header
Apache: http://www.loadbalancer.org/blog/apache-and-x-forwarded-for-headers
Nginx: https://easyengine.io/tutorials/nginx/forwarding-visitors-real-ip/
CloudFlare:
https://support.cloudflare.com/hc/en-us/sections/200805497-Restoring-Visitor-IPs
15. Step 3: Ensure we have all of the logs
● Triple check the hostname! If you’re analyzing example.com, desktop for
instance, ensure you’re not counting the mobile version (m.example.com) or
other subdomains (forum.example.com). Be very careful to get the right data
or you will pull your hair out. Ask system administrators!
● If the server stores cached copies and serves them from another server, get
those logs too and combine them for the target domain analysis.
● Too much data? Ask for selective logging for Googlebot user agent only
16. Step 4: Parse the logs, grab Googlebot entries
https://www.splunk.com/en_us/download/splunk-light-2.html
17. Step 5: Verify Googlebot entries by DNS
1. Segment out logs with user-agent: Mozilla/5.0 (compatible; Googlebot/2.1;
+http://www.google.com/bot.html)
2. Take the original IP in the logs, example: 66.249.65.63
3. Reverse DNS lookup: crawl-66-249-65-63.googlebot.com
4. DNS lookup: 66.249.65.63 (confirmed!)
https://support.google.com/webmasters/answer/80553?hl=en
Software I use: http://www.nirsoft.net/utils/ipnetinfo.html
18. Note to myself: Look out for Google Mobile user
agents
Mozilla/5.0+(iPhone;+CPU+iPhone+OS+6_0+like+Mac+OS+X)+AppleWebKit/536.26
+(KHTML,+like+Gecko)+Version/6.0+Mobile/10A5376e+Safari/8536.25+(compatible;
+Googlebot/2.1;++http://www.google.com/bot.html)
This is a verified Googlebot from 66.249.65.63, but it’s not listed on the official
crawlers page.
Official Google: Mobile-first Indexing
19. Step 5: Merge Crawl data with clean logs
● Crawl as: Mozilla/5.0 (compatible; Googlebot/2.1;
+http://www.google.com/bot.html) and a popular browser user agent
● Crawler config: Disobey Robots.txt, crawl all non-HTML, crawl internal
nofollow, crawl canonicals & sitemaps, ideally JS enabled
● Fields required: URL, Response code, Title, Robots directives (blocked,
noindex, nofollow etc.), Canonical, Page size, response time, crawl level,
number of internal links to page
Try DeepCrawl for free bit.ly/freecrawl - 25,000 credits for Untagged.io
20. Step 6: Add Web Analytics data
● Ensure the the URLs correspond correctly (special characters, full URL)
● Ensure the date period is exactly the same period as server logs
● Use data from source/medium = Google/Organic only
DeepCrawl can do merge both crawl and analytics data from Google Analytics
21. So far...
● Have all logs from the right host with the right
fields
● Have the original IP addresses
● Confirmed real Googlebot visits
● Merged crawl data and analytics data perfectly
22. Just when you think all the data is correct,
something will go wrong, guaranteed ;)
23. Real example, small site:
http://www.campgroundsigns.com/
7 million events from load balancer, IIS custom format access logs= 1.6 gB of
data
13,000 Googlebot events over 28 days
1,129 pages are indexable on
campgroundsigns.com
24. Caveat!
The following are observations based on 1 small website. The
observations for this site are only for this site and are not
representative.
Each website and it’s Googlebot crawl activity are different.
Special thanks to campgroundsigns.com for volunteering for
the analysis
35. Did Google crawl the right pages?
Indexable defined as: Response code: 200, no robots.txt block, self referencing canonical or no canonical in head or http header, no noindex
directives in head or http header, no directives applied in GSC param config, no removal request, not JS/CSS or resource files. Not indexable either
has non 200 response or one of the previous.
36. Generally, we see reduced crawl activity to
pages with NOINDEX.
There’s something wrong.
PLA = Product listing Ad.
37. We tried to block the PLA
pages to divert attention
to important pages:
38. Based on 4 day, Mon-Thursday period before and after the block
Errr, go back, quick.
All requests Unique pages crawled
Before After Before After
PLA (Blocked by robots) 1334 0 703 0
Department or other Page 404 212 270 124
Product page 605 247 452 177
resource 332 406 50 61
Homepage 15 15 1 1
Totals 2690 880 1476 363
Difference -67% -75%
39. Turns out, Google uses their regular Googlebot
crawler to crawl them, not Adbot.
It was a mistake blocking these. We’ll try
canonicals next.
https://support.google.com/merchants/answer/160156?hl=en
51. More realistic, still estimated, but slightly less
bullshit:
● 766 unique, indexable pages were crawled over 28 days
● That gives us an Average of 27 unique pages crawled
per day.
● 1129 total indexable pages / 27 = minimum 42 days for a
full recrawl.
Remember, this is a complete estimate.
52. That doesn’t even account for how many times
Google has to figure out a 301 redirect.
53. Same calculation, different site (with approx 86,000
indexable pages)
This is not representative of any other site.
57. If it seems Google isn’t respecting robots.txt,
check:
10 day
lag!
58. Server log analysis is hard. Here’s why:
● Data size challenges, example: 7 million events = 1.6 gB (and that’s tiny)
● Lots of different servers logging with custom formats
● Often, obtaining them means surpassing people problems & technical
challenges
● Any small mistakes combining crawl, analytics, search console data can make
the entire analysis useless
● Combining large datasets requires either some form of programming or
technical knowledge; it’s not for everyone.
● Many available tools aren’t comprehensive enough for SEO purposes yet.
That being said, they are the best thing since patatas bravas
con alioli.
59. Things that can corrupt your results
● Thinking you’re seeing Googlebot but it’s not really Googlebot
● Not accounting for robots.txt restrictions changes or other directive changed in
crawl data during logging period
● Incorrect field mapping, i.e. mistake referer for page request
● Incorrect merging of crawl and analytics data
60. Helpful links for log analysis
Guides:
● A Complete Guide to Log Analysis with Big Query - Dominic Woodman
● The Ultimate Guide to Log File Analysis - Daniel Butler
● SEO Finds in Your Server Log Tim Resnik
● How to Use Server Log Analysis for Technical SEO Samuel Scott
Software:
● Splunk
● SEO Log File Analyser
● Logz.io
● Botify