Industry vet Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.

1. SPONSORED
BY

5. #SEJSummit
3 Takeaways
Accept that
Searcher intent is
Critical to Success
Maximize
Clickability to
Increase Revenue
Understanding the
Importance of
Indexability
@billhunt
SPONSORED BY

6. #SEJSummit
@billhunt
1) 20+ Years in Search
2) Solve Enterprise Search Problems
3) Optimized 67 of F100 brands
4) Build tools that move the needle!
ABOUT ME
SPONSORED BY

7. #SEJSummit
Root cause identification is a critical skill.
User-agent: *
Disallow: /
@billhunt
SPONSORED BY

8. #SEJSummit
COST/VALUE of PROBLEM
Paid Search to Backfill
$1.7 Million
Agency Value
$3.6 Million
@billhunt
SPONSORED BY

9. Fixing Inclusion increased traffic by 58%
SPONSORED BY

10. #SEJSummit
74% OF PAGES NOT INDEXED
@billhunt
SPONSORED BY

11. #SEJSummit
58% INCREASE JUST BY BEING INDEXED
@billhunt
SPONSORED BY

12. #SEJSummit
CONFIRM INDEX RATES
@billhunt
SPONSORED BY

13. 14.6 Million Errors
50 Million Pages
12.6 in XML Site Map
#SEJSummit
MINIMIZE XML ERRORS
@billhunt
SPONSORED BY

14. Using HREFLang
Correctly Generated $8 Million
SPONSORED BY

15. http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm
http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm
#SEJSummit
IS THE RIGHT PAGE RANKING?
@billhunt
SPONSORED BY

16. #SEJSummit
@billhunt
SPONSORED BY

17. #SEJSummit
MISSING BI-DIRECTIONAL LINKS
@billhunt
SPONSORED BY

18. #SEJSummit
CANONICAL TAGS ARE WRONG
@billhunt
SPONSORED BY

19. 88% drop in
traffic due to
deindexed
pages
#SEJSummit
CANONICAL SET TO GLOBAL HOME PAGE
@billhunt
SPONSORED BY

20. Achieving 50% increase in Leads from
500% Increase in Organic Traffic
SPONSORED BY

21. Category Keywords Searches/Mo
Top 50 50 2,865,324
High Margin Products 1,306 1,584,000
All Products 4,919 1,498,566
Product With 1,047 882,643
Lists/Ideas 11 806,237
Components 921
289,521
Attributes 892 283,457
Occasions 105 256,894
Which
group of
words to
focus
efforts?
#SEJSummit
KEYWORD TARGET/CONTENT MATRIX
@billhunt
SPONSORED BY

22. Category Keywords Searches Top 3 Share CR eCRM Leads
Assets With 1,047 882,643 150,049 13% 19,506
Top 50 50 2,865,324 487,105 4% 19,484
Lists/Ideas 11 806,237 137,060 11% 15,077
All Assets 4,919 1,498,566 254,756 3% 6,369
Components 921 289,521 49,219 9% 4,430
High Margin Assets 1,306 1,584,000 269,280 1% 3,393
Attributes 892 283,457 48,188 3% 1,446
Occasions 105 256,894 43,672 1% 218
Total 9,251 8,466,642 1,439,329 69,923
#3
#SEJSummit
#1
#2
ASSET TO CONVERSION MATRIX
@billhunt
SPONSORED BY

23. • Many top ranking “Assets With” had bad snippets
– Optimized snippets and increased traffic 23%
• Mobile & Location Searches Most Popular
• 3 clusters had high app download – bypassing eCRM
#SEJSummit
CRITERIA FOR SELECTION
@billhunt
SPONSORED BY

24. • Google Rank #3
• 124,455 impressions - 1.69% CTR = 2,109 visits
• Multiple page views per visit
#SEJSummit
Lowest Hanging Fruit
@billhunt
SPONSORED BY

25. #SEJSummit
What does the Triple Sec Searcher want?
@billhunt
SPONSORED BY
Drink Name + TS
Cocktails with TS
Drinks with TS
Spirit +
TSTS + Ingredient
What is TS
What to Make with TS
What to Mix with TS
Drink Name + TS
Cocktails with TS
Drinks with TS
Spirit + TS
TS + Ingredient
What is TS
What to Make with TS
What to Mix with TS

26. #SEJSummit
AFTER SNIPPET OPTIMIZATION
@billhunt
SPONSORED BY

27. • 1.69% CTR to 14.81% CTR = +20,024 visits
• Rank from #3 to #1 (after 45 days)
• 10x increase in “Drink of Week” sign ups
• Bonus: 14 other words + 122k traffic
#SEJSummit
AFTER SNIPPET OPTIMIZATION
@billhunt
SPONSORED BY

28. • Does the Snippet match
the searcher intent?
• Is the ranking page the
PLP?
$37k in incremental
revenue in 1 week
#SEJSummit
SNIPPET OPTIMIZATION
@billhunt
SPONSORED BY

29. #SEJSummit
Don’t Forget
About
Global Opportunity
Accept that
Searcher Intent
Is Critical to Success
Understanding the
Importance of
Indexability
3 Takeaways
@billhunt
SPONSORED BY

30. SPONSOREDBY