The document emphasizes the critical importance of understanding searcher intent and indexability for successful SEO strategies, as well as the significant financial impact of optimizing web assets. Key takeaways include a 58% increase in traffic due to improved indexing, the optimization of snippets leading to substantial click-through rate improvements, and various keywords' performance metrics. Overall, it illustrates the need for effective search strategies to enhance online visibility and revenue.

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5. #SEJSummit
3 Takeaways
Accept that
Searcher intent is
Critical to Success
Maximize
Clickability to
Increase Revenue
Understanding the
Importance of
Indexability
@billhunt
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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!
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Root cause identification is a critical skill.
User-agent: *
Disallow: /
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COST/VALUE of PROBLEM
Paid Search to Backfill
$1.7 Million
Agency Value
$3.6 Million
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9. Fixing Inclusion increased traffic by 58%
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74% OF PAGES NOT INDEXED
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11. #SEJSummit
58% INCREASE JUST BY BEING INDEXED
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12. #SEJSummit
CONFIRM INDEX RATES
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13. 14.6 Million Errors
50 Million Pages
12.6 in XML Site Map
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MINIMIZE XML ERRORS
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14. Using HREFLang
Correctly Generated $8 Million
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15. http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm
http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm
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IS THE RIGHT PAGE RANKING?
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MISSING BI-DIRECTIONAL LINKS
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CANONICAL TAGS ARE WRONG
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19. 88% drop in
traffic due to
deindexed
pages
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CANONICAL SET TO GLOBAL HOME PAGE
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20. Achieving 50% increase in Leads from
500% Increase in Organic Traffic
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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?
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KEYWORD TARGET/CONTENT MATRIX
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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
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#1
#2
ASSET TO CONVERSION MATRIX
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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
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CRITERIA FOR SELECTION
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24. • Google Rank #3
• 124,455 impressions - 1.69% CTR = 2,109 visits
• Multiple page views per visit
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Lowest Hanging Fruit
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What does the Triple Sec Searcher want?
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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

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AFTER SNIPPET OPTIMIZATION
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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
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AFTER SNIPPET OPTIMIZATION
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28. • Does the Snippet match
the searcher intent?
• Is the ranking page the
PLP?
$37k in incremental
revenue in 1 week
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SNIPPET OPTIMIZATION
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29. #SEJSummit
Don’t Forget
About
Global Opportunity
Accept that
Searcher Intent
Is Critical to Success
Understanding the
Importance of
Indexability
3 Takeaways
@billhunt
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