Presenter: Bill Hunt of Back Azimuth Consulting Description: Industry veteran 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.

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

5. #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

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

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COST/VALUE of PROBLEM
Paid Search to Backfill
$1.7 Million
Agency Value
$3.6 Million
@billhunt

8. #SEJSummit
Other Recent Crawl Block Issues
@billhunt
Simple copy and paste left off
Googlebot
Web Application Exceptions

9. Fixing Inclusion increased traffic by 58%

10. 14.6 Million Errors
50 Million Pages
12.6 in XML Site Map
#SEJSummit
MINIMIZE XML ERRORS
@billhunt

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74% OF PAGES NOT INDEXED
@billhunt

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58% INCREASE JUST BY BEING INDEXED
@billhunt

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CONFIRM INDEX RATES
@billhunt

14. Using HREFLang
Correctly Generated $8 Million

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

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CANONICAL TAGS ARE WRONG
@billhunt

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Fixing Indexing & Mapping Drives Traffic
@billhunt

18. #SEJSummit
@billhunt

19. #SEJSummit
MISSING BI-DIRECTIONAL LINKS
@billhunt

20. 88% drop in
traffic due to
deindexed
pages
#SEJSummit
CANONICAL SET TO GLOBAL HOME PAGE
@billhunt

21. Achieving 50% increase in Leads from
500% Increase in Organic Traffic

22. 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

23. 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

24. • 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

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

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

27. #SEJSummit
AFTER SNIPPET OPTIMIZATION
@billhunt

28. • 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

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

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