TechSEO Boost 2017: Your Search Universe: Links, Log Files, GSC, & Everything in Between
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There are countless data sources available to today’s search marketers and developers. In this session, Sam from DeepCrawl will explore how to unite and use external and internal data sources for technical SEO optimization while keeping the consumer and ROI top-of-mind.
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TechSEO Boost 2017: Your Search Universe: Links, Log Files, GSC, & Everything in Between
- 1. Sam Marsden | @sam_marsden #TechSEOBoost Building Your Search Universe Links, Log Files, GSC, and Everything in Between
- 2. Sam Marsden | @sam_marsden #TechSEOBoost What are we going to cover? What the hell is THE Search Universe? Defining YOUR Search Universe Getting the bigger picture - Bringing together different parts of your Search Universe
- 3. Sam Marsden | @sam_marsden #TechSEOBoost What is the Search Universe?
- 4. Sam Marsden | @sam_marsden #TechSEOBoost What is the Search Universe? The Search Universe encompasses every URL that could possibly exist… On every domain… Regardless of whether the URL has been invoked
- 5. Sam Marsden | @sam_marsden #TechSEOBoost What are the limits of the Search Universe?
- 6. Sam Marsden | @sam_marsden #TechSEOBoost The Search Universe Number 179,769,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000 ,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000 ,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000
- 7. Sam Marsden | @sam_marsden #TechSEOBoost The Search Universe Limits [scheme]://[domain-name].[TLD]/[path-name] 4-5 chars max 253 chars (37 allowed chars) max 2083 chars (74 safe chars) 1002 delegated TLDs
- 8. Sam Marsden | @sam_marsden #TechSEOBoost The Search Universe Formula Sum[(37^k)* 1002 * Sum[(74^j), {j, 0, 2071-k}], {k, 2, 248}]
- 9. Sam Marsden | @sam_marsden #TechSEOBoost The Search Universe Number 179,769,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000 ,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000 ,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000
- 10. Sam Marsden | @sam_marsden #TechSEOBoost The Search Universe Formula Sum[(37^k)* 1002 * Sum[(74^j), {j, 0, 2071-k}], {k, 2, 248}]
- 11. Sam Marsden | @sam_marsden #TechSEOBoost The Total Potential Number of URLs
- 12. Sam Marsden | @sam_marsden #TechSEOBoost The Total Potential Number of URLs 784737662469851839238148157424821056960535254243427627032347798165496590186509884497079384545087250131665584732323029020968115044049340 768543077768887062516865578298543159515068147740651321339532877103281797982207062306788002155785858244242703373813166502999634913312928 838087456741086414034991347610789451621292215819421206230373165721570143065828756021435250420465590663912250173143392605384240521094509 0225235406974408247782644232526453597686504890883120620025029541522595784851103947840712521244960821970473309489871806139323628511478109 3048478937100163386870742309944803828198142115597744260799842370049714101533321653987455533474637527682316517735147306547970318482989911 407338722923669510926184000478998360445332499134094165564828770289301898201983043413216064835308108100584808070944855546137628250813070 8715287823006991789011101013014065967376808332969730973111260335109195323647999664691086192644145655664297809157770755494468954508549991 2503488413248949420999093389634411514708494873093137642745334512172794166215863679650206883098883226412412533869285362147086071202117736 490211788264888681452274934359153841488546263138401896337683585389050270080870068418135565720338609662210492382318337339465653803862441 249841096889669616484371004203818240779568891912908101663250492910813569596565948548119083274215815263073536980547590587202256883696429 3750528524111465179017254098375891444809395423322623381562374364064921804515376110901801125644306168029529923017144168645316227165186820 5695281253062063702690940608310049007740262369995145777807519645444722739929804647837095500046983063332876102471983151557113494680741150 705304549419006358172575934724486579166905034524117854803988871731643331832172215688107182454235342897872698976925843330496924879781201 331866454817166340353976506555313050551422879631900661955176009370524056148264570326183431154940364497991840150797755640661393584347567 948259966222242877453704587946060357440794133591539481561352841818910578995726182051279403877796603375577704655607957739037822676397174 1103668658340937787207678595764049472541639850668308214718389338503906551773245613371845840239806767118205800247278697290752189441765248 862274895925673982114883503869030458314473172140554676494756489818840995609703076827798833683149161064523337508268966360801478282219295 4761146383619813567775665914205466620904320412628933491779736067190170866141598196543711333955456271619495898249311653834779554527851162 7142351880721678464572361476663390962861071847525999474193850600711465076544469329807817220619380631187767945863516056151401186321613983 5838339672998526777425133509232797096718499332977023724431397811162858074645188379031737160223429361865851850424753251386653758920715637 986720239086772979960209708861948184281890071182723819202470880426982866185067084325025580477788198921379069735555849106745009300190834 002649919903577917693250242333909124984336882837568845358161718340609339021797414092804662616357542749961727319788252218375967095306189 492593295079531388962447278635681408836605517787830704331729989273264308323581996904655528690142571442849263229665810083897152521941415 635081532824679516159569208167011293103975331302623420352543498604231833236255337260488073591957033032737060848219299552982268131634972 997775653590402337186319344193126688466665414531721424348285089808078879210612359926328926510369021666589635262899634650327427470607242 5912051864572184323895929171020369037079884842508041313605830741852392486897104194949423244475931177116494727605862918047498560295178911 0263542186649287469147910904540226838414377113164665512166232983591485171778953606918455092405846698006559708683018725614163482694711273 607896494524339876891457930635148543343443572578913237452360217337958300907091238202126481680666289211018573484312786272606967133344066 848518380084707242221409750271173333084049965367203904578 7.95636796670821… x 103848
- 13. Sam Marsden | @sam_marsden #TechSEOBoost The Googol Number 10,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000 10^100
- 14. Sam Marsden | @sam_marsden #TechSEOBoost Defining YOUR Search Universe
- 15. Sam Marsden | @sam_marsden #TechSEOBoost Vast choice of tools
- 16. Sam Marsden | @sam_marsden #TechSEOBoost Are you getting the most out of your data?
- 17. Sam Marsden | @sam_marsden #TechSEOBoost How can you bring different data sources together efficiently?
- 18. Sam Marsden | @sam_marsden #TechSEOBoost Introducing Your Search Universe
- 19. Sam Marsden | @sam_marsden #TechSEOBoost Building Your Search Universe
- 20. Sam Marsden | @sam_marsden #TechSEOBoost I want to tell you a story
- 21. Sam Marsden | @sam_marsden #TechSEOBoost Simple Story about one URL in Search Universe
- 22. Sam Marsden | @sam_marsden #TechSEOBoost Starring: Me as The URL
- 23. Sam Marsden | @sam_marsden #TechSEOBoost Also Starring… as the Backlink Source as the Traffic Source as the Log Summary Source as the Consumer Source
- 24. Sam Marsden | @sam_marsden #TechSEOBoost
- 25. Sam Marsden | @sam_marsden #TechSEOBoost Backlinks to broken pages 404 myurl.com/my-page 1000s of Backlinks!
- 26. Sam Marsden | @sam_marsden #TechSEOBoost Backlinks to a nofollow page myurl.com/my-page 1000s of Backlinks! myurl.com/page-1 myurl.com/page-4 Meta Nofollow
- 27. Sam Marsden | @sam_marsden #TechSEOBoost Where do backlinks land on your site? myurl.com/my-page 1000s of Backlinks!
- 28. Sam Marsden | @sam_marsden #TechSEOBoost Backlinks to non-indexable pages Disallowed myurl.com/my-page 1000s of Backlinks!
- 29. Sam Marsden | @sam_marsden #TechSEOBoost Duplicate pages with backlinks
- 30. Sam Marsden | @sam_marsden #TechSEOBoost Duplicate pages with backlinks myurl.com/my-page 876 Backlinks myurl.com/my-page.html 456 Backlinks Duplicates Canonical 456 Backlinks! 1332 Backlinks!
- 31. Sam Marsden | @sam_marsden #TechSEOBoost
- 32. Sam Marsden | @sam_marsden #TechSEOBoost How is crawl budget distributed/utilized?
- 33. Sam Marsden | @sam_marsden #TechSEOBoost Identify where crawl budget is being wasted Indexable Pages without Googlebot requests Non-indexable Pages with Googlebot requests Indexable Pages with Googlebot requests
- 34. Sam Marsden | @sam_marsden #TechSEOBoost Identify crawl budget wastage myurl.com/non-indexable 100 requests myurl.com/broken 330 requests myurl.com/page?sort=price 56 requests
- 35. Sam Marsden | @sam_marsden #TechSEOBoost Optimising crawl budget – Low value pages with requests myurl.com/my-page 2,000 impressions Low DeepRank300 page views 1,000 requests
- 36. Sam Marsden | @sam_marsden #TechSEOBoost Determine most crawled site sections myurl.com/sitemap_index.xml 2,300 requests myurl.com/categories 330 requests myurl.com/products 232 requests
- 37. Sam Marsden | @sam_marsden #TechSEOBoost Now the fun begins… myurl.com/dress myurl.com/ dress?colour=red 2,768 Visits 1000s of Backlinks 50 Googlebot requests 2,423 Clicks myurl.com/ dress?colour=blue myurl.com/ dress?colour=green myurl.com/ dress?colour=green&price=1000+ Meta Canonical myurl.com/ dress?colour=…&price=… (…)
- 38. Sam Marsden | @sam_marsden #TechSEOBoost Understand how bots crawl with different user agents
- 39. Sam Marsden | @sam_marsden #TechSEOBoost Understand how bots crawl with different user agents Responsive Dynamic Would expect Google to use both user-agents on the same URL to validate that the same content is returned. Google needs to crawl with both user agents to validate the mobile version. Hint: Use the Vary HTTP header! Google needs to crawl the dedicated mobile URLs with a mobile user agent to validate the pages and confirm the content matches the desktop pages. Separate Mobile
- 40. Sam Marsden | @sam_marsden #TechSEOBoost
- 41. Sam Marsden | @sam_marsden #TechSEOBoost What can Google Search Console add?
- 42. Sam Marsden | @sam_marsden #TechSEOBoost URL story with Google Search Console myurl.com/my-page 1,000 clicks Disallowed
- 43. Sam Marsden | @sam_marsden #TechSEOBoost Find poor experience pages with traffic myurl.com/my-page 5,320 Clicks
- 44. Sam Marsden | @sam_marsden #TechSEOBoost Improve site quality by pruning low quality content myurl.com/my-page 5,320 Clicks Indexed! 100 words 88% bounce rate Avg time on page = 18s
- 45. Sam Marsden | @sam_marsden #TechSEOBoost All well and good knowing what Google sees…
- 46. Sam Marsden | @sam_marsden #TechSEOBoost But don’t forget about consumer power
- 47. Sam Marsden | @sam_marsden #TechSEOBoost Google drives awareness but people drive ROI!
- 48. Sam Marsden | @sam_marsden #TechSEOBoost What do visitors see and convert on?
- 49. Sam Marsden | @sam_marsden #TechSEOBoost A simple URL story with visits Soft-200 myurl.com/my-page 1000s of Visits!
- 50. Sam Marsden | @sam_marsden #TechSEOBoost Another simple URL story with visits Blog post myurl.com/my-page 1000s of Visits! No conversion points
- 51. Sam Marsden | @sam_marsden #TechSEOBoost An advanced story with visits & backlinks Disallowed myurl.com/my-page 2768 Visits! 301 redirection myurl.com/redirect-page 301 redirection myurl.com/other-page No Indexed! No Backlinks! 1000s of Backlinks!
- 52. Sam Marsden | @sam_marsden #TechSEOBoost Scaling up 1 URL 100k URLs 1M URLs
- 53. Sam Marsden | @sam_marsden #TechSEOBoost Merging Excel Spreadsheets
- 54. Sam Marsden | @sam_marsden #TechSEOBoost
- 55. Sam Marsden | @sam_marsden #TechSEOBoost Automation is needed!
- 56. Sam Marsden | @sam_marsden #TechSEOBoost
- 57. Sam Marsden | @sam_marsden #TechSEOBoost Start Building Your Search Universe…
- 58. Sam Marsden | @sam_marsden #TechSEOBoost Thank you Boston! Email: sam.marsden@deepcrawl.com Twitter: @sam_marsden
- 59. Sam Marsden | @sam_marsden #TechSEOBoost
Editor's Notes
- Largest number displayed in Excel.
- A googol is larger than the number of elementary particles in the universe, which amount to only 10 to the 80th power. Largr than number of atoms in universe.
- Importance of all sources. Which drives requests, impressions, traffic. Which do people care about? Which should be made indexable? Is crawl budget wasted on variations like pricing page e.g. are they linked?
- Ask how big is YOUR website?