The Business Value of SEO - Jennifer Hoffman, Marketing Director, DeepCrawl

•

1 like•366 views

In this presentation, Jennifer Hoffman highlights a few areas responsible for the disconnect between those SEOs asking for budget and their Executive Leadership team who hold the purse strings. Furthermore, she shows how to connect the dots, translating the data you have at your fingertips into metrics that will get you the buy-in and resource you deserve.

Marketing

VARIABLE:
An element, feature or factor liable to
vary or change.
VARIABLE
@_JHoff PINTSIZEDMARKETING 3

THE SEO VARIABLE
@_JHoff PINTSIZEDMARKETING 4
The black box algorithm
Constant changes
Algorithm updates
Ranking fluxuations
Competitors

CONTROLLABLE:
Capable of being directed or influenced.
CONTROLLABLE
@_JHoff PINTSIZEDMARKETING 5

THE SEO CONTROLLABLE
@_JHoff PINTSIZEDMARKETING 6
Site Structure & Architecture
Linking Structure
Mobile Configuration
Site Speed & Page Load Times
Internationalization
Content

WEBSITE PERFORMANCE
@_JHoff PINTSIZEDMARKETING 7
SEO has changed, it’s
now about web
performance &
optimizing for user
journeys!

@_JHoff PINTSIZEDMARKETING
MAKE FRIENDS:
HELP ME HELP YOU

FRIENDS ARE GOOD!
@_JHoff PINTSIZEDMARKETING 10

CUSTOMER JOURNEY
@_JHoff PINTSIZEDMARKETING 11
ALL ROADS LEAD TO YOUR
WEBSITE!
Make sure your site is
optimized for the customer,
regardless of the delivery
channel!

ALL MARKETING
@_JHoff PINTSIZEDMARKETING 12

GOOGLE’S BEEN SAYING FOR YEARS
@_JHoff PINTSIZEDMARKETING 13
‘These (Google) algorithms analyze
hundreds of different factors to try to
surface the best information the web can
offer, from the freshness of the content, to
the number of times your search terms
appear and whether the page has a good
user experience. ‘
- Google Search Blog
https://www.google.com/search/howsearchworks/algorithms/

CHASING CUSTOMERS
@_JHoff PINTSIZEDMARKETING 14

BUSINESS METRICS
@_JHoff PINTSIZEDMARKETING 15
Website Performance + Customer Experience = Impact on:
Conversion Rate
Average Order Value
Customer Acquisition Cost
Return on Investment

@_JHoff PINTSIZEDMARKETING
PUTTING IT IN ACTION:
MADE.COM

@_JHoff PINTSIZEDMARKETING 17
THE CLIENT

@_JHoff PINTSIZEDMARKETING 18
TO THE RESCUE
This is Sam Hurley,
founder of Statement
Digital, fixer of
Made.com!

@_JHoff PINTSIZEDMARKETING 19
CHALLENGE #1
The Challenge:
Diluted Authority
The Solution:
Improved Internal Linking

@_JHoff PINTSIZEDMARKETING 20
CHALLENGE #2
The Challenge:
Security Issues
The Solution:
HTTPS Site Migration

@_JHoff PINTSIZEDMARKETING 21
CHALLENGE #3
The Challenge:
International Issues
The Solution:
Hreflang Implementation

@_JHoff PINTSIZEDMARKETING 22
CHALLENGE #4
The Challenge:
Inefficient Navigation
The Solution:
Revamped Navigation

@_JHoff PINTSIZEDMARKETING 23
THE RESULTS
42%
YoY
Increase in
new users
site wide

@_JHoff PINTSIZEDMARKETING 24
THE RESULTS
60%
MoM Increase
in revenue
31%
YoY Increase
in revenue

@_JHoff OPTIMISEY
PUTTING IT INTO PRACTICE:
A 5 STEP GUIDE

@_JHoff PINTSIZEDMARKETING 26
STEP 1: PULL BENCHMARK METRICS
Across Your Whole Site & Individual Digital Channels:
Traffic
Conversion Rate
Revenue
Customer Acquisition Cost
Return on Investment

@_JHoff PINTSIZEDMARKETING 27
STEP 2: RUN A CRAWL
Set Your Crawl
Schedule &
Frequency
Set up Your
Initial Crawl
Add in Your Data
Sources

@_JHoff PINTSIZEDMARKETING 28
STEP 3: CREATE YOUR STRATEGY
Identify Issues
Prioritize Opportunities
Build Your Plan

@_JHoff PINTSIZEDMARKETING 29
STEP 4: SET UP
Set Up Your Reporting
Set Up Your Automation
Align Your Reporting Schedule

@_JHoff PINTSIZEDMARKETING 30
STEP 5: GET TO WORK

@_JHoff PINTSIZEDMARKETING
EFFICIENCY:
AUTOMATE TASKS

@_JHoff PINTSIZEDMARKETING 32
TASK AUTOMATION
34% Stated they spent
21+ hours per month
on tasks that could be
automated.

@_JHoff PINTSIZEDMARKETING 33
ZAPIER
Zapier allows you to
automate workflows
with triggers & actions.
ZAP ALL THE
THINGS!

@_JHoff PINTSIZEDMARKETING
VISUALIZE IT:
THE POWER OF DASHBOARDS

36@_JHoff PINTSIZEDMARKETING
DASHBOARDS
Data Studio
Klipfolio
Tableau
Google Sheets

@_JHoff PINTSIZEDMARKETING 37
BENEFITS
Keeps things top level
Quick snapshots of performance
Combines multiple data sources
Visual impact

@_JHoff PINTSIZEDMARKETING
BRINGING IT ALL
TOGETHER

SPEAK THEIR LANGUAGE
@_JHoff PINTSIZEDMARKETING 39

SHOW THE REVENUE
@_JHoff PINTSIZEDMARKETING 40

GAIN MORE BUDGET & RESOURCE
@_JHoff PINTSIZEDMARKETING 41
Very
happy
CEO

@_JHoff PINTSIZEDMARKETING
IN CONCLUSION:
FINAL THOUGHTS

Think website performance not just organic search
Make friends with your marketing team members
Be efficient & automate things
Visualize the correlation between web performance &
revenue impact
RECAP
@_JHoff PINTSIZEDMARKETING 43

44@_JHoff PINTSIZEDMARKETING
FINAL THOUGHT
CONTROL THE CONTROLLABLES!

45@_JHoff PINTSIZEDMARKETING
RESOURCES
Made.com Case Study:
https://www.deepcrawl.com/clients/made-com/
SEO Reporting Automation:
https://www.deepcrawl.com/blog/best-practice/automating-seo-reporting/
Data Studio Templates:
https://www.stateofdigital.com/5-marketing-dashboard-templates/
Statement Digital:
https://statement.digital/

THANK YOU
Jennifer Hoffman
Marketing Director
DeepCrawl
@_JHoff PINTSIZEDMARKETING

My co-worker and I were tasked with creating a presentation that would show the various tools and offerings that our company offered. The deck needed to have a vast amount of info in it, so we tried to mitigate the heaviness of the slide as best we could by breaking topics up and so on. While our research team somewhat dictated the content I was able to put my design style, such as color and fonts, as well as graphical elements (i.e. icons), in to play. Keep in mind not all elements translate properly to Slideshare.

How to Strategically Grow Your MOps Team, Stop Stressing, and Start Scaling

Digital Pi - A Merkle Company

As marketers, we face a lot of challenges when we’re trying to scale our business and get it to the next step. We need fresh expertise to reach new markets and engage our database but, we are also tasked to keep costs—and sometimes hiring—down too. In this webinar, Digital Pi and Amy Goldfine from Iterable discuss how companies can exceed goals the right balance between internal teams and agency experts. We will cover: The differences between a centralized and decentralized approach to MOps, and the benefits of each Different ways to leverage marketing technologies, industry expertise and proven best practices while keeping overhead and costs down How Amy from Iterable was able to increase market share and reach goals without a huge (internal) team behind her Join Amy Goldfine, Iterable Senior Manager, Marketing Operations, and Jeff Coveney, Digital Pi CMO, for this unique view into MOps strategies.

Seo liverpool pitch deck

SEO Liverpool

"Growth Marketing and search engine optimization in Liverpool, we specialize in search marketing. Google, Bing, and Hubspot accredits us to help customers grow their customer base. We collaborate with designers, developers, and copywriters. So we can not only boost targeted visitors to your site but also to convert them into paying customers. Our services include, website design, content marketing, copywriting, PPC and SEO in Liverpool. Full search marketing services and website design for your local business in Liverpool. Services include, social media management, content marketing, search engine optimization and website design."

The Rise of Conversational Marketing - How to Leverage Chatbots for PPC

Hanapin Marketing

Kimberly Cooper Marketing SamplesKimberly Cooper

The Power of Influencer MarketingPardot

Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.

2021 04-23 - Intentional Marketing - from Measurement to Alignment

Anduro Marketing

How to choose the right Martech stack and Data for your organization

DemandGen

Managing marketing data and proving ROI

Frank Barker

Top 5 Game-Changing PPC Strategies to Implement Today

Tinuiti

Marketing Automation Success Planning Template

Pardot

Digital Strategy - Finance portals

Nansje

Marketo Revenue Cycle Model and Lead Lifecycle How To

Josh Hill

Harness The Power of PPC and SEO for Insane Landing Page Results

Hanapin Marketing

Are you faced with the dilemma of determining how to maximize and optimize your limited online marketing budget? What tactics should you use, PPC or SEO? The answer is both. PPC and SEO are often viewed as two very different online marketing strategies, however the benefit of using both is so beneficial, neither one can be ignored. If your PPC and SEO campaigns aren’t talking to each other, you’re wasting a lot of time and money. Whether the work is being done in-house or at an agency, it’s important to share insights learned in each area to avoid duplicated efforts and missed opportunities. In the webinar recording, Raven Tool’s Digital Marketing Manager, Nicolette Beard, and Hanapin Marketing’s CRO Manager, Roopa Carpenter, talk about how you can use both PPC and SEO to supercharge your landing pages for insane results. You’ll get expert-level PPC tips like: *Advantages of a cohesive PPC and SEO strategy *Best practices for landing page optimizations *Using SEO to set up your PPC campaigns

Advancing Your PPC Strategy with Competitive Intelligence

Bonnie Mailey

Journey Through the AppExchange: Product-Led Growth with MagicRobot

CodeScience

We are in the midst of a major shift towards product-led growth (PLG) in the market. If you’re not yet leveraging a product-centric strategy to drive customer acquisition, innovation, and growth on the AppExchange, you’re going to want to watch this session! In this fifth installment of our Journey Through the AppExchange series, CodeScience Chief Revenue Officer, Sean Hogan, is speaking with Dave Vacanti, Founder of MagicRobot, a Salesforce-native data attribution intelligence solution. Sean and Dave discuss how MagicRobot has found success in the AppExchange by focusing on the product and innovating through strong partnerships with key early customers.

How to market & brand your business

Maria Asuelimen, MBA

Wizaly

Hanapin Marketing

Marketing automation tools

Gernot Schulmeister

Post Click Tips for Seamless Conversions

Hanapin Marketing

When you’re making your landing pages and your ads, are you connecting the two in your head? Think about it – when potential customers click on your ad and come to a landing page that looks nothing like the ad they saw first, it can be a bit jarring. What does it take to have a smooth, easy transition for your customer from first click to conversion? In this webinar presentation, Instapage’s Taylen Peterson and Hanapin’s Samantha Kerr team up to give you pro tips on improving your post-click experience and increasing conversions.

The Digital Marketing Audit From Future & Now

futureandnow

ICMA Google Analytics Workshop Tõnis Hinnosaar

Altex Marketing OÜ

The Future of online advertising seminar Faces of Content Christian Daems

Faces of Content

Last Click is Outdated: Learn to Use Google Analytics’ New Attribution Beta

Hanapin Marketing

How to Create Winning Ad Campaigns - Google Marketing Platform Sydney

In Marketing We Trust

Yesterday, for our monthly Google Marketing Platform Sydney meetup, we talked about How to Create Winning Ad Campaigns. We discussed how to create winning campaign ads with Google, with Ed Jones, Head of Growth Marketing at In Marketing We Trust. Key Takeaways: How to plan your next campaign How to set yourself up for success What good looks like Learn how to plan your next campaign, considering your complete customer journey and lifecycle. Learn what you can do to maximise your campaign during each stage of the customer journey.

Digitalks Dubai November 2018 final

Jennifer Hoffman

Secrets to Accelerating SEO Results - slidesDemandWave

What's hot

Keynote: How to Supercharge Your PPC Career

Hanapin Marketing

2021 04-23 - Intentional Marketing - from Measurement to Alignment

Anduro Marketing

How to choose the right Martech stack and Data for your organization

DemandGen

Managing marketing data and proving ROI

Frank Barker

Top 5 Game-Changing PPC Strategies to Implement Today

Tinuiti

Marketing Automation Success Planning Template

Pardot

Digital Strategy - Finance portals

Nansje

Marketo Revenue Cycle Model and Lead Lifecycle How To

Josh Hill

Harness The Power of PPC and SEO for Insane Landing Page Results

Hanapin Marketing

Advancing Your PPC Strategy with Competitive Intelligence

Bonnie Mailey

Journey Through the AppExchange: Product-Led Growth with MagicRobot

CodeScience

How to market & brand your business

Maria Asuelimen, MBA

Wizaly

Hanapin Marketing

Marketing automation tools

Gernot Schulmeister

Post Click Tips for Seamless Conversions

Hanapin Marketing

The Digital Marketing Audit From Future & Now

futureandnow

ICMA Google Analytics Workshop Tõnis Hinnosaar

Altex Marketing OÜ

The Future of online advertising seminar Faces of Content Christian Daems

Faces of Content

Last Click is Outdated: Learn to Use Google Analytics’ New Attribution Beta

Hanapin Marketing

How to Create Winning Ad Campaigns - Google Marketing Platform Sydney

In Marketing We Trust

What's hot (20)

Keynote: How to Supercharge Your PPC Career

2021 04-23 - Intentional Marketing - from Measurement to Alignment

How to choose the right Martech stack and Data for your organization

Managing marketing data and proving ROI

Top 5 Game-Changing PPC Strategies to Implement Today

Marketing Automation Success Planning Template

Digital Strategy - Finance portals

Marketo Revenue Cycle Model and Lead Lifecycle How To

Harness The Power of PPC and SEO for Insane Landing Page Results

Advancing Your PPC Strategy with Competitive Intelligence

Journey Through the AppExchange: Product-Led Growth with MagicRobot

How to market & brand your business

Wizaly

Marketing automation tools

Post Click Tips for Seamless Conversions

The Digital Marketing Audit From Future & Now

ICMA Google Analytics Workshop Tõnis Hinnosaar

The Future of online advertising seminar Faces of Content Christian Daems

Last Click is Outdated: Learn to Use Google Analytics’ New Attribution Beta

How to Create Winning Ad Campaigns - Google Marketing Platform Sydney

Similar to The Business Value of SEO - Jennifer Hoffman, Marketing Director, DeepCrawl

Digitalks Dubai November 2018 final

Jennifer Hoffman

Secrets to Accelerating SEO Results - slidesDemandWave

Using Social Media and Content Marketing to Drive Conversations and Gain Foll...

root3marketing

Essential Mobile Optimizations for Every Search, Display, and Shopping Campaign

Tinuiti

In the current digital marketing environment, cross-device usage is at an all-time high, yet many advertisers still struggle with optimizing and converting mobile traffic in particular. As merchants graduate from merely having a mobile web site to true mobile fluency, their acquisition, conversion rate optimization, and customer retention strategies should follow suit. Our expert speakers will showcase the latest strategies that will help you not only acquire traffic effectively and efficiently but also optimize on-site experience and retention for long term scale and success.

5 Search Marketing War Stories You Can Learn From - slides 8/13/13DemandWave

The Ultimate Search Benchmark WebinarDemandWave

Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014

Josh Hill

What's the Business Value of Search Data - Jennifer Hoffman, Marketing Direct...

DeepCrawl

For Search Marketers, when requesting budget and resource of your executive leadership team, remember: Speak their language, use terminology that resonates with them, show the value in the numbers and show the upside and always remember it's about the customer and sending them through a positive customer journey in order to get them to convert. Positive Customer Journey = Happy Customer = Conversion = Revenue

The CMO Playbook for B2B Lead Gen - slides 012414DemandWave

Retargeting 101: Women 2.0 Conference Workshop

Marlo Schneider

Marketing Automation at Mobify - Luke Starbuck

Marketo

B2B Marketing Automation Case Study - Marketo implementation at Mobify

Luke Starbuck

The First Mover Advantage: How Faster Pages Can Give You a Competitive Edge i...

Hanapin Marketing

Fast landing pages should be a PPC marketer’s top priority in 2019. 53% of mobile website visitors will leave a page if it doesn’t load within three seconds, yet only 1.6% of marketers’ landing pages load that quickly. Not only do slow pages leave conversions on the table, their impact on Quality Score could hurt your search ad performance. With some simple fixes, your PPC landing pages can be ready for today’s fast internet and impatient consumers. This session will cover: - Signs page speed is high priority for Google, and as a result, PPC marketers - Strategies for taking control of your page speed on desktop and mobile - How to integrate page speed into your team’s KPIs and reporting

Content Localization Is The New Norm: Facts And Figures To Guide Your Localiz...

G3 Communications

View this #sps17 Webcast on-demand here: http://dg-r.co/2xDgbfw Companies of all sizes are embracing international expansion as a revenue multiplier and competitive differentiator. If you think your competition won’t be pursuing this strategy, you may be in for an unpleasant surprise. Smartling’s Head of Marketing, Juliana Pereira, will discuss the latest results from primary research of more than 300 top marketing decision makers, which illustrates the scope and momentum of content localization. With more than 80% of respondents stating that content localization is essential for entering new markets, Juliana will provide actionable steps for how to develop your own future-proof localization strategy. Plus, she will share how other brands are reaping the rewards for their businesses.

8 Expert Lead Gen Tips for CMOs - slidesDemandWave

Nailing Executive Reporting: Behind the Scenes with BackOffice Associates

Marketo

David Braun

Lviv Startup Club

Jennifer Hoffman: Advanced Search Summit Napa 2018

Jennifer Hoffman

Over 51% of all site traffic comes from organic search, so why are SEO's still fighting for budget and resource? In this presentation, I reflect on why I feel this is happening. I believe it all stems from a disconnect in verbiage between SEOs and their Executive leadership teams. Takeaways: Keep it top level: They are busy people, they don't have time for details Speak their language: Use terms that resonate with your leadership team Show the value: Show them the revenue upside in numbers Vizualize your progress: Build them a dashboard highlighting key metrics important to them (ROI, CAC, LTV, CR, AOV) Consumer Centricity: Emphasize the impact on the consumer journey

Inherited Marketo? Making it Work for Your Organization

Cindy Zhou

From Marketo's 2014 Marketing Nation Summit - You've landed a new job and Marketo powers your marketing–great! Not so great–you must uncover how your company uses Marketo and the strategies currently in place. In this session, a VP of marketing showcases a strategic reboot process to increase efficiencies, sales alignment, and revenue potential. Next, a seasoned Marketo administrator shares how to clean up an inherited Marketo instance and modify it to suit your organization's marketing and sales goals.

{PubCon Vegas 2019} The Business Value of Tech SEO

Jennifer Hoffman

Similar to The Business Value of SEO - Jennifer Hoffman, Marketing Director, DeepCrawl (20)

Digitalks Dubai November 2018 final

Secrets to Accelerating SEO Results - slides

Using Social Media and Content Marketing to Drive Conversations and Gain Foll...

Essential Mobile Optimizations for Every Search, Display, and Shopping Campaign

5 Search Marketing War Stories You Can Learn From - slides 8/13/13

The Ultimate Search Benchmark Webinar

Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014

What's the Business Value of Search Data - Jennifer Hoffman, Marketing Direct...

The CMO Playbook for B2B Lead Gen - slides 012414

Retargeting 101: Women 2.0 Conference Workshop

Marketing Automation at Mobify - Luke Starbuck

B2B Marketing Automation Case Study - Marketo implementation at Mobify

The First Mover Advantage: How Faster Pages Can Give You a Competitive Edge i...

Content Localization Is The New Norm: Facts And Figures To Guide Your Localiz...

8 Expert Lead Gen Tips for CMOs - slides

Nailing Executive Reporting: Behind the Scenes with BackOffice Associates

David Braun

Jennifer Hoffman: Advanced Search Summit Napa 2018

Inherited Marketo? Making it Work for Your Organization

{PubCon Vegas 2019} The Business Value of Tech SEO

More from DeepCrawl

Overcoming Technical SEO Challenges for Enterprise Sites | SearchLeeds 2019 |...

DeepCrawl

Optimizing Customer Journeys Online | Digital Growth Unleashed 2019 | Rachel ...

DeepCrawl

Rather than chasing after the latest search trends or churning out content just to try and target a wider audience of new customers, you need to take a step back. Instead, start by assessing your website’s onsite journey and the experience it’s currently delivering to the people who are already interested enough in your brand to click through to it. In this talk, Rachel will share her own tried-and-tested methods of improving onsite user experience, conversions and keyword rankings by utilising CRO and UX techniques to get actionable insights into user behaviour and any roadblocks impeding the customer journey. Examples of some of the methods that will be covered are customer feedback collection, website heat mapping, customer journey mapping, website crawling, A/B testing and more. Learn how to reverse the decision-making process and build your retail strategy around the customers you actually have by opening up a dialogue with them, rather than building your business around the types of users you think you have.

Creating Killer Dashboards That Inform & Persuade - SMX Advanced 2019 - Sam M...

DeepCrawl

What good are your brilliant audits and analysis if you can't communicate the insights in a way that persuades clients, management and stakeholders and results in buy-in and budget? SEOs need to place more emphasis on visualizing data, not only to convince those that we work for and with, but so that we can make more informed decisions faster. In this talk, Sam will show you how you can revolutionize your reporting by creating impactful dashboards, so that you can become a more efficient SEO.

Conflicting Website Signals & Confused Search Engines | Raleigh SEO Conferenc...

DeepCrawl

Are you sending mixed messages to Google? There are many different signals that feed into URL selection for search engines, and when these signals aren’t implemented correctly, search engines have to make their own assumptions about your website and what pages it thinks are important. In this talk, Rachel will share examples where a website’s signals can be ignored or overruled, as well as how to test your site's setup. Don’t leave anything to chance – be sure that the most important content on your site is getting the attention it deserves.

Owning Enterprise SEO with Effective & Scalable Dashboards - Nick Wilsdon, Pr...

DeepCrawl

Managing and monitoring SEO effectively is a massive challenge for enterprise businesses, not least because of the sheer scale of their websites. For this reason, we’ve invited Vodafone’s Search Product Owner, Nick Wilsdon, to enlighten us with a webinar on the topic. Nick will cover the importance of using dashboards to monitor SEO issues and uncover insights for large websites, as well as providing you with actionable next steps to help you create your own dashboards.

Data Studio for SEOs - Pint-sized Marketing Meetup 2019

DeepCrawl

The State of Pagination & Infinite Scroll - BrightonSEO April 2019 - Adam Gent

DeepCrawl

Speed & Performance Optimisation: How to Meet Users' High Expectations - Rach...

DeepCrawl

How To Survive & Thrive After Mobile First Indexing - Rachel Costello, Techni...

DeepCrawl

Google is rolling out mobile-first indexing, and websites are going to be affected. However, there’s no need to panic. In this talk, Rachel will explain exactly how mobile-first indexing will actually work, and what SEOs can do to not only help their websites survive the new indexing change, but thrive and be successful in the mobile space. We’ll cover areas for potential site performance decreases to watch out for, the key checks you need to run on your site, and what you need to do to make sure your site is ready.

Efficient AF: Automating SEO Reporting With Google Data Studio - Sam Marsden,...

DeepCrawl

How much time do you waste pulling reports and stats from individual tools and platforms? If the answer is too much then you need to get automating your SEO reporting to get yourself out of manual and inefficient workflows that waste your precious time. Everybody’s heard of Google Data Studio now, but are you using to join up and automate reporting as much as you could? Sam will show you how so you can set up Google Data Studio dashboards so you can become a more efficient marketer.

How To Tackle Enterprise Sites - Rachel Costello, Technical SEO, DeepCrawl

DeepCrawl

How do you extract meaningful insights from the largest websites, spanning millions of URLs? Digging into that amount of data to find insights, or even knowing where to start can be daunting, but at DeepCrawl we've already done the hard work for you. In this talk, Rachel will share real-world examples of how we worked with some top-tier, world-class brands to dissect and analyse their enterprise sites, and how that data was used to inform impactful changes that improved the quality of their websites.

Conflicting Website Signals & Confused Search Engines - Rachel Costello, Tech...

DeepCrawl

Are you sending mixed messages to Google? There are many different signals that feed into URL selection for search engines, and when these signals aren’t implemented correctly search engines have to make their own assumptions about your website and what’s important. In this talk, Rachel will share examples where a website’s signals can be ignored or overruled, as well as how to test your site setup. Don’t leave anything to chance – be sure that the most important areas of your site are getting the attention the attention they deserve.

URL Funnel Optimisation: How to get budget for SEO - Michal Magdziarz, CEO, D...

DeepCrawl

How to Survive & Thrive after Mobile First Indexing - Rachel Costello, Techni...

DeepCrawl

Google is rolling out mobile-first indexing, and websites are going to be affected. However, there’s no need to panic. In this talk Rachel explains exactly how mobile-first indexing will actually impact work, and what SEOs can do to not only help their websites survive the new indexing system, but thrive. We’ll cover areas for potential site performance decreases to watch out for, the key checks you need to run on your site, and more.

Cut the Crap: Next Level Content Audits with Crawlers - Sam Marsden, SEO & Co...

DeepCrawl

Sites with any level of content production quickly build up pages that are outdated and left unmanaged, crawl budget can be wasted on low quality pages, penalties may be incurred and organic search visibility can be lost for the pages that matter most on a site. Sam will be sharing a new framework for conducting regular content audits that make use of many data sources but that are time efficient to implement and put you in the best position to make decisions on how to deal with the content on the sites you manage. Sam will examine the different data sources that you can bring together from commonly used tools and how to anchor this with crawl data in unique and original ways to assess onsite engagement and performance in search.

The Toughest Battles in SEO are Internal - Rachel Costello, Technical SEO, De...

DeepCrawl

Battling it out in the SERPs with your competitors is one thing, but battling it out within your own company to get SEO tasks actioned is the real challenge in our industry. Rachel will talk you through how to prioritise and demonstrate the value of your SEO work in order to get tasks moved up the development queue, as well as receiving the buy-in your team deserves. In this session we will cover how to pick your battles for your SEO projects (and win them), building your case for presenting required actions, as well as how to get things done and prove both the results of your projects and the importance of SEO within your company.

Cut The Crap: Running Content Audits With Crawlers - Sam Marsden, Technical S...

DeepCrawl

Increase Conversions with Crawl Data - Rachel Costello, Technical SEO, DeepCrawl

DeepCrawl

In this talk by Rachel Costello, Technical SEO at DeepCrawl, she will explore the true value of crawl data and how it can help you stay on top of your e commerce site health, enhance the user journey and drive revenue. From this presentation you'll gain insights into how customers and sales can slip through the net across your digital marketing campaigns, and why leveraging crawl data is the best way to address this. Discover the 5 key elements for optimising your website and the foundation of your digital marketing strategy: indexing, content, site speed, back links and mobile-first.

Big Site Migrations- Michal Magdziarz, CEO of DeepCrawl

DeepCrawl

More from DeepCrawl (19)