seo reporting in the enterprise - aj mihalic - ayima

• SEO (Technical, Analytics, & User Experience)

• Verizon, Office Depot, FXCM, Reed Elsevier, British Airways, Samsung

Report SEO visibility

Build a site EKG

Report for promotion

A competitive view of SERP performance is necessary to highlight the effects of SEO work.

#SEJSummit#Searchmetrics @AJMihalic

Report on the Bottom Line

Rankings Tables are Ineffective

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Entry Page Tables are Ineffective

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SEO in Analytics = Entry Page Trends

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SEO Visibility = Model of Search Traffic

MI = S(MSV x CTR%)#SEJSummit

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Visibility: Migration Performance

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Visibility: Migration Performance

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Visibility: Migration Performance

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Visibility: Penalties: Panda / Penguin

Gold (US)

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Visibility Volatility

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Monitor site health real-time to take reactive actions a step earlier, before they affect performance.

Early Response: 2nd Party Tools

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Early Response: 3rd Party Tools

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It’s Too Late When…

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The Disaster TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

Googlebot activity drops due to errors

Rankings drop for large volume of longtail terms

Traffic drops across the board

SEO alerted to the problem

#SEJSummit#Searchmetrics @AJMihalic

The Disaster TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

Googlebot activity drops due to errors

Rankings drop for large volume of longtail terms

Traffic drops across the board

SEO alerted to the problem

#SEJSummit#Searchmetrics @AJMihalic

The Disaster TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

Googlebot activity drops due to errors

Rankings drop for large volume of longtail terms

Traffic drops across the board

SEO alerted to the problem

#SEJSummit#Searchmetrics @AJMihalic

The Disaster TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

Googlebot activity drops due to errors

Rankings drop for large volume of longtail terms

Traffic drops across the board

SEO alerted to the problem

#SEJSummit#Searchmetrics @AJMihalic

The Disaster TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

Googlebot activity drops due to errors

Rankings drop for large volume of longtail terms

Traffic drops across the board

SEO alerted to the problem

#SEJSummit#Searchmetrics @AJMihalic

The Disaster TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

Googlebot activity drops due to errors

Rankings drop for large volume of longtail terms

Traffic drops across the board

SEO alerted to the problem

Warnings in Webmaster Tools or emails only seen here

#SEJSummit#Searchmetrics @AJMihalic

What are the Key Metrics?

• Count of each status code type

• Count of status codes with user-agent = Googlebot

• Log of URLs crawled by Googlebot

• Ideally 2x daily email of counts for earliest warning

#SEJSummit#Searchmetrics @AJMihalic

The EKG in Action

Status code 410 served to remove thin, duplicated URLs from the index

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How is the Data Actionable?

• Add robots.txt fixes to production (patching)

• Fix code generating errors or remove links to pages serving errors (patching)

• Reduce crawl rates in Google Webmaster Tools

• If problems are very serious, roll back to previous stable releases

#SEJSummit#Searchmetrics @AJMihalic

The New Preventative TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

SEO alerted thanks to our friends in IT

Implement fixes to production

Rankings & Traffic are maintained

#SEJSummit#Searchmetrics @AJMihalic

The New Preventative TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

SEO alerted thanks to our friends in IT

Implement fixes to production

Rankings & Traffic are maintained

#SEJSummit#Searchmetrics @AJMihalic

The New Preventative TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

SEO alerted thanks to our friends in IT

Implement fixes to production

Rankings & Traffic are maintained

#SEJSummit#Searchmetrics @AJMihalic

The New Preventative TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

SEO alerted thanks to our friends in IT

Implement fixes to production

Rankings & Traffic are maintained

#SEJSummit#Searchmetrics @AJMihalic

The New Preventative TimelineGooglebot crawls new, concatenated URLs

Errors generated on the server

SEO alerted thanks to our friends in IT

Implement fixes to production

Rankings & Traffic are maintained

#SEJSummit#Searchmetrics @AJMihalic

Understand what gets executive leadership promoted, and speak their language.

Where’s my hockey stick?

#SEJSummit#Searchmetrics @AJMihalic

Where’s my hockey stick?

#SEJSummit#Searchmetrics @AJMihalic

How can I get you Promoted?

Marketing Development(sales) (python)

#SEJSummit#Searchmetrics @AJMihalic

Speak a New Language• Reduce Errors

• Eliminate Redirect Chains

• Block Bots

Reduce Unnecessary Requests & Save Resources

#SEJSummit#Searchmetrics @AJMihalic

Change things that DO “matter”• Improve Page Speed

• Improve Cross-Device Performance

• Consolidate Content

• Reduce Links

• Update Semantic Code

Improve User Experience

#SEJSummit#Searchmetrics @AJMihalic

Report SEO visibility

Build a site EKG

Report for promotion

#SEJSummit#Searchmetrics @AJMihalic