making seo lemonade: moving the needle on missed opportunities
TRANSCRIPT
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
#SEJThinktank@billhunt
#SEJThinktank
3 Takeaways
Accept thatSearcher intent isCritical to Success
MaximizeClickability to
Increase Revenue
Understanding theImportance of
Indexability
@billhunt
Root cause identification is a critical skill.
User-agent: *
Disallow: /
#SEJThinktank@billhunt
COST/VALUE of PROBLEM
Paid Search to Backfill
$1.7 Million
Agency Value
$3.6 Million
#SEJThinktank@billhunt
Other Recent Crawl Block IssuesSimple copy and paste left off Googlebot Web Application Exceptions
#SEJThinktank@billhunt
#SEJThinktank@billhunt
Poll Question
Do you monitor your inclusion rate?
a. Yes
b. No
Fixing Inclusion increased traffic by 58%
14.6 Million Errors
50 Million Pages
12.6 in XML Site Map
MINIMIZE XML ERRORS
#SEJThinktank@billhunt
74% OF PAGES NOT INDEXED
#SEJThinktank@billhunt
58% INCREASE JUST BY BEING INDEXED
#SEJThinktank@billhunt
CONFIRM INDEX RATES
#SEJThinktank@billhunt
Using HREFLang
Correctly Generated $8 Million
http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm
http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm
IS THE RIGHT PAGE RANKING?
#SEJThinktank@billhunt
CANONICAL TAGS ARE WRONG
#SEJThinktank@billhunt
Fixing Indexing & Mapping Drives Traffic
#SEJThinktank@billhunt
#SEJThinktank@billhunt
MISSING BI-DIRECTIONAL LINKS
#SEJThinktank@billhunt
88% drop in
traffic due to
deindexed
pages
CANONICAL SET TO GLOBAL HOME PAGE
#SEJThinktank@billhunt
Poll Question
Do you spend time trying to match consumer inquiries to content?
a. Yes
b. No
#SEJThinktank@billhunt
Achieving 50% increase in Leads from
500% Increase in Organic Traffic
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 921289,521
Attributes 892 283,457
Occasions 105 256,894
Which
group of
words to
focus
efforts?
KEYWORD TARGET/CONTENT MATRIX
#SEJThinktank@billhunt
Category Keywords Searches Top 3 Share CR eCRM Leads
Assets With 1,047 882,643 150,049 13% 19,506Top 50 50 2,865,324 487,105 4% 19,484Lists/Ideas 11 806,237 137,060 11% 15,077All Assets 4,919 1,498,566 254,756 3% 6,369Components 921 289,521 49,219 9% 4,430High Margin Assets 1,306 1,584,000 269,280 1% 3,393Attributes 892 283,457 48,188 3% 1,446Occasions 105 256,894 43,672 1% 218
Total 9,251 8,466,642 1,439,329 69,923
#3#1
#2
ASSET TO CONVERSION MATRIX
#SEJThinktank@billhunt
• 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
CRITERIA FOR SELECTION
#SEJThinktank@billhunt
• Google Rank #3
• 124,455 impressions - 1.69% CTR = 2,109 visits
• Multiple page views per visit
Lowest Hanging Fruit
#SEJThinktank@billhunt
What does the Triple Sec Searcher want? Drink Name + TS
Cocktails with TS
Drinks with TSSpirit +
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
#SEJThinktank@billhunt
AFTER SNIPPET OPTIMIZATION
#SEJThinktank@billhunt
• 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
AFTER SNIPPET OPTIMIZATION
#SEJThinktank@billhunt
• Does the Snippet match
the searcher intent?
• Is the ranking page the
PLP?
$37k in incremental
revenue in 1 week
SNIPPET OPTIMIZATION
#SEJThinktank@billhunt
Don’t Forget About
Global Opportunity
Accept that Searcher Intent
Is Critical to Success
Understanding theImportance of
Indexability
3 Takeaways
#SEJThinktank@billhunt
#SEJThinktank@billhunt