SES SF 2013_Assess Diagnose Fix How to Become a Leading SEO Mechanic_Grant Simmons

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Assess. Diagnose. Fix. How to Become a Leading SEO Mechanic Grant Simmons The Search Agency Director, SEO & Social Product

Transcript of SES SF 2013_Assess Diagnose Fix How to Become a Leading SEO Mechanic_Grant Simmons

Page 1: SES SF 2013_Assess Diagnose Fix How to Become a Leading SEO Mechanic_Grant Simmons

Assess.  Diagnose.  Fix.  How  to  Become  a  Leading  SEO  Mechanic  

Grant  Simmons  The  Search  Agency  Director,  SEO  &  Social  Product  

Page 2: SES SF 2013_Assess Diagnose Fix How to Become a Leading SEO Mechanic_Grant Simmons

@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

The  Search  Agency  -­‐  Agent  “Algo”    

Grant  Simmons  @simmonet  

 SEO  Guy,  Father,  Sailor  But  not  necessarily  in  that  order  when  there’s  an  America’s  Cup  going  on…  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

“  Give  me  a  lever  long  enough  and  a  fulcrum  on  which  to  place  it,  and  I  shall  move  the  (SEO)  world.  ”  

Archimedes  

Page 4: SES SF 2013_Assess Diagnose Fix How to Become a Leading SEO Mechanic_Grant Simmons

@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Tools  •  The  right  SEO  tools  – Save  Kme,  effort,  $$  

•  Give  insights  that  are:  –  Interpretable  – AcKonable  – Trackable  – Not  BS  

•  Affordable  is  nice  

@simmonet  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

From  the  Horse’s  Mouth  

•  Bing  Webmaster  Tools  

•  Overview  – SEO  Analyzer  – Link  Explorer  – Inbound  Links  – Index  Explorer  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

From  the  Horses  Mouth  Content  is  the  reason  Keyword  research  is  the  beacon  Quality  is  your  watch  word  Authority  is  your  goal  Niche  is  your  star9ng  point  User  Experience  is  your  religion    

…and  use  the  free  tools  provided.      Duane  Forrester,  Sr.  Product  Manager  –  Bing  Webmaster  Tools    

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Bing  Webmaster  Tools  hVp://www.bing.com/toolbox/webmaster    •  Sign  up  •  Login  •  And  let’s  go!  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

BWT  “My  Sites”  

•  What’s  happening?  •  SHTF?  •  What  should  I  look  at  first?  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Dashboard  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Quick  Fact  

Bing  doesn’t  use  Google  AnalyOcs  

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How  Do  We  Diagnose?  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

SEO  Analyzer  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

SEO  Analyzer  

Great  for  one  URL!  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

SEO  Reports  

BeVer  site  overview!  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

SEO  Reports  •  Runs  automaKcally  every  other  week  

•  Scans  URLs  for  all  sites  you  have  verified  

•  “SEO  SuggesKons”  >  detail  

•  Detail  >  Analyzer  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Link  Explorer  

See  Easily  Top  Inbound  Links  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Link  Explorer  

See  Link  Schemes  /  Reciprocal  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Other  Link  Tools  •  Link  Explorer  is  good  BUT  – Has  limitaKons    

•  Inbound  Links  is  beVer!  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Inbound  Links  •  Explore  link  graph  

•  Which  pages  have  quality  signals  

•  Export  (can  be  handy!)  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Inbound  Links  Link  Details  •  Page-­‐level  •  Up  to  20k  •  Anchor  text  •  Export  (can  be  handy!)  

Excel  Filters  /  Pivots  by  Domain  /  Anchor  etc.  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Quick  Fact  

Duane  Forrester  was  stumped!  9/10/13  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Crawl  InformaOon  

•  High  level  overview  •  SHTF?  •  Last  bot  crawl  date  •  Errors  /  insights  •  Exportable  (which  can  be  handy!)  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Crawl  InformaOon  (Messages)  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Index  Explorer  •  Visual  representaKon  of  crawled  &  indexed  pages  and  directory  structure  

•  Details  about  contents  of  domains  /directories  

•  Details  about  traffic  and  search  results  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Index  Explorer  •  Great  Filters  /  Drill  Down  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Index  Explorer  -­‐  Subdomain  Visibility  •  BWT  gives  visibility  into  subdomains  

•  We  were  able  to  spot  abandoned  subdomains  

•  A  few  had  been  hijacked  (another  issue  is  that  they  could  be  hijacked!)  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

There’s  Lots  More!  Keyword  research  tool  

GEO  targeOng  Site  acOvity  Crawl  control  

Parameter  handling  Disavow  tool  

Deep  links  (sitelinks)  Etc.  etc.  etc.  

   

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Fact  Bing  Webmaster  Tools  

Offers  great  info  from  the  horse’s  mouth  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Don’t  look  gib  horse  in  the  ….  

Free  powerful  tools?  

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Assess.  Diagnose.  Fix.  How  to  Become  a  Leading  SEO  Mechanic  

Grant  Simmons  The  Search  Agency  Director,  SEO  &  Social  Product  

Page 32: SES SF 2013_Assess Diagnose Fix How to Become a Leading SEO Mechanic_Grant Simmons

@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Pros  •  BWT  has  comparable  features  to  GWT  •  BWT’s  interface  and  navigaKon  is  superior  •  BWT  has  addiKonal  capabiliKes  – WYSIWYG  reporKng  for  HTML  errors  – Organic  keyword  research  –  IntegraKon  of  paid  search  elements  –  Control  crawl  seings  –  VisualizaKon  of  indexed  pages  –  Link  Explorer  tool  – Add  /  Block  URLs  on-­‐the-­‐fly  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Cons  

•  BING  =  “Bing  Is  Not  Google”  – Market  share  for  w/e  September  7,  2013  

•  Google  =  68.5%  •  Bing  +  Yahoo  =  18.3%  

– EsKmated  number  of  indexed  pages  •  Google  2.5  to  10  x  as  big  as  Bing  +  Yahoo  

•  Inferior  Internal  Links  capabiliKes  •  Add  /  Block  URLs  only  applies  to  Bing’s  index  

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San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Quick  SERP  Analysis  /  CTR  Diagnosis  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Bing  List  of  Important  SEO  Elements  •  Title  tags  •  Meta  DescripKons  •  Clean  URLs  •  Images  and  Alt  descripKons  (also  called  alt  tags)  •  H1  tags  •  Rel=Canonical  •  Robots.txt  •  Sitemaps  •  Social  sharing  opKons  •  Unique  content  •  Depth  of  content  •  Matching  content  type  to  visitor  expectaKons  (text,  images,  video,  etc.)  •  Usability  Page  load  Kmes  (to  a  certain  point  –  faster  is  great,  but  not  at  the  

expense  of  usability  and  usefulness)  •  Crawlability  (AKA  discoverability,  so  can  we  actually  get  to  all  your  content)  •  News  –  if  you  are  actually  a  news  site,  submit  for  inclusion  

July  26  2013  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Bing  List  of  Problem  SEO  Elements  •  Meta  Keywords  (fill  them  in  if  you  like,  keep  it  short  and  relevant,  but  not  a  big  

ranking  factor)  •  Duplicate  URLs  •  Overly  long  URLs  (no  set  number,  but  you’ve  all  seen  these)  •  Cloaking  (comes  down  to  your  intent,  but  risky  business  for  sure)  •  Link  buying  •  Selling  links  •  Link  and  like  farms  •  Three  way  links  •  Content  duplicaKon  content  •  Auto  following  in  social  media  

July  26  2013  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$

Reports  &  Data  •  Site  AcKvity  – View  traffic,  crawl  error,  and  index  metrics  – Data  only  goes  back  to  the  first  day  of  registry  with  BWT  

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@simmonet  

San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$