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The website owners guide to the top 5 things you should do in Webmaster Tools - plus the other 80% you ought to know.
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The Webmaster Tools Ac0on Plan
Top 5 Ac0ons For Website Owners Presented by: Carol Poole
Agenda
• What is Webmaster Tools
• Your Ac9on Plan: The Top 5 Things You Should Do
• A quick word about Bing
• Useful Wordpress Plugins
• The Other 80% (if 9me permits)
What is Webmaster Tools
• Free Tool from Google & Bing
– hNps://www.google.com/webmasters/tools/
– hNp://www.bing.com/toolbox/webmaster
• Designed for webmasters
• Used by:
– Webmasters
– SEO Professionals
– Analy9cs & AdWords Professionals
Why Use Webmaster Tools
• To help improve visibility in search engines
• Ensure the website is healthy
• Understand & improve how the website is found
– Search queries
– Who links to your website
• Improve the user experience (UX)
Tools for Different Purposes
• Tools for site visibility & website health
– Site maps, robots.txt, broken links, crawl errors, site errors, malware
• Tools to improve how the website is found
– Search queries & CTRs
– Review links to your site & any manual ac9ons
• Tools to improve UX
– Broken links & site errors
Valuable Data in Webmaster Tools
Key Features
• Sitemap submission
• Fix crawl errors & set crawl rate • Site health & messages
• See which websites link to you
• Set the country you want to target • See what searches people type into Google when people
find the site
– Can the CTR be improved?
Top 5 Things You Should Do
1. Add your website to webmaster tools
– Ensure you are set as a site owner
2. Setup site no9fica9ons
3. Link Webmaster Tools to Google Analy9cs
4. Submit a sitemap
5. Looks at your search queries & index status report
BONUS
• Check who is linking to your website
Add Your Site
Verify Site Ownership
Verify Site Ownership
SeJng Up Page Owners & Users
• Three levels of access – Owner – User – Full Access – User – Restricted Access
• Users with full access can not add new users or link to Google Analy9cs
• Users with restricted access can generally only view data
h"ps://support.google.com/webmasters/answer/2451999
Who Should Have Access
• Webmasters
• Website Owners
• Google AdWords Professionals
• Analy9cs Professionals
• SEO Professionals
Add Users & Site Owners
Add Users & Site Owners
Site No0fica0ons
Site No0fica0ons
Submit Site Map
Linking To Google Analy0cs
• Go to Google Analy9cs
• To Queries
Linking to Google Analy0cs
Linking To Google Analy0cs
Linking To Google Analy0cs
Linking To Google Analy0cs
Linking To Google Analy0cs
Submit Site Map
• You can usually find what sitemaps you have by typing in sitemap.xml
• Some sites have more than 1 sitemap. Submit all of them.
Search Queries Data in Webmaster Tools
Search Queries Data in Google Analy0cs
Analyzing Search Query Data
Don’t Forget Bing
• Do the same thing in Bing Webmaster Tools
– Covers Bing and Yahoo Search
• Why
– Bing shows search query data from a longer 9me period
– Google only goes back as far as 90 days
– You can also do keyword research in Bing WMT
– You can see not only who links to your site but also your compe9tors
– Can connect your social media profiles in Bing WMT
Useful Wordpress Plugins
• WordPress SEO by Yoast
• Google XML Sitemaps Plugin
• XML Sitemaps
• Redirec9on plugin
• Structured Data Schema Creator plugin
• W3 Total Cache or WP Super Cache – for site speed
Ques0ons?
Download the slides at hNp://goo.gl/cY5hnv
The Other 80%
• If your domain is .com – set the country you are targe9ng
• Fix crawl errors & set crawl rate • Fetch as Googlebot – Good for when you update your site
• Get your keyword data back
• Sitelinks – if you want to demote them
• Structured data – for web & SEO pro
• Fix HTML improvements – for your web developer
• Useful wordpress plugins
Fix Important Crawl Errors
• Really common in ecommerce sites
• Priori9se the important URLS (the 404’s)
• If it’s a big list, download
– Work out where old URLs should point to
– Do a 301 redirect (server side)
• Mark as fixed in WMT
Errors To Pay A\en0on To
• 404 Not found errors
Errors To Remove Or Ignore
Fetch As Googlebot
• What is it?
– Lets you see a page as Google sees it
– No9fies Google when there are new pages or changes to a page
• Why Use?
– Troubleshoot page’s poor performance in search results
– Helps get new pages or changes to pages indexed quickly
– Check crawl errors and redirects are fixed
Errors To Remove Or Ignore
Sneaky Trick To Get Keyword Data Back
Sneaky Trick To Get Keyword Data Back
Sneaky Trick To Get Keyword Data Back
Sneaky Trick To Get Keyword Data Back
• Free (with ads)
• Without ads
Sneaky Trick To Get Keyword Data Back
Sitelinks
• What are sitelinks?
– Addi9onal links to your website that appear underneath the main URL in the organic lis9ng
– Auto Generated
Demote Sitelinks
• Give you extra real estate under your brand name
• Site links can be demoted in Webmaster Tools
• Why demote:
– Informa9on is incorrect
– Don’t want a par9cular page appearing as a sitelink
Other Features
• Rich snippets / data highlighter
– A way of summarizing content on a page to make it easier for users to understand what the page is about
• Page speed insights
– Enables you to test speed of website which is now considered a factor that impacts search engine rankings
Structured Data
HTML Improvements
• What is it?
– Shows poten9al issues when Google is crawling & indexing site
• Why Use?
– Improve user experience
– Drive traffic to your site
– Helps iden9fy problems with 9tle tags or non-‐indexable content
Structured Data
• Yoast WordPress SEO – Facebook, TwiNer & G+
• Schema Creator
• Webmaster tools – Data Highlighter
• Genesis Themes
Ques0ons?
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