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10 Underwhelming Actions to Move the

Needle in 2016Presented by: Bill Hunt

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• 20+ years experience in Enterprise Search

• Big Site/Big Brand/Global Focus

• Co-Author – Search Engine Marketing Inc.

• Keyword Management Tools• HREFLang Element Tools

Bill Hunt

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SEO Porn

Reasonable Surfer Rank Brain Magic Links

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Focus on the Fundamentals of SEO

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Focus on Crawl Errors – More Pages = More Traffic

• 70% of pages missing from Google/Baidu/Yandex

• April 20th cleaned up 70% of errors

• April 30th nearly 90% of site indexed

• 14% increase in organic traffic by May 2nd

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The Reality of This Review• SEO and IT team not aware of index volume issue• Dev. Team not aware of 47 site related issues• SEO Team did not consider index rate important

as was not a SEO Tool report• XML Site Maps not updated after recent rebuild • SEO Team/Agency not monitoring Search Console

of any engine but Google

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Confirm Index Rates

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• Use info: command to identify missed pagesIndex Checker

www.hrefbuilder.com/index-checker

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Find and Fix XML Warnings• Site with ~ 50 million pages• 12.5 million in XML Site Maps

14.6 Million Errors

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Alignment of Country Sites with HREFLang

• Use HREFLang XML to tell local search engines which local version is preferred to be used

http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm

http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htmGoogle Australia Search

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HREFLang Testing Tool

• tester.hreflang.com

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Overlooked Keyword Opportunities

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Snippets & Click Rates• Why do words at similar ranks have lower click

rates?

• Click rate higher or lower on mobile?

• Does the Snippet match the searcher intent?

• Is the ranking page the PLP?

$37k in incremental

revenue in 1 week

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Top 5 Rank Low Clicks

Look at snippet and change to make more compelling

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Review the Snippets

• 124,455 impressions – 1.69% click = 2,109 visits• Phrases gets multiple page views per visit• Ingredients pages have highest eCRM sign up

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Edited Snippet for Relevance

• 135,209 impressions – 14.81% CTR = 20,024 visits

• Significant page views and “Drink of Week” sign ups

• Moved to #2 in Organic Rank• Bonus: 14 additional words drove additional

122k traffic

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End of Life Product Opportunity

• Fixing EOL landing pages and snippets should deliver additional 50k visitors per month

$400k in incremental revenue in 6 weeks

Keyword PhraseGoogle Rank

Search Volume

NS Visits

NS Impressions

Share of Opportunity 10% 20%

Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600 Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440 Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960 Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420 Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420 Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620 Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620 Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620 Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320 Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880 Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880 Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720 Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720 Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580 Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380

Total 506,500 2459 1.63% 50,650 101,300

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Highest Margin Opportunity

• Focused on 10 highest margin products – Understand need based queries and supporting content

– Buy Cycle variations

– Snippet optimization

$48k incremental revenue in 2.5 weeks

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PLP

Mon

itorin

g

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Cost of Not Ranking

Source: www.back-aziuth.com

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High CPC Paid No Organic Rank

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Overlooked Linking Opportunities

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Redistribute Links Redirect links from Home Page to Internal Pages Key product had 5 links but 574 product links to home page Sites changed 105 of best links – page move to #3 in results

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Achieving $25 Million in Sales from 500% Increase in Organic Traffic

Compliment other Activities

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Target/Content MatrixCategory Keywords Searches/Mo

All Products 4,919 1,498,566 Top 50 50 2,865,324 High Margin Products 1,306 1,584,000 Product With 1,047 882,643 Lists/Ideas 11 806,237 Components 921 289,521

Attributes 892 283,457

Occasions 105 256,894

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Asset Conversion MatrixCategory Keywords Searches Top 3

ShareCR Contacts

All Assets 4,919 1,498,566 254,756 3% 6,369 Top 50 50 2,865,324 487,105 4% 19,484 High Margin Assets 1,306 1,584,000 269,280 1% 3,393 Assets With 1,047 882,643 150,049 13% 19,506 Lists/Ideas 11 806,237 137,060 11% 15,077 Components 921 289,521 49,219 9% 4,430 Attributes 892 283,457 48,188 3% 1,446 Occasions 105 256,894 43,672 1% 218

Total 9,251 8,466,642 1,439,329 69,923

#1

#2

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Insights• Many top ranking words had bad snippets

– Optimized snippets and increased traffic 23%

• Mobile & Location Searches Most Popular

• 3 clusters had high app download – bypassing eCRM

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Managing RedirectsManage your htaccess redirect file

1.Check the redirects and update multiple hops

2.180k redirects with 6+ hops 3.253k wildcards routed to 404 pages4.43k redirects had 2+ hops

5.Site migrations monitor old/new redirects and index rates

http://back-azimuth.com/site-migration-tool-set/

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What do you do next?

• What actually moves the needle in your company?

• Understand “real performance” of keywords

• Focus on basics of SEO

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Questions?

Bill Hunt bill@back-azimuth.com

@billhunt

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Check out the ToolsDataPrizm Keyord Management

http:www.back-azimuth.com

HREFLang Builder www.hreflangbuilder.com