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Assess. Diagnose. Fix. How to Become a Leading SEO Mechanic
Grant Simmons The Search Agency Director, SEO & Social Product
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
The Search Agency -‐ Agent “Algo”
Grant Simmons @simmonet
SEO Guy, Father, Sailor But not necessarily in that order when there’s an America’s Cup going on…
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
“ Give me a lever long enough and a fulcrum on which to place it, and I shall move the (SEO) world. ”
Archimedes
@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
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
From the Horse’s Mouth
• Bing Webmaster Tools
• Overview – SEO Analyzer – Link Explorer – Inbound Links – Index Explorer
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
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
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Bing Webmaster Tools hVp://www.bing.com/toolbox/webmaster • Sign up • Login • And let’s go!
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
BWT “My Sites”
• What’s happening? • SHTF? • What should I look at first?
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Dashboard
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Quick Fact
Bing doesn’t use Google AnalyOcs
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
How Do We Diagnose?
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO Analyzer
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO Analyzer
Great for one URL!
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO Reports
BeVer site overview!
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
SEO Reports • Runs automaKcally every other week
• Scans URLs for all sites you have verified
• “SEO SuggesKons” > detail
• Detail > Analyzer
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Link Explorer
See Easily Top Inbound Links
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Link Explorer
See Link Schemes / Reciprocal
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Other Link Tools • Link Explorer is good BUT – Has limitaKons
• Inbound Links is beVer!
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Inbound Links • Explore link graph
• Which pages have quality signals
• Export (can be handy!)
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Inbound Links Link Details • Page-‐level • Up to 20k • Anchor text • Export (can be handy!)
Excel Filters / Pivots by Domain / Anchor etc.
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Quick Fact
Duane Forrester was stumped! 9/10/13
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Crawl InformaOon
• High level overview • SHTF? • Last bot crawl date • Errors / insights • Exportable (which can be handy!)
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Crawl InformaOon (Messages)
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Index Explorer • Visual representaKon of crawled & indexed pages and directory structure
• Details about contents of domains /directories
• Details about traffic and search results
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Index Explorer • Great Filters / Drill Down
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Index Explorer -‐ Subdomain Visibility • BWT gives visibility into subdomains
• We were able to spot abandoned subdomains
• A few had been hijacked (another issue is that they could be hijacked!)
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
There’s Lots More! Keyword research tool
GEO targeOng Site acOvity Crawl control
Parameter handling Disavow tool
Deep links (sitelinks) Etc. etc. etc.
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Fact Bing Webmaster Tools
Offers great info from the horse’s mouth
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Don’t look gib horse in the ….
Free powerful tools?
Assess. Diagnose. Fix. How to Become a Leading SEO Mechanic
Grant Simmons The Search Agency Director, SEO & Social Product
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Pros • BWT has comparable features to GWT • BWT’s interface and navigaKon is superior • BWT has addiKonal capabiliKes – WYSIWYG reporKng for HTML errors – Organic keyword research – IntegraKon of paid search elements – Control crawl seings – VisualizaKon of indexed pages – Link Explorer tool – Add / Block URLs on-‐the-‐fly
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
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
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Quick SERP Analysis / CTR Diagnosis
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
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
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Bing List of Problem SEO Elements • Meta Keywords (fill them in if you like, keep it short and relevant, but not a big
ranking factor) • Duplicate URLs • Overly long URLs (no set number, but you’ve all seen these) • Cloaking (comes down to your intent, but risky business for sure) • Link buying • Selling links • Link and like farms • Three way links • Content duplicaKon content • Auto following in social media
July 26 2013
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$
Reports & Data • Site AcKvity – View traffic, crawl error, and index metrics – Data only goes back to the first day of registry with BWT
@simmonet
San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$$