seo for ecommerce: a comprehensive guide
DESCRIPTION
A comprehensive guide to ecommerce SEO. With bronies. Why, you may ask? Because that's my daughter's current obsession. Also because SEO+bronies=monies. Slides broken into sections: 1. Technical SEO 2. On-page and Content 3. Social Media 4. Reporting and Analytics 5. Business ConcernsTRANSCRIPT
SEO for Ecommerce
Adam Audette@audette
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Today’s Talk is Wide and DeepA
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Let us begin
Amazon sells more online than its next 12 competitors combined
Wall Street Journal, August 27, 2013
Yet continues to grow at 30% & command large amounts of new internet sales
Wall Street Journal, August 27, 2013
You need a brand to compete
YOU NEED TO DIFFERENTIATE TO COMPETE
40% of companies use social as their primary digital tool to reach customers.
McKinsey Quarterly, April 2012, Demystifying Social Meda
You need a social strategy to compete
You need strong technical to compete
You need a content strategy to compete
Shrinking Organic SERP Real Estate
This is what happens when you do SEO right
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Technical Work is a PriorityA
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Technical SEO on ecommerce sites can be huge.
There’s Gold In Those Hills!
Pagination
Faceted Navigation
Site Search
SpeedDuplication
Mobile Sites
Multiple Sites
@audette
Do: create list of top prioritiesDo: understand their impact
@audette
Don’t: create giant SEO auditDon’t: create laundry list of “issues”
1.Identify top priorities
2.Sync with business
3.Create bugs and ship!
These are typically* the highest priority areas
Technical SEO for Ecommerce
*it always depends
• Duplication
• Faceted Navigation
• Pagination
• Speed
• Site Search
• Mobile
Ecommerce sites commonly have dupe issues at the product level
• Use forensics to delve into the issue (just a few tools, keep it simple)
• Normally what’s indexed is what matters (if it’s a dupe but isn’t crawled, de-prioritize)
• Always crawl the site yourself (and don’t trust statements about canonical purity)
• Keep it actionable! Don’t get caught in the maze
Duplication
Discovery, forensics, and some quick SEO hacks
• Step 1: crawl the site. Screaming Frog.• Option: use their XML sitemap• Option: use GWT’s “Top pages” (there’s a trick to this)
Duplication
Exporting GWT’s top pages for crawling
Duplication
Grab that one.
Duplication
Exporting GWT’s top pages for
crawling
Exporting GWT’s top pages for crawling
Duplication
The best insights come from ALL THE THINGS.
Duplication
You have two choices:
Build an enterprise crawler of your own
OR
Use Google’s data
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Google’s index can give you answers.
Duplication
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.com and variations• Exclude subdomains with: –site:blog.mydomain.com• Find duplicate domains with –site:mydomain.com intitle:exact title tag
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.com and variations• site:mydomain.com with: intitle:”product or category title tag”
Duplication
Easy Wins
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• inurl:prodID=121212• Use with site:mydomain.com• Experiment with using category or folders, too, like:
site:mydomain.com inurl:/category/• Knock off successive folders• Use with intitle, such as: site:mydomain.com inurl:prodID=121212
intitle:”we’ve got all the stuff here : brand”
Faceted navigations pose crawling challenges.
Keep it focused on user behavior.
• What facets represent search queries best?
• What types of content do you want crawled and indexed?
Faceted Navigation
Faceted Navigation
Important facets for SEO
Faceted Navigation
NOT important facets for SEO
Be discriminating with what gets crawled.
Examples to crawl:• category, brand, item, type
Examples to not crawl:• size, price, session ID, review rating/count
Consider:• color, size, various attributes (uses, materials, etc)
Faceted Navigation
Tools to use for crawling controls on facets.
Ensure URLs are constructed only one way.• No creation of different URLs based on selection order
Ensure rel canonical signals are on URLs that have tracking parameters appended.
Don’t be afraid to use parameters within URLs.• key=value&pair constructed URLs allow easier crawling and
management in GWT• Never use folders for session IDs or params that don’t change page
content
Faceted Navigation
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“Using non-standard encoding is just asking for trouble.”
– Mehmet AktunaGoogle Crawling Team
Hey, that’s what we
always say!
“Using non-standard encoding is just asking for trouble.”
– Mehmet AktunaGoogle Crawling Team
Non-standard encoding means using characters in URLs like : , [ ] …
“It’s totally uncool.”
– Rainbow Dash, My Little Pony
Tools to use for crawling controls on facets.
Faceted Navigation
Use rel=nofollow on non-essential facets.• Links can still be crawled, but this will decrease discovery
Have non-essential facets rel canonical to a superset page:
http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100
<link rel=“canonical” href=“http://www.mydomain.com/cat/shoes?brand=nike&color=green&view=all” />
Tools to use for crawling controls on facets.
Faceted Navigation
Option: place all unnecessary facets in a unique directory. Robots.txt exclude this directory.
http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100
http://www.mydomain.com/filters/shoes?brand=nike&color=green&price=100
User-agent: *
Disallow: /filters/
Tools to use for crawling controls on facets.
Faceted Navigation
Issues with robots.txt
• It’s a sledgehammer approach• Nothing will be crawled• No link equity will flow• You’ll get ‘suppressed listings’ in the index like this…
Links are crawled but URLs are blocked.
Faceted Navigation
Tools to use for crawling controls
on facets.
Tools to use for crawling controls on facets.
Faceted Navigation
Parameter Handling
• Powerful and configurable• Can screw yourself• Need key=value&pair structured URLs• Requires you to truly understand your site
Faceted Navigation
Faceted Navigation
@audette
Ah meta noindex…yes very interesting
What about meta noindex?
Faceted Navigation
Meta noindex is strangely absent from Google’s advice.
• I’m less confident in meta noindex, follow really doing what we want it to: keeping content out of the index but still crawled.
• meta noindex, follow + rel canonical are conflicting signals.
• There are signs that Google is choosing to treat meta noindex differently than before.
Sorts/views shouldn’t be crawled.
Pages should be consolidated.
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Use rel=nofollow on sort links• Use rel=canonical on sort URLs to a superset page
(normally the view all)
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Have sort links coded as page anchors that don’t create unique URLs (e.g. mydomain.com/cat#sort100)
• Use javascript links that are less likely to be crawled (Googlebot will probably still crawl them)
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel prev/next creates a series of pages
• Should still use rel canonical on duplicative URLs (such as tracking IDs)
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel canonical, if used for pagination, should reference the view all page
• The view all page needs to provide a good user experience (fast loading)
Speaking of speed …
Site speed is crucial.
Speed
• 40% of your visitors will abandon a site if loading takes longer than 3 seconds (Gomez)
• Half of your visitors expect a site to load in 2 seconds or less (Gomez)
• 1 second in loading time decreases conversion by 7% (Strange Loop)
Site speed is crucial.
Speed
If an ecommerce site makes $100k in revenue per day, a 1 second load delay equates to $2.5M in
lost revenue annually.
(Strange Loop)
That hurts the bottom line.
Speed
Study up
Google’s Guide to
Web Performance
https://developers.google.com/speed/docs/best-practices/rules_intro
Speed
Study up
Yahoo!’s Guide to
Page Speed
http://developer.yahoo.com/yslow/
Tools
Speed
• Google Page Speed: Yslow• Pingdom: WebpageTest.org• Load Impact
“Search results in our search results.”
There’s a best practice, and a reality.
Site Search & SEO
Best Practice
• Site search pages should be fast.
• They should offer a valuable experience.
• They should lead to conversion.
• They should have high engagement.
There’s a best practice, and a reality.
Site Search & SEO
Unfortunate Reality
• Lots of site search pages are really basic
• They can still rank well
• Site search pages convert well
There’s a best practice, and a reality.
Site Search & SEO
Reality
• Lots of site search pages are really basic
• They can still rank well
• Site search pages convert well
…there’s also this…
Site Search & SEO
Fortune 10 ecommerce brand
Pages Displayed in Non-Branded SERPs
Heavily reliant on site search.
Answer these questions before doing anything.
1. How much organic traffic are search pages responsible for?
2. How are engagement metrics looking? High or low bounce rate, high or low conversion?
What should you do?
Site Search & SEO
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What should you do?
Site Search & SEO
Answer these questions before doing anything.
2. Balanced with above, are these pages causing issues with our crawl space?
3. Are there duplicative issues at play? (For example, can anything become a search?)
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Hmm….
Mobile is growing faster than desktop.
No one knows what to do.
Mobile is growing faster than desktop.
Windows Tablets High, Kindle Fire Among Lowest
Revenue-per-Click by Device
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
Build responsive sites (as a foundation).
Can add mobile-specific experiences as needed.
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
All major implementations are supported, and work.• Responsive (same URL)• Subdomain or folder (mobile switchboard tags)• Same URL with dynamic content (Vary: User-agent response
header)
Here’s what we recommend.
Mobile
Other good things:
• Minimize redirects, each adds 0.6 second delay.
• Serve tablet users the desktop site.
• For separate URLs, place alternate tags on desktop pages (to mobile), and canonical tags on mobile (to desktop).
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Creating Experiences Through ContentA
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For ecommerce, ‘native’ content is limited.
Content & On-Page
• Category pages
• Product pages
• Buyer’s guides
• Reviews
• Blog content
It’s ALL ABOUT THE EXPERIENCE
Content & On-Page
Look to Amazon for industry leading experiences.
Content & On-Page
This is valuable.
I see what you did there…
Content & On-Page
Both product descriptions featured.
Making it easy for me, thanks Amazon.
Content &On-Page
It all starts in the SERP, too.
I expect these
Nice SERP display
Option but I don’t want to bid
Can’t buy here
Thin experience
Out of stock
Thin experiences
Already turned off
I expect these
Nice SERP display
Option but I don’t want to bid
Can’t buy here
Thin experience
Out of stock
Thin experiences
Already turned off
This experience is just so much better.
Content & On-Page
This is valuable.
Content &On-Page
Product Inventory, product flux
Try to make this less sucky.
When Permanently Out of Stock, Option 1
Content & On-Page
301 the URL to a newer replacement product
(This is rarely how product inventory works)
When Permanently Out of Stock, Option 2
Content & On-Page
404 the URL if no newer product exists
(This is hard core)
When Permanently Out of Stock, Option 3
Content & On-Page
Continue serving the page with messaging and good recommendations
(This is best, but harder to do)
Content & On-Page
Don’t do it like this…
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
Content & On-Page
Don’t do it like this…
Doubly sucky.
More helpful
Here’s a good out of stock message.
Content & On-Page
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
Content & On-Page Content & On-Page
Great Alternatives
Here
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
What if products are coming back in?
Content & On-Page
Continue serving the page with messaging and recommendations (same approach as before)
Category pages are the ‘hubs’
Content & On-Page
Category pages are the ‘hubs’
Content & On-Page
category
subcat
product
product
subcat
product
product
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,Equity full,
Heavily linked
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,Equity full,
Heavily linked
Lot of flux here.Inventory changeLess equity flow
Less linked
Content & On-Page
Categories as useful content
Seasonal pages and ‘themes’
Content & On-Page
Your inventory is your content.
Content & On-Page
• Tons of content opportunities with inventory
• Buyers guides, reviews are always useful
• Retailers don’t need to be publishers
Your inventory is your content.
Content & On-Page
• You can wrap and re-wrap your inventory in creative ways
Say it with me: topics, not keywords!
Content & On-Page
Content & On-Page
TOPICS, not terms
Content & On-Page
My Little Pony TopicsAverage Monthly Search Volume
260,000
185,000
110,000100,000
80,000
56,00045,000
Content & On-Page
My Little Pony TopicsAverage Monthly Search Volume
260,000
185,000
110,000100,000
80,000
56,00045,000
Each topic category
represents many queries
Very broad categories…
Content & On-Page
Topic Top Query Examples Monthly Search Volume
Generic Custom / Personalpersonalized gifts, personalized gift ideas, customizable gifts, custom gift ideas
421,212
Company / Corp. / Business / Employees
retirement gifts, corporate gifts, gifts for co-workers, office gifts, executive gifts
90,490
Promotional Productspromotional products, promotional items, hit promotional products, promo items, promotional gifts
81,370
Marketing / Advertisingadvertising techniques, creative marketing, marketing ideas, marketing materials
37,550
Engravedengraved gifts, laser engraving, wood engraving, custom engraving, glass engraving
23,130
Branded / Logologo products, logo items, branded products, branded items, logo merchandise, logo gifts
8,080
Trade Showstrade show giveaways, tradeshow giveaways, trade show items, trade show promotional items
4,550
… to more narrow
Content & On-Page
Topic Example Queries Search Volume
Wedding / Bridal / Grooms personalized wedding gifts, wedding favors, wedding favor ideas, cheap wedding favors 264,210
Keychains custom keychains, customized keychains, personalized keychains, personalized key chains, key rings bulk
99,080
School / Sports spirit wear, custom varsity jackets, custom team apparel, high school apparel, Greek apparel 81,490
Pens custom pens, personalized pens, business pens 72,480
Notepads personalized notepads, personalized post it notes 24,920
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirtsfor a golf tournament they’re playing in.”
Sample Search QueriesWhat can we provide to help him
accomplish his task?What else can we provide of
interest?Conversion Goal Why He’ll Do It Success Metrics
Task 1: I want to find a resource for Greek apparel and merchandise.
[fraternity apparel] Broad selection of quality gear
Popular brands
Great service
Speedy turnaround
Newsletter
Explore options
He needs shirts for the pledges.
He needs a reliable resource going
forward.
Subscribe for 10% off.
Sign up for newsletter
Purchase shirts
Social share/like
Task 2: I want to find a resource for Greek apparel and merchandise.
[embroidered polo shirts]
Wide selection of name brands – high quality
Great prices
Great Service
Speedy turnaround
Newsletter
Find the best option for shirts
Great prices.
10% discount.
Minimum order works.
Easy to order.
Can get a quote and a sample.
Purchase
Sign up for newsletter
Social share/like
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirtsfor a golf tournament they’re playing in.”
Ideal Workflow
SearchRank & Display
Page ContentConversion &
Motivation
[embroidered polo shirts] Custom Embroidered Polo & Golf Shirts – Buy Wholesale & Save! | InkHead
Top Quality and great prices on golf and polo shirts from your favorite brands, including Nike and Adidas.
Images and details of product offerings. Calvin can filter and sort by a range of criteria, including price, brand, color, sub-category and style.
Carl sees what he needs and he sees lots of choices. He knows the brands, the prices are reasonable and the ordering process looks simple.
Clicks to buy.
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirtsfor a golf tournament they’re playing in.”
Ideal Workflow
SearchRank & Display
Page ContentConversion &
Motivation
[embroidered polo shirts] Custom Embroidered Polo & Golf Shirts – Buy Wholesale & Save! | InkHead
Top Quality and great prices on golf and polo shirts from your favorite brands, including Nike and Adidas.
Images and details of product offerings. Calvin can filter and sort by a range of criteria, including price, brand, color, sub-category and style.
Carl sees what he needs and he sees lots of choices. He knows the brands, the prices are reasonable and the ordering process looks simple.
Clicks to buy.
User exp. begins here
Content creates the conversion
Spend a lot of time on SERP presentation, says Derpy!
Content & On-Page
The SERP display is where it all begins
Content & On-PageAMZN doesn’t do schema
Rich snippets
Great URL. But wigs??
Really bad title, CMS hack
Search results
UK version?
The SERP display is where it all begins
Content & On-Page
Click-worthy
Secondary Choices
The SERP display is where it all begins
Content & On-Page
Ignored
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
It impacts CTR! And can even influence rank.
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
How about an example?
Useful Example on Organic CTRWhat happens when
video thumbnails appear for product
pages?
Content &On-Page
Content &On-Page
Not actually a video.
Video thumbnails on product pages plummet CTR
Content & On-Page
Whoops! Product pages are listed in the video sitemap (videos are on the pages).
Content & On-Page
But what did this do to CTR?
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.AVERAGE QUERY CLICK-THROUGH RATE
2% 17%
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.AVERAGE QUERY CLICK-THROUGH RATE
2% 17%Users didn’t want a
video, they wanted a product.
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
What is the Social Value of a User?A
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Users prefer tablets for search.
Social Sites for Ecommerce
Facebook is 57% of Social Visits; Pinterest grows fastest.
Social Sites for Ecommerce
Social Sites Refer ~1.3% of All-Site Visits
Social Sites for Ecommerce
Mobile sends 31% of social traffic.
Social Sites for Ecommerce
Social not responsible for much with last touch
Social Sites for Ecommerce
A first touch model helps social a tiny bit.
Social Sites for Ecommerce
Social Has A Growing Impact On Core Retail
Social Has A Growing Impact On Core Retail
Source: Internet Retailer, 2014 Social Media 500 & Business Insider
Social Has A Growing Impact On Core Retail
Source: Internet Retailer, 2014 Social Media 500 & Business Insider
• “Sales funnel” no longer an accurate model for online retail environment
• Does not reflect the open-ended nature of social media
Role of Social Media
Old Consumer Journey
EVALUATE
ADVOCATE
BOND
EXPERIENCE
BUYBUY
CONSIDERInterestsConcerns
Needs
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATE
BOND
ADVOCATEEXPERIENCE
EXPERIENCE
LOYALTY LOOP
BUYBUY
CONSIDERInterestsConcerns
Needs
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
where SEO comes into play
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
where social comes into play
NEW CONSUMER JOURNEY
• Monitoring• Responding• Amplifying• Leading
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
Monitoring
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
NeedsReputation Management
Customer Service
Responding
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
Referrals & RecommendationsBrand Advocacy
Amplifying
Fostering Communities
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
Brand Content Awareness
Product Launches
Targeted Deals, Offers
Leading
Consumer Input
NEW CONSUMER JOURNEY
Role of Social Media
Takeaways
The consumer journey has changed.
The new model reflects stages where brands can exert influence.
A users’ brand experience takes place on social media.
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Role of Social Media
Takeaways
Got any examples, guy?
JoS. A. Bank
Source: http://www.facebook.com/Jos.A.Bank.Clothiers.Inc
JoS. A. Bank
Source: m.facebook.com/Jos.A.Bank.Clothiers.Inc
Post Length
Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length
Unbranded content
Source: https://www.facebook.com/MensWearhouse
Engagement
Source: https://www.facebook.com/BrooksBrothers
Cross-pollination
Source: https://www.facebook.com/BrooksBrothers
Takeaways
Post more unbranded content
Simplify CTAs
Post adjacent interests
Deepen connections by supporting issues important to fans
Give fans direct access to catalog via a custom tab
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Inline Image Preview
Source: https://twitter.com/BrooksBrothers
Images and engagement
Source: http://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it
Tweets with images received 150% more retweets.Tweets with images received 18% more clicks than those without.
Takeaways
Platform is suited to creating and leading conversations
Easy for pushing out low-cost content
Use branded hashtags to reach unconnected audience
Messages can be amplified quickly and easily
Respond to users with RTs and replies
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5
22%
60%
Pinterest traffic converts to sale 22% more than Facebook traffic.
Pinterest traffic spends 60% more than Facebook traffic.
JoS. A. Bank
Source: http://www.pinterest.com/josabank/
Takeaways
Boards are an opportunity to showcase brand’s aesthetic and personality
Organize and curate boards using unbranded imagery
Focus on aspirational or inspiring themes
Curate boards that speak to user interests
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JoS. A. Bank
Google+
Source: https://plus.google.com/111895265730261374585/posts
JoS. A. Bank
YouTube
Source: https://plus.google.com/+BrooksBrothers/posts
Men’s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse
Men’s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse
Real Men Real Style Group
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
Real Men Real Style Group
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
How to Report on SEO for EcommA
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Thinking about reporting on SEO
It’s not about keywords.1
Focus on bottom-line metrics that matter.2
Engagement metrics are important for YOU dear SEO.3
You’ll need more than a single analytics package.4
It’s not about keywords.
Analytics & Reporting
186
Track topics or page types instead of queries.
1
Track topics or page types instead of queries.
It’s not about keywords.
Analytics & Reporting
1
More insightful (queries change)
More actionable
(search volume)
Easier to spot trends
(seasonality)
Less obsessive (no more ranking reports)
Analytics & Reporting
Roll metrics up to the URL level.
It’s not about keywords.1
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce Rate
If I were a URL
And these my metrics
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce Rate
GWT and/or scraped data
Analytics
Analytics
GWT
Analytics
It looks like this.
Analytics & Reporting
191
GWT URL data Analytics URL data
Most helpful with multiple data views
Analytics & Reporting
192
Several different views
Track bottom line metrics.
Analytics & Reporting
193A
• Revenue from organic
• Organic traffic by search engine
• Organic conversion rate
2
• Use content groupings in GA• Hit level only• Useful for ecommerce page types
Analytics & Reporting
• Use content groupings in GA• Hit level only• Useful for ecommerce page types
Track bottom line metrics.2
More here: http://cutroni.com/blog/
Engagement metrics
Analytics & Reporting
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3
• Time on page, avg. pages/visit, time on site• Very useful to spot poor experiences
• Bounce rate is a useful metric for Panda• Group high bounce rate pages to analyze• Segment alongside conversion rate
• Report on these only when they lead to ACTION
You’ll need multiple tools.
Analytics & Reporting
196
4
• Best in class:• Brightedge• Linkdex• SEO Clarity• Search Metrics• Search Light
• SEO analytics are essential.
Google Not Provided Holds at 84%.
Analytics & Reporting
197
4
Safari, Android Users Over-Represented in Provided Queries
Analytics & Reporting
198
4
Analytics & Reporting
Brightedge keyword groups
Analytics & Reporting
SearchMetrics keyword groups
Analytics & Reporting
SearchMetrics ‘tags’
You’ll need multiple tools.
Analytics & Reporting
202
4
Inexpensive / free:
• SEMRush• SpyFu• Tools.SEOBook.com• Wordstream
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Today’s Talk is Wide and DeepA
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@audette
Teams don’t talk
SEO is the bridge builder
This is what happens when departments are siloed.
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Got 1 million links. Didn’t tell SEO.
This is what happens when departments are siloed.
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I can’t imagine
what went wrong.
Got 1 million links. Didn’t tell SEO.
This is what happens when departments are siloed.
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SEO found out.
This is what happens when departments are siloed.
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Fix implemented.
This is what happens when departments are siloed.
Help Teams Talk
Fix implemented.
It’s cliché, but breaking down silos is crucial.
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Help Teams Talk
This is SEO.
