TURBO-CHARGING YOUR SEO

Jon Quinton

SEOgadget.co.uk

@jonquinton1

WHAT’S THE CRACK?

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TRIPOMATIC.COM

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PROBLEM #1

WHERE TO START?

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CHECKING SEARCH VISIBILITY

Good growth but still plenty of opportunity

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Non-Brand

Brand

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TOP TRAFFIC DRIVING KEYWORDS (NON-BRAND)

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Note: the tourist maps are bringing in a good volume of traffic

PROBLEM #2

DISCOVERING OPPORTUNITIES

WITH META DATA

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FIRST, COMBINE ALL YOUR EXPORTS:

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COMBINE THE DATA USING VLOOKUP:

=VLOOKUP(A2,[TABLE2],2,0)

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SORT BY SEARCH VOLUME TO SPOT META

IMPROVEMENTS

Is the page title

optimised for the

biggest ranking

keyword?

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PROBLEM #3

QUICKLY FINDING TECHNICAL

PROBLEMS

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FINDING DUPLICATION WITH SCREAMING FROG

Finding duplicate

meta data usually

leads to deeper

problems…

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http://www.tripomatic.com/Singapore/

http://www.tripomatic.com/singapore/

http://www.tripomatic.com/Singapore/Singapore-city/

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Also check meta

descriptions – are

they harming your

CTR?

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COMPARING WITH CLICK THROUGH DATA

What’s working

well and what

lessons can we

learn?

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SIGNIFICANT SPIKE IN ‘NOT SELECTED’ URLS

‘Not Selected’ URLs are pages that Google

deem to be duplicate or ‘thin’.

Did something change on the 8th May?

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IIS CRAWL REPORT

132,330 linked to

redirects

11,852 pages

blocked by

Robots.txt

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Download: http://www.iis.net/downloads/microsoft/search-engine-optimization-toolkit

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The link to http://www.tripomatic.com/widgets/ 301 redirects to

http://www.tripomatic.com/lp/widgets/

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Once redirects are implemented, make sure internal links are updated to reflect new locations.

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ROBOTS.TXT

Many of these pages are still indexed.

It would be more efficient to set to NoIndex, Follow:

<meta name=“robots” content=“noindex,follow”>

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PROBLEM #4

DIAGNOSING ARCHITECTURE

PROBLEMS

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CURRENT NAVIGATION

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EXPORT XENU REPORT INTO EXCEL

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FILTER BY ‘LEVEL’

From 4105 analysed

URLs, 2,101 were

over 3 clicks deep

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MAP OUT NEW STRUCTURE

Destination Guides

Asia Delhi

Far East

Bangkok

Hong Kong

Europe

London

Paris

Eastern Europe

Krakow

Budapest

USA

New York

LA

Canada

Vancouver

Toronto

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PROBLEM #5

FINDING BAD LINKS

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GATHER AND COMBINE DATA

Use OSE, Majestic and Webmaster Tools

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DE-DUPE YOUR LIST

Once combined, de-dupe by ‘sourceURL’ and remove metrics that are not required

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ARE MY LINKS STILL LIVE?

Use Screaming Frog SEO spider in ‘list mode’ and configure a custom filter to

search for your domain in the source code of each URL

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SEPARATE DOMAINS

• =IFERROR(MID(A2,8,FIND("/",A2,8)-8),MID(A2,8,LEN(A2)))

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USE SEOTOOLS FOR EXCEL TO PULL IN DOMAIN PR

Ensure that you work in a new tab with a de-duped list of domains. Paste as values once finished!

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DOMAIN PAGE RANK DISTRIBUTION

0

50

100

150

200

250

300

0 1 2 3 4 5 6 7 8 9 10

Domain Page Rank Distribution

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ANCHOR TEXT DISTRIBUTION

24%

54%

22%

Keyword: Trip Planner

Includes Brand

Other

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PROBLEM #7

BUILDING GOOD LINKS

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EMBED MAPS

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SCRAPE A LIST OF OPPORTUNITIES

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BRING BACK THE BLOG – THIS TIME ON A SUB FOLDER

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ASSOCIATE WITH SMALL LOCAL BUSINESSES

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KEY ACTION POINTS:

1. GAIN A REALISTIC VIEW

2. QUICKLY FIND TECHNICAL ISSUES

3. ANALYSE BACKLINK PROFILE –

BUILD THE LINKS YOU NEED

THANKS!!

Jon Quinton

SEOgadget.co.uk

jon@seogadget.co.uk

@jonquinton1