The following is a recap from a session at Search Marketing Expo (SMX) East. Follow the conference and session on Twitter.
Optimize the Google Store: SEO in 15 minutes
- Sign up for Webmaster Tools email forwarding
- Utilize search queries
- Focus on one item
1. Webmaster Tools email forwarding: Receive site alerts from Google straight to your inbox
- Malware notification
- Alerts in crawl errors
2. Make the most of search queries
- Highlight/star the terms for which you want to rank
- Deprioritize queries that are unlikely to help your conversions
Focus on starred search queries within Webmaster Tools
Improve your query in search results:
- Check for appealing titles and snippets (descriptive and matches user’s intent)
- Learn tips from the other results
Sell like hot cakes!
3. Target your content to match your audience (Keywords)
- Write content that matches your query terms
- Webmaster Tools provides an overview of keywords
Check for duplicates in results
- May be possible to consolidate PageRank between duplicate/near duplicate pages
- Pages displayed should be diverse in content
Reduce duplicate content
- Check search queries
- Review HTML suggestions
- Select canonical
- Use 301 permanent redirects where possible
- Implement rel=”canonical”
- Utilize URL parameter handling
Improve crawl efficiency
- Recommend behavior to Googlebot through URL parameter handling
- Check for 404s
- Fix broken links: crawl error sources – bring users and linking properties to the right URLs
- Prioritize your content – internal links
- Help users and engines quickly find your important pages
- Verify you’re linking as expected
- Make text/links accessible
- Fetch as Googlebot
- Links and text should be clearly visible
- URL rewriting/redirect issues uncovered
- JS loaded text common issues with video, even Video Sitemaps
User happiness: site performance
- Email forwarding
- Search queries
- Keywords to content
- Reduce duplicated in crawling and indexing
- Crawl errors to fix broken links
- Prioritize content: internal links
- Verify crawler access: Fetch as Googlebot
- Site performance review in Google Webmaster Tools
Maile Ohye, Google
18 Metrics to Answer Questions
1. How much SEO do I really have?
Filter out branded traffic
2. Is my site what I think it is about?
Google Webmaster Tools –> keywords (Does Google think my site is about what I do?)
3. Is my site authoritative?
- SEOmoz authority rank (part 1)
- How many indexed pages does Google have for you? (part 2)
4. How does my site’s authority stack up against competition’s
- How many domains link to your’s vs. your competitor’s
- How many links to your’s vs. your competitor’s
- (Data warning: link data is inconsistent)
5. Am I a good linkbuilder?
How many links do you have to your homepage? (Google Webmaster Tools links to site à links to homepage only)
6. Was that a valuable link? (A valuable link is one that gives you traffic)
Google Analytics – traffic from links
7. Have I lost some links?
Google Webmaster Tools – check 404 errors for pages that are losing links
8. How spammy is my link profile?
SEOmoz report (Domain mozTrust vs. mozRank – should be very similar)
9. Should I give up on this keyword?
SEOmoz report (backlinking report)
10. Do I nail the long tail?
- Look at the number of keywords bringing traffic to your site (Google Analytics)
- Look at number of landing pages (Google Analytics)
- How many pages does Google have indexed in my site (site: command)
11. Is my site a bunch of useless templates?
Crawl vs. Index ratio (just because it’s crawled, doesn’t mean it’s indexed)
12. Does my site look fat in these jeans?
- Site performance (Google Webmaster Tools spped)
- Site speed (YSlow)
13. Will prospective partners take my call?
Business often starts with PR review
14. Does my site lack fresh content?
Review site logs to see what your most-crawled pages are
Conrad Saam, Avvo
More Metrics and Diagnostics
Check server log to see how often GoogleBot:
- Number of pages crawled
Better than rankings reports (combo of Analytics and Webmaster Tools)
- Query clusters
- Search behavior
- Google impressions and clicks
Vanessa Fox, Search Engine Land
Go from Interested to Informed
Social media metrics that count
- Hit the right target
- Social metrics for social intelligence
- Online metrics: bridging the gap
- Additional resources
Hit the right target
Goals ensure that metrics are aimed at the right targets
Answer these 4 questions before you track social media
- What business questions are we trying to have answered?
- What are we planning/willing to do with the findings?
- What are our short-term goals for our social media program?
- What are our long-term goals for our social media program?
Social media goals
- Increase brand awareness
- Decrease customer attrition
- Uncover valuable market insights and trends
Social metrics for social intelligence
- Brand awareness metrics:
- Volumes of conversation around your brand
- Volumes of conversation around your competitors
- Affinity groups and influencers
- Sites where your brand conversation happens
- Audience sentiment metrics:
- Audience sentiment around your brand
- Audience sentiment around your compeititor’s brand
- Audience affinity groups and influencers
- Corporate engagement
- Outcomes and findings:
- Causes in shifts and spikes in volume
- Causes in shifts and spikes in sentiment
- Insights and ongoing metrics that track back to your original goal
Vicki Blair, Visible Technologies
More coverage of this session