google webmaster tools: the search consolation prize? #brightonseo
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Google Webmaster Tools:
Nicole Bullock
The Search Consolation Prize?
@cuteculturechic | #BrightonSEO
In The Hot Seat
@cuteculturechic | #BrightonSEO
SEO is Like a Game ShowA lot of knowledge, the right timing, and a little luck
@cuteculturechic | #BrightonSEO
The Agony of DefeatDespite months and years of preparation, you will have
moments where there is no correct answer
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Press Your Luck You can’t win if you don’t play the game
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Technical SEO is Curb AppealGive the search engines the right signals so crawlers
know that your site is well-maintained
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The Data Reporting Timeline
Where the magic happens before and after click-through
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Google Analytics vs Google Search ConsoleWin with data from the right sources
Traffic ReportsPages VisitedVisitor DemographicsTrack events and conversionsSocial Media trafficAverage time on siteBounce rate
Site ErrorsDuplicate ContentSitemapsSearch ImpressionsCrawl StatsHTML ImprovementsHighlight Data for IndexingLink ProfilesMalwareFetch as Google
@cuteculturechic | #BrightonSEO
Google Search ConsoleA Few Quick Features
• Multiple verification methods to make it easy for you to implement
• Can be linked to Google Analytics• Allows you to monitor the pages being
indexed by Google• Sitemap submission and monitoring• Ability to crawl your site as if it were a
Googlebot• Review backlinks and disavow if necessary• Set URL parameters
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The Ultimate Google Product Mix For Digital Marketers
Fetch As GoogleFetch as Google allows you to simulate how Google crawls and/or
renders your URL on a website
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Crawl ErrorsServer connectivity, and DNS errors, and Robots.txt, oh my!
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HTML ImprovementsLong, Short, Missing, and Duplicate Title Tags and Descriptions
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Structured Data
Common Types:• Schema.org• Microformats• JSON-LD• Microdata• Open Graph• RDFa
Hint: Use Google’s structured data testing tool to enter a URL and see how your markup renders
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Data HighlighterUse Data Highlighter to tag data fields on your site with your mouse. Then Google can present your data more attractively – and in new ways – in search results and the knowledge graph
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Clicks and Search ImpressionsHave you missed your analytics data because of (Not Provided)?
Hint: Sort data for clicks, search impressions, average position, and CTR to discover new keyword phrase opportunities
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Disclaimer:What You See May Not Be What You Get
Google Search Console data is not 100% accurate. Don’t trust every metric at face value. Use it as a general guide to watch trends.
@cuteculturechic | #BrightonSEO
Google Wants Your Site to be Successful
• Take the free info (with a grain of salt)
• Tag, track, and test• Measure results in
Google Analytics
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Ready to Get Into the Game?Are you feeling nervous? Start small.
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The Search Consolation Prize?You can’t win if you don’t play the game
Questions?
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About Me
Nicole Bullock
Twitter: @cuteculturechicInstagram: cuteculturechickFacebook: /cuteculturechickLinkedIn: linkedin.com/in/nicolembullockBlog: cuteculturechick.com
• Structured Data Markup Helper• https://www.google.com/webmasters/markup-helper/u/0/• Structured Data Testing Tool• https://developers.google.com/structured-data/testing-tool/ • Google Webmaster Academy • https://support.google.com/webmasters/answer/6001102 • Screaming Frog• https://www.screamingfrog.co.uk/seo-spider/
Resources
@cuteculturechic | #BrightonSEO