turbo charging your seo building strategy
TRANSCRIPT
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TURBO-CHARGING YOUR SEO
Jon Quinton
SEOgadget.co.uk
@jonquinton1
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WHAT’S THE CRACK?
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TRIPOMATIC.COM
@jonquinton1
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FIND THE BIGGEST ISSUES AND
EXPLAIN HOW TO FIX THEM
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PROBLEM #1
WHERE TO START?
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CHECKING SEARCH VISIBILITY
Good growth but still plenty of opportunity
@jonquinton1
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Non-Brand
Brand
@jonquinton1
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TOP TRAFFIC DRIVING KEYWORDS (NON-BRAND)
@jonquinton1
Note: the tourist maps are bringing in a good volume of traffic
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PROBLEM #2
DISCOVERING OPPORTUNITIES
WITH META DATA
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FIRST, COMBINE ALL YOUR EXPORTS:
@jonquinton1
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COMBINE THE DATA USING VLOOKUP:
=VLOOKUP(A2,[TABLE2],2,0)
@jonquinton1
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SORT BY SEARCH VOLUME TO SPOT META IMPROVEMENTS
Is the page title
optimised for the
biggest ranking
keyword?
@jonquinton1
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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…
@jonquinton1
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http://www.tripomatic.com/Singapore/
http://www.tripomatic.com/singapore/
http://www.tripomatic.com/Singapore/Singapore-city/
@jonquinton1
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Also check meta
descriptions – are they
harming your CTR?
@jonquinton1
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COMPARING WITH CLICK THROUGH DATA
What’s working well
and what lessons
can we learn?
@jonquinton1
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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?
@jonquinton1
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IIS CRAWL REPORT
132,330 linked to
redirects
11,852 pages
blocked by
Robots.txt
@jonquinton1
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The link to http://www.tripomatic.com/widgets/ 301 redirects to
http://www.tripomatic.com/lp/widgets/
@jonquinton1
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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”>
@jonquinton1
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PROBLEM #5
PARAMETER URLS IN ANALYTICS
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?PAGETYPE= BEING REPORTED AS ORGANIC LANDING PAGES
@jonquinton1
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Script set to report
page views
…HERE’S WHY
@jonquinton1
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PROBLEM #4
DIAGNOSING ARCHITECTURE
PROBLEMS
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CURRENT NAVIGATION
@jonquinton1
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EXPORT XENU REPORT INTO EXCEL
@jonquinton1
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FILTER BY ‘LEVEL’
From 4105 analysed
URLs, 2,101 were over
3 clicks deep
@jonquinton1
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NEW STRUCTURE PLANDestination Guides
Asia
Delhi
Far East
Bangkok
Hong Kong
Eur ope
London
Par is
Eastern Europe
Krakow
Budapest
USA
New York
LA
Canada
Vancouver
Tor onto
@jonquinton1
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PROBLEM #6
FINDING BAD LINKS
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GATHER AND COMBINE DATA
Use OSE, Majestic and Webmaster Tools
@jonquinton1
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DE-DUPE YOUR LIST
Once combined, de-dupe by ‘sourceURL’ and remove metrics that are not required
@jonquinton1
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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
@jonquinton1
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USE COUNTIF TO GIVE YOU THE ANSWER
=COUNTIF(Table4[Address],A2)
@jonquinton1
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SEPARATE DOMAINS
• =IFERROR(MID(A2,8,FIND("/",A2,8)-8),MID(A2,8,LEN(A2)))
@jonquinton1
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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!
@jonquinton1
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USE VLOOKUP TO PULL DATA INTO MAIN TAB
=VLOOKUP(B2,Table2[#All],2,0)
@jonquinton1
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FILTER DOWN TO YOUR PR -1 AND 0 LINKS
@jonquinton1
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...............................................................................................................................................................................................USE TOOLS.SEOGADGET TO FETCH CONTACT DETAILS
@jonquinton1
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DOMAIN PAGE RANK DISTRIBUTION
0 1 2 3 4 5 6 7 8 9 100
50
100
150
200
250
300
Domain Page Rank Distribution
@jonquinton1
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ANCHOR TEXT DISTRIBUTION24%
54%
21%
Keyword: Trip PlannerIncludes BrandOther
@jonquinton1
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PROBLEM #7
BUILDING GOOD LINKS
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EMBED MAPS
@jonquinton1
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GUEST POST OPPORTUNITIES
@jonquinton1
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...............................................................................................................................................................................................FINDING COMPETITORS LINKS AND CONTACT DETAILS
@jonquinton1
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...............................................................................................................................................................................................BRING BACK THE BLOG – THIS TIME TO A SUB FOLDER
@jonquinton1
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ASSOCIATE WITH SMALL LOCAL BUSINESSES
@jonquinton1
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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