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Googlebot Log Driven Design & AI Linking

Googlebot Log Driven Design & AI Linking

Log files are a puzzle piece into Google's understanding of your site. Find out actionable tips on how traffic spikes can lead to higher rates of Google crawling and why their is a need for internal linking and dedicated content to fill this demand.

James Gibbons

September 17, 2023
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  1. Googlebot Log Driven
    Design & AI Linking
    James Gibbons
    Quattr Inc
    Speakerdeck.com/jamesfgibbons
    @jamesfgibbons

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  2. Agenda
    ● Logs are cool, here is why
    ● Visualizing logs & Search Console data
    ● Making logs actionable with internal linking
    ● Case study examples
    ● Getting started with logs

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  3. A bit about me…
    SEO since 2013
    3-Legged Stool
    In-House
    Technology
    Agency
    @jamesfgibbons

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  4. Your Data
    Your Site
    Your
    Competitors
    Guided Workflows for
    Prioritized Actions
    acts like a search engine for your team, every day, even while you sleep.
    Quattr is Like Having a Search Engine
    working for your team
    Easy to Surface
    Actionable Insights

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  5. Your Data
    Your Site
    Your
    Competitors
    Guided Workflows for
    Prioritized Actions
    acts like a search engine for your team, every day, even while you sleep.
    Quattr is Like Having a Search Engine
    working for your team
    Easy to Surface
    Actionable Insights

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  6. Quick Poll
    Raise your hand if…

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  7. Quick Poll
    Raise your hand if…
    ● You look at Google Search Console every day

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  8. Quick Poll
    Raise your hand if…
    ● You look at Google Search Console every day
    ● You extract and store Google Search Console data via API

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  9. Quick Poll
    Raise your hand if…
    ● You look at Google Search Console every day
    ● You extract and store Google Search Console data
    ● You also use Log data

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  10. Quick Poll
    Raise your hand if…
    ● You look at Google Search Console every day
    ● You extract and store Google Search Console data
    ● You also use Log data
    ● You have log file data joined with Google Search data

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  11. Quick Poll
    Raise your hand if…
    ● You look at Google Search Console every day
    ● You extract and store Google Search Console data
    ● You also use Log data
    ● You have log file data joined with Google Search data
    ● Anyone extracting Google Search Console via BQ export?

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  12. What are we after in SEO?

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  13. 0 to 100k GSC Monthly Clicks
    Series B Startup Programmatic SEO Deployment
    Clicks
    URLs

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  14. Why logs?

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  15. Logs Are One of the Funnels in Search
    Understanding logs unlocks a whole new perspective on your SEO program
    Google Search
    SEO
    Impressions
    GSC Click
    Session
    (Critical
    Render Path)
    Engagement Conversion
    Google Bot
    Crawls
    Server
    Response
    Paid
    Impressions
    PPC Click PPC Session Engagement Conversion

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  16. Relationship Between Clicks & Crawl
    Robust overhaul of XML sitemap architecture on a programmatic SEO domain
    8x Increase in crawl leading to 46% in clicks

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  17. How do we get here?

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  18. It Starts with the Taxonomy
    Quattr leverages ‘Categories’; a 3-level URL hierarchy & Geo Detection

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  19. Automated Classification of URLs
    Part rules matching with part customization
    Category, Subcat1, Subcat2

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  20. Log File Quadrants & Internal Linking
    Top-Level Categories Crawl & GSC Clicks in a Quarter
    Site Categories here need to pass
    internal link flow to this quadrant

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  21. Log File Quadrants & Internal Linking
    Subcategory1 Breakdown from Parent Category
    These Subcategory url groups within a
    parent Category should support this
    Quadrant with more internal linking

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  22. Log File URL Quadrants & Internal Linking
    URL breakdown among multiple Categories
    Y axis Crawls
    X axis GSC Clicks
    Sized by GSC Keyword Count
    10k Keywords
    Create bespoke internal linking from these individual pages to rest of template or page group

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  23. What now after making graphs?

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  24. Internal Linking AI – Template to Template
    On Demand Linking Modules

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  25. Source to Target with Generative AI Anchor Text
    Semantic mapping of any grouping of urls based on GSC keywords

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  26. Internal Linking AI – URL to URLs
    Semantic mapping of any grouping of urls based on GSC keywords

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  27. Internal Linking AI – URL to URLs
    Anchor text word clouds with anchor text diversification

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  28. What about single url internal linking?
    Select # of Internal Links across any Category or multiple

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  29. What about single url internal linking?
    Generative AI transforming Search Console keywords into anchor text

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  30. What is the end result?

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  31. Relationship Between Clicks & Crawl
    Robust overhaul of XML sitemap architecture on a programmatic SEO domain
    8x Increase in crawl leading to 46% in clicks

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  32. Could the clicks have been more?
    Logs indicate a major spike in 500 server errors post crawl increase
    Generally, crawl declines each ‘significant’ 500 URL spike

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  33. Logs as an Early Signal in Testing
    Crawl was going up in tandem with the click levels mapped to same urls
    Daily GSC clicks growing, non-brand CTR 4%+, logs integrated and move with clicks

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  34. Getting started with logs

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  35. • Create a automated taxonomy
    • Combine Search Console data, Analytics, with log files
    • Create high impact and relevant internal linking
    • Improve forecasting models with traffic analysis and crawl behavior
    • Mine keyword data from Search Console on trending crawled pages
    Using AI with Log Files
    Jobs to be done post log file analysis

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  36. • Scan this QR code and get free
    internal linking for up to 10k url pairs
    • Come stop by booth #25, grab a
    pastry and say hi
    • Quattr.com/content-ai
    Learn a bit more about Quattr Inc.
    Free Internal Linking Outputs
    @jamesfgibbons @quattr_inc

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  37. Thank You

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