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.

Transcript

1. Googlebot Log Driven Design & AI Linking James Gibbons Quattr Inc Speakerdeck.com/jamesfgibbons @jamesfgibbons
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
3. A bit about me… SEO since 2013 3-Legged Stool In-House Technology Agency @jamesfgibbons
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
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
6. Quick Poll Raise your hand if…
7. Quick Poll Raise your hand if… • You look at Google Search Console every day
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
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
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
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?
12. What are we after in SEO?
13. 0 to 100k GSC Monthly Clicks Series B Startup Programmatic SEO Deployment Clicks URLs
14. Why logs?
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
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
17. How do we get here?
18. It Starts with the Taxonomy Quattr leverages ‘Categories’; a 3-level URL hierarchy & Geo Detection
19. Automated Classification of URLs Part rules matching with part customization Category, Subcat1, Subcat2
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
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
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
23. What now after making graphs?
24. Internal Linking AI – Template to Template On Demand Linking Modules
25. Source to Target with Generative AI Anchor Text Semantic mapping of any grouping of urls based on GSC keywords
26. Internal Linking AI – URL to URLs Semantic mapping of any grouping of urls based on GSC keywords
27. Internal Linking AI – URL to URLs Anchor text word clouds with anchor text diversification
28. What about single url internal linking? Select # of Internal Links across any Category or multiple
29. What about single url internal linking? Generative AI transforming Search Console keywords into anchor text
30. What is the end result?
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
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
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
34. Getting started with logs
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
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
37. Thank You