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SEO Diagnostics for the Skilled Search Mechanic SES Chicago 2012

SEO Diagnostics for the Skilled Search Mechanic SES Chicago 2012

Grant Simmons
PRO

November 14, 2014
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  1. Chicago | November 12–16
    Mission:
    SEO Diagnostics for the
    skilled Search Mechanic
    Grant Simmons
    The Search Agency
    Director, SEO & Social Product

    View Slide

  2. Chicago | November 12–16, 2012 | #SESCHI
    Grant Simmons
    • The Search Agency
    @simmonet
    Search Agent, Father, Sailor
    But not necessarily in that order
    when there’s a fair wind
    • Agent “Algo”

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  3. Chicago | November 12–16, 2012 | #SESCHI
    Our Mission (should we decide to accept it)
    Provide answers to key problems
    that will singularly improve a site's
    performance using the right
    diagnostic steps and tools.
    @simmonet

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  4. Chicago | November 12–16, 2012 | #SESCHI
    Tools: Google SERP
    • Everyone has it
    • Familiar
    • Free
    • Lots of data points
    • No analytics access needed
    • From the horse’s mouth
    • Who’s going to argue
    with Google?
    @simmonet

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  5. Chicago | November 12–16, 2012 | #SESCHI
    Google SERP Sleuth – Pre-Briefing
    • Major issues
    • Site structure
    • Internal linking
    • Core optimization
    • Content issues
    • Social
    • Other cool stuff
    @simmonet

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  6. Chicago | November 12–16, 2012 | #SESCHI
    Let’s Go!

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  7. Chicago | November 12–16, 2012 | #SESCHI
    Brand
    • Suggest
    @simmonet
    a brand!

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  8. Chicago | November 12–16, 2012 | #SESCHI
    Brand
    Do they show up?
    • Suggest
    • # Results
    • Intent
    • Paid Ads
    • Title / Snippet

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  9. Chicago | November 12–16, 2012 | #SESCHI
    Instant Preview
    Do they show up?
    • Suggest
    • # Results
    • Intent
    • Title / (Rich) Snippets
    • Paid Ads
    • Preview

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  10. Chicago | November 12–16, 2012 | #SESCHI
    Brand
    • # Results
    • Intent
    • Paid Ads
    • Title / (Rich) Snippets
    • Instant Preview
    • Share of SERP
    • Universal
    • Subdomains
    • Sitelinks
    @simmonet
    Do they show up?
    • Suggest

    View Slide

  11. Chicago | November 12–16, 2012 | #SESCHI
    The Click Through
    • How long to load?
    • Do I know what they do?
    • Do I know what to do?
    • Trust
    • Layout
    • Content
    • Navigation
    • Text / Internal links

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  12. Chicago | November 12–16, 2012 | #SESCHI
    A Primary Keyword
    Do they show up?
    • Suggest
    @simmonet
    opportunity

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  13. Chicago | November 12–16, 2012 | #SESCHI
    Do they show up?
    • Suggest
    A Primary Keyword
    • Intent
    • Title / (Rich) Snippets
    • Universal
    • Local
    • Competition
    • # Results
    • Paid Ads ?
    ?

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  14. Chicago | November 12–16, 2012 | #SESCHI
    Do they show up?
    • Suggest
    • Intent
    • Title / (Rich) Snippets
    • Universal
    • Local
    • Competition
    • # Results
    • Paid Ads
    • Shopping
    • Related
    Primary Keyword
    opportunity

    View Slide

  15. Chicago | November 12–16, 2012 | #SESCHI
    Site:
    they sho
    … is an SEOs best friend

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  16. Chicago | November 12–16, 2012 | #SESCHI
    Site:
    Assume they show up
    • # Results
    • Order
    • Subdomains
    why?
    what?
    how?

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  17. Chicago | November 12–16, 2012 | #SESCHI
    Site:
    • Subdomains
    • URLs
    • Patterns
    @simmonet
    Assume they show up
    • # Results
    • Order
    ouch!
    oops!

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  18. Chicago | November 12–16, 2012 | #SESCHI
    Site:
    Assume they show up
    • # Results
    • Order
    • Subdomains
    • URLs
    • Patterns
    • Last page
    @simmonet
    similar?
    Photo credit: creative commons

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  19. Chicago | November 12–16, 2012 | #SESCHI
    Site:www
    Rinse & Repeat
    • # Results
    • Order
    • Patterns
    • Anything look strange?
    #

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  20. Chicago | November 12–16, 2012 | #SESCHI
    Exact Match Content
    Simple
    • Quoted content
    • Opportunity to
    differentiate feed from
    onsite content
    Unique?

    View Slide

  21. Chicago | November 12–16, 2012 | #SESCHI
    Ancillary Missions
    • XML Sitemap
    • Robots.txt
    • HTML Sitemap

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  22. Chicago | November 12–16, 2012 | #SESCHI
    Advanced Search
    google.com/advanced_search
    • Terms appearing where
    • Last update date
    • Reading level
    • New top filter layout
    allintitle:
    allinurl:
    allintext:

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  23. Chicago | November 12–16, 2012 | #SESCHI
    Google SERP Diagnostics Step-by-Step
    • Brand
    • Click-through
    • Primary Keyword
    • Site: / Site:www
    • Ancillary searches
    • Advanced searches
    @simmonet

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  24. Chicago | November 12–16, 2012 | #SESCHI
    Thank you
    Grant Simmons
    [email protected]
    @simmonet
    linkedin.com/in/simmonet
    www.thesearchagency.com
    www.thesearchagents.com
    www.hseo.com
    @simmonet

    View Slide

  25. Chicago | November 12–16
    SERP Sleuth
    Mission: SEO Diagnostics for the
    skilled Search Mechanic
    Grant Simmons
    The Search Agency
    Director, SEO & Social Product

    View Slide

  26. Chicago | November 12–16
    SERP Sleuth
    Mission: SEO Diagnostics for the
    skilled Search Mechanic
    Grant Simmons
    The Search Agency
    Director, SEO & Social Product

    View Slide

  27. Chicago | November 12–16, 2012 | #SESCHI
    One Stealth Tool
    SEM Rush
    • Keywords
    • Traffic
    • Links
    • Rankings
    • Competition
    • Winners & Losers
    @simmonet

    View Slide

  28. Chicago | November 12–16, 2012 | #SESCHI
    Sitelinks > Internal Linking
    @simmonet

    View Slide

  29. Chicago | November 12–16, 2012 | #SESCHI
    Brand Social
    Do they show up?
    • Authorship
    • Frequency (age)
    • Social optimization
    • Content / Links
    @simmonet

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  30. Chicago | November 12–16, 2012 | #SESCHI
    Brand Negative
    Do they show up?
    • Usual suspects
    • How bad?
    Brand + ripoff
    Brand + reviews
    @simmonet

    View Slide

  31. Chicago | November 12–16, 2012 | #SESCHI
    Brand Media
    Do they show up?
    • Video
    • Images
    @simmonet

    View Slide