In this talk by Rachel Costello, Technical SEO at DeepCrawl, she will explore the true value of crawl data and how it can help you stay on top of your e commerce site health, enhance the user journey and drive revenue. From this presentation you'll gain insights into how customers and sales can slip through the net across your digital marketing campaigns, and why leveraging crawl data is the best way to address this. Discover the 5 key elements for optimising your website and the foundation of your digital marketing strategy: indexing, content, site speed, back links and mobile-first.

1. INCREASE CONVERSIONS
WITH CRAWL DATA
Rachel Costello, Technical SEO
AFFILIATE SUMMIT 2018
@rachellcostello ASEuro18

2. “Only 58% of marketers say they are often successful in
achieving their marketing goals”
MISSED DIGITAL MARKETING GOALS
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Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing-stats/

3. WHAT WE’LL COVER
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What is crawl data?
The challenges of multi-channel digital marketing campaigns
Where is traffic wasted?
What are the key elements for optimising your website?
How to improve the customer journey

4. THE RESPONSIBILITIES OF A DIGITAL MARKETER
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SEO
Content
PPC & Display
Email
One of their main shared responsibilities: they need to build campaigns.
Affiliates
Social Media
PR
Lead generation

5. THE PURPOSE OF DIGITAL MARKETING CAMPAIGNS
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Think about those campaigns.
What is your plan?
What is your strategy?
What are you trying to achieve?
A shared KPI across all channels’ campaigns: driving traffic to your website
and converting it.

6. WHAT HAPPENS TO THIS TRAFFIC?
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A visitor engages with your campaign and clicks through to your site, but what
next?
Is that landing page redirected?
Slow to load?
Not accessible on mobile?
If your pages aren’t optimised, here’s what is happening to your time, effort,
money and traffic: they’re being wasted.

7. AN EXAMPLE OF WASTED TRAFFIC
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WASTED TRAFFIC

8. AN EXAMPLE OF WASTED TRAFFIC
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Affiliate site shares brand feed
User clicks on a product they like
Product is out of stock
Automatic CMS redirect to homepage
User leaves the site

9. AN EXAMPLE OF WASTED TRAFFIC
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Outcomes:
You have wasted time building out a feed
You have missed out on a sale
You have lost a potential loyal customer

10. AN EXAMPLE OF WASTED TRAFFIC
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11. THINK OF YOUR DIGITAL MARKETING STRATEGY AS...
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IMAGINE YOUR DIGITAL MARKETING STRATEGY AS…
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12. THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE
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THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE
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13. THE INTERIOR: YOUR WEBSITE’S UI, UX & PRODUCTS
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THE INTERIOR: YOUR WEBSITE’S UI & UX
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14. THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS
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THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS
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15. THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC
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THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC
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16. RULES FOR A SUCCESSFUL DINNER PARTY / CUSTOMER JOURNEY
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Targeted, engaging campaigns
Serve right content across devices
Great, easy-to-navigate website
Relevant pages accessible
Clear CTAs and stock depth
Invitations sent out with correct info
Enough space for guests
Well-decorated space
Timely and consistent courses
Plenty of food and drink
Dinner Party Customer Journey

17. Don’t invite traffic to your website if you can’t offer
your users the experience they expect and
deserve!
TREAT YOUR CUSTOMERS RIGHT
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18. Onsite experience and a seamless customer journey are crucial for reducing
traffic waste and increasing conversion, but…
HOW DO YOU MONITOR THE CUSTOMER JOURNEY?
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How do you monitor them?
Especially at scale?

19. Crawl Data
Metrics you get from running a full website crawl
Crawling Tool
Discovers all of your site’s pages and how they all connect
Crawl Sources
Additional sources from other tools e.g. backlinks, traffic, visibility, log files
CRAWL DATA FOR WEBSITE MONITORING
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20. COMBINING CRAWL SOURCES
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COMBINING CRAWL SOURCES
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21. Indexing
Content
Site Speed
Linking
Mobile-first
5 KEY ELEMENTS FOR OPTIMISING YOUR FOUNDATIONS
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1
2
3
4
5
There are so many aspects we could go into for website optimisation, but here
are the top 5:

22. INDEXING
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INDEXING
“Google’s search knows over 130 trillion pages”
Source: https://searchengineland.com/googles-search-indexes-hits-130-trillion-pages-documents-263378

23. WEBSITE OPTIMISATION FOR INDEXING
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The importance of indexing:
Indexing is the key for your pages to be displayed in search engines
Onpage elements can block important pages from indexing and allow
indexing of low quality pages
Use crawl data to show indexable / non-indexable pages, plus codes and tags
blocking indexing

24. CONTENT
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“Content marketing costs 62% less than traditional
marketing and generates about 3 times as many leads”
Source: https://www.demandmetric.com/content/content-marketing-infographic

25. WEBSITE OPTIMISATION FOR CONTENT
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The importance of content:
In order to rank and provide value, you need to create relevant, unique
content
Content needs to be accessible and easy to process for search engines
Use crawl data to see duplicate content and thin content issues

26. SITE SPEED
@rachellcostello ASEuro18
“On average sites lose 7% of traffic per 1 second page
loading speed delay”
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SITE SPEED
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Source: https://www.branded3.com/site-speed-conversion-rate/

27. WEBSITE OPTIMISATION FOR SITE SPEED
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The importance of site speed:
A slow loading website creates a roadblock for users landing on your site
Slow sites cause customers to bounce and potential conversions to be lost
Use crawl data to see page load times and onpage resources of your
templates

28. LINKING
@rachellcostello ASEuro18@rachellcostello ASEuro18
LINKING
Linking is still one of the most powerful ranking factors
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Source: https://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882

29. WEBSITE OPTIMISATION FOR LINKING
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The importance of linking:
External links are recommendations about you from others, and internal links
guide users & search engines through a site
Authority flow and customer journeys should land cleanly on your site, and
navigation through site should be simple through correct internal linking
Use crawl data to highlight internal linking issues, broken backlinks and
blocked authority flow

30. MOBILE-FIRST
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“Users who have a bad mobile user experience are 60%
less likely to revisit and purchase from that brand in
future”
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MOBILE-FIRST
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Source: https://www.smartinsights.com/digital-marketing-strategy/100-must-see-marketing-stats/

31. WEBSITE OPTIMISATION FOR MOBILE-FIRST
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The importance of mobile-first:
Mobile has become the priority for users and search engines
Poor mobile site experience will affect rankings and the majority of users
Use crawl data to show mobile content, accessibility and how mobile pages
are crawled

32. TO SUM UP...
@rachellcostello ASEuro18
DINNER PARTY & DIGITAL MARKETING SUCCESS!
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33. Conversion opportunities are wasted when websites aren’t optimised for
campaign traffic
Crawl data is an automated, scalable solution for website monitoring
Focus on indexing, content, site speed, linking and mobile-first for optimisation
Campaign building and onsite traffic-management should be planned together
in your digital marketing strategy
Different teams working together can overcome customer journey issues
KEY TAKEAWAYS
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34. No more wasted traffic!
TO SUM UP
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35. THANK YOUANY QUESTIONS?
Rachel Costello
Technical SEO
@rachellcostello ASEuro18