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Measuring the Impact of Technical SEO

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Check out the video recording of this webinar hosted by SE Ranking: https://www.youtube.com/watch?v=USABADeUvCg

About:
How do we measure the business impact of technical SEO? You will find out:
- How to find 404s and prove this is a problem
- What to do with redirects
- What is your website’s current speed and its impact on rankings and conversions
- What pages are missing from the index and why it is important to check

Publicada em: Marketing
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Measuring the Impact of Technical SEO

  1. 1. Measuring The Impact Of Technical SEO Presented by Matthew Edgar Partner & Consultant at Elementive matthew@elementive.com | @MatthewEdgarCO www.elementive.com
  2. 2. How do we measure the business impact of technical SEO?
  3. 3. We know technical factors are important to SEO but….
  4. 4. 404 Errors
  5. 5. Finding 404 Errors in SE Ranking
  6. 6. You have 404 errors, so what?
  7. 7. Finding 404 Errors in Google Analytics
  8. 8. What is the error continuation rate? Error continuation rate = people who recover from the error / people who saw the error
  9. 9. How do 404s affect conversions and website engagement? (Google Analytics)
  10. 10. Do we need to fix the 404? With this data, you can now decide if you need to fix the 404 and how to fix it.
  11. 11. If there is a lot of activity… …we should add a redirect, fix the source link or invest in the fix.
  12. 12. If there isn’t a lot of activity… …we can safely ignore this error.
  13. 13. Website Speed
  14. 14. How to measure website speed and identify problems
  15. 15. Finding website speed in SE Ranking
  16. 16. Finding website speed in Google Search Console
  17. 17. Finding website speed in WebPageTest
  18. 18. Your website is slow, so what?
  19. 19. Perception of website speed
  20. 20. Speed’s impact on rankings Page Impressions Clicks Avg. Position Load Time page-a 10,678 612 2.4 3.0 page-b 10,241 708 3.6 1.8 page-c 9,641 536 3.2 11.1 page-d 8,532 277 8.2 4.3 page-e 7,913 807 6.2 5.1
  21. 21. Speed’s impact on conversions Page Pageviews Avg. Time on Page Bounce Rate % Exit Conversions Load Time page-a 8,456 150.07 73.97% 82.14% 67 3.0 page-b 3,405 40.56 72.00% 70.00% 45 1.8 page-c 2,956 121.57 50.00% 51.72% 14 11.1 page-d 2,567 364.57 73.68% 72.00% 18 4.3 page-e 2,456 488.00 86.36% 95.83% 27 5.1
  22. 22. Is website speed a problem?
  23. 23. At a certain point, your website is fast enough already...
  24. 24. Robot Crawlability
  25. 25. 1) How many pages has Google located on your website?
  26. 26. How many pages has Google located? SE Ranking
  27. 27. How many pages has Google located? Google Search Console
  28. 28. How many pages has Google located? Google Search Console
  29. 29. How many pages has Google located? site:query
  30. 30. 2 more questions you need to answer…
  31. 31. 2) How many pages are on your website?
  32. 32. How many pages are on your website? CMS (WordPress)
  33. 33. How many pages are on your website? Crawl Tools
  34. 34. How many pages are on your website? Submitted files via XML Sitemap
  35. 35. 3) What pages are getting organic traffic?
  36. 36. How many pages does get organic traffic? Google Analytics – Count Organic Entrance Pages
  37. 37. Identify missing pages
  38. 38. Finding missing pages Step #1: Export list of all pages on your website
  39. 39. Finding missing pages Step #2: Export lists of what Google knows
  40. 40. Finding missing pages Step #3: Compare the two lists =IF(ISNUMBER(MATCH(B4,A:A,0)),"Google knows about "&B4,"Google does NOT know about "&B4&"")
  41. 41. Are missing pages impacting your website opportunity? The answer is likely “yes”
  42. 42. To measure missed opportunity • What are engagement metrics for missing pages? • What are conversions for missing pages? • Would it be helpful to have organic traffic to these pages? • The better the page’s engagement and the more conversions from the page, the more the answer is yes.
  43. 43. Closing thoughts
  44. 44. Tech SEO reports that simply describe that certain errors or problems exist are important but incomplete.
  45. 45. We need non-traditional SEO Data.
  46. 46. Measuring the business impact of technical SEO is possible!
  47. 47. Start by… • Finding and fixing your website 404 errors
  48. 48. Start by… • Finding and fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors
  49. 49. Start by… • Finding and fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible
  50. 50. Start by… • Finding and fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible • …provided your website speed isn’t fast enough already
  51. 51. Start by… • Finding and fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible • …provided your website speed isn’t fast enough already • Improving robot crawlability and site indexing
  52. 52. Start by… • Finding and fixing your website 404 errors • …provided you are seeing an impact to the business from those 404 errors • Measuring website speed and optimizing as much as possible • …provided your website speed isn’t fast enough already • Improving robot crawlability and site indexing • …provided you are finding high-value missing pages or an abundance of low-value pages
  53. 53. Questions? THANK YOU! Presented by Matthew Edgar Partner & Consultant at Elementive matthew@elementive.com | @MatthewEdgarCO www.elementive.com

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