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Google Search Console: Dateninterpretation & API | Stephan Czysch | OMX 2015

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Welche Informationen liefert Google Webmastern über die Search Console? Wie kann man die Daten einfach über die API exportieren? Wie können Datenlimits im Frontend einfach umgangen werden? Warum stellt Google diese Daten zur Verfügung? Was sagt das über mögliche Rankingfaktoren aus?

Vortrag des CEO Stephan Czysch von der Berliner Online-Marketing-Agentur Trust Agents. Präsentiert auf der OMX 2015.

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Google Search Console: Dateninterpretation & API | Stephan Czysch | OMX 2015

  1. 1. 1 Google Search Console Daten-Interpretation & API Stephan Czysch Salzburg, 19. November 2015
  2. 2. 2 SEO-Tools können nicht so sein wie Google: Crawling läuft anders ab  Google crawlt nicht wie der Screaming Frog u.ä. Tools  Google crawlt nicht jede URL im immer gleichen Intervall  Google bezieht beim Crawling die Crawling-Einstellungen der GSC, externe Signale und historische Erkenntnisse mit ein
  3. 3. 3 SEO-Tools können nicht so sein wie Google: Sichtbarkeit vs. Traffic  In WMT werden Nachfrageschwankungen abgebildet, bei Sichtbarkeitswerten nicht  WMT: Keywords kommen und gehen / Keyword-Pool verändert sich  Historische Daten (älter als 90 Tage) sind in WMT„futsch“
  4. 4. 4 Wichtig: Daten werden abhängig von der verifizierten URL-Struktur ausgegeben  Datenlimits im Frontend:  Meist maximal 1.000 Datenpunkte  Zeitliche Begrenzung bei z.B. Suchanfragenbericht auf 90 Tage
  5. 5. 5 Basics: Datenlimits durch Bestätigung relevanter URL-Strukturen umgehen https://www.google.com/webmasters/tools/home?hl=de
  6. 6. 6 Doppelte Titel: Muster erkennen und das Problem beseitigen  Mögliche Maßnahmen:  Seiten zusammenlegen  Keyword-Ausrichtung ändern  URL-Struktur überarbeiten
  7. 7. 7 Bye bye [not provided]: Seit Mai 2015 zeigt Google in der Suchanalyse detailliertere Daten  Jede Dimension (z.B. Suchanfragen, Seiten) hat unterschiedliche Filter  Über „Länder“ sieht man seine Rankings in allen Ländern, in denen die Website eine Impression hatte
  8. 8. 8 Bei Auswahl von „Seiten“ werden Metriken seitenbezogen berechnet Zum Vergleich: Domainaggregierte Daten bei Betrachtung unter „Suchanfragen“
  9. 9. 9 Faustregel: Haben mehrere URLs ähnliche hohe Impressions, sind es in der Regel Sitelinks  Sitelinks werden vor allem bei „Brandsuchen“ angezeigt  Irrelevante Sitelinks lassen sich über WMT abwerten
  10. 10. 10 Ähnliches Ranking, unterschiedliche Klickrate: Ist die „Daumenposition“ der Grund?  Vergleich zwischen z.B. Desktop und Mobile kann Erkenntnisse über einzelne Keywords liefern  Bei diesem Keyword ist die Nachfrage für Desktop vs. Mobile bereits 50:50
  11. 11. 11 Detailanalysen: Für welche Keywords ranken in Shops Produktseiten? Fehlen passende Kategorien?  Die Nutzerintention bei Prio-Bereichen / Suchanfragen analysieren und schauen, ob eine Produktdetailseite der „falsche“ Einstiegsort ist  Denn: Geht das Produkt offline, dann droht ein Rankingverlust
  12. 12. 12 Externe Links: Zeigen Links womöglich indirekt auf meine Website?  Viele kommerzielle Tools zeigen bei weitergeleiteten Domains nur die Domain selbst als einen Link  Deshalb bei Linkanalysen auch die Links der weitergeleiteten Domains beachten
  13. 13. 13 Interne Links: Sind wichtige Dokumente unter den Top-Linkzielen?  Hypothese: Sind URLs einfacher & häufiger erreichbar, dann ranken sie besser  Die Daten oben weisen auf ein strukturelles Problem hin  Umsatzrelevante Seiten sollten besser verlinkt werden Aus Umsatzsicht relevant „Irrelevante Seiten“
  14. 14. 14 Zu viele URL-Varianten? Dann sendet Google gerne eine Meldung https://www.google.com/webmasters/tools/home?hl=de
  15. 15. 15 Welche Seiten sind nicht „mobile-friendly“ und sollten überarbeitet werden?  Auch hier daran denken: Die Daten beziehen sich auf die bestätige URL  Wenn eine getrennte mobile-Domain genutzt wird, wird das hier nicht berücksichtigt
  16. 16. 16 Wie viele URLs hat Google indexiert? Sind es ggf. mehr als es sein sollten?  Bei diesem Projekt: Nur 1.000 Produkte und 50 Kategorien, aber 80.000 indexierte Seiten  Starke Veränderungen in beiden Richtungen sollten sich begründen lassen
  17. 17. 17 Welche URLs sind über die robots.txt geblockt? Unter Crawling-Fehler zeigt Google Beispiele  Der „robots.txt“ Tester erlaubt nur Tests einzelner URLs  Unter Crawling-Fehler tauchen URLs auf, die von der aktuellen robots.txt blockiert werden
  18. 18. 18 Wie viele URLs crawlt Google regelmäßig auf meiner Domain?  URLs können mehrfach pro Tag gecrawlt werden  Jeder Aufruf geht in die Statistik ein  Chart liefert keine Aussage darüber, was gecrawlt wurde (und was nicht)
  19. 19. 19 Wie viele URLs kennt Google, die einen einzelnen URL-Parameter enthalten?  In diesem Fall wurden ohne Absprache mit dem SEO-Tool interne Links mit einem Tracking-Parameter ausgestattet  Die interne Verlinkung wurde dadurch verändert
  20. 20. 20 Daten über die API extrahieren
  21. 21. 21 Die spannendste API-Funktion ist die Abfrage von bis zu 5.000 Suchanfragen-Datensätzen pro Anfrage  Weitere Möglichkeiten der API: XML-Sitemaps einreichen, Beispiele zu Crawling- Fehlern, Anzahl von Crawling-Fehlern nach Typ auflisten  Bei Suchanfragen: Über Filter mehr Daten erhalten (z.B. „Suchanfrage enthält nicht ABC“)
  22. 22. 22 Tools wie Analytics-Edge sind eine einfache Möglichkeit, um Daten über die API abzufragen  Im Web: http://www.analyticsedge.com/google-search-connector/  Auch SEO-Tools wie Sistrix holen Daten nach Freigabe über die API
  23. 23. 23 API für den kleinen Mann: Automatische Reports aus Google Analytics  Datenaustausch zwischen Analytics und Webmaster Tools muss vorab eingerichtet werden
  24. 24. 24 Stephan Czysch sc@trustagents.de

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