6. THE SEO CONTROLLABLE
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Site Structure & Architecture
Linking Structure
Mobile Configuration
Site Speed & Page Load Times
Internationalization
Content
11. CUSTOMER JOURNEY
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ALL ROADS LEAD TO YOUR
WEBSITE!
Make sure your site is
optimized for the customer,
regardless of the delivery
channel!
13. GOOGLE’S BEEN SAYING FOR YEARS
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‘These (Google) algorithms analyze
hundreds of different factors to try to
surface the best information the web can
offer, from the freshness of the content, to
the number of times your search terms
appear and whether the page has a good
user experience. ‘
- Google Search Blog
https://www.google.com/search/howsearchworks/algorithms/
15. BUSINESS METRICS
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Website Performance + Customer Experience = Impact on:
Conversion Rate
Average Order Value
Customer Acquisition Cost
Return on Investment
43. Think website performance not just organic search
Make friends with your marketing team members
Be efficient & automate things
Visualize the correlation between web performance &
revenue impact
RECAP
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45. 45@_JHoff DIGITALKSDUBAI
RESOURCES
Made.com Case Study:
https://www.deepcrawl.com/clients/made-com/
SEO Reporting Automation:
https://www.deepcrawl.com/blog/best-practice/automating-seo-reporting/
Data Studio Templates:
https://www.stateofdigital.com/5-marketing-dashboard-templates/
Statement Digital:
https://statement.digital/
- C: Poor internal linking between category and subcategory pages meant that Google was receiving mixed signals around important pages. S: improved internal linking structure and provided Google with more clear signals by implementing breadcrumbs, across product pages and site wide. This also improved the sites UX and enhanced the customer journey through better navigation.
- C: Still running on HTTP protocol, not secure and was at risk of being flagged with Chromes ‘Not Secure Badge’ S: made moving over to HTTPS a priority, leveraging DeepCrawls list reports via his staging site to ensure that all pages and resources had been moved over to HTTPS successfully.
C: selling across all of Europe, Made.com has 9 different versions of their site in 9 different languages without any clear signals showing indication of which version
S: Hreflang provided clear signals and structure to the various localized versions of the site. Again informing the search engines which version of the site to deliver to the user thus in turn creating a positive user experience.
C: was impacting the customer journey and preventing customers from finding what they were after on the site.
S: across both desktop and mobile was another key area of impact. For example, Sam created new pages for color teams which then allowed customers to search the site based on color terms and also allowed made.com to rank for additional search queries including colors.
Dashboards you want to see from your SEO Tools with your day to day focus’