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Jon Quinton
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My presentation from A4U London 2012 - Turbo-Charging Your SEO and Link Building.
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Turbo-Charging Your SEO and Link Building
1.
TURBO-CHARGING YOUR SEO
Jon Quinton SEOgadget.co.uk @jonquinton1
2.
WHAT’S THE CRACK?
3.
@jonquinton1 ...............................................................................................................................................................................................
TRIPOMATIC.COM
4.
PROBLEM #1 WHERE TO
START?
5.
@jonquinton1 ...............................................................................................................................................................................................
CHECKING SEARCH VISIBILITY Good growth but still plenty of opportunity
6.
@jonquinton1 ...............................................................................................................................................................................................
Non-Brand Brand
7.
@jonquinton1 ...............................................................................................................................................................................................
TOP TRAFFIC DRIVING KEYWORDS (NON-BRAND) Note: the tourist maps are bringing in a good volume of traffic
8.
PROBLEM #2 DISCOVERING OPPORTUNITIES
WITH META DATA
9.
@jonquinton1 ...............................................................................................................................................................................................
FIRST, COMBINE ALL YOUR EXPORTS:
10.
@jonquinton1 ...............................................................................................................................................................................................
COMBINE THE DATA USING VLOOKUP: =VLOOKUP(A2,[TABLE2],2,0)
11.
@jonquinton1 ...............................................................................................................................................................................................
SORT BY SEARCH VOLUME TO SPOT META IMPROVEMENTS Is the page title optimised for the biggest ranking keyword?
12.
PROBLEM #3 QUICKLY FINDING
TECHNICAL PROBLEMS
13.
@jonquinton1 ...............................................................................................................................................................................................
FINDING DUPLICATION WITH SCREAMING FROG Finding duplicate meta data usually leads to deeper problems…
14.
@jonquinton1 ...............................................................................................................................................................................................
http://www.tripomatic.com/Singapore/ http://www.tripomatic.com/singapore/ http://www.tripomatic.com/Singapore/Singapore-city/
15.
@jonquinton1 ...............................................................................................................................................................................................
Also check meta descriptions – are they harming your CTR?
16.
@jonquinton1 ...............................................................................................................................................................................................
COMPARING WITH CLICK THROUGH DATA What’s working well and what lessons can we learn?
17.
@jonquinton1 ...............................................................................................................................................................................................
SIGNIFICANT SPIKE IN ‘NOT SELECTED’ URLS ‘Not Selected’ URLs are pages that Google deem to be duplicate or ‘thin’. Did something change on the 8th May?
18.
@jonquinton1 ...............................................................................................................................................................................................
IIS CRAWL REPORT 132,330 linked to redirects 11,852 pages blocked by Robots.txt Download: http://www.iis.net/downloads/microsoft/search-engine-optimization-toolkit
19.
@jonquinton1 ...............................................................................................................................................................................................
The link to http://www.tripomatic.com/widgets/ 301 redirects to http://www.tripomatic.com/lp/widgets/ Once redirects are implemented, make sure internal links are updated to reflect new locations.
20.
@jonquinton1 ...............................................................................................................................................................................................
ROBOTS.TXT Many of these pages are still indexed. It would be more efficient to set to NoIndex, Follow: <meta name=“robots” content=“noindex,follow”>
21.
PROBLEM #4 DIAGNOSING ARCHITECTURE
PROBLEMS
22.
@jonquinton1 ...............................................................................................................................................................................................
CURRENT NAVIGATION
23.
@jonquinton1 ...............................................................................................................................................................................................
EXPORT XENU REPORT INTO EXCEL
24.
@jonquinton1 ...............................................................................................................................................................................................
FILTER BY ‘LEVEL’ From 4105 analysed URLs, 2,101 were over 3 clicks deep
25.
@jonquinton1 ...............................................................................................................................................................................................
MAP OUT NEW STRUCTURE Asia Delhi Bangkok Far East Hong Kong London Europe Paris Destination Guides Krakow Eastern Europe Budapest New York USA LA Vancouver Canada Toronto
26.
PROBLEM #5 FINDING BAD
LINKS
27.
@jonquinton1 ...............................................................................................................................................................................................
GATHER AND COMBINE DATA Use OSE, Majestic and Webmaster Tools
28.
@jonquinton1 ...............................................................................................................................................................................................
DE-DUPE YOUR LIST Once combined, de-dupe by ‘sourceURL’ and remove metrics that are not required
29.
@jonquinton1 ...............................................................................................................................................................................................
ARE MY LINKS STILL LIVE? Use Screaming Frog SEO spider in ‘list mode’ and configure a custom filter to search for your domain in the source code of each URL
30.
@jonquinton1 ...............................................................................................................................................................................................
SEPARATE DOMAINS • =IFERROR(MID(A2,8,FIND("/",A2,8)-8),MID(A2,8,LEN(A2)))
31.
@jonquinton1 ...............................................................................................................................................................................................
USE SEOTOOLS FOR EXCEL TO PULL IN DOMAIN PR Ensure that you work in a new tab with a de-duped list of domains. Paste as values once finished!
32.
@jonquinton1 ...............................................................................................................................................................................................
DOMAIN PAGE RANK DISTRIBUTION Domain Page Rank Distribution 300 250 200 150 100 50 0 0 1 2 3 4 5 6 7 8 9 10
33.
@jonquinton1 ...............................................................................................................................................................................................
ANCHOR TEXT DISTRIBUTION 22% 24% Keyword: Trip Planner Includes Brand Other 54%
34.
PROBLEM #7 BUILDING GOOD
LINKS
35.
@jonquinton1 ...............................................................................................................................................................................................
EMBED MAPS
36.
@jonquinton1 ...............................................................................................................................................................................................
SCRAPE A LIST OF OPPORTUNITIES
37.
@jonquinton1 ...............................................................................................................................................................................................
BRING BACK THE BLOG – THIS TIME ON A SUB FOLDER
38.
@jonquinton1 ...............................................................................................................................................................................................
ASSOCIATE WITH SMALL LOCAL BUSINESSES
39.
KEY ACTION POINTS: 1.
GAIN A REALISTIC VIEW 2. QUICKLY FIND TECHNICAL ISSUES 3. ANALYSE BACKLINK PROFILE – BUILD THE LINKS YOU NEED
40.
THANKS!!
Jon Quinton SEOgadget.co.uk jon@seogadget.co.uk @jonquinton1
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