Presented by Nabil Dabbagh, Global Head of Customer Success at DeepCrawl for Digitalks Dubai. This presentation will talk you through crawl data and how it can help you stay on top of your site health, enhance the user journey and drive revenue. He will also explain how customers and sales can slip through the net across your digital marketing campaigns, and why using a website crawler is the best way to address this. This presentation is aimed at Digital Marketers working within Ecommerce brands.

2. What is crawl data?
The challenges of running multi-channel digital marketing
campaigns
Where is traffic being wasted during the customer journey?
What are the key elements for optimising your website?
How crawl data can help you monitor and improve the
customer journey
WHAT WE’LL COVER
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3. SEO
Content
PPC & Display
Email
THE RESPONSIBILITIES OF A DIGITAL MARKETER
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One of their main shared responsibilities:
they need to build campaigns.
Affiliates
Social Media
PR
Lead generation
What are you?

4. What is your plan?
What are you trying to achieve?
What is your strategy?
THE PURPOSE OF DIGITAL MARKETING CAMPAIGNS
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A shared KPI across all channels’ campaigns:
driving traffic to your website.
Think about the campaigns within your digital marketing team.

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

6. AN EXAMPLE OF WASTED TRAFFIC
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A user performs a search for “Asics Gel
Nimbus 19”
They click on your paid ad
The product is out of stock and redirects to
the homepage
The user returns to the search results and
clicks on a competitor ad
The product is in stock on that site and they
convert

7. Outcomes:
You have spent money on a click
You have missed out on a sale
You have lost a potential loyal customer
AN EXAMPLE OF WASTED TRAFFIC
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8. AN EXAMPLE OF WASTED TRAFFIC
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‘Best-selling products’
email is sent
User clicks a link
to a product
Product is out of stock. CMS puts in an
automatic redirect to the category page
Category page is now empty and has been
disabled and 404s
User leaves your site to find the
product elsewhere
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9. THINK OF YOUR DIGITAL MARKETING STRATEGY AS...
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THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE

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THE INTERIOR: YOUR WEBSITE’S UI & UX

12. THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS
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13. THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC
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14. RULES FOR THE PERFECT DINNER PARTY
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Don’t: Invite guests over if the house is leaking
water, or the dining room isn’t accessible
Don’t: Invite guests over if the dining room has no
furniture, or if you don’t have any food to serve

15. RULES FOR THE PERFECT CUSTOMER JOURNEY
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Don’t: Send campaign traffic to landing pages
which are being redirected and error pages
Don’t: Send campaign traffic to empty pages
without products

16. The Crawling Tool: Will go to your website, discovering all
its pages and how they all connect
The Crawl Data: The metrics you get from running a full
website crawl using a crawling tool
THE IMPORTANCE OF CRAWLING YOUR WEBSITE
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17. COMBINING CRAWL SOURCES
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18. Indexing - which pages aren’t being shown to search engines
Site speed - users will bounce from a slow site
Backlinks - where links are coming from and errors with them
Mobile-first - poor mobile experience will affect rankings
4 KEY ELEMENTS FOR OPTIMISING YOUR FOUNDATION
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There are so many aspects we could go into for website
optimisation, but here are the top 4:

19. Indexing is the key for your pages to be displayed in search
engines
Onpage elements can block important pages from being
indexed and allow indexing of low quality pages
Use crawl data to show indexable and non-indexable pages
HERE’S WHERE CRAWL DATA COMES IN: INDEXING
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Highlight issues with indexing.

20. 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
HERE’S WHERE CRAWL DATA COMES IN: SITE SPEED
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Highlight issues with site speed.

21. Recommendations about you from other sites directing traffic
Authority flow and customer journeys should land cleanly on
your site
Use crawl data to highlight broken backlinks and blocked
authority flow
HERE’S WHERE CRAWL DATA COMES IN: BACKLINKS
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Highlight issues with backlinks.

22. 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-specific reports on content and
accessibility
HERE’S WHERE CRAWL DATA COMES IN: MOBILE-FIRST
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Highlight issues with mobile-first.

23. TO SUM UP...
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24. Is an automated, scalable way of monitoring your website on a
regular basis
Shows onsite roadblocks for the customer journey
Highlights areas for optimisation which will increase
conversions
Deserves a place in your digital marketing strategy!
TO SUM UP...
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Crawl data: