SEO Reporting in the Enterprise: Information is Power by AJ Mihalic - #SEJSummit New York City

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Search Engine Journal

Marketing

• SEO (Technical, Analytics, &
User Experience)
• Verizon, Office Depot, FXCM,
Reed Elsevier, British Airways,
Samsung

Report SEO
visibility
Build a site
EKG
Report for
promotion

A competitive view of SERP performance is necessary
to highlight the effects of SEO work.

#SEJSummit
#Searchmetrics @AJMihalic
Report on the Bottom Line

Rankings Tables are Ineffective
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Entry Page Tables are Ineffective
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SEO in Analytics = Entry Page Trends
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SEO Visibility = Model of Search Traffic
MI = S(MSV x CTR%)
#SEJSummit
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Visibility: Migration Performance
#SEJSummit
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Visibility: Penalties: Panda / Penguin
Gold (US)
#SEJSummit
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Visibility Volatility
#SEJSummit
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Monitor site health real-time to take
reactive actions a step earlier, before they
affect performance.

Early Response: 2nd Party Tools
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Early Response: 3rd Party Tools
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It’s Too Late When…
#SEJSummit
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The Disaster Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
Googlebot
activity drops
due to errors
Rankings drop
for large volume
of longtail terms
Traffic drops
across the board
SEO alerted to
the problem
#SEJSummit
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What are the Key Metrics?
• Count of each status code type
• Count of status codes with user-agent = Googlebot
• Log of URLs crawled by Googlebot
• Ideally 2x daily email of counts for earliest warning
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#Searchmetrics @AJMihalic

The EKG inAction
Status code 410 served to remove
thin, duplicated URLs from the index
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How is the Data Actionable?
• Add robots.txt fixes to production (patching)
• Fix code generating errors or remove links to pages
serving errors (patching)
• Reduce crawl rates in Google Webmaster Tools
• If problems are very serious, roll back to previous stable
releases
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The New Preventative Timeline
Googlebot
crawls new,
concatenated
URLs
Errors generated
on the server
SEO alerted
thanks to our
friends in IT
Implement fixes
to production
Rankings &
Traffic are
maintained
#SEJSummit
#Searchmetrics @AJMihalic

Understand what gets executive leadership promoted,
and speak their language.

Where’s my hockey stick?
#SEJSummit
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How can I get you Promoted?
Marketing Development
(sales) (python)
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Speak a New Language
• Reduce Errors
• Eliminate Redirect Chains
• Block Bots
Reduce Unnecessary Requests
& Save Resources
#SEJSummit
#Searchmetrics @AJMihalic

Change things that DO “matter”
• Improve Page Speed
• Improve Cross-Device Performance
• Consolidate Content
• Reduce Links
• Update Semantic Code
Improve User Experience
#SEJSummit
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The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

With so many elements going into constructing a successful website, it’s crucial to know what to look for when evaluating what users want. So what’s the best way to test your website’s effectiveness? We were wondering something similar, so we conducted a little experiment of our own. We’ll show you the step-by-step process for conducting experiments on your website, so you can get the important data you need to keep your website strong. You’ll learn: - The best time to run an experiment to get the most informative data. - What to do when you don't see the results you expect, and how to avoid other factors influencing your results. - How we run our experiments, and what we plan to do with the results. Watch our very own Angie Nikoleychuk, Content Marketing Manager, and learn the key factors to focus on when running website experiments, so your users stay happy and engaged. You’ll also learn the results of our own case study, where we examined ad performance and user happiness on our website.

How to Perform Website Experiments [+ SEJ Experiment Walk-Through & Results]

Search Engine Journal

Google’s algorithm is always changing, and along with new AI integrations, it’s crucial to know how your clients’ websites could be affected. Are you taking advantage of these changes to keep your clients’ SEO game strong? Find out how as we discuss five AI Changes Agencies And Brands need to know, the strategic advantages of AI (and what we can expect next), and how agencies can better support their multi-location customers. You’ll learn: - What agencies can do to become better partners to their multi-location clients. - How agencies can help ensure their clients show up on page one of SERPs. - How to communicate these updates to clients to streamline and maximize their online reputation. With Morrissey Balsamides and Cynthia Sener of Chatmeter, we’ll dive into the positive effect of AI on multi-location reputation management – where it stands today, and where it may go in the future. Make sure your clients are set up for success in the face of Google’s constant changes and evolving technologies.

5 AI Changes Agencies And Brands Need To Know

Search Engine Journal

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