This presentation covers the what, why, and how of monitoring your SEO activities and data to help you make better decisions.
Tools mentioned:
Moz
SEMrush
Ahrefs
Screaming Frog
Deep Crawl
Google Analytics
Google Search Console
14. But when I searched the beer…
- Multiple product teams shipping new content
- Content teams creating new content
- Users updating things on the site (profile names, etc)
- Servers going up and down
- New links being built and going away
- Routine maintenance
- Google changing its algorithms
- New SERP features
- And the list goes on…
@dohertyjf
Especially when all of this is happening
@dohertyjf
16. I see these sorts of issues all the time
Even when you’re inhouse, it can be easy to want to check
dashboards all the time.
“What if something changes in the next 30 minutes?”
“What if traffic drops and I lose my job?”
“What if our client gets a penalty and I’m not there to see the
notification??”
@dohertyjf
I used to feel frantic about SEO
@dohertyjf
17. I see these sorts of issues all the time
Even when you’re inhouse, it can be easy to want to check
dashboards all the time.
“What if something changes in the next 30 minutes?”
“What if traffic drops and I lose my job?”
“What if our client gets a penalty and I’m not there to see the
notification??”
@dohertyjf
I used to feel frantic about SEO
@dohertyjf
22. Who I am
Founder, GetCredo.com
Digital marketing/SEO consultant
10 years of SEO/digital experience in-
house and agency
Built marketing and growth teams at
Zillow in USA
Live in Colorado with my wife
Courtney and dog Butterbean
@dohertyjf@dohertyjf
23. Personally seen $17M+ in digital
marketing work come through Credo
since October 2015.
Personally sold over $600k of SEO
work in the last 3 years.
Work exclusively on Credo and very
large brands/websites.
@dohertyjf@dohertyjf
36. No traffic no dollars
Your job as an SEO is to drive traffic acquire visitors to your site
who become customers (whatever that means). That starts with
traffic.
@dohertyjf
43. Notice I said keyword buckets
As the SEO, your job is to track the data and interpret it for your
boss/clients. Keyword tracking helps you show broader moves as
you optimize towards specific goals. We are not optimizing
toward a few main keywords because that puts the business at
risk, though there are keywords we care about most.
@dohertyjf
44. SEOs rarely talk about SEO in terms of $$$
Everything you do at your job should map back to revenue.
Links = audience (more potential customers)
Canonicals = better user experience and conversions
Blog posts = more potential customers and better conversions
That’s what executives care about ultimately!
@dohertyjf
61. Rank tracking tools
1. Moz (if you have a Pro campaign, they do well)
2. SEMrush (if you subscribe here, their keyword tracking is also
quite good and updated daily)
3. STAT (if you’re enterprise and can afford to price per keyword)
@dohertyjf
62. On-demand crawling tools
1. Screaming Frog (you likely already have a license, and if you
do not you should) or Sitebulb
2. Moz (if you have a Pro subscription, you can do on-demand
crawls)
@dohertyjf
63. Automated crawling tools
DeepCrawl is my tool of choice here! Set it up within your
Campaign with these settings and to email you results weekly.
Many other tools now also offer their version of “Campaigns” or
“Projects” that will also give you insight.
I recommend using multiple because each will flag different
issues and thus you can get a full picture with multiple.
@dohertyjf
71. Connect with me online
Twitter: @dohertyjf
Instagram: @dohertyjf
Personal site: https://www.johnfdoherty.com
Credo: https://www.getcredo.com
All images used in this presentation are from Unsplash and are
used under Creative Commons.