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Presenta(on	
  on	
  	
  
Webmaster	
  Tools	
  
by	
  Carol	
  Poole	
  
Poll	
  
•  Have	
  you	
  used	
  webmaster	
  tools	
  before?	
  
–  89%	
  Yes	
  /	
  11%	
  No	
  

•  How	
  long	
  have	
  you	
  been	
  using	
  webmaster	
  tools?	
  
–  50%	
  under	
  1	
  year	
  /	
  50%	
  1-­‐3	
  years	
  

•  How	
  would	
  you	
  rate	
  level	
  of	
  experience?	
  
–  63%	
  beginner,	
  25%	
  intermediate	
  /	
  12%	
  advanced	
  
What	
  is	
  Webmaster	
  Tools	
  
•  Free	
  Tool	
  from	
  Google	
  
•  Designed	
  for	
  webmasters	
  
•  Used	
  by:	
  	
  
–  Webmasters	
  
–  SEO	
  Professionals	
  
–  AnalyUcs	
  &	
  AdWords	
  Professionals	
  	
  
Why	
  Use	
  Webmaster	
  Tools	
  
•  To	
  help	
  improve	
  visibility	
  in	
  search	
  engines	
  
•  Ensure	
  the	
  website	
  is	
  healthy	
  
•  Understand	
  &	
  improve	
  how	
  the	
  website	
  is	
  found	
  
–  Search	
  queries	
  
–  Who	
  links	
  to	
  your	
  website	
  

•  Improve	
  the	
  user	
  experience	
  (UX)	
  
Tools	
  for	
  Different	
  Purposes	
  
•  Tools	
  for	
  site	
  visibility	
  
–  Site	
  map,	
  structured	
  data,	
  robots.txt	
  

•  Tools	
  for	
  Website	
  health	
  
–  Broken	
  links,	
  crawl	
  errors,	
  site	
  errors	
  

•  Tools	
  to	
  improve	
  how	
  the	
  website	
  is	
  found	
  
–  Search	
  queries	
  &	
  CTRs	
  
–  Links	
  to	
  your	
  site	
  

•  Tools	
  to	
  improve	
  UX	
  
–  Broken	
  links	
  &	
  site	
  errors	
  
Key	
  Features	
  
•  Sitemap	
  submission	
  
•  Fix	
  crawl	
  errors	
  &	
  set	
  crawl	
  rate	
  
•  Site	
  health	
  &	
  messages	
  
•  See	
  which	
  websites	
  link	
  to	
  the	
  site	
  
•  See	
  what	
  searches	
  people	
  type	
  into	
  Google	
  when	
  people	
  
find	
  the	
  site	
  
–  Can	
  the	
  CTR	
  be	
  improved?	
  
Valuable	
  Data	
  in	
  Webmaster	
  Tools	
  
Add	
  Your	
  Site	
  
Verify	
  Site	
  Ownership	
  
Verify	
  Site	
  Ownership	
  
Submit	
  Site	
  Map	
  
Submit	
  Site	
  Map	
  

• 	
  	
  You	
  can	
  usually	
  find	
  what	
  sitemaps	
  you	
  have	
  by	
  typing	
  in	
  sitemap.xml	
  
• 	
  	
  Some	
  sites	
  have	
  more	
  than	
  1	
  sitemap.	
  Submit	
  all	
  of	
  them.	
  	
  
Wordpress	
  Sitemap	
  Plugins	
  
•  WordPress	
  SEO	
  by	
  Yoast	
  
•  Google	
  XML	
  Sitemaps	
  Plugin	
  
•  XML	
  Sitemaps	
  
Linking	
  To	
  Google	
  Analy(cs	
  

•  Go	
  to	
  Google	
  AnalyUcs	
  	
  
•  To	
  Queries	
  
Linking	
  to	
  Google	
  Analy(cs	
  
Linking	
  To	
  Google	
  Analy(cs	
  	
  
Linking	
  To	
  Google	
  Analy(cs	
  
Linking	
  To	
  Google	
  Analy(cs	
  
Linking	
  To	
  Google	
  Analy(cs	
  
Search	
  Queries	
  Data	
  in	
  Webmaster	
  Tools	
  
Search	
  Queries	
  Data	
  in	
  Google	
  Analy(cs	
  	
  
Analyzing	
  Search	
  Query	
  Data	
  
Sneaky	
  Trick	
  To	
  Get	
  Keyword	
  Data	
  Back	
  	
  
Sneaky	
  Trick	
  To	
  Get	
  Keyword	
  Data	
  Back	
  	
  
Sneaky	
  Trick	
  To	
  Get	
  Keyword	
  Data	
  Back	
  	
  
Sneaky	
  Trick	
  To	
  Get	
  Keyword	
  Data	
  Back	
  	
  
Sneaky	
  Trick	
  To	
  Get	
  Keyword	
  Data	
  Back	
  	
  
•  Free	
  (with	
  ads)	
  
•  Without	
  ads	
  
SeMng	
  Up	
  Page	
  Owners	
  &	
  Users	
  
•  Three	
  levels	
  of	
  access	
  
–  Owner	
  
–  User	
  –	
  Full	
  Access	
  
–  User	
  –	
  Restricted	
  Access	
  

•  Users	
  with	
  full	
  access	
  can	
  not	
  add	
  new	
  users	
  or	
  link	
  to	
  
Google	
  AnalyUcs	
  
•  Users	
  with	
  restricted	
  access	
  can	
  generally	
  only	
  view	
  data	
  
	
  

h"ps://support.google.com/webmasters/answer/2451999	
  
Fix	
  Important	
  Crawl	
  Errors	
  
•  Really	
  common	
  in	
  ecommerce	
  sites	
  
•  PrioriUse	
  the	
  important	
  URLS	
  (the	
  404’s)	
  
•  If	
  it’s	
  a	
  big	
  list,	
  download	
  	
  
–  Work	
  out	
  where	
  old	
  URLs	
  should	
  point	
  to	
  	
  
–  Do	
  a	
  301	
  redirect	
  (server	
  side)	
  	
  

•  Mark	
  as	
  fixed	
  in	
  WMT	
  
Errors	
  To	
  Pay	
  ASen(on	
  To	
  
•  404	
  Not	
  found	
  errors	
  
Errors	
  To	
  Remove	
  Or	
  Ignore	
  
Errors	
  To	
  Remove	
  Or	
  Ignore	
  
Fetch	
  As	
  Googlebot	
  
•  What	
  is	
  it?	
  	
  
–  Lets	
  you	
  see	
  a	
  page	
  as	
  Google	
  sees	
  it	
  	
  
–  NoUfies	
  Google	
  when	
  there	
  are	
  new	
  pages	
  or	
  changes	
  to	
  a	
  page	
  

•  Why	
  Use?	
  
–  Troubleshoot	
  page’s	
  poor	
  performance	
  in	
  search	
  results	
  	
  
–  Helps	
  get	
  new	
  pages	
  or	
  changes	
  to	
  pages	
  indexed	
  quickly	
  
–  Check	
  crawl	
  errors	
  and	
  redirects	
  are	
  fixed	
  
HTML	
  Improvements	
  
•  What	
  is	
  it?	
  	
  
–  Shows	
  potenUal	
  issues	
  when	
  Google	
  is	
  crawling	
  &	
  indexing	
  site	
  

•  Why	
  Use?	
  
–  Improve	
  user	
  experience	
  
–  Drive	
  traffic	
  to	
  your	
  site	
  	
  
–  Helps	
  idenUfy	
  problems	
  with	
  Utle	
  tags	
  or	
  non-­‐indexable	
  content	
  
Sitelinks	
  
•  What	
  are	
  sitelinks?	
  	
  
–  AddiUonal	
  links	
  to	
  your	
  website	
  that	
  appear	
  underneath	
  the	
  
main	
  URL	
  in	
  the	
  organic	
  lisUng	
  
–  Auto	
  Generated	
  
Demote	
  Sitelinks	
  
•  Give	
  you	
  extra	
  real	
  estate	
  under	
  your	
  brand	
  name	
  
•  Site	
  links	
  can	
  be	
  demoted	
  in	
  Webmaster	
  Tools	
  
•  Why	
  demote:	
  
–  InformaUon	
  is	
  incorrect	
  	
  
–  Don’t	
  want	
  a	
  parUcular	
  page	
  appearing	
  as	
  a	
  sitelink	
  
Other	
  Features	
  
•  Rich	
  snippets	
  /	
  data	
  highlighter	
  
–  A	
  way	
  of	
  summarizing	
  content	
  on	
  a	
  page	
  to	
  make	
  it	
  easier	
  for	
  
users	
  to	
  understand	
  what	
  the	
  page	
  is	
  about	
  	
  

•  Page	
  speed	
  insights	
  
–  Enables	
  you	
  to	
  test	
  speed	
  of	
  website	
  which	
  is	
  now	
  considered	
  a	
  
factor	
  that	
  impacts	
  search	
  engine	
  rankings	
  
Structured	
  Data	
  
Structured	
  Data	
  
•  Yoast	
  WordPress	
  SEO	
  	
  
–  Facebook,	
  Twiier	
  &	
  G+	
  

•  Schema	
  Creator	
  	
  
•  Webmaster	
  tools	
  –	
  Data	
  Highlighter	
  	
  
•  Genesis	
  Themes	
  
Who	
  Should	
  Have	
  Access	
  
•  Webmasters	
  	
  
•  Website	
  Owners	
  
•  Google	
  AdWords	
  Professionals	
  
•  AnalyUcs	
  Professionals	
  
•  SEO	
  Professionals	
  
Useful	
  Wordpress	
  Resources	
  
•  Wordpress	
  SEO	
  By	
  Yoast	
  
•  RedirecUon	
  plugin	
  	
  
Ques(ons?	
  	
  	
  

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How to use Google Webmaster Tools & Get Keyword Data Back

  • 1. Presenta(on  on     Webmaster  Tools   by  Carol  Poole  
  • 2. Poll   •  Have  you  used  webmaster  tools  before?   –  89%  Yes  /  11%  No   •  How  long  have  you  been  using  webmaster  tools?   –  50%  under  1  year  /  50%  1-­‐3  years   •  How  would  you  rate  level  of  experience?   –  63%  beginner,  25%  intermediate  /  12%  advanced  
  • 3. What  is  Webmaster  Tools   •  Free  Tool  from  Google   •  Designed  for  webmasters   •  Used  by:     –  Webmasters   –  SEO  Professionals   –  AnalyUcs  &  AdWords  Professionals    
  • 4. Why  Use  Webmaster  Tools   •  To  help  improve  visibility  in  search  engines   •  Ensure  the  website  is  healthy   •  Understand  &  improve  how  the  website  is  found   –  Search  queries   –  Who  links  to  your  website   •  Improve  the  user  experience  (UX)  
  • 5. Tools  for  Different  Purposes   •  Tools  for  site  visibility   –  Site  map,  structured  data,  robots.txt   •  Tools  for  Website  health   –  Broken  links,  crawl  errors,  site  errors   •  Tools  to  improve  how  the  website  is  found   –  Search  queries  &  CTRs   –  Links  to  your  site   •  Tools  to  improve  UX   –  Broken  links  &  site  errors  
  • 6. Key  Features   •  Sitemap  submission   •  Fix  crawl  errors  &  set  crawl  rate   •  Site  health  &  messages   •  See  which  websites  link  to  the  site   •  See  what  searches  people  type  into  Google  when  people   find  the  site   –  Can  the  CTR  be  improved?  
  • 7. Valuable  Data  in  Webmaster  Tools  
  • 12. Submit  Site  Map   •     You  can  usually  find  what  sitemaps  you  have  by  typing  in  sitemap.xml   •     Some  sites  have  more  than  1  sitemap.  Submit  all  of  them.    
  • 13. Wordpress  Sitemap  Plugins   •  WordPress  SEO  by  Yoast   •  Google  XML  Sitemaps  Plugin   •  XML  Sitemaps  
  • 14. Linking  To  Google  Analy(cs   •  Go  to  Google  AnalyUcs     •  To  Queries  
  • 15. Linking  to  Google  Analy(cs  
  • 16. Linking  To  Google  Analy(cs    
  • 17. Linking  To  Google  Analy(cs  
  • 18. Linking  To  Google  Analy(cs  
  • 19. Linking  To  Google  Analy(cs  
  • 20. Search  Queries  Data  in  Webmaster  Tools  
  • 21. Search  Queries  Data  in  Google  Analy(cs    
  • 23. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 24. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 25. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 26. Sneaky  Trick  To  Get  Keyword  Data  Back    
  • 27. Sneaky  Trick  To  Get  Keyword  Data  Back     •  Free  (with  ads)   •  Without  ads  
  • 28. SeMng  Up  Page  Owners  &  Users   •  Three  levels  of  access   –  Owner   –  User  –  Full  Access   –  User  –  Restricted  Access   •  Users  with  full  access  can  not  add  new  users  or  link  to   Google  AnalyUcs   •  Users  with  restricted  access  can  generally  only  view  data     h"ps://support.google.com/webmasters/answer/2451999  
  • 29. Fix  Important  Crawl  Errors   •  Really  common  in  ecommerce  sites   •  PrioriUse  the  important  URLS  (the  404’s)   •  If  it’s  a  big  list,  download     –  Work  out  where  old  URLs  should  point  to     –  Do  a  301  redirect  (server  side)     •  Mark  as  fixed  in  WMT  
  • 30. Errors  To  Pay  ASen(on  To   •  404  Not  found  errors  
  • 31. Errors  To  Remove  Or  Ignore  
  • 32. Errors  To  Remove  Or  Ignore  
  • 33. Fetch  As  Googlebot   •  What  is  it?     –  Lets  you  see  a  page  as  Google  sees  it     –  NoUfies  Google  when  there  are  new  pages  or  changes  to  a  page   •  Why  Use?   –  Troubleshoot  page’s  poor  performance  in  search  results     –  Helps  get  new  pages  or  changes  to  pages  indexed  quickly   –  Check  crawl  errors  and  redirects  are  fixed  
  • 34. HTML  Improvements   •  What  is  it?     –  Shows  potenUal  issues  when  Google  is  crawling  &  indexing  site   •  Why  Use?   –  Improve  user  experience   –  Drive  traffic  to  your  site     –  Helps  idenUfy  problems  with  Utle  tags  or  non-­‐indexable  content  
  • 35. Sitelinks   •  What  are  sitelinks?     –  AddiUonal  links  to  your  website  that  appear  underneath  the   main  URL  in  the  organic  lisUng   –  Auto  Generated  
  • 36. Demote  Sitelinks   •  Give  you  extra  real  estate  under  your  brand  name   •  Site  links  can  be  demoted  in  Webmaster  Tools   •  Why  demote:   –  InformaUon  is  incorrect     –  Don’t  want  a  parUcular  page  appearing  as  a  sitelink  
  • 37. Other  Features   •  Rich  snippets  /  data  highlighter   –  A  way  of  summarizing  content  on  a  page  to  make  it  easier  for   users  to  understand  what  the  page  is  about     •  Page  speed  insights   –  Enables  you  to  test  speed  of  website  which  is  now  considered  a   factor  that  impacts  search  engine  rankings  
  • 39. Structured  Data   •  Yoast  WordPress  SEO     –  Facebook,  Twiier  &  G+   •  Schema  Creator     •  Webmaster  tools  –  Data  Highlighter     •  Genesis  Themes  
  • 40. Who  Should  Have  Access   •  Webmasters     •  Website  Owners   •  Google  AdWords  Professionals   •  AnalyUcs  Professionals   •  SEO  Professionals  
  • 41. Useful  Wordpress  Resources   •  Wordpress  SEO  By  Yoast   •  RedirecUon  plugin