1. Assess.
Diagnose.
Fix.
How
to
Become
a
Leading
SEO
Mechanic
Grant
Simmons
The
Search
Agency
Director,
SEO
&
Social
Product

2. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
The
Search
Agency
-­‐
Agent
“Algo”
Grant
Simmons
@simmonet
SEO
Guy,
Father,
Sailor
But
not
necessarily
in
that
order
when
there’s
an
America’s
Cup
going
on…
@simmonet

3. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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“
Give
me
a
lever
long
enough
and
a
fulcrum
on
which
to
place
it,
and
I
shall
move
the
(SEO)
world.
”
Archimedes
@simmonet

4. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Tools
• The
right
SEO
tools
– Save
Kme,
effort,
$$
• Give
insights
that
are:
– Interpretable
– AcKonable
– Trackable
– Not
BS
• Affordable
is
nice
@simmonet

5. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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From
the
Horse’s
Mouth
• Bing
Webmaster
Tools
• Overview
– SEO
Analyzer
– Link
Explorer
– Inbound
Links
– Index
Explorer
@simmonet

6. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
From
the
Horses
Mouth
Content
is
the
reason
Keyword
research
is
the
beacon
Quality
is
your
watch
word
Authority
is
your
goal
Niche
is
your
star9ng
point
User
Experience
is
your
religion
…and
use
the
free
tools
provided.
Duane
Forrester,
Sr.
Product
Manager
–
Bing
Webmaster
Tools
@simmonet

7. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Bing
Webmaster
Tools
hVp://www.bing.com/toolbox/webmaster
• Sign
up
• Login
• And
let’s
go!
@simmonet

8. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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BWT
“My
Sites”
• What’s
happening?
• SHTF?
• What
should
I
look
at
first?
@simmonet

9. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Dashboard
@simmonet

10. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Quick
Fact
Bing
doesn’t
use
Google
AnalyOcs

11. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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How
Do
We
Diagnose?
@simmonet

12. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
@simmonet

13. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
SEO
Analyzer
@simmonet

14. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
SEO
Analyzer
Great
for
one
URL!
@simmonet

15. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
SEO
Reports
BeVer
site
overview!
@simmonet

16. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
SEO
Reports
• Runs
automaKcally
every
other
week
• Scans
URLs
for
all
sites
you
have
verified
• “SEO
SuggesKons”
>
detail
• Detail
>
Analyzer
@simmonet

17. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Link
Explorer
See
Easily
Top
Inbound
Links
@simmonet

18. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Link
Explorer
See
Link
Schemes
/
Reciprocal
@simmonet

19. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Other
Link
Tools
• Link
Explorer
is
good
BUT
– Has
limitaKons

• Inbound
Links
is
beVer!
@simmonet

20. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Inbound
Links
• Explore
link
graph
• Which
pages
have
quality
signals
• Export
(can
be
handy!)
@simmonet

21. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Inbound
Links
Link
Details
• Page-­‐level
• Up
to
20k
• Anchor
text
• Export
(can
be
handy!)
Excel
Filters
/
Pivots
by
Domain
/
Anchor
etc.
@simmonet

22. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Quick
Fact
Duane
Forrester
was
stumped!
9/10/13

23. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Crawl
InformaOon
•
•
•
•
•
High
level
overview
SHTF?
Last
bot
crawl
date
Errors
/
insights
Exportable
(which
can
be
handy!)
@simmonet

24. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Crawl
InformaOon
(Messages)

25. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Index
Explorer
• Visual
representaKon
of
crawled
&
indexed
pages
and
directory
structure
• Details
about
contents
of
domains
/directories
• Details
about
traffic
and
search
results
@simmonet

26. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Index
Explorer
• Great
Filters
/
Drill
Down
@simmonet

27. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Index
Explorer
-­‐
Subdomain
Visibility
• BWT
gives
visibility
into
subdomains
• We
were
able
to
spot
abandoned
subdomains
• A
few
had
been
hijacked
(another
issue
is
that
they
could
be
hijacked!)
@simmonet

28. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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There’s
Lots
More!
Keyword
research
tool
GEO
targeOng
Site
acOvity
Crawl
control
Parameter
handling
Disavow
tool
Deep
links
(sitelinks)
Etc.
etc.
etc.

29. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Fact
Bing
Webmaster
Tools
Offers
great
info
from
the
horse’s
mouth

30. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Free
powerful
tools?
Don’t
look
gib
horse
in
the
….
@simmonet

31. Assess.
Diagnose.
Fix.
How
to
Become
a
Leading
SEO
Mechanic
Grant
Simmons
The
Search
Agency
Director,
SEO
&
Social
Product

32. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Pros
• BWT
has
comparable
features
to
GWT
• BWT’s
interface
and
navigaKon
is
superior
• BWT
has
addiKonal
capabiliKes
– WYSIWYG
reporKng
for
HTML
errors
– Organic
keyword
research
– IntegraKon
of
paid
search
elements
– Control
crawl
seings
– VisualizaKon
of
indexed
pages
– Link
Explorer
tool
– Add
/
Block
URLs
on-­‐the-­‐fly
@simmonet

33. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Cons
• BING
=
“Bing
Is
Not
Google”
– Market
share
for
w/e
September
7,
2013
• Google
=
68.5%
• Bing
+
Yahoo
=
18.3%
– EsKmated
number
of
indexed
pages
• Google
2.5
to
10
x
as
big
as
Bing
+
Yahoo
• Inferior
Internal
Links
capabiliKes
• Add
/
Block
URLs
only
applies
to
Bing’s
index
@simmonet

34. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
Quick
SERP
Analysis
/
CTR
Diagnosis

35. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Bing
List
of
Important
SEO
Elements
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Title
tags
Meta
DescripKons
Clean
URLs
Images
and
Alt
descripKons
(also
called
alt
tags)
H1
tags
Rel=Canonical
Robots.txt
Sitemaps
Social
sharing
opKons
Unique
content
Depth
of
content
Matching
content
type
to
visitor
expectaKons
(text,
images,
video,
etc.)
Usability
Page
load
Kmes
(to
a
certain
point
–
faster
is
great,
but
not
at
the
expense
of
usability
and
usefulness)
Crawlability
(AKA
discoverability,
so
can
we
actually
get
to
all
your
content)
News
–
if
you
are
actually
a
news
site,
submit
for
inclusion
July
26
2013
@simmonet

36. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Bing
List
of
Problem
SEO
Elements
•
•
•
•
•
•
•
•
•
•
Meta
Keywords
(fill
them
in
if
you
like,
keep
it
short
and
relevant,
but
not
a
big
ranking
factor)
Duplicate
URLs
Overly
long
URLs
(no
set
number,
but
you’ve
all
seen
these)
Cloaking
(comes
down
to
your
intent,
but
risky
business
for
sure)
Link
buying
Selling
links
Link
and
like
farms
Three
way
links
Content
duplicaKon
content
Auto
following
in
social
media
July
26
2013
@simmonet

37. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
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Reports
&
Data
• Site
AcKvity
– View
traffic,
crawl
error,
and
index
metrics
– Data
only
goes
back
to
the
first
day
of
registry
with
BWT
@simmonet

38. San$Francisco|$September$10–13,$2013$|$#SESSF$|$@SESConf$
$
@simmonet