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

3. Report SEO
visibility
Build a site
EKG
Report for
promotion

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

5. #SEJSummit
#Searchmetrics @AJMihalic
Report on the Bottom Line

6. Rankings Tables are Ineffective
#SEJSummit
#Searchmetrics @AJMihalic

7. Entry Page Tables are Ineffective
#SEJSummit
#Searchmetrics @AJMihalic

8. SEO in Analytics = Entry Page Trends
#SEJSummit
#Searchmetrics @AJMihalic

9. SEO Visibility = Model of Search Traffic
MI = S(MSV x CTR%)
#SEJSummit
#Searchmetrics @AJMihalic

10. Visibility: Migration Performance
#SEJSummit
#Searchmetrics @AJMihalic

11. Visibility: Migration Performance
#SEJSummit
#Searchmetrics @AJMihalic

12. Visibility: Migration Performance
#SEJSummit
#Searchmetrics @AJMihalic

13. Visibility: Penalties: Panda / Penguin
Gold (US)
#SEJSummit
#Searchmetrics @AJMihalic

14. Visibility Volatility
#SEJSummit
#Searchmetrics @AJMihalic

15. Monitor site health real-time to take
reactive actions a step earlier, before they
affect performance.

16. Early Response: 2nd Party Tools
#SEJSummit
#Searchmetrics @AJMihalic

17. Early Response: 3rd Party Tools
#SEJSummit
#Searchmetrics @AJMihalic

18. It’s Too Late When…
#SEJSummit
#Searchmetrics @AJMihalic

19. 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
#Searchmetrics @AJMihalic

20. 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
#Searchmetrics @AJMihalic

21. 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
#Searchmetrics @AJMihalic

22. 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
#Searchmetrics @AJMihalic

23. 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
#Searchmetrics @AJMihalic

24. 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
Warnings in Webmaster Tools
or emails only seen here
#SEJSummit
#Searchmetrics @AJMihalic

25. 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
#SEJSummit
#Searchmetrics @AJMihalic

26. The EKG inAction
Status code 410 served to remove
thin, duplicated URLs from the index
#SEJSummit
#Searchmetrics @AJMihalic

27. 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
#SEJSummit
#Searchmetrics @AJMihalic

28. 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

29. 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

30. 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

31. 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

32. 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

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

34. Where’s my hockey stick?
#SEJSummit
#Searchmetrics @AJMihalic

35. Where’s my hockey stick?
#SEJSummit
#Searchmetrics @AJMihalic

36. How can I get you Promoted?
Marketing Development
(sales) (python)
#SEJSummit
#Searchmetrics @AJMihalic

37. Speak a New Language
• Reduce Errors
• Eliminate Redirect Chains
• Block Bots
Reduce Unnecessary Requests
& Save Resources
#SEJSummit
#Searchmetrics @AJMihalic

38. Change things that DO “matter”
• Improve Page Speed
• Improve Cross-Device Performance
• Consolidate Content
• Reduce Links
• Update Semantic Code
Improve User Experience
#SEJSummit
#Searchmetrics @AJMihalic

39. Report SEO
visibility
Build a site
EKG
Report for
promotion

40. #SEJSummit
#Searchmetrics @AJMihalic