BrightonSEO October 2022 - Log File Analysis - Steven van Vessum.pdf
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This document discusses how log file insights can help companies improve their crawling, indexing and organic marketing performance. It outlines some of the common issues companies face like not understanding search engine behavior and not reflecting on their past work. With log file insights accessible in real-time and automatically distilled, companies can answer critical questions to speed up their crawl times, see how search engines are handling their updated content and troubleshoot issues. The presenter promotes their solution, ContentKing, which provides real-time log file analysis from CDN logs to help companies learn what search engines know and keep sharpening their SEO strategies.
BrightonSEO October 2022 - Log File Analysis - Steven van Vessum.pdf
- 1. Improve Crawling and Indexing with User-Friendly Log File Insights Slideshare.Net/Stevenvvessum @STEVENVVESSUM Steven van Vessum Conductor
- 2. Steven van Vessum Director of Organic Marketing at Conductor Previously: Co-founder & VP of Community at ContentKing Title Slide Option
- 3. 3 Real-Time SEO Auditing & Monitoring About #brightonSEO
- 4. 4 Real-Time SEO Auditing & Monitoring About #brightonSEO
- 5. 5 Technical SEO is the Foundation of Successful Organic Marketing Technical SEO Technical Ensure discoverability Content Address customer needs Insights Optimize performance Action Move faster About #brightonSEO
- 7. We’re all having issues getting content indexed.
- 8. Possible reasons… ● The web is growing faster than ever. ● The rise of AI generated content.
- 9. Photo by the awesome Lily Ray from Amsive Digital
- 10. Possible reasons… Crawling, rendering, indexing, storing and serving content is expensive.
- 11. Possible reasons… ● Google’s has been raising the “content quality bar” over the last few years. ● Helpful Content Update in August 2022.
- 12. Tough shit? 💩
- 13. The Issues We See at Companies
- 14. The issue we see at companies They just ship an X amount of content pieces a month.
- 15. The issue we see at companies They don’t reflect on the work they’ve done.
- 16. The issue we see at companies They don’t understand and can’t explain obvious search engine behavior.
- 18. Enablement Companies need easy access to log file insights.
- 19. Thinking critically and getting answers ● Has Google crawled these pages yet? ● Has Google tried crawling pages while they had issues?
- 20. ● How often do my pages get recrawled on average? ● Has Google reindexed the pages we updated? Thinking critically and getting answers
- 21. With these answers, they can…. ● Improve time to crawl ● Improve time to index ● Improve time to rank
- 22. ● Improve time to traffic ● SEO forecast With these answers, they can….
- 23. By providing easy access to log file insights….
- 25. You’ll make SEO fun.
- 26. You’ll get buy-in from management.
- 27. Log files
- 28. What are log files? ● Text files containing records of all the requests a server has received from both humans and crawlers. ● Its responses to these requests.
- 29. Why Are Logs Important to SEO?
- 30. Logs show crawlers’ true behavior
- 31. Log File Analysis As We Know It
- 33. Log file analysis as we know it Inefficient and time consuming.
- 34. Often only performed once a year. Log file analysis as we know it
- 35. Insights are kept within silos. Log file analysis as we know it
- 36. I get it though.
- 37. But we NEED to do better (and we can)
- 38. Our Dream
- 39. ● Log data is available in real-time. ● Insights are automatically distilled. It would be amazing if….
- 40. It would be amazing if…. ● Made easily accessible for web and content teams.
- 41. Getting Your Hands on Logs
- 42. Is….tricky ● Access logs aren’t there (anymore). ● PII concerns.
- 43. Is….tricky ● Office politics. ● Slow processes.
- 44. Enter CDN logs ● Real-Time ● Plug ‘n Play
- 46. Connect log insights to content inventory ● Coupled to content ● Results in enlightenment
- 50. New Pages How long does it take for search engines to crawl new pages?
- 51. New Pages Can you speed up time to crawl with better content promotion?
- 52. New Pages Can you speed up time to crawl with better internal linking?
- 53. New Pages Is there a correlation between crawl frequency and internal links?
- 54. New Pages Is there a correlation between crawl frequency and internal links?
- 55. Move away from manually parsing raw logs to automatically extracted insights.
- 56. Updated Pages Has Google already picked up my improvements?
- 57. Updated Pages How soon does Google refresh pages after making updates?
- 58. Updated Pages Is there increased crawl activity after making changes?
- 59. A timeline with changes and whether they were seen by search engines.
- 60. Robots.txt Has Google recrawled the new robots.txt directives?
- 61. Robots.txt Has Google tried requesting the robots.txt while it had a Disallow: /
- 62. Learn what search engines know.
- 63. XML Sitemap Has Google recrawled my XML sitemap after it was updated?
- 64. XML Sitemap How frequently does Google crawl my oldest XML sitemaps?
- 65. Learn what content search engines know about.
- 66. Recap
- 67. Logs are important to SEO
- 68. Lots of companies underperform without insights from logs
- 69. Distilling actionable insights from logs is time-consuming and hard
- 70. Making insights easily accessible across teams is hard
- 71. Getting your hands on logs is hard
- 72. Connecting insights to content inventory is hard
- 73. Enter CDN logs. (With ContentKing)
- 74. Learn how your work moves the needle
- 75. And keep sharpening your blade.
- 77. FREE 45-day Trial Experience Real-Time Log File Analysis yourself. Improve your SEO game in under 20 seconds. contentkingapp.com/brightonseo