SEO Monitoring - What, Why, and How - DeepCrawl Webinar
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The document discusses the importance of SEO monitoring for web traffic management and site performance in an increasingly complex digital landscape. It emphasizes the need for tools to track changes, diagnose issues, and monitor rankings to ensure effective SEO strategies and business growth. Additionally, it highlights best practices for monitoring SEO metrics and suggests tools for efficient tracking.
SEO Monitoring - What, Why, and How - DeepCrawl Webinar
- 1. SEO Monitoring: What, Why, and How John Doherty Founder, GetCredo.com @dohertyjf
- 6. I was browsing the internet the other day @dohertyjf (Good) SEO isn’t cheap @dohertyjf Source: Credo
- 10. I was browsing the internet the other day @dohertyjf SEOs are paid well @dohertyjf Source: Glassdoor
- 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
- 24. What is “SEO monitoring”? @dohertyjf SEO monitoring is using tools, both free and paid, to help you: • Keep track of changes made on your site so that you can: • measure their effectiveness to your business; • Diagnose when something may have negatively affected your traffic; • Keep on top of movements across the site made by teams that you are not involved with; • Spot broader trends of rankings that you can capitalize on to see growth across your company.
- 26. SEO monitoring lets you do the following @dohertyjf 1. Focus on the big efforts instead of manually checking to see if things are ok; 2. Know ahead of time when something is becoming an issue; 3. Track everything that is happening so that when an issue arises, you can take action more quickly.
- 35. No traffic no dollars Your job as an SEO is to drive traffic. @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
- 37. Know when traffic drops (or increases!) Admin > Custom Alerts (under View) > Alerts @dohertyjf
- 41. You need to be tracking your keyword buckets The SEO industry has been saying for a long time that “rank tracking is dead” and that something else is replacing it. @dohertyjf
- 42. You need to be tracking your keyword buckets Protip: when someone says something is dead that means that it is very much alive and still being done for a reason. @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
- 60. The tools you need for monitoring are: 1. Keyword tracker 2. Crawling tool (at least one that you can automate) 3. Google Analytics 4. A tool like LittleWarden or SanityCheck.io @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
- 66. Technical “We’re not ranking for our brand name!” @dohertyjf • Did we roll out any major changes in the last few days? (GA annotations) • Do keyword tools show the same? (tool of choice) • If so, how long has this been the case? • Is organic traffic down to homepage/etc? (GA dashboard) • If so, when did this happen?
- 67. Technical “Leads dropped!” @dohertyjf • From which channels? (GA dashboard) • Were they specific pages or sections that lost traffic? (GA dashboard) • If so, why? • Algorithm change? (industry sites) • Manual penalty? (alerts for traffic being down and GSC emails)
- 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.