DBA Basics: Getting Started with Performance Tuning.pdf
SEO Meetup Utrecht - 07/09/2017
1. 07-09 Data Driven SEO
Using Free Tools to get detailed
insights
Jan-Willem Bobbink
International Freelance SEO
@jbobbink – https://www.notprovided.eu
6. Simplicity is key
Define questions
Links still tell something about relationships
between pages but also between entities.
Collect data
Collect as much data as possible. More is not
always better but filtering is easier than a
shortage of data.
Visualize
Answering and explaining outcomes can be
difficult, so make sure you present data in a
understandable way
We checked it all!
DATA DRIVEN SEO METHODOLOGY
7. FACTS I WANT TO KNOW
Top X pages
What are the pages that are
already ranking well and how
are they performing?
Link data Content quality
Best linked pages, high
potential pages without links
etcetera.
SEO relevant elements filled
in? Amount of content per
page vs performance
8. First step to make
Identify every URL within
the website
9. MAIN IDENTIFIER IS URL
Make sure you master the Vlookup function
in Excel: http://www.gcflearnfree.org/excel-
tips/how-to-use-excels-vlookup-function
30. Big website? Verify individual folders
Nice post from Martijn Scheijbeler: http://thenextweb.com/insider/2016/03/08/marketing-
tnw-way-10-google-search-console-master-855-properties/
31.
32. ALL HAIL THE API
• https://developers.google.com/webmaster-
tools/search-console-api-original/
• Just use command line to mass add
properties
35. ACTUAL PERFORMANCE DATA
• Segment data for organic (if the website is
international, I suggest you segment per unique
search engine)
• Segment data for mobile and desktop traffic
separately to analyse difference between
Google’s indices
• Download sessions, % new sessions, bounce
rate, session duration, conversion or e-
commerce data to start with.
42. Final result
Complete tutorial at http://www.stateofdigital.com/data-driven-seo-
getting-detailed-insights-using-free-tools/
43. FINDING QUICK WINS 1/7
Create a list of page URLs that already
established visibility (but don’t have the top
positions yet) in Google but lack internal
links.
Action: Add more internal links to those
pages.
44. FINDING QUICK WINS 2/7
Built a list of pages with a good amount of
organic traffic but with a high bounce rate.
Action: Ask yourself the question: is the
content relevant to the used queries?
Enrich, update or remove content
accordingly.
45. FINDING QUICK WINS 3/7
Find pages that are not ranking well in
Google, but getting valuable, good
converting traffic via other sources.
Action: Content matches the brand or
website obviously so try to get to rank those
pages in the organic search results.
46. FINDING QUICK WINS 4/7
Look for pages that are visible, have great
onpage metrics but no top 3-10 positions.
Action: get more external or internal links
pointing to that page.
47. FINDING QUICK WINS 5/7
Pages with low amount of internal links, but
a lot of external links and having top 10
positions.
Action: Add internal links, additional content
and move towards to the top 3 positions!
48.
49. FINDING QUICK WINS 6/7
Create an overview of pages that are
ranking well, but not having a great click
through rate.
Action: Optimize your meta data to increase
the CTR. If it doesn’t improve your results,
ask yourself if your websites is expected to
be ranked
50. BONUS
• Automate this proces, getting e-mails with
low performing pages:
• http://searchengineland.com/alert-
abnormal-organic-ctr-detected-automatic-
detection-poorly-performing-meta-data-
280290
51. FINDING QUICK WINS 7/7
Create a list of URLs that are visible in
search results and getting impressions
(GSC data) but are not having any real
content targeting a specific query space.
Action: Optimize the on page content and
your site will benefit from it in most cases.
57. OPTIMIZING INTERNAL LINK
STRUCTURES
• Crawl a website
• Download all internal linking relations
• Use Gephi or NodeXL to visualize the relations
between pages
• Use Gephi to calculate PageRank
Tutorials:
• http://www.vpascual.org/blog/visualization/visualize-the-link-structure-of-
your-website-using-free-tools/
• http://www.stateofdigital.com/using-pagerank-internal-link-optimisation/
• http://www.stateofdigital.com/visualize-your-sites-internal-linking-structure-
with-nodexl/
64. DEEP DIVE? 1/5
Similar to high bounce rates, look for pages
with good traffic numbers and bad
conversion rates.
Action: try testing a new layout, different
content or different pricing for example.
65. DEEP DIVE? 2/5
Next to conversion rates, have a look at the
average value per user.
Action: Prioritising can be done according to
the best performance page in terms of
revenue or the average number of
conversions per unique user.
66. DEEP DIVE? 3/5
Fighting the Panda: does your website has a
lot of pages that don’t receive any organic
traffic at all?
Action: If the majority of your pages is not
receiving any traffic at all, start removing old,
irrelevant pages.
67. DEEP DIVE? 4/5
Try clustering your pages in themes. For e-
commerce platform you can sum up metrics for
specific product categories for example.
Are there any specific folders or clusters of
pages that are relevant to each other not receiving
any traffic? This could be a sign of a link penalty or
Google not finding your website relevant enough
for that specific query space.
69. AUTOMATIC CLASSIFICATION?
Checkout my Slideshare about Free
Machine learning:
https://www.slideshare.net/11internet/use-
free-machine-learning-apis-for-seo-smx-
munich-2016
Or check Monkeylearn.com to start already!
70. DEEP DIVE? 5/5
Pages that perform well (good conversion
rate) in AdWords but not ranking yet in the
organic results?
Action: Push them harder