Digital Analytic & SEO Acceleration

Results Driven Digital Marketing for Busy People

Fun Fact

Q1 Summary
Where were we, where we are now,
where are we heading.
1. Project Milestones
2. Project Learnings
3. Future tasks
4. Q&A

Strategy

SEO function stages
1. Title &
Meta
2. SEO
friendly
URLs
3. H1/H2
4. Site
Structure
5.
Structured
Mark-up

SEO Maturity Model

Example...

Scope of Work

Scope of Work - one-time tasks
50% cumulative growth at the end of month 4
1. [Done] Website Marketing Audit (SEO and Analytics) (2 days)
2. [Done] Google webmaster optimization (3 hrs)
3. [Done] Bing Webmaster optimization (3 hrs)
4. [Done] CloudFlaire CDN Optimization (3 hrs)
5. [Done] Google & Bing Disavow (1.5 day)
6. [Done] Google Analytics Optimization (2 days)
7. [Done] Google Tag Manager Optimization (0.5 days)
8. [Done] Competitive Intelligence (1 Day)

Scope of Work - ongoing
50% cumulative growth at the end of month 4
1. [Done] Server Log Analysis, website architecture Analysis & Optimisation
2. [Done] Ongoing Competitive Intelligence and Back engineering of
competitor websites
3. [Done] International SEO development and optimization
4. [Done] Ongoing Keyword Analysis and Keyword Conversion Optimization
5. [Doing] Google Guidelines Outreach (white hat link building) content creation
done in-house
6. [Done] Ongoing In-house Training - one person site visit one day per month or
two people for half a day
7. Content Assessment and Content Strategy advice.
8. Video and Image Optimization
9. Google AdWords Optimization and Analysis including page and advert split
testing.
10. Conversion Rate Optimization - Split testing landing pages and triggers
(AdWords will be needed for this)

Reached Target of 50% growth in 4mths
(if client had implemented or AMP code)
+21% increase in Yr vs Yr organic sessions (+8435
sessions)
+3% increase in PDF sessions (+729 sessions)
+27% expected increase from AMP sessions (based on
Publishing sector data)
Total: +51%

27% expected increase from AMP

Technical Debt
CMS is
10 years old
and running IIS7.5
(rather than IIS8.5)

Project Scale
Large site

Highest
position
GTM injected
mark-up
Titles & Meta
(editable via CMS)
Site Structure
GWT quick winsMount
SEO
Climbing the Mountain...

Key SEO Milestones
1. Google Webmaster Tools Configured
& robots.txt updated
2. Google Tag Manager enabled
3. RSS news feed added
4. Review mark-up fixed & Product mark-up
added
5. Speed improved by enabling CDN

Completed task by Inhouse
Marketing Junior from BaseCamp
1. Provide est. GA goalValue for top 6 goals (e.g. £1, £10, £25,
etc)
2. Watch video on GTM fundamentals (3-4hours of interactive
video)
3. Populate "/go/" url lookup table for GA event category,
action, label etc
4. Ask why Review Competitions (e.g. Free iPad) have stopped
on 15th Feb?
5. Provide sponsor login (need so I can use the sponsor cookie
for segmentation in GA & remarketing in GA)

Completed task by Inhouse
Developer from BaseCamp
1. Redirect http://www.clientdomain.de/ >> http://www.clientdomain.net/
2. Allow GoogleBot to access RSS feed for News content to fix "recent content indexing issue"
3. Broken Category page
4. /editorial-articles/ missing in News sitemap (also &compname= can be removed in "loc" field)
5. Review Spike in JS errors on "write review" page since Thursday
6. JS libraries not loading on this page
7. Speed: Add <script src="/xxx.js" async defer> to all scripts except JQuery library: jquery.min.js
8. Speed: Standardise to one ShareButton: Pick AddThis or ShareThis but not BOTH!
9. Remove trailing ">" in Titles on Application Article and Application Note pages
10. [ignore solved by pending Richardot.txt update] Ask about a small number of blocked image resources
11. Add meta canonical to this 1 page
12. Remove redundant code from Global footer and Global header
13. On product pages - remove link to User page (so we upload robots.txt de-index)
14. Speed: Move CrazyEgg & CANDDi cookie popup into GTM
15. Replace GA code with GTM code in global header on these 3 folders
16. Move HotJar into GTM (helps with speed) (Completed by Richard on 19 Jan)
17. Edit 2 lines of code on global header (aka GA classic seamless migration)
18. Add GTM code to global header (Completed by Richard on 15 Dec)
19. Ask Richard why have these 34 product pages been de-indexed
20. Fix broken link to new scientist on homepage
21. Add backlink on Youtube page
22. Ask Richard to fix inline Product page review markup
23. Review sheet of URL params - confirm which ones cause the content to change (e.g. prodID)
24. Add Brand logo in GoogleyBusiness
25. Ask Richard to register on GoogleMyBusiness via SMS code or Auto-phone Call and grant us access.
26. Re-upload robots.txt file
27. Ask Richard to add line to robots.tx to Allow: /go/*&url=*clientdomain.net
28. Provide BingWT access (if available)
29. Provide GWT access
30. Provide GA access
31. Login to GWT and create 5 profiles. Then Login 123reg and add a verify CNAME text for... clientdomain.DE + clientdomain.CO.UK + clientdomain.COM +
clientdomain.TV + scientistschoiceawards.com
32. Provide access to Bing Webmaster tools
33. VERIFY httpS in GWT and add Phil & Nick. So we can create a Rollup profile set

Completed task by
Agency from BaseCamp
1. Plan Agenda for Call
2. Report on SEO progress report after month1
3. Produce SEO technical audit
4. Investigate SS and competitors Content & Keyword Strategy
5. Setup Benchmarks & Dashboards (Completed by Phil on 9 Jan)
6. Provide Example Dashboards (Completed by Phil on 9 Jan)
7. Add GTM tracking to "RequestPrice" and "InstantPrice" on DEV, so that... 1st/3rd party Cookie can be dropped for
manufacturer conversion tracking (Completed by Phil on 27 Feb)
8. Create $20 CloudFlare and Richard to update DNS to point to CloudFlare
9. Copy GA goals & Filter so they can be copied to master profile (Completed by Phil on 19 Jan)
10. Copy Exclude params and filters from GA test profile to Master profile(Completed by Phil on 19 Jan)
11. Enable BounceRate and AvgSessionDuration StepChange on 1st Feb via GTM (e.g. 30sec HeartBeat enabled)
(Completed by Phil on 1 Mar)
12. GA/GTM pageview migration - requires inline code changes (Completed by Phil on 19 Jan)
13. Phil to provide utm_id for unit test to check output of Macro Goal Funnel testing (Completed by Phil on 21 Dec)
14. Update CloudFlare settings to speedup Chrome images (Completed by Nick on 10 Apr)
15. Update GWT settings (params, sitemaps, data highlighter, crawl speed, sitelinks)(Completed by Phil on 9 Jan)
16. Add product markup via GTM (Completed by Phil on 9 Jan)
17. Add JSONLD markup for Brand logo and SiteSearch via GTM (Completed by Phil on 9 Jan)
18. Breadcrumbs via GTM - add via 6 tags with conditional nesting (Completed by Phil on 9 Jan)
19. Fix DataHighligher in GWT to work on all News pages not just one page (Completed by Phil on 9 Jan)
20. Run a 250 page scan for British English vs American English content(Completed by Phil on 9 Jan)

Project Successes: Phase1

What went well

Instant GWT update by
an SEO specialist
1. Add Sitemaps and RSS feeds.
2. Add Exclude query parameters
3. Enable Data Highlighter or inject JSONLD
4. Add Social entities (Bing WT setting)
5. Mark Error 404 as fixed & re-crawl
6. Upload Disavow backlinks file (Google & Bing)
7. Add GoogleNews section categories per folder
8. Refresh robots.txt cache
9. Created a GWT rollup property set

Increase in Google Crawl activity

Indexation
• From 9,799 in Dec ...to...
10,797 in Apr (+10.2%) more
pages indexed on Google
• Percentage URL submitted-
to-ignored has improved
from 93% to 85%

+10% more Pages
indexed vs 4months ago

Review + Product
Mark-up improved…
Data Type Source Items
Product Markup: schema.org 1,950
AggregateRating Markup: schema.org 1,704
VideoObject Markup: schema.org 1,491
Article Data Highlighter: Articles - Product News 1,410
BreadcrumbList Markup: schema.org 8,274
WebSite Markup: schema.org 12,288
Organization Markup: schema.org 1

Safer: PII are now
hidden in GA...
newMember
email
signUpEmail
mailID
spMailingID
spUserID
1. Adding PII protection
2. 404 error tracking alerts
3. Secure logins enabled
4. Version control
GA/GTM safer

Project Improvements/Learnings

Known or Remaining
issues…
1. IIS (or RSS) to AMP site (solution provided)
2. Video Transcripts (solution provided)
3. PDF 1 page snapshots (solution provided)
4. Image compression (1mb thumbnail
images!)
5. Removing Mega Menu (400 links >> 100 links)
6. Faster client task turn around
– Ability to edit Title & Meta in CMS waiting 4wks+
– Inline JSON mark-up for "http" domain change -
waiting 2wks+

Site Speed - still
excessively slow!

SSL needed on
Login pages

JS Errors

Project Improvements
1. IIS 7.5 does not support CloudFlare super-fast
option
2. Assumption that Title & Meta could be change
easily
3. Clients Developer away for 2 wks with no cover
4. Internet Connectivity issues when using
GoToMeeting at clients office
5. First time client has worked with an agency?

Efficiency improvements
• Less time used on
client meetings.
• More focused on
completing
tasks.

Future tasks

1. Has client dependencies
2. Strategically important
3. Cost vs Benefit
Future Tasks Priority
determine by:

Increase
revenue: £££
1. Create profile view for Registration
converted and Registration non-
converted
2. Create profile view for Mobile, Tablet
& Desktop
3. Enable sudo-ecommerce content
tracking
4. Automate inhouse reporting

Spend marketing budget
better (Attribution)
1. Enable cost data upload for CPA`s
2. Enable lead scoring and/or goal
value
3. Improving organic by updating
default channel groupings
4. Adding FB and Twitter widget tracking

Capture abandoned
registrations (Remarket)
No client involvement: GTM config
1. Enable AdWords Dynamic
remarketing.
2. Passing memberMetrics (dateJoined,
memberSinceDate, lastLogin) to
GTM/GA.

Analysis
Opportunities…

Quick GA tasks...
Enable...
1. Click-to-App download
2. Click-to-Mailto
3. Tap-to-Call
4. Click-to-GoogleMap
...auto-event tracking.

Next steps….

Remaining Task for Inhouse
Marketing Junior Basecamp
1. Add Videos Transcripts for best 10 videos (great
text content) via automatic Audio to Text service.
2. Connect AdSense to GA
3. Add 5 reviews on GoogleMaps
4. Provide login for CMS so we can edit Titles and
Meta

Remaining Task for Inhouse
Developers in Basecamp
1. Update IIS rewrite to 301 permanent redirect non-SEO friendly URLs
2. Fix GoogleBot warning about Malformed URL issue: Remove "(" and ")" in URLs (entered
as titles in the CMS) to resolve 404 errors skike
3. Improve mobile organic traffic by running adding amp.clientdomain.net 500page
News & article Test
4. Added 1 page of text from PDF from top 100 PDF downloads on application notes
5. Force login pages to SSL to remove chome warning and improve registration
conversion rate registration conversion rate
6. Add "Social login" to make sign-in/register easier for Linkedin, FB and Google/gmail
7. Cleanup code base - remove all unnecessary gaq.push events.
8. Add ability to edit Titles & Meta Description in CMS
9. Fix missing "http://" in inline Review markup via inline markup (not via GTM)
10. On Product page change ProductName from <h2> to <h1> Richard
11. Bulk images Compress (e.g. JPEG micro offline tool)
12. Reduce 400 links on Homepage to 100 (i.e remove mega menu). See mobile example
13. GoogleNews access denied error - Allow GoogleBot access to PDF pages and then fill
in 1click free form Phil

Remaining Task for
Agency in Basecamp
1. Competitive Intel on Competitor1 - Share of Search via SpyFy/AHRef
2. Ongoing Linkbuilding / Brand Ambassadors / Tribe (e.g Professors)
3. Provide feedback on Title & Meta description syntax templates - so we can
bulk fix/update
4. Markup for Events via GTM
5. Strategy: Antibodies subdomain
6. Realtime FB content DashBoard Strategy
7. PR communications page - redesign/restructure
8. Analysis on Review Conv Rate - they varies wildly per country & per channel
9. CRO - GoogleOptimise
- Upskilling/Training this can be onsite or remote.
1. Provide onsite SEO training for Editors on Content outreach and Optimisation
2. Provide onsite GA training [optional]
3. Provide onsite KPI workshop [optional]

Thanks & Questions

20% time Moon-shots
1. A/B testing
2. Faceted search on Antibodies
3. Radically different Navigation
4. Personalisation
5. Control SERPs: 2 Domain for similar
content by different answers
(query deservers diversity)
6. Real-Time content dashboard
7. English to German bulk translation

Appendix
Brighton Slides
http://www.sitevisibility.co.uk/blog/2016/04/26/april-2016-brightonseo-slides/
AMP
https://www.slideshare.net/Badams/are-accelerated-mobile-pages-really-worth-it-google-amp-
case-studies
https://www.slideshare.net/DominicWoodman/what-is-amp-and-do-i-care
Google Fonts tips
https://www.slideshare.net/bastiangrimm/three-site-speed-optimisation-tips-to-make-your-website-
really-fast-brightonseo-2017
GoogleBot Crawl Tips
https://www.slideshare.net/Badams/how-to-find-fix-crawl-optimisation-issues-brightonseo
Injecting JS Pre-fetch
https://earlconf.com/2016/london/download/?id=hxcuw

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