This is part 4 of a series examining mistakes with SEO metrics.
- In part 1 of this series, we discussed 5 huge mistakes regarding top-level SEO KPIs.
- In part 2, we looked at 10 common mistakes made when analyzing SEO metrics in Google Analytics.
- In part 3, we looked at 10 critical errors in analyzing and monitoring crawling and indexation metrics.
Today, we’ll do 10 of the most common mistakes in link metrics. (more…)
I’ve said it before, but I love me a good free tool. Below is a list of my fifteen favorite freebies for doing SEO. While there’s a ton of tools out there, this article means to highlight the essentials. It’s nice to have a huge arsenal, but it can be more powerful to wield a few powerful weapons expertly.
It’s no secret that links matter in search marketing. But – just ask RapGenius – link “building” can be dangerous, resulting in devalued links and even hard-hitting penalties that go beyond mere devaluation.
A few months ago, I attended a breakout session on links where a hyper dude named Neil Rodriguez uttered the words “Google will never devalue relationships.” That statement stuck, and it seems relevant as ever.
Often, when we need to build authority on the site of a new client, the first thing I like to do is look at the existing relationships the company has. As Wil Reynolds has said: “You have people in your CHURCH, why are you running past them to go try to convert people on the street?”
There could be relationships right under your nose, with people more than willing to vouch for your brand. So it just makes sense to take these relationships public for the whole Net to see, and, along the way, possibly happen to earn those editorial votes (i.e. Natural Links) Google craves.
Here 8 quick tips on how. (more…)
One of the notable limitations of Google Analytics (GA) is that it does not provide data on non-html pages out-of-the-box. Thus, if your website has PDF files, Word docs, .wmv files, or other downloads, you’ll face a black hole of data.
But there are ways around that.
Recently, we started a project with a client that had a substantial portion of PDFs on their site. We went through our checklist for SEO for PDFs and determined the following:
- The PDFs were worth keeping in PDF format
- The PDFs needed SEO’d, including needing internal links to other pages on their site
- We lacked data on PDF usage to help our client determine what users were interested in
To the last point, because so many types of content (reports, magazine articles, studies, etc…) were in PDF form, the client really struggled to understand what content performed the best, making content strategizing extremely difficult. So we had to implement workarounds to obtain as much data as possible.
We’ve written about many applicable workarounds in the past, but today I want to get them together in one place for you for easy reference if you want data on your downloadables. So, using our PDF-focused project as an example, below are 5 ways to get data on non-html files.
In part 1 of this series, we discussed common mistakes regarding top-level SEO KPIs. In part 2, we looked at 10 major mistakes made when analyzing SEO metrics in Google Analytics.
Today, I want to cover 10 critical errors in analyzing and monitoring crawling and indexation metrics.
In my last article, I discussed 5 ways people stifle SEO campaigns at the macro level by focusing on the wrong KPIs.
Today, I’d like to discuss a few common Google Analytics pitfalls we see when it comes to SEO. (more…)
Author’s Note: This is Part 1 of a multi-part series titled SEO Measurement Mistakes. Links to the rest of series are below:
Part 2: 10 Google Analytics Gaffes
Part 3: Crawling and Indexation Metrics
Last week, I sent an email to my fellow LunaMetricians asking one question, “what’s some big mistakes you see when it comes to SEO and measurement/Google Analytics?”
The measurement masters came up with some good stuff, and I’ll discuss five high-level screw-ups people make when it comes to analyzing SEO metrics.
Let’s start from the top.
1. Obsessing over Rankings
Ever Google the term “SEO definition“? The results have been getting better, but there’s still some severely outdated definitions ranking highly. Here’s a taste of the bad stuff:
“Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines.”
“Stands for “Search Engine Optimization.” Just about every Webmaster wants his or her site to appear in the top listings of all the major search engines…”
The second excerpt comes from a 400 word entry that seriously talks about Meta Keywords and directory submissions as viable SEO tactics. But I digress.
What the outdated and crappy definitions how SEO all have in common is they paint a verbal picture that high rankings are the goal of SEO. That is false.
This is an unusual post for me. I tend to stick to “how-to” articles because I realized a while back that no one really cares about my opinion.
But in an industry where words must be so carefully dissected and examined, we’ve gotten downright silly with some of our favorite jargon. And it’s my time to whine.
I know it sounds crazy to call this one out. I spend many hours every week studying users search queries to influence our clients’ content creation endeavors.
But does it not irk you that people call a 3 word phrase a “keyword”? So “just call it a key phrase fussypants,” you say.
Beyond nitpicking, the real problem is that all this obsession over “keyword research” and “keyword use” betrays the real goal of all that analysis – to figure out what content people you want on your site want to find. And that comes to down to more than the particular string of characters user types in the search box, which is unfortunately the connotation that comes with keyword.
How about geographic location? Am I necessarily looking for general plumber info when I search for “plumber?” Chances are my IP address let’s Google know that I probably want to see some Pittsburgh plumber in my search results page. (more…)
A lot of folks come to us asking us to help them restore a decline in website traffic that occurred after a site migration or major update. Typically, most – if not all – of the traffic loss was preventable. There’s a lot of different update and migration scenarios and a lot of different things that can go wrong, but we keep seeing many of the same underlying issues.
For the purposes of this article, we’ll define a migration as anytime a large amount of pages or content move from old URLs to new URLs whether it be migrating an entire site to a new domain, a subdomain to a subdirectory, merging a small site into a bigger one, or what have you.
And I’ll assert that most potential problems with any migration can be prevented by following 7 fundamental pieces of advice so simple that even a CEO should understand.
- Understand the Stakes
- Make Sure No Content is Missing
- (Properly) Redirect Every URL
- You Need a (Cross-Functional) Migration Team
- You Need a Pre-Launch Plan
- You Need a Post-Launch Plan
- Use Tools (more…)