The Value of Crawl Data- Nabil Dabbagh, Global Head of Customer Success, DeepCrawl
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Presented by Nabil Dabbagh, Global Head of Customer Success at DeepCrawl for Digitalks Dubai. This presentation will talk you through crawl data and how it can help you stay on top of your site health, enhance the user journey and drive revenue. He will also explain how customers and sales can slip through the net across your digital marketing campaigns, and why using a website crawler is the best way to address this. This presentation is aimed at Digital Marketers working within Ecommerce brands.
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The Value of Crawl Data- Nabil Dabbagh, Global Head of Customer Success, DeepCrawl
- 2. What is crawl data? The challenges of running multi-channel digital marketing campaigns Where is traffic being wasted during the customer journey? What are the key elements for optimising your website? How crawl data can help you monitor and improve the customer journey WHAT WE’LL COVER 2
- 3. SEO Content PPC & Display Email THE RESPONSIBILITIES OF A DIGITAL MARKETER 3 One of their main shared responsibilities: they need to build campaigns. Affiliates Social Media PR Lead generation What are you?
- 4. What is your plan? What are you trying to achieve? What is your strategy? THE PURPOSE OF DIGITAL MARKETING CAMPAIGNS 4 A shared KPI across all channels’ campaigns: driving traffic to your website. Think about the campaigns within your digital marketing team.
- 5. WHAT HAPPENS TO THIS TRAFFIC? 5 A visitor engages with one of your campaigns and clicks through to your site, but what happens next? Is that landing page redirected? Slow to load? Not accessible on mobile? If your pages aren’t optimised, here’s what could be happening to your time, effort, money and traffic: they’re being wasted.
- 6. AN EXAMPLE OF WASTED TRAFFIC 6 1 2 3 4 5 A user performs a search for “Asics Gel Nimbus 19” They click on your paid ad The product is out of stock and redirects to the homepage The user returns to the search results and clicks on a competitor ad The product is in stock on that site and they convert
- 7. Outcomes: You have spent money on a click You have missed out on a sale You have lost a potential loyal customer AN EXAMPLE OF WASTED TRAFFIC 7
- 8. AN EXAMPLE OF WASTED TRAFFIC 8 ‘Best-selling products’ email is sent User clicks a link to a product Product is out of stock. CMS puts in an automatic redirect to the category page Category page is now empty and has been disabled and 404s User leaves your site to find the product elsewhere 1 2 3 4 5
- 9. THINK OF YOUR DIGITAL MARKETING STRATEGY AS... 9
- 10. 10 THE HOUSE: YOUR WEBSITE & ITS ARCHITECTURE
- 11. 11 THE INTERIOR: YOUR WEBSITE’S UI & UX
- 12. THE INVITATIONS: YOUR DIGITAL MARKETING CAMPAIGNS 12
- 13. THE GUESTS: YOUR WEBSITE’S USERS & TRAFFIC 13
- 14. RULES FOR THE PERFECT DINNER PARTY 14 Don’t: Invite guests over if the house is leaking water, or the dining room isn’t accessible Don’t: Invite guests over if the dining room has no furniture, or if you don’t have any food to serve
- 15. RULES FOR THE PERFECT CUSTOMER JOURNEY 15 Don’t: Send campaign traffic to landing pages which are being redirected and error pages Don’t: Send campaign traffic to empty pages without products
- 16. The Crawling Tool: Will go to your website, discovering all its pages and how they all connect The Crawl Data: The metrics you get from running a full website crawl using a crawling tool THE IMPORTANCE OF CRAWLING YOUR WEBSITE 16
- 18. Indexing - which pages aren’t being shown to search engines Site speed - users will bounce from a slow site Backlinks - where links are coming from and errors with them Mobile-first - poor mobile experience will affect rankings 4 KEY ELEMENTS FOR OPTIMISING YOUR FOUNDATION 18 There are so many aspects we could go into for website optimisation, but here are the top 4:
- 19. Indexing is the key for your pages to be displayed in search engines Onpage elements can block important pages from being indexed and allow indexing of low quality pages Use crawl data to show indexable and non-indexable pages HERE’S WHERE CRAWL DATA COMES IN: INDEXING 19 Highlight issues with indexing.
- 20. A slow loading website creates a roadblock for users landing on your site Slow sites cause customers to bounce and potential conversions to be lost Use crawl data to see page load times and onpage resources of your templates HERE’S WHERE CRAWL DATA COMES IN: SITE SPEED 20 Highlight issues with site speed.
- 21. Recommendations about you from other sites directing traffic Authority flow and customer journeys should land cleanly on your site Use crawl data to highlight broken backlinks and blocked authority flow HERE’S WHERE CRAWL DATA COMES IN: BACKLINKS 21 Highlight issues with backlinks.
- 22. Mobile has become the priority for users and search engines Poor mobile site experience will affect rankings and the majority of users Use crawl data to show mobile-specific reports on content and accessibility HERE’S WHERE CRAWL DATA COMES IN: MOBILE-FIRST 22 Highlight issues with mobile-first.
- 23. TO SUM UP... 23
- 24. Is an automated, scalable way of monitoring your website on a regular basis Shows onsite roadblocks for the customer journey Highlights areas for optimisation which will increase conversions Deserves a place in your digital marketing strategy! TO SUM UP... 24 Crawl data:
Editor's Notes
- Who are you? Who is DeepCrawl?
- The foundation of your digital marketing strategy, your website. End goal is driving traffic AND revenue
- Ask audience: What area are you in? How many of you are responsible for X, Y, Z?
- Our job isn’t done once they land on the site.
- When was the last time you ran a search for a product? What would you do if you clicked on a link where the product was out of stock or your expectations weren’t met. How many have used Google Shopping? Consumers today require instant gratification - let’s make sure we get it right the first time.
- When was the last time you ran a search for a product? What would you do if you clicked on a link where the product was out of stock or your expectations weren’t met. Expectations haven’t been met
- What’s the best way to monitor examples like these with automation, and at scale? It’s money down the drain and it has a negative impact on email marketing metrics
- A dinner party.
- Crawling = site maintenance = home maintenance (mowing the lawn, painting walls, etc.)
- Your guests might end up in different rooms. You don’t just clean up the dining room. Crawl data can team up with other metrics through integrations which combine crawl sources e.g. backlinks, traffic, visibility & log files.
- We are inpatient creatures - give us the goods fast!
- The people represent the traffic from the campaigns. The happy faces indicate satisfaction and conversion. Thus in turn becoming repeat customers. At the end of the day we all have common goals: increase traffic and to have that traffic increase revenue for our organisation. Reference the dinner party analogy against each 4 key point e.g. site speed = food taking ages.
- Shorten summary General feedback: Use site health more often