Making SEO Lemonade: Moving the Needle on Missed Opportunities

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Does your page rank correctly? How do you identify the root cause of your rank issues? How do you minimize ranking errors? Industry vet Bill Hunt, President of Back Azimuth Consulting tackles how to understand the dynamics of SEO through recognition of missed opportunities, improvement of KPIs, and realization of maximum profitability.

Marketing

1) 20+ Years in Search
2) Solve Enterprise Search Problems
3) Optimized 67 of F100 brands
4) Build tools that move the needle!
ABOUT ME
#SEJThinktank@billhunt

#SEJThinktank
3 Takeaways
Accept that
Searcher intent is
Critical to Success
Maximize
Clickability to
Increase Revenue
Understanding the
Importance of
Indexability
@billhunt

Root cause identification is a critical skill.
User-agent: *
Disallow: /
#SEJThinktank@billhunt

COST/VALUE of PROBLEM
Paid Search to Backfill
$1.7 Million
Agency Value
$3.6 Million
#SEJThinktank@billhunt

Other Recent Crawl Block Issues
Simple copy and paste left off Googlebot Web Application Exceptions
#SEJThinktank@billhunt

#SEJThinktank@billhunt
Poll Question
Do you monitor your
inclusion rate?
a. Yes
b. No

Fixing Inclusion increased traffic by 58%

14.6 Million Errors
50 Million Pages
12.6 in XML Site Map
MINIMIZE XML ERRORS
#SEJThinktank@billhunt

74% OF PAGES NOT INDEXED
#SEJThinktank@billhunt

58% INCREASE JUST BY BEING INDEXED
#SEJThinktank@billhunt

CONFIRM INDEX RATES
#SEJThinktank@billhunt

Using HREFLang
Correctly Generated $8 Million

http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm
http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm
IS THE RIGHT PAGE RANKING?
#SEJThinktank@billhunt

CANONICAL TAGS ARE WRONG
#SEJThinktank@billhunt

Fixing Indexing & Mapping Drives Traffic
#SEJThinktank@billhunt

MISSING BI-DIRECTIONAL LINKS
#SEJThinktank@billhunt

88% drop in
traffic due to
deindexed
pages
CANONICAL SET TO GLOBAL HOME PAGE
#SEJThinktank@billhunt

Poll Question
Do you spend time
trying to match
consumer inquiries
to content?
a. Yes
b. No
#SEJThinktank@billhunt

Achieving 50% increase in Leads from
500% Increase in Organic Traffic

Category Keywords Searches/Mo
Top 50 50 2,865,324
High Margin Products 1,306 1,584,000
All Products 4,919 1,498,566
Product With 1,047 882,643
Lists/Ideas 11 806,237
Components 921
289,521
Attributes 892 283,457
Occasions 105 256,894
Which
group of
words to
focus
efforts?
KEYWORD TARGET/CONTENT MATRIX
#SEJThinktank@billhunt

Category Keywords Searches Top 3 Share CR eCRM Leads
Assets With 1,047 882,643 150,049 13% 19,506
Top 50 50 2,865,324 487,105 4% 19,484
Lists/Ideas 11 806,237 137,060 11% 15,077
All Assets 4,919 1,498,566 254,756 3% 6,369
Components 921 289,521 49,219 9% 4,430
High Margin Assets 1,306 1,584,000 269,280 1% 3,393
Attributes 892 283,457 48,188 3% 1,446
Occasions 105 256,894 43,672 1% 218
Total 9,251 8,466,642 1,439,329 69,923
#3
#1
#2
ASSET TO CONVERSION MATRIX
#SEJThinktank@billhunt

• Many top ranking “Assets With” had bad snippets
– Optimized snippets and increased traffic 23%
• Mobile & Location Searches Most Popular
• 3 clusters had high app download – bypassing eCRM
CRITERIA FOR SELECTION
#SEJThinktank@billhunt

• Google Rank #3
• 124,455 impressions - 1.69% CTR = 2,109 visits
• Multiple page views per visit
Lowest Hanging Fruit
#SEJThinktank@billhunt

What does the Triple Sec Searcher want?Drink Name + TS
Cocktails with TS
Drinks with TS
Spirit +
TSTS + Ingredient
What is TS
What to Make with TS
What to Mix with TS
Drink Name + TS
Cocktails with TS
Drinks with TS
Spirit + TS
TS + Ingredient
What is TS
What to Make with TS
What to Mix with TS
#SEJThinktank@billhunt

AFTER SNIPPET OPTIMIZATION
#SEJThinktank@billhunt

• 1.69% CTR to 14.81% CTR = +20,024 visits
• Rank from #3 to #1 (after 45 days)
• 10x increase in “Drink of Week” sign ups
• Bonus: 14 other words + 122k traffic
AFTER SNIPPET OPTIMIZATION
#SEJThinktank@billhunt

• Does the Snippet match
the searcher intent?
• Is the ranking page the
PLP?
$37k in incremental
revenue in 1 week
SNIPPET OPTIMIZATION
#SEJThinktank@billhunt

Don’t Forget
About
Global Opportunity
Accept that
Searcher Intent
Is Critical to Success
Understanding the
Importance of
Indexability
3 Takeaways
#SEJThinktank@billhunt

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With constantly evolving search algorithms and user behaviors, fluctuating search rankings are a common occurrence in the world of SEO. But what happens when they suddenly drop? Do you know what steps to take to restore your rankings? Watch this for a practical guide to diagnosing and recovering lost Google rankings. You’ll learn how to navigate this common challenge, along with the best ways to assess the impact of the drop on affected pages. We’ll also show you the ways to identify if rankings have truly dropped or if it’s just an analytics issue. You’ll takeaway: - The proper steps to take to evaluate the impact of changing Google rankings. - How to protect your website and stay ahead of sudden ranking drops. - How to identify the cause of lowered rankings. With Ryan Maloney, SEO Success Manager at Conductor, we’ll explore how to take proactive steps to protect your rankings following the latest Google algorithm updates, so you can mitigate drops in the future. Register now and learn to protect and rescue your rankings from sudden drops.

Emergency SEO: How To Recover When SERP Rankings Suddenly Drop

Search Engine Journal

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings. Want to learn how you can mitigate privacy risks and boost ROI through data standards? Watch and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns. In this webinar, you will: - Gain a better understanding of how your marketing data management compares to enterprise advertisers. - Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs. - Walk away with tactics and best practices that you can use to improve your marketing data now. Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards. Register and learn the key ways to level up your data strategy to pinpoint campaign success.

2023 Survey Review: State Of Marketing Data Standards In The AI Era

Search Engine Journal

Looking to create golden sales opportunities, efficiently and easily? The key might lie within phone calls. CallRail has analyzed more than 100 million phone calls and surface consumer communication trends, and they’re ready to share their findings with you. Learn how these proprietary insights can help small-to-medium businesses and agency marketers develop high-converting marketing and sales strategies. You’ll learn: - How to use your conversations to unlock a goldmine of untapped insights. - How you can use AI to mine gold from conversations. - Ways that AI-mined gold from calls can transform your business. With Jason Tatum, CallRail’s VP of Product, we will also cover the past and future state of phone calls, and how you can use AI to gain valuable insights that will transform your business. Humans don’t have the capacity to analyze hundreds of calls, transcripts, or marketing data, but with CallRail's AI-powered technology you can. Register now and find out how to use this technology to develop data-driven marketing strategies that deliver.

100M Phone Call Insights: Your Key To Data-Driven Marketing Strategies

Search Engine Journal

As the world of search prepares for an AI-driven transformation, content strategies are transforming too, and many professionals are wondering how to adjust to the radical shift. The answer may be simple: it’s time to stop creating content in silos. We will unravel the differences between topic clusters and pillar pages, and how to structure them, giving you a clear roadmap for boosting your website's visibility and ranking on search engine results pages (SERPs). You’ll learn: - What topic clusters and pillar pages are and how they work/how to structure them. - The SEO benefits of pillar pages and topic clusters. - How to identify and map topic cluster opportunities based on audience intent and monthly search volume. Watch SEO experts and Conductor’s Customer Success Managers, Alex Carchietta and Zack Kadish, to learn how effective pillar pages and clustered content improve site structure, internal linking, and on-page SEO. We’ll also show you actionable tips for optimizing your internal linking and future-proofing your content’s performance. Learn how to work with (not against) your content's natural intersections for better SEO and UX.

How To Boost 2024 SEO Performance With Pillar Pages & Topic Clusters

Search Engine Journal

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

With so many elements going into constructing a successful website, it’s crucial to know what to look for when evaluating what users want. So what’s the best way to test your website’s effectiveness? We were wondering something similar, so we conducted a little experiment of our own. We’ll show you the step-by-step process for conducting experiments on your website, so you can get the important data you need to keep your website strong. You’ll learn: - The best time to run an experiment to get the most informative data. - What to do when you don't see the results you expect, and how to avoid other factors influencing your results. - How we run our experiments, and what we plan to do with the results. Watch our very own Angie Nikoleychuk, Content Marketing Manager, and learn the key factors to focus on when running website experiments, so your users stay happy and engaged. You’ll also learn the results of our own case study, where we examined ad performance and user happiness on our website.

How to Perform Website Experiments [+ SEJ Experiment Walk-Through & Results]

Search Engine Journal

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