Diagnosing Issues
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19-Oct-2014 -
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Technology
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Transcript of Diagnosing Issues
Diagnosing Issues
A Path to Improvement
Daily # of Visitors for Example.com (000’s)
For this social networking
company, this much traffic came from
search
Houston… do we have a problem?
Where’s superbowl.com?
Would you click this link?
Is this what your website looks like to the 100M smart phone users?
(if you’re vans.com, then yes!)
Identify Problems
• Sudden traffic drops
• Not getting traffic where you expect
• Content in SERPs does not look appealing
• Customers have bad click-through experience
Step 1: Get the data
Step 2: Find the Cause
Crawling
Ranking
Index
Query Parsing
Dynamic Ranking
However…
Many Advanced Diagnostics
• Site Moves– Redirects– New domain issues– Content changes
• Dynamic URLs– URL rewriting– Managing parameters– Moving session information to cookies– State management
• Duplicate Content– URL canonicalization– Exact vs. approximate dups– Dynamic content
• Other issues– Geographic location
Diagnostic Checklists and Resources
• Search Accessibility Checklist• Search Discoverability Checklist• Diagnostic Tools
janeandrobot.com
Off Page Assessment
Example: Global Scholar
site: search– 148 pages indexed– 57 are from /blog
college tutoring and homework help
Global Scholar
Google 107 6
Yahoo 62 26
Live Search 64 3
On-Page Assessment
• Links not accessible with Javascript off• URLs don’t change for new pages• Title tag has no keywords• Many images have no ALT tags• Home page canonicalization problems• No H1 tags
<select name="ctl00$Content$ctlSearchDropdownBox$ctlSearchDropdownSubject$cboSearchFacet" id="ctl00_Content_ctlSearchDropdownBox_ctlSearchDropdownSubject_cboSearchFacet” style="width:180px;">
Questions
Site Reviews
Where to next?
http://janeandrobot.com http://ninebyblue.com
http://webmaster.live.com http://google.com/webmaster http://siteexplorer.search.yahoo.com
http://SearchDeveloperDay.com