Botify Keywords webinar - september 2017
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This document summarizes an introduction webinar about Botify Keywords given by Alpha Keita. The webinar agenda covers the importance of keyword data, an overview of Botify's keywords feature set, definitions specific to Botify, and starting use cases for the keywords feature including finding traffic opportunities, optimizing top URLs and keywords, on-page optimization, identifying structural problems, and analyzing traffic by device.
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Botify Keywords webinar - september 2017
- 1. www.botify.com Botify Keywords Introduction Webinar – September 2017 Alpha Keita, Search Data Strategist @Botify
- 2. AGENDA 1. Importance of keyword data 2. Value of the Botify Keywords feature set 3. Botify-specific definitions 4. Feature overview 5. Starting Use Cases A. Finding Traffic Opportunities B. Optimizing a list of Top URLs C. Optimizing a list of Top Keywords including Not Provided D. Working on on-page optimization E. Identifying and Correcting Structural Problems F. Analyzing Traffic by Device
- 3. Importance of keyword data
- 4. Keywords Analysis in the Botify Optimization Methodology 1. PAGES 2. CRAWLING 3. INDEXING 4. RANKING 5. TRAFFIC This is where keywords analysis will help!
- 5. Pay Attention To Top Tail Even for large long-tail websites There is more than 157k pages on this website but only 514 pages are generating 75% of the organic traffic!
- 6. Gaining a Few Positions on the Top Tail Can Lead to High Traffic Increase Publisher E-commerce
- 7. Value of the Botify Keywords feature set
- 8. You can get info about “fresh” keywords as soon as they appear in the SERPs! 1. Real Data, No Scrapping
- 9. 2. Large Data Set Compared to Alternatives Here’s an example
- 10. 3. Visualize Keyword Data by Segment of pages
- 11. 4. Join Keyword Data to URL-Level SEO Metrics
- 13. Botify-Specific Definitions (1/2) Keywords: The queries issued by searchers and retrieved by Botify from Google Search Console. Ranking (URL + Keyword): The combination of a keyword and the URL that received the impression for it. Multiple URLs may receive impressions for a given keyword. Position: The position of a Ranking (URL + Keyword) in the SERPs.
- 14. Botify-Specific Definitions (2/2) Keyword Position for URL: The keyword’s rank by clicks for one particular URL. Keyword Position for entire project: They keyword’s rank by clicks for the entire project. Main Keyword: The keyword with the most clicks for a given URL.
- 15. Feature overview
- 17. 1) Finding Traffic Opportunities 2) Optimizing a list of Top URLs 3) Optimizing a list of Top Keywords including Not Provided 4) Working on on-page optimization 5) Identifying and Correcting Structural Problems 6) Analyzing Traffic by Device Starting Use Cases
- 18. 1) How to find traffic opportunities? CTR and Missed Clicks
- 19. 2) How to optimize a list of Top Pages?
- 20. 3) How to optimize a list of Top Keywords?
- 21. 4) How to work on on-page optimization?
- 22. 5) How to identify structural problems?
- 23. 6) How to analyze traffic by Device?
- 24. Thanks!
Notes de l'éditeur
- Publisher, top 500 rankings = 30%+ of clicks Ecomm, top 500 = 10% of clicks
- Click from chart, position 8 Filter to crawled Add keyword position for URL, CTR, avg position, is main keyword Could then filter on some of these to refine set, such as main keyword = yes, CTR < 10
- From keyword explorer, filter to organic visits from Google > 100 to get top pages Add column for Google organic visits to get perspective on top page and keyword’s clicks relative to total visits https://app.botify.com/thomaso/keyword-example/20170907/urls/http%3A%2F%2Fwww.bonappetit.com%2Frecipe%2Fclassic-caesar-salad Note decline in visits for caesar dressing … maybe there’s another, better page that is relevant for that.
- Baked potato has low CTR Toggle through some metrics, see small amount of unique content. Click into URL to explore. Click content quality section and affirm low uniqueness Look at inlinks and point out top anchor text may not be as helpful.
- Point about checking for use of keyword in major HTML tags, especially for companies with teams who use a CMS to edit copy. Filter is main keyword = yes, in title = no Notice AMP URLs have titles that aren’t descriptive Choose ”camping meals” for example Sort desc by position to find keywords where the page isn’t as relevant, but could either be made more relevant by updating copy or perhaps new pages could be created to address those opportunities.
- Change first structure chart to pagerank, click on 5 Add filter for missed clicks > 0 Add missed clicks, depth, inlinks to columns Sort desc by missed clicks
- Change first structure chart to pagerank, click on 5 Add filter for missed clicks > 0 Add missed clicks, depth, inlinks to columns Sort desc by missed clicks