Jon Myers talk on using crawling data with backlinks, log files, GSC and GA
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This document discusses using different data sources like backlinks, log files, Google Search Console, and Google Analytics together to understand website performance. It provides examples of how to use backlink data from sources like DeepCrawl to identify positive and negative backlinks. It also discusses using log file data to optimize crawl budget by identifying non-indexable or low traffic pages. The document advocates bringing together internal and external ranking factors with user traffic data to develop a holistic "search universe" view of a website.
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Jon Myers talk on using crawling data with backlinks, log files, GSC and GA
- 1. Jon Myers Chief Growth Officer - DeepCrawl The Search Universe - Links, Log Files, GSC and everything in between. @deepcrawl @JonDMyers
- 2. What we will cover… @DeepCrawl @JonDMyers Using Crawling Data with: • Backlinks • Log File Data • Backlink and Log File Data • Where does GSC fit in and add • What about the Consumer and where GA fits
- 3. I want to tell you a story…
- 4. About a URL @DeepCrawl @JonDMyers
- 5. Meet Mr. Deepson @DeepCrawl @JonDMyers He will be our url for today www.myurl.com
- 6. Power of adding backlinks to internal links @DeepCrawl @JonDMyers
- 7. Using backlinks data with crawl data @DeepCrawl @JonDMyers Things to consider: • Backlinks Authority distribution? • Where are they backlinks landing on? • Positive/Negative Backlinks? • Backlinks to low DeepRank/high Level pages? • Backlinks to orphaned? • Backlinks to broken pages/non-indexable?
- 8. This always happens @DeepCrawl @JonDMyers
- 10. Disallowed myurl.com/my-page 1000s of Backlinks! Simple URL Story with Backlinks @DeepCrawl @JonDMyers
- 11. myurl.com/my-page 1000s of Backlinks! Simple URL story with backlinks @DeepCrawl @JonDMyers
- 12. myurl.com/my-page 876 Backlinks URL story with backlinks @DeepCrawl @JonDMyers myurl.com/my-page 456 Backlinks Duplicates Canonical 456 Backlinks! 1332 Backlinks!
- 13. Positive or Negative backlinks? @DeepCrawl @JonDMyers
- 14. Power of adding log file data internally @DeepCrawl @JonDMyers
- 15. Incorporating log file data into a crawl reveals where crawl budget is being wasted Identify non-indexable pages receiving bot requests: Hits to redirect chains (reduce no. redirects) Hits to 404/410 status codes (crawled occasionally) Hits to soft 404 or orphaned pages (redirect to another page?) Hits to 3xx status codes (investigate why being indexed) Find out how frequently search engine bots hit your site For pages receiving low bot requests you could consider: Adding more internal links to that page Adding a “Last Modified” date to the sitemap Making 3øno non-indeä3‡`Íe pages å ≥å ≥sitemap Splitting SŸ~SJrŒ)the sitemap °∏N!»úones, including one sitemap for new pages Understand *SŸ~SJrŒ)∂…¨Ûi÷gö´kBots Crawl Your Site With TŸñ•A3àÉ€ÀD≥#ËL;ÉPT˜òRí«User Agents (Å üQü:i"˙}öLÁ˘’MF5r† ‹Ä|øñx’õÉu∂Î1§FøèvÒflNrı„î+È(˝B_ÈûBFçG%˝¢◊•‹£|Í…ıd`Öaï— V¨ªj:+Êsd…”∏Áwób•˚°ñdcUó–l™§´Pınˆ∏=õ<◊xñxÍÈ »û`ÈÏk√äËÑDΩä˜MÙ[ÉuxfiœÛ˜^Ωï‘E_≥hfeŸXGtãtÎt€tªtœËfi“á∑ I love log-files! xx @DeepCrawl @JonDMyers
- 16. myurl.com/non-indexable 100 requests Evaluate crawl budget wastage @DeepCrawl @JonDMyers myurl.com/broken 330 requests myurl.com/page?sort=price 56 requests
- 17. myurl.com/products 232 requests Determine most crawled site sections @DeepCrawl @JonDMyers myurl.com/categories 330 requests myurl.com/contact 2,300 requests
- 18. What can Google Search Console add? @DeepCrawl @JonDMyers
- 19. URL story with GSC @DeepCrawl @JonDMyers myurl.com/my-page TrafficDisallowed myurl.com/my-page Traffic 404
- 20. Find poor experience pages with traffic myurl.com/my-page 5,320 Clicks @DeepCrawl @JonDMyers
- 21. Pages with image search traffic, with broken images @DeepCrawl @JonDMyers myurl.com/my-page 5,320 Clicks
- 22. Google Analytics - The online consumer! @DeepCrawl @JonDMyers
- 23. Adding your traffic to the equation @DeepCrawl @JonDMyers 1. It is one thing to have internal and external power for Google’s eyes 2. Need to add the consumer power 3. Where and what do your customers see and convert on 4. Adding GA to the mix and the traffic knowledge it brings
- 24. A Simple URL story with Visits @DeepCrawl @JonDMyers Disallowed myurl.com/my-page 1000s of Visits!
- 25. An advanced story with visits & backlinks Disallowed myurl.com/my-page 2768 Visits! 301 redirection myurl.com/redirect-page 301 redirection myurl.com/other-page No Indexed! No Backlinks! 1000s of Backlinks! @DeepCrawl @JonDMyers
- 26. A simple URL story with visits @DeepCrawl @JonDMyers “Google Drives Awareness but people drive ROI!”
- 27. Think About all 4 of these Factors @DeepCrawl @JonDMyers
- 28. Now it gets fun! @DeepCrawl @JonDMyers Canonicalises myurl.com/dress?colour=red myurl.com/dresses 2,768 Visits 1000s of Backlinks 50 Googlebots 2,423 Clicks
- 29. Maintaining value through migrations @DeepCrawl @JonDMyers myurl.com/page.aspx myurl.com/c/page 301 redirect myurl.com/page 301 redirect 1 Request 500 Requests 1 Request 2768 Visits 2768 Visits 2768 Visits 500 Links
- 30. Maintaining value through migrations @DeepCrawl @JonDMyers myurl.com/page.aspx myurl.com/c/page 301 redirect myurl.com/page 404 1 Request 1 Request 1 Request 0 Visits 0 Visits 0 Visits 500 Links
- 31. Scaling up @DeepCrawl @JonDMyers 1 URL 100k URLs 1M URLs
- 34. Your search universe! @DeepCrawl @JonDMyers
- 35. Your search universe from DeepCrawl @DeepCrawl @JonDMyers Correlation between: • Backlink Authority • Internal Link Authority “DeepRank” • Logfile Googlebot Data • Performance data from GSC • Consumer and Traffic Data from GA
- 37. The Only cloud based crawler with all this in one place