MARIE TURNER - Brighton SEO Deck - Help! My Traffic has tanked!.pptx

Brighton SEO deck by Marie Turner. How to recover lost traffic more efficiently using lateral thinking.

1. thisisgain.com

2. thisisgain.com …SEO IS SLOW.

3. thisisgain.com

4. thisisgain.com

5. thisisgain.com

6. thisisgain.com

7. thisisgain.com Hi, I’m Marie!

8. thisisgain.com Marketer for 15 years ( ish ?) and SEO for 10.

9. thisisgain.com And I am here to help

10. thisisgain.com What we know

11. thisisgain.com Crawling Indexing Ranking

12. thisisgain.com How do we impact these things? Site architecture Site speed Content quality Linking Authority Javascript Page structure And many more…

13. thisisgain.com When we start to lose traffic, and we have no idea what’s causing it, what do we do?

14. thisisgain.com Tech audit time!

15. thisisgain.com You need to look at the WHOLE SITE

16. thisisgain.com Because ALL of these: Site architecture Site speed Content quality Linking Authority Javascript Page structure And many more…

17. thisisgain.com Your process from now on

18. 1] The site audit 2] Lateral thinking thisisgain.com 3] Take action

19. 1] The site audit thisisgain.com

20. thisisgain.com Crawling issues on-site Indexing issues on-site Content Quality & Positioning 1 2 3 Off-page signals 4 Competitor positioning 5

21. thisisgain.com Think EXHAUSTIVELY .

22. thisisgain.com Example: Don’t just think off-page includes links!

23. thisisgain.com Your mindset throughout:

24. thisisgain.com What’s changed?

25. thisisgain.com You’ve got your audit.

26. thisisgain.com You’ve got loads of Screaming Frog/ Sitebulb items

27. thisisgain.com That’s it, right?

28. thisisgain.com Wrong.

29. 2] Lateral Thinking thisisgain.com

30. thisisgain.com What the heck is lateral thinking?

31. thisisgain.com

32. thisisgain.com Linear thinking Lateral thinking

33. thisisgain.com Search engines are not linear

34. thisisgain.com So your solutions shouldn’t be linear

35. thisisgain.com

36. thisisgain.com

37. thisisgain.com Very basic example: Audit of a 200 page website has given us 5 x redirect issue items affecting 100 URLs

38. thisisgain.com = 1 x solution: redirection has gone awry and needs fixing

39. thisisgain.com 1. Easier to understand 2. Easier to action

40. thisisgain.com 4] Take Action

41. thisisgain.com “Technical issues are people issues” - Areej Abuali <3

42. thisisgain.com What would Picard, Janeway, Sisko, Pike, Archer, Burnham, Georgiou do?

43. thisisgain.com We present the facts.

44. thisisgain.com That’s it.

45. thisisgain.com I think we need to [insert action here]

46. thisisgain.com …because [your evidence-based reasoning here] .

47. thisisgain.com If we do [insert thing here]

48. thisisgain.com … [insert the desired result here] .

49. thisisgain.com “I think we need to re-think the faceted navigation on the site. In our analysis, we found that many category URLs are duplicated due to the way the faceted navigation system functions. If we add a rule-based system for the faceted navigation, we’ll see less duplicate content that’s losing us traffic & revenue .”

50. thisisgain.com I think we need to [insert action here]

51. 1] Explore all avenues 2] Don’t think linear thisisgain.com 3] Evidencebased comms

52. thisisgain.com Remember earlier:

53. thisisgain.com

54. thisisgain.com Hard truth

55. thisisgain.com Sometimes your site won’t recover everything back

56. thisisgain.com

57. thisisgain.com Thank you!

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