Mark Thomas's Digital Breakfast presentation

DeepCrawl

Mark Thomas

DeepCrawl MD

@SearchMATH

#DigiBrek

Spot the odd one out…

My objective this morning…

Provide context

Surface several of the many challenges you face

Convince you to constantly monitor your architecture

What do I mean by “Technical SEO”?

Osseous: consisting of or turned into bone

Osseous tissue, is the major structural and supportive connective tissue of the body

Top Tech SEO KPIs1)Unique Pages2)Crawl Efficiency

Unique Pages (Growth)

Expansion is goodMore unique pages to rankMore sub-categories formedEtc.

Crawl Efficiency

"The biggest problems we have are tech problems. Often webmasters [are] trying to be too clever and

give confusing signals. Send clear, consistent and obvious signals.”

John Mueller, Webmaster Trends Analyst, Google

http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

Build a cache of your website over time

Challenge #1Complexity of managing your existing architecture

Challenge #2We’re working in a climate of rapid change

“The notion of you being the stimulus for search will likely fade. Instead, any change of state will

passively spark these implicit searches that will do things on

your behalf.”

Stefan Weitz, Senior Director of Search, Bing

“I didn't have time to write a short letter, so I wrote a long one instead.” Mark Twain

Ensuring content/data is accessible and interesting is a great investment.

Challenge #3Implementation of Tech SEO Recommendations

Search Engines

• Simple linking structure

• Short loading time• High quality pages

Users

• Easy to navigate• Quick to load• Informative, useful

content

Convergence of Tech SEO & UX is helping

McKinsey’s five-step approach

Spending prioritiesMessage definitionMarketing mixSpend efficiencySustainabilityDrive sustainable impact through all the classic organization levers. Instill best-practice capabilities, supported by ROI tools and processes, key performance indicators, and by senior-level behaviors. Make marketing an investment, not a cost center.

Solutions:Comprehensive ROI figs Integration with DevEducation

Thank you!@SearchMATH