If you’ve been doing any research on SEO this year, you’re going to hear a lot about content, content and more content. It’s no lie, content generation is great for SEO. But there are other important things you can do to increase your SEO traffic and conversions that is more, reactionary.
I use Google Webmaster tools (GWMT) almost on a daily basis. Each time I login and click around I find something new about my website that I didn’t find before. Most people use GWMT to find crawler errors, files restricted by the robots.txt file, 404 pages, etc. And all of that is great and very noteworthy because you need to have the least possible crawler errors in order to get higher rankings.
1. Crawl Stats: Something that helped me more recently, was when I clicked on ‘crawl stats’, and scrolled al the way to the bottom of the page to find my page with the highest PageRank for the past three months. To my surprise it wasn’t my homepage! It was another page that has been around a little bit longer than my homepage and got transferred to another section of my website. Since this odd page had the highest PageRank in the past three months, I realized there was room to add in some anchor text and point to other important pages of my site from this page. This inevitably will help increase PageRank to those other important pages.
2. HTML Suggestions: Another stat I like to look at in GWMT is HTML suggestions. Here it will tell you information related to your meta descriptions and page titles, whether there are duplicates of either, whether they’re too short or too long or even ‘non-informative’ or not. Now, to be honest I’m not sure how much duplicate meta descriptions or page titles can hurt your SEO, but it’s worth fixing if Google is calling you out on it right??
3. Mobile Search Reports: If you do a lot with Mobile ads and marketing, you can click on the ‘your site on the web’ link and go to the top search queries report. Towards the middle of the page you can select the dropdown to show searches coming from the web, mobile, images and all searches. It’s really interesting to see raw search data on people coming from their mobile browsers. If there is one keyword in particular that is driving a majority of your mobile traffic, then perhaps add content around that keyword and optimize it for mobile users.
Point being, don’t forget about the free tools you have from the actual search engines like Google Webmaster tools, Yahoo Site Explorer and MSN webmaster tools. They can identify all different kinds of problems with your site which can prevent pages from being crawled and indexed properly.