K-WCMS SEO Training Session

[Audio] K-WCMS SEO Training Session 2023 2H Global Workshop 2023. 11..

[Audio] Table of Contents Overview SEO Report - Overview Page Overview Page View Setting Function SEO Report - Detail Organic Traffic Analytics (With. Google Search Console) 1. Search Results Visibility 2. Keywords Performance 3. Search Traffic Trend Example of Utilizing Google Search Console –Site Search Performance Technical SEO Audit - Site Audit.

[Audio] Overview. Overview.

[Audio] Overview The SEO Report is a comprehensive analysis that provides insights from an SEO perspective, including data analysis and the detection of any technical issues on the site. This session is intended to assist local marketers in conveniently checking and leveraging the SEO Report. Inflow Evaluate if the page appears in search results and generates clicks. Keyword Identify the keywords users employ to access the site. Traffic Assess total and organic traffic, identifying visitor sources. Technical Use the report to pinpoint any technical SEO issues on the site..

[Audio] SEO Report - Overview. SEO Report - Overview.

[Audio] 1. Page Overview This report serves the purpose of archiving data for K-WCMS. It comprises two main sections: a Traffic Analysis page dedicated to SEO, and a Technical SEO Audit page. Page 1 - Organic Traffic Analytics Page 2 - Technical SEO Audit Data based on Google Search Console and Google Analytics Data based on tools that diagnose the site overall.

[Audio] 2. Page View Setting Function The date for data retrieval can be set as per your requirements. In tabular reports, there is the option to sort data based on preferred criteria, extending beyond the standard sorting options. For the most accurate data, it is advisable to review the previous month's data as of the 3rd day of the current month. Set-up data range Change table alignment criteria To view the data for the desired period, click on the date tab located in the upper right corner. For altering the table's sorting criteria, hover your mouse over the desired sorting standard and right-click. ※ Google Search Console only provides data that is up to 16 months prior..

[Audio] SEO Report - Detail. SEO Report - Detail.

[Audio] 1. Organic Traffic Analytics(With. Google Search Console).

[Audio] 1-1. Organic Traffic Analytics–Search Results Visibility In the ‘Search Results Visibility’ section, you can review the overall Clicks, Impressions, and Avg. CTR for your site. The accompanying chart, displayed beneath the numerical data, facilitates an effortless comparison of these metrics over selected months, helping identify significant fluctuations in these metrics. Clicks represent the number of times users clicked on the website's link in Google search results. Impressions refer to the number of times the website's URL appeared in Google search results. Avg. CTR is the ratio obtained by dividing the number of clicks by the number of impressions. A high number of Impressions typically signifies that the page is ranking effectively for relevant keywords and is frequently visible to users. If the Avg. CTR declines, this indicates a need for a thorough review of various elements such as content quality..

[Audio] 1-1. How to Access Detailed Data on Google Search Console ① Google Search Console enables the inspection and analysis of data related to Clicks, Impressions, and Click-through Rate (CTR) for the previous three months. 4 5 2 1 3.

[Audio] 1-1. How to Access Detailed Data on Google Search Console ② In Google Search Console, you can set the date range to review detailed data on each page’s Clicks, Impressions, and Click-through Rate (CTR). 3-1 3-2.

[Audio] 1-1. How to Utilize Google Search Console ① By setting the date range, it becomes possible to discern which webpages have experienced an increase or decrease in Clicks and Impressions, facilitating the development of retention or improvement strategies. For example, when conducting a promotion, the application of specific filters enables such an evaluation..

[Audio] 1-1. How to Utilize Google Search Console ② It is recommended to closely monitor the Clicks and Impressions associated with a particular page. If the results are satisfactory, it is beneficial to persist with the current promotional strategy. Conversely, if the results are suboptimal, it is prudent to consider the application of keyword data. 1 2 3 https://www.kia.com/promotion.html.

[Audio] 1-2. Organic Traffic Analytics–Keywords Performance ① In the Keywords Performance section, you can observe the overall Number of Keywords and Avg. Positions for the entire website. The graphs illustrate the trend of keyword quantities and site ranking on the Search Engine Results Page. Number of Keywords refers to the number of keywords or search terms that users enter in the search engine and lead to impressions and clicks on the website. Avg. Positions is the average ranking position of the website in search results for a specific query or keyword. An increase in the number of keywords indicates enhanced exposure of keywords and the generation of traffic. A lower number of Average Positions implies that the website is achieving higher rankings in search results for specific queries..

[Audio] 1-2. Organic Traffic Analytics–Keywords Performance ② Leveraging the top 10 keywords that drive traffic to the website enables the effective extraction of keywords for content optimization, ultimately aiding in enhancing site rankings. 2 1 3 The Top 10 Performing Keywords are typically the 10 keywords generating the most clicks and delivering the best performance for the website. Extracting keywords(related) that rank in the low position but have high impressions is a strategic approach for content optimization. Arrange Avg. Positions are in ascending order in the table. *Recommended Avg. Position: within 10-40. 1 2 3 Select keywords that meet the first condition while also having a high impression. After selecting the keywords, check the Search Volume. *Choose keywords with high Search Volume..

[Audio] 1-2. Organic Traffic Analytics–Keywords Performance ③ Effectively utilizing brand keywords can help maintain brand's visibility and drive qualified traffic. Conversely, optimizing non-brand keywords is instrumental in drawing new users, thereby generating additional traffic. Brand Keyword are search queries that include the name of ’Kia’. Non-Brand Keyword are generic search queries that do not include brand name ’Kia’. Users often use these keywords to explore different brands or products. EV & Electric Car, Hybrid & HEV & PHEV are search queries that include these names. By adjusting the sorting criteria, you can verify the performance of the keywords leading to impressions and clicks on the website..

[Audio] 1-2. How to Utilize table of Brand Keyword and Non-Brand Keyword Leverage the performance metrics of both Brand and Non-Brand Keywords to identify high-performing, car-related keywords that are ideal for use in content optimization strategies. Brand Keyword Non-Brand Keyword Monitoring Brand keywords - Consider utilizing brand keywords with high impressions. For instance, In some countries, 'annual + vehicle model’ brand keywords are trending upwards. Using these strategically in content could boost CTR. Monitoring Non-Brand keywords - Identify the non-brand keywords with high impressions and favorable positions, which relevant to brand of Kia. It is recommended to develop content that naturally incorporates these keywords..

[Audio] 1-2. How to Check Detailed Data on Google Search Console ① Verify the Avg. Position of search results for each query..

[Audio] 1-2. How to Check Detailed Data on Google Search Console ② It is feasible to ascertain which pages predominantly appear when certain keywords are searched. If the desired page is not exposed, it's essential to insert the keyword into the content to enhance its visibility..

[Audio] 1-3. Organic Traffic Analytics–Search Traffic Trend ① Review the data of website traffic like Total Visit, Organic Visits, Bounce Rate and Avg. Duration. The graph visually exhibits the trend of visitors to the Kia website over a specific period. Total Visit refers to the total number of visits or sessions on the website during a specified period. Organic Visit is the number of visits to a search engine by searching, besides advertisements or referrals. Bounce Rate the percentage of visitors who leave a website after viewing only one page. Avg. Duration represents the average amount of time visitors spend on your site during a session. An increase in Organic Traffic is significant, indicating that many users are being directed to your site via searches for terms associated with your products. A lower Bounce Rate is preferable. A longer Avg. Duration often indicates that visitors are finding valuable content and are more engaged with your site..

[Audio] 1-3. Organic Traffic Analytics–Search Traffic Trend ② Traffic Channels refers to the various sources or mediums through which visitors arrive at the website. Commonly, the Channels include Direct, Organic Search, Paid Search, Social, Referral, Email and Other. Analyze the distribution ratio of traffic channels to identify the primary sources accessed by visitors. Examine instances where paid search might impact organic traffic negatively. If a specific paid campaign is diminishing organic search traffic or generating minimal visits, it would be advisable to reassess the strategy or consider pausing it..

[Audio] 2. Example of Utilizing Google Search Console–Site Search Performance.

[Audio] 2. Example of Utilizing Google Search Console–Site Search Performance ① Select a keyword from the ‘Non-Brand Keyword’ section of the SEO report that has high Impressions but relatively low Clicks and possesses a relatively low Avg. Position. This is the crucial first step in deciding which content to optimize..

[Audio] 2. Example of Utilizing Google Search Console–Site Search Performance ② In Google Search Console, upon setting the preferred time frame, apply ‘7 seater suv’ as a Query filter. This allows us to identify all the relevant pages associated with this keyword and decide the most effective page for keyword application. 2 1 https://www.kia.com/suv.html https://www.kia.com/showroom/sorento/features.html 4 4.

[Audio] 2. Example of Utilizing Google Search Console–Site Search Performance ③ Examine whether the keyword ‘7 seater suv’ is utilized in the content, Title & Description of the page. Should it be absent, the page need to be optimized by adding this keyword appropriately. Contents of the page Summary of Page showing on SERP An essential element for content optimization is lacking: insufficient keyword density. It is necessary to increase the keyword density for "7 seater suv" to enhance its visibility. To elevate visibility and click-through rates, insert the keyword "7 seater suv" into the Title & Description..

[Audio] 3. Technical SEO Audit. 3. Technical SEO Audit.

[Audio] 3. Technical SEO Audit–Site Audit ① We use a tool that diagnoses the site overall using 81 elements and assigns a score to the site. It displays the Status Code within the site, thereby facilitating a rapid assessment of the existence or absence of Broken Links. The Site Health Score indicates the sites’ health score based on the results of the Site Audit from a SEO POV(point of view). Status Code indicates the status of the site, highlighting technical issues such as broken links, inaccessible content, or the requirement for redirects. Broken Link is a webpage that can't be found or accessed by a user for various reasons. With the Crawled Pages and the Status Code, you can identify the error status and utilize it for improvement tasks..

[Audio] 3. Technical SEO Audit–Site Audit ② It facilitates a rapid evaluation of the Title Tag and Meta Description, examining aspects such as their length, and determining the presence of Canonical and H1 tags. A Title Tag is a clickable headline that appears in search results and the title of the browser tab. It is usually within 50-60 bytes. A Meta Description is a summary that appears below the title tag in search results. It is usually within 120-160 bytes. Canonical tag helps search engines determine the main version of a page when multiple versions of the same content exist. H1 tag is an HTML element that represents the main heading of a webpage. These charts enable the visualization of error statuses. Note that they should be managed regularly and minimized..

[Audio] 3. Technical SEO Audit–Site Audit ③ You can view the status of the Core Web Vitals for Kia.com. In the accompanying table, the data for each page within the site can be verified. Core Web Vitals Core Web Vitals comprise a group of specific factors deemed crucial by Google in determining a webpage’s overall user experience. Examine the table to assess the 3 scores assigned to each page. Focus on enhancing pages that display low scores. In instances where a page lacks a score, this would be due to insufficient user experience on each page..

[Audio] 3. Technical SEO Audit–Site Audit ④ Detailed information pertaining to the Technical SEO Audit page is documented within the SEO Report. Should any issues arise, it is advisable to contact the K-WCMS operation team for assistance..

[Audio] Appendix.. Appendix..

[Audio] Appendix. Metrics These are the data source and definitions of each metric used for the SEO Reports. Page Metric Definition SEO Performance Clicks Count of clicks from a Google search result that landed the user on your property. Impressions The number of times your content is displayed, no matter if it was clicked or not. Avg. CTR The rate of users who saw the page exposed to the search engine result and clicked on it. (CTR = Click/Impression) Number of Keywords The number of actual words or string of words that a search engine user types into the search box. Avg. Positions The average position where content is exposed when searching keywords on Google. Total Traffic (Total Visits) The number of times a user or unique visitor comes to a kia.com. Organic Traffic (Organic Visits) The number of visits to a search engine by searching besides advertisements or referrals. Bounce Rate The percentage of single-page visits(or sessions) in which a person leaves your website from the landing page without browsing any further. Avg. Duration It measures how long users spend interacting with your site (on average) before exiting. Technical Site Audit The Site Health Score It is based on the number of your total warnings that were found on the pages crawled on your site. Crawled pages It gives you an easy way to look up every page on your site that was crawled and analyze the status of your website on a page-by-page basis. Status Code Status codes are part of the HTTP response a server gives when a URL is requested by a web browser or bot. Indexability Indexed pages have been found by search crawlers which means can show up in search results and can drive organic traffic to your site. Broken Link It is a link on a website that no longer works because the website is experiencing one or more of the issues. Title Tag It is an HTML element expressing the title of a webpage. It appears within the search results for each result and helps users and search engines understand the content of the page. Meta Description It provides a brief explanation of the content of the website. It is commonly used in search engine results pages to display general descriptions for a given page. Canonical Tag It is a way of telling search engines that a specific URL represents the master copy of a page. H1 Tag It is an HTML heading tag that indicates the main topic on a webpage. Core Web Vitals Are three metrics that score a user's experience loading a webpage. These metrics score how quickly page content loads, how quickly a browser loading a webpage can respond to a user's input, and how unstable the content is as it loads in the browser..

[Audio] Thank you E.O.D. E.O.D. Thank you.