ADOTAS – The launch of Google Instant had more than a few search people fretting whether Big G had effectively killed SEO. Baloney, says Google, and content delivery network (CDN) and site accelerator Cotendo would seem to have the same mindset as its new SEO analytics tool provides metrics and reporting on search engine crawler activity that gives publishers the power to identify slow-loading and poor performing pages.
Cotendo CEO Ronni Zehavi gave us some insight into CDN and site acceleration, especially in how it applies to advertisers.
ADOTAS: What are the chief benefits of Cotendo’s CDN and site acceleration suite for publishers?
Zehavi: Cotendo offers a completely integrated suite of CDN and Site Acceleration Services to cover all content providers acceleration needs from accelerating static and dynamic content, to intelligent load balancing, advanced DNS, performance monitoring, real-time reporting and more.
Benefits for publishers include:
- Deliver high-volume content with speed and precision to enable superior end user experience
- Instantly flush outdated content from the system and replace with late-breaking news; new content immediately propagated throughout the entire network without delay
- Target unique content based on geography or time of day
- Assure uninterrupted service of delivering news content by 24/7 performance monitoring and automatic failover
- Real-time reports for agile IT and business decisions
How about app developers?
Site integration is very simple. There is no need to modify the application, or rewrite sections of the site in order to use Cotendo. Instead of adjusting the site to accommodate the content delivery network (CDN) needs — the traditional method — application developers can manage the CDN and adjust its configuration to accommodate their specific application needs.
How can advertisers capitalize on Cotendo’s services too?
To maximize ROI on ad campaigns, advertisers want to make sure they work with an ad network or ad-serving provider who uses high-performance and targeted acceleration of ad delivery and provides transparency of campaign performance. Here’s a case study with AdBrite concerning accelerating ad delivery.
Why have you introduced an SEO analytics service to your toolkit?
Search engines now penalize slow websites with low search rankings, which can bury a site on the third, fourth, fifth page of search results and significantly undermine a company’s investment in SEO. So now, more than ever, it pays to have a fast website. Yet when transitioning to a CDN for site acceleration, a company typically loses visibility into the analytics critical for ongoing SEO performance improvements.
Cotendo restores SEO visibility and control to CDN acceleration. By monitoring all HTTP requests to the Cotendo CDN triggered by search engine crawlers, it gives content provides detailed, real-time insights into website performance — including which objects have the slowest delivery times — so they can quickly fix performance issues and direct crawlers to poorly indexed sections before these impact search engine rankings.
How can clients best use the SEO analytics?
This service is used in conjunction with Cotendo’s Dynamic Site Acceleration (Cotendo DSA) and CDN services. It is easy and fast to implement in minutes and does not require any changes to a company’s systems or underlying architecture.
Cotendo SEO Analytics can also be configured to set alerts on thresholds, so that you will get an alert when a potential problem with a crawlers’ activity is identified. Using the alerts, a client can immediately act, and fix any potential problem before it affects the site’s rank.
Which sectors will immediately benefit from the SEO tools and why?
Sites with very large, and dynamically growing and changing content (pages, objects, library). Examples are e-commerce sites, comparison shopping sites, online news sites and social media sites.
The challenge with having a very large library of content, especially an ever growing and changing one, is that you want the crawlers to discover, scan and index all of it. If the crawler does not crawl the site efficiently, a lot of content may be “buried” and will not get any visitor traffic. For instance, due to bad site configuration, the crawler could be intensively crawling some pages, while not having enough time/resources to go to other sections of the site.
A bad performing section, or page, maybe not crawled due to slow performance, but because of that, also no real user traffic will reach it. So typically no indication on bad performing pages or objects will be available to the site owner. Cotendo SEO Analytics will identify such a problem and notify the site owner. Once fixed, the page/section can be republished.
Also, by detecting sections of the site which are not crawled at all by search engines, the site owner may decide to increase exposure to that section by adding internal and external links to these pages, and actively promote these sites so that the crawlers will start crawling it.
What’s your take on Google Instant? Is there a link between Google Instant and SEO analytics?
As an innovative site acceleration provider driving for high-performing sites and a fast Internet, Cotendo is excited about any new product or technology that improves the end user experience.
The interface/characteristics of Google Instant make it even more important to be on the top of the search list, as the nature of it is more immediate, and the browsing experience is such that exposes mostly the top results. So any tool and technique that help your site get up there on Google, and help you monitor and verify that you stay there, is priceless.