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05.09.2013 2 comments Allgemein, Events, SEO

Ultimate Guide to SEO Scavenger Hunt -> SEOktoberfest – Win the last Ticket with these Tips

This evening, search marketers from all across the globe will once again compete for the final spot in the ultimate SEO conference, SEOktoberfest. This is the one blog post that will give you solid, tested advice on how to be one of the top participants of the SEO Scavenger Hunt.

Claiming to have the “Ultimate Guide” might sound like a bit of a stretch, but let me show you why it might make sense for you to listen to my advice.  One year ago, I almost won it all – almost:

scavenger hunt winner almostFinishing in second place was obviously not perfect, but getting 12 months of free LRT Access did a lot to take the sting out of being the first loser.

Since I probably won’t be able to take part this year, I thought that my experiences from last year might benefit some of the participants of this year’s contest and started creating a blog post (originally titled How To Not Win A Free Ticket To The Greatest SEO Conference Of The Year In The Most Excruciating Way Possible, but edited for brevity).

Update: I wound up participating in the 2013 contest, and as they say, the rest is history … yay! To anyone who’s thinking about participating next year: you might want to bookmark this post. This stuff just WORKS!

This is my way of giving back to the SEO community – and maybe someone will do a similar writeup if there is another scavenger next year, just in time for my next try 😉

I dug deep and came up with all the things I wish somebody had told me last year – and this produced checklist and advice that make up this blog post. So without further ado, I present to you the

The 10 Step Guide 

1. Sign up

First things first. You have to be on the SEO Scavenger email list to get the link to the questions. , now.

2. Get the Link Research Tools

Hunting without a LRT account is extremely hard. Buy an account (Starter Plan ), get a free trial (limited to 4 of 17 tools, though) or borrow an account if at all possible. If you absolutely cannot do that, ahrefs and opensiteexplorer have decent free versions – but seriously, it’s just a really bad idea to bring a sword to a gunfight.

3. Get your SEO browser up & running

You need to have an SEO ready browser on the computer you’re going to take the quiz with. I recommend Firefox with – at least – the following plugins:

There might be plugins which can do more / different things, but these worked for me last year. If you use a different browser, you should look for similar plugins.

4. Install SEO Software

This is not 100% necessary, but highly recommended. There was a question concerning a broken link last year which was easily answered by using one of the following:

Screaming Frog

Xenu’s Link Sleuth

Screaming Frog is much more flexible and easy to use, and even the free version lets you crawl 500 URLs which should be enough for most tasks. I prefer XENU for sentimental reasons, but any sane person should probably go with the Screaming Frog.

This tip comes from experience – I did last year’s quiz on a fairly new computer, and actually had to download and install Xenu during the hunt, which probably cost me 2-3 minutes. Don’t let that happen to you!

5. Download last year’s questions

You can get last’s years questions for a tweet or FB share at (about halfway down the page, look for the blue “TWEET or FB Share for the Questions & Answers” – Button).

While you’re probably not able to answer all the questions anymore since some of them referred to very specific search results or time-sensitive data, it’s still a great way to prepare.

For optimal results, have a friend of you print out the questions and answers, and black out the answers. This will allow for a more realistic setting, since the answers won’t be waiting for you right below the questions.

6. Have your resources ready

If memory fails you, don’t let that be the end of the hunt. Each of the following links is required reading before the hunt, and should be open in a separate browser window during the contest for quick reference:

Moz Google Algorithm Change History – For update-related questions;  – some questions where easier when using Google search operators – There were some questions concerning information from Wikipedia, using their internal search might be a good idea

Structured data testing tool / Schema Creator In case of “rich snippet markup” questions – for finding domain owners, a nessesary skill

Of course, a basic tips only take you so far. Preparation, strategy and the right kind of insider knowledge will get you to SEOktoberfest. Here are my top bonus tips for ultimate performance

Warning: do not read unless you’re actually taking part in the hunt. If you’re not sure, go look at this year’s SEOktoberfest trailer. Waiting. Still waiting. … . Convinced? Let’s continue!

Insider  Tips


7. Zero distractions

Complete the hunt in a quiet place that allows for maximum focus. Turn off email notifications, log out of Skype and any other instant messengers; put your phone on silent. Not being interrupted is key for following the trail of each question. Take a break from your loved ones, sell your smoke detectors if you have to, this is your shot at SEO immortality! (Not proven to increase longevity. Results may differ. Void where prohibited.)

8. Take your time

This may seem counter-intuitive in a timed quiz, but you should take your time when looking for possible solutions and when verifying your path to a possible solution.
There was a question on the last quiz that asked you about a missing tag in a code markup transformation – and I could not find a mistake while scanning the code. Since the code was an image, it could not be entered directly into the Google Structured Data Testing Tool – so I actually typed the whole thing into the tool (I know, not my brightest moment – especially considering that the answer ended up being something the tool did not report).

I think there is no sense in rushing to an answer (by guessing or skipping steps) if you’re not sure you have found a credible answer. This is only valid for this specific case – when you have multiple credible answers, tip 9 comes into play.

9. Take risks

When you have narrowed down your choices, take risks. Taking time to figure out a possible answer is OK, but don’t spend ages on making choices. Making quick choices is key to not over think.

In last year’s hunt, there were one or two questions which, in my opinion, had two perfectly acceptable answers. This is the kind of crossroads you run into with most standardized tests – and this is where you should just pick one credible answer instead of wasting a lot of time. You will have to take risks and be lucky to some extent to win the SEOktoberfest ticket, plain and simple.

Last year, I actually wound up taking the answer I found to be less likely to be correct in one of the final questions. This was due to the fact that I had spend a lot of time on the question described in tip 8, and felt like I could only win the hunt if faster participants had taken the more obvious answer and I could become the fastest person betting on the other answer. This is where taking risks makes a lot of sense if all you’re really going for is the top prize.

10. It’s not that difficult

When it comes down to it, the questions actually aren’t all that difficult (at least last year’s questions were not). It’s really just a question of coping with time pressure, and not missing any important clues. Attention to detail is much more important than raw knowledge (just like in SEO in general, really).

You should pay attention to each aspect of each question and the details of the sites you are going to analyze. Perfect command of highly advanced SEO techniques is not required – and might actually be detrimental to your success if you miss the little things while looking for a spectacular solution.


If you have questions about these tips, last year’s contest or anything else concerning the scavenger hunt, feel free to ask them in the comments. More suggestions from previous participants are greatly appreciated, too.

Finally, there is only one thing left to say:

Best of luck to everyone participating, and enjoy every minute of SEOktoberfest when you win it all!

Oh, and if this massive write-up helped you, please feel free to share this blog post via the social buttons below!


22.05.2013 1 comment SEO

Universal Search in Google Analytics tracken wieder möglich

Einige Zeit schon war es nicht mehr möglich, Universal Search Integrationen (mindestens News und Video) einzeln in Webanalyse – Systemen zu tracken. Jetzt wurde jedoch in einem Blogpost von Seomoz eine Methode vorgestellt, die für einen großen Anteil des Traffics die genaue Zuordnung wieder ermöglicht – es können also wieder Fragen beantwortet werden wie:

  • Wieviel Traffic erhalte ich über Newsintegrationen?
    • Wieviel über das Bild?
    • Wieviel über den Textlink?
  • Wieviel Traffic kommt über Videointegrationen in organischen SERPs?
  • Wieviel Traffic erhalte ich über Knowledge Graph Integrationen?

Die Analysemöglichkeiten für Webanalysten, SEOs, Redaktionen usw sind also anscheinend wieder stark vergrößert worden.

Funktionieren tut dies alles über bestimmte Werte im VED-Parameter. Wenn man z.B. auf ein News-Textlink klickt, erhält gibt man (angeblich bei ca. 50% der Besucher, auch mit HTTPS Suche) den folgenden Referer weiter (auf die schnelle konnte ich es erstmal nur auf reproduzieren):

Interessant ist dabei der rote Bereich -genauer gesagt die Werte ab der 5. Stelle des VED Parameters. Laut Tim Resnik verbergen sich dahinter die folgenden Universal Search / Traffic – Typen:

VED enthält Trafficquelle
QqQIw News-Integration (Link)
QpwI News-Integration (Bild)
Q9QEw Bildintegration
Qtwlw Videointegration (Link)
QuAIw Videointegration (Bild)
BEPwd Knowledge Graph Bild (am Anfang)
BEP4d Knowledge Graph Bild (nicht am Anfang)
QFj regulärer Textlink (organische Suche)
QjB Sitelink (organische Suche)


Im Blogpost befindet sich eine Anleitung, wie man diese Werte (zusammen mit einem Positionsparameter, falls der von Interesse ist) mehr oder weniger direkt in Google Analytics übernimmt – natürlich nur ab dem Zeitpunkt ab dem man den Filter eingerichtet hat. Man erhält dann die folgende Darstellung – sicherlich nicht optimal, aber sicherlich ein Ansatz wenn ihr das ganze in Google Analytics umsetzen wollt:

Einfache Darstellung in Google Analytics

Die gesamte Erläuterung gibt es für SEOmoz-Mitglieder hier in einem Webinar, die Folien gibt es auch hier auf slideshare.

Für mich ist das eine tolle Entdeckung – viel Spaß beim ausprobieren und analysieren!

 Achso, und für alle denen der Text zu lang ist: die “Infografik” gibt es drüben bei Google Plus.

18.03.2013 4 comments SEO

[SEO Campixx] Make SEO Tools your b*itch – Export-Daten voll ausreizen

Auf der – auch dieses Jahr wieder wunderbaren – SEO Campixx 2013 haben Anke von Barketing und ich einen Vortrag gehalten – und wollen unsere Gedanken und Ansätze wie in der Session versprochen auch noch einmal mit allen teilen.

Uns ging es vor allem darum, einen Proof on Concept zu erbringen – was kann man mit Exporten anfangen wenn man sie kombiniert? Hier die Präsentation – am Anfang grundsätzliche Überlegungen, ab Folie 10 kommen die Auswertungen und Auswertungsideen:

Eine Frage während des Workshops war, warum wir Xenu verwendet haben wo eventuell eine Auswertung komplett über Screaming Frog gereicht hätte. Antwort: je nach Seitengröße ist es wirklich sinnvoll, gleich alle Daten aus Screaming Frog zu nehmen – allein aus Nostalgiegründen konnten wir uns jedoch keinen Tool-Vortrag ohne Xenu vorstellen 😉

Für alle Experimentierfreudigen hier die Original-Excel-Files aus dem Vortrag. Benötigt wird Excel 2007 oder höher, mit den SEOTools (damit nur unter Windows lauffähig). Die automatische Aktualisierung von Formeln ist deaktiviert, man löst sie manuell mit F9 aus.

Gewährleistung ist natürlich ausgeschlossen, und auch Support können wir bei diesem mehr oder weniger “Hobby-Projekt” nicht bieten – falls eine Auswertung für euch nicht auf Anhieb nicht funktioniert lasst sie euch einfach von einem Programmierer eures Vertrauens nachprogrammieren, der kann das eh besser als irgendwelche hackenden SEOs 😉

Hier ist der Download für Excel-Experimentierer und solche die es werden wollen.