The Really Advanced Technical SEO Presentation
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Presented on 14th March 2020 at GetUnstuck, Ahmedabad
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The Really Advanced Technical SEO Presentation
- 2. NAME OR LOGO Why are you here? THIS PART IMPROVES YOUR GOOGLE RANKINGS!
- 3. NAME OR LOGO What they talk about in SEO conferences Content Links On-Page SEO Voice Search UX High quality content – you won’t spend money. Video – you’re too shy. External links – you won’t give. Internal links – you’ll build footer links. Sitemap, Robots, Title tags, URLs, Image tags, Meta tags, same old shit. A bunch of stats. Nobody uses it or optimizes for it. Google says focus on the user. You don’t have any. You don’t do what they say anyway.
- 4. NAME OR LOGO HOTA SAB KE PAAS HAI SAB CHHUPA KE RAKHTE HAI… DETA KOI NAHI!
- 5. NAME OR LOGO I know a bit of SEO
- 6. NAME OR LOGO I know a bit of SEO Search Engine Roundtable Search Engine Watch Search Engine Journal SEO + Content 9 years in the industry
- 7. NAME OR LOGO I know a bit of SEO Search Engine Roundtable Search Engine Watch Search Engine Journal SEO + Content 9 years in the industry E2M Worked for 5 years
- 8. NAME OR LOGO I know a bit of SEO Search Engine Roundtable Search Engine Watch Search Engine Journal SEO + Content 9 years in the industry E2M Worked for 5 years SEMrush Regional Marketing Manager, India
- 9. NAME OR LOGO I know a bit of SEO Search Engine Roundtable Search Engine Watch Search Engine Journal SEO + Content 9 years in the industry E2M Worked for 5 years SEMrush Regional Marketing Manager, India 99stairs My own agency
- 10. NAME OR LOGO What is Technical SEO? Crawl Index Rank
- 11. NAME OR LOGO Crawl Index Rank <--------------- Optimize ---------------> What is Technical SEO? Technical SEO refers to website and server optimizations that help search engines crawl, parse and index your site effectively (with the goal of improving organic rankings).
- 12. NAME OR LOGO Why do you need Technical SEO? “Technical SEO is makeup. You can use it to make your site more attractive to search engines, but at some point there's nothing more to be done.” https://searchengineland.com/technical-seo-makeup-250408
- 13. NAME OR LOGO Google: “Ask your SEO specialist to do a free technical audit before hiring them.” https://www.youtube.com/watch?v=NWsyr-D06Ck
- 14. NAME OR LOGO Google is stealing your click-throughs! https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
- 15. NAME OR LOGO Google is stealing your tap-throughs! https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
- 16. NAME OR LOGO Where are these changes happening? https://sparktoro.com/blog/on-serp-seo-the-infuriating-reality-of-searchs-future/
- 17. NAME OR LOGO SEO IS NOT DEAD SEO IS A ZOMBIE
- 18. NAME OR LOGO Should we really bother with Technical SEO?
- 19. NAME OR LOGO The “Secret” of Technical SEO On-Page doesn’t matter. Off-Page doesn’t matter. Only ON-SERP matters!
- 20. NAME OR LOGO Black Kurta SEO
- 21. NAME OR LOGO
- 22. NAME OR LOGO Pro Tip #1 Target long-tail keywords.
- 23. NAME OR LOGO Pro Tip #1
- 24. NAME OR LOGO Pro Tip #2 Know the CTR for search terms that you want to rank for.
- 25. NAME OR LOGO Pro Tip #2 https://ahrefs.com/keywords-explorer
- 26. NAME OR LOGO Pro Tip #3 Own the SERPs for branded searches.
- 27. NAME OR LOGO Pro Tip #3
- 28. NAME OR LOGO Featured Snippets Content
- 29. NAME OR LOGO Featured Snippets
- 30. NAME OR LOGO Featured Snippets
- 31. NAME OR LOGO How to get a Featured Snippet • Target keywords with questions (informational intent). • The answer to the main question should be in the range of 40 to 50 words. • Create lists of 8 or more items. Put them in H2 headings. • If one of your pages gets a featured snippet, try to answer more related questions on the same page. • Pro tip: Steal the title, formatting and list items of the current featured snippet if your site has better authority. https://www.shoutmeloud.com/google-featured-snippets.html
- 32. NAME OR LOGO FAQ Snippets Structured Data
- 33. NAME OR LOGO FAQ Snippets
- 34. NAME OR LOGO Structured Content #WPSC Plugin
- 35. NAME OR LOGO FAQ Snippets
- 36. NAME OR LOGO FAQ Snippets Steps: 1. Install the plugin and add questions and answers. 2. Clear the WordPress cache. 3. Check the URL in Google’s Structured Data Testing Tool and Rich Results tool. 4. Request indexing via the URL Inspection tool in Search Console. 5. Check SERPs in 15-20 minutes. 6. Monitor for errors in Search Console > Enhancements > FAQ.
- 37. NAME OR LOGO FAQ Snippets Just Remember: • This is not a substitute for Q&A snippets, so users cannot submit answers. Follow Google’s guidelines carefully. • Use keyword research tools like Answer the Public and SEMrush Topic Research to find good questions. • You might see a rise in impressions but a fall in clicks, so use it wisely and make answers enticing like a meta description. • Add more than 10 questions to get a “View more on example.com” link that leads back to your site.
- 38. NAME OR LOGO Review Snippets Structured Data
- 39. NAME OR LOGO Review Snippets
- 40. NAME OR LOGO Review Snippets
- 41. NAME OR LOGO Review Snippets
- 42. NAME OR LOGO Review Snippets
- 43. NAME OR LOGO Review Snippets Just Remember: • Provide reviews about a specific item, not about a category. • Acquire genuine reviews and show them on the page. • Don’t make up reviews because others are doing it. • If you get a Spammy structured markup penalty, it won’t affect your rankings, but Google won’t show rich snippets for any of your pages.
- 44. NAME OR LOGO Other Snippets
- 45. NAME OR LOGO Other Snippets
- 46. NAME OR LOGO AMP Mobile First
- 47. NAME OR LOGO Should you AMPify your site?
- 48. NAME OR LOGO Tracking in Google Analytics
- 49. NAME OR LOGO Google Discover
- 50. NAME OR LOGO JavaScript HTML Rendering
- 51. NAME OR LOGO Placement of JavaScript JavaScript above certain markup may break Google’s processing of HTML and structured data. • Schema markup • Canonical • Title & meta description • Hreflang
- 52. NAME OR LOGO Placement of JavaScript This is a screenshot of Inspect Element in Chrome. But in View Source, the tag is visible in <head>! (It is not an issue with Chrome. Other browsers behave the same way.)
- 53. NAME OR LOGO Placement of JavaScript Crawling Indexing Ranking
- 54. NAME OR LOGO Placement of JavaScript Crawling Rendering Indexing Ranking https://developers.google.com/search/docs/guides/javascript-seo-basics
- 55. NAME OR LOGO Placement of JavaScript HTML • View Source Rendering DOM • Inspect Element
- 56. NAME OR LOGO Placement of JavaScript https://www.slideshare.net/Badams/technical-seo-in-the-real-world
- 57. NAME OR LOGO Placement of JavaScript https://www.slideshare.net/Badams/technical-seo-in-the-real-world
- 58. NAME OR LOGO Placement of JavaScript https://www.slideshare.net/Badams/technical-seo-in-the-real-world
- 59. NAME OR LOGO Placement of JavaScript Just Remember: • Google indexes pages in two stages. The first stage looks at just the HTML. In the second stage, the Web Rendering Service (WRS) executes the JavaScript and renders the web page as if it was a browser. • When rendered, JavaScript injects an <iframe> into the page. An <iframe> is supposed to be in the <body>, so Googlebot thinks the <body> has started. • Put GA/GTM scripts just before the closing </head> tag.
- 60. NAME OR LOGO URL Length Site Architecture
- 61. NAME OR LOGO URL Length “Your URLs should be short and sweet. That’s because long URLs confuse Google and other search engines.” https://backlinko.com/hub/seo/urls
- 62. NAME OR LOGO URL Length
- 63. NAME OR LOGO URL Length
- 64. NAME OR LOGO URL Length
- 65. NAME OR LOGO URL Length
- 66. NAME OR LOGO URL Length “affiliate marketing tips” “b2b marketing strategies”
- 67. NAME OR LOGO URL Length Just Remember: • Only use lowercase letters, numerals, and hyphens in canonical URLs. Make sure dynamic URLs aren’t indexed. • Google crawls and indexes URLs up to 2,000 characters long. • Short URLs are easy to remember, so they may result in direct traffic. • Long URLs may rank for multiple related keywords.
- 68. NAME OR LOGO Pagination Site Architecture
- 70. NAME OR LOGO Pagination Pagination is commonly used by these types of sites: • Ecommerce (category pages) • Publishers and Blogs • Forums
- 71. NAME OR LOGO Pagination Infinite Scrolling Lazy Loading
- 74. NAME OR LOGO Pagination Just Remember: • Pages are indexed separately according to their URL. • Page links help Googlebot navigate to deeper level pages. • The further away a page is from the home page (more clicks needed to reach it), the less PageRank it will get. • Use internal linking well to make sure all pages are indexed.
- 76. NAME OR LOGO Pagination Just Remember: • If a page is dropped from Google’s index, it will lose all signals, including “follow”. • If you have a blog post on multiple pages, consolidate into one page. • Each page should have unique content. • Do not use rel=canonical to point to first page.
- 77. NAME OR LOGO Pagination Just Remember: • Manual pagination is better than infinite scrolling and load more. If you use one of these two, map pages to unique URLs. • Static URLs are better than dynamic URLs or query parameters. Don’t use URLs like example.com/category1?page=2. • Don’t use JavaScript to load pages. Use crawlable HTML links. • Make sure pages are not blocked from robots.txt.
- 78. NAME OR LOGO Site Speed Page Loading
- 79. NAME OR LOGO How important is site speed to users?
- 80. NAME OR LOGO Mobile Speed Stats
- 81. NAME OR LOGO Speed Metrics (for Mobile Sites) • Speed Index: How quickly the mobile page displays content to users (ideal = under 3 seconds) • Time To First Byte: How fast and responsive a mobile server is in a specific category (ideal = under 1.3 seconds) • Request Count: The number of individual pieces of content needed to display the entire mobile page (ideal = fewer than 50) • Page Weight: The total size of a mobile webpage, measured in bytes (ideal = less than 500KB)
- 82. NAME OR LOGO From Request to Rendering (Mobile)
- 83. NAME OR LOGO From Request to Rendering (Mobile)
- 84. NAME OR LOGO HTTP 2 vs HTTP 1.1 https://www.deleteagency.com/blog/how-to-get-a-100-percents-lighthouse-performance-score
- 85. NAME OR LOGO Content Delivery Network (CDN)
- 86. NAME OR LOGO The Loading Journey (Client Side Rendering) https://medium.com/@addyosmani/the-cost-of-javascript-in-2018-7d8950fbb5d4
- 87. NAME OR LOGO The Loading Journey (Client Side Rendering) https://medium.com/@addyosmani/the-cost-of-javascript-in-2018-7d8950fbb5d4
- 88. NAME OR LOGO Tools for testing page loading & performance • Google Page Speed Insights • Gtmetrix • WebPageTest • Pingdom • Chrome DevTools
- 89. NAME OR LOGO Image Optimization Just Remember: • Use lazy loading (images load only when they get into the user’s viewport). Defer off-screen images on mobile. • Use WebP over JPG or PNG for better compression. • Specify image size. Use adaptive image sizes (replace single images with source sets). • Use internal linking well to make sure all pages are indexed.
- 90. NAME OR LOGO Can’t optimize further to get a better score.
- 91. NAME OR LOGO Google Lighthouse
- 92. NAME OR LOGO Log File Analysis Crawling
- 93. NAME OR LOGO Log File Analysis
- 94. NAME OR LOGO Where do you find the server logs?
- 95. NAME OR LOGO Log File Analysis Log files contain the following information: • IP address / hostname • User agent • Timestamp of the request • Method of the request (GET/POST) • Request URL • HTTP status code returned • Size (in bytes) of the response
- 96. NAME OR LOGO Log File Analysis
- 97. NAME OR LOGO Log File Analysis What you can do: • Look at data in real time – which crawlers and users are on which pages and what they’re doing. • Is Googlebot crawling regularly? Which bot is it using (Googlebot / Googlebot Smartphone)? What is your crawl budget for each? • Is Googlebot crawling your site from other countries? • Are other bots (like Bing or Yandex) crawling your site too? Do you want them to?
- 98. NAME OR LOGO Log File Analysis What you can do: • Track URLs with redirects and HTTP errors – 3xx, 4xx, 5xx. Is Google crawling these pages repeatedly? • Which URLs are not being crawled enough or at all? Compare with your sitemap and robots to find inconsistencies and orphaned pages. • Is Googlebot crawling too many URLs with parameters? • Identify large and slow pages by looking at average bytes downloaded and time taken to crawl.
- 99. NAME OR LOGO Log File Analysis Just Remember: • Log file is server-side data while analytics like GA work on the client-side. It is the most accurate data you can have. • You can convert server logs into CSV and other tabular formats. Tools such as Screaming Frog Log File Analyser, SEMrush Log File Analyzer, and Elastic Stack can help you analyze and visualize web logs. • Crawl budget = Number of pages Googlebot crawls per day. Total no. of pages / Average no. of pages crawled per day should not be > 10. If it is < 3, that’s great.
- 100. NAME OR LOGO There is nothing permanent except change. – John Mueller
- 101. NAME OR LOGO There is nothing permanent except change. – John Mueller – Heraclitus
- 102. NAME OR LOGO SEOs be like… APNA TIME AAYEGA
- 103. NAME OR LOGO SEOs be like… APNA TIME JAYEGA
- 104. NAME OR LOGO The significance of Technical SEO https://jamesclear.com/marginal-gains
- 105. NAME OR LOGO Keep doing “Black Kurta” SEO
- 106. Thank You @searchrook 99254 31157 rohan@99stairs.com YOU ARE A GOOD QUESTION NEXT
Editor's Notes
- When you go to a premium conf. what do you expect? Do I have to reveal “secrets” on technical SEO? This is Google’s search algorithm. Unlike this picture, there are many moving parts that influence rankings.
- Everyone knows all this. There are 100s of blogs out there. We are all no better than you… Maru to hamna khabar padi j jase. The point is, what do you do with all this knowledge? Do you apply it?
- You have made a good start and come to a premium event. We will tell you the same things but since you have paid money you will listen to us. Nai to khavanu nai pache.
- On-page or off-page?
- This guy looks like he needs a lot of makeup.
- Naturally, big brands, CMOs and all your clients would think it is a one-time job. And still you guys wanted me to speak on it! Can’t believe you guys! You want to continue or should we talk about the economy or Corona virus?
- In many searches – hotels, flights, sports, jobs, events, celebrities – the situation is worse. Either the clicks go to Google properties or the answers are in the SERP itself.
- So is SEO dead? No, it’s a zombie. Because everyone is stuck. You’re neither living nor dead.
- Note this. Write this. Embed this in your brains.
- Whatever gets you long-term rankings and brings in qualified traffic.
- I will give you some specific tips for specific situations. There can be more than one answer. But you have to choose the answer and kill the zombie yourself.
- Google is driving traffic to its own properties. All the major sites are trying to keep traffic on their site – LinkedIn, Reddit, YouTube.
- Do barnacle SEO.
- Featured snippets are achieved more through content optimization than links. Once you go above #5, links don’t matter much. Your site should have a lot of informational articles; maintain consistency and quality. Build authority in your niche.
- Focus on text and list snippets.
- https://rankmath.com/blog/faq-schema/
- https://onlinemediamasters.com/faq-rich-snippets-wordpress/
- You can supply ratings for products, movies, events, courses, games, software, etc. https://developers.google.com/search/docs/data-types/review-snippet
- Businesses, organizations, and service providers won’t get review snippets anymore. They can use the Product type instead and try.
- https://cognitiveseo.com/blog/16148/structured-markup-penalty/
- https://support.google.com/webmasters/answer/7358659?hl=en
- 18% of all traffic comes from AMP. Avg. Time on Page is good, but Bounce Rate is bad.
- Google Feed became Google Discover in September 2018. It overwhelmingly shows AMP articles. This is the Discover Performance Report in Search Console.
- https://www.youtube.com/watch?v=FuSZQ8JAo6Y
- You will see results of such corrections the very next time the page is crawled. For hreflang tags, you can see in Search Console > International Targeting
- All the major tools – Moz, SEMrush, Screaming Frog – throw errors when URLs are longer than 75 characters. However, the same people also advise us to target long-tail keywords and intent.
- In this post, he has mentioned “SEO site audit” as one of the keywords he’s trying to rank for. Intent matters here. The first three results are tool sites.
- John Mu kaka gharda thaya ne.
- https://www.deepcrawl.com/blog/best-practice/the-state-of-the-web-search-friendly-pagination-and-infinite-scroll/ https://www.slideshare.net/AdamGent3/the-state-of-the-web-pagination-and-infinite-scroll
- Sites load 8 to 10 seconds slower on mid-level mobiles than high-level smartphones. Users are forgiving. 65% of them think the problem is with their internet connection or mobile carrier. But Googlebot knows the truth.
- https://moz.com/blog/the-technical-seo-renaissance When the browser runs into asynchronous JavaScript, it will pause the DOM or CSSOM construction until the JavaScript completes execution. That’s why it is called “render blocking” JavaScript.
- Use ALL of these, not just one you prefer.
- Lighthouse is an open source, automated tool (Chrome Extension) for improving the quality of web pages. Used by Page Speed Insights & Chrome DevTools.
- The log file is simply a text file with a .log extension. You can view convert it to txt or csv.
- The log file is simply a text file with a .log extension. You can view convert it to txt or csv.
- How many of you have worked hard on some optimization and got results in the end? Those who haven’t – look around. You will certainly get results one day.
- How many of you have lost rankings? So many! Jalsa karo. Baju vala na tya b lighto nathi.
- SEO is life.
- Whatever keeps your client going.
- Whatever I just spewed out here, I only learnt yesterday. Not “learnt” – “stole”. So we’ll have a new form of QA. You can ask a question and I’ll ask someone from the audience who is really knowledgeable or faced and solved that problem before to have a go at answering it first. Even if you’re stuck in the middle of the night with an SEO problem, feel free to call me; because I never answer my phone. So if you want an answer, tweet at me.