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Technical SEO FTW!

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Technical SEO FTW Slides from local Cardiff SEO Meet - 18/08/16 - #CardiffSEOMeet

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Technical SEO FTW!

  1. 1. TECHNICAL SEO FTW! Andrew Isidoro #CardiffSEO
  2. 2. ■ Work for Gocompare.com as SEO and Social Media Manager ■ Written for some places: ■ Tried to build some stuff: About me @Andrew_Isidoro
  3. 3. Quick question… Who already does SEO now? @Andrew_Isidoro
  4. 4. What is SEO? ■ Title Tags ■ Meta descriptions ■ URLs ■ H1 headers ■ H2 headers ■ Alt tags for images ■ Digital PR ■ Anchor text ■ Do-follow link building ■ Citations/NAP ■ Link removal ■ Compelling content etc. @Andrew_Isidoro
  5. 5. What is SEO? ■ Title Tags ■ Meta descriptions ■ URLs ■ H1 headers ■ H2 headers ■ Alt tags for images ■ Digital PR ■ Anchor text ■ Do-follow link building ■ Citations/NAP ■ Link removal ■ Compelling content etc. NOPE! @Andrew_Isidoro
  6. 6. What is technical SEO? “Technical SEO involves the optimisation of webpage elements that users can't necessarily see without looking at the source code.” @Andrew_Isidoro
  7. 7. Less of this… @Andrew_Isidoro
  8. 8. More of this… @Andrew_Isidoro
  9. 9. @Andrew_Isidoro
  10. 10. Well, I think Google does… Well optimised websites are: ■ Easy to index ■ Easy to crawl ■ Give more information ■ Have less code and image bloat ■ Easier to parse ■ Require less crawl budget ■ Make it easier to classify ■ Take up less data-center space @Andrew_Isidoro
  11. 11. Well, I think Google does… Well optimised websites are: ■ Easy to index ■ Easy to crawl ■ Give more information ■ Have less code and page bloat ■ Easier to parse ■ Require less crawl budget ■ Make it easier to classify ■ Take up less data-center space @Andrew_Isidoro
  12. 12. …which means your boss does too. Technical audit implementation for a client has led to a 48.25% increase in organic traffic and growing… @Andrew_Isidoro
  13. 13. Tip 1. Sitemaps @Andrew_Isidoro
  14. 14. Sitemaps ■ Usually XML based ■ Sitemaps allow 50,000 URLs ■ Should be kept under 50MB ■ Up to 500 sitemaps per account ■ Submit to Google and Bing via webmaster tools dashboards. ■ Always submit something! @Andrew_Isidoro
  15. 15. Media sitemaps ■ Don’t forget your images! Utilise image sitemaps. ■ Mobile URLs? Use a mobile sitemap. ■ Newsworthy? Use a news sitemap. ■ Got video? Get a video sitemap in. More info at: https://searchenginewatch.com/sew/how-to/2048706/the-site-map-gateway- optimization @Andrew_Isidoro
  16. 16. Keep them clean! ■ Clear out duplicated URLs ■ Remove 404 /broken pages ■ Remove redirecting pages ■ Remove un-canonicalised/no-indexed pages ■ Remove irrelevant pages (e.g.. tag pages or search result pages) Remember: less wastage = more efficient crawl = happy Google @Andrew_Isidoro
  17. 17. Pro tip! – Divide and conquer ■ Split sitemaps into different site sections or products: ■ Better site indexation ■ Can help highlight site section hierarchy ■ More accurate indexation data at a glance! More info at: https://moz.com/blog/multiple-xml-sitemaps-increased-indexation-and-traffic @Andrew_Isidoro
  18. 18. Tip 2. Site modelling @Andrew_Isidoro
  19. 19. Model a site structure ■ Make use of force directed diagrams ■ Create broad to narrow content silos ■ Stay topical ■ Keep the structure as flat as possible ■ Pro tip – Try using gephi.org to model out new structures More info: https://www.portent.com/blog/seo/seo- force-directed-diagrams.htm @Andrew_Isidoro
  20. 20. Tip 3. Page speed @Andrew_Isidoro
  21. 21. Page speed ■ Page speed is a ranking factor. ■ Larger pages take up more of your crawl budget ■ Slow loading pages may make users bounce back to the SERPS known as pogo- sticking. Don’t make Google waste crawl on “bulky” pages @Andrew_Isidoro
  22. 22. Shed the (page) weight! ■ Install GZIP for server compression – around 70% savings ■ Compress HTML, CSS & JS – ■ Reduce redirects ■ Use a content distribution network ■ Optimize images Beginner tip – Use GTMetrix to get a good overview of where you can optimise Pro tip – Install sitespeed.io via NPM to run a page speed audit across multiple URLs @Andrew_Isidoro
  23. 23. Using a common CMS? You’re in luck! ■ WordPress W3 total cache - https://wordpress.org/plugins/w3-total-cache/ ■ Drupal Advagg - https://www.drupal.org/project/advagg ■ Joomla jch-optimize - http://extensions.joomla.org/extension/jch-optimize @Andrew_Isidoro
  24. 24. Tip 4. Crawl optimisation @Andrew_Isidoro
  25. 25. Log file analysis ■ Server logs are analytics on acid… ■ Dive into the logs! ■ Find spider traps ■ Where is Googlebot visiting most often? ■ Where is there a crawl deficiency? ■ More info: https://builtvisible.com/log-file-analysis/ @Andrew_Isidoro
  26. 26. Robots.txt ■ Don’t give them junk - Limit Googlebot/Bingbot’s diet ■ Block non-organic landing pages ■ Use noindex in robots.txt to remove blocked pages from the index - http://ohgm.co.uk/de-index-pages-blocked-robots-txt/ ■ Add your sitemap URL for indexing: Sitemap: http://www.gocompare.com/sitemap.xml @Andrew_Isidoro
  27. 27. Redirects Redirects can be a major cause of wasted crawl ■ Know your redirects – 301 vs 302 vs 307 ■ Use if absolutely necessary ■ Never link to an internal redirect – there’s no need! @Andrew_Isidoro
  28. 28. Housekeeping ■ Eliminate links to 404 error pages - both internal and external ■ Limit links to non-ranking pages (about us, contact us etc.) ■ Eliminate excess pages ■ Manage URL parameters within GSC /Bing WMT ■ Don’t forget your HTML sitemap – Highlight your most important pages @Andrew_Isidoro
  29. 29. Tip 5. Canonical pages @Andrew_Isidoro
  30. 30. What does that even mean? ■ Canonicalising URLs is just a fancy way of saying: “Content should only ever be available at one URL” @Andrew_Isidoro
  31. 31. Canonicalise! ■ Site run over www. and non-www versions? That’s a problem! ■ Site run over http and https versions? That’s a problem! ■ Site run over uppercase and lowercase URLs? That’s a problem! ■ Site run trailing slash URLs and non-trailing slash versions? That’s a problem! ■ Make sure all of these redirect to the canonical version! ■ Use rel-canonical to catch any stragglers. @Andrew_Isidoro
  32. 32. Tip 6. Semantic mark-up @Andrew_Isidoro
  33. 33. Semantic mark-up ■ Think about implementing Schema.org ■ Google has great guidelines available at: https://developers.google.com/search/docs/guide s/intro-structured-data ■ Google is in the process of adding JSON-LD support for all major rich snippets Pro tip – Implement Schema.org in bulk via JSON-LD through Google Tag manager. More info at: https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org- json-ld-tags @Andrew_Isidoro
  34. 34. That should get you started… @Andrew_Isidoro
  35. 35. Thanks for listening  Get in touch: @Andrew_Isidoro Andrew@seofosho.com http://www.andrewisidoro.co.uk

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