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Technical SEO in the Real World

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Slides from my talk at Learn Inbound in September 2018 where I spoke about real-world technical SEO issues and fixes.

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Technical SEO in the Real World

  1. 1. @badams #LearnInbound @badams #LearnInbound Technical SEO in the Real World Barry Adams
  2. 2. @badams #LearnInbound
  3. 3. @badams #LearnInbound “This guy is a dick.” - A client’s lead dev
  4. 4. @badams #LearnInbound @badams #LearnInbound What is ‘Technical SEO?’
  5. 5. @badams #LearnInbound
  6. 6. @badams #LearnInbound Web Search Engines Crawler Indexer Ranker
  7. 7. @badams #LearnInbound
  8. 8. @badams #LearnInbound The Three Pillars of SEO Technology Relevancy Authority
  9. 9. @badams #LearnInbound Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  10. 10. @badams #LearnInbound 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  11. 11. @badams #LearnInbound 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. 12. @badams #LearnInbound 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  13. 13. @badams #LearnInbound @badams #LearnInbound Technical SEO Audit Tools
  14. 14. @badams #LearnInbound DeepCrawl
  15. 15. @badams #LearnInbound Screaming Frog SEO Spider
  16. 16. @badams #LearnInbound Google Search Console (old)
  17. 17. @badams #LearnInbound Google Search Console (new)
  18. 18. @badams #LearnInbound GTmetrix.com
  19. 19. @badams #LearnInbound Chrome Lighthouse
  20. 20. @badams #LearnInbound Ayima Redirect Path
  21. 21. @badams #LearnInbound @badams #LearnInbound Technical SEO Issues and Fixes
  22. 22. @badams #LearnInbound @badams #LearnInbound Structured Data & Rich Snippets
  23. 23. @badams #LearnInbound
  24. 24. @badams #LearnInbound
  25. 25. @badams #LearnInbound
  26. 26. @badams #LearnInbound
  27. 27. @badams #LearnInbound
  28. 28. @badams #LearnInbound
  29. 29. @badams #LearnInbound
  30. 30. @badams #LearnInbound
  31. 31. @badams #LearnInbound
  32. 32. @badams #LearnInbound
  33. 33. @badams #LearnInbound
  34. 34. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  35. 35. @badams #LearnInbound Lesson Learned If you want rich snippets in Google, put schema.org markup in the <head> section of the page’s HTML source code.
  36. 36. @badams #LearnInbound Lesson Learned JavaScript above the schema.org markup may break Google’s processing of the structured data.
  37. 37. @badams #LearnInbound @badams #LearnInbound Hreflang
  38. 38. @badams #LearnInbound
  39. 39. @badams #LearnInbound
  40. 40. @badams #LearnInbound
  41. 41. @badams #LearnInbound Web Search Engines Crawler Indexer Ranker
  42. 42. @badams #LearnInbound Two-Stage Indexing Crawler Indexer Ranker 1 2
  43. 43. @badams #LearnInbound 1st Stage: HTML Source
  44. 44. @badams #LearnInbound 2nd Stage:Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  45. 45. @badams #LearnInbound Raw HTML Source Code
  46. 46. @badams #LearnInbound Fully Rendered Page
  47. 47. @badams #LearnInbound
  48. 48. @badams #LearnInbound An <iframe> is always expected to be in the <body> of a page When an <iframe> is seen in the <head>, Google assumes the <head> has ended and the <body> has begun. And <hreflang> tags don’t work when they’re in the <body> of the page.
  49. 49. @badams #LearnInbound
  50. 50. @badams #LearnInbound
  51. 51. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  52. 52. @badams #LearnInbound Lesson Learned Be very careful with JavaScript that inserts <iframe> tags in the <head> of a page’s rendered code.
  53. 53. @badams #LearnInbound Lesson Learned By the way, Google Tag Manager does this.
  54. 54. @badams #LearnInbound @badams #LearnInbound Load Speed
  55. 55. @badams #LearnInbound
  56. 56. @badams #LearnInbound Google Search Console: Crawl Stats
  57. 57. @badams #LearnInbound GTmetrix.com
  58. 58. @badams #LearnInbound GTmetrix.com
  59. 59. @badams #LearnInbound WebPageTest.org
  60. 60. @badams #LearnInbound WebPageTest.org
  61. 61. @badams #LearnInbound Load Speed Optimisations Slow: • 67 JavaScript calls • 1.7 MB (compressed) • 5.8 MB (uncompressed) Fast: • 12 JavaScript calls • 0.2 MB (compressed) • 0.5 MB (uncompressed) 55 fewer JS calls -88% compressed -91% uncompressed
  62. 62. @badams #LearnInbound
  63. 63. @badams #LearnInbound Sistrix.com
  64. 64. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  65. 65. @badams #LearnInbound Lesson Learned Faster website = more pages crawled by Google in the same amount of time.
  66. 66. @badams #LearnInbound Lesson Learned Improving load speed has multiple benefits beyond a better user experience.
  67. 67. @badams #LearnInbound @badams #LearnInbound Redirects
  68. 68. @badams #LearnInbound Redirects Ayima Redirect Path
  69. 69. @badams #LearnInbound
  70. 70. @badams #LearnInbound The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85
  71. 71. @badams #LearnInbound Webpage A <a href="webpageA.html"> <a href="webpageA.html"> <a href="webpageA.html"> 100% Link Value
  72. 72. @badams #LearnInbound Webpage A Webpage B <a href="webpageb.html"> 100% Link Value 85% Link Value PageRank Damping Factor -15%
  73. 73. @badams #LearnInbound Redirects DeepCrawl.com
  74. 74. @badams #LearnInbound
  75. 75. @badams #LearnInbound “The amount of PageRank that dissipates through a 301 is currently identical to the amount of PageRank that dissipates through a link.”
  76. 76. @badams #LearnInbound
  77. 77. @badams #LearnInbound
  78. 78. @badams #LearnInbound
  79. 79. @badams #LearnInbound
  80. 80. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  81. 81. @badams #LearnInbound Lesson Learned Redirects bleed link value. Minimising (internal) redirects preserves link value and can help improve traffic.
  82. 82. @badams #LearnInbound @badams #LearnInbound Key Takeaways:
  83. 83. @badams #LearnInbound @badams #LearnInbound The Devil is in the Details.
  84. 84. @badams #LearnInbound @badams #LearnInbound The Root Cause of a Technical SEO Issue Isn’t Always Obvious.
  85. 85. @badams #LearnInbound @badams #LearnInbound It Helps to Understand How Search Engines Work.
  86. 86. @badams #LearnInbound @badams #LearnInbound It Helps to Understand How TheWeb Works.
  87. 87. @badams #LearnInbound @badams #LearnInbound JavaScript is Evil.
  88. 88. @badams #LearnInbound @badams #LearnInbound Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  89. 89. @badams #LearnInbound @badams #LearnInbound ThankYou. barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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