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Technical SEO in the Real World - #FOS19

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Slides from my talk at Friends of Search 2019 in Amsterdam, where I spoke about real-world technical SEO challenges and solutions.

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Technical SEO in the Real World - #FOS19

  1. 1. @badams #FoS19 @badams #FoS19 Technical SEO in the Real World Barry Adams
  2. 2. @badams #FoS19
  3. 3. @badams #FoS19 “This guy is a dick.” - A client’s lead dev
  4. 4. @badams #FoS19 @badams #FoS19 What is ‘Technical SEO?’
  5. 5. @badams #FoS19
  6. 6. @badams #FoS19 Web Search Engines Crawler Indexer Ranker
  7. 7. @badams #FoS19
  8. 8. @badams #FoS19 The Three Pillars of SEO Technology Relevancy Authority
  9. 9. @badams #FoS19 Relation to Web Search Technology Crawler Relevancy Indexer Authority Query Engine
  10. 10. @badams #FoS19 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  11. 11. @badams #FoS19 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. 12. @badams #FoS19 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  13. 13. @badams #FoS19 @badams #FoS19 Structured Data & Rich Snippets
  14. 14. @badams #FoS19
  15. 15. @badams #FoS19
  16. 16. @badams #FoS19
  17. 17. @badams #FoS19
  18. 18. @badams #FoS19
  19. 19. @badams #FoS19
  20. 20. @badams #FoS19
  21. 21. @badams #FoS19
  22. 22. @badams #FoS19
  23. 23. @badams #FoS19
  24. 24. @badams #FoS19
  25. 25. @badams #FoS19 Lesson Learned JavaScript is Evil.
  26. 26. @badams #FoS19 Lesson Learned If you want rich snippets in Google, put schema.org markup in the <head> section of the page’s HTML source code.
  27. 27. @badams #FoS19 Lesson Learned JavaScript above the schema.org markup may break Google’s processing of the structured data.
  28. 28. @badams #FoS19 @badams #FoS19 Hreflang
  29. 29. @badams #FoS19
  30. 30. @badams #FoS19
  31. 31. @badams #FoS19
  32. 32. @badams #FoS19 Web Search Engines Crawler Indexer Ranker
  33. 33. @badams #FoS19 Two-Stage Indexing Crawler Indexer Ranker 1 2
  34. 34. @badams #FoS19 1st Stage: HTML Source
  35. 35. @badams #FoS19 2nd Stage:Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  36. 36. @badams #FoS19 Raw HTML Source Code
  37. 37. @badams #FoS19 Fully Rendered Page
  38. 38. @badams #FoS19
  39. 39. @badams #FoS19 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.
  40. 40. @badams #FoS19
  41. 41. @badams #FoS19
  42. 42. @badams #FoS19 Lesson Learned JavaScript is Evil.
  43. 43. @badams #FoS19 Lesson Learned Be very careful with JavaScript that inserts <iframe> tags in the <head> of a page’s rendered code.
  44. 44. @badams #FoS19 @badams #FoS19 Automatic Geo-Redirects
  45. 45. @badams #FoS19
  46. 46. @badams #FoS19 dw-world.de >> dw.de Visibility in google.de
  47. 47. @badams #FoS19 WTF!?! dw.de >> dw.com
  48. 48. @badams #FoS19 Automatic IP Redirects http://www.dw.com …/de/ 302 redirect http://www.dw.com …/en/ 302 redirect
  49. 49. @badams #FoS19
  50. 50. @badams #FoS19
  51. 51. @badams #FoS19 Googlebot http://www.dw.com …/en/ 302 redirect
  52. 52. @badams #FoS19
  53. 53. @badams #FoS19
  54. 54. @badams #FoS19
  55. 55. @badams #FoS19
  56. 56. @badams #FoS19 Lesson Learned Automatic geographic IP redirects are almost always a Very Bad Idea.
  57. 57. @badams #FoS19 Lesson Learned Ensure your entire multinational website can be crawled by US-based search engine crawlers.
  58. 58. @badams #FoS19 @badams #FoS19 Load Speed
  59. 59. @badams #FoS19
  60. 60. @badams #FoS19 Google Search Console: Crawl Stats
  61. 61. @badams #FoS19 GTmetrix.com
  62. 62. @badams #FoS19
  63. 63. @badams #FoS19 GTmetrix.com
  64. 64. @badams #FoS19 WebPageTest.org
  65. 65. @badams #FoS19 WebPageTest.org
  66. 66. @badams #FoS19 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
  67. 67. @badams #FoS19
  68. 68. @badams #FoS19 Sistrix.com
  69. 69. @badams #FoS19 Lesson Learned JavaScript is Evil.
  70. 70. @badams #FoS19 Lesson Learned Faster website = more pages crawled by Google in the same amount of time.
  71. 71. @badams #FoS19 Lesson Learned Improving load speed has multiple benefits beyond a better user experience.
  72. 72. @badams #FoS19 @badams #FoS19 Redirects
  73. 73. @badams #FoS19 Redirects Ayima Redirect Path
  74. 74. @badams #FoS19 The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85
  75. 75. @badams #FoS19 Webpage A <a href="webpageA.html"> <a href="webpageA.html"> <a href="webpageA.html"> 100% Link Value
  76. 76. @badams #FoS19 Webpage A Webpage B <a href="webpageb.html"> 100% Link Value 85% Link Value PageRank Damping Factor -15%
  77. 77. @badams #FoS19 Redirects DeepCrawl.com
  78. 78. @badams #FoS19
  79. 79. @badams #FoS19 “The amount of PageRank that dissipates through a 301 is currently identical to the amount of PageRank that dissipates through a link.”
  80. 80. @badams #FoS19
  81. 81. @badams #FoS19
  82. 82. @badams #FoS19
  83. 83. @badams #FoS19
  84. 84. @badams #FoS19 Lesson Learned Redirects bleed link value. Minimising (internal) redirects preserves link value and can help improve traffic.
  85. 85. @badams #FoS19 @badams #FoS19 Key Takeaways:
  86. 86. @badams #FoS19 @badams #FoS19 The Devil is in the Details.
  87. 87. @badams #FoS19 @badams #FoS19 The Root Cause of a Technical SEO Issue Isn’t Always Obvious.
  88. 88. @badams #FoS19 @badams #FoS19 It Helps to Understand How Search Engines Work.
  89. 89. @badams #FoS19 @badams #FoS19 It Helps to Understand How TheWeb Works.
  90. 90. @badams #FoS19 @badams #FoS19 JavaScript is Evil.
  91. 91. @badams #FoS19 @badams #FoS19 Barry Adams  Doing SEO since 1998  Specialist in Technical SEO & News SEO  Co-Chief Editor at StateofDigital.com  Columnist for SearchEngineLand.com
  92. 92. @badams #FoS19 @badams #FoS19 Questions? barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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