Pubcon Las Vegas Technical SEO

@schachin Kristine Schachinger@PORTENTINT #DD22
Technically
SEO
Embrace your inner nerd & learn to call BS
Ian Lurie  Kristine Schachinger
@portentint  @schachin
Portent, Inc.  SiteWithoutWalls.com
NOT ME

@schachin Kristine Schachinger
Technical SEO
Kristine@SitesWithoutWalls.com

Zzzzzz …

You woke up to this …

And did this …

(@#*(@#*()##!!!!
(@#*(@#*()##!!!!
(@#*(@#*()##!!!!
%#@!!!! %#@!!!!
And said this…
Google*@#$&*#$&#*

So when this happens …

Where do we start?

Google in a (MOSTLY) Post-Update World

@schachin Kristine SchachingerWhy did you get burned or more importantly did you get burned at all?

Presence of an UPDATE does not mean
that is why your site is down …

Know the site history…
Is there a historical or current site issue that could
be the cause of an algorithmic downturn?

YOU
are now a
detective!

Site history is like a medical history
You are like a doctor, you don’t care how much they drank
last night you just need them to be honest.
Because things like bad links can kill…
Your site that is…
Know the Site History!

A tale of whooaaa…

2 million visitors lost (30% of traffic)
Data from SEMRush
2m visitors lost (30% of traffic)

When this happens, everyone
thinks “penalty”

Nope. A technical change did it
(and usually does)
Data from SEMRush

426,000 pages of
amazing content
Worthless
Data from SEMRush

B.S. OWN IT.

How Quickly We Forget
Search Engines = Technology

Ignoring Technical SEO

Technical SEO has the highest ROI
because no one does it right

Technical SEO has the highest ROI
because it affects everything

Technical SEO is easy
because all you have to do is build right

aka…

B.S.
Own It.
#bullshitownit
copyright me => IAN LAURIE 2017

B.S.
Yes, this is possible. And
regardless of SEO, it’s the right
way to build it.

Own It
As a marketer, you don’t need to be a tech
geek. You must understand what’s possible
& what’s not & what’s good or bad.

Just because it walks like a
duck & talks like a duck…..
QUACK!

This looks like a penalty

Still looks like a penalty

When we check year over year

It is not a penalty.
It’s a seasonal business.
NEVER ASSUME! EVER.
It may walk like a duck
& talk like a duck…
and not be a duck.

@schachin Kristine Schachinger@schachin

Distance from Perfect.

Distance from "Perfect”*
how close or far are we
to the points of the algorithms.
*Term coined by Portent

RECOVERY, FUTURE PROOFING, SEO
= All the Same it’s DFP

According to Google
Content + Links = Top Two Ranking Factors
Third is RankBrain …

Technical. Not Just Make-Up.

Content & Links are the top two ranking
factors, but will add technical here
as the 2.5th

Technical Can Do This!Technical Can Do This!

What are we looking at?

•Http vs. Https
•Robots
•Sitemaps
•Canonicals
•Redirects & 404s
•Architecture
•Navigation
•SchemaTagging
Technical

• Http vs. Https
• Do the pages have mixed status?
• If pages moved to https, did the URLs change everywhere? CDN?Tag Manager?
Analytics?
• Are the pages redirected?
• Use the Aleyda Solis checklist for https migration
• Robots
• Sitemaps
• Canonicals
• Redirects & 404s
• Architecture
• Navigation
• SchemaTagging
TechnicalTechnical

Technical SEO Audit – The Basics
• Http vs. Https
• Robots.txt
• Can it be crawled? If not, googlebot goes away!
• Is it written correctly? (test it)
• Are you using it when they should be using no-index?
• Robots.txt blocks the page crawl, but not the URL indexing
• Are you blocking CSS &/or JS?
• Must unblock!This can cause a site demotion.
• Sitemaps
• Canonicals
• Architecture
• Navigation
• SchemaTagging
TechnicalTechnical

• Http vs. Https
• Robots.txt
• Sitemaps
• Do you have one?
• Is it written correctly? (test it)
• Check their sitemaps for
• Limits
• Types (video, image, page, news < different XML)
• Index Sitemaps (use them!)
• TIP Google does not use priority or date modifiers
• Canonicals
• Architecture
• Navigation
• SchemaTagging
Technical

• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Do you have them on the site?
• Are they written correctly?
• Do they follow the rules for writing canonicals?
• Architecture
• Navigation
• SchemaTagging
Technical

• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Are they using 302 or 301?
• Google says they don’t care, but …
• How many 404s?
Are you bleeding links? Should they be 410?
• When redirecting links from removed pages topical matches
are a MUST or the links passed could lose value
• Architecture
• Navigation
• SchemaTagging
Technical

• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Architecture
• Is the structure vertical or horizontal?
• TIP Google prefers wide and flat over deep and tall
• Are you giving Google a proper content outline?
• Think 10th grade English Class
• Are you specific, certain and clear?
• Navigation
• SchemaTagging
Technical

• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Architecture
• Navigation
• Are you using proper navigation?
• Are you constructing a contextual view of your site?
• Are you throwing in the kitchen sink?
• TIP Users can only process 5-8 piece of information at a time
• Going to be even more important in mobile first indexing.
• SchemaTagging
Technical

• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Architecture
• Navigation
• SchemaTagging
• Just do it! Really. Microdata is Google preferred.
• TIP Any data point can be used in the KG without copyright
violation.
• Check Google Search Console for mark-up validity.
• Make sure to add to your mobile site for mobile first!
Technical

What else?

Speed.

Speed….
You know fast….
Like really fast…

HOW DO WETEST FAST?
WebpageTest.org and of course
Google Pagespeed Insights
Also there is information in Google Analytics.
Page Speed

And Google …

You want an 85 min – 90+ is bestPage Speed – Score over 85

Remember GOOGLE only measures the
DOM, not the entire page load

Technical SEO is about understanding
what’s possible

Technical SEO is about
accountability

B.S.
Own It.

Winning in the end
= doing more than
your competitor

• Panguin http://barracuda.digital/panguin-tool/
• WebPageTest.org
• Page Speed Insights (Google) https://developers.google.com/speed/pagespeed/insights/
• Screaming Frog http://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/
• Deep Crawl https://www.deepcrawl.com/
• Google Webmaster Guidelines https://support.google.com/webmasters/answer/35769?hl=en
• Google Search Console Help https://support.google.com/webmasters/?hl=en#topic=3309469
• Aleyda Solis http(s) Migration http://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist-Google-docs/
Resources

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