Driving ROI with Technical SEO
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A breakdown of structure, speed and semantics and how you can optimise these areas to drive ROI.
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Driving ROI with Technical SEO
- 2. @NicholaSto+
- 7. The more useful content indexed, the more visitors we can attract, the greater the opportunity to convert. @NicholaSto+
- 8. @NicholaSto+ NOT ALL URLS ARE EQUAL Assess which URLs should or should not be indexed Advise logic for crawl, index, block, handle Mark-up for paginated and similar content
- 9. @NicholaSto+ Indexed URLs should match the (unique) product inventory
- 17. “This represents the number of simultaneous parallel connections Googlebot may use to crawl the site, as well as the time it has to wait between the fetches. “ @NicholaSto+ CRAWL RATE LIMIT -Gary Illyes - Google
- 18. “If there’s no demand from indexing, there will be low activity from Googlebot“ @NicholaSto+ CRAWL DEMAND -Gary Illyes - Google
- 19. @NicholaSto+ GENERAL JUNK HACKED URLS PARAMETERS SOFT ERRORS BAD CONTENT
- 21. @NicholaSto+ ROBOTS.TXT Where robot agents can or cannot go Location of XML sitemaps Doesn’t prevent indexing
- 22. @NicholaSto+ X-ROBOTS HEADER OR META TAGBlock from index, manage filters URL must be “allowed” to be obeyed Not about crawling
- 31. FAST IS THE ONLY SPEED @NicholaSto+
- 32. ABANDONMENT RATE Page Load 3G 19 Seconds Average Load Time >3 Seconds 53% Abandonment Rate Source: Google /DoubleClick @NicholaSto+
- 33. HTTP/2 reduce latency minimise protocol overhead request prioritisation @NicholaSto+
- 34. HTTP/1.1 HTTP/2 Head of line – resources Parallelised resources Priority queue – ‘educated’ guess Priori?sed by type & context Queue held on client Browser to server Keep-alive – stated Keep-alive enabled default
- 36. • Compress (lossy/lossless) to reduce size • Avoid images that add nothing to narrative Source: Google • Consider WebP – 26% smaller @NicholaSto+
- 37. YouTube: up to 10% reduction in page load time. Source: Chromium Blog @NicholaSto+
- 38. @NicholaSto+ CODE AUDIT JUNK TAGS JAVASCRIPT RENDER BLOCKING
- 40. RAIL Guideline Response <100ms Anima?on 10ms/frame Idle • Use to complete deferred work • Keep pre-load to minimum Load <1000ms
- 41. PAGE SIMPLICITY
- 51. of searches in the Google App are by voice Source: Think with Google May 16 @NicholaSto+
- 52. “Near me” searches +3,400% since 2011 Source: Google @NicholaSto+
- 55. 80%…of those (near me) searches occur on mobile phones. Source: Google @NicholaSto+
- 60. • I get the answer “in-SERP” • Location known & inherent in answer • Entity recognition Source: Google @NicholaSto+
- 62. @NicholaSto+
- 63. DATA PROCESSED DIRECTLY AND INDIRECTLY BY MACHINES Tim Berners-Lee @NicholaSto+
- 64. • JSON-LD • Microdata • RDFa Source: Google @NicholaSto+
- 67. @NicholaSto+
- 68. 4.6 star rating Serves 2 Takes 35 minutes @NicholaSto+
- 71. The more useful content indexed, the more visitors we can attract, the greater the opportunity to convert. @NicholaSto+