How QA Testing for SEO Can Boost Your Traffic & Revenue
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SEO is fragile. With engineers, designers, product managers, marketing managers, and sometimes even CEOs dipping their hands into the complex SEO mix, things can inevitably go awry. Simple changes to titles, headers, and especially the meta robots tag can wreak havoc on traffic and revenue. To exasperate matters, technical SEO is becoming more complex with the growth of JS frameworks, dynamic rendering, the growth of AMP, and transition to the mobile-first index. In this webinar, Mark Munroe, CEO at SEORadar, will demonstrate how to easily integrate SEO testing into the QA process to prevent SEO problems from ever going live. You will learn: – An SEO testing process that will help you avoid failed migrations, rogue redirects, inadvertent noindexing, disappearing tags, and more. – Why the key to safe SEO is catching problems before they get deployed. – How to use audit tools, especially change monitoring, to catch inadvertent problems.
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How QA Testing for SEO Can Boost Your Traffic & Revenue
- 1. How QA Testing for SEO Can Boost Your Traffic & Revenue Mark Munroe #SEJWebinar @markEmunroe
- 2. About Me • Founder & CEO of SEORadar • 15 years experience focused on technical SEO, large dynamic enterprise-level sites • Trulia, EverydayHealth, Kayak, Wine.com, Udemy, Delivery.com, International SEO (OLX, Foodpanda, iFood… many others) • Launched SEORadar in 2014 to monitor and protect websites against SEO mishaps #SEJWebinar @markEmunroe
- 3. About John Strommen • SEO Director for RentPath (ApartmentGuide, Rentals.com, Rent.com) • I will review their SEO QA process evolution. • John will participate in the Q&A #SEJWebinar @markEmunroe
- 4. #SEJWebinar @markEmunroe Why a focused QA process for SEO?
- 5. #SEJWebinar @markEmunroe Why Does This Stuff Happen? 1. SEO is vulnerable 2. Testing is difficult 3. Google is fast We can’t control the uncontrollable. So let’s control the controllable!
- 6. #SEJWebinar @markEmunroe SEO Testing & monitoring at all stages of development Production Staging Development Written specs
- 7. Who gets involved with pre-release QA testing for SEO in your organization? 1. SEO Team 2. Product Manager 3. QA Team 4. Engineer 5. We don’t test before updating production
- 8. #SEJWebinar @markEmunroe How to get there! Comprehensive Test Set Comparison Testing Automation Change Monitoring Webpage Archive
- 9. #SEJWebinar @markEmunroe Some changes are sudden and catastrophic … • In this case, Ifly.com accidentally placed a noindex on all their interior pages. • Lost half their traffic and significant revenue. noindex
- 10. #SEJWebinar @markEmunroe How to catch this? Browsing though the source code would be painful!
- 12. #SEJWebinar @markEmunroe Free Chrome Extension Production Staging Load the URLs you want to compare into tabs and launch the extension. Get a specific SEO Comparison User Agent bit.ly/2EnvYUI
- 13. #SEJWebinar @markEmunroe Structured Comparison Quickly see that the detailed title got wiped out.
- 14. #SEJWebinar @markEmunroe Sudden and Devastating • Lost all of their non-branded traffic and 95% of their SEO overnight. • Rendering problem for GoogleBot only. • Nearly blank pages.
- 15. #SEJWebinar @markEmunroe Free Chrome Extension Get it here: https://bit.ly/2EnvYUI • This problem only would have been caught by testing as Googlebot. • The only way to know for sure what Google is seeing is to fetch with Google’s user agent.
- 16. #SEJWebinar @markEmunroe Other cases are more subtle … • In this case, removing navigation links resulted in a steady decline (Trulia). • Made more difficult because there was no change history. • The problem was caused by a subtle change to the nav structure.
- 18. What Website changes are you most concerned about. 1. Title changes, H1 changes and content (content de-optimization) 2. Meta-robots and robots.txt 3. Changes to internal linking 4. Canonical tags 5. Other (Please tell us in the chat).
- 19. #SEJWebinar @markEmunroe Most important changes to review
- 20. #SEJWebinar @markEmunroe Tip Create all the elements that are critical for and your pages and what pages to test. Use this Google sheet to build a test matrix and prioritize what is important to you: bit.ly/2BlxXYG
- 21. #SEJWebinar @markEmunroe Define the pages to be tested Unique Page Templates • Products • Categories • Brand • Sales • Blog Custom Content • Home • Corp pages • Blog Posts • HTML Sitemaps • Product Info
- 22. #SEJWebinar @markEmunroe Tip Don’t forget to test pages that you specifically do not want to get indexed (pages with noindex or canonical tags pointing elsewhere).
- 23. #SEJWebinar @markEmunroe Now what? • 20 templates • 200 key content pages • Fifteen or more key elements
- 24. #SEJWebinar @markEmunroe Testing Your Matrix Page 1 Page 2 Page 3 ... Title √ ? √ Meta Robots √ √ √ Canonicals √ √ √ … 1. Methodical 2. Comprehensive 3. Time Consuming 4. Too manual
- 25. #SEJWebinar @markEmunroe Suppose: Website update planned with the following hidden issues: • Canonical tags disappearing on one particular template • No index tag on another template • Title tag getting modified on a key landing page • Footer links to HTML Sitemap removed
- 26. #SEJWebinar @markEmunroe Change Management Solution • Highlight all changes you identify as critical/important and provide a permanent record. • Archive HTML and screenshots to provide a history. • Test on Staging and monitor on Production.
- 27. #SEJWebinar @markEmunroe How to take it further? Rentpath developed a process using ScreamingFrog.
- 29. #SEJWebinar @markEmunroe Automation Replaced the ScreamingFrog process with a single click.
- 30. #SEJWebinar @markEmunroe Automation • A single report of all prioritized changes that need to be reviewed. • The ability to flag things that need to be fixed. • No need to review every element of the tested URLs
- 31. #SEJWebinar @markEmunroe Change Details • See the details. • Update status if action is required.
- 32. #SEJWebinar @markEmunroe Source code compare • Drill down into source code comparison if necessary. • Even compare keyword density and usage between versions. (Density alert coming soon).