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Technical SEO Signals You Need to Send to Google

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: The Latest In Advanced Technical SEO. PRESENTATION: Technical SEO Signals You Need To Send To Google - Given by Jenny Halasz, @jennyhalasz - JLH Marketing, President, Founder. #SMX #21A

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Technical SEO Signals You Need to Send to Google

  1. 1. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz Jenny Halasz President, JLH Marketing Technical SEO Signals You Need to Send to Google
  2. 2. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  Signals tell Google if you know what you’re doing… and when you don’t. Signals
  3. 3. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  301 redirects §  page deletion §  noindex §  robots.txt Definitive
  4. 4. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  Permanently Moved §  Server setting §  Not a default §  Moves link authority §  Should be definitive, but.. 301 Redirect
  5. 5. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  404 Not Found §  Default response §  Multiple visits §  410 Gone §  Not a default §  Permanent (no recrawl) Page Deletion
  6. 6. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  Page by page §  Not a default §  Links followed unless nofollow §  Page will not be added to index §  Does not stop link authority Noindex
  7. 7. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  By directory or page §  Page *may* be added to index! §  Does not stop link authority Robots.txt
  8. 8. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  rel=canonical §  rel=next/prev §  HREF LANG commands §  rel=alternate Not Definitive
  9. 9. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  The one true page, but… §  External Links §  Internal Links §  Redirects §  Just because Rel=canonical
  10. 10. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  A page series, but… §  External Links §  Internal Links §  Redirects §  Broken series Rel=next/prev
  11. 11. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  Language preference, but… §  Two options, en-EN §  Must correspond btwn pages §  Site must be in language if “-en” is used. §  Can use language alone, but not region. HREF Lang & Rel=alternate
  12. 12. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  XML Sitemaps §  Main navigation §  Internal links §  Self-referential canonicals §  Redirect chains (eliminate) Inconsistent Signals
  13. 13. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  Redirects/Rewrites §  www to non §  http to https §  trailing slash inconsistency §  Breadcrumbs §  Parameters in Webmaster Tools Pitfalls
  14. 14. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz When It Doesn’t Work
  15. 15. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz Brand Authority?
  16. 16. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz §  Search for meta description: “NVIDIA Maxwell is the world’s most advanced GPU architecture. Inspired by light, it’s designed to be the engine of next-generation gaming.” §  Not found in results (23 results total) Duplication?
  17. 17. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz Language Problem?
  18. 18. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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