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

1. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
Jenny Halasz
President, JLH Marketing
Technical SEO Signals
You Need to Send to
Google

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. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
§ 301 redirects
§ page deletion
§ noindex
§ robots.txt
Definitive

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. #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. #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. #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. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
§ rel=canonical
§ rel=next/prev
§ HREF LANG commands
§ rel=alternate
Not Definitive

9. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
§ The one true page, but…
§ External Links
§ Internal Links
§ Redirects
§ Just because
Rel=canonical

10. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
§ A page series, but…
§ External Links
§ Internal Links
§ Redirects
§ Broken series
Rel=next/prev

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. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
§ XML Sitemaps
§ Main navigation
§ Internal links
§ Self-referential canonicals
§ Redirect chains (eliminate)
Inconsistent Signals

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. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
When It Doesn’t Work

15. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
Brand Authority?

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§ 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. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
Language Problem?

18. #SMX #XXa @SpeakerName#SMX #21A Jenny Halasz @jennyhalasz
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015