How to build a business case, the difference between high potential impact and high reliability, some top misses with pagination, and some top crawling tips.

1. Righteous tech
SEO, dude
MULTICHANNEL
ATTRIBUTION
@audette | SMX West

2. Some RKG Clients
2

3. Build a business case
3

4. What is this work
worth?
4

5. # of pages impacted
multiplied by
Avg. conversion %
5

6. # of pages impacted
multiplied by
(or) Avg. revenue per page
6

7. # of pages impacted
multiplied by
(or) Avg. leads per visit
7

8. # of pages impacted
multiplied by
(or) Whatever!
8

9. 1. Product pages get 10% of daily
SEO traffic or 10,000 visits.
2. Avg. conversion rate of 3.8%
3. Avg. order value is $72.00
9

10. We estimate a 20% lift in organic
traffic to these pages.
10

11. 1. Product pages will get 2,000
more daily visits
2. 76 new daily conversions
3. $5,472 new daily revenue
11

12. This change will create
$164,160 in new
monthly revenue.
12

13. is pleased
13

14. Impact vs. reliability

15. Link building and social:
high potential impact…
15

16. … and low dependability
16

17. Technical SEO: low
potential impact…
17

18. … and high dependability
18

19. Technical SEO is Dependable
High Impact, Lower
Dependability Off-page
Content
High Dependability, Lower
Impact On-page
19

20. Some common
mistakes

21. #1: Inconsistent signals
21

22. Canonical tags not part of the
internal link profile
http://www.llbean.com/llb/shop/51909
?page=double-l-chinos-natural-fit-
hidden-comfort-plain-front

23. One key is
consistency

24. Self-referencing canonical tag points
to non-canonical
http://www.llbean.com/llb/shop/32865
?page=double-l-jeans-natural-
fit&catalogId=18

25. Canonical signals
Home Category Sub-cat Product
Navigation & internal links, external backlinks, canonical
tags, XML files all point to the same definitive URLs.
25

26. #2: Pagination
26

27. Self-referencing canonical
tags
Annotations:
• Pages 2-N annotated with rel prev,
next
pp. 2-N • pages 2-N self-referencing rel
canonical

28. No self-referencing canonical
with rel prev/next
~/pg3?src=nav1&se
ssID=9
pp. 2-N
Actual canonical: ~/pg3

29. Multiple versions of paginated
URLs

30. Multiple versions
link rel=prev
href=~/pg1&kpc=2&ra
ndom4
pp. 2-N
Actual pg 1: ~/pg1&kpc2

31. #3: Mishandling duplicates
31

32. Using robots.txt
for duplicates
32

33. 33

34. Mobile URLs
competing
34

35. 35

36. #4: Product variations
36

37. 37

38. 38

39. 39

40. 40

41. #5: Server Errors &
Response Codes
41

43. 43

44. Every site has finite crawl
resources
Good pages crawled
Good pages not crawled
Dupes/overhead/junk
44

45. Fixing them leads…
45

46. … to improved crawling.
46

47. Some crawling tips:
47

48. 1. Fix server errors
2. Speed rules!
3. Google & Bing parameter
handling tools
4. Monitor indexation accurately
with XML sitemaps
5. Still a fan of 304 not modified
48

49. Read these:
http://www.slideshare.net/jcolman/w
eb-performance-optimization-the-
silver-bullet-of-seo-and-ux
http://www.slideshare.net/jcolman/se
o-site-speed-and-battlestar-
galactica-searchfest-2012-11735155
49

50. (so much more)
Faceted navigation
International sites
Ajax, HTML 5, javascript
Site speed
Mobile content
…
50

51. Technical SEO topics:
http://www.rimmkaufman.com/
blog/author/audette/
http://searchengineland.com/a
uthor/audette
51

52. Thank you!
Adam Audette
Twitter: @audette
aaudette@rimmkaufman.com