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How to Fix and Optimize ALL THE THINGS!

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Onpage technical SEO strategies to fix and optimize your site for search engines.

Publié dans : Marketing
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How to Fix and Optimize ALL THE THINGS!

  1. 1. How to Fix and Optimize ALL THE THINGS! (on your site. I can’t help you with your life) Jon Henshaw Co-founder of Raven Tools @RavenJon
  2. 2. Been doing this stuff since 1994
  3. 3. I’m about to cover a lot of things
  4. 4. raven.link/copythis
  5. 5. WordPress plugin
  6. 6. ☑ Let’s do this!
  7. 7. ☑ Run an automated site audit
  8. 8. raven.link/audit
  9. 9. Address the critical things first
  10. 10. ☑ Fix robots.txt & noindex
  11. 11. robots.txt & noindex at fault for most visibility problems
  12. 12. • Auto-generated robots.txt • Copied from dev version • CMS misconfiguration • CHF (Catastrophic Human Failure ) Reasons
  13. 13. Learn & Fix raven.link/robots
  14. 14. Robots.txt File Generator & Analyzer
  15. 15. Robots.txt compared to • link rel=nofollow • META Robots Noindex/Nofollow
  16. 16. ☑ Fix broken pages
  17. 17. Fix broken pages to improve UX and resolve configuration errors
  18. 18. 404 Page Not Found is the most common page error
  19. 19. You don’t have to fix 404s
  20. 20. • Accidental page removal • External sites link to page • Relevant content still exists on site When to Fix 404s
  21. 21. No Backup? Restore content with Wayback Machine raven.link/wm
  22. 22. Redirect to a relevant page
  23. 23. Redirection raven.link/redirection
  24. 24. Doing nothing is acceptable too
  25. 25. Preventative maintenance ☑ Sanitize affiliate links (…since we’re already talking about redirects and robots.txt)
  26. 26. Internally link to a disallowed folder and redirect to the destination
  27. 27. Choose a folder name like domain.com/go
  28. 28. Disallow the folder in robots.txt
  29. 29. Create a 301 redirect for the affiliate link
  30. 30. domain.com/go/timecapsule
  31. 31. ☑ Fix Missing Page Titles
  32. 32. • Don’t leave it up to Google • Use to reinforce topic and content • Still influences rankings and CTR • Sorry about the clown The Little Page Title That Could
  33. 33. • Keep within 40-60 characters • Don’t keyword stuff • Make it relate to content • Focus on bots and humans Page Title Best Practices
  34. 34. ☑ Fix Internal Broken Links
  35. 35. Just say no to 🔗🤢 (link rot)
  36. 36. Passes 🔗🍹 to other pages (link cocktail is the new link juice)
  37. 37. May indicate a ↪⤵↩ ☹ (I’m determined to use emoji on these slides. This represents a navigation or redirect problem)
  38. 38. Better Search Replace Pro raven.link/bsrp
  39. 39. ☑ Fix Broken Images
  40. 40. Don’t let your site get janky
  41. 41. Don’t miss out on image search traffic
  42. 42. ☑ Remove nofollow from internal links
  43. 43. What does it say to Google if you can’t even trust yourself?
  44. 44. Most internal nofollow links are self-referencing comment links (not a big deal)
  45. 45. Nofollow used in templates or placed manually should be removed
  46. 46. 🏎 ☑ Speed up ALL THE THINGS!
  47. 47. Consolidate code to make less calls
  48. 48. Use inline CSS
  49. 49. Use inline JS (put at end of page)
  50. 50. Cache and Compress
  51. 51. WP Rocket raven.link/rocket
  52. 52. Gzip via .htaccess
  53. 53. Gzip via PHP
  54. 54. Test Gzip raven.link/gtest
  55. 55. Gzip Resource raven.link/gzip
  56. 56. CDN and HTTP/2
  57. 57. HTTP/1 versus HTTP/2
  58. 58. HTTP/2, CDN, Security, SSL raven.link/cf
  59. 59. ☑ Optimize images for mobile
  60. 60. Responsive images are not optimized images
  61. 61. Optimization is serving a different image
  62. 62. Do it with the SRCSET IMG attribute
  63. 63. SRCSET can deliver smaller and different images to improve speed and UX
  64. 64. Smaller versions for mobile 1024px 800px 550px 360px
  65. 65. Different versions for mobile
  66. 66. Versions optimized for UX Mobile Desktop
  67. 67. Regular IMG code <img src=“cat.png” alt="my cat">
  68. 68. SRCSET is an IMG attribute <img src="cat.png"alt="my cat" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
  69. 69. Specify device width <img src="cat.png"alt="my cat" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
  70. 70. Specify High DPI <img src="cat.png"alt="my cat" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
  71. 71. SRCSET Responsive Images raven.link/srcsetwp
  72. 72. Reduce and compress image size
  73. 73. Use SVG for simple images and icons
  74. 74. Compress with ImageOptim raven.link/imageoptim
  75. 75. Compress with FileOptim raven.link/fileoptim
  76. 76. EWWW Image Optimizer raven.link/imgoptwp
  77. 77. ☑ Optimize HTML for bots
  78. 78. Code is how you communicate to bots
  79. 79. Use semantic HTML to communicate context and intent
  80. 80. <header> <nav> <article> <aside> <footer>
  81. 81. Navigation Advertising
  82. 82. List of HTML Semantic Elements raven.link/semantic
  83. 83. Enhance SERPs with schema.org microdata
  84. 84. http://schema.org/Recipe
  85. 85. Old Way – Integrate in HTML
  86. 86. New Way – JSON-LD
  87. 87. Schema App
  88. 88. Schema App raven.link/schemaapp
  89. 89. Schema App raven.link/sawp
  90. 90. Optimize form inputs for mobile/UX
  91. 91. type=“number”
  92. 92. type=“date”
  93. 93. type=“tel”
  94. 94. All Standard Input Types raven.link/inputtype
  95. 95. Thank you! Site Auditor raven.link/audit

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