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Technical SEO - Tea-Time SEO' Series of Daily SEO Live Talks
Technical SEO
● Paul Lovell
● Franco Valentino
● Serena Pearson
Authoritas
● SEO Jo Blogs - Growth Marketer
● Carrie Shepherd - Marketing Executive
Paul Lovell, Always Evolving SEO
• 10 years Plus in the Digital Marketing industry
• Working with Startups and Large Ecommerce
Sites
• Currently obsessed with Schema
• Into All Things Search and Analytics RelatedImage
Franco Valentino, Narrative SEO
● Franco is a frequent contributor to
Technical SEO media outlets and has
spoken at SXSW Eco, IMPACT Live, & on
SEMrush
● He’s a Cisco Systems CCNA, and worked for
IBM as a Program Manager in the
WebSphere Division.
● Today, he works with some of the largest
eCommerce sites and publishers in the
United States as their technical consultant
and has performed thousands of technical
SEO audits since 2006.
Serena Pearson
SEO/ASO Manager at Kaizen
• Worked both in-house & agency side, with
experience on B2B, B2C, finance, insurance,
motor and other misc.
• Believes in processing data at scale to deliver
insights, and constantly improving existing
systems.
• Currently obsessed with ASO and using Python
to extract and process SERP data.
Top Tips from Paul Lovell
[Tip 1]
Understand what Google is giving
Out Enhanced SERP Features For
John Mueller Said in a Recent
Hangout
“I think in the future, at least in a near-term future, we will have more types of
structured data markup and it will continue to to get more complicated probably”
Top Tips from Paul Lovell
[Tip 2]
Goto schema.org
And extend your schema as much as possible
Ensure you are calling your business out
As the right Type of Business
not just “LocalBusiness”
Send the right signal !!
Top Tips from Paul Lovell
[Tip 3]
Google Tag Manager is your Friend
You can dynamically create schema
at scale Using GTM.
Google has just released their own
developer Guide to do this as well
Top Tips from Paul Lovell
[Tip 4]
Code Schema In a graph
It just makes sense
You are then sending the
search engines just one snippet of
Cod in Json LD
Top Tips from Paul Lovell
[Tip 5]
Test monitor and update
Join the schema.org community
To stay updated with new
Types of schema being released
Top Tips from Franco
Fix the plumbing
Hosting matters
• Web servers aren’t black boxes. They need tuning.
• HTTP versions can help or hurt your search visibility
• Database optimization will give you instant speed boosts
• TLS versions below 1.2 can cause non-secure warning and hurt trust
• Apache or NGINX? Which on is better?
Top Tips Franco
Server tuning in a nutshell
• Optimize your database quarterly. It speed up pages and user happiness
• Enable HTTP2 for asynchronous connections
• Disable TLS 1.1 or below on the server to avoid non-secure browser
warning
• Dedicated NGINX is best in class and inexpensive.
• Keep 3rd party pixels to a minimum...use GTM and trigger on relevant
pages
Top Tips from Serena Pearson
[Tip 1]
Make sure to go through a checklist of all potential technical
duplicate content
• # URL Fragments
• ? URL Parameters
• Uppercase letters, or other letters which shouldn’t be there
• Trailing slashes, HTTP/HTTPS, www. non-www.
• Manually check odd URL structures
Top Tips from Serena Pearson
[Tip 2]
Common manual duplicate issue problems.
• Check duplicate meta titles, H1s, and meta descriptions as a starting
point
• /node URLs
• Subfolders are missing and the same URL can be found at the root
domain, other subdomains, help subdomains.
• Slightly different spelling URLs
• Same page can be found in the blog, tags & folders on pages can mean
repeated postings with slightly different URLs
Top Tips from Serena Pearson
[Tip 3]
Crawl your website with JS mode (depending on your crawler)
enabled to pick up all potential duplicate content issues.
• If you have a large website, break up the project into smaller sections.
• You can crawl a sample and pick up any repetitive issues.
• Once you fix that, then you should find the website easier to re-crawl and
repeat the process.
Top Tips from Serena Pearson
[Tip 4]
If you can’t find a link on desktop, check the mobile or tablet
view instead of just recommending to remove it.
• Quite often, you can find unnecessary # technical duplication within the
header navigation, especially on mobile.
• Some links will be quick and easy to update, potentially within the CMS.
• Largely, with technically duplicate issues, you will need to consult with a
developer on the best solution to fix this.
Top Tips from Serena Pearson
[Tip 5]
Properly remove the duplicate URLs.
• Nofollow may have worked in the past, but now it’s taken as a ‘hint’ and
it’s still a headache for SEOs to crawl.
• There may be a reason for some # to exist on a website, such as for UX. If
it’s on a small scale, it’s unlikely you should remove it. If the page is very
long it’s a good UX feature.
• Some issues should be resolved with .htaccess if you’re using Apache, or
equivalent based on your system, such as uppercase, trailing slash,
www., HTTP/HTTPs.
Thank you - over to Q and A
● Paul Lovell - @_PaulLovell
● Franco Valentino - @francovalentino
● Serena Pearson - @exceldaddy
● Laurent Bourrelly
● Becky Simms
● Christopher Hofman Laursen
“Understanding User Intent"
Monday, April 20th 2020 @ 4 p.m. SEO Advice, tea and cake with...

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Technical SEO - Tea-Time SEO' Series of Daily SEO Live Talks

  • 2. Technical SEO ● Paul Lovell ● Franco Valentino ● Serena Pearson Authoritas ● SEO Jo Blogs - Growth Marketer ● Carrie Shepherd - Marketing Executive
  • 3. Paul Lovell, Always Evolving SEO • 10 years Plus in the Digital Marketing industry • Working with Startups and Large Ecommerce Sites • Currently obsessed with Schema • Into All Things Search and Analytics RelatedImage
  • 4. Franco Valentino, Narrative SEO ● Franco is a frequent contributor to Technical SEO media outlets and has spoken at SXSW Eco, IMPACT Live, & on SEMrush ● He’s a Cisco Systems CCNA, and worked for IBM as a Program Manager in the WebSphere Division. ● Today, he works with some of the largest eCommerce sites and publishers in the United States as their technical consultant and has performed thousands of technical SEO audits since 2006.
  • 5. Serena Pearson SEO/ASO Manager at Kaizen • Worked both in-house & agency side, with experience on B2B, B2C, finance, insurance, motor and other misc. • Believes in processing data at scale to deliver insights, and constantly improving existing systems. • Currently obsessed with ASO and using Python to extract and process SERP data.
  • 6. Top Tips from Paul Lovell [Tip 1] Understand what Google is giving Out Enhanced SERP Features For John Mueller Said in a Recent Hangout “I think in the future, at least in a near-term future, we will have more types of structured data markup and it will continue to to get more complicated probably”
  • 7. Top Tips from Paul Lovell [Tip 2] Goto schema.org And extend your schema as much as possible Ensure you are calling your business out As the right Type of Business not just “LocalBusiness” Send the right signal !!
  • 8. Top Tips from Paul Lovell [Tip 3] Google Tag Manager is your Friend You can dynamically create schema at scale Using GTM. Google has just released their own developer Guide to do this as well
  • 9. Top Tips from Paul Lovell [Tip 4] Code Schema In a graph It just makes sense You are then sending the search engines just one snippet of Cod in Json LD
  • 10. Top Tips from Paul Lovell [Tip 5] Test monitor and update Join the schema.org community To stay updated with new Types of schema being released
  • 11. Top Tips from Franco Fix the plumbing Hosting matters • Web servers aren’t black boxes. They need tuning. • HTTP versions can help or hurt your search visibility • Database optimization will give you instant speed boosts • TLS versions below 1.2 can cause non-secure warning and hurt trust • Apache or NGINX? Which on is better?
  • 12. Top Tips Franco Server tuning in a nutshell • Optimize your database quarterly. It speed up pages and user happiness • Enable HTTP2 for asynchronous connections • Disable TLS 1.1 or below on the server to avoid non-secure browser warning • Dedicated NGINX is best in class and inexpensive. • Keep 3rd party pixels to a minimum...use GTM and trigger on relevant pages
  • 13. Top Tips from Serena Pearson [Tip 1] Make sure to go through a checklist of all potential technical duplicate content • # URL Fragments • ? URL Parameters • Uppercase letters, or other letters which shouldn’t be there • Trailing slashes, HTTP/HTTPS, www. non-www. • Manually check odd URL structures
  • 14. Top Tips from Serena Pearson [Tip 2] Common manual duplicate issue problems. • Check duplicate meta titles, H1s, and meta descriptions as a starting point • /node URLs • Subfolders are missing and the same URL can be found at the root domain, other subdomains, help subdomains. • Slightly different spelling URLs • Same page can be found in the blog, tags & folders on pages can mean repeated postings with slightly different URLs
  • 15. Top Tips from Serena Pearson [Tip 3] Crawl your website with JS mode (depending on your crawler) enabled to pick up all potential duplicate content issues. • If you have a large website, break up the project into smaller sections. • You can crawl a sample and pick up any repetitive issues. • Once you fix that, then you should find the website easier to re-crawl and repeat the process.
  • 16. Top Tips from Serena Pearson [Tip 4] If you can’t find a link on desktop, check the mobile or tablet view instead of just recommending to remove it. • Quite often, you can find unnecessary # technical duplication within the header navigation, especially on mobile. • Some links will be quick and easy to update, potentially within the CMS. • Largely, with technically duplicate issues, you will need to consult with a developer on the best solution to fix this.
  • 17. Top Tips from Serena Pearson [Tip 5] Properly remove the duplicate URLs. • Nofollow may have worked in the past, but now it’s taken as a ‘hint’ and it’s still a headache for SEOs to crawl. • There may be a reason for some # to exist on a website, such as for UX. If it’s on a small scale, it’s unlikely you should remove it. If the page is very long it’s a good UX feature. • Some issues should be resolved with .htaccess if you’re using Apache, or equivalent based on your system, such as uppercase, trailing slash, www., HTTP/HTTPs.
  • 18. Thank you - over to Q and A ● Paul Lovell - @_PaulLovell ● Franco Valentino - @francovalentino ● Serena Pearson - @exceldaddy
  • 19. ● Laurent Bourrelly ● Becky Simms ● Christopher Hofman Laursen “Understanding User Intent" Monday, April 20th 2020 @ 4 p.m. SEO Advice, tea and cake with...