1. Technical SEO (is not dead)
@nenadpantelic

2. Why so technical?
Like always in the past, SEO changed from
being very technical to very content
marketing orientated.
SEO industry loves to sell "a silver bullet“.

3. Content marketing

4. Growth hacking

5. How search engines
(Google) work?
• They use software, named “web crawlers” to
discover publicly available pages on the Internet.
• Crawlers follow paths (links).
• They are jumping from page to page and collect
all kinds of data.
• Google is a search engine based on links.

6. How search engines work?
• Huge amount of data has to be
processed somehow.
• That process is called parsing
• Organization of data is called indexing.
• Data centers are located all over the
world.
• Google crawls exclusively from the US
• All of this has nothing to do with rankings

8. How search engines work?
„
You are not searching the Internet, you
are just searching Google’s database!
”

9. Google’s way of working

10. Real time vs cache

11. Real time vs cache

12. Crawling in my skin

13. Crawling in my skin

14. Crawling in my skin

15. Crawling in my skin
Unoptimized website with:
• 5 categories
• 100+ products
can have URL bloat up to 4.000+ pages.
…confusing what is real

16. Crawling in my skin
Unoptimized website with:
• 5 categories
• 100+ products
can have URL bloat up to 4.000+ pages.
…confusing what is real

17. Crawl budget, volume
• Send directives using robots.txt and meta
robots tags.
• Optimize XML sitemaps (50k per sitemap,
gzip, fetch and index)

18. Check the duplicates
www.site.com/shop/shoes/vans/vans-classicwww.site.com/products/vans-classic

19. Check the duplicates &
consolidate
• Use rel canonical to streamline pages.
• Use rel prev/next to deal with
pagination issues.

20. robots.txt hack
User-Agent: *
Disallow: /wp-content/plugins/
Disallow: /phonecall/
Disallow: */products-with/*/*/
Disallow: */postcode/*
Disallow: */search/*
Noindex: */products-with/*/*/
Noindex: */products-with/*/*
Noindex: */homepage/*
Noindex: */index/*
Sitemap: http://www.website.com/sitemap.xml

21. Website architecture

22. Website architecture

23. Linear
• Poor solution
for both SEO
and UX
• Might be useful
for microsites

24. Flat structure
• Good solution for small/medium websites
• Disadvantage is that lower lever pages do
not receive enough love

25. Silo structure
• Divide site onto modules
• SEO power goes both ways
• You can easily add new sections

26. Internal linking
• Super important aspect of the on-site SEO
• „Affordable“ way to conrol flow of the SEO
power to the deep pages.
• Flow of the linking:
• From deep pages to category (higher level)
• From top level page to deep pages.

27. Internal linking

28. Content marketing
Website
Blog

29. Content marketing
• Write unique content
• “Provide value"
• Describe the product or service, how it is used…
• Address common questions
• Collect long tail
• Earn and build links
• Network and mingle
• Don’t be boring

30. Storytelling
Ernest Hemingway once wrote a six-word short story
that could make people cry for a bet.

31. Storytelling
Ernest Hemingway once wrote a six-word short story
that could make people cry for a bet.
“For sale: Baby shoes. Never worn.”

32. Storytelling

33. F-matrix

34. Evil signs of cannibalism
<title>Tip when buying bulldog puppies | Bulldog training services Belgrade</title>
<title>About Us | Bulldog training services Belgrade </title>
<title>Gallery | Bulldog training services Belgrade </title>
<title>Privacy Policy | Bulldog training services Belgrade </title>
<title>Ultimate guide to bulldog nutrition | Bulldog training services Belgrade </title>
…….
• Another example: Rome travel packages

35. Evil signs of cannibalism

36. Natural language

37. Natural language

38. Wanna get positon 0?

39. Semrush has advanced
search

40. Wanna get positon 0?

41. Featured snippets
• Get a list of queries
• Provide a direct answer
• Make it easy for users and Google to find
SEO part of the process:
• Exact match h2
• Short and to-the-point answers in <ol>

42. Schema?

43. Tips
• Homepage ranks for brand name
• Organize logical internal architecture
• Control crawl and index
• Clean-up the mess
• Focus page around single topic (set of keywords)
• Leverage internal linking
• Schema markup (logo, same as, organization, NAP,
breadcrumbs, products, articles)