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Pubcon Las Vegas Technical SEO

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This is a hybrid presentation (Part mine, part Ian Lurie delivered by me) on Technical SEO and its implications.

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Pubcon Las Vegas Technical SEO

  1. 1. @schachin Kristine Schachinger@PORTENTINT #DD22 Technically SEO Embrace your inner nerd & learn to call BS Ian Lurie  Kristine Schachinger @portentint  @schachin Portent, Inc.  SiteWithoutWalls.com NOT ME
  2. 2. @schachin Kristine Schachinger Technical SEO Kristine@SitesWithoutWalls.com
  3. 3. @schachin Kristine Schachinger Zzzzzz …
  4. 4. @schachin Kristine Schachinger
  5. 5. @schachin Kristine Schachinger You woke up to this …
  6. 6. @schachin Kristine Schachinger And did this …
  7. 7. @schachin Kristine Schachinger
  8. 8. @schachin Kristine Schachinger (@#*(@#*()##!!!! (@#*(@#*()##!!!! (@#*(@#*()##!!!! %#@!!!! %#@!!!! And said this… Google*@#$&*#$&#*
  9. 9. @schachin Kristine Schachinger
  10. 10. @schachin Kristine Schachinger So when this happens …
  11. 11. @schachin Kristine Schachinger
  12. 12. @schachin Kristine Schachinger Where do we start?
  13. 13. @schachin Kristine Schachinger Google in a (MOSTLY) Post-Update World
  14. 14. @schachin Kristine Schachinger
  15. 15. @schachin Kristine SchachingerWhy did you get burned or more importantly did you get burned at all?
  16. 16. @schachin Kristine Schachinger Presence of an UPDATE does not mean that is why your site is down …
  17. 17. @schachin Kristine Schachinger Know the site history… Is there a historical or current site issue that could be the cause of an algorithmic downturn?
  18. 18. @schachin Kristine Schachinger YOU are now a detective!
  19. 19. @schachin Kristine Schachinger Site history is like a medical history You are like a doctor, you don’t care how much they drank last night you just need them to be honest. Because things like bad links can kill… Your site that is… Know the Site History!
  20. 20. @schachin Kristine Schachinger@PORTENTINT #DD22 A tale of whooaaa…
  21. 21. @schachin Kristine Schachinger@PORTENTINT #DD22 2 million visitors lost (30% of traffic) Data from SEMRush 2m visitors lost (30% of traffic)
  22. 22. @schachin Kristine Schachinger@PORTENTINT #DD22 When this happens, everyone thinks “penalty”
  23. 23. @schachin Kristine Schachinger@PORTENTINT #DD22 Nope. A technical change did it (and usually does) Data from SEMRush
  24. 24. @schachin Kristine Schachinger@PORTENTINT #DD22 426,000 pages of amazing content Worthless Data from SEMRush
  25. 25. @schachin Kristine Schachinger
  26. 26. @schachin Kristine Schachinger B.S. OWN IT.
  27. 27. @schachin Kristine Schachinger@PORTENTINT #DD22 How Quickly We Forget Search Engines = Technology
  28. 28. @schachin Kristine Schachinger Ignoring Technical SEO
  29. 29. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO has the highest ROI because no one does it right
  30. 30. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO has the highest ROI because it affects everything
  31. 31. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO is easy because all you have to do is build right
  32. 32. @schachin Kristine Schachinger@PORTENTINT #DD22 aka…
  33. 33. @schachin Kristine Schachinger@PORTENTINT #DD22 B.S. Own It. #bullshitownit copyright me => IAN LAURIE 2017
  34. 34. @schachin Kristine Schachinger@PORTENTINT #DD22 B.S. Yes, this is possible. And regardless of SEO, it’s the right way to build it.
  35. 35. @schachin Kristine Schachinger@PORTENTINT #DD22 Own It As a marketer, you don’t need to be a tech geek. You must understand what’s possible & what’s not & what’s good or bad.
  36. 36. @schachin Kristine Schachinger
  37. 37. @schachin Kristine Schachinger Just because it walks like a duck & talks like a duck….. QUACK!
  38. 38. @schachin Kristine Schachinger This looks like a penalty
  39. 39. @schachin Kristine Schachinger Still looks like a penalty
  40. 40. @schachin Kristine Schachinger When we check year over year
  41. 41. @schachin Kristine Schachinger It is not a penalty. It’s a seasonal business. NEVER ASSUME! EVER. It may walk like a duck & talk like a duck… and not be a duck.
  42. 42. @schachin Kristine Schachinger@schachin
  43. 43. @schachin Kristine Schachinger Distance from Perfect.
  44. 44. @schachin Kristine Schachinger Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
  45. 45. @schachin Kristine Schachinger RECOVERY, FUTURE PROOFING, SEO = All the Same it’s DFP
  46. 46. @schachin Kristine Schachinger According to Google Content + Links = Top Two Ranking Factors Third is RankBrain …
  47. 47. @schachin Kristine Schachinger Distance from Perfect.
  48. 48. @schachin Kristine Schachinger Technical. Not Just Make-Up.
  49. 49. @schachin Kristine Schachinger
  50. 50. @schachin Kristine Schachinger Content & Links are the top two ranking factors, but will add technical here as the 2.5th
  51. 51. @schachin Kristine Schachinger Technical Can Do This!Technical Can Do This!
  52. 52. @schachin Kristine Schachinger What are we looking at?
  53. 53. @schachin Kristine Schachinger •Http vs. Https •Robots •Sitemaps •Canonicals •Redirects & 404s •Architecture •Navigation •SchemaTagging Technical
  54. 54. @schachin Kristine Schachinger • Http vs. Https • Do the pages have mixed status? • If pages moved to https, did the URLs change everywhere? CDN?Tag Manager? Analytics? • Are the pages redirected? • Use the Aleyda Solis checklist for https migration • Robots • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging TechnicalTechnical
  55. 55. @schachin Kristine Schachinger Technical SEO Audit – The Basics • Http vs. Https • Robots.txt • Can it be crawled? If not, googlebot goes away! • Is it written correctly? (test it) • Are you using it when they should be using no-index? • Robots.txt blocks the page crawl, but not the URL indexing • Are you blocking CSS &/or JS? • Must unblock!This can cause a site demotion. • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging TechnicalTechnical
  56. 56. @schachin Kristine Schachinger • Http vs. Https • Robots.txt • Sitemaps • Do you have one? • Is it written correctly? (test it) • Check their sitemaps for • Limits • Types (video, image, page, news < different XML) • Index Sitemaps (use them!) • TIP Google does not use priority or date modifiers • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
  57. 57. @schachin Kristine Schachinger • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Do you have them on the site? • Are they written correctly? • Do they follow the rules for writing canonicals? • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
  58. 58. @schachin Kristine Schachinger • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Are they using 302 or 301? • Google says they don’t care, but … • How many 404s? Are you bleeding links? Should they be 410? • When redirecting links from removed pages topical matches are a MUST or the links passed could lose value • Architecture • Navigation • SchemaTagging Technical
  59. 59. @schachin Kristine Schachinger • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Is the structure vertical or horizontal? • TIP Google prefers wide and flat over deep and tall • Are you giving Google a proper content outline? • Think 10th grade English Class • Are you specific, certain and clear? • Navigation • SchemaTagging Technical
  60. 60. @schachin Kristine Schachinger • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • Are you using proper navigation? • Are you constructing a contextual view of your site? • Are you throwing in the kitchen sink? • TIP Users can only process 5-8 piece of information at a time • Going to be even more important in mobile first indexing. • SchemaTagging Technical
  61. 61. @schachin Kristine Schachinger • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging • Just do it! Really. Microdata is Google preferred. • TIP Any data point can be used in the KG without copyright violation. • Check Google Search Console for mark-up validity. • Make sure to add to your mobile site for mobile first! Technical
  62. 62. @schachin Kristine Schachinger What else?
  63. 63. @schachin Kristine Schachinger
  64. 64. @schachin Kristine Schachinger Speed.
  65. 65. @schachin Kristine Schachinger Speed…. You know fast…. Like really fast…
  66. 66. @schachin Kristine Schachinger HOW DO WETEST FAST? WebpageTest.org and of course Google Pagespeed Insights Also there is information in Google Analytics. Page Speed
  67. 67. @schachin Kristine Schachinger
  68. 68. @schachin Kristine Schachinger
  69. 69. @schachin Kristine Schachinger And Google …
  70. 70. @schachin Kristine Schachinger You want an 85 min – 90+ is bestPage Speed – Score over 85
  71. 71. @schachin Kristine Schachinger Remember GOOGLE only measures the DOM, not the entire page load
  72. 72. @schachin Kristine Schachinger Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
  73. 73. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO has the highest ROI because no one does it right
  74. 74. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO has the highest ROI because it affects everything
  75. 75. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO is easy because all you have to do is build right
  76. 76. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO is about understanding what’s possible
  77. 77. @schachin Kristine Schachinger@PORTENTINT #DD22 Technical SEO is about accountability
  78. 78. @schachin Kristine Schachinger@PORTENTINT #DD22 B.S. Own It.
  79. 79. @schachin Kristine Schachinger Winning in the end = doing more than your competitor
  80. 80. @schachin Kristine Schachinger
  81. 81. @schachin Kristine Schachinger • Panguin http://barracuda.digital/panguin-tool/ • WebPageTest.org • Page Speed Insights (Google) https://developers.google.com/speed/pagespeed/insights/ • Screaming Frog http://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/ • Deep Crawl https://www.deepcrawl.com/ • Google Webmaster Guidelines https://support.google.com/webmasters/answer/35769?hl=en • Google Search Console Help https://support.google.com/webmasters/?hl=en#topic=3309469 • Aleyda Solis http(s) Migration http://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist-Google-docs/ Resources
  82. 82. @schachin Kristine Schachinger Technical SEO Kristine@SitesWithoutWalls.com
  83. 83. @schachin Kristine Schachinger@PORTENTINT #DD22 Technically SEO Embrace your inner nerd & learn to call BS Ian Lurie  Kristine Schachinger @portentint  @schachin Portent, Inc.  SiteWithoutWalls.com NOT ME

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