How to adapt your SEO to the 5 recent Google updates (SAS Con)
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How to adapt your SEO to the 5 recent Google updates: tactics you can implement to your website right now
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How to adapt your SEO to the 5 recent Google updates (SAS Con)
- 1. Yauhen Khutarniuk Head of SEO at Link-Assistant.Com @LinkAssistant Facebook.com/linkassistant
- 2. How to adapt your SEO to the 5 recent Google updates tactics you can implement to your website right now
- 3. Challenges: httpsPanda Mobile Site speedPenguin
- 4. Panda: challenges • Content is not truly original • Duplicate or overlapping content • Syndicated content • URL based duplication
- 5. Panda: the worst case Free template Irrelevant title Variety topics Many o/b links Not unique
- 6. Panda: warning • Typical for ‘blog networks’ • Backlinks from such pages may harm your website
- 7. Panda: overlapping content Very similar products Same description Same images Heavy template footprint
- 8. Panda: URL based duplication • URL 1: http://www1.macys.com/shop/product/dyson-dc65-animal-plus-upright- vacuum?ID=2278023&CategoryID=51902&LinkType=#fn=PRICE%3D250.0 |500.0%26sp%3D1%26spc%3D11%26ruleId%3D%26slotId%3D2 • URL 2: http://www1.macys.com/shop/product/dyson-dc65-animal-plus-upright- vacuum?ID=2278023&CategoryID=51902#fn=sp%3D1%26spc%3D19%26 ruleId%3D%26slotId%3D2 • URL 3: http://www1.macys.com/shop/product/dyson-dc65-animal-plus-upright- vacuum?ID=2278023&CategoryID=23481 • URL n: …
- 9. Panda: quick analysis (WebSite Auditor)
- 10. Panda: solutions • Continuously audit your websites • Develop content strategy • Create incentives for user generated content • De-index or use Canonical for thin and duplicate content
- 11. Panda: Different approach Create GREAT content!! Remove content!!
- 12. Panda: what to remove from SE index • Terms and conditions/ Policies/ Disclaimers and similar pages • Discontinued items • Outdated promotions and special offers • One product but different color/ size/ dimensions
- 13. Panda: how to remove content Completely Remove Content Block From Indexation Thin Content or Similar Pages • 404 response code • 301 response code • List pages in robots.txt • Mark with robots meta tag Use rel=“canonical” tag
- 14. Panda: ‘rel canonical’ how to • Indicate the preferred URL with the rel="canonical" link element <link rel="canonical" href="https://mydomain.com/canonical.html" /> • Insert only ONE tag per page • Use absolute URLs to eliminate errors • Insert rel="canonical" in <head> only
- 15. Keep your sitemap.xml free of useless links
- 16. Panda: quick analysis (WebSite Auditor)
- 17. Penguin: challenges • A lot of same type backlinks • Low anchor diversity • ‘Non-editorial’ backlinks • Negative SEO
- 18. Penguin: ‘unnatural’ link profile (SEO SpyGlass) Over 80% of links have the same anchor text 97% of links point to the home page Many site wide links A lot of domains belong to the same IP networks
- 19. Penguin: detecting dangerous backlinks • Backlink domain not indexed • Non-editorial links • Links come from irrelevant pages • Links come from pages in other languages or irrelevant local TLDs • Links come from same IPs or C- blocks • Links come from comments/ forum posts/ directories/ rss feeds • Low anchor variety
- 20. Penguin: Google Analytics custom alerts
- 21. Penguin: manual penalty or algorithm?
- 22. Penguin: manual penalty or algorithm? Algorithm Manual Penalty • No need to submit the reconsideration request • Less strict criteria • Only a fraction of links might be removed • You must submit the reconsideration request • Review the examples of unnatural links provided in Search Console • Apply stricter quality criteria • Remove or disavow a link, if in doubt
- 23. Penguin: solutions • Continuously audit backlinks (SEO SpyGlass, Majestic, ahrefs) • Monitor organic traffic • Check out warnings in Search Console • Clean up backlink profile • Disavow (https://www.google.com/webmasters/tools/disavow-links- main)
- 25. Mobile: is your website mobile friendly? Mobile-friendly test https://www.google.com/webma sters/tools/mobile-friendly/ or Search Console
- 26. Mobile: is your website mobile friendly?
- 27. Mobile: solutions • Responsive web design • Dynamic serving • Dedicated URLs
- 28. Mobile: dedicated URLs Pros Cons • Easier changes • Custom user experience • Faulty device detection • Faulty redirects • Multiple URLs for one piece of content • Need to maintain two website versions
- 29. Mobile: dedicated URLs – SEO setup • On the desktop page: add rel=”alternate” tag pointing to the corresponding mobile URL. <link rel="alternate" media="only screen and (max-width: 640px) “ href="http://m.mydomain.com/page.html" > • On the mobile page: add rel=”canonical” tag pointing to the corresponding desktop URL. <link rel="canonical" href="http://www.mydomain.com/page.html" >
- 30. Mobile: dynamic serving Pros Cons • One URL for all content • Custom user experience • Easier changes • Faster loading • Faulty device detection
- 31. Mobile: dynamic serving – SEO setup • Use Vary HTTP header to signal that html content depends on the user-agent. HTTP/1.1 200 OK Content-Type: text/html Vary: User-Agent … • Maintain the list of user-agent strings for the correct device detection
- 32. Mobile: responsive web design Pros Cons • One URL for all content • Better user experience • No redirects • Fast load • Unknown :)
- 33. Mobile: responsive design – SEO setup • Use meta name="viewport" tag to tell the browser how to adjust the content. <meta name="viewport" content="width=device-width, initial-scale=1.0">
- 34. Mobile: common issues • Keep mobile resources (CSS, Java) crawlable • Mobile content should crawlable too • Double check redirects • Mobile device identification
- 35. Site speed: challenges • Bad user experience = lower conversion rates • Slow web pages get lower rankings
- 36. Site speed: solutions • Test: https://developers.google.com/speed/pagespeed/insights/ • Avoid unnecessary redirects • Optimize images • Use browser caching • Prioritize visible content • Use asynchronous scripts
- 37. https: challenges • Customers expect personal data and transactions to be secure • https is yet another ranking factor • Google wants https to be everywhere
- 38. https: solutions • Test: https://www.ssllabs.com/ssltest/analyze.html • SSL certificate (Rapid SSL, Global Sign, Comodo) • Static dedicated IP • If you use CDN, make sure it supports SSL • All internal links must be https • Redirect from http to https • SSL may slow down your website
- 39. Resources: • Google Search Console: https://google.com/webmasters/tools • Robots.txt page: http://www.robotstxt.org/ • Rel Canonical: https://support.google.com/webmasters/answer/139066?hl=en • Mobile test: https://www.google.com/webmasters/tools/mobile-friendly/ • Speed test: https://developers.google.com/speed/pagespeed/insights/ • SSL test: https://www.ssllabs.com/ssltest/ • SEO PowerSuite Tools: https://www.link-assistant.com
- 40. Slide deck is available at: