SEO isn't just about ranking factors or signals as single entities. Sustainable SEO requires understanding how several signals relate to each other and where search algorithms evaluate each of those to confirm initial understanding. Understanding these relationships is vital to ensuring maximum SEO ranking value.
4. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Primary Areas This Presentation Covers
5. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
We no longer live in a one or two
algorithm world.
6. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
"The decision Tree for what gets indexed,
what remains, and what gets
removed is more complex than ever.”
“Sites are an ugly mess now, more than ever.”
11. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Topical Discovery, Topical Focus
+
Content Related User Experience
12. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Detection
One Million product SKUs
GSC: 11 million pages indexed
“site:” check - 600,000 results
250,000 duplicatecontent
6 million Sitemap URLs submitted
3 million Sitemap URLs
indexed
[this is actual client data]
14. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Parameter Caused Duplicate Content
Most eCommerce Sites
Get URL Parameter
Indexation Completely Wrong
15. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Indexation Signal Sources
16. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Detection
Resources
Google Search Console: Sitemap Error
Messages
DeepCrawl: Universal, List and Sitemap Crawl
ScreamingFrog: Standard Crawl & List
Upload
17. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Detection
Resources: DeepCrawl
18. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Detection
Resources: ScreamingFrog
19. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Fixes
On pages you don’t want indexed:
Eliminate canonical tag ! ( oooh controversial! )
Don’t set URL parameters to “let Googlebot decide”
Eliminate OpenGraph Tags
Don’t include in sitemap file
20. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Fixes
If you keep canonical tags on pages you want to
not be indexed:
Understand Google may override this tag
If too many pages remain indexed, you will
need to kill those canonical tags
21. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Fixes
301 redirect or block crawlers and indexation?
301 redirect if that page previously had value
(even if it was “little” value)
Block crawlers & indexation if there was no value
22. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Fixes
If you want to permanently have pages
removed,
Choose 410 instead of 404.
404: Not Found
(maybe intentional, maybe not)
410: Gone
(yeah, we killed it on purpose)
23. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Fixes
When you 301, de-index or kill pages:
Make sure internal links are updated
Make sure sitemap files are updated
Do inbound link outreach
24. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal Fixes
If you can’t eliminate URL Parameters entirely
But want to remove variations from indexation:
Add: &noidx=1 to the URL string.
Set robots.txt to block all those instances.
*noidx=1 methodology courtesy Jaimie
Sirovich
25. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
IA Topical Focus Confusion
Flat Architecture
Partial Flat Architecture
Multiple Copies of each Product
Page
Infinite Nesting
26. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
IA Topical Focus Confusion
All Flat Architecture
http://domain.com/
http://domain.com/category1/
http://domain.com/category1-subcat/
http://domain.com/productdetailspage/
http://domain.com/blog/
http://domain.com/blogpost/
http://domain.com/faq/
28. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
IA Topical Focus Confusion
Multiple Copies of each Product Page
http://domain.com/cat1/product1/
http://domain.com/cat2/product1/
http://domain.com/cat3/product1/
http://domain.com/cat3/colorx/product1/
http://domain.com/cat4/subcat1/product1/
http://domain.com/on-sale/product1/
29. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
IA Topical Focus Confusion
Infinite Nesting
http://domain.com/new/2015/toyota/camry/s
e/4cyl/2-5l/tires/14inch/radial/AT/noise-
dampening/long-life/lug-nuts/
30. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
IA Topical Focus Confusion
Resolution:
Avoid flat architecture
Use consistent nesting model
Only use duplication in gentle ways
1 product detail URL accessible from several category funnels if
needed
(ideal is to include product in only one category funnel where possible)
31. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
IA Topical Focus Confusion
Resolution:
If you have many nearly identical products /SKUs, don’t use one product/one
detail page model. Consolidate where possible.
Use Dropdown menu selector, radio button, or checkboxes to allow visitors
to choose the “variation” of that product they want to purchase.
32. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
IA Topical Focus Confusion
Resolution:
Assign to categories only when data
justifies!
Nest only as deep as data justifies!
34. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
“But our GPSI scores are good!”*
*Actual claim from client developer
35. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
If you have several high resolution
images, optimizing them can still leave
you with
a final page that’s too bloated.
36. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
If you have too many unnecessary
scripts, minify isn’t enough!
5 necessary scripts
5 ad network scripts
4 "related" and "also bought" widget scripts
3 social widget scripts
3 tracking tool scripts
37. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
GPSI doesn’t properly
Evaluate 3rd party
connection issues
39. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
When Factor Relationship Stars Align
40. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conclusion
Search algorithms are more complex than ever
Search algorithms are not perfect
Understand how multiple factors contribute to
individual algorithmic decisions
Detecting problems requires multiple tests and evaluations
Be consistent across all individual signal points