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Lukasz Zelezny - LAC 2017 - Optimising site structure for indexing

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You can tick all the SEO boxes possible but if the Googlebots can’t crawl and index your site quickly and effectively, it could all be for nothing. Thankfully, there are some essential must-dos that will ensure that you’re helping the bots find your website and index the most useful information for your rankings. From creating a sitemap to optimising your content and even using social media, Lukasz Zelezny will lead you through the best strategies to achieve a well-indexed website.

What does Google look for and what does Google rate highly?
Utilising tools such as Google search console
Internal linking structure
Mobile vs desktop indexing

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Lukasz Zelezny - LAC 2017 - Optimising site structure for indexing

  1. 1. https://zelezny.uk Optimising site structure for indexing
  2. 2. https://zelezny.uk Optimising site structure for indexing
  3. 3. Optimising site structure for indexing 02. URL Structure 03. Content 04. Readability 05. Languages 06. Sitemaps and orphan pages 07. Log Analysis
  4. 4. https://zelezny.uk 01. Prologue
  5. 5. https://zelezny.uk
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  12. 12. https://zelezny.uk Prologue - Summary: • If You never heard about SEO start from SEO Period Table; • The best way to present an OnPage and OffPage SEO,
  13. 13. https://zelezny.uk 2. URL Structure
  14. 14. https://zelezny.uk
  15. 15. https://zelezny.uk vs.
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  21. 21. https://zelezny.uk https://www.pokerstars.uk/poker/games/rules/hand-rankings/ https://www.pokerstars.uk/poker/games/rules/hand-rankings/?a=1 https://www.pokerstars.uk/poker/games/rules/hand-rankings/?sort=desc&var=1
  22. 22. https://zelezny.uk
  23. 23. https://zelezny.uk
  24. 24. https://zelezny.uk URL Structure - Summary: • Keep URL Structure as simple as possible; • Use Keywords; • Avoid Keyword stuffing; • Avoid query strings; • Utilize breadcrumbs rich snippets; • Use Canonical Tags • Review Google Search Console.
  25. 25. https://zelezny.uk 3. Content
  26. 26. https://zelezny.uk Is my content unique?
  27. 27. https://zelezny.uk
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  31. 31. https://zelezny.uk read more
  32. 32. https://zelezny.uk Is my content visible?
  33. 33. https://zelezny.uk Is my content visible?
  34. 34. https://zelezny.uk Is my content visible?
  35. 35. https://zelezny.uk Is my content visible?
  36. 36. https://zelezny.uk Is my content visible?
  37. 37. https://zelezny.uk Is my content visible?
  38. 38. https://zelezny.uk Is My Content: • Unique and written well? • Fresh and up to date or evergreen? • Long enough? • Internally linked? • In Sitemap? • Externally linked?
  39. 39. https://zelezny.uk 4. Readability and Basic Optimization
  40. 40. https://zelezny.uk
  41. 41. https://zelezny.uk Flesch Kincaid Reading Ease Gunning Fog Score Smog Index
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  44. 44. https://zelezny.uk Summary: • Title Tag – stay safe with 60 characters • Meta Description – stay safe with 150 chars • Use keyword rich image files • Utilize ALT Tags • Use simple language • Avoid Jargon
  45. 45. https://zelezny.uk 5. Languages
  46. 46. https://zelezny.uk Subdomain?
  47. 47. https://zelezny.uk Subdomain? Folder?
  48. 48. https://zelezny.uk Subdomain? Folder? Separate websites?
  49. 49. https://zelezny.uk Hreflang
  50. 50. https://zelezny.uk The hreflang attribute (also referred to as rel="alternate" hreflang="x") tells Google which language you are using on a specific page, so the search engine can serve that result to users searching in that language. Hreflang
  51. 51. https://zelezny.uk https://en.wikipedia.org/wiki/List_of_ISO_639-1_codes https://en.wikipedia.org/wiki/ISO_3166-1 Country and language codes according to ISO. Hreflang
  52. 52. https://zelezny.uk Hreflang
  53. 53. https://zelezny.uk Hreflang
  54. 54. https://zelezny.uk <link rel="alternate" href="example.com/fr-fr/" hreflang="fr-fr" /> <link rel="alternate" href="example.com/pt-pt/" hreflang="pt-pt" /> Hreflang
  55. 55. https://zelezny.uk <link rel="alternate" href="example.com/fr-fr/" hreflang="fr-fr" /> <link rel="alternate" href="example.com/pt-pt/" hreflang="pt-pt" /> <link rel="alternate" href="example.com/fr-lu/" hreflang="fr-lu" /> <link rel="alternate" href="example.com/fr-ch/" hreflang="fr-ch" /> <link rel="alternate" href="example.com/fr-be/" hreflang="fr-be" /> <link rel="alternate" href="example.com/de-at/" hreflang="de-at" /> <link rel="alternate" href="example.com/de-de/" hreflang="de-de" /> Hreflang
  56. 56. https://zelezny.uk Google Search Console
  57. 57. https://zelezny.uk Google Search Console
  58. 58. https://zelezny.uk 6. Sitemap and Orphan Pages
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  67. 67. https://zelezny.uk Sitemap and Orphan Pages - Summary: • Generate sitemap.xml with reputable crawlers (for example DeepCrawl); • Noindex thin content pages • Try to include Orphaned Pages into sitemap.xml; • Orphaned pages can’t be identified by crawling with internal links; • Orphaned pages can be identified by crawling additional sources of URLs (export, external incoming backlinks, server logs, Google Analyics data).
  68. 68. https://zelezny.uk 7. Log Analysis
  69. 69. https://zelezny.uk LOG ANALYSIS
  70. 70. https://zelezny.uk LOG ANALYSIS
  71. 71. https://zelezny.uk LOG ANALYSIS
  72. 72. https://zelezny.uk LOG ANALYSIS
  73. 73. https://zelezny.uk LOG ANALYSIS
  74. 74. https://zelezny.uk Log Analysis - Summary: • To understand how Googlebot is crawling; • To block Googlebot from these areas of website that doesn’t need to be crawled; • To save crawl budget.
  75. 75. https://zelezny.uk 08. Epilogue
  76. 76. https://zelezny.uk
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  78. 78. https://zelezny.uk
  79. 79. THANKS 

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