2. NAME OR LOGO
Why are you here?
THIS PART IMPROVES YOUR
GOOGLE RANKINGS!
3. NAME OR LOGO
What they talk about in SEO conferences
Content Links On-Page SEO Voice Search UX
High quality content –
you won’t spend money.
Video – you’re too shy.
External links – you
won’t give. Internal links
– you’ll build footer links.
Sitemap, Robots, Title
tags, URLs, Image tags,
Meta tags, same old shit.
A bunch of stats.
Nobody uses it or
optimizes for it.
Google says focus on the
user. You don’t have any.
You don’t do what they
say anyway.
4. NAME OR LOGO
HOTA SAB KE PAAS HAI
SAB CHHUPA KE RAKHTE HAI… DETA KOI NAHI!
6. NAME OR LOGO
I know a bit of SEO
Search Engine Roundtable
Search Engine Watch
Search Engine Journal
SEO + Content
9 years in the industry
7. NAME OR LOGO
I know a bit of SEO
Search Engine Roundtable
Search Engine Watch
Search Engine Journal
SEO + Content
9 years in the industry
E2M
Worked for 5 years
8. NAME OR LOGO
I know a bit of SEO
Search Engine Roundtable
Search Engine Watch
Search Engine Journal
SEO + Content
9 years in the industry
E2M
Worked for 5 years
SEMrush
Regional Marketing
Manager, India
9. NAME OR LOGO
I know a bit of SEO
Search Engine Roundtable
Search Engine Watch
Search Engine Journal
SEO + Content
9 years in the industry
E2M
Worked for 5 years
SEMrush
Regional Marketing
Manager, India
99stairs
My own agency
11. NAME OR LOGO
Crawl Index Rank
<--------------- Optimize --------------->
What is Technical SEO?
Technical SEO refers to website and server
optimizations that help search engines crawl,
parse and index your site effectively (with the
goal of improving organic rankings).
12. NAME OR LOGO
Why do you need Technical SEO?
“Technical SEO is makeup. You can
use it to make your site more
attractive to search engines, but at
some point there's nothing more
to be done.”
https://searchengineland.com/technical-seo-makeup-250408
13. NAME OR LOGO
Google: “Ask your SEO specialist to do a free
technical audit before hiring them.”
https://www.youtube.com/watch?v=NWsyr-D06Ck
14. NAME OR LOGO
Google is stealing your click-throughs!
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
15. NAME OR LOGO
Google is stealing your tap-throughs!
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
16. NAME OR LOGO
Where are these changes happening?
https://sparktoro.com/blog/on-serp-seo-the-infuriating-reality-of-searchs-future/
31. NAME OR LOGO
How to get a Featured Snippet
• Target keywords with questions (informational intent).
• The answer to the main question should be in the range of 40 to 50
words.
• Create lists of 8 or more items. Put them in H2 headings.
• If one of your pages gets a featured snippet, try to answer more related
questions on the same page.
• Pro tip: Steal the title, formatting and list items of the current featured
snippet if your site has better authority.
https://www.shoutmeloud.com/google-featured-snippets.html
36. NAME OR LOGO
FAQ Snippets
Steps:
1. Install the plugin and add questions and answers.
2. Clear the WordPress cache.
3. Check the URL in Google’s Structured Data Testing Tool and Rich Results
tool.
4. Request indexing via the URL Inspection tool in Search Console.
5. Check SERPs in 15-20 minutes.
6. Monitor for errors in Search Console > Enhancements > FAQ.
37. NAME OR LOGO
FAQ Snippets
Just Remember:
• This is not a substitute for Q&A snippets, so users cannot submit answers.
Follow Google’s guidelines carefully.
• Use keyword research tools like Answer the Public and SEMrush Topic
Research to find good questions.
• You might see a rise in impressions but a fall in clicks, so use it wisely and
make answers enticing like a meta description.
• Add more than 10 questions to get a “View more on example.com” link
that leads back to your site.
43. NAME OR LOGO
Review Snippets
Just Remember:
• Provide reviews about a specific item, not about a category.
• Acquire genuine reviews and show them on the page.
• Don’t make up reviews because others are doing it.
• If you get a Spammy structured markup penalty, it won’t affect your
rankings, but Google won’t show rich snippets for any of your pages.
51. NAME OR LOGO
Placement of JavaScript
JavaScript above certain markup may break
Google’s processing of HTML and structured data.
• Schema markup
• Canonical
• Title & meta description
• Hreflang
52. NAME OR LOGO
Placement of JavaScript
This is a screenshot of Inspect Element in Chrome. But in View Source, the
tag is visible in <head>!
(It is not an issue with Chrome. Other browsers behave the same way.)
56. NAME OR LOGO
Placement of JavaScript
https://www.slideshare.net/Badams/technical-seo-in-the-real-world
57. NAME OR LOGO
Placement of JavaScript
https://www.slideshare.net/Badams/technical-seo-in-the-real-world
58. NAME OR LOGO
Placement of JavaScript
https://www.slideshare.net/Badams/technical-seo-in-the-real-world
59. NAME OR LOGO
Placement of JavaScript
Just Remember:
• Google indexes pages in two stages. The first stage looks at just the
HTML. In the second stage, the Web Rendering Service (WRS) executes
the JavaScript and renders the web page as if it was a browser.
• When rendered, JavaScript injects an <iframe> into the page. An
<iframe> is supposed to be in the <body>, so Googlebot thinks the
<body> has started.
• Put GA/GTM scripts just before the closing </head> tag.
61. NAME OR LOGO
URL Length
“Your URLs should be short and
sweet.
That’s because long URLs confuse
Google and other search engines.”
https://backlinko.com/hub/seo/urls
66. NAME OR LOGO
URL Length
“affiliate marketing tips” “b2b marketing strategies”
67. NAME OR LOGO
URL Length
Just Remember:
• Only use lowercase letters, numerals, and hyphens in canonical URLs.
Make sure dynamic URLs aren’t indexed.
• Google crawls and indexes URLs up to 2,000 characters long.
• Short URLs are easy to remember, so they may result in direct traffic.
• Long URLs may rank for multiple related keywords.
74. NAME OR LOGO
Pagination
Just Remember:
• Pages are indexed separately according to their URL.
• Page links help Googlebot navigate to deeper level pages.
• The further away a page is from the home page (more clicks needed to
reach it), the less PageRank it will get.
• Use internal linking well to make sure all pages are indexed.
76. NAME OR LOGO
Pagination
Just Remember:
• If a page is dropped from Google’s index, it will lose all signals, including
“follow”.
• If you have a blog post on multiple pages, consolidate into one page.
• Each page should have unique content.
• Do not use rel=canonical to point to first page.
77. NAME OR LOGO
Pagination
Just Remember:
• Manual pagination is better than infinite scrolling and load more. If you
use one of these two, map pages to unique URLs.
• Static URLs are better than dynamic URLs or query parameters. Don’t use
URLs like example.com/category1?page=2.
• Don’t use JavaScript to load pages. Use crawlable HTML links.
• Make sure pages are not blocked from robots.txt.
81. NAME OR LOGO
Speed Metrics (for Mobile Sites)
• Speed Index: How quickly the mobile page displays content to users (ideal
= under 3 seconds)
• Time To First Byte: How fast and responsive a mobile server is in a specific
category (ideal = under 1.3 seconds)
• Request Count: The number of individual pieces of content needed to
display the entire mobile page (ideal = fewer than 50)
• Page Weight: The total size of a mobile webpage, measured in bytes (ideal
= less than 500KB)
86. NAME OR LOGO
The Loading Journey (Client Side Rendering)
https://medium.com/@addyosmani/the-cost-of-javascript-in-2018-7d8950fbb5d4
87. NAME OR LOGO
The Loading Journey (Client Side Rendering)
https://medium.com/@addyosmani/the-cost-of-javascript-in-2018-7d8950fbb5d4
88. NAME OR LOGO
Tools for testing page loading & performance
• Google Page Speed Insights
• Gtmetrix
• WebPageTest
• Pingdom
• Chrome DevTools
89. NAME OR LOGO
Image Optimization
Just Remember:
• Use lazy loading (images load only when they get into the user’s
viewport). Defer off-screen images on mobile.
• Use WebP over JPG or PNG for better compression.
• Specify image size. Use adaptive image sizes (replace single images with
source sets).
• Use internal linking well to make sure all pages are indexed.
95. NAME OR LOGO
Log File Analysis
Log files contain the following information:
• IP address / hostname
• User agent
• Timestamp of the request
• Method of the request (GET/POST)
• Request URL
• HTTP status code returned
• Size (in bytes) of the response
97. NAME OR LOGO
Log File Analysis
What you can do:
• Look at data in real time – which crawlers and users are on which
pages and what they’re doing.
• Is Googlebot crawling regularly? Which bot is it using (Googlebot /
Googlebot Smartphone)? What is your crawl budget for each?
• Is Googlebot crawling your site from other countries?
• Are other bots (like Bing or Yandex) crawling your site too? Do you
want them to?
98. NAME OR LOGO
Log File Analysis
What you can do:
• Track URLs with redirects and HTTP errors – 3xx, 4xx, 5xx. Is Google
crawling these pages repeatedly?
• Which URLs are not being crawled enough or at all? Compare with
your sitemap and robots to find inconsistencies and orphaned pages.
• Is Googlebot crawling too many URLs with parameters?
• Identify large and slow pages by looking at average bytes
downloaded and time taken to crawl.
99. NAME OR LOGO
Log File Analysis
Just Remember:
• Log file is server-side data while analytics like GA work on the client-side.
It is the most accurate data you can have.
• You can convert server logs into CSV and other tabular formats. Tools such
as Screaming Frog Log File Analyser, SEMrush Log File Analyzer, and
Elastic Stack can help you analyze and visualize web logs.
• Crawl budget = Number of pages Googlebot crawls per day. Total no. of
pages / Average no. of pages crawled per day should not be > 10. If it is
< 3, that’s great.
When you go to a premium conf. what do you expect? Do I have to reveal “secrets” on technical SEO? This is Google’s search algorithm. Unlike this picture, there are many moving parts that influence rankings.
Everyone knows all this. There are 100s of blogs out there. We are all no better than you… Maru to hamna khabar padi j jase. The point is, what do you do with all this knowledge? Do you apply it?
You have made a good start and come to a premium event. We will tell you the same things but since you have paid money you will listen to us. Nai to khavanu nai pache.
On-page or off-page?
This guy looks like he needs a lot of makeup.
Naturally, big brands, CMOs and all your clients would think it is a one-time job. And still you guys wanted me to speak on it! Can’t believe you guys! You want to continue or should we talk about the economy or Corona virus?
In many searches – hotels, flights, sports, jobs, events, celebrities – the situation is worse. Either the clicks go to Google properties or the answers are in the SERP itself.
So is SEO dead? No, it’s a zombie. Because everyone is stuck. You’re neither living nor dead.
Note this. Write this. Embed this in your brains.
Whatever gets you long-term rankings and brings in qualified traffic.
I will give you some specific tips for specific situations. There can be more than one answer. But you have to choose the answer and kill the zombie yourself.
Google is driving traffic to its own properties. All the major sites are trying to keep traffic on their site – LinkedIn, Reddit, YouTube.
Do barnacle SEO.
Featured snippets are achieved more through content optimization than links. Once you go above #5, links don’t matter much. Your site should have a lot of informational articles; maintain consistency and quality. Build authority in your niche.
You can supply ratings for products, movies, events, courses, games, software, etc. https://developers.google.com/search/docs/data-types/review-snippet
Businesses, organizations, and service providers won’t get review snippets anymore. They can use the Product type instead and try.
18% of all traffic comes from AMP. Avg. Time on Page is good, but Bounce Rate is bad.
Google Feed became Google Discover in September 2018. It overwhelmingly shows AMP articles. This is the Discover Performance Report in Search Console.
https://www.youtube.com/watch?v=FuSZQ8JAo6Y
You will see results of such corrections the very next time the page is crawled. For hreflang tags, you can see in Search Console > International Targeting
All the major tools – Moz, SEMrush, Screaming Frog – throw errors when URLs are longer than 75 characters. However, the same people also advise us to target long-tail keywords and intent.
In this post, he has mentioned “SEO site audit” as one of the keywords he’s trying to rank for. Intent matters here. The first three results are tool sites.
Sites load 8 to 10 seconds slower on mid-level mobiles than high-level smartphones. Users are forgiving. 65% of them think the problem is with their internet connection or mobile carrier. But Googlebot knows the truth.
https://moz.com/blog/the-technical-seo-renaissance
When the browser runs into asynchronous JavaScript, it will pause the DOM or CSSOM construction until the JavaScript completes execution. That’s why it is called “render blocking” JavaScript.
Use ALL of these, not just one you prefer.
Lighthouse is an open source, automated tool (Chrome Extension) for improving the quality of web pages. Used by Page Speed Insights & Chrome DevTools.
The log file is simply a text file with a .log extension. You can view convert it to txt or csv.
The log file is simply a text file with a .log extension. You can view convert it to txt or csv.
How many of you have worked hard on some optimization and got results in the end? Those who haven’t – look around. You will certainly get results one day.
How many of you have lost rankings? So many! Jalsa karo. Baju vala na tya b lighto nathi.
SEO is life.
Whatever keeps your client going.
Whatever I just spewed out here, I only learnt yesterday. Not “learnt” – “stole”. So we’ll have a new form of QA. You can ask a question and I’ll ask someone from the audience who is really knowledgeable or faced and solved that problem before to have a go at answering it first.
Even if you’re stuck in the middle of the night with an SEO problem, feel free to call me; because I never answer my phone. So if you want an answer, tweet at me.