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Combatting Crawl Bloat & Pruning Your Content Effectively

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Combatting Crawl Bloat & Pruning Your Content Effectively

  1. 1. Charlie Whitworth SEO Director @WhitworthSEO Banc
  2. 2. what will we cover? Crawl Bloat & Pruning @WhitworthSEO
  3. 3. beat the bloat Crawl Bloat Making search engines work too hard and not taking full advantage of your crawl budget @WhitworthSEO
  4. 4. crawl definitions = Crawl Budget Crawl Rate & Crawl Demand
  5. 5. crawl rate (limit) : maximum fetching rate Search Console Limit s Website/Server Health
  6. 6. crawl demand Popularity (Traffic) Staleness @WhitworthSEO How much does Google want to see your URLs?
  7. 7. Crawl budget – determined by rate & demand What Google can & wants to crawl @WhitworthSEO • Empty pages • No valued added • Dupe • Soft 404 • SPAM • Hacked content
  8. 8. crawl budget “Prioritizing what to crawl, when, and how much resource the server hosting the site can allocate to crawling is more important for bigger sites, or those that auto-generate pages based on URL parameters” Gary Ilyes
  9. 9. how to identify crawl bloat
  10. 10. how to identify crawl bloat
  11. 11. why is this a problem? Don’t work them too hard Search engine bots hate crawling rubbish
  12. 12. why is this a problem? Engagement metrics are key especially now we’re “mobile first” @WhitworthSEO
  13. 13. examples of rubbish: search result URLs /search/ /sessionkey= /search-results?q=
  14. 14. examples of rubbish: paginated URLs rel=next/prevnoindex @WhitworthSEO
  15. 15. examples of rubbish: faceted navigations json-ld disallow parameters noindex
  16. 16. who’s seen this?
  17. 17. cut the crap Get Rid Of It @WhitworthSEO
  18. 18. plan
  19. 19. noindex <meta name=“robots" content=“noindex"> Won’t deal with crawl bloat in the short term Still an effective tactic
  20. 20. url parameters @WhitworthSEO Powerful tool when used properly No need for developer support
  21. 21. xml sitemaps Redirected URLs Noindexed URLs Poor quality pages @WhitworthSEO
  22. 22. robots.txt Exercise Caution! Powerful crawl bloat tool when used effectively
  23. 23. robots.txt Blocking Crawl Paths – Stems Authority Flow Google needs to see tags to honour them!
  24. 24. google’s hint Google gives you all you need to monitor your results All these features are your friend s @WhitworthSEO
  25. 25. crawl stats Great way to gauge your efforts @WhitworthSEO
  26. 26. Pruning the prune
  27. 27. pruning – the fun bit SEO Housekeepin g Now you have your crawl under control, show off your best bits
  28. 28. pruning – why? • Spinning • Excessive blogging • Sparse articles @WhitworthSEO • Over optimisation • Saturation
  29. 29. stage one – content audit/content is king Content auditing still essential nonetheless SEO’s most annoying cliché
  30. 30. stage two: the prune 410 – Gone @WhitworthSEO For pages you want gone forever
  31. 31. stage two: the prune Won’t help crawl bloat short term Will disappear eventually*
  32. 32. stage two: the prune Crawl Bloat Authority Indexation @WhitworthSEO
  33. 33. stage two: the prune NoIndex Will be crawled less over time ensures a high quality SER P For duplicate content, cannibalisation and API style pages @WhitworthSEO
  34. 34. stage two: canonical For duplicate content, cannibalisation and API style pages @WhitworthSEO canonical
  35. 35. stage three: content repurposing/enhancement @WhitworthSEO Evergreen Seasonal Long form Research
  36. 36. search quality guidelines @WhitworthSEO Search Quality Evaluator Guidelines
  37. 37. stage four: the finishing touch Link Profile Analysis Links pointing at excluded pages Usual disavow request @WhitworthSEO Don’t ruin all your hard work with a crap link profile
  38. 38. crawl bloat and pruning checklist Does your site have crawl bloat? Choose the appropriate fixes for your site Prune your remaining content Continually improve and enhance @WhitworthSEO
  39. 39. final tips: thanks for coming @WhitworthSEO Thanks for Listening! 2 Tips