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BS: Own It - Technical SEO for Marketers

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Successful SEO requires great technical SEO. But everyone ignores it. Learn what's possible and how to call BS. Prepared for Digital Dealer 22, based on analysis of 20 auto industry web sites

Publicado en: Marketing

BS: Own It - Technical SEO for Marketers

  1. @PORTENTINT #DD22 Technically SEO Embrace your inner nerd & learn to call BS Ian Lurie @portentint Portent, Inc. Prepared for Digital Dealer 22
  2. Me: Obsessive Answerer History Major Law Degree @portentint
  3. CEO & Founder, Portent, Inc. Best Team Ever
  4. SEO since
  5. Nerd.
  6. I’m not mean. I’m angry.
  7. @PORTENTINT #DD22 A tale of whooaaa…
  8. @PORTENTINT #DD22 2 million visitors lost (30% of traffic) Data from SEMRush 2m visitors lost (30% of traffic)
  9. @PORTENTINT #DD22 When this happens, everyone thinks “penalty”
  10. @PORTENTINT #DD22 Nope. A technical change did it (and usually does) Data from SEMRush
  11. @PORTENTINT #DD22 426,000 pages of amazing content Worthless Data from SEMRush
  12. B.S. OWN IT.
  13. @PORTENTINT #DD22 How Quickly We Forget Search Engines = Technology
  14. Ignoring Technical SEO poot
  15. @PORTENTINT #DD22 Technical SEO has the highest ROI because no one does it right
  16. @PORTENTINT #DD22 Technical SEO has the highest ROI because it affects everything
  17. @PORTENTINT #DD22 Technical SEO is easy because all you have to do is build right
  18. @PORTENTINT #DD22 aka…
  19. @PORTENTINT #DD22 B.S. Own It. #bullshitownit copyright me 2017
  20. @PORTENTINT #DD22 B.S. Yes, this is possible. And regardless of SEO, it’s the right way to build it.
  21. @PORTENTINT #DD22 Own It As a marketer, you don’t need to be a tech geek. You must understand what’s possible & what’s not & what’s good or bad.
  22. What I did Inspected manufacturer sites Inspected dealer sites Based this on the top issues
  23. What I didn’t No Google Search Console No Bing Webmaster Tools No typical stuff (like broken links) Try to cover everything (madness)
  24. Duplication
  25. @PORTENTINT #DD22 Wastes Crawl Budget
  26. You’re splitting your votes Hurting authority
  27. @PORTENTINT #DD22 Creates Thin Content
  28. Canonicalization Canonicalization
  29. 3/5 Nerds
  30. How I feel when someone confuses “canonicalization” with “rel=canonical”
  31. www.portent.com /index.html /index.php gack
  32. Different authority for each URL Data from Majestic SEO
  33. @PORTENTINT #DD22 Tool: Screaming Frog
  34. Canonicalization HTTPS vs HTTP
  35. https://portent.com http://portent.com wait, what?
  36. @PORTENTINT #DD22 Doubles site size May waste ½ crawl budget
  37. @PORTENTINT #DD22 Screaming Frog: Select “URI” tab
  38. @PORTENTINT #DD22 Filter for duplicates
  39. @PORTENTINT #DD22 Vóila
  40. @PORTENTINT #DD22 To Fix: Stop it ##@!@# fix it or http >> 301 redirect >> https
  41. Canonicalization Inconsistent home page linking
  42. mysite.com www.mysite.com www.mysite.com/index.html wait, what?
  43. Splits internal votes Hurting authority
  44. @PORTENTINT #DD22 Screaming Frog “Internal” tab
  45. @PORTENTINT #DD22 Look for common addresses
  46. @PORTENTINT #DD22 To Fix: Link consistently http://www.carmaker.com/ not “/” http://www.carmaker.com/index.html
  47. Canonicalization Non-UX data in URLs
  48. @PORTENTINT #DD22 /car.html?sourcepath=coupes /car.html?sourcepath=sedans This data offers value to the user experience.
  49. /car.html?utm_src=209348a;osjkf /car.html?nav-id=topnav /car.html?nav-id=footer wait, what?
  50. @PORTENTINT #DD22 No value to the user experience /car.html?utm_src=209348osjkf /car.html?nav-id=topnav /car.html?nav-id=footer
  51. @PORTENTINT #DD22 Screaming Frog: Select “URI” tab
  52. @PORTENTINT #DD22 Filter for duplicates
  53. @PORTENTINT #DD22 To Fix: Use UTM properly Don’t hardcode UTM codes into onsite or offsite links
  54. @PORTENTINT #DD22 To Fix: Only include UX-relevant data If data isn’t essential to the user experience, it shouldn’t be in the URL
  55. @PORTENTINT #DD22 To Fix: Learn analytics Google Tag Manager Event tracking Heat mapping Other javascript 999,999 other options
  56. @PORTENTINT #DD22 If nothing else /car.html#nav-id=topnav /car.html#!nav-id=topnav /car.html?nav-id=topnav
  57. @PORTENTINT #DD22 rel = canonical? “Well, we can just use rel=canonical” Wastes crawl budget: Google & Bing must crawl all pages to read rel=canonical
  58. @PORTENTINT #DD22 Canonical issues: Things you’ll hear “We need it for analytics” “It’s just the way it is” “It’ll take years!!!” “No one told me” “SEO is crap”
  59. @PORTENTINT #DD22 B.S. Own It.
  60. Spider traps Why Google & Bing hate you
  61. 4/5 Nerds
  62. @PORTENTINT #DD22 Take a relative link… <a href=“~/page.html”> …add a search crawler…
  63. @PORTENTINT #DD22 HILARITY ENSUES <a href = “~”>
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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z Crawl budget spent 90% of site not indexed Infinite pages Lousy user experience
  67. @PORTENTINT #DD22 Common Causes Send to a friend Quote requests Comment forms Calendars Drugs
  68. @PORTENTINT #DD22 Screaming Frog: Select “URI” tab
  69. @PORTENTINT #DD22 Filter for duplicates
  70. @PORTENTINT #DD22 Filter for duplicates
  71. @PORTENTINT #DD22 The Fix Avoid relative linking
  72. @PORTENTINT #DD22 The Fix Never, ever, ever, ever, ever, ever, ever use “~” Ever
  73. @PORTENTINT #DD22 Things you’ll hear about duplication “It’s easier” “It only works this way” “Look! Squirrel!”
  74. @PORTENTINT #DD22 B.S. Own It.
  75. Code
  76. Robots tags and files Managing crawlers (or not)
  77. 3/5 Nerds
  78. Good
  79. Says “Except the bots listed above, ignore this site.” So Google is disallowed. Awful
  80. Also says: “Developer was stoned”
  81. User-agent: * Disallow: Some stuff should be hidden
  82. User-agent: * Disallow: On the dev site? Oy.
  83. User-Agent: * Disallow: /private Noindex: /private Tells Bots to Totally Ignore Content
  84. @PORTENTINT #DD22 The Fix Read robotstxt.org Avoid alcohol when programming
  85. Javascript frameworks The new sexy. Complete with STDs
  86. 5/5 Nerds
  87. @PORTENTINT #DD22 Tool: Web Developer Extension
  88. @PORTENTINT #DD22 Disable JavaScript
  89. Before
  90. After
  91. @PORTENTINT #DD22 Terrible User Experience Done wrong, slow initial render (always seems to be done wrong)
  92. @PORTENTINT #DD22 Terrible SEO May be treated as hidden content Zero indexing
  93. @PORTENTINT #DD22 To Fix Server-side rendering
  94. @PORTENTINT #DD22 To Fix Snapshots
  95. @PORTENTINT #DD22 To Fix Progressive Web App?
  96. To Fix how does this improve the user experience?
  97. @PORTENTINT #DD22 B.S. Own It.
  98. Code bloat Code bloat
  99. Code bloat Poor organization
  100. 4/5 Nerds
  101. @PORTENTINT #DD22 Terrible User Experience Slow rendering Webpagetest.org
  102. Tool: Google Pagespeed Insights
  103. Tool: Google Pagespeed Insights
  104. @PORTENTINT #DD22 To Fix CSS first Defer javascript
  105. Code bloat The Viewstate variable
  106. 4/5 Nerds
  107. Slows rendering. Makes me cry.
  108. View source
  109. Search for “viewstate”
  110. Lookie thar…
  111. To fix: Remove it EnableViewState = “false”
  112. @PORTENTINT #DD22 Things you’ll hear about code bloat “Fixing that won’t do anything” “Tell me the ROI in advance”
  113. @PORTENTINT #DD22 $??? million lost Code bloat, bad robots.txt Data from SEMRush Major retailer (who shall remain nameless)Major Retailer All fixed
  114. @PORTENTINT #DD22 B.S. Own It.
  115. Server Gotchas
  116. Response codes Three little digits that control your site
  117. 3/5 Nerds
  118. @PORTENTINT #DD22 200 Response May I please have the page “Alfred.html?” Of course, my little friend! Here you go.
  119. @PORTENTINT #DD22 200 tells search engines to index the page content, determine authority, and rank the page Excellent. I’ll index this and make it part of my rankings.
  120. @PORTENTINT #DD22 301 Response May I please have the page “Alfred.html?” It’s gone forever. Sniff. try “lola.html”
  121. @PORTENTINT #DD22 200 tells search engines to index the page content, determine authority, and rank the page OK. I’ll pass all authority and index the new page
  122. @PORTENTINT #DD22 302 Response May I please have the page “Alfred.html?” Not right now. It’ll be back. For now, try “lola.html”
  123. @PORTENTINT #DD22 200 tells search engines to index the page content, determine authority, and rank the page Huh. I’ll ignore the new page.
  124. @PORTENTINT #DD22 4xx Response May I please have the page “Alfred.html?” ah, $%@#. I can’t find it. It’s gone. I dunno.
  125. @PORTENTINT #DD22 200 tells search engines to index the page content, determine authority, and rank the page I’ll get rid of this page forever and ever.
  126. @PORTENTINT #DD22 5xx Response May I please have the page “Alfred.html?” aaaUUGGhh!!!!!
  127. @PORTENTINT #DD22 200 tells search engines to index the page content, determine authority, and rank the page oookaaayyyyy. I’ll just step back slowly & come back another time.
  128. httpstatus.io A url that doesn’t exist Server response
  129. httpstatus.io A url that doesn’t exist Server response
  130. BAD 301/404 301/404 404 301/404 301/404 SHOULD BE
  131. Better
  132. 100s of 404 pages indexed 100s of duplicate pages
  133. Wasted crawl budget Thin content
  134. @PORTENTINT #DD22 The Fix Do it right 200 = OK 404 = Not found 301 = Redirect forever
  135. @PORTENTINT #DD22 On .NET “Oh, we can’t do that on .NET”
  136. @PORTENTINT #DD22 Really?! response.Status = “404 Not Found”
  137. @PORTENTINT #DD22 200 tells search engines to index the page content, determine authority, and rank the page wait. Maybe 301 and 302 are the same. Right? Or not. Or maybe yes. Losers.
  138. @PORTENTINT #DD22 Client Site Fixed 302 redirect Fixed canonical issues Data from SEMRush
  139. @PORTENTINT #DD22 B.S. Own It.
  140. GZIP compression The easiest server site speed win
  141. 4/5 Nerds
  142. @PORTENTINT #DD22 checkgzipcompression.com
  143. @PORTENTINT #DD22 “We can’t do GZIP…”
  144. IIS Enable static content compression Enable dynamic content compression ☐✓ ☐✓
  145. Apache mod_deflate
  146. nginx ngx_http_gzip_module
  147. @PORTENTINT #DD22 checkgzipcompression.com
  148. @PORTENTINT #DD22 B.S. Own It.
  149. More & more & more &…
  150. Your CMS Requirements
  151. Schema Structured data for everything
  152. AMP (Accelerated Mobile Pages) A horrible joke on all of us
  153. Disk and memory caching Not sure if you have access
  154. @PORTENTINT #DD22 Technical SEO has the highest ROI because no one does it right
  155. @PORTENTINT #DD22 Technical SEO has the highest ROI because it affects everything
  156. @PORTENTINT #DD22 Technical SEO is easy because all you have to do is build right
  157. @PORTENTINT #DD22 Technical SEO is about understanding what’s possible
  158. @PORTENTINT #DD22 Technical SEO is about accountability
  159. @PORTENTINT #DD22 B.S. Own It.
  160. @PORTENTINT #DD22 The Slides. The Links. portent.co/nerdy-dd22 Ian Lurie @portentint Ask questions any time!!!

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