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@PORTENTINT #DD22
Technically
SEO
Embrace your inner nerd & learn to call BS
Ian Lurie
@portentint
Portent, Inc.
Prepared for Digital Dealer 22
Me: Obsessive Answerer
History Major
Law Degree
@portentint
CEO & Founder, Portent, Inc.
Best Team Ever
SEO since
Nerd.
I’m not mean. I’m angry.
@PORTENTINT #DD22
A tale of whooaaa…
@PORTENTINT #DD22
2 million visitors lost (30% of traffic)
Data from SEMRush
2m visitors lost (30% of traffic)
@PORTENTINT #DD22
When this happens,
everyone thinks “penalty”
@PORTENTINT #DD22
Nope. A technical change did it
(and usually does)
Data from SEMRush
@PORTENTINT #DD22
426,000 pages of
amazing content
Worthless
Data from SEMRush
BS: Own It - Technical SEO for Marketers
B.S. OWN IT.
@PORTENTINT #DD22
How Quickly We Forget
Search Engines = Technology
Ignoring Technical SEO
poot
@PORTENTINT #DD22
Technical SEO has the
highest ROI because
no one does it right
@PORTENTINT #DD22
Technical SEO has the
highest ROI because
it affects everything
@PORTENTINT #DD22
Technical SEO is easy
because all you have
to do is build right
@PORTENTINT #DD22
aka…
@PORTENTINT #DD22
B.S.
Own It.
#bullshitownit
copyright me 2017
@PORTENTINT #DD22
B.S.
Yes, this is possible. And
regardless of SEO, it’s the
right way to build it.
@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.
What I did
Inspected manufacturer sites
Inspected dealer sites
Based this on the top issues
What I didn’t
No Google Search Console
No Bing Webmaster Tools
No typical stuff (like broken links)
Try to cover everything (madness)
Duplication
@PORTENTINT #DD22
Wastes Crawl Budget
You’re splitting your votes
Hurting authority
@PORTENTINT #DD22
Creates Thin Content
Canonicalization
Canonicalization
3/5 Nerds
How I feel when someone
confuses “canonicalization”
with “rel=canonical”
www.portent.com
/index.html
/index.php
gack
Different authority
for each URL
Data from Majestic SEO
BS: Own It - Technical SEO for Marketers
@PORTENTINT #DD22
Tool: Screaming Frog
Canonicalization
HTTPS vs HTTP
https://portent.com
http://portent.com
wait, what?
@PORTENTINT #DD22
Doubles site size
May waste ½ crawl budget
@PORTENTINT #DD22
Screaming Frog: Select “URI” tab
@PORTENTINT #DD22
Filter for duplicates
@PORTENTINT #DD22
Vóila
@PORTENTINT #DD22
To Fix: Stop it
##@!@# fix it
or
http >> 301 redirect >> https
Canonicalization
Inconsistent home page linking
mysite.com
www.mysite.com
www.mysite.com/index.html
wait, what?
Splits internal votes
Hurting authority
@PORTENTINT #DD22
Screaming Frog “Internal” tab
@PORTENTINT #DD22
Look for common addresses
@PORTENTINT #DD22
To Fix: Link consistently
http://www.carmaker.com/
not “/”
http://www.carmaker.com/index.html
Canonicalization
Non-UX data in URLs
@PORTENTINT #DD22
/car.html?sourcepath=coupes
/car.html?sourcepath=sedans
This data offers value
to the user experience.
/car.html?utm_src=209348a;osjkf
/car.html?nav-id=topnav
/car.html?nav-id=footer
wait, what?
@PORTENTINT #DD22
No value to the user experience
/car.html?utm_src=209348osjkf
/car.html?nav-id=topnav
/car.html?nav-id=footer
@PORTENTINT #DD22
Screaming Frog: Select “URI” tab
@PORTENTINT #DD22
Filter for duplicates
@PORTENTINT #DD22
To Fix: Use UTM properly
Don’t hardcode UTM codes
into onsite or offsite links
@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
@PORTENTINT #DD22
To Fix: Learn analytics
Google Tag Manager
Event tracking
Heat mapping
Other javascript
999,999 other options
@PORTENTINT #DD22
If nothing else
/car.html#nav-id=topnav
/car.html#!nav-id=topnav
/car.html?nav-id=topnav
@PORTENTINT #DD22
rel = canonical?
“Well, we can just
use rel=canonical”
Wastes crawl budget: Google
& Bing must crawl all pages
to read rel=canonical
@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”
@PORTENTINT #DD22
B.S.
Own It.
Spider traps
Why Google & Bing hate you
4/5 Nerds
@PORTENTINT #DD22
Take a relative link…
<a href=“~/page.html”>
…add a search crawler…
@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
/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
/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
/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
/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
/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
/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
/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
@PORTENTINT #DD22
Common Causes
Send to a friend
Quote requests
Comment forms
Calendars
Drugs
@PORTENTINT #DD22
Screaming Frog: Select “URI” tab
@PORTENTINT #DD22
Filter for duplicates
@PORTENTINT #DD22
Filter for duplicates
@PORTENTINT #DD22
The Fix
Avoid relative linking
@PORTENTINT #DD22
The Fix
Never, ever, ever, ever,
ever, ever, ever use “~”
Ever
@PORTENTINT #DD22
Things you’ll hear about duplication
“It’s easier”
“It only works this way”
“Look! Squirrel!”
@PORTENTINT #DD22
B.S.
Own It.
Code
Robots tags and files
Managing crawlers (or not)
3/5 Nerds
Good
Says “Except the bots listed
above, ignore this site.”
So Google is disallowed.
Awful
Also says: “Developer was stoned”
User-agent: *
Disallow:
Some stuff should be hidden
User-agent: *
Disallow:
On the dev site? Oy.
BS: Own It - Technical SEO for Marketers
User-Agent: *
Disallow: /private
Noindex: /private
Tells Bots to Totally Ignore Content
@PORTENTINT #DD22
The Fix
Read robotstxt.org
Avoid alcohol when programming
Javascript frameworks
The new sexy. Complete with STDs
5/5 Nerds
@PORTENTINT #DD22
Tool: Web Developer Extension
@PORTENTINT #DD22
Disable JavaScript
Before
After
@PORTENTINT #DD22
Terrible User Experience
Done wrong, slow initial render
(always seems to be done wrong)
@PORTENTINT #DD22
Terrible SEO
May be treated as hidden content
Zero indexing
@PORTENTINT #DD22
To Fix
Server-side rendering
@PORTENTINT #DD22
To Fix
Snapshots
@PORTENTINT #DD22
To Fix
Progressive Web App?
To Fix
how does this
improve the user
experience?
BS: Own It - Technical SEO for Marketers
@PORTENTINT #DD22
B.S.
Own It.
Code bloat
Code bloat
Code bloat
Poor organization
4/5 Nerds
@PORTENTINT #DD22
Terrible User Experience
Slow rendering
Webpagetest.org
Tool: Google Pagespeed Insights
Tool: Google Pagespeed Insights
@PORTENTINT #DD22
To Fix
CSS first
Defer javascript
Code bloat
The Viewstate variable
4/5 Nerds
BS: Own It - Technical SEO for Marketers
Slows rendering. Makes me cry.
View source
Search for “viewstate”
Lookie thar…
To fix: Remove it
EnableViewState = “false”
@PORTENTINT #DD22
Things you’ll hear about code bloat
“Fixing that won’t do anything”
“Tell me the ROI in advance”
@PORTENTINT #DD22
$??? million lost
Code bloat, bad robots.txt Data from SEMRush
Major retailer (who shall remain nameless)Major Retailer
All fixed
@PORTENTINT #DD22
B.S.
Own It.
Server Gotchas
Response codes
Three little digits that control your site
3/5 Nerds
@PORTENTINT #DD22
200 Response
May I please
have the page
“Alfred.html?”
Of course, my
little friend!
Here you go.
@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.
@PORTENTINT #DD22
301 Response
May I please
have the page
“Alfred.html?”
It’s gone
forever. Sniff.
try “lola.html”
@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
@PORTENTINT #DD22
302 Response
May I please
have the page
“Alfred.html?”
Not right now.
It’ll be back.
For now, try
“lola.html”
@PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
Huh. I’ll ignore
the new page.
@PORTENTINT #DD22
4xx Response
May I please
have the page
“Alfred.html?”
ah, $%@#. I can’t
find it. It’s
gone. I dunno.
@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.
@PORTENTINT #DD22
5xx Response
May I please
have the page
“Alfred.html?”
aaaUUGGhh!!!!!
@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.
httpstatus.io
A url that doesn’t exist
Server response
httpstatus.io
A url that doesn’t exist
Server response
BAD
301/404
301/404
404
301/404
301/404
SHOULD BE
Better
100s of 404 pages indexed
100s of duplicate pages
Wasted crawl budget
Thin content
@PORTENTINT #DD22
The Fix
Do it right
200 = OK
404 = Not found
301 = Redirect forever
@PORTENTINT #DD22
On .NET
“Oh, we can’t do that on .NET”
@PORTENTINT #DD22
Really?!
response.Status = “404 Not Found”
@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.
@PORTENTINT #DD22
Client Site
Fixed 302 redirect
Fixed canonical issues
Data from SEMRush
@PORTENTINT #DD22
B.S.
Own It.
GZIP compression
The easiest server site speed win
4/5 Nerds
@PORTENTINT #DD22
checkgzipcompression.com
@PORTENTINT #DD22
“We can’t do GZIP…”
IIS
Enable static content compression
Enable dynamic content compression
☐✓
☐✓
Apache
mod_deflate
nginx
ngx_http_gzip_module
@PORTENTINT #DD22
checkgzipcompression.com
@PORTENTINT #DD22
B.S.
Own It.
More & more & more &…
Your CMS
Requirements
Schema
Structured data for everything
AMP (Accelerated Mobile Pages)
A horrible joke on all of us
Disk and memory caching
Not sure if you have access
BS: Own It - Technical SEO for Marketers
@PORTENTINT #DD22
Technical SEO has the
highest ROI because
no one does it right
@PORTENTINT #DD22
Technical SEO has the
highest ROI because
it affects everything
@PORTENTINT #DD22
Technical SEO is easy
because all you have
to do is build right
@PORTENTINT #DD22
Technical SEO is
about understanding
what’s possible
@PORTENTINT #DD22
Technical SEO is
about accountability
@PORTENTINT #DD22
B.S.
Own It.
@PORTENTINT #DD22
The Slides. The Links.
portent.co/nerdy-dd22
Ian Lurie
@portentint
Ask questions any time!!!

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