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
59. @PORTENTINT #DD22
rel = canonical?
“Well, we can just
use rel=canonical”
Wastes crawl budget: Google
& Bing must crawl all pages
to read rel=canonical
60. @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”
118. @PORTENTINT #DD22
$??? million lost
Code bloat, bad robots.txt Data from SEMRush
Major retailer (who shall remain nameless)Major Retailer
All fixed
124. @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.
126. @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
130. @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.
132. @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.
142. @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.