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

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

13. B.S. OWN IT.

14. @PORTENTINT #DD22
How Quickly We Forget
Search Engines = Technology

15. Ignoring Technical SEO
poot

16. @PORTENTINT #DD22
Technical SEO has the
highest ROI because
no one does it right

17. @PORTENTINT #DD22
Technical SEO has the
highest ROI because
it affects everything

18. @PORTENTINT #DD22
Technical SEO is easy
because all you have
to do is build right

19. @PORTENTINT #DD22
aka…

20. @PORTENTINT #DD22
B.S.
Own It.
#bullshitownit
copyright me 2017

21. @PORTENTINT #DD22
B.S.
Yes, this is possible. And
regardless of SEO, it’s the
right way to build it.

22. @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.

23. What I did
Inspected manufacturer sites
Inspected dealer sites
Based this on the top issues

24. What I didn’t
No Google Search Console
No Bing Webmaster Tools
No typical stuff (like broken links)
Try to cover everything (madness)

25. Duplication

26. @PORTENTINT #DD22
Wastes Crawl Budget

27. You’re splitting your votes
Hurting authority

28. @PORTENTINT #DD22
Creates Thin Content

29. Canonicalization
Canonicalization

30. 3/5 Nerds

31. How I feel when someone
confuses “canonicalization”
with “rel=canonical”

32. www.portent.com
/index.html
/index.php
gack

33. Different authority
for each URL
Data from Majestic SEO

35. @PORTENTINT #DD22
Tool: Screaming Frog

36. Canonicalization
HTTPS vs HTTP

37. https://portent.com
http://portent.com
wait, what?

38. @PORTENTINT #DD22
Doubles site size
May waste ½ crawl budget

39. @PORTENTINT #DD22
Screaming Frog: Select “URI” tab

40. @PORTENTINT #DD22
Filter for duplicates

41. @PORTENTINT #DD22
Vóila

42. @PORTENTINT #DD22
To Fix: Stop it
##@!@# fix it
or
http >> 301 redirect >> https

43. Canonicalization
Inconsistent home page linking

44. mysite.com
www.mysite.com
www.mysite.com/index.html
wait, what?

45. Splits internal votes
Hurting authority

46. @PORTENTINT #DD22
Screaming Frog “Internal” tab

47. @PORTENTINT #DD22
Look for common addresses

48. @PORTENTINT #DD22
To Fix: Link consistently
http://www.carmaker.com/
not “/”
http://www.carmaker.com/index.html

49. Canonicalization
Non-UX data in URLs

50. @PORTENTINT #DD22
/car.html?sourcepath=coupes
/car.html?sourcepath=sedans
This data offers value
to the user experience.

51. /car.html?utm_src=209348a;osjkf
/car.html?nav-id=topnav
/car.html?nav-id=footer
wait, what?

52. @PORTENTINT #DD22
No value to the user experience
/car.html?utm_src=209348osjkf
/car.html?nav-id=topnav
/car.html?nav-id=footer

53. @PORTENTINT #DD22
Screaming Frog: Select “URI” tab

54. @PORTENTINT #DD22
Filter for duplicates

55. @PORTENTINT #DD22
To Fix: Use UTM properly
Don’t hardcode UTM codes
into onsite or offsite links

56. @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

57. @PORTENTINT #DD22
To Fix: Learn analytics
Google Tag Manager
Event tracking
Heat mapping
Other javascript
999,999 other options

58. @PORTENTINT #DD22
If nothing else
/car.html#nav-id=topnav
/car.html#!nav-id=topnav
/car.html?nav-id=topnav

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”

61. @PORTENTINT #DD22
B.S.
Own It.

62. Spider traps
Why Google & Bing hate you

63. 4/5 Nerds

64. @PORTENTINT #DD22
Take a relative link…
<a href=“~/page.html”>
…add a search crawler…

65. @PORTENTINT #DD22
HILARITY ENSUES
<a href = “~”>

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Crawl budget spent
90% of site not indexed
Infinite pages
Lousy user experience

69. @PORTENTINT #DD22
Common Causes
Send to a friend
Quote requests
Comment forms
Calendars
Drugs

70. @PORTENTINT #DD22
Screaming Frog: Select “URI” tab

71. @PORTENTINT #DD22
Filter for duplicates

72. @PORTENTINT #DD22
Filter for duplicates

73. @PORTENTINT #DD22
The Fix
Avoid relative linking

74. @PORTENTINT #DD22
The Fix
Never, ever, ever, ever,
ever, ever, ever use “~”
Ever

75. @PORTENTINT #DD22
Things you’ll hear about duplication
“It’s easier”
“It only works this way”
“Look! Squirrel!”

76. @PORTENTINT #DD22
B.S.
Own It.

77. Code

78. Robots tags and files
Managing crawlers (or not)

79. 3/5 Nerds

80. Good

81. Says “Except the bots listed
above, ignore this site.”
So Google is disallowed.
Awful

82. Also says: “Developer was stoned”

83. User-agent: *
Disallow:
Some stuff should be hidden

84. User-agent: *
Disallow:
On the dev site? Oy.

86. User-Agent: *
Disallow: /private
Noindex: /private
Tells Bots to Totally Ignore Content

87. @PORTENTINT #DD22
The Fix
Read robotstxt.org
Avoid alcohol when programming

88. Javascript frameworks
The new sexy. Complete with STDs

89. 5/5 Nerds

90. @PORTENTINT #DD22
Tool: Web Developer Extension

91. @PORTENTINT #DD22
Disable JavaScript

92. Before

93. After

94. @PORTENTINT #DD22
Terrible User Experience
Done wrong, slow initial render
(always seems to be done wrong)

95. @PORTENTINT #DD22
Terrible SEO
May be treated as hidden content
Zero indexing

96. @PORTENTINT #DD22
To Fix
Server-side rendering

97. @PORTENTINT #DD22
To Fix
Snapshots

98. @PORTENTINT #DD22
To Fix
Progressive Web App?

99. To Fix
how does this
improve the user
experience?

101. @PORTENTINT #DD22
B.S.
Own It.

102. Code bloat
Code bloat

103. Code bloat
Poor organization

104. 4/5 Nerds

105. @PORTENTINT #DD22
Terrible User Experience
Slow rendering
Webpagetest.org

106. Tool: Google Pagespeed Insights

107. Tool: Google Pagespeed Insights

108. @PORTENTINT #DD22
To Fix
CSS first
Defer javascript

109. Code bloat
The Viewstate variable

110. 4/5 Nerds

112. Slows rendering. Makes me cry.

113. View source

114. Search for “viewstate”

115. Lookie thar…

116. To fix: Remove it
EnableViewState = “false”

117. @PORTENTINT #DD22
Things you’ll hear about code bloat
“Fixing that won’t do anything”
“Tell me the ROI in advance”

118. @PORTENTINT #DD22
$??? million lost
Code bloat, bad robots.txt Data from SEMRush
Major retailer (who shall remain nameless)Major Retailer
All fixed

119. @PORTENTINT #DD22
B.S.
Own It.

120. Server Gotchas

121. Response codes
Three little digits that control your site

122. 3/5 Nerds

123. @PORTENTINT #DD22
200 Response
May I please
have the page
“Alfred.html?”
Of course, my
little friend!
Here you go.

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.

125. @PORTENTINT #DD22
301 Response
May I please
have the page
“Alfred.html?”
It’s gone
forever. Sniff.
try “lola.html”

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

127. @PORTENTINT #DD22
302 Response
May I please
have the page
“Alfred.html?”
Not right now.
It’ll be back.
For now, try
“lola.html”

128. @PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
Huh. I’ll ignore
the new page.

129. @PORTENTINT #DD22
4xx Response
May I please
have the page
“Alfred.html?”
ah, $%@#. I can’t
find it. It’s
gone. I dunno.

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.

131. @PORTENTINT #DD22
5xx Response
May I please
have the page
“Alfred.html?”
aaaUUGGhh!!!!!

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.

133. httpstatus.io
A url that doesn’t exist
Server response

134. httpstatus.io
A url that doesn’t exist
Server response

135. BAD
301/404
301/404
404
301/404
301/404
SHOULD BE

136. Better

137. 100s of 404 pages indexed
100s of duplicate pages

138. Wasted crawl budget
Thin content

139. @PORTENTINT #DD22
The Fix
Do it right
200 = OK
404 = Not found
301 = Redirect forever

140. @PORTENTINT #DD22
On .NET
“Oh, we can’t do that on .NET”

141. @PORTENTINT #DD22
Really?!
response.Status = “404 Not Found”

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.

143. @PORTENTINT #DD22
Client Site
Fixed 302 redirect
Fixed canonical issues
Data from SEMRush

144. @PORTENTINT #DD22
B.S.
Own It.

145. GZIP compression
The easiest server site speed win

146. 4/5 Nerds

147. @PORTENTINT #DD22
checkgzipcompression.com

148. @PORTENTINT #DD22
“We can’t do GZIP…”

149. IIS
Enable static content compression
Enable dynamic content compression
☐✓
☐✓

150. Apache
mod_deflate

151. nginx
ngx_http_gzip_module

152. @PORTENTINT #DD22
checkgzipcompression.com

153. @PORTENTINT #DD22
B.S.
Own It.

154. More & more & more &…

155. Your CMS
Requirements

156. Schema
Structured data for everything

157. AMP (Accelerated Mobile Pages)
A horrible joke on all of us

158. Disk and memory caching
Not sure if you have access

160. @PORTENTINT #DD22
Technical SEO has the
highest ROI because
no one does it right

161. @PORTENTINT #DD22
Technical SEO has the
highest ROI because
it affects everything

162. @PORTENTINT #DD22
Technical SEO is easy
because all you have
to do is build right

163. @PORTENTINT #DD22
Technical SEO is
about understanding
what’s possible

164. @PORTENTINT #DD22
Technical SEO is
about accountability

165. @PORTENTINT #DD22
B.S.
Own It.

166. @PORTENTINT #DD22
The Slides. The Links.
portent.co/nerdy-dd22
Ian Lurie
@portentint
Ask questions any time!!!