Technical SEO
with

#DigitalMarketingShow
Who dat SEO Chicks?
Lisa Myers:
Founder & CEO of Verve Search + Founder SEOChicks.com
Nichola Stott
Founder & MD of TheMed...
Technical SEO Elements
•
•
•
•
•
•
•

Crawling and indexing
Common but “lethal” Technical issues
International Domain Stra...
Crawling & Indexing
Hannah Smith
@hannah_bo_banna
crawling

how search engines discover content

image credit
indexing

how search engines store content

image credit
if your content is

not crawled
it will

not be indexed
if your content is

not indexed
it will

not rank
image credit
do you have

indexation
issues?
common
issues
crawl errors
image credit
poor architecture
image credit
aim for just 3 to 4
navigation levels
so any given page is

just 4 or 5 clicks
from the
homepage
duplicate content

(or substantially similar content)

image credit
every page
should have
unique content
or rel=canonical
Lisa
will explain
how…
Common but
“lethal” Technical
Issues
Lisa Myers
@LisaDMyers
Canonicalisation
Canonicalisation is the process of
choosing
one URL when there are several choices!
Canonical URL = Prefe...
Multiple URLs – Same Content
Potential Link Dilution
Transferring “Link Juice”
http://vervesearch.com
http://www.vervesearch.com

http://vervesearch.com/index.php
Increased Link Authority

Canonical URL

=

http://www.vervesearch.com

982 Links
How to fix it
You have options:
- Use 301 (permanent) redirect
- Canonical meta tag
301 redirects
This is a permanent redirect that:
spiders

Redirects human visitors
Redirects search engine

302 redirects ...
Canonical Meta Tag
In the HTML of all duplicate URLs insert a
code
like this:
<link rel=”canonical” href=”http://www.canon...
Nike
clucking bell

- JUST DO IT!
Tools to diagnose
• Manually check non www
• 301 redirect checker
• Use Open Site Explorer to check link
values www.opensi...
pagination
- when 1 becomes 100s
Pagination Issues
The system of which pages are
numbered:
An article divided into several pages
Forum thread
Category/g...
Solutions for Pagination Issues
Rel=“next” or Rel=“prev”
(Google’s official guide to these)
Or
“View all” page option
International Domain Strategy
Jackie Hole @JackieHole
International Domain Strategy
Considerations to International SEO
Strategy.
•
•
•
•
•
•
•

Domain Structure
Server Locatio...
Domain Names
Top Level Domains (TLDs)
• www.mywebsite.com gTLD
• www.mywebsite.is ccTLD
Domain Structure
Domain Directories
• www.mywebsite.com/en
• www.mywebsite.com/jp
• www.mywebsite.com/es
Pros: One Domain,...
Domain Structure
Separate TLD’s
• www.brandsite.co.uk
• www.brandsite.fr
• www.brandsite.ca
Pros: Local IP, SERP Recogniti...
Domain Structure
Subdomains
• en.brandsite.com
• de.brandsite.com
• es.brandsite.com
Pros: …
Cons: Authority does not flow...
Domain Variations
Prevent Future Headaches
• Purchase ALL of
them
• www.brandsite.in taken?
• Other variations can hurt
yo...
Markup for Multilingual Content
hreflang element
•
•
•
•

Multilingual / Multi-regional
Different Country – Same Language
...
Markup for Multilingual Content
rel="alternate" hreflang="x“
<link rel="alternate" href="http://example.com/en-gb"
hreflan...
Hreflang Tools

www.themediaflow.com/resources/tools/href-lang-tool/
www.internationalseomap.com/hreflang-tags-generator/
International Domain Tips
• Make things obvious – one language
nav/content
• Use robots.txt to block crawling/auto transla...
Mobile Strategy –
Bridget Randolph
@BridgetRandolph
Mobile isn’t separate.
• 77% of mobile searches happen near a PC.
– Source: Google Databoard

• People use devices interch...
3 approaches:
•

responsive
–

•

dynamic serving
–

•

rearranges the layout

serves different HTML on same URL

separate...
SEO considerations for mobile sites
• Responsive design:
– you don’t need to do anything extra.

• Dynamic serving:
– use ...
Separate mobile site?
5 common pitfalls (and solutions)
• Duplicate content issues: use ‘switchboard tags’ on pages which
duplicate desktop cont...
Large Site Migration
Judith Lewis
@JudithLewis
How do you migrate something like this…
…to something like this…
…without lots of this?
PLANNING

http://landp-ifa.co.uk.gridhosted.co.uk/wordpress/wp-content/uploads/2013/02/services_planning-e1361898902182.jp...
Migrating - What We Did First…
• Mapped the old site
• Determined the IA of the new site
• Set rules on what URLs could an...
Migrating - What We Did Then…
• All content uploaded on to new CMS using new tagging
rules
• All images uploaded to new CM...
Structured Data MarkUp – Nichola Stott
@NicholaStott
Why?
• Semantic learning & understanding
• Often generates a rich snippet (in
SERPs)
• Much more real-estate (in-SERP)
• M...
How?
• Schema (convention and protocol)
• Alone or in combination with other
micro-data (microformats, RDFa)
prepTime
cookTime
Help
• http://Schema.org
• http://Microformats.org
• https://developers.google.com/webmasters/richsnippets/
• http://www.g...
Tools We Love
Technical SEO Tools We Love
•
•
•
•
•

Screaming Frog (software, free & paid)
Ayima Redirect Path (chrome plugin)
WooRank ...
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise
Upcoming SlideShare
Loading in...5
×

Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise

16,126

Published on

On Thursday 28th November the group of search experts and business owners, who blog together as "the SEO Chicks" conducted a panel discussion at The Digital Marketing Show at Londons' Excel.

The presentation outlines each of the main considerations each of the presenters discussed; including critical concerns, best practise and common mistakes.

The SEO Chicks are Lisa Myers, Jackie Hole, Julie Joyce, Judith Lewis, Annabel Hodges, Hannah Smith, Bridget Randolph and Nichola Stott

Published in: Technology, Design

Technical SEO - An Introduction to Core Aspects of Technical SEO Best-Practise

  1. 1. Technical SEO with #DigitalMarketingShow
  2. 2. Who dat SEO Chicks? Lisa Myers: Founder & CEO of Verve Search + Founder SEOChicks.com Nichola Stott Founder & MD of TheMediaFlow + SEO Chicks blogger Hannah Smith Principal Consultant, Distilled + SEO Chicks Blogger Jackie Hole SEO & PPC Consultant /Owner 22M + SEO Chicks Blogger Judith Lewis Head of Search, Beyond + SEO Chicks Blogger Bridget Randolph Consultant , Distilled + SEO Chicks Blogger
  3. 3. Technical SEO Elements • • • • • • • Crawling and indexing Common but “lethal” Technical issues International Domain Strategy Mobile SEO Large Site Migration Structured Data mark-up Tools we love @SEOChicks #DigitalMarketingShow
  4. 4. Crawling & Indexing Hannah Smith @hannah_bo_banna
  5. 5. crawling how search engines discover content image credit
  6. 6. indexing how search engines store content image credit
  7. 7. if your content is not crawled it will not be indexed
  8. 8. if your content is not indexed it will not rank
  9. 9. image credit
  10. 10. do you have indexation issues?
  11. 11. common issues
  12. 12. crawl errors image credit
  13. 13. poor architecture image credit
  14. 14. aim for just 3 to 4 navigation levels
  15. 15. so any given page is just 4 or 5 clicks from the homepage
  16. 16. duplicate content (or substantially similar content) image credit
  17. 17. every page should have unique content
  18. 18. or rel=canonical
  19. 19. Lisa will explain how…
  20. 20. Common but “lethal” Technical Issues Lisa Myers @LisaDMyers
  21. 21. Canonicalisation Canonicalisation is the process of choosing one URL when there are several choices! Canonical URL = Preferred URL
  22. 22. Multiple URLs – Same Content
  23. 23. Potential Link Dilution
  24. 24. Transferring “Link Juice” http://vervesearch.com http://www.vervesearch.com http://vervesearch.com/index.php
  25. 25. Increased Link Authority Canonical URL = http://www.vervesearch.com 982 Links
  26. 26. How to fix it You have options: - Use 301 (permanent) redirect - Canonical meta tag
  27. 27. 301 redirects This is a permanent redirect that: spiders Redirects human visitors Redirects search engine 302 redirects (temporary redirects) on the other hand will ONLY redirect human visitors and not carry “link juice”.
  28. 28. Canonical Meta Tag In the HTML of all duplicate URLs insert a code like this: <link rel=”canonical” href=”http://www.canonicalURLhere.com/” /> This code tells the search engine spiders that all link authority should be allocated to the canonical URL. Does not redirect VISITORS!
  29. 29. Nike clucking bell - JUST DO IT!
  30. 30. Tools to diagnose • Manually check non www • 301 redirect checker • Use Open Site Explorer to check link values www.opensiteexplorer.com or • MajesticSEO www.majesticseo.com
  31. 31. pagination - when 1 becomes 100s
  32. 32. Pagination Issues The system of which pages are numbered: An article divided into several pages Forum thread Category/group of products
  33. 33. Solutions for Pagination Issues Rel=“next” or Rel=“prev” (Google’s official guide to these) Or “View all” page option
  34. 34. International Domain Strategy Jackie Hole @JackieHole
  35. 35. International Domain Strategy Considerations to International SEO Strategy. • • • • • • • Domain Structure Server Location Countries or Languages? Local / Global Content Translation / Native Input Link Building Regional Design / Usability
  36. 36. Domain Names Top Level Domains (TLDs) • www.mywebsite.com gTLD • www.mywebsite.is ccTLD
  37. 37. Domain Structure Domain Directories • www.mywebsite.com/en • www.mywebsite.com/jp • www.mywebsite.com/es Pros: One Domain, Link Authority, Cost Cons: Load Speeds, Geolocalisation signals, Complex
  38. 38. Domain Structure Separate TLD’s • www.brandsite.co.uk • www.brandsite.fr • www.brandsite.ca Pros: Local IP, SERP Recognition, Relevancy, Localised branding Cons: Diluted Authority, Increased SEO Costs, Brand Consistency
  39. 39. Domain Structure Subdomains • en.brandsite.com • de.brandsite.com • es.brandsite.com Pros: … Cons: Authority does not flow between subdomains, more work
  40. 40. Domain Variations Prevent Future Headaches • Purchase ALL of them • www.brandsite.in taken? • Other variations can hurt your brand and confuse customers www.brand-site.in
  41. 41. Markup for Multilingual Content hreflang element • • • • Multilingual / Multi-regional Different Country – Same Language Duplicate Content Issues Serve Appropriate Landing Pages
  42. 42. Markup for Multilingual Content rel="alternate" hreflang="x“ <link rel="alternate" href="http://example.com/en-gb" hreflang="en-gb" /> <link rel="alternate" href="http://example.com/en-us" hreflang="en-us" /> <link rel="alternate" href="http://example.com/" hreflang="x-default" /> • http://example.com/en-gb: For English-speaking users in the UK • http://example.com/en-us: For English-speaking users in the USA • http://example.com/: The homepage shows users a country selector and is the default page for users worldwide
  43. 43. Hreflang Tools www.themediaflow.com/resources/tools/href-lang-tool/ www.internationalseomap.com/hreflang-tags-generator/
  44. 44. International Domain Tips • Make things obvious – one language nav/content • Use robots.txt to block crawling/auto translate • Different Language Content on Separate URL • Avoid auto re-direct for language versions • Use Geo-Location Settings in Webmaster Tools • Buy ALL Domains • Tie up Local Info • Server Location
  45. 45. Mobile Strategy – Bridget Randolph @BridgetRandolph
  46. 46. Mobile isn’t separate. • 77% of mobile searches happen near a PC. – Source: Google Databoard • People use devices interchangeably. • Your website needs to be mobile-friendly.
  47. 47. 3 approaches: • responsive – • dynamic serving – • rearranges the layout serves different HTML on same URL separate mobile subdomain – e.g. m.domain.com
  48. 48. SEO considerations for mobile sites • Responsive design: – you don’t need to do anything extra. • Dynamic serving: – use a vary HTTP header
  49. 49. Separate mobile site?
  50. 50. 5 common pitfalls (and solutions) • Duplicate content issues: use ‘switchboard tags’ on pages which duplicate desktop content • Slow site speed: use Google’s Pagespeed Insights tool to check your site • Irrelevant redirects: redirect to the most relevant mobile page, don’t redirect everything to the mobile homepage • One-way redirects: use two-way redirects by user agent – but make sure users can override it (if links are used, they should point to most relevant version, rather than homepage) • Interstitial pop-up ads: instead, use a banner at the top of the page
  51. 51. Large Site Migration Judith Lewis @JudithLewis
  52. 52. How do you migrate something like this…
  53. 53. …to something like this…
  54. 54. …without lots of this?
  55. 55. PLANNING http://landp-ifa.co.uk.gridhosted.co.uk/wordpress/wp-content/uploads/2013/02/services_planning-e1361898902182.jpg
  56. 56. Migrating - What We Did First… • Mapped the old site • Determined the IA of the new site • Set rules on what URLs could and could not change and why based on MOZ page strength analysis • Mapped the inbound links on the old site for contacting • Mapped the dozens of domains bought to prevent others buying/using them or which had been used in the past • Determined what wasn’t moving to new site and the impact of loss of content • Created a .htaccess file in preparation for the move • Set Screaming Frog against the old site & site on staging • Set up Webmaster Tools on Google
  57. 57. Migrating - What We Did Then… • All content uploaded on to new CMS using new tagging rules • All images uploaded to new CMS with new naming rules • Stopped auto-population of meta description • New analytics account launched along side old one • Set Screaming Frog against new site to check 404, 301, 302, 500 response codes • Fixed 404s mainly resulting from typos • Automated sitemap • Blocked crawling undesirable pages
  58. 58. Structured Data MarkUp – Nichola Stott @NicholaStott
  59. 59. Why? • Semantic learning & understanding • Often generates a rich snippet (in SERPs) • Much more real-estate (in-SERP) • Much higher CTR
  60. 60. How? • Schema (convention and protocol) • Alone or in combination with other micro-data (microformats, RDFa)
  61. 61. prepTime cookTime
  62. 62. Help • http://Schema.org • http://Microformats.org • https://developers.google.com/webmasters/richsnippets/ • http://www.google.com/webmasters/tools/richsnippets • http://schema-creator.org/ • http://www.microdatagenerator.com/
  63. 63. Tools We Love
  64. 64. Technical SEO Tools We Love • • • • • Screaming Frog (software, free & paid) Ayima Redirect Path (chrome plugin) WooRank (chrome plugin) DeepCrawl (Web, paid) OpenSiteExplorer and/or MajesticSEO
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×