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


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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. …

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

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  • 1. Technical SEO with #DigitalMarketingShow
  • 2. Who dat SEO Chicks? Lisa Myers: Founder & CEO of Verve Search + Founder 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. 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. Crawling & Indexing Hannah Smith @hannah_bo_banna
  • 5. crawling how search engines discover content image credit
  • 6. indexing how search engines store content image credit
  • 7. if your content is not crawled it will not be indexed
  • 8. if your content is not indexed it will not rank
  • 9. image credit
  • 10. do you have indexation issues?
  • 11. common issues
  • 12. crawl errors image credit
  • 13. poor architecture image credit
  • 14. aim for just 3 to 4 navigation levels
  • 15. so any given page is just 4 or 5 clicks from the homepage
  • 16. duplicate content (or substantially similar content) image credit
  • 17. every page should have unique content
  • 18. or rel=canonical
  • 19. Lisa will explain how…
  • 20. Common but “lethal” Technical Issues Lisa Myers @LisaDMyers
  • 21. Canonicalisation Canonicalisation is the process of choosing one URL when there are several choices! Canonical URL = Preferred URL
  • 22. Multiple URLs – Same Content
  • 23. Potential Link Dilution
  • 24. Transferring “Link Juice”
  • 25. Increased Link Authority Canonical URL = 982 Links
  • 26. How to fix it You have options: - Use 301 (permanent) redirect - Canonical meta tag
  • 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. Canonical Meta Tag In the HTML of all duplicate URLs insert a code like this: <link rel=”canonical” href=”” /> This code tells the search engine spiders that all link authority should be allocated to the canonical URL. Does not redirect VISITORS!
  • 29. Nike clucking bell - JUST DO IT!
  • 30. Tools to diagnose • Manually check non www • 301 redirect checker • Use Open Site Explorer to check link values or • MajesticSEO
  • 31. pagination - when 1 becomes 100s
  • 32. Pagination Issues The system of which pages are numbered: An article divided into several pages Forum thread Category/group of products
  • 33. Solutions for Pagination Issues Rel=“next” or Rel=“prev” (Google’s official guide to these) Or “View all” page option
  • 34. International Domain Strategy Jackie Hole @JackieHole
  • 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. Domain Names Top Level Domains (TLDs) • gTLD • ccTLD
  • 37. Domain Structure Domain Directories • • • Pros: One Domain, Link Authority, Cost Cons: Load Speeds, Geolocalisation signals, Complex
  • 38. Domain Structure Separate TLD’s • • • Pros: Local IP, SERP Recognition, Relevancy, Localised branding Cons: Diluted Authority, Increased SEO Costs, Brand Consistency
  • 39. Domain Structure Subdomains • • • Pros: … Cons: Authority does not flow between subdomains, more work
  • 40. Domain Variations Prevent Future Headaches • Purchase ALL of them • taken? • Other variations can hurt your brand and confuse customers
  • 41. Markup for Multilingual Content hreflang element • • • • Multilingual / Multi-regional Different Country – Same Language Duplicate Content Issues Serve Appropriate Landing Pages
  • 42. Markup for Multilingual Content rel="alternate" hreflang="x“ <link rel="alternate" href="" hreflang="en-gb" /> <link rel="alternate" href="" hreflang="en-us" /> <link rel="alternate" href="" hreflang="x-default" /> • For English-speaking users in the UK • For English-speaking users in the USA • The homepage shows users a country selector and is the default page for users worldwide
  • 43. Hreflang Tools
  • 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. Mobile Strategy – Bridget Randolph @BridgetRandolph
  • 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. 3 approaches: • responsive – • dynamic serving – • rearranges the layout serves different HTML on same URL separate mobile subdomain – e.g.
  • 48. SEO considerations for mobile sites • Responsive design: – you don’t need to do anything extra. • Dynamic serving: – use a vary HTTP header
  • 49. Separate mobile site?
  • 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. Large Site Migration Judith Lewis @JudithLewis
  • 52. How do you migrate something like this…
  • 53. …to something like this…
  • 54. …without lots of this?
  • 55. PLANNING
  • 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. 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. Structured Data MarkUp – Nichola Stott @NicholaStott
  • 59. Why? • Semantic learning & understanding • Often generates a rich snippet (in SERPs) • Much more real-estate (in-SERP) • Much higher CTR
  • 60. How? • Schema (convention and protocol) • Alone or in combination with other micro-data (microformats, RDFa)
  • 61. prepTime cookTime
  • 62. Help • • • • • •
  • 63. Tools We Love
  • 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