Technical SEO (Pagination & Crawling) by Adam Audette

3,039 views
2,871 views

Published on

How to build a business case, the difference between high potential impact and high reliability, some top misses with pagination, and some top crawling tips.

Published in: Technology
0 Comments
14 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,039
On SlideShare
0
From Embeds
0
Number of Embeds
334
Actions
Shares
0
Downloads
5
Comments
0
Likes
14
Embeds 0
No embeds

No notes for slide
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • Technical SEO (Pagination & Crawling) by Adam Audette

    1. 1. Righteous tech SEO, dudeMULTICHANNELATTRIBUTION @audette | SMX West
    2. 2. Some RKG Clients 2
    3. 3. Build a business case 3
    4. 4. What is this workworth? 4
    5. 5. # of pages impacted multiplied byAvg. conversion % 5
    6. 6. # of pages impacted multiplied by(or) Avg. revenue per page 6
    7. 7. # of pages impacted multiplied by(or) Avg. leads per visit 7
    8. 8. # of pages impacted multiplied by(or) Whatever! 8
    9. 9. 1. Product pages get 10% of dailySEO traffic or 10,000 visits.2. Avg. conversion rate of 3.8%3. Avg. order value is $72.00 9
    10. 10. We estimate a 20% lift in organictraffic to these pages. 10
    11. 11. 1. Product pages will get 2,000more daily visits2. 76 new daily conversions3. $5,472 new daily revenue 11
    12. 12. This change will create$164,160 in newmonthly revenue. 12
    13. 13. is pleased 13
    14. 14. Impact vs. reliability
    15. 15. Link building and social:high potential impact… 15
    16. 16. … and low dependability 16
    17. 17. Technical SEO: lowpotential impact… 17
    18. 18. … and high dependability 18
    19. 19. Technical SEO is Dependable High Impact, Lower Dependability Off-page ContentHigh Dependability, Lower Impact On-page 19
    20. 20. Some commonmistakes
    21. 21. #1: Inconsistent signals 21
    22. 22. Canonical tags not part of the internal link profilehttp://www.llbean.com/llb/shop/51909 ?page=double-l-chinos-natural-fit- hidden-comfort-plain-front
    23. 23. One key isconsistency
    24. 24. Self-referencing canonical tag points to non-canonicalhttp://www.llbean.com/llb/shop/32865 ?page=double-l-jeans-natural- fit&catalogId=18
    25. 25. Canonical signals Home Category Sub-cat Product Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs. 25
    26. 26. #2: Pagination 26
    27. 27. Self-referencing canonicaltags Annotations: • Pages 2-N annotated with rel prev, next pp. 2-N • pages 2-N self-referencing rel canonical
    28. 28. No self-referencing canonicalwith rel prev/next ~/pg3?src=nav1&se ssID=9 pp. 2-N Actual canonical: ~/pg3
    29. 29. Multiple versions of paginatedURLs
    30. 30. Multiple versions link rel=prev href=~/pg1&kpc=2&ra ndom4 pp. 2-N Actual pg 1: ~/pg1&kpc2
    31. 31. #3: Mishandling duplicates 31
    32. 32. Using robots.txtfor duplicates 32
    33. 33. 33
    34. 34. Mobile URLscompeting 34
    35. 35. 35
    36. 36. #4: Product variations 36
    37. 37. 37
    38. 38. 38
    39. 39. 39
    40. 40. 40
    41. 41. #5: Server Errors &Response Codes 41
    42. 42. 43
    43. 43. Every site has finite crawlresources Good pages crawled Good pages not crawled Dupes/overhead/junk 44
    44. 44. Fixing them leads… 45
    45. 45. … to improved crawling. 46
    46. 46. Some crawling tips: 47
    47. 47. 1. Fix server errors2. Speed rules!3. Google & Bing parameterhandling tools4. Monitor indexation accuratelywith XML sitemaps5. Still a fan of 304 not modified 48
    48. 48. Read these: http://www.slideshare.net/jcolman/w eb-performance-optimization-the- silver-bullet-of-seo-and-ux http://www.slideshare.net/jcolman/se o-site-speed-and-battlestar- galactica-searchfest-2012-11735155 49
    49. 49. (so much more) Faceted navigation International sites Ajax, HTML 5, javascript Site speed Mobile content … 50
    50. 50. Technical SEO topics:http://www.rimmkaufman.com/blog/author/audette/http://searchengineland.com/author/audette 51
    51. 51. Thank you! Adam Audette Twitter: @audette aaudette@rimmkaufman.com

    ×