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On-Page SEO EXTREME - SEOZone Istanbul 2013
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On-Page SEO EXTREME - SEOZone Istanbul 2013


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My presentation from #SEOZone Istanbul 2013 covering advanced On-Page SEO optimization aspects such as crawl-ability, semantics, duplicate content issues as well as performance optimization stragies.

My presentation from #SEOZone Istanbul 2013 covering advanced On-Page SEO optimization aspects such as crawl-ability, semantics, duplicate content issues as well as performance optimization stragies.

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  • 1. Bastian Grimm, Managing Partner - Grimm Digital On-Page EXTREME - Common On-Page SEO Pitfalls - Istanbul, September 2013
  • 2. About Bastian Grimm 2 @basgr SEO Trainings, Seminars & Strategy Consulting WordPress Security, Consulting & Development Berlin-based Full-Service Performance Marketing Agency
  • 3.
  • 4. #1 CRAWL BUDGET
  • 5. GWT > Crawl > Crawl Stats Goal: (Slightly) increase G’s crawling…
  • 6. Control those crawlers… <meta name="robots" content="noindex, follow" /> User-Agent: * Disallow: /some-page.html Pages will be crawled. Pages won’t be indexed. Pages won’t show up in SERPs. URLs will be “par- tially” indexed. Pages won’t be crawled. URLs will show up in SERPs.
  • 7. URL has been robots.txt’ed out but… URL pattern is disallowed but URLs still show up
  • 8. Often, (external) links are “the issue”… According to LRT this URL has external inbound links…
  • 9. BTW: This can not work! There is no way search engines can read this!
  • 10. Don’t create / link them in the first place! … or use some external JS “by accident”.
  • 11. Watch those redirects! Never do redirects in HTML or JS; they’ve to be crawled first! Only do 301. <meta http-equiv="refresh" content="0; URL="> *…+ <script type="text/javascript"> <!-- function redir(){ window.location = "" } //--> </script> *…+ <body onload="setTimeout('redir()', 1000)"> *…+
  • 12. Prevent “wrong” redirects + chaining! Fix HTTP 302 and Redirect Chains!
  • 13. Example time #1: Filters & Sorting Do you really want different “sort bys” to be indexed?
  • 14. Example time #2: Pagination /cameras/cameras-cameras-home-brands-nikon/?start=32 /cameras/cameras-cameras-home-brands-nikon/?start=48 /cameras/cameras-cameras-home-brands-nikon/?start=96 Don’t push paginated pages to the index unless they’ve different keyword targets!
  • 15. Example time #3: Useless pages Why would you index those? Maybe rank for “send to my friend”?
  • 16. Remove worst performing pages! Watch bounce rates, time on site, pages per visit… and de-index the worst 10%?!
  • 18. Duplicate Content in a nutshell Image source: This is ALL the same content… BUT different URLs!
  • 19. #1 Tracking Parameters or Session IDs Google does still index session IDs – so better not create them!
  • 20. #2 Products in multiple Categories Same product – avail. in multiple categories. Unified link to ONE product URL!
  • 21. #3 HTTP vs. HTTPS If you need SSL a proper canonical can help…
  • 22. #4 Sub-Domains gone wild… Watch your sub- domains carefully…
  • 23. #1 Canonicalize URLs <link rel="canonical" href="" /> Never do relative URLs!
  • 24. Pro Tip: Implement X-Robots Header Full article: Link: < version-of-pdf/>; rel=“canonical”
  • 25. #2 Do 301-Redirects when possible Is rel="canonical" a hint or a directive? It's a hint that we honor strongly. We'll take your preference into account, in conjunction with other signals, when calculating the most relevant page […] Full article:
  • 26. #3 Make use of GWT Set preferred domain to indicate the “proper” one. XML sitemap as another signal to determine canonical URL.
  • 27. Easy Start: GWT > HTML Improvements Using the same titles and / or Meta descriptions… not good!
  • 28. Find Duplicate Content easily…
  • 29. Find Duplicate Content easily…
  • 30. Last but not least… Full article: There’s NO such thing as a DC penalty!
  • 31. #3 PROPER MARK-UP
  • 32. MEANING #1 YOU PROVIDE semantic HTML is meant to describe content!
  • 33. MAINTAIN- ABILITY #2 YOU INCREASE do content in HTML; use CSS & JS for layout
  • 34. IS QUALITY #3 SEMANTIC HTML browsers don’t care, other systems do! Read this:
  • 36. Full info here:
  • 37. Star ratings + votes Rich snippet movie mark-up Video snippets: Preview img, publishing date, playtime, etc. Publication date Google Universal News listings CTR is influenced by more than position!
  • 38. Google SERP CTR Study by SlingshotSEO Full study available here:
  • 39. “SERP CTR almost only depends on how GREAT your snippet is and if you can make it stand out!” - @basgr #SEOZONE @basgr
  • 40. Implementation It’s basically “extended” HTML markup consisting of attributes and respective values.
  • 41. Verify your mark-up w/ Google Google’s Structured Mark-Up Tool does provide valuable info on your status-quo. Testing Tool:
  • 42. hCard needs proper imple- mentation; “family-name” is so wrong! Use “org” instead. Even better: use! Product needs fixing as well, only use valid properties!
  • 43. Some Rich-Snippet Examples Rating + No. of Votes Rating + Software Markup (Price / OS) Rating + Reviews + Recipe Markup (Duration / Calories) Video Snippet (can also be done using
  • 44. Some Rich-Snippet Examples JobPosting Mark-Up Event Mark-Up (Date, Name, Location) MusicGroup / Album Mark-Up (Tracks / Duration / Name)
  • 45. GWT > Appearance > Structured Data
  • 46. GWT > Data Highlighter
  • 47. GWT > Data Highlighter
  • 48. Authorship Mark-Up is a killer! It’s about personal branding as well – make your-self known to the (your) audience! A Searchmetrics study shows ~17% of US SERPs include authors already. Searchmetrics Data: Can either be implemented on page- but also on root-level!
  • 49. How to implement Authorship mark-up? Using the rel-author is simple – but don’t game it, otherwise it’ll be gone… fast! <link rel="author" href="" /> 1) Implement “rel-author” into your <head> section 2) Add “contributor “ URL to your G+ profile 3) Check Google's structured mark-up tool to verify! 1) 2) 3) Authorship Info:
  • 50. GWT > Labs > Author Stats 52
  • 51. „Beyond 10 Blue Links“ on SlideShare View the slides:
  • 52. Bastian Grimm, Managing Partner - Grimm Digital Thanks! Questions?
  • 53. #4 PAGE LOAD TIMES
  • 54. Read the full story here:
  • 55. “We encourage you to start looking at your site's speed - not only to improve your ranking in search engines, but also to improve everyone's experience on the Internet.” - Amit Singhal & Matt Cutts, Google Search Quality Team
  • 56. One (simple) goal only: Make your site as fast as you can! Can you get, what Amazon got? 1%+ in revenue for every 100 ms in speed. Amazon study:
  • 57. Web-based performance analysis using the „Google factors”..
  • 58. Detailed in-browser performance analysis (req. Firebug Add-on)
  • 59. #1 Get rid of multiple CSS & JS files 8 JS + 4 CSS req. on a single page is a bad idea! Best case: 1 CSS + 1 JS file. Real world: 1-2 CSS, 1 int. + 2-3 ext. JS Often times JS does change the style, so always do CSS before JS! Move CSS to the top, JS to the footer to un-block rendering!
  • 60. #2 Do CSS Sprites Combine multiple (small) images into one big image to save on HTTP requests.
  • 61. Tip: Make images even smaller! Use tinyPNG to optimize PNG files without loosing in quality (up to 70% savings) JPEGmini does the same for JPEG files and will reduce your images massively (up to 80% smaller)! &
  • 62. #3 Minify CSS & JS files Removing unnecessary whitespaces, line- breaks and comments to reduce file-size. And: Makes it way harder for competitors to steal your code! For CSS, try: For JS, go with: Minifying this (small) style- sheet results in 63% savings!
  • 63. #4 Enable GZIP compression Output compression does massively decrease file-sizes and therefore speeds up rendering. Verify by checking the response headers, for “Content-Encoding“ to be set to “gzip“ One of the ugliest sites ever: On Apache, try “mod_deflate” which is straight forward: AddOutputFilterByType DEFLATE text/html text/plain text/xml
  • 64. #5 Setup caching for static resources It’s important to specify one of Expires or Cache-Control max- age, and one of Last-Modified or ETag, for all cacheable resources. Set the “Expires”-header to exactly one year ahead of the request date Set the “Last-Modified”-header to the date the file was last modified Set the “Cache-Control: max-age”- header to “3153600” (1 year, again) Expires: Fri, 07 Sept 2013 03:18:06 GMT Last-Modified: Fri, 07 Sept 2012 03:18:06 GMT Cache-Control: max-age=3153600
  • 65. #6 Use Google’s CDN for popular libraries Google has the fastest CDN on the planet, make sure you use their DCs to serve your files if possible! Since a lot of site-owners are using G-DCs, chances are, people have those files cached already!
  • 66. #7 Optimize your server setup
  • 67. #8 Do heavy load testing:
  • 68. #9 Monitor uptime & speed: pingdom
  • 69. #10 Do even more…!