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Big Site SEO Triage (BlueGlassX)

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How to drill down into big-site index and crawl problems fast, and the tools to try to solve those problems (by Dr. Pete - BlueGlassX 2012)

How to drill down into big-site index and crawl problems fast, and the tools to try to solve those problems (by Dr. Pete - BlueGlassX 2012)

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  • 1. Big Site SEO Triage Dr. Peter J. Meyers Marketing Scientist SEOmoz
  • 2. Are you a real doctor?
  • 3. Why I’m a believer…
  • 4. My philosophy… Keyword Density* *just kidding
  • 5. My philosophy… Q: Is there a dupe content penalty?
  • 6. My philosophy… A: I don’t give a shit.
  • 7. I. Look at the damned site
  • 8. Your top 2 SEO tools
  • 9. Scope out the architecture
  • 10. Navigate the main links
  • 11. Quick-count internal links
  • 12. Check for pagination
  • 13. Scan search filters, sorts…
  • 14. II. Drill down quickly
  • 15. Master the basics
  • 16. Expert’s handiwork
  • 17. Amateur’s handlesswork
  • 18. Two useful combos site: + intitle: site: + inurl:
  • 19. Quick duplicate check site:example.com intitle:”unique phrase”
  • 20. Spot-check URL parameters site:example.com inurl:page=
  • 21. Spot-check the architecture site:example.com/menu
  • 22. Real-world example11M - site:example.com8.4M - site:example.com/shop6.7M - site:…/shop inurl:option
  • 23. How reliable is site:?(a) site:seomoz.org(b) site:…/blog(c) site:…/blog intitle:spam
  • 24. Experiment results…(a) 67,700 – 114,000(b) 4,580 – 8,650(c) 40 – 40
  • 25. Don’t forget the basics  Robots.txt  HTTP headers  HTML headers
  • 26. III. Bring in the firepower
  • 27. GWT – HTML Improvements
  • 28. GWT – Index Status (Advanced)
  • 29. GWT – Tiered XML sitemaps I. Main pages II. Categories III. Products
  • 30. Screaming Frog – URL parameters
  • 31. SF – Track bad internal links
  • 32. IV. Choose your weapon
  • 33. Robots.txt + Don’t need dev access + Good for prevention - Still can be dangerous - Bad for removal
  • 34. Meta noindex + Extremely flexible + Fairly easy to reverse - Occasionally ignored
  • 35. 301 redirects + Still very powerful + Impact users + search - Difficult to reverse - Google can get suspicious
  • 36. Rel=canonical + Fast and powerful + Very flexible - Easy to screw up
  • 37. Rel=prev, Rel=next + Low-risk option + Allows pages to rank - Difficult to implement
  • 38. Rule #1 for page-level cues They can’t see what They don’t crawl
  • 39. GWT parameter handling + Requires no site access - Inconsistently applied - Google-specific
  • 40. Technical SEO isn’t dead
  • 41. Thank You! Dr. Peter J. Meyers peter@seomoz.org @dr_pete

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