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

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Transcript of "Big Site SEO Triage (BlueGlassX)"

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