@JennyHalaszThe amount we increased aclient’s revenue from organicsearch just by making technicalchanges. Cleaned up duplicatecontent, compressed imagesand scripts to save load time,and created and submittednew XML sitemaps.800%
@JennyHalaszCrawl budget is an important concept tounderstand. The search engines have millions ofsites to crawl; they want to spend the most timeon the ones that have frequent changes. Similarly,you want to set up clear signals about which areyour most important pages and not waste time onduplicate content, redirect loops, or slow loadtime.You Have to Crawl Before You Walk
@JennyHalaszCrawl stats in Google Webmaster tools can indicatehealth or “illness” of a site. The top one is anexample of a site that may have a problem.Which one has a problem?
@JennyHalaszWhich one is healthier? It’s a trick question. They are bothhealthy. While the one on the top shows declining numbers ofpages crawled, they haven’t been making any changes to theircontent. So they don’t need Google to crawl all of those pageseveryday. It’s not like Google will forget about a page justbecause it hasn’t crawled it in a while.Now which one has a problem?
@JennyHalasz• Consistent crawl patterns• Increased crawling when changes are made,decreased when site is static• Big spikes or drops can signal a problemThe key here is to find out what’s normal for your site. And use this only as a diagnostic –an indicator, not a definitive measure of site health.What Do You Look For?
@JennyHalaszSo what is the duplicate content problem, and what does it have todo with crawl budget? Because search engines use the location (bothliteral – with site architecture- and figurative – with link value) as asignal of value, they get “confused” for lack of a better wordwhenever they encounter URLs that are different but have the samecontent on them.What is the Duplicate Content Problem?http://blog.bigmouthmedia.com/files/2011/12/SEO8.png
@JennyHalaszOne aside here is that sites rarely get in trouble for duplicate content unless they aredoing it on purpose. Panda is often referred to as the “duplicate content” penalty, butthat’s not correct. Panda is designed to identify low quality content. It just so happensthat a lot of low quality content is also duplicative, either within sites or across sites.More often than not, the search engines will choose one version of the duplicate content.But that may not be the one you want it to be. And rel=canonical is not the only way to fixit. In fact, in most cases, it’s not even the best way. But you’ll learn more about that thisafternoon in “The Crazy Complicated Technical Issues That Completely Sabotage the BestSEO Efforts”.Duplicate Content Can Cause:• Distributed link value• Wasted crawl budget• Search engine confusion• The wrong page to rank• Poor user experience• “Thin” content penalties*
@JennyHalaszI jest, but the key here is that it’s allrelative. If your site already loads in 2.5seconds, improving your load time by asmall fraction isn’t going to be thatsignificant. If your site takes more than6 seconds to load, you have a problem,and you need to fix it.Page Speed
@JennyHalaszThe amount of time it should take a page to load… ondesktop. By the end of 2013, one third of all searches willcome from mobile devices59% of the public think a webpage should load in 3 secondsor less on their mobile3 Seconds
@JennyHalaszLoad times for the top U.S. retail websites are 22 percentslower than in December 2011, with a median load time forfirst-time visitors to a retail website’s home page at 7.25seconds.Radware Study (Spring 2013)http://bit.ly/1aVYqlo
@JennyHalasz• Pages are getting slower (and larger).• Browsers are not keeping up. Firefox is fastest,followed by Chrome and IE9.• Many site owners are not implementingpotential performance improvements.Radware Study (Spring 2013)
@JennyHalaszURLs & ArchitectureAdd stat aboutmore than threechoices – PeterShankman
@JennyHalaszIt’s ok to create pages for users that happen to have keywords in them, butdon’t make life any more difficult for users than it has to be.Clean up your XML sitemaps. Only submit valid pages, use realistic updatetimeframes, and don’t put them all at 90% priority.Keep it Simple Sweetheart, but don’t believe that garbage about keeping yourURLs under “x number of characters.”• Don’t create pages just for the sake of keywords• Clarify which pages have value (XML sitemaps)• KISS, but don’t panic about URL lengthBest Practices for URLs
@JennyHalasz1. Google is your boss.• Get things in order. Have an agenda. Don’twaste time.2. User intent comes first.• Build site architecture based on whatusers want.3. Speed matters.• The average user’s attention span is 3seconds. Don’t waste it.3 Takeaways!
@JennyHalaszTHANK YOU!ARCHOLOGYJenny Halasz, Presidenthttp://email@example.comFollow us @archologyweb