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3 underused technical SEO techniques which can assist you in a multi-signal search campaign.

3 underused technical SEO techniques which can assist you in a multi-signal search campaign.

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  • Cover slide. Add name and copy to the top red bar area. The smaller image areas in the bottom left corner should be used for client logos (optional).
  • Who we are and what we doKey words in redBut Blending is critical
  • Red title bar with simple bullet points.
  • Red title bar with simple bullet points.
  • Red title bar with simple bullet points.
  • Red title bar with simple bullet points.
  • Red title bar with simple bullet points.
  • https://developer.mozilla.org/en/docs/Link_prefetching_FAQhttps://developers.google.com/chrome/whitepapers/prerenderAdd WSJ image
  • https://developer.mozilla.org/en/docs/Link_prefetching_FAQhttps://developers.google.com/chrome/whitepapers/prerender
  • https://developer.mozilla.org/en/docs/Link_prefetching_FAQhttps://developers.google.com/chrome/whitepapers/prerender
  • https://developer.mozilla.org/en/docs/Link_prefetching_FAQhttps://developers.google.com/chrome/whitepapers/prerenderAdd WSJ image
  • http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2013/03/21/search-engine-optimization-best-practices-for-ajax-urls.aspx
  • http://caniuse.com/#search=pushstatehttps://www.youtube.com/watch?v=yiAF9VdvRPw
  • http://caniuse.com/#search=pushstatehttps://www.youtube.com/watch?v=yiAF9VdvRPw
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list
  • Alternative layout with centered headline and simple star bullet list

Transcript

  • 1. Technical SEO and it’s place inmulti-signal SEORichard FalconerBrightonSEO12th April 2013
  • 2. We are…
  • 3. What my friends think I do
  • 4. What my Mum thinks I do
  • 5. What SEO Account Managers think I do
  • 6. What I think I do
  • 7. What I really do
  • 8. Underused technical SEO techniques
  • 9. 1. prefetch and prerender
  • 10. 1. prefetch and prerender PrefetchDownloads the file you request and holds it until clicked. Youcan request multiple files.<link rel="prefetch" href="/images/big.jpeg"><meta http-equiv="Link" content="</images/big.jpeg>; rel=prefetch">[HTTP header] Link: </images/big.jpeg>; rel=prefetch PrerenderDownloads and fully renders the page (including CSS,JavaScript etc.) and holds for 30 seconds, waiting for the click.<link rel="prerender" href="http://example.org/index.html"> https://developer.mozilla.org/en/docs/Link_prefetching_FAQ https://developers.google.com/chrome/whitepapers/prerender
  • 11. 1. prefetch and prerenderAreas where you could make use of prefetch or prerender: Checkout areas Simple multi-page forms Multi-page articles
  • 12. 1. prefetch and prerenderUse analytics to identify areas where you can use
  • 13. prefetch and prerenderImplementation requires consideration and testing. The systemshould not be overused and can cause side effects: Analytics problems – registering page views incorrectly Bandwidth problems – overuse could slow down your site Bandwidth problems – think about external sites too
  • 14. 2. SEO friendly AJAX If your web application fails in browsers with scripting disabled, Jakob Neilsen’s dog will come to your house and shit on your carpet.AJAX can be good for user experience, bad for searchPrevious hashbang #! solution was rubbishHTML5 includes a JavaScript function called pushState()Address bar URL, title and history can be changed
  • 15. pushStateAll major browsers now support pushStateBing recommends pushState over hashbangsGoogle encourages webmasters to look into it
  • 16. pushStateGet the speed benefit of AJAXAllow users to bookmark and link to AJAX contentAllows users to use their back buttonKeeps content accessible to all, including search engines
  • 17. 3. Supercharge your crawlingSEOs need to crawl web sitesScreaming Frog is awesomePower Mapper is also awesomeThere are many othersMost have big limitationshttp://www.screamingfrog.co.uk/seo-spider/http://www.powermapper.com/
  • 18. Powermapperwww.brightonseo.com
  • 19. Powermapperwww.brightonseo.com
  • 20. Powermapperwww.brightonseo.com
  • 21. GreppingGrep allows us to search for a string ofcharacters using regex patternsBlekko allows you to grep the whole internet:http://blekko.com/webgrep?status=completed
  • 22. Blekko Grep The WebThing 872,652 URLs 1,173 DomainsPerson 101,078,860 URLs 56,603 DomainsProduct 31,437, 841 URLs 33,539 Domains 1,664,598 Domains
  • 23. Crawl and grepConventional Crawlers Crawl and grepCrawl files Crawl files Checks for patterns Save files Disguard files Check for patterns
  • 24. How to do it Install HTTrackhttp://www.httrack.com/ Crawl the site using httrack and save the files Install grepWinhttp://tools.tortoisesvn.net/grepWin.html Grep the pages using grepWin. Search for text matches or regex patterns Build a library of regex patterns for future use
  • 25. What you can discoverCheck server logsGrep competitor pagesGrep link prospectsPagination with Rel=”prev” Rel=”next”Authorship Rel=”author”Schema.org markupOther structured dataIframesNofollow linksAnalytics tracking codeLike buttonsTwitter cards, Facebook MarkupAnything else that you want, whenever you want
  • 26. Grepping found…Top 100 pages for “car insurance” on Google.co.uk “car insurance” used 2011 times. Average 20 times per page. 6 pages use schema.org, 4 of them for product 52 use canonical link element, 2 use it twice! 1 site uses prefetch 40% of pages on The Daily Mail website contain the word “immigrant” (sample of 2772 pages) 6% on The Guardian website (sample 3442 pages) F*** used on 7% and C*** used on 3.5% Guardian pages Never used on The Daily Mail
  • 27. Lorem ipsum dolor sitDefault text to use during design is “Lorem ipsum dolor…”I checked the Conservative website. They have one pagewhich seems to be neglected:
  • 28. Thank you