Technical SEO Updated

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Solving common technical SEO issues. Dealing with Google's Panda and Penguin updates. The new rules for SEO updated.

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Technical SEO Updated

  1. 1. Technical SEO Updated Joomla! Day 2012 Sofia, Bulgaria Stanislav Dimitrov, Head of SEO, Hop Online
  2. 2. Today’s SEO Agenda1) Why SEO matters2) Technical SEO problems3) Common mistakes4) Google’s Panda/Penguin updates5) Latest SEO trends6) Useful tools and resources7) 10 actionable tips for your site8) Q&A time
  3. 3. The Growth of Search Number of Searches/Day on GoogleSource: SEOmoz.org
  4. 4. The Growth of Search 75% of all clicks go to organic results
  5. 5. Using WordPress? You’re 80% there! Matt Cutts, Google http://goo.gl/teuUi
  6. 6. Let’s Talk About … Joomla! used by more than 30 million website owners Joomla! is popular because of its features for communities
  7. 7. S.P.A.M = Sites Positioned Above Mine
  8. 8. Search Engine Friendly URLs Dynamic URLs Low CTR, dups Need to 301? Unstructured URLs Mirror site structure? Creates dups Keyword Stuffing Spammy site Page extensions / trailing slash don’t matter for SEO Joomla! Documentation http://bit.ly/RfqTcL IIS 7.0 and URL rewrite http://bit.ly/QocfAi
  9. 9. DNS / Server Connectivity
  10. 10. Message Alerts from Google
  11. 11. Safe Browsing Tool Even Joomla may get in trouble Safe Browsing Tool:http://bit.ly/PqysBF Report to StopBadware:http://bit.ly/SOCIdm Reconsideration Request
  12. 12. Check Your Crawl Stats Site downtime? What takes so long?
  13. 13. Monitor Uptime with Pingdom
  14. 14. Page Speed InsightsPage Speed Tools http://goo.gl/iMfkJ
  15. 15. Server Density
  16. 16. Crawl Errors and 4xx/5xx Codes URL fixed or not Remove from sitemaps Fetch as Google Mark as Fixed If needed: Remove URL
  17. 17. URL Parameter Handling Optimize crawl budget Address dup content Robots.txt analysis in GWT Works with meta robots Help http://goo.gl/zCChz
  18. 18. Submit to Index Indexation in real time Useful when changing content Fetch limits update every week
  19. 19. Index Status/XML Sitemaps Check indexation
  20. 20. http Status Codes for SEO Mtel losing link juice Dir.bg slightly better
  21. 21. Where it Can Go Wrong Not knowing your 301s from 302s Redirecting all pages in one go to a single URL
  22. 22. When You Should Use a 301 Moving sites Expired content Multiple versions of the home page Pro tip: if homepage serves a unique purpose (shown to users who arelogged in or have cookies dropped), rel=canonical a better option
  23. 23. When to Use rel=canonical Where 301s may not be possible Multiple ways of navigating to a page (ecommerce sites) owww.phoneshop.com/smartphone/3G owww.phoneshop.com/3G/smartphone When dynamic URLs are generated on the fly o session IDs o tracking code: www.example.com/widgets/red?source=footer-nav
  24. 24. When NOT to Use rel=canonical  On new website  On pagination (or at least with caution)  Across your entire site to one page
  25. 25. Faceted Navigation
  26. 26. Faceted Navigation Pagination/sorting can cause duplicate content – use Ajax/JavaScript to avoid Selective robots.txt User-agent: Googlebot Disallow: /*crawl=no No matter of the route, only one indexable URL per page How to handle faceted navigation http://mz.cm/SUHJN8
  27. 27. View All Page
  28. 28. View All Page
  29. 29. View All Page View All pages must be fast Big (ecommerce) sites sometimes dislike them … but users love them! (if they are fast)
  30. 30. Google Prev/Next Tag
  31. 31. Google Prev/Next Taghttp://www.example.com/article?story=abc&page=1http://www.example.com/article?story=abc&page=2http://www.example.com/article?story=abc&page=3Page 1<link rel="next" href="http://www.example.com/article?story=abc&page=2" />Page 2<link rel="prev" href="http://www.example.com/article?story=abc&page=1" /><link rel="next" href="http://www.example.com/article?story=abc&page=3" />Page 3<link rel="next" href="http://www.example.com/article?story=abc&page=2" />
  32. 32. Google Prev/Next Tag Declare in <head> section of the page The first page only contains rel=”next” and no rel=”prev” markup Pages two to the second-to-last page should be doubly-linked withboth rel=”next” and rel=”prev” The last page only contains markup for rel=”prev”, not rel=”next” Use absolute URLs The chain can’t be broken Each page can be in only one pagination chain Use of prev/next consolidates signals across entire series Add rel=canonical to View All page on all pages in the series
  33. 33. Google Prev/Next Tag
  34. 34. Google Algorithm Changes Google updates’ history http://mz.cm/QZCga4 Map the dates as annotations in Google Analytics
  35. 35. Mozcast – Google Weather Report Sept 14 - Panda 4.0
  36. 36. 3
  37. 37. Google Panda 2 1 43 Source: SEOmoz
  38. 38. Who Gets Pandalized? Sites with too many pages relative to the size of their brand footprint A high % of duplicate content (might apply to a page, a site or both) A low amount of original content on a page or site A high % (or number) of pages with a low amount of original content A high amount of inappropriate (they don’t match the search queries a pagedoes well for) adverts, especially high on the page Page content (and page title tag) not matching the search queries a pagedoes well for High bounce rate on page or site Low visit times on page or site Low % of users returning to a site Low CTR % from Google’s results (page/site) High % of boilerplate content (the same on every page) Low or no quality inbound links to a page or site
  39. 39. How to Recover After Panda? Take a deep breath Check the timeline in Google Analytics Double check for IT problems Decide which URLs are canonical and create strong signals (rel canonical,robot exclusion, internal link profile, XML sitemaps) Decide which URLs are your most valuable and ensure they are indexedand well optimized Add quality content to them – text, videos, photos, reviews/ratings Remove any extraneous, overhead, duplicate, low value and unnecessaryURLs from the index Build internal links to canonical, high-value URLs from authority pages(strong mozRank, unique referring domains, total links) Build high-quality external links via social media efforts Use content-based link building Great guide at WordTracker : http://goo.gl/C0zSH
  40. 40. 3
  41. 41. Google Penguin
  42. 42. Google Penguin
  43. 43. Google Penguin
  44. 44. Google Penguin
  45. 45. Who Gets Penguinized? Overly aggressive anchor text (both internally and externally) Overuse of exact-match domains Low-quality article marketing & blog spam Keyword stuffing in internal/outbound links Link spikes (too many links built too fast) Links from irrelevant sources Blogroll links Comment links Sitewide links (SEO’d footer links) Too many links from one domain to a single page (GWT)
  46. 46. How to Recover After Penguin? Compare Penguin dates with traffic drop in Google Analytics Investigate which keywords dropped Download all links and sort them by type, anchor text or DA  Open Site Explorer  Majestic SEO  Link Detective Combine data in Excel and find the poison links Remove all unrelated links on/off your website Diversify anchor text in links to your site Social signals (DataHub) over links Links from government(.bg) sites / industry associations Reconsideration request won’t help http://goo.gl/YDFu7 Increase the brand digital footprint:  Complete contact info (Google Maps/Plus, team photos)  Genuine social media accounts  Branded links / branded traffic
  47. 47. Rich Snippets in SERPs Products Events Recipes Restaurants
  48. 48. Structured Data in GWT
  49. 49. Rich Snippet Testing Tool Test HTML code
  50. 50. Which result will you click? Rel author in SERP
  51. 51. Google rel=author Tag 3-link verification method How to implement rel=author http://selnd.com/QUbUYy
  52. 52. Google rel=author Tag 2-link verification method How to implement rel=author http://selnd.com/QUbUYy
  53. 53. Google rel Publisher Verified G+ account Recent Google+ posts
  54. 54. Rel Publisher for Brands Google+ and site linked
  55. 55. The (Google) Circle of Trust
  56. 56. Screaming Frog Free download http://bit.ly/j8as0V
  57. 57. Custom Dashboards in GA Segment and track
  58. 58. SEOmoz Guide to SEO  Best SEO Guide http://mz.cm/TjZshv
  59. 59. Distilled University  $40/month  60 day free SEOmoz Pro http://bit.ly/SOgOH9
  60. 60. 10 Actionable Tips for Your Site1. SEO friendly page titles and META descriptions2. Proper keyword usage in the body of your pages3. Website redirects from www to non www or vice versa4. Duplicate URLs removed from your website5. All URLs are search engine friendly6. Properly configured XML sitemaps (products/categories/video/image/geo)7. Working robots.txt file (Pro tip: reference sitemaps, hide with .htaccess)8. Structured data (products, location, author, events, organization)9. Traffic/goals/events in Google Analytics (Pro tip: create custom dashboards)10. Use rel=author and Google+ for more CTR
  61. 61. Thank you! Q&A Time … @SearchRocks /in/stanidlavdimitrov +StanislavDimitrovJoomla! Day Bulgaria Organized by:
  62. 62. Спонсори:Медийни партньори:

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