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Why Did You Do That!? SEO Mistake Developers Make- And How to Fix Them.
- 1. SEO MISTAKES DEVELOPERS MAKE Alicia Hale @aliciahalevp #seomistakes #wcri WHY DID YOU DO THAT!?
- 2. TODAY’S FLOW •Who am I? •What brings us here? •14 Mistakes & Fixes •Resources •Questions
- 3. WHO ARE YOU?
- 4. HI! I’M ALICIA. •Alicia Hale •VP, Digital Marketing Services @emagineusa •Over a decade of SEO experience •@aliciahalevp
- 7. SEO. IT MATTERS. •SEO is complicated •Best practices •Common mistakes •Fixes •Technical SEO tools
- 8. WHAT ARE THOSE BEST PRACTICES?
- 10. PRACTICE MAKES PERFECT •Keyword research •Optimization of onsite content elements •Optimization of onsite & server level technical elements •Tracking, measuring, reporting
- 11. 14 MISTAKES & FIXES
- 13. MISTAKE #1: MISSING H1 / TOO MANY H1S ON A PAGE
- 15. #1: THE FIX •H1 tags have more value than many other content elements on a page •Add one- and only one to each page on your site (especially your homepage)!
- 16. MISTAKE #2: NOT DEVELOPING WITH POTENTIAL FUTURE TRACKING IN MIND
- 18. #2: THE FIX •For marketers, tracking is essential •Assign classes to on-page elements that are clickable, or use CSS selectors •Unique thank you page with a unique URL after a form completion.
- 19. MISTAKE #3: NOT OPTIMIZING YOUR IMAGES FOR LOAD TIME AND SEO
- 21. #3: THE FIX •Site speed is a ranking factor •Compress your images •Utilize keywords in their file names •Add alt text •Develop responsively
- 22. MISTAKE #4: NOT IMPLEMENTING PAGE-TO-PAGE AND TOP LEVEL 301 REDIRECTS
- 24. #4: THE FIX •Perform top level 301 redirect(s) at the server level •Implement one-to-one redirects via a plugin like the Redirection plugin
- 25. MISTAKE #5: BLOCKING GOOGLE FROM CRAWLING YOUR WEBSITE
- 27. #5: THE FIX •Under settings ensure “Discourage search engines from indexing this site” is unchecked. •Allow search engines in the robots.txt
- 30. #6: THE FIX •Implement code where directed. •GA code should be right before </head> •GTM code should be placed just inside <body> •Remarketing code before </body> •Adwords conversion code on “Thank You” pages
- 33. #7: THE FIX •Add robots.txt at the root •Careful with the disallow •Don’t block CSS or Javascript •Reference sitemap.xml
- 36. #8: THE FIX •Needed to crawl a site properly •Create one with: •Crawl frequencies & crawl priorities •Set it to auto-update •Add to the root •Upload to Google Search Console
- 37. MISTAKE #9: INCORRECT SSL CERTIFICATE IMPLEMENTATION & REDIRECT
- 39. #9: THE FIX •Improper indexing and duplicate content •Ensure that both your SSL certificate and redirect are appropriate
- 40. MISTAKE #10: USING UNCRAWLABLE TEXT AND IMAGES
- 42. #10: THE FIX •AJAX and Flash elements can often cause Google to be unable to crawl •Stop using Flash •Fetch and render your code through Google Search Console
- 43. MISTAKE #11: ALLOWING ALL PAGES TO BE INDEXED
- 45. #11: THE FIX •Noindex/nofollow landing pages and thank you pages •Blog/archive pages •Pages with no content •This maintains data integrity •Also, don’t include these pages in the sitemap
- 46. MISTAKE #12: ALLOWING YOUR STAGING SITE TO BE INDEXED
- 48. #12: THE FIX •Limit access to staging via: •An htaccess rule •A disallow all in the robots.txt and •Meta noindex/nofollow tags applied to the head of each page
- 49. MISTAKE #13: NOT BREAKING LONG CONTENT INTO SEPARATE PAGES DURING SITE BUILD
- 51. #13: THE FIX •Larger site = More SEO value •Break lengthy content into separate pages •Add sub-pages if appropriate
- 52. MISTAKE #14: DUPLICATE CONTENT DUPLICATE CONTENT
- 54. #14: THE FIX •Duplicate content triggers a Google Penalty •Tell the client •Use canonical tags
- 55. RESOURCES
- 56. THE HELP •Google Search Console: https://www.google.com/webmasters/
- 57. THE HELP (CONT.)
- 58. 10/1/2016 | SLIDES: https//goo.gl/V8kd2D
- 60. THE HELP (CONT) •Screaming Frog: https://www.screamingfrog.co.uk/ •Moz: https://moz.com/ •Sitemap Generator: https://www.xml- sitemaps.com/ •Yoast: https://yoast.com/wordpress/plugins/seo/
- 61. SEO MISTAKES DEVELOPERS MAKE QUESTIONS? Alicia Hale VP Digital Marketing Services @emagineusa
Editor's Notes
- Red crayon fights back
- H1s should be the first piece of on-page content crawled by search engines
- No lightboxes, because each form should have a unique URL
- One to-one 301 redirects are essential to maintain SEO authority when a new site is launched.
- To ensure the accuracy of your data, tracking code should be implemented specifically where directed in your code. Google Analytics, Google Search Console and Google Tag Manager code should all be placed just inside the opening <body> tag. Remarketing code should be placed just before the closing </body> tag. AdWords conversion code, should be placed on all thank you pages used within your AdWords campaign.
- Each site should have a robots.txt file added to the root domain. Ensure that you do not block CSS or Javascript, or other elements that Google needs to crawl to get a full picture of your website, and its mobile readiness.
- No sitemap.xml file.
- Google needs this file in order to properly index a site. Create one, set crawl frequencies and crawl priorities, set it to auto-update when new pages are added and upload the file to Google via your Google Search Console account.
- Incorrect SSL certificate implementation & redirect.
- An incorrect SSL redirect can cause improper indexing and duplicate content. Ensure that both your SSL certificate and redirect are appropriate.
- often code through AJAX or Flash
- Using Using AJAX and Flash elements can often cause Google to be unable to crawl important aspects of your website. Either use AJAX correct, and check your code be fetching and rendering each page where its used, or skip AJAX and Flash all together.important aspects of your website. Either use AJAX correct, and check your code be fetching and rendering each page where its used, or skip AJAX and Flash all together.
- Landing pages used for paid search campaigns, and thank you pages, should always be given a noindex/nofollow tag to protect the integrity of your data.
- Limit access to staging via an htaccess rule, a disallow all in the robots.txt and meta noindex/nofollow tags applied to the head of each page – Bullet 3 - can be done with “discourage robots” button
- A more robust site has more SEO value. Try to break lengthy pieces of content into separate pages in a logical manner in order to provide more optimization opportunities.
- Yoast adds canonicals and the canonical field automatically
- It’s not just for traffic tracking
- Crawl errors screenshot ^
- Crawl errors screenshot ^ / Security issues/malicious – another reason to use it. / Alerts in your email.