Boaz Sasson – One of the original 7 Samurai at SimilarWeb and currently Head of Performance Marketing. His main focus has always been technical SEO, but he’s spending more and more time on PPC and Social. SEO is a 4 legged animal, it stands on links/buzz, content, usability and crawlability. This webinar will cover crawlability, or the art of making love to spiders.
Server-side SEO (The art of making love to spiders) by Boaz Sasoon (SimilarWeb)
1. Boaz Sasson | Head of Performance
s a s s o n@ s i m i l a r w eb .c o m
Server-side SEO: The Art of Making
Love to Spiders
2. Every Website
Traffic Trends Desktop & Mobile
Referring Traffic
Keywords
Advertising Analysis
Popular Pages
Every App
Current User Installs
Active Users
Engagement per app
Retention Analysis
App store optimization
Every Country
We Reveal the Secrets of Online Success
4. Not Even a Spider: Googlebot is a headless
browser, not a
simple link crawler
Can render pages visually
Traverses the DOM
Executes AJAX, JS & forms
*Spotted in the wild as
early as 2010
( h t t p : / / s e a r c h e n g i n e l a n d . c o m / g o o g l e s - p r o p o s a l
- f o r - c r aw l i n g - a j a x - m a y - b e - l i v e - 3 4 4 11 )
5. Meet the Cookie Monster
Googlebot DOES seem able to
accept cookies
No longer a reliable way to
Segregate/sniff bot traffic
6. Mr. Greedybot Requires
Access to All Your Files,
and Quickly
Do NOT block JS, CSS, scripts or
images from Googlebot if they
are needed to render a page
Avoid setting crawl rate limits, if at
all possible
Search bot traffic can eat your
bandwidth, let them
7. Impact on PR/Linkjuice??
Not clear how it flows on links in JS,
forms, code, etc…
Consider all the links/filepaths in
code, as well as text links, as
part of the page’s link graph
Internal links can either promote
Indexation, or pass juice, or do both
8. What is a crawl
budget and how
does is affect me?
9. More Pages Crawled = More Pages Indexed =
More Traffic (*If site is healthy)
10. Depth Prob Based On:
Amount of incoming links/buzz
Content creation rate/amounts
Trust – more of it results in wider
and deeper crawling
Think in terms of both crawling a
site (laterally) and crawling a page
(depth)
Bad/low quality content getting
crawled is a waste of your crawl
budget
11. Indicator of Site’s Health
Crawl stats can be used as a quick
indicator of a site’s general SEO
health
How many pages indexed?
Trends?
What errors/parameters are
indexed?
12. Life is Hard
Not easy to get many pages
indexed quickly on a new site