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Real-World Technical SEO Puzzles and Solutions

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Slides from my talk at UnGagged Las Vegas 2018 where I spoke about real-world scenarios where technical SEO issues had a huge impact on a site's indexing and ranking.

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Real-World Technical SEO Puzzles and Solutions

  1. 1. @badams #GetUnGagged @badams #GetUnGagged Real-World Technical SEO Puzzles and Solutions Barry Adams
  2. 2. @badams #GetUnGagged
  3. 3. @badams #GetUnGagged “This guy is a dick.” - A client’s lead dev
  4. 4. @badams #GetUnGagged @badams #GetUnGagged What is ‘Technical SEO?’
  5. 5. @badams #GetUnGagged
  6. 6. @badams #GetUnGagged Web Search Engines Crawler Indexer Ranker
  7. 7. @badams #GetUnGagged
  8. 8. @badams #GetUnGagged The Three Pillars of SEO Technology Relevancy Authority
  9. 9. @badams #GetUnGagged Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  10. 10. @badams #GetUnGagged 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  11. 11. @badams #GetUnGagged 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. 12. @badams #GetUnGagged 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  13. 13. @badams #GetUnGagged @badams #GetUnGagged Technical SEO Puzzles and Fixes
  14. 14. @badams #GetUnGagged @badams #GetUnGagged Structured Data & Rich Snippets
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  27. 27. @badams #GetUnGagged Lesson Learned JavaScript is Evil.
  28. 28. @badams #GetUnGagged Lesson Learned If you want rich snippets in Google, put schema.org markup in the <head> section of the page’s HTML source code.
  29. 29. @badams #GetUnGagged Lesson Learned JavaScript above the schema.org markup may break Google’s processing of the structured data.
  30. 30. @badams #GetUnGagged @badams #GetUnGagged Hreflang
  31. 31. @badams #GetUnGagged
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  33. 33. @badams #GetUnGagged
  34. 34. @badams #GetUnGagged Web Search Engines Crawler Indexer Ranker
  35. 35. @badams #GetUnGagged Two-Stage Indexing Crawler Indexer Ranker 1 2
  36. 36. @badams #GetUnGagged 1st Stage: HTML Source
  37. 37. @badams #GetUnGagged 2nd Stage:Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  38. 38. @badams #GetUnGagged Raw HTML Source Code
  39. 39. @badams #GetUnGagged Fully Rendered Page
  40. 40. @badams #GetUnGagged
  41. 41. @badams #GetUnGagged An <iframe> is always expected to be in the <body> of a page When an <iframe> is seen in the <head>, Google assumes the <head> has ended and the <body> has begun. And <hreflang> tags don’t work when they’re in the <body> of the page.
  42. 42. @badams #GetUnGagged
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  44. 44. @badams #GetUnGagged Lesson Learned JavaScript is Evil.
  45. 45. @badams #GetUnGagged Lesson Learned Be very careful with JavaScript that inserts <iframe> tags in the <head> of a page’s rendered code.
  46. 46. @badams #GetUnGagged @badams #GetUnGagged Automatic Geo-Redirects
  47. 47. @badams #GetUnGagged
  48. 48. @badams #GetUnGagged dw-world.de >> dw.de Visibility in google.de
  49. 49. @badams #GetUnGagged WTF!?! dw.de >> dw.com
  50. 50. @badams #GetUnGagged Automatic IP Redirects http://www.dw.com …/de/ 302 redirect http://www.dw.com …/en/ 302 redirect
  51. 51. @badams #GetUnGagged
  52. 52. @badams #GetUnGagged Googlebot http://www.dw.com …/en/ 302 redirect
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  57. 57. @badams #GetUnGagged Lesson Learned Automatic geographic IP redirects are almost always a Very Bad Idea.
  58. 58. @badams #GetUnGagged Lesson Learned Ensure your entire multinational website can be crawled by US-based search engine crawlers.
  59. 59. @badams #GetUnGagged @badams #GetUnGagged Load Speed
  60. 60. @badams #GetUnGagged
  61. 61. @badams #GetUnGagged Google Search Console: Crawl Stats
  62. 62. @badams #GetUnGagged GTmetrix.com
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  64. 64. @badams #GetUnGagged GTmetrix.com
  65. 65. @badams #GetUnGagged WebPageTest.org
  66. 66. @badams #GetUnGagged WebPageTest.org
  67. 67. @badams #GetUnGagged Load Speed Optimisations Slow: • 67 JavaScript calls • 1.7 MB (compressed) • 5.8 MB (uncompressed) Fast: • 12 JavaScript calls • 0.2 MB (compressed) • 0.5 MB (uncompressed) 55 fewer JS calls -88% compressed -91% uncompressed
  68. 68. @badams #GetUnGagged
  69. 69. @badams #GetUnGagged Sistrix.com
  70. 70. @badams #GetUnGagged Lesson Learned JavaScript is Evil.
  71. 71. @badams #GetUnGagged Lesson Learned Faster website = more pages crawled by Google in the same amount of time.
  72. 72. @badams #GetUnGagged Lesson Learned Improving load speed has multiple benefits beyond a better user experience.
  73. 73. @badams #GetUnGagged @badams #GetUnGagged Redirects
  74. 74. @badams #GetUnGagged Redirects Ayima Redirect Path
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  76. 76. @badams #GetUnGagged The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85
  77. 77. @badams #GetUnGagged Webpage A <a href="webpageA.html"> <a href="webpageA.html"> <a href="webpageA.html"> 100% Link Value
  78. 78. @badams #GetUnGagged Webpage A Webpage B <a href="webpageb.html"> 100% Link Value 85% Link Value PageRank Damping Factor -15%
  79. 79. @badams #GetUnGagged Redirects DeepCrawl.com
  80. 80. @badams #GetUnGagged
  81. 81. @badams #GetUnGagged “The amount of PageRank that dissipates through a 301 is currently identical to the amount of PageRank that dissipates through a link.”
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  86. 86. @badams #GetUnGagged Lesson Learned Redirects bleed link value. Minimising (internal) redirects preserves link value and can help improve traffic.
  87. 87. @badams #GetUnGagged @badams #GetUnGagged Key Takeaways:
  88. 88. @badams #GetUnGagged @badams #GetUnGagged The Devil is in the Details.
  89. 89. @badams #GetUnGagged @badams #GetUnGagged The Root Cause of a Technical SEO Issue Isn’t Always Obvious.
  90. 90. @badams #GetUnGagged @badams #GetUnGagged It Helps to Understand How Search Engines Work.
  91. 91. @badams #GetUnGagged @badams #GetUnGagged It Helps to Understand How TheWeb Works.
  92. 92. @badams #GetUnGagged @badams #GetUnGagged JavaScript is Evil.
  93. 93. @badams #GetUnGagged @badams #GetUnGagged Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  94. 94. @badams #GetUnGagged @badams #GetUnGagged ThankYou. barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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