Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

Share

Real-World Technical SEO Puzzles and Solutions

Download to read offline

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.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

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
  15. 15. @badams #GetUnGagged
  16. 16. @badams #GetUnGagged
  17. 17. @badams #GetUnGagged
  18. 18. @badams #GetUnGagged
  19. 19. @badams #GetUnGagged
  20. 20. @badams #GetUnGagged
  21. 21. @badams #GetUnGagged
  22. 22. @badams #GetUnGagged
  23. 23. @badams #GetUnGagged
  24. 24. @badams #GetUnGagged
  25. 25. @badams #GetUnGagged
  26. 26. @badams #GetUnGagged
  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
  32. 32. @badams #GetUnGagged
  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
  43. 43. @badams #GetUnGagged
  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
  53. 53. @badams #GetUnGagged
  54. 54. @badams #GetUnGagged
  55. 55. @badams #GetUnGagged
  56. 56. @badams #GetUnGagged
  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
  63. 63. @badams #GetUnGagged
  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
  75. 75. @badams #GetUnGagged
  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.”
  82. 82. @badams #GetUnGagged
  83. 83. @badams #GetUnGagged
  84. 84. @badams #GetUnGagged
  85. 85. @badams #GetUnGagged
  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
  • KristineSchachinger

    Mar. 13, 2019
  • KirylLiam

    Jan. 28, 2019

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.

Views

Total views

758

On Slideshare

0

From embeds

0

Number of embeds

9

Actions

Downloads

15

Shares

0

Comments

0

Likes

2

×