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Technical SEO for Content Marketers

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Slides from my webinar for 256 Media where I talked about the key technical SEO concepts that content marketers should know.

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Technical SEO for Content Marketers

  1. 1. @badams @badams Technical SEO for Content Marketers
  2. 2. @badams
  3. 3. @badams @badams What is Technical SEO?
  4. 4. @badams @badams Web Search Engines Crawler Indexer Ranker
  5. 5. @badams @badams 1. Crawler (Googlebot) Crawler Indexer Ranker
  6. 6. @badams @badams 2. Indexer (Caffeine) Crawler Indexer Ranker
  7. 7. @badams @badams Two Stages of Indexing Crawler Indexer Ranker 1 2
  8. 8. @badams 3. Ranker (Query Engine) Crawler Indexer Ranker
  9. 9. @badams @badams The Three Pillars of SEO Technology Relevancy Authority
  10. 10. @badams @badams Relation toWeb Search Technology Crawler Relevance Indexer Authority Query Engine
  11. 11. @badams @badams Relation toWeb Search Technology Crawler Relevance Indexer Authority Query Engine
  12. 12. @badams @badams Technical SEO Technology Crawler Relevance Indexer Authority Query Engine
  13. 13. @badams @badams 1. Page Experience 2. Structured Data
  14. 14. @badams @badams Page Experience
  15. 15. @badams @badams https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html
  16. 16. @badams @badams Page Experience
  17. 17. @badams @badams Core Web Vitals https://web.dev/vitals/
  18. 18. @badams @badams Largest Contentful Paint (LCP) • How fast does the page content load? ➢It measures when the visible content on your screen is rendered • Includes text, images, and videos • Optimal is 2.5 seconds or faster
  19. 19. @badams @badams First Input Delay (FID) • How fast does the page respond to a user’s input? ➢ Does it respond quickly to scrolls & taps when it first loads? • Human reaction time averages around 215 ms ➢ Anything over 300ms would be noticeable lag
  20. 20. @badams @badams Cumulative Layout Shift (CLS) • Does the page layout change after it’s loaded? ➢ That annoying thing when content & links move around after you’ve started reading the page • Reported scores are indicative of amount and severity of layout changes
  21. 21. @badams
  22. 22. @badams
  23. 23. @badams
  24. 24. @badams @badams Mobile Friendly
  25. 25. @badams Interstitials
  26. 26. @badams Interstitials “…pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”
  27. 27. @badams Bad Interstitials
  28. 28. @badams Acceptable Interstitials
  29. 29. @badams @badams Structured Data
  30. 30. @badams @badams
  31. 31. @badams @badams
  32. 32. @badams © 2019 | Private and Confidential Google Discover
  33. 33. @badams @badams
  34. 34. @badams @badams
  35. 35. @badams @badams Image Resolution & Aspect Ratio 1200px Variable* *Aspect Ratios: • 16x9 • 4x3 • 1x1
  36. 36. @badams @badams Implementing Article Schema
  37. 37. @badams @badams Implementing Article Schema https://technicalseo.com/tools/schema-markup-generator/
  38. 38. @badams @badams Embedded Videos
  39. 39. @badams @badams Validate
  40. 40. @badams @badams Validate
  41. 41. @badams @badams
  42. 42. @badams @badams Summarised
  43. 43. @badams @badams Optimise for Page Experience • Core Web Vitals; ➢ Use PageSpeed Insights to check for improvement opportunities • Make sure your content is fully mobile-friendly • No intrusive interstitials; ➢ Unless Google can’t see them
  44. 44. @badams @badams Implement Structured Data • Article schema markup for your posts; ➢ Ensure the featured image in your markup is at least 1200 pixels wide ➢Aspect ratio of 16x9, 4x3, or 1x1 • VideoObject markup for embedded videos • Validate with Structured Data Testing Tool / Rich Results Test
  45. 45. @badams @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Chief Editor at State of Digital
  46. 46. @badams @badams ThankYou! barry@polemicdigital.com @badams

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