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.

Technical SEO in the Real World

5,341 views

Published on

Slides from my talk at Learn Inbound in September 2018 where I spoke about real-world technical SEO issues and fixes.

Published in: Internet

Technical SEO in the Real World

  1. 1. @badams #LearnInbound @badams #LearnInbound Technical SEO in the Real World Barry Adams
  2. 2. @badams #LearnInbound
  3. 3. @badams #LearnInbound “This guy is a dick.” - A client’s lead dev
  4. 4. @badams #LearnInbound @badams #LearnInbound What is ‘Technical SEO?’
  5. 5. @badams #LearnInbound
  6. 6. @badams #LearnInbound Web Search Engines Crawler Indexer Ranker
  7. 7. @badams #LearnInbound
  8. 8. @badams #LearnInbound The Three Pillars of SEO Technology Relevancy Authority
  9. 9. @badams #LearnInbound Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  10. 10. @badams #LearnInbound 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  11. 11. @badams #LearnInbound 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. 12. @badams #LearnInbound 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  13. 13. @badams #LearnInbound @badams #LearnInbound Technical SEO Audit Tools
  14. 14. @badams #LearnInbound DeepCrawl
  15. 15. @badams #LearnInbound Screaming Frog SEO Spider
  16. 16. @badams #LearnInbound Google Search Console (old)
  17. 17. @badams #LearnInbound Google Search Console (new)
  18. 18. @badams #LearnInbound GTmetrix.com
  19. 19. @badams #LearnInbound Chrome Lighthouse
  20. 20. @badams #LearnInbound Ayima Redirect Path
  21. 21. @badams #LearnInbound @badams #LearnInbound Technical SEO Issues and Fixes
  22. 22. @badams #LearnInbound @badams #LearnInbound Structured Data & Rich Snippets
  23. 23. @badams #LearnInbound
  24. 24. @badams #LearnInbound
  25. 25. @badams #LearnInbound
  26. 26. @badams #LearnInbound
  27. 27. @badams #LearnInbound
  28. 28. @badams #LearnInbound
  29. 29. @badams #LearnInbound
  30. 30. @badams #LearnInbound
  31. 31. @badams #LearnInbound
  32. 32. @badams #LearnInbound
  33. 33. @badams #LearnInbound
  34. 34. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  35. 35. @badams #LearnInbound Lesson Learned If you want rich snippets in Google, put schema.org markup in the <head> section of the page’s HTML source code.
  36. 36. @badams #LearnInbound Lesson Learned JavaScript above the schema.org markup may break Google’s processing of the structured data.
  37. 37. @badams #LearnInbound @badams #LearnInbound Hreflang
  38. 38. @badams #LearnInbound
  39. 39. @badams #LearnInbound
  40. 40. @badams #LearnInbound
  41. 41. @badams #LearnInbound Web Search Engines Crawler Indexer Ranker
  42. 42. @badams #LearnInbound Two-Stage Indexing Crawler Indexer Ranker 1 2
  43. 43. @badams #LearnInbound 1st Stage: HTML Source
  44. 44. @badams #LearnInbound 2nd Stage:Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  45. 45. @badams #LearnInbound Raw HTML Source Code
  46. 46. @badams #LearnInbound Fully Rendered Page
  47. 47. @badams #LearnInbound
  48. 48. @badams #LearnInbound 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.
  49. 49. @badams #LearnInbound
  50. 50. @badams #LearnInbound
  51. 51. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  52. 52. @badams #LearnInbound Lesson Learned Be very careful with JavaScript that inserts <iframe> tags in the <head> of a page’s rendered code.
  53. 53. @badams #LearnInbound Lesson Learned By the way, Google Tag Manager does this.
  54. 54. @badams #LearnInbound @badams #LearnInbound Load Speed
  55. 55. @badams #LearnInbound
  56. 56. @badams #LearnInbound Google Search Console: Crawl Stats
  57. 57. @badams #LearnInbound GTmetrix.com
  58. 58. @badams #LearnInbound GTmetrix.com
  59. 59. @badams #LearnInbound WebPageTest.org
  60. 60. @badams #LearnInbound WebPageTest.org
  61. 61. @badams #LearnInbound 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
  62. 62. @badams #LearnInbound
  63. 63. @badams #LearnInbound Sistrix.com
  64. 64. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  65. 65. @badams #LearnInbound Lesson Learned Faster website = more pages crawled by Google in the same amount of time.
  66. 66. @badams #LearnInbound Lesson Learned Improving load speed has multiple benefits beyond a better user experience.
  67. 67. @badams #LearnInbound @badams #LearnInbound Redirects
  68. 68. @badams #LearnInbound Redirects Ayima Redirect Path
  69. 69. @badams #LearnInbound
  70. 70. @badams #LearnInbound The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85
  71. 71. @badams #LearnInbound Webpage A <a href="webpageA.html"> <a href="webpageA.html"> <a href="webpageA.html"> 100% Link Value
  72. 72. @badams #LearnInbound Webpage A Webpage B <a href="webpageb.html"> 100% Link Value 85% Link Value PageRank Damping Factor -15%
  73. 73. @badams #LearnInbound Redirects DeepCrawl.com
  74. 74. @badams #LearnInbound
  75. 75. @badams #LearnInbound “The amount of PageRank that dissipates through a 301 is currently identical to the amount of PageRank that dissipates through a link.”
  76. 76. @badams #LearnInbound
  77. 77. @badams #LearnInbound
  78. 78. @badams #LearnInbound
  79. 79. @badams #LearnInbound
  80. 80. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  81. 81. @badams #LearnInbound Lesson Learned Redirects bleed link value. Minimising (internal) redirects preserves link value and can help improve traffic.
  82. 82. @badams #LearnInbound @badams #LearnInbound Key Takeaways:
  83. 83. @badams #LearnInbound @badams #LearnInbound The Devil is in the Details.
  84. 84. @badams #LearnInbound @badams #LearnInbound The Root Cause of a Technical SEO Issue Isn’t Always Obvious.
  85. 85. @badams #LearnInbound @badams #LearnInbound It Helps to Understand How Search Engines Work.
  86. 86. @badams #LearnInbound @badams #LearnInbound It Helps to Understand How TheWeb Works.
  87. 87. @badams #LearnInbound @badams #LearnInbound JavaScript is Evil.
  88. 88. @badams #LearnInbound @badams #LearnInbound Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  89. 89. @badams #LearnInbound @badams #LearnInbound ThankYou. barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

×