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Barry Adams
@badams
POLEMIC DIGITAL
Technical SEO in the Real World
http://www.slideshare.net/Badams
@badams
#brightonSEO
@badams
#brightonSEO
“This guy is a dick.”
- A client’s lead dev
@badams
#brightonSEO
@badams
#brightonSEO
What is ‘Technical SEO?’
@badams
#brightonSEO
@badams
#brightonSEO
Web Search Engines
Crawler Indexer Ranker
@badams
#brightonSEO
@badams
#brightonSEO
The Three Pillars of SEO
Technology
Relevancy
Authority
@badams
#brightonSEO
Relation toWeb Search
Technology Crawler
Relevancy Indexer
Authority Query Engine
@badams
#brightonSEO
1.Technology
Technical SEO is about;
• Crawl optimisation
• Load speed
• Mobile SEO
• JavaScript
• In...
@badams
#brightonSEO
2. Relevancy
On-page SEO is about;
• Keyword/topical focus
• Information Architecture
• Page structur...
@badams
#brightonSEO
3. Authority
Authority & Ranking is about;
• Link building
• Internal linking
• Social signals
• Spam...
@badams
#brightonSEO
@badams
#brightonSEO
Technical SEO
Issues and Fixes
@badams
#brightonSEO
@badams
#brightonSEO
Structured Data & Rich Snippets
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
Lesson Learned
JavaScript is Evil.
@badams
#brightonSEO
Lesson Learned
If you want rich snippets in Google,
put schema.org markup in the <head>
section of th...
@badams
#brightonSEO
Lesson Learned
JavaScript above the schema.org markup
may break Google’s processing of the
structured...
@badams
#brightonSEO
@badams
#brightonSEO
Hreflang
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
Web Search Engines
Crawler Indexer Ranker
@badams
#brightonSEO
Two-Stage Indexing
Crawler
Indexer
Ranker
1
2
@badams
#brightonSEO
1st Stage: HTML Source
@badams
#brightonSEO
2nd Stage:Web Rendering Service
https://developers.google.com/search/docs/guides/rendering
@badams
#brightonSEO
Raw HTML Source Code
@badams
#brightonSEO
Fully Rendered Page
@badams
#brightonSEO
@badams
#brightonSEO
An <iframe> is always expected to be in the
<body> of a page
When an <iframe> is seen in the <head>,
...
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
Lesson Learned
JavaScript is Evil.
@badams
#brightonSEO
Lesson Learned
Be very careful with JavaScript that
inserts <iframe> tags in the <head>
of a page’s r...
@badams
#brightonSEO
@badams
#brightonSEO
Load Speed
@badams
#brightonSEO
@badams
#brightonSEO
Google Search Console: Crawl Stats
@badams
#brightonSEO
GTmetrix.com
@badams
#brightonSEO
GTmetrix.com
@badams
#brightonSEO
WebPageTest.org
@badams
#brightonSEO
WebPageTest.org
@badams
#brightonSEO
Load Speed Optimisations
Slow:
• 67 JavaScript calls
• 1.7 MB (compressed)
• 5.8 MB (uncompressed)
Fa...
@badams
#brightonSEO
@badams
#brightonSEO
Sistrix.com
@badams
#brightonSEO
Lesson Learned
JavaScript is Evil.
@badams
#brightonSEO
Lesson Learned
Faster website = more pages
crawled by Google in the same
amount of time.
@badams
#brightonSEO
Lesson Learned
Improving load speed has multiple
benefits beyond a better user
experience.
@badams
#brightonSEO
@badams
#brightonSEO
Redirects
@badams
#brightonSEO
Redirects
Ayima Redirect Path
@badams
#brightonSEO
@badams
#brightonSEO
The parameter d is a damping factor which can be
set between 0 and 1. We usually set d to 0.85
@badams
#brightonSEO
Webpage A
<a href="webpageA.html">
<a href="webpageA.html">
<a href="webpageA.html">
100% Link Value
@badams
#brightonSEO
Webpage A Webpage B
<a href="webpageb.html">
100% Link Value 85% Link Value
PageRank
Damping
Factor
-...
@badams
#brightonSEO
Redirects
DeepCrawl.com
@badams
#brightonSEO
@badams
#brightonSEO
“The amount of PageRank that
dissipates through a 301 is currently
identical to the amount of PageRan...
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
@badams
#brightonSEO
Lesson Learned
JavaScript is Evil.
@badams
#brightonSEO
Lesson Learned
Redirects bleed link value.
Minimising (internal) redirects preserves
link value and c...
@badams
#brightonSEO
@badams
#brightonSEO
Key Takeaways:
@badams
#brightonSEO
@badams
#brightonSEO
The Devil is in the Details.
@badams
#brightonSEO
@badams
#brightonSEO
The Root Cause of a Technical
SEO Issue Isn’t Always Obvious.
@badams
#brightonSEO
@badams
#brightonSEO
It Helps to Understand How
Search Engines Work.
@badams
#brightonSEO
@badams
#brightonSEO
It Helps to Understand
How TheWeb Works.
@badams
#brightonSEO
@badams
#brightonSEO
JavaScript is Evil.
@badams
#brightonSEO
@badams
#brightonSEO
Barry Adams
➢ Doing SEO since 1998
➢ Specialist in Technical SEO & News SEO
➢ Co...
@badams
#brightonSEO
@badams
#brightonSEO
ThankYou.
barry@polemicdigital.com
www.polemicdigital.com
@polemicdigital
@badams
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Technical SEO in the Real World - #BrightonSEO

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Slides from my talk at BrightonSEO in September 2018 about real-world technical SEO challenges and fixes.

Published in: Internet
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Technical SEO in the Real World - #BrightonSEO

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

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