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The Secrets to Technical SEO Success - CMSEO2019

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Slides from my talk at Chiang Mai SEO 2019 where I spoke about what it takes to succeed in technical SEO.

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The Secrets to Technical SEO Success - CMSEO2019

  1. 1. @badams #CMSEO2019 @badams #CMSEO2019 The Secrets to Technical SEO Success
  2. 2. @badams #CMSEO2019
  3. 3. @badams #CMSEO2019 @badams #CMSEO2019 What is Technical SEO?
  4. 4. @badams #CMSEO2019 Google’s Search System Crawling Indexing Ranking
  5. 5. @badams #CMSEO2019 @badams #CMSEO2019 1. Crawler (Googlebot) Crawler Indexer Ranker
  6. 6. @badams #CMSEO2019 @badams #CMSEO2019 HTML Parser
  7. 7. @badams #CMSEO2019 @badams #CMSEO2019
  8. 8. @badams #CMSEO2019 @badams #CMSEO2019 URL Importance More important URLs are crawled more often
  9. 9. @badams #CMSEO2019 @badams #CMSEO2019 2. Indexer (Caffeine) Crawler Indexer Ranker
  10. 10. @badams #CMSEO2019 @badams #CMSEO2019 Two-Stage Indexing Crawler Indexer Ranker 1 2
  11. 11. @badams #CMSEO2019 @badams #CMSEO2019 1st Stage: HTML Source
  12. 12. @badams #CMSEO2019 @badams #CMSEO2019 Googlebot = Crawler + 1st-Pass Indexer? Indexing Ranking 1 2 Crawling
  13. 13. @badams #CMSEO2019 @badams #CMSEO2019 2nd Stage: Rendering
  14. 14. @badams #CMSEO2019 @badams #CMSEO2019 2nd Stage: Rendering https://webmasters.googleblog.com/2019/05/the-new-evergreen-googlebot.html
  15. 15. @badams #CMSEO2019 @badams #CMSEO2019
  16. 16. @badams #CMSEO2019 @badams #CMSEO2019 PageRanker • Calculates each canonical page’s PageRank; ➢ Links, links, links ➢ Internal and external links both count ➢ PageRank Damping factor • Feeds back to the crawler; ➢ High PR = high crawl priority
  17. 17. @badams #CMSEO2019 @badams #CMSEO2019
  18. 18. @badams #CMSEO2019 @badams #CMSEO2019 3. Ranker (Query Engine) Crawler Indexer Ranker
  19. 19. @badams #CMSEO2019 @badams #CMSEO2019 Ranker (Query Engine) • Interprets search intent ➢ ‘BERT’ • Retrieves relevant pages ➢ ‘Rankbrain’ • Ranks pages based on; ➢ Content relevance ➢ Authority signals ➢ Freshness
  20. 20. @badams #CMSEO2019 The Three Pillars of SEO Technology Relevancy Authority
  21. 21. @badams #CMSEO2019 Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  22. 22. @badams #CMSEO2019 @badams #CMSEO2019 ‘Technical SEO’ Technology Crawler Relevancy Indexer Authority Query Engine
  23. 23. @badams #CMSEO2019 @badams #CMSEO2019 Technical SEO Audit
  24. 24. @badams #CMSEO2019 @badams #CMSEO2019 https://jamesclear.com/marginal-gains
  25. 25. @badams #CMSEO2019 @badams #CMSEO2019 Initial Scan Little Warden
  26. 26. @badams #CMSEO2019 @badams #CMSEO2019 DeepCrawl
  27. 27. @badams #CMSEO2019 @badams #CMSEO2019 Screaming Frog
  28. 28. @badams #CMSEO2019 @badams #CMSEO2019 Google Search Console
  29. 29. @badams #CMSEO2019 @badams #CMSEO2019 GTmetrix
  30. 30. @badams #CMSEO2019 @badams #CMSEO2019 SEOInfo
  31. 31. @badams #CMSEO2019 @badams #CMSEO2019 Wappalyzer
  32. 32. @badams #CMSEO2019 @badams #CMSEO2019 Link Redirect Trace
  33. 33. @badams #CMSEO2019 @badams #CMSEO2019 Audit Checklist
  34. 34. @badams #CMSEO2019 The Key to a Good Audit
  35. 35. @badams #CMSEO2019 The Key to a Good Audit Pattern Recognition
  36. 36. @badams #CMSEO2019
  37. 37. @badams #CMSEO2019 @badams #CMSEO2019 Identify & Troubleshoot Templates 1. Homepage 2. Category page 3. Product/Service page 4. Blog/News overview page 5. Post/Article page 6. Static Content page 7. … ?
  38. 38. @badams #CMSEO2019 @badams #CMSEO2019 The Goal DeepCrawl
  39. 39. @badams #CMSEO2019 @badams #CMSEO2019 Interesting Technical SEO Issues
  40. 40. @badams #CMSEO2019 @badams #CMSEO2019 Structured Data & Rich Snippets
  41. 41. @badams #CMSEO2019
  42. 42. @badams #CMSEO2019
  43. 43. @badams #CMSEO2019
  44. 44. @badams #CMSEO2019
  45. 45. @badams #CMSEO2019
  46. 46. @badams #CMSEO2019
  47. 47. @badams #CMSEO2019
  48. 48. @badams #CMSEO2019
  49. 49. @badams #CMSEO2019
  50. 50. @badams #CMSEO2019
  51. 51. @badams #CMSEO2019
  52. 52. @badams #CMSEO2019
  53. 53. @badams #CMSEO2019
  54. 54. @badams #CMSEO2019 @badams #CMSEO2019 Hreflang
  55. 55. @badams #CMSEO2019
  56. 56. @badams #CMSEO2019
  57. 57. @badams #CMSEO2019
  58. 58. @badams #CMSEO2019 Web Search Engines Crawler Indexer Ranker
  59. 59. @badams #CMSEO2019 Two-Stage Indexing Crawler Indexer Ranker 1 2
  60. 60. @badams #CMSEO2019 1st Stage: HTML Source
  61. 61. @badams #CMSEO2019 @badams #CMSEO2019 2nd Stage: Rendering
  62. 62. @badams #CMSEO2019 Raw HTML Source Code
  63. 63. @badams #CMSEO2019 Fully Rendered Page
  64. 64. @badams #CMSEO2019
  65. 65. @badams #CMSEO2019 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 only work when they’re in the <head> of the page.
  66. 66. @badams #CMSEO2019
  67. 67. @badams #CMSEO2019
  68. 68. @badams #CMSEO2019 @badams #CMSEO2019 Automatic Geo-Redirects
  69. 69. @badams #CMSEO2019
  70. 70. @badams #CMSEO2019 dw-world.de >> dw.de Visibility in google.de
  71. 71. @badams #CMSEO2019 WTF!?! dw.de >> dw.com
  72. 72. @badams #CMSEO2019 Automatic IP Redirects http://www.dw.com …/de/ 302 redirect http://www.dw.com …/en/ 302 redirect
  73. 73. @badams #CMSEO2019
  74. 74. @badams #CMSEO2019
  75. 75. @badams #CMSEO2019
  76. 76. @badams #CMSEO2019 Googlebot http://www.dw.com …/en/ 302 redirect
  77. 77. @badams #CMSEO2019
  78. 78. @badams #CMSEO2019
  79. 79. @badams #CMSEO2019
  80. 80. @badams #CMSEO2019 @badams #CMSEO2019 Load Speed
  81. 81. @badams #CMSEO2019
  82. 82. @badams #CMSEO2019 Google Search Console: Legacy Crawl Stats
  83. 83. @badams #CMSEO2019 GTmetrix.com
  84. 84. @badams #CMSEO2019
  85. 85. @badams #CMSEO2019 GTmetrix.com
  86. 86. @badams #CMSEO2019 WebPageTest.org
  87. 87. @badams #CMSEO2019 WebPageTest.org
  88. 88. @badams #CMSEO2019 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
  89. 89. @badams #CMSEO2019
  90. 90. @badams #CMSEO2019
  91. 91. @badams #CMSEO2019 @badams #CMSEO2019 Summarised…
  92. 92. @badams #CMSEO2019 @badams #CMSEO2019 Technical SEO = Optimising for Crawling & Indexing
  93. 93. @badams #CMSEO2019 @badams #CMSEO2019 The Devil is in the Details.
  94. 94. @badams #CMSEO2019 @badams #CMSEO2019 The Root Cause of a Technical SEO Issue Isn’t Always Obvious.
  95. 95. @badams #CMSEO2019 @badams #CMSEO2019 It Helps to Understand How Search Engines Work.
  96. 96. @badams #CMSEO2019 @badams #CMSEO2019 It Helps to Understand How TheWeb Works.
  97. 97. @badams #CMSEO2019 @badams #CMSEO2019 JavaScript is Evil.
  98. 98. @badams #CMSEO2019 @badams #CMSEO2019 Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Chief Editor at State of Digital
  99. 99. @badams #CMSEO2019 @badams #CMSEO2019 ThankYou! barry@polemicdigital.com @badams

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