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The Big Hairy Relaunch Monster
And How To Deal With It Like A Ghostbuster
© Searchmetrics. All rights reserved. Do not distribute without permission.
Name:
Björn Beth
Job:
Director of Professional...
Download The Slides:
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
searchmetrics....
Inhouse SEOs know quite some
Scenarios
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernb...
You can`t do it alone. Too many interests
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoe...
Get a RASCI Done
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights re...
Get a RASCI Done
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights re...
Create a Roadmap
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights re...
Install a War Room
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
Hang up all
Mock...
Get your UX Designer to invite you to
the Prototyping Tool
© Searchmetrics. All rights reserved. Do not distribute without...
Use the tools your Developers are
using
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searc...
Dont`t forget you have a staging
environment
© Searchmetrics. All rights reserved. Do not distribute without permission.@b...
Top Relauch Types
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. ...
Javascript Relaunch
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics...
HTTPS Migration
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. Al...
Most common Relaunch
Mistakes
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Sea...
Many Relaunches happen on JavaScript now
© Searchmetrics. All rights reserved. Do not distribute without permission.© Sear...
Often on REACT and AngularJS
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. A...
Looks OK at first glance
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All r...
But if you disable JavaScript…
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics....
Source code looks not familiar at all…
© Searchmetrics. All rights reserved. Do not distribute without permission.© Search...
…and Search Engines seem to have a
problem
© Searchmetrics. All rights reserved. Do not distribute without permission.© Se...
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserve...
Because the Developer said so
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Sea...
JavaScript is tricky for Search Engines
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searc...
Even Google says so…
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
“If you search...
Understanding how Google works
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
- Cr...
Document Object Model (DOM) is the magic word
© Searchmetrics. All rights reserved. Do not distribute without permission.©...
Document Object Model (DOM) is the magic word
© Searchmetrics. All rights reserved. Do not distribute without permission.©...
JavaScript makes the relationship between
crawler and indexer inefficent
© Searchmetrics. All rights reserved. Do not dist...
In worst cases, Google gives up to render!
© Searchmetrics. All rights reserved. Do not distribute without permission.© Se...
But there is hope…
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics....
Server Side Rendering
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetri...
Client Side (CSR) vs. Server Side rendering (SSR)
© Searchmetrics. All rights reserved. Do not distribute without permissi...
Server Side Rendering
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All righ...
React comes with a renderToString() function
© Searchmetrics. All rights reserved. Do not distribute without permission.© ...
React comes with a renderToString() function
© Searchmetrics. All rights reserved. Do not distribute without permission.© ...
Angular is using Angular Universal for SSR
© Searchmetrics. All rights reserved. Do not distribute without permission.© Se...
Angular is using Angular Universal for SSR
© Searchmetrics. All rights reserved. Do not distribute without permission.© Se...
Other Prerender Services and/use Headless
browser
© Searchmetrics. All rights reserved. Do not distribute without permissi...
Make use of your tools
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetr...
Fetch and Render Search Console
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics...
Fetch and Render As Any Bot
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. Al...
JavaScript Crawler such as Searchmetrics
© Searchmetrics. All rights reserved. Do not distribute without permission.© Sear...
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserve...
HTTPS Migration
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. Al...
It`s been a ranking signal since 2014 already
© Searchmetrics. All rights reserved. Do not distribute without permission.©...
Ranking Factor Study shows HTTPS is
becoming a bigger player
© Searchmetrics. All rights reserved. Do not distribute witho...
60% of Moz URLs are already in HTTPS
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchme...
NZZ migrated in January 2017
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. A...
Their Visibility increased significantly from Jan
onwards
© Searchmetrics. All rights reserved. Do not distribute without ...
Bad Experience for Users too
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. A...
Get your header right
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All righ...
Get your all other resources right
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetr...
Get your all external resources
right
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchm...
If it is uncertain if source is available in https use:
© Searchmetrics. All rights reserved. Do not distribute without pe...
Don`t forget Search Console & migrating Disavow
File
© Searchmetrics. All rights reserved. Do not distribute without permi...
Redirect, but watch your IT!
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. A...
That they use 301 redirects NOT 302
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmet...
Monitor https index/http de-indexation status
© Searchmetrics. All rights reserved. Do not distribute without permission.©...
Take advantage of Google coming and
crawling all your URLs
© Searchmetrics. All rights reserved. Do not distribute without...
When migrating to HTTPS, migrate to HTTP/2 too
© Searchmetrics. All rights reserved. Do not distribute without permission....
When HTTPS Migration is done,
make usage of HTTP/2
© Searchmetrics. All rights reserved. Do not distribute without permiss...
When HTTPS Migration is done,
make usage of HTTP/2
© Searchmetrics. All rights reserved. Do not distribute without permiss...
I`ve done that by myself…
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All ...
Oh…
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do no...
When page loads faster, crawler gets high
© Searchmetrics. All rights reserved. Do not distribute without permission.© Sea...
Enable HSTS
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserve...
Force HTTPS with HTTPS Strict Transport Security
(HSTS)
© Searchmetrics. All rights reserved. Do not distribute without pe...
You`ll see a 307 (Internal Redirect)
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchme...
Make use of your tools
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetr...
Google Search Console – Crawl Errors
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchme...
Check your SSL Errors
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All righ...
HTTP/2 and SPDY Indicator
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All ...
Use Log File Analyzing Tools – Logrunner.io
does a great job
© Searchmetrics. All rights reserved. Do not distribute witho...
Watch you changes being crawled in REAL
TIME!!!
© Searchmetrics. All rights reserved. Do not distribute without permission...
And again, a crawler such as Searchmetrics
© Searchmetrics. All rights reserved. Do not distribute without permission.© Se...
Most common Relaunch Mistakes
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
I am ...
Forgot to noindex / handle Parameter / search
URLs
© Searchmetrics. All rights reserved. Do not distribute without permiss...
Search generates thousands of URLs
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetr...
Forgot to redirect from old URL structure to
new URL structure
© Searchmetrics. All rights reserved. Do not distribute wit...
Forgot to redirect Images
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All ...
Massive increase of redirect chains…
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchme...
…due to inconsistent Canonical/301
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetr...
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserve...
Wrong SSL Security Certificate with HTTPS
Migration
© Searchmetrics. All rights reserved. Do not distribute without permis...
Deleting important internal Links
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetri...
Changing the calendar module from
<a href=””> to JavaScript
© Searchmetrics. All rights reserved. Do not distribute withou...
Disable Topic Pages = Internal Linking
Engine for Publishing Sites
© Searchmetrics. All rights reserved. Do not distribute...
Disable Topic Pages = Internal
Linking Engine for Publisher
© Searchmetrics. All rights reserved. Do not distribute withou...
Robots.txt missing
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights ...
Visibility Guard for any
other errors
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchm...
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not di...
The End
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
Thank You
searchmetrics.com/summit2017
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernb...
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The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 1 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 2 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 3 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 4 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 5 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 6 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 7 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 8 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 9 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 10 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 11 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 12 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 13 The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin Slide 14 The Big Hairy Relaunch Monster - 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Topic at the Summit: The Big Hairy Relaunch Monster!

Description: Top Relaunch Types and how to deal with them like a Ghost Buster!

Nowadays most of the websites which have been out there for a long time, need a relaunch in order to keep up with their industries.

Technologies have changed since and Google has too. Many Websites changing their website technology and relaunch from HTML to JavaScript based Applications. HTTPS is a hot topic, as it became a Ranking Factor already in 2014. But just redesigning your Webshop, can have a big impact, when it comes to Rankings, Traffic and Conversions.

In this Session you will learn:

How to organize Relaunch Projects with a Project Management Approach
How to deal with JavaScript Frameworks
How to migrate to HTTPS
The most common mistakes when relaunching and how to avoid them


Björn Beth is Director of Professional Services EMEA at Searchmetrics and heading the internal SEO Consulting Department. Throughout his Career he implemented successfully SEO Strategies at large Companies, such as Swiss Media House „Ringier“ and „Ricardo Group“ – Switzerlands biggest Ecommerce Platform.

He has experience with large news sites, marketplaces, online Shops as well as classified sites. He started his SEO Career in London, where he was working for Lead Generation Firm „MVF Global“. Björn is specialized in large Websites with focus on Technical SEO & Content Marketing.

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The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin

  1. 1. The Big Hairy Relaunch Monster And How To Deal With It Like A Ghostbuster
  2. 2. © Searchmetrics. All rights reserved. Do not distribute without permission. Name: Björn Beth Job: Director of Professional Services EMEA Monsters Catched: @ricardo.ch | @blick.ch | @mvf.co.uk Twitter: @bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  3. 3. Download The Slides: © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth searchmetrics.com/summit2017 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  4. 4. Inhouse SEOs know quite some Scenarios © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Most Relaunches fail, due to bad project management! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  5. 5. You can`t do it alone. Too many interests © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth You need to team up with all Steakholders! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  6. 6. Get a RASCI Done © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://projecttemplates.guru/images/TT-10116-Project-RASCI-Matrix-5-2.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  7. 7. Get a RASCI Done © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://projecttemplates.guru/images/TT-10116-Project-RASCI-Matrix-5-2.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  8. 8. Create a Roadmap © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  9. 9. Install a War Room © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Hang up all Mock Ups and deep dive into the development! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  10. 10. Get your UX Designer to invite you to the Prototyping Tool © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: http://wireframes.linowski.ca/wp-content/themes/darwin/images/full206.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  11. 11. Use the tools your Developers are using © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://tctechcrunch2011.files.wordpress.com/2014/07/feattour_new_hero_614x378-jira-pt-hero.png?w=614 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  12. 12. Dont`t forget you have a staging environment © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Test everything before production! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  13. 13. Top Relauch Types © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  14. 14. Javascript Relaunch © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  15. 15. HTTPS Migration © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  16. 16. Most common Relaunch Mistakes © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  17. 17. Many Relaunches happen on JavaScript now © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://sdtimes.com/wp-content/uploads/2015/05/0506.sdt-javascript.jpg © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.
  18. 18. Often on REACT and AngularJS © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://trends.builtwith.com/javascript/React © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  19. 19. Looks OK at first glance © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: hulu.com © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  20. 20. But if you disable JavaScript… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  21. 21. Source code looks not familiar at all… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  22. 22. …and Search Engines seem to have a problem © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: searchmetrics.com © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  23. 23. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  24. 24. Because the Developer said so © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  25. 25. JavaScript is tricky for Search Engines © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://moz.com/blog/search-engines-ready-for-javascript-crawling © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  26. 26. Even Google says so… © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth “If you search for any competitive keyword terms, it`s always going to be server side rendered sites. The reason is, because although Google does index client side rendered HTML, it`s not perfect yet and the other search engines don`t do it as well. So if you care about SEO you still need to have Server Side Content”https://www.youtube.com/watch?v=0wvZ7gakqV4&t © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  27. 27. Understanding how Google works © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth - Crawls the web - Discovers URLs - Parses HTML Source Code - Extracts Links - Send those new Links to the indexer Crawler Indexer (Caffeine) - Makes sense of the link - Analyzes Content & Relevancy Web Rendering Service (WSR) - Executes Java Script, similar to Fetch and Render Query Engine Source: http://shop.mattel.com/ | http://www.stateofdigital.com/javascript-seo-crawling-indexing/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  28. 28. Document Object Model (DOM) is the magic word © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://goo.gl/YKHhsm Source: https://www.bahn.de/p/view/index.shtml © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  29. 29. Document Object Model (DOM) is the magic word © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: jollydays.at Source: https://www.bahn.de/p/view/index.shtml © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  30. 30. JavaScript makes the relationship between crawler and indexer inefficent © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  31. 31. In worst cases, Google gives up to render! © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: twitter.com/screamingfrog © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  32. 32. But there is hope… © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  33. 33. Server Side Rendering © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  34. 34. Client Side (CSR) vs. Server Side rendering (SSR) © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://medium.com/walmartlabs/the-benefits-of-server-side-rendering-over-client-side-rendering-5d07ff2cefe8 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  35. 35. Server Side Rendering © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  36. 36. React comes with a renderToString() function © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://reactjs.org/docs/dom-elements.html © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  37. 37. React comes with a renderToString() function © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://reactjs.org/docs/dom-elements.html © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  38. 38. Angular is using Angular Universal for SSR © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://malcoded.com/posts/angular-fundamentals-universal-server-side-rendering © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  39. 39. Angular is using Angular Universal for SSR © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://malcoded.com/posts/angular-fundamentals-universal-server-side-rendering © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  40. 40. Other Prerender Services and/use Headless browser © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  41. 41. Make use of your tools © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  42. 42. Fetch and Render Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  43. 43. Fetch and Render As Any Bot © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://technicalseo.com/seo-tools/fetch-render/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  44. 44. JavaScript Crawler such as Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  45. 45. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  46. 46. HTTPS Migration © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  47. 47. It`s been a ranking signal since 2014 already © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  48. 48. Ranking Factor Study shows HTTPS is becoming a bigger player © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  49. 49. 60% of Moz URLs are already in HTTPS © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://moz.com/blog/half-page-one-google-results-https © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  50. 50. NZZ migrated in January 2017 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://www.nzz.ch/information/in-eigener-sache-nzzch-ist-seit-heute-ueber-https-erreichbar-ld.140468 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  51. 51. Their Visibility increased significantly from Jan onwards © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  52. 52. Bad Experience for Users too © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  53. 53. Get your header right © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth What Before After rel=canonical hreflang tag alternate mobile site links Pagination <link rel=“canonical“ href=“http://www.mysite.com/” /> <link rel=“canonical“ href=“https://www.mysite.com/” /> <link rel=“alternate“ hreflang=“fr-CH“ href=“http://www.mysite.com“ /> <link rel=“alternate“ hreflang=“fr-CH“ href=“http://www.mysite.com“ /> <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.mysite.com/" /> <link rel="alternate" media="only screen and (max-width: 640px)" href="https://m.mysite.com/" /> <link rel="prev" href="http://www.blick.ch/life/reisen/ch/pa ge2/" /> <link rel="prev" href="https://www.blick.ch/life/reisen/ch/p age2/" /> © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  54. 54. Get your all other resources right © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth What Before After CSS Files JavaScript Files Images Sitemaps <link rel="stylesheet" href="http://www.searchmetrics.com/wp- content/cache/wpfc- minified/1cb3903c53b59e31508d0626f09 ad44f/1509407710index.css"/> <link rel="stylesheet" href="https://www.searchmetrics.com/wp -content/cache/wpfc- minified/1cb3903c53b59e31508d0626f09 ad44f/1509407710index.css"/> <script type="text/javascript" src="http://www.searchmetrics.com/wp- content/cache/wpfc- minified/d40611866a6a/1509407711inde x.js"></script> <script type="text/javascript" src="https://www.searchmetrics.com/wp- content/cache/wpfc- minified/d40611866a6a/1509407711inde x.js"></script> <img src="http://f.blick.ch/resources/BLICK_20 171026/gif" alt="Blick.ch – das Newsportal für die Schweiz" /> <img src="https://f.blick.ch/resources/BLICK_ 20171026/gif" alt="Blick.ch – das Newsportal für die Schweiz" /> Contain HTTP URLS Contain HTTPS Urls © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  55. 55. Get your all external resources right © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth What Before After Social Media Analytics Scripts Adserver etc. <a class="ric-footer__icon-link" href="https://www.facebook.com/exampl e" target="_blank" rel="noopener noreferrer" title="Facebook"> <a class="ric-footer__icon-link" href="https://www.facebook.com/exampl e" target="_blank" rel="noopener noreferrer" title="Facebook"> <script async='async' src="http://cdn.optimizely.com/js/577596 0133.js"></script> <script async='async' src="https://cdn.optimizely.com/js/57759 60133.js"></script> <IFRAME SRC="http://ad.doubleclick.net/ddm/adi/N 6494.102577SPORT1.DE/B20149975.20 4194548;sz=1000x90;ord=[timestamp];dc _lat=;dc_rdid=;tag_for_child_directed_tre atment=?" <IFRAME SRC="https://ad.doubleclick.net/ddm/adi /N6494.102577SPORT1.DE/B20149975 .204194548;sz=1000x90;ord=[timestam p];dc_lat=;dc_rdid=;tag_for_child_direct ed_treatment=?" etc. etc. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.
  56. 56. If it is uncertain if source is available in https use: © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://www.paulirish.com/2010/the-protocol-relative-url/ What For After Protocol-Relative URLS for External Links //cdn.optimizely.com/js/5775960133.js Relative URLs for internal Links (except rel canonical, rel alternate etc) http://www.searchmetrics.com/anleitung- hohe-absprungraten-im-content- /anleitung-fuer-hohe-absprungraten-im- marketing/ http://cdn.optimizely.com/js/5775960133.js © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  57. 57. Don`t forget Search Console & migrating Disavow File © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Search Console Source. Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  58. 58. Redirect, but watch your IT! © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  59. 59. That they use 301 redirects NOT 302 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  60. 60. Monitor https index/http de-indexation status © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. http://www.bjoernbeth.ch/ricardo-ch-migration-http-https/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  61. 61. Take advantage of Google coming and crawling all your URLs © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  62. 62. When migrating to HTTPS, migrate to HTTP/2 too © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://http2.akamai.com/resources/HTTP2-graphic.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  63. 63. When HTTPS Migration is done, make usage of HTTP/2 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://cdn.css-tricks.com/wp-content/uploads/2017/02/image02.gif Source https://http2.akamai.com © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  64. 64. When HTTPS Migration is done, make usage of HTTP/2 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source:www.http2.demo.io © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  65. 65. I`ve done that by myself… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  66. 66. Oh… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Google Analytics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  67. 67. When page loads faster, crawler gets high © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  68. 68. Enable HSTS © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  69. 69. Force HTTPS with HTTPS Strict Transport Security (HSTS) © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://kinsta.com/wp-content/uploads/2016/11/hsts-browser-support.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  70. 70. You`ll see a 307 (Internal Redirect) © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  71. 71. Make use of your tools © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  72. 72. Google Search Console – Crawl Errors © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  73. 73. Check your SSL Errors © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://www.jitbit.com/sslcheck/# © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  74. 74. HTTP/2 and SPDY Indicator © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  75. 75. Use Log File Analyzing Tools – Logrunner.io does a great job © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Logrunner.io © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  76. 76. Watch you changes being crawled in REAL TIME!!! © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Logrunner.io © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  77. 77. And again, a crawler such as Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  78. 78. Most common Relaunch Mistakes © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth I am not joking, they exist! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  79. 79. Forgot to noindex / handle Parameter / search URLs © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  80. 80. Search generates thousands of URLs © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  81. 81. Forgot to redirect from old URL structure to new URL structure © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  82. 82. Forgot to redirect Images © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  83. 83. Massive increase of redirect chains… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  84. 84. …due to inconsistent Canonical/301 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  85. 85. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  86. 86. Wrong SSL Security Certificate with HTTPS Migration © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  87. 87. Deleting important internal Links © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  88. 88. Changing the calendar module from <a href=””> to JavaScript © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://www.blick.ch/services/webarchiv/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  89. 89. Disable Topic Pages = Internal Linking Engine for Publishing Sites © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://www.blick.ch/dossiers/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  90. 90. Disable Topic Pages = Internal Linking Engine for Publisher © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  91. 91. Robots.txt missing © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://visualping.io/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  92. 92. Visibility Guard for any other errors © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: searchmetrics/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  93. 93. © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  94. 94. The End © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  95. 95. Thank You searchmetrics.com/summit2017 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • christophemch

    Nov. 24, 2017
  • markuskobel3

    Nov. 23, 2017

Topic at the Summit: The Big Hairy Relaunch Monster! Description: Top Relaunch Types and how to deal with them like a Ghost Buster! Nowadays most of the websites which have been out there for a long time, need a relaunch in order to keep up with their industries. Technologies have changed since and Google has too. Many Websites changing their website technology and relaunch from HTML to JavaScript based Applications. HTTPS is a hot topic, as it became a Ranking Factor already in 2014. But just redesigning your Webshop, can have a big impact, when it comes to Rankings, Traffic and Conversions. In this Session you will learn: How to organize Relaunch Projects with a Project Management Approach How to deal with JavaScript Frameworks How to migrate to HTTPS The most common mistakes when relaunching and how to avoid them Björn Beth is Director of Professional Services EMEA at Searchmetrics and heading the internal SEO Consulting Department. Throughout his Career he implemented successfully SEO Strategies at large Companies, such as Swiss Media House „Ringier“ and „Ricardo Group“ – Switzerlands biggest Ecommerce Platform. He has experience with large news sites, marketplaces, online Shops as well as classified sites. He started his SEO Career in London, where he was working for Lead Generation Firm „MVF Global“. Björn is specialized in large Websites with focus on Technical SEO & Content Marketing.

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