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SearchLeeds 2018 - Craig Campbell - How to fix the most common technical SEO issues

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Craig uses SEMRush’s auditing tool to demonstrate some of the most common issues that are found when doing a website audit. He shares some actionable tips and advice on how to improve your technical SEO to improve the performance of your website online which will include site speed optimisation, time to bite, using the correct SSL certificates and much more.

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SearchLeeds 2018 - Craig Campbell - How to fix the most common technical SEO issues

  1. 1. @craigcampbell03 Craig Campbell 1 Hi there! I’m Craig,based in Glasgow, Scotland. I’ve been in the SEO industry 16 years, starting out as a freelancer in my bedroom to building up my own digital agency. Craig Campbell, SEO Trainer & Consultant
  2. 2. @craigcampbell03 Training and Events 2 BrightonSEO SMXL Milan SEMRush Other Similar Events
  3. 3. The most common mistakes and how to fix them TECHNICAL SEO enjoy! #searchleeds @craigcampbell03
  4. 4. @craigcampbell03 Auditing Tools SEMRush 4 SEMRush Website Auditing PDF Reports Send to Trello
  5. 5. Using SEMRush Basic Audit
  6. 6. simplicity is a multipurpose powerpoint template. Minimalistic design makes the customization extremely easy. simplicity. enjoy!
  7. 7. @craigcampbell03 Auditing Tools SEMRush 7 No SSL 67% Crawlability 2246 Errors 2302 Warnings
  8. 8. simplicity template explore the world of simplicity
  9. 9. simplicity template explore the world of simplicity
  10. 10. simplicity template explore the world of simplicity
  11. 11. ExtrasBasic Fixes Improved on page SEO, image tagging, missing meta data, internal links, and much more. Remove any errors and problems which will allow Google to crawl your website better. Implement any other fixes that the SEMRush audit flags up. Delegate tasks to your team using Trello. Site Speed Page load Time to First Byte
  12. 12. Data & Testing SEMRush done a test on over 150,000 random websites, desktop and mobile. 82% Had Issues 82% of these sites had issues, like Coca Cola in the previous example. 44% Critical Issues 44% of the sites analysed had at least one critical issue with the website. SEMRush Blog May 8th 2018 Elena Terenteva
  13. 13. Site Speed Google doesn’t like slow websites . Clients also don’t like slow websites. Resolve these issues.
  14. 14. @craigcampbell03 Site Speed Tools 14 Free to use and used by many others in the industry. GT Metrix Free and paid versions of Pingdom are available. Pingdom Nice tool, free to use and gives you plenty of speed tips. WebPageTest.org
  15. 15. Page Load Speed
  16. 16. • Videos • Images • Javascript • CSS Trim Down Page Size
  17. 17. @craigcampbell03 Tools to use 17 o JSMin ( Javascript ) o YUI Compressor ( also does CSS ) o Closure Compiler o Gzip/Deflate Compression o Wordpress Plugins o Hire a developer? Your Site
  18. 18. @craigcampbell03 Wordpress Plugins 18 Wp Fastest Cache SMush BJ Lazy Loadl Speed Booster Pack
  19. 19. Boost Server Performance
  20. 20. SEMRush’s analysis out of the 150,000 websites was that 43% of the sites had more than 1 critical issue. One reason for slow load speed can be a large HTML page size. Only 1% of the 43% of websites with critical issues are due to large HTML pages. So the other 42% come from server issues.
  21. 21. @craigcampbell03 Common Server Issues 21 Crap Hosting Cheap crap hosting can cause your website to load slow, get a dedicated server if you can. No Browser Caching No browser caching means your website loads every single time for each visitor. 25% with no caching From the study SEMRush done, 25% of those 42% of sites with server issues have no browser caching. High Traffic Websites Websites that are getting high traffic can slow down if you are on a small website server. Excessive Plugin Use Wordpress users overloading websites with plugins can also cause a problem. Too Many Redirects Using too many redirects again is a common problem.
  22. 22. Personally for any website I own that generates revenue, I would look at dedicated hosting. More expensive but for speed and many other reasons I would recommend you do the same. Craig Campbell
  23. 23. Cloudflare Another tip would be to use Cloudflare or similar CDN, this can also improve site speed & it has a number of other benefits too. It helps speed up websites and security.
  24. 24. @craigcampbell03 Additional Cloudflare Benefits 24 Http/2 Protocol Newly introduced HTTP/2 protocol are two times faster than HTTP/1.1. Free SSL This can never be a bad thing getting something for Free. Image Optimisation Polish helps optimise your images for faster loading speeds. Load Balancing Cloudflare serves your website from the closest server based on the users location. DDoS Protection DDoS protection is important, having your website protected from these attacks is vital. Security Protect your website from online threats with our enterprise-grade Website Application Firewall (WAF).
  25. 25. TTFB Time to First Byte? When someone clicks on your website, the browser will request Bytes from your server. TTFB is the amount of time it takes for the browser to get the first byte from your web server.
  26. 26. simplicity.
  27. 27. simplicity. simplicity is a multipurpose powerpoint template. Advance, clean and professional. Minimalistic design makes the customization extremely easy. enjoy!
  28. 28. @craigcampbell03 Reasons for slower TTFB 28 RAM usage Ram usage can also cause slow TTFB. Network Issues Issues with your network may cause problems. Database Your database setup can also pose problems in this area. Lots of traffic If you have lots of web traffic it can slow down TTFB Shared Server Cheap shared servers can cause a problem.
  29. 29. @craigcampbell03 Ways to Improve TTFB 29 Update Plugins Keeping plugins and your theme up to date also helps. Loading smaller files also helps improve website speed. Load Small FilesWp Fastest Cache or similar caching plugins will help. Caching
  30. 30. Examples Some examples of the difference some of these changes make.
  31. 31. we’re a design studio focused on PowerPoint templates. we like to deliver clean and fresh hand-crafted presentations that help to promote your business. we make them with great passion. And now we present the simplicity! Enjoy! simplicity. by smart
  32. 32. we’re a design studio focused on PowerPoint templates. we like to deliver clean and fresh hand-crafted presentations that help to promote your business. we make them with great passion. And now we present the simplicity! Enjoy! simplicity. by smart
  33. 33. craig@craigcampbellseo.co.uk Twitter: @craigcampbell03 Thank You #searchleeds @craigcampbell03

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