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SearchLeeds 2018 - Luke Carthy - How to optimise the s*** out of your internal site search

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Key reasons why optimising your internal web search is essential for SEO and a proven method to get it right, grow traffic, improve conversion and improve UX.

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SearchLeeds 2018 - Luke Carthy - How to optimise the s*** out of your internal site search

  1. 1. @mrlukecarthy#SearchLeeds
  2. 2. @mrlukecarthy#SearchLeeds Currently Digital lead at Ex Digital Prod. Owner Ex Digital & SEO Lead
  3. 3. @mrlukecarthy#SearchLeeds 4m+ search URLs removed (and counting) ~ 30% increase in MoM organic traffic (and growing) 800k+ search URLs removed ~ 20% increase in organic traffic 3m+ search URLs removed 30%+ increase in organic traffic
  4. 4. @mrlukecarthy#SearchLeeds  A leading EMEA distributor of Converged IP  Offices in Birmingham, London and Dubai  100 year old company in Jan 2017
  5. 5. @mrlukecarthy#SearchLeeds
  6. 6. @mrlukecarthy#SearchLeeds
  7. 7. @mrlukecarthy#SearchLeeds
  8. 8. @mrlukecarthy#SearchLeeds
  9. 9. @mrlukecarthy#SearchLeeds 1.. Exhausting crawl quota Poor crawl efficiency Unnecessary server loads Duplicate content Dilution of link equity Poor crawl efficiency Poorly optimised pages Typically high bounce rates False positives on search reporting Can generate countless new URLs Keyword cannibalisation Impacts conversion / UX Slower to index new content Poor rankings signals Can be impossible to maintain
  10. 10. @mrlukecarthy#SearchLeeds Exhausting crawl quota Poor crawl efficiency Unnecessary server loads Duplicate content Dilution of link equity Poor crawl efficiency Poorly optimised pages Typically high bounce rates False positives on search reporting Can generate countless new URLs Keyword cannibalisation Impacts conversion / UX Slower to index new content Poor rankings signals Can be impossible to maintain
  11. 11. @mrlukecarthy#SearchLeeds • 115 filter URLs on this page alone..
  12. 12. @mrlukecarthy#SearchLeeds • 115 filter URLs on this page alone.. • 65,000 poss. filter URLs In just ONE parent category
  13. 13. @mrlukecarthy#SearchLeeds • 115 filter URLs on this page alone.. • 65,000 poss. filter URLs In just ONE parent category
  14. 14. @mrlukecarthy#SearchLeeds • 115 filter URLs on this page alone.. • 65,000 poss. filter URLs In just ONE parent category
  15. 15. @mrlukecarthy#SearchLeeds
  16. 16. @mrlukecarthy#SearchLeeds 2..
  17. 17. @mrlukecarthy#SearchLeeds In Google’s index
  18. 18. @mrlukecarthy#SearchLeeds In Google’s index
  19. 19. @mrlukecarthy#SearchLeeds 101,000searchURLs In Google’s index
  20. 20. @mrlukecarthy#SearchLeeds
  21. 21. @mrlukecarthy#SearchLeeds
  22. 22. @mrlukecarthy#SearchLeeds
  23. 23. @mrlukecarthy#SearchLeeds
  24. 24. @mrlukecarthy#SearchLeeds
  25. 25. @mrlukecarthy#SearchLeeds
  26. 26. @mrlukecarthy#SearchLeeds
  27. 27. @mrlukecarthy#SearchLeeds
  28. 28. @mrlukecarthy#SearchLeeds In Google’s index
  29. 29. @mrlukecarthy#SearchLeeds In Google’s index
  30. 30. @mrlukecarthy#SearchLeeds 39,000searchURLs In Google’s index
  31. 31. @mrlukecarthy#SearchLeeds 39,000 search URLs 41,000 product / category URLs
  32. 32. @mrlukecarthy#SearchLeeds Duplicate content!!
  33. 33. @mrlukecarthy#SearchLeeds
  34. 34. @mrlukecarthy#SearchLeeds
  35. 35. @mrlukecarthy#SearchLeeds Fixes duplicate content Reduces crawl resources Redistribute link equity Passes equity from external links Allow internal link equity to flow Noindex, follow YES NO NO YES YES Canonical tags YES NO YES YES YES Robots.txt YES YES NO NO NO Nofollow, noindex YES YES NO NO NO 301 redirect search urls YES YES (if done right) YES YES YES
  36. 36. @mrlukecarthy#SearchLeeds Fixes duplicate content Reduces crawl resources Redistribute link equity Passes equity from external links Allow internal link equity to flow Noindex, follow YES NO NO YES YES Canonical tags YES NO YES YES YES Robots.txt YES YES NO NO NO Nofollow, noindex YES YES NO NO NO 301 redirect search urls YES YES (if done right) YES YES YES
  37. 37. @mrlukecarthy#SearchLeeds
  38. 38. @mrlukecarthy#SearchLeeds
  39. 39. @mrlukecarthy#SearchLeeds
  40. 40. @mrlukecarthy#SearchLeeds
  41. 41. @mrlukecarthy#SearchLeeds
  42. 42. @mrlukecarthy#SearchLeeds
  43. 43. @mrlukecarthy#SearchLeeds
  44. 44. @mrlukecarthy#SearchLeeds
  45. 45. @mrlukecarthy#SearchLeeds
  46. 46. @mrlukecarthy#SearchLeeds Fixes duplicate content Reduces crawl resources Redistribute link equity Passes equity from external links Allow internal link equity to flow Noindex, follow YES NO NO YES YES Canonical tags YES NO YES YES YES Robots.txt YES YES NO NO NO Nofollow, noindex YES YES NO NO NO 301 redirect search urls YES YES (if done right) YES YES YES
  47. 47. • @mrlukecarthy#SearchLeeds • Keep tabs on levels of organic traffic • Check in on number of URLs in index • Keep a close eye on core KPI factors • Watch redirect and server logs closely • If an alternate landing page doesn’t exist – MAKE ONE! • REFRAIN from adding in a robots.txt condition • Don’t be afraid to massacre millions of search URLs at once • Monitor future search backlinks & action

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