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TechSEO Boost 2017: The State of Technical SEO

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A discussion of trends in the technical SEO industry covering a wide array of topics from industry health metrics, budding technologies, standards adoption and future expectations.

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TechSEO Boost 2017: The State of Technical SEO

  1. 1. Russ Jones | @rjonesx #TechSEOBoost The State of Technical SEO
  2. 2. Russ Jones | @rjonesx #TechSEOBoost The Future The Industry The Craft The Definition
  3. 3. Russ Jones | @rjonesx #TechSEOBoost So, what is technical SEO?
  4. 4. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD
  5. 5. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG
  6. 6. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER
  7. 7. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT
  8. 8. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT • SPEED
  9. 9. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT • SPEED • CONTENT
  10. 10. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT • SPEED • CONTENT • LINKS
  11. 11. Russ Jones | @rjonesx #TechSEOBoost Technical SEO Any sufficiently technical action undertaken with the intent to improve search results. {
  12. 12. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT • SPEED • CONTENT • LINKS
  13. 13. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT • SPEED • CONTENT • LINKS INTENT TO IMPROVE SEARCH RESULTS TECHNICALDIFFICULTY
  14. 14. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT • SPEED • CONTENT • LINKS INTENT TO IMPROVE SEARCH RESULTS TECHNICALDIFFICULTY
  15. 15. Russ Jones | @rjonesx #TechSEOBoost Technical SEO{ • JSON-LD • HREFLANG • PRERENDER • ROBOTS.TXT • SPEED • CONTENT • LINKS INTENT TO IMPROVE SEARCH RESULTS TECHNICALDIFFICULTY • AMP • RESPONSIVE • REL=NEXT
  16. 16. Russ Jones | @rjonesx #TechSEOBoost The Craft
  17. 17. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS
  18. 18. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed Speed
  19. 19. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2
  20. 20. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control
  21. 21. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots
  22. 22. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS
  23. 23. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive
  24. 24. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation
  25. 25. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation HrefLang Dynamic Geolocation
  26. 26. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation HrefLang Dynamic Geolocation Sitemaps
  27. 27. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation HrefLang Dynamic Geolocation Sitemaps Split Testing
  28. 28. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation HrefLang Dynamic Geolocation Sitemaps Split Testing Canonical Redirects Redirects
  29. 29. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation HrefLang Dynamic Geolocation Sitemaps Split Testing Canonical Redirects Redirects Rel=next
  30. 30. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation HrefLang Dynamic Geolocation Sitemaps Split Testing Canonical Redirects Redirects Rel=next AMP AMPAMP
  31. 31. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Data Storage Web Server Code DNS Speed Speed Speed SpeedQuery Caching NoSQL/ SQL GZIP Mod Page Speed OpCache Minify Images Cache Control CDN HTTP/2 Bot Control Bot Control Bot Control htaccess firewall Robots.txt X-robots Meta robots HTTPS HTTPS HTTPS Responsive Responsive Responsive Internationali zation Internationali zation HrefLang Dynamic Geolocation Sitemaps Split Testing Canonical Redirects Redirects Rel=next AMP AMPAMP JSON-LD Schema
  32. 32. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ But does it end with the tech stack?
  33. 33. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  34. 34. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  35. 35. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  36. 36. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  37. 37. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  38. 38. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  39. 39. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  40. 40. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  41. 41. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  42. 42. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  43. 43. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  44. 44. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  45. 45. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  46. 46. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Content
  47. 47. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Links
  48. 48. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ DA Links
  49. 49. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ DA PA Links
  50. 50. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ DA PA CF Links
  51. 51. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ TF PA CF DA Links
  52. 52. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ TF PA CF DA URL Rank Links
  53. 53. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ TF PA CF DA URL Rank Links
  54. 54. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ TF PA CF DA URL Rank Links
  55. 55. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ TF PA CF DA URL Rank Links
  56. 56. Russ Jones | @rjonesx #TechSEOBoost Links Big Tent{ TF PA CF DA URL Rank
  57. 57. Russ Jones | @rjonesx #TechSEOBoost Links Big Tent{ TF PA CF DA URL Rank
  58. 58. Russ Jones | @rjonesx #TechSEOBoost Links Big Tent{ TF PA CF DA URL Rank
  59. 59. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Research
  60. 60. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ Technical SEO is the R&D of our industry.
  61. 61. Russ Jones | @rjonesx #TechSEOBoost Big Tent{
  62. 62. Russ Jones | @rjonesx #TechSEOBoost Big Tent{ That’s a lot of makeup.
  63. 63. Russ Jones | @rjonesx #TechSEOBoost The Industry Adoption Rates
  64. 64. Russ Jones | @rjonesx #TechSEOBoost Who{
  65. 65. Russ Jones | @rjonesx #TechSEOBoost Who{
  66. 66. Russ Jones | @rjonesx #TechSEOBoost Who{
  67. 67. Russ Jones | @rjonesx #TechSEOBoost Who{
  68. 68. Russ Jones | @rjonesx #TechSEOBoost When{ 2015 2013 2009 2005
  69. 69. Russ Jones | @rjonesx #TechSEOBoost When{
  70. 70. Russ Jones | @rjonesx #TechSEOBoost When{ Canonical Tag Nofollow
  71. 71. Russ Jones | @rjonesx #TechSEOBoost When{ High Performing Sites are Early Adopters of New Technical SEO
  72. 72. Russ Jones | @rjonesx #TechSEOBoost The Industry Insights
  73. 73. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{ Demand is Up-ish
  74. 74. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{
  75. 75. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{ The Industry Follows the Technology
  76. 76. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{ “JSON-LD” Begins to Trend Upward “Technical SEO” starts its ascent.
  77. 77. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{ Stuck in the Middle
  78. 78. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{
  79. 79. Russ Jones | @rjonesx #TechSEOBoost The Industry Themes
  80. 80. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ Specialty vs. Scale
  81. 81. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ vs CDN technology bringing high end Technical SEO features to enterprise brands CDN technology bringing Technical SEO (https, http/2) features to the masses
  82. 82. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ Leading vs. Lagging
  83. 83. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{ vs
  84. 84. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ Commodification
  85. 85. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ CMS
  86. 86. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ PluginsCMS
  87. 87. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ Plugins SitewareCMS
  88. 88. Russ Jones | @rjonesx #TechSEOBoost Industry Themes{ Filling out a Technical SEO checklist is not a career.
  89. 89. Russ Jones | @rjonesx #TechSEOBoost Industry Insights{ So, What’s a Technical SEO to do?
  90. 90. Russ Jones | @rjonesx #TechSEOBoost The Future Advice for Practioners
  91. 91. Russ Jones | @rjonesx #TechSEOBoost Consultants If your knowledge scales, it will be automated. You must stay on top of the latest and greatest, providing boutique services for complex implementations, especially at the enterprise level.
  92. 92. Russ Jones | @rjonesx #TechSEOBoost Developers Convert Specialty to Scale It is your job to put consultants out of theirs by finding methods that scale and delivering them to the masses.
  93. 93. Russ Jones | @rjonesx #TechSEOBoost Innovators Steady the Ship Your research and innovation gives both consultants and builders new opportunities, even when Google is silent.
  94. 94. Russ Jones | @rjonesx #TechSEOBoost Consultants & Developers Invest in research, it is literally the future of technical SEO
  95. 95. Russ Jones | @rjonesx #TechSEOBoost Questions? All icons from flaticon.com, logos from respective company websites, other graphics and statistics by yours truly.
  96. 96. Russ Jones | @rjonesx #TechSEOBoost What can I say except, you’re welcome? @rjonesx russ@moz.com /u/karmaceutical

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