TECHNICAL SEO QA - SHINING A LIGHT ON INVISIBLE WORK (BrightonSEO April 2022)

TECHNICAL SEO QA
Myriam Jessier | PRAGM
Gianna Brachetti-Truskawa | KaFe
Rocks Ltd.
She/Her
They/Them
SLIDESHARE.NET/MYRIAMJESSIER
@MYRIAMJESSIER
SLIDESHARE.NET/GIANNABRACHETTITRUSK
@TENTACLEQUING
💡SHINING A LIGHT
ON INVISIBLE WORK💡
@tentaclequing @myriamjessier
#brightonseo
0. BEFORE WE BEGIN
1. WHAT NO ONE TELLS YOU
2. BASIC TESTING
3. AUTOMATE QA TESTING
SEO QA IN A NUTSHELL
@tentaclequing @myriamjessier
#brightonseo
0 | BEFORE WE
BEGIN
What
motivates
QA?
@tentaclequing @myriamjessier
#brightonseo
AVOID DEPLOYING
BROKEN CODE
DETECT & FIX ERRORS
AFTER A DEPLOYMENT
OR
@tentaclequing @myriamjessier
#brightonseo
Have a Staging
Environment to Test
Things On
@tentaclequing @myriamjessier
#brightonseo
@tentaclequing @myriamjessier
#brightonseo
WHAT’S IMPORTANT
DEFINE
TO CHECK DURING QA
@tentaclequing @myriamjessier
#brightonseo
Critical pages, user flows,
core functionalities…
@tentaclequing @myriamjessier
#brightonseo
Have an evolving
checklist
⚓Or steal ours at the end of
the presentation
@tentaclequing @myriamjessier
#brightonseo
🚀
Relaunch
🎨
Redesign
📟
Ongoing QA
@tentaclequing @myriamjessier
#brightonseo
1 | GETTING QA
JUST RIGHT
TECHNICAL SEO QA - SHINING A LIGHT ON INVISIBLE WORK (BrightonSEO April 2022)
Is it indexable? Is it rank-worthy?
Is it crawlable?
@tentaclequing @myriamjessier
#brightonseo
What is a successful
deployment from an SEO
perspective ?
@tentaclequing @myriamjessier
#brightonseo
2 | COMMUNICATE
POTENTIAL RISKS
Code Content
Design
@tentaclequing @myriamjessier
#brightonseo
POTENTIAL RISKS
1. Language issues: hreflang
2. Intrusive interstitials for your crawls
3. Changing URL structure, trailing slashes, etc.
4. Drastic content changes
5. Internal links & sitemap.xml
@tentaclequing @myriamjessier
#brightonseo
SHIT THAT
@tentaclequing @myriamjessier
#brightonseo
MATTERS
BUT
THAT
@tentaclequing @myriamjessier
#brightonseo
NOBODY
TELLS YOU
Do not overload the bot with
thousands of new pages
@tentaclequing @myriamjessier
#brightonseo
GSC has a time delay, keep
this in mind during QA
@tentaclequing @myriamjessier
#brightonseo
Some QA checks must be
manual, no way around it.
@tentaclequing @myriamjessier
#brightonseo
QA your code: canonicals,
schema and HREFLANG
@tentaclequing @myriamjessier
#brightonseo
CONFIGURATION FILE
⚓See how to setup a config file in Screaming Frog
@tentaclequing @myriamjessier
#brightonseo
..*Be aware that each type of
site has its own QA flavour…
@tentaclequing @myriamjessier
#brightonseo
DEVS DEPLOY
WITHOUT TELLING YOU
@tentaclequing @myriamjessier
#brightonseo
AND SOMETIMES
IT’S MACHINES
DOING THAT
@tentaclequing @myriamjessier
#brightonseo
Some deployments are not
done by humans: cron jobs,
scripts, server updates.
@tentaclequing @myriamjessier
#brightonseo
3 | AUTOMATION
SCENARIOS
You, with the proper
monitoring tools,
during QA
@tentaclequing @myriamjessier
#brightonseo
Post-release
crawl
Automated
weekly
crawling
GSC notifications
SEO change
monitoring
software
QA engineer for
a cleaner
deployment
Pre-release
crawl
@tentaclequing @myriamjessier
#brightonseo
MONITORING SETUP
WHAT, WHERE, HOW, WHO?
@tentaclequing @myriamjessier
#brightonseo
● What tools do you have?
● What issues are they tracking?
● What’s missing?
WHAT
@tentaclequing @myriamjessier
#brightonseo
● Where are the alerts going?
● Where should they go?
eg. Slack, MS Teams, E-Mail, JIRA, Trello, …
WHERE
@tentaclequing @myriamjessier
#brightonseo
How do these alerts get there?
eg. via APIs, filters, services
HOW
@tentaclequing @myriamjessier
#brightonseo
Who handles alerts? When?
How?
eg. writing tickets for Product/Dev,
handing over tasks to a team, …
WHO
@tentaclequing @myriamjessier
#brightonseo
GSC E-MAIL NOTIFICATIONS
GSC ERROR CODES “WNC-XXX”
@tentaclequing @myriamjessier
#brightonseo
GA E-MAIL NOTIFICATIONS
@tentaclequing @myriamjessier
#brightonseo
SERVICE TOOLS (Zapier, IFTTT)
@tentaclequing @myriamjessier
#brightonseo
DEDICATED SLACK CHANNEL FOR
NOTIFICATIONS
@tentaclequing @myriamjessier
#brightonseo
SEO MONITORING
@tentaclequing @myriamjessier
#brightonseo
ZAPIER
E-MAIL
GA
GSC
CONTENT
KING
PINGDOM
TOOLS
JIRA
SLACK
CONFLUENCE
@tentaclequing @myriamjessier
#brightonseo
INTEGRATIONS
@tentaclequing @myriamjessier
#brightonseo
RECAP
1. Define test scenarios
2. Create standard config files for your crawls
3. Use a checklist
4. Automate as much as possible
5. Review your checklists and config files periodically
6. Add any new test scenarios
@tentaclequing @myriamjessier
#brightonseo
DANKESCHÖN/
MERCI
GIANNA BRACHETTI-TRUSKAWA
MYRIAM JESSIER
@tentaclequing
gianna@kafe.rocks
@myriamjessier
myriam@pragm.co
1 of 47

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TECHNICAL SEO QA - SHINING A LIGHT ON INVISIBLE WORK (BrightonSEO April 2022)