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Bill Sebald
Greenlane
How to Tighten up Your SEO on Large Websites
@billsebald
https://www.slideshare.net/GreenlaneSEO
@billsebald #brightonSEO
Today’s SEO is asked to wear many hats
@billsebald #brightonSEO
The more mechanics you add, the
more things will break.
#jobsecurity
@billsebald #brightonSEO
Your manpower
probably doesn’t
equate to the size of
the challenges.
#thatoldstory
@billsebald #brightonSEO
Sometimes the work done is
immeasurable.
@billsebald #brightonSEO
Sometimes the work is a
defensive play.
@billsebald #brightonSEO
But the
work will
pay off in
aggregate
#closertoperfect
@billsebald #brightonSEO
The smallest additional attributes can make a big difference.
50
59
99
87
54
25
14
64
82
52
22
25
85
74
27
89
68
54
41
12
15
84
25
88
57
22
50
55
45
24
44
49
15
84
25
88
57
59
99
87 88
58
5
48
81
91
51
57
89
25
0
20
40
60
80
100
120
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Ranking Signals (Arbitrary Numbers)
@billsebald #brightonSEO
50
59
99
87
54
25
14
64
82
52
22
25
85
74
27
89
68
54
41
12
15
84
25
88
57
22
50
55
45
24
44
49
15
84
25
88
57
59
99
87 88
58
5
48
81
91
51
57
89
25
0
20
40
60
80
100
120
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Ranking Signals (Arbitrary Numbers)
@billsebald #brightonSEO
100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
22
50
55
45
24
44
49
15
84
25
88
57
59
99
87 88
58
5
48
81
91
51
57
89
25
0
20
40
60
80
100
120
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Ranking Signals (Arbitrary Numbers)
@billsebald #brightonSEO
@billsebald #brightonSEO
@billsebald #brightonSEO
The biggest issue is that
companies don’t finish the
job.
Which is unfortunate; your
competition is often large
and aggressive.
@billsebald #brightonSEO
The biggest issue is that
companies don’t finish the
job.
Which is unfortunate; your
competition is often large
and aggressive.
“Ask not what you have
done for your company…
Ask what your company has
done for you!”
- Janet Jackson
@billsebald #brightonSEO
Be an agent of change
@billsebald #brightonSEO
SEO Job Duties
Be full stack.
(aka, aways be learning.)
Tread political waters
(aka, silos. #beerhelps.)
Convince the boss/client to spend the money
for the work that needs to be done.
(aka, teach the boss/client.)
Get as close to perfect as possible.
(aka, read above.)
Be an agent of change and finish the job!!!
@billsebald #brightonSEO
Crawl Waste
@billsebald #brightonSEO
@billsebald #brightonSEO
There is a correlation between well
crawled pages and well ranked pages
@billsebald #brightonSEO
The High End
@billsebald #brightonSEO
The Low End
@billsebald #brightonSEO
Index Bloat Can Signal Crawl Waste
Step 1: Gather up all your URLs
Even your funkiest, junk URLs you don’t think Google is indexing
Step 1: Gather up
your URLs. Include
everything (blocked,
noindexed, etc)
@billsebald #brightonSEO
@billsebald #brightonSEO
Step 2: Export the
“submitted and
indexed report.
@billsebald #brightonSEO
Step 3: Compare the
data to make sure
Google is on the same
page as your intentions.
@billsebald #brightonSEO
Option To Search Console:
Greenlane’s Indexation Tester.
http://bit.ly/index-tester
@billsebald #brightonSEO
While we’re at it:
Check your HTTP headers en masse. More platforms are embedding
canonicals, shortlinks, hreflang, etc.
Greenlane’s Head Exam: https://www.greenlanemarketing.com/tools/head-exam/
@billsebald #brightonSEO
The XML Sitemap
Don’t overlook its ability to screw you up.
@billsebald #brightonSEOhttp://bit.ly/sitemap-extension
@billsebald #brightonSEO
What about Link Building?
Title Tags Still Have Tons Of Power:
Consider Performing A Large-Scale Title Tag Wash
@billsebald #brightonSEO
What about Link Building?
http://bit.ly/wayback-linking
@billsebald #brightonSEO
CRO = $
SEO = $
CRO = SEO
@billsebald #brightonSEO
If You Have To Wear The Hats,
Make Sure They Look Good On You!
@billsebald #brightonSEO
Thank You!
PS: If you like bad jokes and good SEO tweets, follow me @billsebald
PSS: Any questions, tweet at me or email bill@greenlanemarketing.com

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