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2019 - Typo3

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How to leverage organic search

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2019 - Typo3

  1. 1. Leverage ORGANIC SEARCH @jes_scholz
  2. 2. @jes_scholz
  3. 3. CRAWL QUEUE LINE FOR ENTRY @jes_scholz
  4. 4. CRAWL QUEUE LINE FOR ENTRY CRAWL BOUNCER @jes_scholz
  5. 5. PROCESS RENDER QUEUE LINE FOR TICKET CHECK CRAWL QUEUE LINE FOR ENTRY CRAWL BOUNCER RENDER TICKET @jes_scholz
  6. 6. PROCESS RENDER QUEUE LINE FOR TICKET CHECK INDEX VENUE ENTRY CRAWL QUEUE LINE FOR ENTRY CRAWL BOUNCER RENDER TICKET @jes_scholz
  7. 7. RANK VIP AREA PROCESS RENDER QUEUE LINE FOR TICKET CHECK INDEX VENUE ENTRY CRAWL QUEUE LINE FOR ENTRY CRAWL BOUNCER RENDER TICKET @jes_scholz
  8. 8. RANK VIP AREA USERS MEET PEOPLE PROCESS RENDER QUEUE LINE FOR TICKET CHECK INDEX VENUE ENTRY CRAWL QUEUE LINE FOR ENTRY CRAWL BOUNCER RENDER TICKET @jes_scholz
  9. 9. QUEUE JUMP THE @jes_scholz
  10. 10. It’s not first come first serve Regulars & celebrities are prioritised JUMP THE QUEUE @jes_scholz
  11. 11. GOOGLEBOT CAFFEINE @jes_scholz USERSRANK RENDER CRAWL RENDER QUEUE INDEXPROCESS A HREF LINKED URLS CRAWL QUEUE
  12. 12. Internal link infrastructure or backlinks from other sites LINK UP WITH FRIENDS @jes_scholz
  13. 13. GOOGLEBOT CAFFEINE @jes_scholz USERSRANKPROCESS RENDER CRAWL RENDER QUEUE A HREF LINKED URLS INDEX CRAWL QUEUE XML SITEMAP
  14. 14. @jes_scholz BE THE RIGHT ‘TYPE’ Status Type Error Submitted URL seems to be a soft 404 Error Submitted URL marked ‘noindex’ Error Submitted URL blocked by robots.txt Error Submitted URL returns unauthorized request (401) Error Submitted URL not found (404)
  15. 15. @jes_scholz
  16. 16. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP 2nd WAVE INDEX CLIENT SIDE CONTENT RENDER WAIT AN INDETERMINABLE TIME RENDER QUEUE SERVER SIDE CONTENT RANK 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL A HREF LINKED URLS @jes_scholz USERS PRIORITY CRAWL QUEUE MANUAL SUBMISSION
  17. 17. @jes_scholz
  18. 18. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP 2nd WAVE INDEX CLIENT SIDE CONTENT RENDER WAIT AN INDETERMINABLE TIME RENDER QUEUE SERVER SIDE CONTENT RANK 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL A HREF LINKED URLS MANUAL SUBMISSION @jes_scholz USERS PRIORITY CRAWL QUEUE API SUBMISSION
  19. 19. Google Indexing API Time to crawl Within 1 minute Content types Job postings Live streams Requirements Google Search Console verification Relevant structured data Rate limit / day 200 URLs With option to request more @jes_scholz
  20. 20. Status Type Excluded Discovered - currently not indexed GET ON THE GUEST LIST @jes_scholz
  21. 21. Speed is a competitive advantage in SEO @jes_scholz
  22. 22. @jes_scholz CRAWLING ≠ INDEXING
  23. 23. BOUNCER IMPRESS THE @jes_scholz
  24. 24. KNOW THE DRESS CODE Status Type Excluded Not found (404) Error Server error (5xx) @jes_scholz
  25. 25. GOOGLEBOT CAFFEINE @jes_scholz USERSRANKPROCESS RENDER RENDER QUEUE INDEX CRAWL QUEUE CRAWLHTTP RESPONSE 5xx 404 410
  26. 26. Fashion police or a penalty for 404 errors NO SUCH THING AS @jes_scholz
  27. 27. Status Type Excluded Page with redirect COME AS A COUPLE @jes_scholz
  28. 28. GOOGLEBOT CAFFEINE @jes_scholz USERSRANKPROCESS RENDER RENDER QUEUE INDEX CRAWL QUEUE DESTINATION URL CRAWLHTTP RESPONSE 301
  29. 29. Status Type Excluded Soft 404 DON’T USE A FAKE ID @jes_scholz
  30. 30. Destination URL Passes ranking signals Passes users Pace of de- indexation 301 permanent redirect Relevant page Yes Yes Slow Irrelevant page No 302 temporary redirect Relevant page Yes Yes Very slow Irrelevant page No 404 page not found - No No Fast 410 gone - No No Fastest RIGHT CODE FOR THE JOB @jes_scholz
  31. 31. NO BIG GROUPS Status Type Error Redirect error @jes_scholz
  32. 32. GOOGLEBOT CAFFEINE @jes_scholz USERSRANKPROCESS RENDER RENDER QUEUE INDEX CRAWL QUEUE DESTINATION URL CRAWLHTTP RESPONSE 301 1 301 2 301 3 301 4 301 5
  33. 33. Break the chains Redirect to final destinations NOTHING IS PERMANENT @jes_scholz
  34. 34. Duplicate content is natural Manage it gracefully @jes_scholz
  35. 35. GET AN ENTRY STAMP Status Type Excluded Alternative page with proper canonical tag @jes_scholz
  36. 36. GET AN ENTRY STAMP Status Type Excluded Duplicate without user-selected canonical @jes_scholz
  37. 37. DON’T TRY TO TRANSFER ENTRY STAMPS Status Type Excluded Excluded Duplicate, submitted URL not selected as canonical Duplicate, Google chose different canonical than user @jes_scholz
  38. 38. GOOGLEBOT CAFFEINE @jes_scholz USERSRANK PROCESS CANONICAL RENDER RENDER QUEUE CRAWL INDEX CRAWL QUEUE HTTP RESPONSE GSC URL PARAMETERS
  39. 39. Status Type Excluded Blocked by robots.txt BE POLITE @jes_scholz
  40. 40. GOOGLEBOT CAFFEINE @jes_scholz USERSRANK PROCESS CANONICAL RENDER RENDER QUEUE CRAWL INDEX ROBOTS TXT CRAWL QUEUE
  41. 41. Status Type Warning Indexed, though blocked by robots.txt DON’T ARGUE @jes_scholz
  42. 42. CRAWL QUEUE HTTP RESPONSE GOOGLEBOT CAFFEINE @jes_scholz USERSRANK PROCESS CANONICAL RENDER RENDER QUEUE CRAWL INDEX ROBOTS TXT
  43. 43. Status Type Excluded Excluded by ‘noindex’ tag DON’T BE DISORDERLY @jes_scholz
  44. 44. GOOGLEBOT CAFFEINE @jes_scholz USERS RENDER RENDER QUEUE CRAWL INDEX ROBOTS TXT PROCESS CANONICAL META ROBOTS A HREF LINKED URLS HTTP RESPONSE CRAWL QUEUE RANK
  45. 45. Use case Crawl behaviour Indexing behaviour Ranking signals 301 redirect Merge duplicates Infrequent crawl Slow de-indexing of original URL Passed on (if used correctly) Rel= canonical Duplicates have a reason to exist Infrequent crawl No indexing of alternate URLs Passed on GSC URL parameters Prevent crawling of parameter URLs Not crawled No indexing Forfeit Robots.txt Disallow crawling of URLs Not crawled Rare indexing Forfeit Noindex tag Prevent indexing of URLs Infrequent crawl No indexing Forfeit RECIPES TO DE-DUPE @jes_scholz
  46. 46. Status Type Excluded Crawled - currently not indexed FIRST IMPRESSIONS MATTER @jes_scholz
  47. 47. TICKET SHOW YOUR @jes_scholz
  48. 48. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP @jes_scholz USERS A HREF LINKED URLS INDEX RANK PROCESS META ROBOTS CANONICAL HTML RENDER DOM RENDER QUEUE
  49. 49. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP @jes_scholz USERS A HREF LINKED URLS RENDER RENDER QUEUE 2nd WAVE INDEX DOM INITIAL HTML FROM SERVER RANK 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL
  50. 50. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP INITIAL HTML FROM SERVER @jes_scholz USERSRANK 1ST WAVE INDEX A HREF LINKED URLS RENDER PROCESS META ROBOTS CANONICAL RENDER QUEUE 2nd WAVE INDEX DOM
  51. 51. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP 2nd WAVE INDEX CLIENT SIDE CONTENT RENDER SERVER SIDE CONTENT @jes_scholz USERSRANK 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL A HREF LINKED URLS WAIT AN INDETERMINABLE TIME RENDER QUEUE
  52. 52. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP 2nd WAVE INDEX CLIENT SIDE CONTENT RENDER WAIT AN INDETERMINABLE TIME RENDER QUEUE @jes_scholz USERSRANK 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL A HREF LINKED URLS SERVER SIDE CONTENT
  53. 53. @jes_scholz
  54. 54. @jes_scholz
  55. 55. is technically able to be rendered, patiently @jes_scholz
  56. 56. Understand your rendering stack as it directly impacts SEO @jes_scholz
  57. 57. GOOGLEBOT CAFFEINE EVERGREEN CHROMIUM XML SITEMAP @jes_scholz CRAWL QUEUE CRAWL ROBOTS TXT USERS HTTP RESPONSE 2nd WAVE INDEX RENDER QUEUE RANK 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL SERVER SIDE CONTENT CLIENT SIDE CONTENT RENDER WAIT AN INDETERMINABLE TIME A HREF LINKED URLS
  58. 58. SIT FIND SPACE TO @jes_scholz
  59. 59. Status Type Valid Indexed, not submitted in sitemap KEEP IN GOOD COMPANY @jes_scholz
  60. 60. “ John Mueller Our quality algorithms do look at everything that is indexed. @jes_scholz
  61. 61. Index bloat is caused by excessive low-value pages in the search engine index - @jes_scholz
  62. 62. @jes_scholz
  63. 63. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP 2nd WAVE INDEX CLIENT SIDE CONTENT RENDER WAIT AN INDETERMINABLE TIME RENDER QUEUE SERVER SIDE CONTENT 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL A HREF LINKED URLS @jes_scholz USERSRANK Avoid user experiences that would lead to bouncing @jes_scholz
  64. 64. Make a valuable match between the user and the page @jes_scholz
  65. 65. Use case De-indexing speed Ranking signals 410 gone Remove URLs Fast Forfeit 301 redirect Merge URLs with similar content Moderate Passed on (if used correctly) Rel= canonical Keep duplicate URLs Moderate Passed on (if used correctly) GSC URL parameters Keep non-duplicate URLs Moderate Forfeit Noindex tag Prevent indexing of URLs Moderate Forfeit Robots.txt Prevent crawling of URLs May not de- index Forfeit RECIPES TO DE-INDEX @jes_scholz
  66. 66. Status Type Valid Submitted and indexed BECOME AN ‘IT’ GIRL @jes_scholz
  67. 67. VIP BECOME A @jes_scholz
  68. 68. @jes_scholz
  69. 69. TOP STORIES TWEET CAROUSEL KNOWLEDGE GRAPH ENTITY NAVIGATION PEOPLE ALSO SEARCHED FOR PEOPLE ALSO ASKED TV CAROUSEL SOCIAL PROFILES VIDEO PACK SITE ARTICLE CAROUSEL RELATED SEARCHES PEOPLE ALSO SEARCHED FOR @jes_scholz
  70. 70. CRAWL QUEUE GOOGLEBOT CAFFEINE CRAWL ROBOTS TXT HTTP RESPONSE EVERGREEN CHROMIUM XML SITEMAP 2nd WAVE INDEX CLIENT SIDE CONTENT RENDER WAIT AN INDETERMINABLE TIME RENDER QUEUE SERVER SIDE CONTENT 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL A HREF LINKED URLS MANUAL SUBMISSION @jes_scholz USERS PRIORITY CRAWL QUEUE API SUBMISSION RICH RESULTS RANK
  71. 71. “ Moz Structured data is HTML microdata tags that can improve the way pages display in SERPs @jes_scholz
  72. 72. Organization markup shows knowledge graph in SERPs @jes_scholz
  73. 73. ItemList markup shows carousels in SERPs @jes_scholz
  74. 74. Product markup shows product details in SERPs & Image search
  75. 75. Event markup shows event details in SERPs & Maps @jes_scholz
  76. 76. Article markup shows article snippets in top stories carousel and enhanced SERPs @jes_scholz
  77. 77. Google News @jes_scholz
  78. 78. Google Discover @jes_scholz
  79. 79. Search engines are shifting from being a traffic conduit to a content hub @jes_scholz
  80. 80. CRAWL QUEUE GOOGLEBOTXML SITEMAP A HREF LINKED URLS PRIORITY CRAWL QUEUE MANUAL SUBMISSION API SUBMISSION CRAWL @jes_scholz
  81. 81. CRAWL QUEUE GOOGLEBOT PRIORITY CRAWL QUEUE CRAWL QUEUE CRAWL ROBOTS TXT HTTP RESPONSE @jes_scholz PROCESS META ROBOTS CANONICAL
  82. 82. CAFFEINE EVERGREEN CHROMIUM 2nd WAVE INDEX CLIENT SIDE CONTENT RENDER WAIT AN INDETERMINABLE TIME RENDER QUEUE SERVER SIDE CONTENT 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL @jes_scholz
  83. 83. @jes_scholz CAFFEINE INDEX RANK USERS @jes_scholz
  84. 84. USERS GOOGLEBOT CAFFEINE CRAWL SERVER SIDE CONTENT RANK 1ST WAVE INDEX PROCESS META ROBOTS CANONICAL PRIORITY CRAWL QUEUE MANUAL SUBMISSION API SUBMISSION RICH RESULTS VALUE @jes_scholz ROBOTS TXT HTTP RESPONSE CRAWL QUEUE XML SITEMAP A HREF LINKED URLS
  85. 85. @jes_scholz

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