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Vortrag technisches SEO Oliver Mösing

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Vortrag/Session Meetup-Day Potsdam 14.09.2019
technisches SEO - Crawlbarkeit - Wie gut findet Google deine Seite?
https://331.de/wordpress-wartung-pflege/

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Vortrag technisches SEO Oliver Mösing

  1. 1. Technisches SEO für WordPress WordPress Meetup-Day Potsdam 14.09.2019 Oliver Mösing
  2. 2. Wer bin ich? • Oliver Mösing – DREIDREIEINS Web – 331.de • WordPress / Webdesign / Webentwicklung / Wartung / technisches SEO / Beratung / Ecommerce / SEA • Irgendwas mit Medien - seit 2000 • Webseiten seit 2003 • WordPress seit 2008 14.09.2019 2Technisches SEO
  3. 3. Technisches SEO • Unter der Haube • Kann Google deine Seite crawlen/indexieren? • technische Grundlagen ist Basis für gute Rankings vereinfachte Abgrenzung • Crawling = analysieren der Informationen • Indizieren = aufnehmen in den Datenbestand • Rankings = Bewertung des Content (User Signals + Keywordwettbewerb) • don‘t try this at home – wisse was du tust 3Technisches SEO14.09.2019
  4. 4. Wie sehe ich die Seite / Wie Google? Technisches SEO 414.09.2019 Nutzer Googlebot Icons made by Freepik/flaticon.com Image by google.com
  5. 5. Crawl- / Indexierbarkeit • Wieviel Seiten sind im Index • site:domain.de • Crawl Budget Optimierung • URL Parameter Bspw. Filter im Shop 10 Produkte * 4 Variationen = 10.000 Filtermöglichkeiten • Noindex vs. Disallow • Zusammenspiel von Sitemap / Meta-Tags / Robots.txt • Crawling-Fehler aufdecken mit externe Tools 14.09.2019 5Technisches SEO
  6. 6. Tools • WordPress Plugin Yoast SEO oder anderes SEO-Plugins • Google Search Console • Immer alle Versionen aktivieren HTTP / HTTPS / WWW / NON-WWW • Regelmäßig Checken + Keyword Ranking • Screaming Frog (kostenlos bis 500 URI) • Crawling vom eigenen PC • ähnlich Crawler 14.09.2019 Technisches SEO 6
  7. 7. Meta Tags • Robots Meta tag (no)index, (no)follow • Yoast SEO einstellbar • Keine Angabe = Standard = index, follow • Noindex: Impressum / Datenschutz / Cart • Canonicals gegen duplicate content • Erstellt durch Yoast-SEO • Hreflang für Mehrsprahigkeit • Meta Title / Meta Description 7Technisches SEO14.09.2019
  8. 8. Robots.txt • 30 Jahre Robots.txt - und kein Standard • Nur Empfehlung – Keine Noindex Steuerung • Crawler-Ressourcen richtig einsetzen • Blocked by robots.txt • Disallow – Account / cart / admin / feed • URL-Parameter-Steuerung • WordPress Standard • In Yoast SEO editierbar Werkzeuge > Datei-Editor • Verlinkung zur Sitemap.xml 14.09.2019 8Technisches SEO
  9. 9. Sitemap.xml • XML – Format • Dynamische Sitemaps • Hilft der Indexierung / Abgleich gecrawlte Seiten • Sitemap.xml • Yoast-Sitemap domain.de/sitemap_index.xml • Nur SEO relevante Seiten in die Sitemap • prüfen Attachments / archive pages / Custom Post Types / Landingpages 14.09.2019 Technisches SEO 9
  10. 10. URLs • Never change a running URL • Sprechende URL • Keywords / case sensitive / Kurze URLs • Trennung mit Bindestrich / Unterstrich = verbundene Wörter • minimiere dynamische URLs  Einstellungen > Permalinks • Breadcrumbs • SSL als Ranking-Faktor • www, http, non-www, https – Entscheide dich und leite um Technisches SEO 1014.09.2019
  11. 11. HTTP Codes • Jede Seite hat ein Response Code • 200 - Erfolgreich • 301 – Moved Permanently - redirect • 404 Not Found/Broken Links vs. Soft-404 • 500 Server Fehler • Htaccess vs. Redirect Plugin • Redirect Schleifen vermeiden – bspw. https > http > https • Better Search replace 14.09.2019 11Technisches SEO
  12. 12. Pagespeed-Optimierung • 53 % der Nutzer brechen bei Seitenaufruf >3 Sekunden ab (Google März 2016) • Hardware • SSD / Caching / RAM / First Byte / Shared Hosting • Software • PHP 7.3 / HTTP/2 / MySQL 5.7 / Gzip • CMS • WordPress / Plugins / Themes / CDN / Reduce HTTP Calls / Minify Ressources • Content • Bildgröße / Videos / Browser Caching / Above the Fold / webp 14.09.2019 12Technisches SEO
  13. 13. Use Cases – Performance – Search Sonsole 14.09.2019 Technisches SEO 13 Lösung: - Caching Plugin - Wechsel des Hosters
  14. 14. Use Cases – Blocked – Screaming Frog 14.09.2019 Technisches SEO 14 Lösung: Indexierung erlauben. Einstellungen > Lesen > Suchmaschinen davon abhalten, diese Website zu indexieren. (deaktivieren)
  15. 15. Use Cases – Abdeckung – Search Console 14.09.2019 Technisches SEO 15 Lösung: disallow in robots.txt > /kalender/?time*
  16. 16. Use Cases– Crawling Probleme – Search Console 14.09.2019 Technisches SEO 16 Lösung: A) keine da Seite entfernt B) 301 auf vergleichbare Seite
  17. 17. Use Cases – mixed Content – Screaming Frog 14.09.2019 Technisches SEO 17 Lösung: URLs in WordPress per Plugin Better Search Replace auf https ändern
  18. 18. Use Cases – Redirect Schleifen – Screaming Frog 14.09.2019 Technisches SEO 18 Lösung: - URLs in WordPress per Plugin Better Search Replace auf https ändern - 301 Umleitung in htaccess auf https - 301 Umleitung auf www oder non-www (je nach Entscheiung)
  19. 19. Use Cases – Canonical Tag– Screaming Frog 14.09.2019 Technisches SEO 19 Alle Projekte kanonisieren auf die Projektübersichtsseite Lösung: Bei Kunden nachfragen ob beabsichtigt
  20. 20. Use Cases – Abdeckung – Search Console 14.09.2019 Technisches SEO 20 Problem: zu viele Seiten für den crawler verhindern das indexieren Lösung: disallow in robots.txt
  21. 21. What else … • Überschriften einhalten H1-H6 • Mobile first index / Optimierung mobiler Websites • Quellcode-Optimierung • Struturierte Daten – die Geheimwaffe • Ratings Review • Events / Rezepte / FAQ / … • Accelerated Mobile Pages (AMP) /PWA • … 14.09.2019 21Technisches SEO
  22. 22. Fragen / Anregungen / Feedback Mail: web@331.de SEO Audits: https://331.de/weboptimierung-und-seo/ 14.09.2019 Technisches SEO 22

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