1.
Speaking today
Vincent Malischewski
SEO Manager
Laura Bony
VP Sales north america

2.
We help e-commerce & online media take
better SEO decisions and grow their revenues
By providing access to the Most Advanced Technical SEO Platform

3.
2 founders 4M$ raised in 2018 30 OnCrawlers 2 labs involved
100B Logs / month
250M URLs / week
Used in
66 countries
Best SEO Tool 2 years
in a row
& 7 others

4.
trust us for their daily SEO audits
800+ clients

5.
What is Index Bloating?
When a website has pages in the search engine’s index
that should not be indexed.
Examples:
• Automated pages: Internal Search Pages, pagination,
archive, author pages etc.
• Low quality content: Outdated, thin, UGC, etc.

6.
Why is it an issue?
From our point of view,
our quality algorithms
do look at the website
overall, so they do look
at everything that’s
indexed.
(Webmaster Trends
Analyst @Google)

7.
Index Bloating @Purch(and @ any other company that generates a lot of content)
Some of our websites are 15+ yo. There is A TON of outdated content.
TomsGuide.com in 2002
Yet Google is still crawling, processing and indexing
all this data.
Don’t get me started on the forums…

8.
Our solution: archiving
- Still reachable (status code: 200)
- No-Index instruction for Google to clean its index
- Not internally linked: Related Links, Hardcoded links, Internal Search

9.
Other methods we’re using( even #3 ಠ_ಠ )
Depending on your website, business or technical limitations, you can:
• Remove the content (status code: 404 or 410 will be slightly faster)
• Re-arrange: merge, redirect to make stronger pages (preferred solution)
• Don’t do anything and hope for the best (not recommended)

10.
Identifying the content
This method really depends on your website. Because of the mass of content and the
number of brands we’re dealing with, we used a simple rule for archiving:
- Remove pages with no SEO visits over the past X months
OnCrawl will easily provide you this
data via the Data Explorer using the
logs or GA data
(I’d advise to use GA if not too many
pages)

11.
Identifying the content
You can identify indexed pages with a crawl: Below the “indexability breakdown” report (segmentation is
important)

12.
Results: Index
51k
31k
Site #1

13.
Results: Crawl
The log analysis will mainly show
you if Google acknowledged the
change.

14.
Results: Index
40k
25k
Site #2

15.
Results: Crawl
The log analysis will mainly show
you if Google acknowledged the
change.

16.
Results: Index
11k
6k
Site #3

17.
Results: Crawl

18.
Results: Traffic
SEO results on traffic
(especially technical) don’t
show overnight.
The goal is mostly to stay on
the right side of the algorithm
when major Google updates
occurs.

19.
www.oncrawl.com
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