1.
Sean Butcher

2.
How to improve your
website’s “indexation”?
@seanbutcher #BrightonSEO

3.
@seanbutcher #BrightonSEO

4.
@seanbutcher #BrightonSEO

5.
How to improve your
website’s indexing
@seanbutcher #BrightonSEO

6.
WTF does that mean?
@seanbutcher #BrightonSEO

7.
Increase volume of
pages indexed
@seanbutcher #BrightonSEO

8.
Increase speed of
pages indexed
@seanbutcher #BrightonSEO

9.
Most importantly...
@seanbutcher #BrightonSEO

10.
Ensuring most
important pages
are being indexed
@seanbutcher #BrightonSEO

11.
Why?
@seanbutcher #BrightonSEO

12.
Without indexing, your
web pages have no
way of ranking
@seanbutcher #BrightonSEO

13.
Being indexed
does not mean it
will rank
https://www.seroundtable.com/confusing-ranking-with-indexing-in-google-seo-25173.html
@seanbutcher #BrightonSEO

14.
Crawling
@seanbutcher #BrightonSEO

15.
Crawling
V
Indexing
@seanbutcher #BrightonSEO

16.
Crawling
V
Indexing
V
Ranking
@seanbutcher #BrightonSEO

17.
Indexed = Page saved
in Google’s databases
@seanbutcher #BrightonSEO

18.
“The Google Search index
contains hundreds of
billions of web pages and is
well over 100 million
gigabytes in size.”
https://www.google.com/search/howsearchworks/crawling-indexing/
@seanbutcher #BrightonSEO

19.
@seanbutcher #BrightonSEO

20.
We need to refine
what Google has
access to
@seanbutcher #BrightonSEO

21.
“Google doesn't crawl all
the pages on the web,
and we don't index all
the pages we crawl.”
https://support.google.com/webmasters/answer/34441?hl=en
@seanbutcher #BrightonSEO

22.
Key takeaway of
today...
@seanbutcher #BrightonSEO

23.
#BrightonSEO@seanbutcher
Align your
indexing
signals

24.
Some basic
examples...
@seanbutcher #BrightonSEO

25.
No inclusion in XML
sitemap
@seanbutcher #BrightonSEO

26.
Not linking to URL
enough on site
@seanbutcher #BrightonSEO

27.
Internal links not
pointing to canonical
@seanbutcher #BrightonSEO

28.
Internal links not
pointing to URL in
sitemap
@seanbutcher #BrightonSEO

29.
We’d probably best
touch on...
@seanbutcher #BrightonSEO

30.
Mobile
First
Index
@seanbutcher #BrightonSEO

31.
@seanbutcher #BrightonSEO

32.
@seanbutcher #BrightonSEO

33.
@seanbutcher #BrightonSEO

34.
Responsive:
No change if parity
achieved
@seanbutcher #BrightonSEO

35.
Dynamic/Mobile Site:
Check for consistency
inc...
@seanbutcher #BrightonSEO

36.
Navigation & internal
linking
@seanbutcher #BrightonSEO

37.
Content & anchor text
@seanbutcher #BrightonSEO

38.
Speed
@seanbutcher #BrightonSEO

39.
Tags inc. meta,
structured data,
hreflang etc.
@seanbutcher #BrightonSEO

40.
https://developers.google.
com/search/mobile-sites/
mobile-first-indexing
@seanbutcher #BrightonSEO

41.
@seanbutcher
Checking
index
status
#BrightonSEO

42.
Used to be pain in the
a**e
@seanbutcher #BrightonSEO

43.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

44.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

45.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

46.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

47.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

48.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

49.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

50.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

51.
Used to be very manual
@seanbutcher #BrightonSEO

52.
Thankfully - now far
easier (& less manual)
@seanbutcher #BrightonSEO

53.
URL inspection
tool
@seanbutcher #BrightonSEO

54.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index

55.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index

56.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index

57.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

58.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

59.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

60.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

61.
@seanbutcher #BrightonSEO

62.
@seanbutcher #BrightonSEO

63.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

64.
Index coverage
report
@seanbutcher #BrightonSEO

65.
No longer required to
have a submitted XML
Sitemap
@seanbutcher #BrightonSEO

66.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

67.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

68.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

69.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

70.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

71.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

72.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

73.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

74.
@seanbutcher
Fixing
current
issues
#BrightonSEO

75.
@seanbutcher #BrightonSEO
Some of
the red
errors
include...

76.
“Submitted URL
marked ‘noindex’”
@seanbutcher #BrightonSEO

77.
Inconsistent signal:
Submitted = Index me
NoIndex = Don’t index
me
@seanbutcher #BrightonSEO

78.
“Submitted URL
blocked by robots.txt”
@seanbutcher #BrightonSEO

79.
Inconsistent signal:
Submitted = Index me
Robots.txt = Don’t
crawl me
@seanbutcher #BrightonSEO

80.
“Submitted URL
seems to be a Soft
404”
@seanbutcher #BrightonSEO

81.
Improve content
@seanbutcher #BrightonSEO

82.
Return 404 server
response
@seanbutcher #BrightonSEO

83.
“Submitted URL not
found (404)”
@seanbutcher #BrightonSEO

84.
Remove from sitemap
@seanbutcher #BrightonSEO

85.
Update old internal
links
@seanbutcher #BrightonSEO

86.
“Redirect error”
(chains/loops)
@seanbutcher #BrightonSEO

87.
Google doesn’t like
more than 3 hops -
Won’t follow more
than 5
@seanbutcher #BrightonSEO

88.
Submit primary URL
in sitemap (i.e. not a
redirect)
@seanbutcher #BrightonSEO

89.
Internally link to
correct URL
@seanbutcher #BrightonSEO

90.
@seanbutcher #BrightonSEO
‘Warnings’
(ambers)

91.
Only one warning
now flagged...
@seanbutcher #BrightonSEO

92.
“Indexed, though
blocked by robots.txt”
@seanbutcher #BrightonSEO

93.
@seanbutcher #BrightonSEOhttps://searchengineland.com/google-the-search-console-index-coverage-report-is-n
ow-more-accurate-303369

94.
@seanbutcher #BrightonSEO

95.
@seanbutcher #BrightonSEO

96.
@seanbutcher #BrightonSEO

97.
If intentionally
blocked, use NoIndex
@seanbutcher #BrightonSEO

98.
@seanbutcher #BrightonSEOhttps://support.google.com/webmasters/answer/6062608

99.
@seanbutcher #BrightonSEOhttps://support.google.com/webmasters/answer/6062608

100.
If unintentionally
blocked,
review/remove from
robots.txt
@seanbutcher #BrightonSEO

101.
@seanbutcher #BrightonSEO
‘Valids’
(greens)

102.
Not all rosy...
@seanbutcher #BrightonSEO

103.
“Indexed, not
submitted in sitemap”
@seanbutcher #BrightonSEO

104.
Review - add to
sitemap if important
@seanbutcher #BrightonSEO

105.
“Indexed, consider
marking as canonical”
@seanbutcher #BrightonSEO

106.
Canonicals define
primary URL
@seanbutcher #BrightonSEO

107.
It does however
include...
@seanbutcher #BrightonSEO

108.
#BrightonSEO
“Submitted
and
indexed”
@seanbutcher

109.
‘Excluded’ URLs?

110.
‘Excluded’ URLs?
https://support.google.com/webmasters/answer/7440203?hl=en

111.
“Submitted URL not
selected as canonical”
@seanbutcher #BrightonSEO

112.
Use in conjunction
with URL Inspection
Tool
@seanbutcher #BrightonSEO

113.
@seanbutcher #BrightonSEO

114.
@seanbutcher #BrightonSEO

115.
@seanbutcher #BrightonSEO

116.
Validate issues when
fixed!
@seanbutcher #BrightonSEO
https://support.google.com/
webmasters/answer/74402
03?hl=en

117.
@seanbutcher
Other
ideas for
improving
indexing
#BrightonSEO

118.
Make use of Fetch &
Render
@seanbutcher #BrightonSEO

119.
@seanbutcher #BrightonSEO

120.
Test rendering if
using Javascript
@seanbutcher #BrightonSEO

121.
Pages easily
accessible / logical
structure
@seanbutcher #BrightonSEO

122.
@seanbutcher #BrightonSEO

123.
External signals (links
& shares)
@seanbutcher #BrightonSEO

124.
Use supported file
type
@seanbutcher #BrightonSEO

125.
@seanbutcher #BrightonSEO
https://support.google.com/webmasters/answer/
35287?hl=en

126.
Excluding
indexing?
@seanbutcher #BrightonSEO

127.
“Ensuring most
important pages
are being indexed”
@seanbutcher #BrightonSEO

128.
Of course - NoIndex
less important stuff
@seanbutcher #BrightonSEO

129.
Large websites using
filters/facets
@seanbutcher #BrightonSEO

130.
Make use of
NoIndex/Canonicals
@seanbutcher #BrightonSEO

131.
Some “theoretical”
examples
@seanbutcher #BrightonSEO

132.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“Televisions”

133.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“50 inch
televisions”

134.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“Panasonic
50 inch
televisions”

135.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

136.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

137.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“Panasonic
50 inch
televisions
under £500”

138.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

139.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher

140.
Two main options:
@seanbutcher #BrightonSEO

141.
1) NoIndex the page
@seanbutcher #BrightonSEO

142.
Page still there for
users
@seanbutcher #BrightonSEO

143.
Prevents issues with
‘thin’ content
@seanbutcher #BrightonSEO

144.
2) Canonicalise back
‘up’ to ‘important’ level
@seanbutcher #BrightonSEO

145.
Conduct keyword
research
@seanbutcher #BrightonSEO

146.
● Televisions - 550,000 (0 filters)
● 50 inch televisions - 90,500 (1 filter)
● Panasonic 50 inch televisions -
6,600 (2 filters)
● Panasonic 50 inch televisions under
£500 - 0 (3 filters)
@seanbutcher #BrightonSEO

147.
● Televisions - 550,000 (0 filters)
● 50 inch televisions - 90,500 (1 filter)
● Panasonic 50 inch televisions -
6,600 (2 filters)
● Panasonic 50 inch televisions under
£500 - 0 (3 filters)
@seanbutcher #BrightonSEO

148.
Provide signals of
importance
@seanbutcher #BrightonSEO

149.
Duplication caused by
multiple filters
@seanbutcher #BrightonSEO

150.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
https://www.domain.co.uk/men/mens-footwear/trai
ners/brand/nike/size/8-10,8-11,8,7-8,8-
9/colour/black/

151.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
https://www.domain.co.uk/men/mens-footwear/t
rainers/brand/nike/colour/bl
ack/size/8-10,8-11,8,7-8,8-9/

152.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
1
2

153.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
1
2

154.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
1
2

155.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion-
26079.html

156.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion-
26079.html

157.
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion-
26079.html

158.
“DYK the
rel-canonical is a
hint, not a directive.
It’s a very strong hint,
but may still be
outweighed by other
signals.”
Gary Illyes - Mar 23rd 2017
@seanbutcher

159.
Canonical = you want
referring URL indexed
@seanbutcher #BrightonSEO

160.
NoIndex = you don’t
want URL indexed
@seanbutcher #BrightonSEO

161.
Summary
@seanbutcher #BrightonSEO

162.
Need to make it as
easy as possible for
Google
@seanbutcher #BrightonSEO

163.
Provide aligned, clear
& consistent signals
@seanbutcher #BrightonSEO

164.
Make use of the tools
available to you for
diagnosing issues
@seanbutcher #BrightonSEO

165.
Exclude (refine) less
important content via
canonicals & NoIndex
@seanbutcher #BrightonSEO

166.
https://www.slideshare
.net/seanbutcher1
@seanbutcher #BrightonSEO

167.
Thanks for listening!
@seanbutcher #BrightonSEO