How to Improve Your Website's Indexation - Sean Butcher Brighton SEO Presentation from September 2018

Sean Butcher
How to improve your
website’s “indexation”?
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
How to improve your
website’s indexing
@seanbutcher #BrightonSEO
WTF does that mean?
@seanbutcher #BrightonSEO
Increase volume of
pages indexed
@seanbutcher #BrightonSEO
Increase speed of
pages indexed
@seanbutcher #BrightonSEO
Most importantly...
@seanbutcher #BrightonSEO
Ensuring most
important pages
are being indexed
@seanbutcher #BrightonSEO
Why?
@seanbutcher #BrightonSEO
Without indexing, your
web pages have no
way of ranking
@seanbutcher #BrightonSEO
Being indexed
does not mean it
will rank
https://www.seroundtable.com/confusing-ranking-with-indexing-in-google-seo-25173.html
@seanbutcher #BrightonSEO
Crawling
@seanbutcher #BrightonSEO
Crawling
V
Indexing
@seanbutcher #BrightonSEO
Crawling
V
Indexing
V
Ranking
@seanbutcher #BrightonSEO
Indexed = Page saved
in Google’s databases
@seanbutcher #BrightonSEO
“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
@seanbutcher #BrightonSEO
We need to refine
what Google has
access to
@seanbutcher #BrightonSEO
“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
Key takeaway of
today...
@seanbutcher #BrightonSEO
#BrightonSEO@seanbutcher
Align your
indexing
signals
Some basic
examples...
@seanbutcher #BrightonSEO
No inclusion in XML
sitemap
@seanbutcher #BrightonSEO
Not linking to URL
enough on site
@seanbutcher #BrightonSEO
Internal links not
pointing to canonical
@seanbutcher #BrightonSEO
Internal links not
pointing to URL in
sitemap
@seanbutcher #BrightonSEO
We’d probably best
touch on...
@seanbutcher #BrightonSEO
Mobile
First
Index
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
Responsive:
No change if parity
achieved
@seanbutcher #BrightonSEO
Dynamic/Mobile Site:
Check for consistency
inc...
@seanbutcher #BrightonSEO
Navigation & internal
linking
@seanbutcher #BrightonSEO
Content & anchor text
@seanbutcher #BrightonSEO
Speed
@seanbutcher #BrightonSEO
Tags inc. meta,
structured data,
hreflang etc.
@seanbutcher #BrightonSEO
https://developers.google.
com/search/mobile-sites/
mobile-first-indexing
@seanbutcher #BrightonSEO
@seanbutcher
Checking
index
status
#BrightonSEO
Used to be pain in the
a**e
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
Used to be very manual
@seanbutcher #BrightonSEO
Thankfully - now far
easier (& less manual)
@seanbutcher #BrightonSEO
URL inspection
tool
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
Index coverage
report
@seanbutcher #BrightonSEO
No longer required to
have a submitted XML
Sitemap
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher
Fixing
current
issues
#BrightonSEO
@seanbutcher #BrightonSEO
Some of
the red
errors
include...
“Submitted URL
marked ‘noindex’”
@seanbutcher #BrightonSEO
Inconsistent signal:
Submitted = Index me
NoIndex = Don’t index
me
@seanbutcher #BrightonSEO
“Submitted URL
blocked by robots.txt”
@seanbutcher #BrightonSEO
Inconsistent signal:
Submitted = Index me
Robots.txt = Don’t
crawl me
@seanbutcher #BrightonSEO
“Submitted URL
seems to be a Soft
404”
@seanbutcher #BrightonSEO
Improve content
@seanbutcher #BrightonSEO
Return 404 server
response
@seanbutcher #BrightonSEO
“Submitted URL not
found (404)”
@seanbutcher #BrightonSEO
Remove from sitemap
@seanbutcher #BrightonSEO
Update old internal
links
@seanbutcher #BrightonSEO
“Redirect error”
(chains/loops)
@seanbutcher #BrightonSEO
Google doesn’t like
more than 3 hops -
Won’t follow more
than 5
@seanbutcher #BrightonSEO
Submit primary URL
in sitemap (i.e. not a
redirect)
@seanbutcher #BrightonSEO
Internally link to
correct URL
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
‘Warnings’
(ambers)
Only one warning
now flagged...
@seanbutcher #BrightonSEO
“Indexed, though
blocked by robots.txt”
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEOhttps://searchengineland.com/google-the-search-console-index-coverage-report-is-n
ow-more-accurate-303369
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
If intentionally
blocked, use NoIndex
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEOhttps://support.google.com/webmasters/answer/6062608
@seanbutcher #BrightonSEOhttps://support.google.com/webmasters/answer/6062608
If unintentionally
blocked,
review/remove from
robots.txt
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
‘Valids’
(greens)
Not all rosy...
@seanbutcher #BrightonSEO
“Indexed, not
submitted in sitemap”
@seanbutcher #BrightonSEO
Review - add to
sitemap if important
@seanbutcher #BrightonSEO
“Indexed, consider
marking as canonical”
@seanbutcher #BrightonSEO
Canonicals define
primary URL
@seanbutcher #BrightonSEO
It does however
include...
@seanbutcher #BrightonSEO
#BrightonSEO
“Submitted
and
indexed”
@seanbutcher
‘Excluded’ URLs?
‘Excluded’ URLs?
https://support.google.com/webmasters/answer/7440203?hl=en
“Submitted URL not
selected as canonical”
@seanbutcher #BrightonSEO
Use in conjunction
with URL Inspection
Tool
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
Validate issues when
fixed!
@seanbutcher #BrightonSEO
https://support.google.com/
webmasters/answer/74402
03?hl=en
@seanbutcher
Other
ideas for
improving
indexing
#BrightonSEO
Make use of Fetch &
Render
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
Test rendering if
using Javascript
@seanbutcher #BrightonSEO
Pages easily
accessible / logical
structure
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
External signals (links
& shares)
@seanbutcher #BrightonSEO
Use supported file
type
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO
https://support.google.com/webmasters/answer/
35287?hl=en
Excluding
indexing?
@seanbutcher #BrightonSEO
“Ensuring most
important pages
are being indexed”
@seanbutcher #BrightonSEO
Of course - NoIndex
less important stuff
@seanbutcher #BrightonSEO
Large websites using
filters/facets
@seanbutcher #BrightonSEO
Make use of
NoIndex/Canonicals
@seanbutcher #BrightonSEO
Some “theoretical”
examples
@seanbutcher #BrightonSEO
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“Televisions”
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“50 inch
televisions”
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“Panasonic
50 inch
televisions”
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
“Panasonic
50 inch
televisions
under £500”
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
Two main options:
@seanbutcher #BrightonSEO
1) NoIndex the page
@seanbutcher #BrightonSEO
Page still there for
users
@seanbutcher #BrightonSEO
Prevents issues with
‘thin’ content
@seanbutcher #BrightonSEO
2) Canonicalise back
‘up’ to ‘important’ level
@seanbutcher #BrightonSEO
Conduct keyword
research
@seanbutcher #BrightonSEO
● 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
● 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
Provide signals of
importance
@seanbutcher #BrightonSEO
Duplication caused by
multiple filters
@seanbutcher #BrightonSEO
@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/
@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/
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
1
2
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
1
2
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
1
2
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion-
26079.html
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion-
26079.html
@seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion-
26079.html
“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
Canonical = you want
referring URL indexed
@seanbutcher #BrightonSEO
NoIndex = you don’t
want URL indexed
@seanbutcher #BrightonSEO
Summary
@seanbutcher #BrightonSEO
Need to make it as
easy as possible for
Google
@seanbutcher #BrightonSEO
Provide aligned, clear
& consistent signals
@seanbutcher #BrightonSEO
Make use of the tools
available to you for
diagnosing issues
@seanbutcher #BrightonSEO
Exclude (refine) less
important content via
canonicals & NoIndex
@seanbutcher #BrightonSEO
https://www.slideshare
.net/seanbutcher1
@seanbutcher #BrightonSEO
Thanks for listening!
@seanbutcher #BrightonSEO
1 of 167

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