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

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This presentation, delivered at Brighton SEO in September 2018, looks at issues with website indexing and how to increase your chances of indexing on Google and other search engines from a volume, speed and content importance perspective through providing clear, consistent and aligned signals.

Published in: Marketing

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

  1. 1. Sean Butcher
  2. 2. How to improve your website’s “indexation”? @seanbutcher #BrightonSEO
  3. 3. @seanbutcher #BrightonSEO
  4. 4. @seanbutcher #BrightonSEO
  5. 5. How to improve your website’s indexing @seanbutcher #BrightonSEO
  6. 6. WTF does that mean? @seanbutcher #BrightonSEO
  7. 7. Increase volume of pages indexed @seanbutcher #BrightonSEO
  8. 8. Increase speed of pages indexed @seanbutcher #BrightonSEO
  9. 9. Most importantly... @seanbutcher #BrightonSEO
  10. 10. Ensuring most important pages are being indexed @seanbutcher #BrightonSEO
  11. 11. Why? @seanbutcher #BrightonSEO
  12. 12. Without indexing, your web pages have no way of ranking @seanbutcher #BrightonSEO
  13. 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. 14. Crawling @seanbutcher #BrightonSEO
  15. 15. Crawling V Indexing @seanbutcher #BrightonSEO
  16. 16. Crawling V Indexing V Ranking @seanbutcher #BrightonSEO
  17. 17. Indexed = Page saved in Google’s databases @seanbutcher #BrightonSEO
  18. 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. 19. @seanbutcher #BrightonSEO
  20. 20. We need to refine what Google has access to @seanbutcher #BrightonSEO
  21. 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. 22. Key takeaway of today... @seanbutcher #BrightonSEO
  23. 23. #BrightonSEO@seanbutcher Align your indexing signals
  24. 24. Some basic examples... @seanbutcher #BrightonSEO
  25. 25. No inclusion in XML sitemap @seanbutcher #BrightonSEO
  26. 26. Not linking to URL enough on site @seanbutcher #BrightonSEO
  27. 27. Internal links not pointing to canonical @seanbutcher #BrightonSEO
  28. 28. Internal links not pointing to URL in sitemap @seanbutcher #BrightonSEO
  29. 29. We’d probably best touch on... @seanbutcher #BrightonSEO
  30. 30. Mobile First Index @seanbutcher #BrightonSEO
  31. 31. @seanbutcher #BrightonSEO
  32. 32. @seanbutcher #BrightonSEO
  33. 33. @seanbutcher #BrightonSEO
  34. 34. Responsive: No change if parity achieved @seanbutcher #BrightonSEO
  35. 35. Dynamic/Mobile Site: Check for consistency inc... @seanbutcher #BrightonSEO
  36. 36. Navigation & internal linking @seanbutcher #BrightonSEO
  37. 37. Content & anchor text @seanbutcher #BrightonSEO
  38. 38. Speed @seanbutcher #BrightonSEO
  39. 39. Tags inc. meta, structured data, hreflang etc. @seanbutcher #BrightonSEO
  40. 40. https://developers.google. com/search/mobile-sites/ mobile-first-indexing @seanbutcher #BrightonSEO
  41. 41. @seanbutcher Checking index status #BrightonSEO
  42. 42. Used to be pain in the a**e @seanbutcher #BrightonSEO
  43. 43. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  44. 44. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  45. 45. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  46. 46. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  47. 47. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  48. 48. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  49. 49. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  50. 50. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  51. 51. Used to be very manual @seanbutcher #BrightonSEO
  52. 52. Thankfully - now far easier (& less manual) @seanbutcher #BrightonSEO
  53. 53. URL inspection tool @seanbutcher #BrightonSEO
  54. 54. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index
  55. 55. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index
  56. 56. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://search.google.com/search-console/index
  57. 57. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  58. 58. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  59. 59. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  60. 60. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  61. 61. @seanbutcher #BrightonSEO
  62. 62. @seanbutcher #BrightonSEO
  63. 63. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  64. 64. Index coverage report @seanbutcher #BrightonSEO
  65. 65. No longer required to have a submitted XML Sitemap @seanbutcher #BrightonSEO
  66. 66. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  67. 67. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  68. 68. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  69. 69. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  70. 70. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  71. 71. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  72. 72. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  73. 73. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  74. 74. @seanbutcher Fixing current issues #BrightonSEO
  75. 75. @seanbutcher #BrightonSEO Some of the red errors include...
  76. 76. “Submitted URL marked ‘noindex’” @seanbutcher #BrightonSEO
  77. 77. Inconsistent signal: Submitted = Index me NoIndex = Don’t index me @seanbutcher #BrightonSEO
  78. 78. “Submitted URL blocked by robots.txt” @seanbutcher #BrightonSEO
  79. 79. Inconsistent signal: Submitted = Index me Robots.txt = Don’t crawl me @seanbutcher #BrightonSEO
  80. 80. “Submitted URL seems to be a Soft 404” @seanbutcher #BrightonSEO
  81. 81. Improve content @seanbutcher #BrightonSEO
  82. 82. Return 404 server response @seanbutcher #BrightonSEO
  83. 83. “Submitted URL not found (404)” @seanbutcher #BrightonSEO
  84. 84. Remove from sitemap @seanbutcher #BrightonSEO
  85. 85. Update old internal links @seanbutcher #BrightonSEO
  86. 86. “Redirect error” (chains/loops) @seanbutcher #BrightonSEO
  87. 87. Google doesn’t like more than 3 hops - Won’t follow more than 5 @seanbutcher #BrightonSEO
  88. 88. Submit primary URL in sitemap (i.e. not a redirect) @seanbutcher #BrightonSEO
  89. 89. Internally link to correct URL @seanbutcher #BrightonSEO
  90. 90. @seanbutcher #BrightonSEO ‘Warnings’ (ambers)
  91. 91. Only one warning now flagged... @seanbutcher #BrightonSEO
  92. 92. “Indexed, though blocked by robots.txt” @seanbutcher #BrightonSEO
  93. 93. @seanbutcher #BrightonSEOhttps://searchengineland.com/google-the-search-console-index-coverage-report-is-n ow-more-accurate-303369
  94. 94. @seanbutcher #BrightonSEO
  95. 95. @seanbutcher #BrightonSEO
  96. 96. @seanbutcher #BrightonSEO
  97. 97. If intentionally blocked, use NoIndex @seanbutcher #BrightonSEO
  98. 98. @seanbutcher #BrightonSEOhttps://support.google.com/webmasters/answer/6062608
  99. 99. @seanbutcher #BrightonSEOhttps://support.google.com/webmasters/answer/6062608
  100. 100. If unintentionally blocked, review/remove from robots.txt @seanbutcher #BrightonSEO
  101. 101. @seanbutcher #BrightonSEO ‘Valids’ (greens)
  102. 102. Not all rosy... @seanbutcher #BrightonSEO
  103. 103. “Indexed, not submitted in sitemap” @seanbutcher #BrightonSEO
  104. 104. Review - add to sitemap if important @seanbutcher #BrightonSEO
  105. 105. “Indexed, consider marking as canonical” @seanbutcher #BrightonSEO
  106. 106. Canonicals define primary URL @seanbutcher #BrightonSEO
  107. 107. It does however include... @seanbutcher #BrightonSEO
  108. 108. #BrightonSEO “Submitted and indexed” @seanbutcher
  109. 109. ‘Excluded’ URLs?
  110. 110. ‘Excluded’ URLs? https://support.google.com/webmasters/answer/7440203?hl=en
  111. 111. “Submitted URL not selected as canonical” @seanbutcher #BrightonSEO
  112. 112. Use in conjunction with URL Inspection Tool @seanbutcher #BrightonSEO
  113. 113. @seanbutcher #BrightonSEO
  114. 114. @seanbutcher #BrightonSEO
  115. 115. @seanbutcher #BrightonSEO
  116. 116. Validate issues when fixed! @seanbutcher #BrightonSEO https://support.google.com/ webmasters/answer/74402 03?hl=en
  117. 117. @seanbutcher Other ideas for improving indexing #BrightonSEO
  118. 118. Make use of Fetch & Render @seanbutcher #BrightonSEO
  119. 119. @seanbutcher #BrightonSEO
  120. 120. Test rendering if using Javascript @seanbutcher #BrightonSEO
  121. 121. Pages easily accessible / logical structure @seanbutcher #BrightonSEO
  122. 122. @seanbutcher #BrightonSEO
  123. 123. External signals (links & shares) @seanbutcher #BrightonSEO
  124. 124. Use supported file type @seanbutcher #BrightonSEO
  125. 125. @seanbutcher #BrightonSEO https://support.google.com/webmasters/answer/ 35287?hl=en
  126. 126. Excluding indexing? @seanbutcher #BrightonSEO
  127. 127. “Ensuring most important pages are being indexed” @seanbutcher #BrightonSEO
  128. 128. Of course - NoIndex less important stuff @seanbutcher #BrightonSEO
  129. 129. Large websites using filters/facets @seanbutcher #BrightonSEO
  130. 130. Make use of NoIndex/Canonicals @seanbutcher #BrightonSEO
  131. 131. Some “theoretical” examples @seanbutcher #BrightonSEO
  132. 132. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher “Televisions”
  133. 133. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher “50 inch televisions”
  134. 134. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher “Panasonic 50 inch televisions”
  135. 135. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  136. 136. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  137. 137. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher “Panasonic 50 inch televisions under £500”
  138. 138. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  139. 139. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher
  140. 140. Two main options: @seanbutcher #BrightonSEO
  141. 141. 1) NoIndex the page @seanbutcher #BrightonSEO
  142. 142. Page still there for users @seanbutcher #BrightonSEO
  143. 143. Prevents issues with ‘thin’ content @seanbutcher #BrightonSEO
  144. 144. 2) Canonicalise back ‘up’ to ‘important’ level @seanbutcher #BrightonSEO
  145. 145. Conduct keyword research @seanbutcher #BrightonSEO
  146. 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. 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. 148. Provide signals of importance @seanbutcher #BrightonSEO
  149. 149. Duplication caused by multiple filters @seanbutcher #BrightonSEO
  150. 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. 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. 152. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher 1 2
  153. 153. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher 1 2
  154. 154. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher 1 2
  155. 155. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion- 26079.html
  156. 156. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion- 26079.html
  157. 157. @seanbutcher #BrightonSEO#BrightonSEO@seanbutcher https://www.seroundtable.com/google-noindex-rel-canonical-confusion- 26079.html
  158. 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. 159. Canonical = you want referring URL indexed @seanbutcher #BrightonSEO
  160. 160. NoIndex = you don’t want URL indexed @seanbutcher #BrightonSEO
  161. 161. Summary @seanbutcher #BrightonSEO
  162. 162. Need to make it as easy as possible for Google @seanbutcher #BrightonSEO
  163. 163. Provide aligned, clear & consistent signals @seanbutcher #BrightonSEO
  164. 164. Make use of the tools available to you for diagnosing issues @seanbutcher #BrightonSEO
  165. 165. Exclude (refine) less important content via canonicals & NoIndex @seanbutcher #BrightonSEO
  166. 166. https://www.slideshare .net/seanbutcher1 @seanbutcher #BrightonSEO
  167. 167. Thanks for listening! @seanbutcher #BrightonSEO

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