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Technical SEO Cleanup for Google’s Panda Algorithm

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Conquering Today’s Technical SEO Challenges. PRESENTATION: How to Make Java Script Crawlable in a Responsive Publishing World - Given by Ehren Reilly, @ehrenreilly - Glassdoor, Director of Product for Growth. #SMX #32A

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Technical SEO Cleanup for Google’s Panda Algorithm

  1. 1. searchmarketingexpo.com @ehrenreilly #SMX #32a Technical SEO Cleanup for Google’s Panda Algorithm
  2. 2. searchmarketingexpo.com @ehrenreilly #SMX #32a • Panda isn’t just about your content – it’s about your site architecture. • Cruft pages caused by technical issues will harm your Panda profile even if users never find them. • What do I mean by cruft pages? • What causes them? • How are they hurting your SEO? • How do you get rid of them? OVERVIEW
  3. 3. searchmarketingexpo.com @ehrenreilly #SMX #32a WHEN I JOINED GLASSDOOR… Source: SearchMetrics
  4. 4. searchmarketingexpo.com @ehrenreilly #SMX #32a QUALITY
  5. 5. searchmarketingexpo.com @ehrenreilly #SMX #32a QUALITY
  6. 6. searchmarketingexpo.com @ehrenreilly #SMX #32a QUALITY
  7. 7. searchmarketingexpo.com @ehrenreilly #SMX #32a HOW DO QUALITY SITES GET INTO PANDA PROBLEMS? Source: SearchMetrics
  8. 8. searchmarketingexpo.com @ehrenreilly #SMX #32a
  9. 9. searchmarketingexpo.com @ehrenreilly #SMX #32a March 5th, 2015 Technical SEO Cleanup for Panda Ehren Reilly Director of Product, Growth Glassdoor @ehrenreilly
  10. 10. searchmarketingexpo.com @ehrenreilly #SMX #32a Now hiring SEOs & Product Managers jobs.glassdoor.com • Sr. Product Manager, SEO/Growth • Sr. SEO Manager, B2B
  11. 11. searchmarketingexpo.com @ehrenreilly #SMX #32a
  12. 12. searchmarketingexpo.com @ehrenreilly #SMX #32a
  13. 13. searchmarketingexpo.com @ehrenreilly #SMX #32a CLICK TO ADD TEXT PRESENTATION TITLE HERE
  14. 14. searchmarketingexpo.com @ehrenreilly #SMX #32a
  15. 15. searchmarketingexpo.com @ehrenreilly #SMX #32a March 3, 2015 HOW TO COPE WITH DIRECT ANSWERS AS A PUBLISHER Ehren Reilly Director of Product, Growth Glassdoor @ehrenreilly
  16. 16. searchmarketingexpo.com @ehrenreilly #SMX #32a
  17. 17. searchmarketingexpo.com @ehrenreilly #SMX #32a Annoying, isn’t it? Makes my presentation seem kind of low quality. Imagine if you were Googlebot crawling my presentation.
  18. 18. searchmarketingexpo.com @ehrenreilly #SMX #32a CRUFT PAGE PROLIFERATION PAGES INDEXED % USEFUL Time 
  19. 19. searchmarketingexpo.com @ehrenreilly #SMX #32a • “No Results” pages • Different query; same results set • URL-based duplication • Faceted Nnavigation • Meta tag implementation issues TECHNICAL ISSUES THAT GENERATE CRUFT
  20. 20. searchmarketingexpo.com @ehrenreilly #SMX #32a “NO RESULTS” PAGES
  21. 21. searchmarketingexpo.com @ehrenreilly #SMX #32a “NO RESULTS” PAGES
  22. 22. searchmarketingexpo.com @ehrenreilly #SMX #32a “NO RESULTS” PAGES
  23. 23. searchmarketingexpo.com @ehrenreilly #SMX #32a “NO RESULTS” PAGES
  24. 24. searchmarketingexpo.com @ehrenreilly #SMX #32a “NO RESULTS” PAGES ARE EASY TO FIND THROUGH A GOOGLE SEARCH
  25. 25. searchmarketingexpo.com @ehrenreilly #SMX #32a Benefits of noindex,follow Still get credit for links to these pages. Users can still access these pages via navigation. Google won’t send users to these pages. Why not Canonical? Sometimes you can’t figure out in real time which is the most relevant other page. NOINDEX “NO RESULTS” PAGES <meta name="robots" content="noindex,follow”>
  26. 26. searchmarketingexpo.com @ehrenreilly #SMX #32a DOES “NOINDEX” WORK FOR “NO RESULTS” PAGES?
  27. 27. searchmarketingexpo.com @ehrenreilly #SMX #32a DIFFERENT QUERY; SAME RESULTS
  28. 28. searchmarketingexpo.com @ehrenreilly #SMX #32a DIFFERENT QUERY; SAME RESULTS
  29. 29. searchmarketingexpo.com @ehrenreilly #SMX #32a DIFFERENT QUERY; SAME RESULTS
  30. 30. searchmarketingexpo.com @ehrenreilly #SMX #32a • Normalize language (e.g., make all your category/search pages plural) • Merge & redirect pages with the same results set • Canonicalize pages that are subtly different DIFFERENT QUERY; SAME RESULTS? NORMALIZE, MERGE, CANONICALIZE!
  31. 31. searchmarketingexpo.com @ehrenreilly #SMX #32a • Extra query parameters that don’t affect the content (e.g., session IDs) • Case-insensitive URL paths & query parameters • http://www.Example.com/stuff.htm = http://www.example.com/stuff.htm • http://WWW.example.com/stuff.htm = http://www.example.com/stuff.htm • http://www.example.com/Stuff.htm ≠ http://www.example.com/stuff.htm • http://www.example.com?content=Stuff ≠ http://www.example.com?content=stuff • Multiple subdomains returning the same content • http://www.example.com ≠ http://example.com URL-BASED DUPLICATION
  32. 32. searchmarketingexpo.com @ehrenreilly #SMX #32a • Canonical URL tags • Parameter handing tool in Webmaster Tools • Set preferred domain in Webmaster Tools • Set up your CMS correctly SOLUTIONS FOR URL-BASED DUPLICATION
  33. 33. searchmarketingexpo.com @ehrenreilly #SMX #32a FACETED NAVIGATION
  34. 34. searchmarketingexpo.com @ehrenreilly #SMX #32a • Re-use or syndicate same content without canonical tag • Canonical URL tags use relative paths on a site with many subdomains <link rel="canonical" href="/Stuff.htm" /> • Repeat same content on international alternate site without alternate/hreflang tag. • Pagination without rel prev/next META TAG IMPLEMENTATION ERRORS
  35. 35. searchmarketingexpo.com @ehrenreilly #SMX #32a • Google Webmaster Tools: • Duplicate page content • Duplicate page title • Indexed pages: Have you got a lot more pages indexed without adding more content? • Traffic and & log file analysis: • Are users/bots going to pages on your site that “don’t exist”? • Are there pages of your site that bots visit, but which users never visit? • Human discovery FIGURING OUT THAT YOU HAVE A PROBLEM
  36. 36. searchmarketingexpo.com @ehrenreilly #SMX #32a Panda Score = Σ(value of content) # unique pages Ways to improve Panda Score: • Increase content quality without adding new unique pages. • Decrease # of unique pages by eliminating cruft. PANDA FORMULA
  37. 37. searchmarketingexpo.com @ehrenreilly #SMX #32a CRUFT PAGES MAKE IT HARD TO FIND THE GOOD STUFF
  38. 38. searchmarketingexpo.com @ehrenreilly #SMX #32a GIVE USERS/BOTS ONLY THE GOOD STUFF Flickr: superdupermanda / Via Creative Commons
  39. 39. searchmarketingexpo.com @ehrenreilly #SMX #32a Now hiring SEOs & Product Managers jobs.glassdoor.com • Sr. Product Manager, SEO/Growth • Sr. SEO Manager, B2B

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