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Advanced SEO Issues - Rob Woods

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Advanced SEO Issues

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Advanced SEO Issues - Rob Woods

  1. 1. ADVANCED SEO ISSUES STATE OF SEARCH 2018 ROB WOODS
  2. 2. WHO AM I?
  3. 3. ROB WOODS SEO CONSULTANT Technical Editor of The Art of SEO Technical Editor of Social eCommerce Inhouse SEO – 12 Years Independent SEO Consultant – 6 Years Conference Speaker – Pubcon, SMX Advanced, State of Search, etc.
  4. 4. TOOLS
  5. 5. INTERNAL LINKING
  6. 6. INTERNAL LINK STRUCTURE Is Google able to crawl the links on your site? For crawlability, crawl resources, and flow of link equity HTML is best JS can be bad
  7. 7. LINKS PER PAGE
  8. 8. LINKS PER PAGE
  9. 9. LINK SCUPLTING
  10. 10. REL=NOFOLLOW
  11. 11. 10 LINK EQUITY / 10 LINKS =1 POINT PER LINK PASSED NOFOLLOW 5 LINKS 10 LINK EQUITY / 5 FOLLOWED LINKS = 2 POINTS PER LINK PASSED 10 LINK EQUITY / 10 LINKS =1 POINT PASSED PER FOLLOWED LINK
  12. 12. EVAPORATES WORKS FOR CRAWL CONTROL FOR VERY LARGE SITES? USE FOR PAID LINKS ONLY!!!
  13. 13. Javascript:void(0); Hat Tip: Grant Simmons https://www.w3resource.com/javascript/operators/void.php
  14. 14. LINK DECAY DEPTH MATTERS e.g. 15% DECAY RATE = 1 > 0.85 > 0.72 > 0.61 > 0.52 …
  15. 15. ANCHOR TEXT https://www.youtube.com/watch?v=7m-cd8XXovQ&feature=youtu.be&t=3790
  16. 16. INTERNAL LINK TOOLS Screaming Frog Directory Tree Graph
  17. 17. INTERNAL LINK TOOLS Screaming Frog Force Directed Directory Tree Diagram
  18. 18. INTERNAL LINK TOOLS
  19. 19. INTERNAL LINK TOOLS
  20. 20. CANONICAL URLS / DUPLICATE CONTENT
  21. 21. CANONICAL VS 301 REDIRECTS
  22. 22. CANONICALS ARE FOR DUPLICATES (OR NEAR DUPLICATES)
  23. 23. CANONICALS - DUPLICATE CONTENT - CANONICAL AND SITEMAP DISAGREE - INTERNAL OR EXTERNAL LINKS - PARAMETERIZED URLS - GOOGLE FAVORS CLEANER URLS MAKE ALL YOUR CANONICAL SIGNALS AGREE
  24. 24. OTHER CANONICAL/DUPLICATE ISSUES -Subdomain VS Raw Domain -Alternate versions of home page (index.php, default.aspx, /home/, etc.) -Trailing slashes* - Capitalization - Issues caused by incorrect canonicalization - Cross domain canonicals
  25. 25. OTHER TYPES OF DUPLICATE CONTENT FACETED NAVIGATION PRODUCT VARIATIONS MUTIPLE CATEGORIES PARAMETERS
  26. 26. FACETED NAVIGATION WHICH VARIABLES MATTER? (size, price, color, brand, rating, etc.) ORDER OF PARAMETERS MATTERS (/pants/womens/black/small /pants/womens/small/black) SORT ORDERS, FILTERS, RESULTS PER PAGE
  27. 27. FACETED NAVIGATION WHICH VARIABLES AFFECT THE URL BLOCKING VIA ROBOTS.TXT VS META ROBOTS VS CANONICAL
  28. 28. FACETED NAVIGATION
  29. 29. PRODUCT VARIATIONS
  30. 30. MULTIPLE CATEGORIES https://domain/product.html https://domain/category/product.html https://domain/category/subcategory/product.html https://domain/category/subcategory/subsubcategory/product.html https://domain/catalog/product/view/id/number https://domain/review/product/list/id/number/ https://domain/product.html?___SID=U https://domain/category/product.html?___SID=U https://domain/category/subcategory/product.html?___SID=U https://domain/category/subcategory/subsubcategory/product.html?___SID =U
  31. 31. PARAMETERS https://www.site.com/ccrz__ProductDetails?viewState=DetailView&cartID=& sku=sp1_869494&isCSRFlow=&portalUser=&store=&cclcl=en_US https://www.site.com/ccrz__ProductDetails?viewState=DetailView&cartID=& sku=sp1_869494&isCSRFlow=true&portalUser=&store=&cclcl=en_US https://www.site.com/ccrz__ProductDetails?&sku=sp1_869494 https://www.site.com/emergency-exit-label-qs3035.html
  32. 32. GOOGLE SEARCH CONSOLE – EXCLUDED URLS
  33. 33. GOOGLE SEARCH CONSOLE – EXCLUDED URLS
  34. 34. GOOGLE SEARCH CONSOLE – EXCLUDED URLS
  35. 35. GOOGLE SEARCH CONSOLE – EXCLUDED URLS
  36. 36. CRAWLABILITY / RENDERING
  37. 37. CLOAKING
  38. 38. DYNAMIC RENDERING - Javascript - Single Page JS sites - Prerender / Precache (https://developers.google.com/search/docs/guides/dynamic-rendering)
  39. 39. • https://developers.google.com/search/docs/guides/dynamic-rendering
  40. 40. ISSUES - Can cause slow response times - Don’t fix on page JS issues - Test page speeds (webpagetest.org) )
  41. 41. DYNAMIC RENDERING / PRERENDERING SERVICES
  42. 42. HOW DOES GOOGLE SEE YOUR SITE?
  43. 43. GOOGLE FETCH & RENDER
  44. 44. GOOGLE WEB CACHE
  45. 45. GOOGLE TEXT CACHE
  46. 46. SCREAMING FROG JS RENDERING
  47. 47. SCREAMING FROG – CRAWL AS GOOGLEBOT
  48. 48. CHROME DEVELOPER TOOLS - ELEMENTS
  49. 49. USER AGENT SWITCHER - CHROME
  50. 50. USER AGENT SWITCHER - CHROME
  51. 51. GOOD OLD EXACT PHRASE SEARCH
  52. 52. CRAWL CONTROL
  53. 53. META ROBOTS PREVENT INDEXING NOT CRAWLING NOINDEX,FOLLOW PROBABLY DOESN’T WORK LIKE YOU THINK
  54. 54. ROBOTS.TXT USE WILDCARDS (Disallow: /*cart$) NOINDEX (maybe) MOST RESTRICTIVE INSTRUCTION WINS PREVENTS GOOGLE SEEING META ROBOTS TEST USING GOOGLE SEARCH CONSOLE
  55. 55. PAGINATION / INFINITE SCROLL
  56. 56. PAGINATION
  57. 57. PAGINATION link rel="canonical" href="http://flypatterns.org/page/2/" /> <link rel="prev" href="http://flypatterns.org/" /> <link rel=“next" href="http://flypatterns.org/3/" /> • Don’t just use the canonical (often ignored) • When not to use pagination markup • Make sure pagination links are crawlable • Google may ignore it and index pages anyway
  58. 58. INFINITE SCROLL
  59. 59. INFINITE SCROLL • Used as a substitute for pagination. • Good or bad for users and engines? How do you choose which group to serve? It’s trendy but do your users really want/need it? • Solutions to work around uncrawlable infinite scroll for both crawling and link equity flow
  60. 60. BONUS ROUND 301 VS 301 SUBDOMAIN VS SUBFOLDER
  61. 61. Q&A
  62. 62. THANK YOU! ROB@ROBWOODS.ORG @ROBDWOODS (604) 374-5312

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