1.
@SWallaceSEO | #INBOUND17
B A C K T O O U R R O O T S
W I T H T E C H N I C A L S E O
Stephanie Wallace
Senior Director, Search Engine Optimization

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@SWallaceSEO | #INBOUND17
Back to Our Roots With
Technical SEO
S T E P H A N I E WA L L A C E
Senior Director, SEO
Nebo

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@SWallaceSEO | #INBOUND17
• The SEO Cycle
• Embrace Our Roots
• Baseline Technical Skills
• What To Learn Now
• How To Stay Ahead
A G E N D A

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@SWallaceSEO | #INBOUND17
The Virtuous Cycle
of SEO

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@SWallaceSEO | #INBOUND17
All Trends
Go Through
Cycles

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@SWallaceSEO | #INBOUND17

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@SWallaceSEO | #INBOUND17

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@SWallaceSEO | #INBOUND17
The Same
Cycles Apply
to SEO

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@SWallaceSEO | #INBOUND17
SEOs started as
“Webmasters”.

10.
@SWallaceSEO | #INBOUND17
But, there were
problems…

11.
@SWallaceSEO | #INBOUND17
And frustrated
users.

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@SWallaceSEO | #INBOUND17
Google had to
evolve.

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@SWallaceSEO | #INBOUND17
The role of an
SEO changed.

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@SWallaceSEO | #INBOUND17
“SEO is dead”.

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@SWallaceSEO | #INBOUND17
Enough said.

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@SWallaceSEO | #INBOUND17
Is this real?

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@SWallaceSEO | #INBOUND17
Content is king!

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@SWallaceSEO | #INBOUND17
They are wrong.

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@SWallaceSEO | #INBOUND17
Technology
+ Content

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@SWallaceSEO | #INBOUND17
3.5 billion
Searches Per Day On Google
- I N T E R N E T L I V E S TAT S

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@SWallaceSEO | #INBOUND17
500-600
- M O Z G O O G L E A L G O R I T H M H I S T O R Y
Google Algorithm Updates Per Year

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@SWallaceSEO | #INBOUND17
+200
Ranking Factors, Each With Up To 50
Variations

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@SWallaceSEO | #INBOUND17
Of Online
Experiences Start
With A Search
93%
- S E A R C H E N G I N E J O U R N A L

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@SWallaceSEO | #INBOUND17
Technical SEO is
paramount

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@SWallaceSEO | #INBOUND17
Embracing Our
Technical Roots1

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@SWallaceSEO | #INBOUND17
Death of
SEO =
Birth of
Content as
King
NEED IMAGE
This is not about
learning to code
@SWallaceSEO | #INBOUND17

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@SWallaceSEO | #INBOUND17
NEED IMAGE
Well, not
exactly…
@SWallaceSEO | #INBOUND17

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@SWallaceSEO | #INBOUND17
Web developers
are magical
How does web
development work?
Magic.

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@SWallaceSEO | #INBOUND17
You need to know
how things work

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@SWallaceSEO | #INBOUND17
You need to know
how things work
Don’t be this guy

31.
@SWallaceSEO | #INBOUND17
Start curious

32.
@SWallaceSEO | #INBOUND17
Establish a Baseline
of Technical Skills2

33.
@SWallaceSEO | #INBOUND17
Google
Analytics

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@SWallaceSEO | #INBOUND17
TRACK & MEASURE
WEBSITE DATA
Use data to make informed business decisions
Google Analytics

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@SWallaceSEO | #INBOUND17
Google Analytics
Dig into your data to measure
performance of marketing activities.

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@SWallaceSEO | #INBOUND17
HTML & CSS

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@SWallaceSEO | #INBOUND17
THE FOUNDATION OF
THE WEB
The languages used to explain your content to browsers
& make it stylish
HTML & CSS

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@SWallaceSEO | #INBOUND17
HTML & CSS
Learn how to build a beautiful
webpage.

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@SWallaceSEO | #INBOUND17
HTML & CSS
Learn how to build a beautiful
webpage.
www.codeacademy.com

40.
@SWallaceSEO | #INBOUND17
JavaScript

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@SWallaceSEO | #INBOUND17
CREATE INTERACTIVE
EFFECTS ON YOUR
WEBSITE
Bring HTML & CSS to life
JavaScript

42.
@SWallaceSEO | #INBOUND17
Learn how to build a dynamic
webpage. JavaScript

43.
@SWallaceSEO | #INBOUND17
JavaScript
Learn how to build a dynamic
webpage.
www.codeacademy.com

44.
@SWallaceSEO | #INBOUND17
SQL
Structured Query
Language

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@SWallaceSEO | #INBOUND17
LEARN HOW TO WORK
WITH RELATIONAL
DATABASES
SQL
To manipulate data and build queries that communicate with
more than one table

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@SWallaceSEO | #INBOUND17
Easily parse data to pull out insights
that help inform marketing & more. SQL

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@SWallaceSEO | #INBOUND17
Easily parse data to pull out insights
that help inform marketing & more. SQL
www.codeacademy.com

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@SWallaceSEO | #INBOUND17
MySQL for
Excel

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@SWallaceSEO | #INBOUND17
PULL PROCESSED
QUERY DATA INTO EXCEL
To browse MySQL Schemas, Tables, Views and Procedures
and perform data operations
MySQL for Excel

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@SWallaceSEO | #INBOUND17
Big data needs more than a million
rows. MySQL for Excel

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@SWallaceSEO | #INBOUND17
Schema

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@SWallaceSEO | #INBOUND17
STRUCTURED DATA
MARKUP
Schema
Annotates specific elements on a page making them
easier for search engines to understand

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@SWallaceSEO | #INBOUND17
Schema.org is the complete resource for
supported tags & microdata vocabulary. Schema

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@SWallaceSEO | #INBOUND17
Use Google’s Structured Data Markup
Helper to generate code. Schema

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@SWallaceSEO | #INBOUND17
Tools & Technology
to Learn Now3

56.
@SWallaceSEO | #INBOUND17
MarkdownMarkdown

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@SWallaceSEO | #INBOUND17
USE A PLAIN TEXT
EDITOR & MARKDOWN
To bypass the need for a developer
Markdown

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@SWallaceSEO | #INBOUND17
Markdown

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@SWallaceSEO | #INBOUND17
H1s & H2s
Markdown

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@SWallaceSEO | #INBOUND17
Bulleted &
Numbered
Lists
Markdown

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@SWallaceSEO | #INBOUND17
Block Quotes
Markdown

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@SWallaceSEO | #INBOUND17
Links
Markdown

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@SWallaceSEO | #INBOUND17
https://goo.gl/tJvCfi
Markdown

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@SWallaceSEO | #INBOUND17
Markdown
dillinger.io

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@SWallaceSEO | #INBOUND17
Markdown
dillinger.io
Paste Markdown here

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@SWallaceSEO | #INBOUND17
Markdown
dillinger.io
Paste Markdown here View HTML here

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@SWallaceSEO | #INBOUND17
Export as HTML here
Markdown
Paste Markdown here View HTML here
dillinger.io

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@SWallaceSEO | #INBOUND17
Markdown
Create the HTML of
your dreams.

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@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown

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@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown

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@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown

72.
@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown
https://goo.gl/cFuJLc

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@SWallaceSEO | #INBOUND17
Google Tag
Manager

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@SWallaceSEO | #INBOUND17
MANAGE SITE TAGS VIA
CENTRAL INTERFACE
Separate from the source code a website
Google Tag Manager

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@SWallaceSEO | #INBOUND17
1. Tag: A snippet of code (usually JavaScript) added to a page
2. Trigger: Defines when & where tags are fired
3. Variables: Receive or store information to be used by tags & triggers;
these impact what data is collected
Basic Components:
Google Tag Manager

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@SWallaceSEO | #INBOUND17
Google Tag Manager

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@SWallaceSEO | #INBOUND17
Google Tag Manager

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@SWallaceSEO | #INBOUND17
Use Case
Implement structured data markup
using Google Tag Manager.
New Tag >
Custom HTML

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@SWallaceSEO | #INBOUND17
Use Case
Dynamically insert J-SON LD on all
pages you define.
Paste Code

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@SWallaceSEO | #INBOUND17
Use Case
Dynamically insert J-SON LD on all
pages you define.
Define Trigger
Pages

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@SWallaceSEO | #INBOUND17
Use Case
Verify via Google’s Structured Data
Testing Tool.

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@SWallaceSEO | #INBOUND17
Why is Tag Manager
Awesome?
Google Tag Manager

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@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager

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@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager

85.
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager

86.
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager

87.
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager

88.
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager

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@SWallaceSEO | #INBOUND17
Developer
Tools

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@SWallaceSEO | #INBOUND17
EVALUATE THE CODE
ON ANY WEBPAGE
To efficiently track issues & get insights for code
optimization
Developer Tools

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@SWallaceSEO | #INBOUND17
Understand the code on any
webpage.
1
2
3
Developer Tools

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@SWallaceSEO | #INBOUND17
Understand the code on any
webpage. Developer Tools

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@SWallaceSEO | #INBOUND17
Check header responses for directives
such as x-robots, rel=canonical, etc. Developer Tools

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@SWallaceSEO | #INBOUND17
Quickly change elements on any
webpage to illustrate recommendations Developer Tools

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@SWallaceSEO | #INBOUND17
Quickly change elements on any
webpage to illustrate recommendations. Use Case

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@SWallaceSEO | #INBOUND17
Why is this my
favorite non-SEO tool?
Developer Tools

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@SWallaceSEO | #INBOUND17
Favorite
Tool
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools

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@SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools
Favorite
Tool

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@SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools
Favorite
Tool

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@SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools
Favorite
Tool

101.
@SWallaceSEO | #INBOUND17
GTmetrix

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@SWallaceSEO | #INBOUND17
ANALYZE SITE SPEED &
MAKE IT FASTER
Because site speed matters… a lot
GTmetrix

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@SWallaceSEO | #INBOUND17
GTmetrix
Get actionable, detailed information
on what’s slowing your site down &
how to improve it.

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@SWallaceSEO | #INBOUND17
Using all of the data available,
prioritize implementation based on
overall impact.
GTmetrix

105.
@SWallaceSEO | #INBOUND17
GTmetrix
Why not use Google PageSpeed?

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@SWallaceSEO | #INBOUND17
GTmetrix
Why not use Google PageSpeed?
Google PageSpeed does not actually
measure the speed of your site.

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@SWallaceSEO | #INBOUND17
Why is page speed analysis
important for SEO?
GTmetrix

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@SWallaceSEO | #INBOUND17
GTmetrix
Speed
Matters
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
50% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of Kissmetrics.com

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@SWallaceSEO | #INBOUND17
GTmetrix
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
50% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of DoubleClick by Google
Speed
Matters

110.
@SWallaceSEO | #INBOUND17
GTmetrix
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
53% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of DoubleClick by Google
Speed
Matters

111.
@SWallaceSEO | #INBOUND17
GTmetrix
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
53% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of DoubleClick by Google
Speed
Matters

112.
@SWallaceSEO | #INBOUND17
Log File
Analyzer
by Screaming Frog

113.
@SWallaceSEO | #INBOUND17
IDENTIFY CRAWLED
URLS & ANALYZE BOT
DATA
To uncover invaluable SEO insights
Log File Analyzer

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@SWallaceSEO | #INBOUND17
Your log files contain the only data
that is 100% accurate in terms of how
search engines are crawling your site.
Log File Analyzer

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@SWallaceSEO | #INBOUND17
Upload your log files to uncover how
search engines are crawling & parsing
your site.
Log File Analyzer

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@SWallaceSEO | #INBOUND17
Verify search engine bots, identify
crawled URLs and analyze bot data &
behavior.
Log File Analyzer

117.
@SWallaceSEO | #INBOUND17
Identify large & slow pages, identify
header response errors and redirects
that need to be resolved.
Log File Analyzer

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@SWallaceSEO | #INBOUND17
Why is log analysis so
valuable?
Log File Analyzer

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@SWallaceSEO | #INBOUND17
Log
Analysis
Too many response code errors create crawl budget
waste, which can negatively impact your rankings
Ensure search engines are crawling everything you
want indexed
Correcting the problems found in your logs will lead to
higher rankings, more traffic, & more conversions / sales
Log File Analyzer

120.
@SWallaceSEO | #INBOUND17
Log
Analysis
Too many response code errors create crawl budget
waste, which can negatively impact your rankings
Ensure search engines are crawling everything you
want indexed
Correcting the problems found in your logs will lead to
higher rankings, more traffic, & more conversions / sales
Log File Analyzer

121.
@SWallaceSEO | #INBOUND17
Log
Analysis
Too many response code errors create crawl budget
waste, which can negatively impact your rankings
Ensure search engines are crawling everything you
want indexed
Correcting the problems found in your logs will lead to
higher rankings, more traffic, & more conversions / sales
Log File Analyzer

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@SWallaceSEO | #INBOUND17
APIs

123.
@SWallaceSEO | #INBOUND17
INTEGRATE TOOLS &
APPLICATIONS
To streamline processes & make data easier to
work with
APIs

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@SWallaceSEO | #INBOUND17
APIs
API:
Application Programming Interface
Your APP /
Program
A
P
I
Data Request
Data Request

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@SWallaceSEO | #INBOUND17
APIs
API:
Application Programming Interface
Your APP /
Program
A
P
I
Data Request
Data Request

126.
@SWallaceSEO | #INBOUND17
APIs
API:
Application Programming Interface
Your APP /
Program
A
P
I
Data Request
Data Request

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@SWallaceSEO | #INBOUND17
APIs
Learn how to make applications talk to
each other.

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@SWallaceSEO | #INBOUND17
APIs
Learn how to make applications talk to
each other.
www.codeacademy.com

129.
@SWallaceSEO | #INBOUND17
Use Case
Uncover hidden keyword level data
using Google Sheets & APIs.

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@SWallaceSEO | #INBOUND17
Use Case
Uncover hidden keyword level data
using Google Sheets & APIs.

131.
@SWallaceSEO | #INBOUND17
But why would I
use an API?
APIs

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@SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have
APIs you can leverage
APIs can help make existing data convenient &
consumable
Scale productivity by automating robotic processes
APIs
Integrate

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@SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have
APIs you can leverage
APIs can help make existing data convenient &
consumable
Scale productivity by automating robotic processes
APIs
Integrate

134.
@SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have
APIs you can leverage
APIs can help make existing data convenient &
consumable
Scale productivity by automating robotic processes
APIs
Integrate

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@SWallaceSEO | #INBOUND17
Accelerated
Mobile Pages
AMP

136.
@SWallaceSEO | #INBOUND17
REDUCE CONTENT
LOAD TIME ON MOBILE
DEVICES
With AMP HTML pages served via Google
AMP

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@SWallaceSEO | #INBOUND17
AMP

138.
@SWallaceSEO | #INBOUND17
AMP
AMP has been integrated into
primary search results pages.
AMP design & compatibility
should be a consideration if
organic traffic from Google
represents a significant
amount of total visits.

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@SWallaceSEO | #INBOUND17
Regular Page
www
Inbound.com
Hosted AMP
Inbound.com
AMP
Cached AMP
Inbound.com
gstatic
rel=“canonical”
rel=“canonical”
rel=“amphtml”
AMP
How Accelerated Mobile Pages work.

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@SWallaceSEO | #INBOUND17
Pros:
1. Increased traffic through
higher visibility
2. Improved UX
3. Higher CTR &
engagement metrics
4. Up to 80% higher ad
visibility rates
AMP

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@SWallaceSEO | #INBOUND17
Cons:
1. Can be very difficult to
implement
2. Offers limited functionality
compared to the main site
AMP

142.
@SWallaceSEO | #INBOUND17
Queries for news, recipes, ecommerce
& more generate AMP results. AMP

143.
@SWallaceSEO | #INBOUND17
AMP
Why should I get
AMP’d?

144.
@SWallaceSEO | #INBOUND17
All About
Mobile
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP

145.
@SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP
All About
Mobile

146.
@SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP
All About
Mobile

147.
@SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP
All About
Mobile

148.
@SWallaceSEO | #INBOUND17
Progressive
Web Apps
PWAs

149.
@SWallaceSEO | #INBOUND17
AN APP LIKE MOBILE
EXPERIENCE
Faster, lighter, & more personalized
PWAs

150.
@SWallaceSEO | #INBOUND17
1
3
2
PWAs

151.
@SWallaceSEO | #INBOUND17
Progressive Web Apps are
user experiences that have
the reach of the web.
They are reliable, fast, &
engaging.
Always fresh.
PWAs

152.
@SWallaceSEO | #INBOUND17
Universal - available on iOS
and Android.
Push notifications.
Connectivity independent to
ensure PWAs work with low
quality or no connection.
PWAs

153.
@SWallaceSEO | #INBOUND17
Do I need a PWA?
PWAs

154.
@SWallaceSEO | #INBOUND17
Do I need a PWA?
PWAs
Probably not…

155.
@SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs
Progress

156.
@SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs
Progress

157.
@SWallaceSEO | #INBOUND17
Progress
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs

158.
@SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs
Progress

159.
@SWallaceSEO | #INBOUND17
How To Stay Ahead
of the Curve4

160.
@SWallaceSEO | #INBOUND17
Establish a
baseline of skills

161.
@SWallaceSEO | #INBOUND17
Remember
Don’t be this guy

162.
@SWallaceSEO | #INBOUND17
Stay up to date on
MarTech trends

163.
@SWallaceSEO | #INBOUND17
Push your tools

164.
@SWallaceSEO | #INBOUND17
Be prepared to
execute it yourself

165.
@SWallaceSEO | #INBOUND17
Thank You! | Q&A
Stephanie
Wallace
Senior Director of SEO
Nebo
@SWallaceSEO | #Inbound17

166.
@SWallaceSEO | #INBOUND17
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