ContentKing - Digital Olympus - SEO Disasters

Steven van Vessum
Steven van VessumDirector of Organic Marketing at Conductor
SEO Disaster CSI
Why Do SEO Disasters Happen and
How To Prevent Them
Digital Olympus, April 5 2019
Who am I?
Who am I?
• VP of Community at ContentKing 2015 - now
Who am I?
• VP of Community at ContentKing
• Previously: ran an SEO agency
2015 - now
2009 - 2015
Who am I?
• VP of Community at ContentKing
• Previously: ran an SEO agency
• I ❤ to write and talk about SEO
2015 - now
2009 - 2015
Who am I?
• VP of Community at ContentKing
• Previously: ran an SEO agency
• I ❤ to write and talk about SEO
2015 - now
2009 - 2015
Why SEO Disasters?
• I love hearing and reading about them
Why SEO Disasters?
• I love hearing and reading about them
• Makes me a better SEO
Why SEO Disasters?
• I love hearing and reading about them
• Makes me a better SEO
• Helps me teach others
Why SEO Disasters?
Why do (SEO) Disasters happen?
Why do (SEO) Disasters happen?
SEO Disaster CSI
What happened and what was the result?
SEO Disaster CSI
What happened and what was the result?
Why did it happen and 

how it could have been prevented?
SEO Disaster CSI
A note on laying blame
A note on laying blame
SEO Disasters are caused by developers :(
A note on laying blame
SEO Disasters are caused by developers :(🚫
A note on laying blame
SEOs love to blame developers
SEO Disasters are caused by developers :(🚫
A note on laying blame
SEOs love to blame developers
Sometimes rightfully, often not
SEO Disasters are caused by developers :(🚫
A note on laying blame
SEOs love to blame developers
Sometimes rightfully, often not
Take responsibility!
SEO Disasters are caused by developers :(🚫
GEO redirects gone wrong
Polemic Digital
Barry Adams
What happened?
GEO redirect gone wrong
• Migration domain.nl to domain.com/nl
What happened?
GEO redirect gone wrong
• Migration domain.nl to domain.com/nl
• Launch of domain.com/de,
domain.com/gb (and more)
What happened?
GEO redirect gone wrong
• Migration domain.nl to domain.com/nl
• Launch of domain.com/de,
domain.com/gb (and more)
• Hreflang
What happened?
GEO redirect gone wrong
• Migration domain.nl to domain.com/nl
• Launch of domain.com/de,
domain.com/gb (and more)
• Hreflang
• Automatic geo redirects
What happened?
GEO redirect gone wrong
The result
GEO redirect gone wrong
The result
GEO redirect gone wrong
How could it have been avoided?
GEO redirect gone wrong
• Education on best practices
How could it have been avoided?
GEO redirect gone wrong
• Education on best practices
• Involve specialists early on
How could it have been avoided?
GEO redirect gone wrong
How could it have been avoided?
GEO redirect gone wrong
How could it have been avoided?
GEO redirect gone wrong
Pagination gone wrong
Anonymous
What happened
Pagination gone wrong
• New JS-driven pagination system was
rolled out.
What happened
Pagination gone wrong
• New JS-driven pagination system was
rolled out.
• “More user-friendly”
What happened
Pagination gone wrong
The result
Pagination gone wrong
The result
Pagination gone wrong
• A massive change to internal link structure
The result
Pagination gone wrong
• A massive change to internal link structure
• Indexed pages went down
How could it have been avoided?
Pagination gone wrong
• Education on best practices
How could it have been avoided?
Pagination gone wrong
• Education on best practices
• Testing
How could it have been avoided?
Pagination gone wrong
Canonical in body
StoxSEO
Patrick Stox
What happened?
Canonical in body
JavaScript magic was used

to modify <head>
What happened?
Canonical in body
The result
Canonical in body
The result
Canonical in body
• Google ignored the canonical URL
The result
Canonical in body
• Google ignored the canonical URL
• Duplicate content frenzy
The result
Canonical in body
How could it have been avoided?
Canonical in body
• Education on best practices
How could it have been avoided?
Canonical in body
• Education on best practices
• Testing
How could it have been avoided?
Canonical in body
Disavow like goody two-shoes
Anonymous
What happened?
Disavow like goody two-shoes
Gullible SEO disavowed all links

that looked “unnatural”.
What happened?
Disavow like goody two-shoes
The result
Disavow like goody two-shoes
How could it have been avoided?
Disavow like goody two-shoes
• Critical thinking
How could it have been avoided?
Disavow like goody two-shoes
• Critical thinking
• Discuss with peers
How could it have been avoided?
Disavow like goody two-shoes
Canonical to dev environment
JLH Marketing
Jenny Halasz
What happened
Canonical to dev environment
• New “Press” section was added
What happened
Canonical to dev environment
• New “Press” section was added
• Press release sent out, got lots of links!
What happened
Canonical to dev environment
• New “Press” section was added
• Press release sent out, got lots of links!
• None of these pages were

indexed by Google?!
What happened
Canonical to dev environment
The result
Canonical to dev environment
How could it have been avoided?
Canonical to dev environment
• Education on best practices
How could it have been avoided?
Canonical to dev environment
• Education on best practices
• Testing
How could it have been avoided?
Canonical to dev environment
• Education on best practices
• Testing
• On-page SEO monitoring
How could it have been avoided?
Canonical to dev environment
Minimizing SEO Disasters
Minimizing SEO Disasters
1. Education on best practices
Minimizing SEO Disasters
1. Education on best practices
2. Involve specialists early on
Minimizing SEO Disasters
1. Education on best practices
2. Involve specialists early on
3. Testing
Minimizing SEO Disasters
1. Education on best practices
2. Involve specialists early on
3. Testing
4. On-page SEO monitoring
Keep learning
Keep learning
Want to learn more about SEO disasters?
• contentkingapp.com/blog/seo-fails/
• contentkingapp.com/blog/seo-fails-bigseo-community/
• contentkingapp.com/blog/five-seo-disasters/
Don’t let SEO Disasters
surprise you!
contentkingapp.com
Exclusive offer for Digital Olympus
We’d love to help you prevent SEO Disasters
First 6 weeks for free
Create a trial account:

contentkingapp.com/digital-olympus
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