Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advanced SEO Ranking Relationships

3,368 views

Published on

SEO isn't just about ranking factors or signals as single entities. Sustainable SEO requires understanding how several signals relate to each other and where search algorithms evaluate each of those to confirm initial understanding. Understanding these relationships is vital to ensuring maximum SEO ranking value.

Published in: Marketing

Advanced SEO Ranking Relationships

  1. 1. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Sustainable SEO Presentation Advanced Ranking Factor Relationships By Alan Bleiweiss http://AlanBleiweiss.com
  2. 2. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships SEO is not rocket science. It is search science!
  3. 3. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships
  4. 4. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Primary Areas This Presentation Covers
  5. 5. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships We no longer live in a one or two algorithm world.
  6. 6. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships "The decision Tree for what gets indexed, what remains, and what gets removed is more complex than ever.” “Sites are an ugly mess now, more than ever.”
  7. 7. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships
  8. 8. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships
  9. 9. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships
  10. 10. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships The Answer: QUART in all things. + "Consistency of signal reinforcement" QUART concept ©2013 – 2015 Alan Bleiweiss
  11. 11. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Topical Discovery, Topical Focus + Content Related User Experience
  12. 12. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Detection One Million product SKUs GSC: 11 million pages indexed “site:” check - 600,000 results 250,000 duplicatecontent 6 million Sitemap URLs submitted 3 million Sitemap URLs indexed [this is actual client data]
  13. 13. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signals Sources Duplicate & Perceived Duplicate Content
  14. 14. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Parameter Caused Duplicate Content Most eCommerce Sites Get URL Parameter Indexation Completely Wrong
  15. 15. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Indexation Signal Sources
  16. 16. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Detection Resources Google Search Console: Sitemap Error Messages DeepCrawl: Universal, List and Sitemap Crawl ScreamingFrog: Standard Crawl & List Upload
  17. 17. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Detection Resources: DeepCrawl
  18. 18. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Detection Resources: ScreamingFrog
  19. 19. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Fixes On pages you don’t want indexed: Eliminate canonical tag ! ( oooh controversial! ) Don’t set URL parameters to “let Googlebot decide” Eliminate OpenGraph Tags Don’t include in sitemap file
  20. 20. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Fixes If you keep canonical tags on pages you want to not be indexed: Understand Google may override this tag If too many pages remain indexed, you will need to kill those canonical tags
  21. 21. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Fixes 301 redirect or block crawlers and indexation? 301 redirect if that page previously had value (even if it was “little” value) Block crawlers & indexation if there was no value
  22. 22. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Fixes If you want to permanently have pages removed, Choose 410 instead of 404. 404: Not Found (maybe intentional, maybe not) 410: Gone (yeah, we killed it on purpose)
  23. 23. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Fixes When you 301, de-index or kill pages: Make sure internal links are updated Make sure sitemap files are updated Do inbound link outreach
  24. 24. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conflicting Signal Fixes If you can’t eliminate URL Parameters entirely But want to remove variations from indexation: Add: &noidx=1 to the URL string. Set robots.txt to block all those instances. *noidx=1 methodology courtesy Jaimie Sirovich
  25. 25. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion Flat Architecture Partial Flat Architecture Multiple Copies of each Product Page Infinite Nesting
  26. 26. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion All Flat Architecture http://domain.com/ http://domain.com/category1/ http://domain.com/category1-subcat/ http://domain.com/productdetailspage/ http://domain.com/blog/ http://domain.com/blogpost/ http://domain.com/faq/
  27. 27. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion Nested Categories, Flat Product URLs http://domain.com/ http://domain.com/category1/ http://domain.com/cat1/subcat1/ http://domain.com/productdetailspage/ http://domain.com/blog/ http://domain.com/blog/category/ http://domain.com/blogpost/
  28. 28. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion Multiple Copies of each Product Page http://domain.com/cat1/product1/ http://domain.com/cat2/product1/ http://domain.com/cat3/product1/ http://domain.com/cat3/colorx/product1/ http://domain.com/cat4/subcat1/product1/ http://domain.com/on-sale/product1/
  29. 29. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion Infinite Nesting http://domain.com/new/2015/toyota/camry/s e/4cyl/2-5l/tires/14inch/radial/AT/noise- dampening/long-life/lug-nuts/
  30. 30. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion Resolution: Avoid flat architecture Use consistent nesting model Only use duplication in gentle ways 1 product detail URL accessible from several category funnels if needed (ideal is to include product in only one category funnel where possible)
  31. 31. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion Resolution: If you have many nearly identical products /SKUs, don’t use one product/one detail page model. Consolidate where possible. Use Dropdown menu selector, radio button, or checkboxes to allow visitors to choose the “variation” of that product they want to purchase.
  32. 32. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships IA Topical Focus Confusion Resolution: Assign to categories only when data justifies! Nest only as deep as data justifies!
  33. 33. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Page Speed Factor Complexity Speed impacts: Quality Authority Trust
  34. 34. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships “But our GPSI scores are good!”* *Actual claim from client developer
  35. 35. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships If you have several high resolution images, optimizing them can still leave you with a final page that’s too bloated.
  36. 36. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships If you have too many unnecessary scripts, minify isn’t enough! 5 necessary scripts 5 ad network scripts 4 "related" and "also bought" widget scripts 3 social widget scripts 3 tracking tool scripts
  37. 37. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships GPSI doesn’t properly Evaluate 3rd party connection issues
  38. 38. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Resolving Page Speed Evaluation Requires Looking Deeper
  39. 39. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships When Factor Relationship Stars Align
  40. 40. #StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss Advanced Ranking Factor Relationships Conclusion Search algorithms are more complex than ever Search algorithms are not perfect Understand how multiple factors contribute to individual algorithmic decisions Detecting problems requires multiple tests and evaluations Be consistent across all individual signal points

×