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A Technical SEO Journey: Insights from Logs, hreflang & Mobile Analysis #SMXlondon

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Technical SEO can easily become an adventure: Let's go through different scenarios in order to grow your organic search presence by identifying opportunities from logs, fixing hreflang and mobile SEO.

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A Technical SEO Journey: Insights from Logs, hreflang & Mobile Analysis #SMXlondon

  1. 1. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti A TECHNICAL SEO JOURNEY Insights from Logs, Hreflang & Mobile Analysis
  2. 2. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA I TWEET @ALEYDA I SHARE FB.COM/ALEYDASEOTIPS/ #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti
  3. 3. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti A technical SEO journey can easily become an adventure…
  4. 4. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Identifying incorrect search crawling behavior with log analysis
  5. 5. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Although you might simulate search bots, there’s nothing like verifying how they actually crawl your site Screaming Frog Log Analyzer OnCrawl SEO Log Analyzer Botify Log Analyzer
  6. 6. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Are there any gaps from your own crawls simulations vs. the logs?
  7. 7. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti What’s the crawling difference between the main search engines bots?
  8. 8. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti … And the desktop vs. mobile ones?
  9. 9. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Which pages are not meant to be crawled but are being served? Let’s search for 3xx, 4xx & 5xx HTTP statuses
  10. 10. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Are there any inconsistent HTTP statuses?
  11. 11. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Let’s clarify that darkness!
  12. 12. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti You will likely discover behavior like this one! Differentiated bot treatment based on the IP location
  13. 13. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Which of your site pages & areas are being crawled the most?
  14. 14. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti What’s the crawl frequency of your actively visited pages?
  15. 15. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Which important pages are not being crawled at all?
  16. 16. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Are the search bots spending a lot of time crawling resources that they shouldn’t or are not important?
  17. 17. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Are the search bots spending a lot of time crawling resources that they shouldn’t or are not important?
  18. 18. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti The result? A much more efficient crawling… and taking those pesky GSC errors down
  19. 19. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti That was fun! Let’s go for another adventure
  20. 20. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Improving poor mobile search results with a mobile audit
  21. 21. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Mobile optimization is now critical… and should be a priority in your SEO audits #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti
  22. 22. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Making sure your mobile Web presence follows Google’s configuration best practices is a good starting point…
  23. 23. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Let’s prioritize those that are not only critical towards Google but also to the mobile user conversion Issues with viewport tag Issues with Mobile Usability more common with sites without mobile version or responsive design Issues with site speed more common with sites without mobile version or responsive design
  24. 24. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Identify your pages with highest mobile visibility: which have a lower CTR & Position than average?
  25. 25. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti You can also alternatively use OnPage.org Impact to filter data & see pages along their URLs directly
  26. 26. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Identify your pages with highest mobile traffic: which have a lower engagement & conversion rate?
  27. 27. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Export them to verify with URLProfiler which of them are not mobile friendly & have speed issues
  28. 28. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Mobile Friendliness Mobile Speed You can now easily prioritize your fundamental mobile optimization efforts towards the most critical pages
  29. 29. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti … and easily identify the assets causing the performance issues webpagetest.org
  30. 30. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti It’s time to make your mobile site as fast as me
  31. 31. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Identify those pages with lower CTR & Conversions in Mobile than Desktop
  32. 32. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Use Chrome’s Mobile emulator to verify their SERPs and identify opportunities to improve your visibility AMP in News Carrousel App PackApp Indexing G Maps Results
  33. 33. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti So you can focus your mobile optimization on what matters the most to grow your traffic & engagement
  34. 34. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti The job is done here! 
 Let’s run to the next one
  35. 35. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Configuring Hreflang to avoid misaligned international search results
  36. 36. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Search results misalignments issues are very common for internationally targeted queries .com.au .com.au .com.au .com .com.au “Car Hire Sydney” in google.co.uk .com.au
  37. 37. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Misaligned pages will have worse rankings, CTR, user experience and conversions
  38. 38. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Hreflang solve this issue by specifying each page language & country targeting but they need to be correctly implemented https://support.google.com/webmasters/answer/189077
  39. 39. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Sadly, there are so many hreflang implementation errors
  40. 40. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Including non-existing hreflang values, like “en-UK” instead of “en-GB” for a page in English targeted to the UK
  41. 41. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Adding non-relevant hreflang values, like unnecessary country codes for language targeted pages
  42. 42. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Trying to “override” the default country targeting of a ccTLD by specifying another one in the hreflang
  43. 43. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Adding incorrect URLs & values
  44. 44. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti With pages not specifying their own hreflang values or adding values that are not specified back
  45. 45. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Grrroooaaaaaargghhhhh?
  46. 46. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Don’t worry! Avoid these issues by using the hreflang tags generator to add valid values & tags http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/
  47. 47. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Or use the XML sitemap hreflang generator to include them in valid XML sitemaps http://www.themediaflow.com/tool_hreflang
  48. 48. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Once added, verify the annotations by crawling with OnPage.org Zoom which has hreflang validation
  49. 49. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti That also allows to verify the relationship between the translated pages
  50. 50. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Or you can also use Botify URL Explorer which also allows to identify different type of hreflang errors
  51. 51. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Monitor how those hreflang errors go down by using Google Search Console’s International Targeting Report
  52. 52. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti … and start growing the search visibility of your international Web versions
  53. 53. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Now is your time to take control of your technical SEO journey to drive the organic growth of your site
  54. 54. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti These SEO tools will be your best weapons BOT ANALYSIS HREFLANG VALIDATION MOBILE ANALYSIS Screaming Frog OnCrawl Botify OnPage Zoom Botify OnPage Impact URLProfiler WebPageTest Hreflang Generator XML Sitemap Generator
  55. 55. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti These SEO tools will be your best weapons BOT ANALYSIS HREFLANG VALIDATION MOBILE ANALYSIS Screaming Frog OnCrawl Botify OnPage Zoom Botify OnPage Impact URLProfiler WebPageTest Hreflang Generator XML Sitemap Generator themarketertoolbox.com
  56. 56. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Unless you can use the force, then choose the force!
  57. 57. #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti Questions? #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti

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