SlideShare a Scribd company logo
1 of 78
How valuable was
Search in 2015?
@SearchMATH
@SearchMATH
Turkey
Have you ever intentionally browsed
products at a store but, decided to
buy them online?
Have you ever intentionally
browsed products online, but
decided to buy them in-store?
@SearchMATH
68%
32%
Yes No
70%
30%
Yes No
@SearchMATH
“Web-rooming”
is just as important as
“showrooming”
@SearchMATH
56% - first thing they do
when researching a
purchase is to go to a
search engine
@SearchMATH
@SearchMATH
Today I’m going to look at
“ON-THE-PAGE
FACTORS”
AKA
“TECHNICAL SEO”
@SearchMATH
ON-THE-PAGE
FACTORS
 CONTENT
 ARCHITECTURE
 HTML
Why does
TECHNICAL SEO
matter?
@SearchMATH
Ok… nice article
@SearchMATH
But how healthy is their
ON-THE-PAGE SEO?
@SearchMATH
@SearchMATH
Let’s test the User
Experience (U/X)
But do 404’s
hurt my site?
@SearchMATH
YES
@SearchMATH
@SearchMATH
Website Health
0
2
4
6
8
10
1 5 10
Commercial
Performance
Low 
High
Website ‘Health’ impact on
Commercial Performance
What do the
world’s top SEO
experts say?
@SearchMATH
"Even a basic understanding of what to
look for in technical SEO can get you
far…
…So many people today focus too
heavily on off-page SEO, but if a site is
technically flawed, it won't matter how
many links you have or how good your
content is.”
Isolate & Dominate Your Base Metric
1. Organic revenue
2. Visits compared to last month
3. Visits compared year-over-year
http://searchengineland.com/win-battle-proving-seos-value-201328
"The biggest problems we have are tech
problems. Often webmasters [are] trying
to be too clever and give confusing
signals…
John Mueller, Webmaster Trends Analyst, Google
http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/
…Send clear, consistent and obvious
signals.”
John Mueller, Webmaster Trends Analyst, Google
http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/
GOOGLE RECOMMEND CRAWLING SEPARATELY
Google Webmaster Hangout, 16th October, John Mueller recommended running a
separate crawl to help identify and resolve technical issues that could be causing
problems and delays when Google tries to crawl your site.
“We get kind of lost crawling all of these unnecessary URLs and we might not be
able to crawl your new updated content.”
I’m going to show you a
case study to remind us
of some of the power at
our disposal
@SearchMATH
Let’s begin…
@SearchMATH
Where do I start with a
technical review?
@SearchMATH
Jon suggests we
“CRAWL”
@SearchMATH
TIP #1
Independent web crawler
software which imitates
googlebot to produces rich
reports detailing opportunities
to achieve perfect website
architecture.
@SearchMATH
“CRAWL”
=
DISCOVERY
@SearchMATH
An embarrassing
truth for too many
web managers…
@SearchMATH
They don’t even know
how many pages they
have on their website
@SearchMATH
Let alone how many
issues are lurking below
the surface
@SearchMATH
Establish a clear picture
of your website and then
consider how it fits into
the URL universe
@SearchMATH
Recommend 5 actions from
your audit:
• 3 Quick-wins
• 2 Long-term wins
@SearchMATH
TIP #2
What’s the story with
these rel=canonical
links?
@SearchMATH
“Including a rel=canonical link in your webpage is a
strong hint to search engines your about preferred
version to index among duplicate pages on the web.”
“rel=canonical can be a bit tricky
because it’s not very obvious when
there’s a misconfiguration.”
www.mavi.com
rel=canonical
to a Disallowed URL
@SearchMATH
Audit your canonical
tags quarterly
@SearchMATH
TIP #3
Your robots.txt file holds
the power over crawlers.
Monitor for free with
Robotto.org @SearchMATH
TIP #4
So, how can I fix this issue?
Adding this directive in the robots.txt is quicker,
cleaner, easier to manage than getting a meta
noindex added to specific pages. @SearchMATH
But ultimately the meta
canonical needs amending to…
DeepCrawl already supports the robots.txt noindex directive: check which pages are
being noindexed in your report via Indexation > Non-Indexable Pages > Noindex
Pages.
Constantly optimise your
architecture to improve
crawl efficiency
@SearchMATH
TIP #5
So, remember:
1) Crawl your website
2) 5 actions per audit
3) Audit your canonicals
4) Try robotto.org for FREE
5) Optimise your crawl efficiency
@SearchMATH
Thank you!
Please say “hi”
@SearchMATH

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Seozone - 5 tips

Editor's Notes

  1. Using a number of different channels to make a single purchase. An example of this kind of transaction is researching a product online and then buying it in store. In fact, more than 80% of all respondents conduct online research before they buy electronics, computers, books, music, and movies. Eighty-eight percent of US respondents said that they research a product online via their PC before buying (vs. 80% globally) ― and 73% of US respondents report that they research online when buying clothing, footwear, toys, and health and beauty products (vs. 60% globally). In other words, online research doesn‘t just lead to online purchases, it‘s also critical in leading to purchases through other channels and in driving traffic to physical brick and mortar outlets.
  2. Using a number of different channels to make a single purchase. An example of this kind of transaction is researching a product online and then buying it in store. In fact, more than 80% of all respondents conduct online research before they buy electronics, computers, books, music, and movies. Eighty-eight percent of US respondents said that they research a product online via their PC before buying (vs. 80% globally) ― and 73% of US respondents report that they research online when buying clothing, footwear, toys, and health and beauty products (vs. 60% globally). In other words, online research doesn‘t just lead to online purchases, it‘s also critical in leading to purchases through other channels and in driving traffic to physical brick and mortar outlets.
  3. Using a number of different channels to make a single purchase. An example of this kind of transaction is researching a product online and then buying it in store. In fact, more than 80% of all respondents conduct online research before they buy electronics, computers, books, music, and movies. Eighty-eight percent of US respondents said that they research a product online via their PC before buying (vs. 80% globally) ― and 73% of US respondents report that they research online when buying clothing, footwear, toys, and health and beauty products (vs. 60% globally). In other words, online research doesn‘t just lead to online purchases, it‘s also critical in leading to purchases through other channels and in driving traffic to physical brick and mortar outlets.
  4. I love sightseeing – so that’s definitely covered
  5. So I checked out a couple of sites and chose my target
  6. Reasons to explore – Search engines only provide a limited amount of data. They are trying to be helpful, but don’t want to confuse beginners with complicated reports, or do anything which might not be in their own best interests. 1 page every 2 seconds: 1M Pages Duplicate Content Thin Content Web Depth Opportunities Migration work is the riskiest time for websites – crawl staging environments Data storage example - Sears https://www.deepcrawl.com/knowledge/best-practice/7-compelling-reasons-not-to-use-google-search-console-on-its-own/
  7. Christmas Eve, 1968 as Apollo 8 made its way around the dark side of the moon. A single photograph from Bill Anders
  8. Earthrise
  9. the most complete 3-D map of the local universe (out to a distance of 380 million light-years) ever created. Taking more than 10 years to complete, the 2MASS Redshift Survey (2MRS) also is notable for extending closer to the Galactic plane than previous surveys – a region that’s generally obscured by dust.  http://artdaily.com/news/47768/After-10-Years--Astronomers-Unveil-Most-Complete-3-D-Map-of-Local-Universe#.VkNLunbhDIU https://www.cfa.harvard.edu/news/2011-16
  10. Reasons to explore – Search engines only provide a limited amount of data. They are trying to be helpful, but don’t want to confuse beginners with complicated reports, or do anything which might not be in their own best interests. 1 page every 2 seconds: 1M Pages Duplicate Content Thin Content Web Depth Opportunities Migration work is the riskiest time for websites – crawl staging environments Data storage example - Sears https://www.deepcrawl.com/knowledge/best-practice/7-compelling-reasons-not-to-use-google-search-console-on-its-own/
  11. Reasons to explore – Search engines only provide a limited amount of data. They are trying to be helpful, but don’t want to confuse beginners with complicated reports, or do anything which might not be in their own best interests. 1 page every 2 seconds: 1M Pages Duplicate Content Thin Content Web Depth Opportunities Migration work is the riskiest time for websites – crawl staging environments Data storage example - Sears https://www.deepcrawl.com/knowledge/best-practice/7-compelling-reasons-not-to-use-google-search-console-on-its-own/
  12. Unlike disallowed pages, noindexed pages don’t end up in the index and therefore won’t show in search results. Combine both in robots.txt to optimise your crawl efficiency: the noindex will stop the page showing in search results, and the disallow will stop it being crawled: Disallow: /example-page-1/ Disallow: /example-page-2/ Noindex: /example-page-1/ Noindex: /example-page-2/ This is the holy grail of robots control that SEOs have been looking for. SIMPLE, STRAIGHTFORWARD & POWERFUL
  13. Unlike disallowed pages, noindexed pages don’t end up in the index and therefore won’t show in search results. Combine both in robots.txt to optimise your crawl efficiency: the noindex will stop the page showing in search results, and the disallow will stop it being crawled: Disallow: /example-page-1/ Disallow: /example-page-2/ Noindex: /example-page-1/ Noindex: /example-page-2/ This is the holy grail of robots control that SEOs have been looking for. SIMPLE, STRAIGHTFORWARD & POWERFUL
  14. Reasons to explore – Search engines only provide a limited amount of data. They are trying to be helpful, but don’t want to confuse beginners with complicated reports, or do anything which might not be in their own best interests. 1 page every 2 seconds: 1M Pages Duplicate Content Thin Content Web Depth Opportunities Migration work is the riskiest time for websites – crawl staging environments Data storage example - Sears https://www.deepcrawl.com/knowledge/best-practice/7-compelling-reasons-not-to-use-google-search-console-on-its-own/