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SMX Israel: The Ultimate SEO Audit - Smart Indexing

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Ranking highly in SERPs to achieve high volumes of organic traffic is a key goal for many webmasters and digital marketers. In this presentation, DeepCrawl's Tristan Pirouz discusses the topic of indexing and focuses in on two common scenarios: over-indexation and under-indexation. By identifying and understanding the reasons websites fall into these categories, it is possible to achieve 'smart indexing'.

Published in: Marketing

SMX Israel: The Ultimate SEO Audit - Smart Indexing

  1. 1. Ultimate SEO Audit | Smart Indexing @tristan_pirouz Tristan Pirouz, Head of BD EMEA, DeepCrawl @tristan_pirouz
  2. 2. HOW TO POSITION YOUR YOURSELF AS A WEBMASTER ‘Smart Indexing’ @tristan_pirouz You want to read more: http://info.deepcrawl.com/science-of-crawlspace NumberofIndexedPages
  3. 3. Indexing INDEXING IS THE CONTROL, PROCESS OR MEASURE OF WHICH PAGES ARE INDEXED When showcasing your digital assets to Google you want your preferred pages to be seen. @tristan_pirouz Source: How to rank yours in Google search results, Google in-Depth Articles Why we want to be indexed?
  4. 4. HOW OFTEN A BOT CRAWLS A SPECIFIC PAGE OR DIRECTORY PER HOUR OR DAY? If a page hasn’t been crawled recently, it won’t rank well. If a page hasn’t been crawled within a certain time period then it receives less authority. @tristan_pirouz You want to read more: http://info.deepcrawl.com/science-of-crawlspace Source: Crawl Optimization, blindfiveyearold
  5. 5. INDEXED PAGES ARE THOSE WHICH ARE RETURNED IN SEARCH RESULTS The method to understand where you are is… URL Analyze Validate Universe @tristan_pirouz
  6. 6. INDEXED PAGES ARE THOSE WHICH ARE RETURNED IN SEARCH RESULTS The method to understand where you are is this… • Ranking checking • Log analysis • Search console • Sitemaps • Organic visits • Site: • Info: • Dedupe • Crawl with DeepCrawl Compare this to the indexed pages count in search console Analyze Validate:URL Universe: @tristan_pirouz
  7. 7. HOW TO ACHIEVE SMART INDEXING? Achieving ‘Smart Indexing’ @tristan_pirouz Over-Indexation Incorrect Canonical tags Lack of NoIndex Lack of Canonical tags Under-Indexation Thin Content Undiscovered Pages Inefficient Architecture Slow Performance Made NonIndexable by mistake Smart Indexing
  8. 8. EXAMPLES OF UNDER-INDEXING @tristan_pirouz
  9. 9. PAGES MAY NOT BE DISCOVERED DUE TO INSUFFICIENT LINKING/ HIGH CRAWL DEPTH Undiscoverable pages @tristan_pirouz Googlebot may not access your content reach pages as they are hidden too far down your website
  10. 10. HOW CRAWLABLE IS YOUR SITE? Crawl efficiency @tristan_pirouz
  11. 11. EXAMPLES OF OVER-INDEXING @tristan_pirouz
  12. 12. A LACK OF NOINDEX CAN RESULTS IN AN INDEX BLOAT CAUSING A DILUTION OF LINK JUICE AND CONSTRAINED CRAWL BUDGET Lack of noindex @tristan_pirouz
  13. 13. DO INCLUDE A CANONICAL TAG ON EVERY PAGE, WITHOUT EXCEPTION Lack of canonical tags Prevent any possible duplication. Even if there are no other versions of a page, then that page should still include a canonical tag that links to itself Source: Cononical Tags: Easy Dos and Don’ts, DeepCrawl @tristan_pirouz
  14. 14. CONTROLS @tristan_pirouz
  15. 15. UNDERSTANDING HOW TO USE NOINDEX, DISALLOW & NOFOLLOW MEANS YOU CAN ADVISE SEs AROUND What to consider when optimizing your crawl efficiency? You want to read more: https://www.deepcrawl.com/knowledge/best-practice/robots-txt-noindex-the-best-kept-secret-in-seo/ You want to read more: https://www.deepcrawl.com/knowledge/best-practice/noindex-disallow-nofollow/ Backlink Authority CrawlEfficiency meta canonical robots.txt disallow meta noindex rel nofollow meta noindex + rel nofollow robots.txt noindex @tristan_pirouz CrawlEfficiency Backlink Authority
  16. 16. DETERMINE YOUR PERFORMANCE RELATIVE TO YOUR COMPETITORS How am I performing relative to my competitors? Determine your performance relative to your competitors @tristan_pirouz
  17. 17. IS THE ABILITY TO CONSTRUCT YOUR WEBSITE ON THE FORESIGHT OF THE MARKET LEADERS WEBSITE ARCHITECTURE SIZE Concept of architecture 3 Values: Market Size: What is the average website size set by market leaders? Actual Size: What is the actual website size of the given site? Indexed Size: What are the total number of returned pages in search results? @tristan_pirouz
  18. 18. WHEN YOUR WEBSITE IS BELOW THE EXPECTED MARKET SIZE Under-architected When does Under-Architected occur: 1.When there is a lack of inventory, products, content 2.Lack of relevant categorization and facets @tristan_pirouz
  19. 19. WHEN YOUR WEBSITE IS ABOVE THE EXPECTED MARKET SIZE Over-architected When does Over-Architected occur: 1.Low relevancy or low value pages without unique content created 2.Uncontrolled categorization 3.Incorrect management of expired content @tristan_pirouz
  20. 20. THEREFORE… @tristan_pirouz
  21. 21. HOW TO ACHIEVE SMART INDEXING? ‘Smart Indexing’ | Checklist Over-Indexation Incorrect Canonical tags Lack of NoIndex Lack of Canonical tags Under-Indexation Thin Content Undiscovered Pages Inefficient Architecture Slow Performance Made NonIndexable by mistake Smart Indexing @tristan_pirouz
  22. 22. HOW YOU WANT YOUR WEBSITE TO LOOK LIKE? ‘Smart Indexing’ @tristan_pirouz
  23. 23. MULTIPLE SCENARIOS YOU CAN FIND YOURSELF AS A WEBMASTER ‘Super Smart Indexing’ ArchitectureIndexing UnderUnder OverOver @tristan_pirouz
  24. 24. Your Site Audit with DeepCrawl Tristan Pirouz Head of Business Development EMEA, DeepCrawl Tristan@DeepCrawl.com @tristan_pirouz

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