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Righteous tech               SEO, dudeMULTICHANNELATTRIBUTION                  @audette | SMX West
Some RKG Clients                   2
Build a business case                        3
What is this workworth?                    4
# of pages impacted     multiplied byAvg. conversion %                      5
# of pages impacted         multiplied by(or)   Avg. revenue per page                               6
# of pages impacted          multiplied by(or)   Avg. leads per visit                              7
# of pages impacted         multiplied by(or)   Whatever!                         8
1. Product pages get 10% of dailySEO traffic or 10,000 visits.2. Avg. conversion rate of 3.8%3. Avg. order value is $72.00...
We estimate a 20% lift in organictraffic to these pages.                               10
1. Product pages will get 2,000more daily visits2. 76 new daily conversions3. $5,472 new daily revenue                    ...
This change will create$164,160     in newmonthly revenue.                          12
is pleased             13
Impact vs. reliability
Link building and social:high potential impact…                            15
… and low dependability                          16
Technical SEO: lowpotential impact…                     17
… and high dependability                           18
Technical SEO is Dependable   High Impact, Lower      Dependability         Off-page                            ContentHig...
Some commonmistakes
#1: Inconsistent signals                           21
Canonical tags not part of the       internal link profilehttp://www.llbean.com/llb/shop/51909 ?page=double-l-chinos-natur...
One key isconsistency
Self-referencing canonical tag points           to non-canonicalhttp://www.llbean.com/llb/shop/32865    ?page=double-l-jea...
Canonical signals    Home          Category          Sub-cat         Product   Navigation & internal links, external backl...
#2: Pagination                 26
Self-referencing canonicaltags                   Annotations:            • Pages 2-N annotated with rel prev,             ...
No self-referencing canonicalwith rel prev/next                 ~/pg3?src=nav1&se                       ssID=9 pp. 2-N    ...
Multiple versions of paginatedURLs
Multiple versions                      link rel=prev                 href=~/pg1&kpc=2&ra                         ndom4 pp....
#3: Mishandling duplicates                         31
Using robots.txtfor duplicates                   32
33
Mobile URLscompeting              34
35
#4: Product variations                         36
37
38
39
40
#5: Server Errors &Response Codes                      41
43
Every site has finite crawlresources                   Good pages crawled                   Good pages not crawled        ...
Fixing them leads…                     45
… to improved crawling.                          46
Some crawling tips:                      47
1. Fix server errors2. Speed rules!3. Google & Bing parameterhandling tools4. Monitor indexation accuratelywith XML sitema...
Read these: http://www.slideshare.net/jcolman/w eb-performance-optimization-the- silver-bullet-of-seo-and-ux http://www.sl...
(so much more)   Faceted navigation   International sites   Ajax, HTML 5, javascript   Site speed   Mobile content   …    ...
Technical SEO topics:http://www.rimmkaufman.com/blog/author/audette/http://searchengineland.com/author/audette            ...
Thank you! Adam Audette Twitter: @audette aaudette@rimmkaufman.com
Technical SEO (Pagination & Crawling) by Adam Audette
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Technical SEO (Pagination & Crawling) by Adam Audette

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How to build a business case, the difference between high potential impact and high reliability, some top misses with pagination, and some top crawling tips.

Published in: Technology
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Technical SEO (Pagination & Crawling) by Adam Audette

  1. 1. Righteous tech SEO, dudeMULTICHANNELATTRIBUTION @audette | SMX West
  2. 2. Some RKG Clients 2
  3. 3. Build a business case 3
  4. 4. What is this workworth? 4
  5. 5. # of pages impacted multiplied byAvg. conversion % 5
  6. 6. # of pages impacted multiplied by(or) Avg. revenue per page 6
  7. 7. # of pages impacted multiplied by(or) Avg. leads per visit 7
  8. 8. # of pages impacted multiplied by(or) Whatever! 8
  9. 9. 1. Product pages get 10% of dailySEO traffic or 10,000 visits.2. Avg. conversion rate of 3.8%3. Avg. order value is $72.00 9
  10. 10. We estimate a 20% lift in organictraffic to these pages. 10
  11. 11. 1. Product pages will get 2,000more daily visits2. 76 new daily conversions3. $5,472 new daily revenue 11
  12. 12. This change will create$164,160 in newmonthly revenue. 12
  13. 13. is pleased 13
  14. 14. Impact vs. reliability
  15. 15. Link building and social:high potential impact… 15
  16. 16. … and low dependability 16
  17. 17. Technical SEO: lowpotential impact… 17
  18. 18. … and high dependability 18
  19. 19. Technical SEO is Dependable High Impact, Lower Dependability Off-page ContentHigh Dependability, Lower Impact On-page 19
  20. 20. Some commonmistakes
  21. 21. #1: Inconsistent signals 21
  22. 22. Canonical tags not part of the internal link profilehttp://www.llbean.com/llb/shop/51909 ?page=double-l-chinos-natural-fit- hidden-comfort-plain-front
  23. 23. One key isconsistency
  24. 24. Self-referencing canonical tag points to non-canonicalhttp://www.llbean.com/llb/shop/32865 ?page=double-l-jeans-natural- fit&catalogId=18
  25. 25. Canonical signals Home Category Sub-cat Product Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs. 25
  26. 26. #2: Pagination 26
  27. 27. Self-referencing canonicaltags Annotations: • Pages 2-N annotated with rel prev, next pp. 2-N • pages 2-N self-referencing rel canonical
  28. 28. No self-referencing canonicalwith rel prev/next ~/pg3?src=nav1&se ssID=9 pp. 2-N Actual canonical: ~/pg3
  29. 29. Multiple versions of paginatedURLs
  30. 30. Multiple versions link rel=prev href=~/pg1&kpc=2&ra ndom4 pp. 2-N Actual pg 1: ~/pg1&kpc2
  31. 31. #3: Mishandling duplicates 31
  32. 32. Using robots.txtfor duplicates 32
  33. 33. 33
  34. 34. Mobile URLscompeting 34
  35. 35. 35
  36. 36. #4: Product variations 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. #5: Server Errors &Response Codes 41
  42. 42. 43
  43. 43. Every site has finite crawlresources Good pages crawled Good pages not crawled Dupes/overhead/junk 44
  44. 44. Fixing them leads… 45
  45. 45. … to improved crawling. 46
  46. 46. Some crawling tips: 47
  47. 47. 1. Fix server errors2. Speed rules!3. Google & Bing parameterhandling tools4. Monitor indexation accuratelywith XML sitemaps5. Still a fan of 304 not modified 48
  48. 48. Read these: http://www.slideshare.net/jcolman/w eb-performance-optimization-the- silver-bullet-of-seo-and-ux http://www.slideshare.net/jcolman/se o-site-speed-and-battlestar- galactica-searchfest-2012-11735155 49
  49. 49. (so much more) Faceted navigation International sites Ajax, HTML 5, javascript Site speed Mobile content … 50
  50. 50. Technical SEO topics:http://www.rimmkaufman.com/blog/author/audette/http://searchengineland.com/author/audette 51
  51. 51. Thank you! Adam Audette Twitter: @audette aaudette@rimmkaufman.com

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