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.

Technical SEO Beyond the Audit - Brighton SEO April 2017 - Philip Gamble

3,289 views

Published on

Technical SEO is more than just an audit. Monitoring of technical performance is critical to catch any emerging issues early on. This session will cover practical examples of how to approach technical monitoring, what to look for and examples of real world implementations which have maintained and improved performance.

Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Technical SEO Beyond the Audit - Brighton SEO April 2017 - Philip Gamble

  1. 1. Philip Gamble FOUND Technical SEO Beyond the Initial Audit @freeg131 http://www.slideshare.net/freeg131
  2. 2. Start with an audit
  3. 3. Deliver the audit
  4. 4. If we’re lucky everyone’s on board to implement
  5. 5. Reach an acceptable level of technical compliance
  6. 6. Things Change
  7. 7. Our job isn’t done
  8. 8. Technical SEO Beyond the Audit
  9. 9. challenges change brings performance impact how to identify quickly importance of a swift resolution
  10. 10. INSTANCE 1: DE-INDEX
  11. 11. <META NAME="ROBOTS" CONTENT="NOINDEX, NOFOLLOW">
  12. 12. 24% drop in indexed pages 250 270 290 310 330 350 370 390 410 430 450 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 IndexedURls Week
  13. 13. Most important pages deindexed first
  14. 14. 21% traffic loss
  15. 15. 80% traffic loss on top service page -7 -6 -5 -4 -3 -2 -1 0
  16. 16. How long until you notice?
  17. 17. Don’t rely on retrospective rankings or traffic
  18. 18. Monitor robots.txt Monitor meta robots key pages Daily rankings track key pages Identify
  19. 19. Check all robots Request change Review implementation Fix
  20. 20. traffic recovered quickly -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9
  21. 21. 2 days to get fix live!
  22. 22. 6 weeks for all URLs to get re-indexed 250 300 350 400 450 500 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 IndexedURls Week
  23. 23. Request Google re-crawl the pages!
  24. 24. INSTANCE 2: ‘MINOR’ CHANGE
  25. 25. “re-organised products slightly”
  26. 26. Check Everything
  27. 27. Trailing Slash Removed https://www.site.com/service-name/ https://www.site.com/service-name
  28. 28. -22% page traffic /service-name/ /service-name
  29. 29. map keywords to URLs check ranking URLs don’t rely on aggregate data How to identify
  30. 30. https://www.site.com/service-name/ https://www.site.com/service-name https://www.site.com/service-name/ Change Reversed
  31. 31. instant recovery /service-name/ /service-name
  32. 32. demand sign-off get access to dev ticket system Communicate! How to prevent
  33. 33. INSTANCE 3: GOOGLE GETTING “SMARTER”
  34. 34. Search Engines try to be clever
  35. 35. Google is dumb
  36. 36. Behaving like a user = new problems
  37. 37. Improved Code Execution
  38. 38. Filtering Sliders: 1000s more URLs!
  39. 39. Sub-category Location + every salary by year + every salary by day + every salary by hour
  40. 40. Normal URLs 37% Salary Filtered URLs 63% 63% of Google’s Crawl Budget Only 0.1% of Visits Massive Inefficiencies
  41. 41. JavaScript imported content HTMLJS CONTENT
  42. 42. Thousands of thin variants ?ids= 15/reload- slider242,10407,14310,1203 9 JS CONTENT x 100000
  43. 43. +25% Indexed URLs in a Month
  44. 44. Visibility Decrease Visibility Indexed URLs - 200 400 600 800 1,000 1,200 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000
  45. 45. Indexed URL count Large sites: log files Don‘t rely on your crawler Identify
  46. 46. URL parameter configuration Robots.txt Proactively block Fix: Conserve Crawl Budget
  47. 47. URL removal tool Force crawl Fix: Tidy SERPs
  48. 48. APPROACH
  49. 49. Monitor
  50. 50. Monitor Catch Quickly
  51. 51. Monitor Catch Quickly Retain Performance
  52. 52. TAKING ACTION
  53. 53. What to monitor?
  54. 54. Robots, Uptime, Crawl Data, Speed, Indexation, Content
  55. 55. Google Analytics Google Search Console
  56. 56. Thresholds: Identify what matters
  57. 57. Configure Alerts ChangeDetection.com
  58. 58. Build Dashboards with Google Data Studio
  59. 59. Build Dashboards Google Data Studio Screenshot(s)
  60. 60. Automate reports Make sure they are seen Lots of Google Analytics apps IFTTT or APIs Slack
  61. 61. Slack
  62. 62. Slack Google Search Console reports 3 additional crawl errors on sitename.co.uk [keyword 27] has dropped from #3 to no rank http://www.sitename.co.uk/landing-page-27 has dropped from Google's index
  63. 63. Vigilance Pays
  64. 64. Image Credits Start with an audit: https://stocksnap.io/photo/JVSII4KCCK Reach an acceptable level of technical compliance https://www.pexels.com/photo/mathematics- colorful-game- color-19677/ Things change http://cubercritic.com/product/rubiks-cube-review/ Our job isn’t done https://pixabay.com/en/tub-palio-race-river-water-remo-114349/ How long https://www.pexels.com/photo/black-round-analog-wall-clock-121734/ Fix: Googlebot Request Google recrawl the pages: https://static.pexels.com/photos/262272/pexels-photo- 262272.jpeg Check everything: https://pixabay.com/en/fear-fright-horror-frightened-1172407/ Behaving like a user = new problems: https://www.youtube.com/watch?v=fsF7enQY8uI Fix – Tidy SERPs: https://pixabay.com/en/lego-legomaennchen-males-workers-568039/ Google Data Studio: http://searchengineland.com/figz/wp-content/seloads/2017/02/google-data- studio-google-search-console-report.png Vigilance pays: https://www.pexels.com/photo/brown-hawk-on-focus-photo-162354/

×