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SEOday 2017 - Technical SEO to get excited about

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Here are the slides for a talk I delivered at SEOday 2017 in Kolding, Denmark.

With content marketing as fashionable as it is, and some industry experts claiming its longer necessary, technical SEO gets lost in the shuffle. But the technical choices and opportunities for websites have developed at a huge rate in recent years.

In this talk we’ll look at how SEOs should continue to embrace their inner geek, and not be scared of jumping into the technical side. We’ll see how there’s some really exciting stuff we should be doing, such as page speed, Schema, AMP, Javascript, and log file analysis. And how this helps, not hinders, us form making amazing content.

Published in: Internet

SEOday 2017 - Technical SEO to get excited about

  1. 1. TECHNICAL SEO T O B E E X C I T E D A B O U T I N 2 0 1 7 J a n u a r y 1 9 t h 2 0 1 7
  2. 2. @PAGESAUCE CHARLIE WILLIAMS @ p a g e s a u c e c h a r l i e . w i l l i a m s @ s c r e a m i n g f r o g . c o . u k b i t . l y / s e o d a y d k - t ech- 20 17
  3. 3. @PAGESAUCE “FORGET THE TECH STUFF… JUST BUILD US MORE LINKS” @PAGESAUCE
  4. 4. @PAGESAUCE MODERN SEO “ c a n b e i m p l e m e n t e d w i t h o u t a n y … t e c h n i c a l k n o w l e d g e o f h o w w e b s i t e s w o r k ”
  5. 5. @PAGESAUCE TECH SEO D O E S N ’ T D R I V E A N Y B I G W I N S & I N C R E A S E T R A F F I C
  6. 6. BING “Ranking well requires so much more than tweaking basic, on-page technical factors… We’ve progressed far enough today… that even poorly optimized sites can give off signals strong enough to rank well” @PAGESAUCE blogs.bing.com/webmaster/2012/03/23/does-bing-like-seo-you-bet-your-ahrefs-we-do/
  7. 7. @PAGESAUCE TECH + CONTENT I S H O W W E B U I L D A M A Z I N G O N L I N E E X P E R I E N C E S T H A T R A N K
  8. 8. IAN LURIE “Technology, from infrastructure to HTML code, have more impact on rankings than any other single factor” @PAGESAUCE Technical SEO Best Practises - essentials.portent.com/portent-technical-seo-best-practices/
  9. 9. @PAGESAUCE
  10. 10. @PAGESAUCE
  11. 11. @PAGESAUCE A METAPHOR &
  12. 12. @PAGESAUCE BASIC BUILDING BLOCKS A R E O U R F O U N D A T I O N A L B E S T P R A C T I C E S
  13. 13. @PAGESAUCE
  14. 14. @PAGESAUCE
  15. 15. @PAGESAUCE
  16. 16. @PAGESAUCE
  17. 17. @PAGESAUCE
  18. 18. @PAGESAUCE
  19. 19. @PAGESAUCE
  20. 20. @PAGESAUCE
  21. 21. @PAGESAUCE
  22. 22. @PAGESAUCE
  23. 23. @PAGESAUCE
  24. 24. @PAGESAUCE
  25. 25. @PAGESAUCE
  26. 26. @PAGESAUCE TECH SEO H A S A R A N G E O F I N S T R U C T I O N S F O R P R O C E S S E S & I M P R O V E M E N T S
  27. 27. @PAGESAUCE BE USEFUL BE USABLE BE FAST T H E T E N E T S O F M O D E R N S E O @PAGESAUCE
  28. 28. JS SITES D o i n g t h e f o r m a l l y i m p o s s i b l e @PAGESAUCE
  29. 29. @PAGESAUCE PROGRESSIVE WEB APPS L O A D Q U I C K L Y, S E N D N O T I F I C A T I O N S A N D A R E L I N K A B L E
  30. 30. @PAGESAUCE@PAGESAUCE
  31. 31. @PAGESAUCE@PAGESAUCE
  32. 32. @PAGESAUCE@PAGESAUCE
  33. 33. MIKE KING “I’d say using HTML snapshots is still the best practice, but definitely not the only way for Google see these types of sites” @PAGESAUCE The technical SEO renaissance - moz.com/blog/the-technical-seo-renaissance
  34. 34. @PAGESAUCE VIEW SOURCE D O E S N ’ T S H O W O U R C O N T E N T
  35. 35. searchengineland.com/chromes-devtools-seo-10-ways-use-seo-audits-266433 @PAGESAUCE VIEW SOURCE D O E S N ’ T S H O W O U R C O N T E N T
  36. 36. @PAGESAUCE SEARCH CONSOLE U S E F E T C H T O O L T O S E E H O W G O O G L E B O T R E N D E R S P A G E Fetch & Render - support.google.com/webmasters/answer/6066468
  37. 37. @PAGESAUCE SEO SPIDER T O R E N D E R L A R G E A M O U N T O F U R L S & S E E R E N D E R E D H T M L How to crawl JS websites - screamingfrog.co.uk/crawl-javascript-seo/
  38. 38. @PAGESAUCE THINGS GO WRONG J A V A S C R I P T C R A W L I N G & I N D E X I N G I S N O T P E R F E C T
  39. 39. @PAGESAUCE 1ST TIME D E V E L O P M E N T E R R O R
  40. 40. @PAGESAUCE 2ND TIME G O O G L E R E N D E R I S S U E
  41. 41. @PAGESAUCE LIVE & DIE BY YOUR RENDER Y O U R S N A P S H O T A T L O A D E V E N T I S U S E D F O R T H E I N D E X
  42. 42. @PAGESAUCE b r i g g s b y . c o m / d e a l i n g - w i t h - j a v a s c r i p t - f o r - s e o / b u i l t v i s i b l e . c o m / p r o g r e s s i v e - w e b - a p p - s e o / w e b m a s t e r s . g o o g l e b l o g . c o m / 2 0 1 6 / 1 1 / b u i l d i n g - i n d e x a b l e - p r o g r e s s i v e - w e b - a p p s . h t m l THERE’S HELP @PAGESAUCE
  43. 43. SITE STRUCTURE M a k i n g t h e m o s t o f o u r c o d e @PAGESAUCE
  44. 44. @PAGESAUCE FEATURED SNIPPETS A N D R I C H S N I P P E T S T O S T A N D O U T
  45. 45. @PAGESAUCE FEATURED SNIPPETS A N D R I C H S N I P P E T S T O S T A N D O U T searchengineland.com/seo-featured-snippets-leads-big-gains-236212
  46. 46. @PAGESAUCE RICH SNIPPETS
  47. 47. @PAGESAUCE GETTING STARTED developers.google.com/search/docs/guides/intro-structured-data @PAGESAUCE builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
  48. 48. @PAGESAUCE JSON-LD I S N O W G O O G L E ’ S R E C O M M E N D A T I O N
  49. 49. @PAGESAUCE INTERNAL LINKING A R E Y O U M A K I N G T H E M O S T O F I T ?
  50. 50. @PAGESAUCE
  51. 51. @PAGESAUCE CRAWLING T O F I N D T H E 
 I N T E R N A L L I N K S 
 T O A N Y U R L
  52. 52. @PAGESAUCE SITE STRUCTURE S E E M O S T I N F L U E N T I A L U R L S & S I T E D E P T H
  53. 53. @PAGESAUCE CRAWLING T O F I N D T H E 
 I N T E R N A L L I N K S 
 T O A N Y U R L
  54. 54. MOBILE INDEX A m o b i l e - f i r s t w o r l d @PAGESAUCE
  55. 55. @PAGESAUCE MOBILE 1ST IN 2017 N O , R E A L L Y ! W E M E A N I T T H I S T I M E
  56. 56. @PAGESAUCE
  57. 57. @PAGESAUCE MOBILE FORMATS R E A C H I N G O U R A U D I E N C E I N W A Y S T H E Y L O V E
  58. 58. @PAGESAUCE MOBILE FORMATS R E A C H I N G O U R A U D I E N C E I N W A Y S T H E Y L O V E
  59. 59. @PAGESAUCE INDEXING H A S C H A N G E D , N O T R A N K I N G searchenginejournal.com/mobile-first-index-actually-mean/178017/ thesempost.com/google-switching-mobile-first-index-desktop/
  60. 60. @PAGESAUCE MOBILE CONFIGURATION
  61. 61. @PAGESAUCE FETCH & RENDER D O E S G O O G L E S E E Y O U R S I T E A S I T S H O U L D ?
  62. 62. @PAGESAUCE DEEP DIVE C R A W L I N G T H E 
 S I T E A S G O O G L E B O T 
 S M A R T P H O N E
  63. 63. @PAGESAUCE AUDITING
  64. 64. @PAGESAUCE AUDITING
  65. 65. BEING FAST P a g e s p e e d , A M P & I n s t a n t A r t i c l e s @PAGESAUCE
  66. 66. LET’S TALK PAGE SPEED! O K , T H A T ’ S N O T N E W @PAGESAUCE
  67. 67. @PAGESAUCE MOBILE SPEED I S A B O U T 
 T O B E I M P O R T A N T
  68. 68. @PAGESAUCE PAGE SPEED I S A N I N C R E A S I N G 
 U X F A C T O R
  69. 69. @PAGESAUCE PAGE SPEED I S A N I N C R E A S I N G 
 U X F A C T O R thinkwithgoogle.com/articles/mobile-page-speed-load-time.html
  70. 70. @PAGESAUCE G E T T O K N O W T H E M PAGESPEED INSIGHTS developers.google.com/speed/docs/insights/about portent.com/blog/design-dev/ultimate-site-speed-guide-why-site-speed-matters.htm
  71. 71. @PAGESAUCE LEARN MORE U N D E R S T A N D H O W 
 T H I S W O R K S udacity.com/course/website-performance-optimization--ud884
  72. 72. @PAGESAUCE AMP
  73. 73. @PAGESAUCE FUTURE OF CONTENT IS MOBILE A M P U S A G E I S P I C K I N G U P
  74. 74. @PAGESAUCE ebaytechblog.com/2016/06/30/browse-ebay-with-style-and-speed/ EBAY H A V E B U I L T A M P V E R S I O N O F T H E I R S I T E
  75. 75. @PAGESAUCE ECOMMERCE AMP E X C I T I N G E N O U G H F O R Y O U ?
  76. 76. @PAGESAUCE AMP IS GROWING O P E N S O U R C E = M O R E O P P O R T U N I T Y
  77. 77. @PAGESAUCE GETTING STARTED @PAGESAUCE
  78. 78. @PAGESAUCE INSTANT ARTICLES F A C E B O O K ’ S 
 I N T O S P E E D
  79. 79. LOG FILES W h a t ’s r e a l l y g o i n g o n ? @PAGESAUCE
  80. 80. @PAGESAUCE PROBLEM T H I S I S U S E L E S S
  81. 81. @PAGESAUCE DEFINITIVE DATA O N W H A T S E A R C H E N G I N E S S E E
  82. 82. @PAGESAUCE DEFINITIVE DATA O N W H A T S E A R C H E N G I N E S S E E
  83. 83. @PAGESAUCE DEFINITIVE DATA O N W H A T S E A R C H E N G I N E S S E E
  84. 84. @PAGESAUCE DEFINITIVE DATA O N W H A T S E A R C H E N G I N E S S E E
  85. 85. SKILL SHARE H e l p i n g c l i e n t s t a k e c o n t r o l @PAGESAUCE
  86. 86. @PAGESAUCE TEACH CLIENTS G I V E S I T E O W N E R S B A C K C O N T R O L
  87. 87. @PAGESAUCE FURTHER READING E X PA N D I N G Y O U R T E C H S E O H O R I Z O N S b u i l t v i s i b l e . c o m / l o g - f i l e - a n a l y s i s / m o z . c o m / b l o g / t h e - t e c h n i c a l - s e o - r e n a i s s a n c e b r i g g s b y. c o m / d e a l i n g - w i t h - j a v a s c r i p t - f o r - s e o / e s s e n t i a l s . p o r t e n t . c o m / p o r t e n t - t e c h n i c a l - s e o - b e s t - p r a c t i c e s / p o r t e n t . c o m / b l o g / d e s i g n - d e v / u l t i m a t e - s i t e - s p e e d - g u i d e - w h a t - i m p a c t s - s i t e - s p e e d . h t m d e v e l o p e r s . g o o g l e . c o m / s e a r c h / d o c s / g u i d e s / i n t r o - s t r u c t u r e d - d a t a b u i l t v i s i b l e . c o m / t h e - a m p - a d v e n t u r e / b u i l t v i s i b l e . c o m / o p t i m i s e - y o u r - p r o d u c t - p a g e s - f o r - m o b i l e /
  88. 88. @PAGESAUCE THANK YOU @ P A G E S A U C E c h a r l i e . w i l l i a m s @ s c r e a m i n g f r o g . c o . u k b i t . l y / s e o d a y d k - t ech- 20 17

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