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Redefining Technical SEO, #MozCon 2019 by Paul Shapiro


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It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.

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Redefining Technical SEO, #MozCon 2019 by Paul Shapiro

  1. 1. @fighto REDEFINING Technical SEO @fighto
  2. 2. @fighto
  5. 5. @fighto Unlearning © akg-images / Johann Brandstetter
  6. 6. @fighto Unlearning
  7. 7. @fighto Unlearning
  8. 8. @fighto Oversimplification SEO
  9. 9. @fighto WEBSITE INFRASTRUCTURE (And Search Engine Accessibility) “TECHNICAL SEO”
  10. 10. @fighto When most people discuss technical SEO CRAWL INDEX RANK
  11. 11. @fighto When most people discuss technical SEO CRAWL INDEX RENDER RANK
  12. 12. @fighto
  13. 13. @fighto Most of the Way There
  14. 14. @fighto CMS Usage 33% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % All Websites % CMS Market WordPress Joomla Drupal Squarespace Wix Other Wordpress Wordpress
  15. 15. @fighto Technical SEO? • Most modern CMSs do the heavy lifting of technical SEO. • The barrier of getting technical SEO to “good enough” in some ways is much lower than getting content right in most cases.
  16. 16. @fighto
  18. 18. @fighto
  19. 19. @fighto TECHNICAL SEO? WHAT IS Any sufficiently technical action undertaken with the intent to improve search results. Russ Jones, Principle Search Scientist, Moz, at TechSEO Boost 2017 ” ”
  21. 21. @fighto Types of Technical SEO CHECKLIST TECHNICAL SEO
  22. 22. @fighto TECHNICAL SEO CHECKLIST Does the page have a canonical tag? Is the canonical tag crawlable and correctly formatted? Is the canonical tag directed at the desired URL? If canonical tag destination is self- referencing, should it be? Does the destination URL include a parameter that it should not? Are there conflicting signals with the canonical tag? Is the destination URL crawlable and accessible? YES YES YES NO NO NO YES
  24. 24. @fighto Types of Technical SEO GENERAL TECHNICAL SEO
  25. 25. @fighto TECHNICAL SEO General Crawling, Indexing, Rendering Insights Are Difficult to Automate Higher Skill Work Examples: • Finding and correcting obscure crawler traps generated by CMS bug • Designing maximally crawlable, taxonomically sound site architecture • Internal linking analysis • SSR Design • Etc.
  26. 26. @fighto Types of Technical SEO BLURRED- RESPONSIBILITY TECHNICAL SEO
  27. 27. @fighto TECHNICAL SEO Blurry-Responsibility Examples: • Web Performance Optimization • Internal Site Search Design • Structured Data • Advanced Analytics Implementation • Etc. UX? Front End Web Development ? CRO?
  28. 28. @fighto Types of Technical SEO ADVANCED APPLIED TECHNICAL SEO
  29. 29. @fighto TECHNICAL SEO Advanced, Applied Examples: • SEO testing • Adoption of new technologies that effect search (potentially may be a blurry-lined item) • Data science for SEO purposes • NLP to enhance content development • Use of ML for search data • Automation
  30. 30. “All SEO can be technical SEO!”
  31. 31. Defying Traditional Technical SEO Examples
  32. 32. @fighto Link Development
  33. 33. @fighto Expired Domains What it Does 1. Takes outlink report from Screaming Frog 2. Distills URLs to Domains 3. Runs Moz Linkscape API against the list for PA & DA 4. Checks HTTP Status Code 5. Runs WHOIS API to see if domain is available 22d0545ddec1fc9e
  34. 34. @fighto TECHNICAL SEO STATUS:
  35. 35. @fighto On-Page SEO
  36. 36. @fighto Optimize On-Page with Google Entity Extraction 1. Enable Google NLP API 2. Input SERP data, either via CSV, or rank tracking API 3. Download all ranking pages and remove boilerplate content 4. Run Google API to isolate entities, count frequencies, and determine document salience a702f8ada9a03c55d
  37. 37. @fighto TECHNICAL SEO STATUS:
  38. 38. @fighto Content Ideation
  39. 39. @fighto Reddit for Niche Content Insights 1. Input reddit login credentials 2. Specify output CSV 3. Specify sorting method 4. Specify specific or all subreddits 5. Enter a series of keywords (e.g., “how to”, “where can I”, “board games”, etc.) 6. Analyze
  40. 40. @fighto Search Volume 90500 74000 74000 49500 33100 33100 22200 14800 12100 5400 3600 3600 3600 1900 1300 1300 1000 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 guillermo del toro george romero alfred hitchcock john carpenter wes craven eli roth james wan clive barker david cronenberg dario argento ti west tobe hooper joe dante lucio fulci mario bava don coscarelli stuart gordon
  41. 41. @fighto Reddit Upvotes 10359 9788 6406 6072 3967 3700 2183 1577 973 733 699 278 272 262 246 241 56 2909 1504 1255 1079 938 1697 993 522 267 512 217 96 95 146 45 54 37 0 2000 4000 6000 8000 10000 12000 john carpenter george romero wes craven guillermo del toro clive barker eli roth james wan dario argento lucio fulci ti west david cronenberg tobe hooper mario bava alfred hitchcock stuart gordon don coscarelli joe dante Upvotes Comments
  42. 42. @fighto TECHNICAL SEO STATUS:
  43. 43. @fighto Content Ideation Continued
  44. 44. @fighto YouTube Subtitles for Content Ideas 1. Input YouTube Playlist URL 2. Download all auto-generated subtitles 3. Remove stopwords 4. Do frequency analysis on text 5. Analyze 00fb66b57d429b9ed0
  45. 45. @fighto MozCon 2016 YouTube Playlist
  46. 46. @fighto TECHNICAL SEO STATUS:
  47. 47. @fighto Automation
  48. 48. @fighto Automatic Wayback Machine 301 Mapping 1. Find all historic URLs from Wayback Machine API 2. Extract text without boilerplate content from current website 3. Extract text from Wayback Machine archives without boilerplate content 4. Compare old and new content with spaCy’s pre-trained CNN 5. Analyze 9f0b38eaaded10
  49. 49. @fighto TECHNICAL SEO STATUS:
  50. 50. @fighto Bulk Meta Descriptions
  51. 51. @fighto Semi-Automated Meta Descriptions 1. Input a list of URL into source text file 2. Specify output file 3. Use various text summarization methods to create brief descriptions of the pages 4. Receive CSV 5. Edit descriptions accordingly 8e247aacd06c18
  52. 52.
  53. 53. @fighto TECHNICAL SEO STATUS:
  54. 54. @fighto Keyword Research
  55. 55. @fighto Persona-Based Keyword Research 1. Create a generic crosstab report in HitWise AudienceView with default demographic and psychographic data 2. Input list of keywords 3. Browser simulate with Selenium 4. Get CSV with data compared to general online population 5. Create personas for keyword research 9f0b38eaaded10
  56. 56. @fighto TECHNICAL SEO STATUS:
  57. 57. @fighto Dashboard / Reporting Automation
  58. 58. @fighto Storing Search Data for Reporting Dashboards Search Console as Example 1. Download search query data via API and store in SQL database 2. Incorporate all data sources together and manipulate them accordingly 3. Schedule collections 4. Display data with dashboarding software (Tableau, Google Data Studio, Power BI, etc.) python/#searchanalytics
  59. 59. @fighto TECHNICAL SEO STATUS:
  60. 60. @fighto A/B Testing & Experimenting for SEO
  61. 61. @fighto Conducting SEO Experiments WHY: • Far too often, SEOs recommend thing based on the status-quo, best practices, theory, and pre-conceived notions. • Experimentation can produce huge lift. Often, some of the largest lift. • Experimentation can help us better understand how the search engines work. H OW: • Writing testing specs and documentation • Follow scientific method • Measure before, after, and attempt to isolate anomalies
  62. 62. @fighto Subject Website Example – Title Tags Test Group 1: Control – Title Tags Unchanched • Generic 265D Lee Goal White Butterfly Pink Flowers Pattern Lace Bamboo Handheld Folding Fans For Girls Women, Blue, One Size: Home & Kitchen • Microfiber Cleaning Cloths, 5 Pack, Blue, All-Purpose Reusable Dust Cloths, Machine Washable: Home & Kitchen Test Group 2: Variant A – {Product} | {} • Cnlinkco Pastoral Floral Printed Sleeveless Vintage Mini Dress: Clothing | • 18 X 18 Inch Cotton Linen Retro Vintage Home Decorative Indoor/Outdoor Throw Cushion Cover / Pillow Sham | Test Group 2: Variant B – {} Removed • John Lennon Inspired Sunglasses Round Hippie Shades Retro Colored Lenses (Purple Ice): Clothing • AMTOK Blackhead Remover Kit Curved Blackhead Tweezers Kit Pimple Comedone Extractor Tool Set Dermatologist Grade Kit Treatment for Blemish , Zit Popper (Tweezers Kit Rose Gold): Beauty Test Group 2: Variant C – {Brand} (.com removed) • Apple Watch Screen Protector (42mm Series 3/2/1 Compatible)[6-Pack], DeltaShield BodyArmor Full Coverage Screen Protector for Apple Watch Military-Grade Clear HD Anti-Bubble Film: Toys & Games • Kate Aspen LOVE Chrome Bottle Stopper, Silver/Pink: Kitchen & Dining
  63. 63.
  64. 64.
  65. 65. @fighto Search Engine Behavior Example – JavaScript Writing Over Navigation URL #1 = nonsenselala.html Unique KW = ‘BagelHammersh’ Pg. 1 Feature A Hidden Content = (Nonsense/ “unique” text) “BlahDehBlehFoo” Feature B Hidden Link = ‘FooFeeFoGround’ Pg. 2 URL #2 = madeupwordisfoo.html Unique Kw = ‘SomethingSumthang’
  66. 66. @fighto TECHNICAL SEO STATUS:
  67. 67. @fighto Common Thread: Coding is a Fundamental Skill for Advanced, Applied Technical SEO @fighto
  68. 68. @fighto TECHNICAL SEO General Crawling, Indexing, Rendering Insights Are Difficult to Automate Higher Skill Work Examples: • Finding and correcting obscure crawler traps generated by CMS bug • Designing maximally crawlable, taxonomically sound site architecture • Internal linking analysis • SSR Design • Etc.
  69. 69. @fighto “Invest in Technical SEOs, Not Technical SEO” @fighto
  70. 70. @fighto Hiring Technical SEOs People adept at utilizing their technical aptitude and skills to aid, improve, and enhance both technical and non-technical SEO tasks.
  71. 71. @fighto How to Hire Techical SEOs Look for Similar Traits of Good Engineers: • It’s not all about the code • Strong ability to problem solve and think critically • Ability to communicate about and explain complex, technical topics • Creative
  72. 72. @fighto How to Train/Learn Coding • Don’t fixate too much on the language, learn the logic • If you need to pick a language Data Analysis Emphasis Web Development Emphasis
  73. 73. @fighto How to Train/Learn Coding • Have practical goals to work toward. Don’t learn for the sake of learning. Apply. Build something. • Leverage online tutorials, MOOCs, Codecademy, etc. • Don’t be afraid to look to examples on GitHub, StackOverflow • You don’t have to do everything yourself if you have the resources and understand the logic
  74. 74. @fighto CONTENT > TECHNICAL SEO?
  75. 75. @fighto CONTENT < TECHNICAL SEO?
  77. 77. @fighto TECHNICAL SEOs @fighto
  78. 78. | Organic Search | Paid Search | Paid Social Advertising Ecommerce Marketing & Amazon Advertising Thank You!