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Fully Optimized

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Commonly-Missed Opportunities and New On-Page SEO Techniques. Presented at MNSearch Summit 2016

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Fully Optimized

  1. 1. Fully Optimized Commonly-Missed Opportunities and New On-Page SEO Techniques Jon Henshaw Co-founder of Raven Tools @RavenJon
  2. 2. What’s the typical approach to optimizing sites for search engines?
  3. 3. Optimized URL naming convention domain.com/category/product-name/
  4. 4. Optimized Page Titles & Descriptions
  5. 5. Awesome content
  6. 6. All done! I think I’ll sleep here the rest of the day * * Actual guy who slept there the rest of the day
  7. 7. Most sites have hundreds and even thousands of problems to fix and optimize
  8. 8. Next step is to do a site audit
  9. 9. Find and fix with a site audit tool
  10. 10. Once you finish fixing and optimizing everything, you can…
  11. 11. …sit back, relax and drink tiny bottles of wine
  12. 12. Wait! Not yet!…you’re still not done!
  13. 13. Hide irrelevant content
  14. 14. Are these pages relevant? • About Us • Contact • Terms of Service • Privacy Policy
  15. 15. Exclude irrelevant pages in robots.txt
  16. 16. Sanitize affiliate links
  17. 17. Google isn’t the biggest fan of affiliate links
  18. 18. Internally link to a disallowed folder and redirect to the destination
  19. 19. Choose a folder name like domain.com/go
  20. 20. Disallow the folder in robots.txt
  21. 21. Create a 301 redirect for the affiliate link
  22. 22. domain.com/go/timecapsule
  23. 23. WordPress Plugin Redirection raven.link/redirection
  24. 24. Optimize how you code
  25. 25. Turn off JS and CSS
  26. 26. Code without style first
  27. 27. Use semantic elements to communicate context
  28. 28. <header> <nav> <article> <aside> <footer>
  29. 29. Navigation Advertising
  30. 30. List of HTML Semantic Elements raven.link/semantic
  31. 31. Predict the next ranking factors and implement them now* * Even if they never become factors, your visitors will love you!
  32. 32. Google cares a lot about mobile and UX
  33. 33. Google also has a history of identifying and utilizing standards and accessibility
  34. 34. Form “input types” that enhance mobile UX fit that pattern
  35. 35. type=“email”
  36. 36. type=“date”
  37. 37. type=“time”
  38. 38. type=“tel”
  39. 39. All standard input type options raven.link/inputtype
  40. 40. Use frameworks that allow good code, are easy to configure and are responsive
  41. 41. Foundation
  42. 42. Custom Download raven.link/foundation
  43. 43. Add Breadcrumbs
  44. 44. Communicates context and enhances SERPs
  45. 45. Footer Can go anywhere on your site
  46. 46. Google’s Breadcrumb Instructions raven.link/breadcrumbs
  47. 47. WordPress plugins Yoast SEO raven.link/yoast NavXT raven.link/navxt
  48. 48. Optimize images for mobile devices
  49. 49. Responsive images are not optimized images
  50. 50. Optimization is serving a different image
  51. 51. Thankfully we have a new HTML standard called SRCSET
  52. 52. SRCSET can serve both smaller and completely different images to improve speed and UX
  53. 53. Create smaller versions for mobile 1024px 800px 550px 360px
  54. 54. SRCSET is an attribute to the IMG element <img alt="my awesome cat" src="image.png" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
  55. 55. Specify device width <img alt="my awesome cat" src="image.png" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
  56. 56. Specify High DPI <img alt="my awesome cat" src="image.png" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
  57. 57. Customize image by device type Mobile Desktop
  58. 58. WordPress Plugin SrcSet Responsive Images raven.link/srcsetwp
  59. 59. Speed in general matters
  60. 60. Don’t use a 💩 hosting provider* and use a CDN to deliver assets My old advice * I still advise not using a 💩 hosting provider, but that’s not the point I’m trying to make right now
  61. 61. Use Cloudflare • Significant speed increase with HTTP/2 • CDN for your entire site, not just assets • Security and DDoS protection My new advice
  62. 62. Enhance SERPs with schema.org microdata
  63. 63. http://schema.org/Recipe
  64. 64. Integrate in HTML elements
  65. 65. JSON-LD makes it simpler
  66. 66. Use Schema App raven.link/schemaapp
  67. 67. Consider using AMP if you’re a publisher or blogger (and soon ecommerce sites) ampproject.org
  68. 68. AMP strips out all of the unnecessary code and delivers content almost instantly to mobile devices
  69. 69. What it looks like via mobile search
  70. 70. Google’s results are hosted by Google https://www.google.com/amp/www.bbc.co.uk/news/amp/36582770
  71. 71. Fortunately, you can add GA Tracking raven.link/ampga
  72. 72. Ads are also supported raven.link/ampads
  73. 73. Automattic has been actively working with AMP
  74. 74. They created a WordPress plugin for AMP raven.link/amp
  75. 75. For all others platforms, check out Mercury raven.link/postlight
  76. 76. Thank you! Early access to Site Auditor raven.link/early Jon Henshaw @RavenJon

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