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diagnosing technical seo issues

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a deck covering a framework for identifying, diagnosing, prioritizing, and resolving technical SEO issues

Published in: Marketing

diagnosing technical seo issues

  1. 1. | #engagePDX | @alexisKsanders diagnosing technical seo issues
  2. 2. | #engagePDX | @alexisKsanders so, i’ve been taking math for the last 8 months… currently in calc two, just keep integrating…
  3. 3. | #engagePDX | @alexisKsanders largely, math and SEO don’t connect,
  4. 4. | #engagePDX | @alexisKsanders but one thing math does (and quite beautifully) is presents a framework for solving different types of problems
  5. 5. | #engagePDX | @alexisKsanders which can be useful when confronting technical SEO issues. you (with a framework to solve any problem you may face)
  6. 6. | #engagePDX | @alexisKsanders a framework to identify technical seo issues (to resolve and prioritize issues) retroactively
  7. 7. | #engagePDX | @alexisKsanders typical setup: • you get an email with symptoms of the issue, • you see something that doesn’t feel right, and • may be labelled as a fire
  8. 8. | #engagePDX | @alexisKsanders step 1: don’t panic. https://www.deviantart.com/jon- wood/art/OMG-ONOZ-59707980
  9. 9. | #engagePDX | @alexisKsanders it can be hard not to, but it’s important to approach problems with an analytical, logical mindset the only class i’ve ever experienced flight reaction to was during a statistics exam…
  10. 10. | #engagePDX | @alexisKsanders • take a deep breathe (5s in, 5s out) • step away for (5m) – grab a coffee – take a walk – laugh about something • re-prioritize the day • remember it’s not expected that you know all the answers (but will try) https://giphy.com/gifs/hoppip-coffee-time- adventure-687qS11pXwjCM
  11. 11. | #engagePDX | @alexisKsanders step two: understand the problem (and level of priority) https://www.goodreads.com/quotes/60780-if- i-had-an-hour-to-solve-a-problem-i-d understanding problem (91.6̅6%) findingsolution(8.3̅3̅%) time usage recommendation when faced with a new problem (per einstein)
  12. 12. | #engagePDX | @alexisKsanders • what do we know already? • do we have any data collected? • what are the symptoms surrounding the issue? • do we need to solve asap?
  13. 13. | #engagePDX | @alexisKsanders priority level must be established hair on fire won't affect performance must to be fixed now S.O.S… escalate immediately urgent priority "drop everything & do this right now" it is affecting site performance fix w/in days high priority fix w/in week "when you get a chance" it will probably affect performance low priority fix w/in quarter fix w/in year shouldn't affect performance
  14. 14. | #engagePDX | @alexisKsanders step three: develop a plan to solve
  15. 15. | #engagePDX | @alexisKsanders internal o are others in the industry seeing this problem? o is any news/ update related? o is there anything familiar about this problem? o have we seen this before? o what data should we collect? external
  16. 16. | #engagePDX | @alexisKsanders create hypothesis: • is there anything that you can think of that may be causing this? • outline indicators that would be true (if hypothesis is valid) • outline where to start
  17. 17. | #engagePDX | @alexisKsanders step four: attempt plan.
  18. 18. | #engagePDX | @alexisKsanders • prove or disprove hypothesis • try to eliminate what it couldn’t be • write notes on what you see +screenshots
  19. 19. | #engagePDX | @alexisKsanders what does [x] say: o page (inspect > element) o analytics platform + google search console + bwt o log files o relevant SEO tools
  20. 20. | #engagePDX | @alexisKsanders analytics elements to review https://www.merkleinc.com/blog/troubleshoo ting-data-fluctuations-seo-reporting seasonality cross-channel news and external forces site issues device internal search entry page search engines holidays browser location- based
  21. 21. | #engagePDX | @alexisKsanders some technical SEO tools: saijo george has a list of many more tools, check it out here: https://saijogeorge.com/best-marketing-tools/ <h1>TechnicalSEO.com</h1> monitor pages status render as search engines crawlers log file analyzers structured data tools robots.txt mobile-first <h1>TechnicalSEO.com</h1> <h1>TechnicalSEO.com</h1> <h1>TechnicalSEO.com</h1>
  22. 22. | #engagePDX | @alexisKsanders some speed tools: dissect page speed google’s speed fixes prioritized speed report + "Network" panel "Coverage" report dev working environment CDN finder find server
  23. 23. | #engagePDX | @alexisKsanders also, analytics! performance analytics keyword analytics use analytics proactively to id’ issues, check out troubleshooting ideas here: https://www.merkleinc.com/blog/troubleshooting-data-fluctuations-seo-reporting
  24. 24. | #engagePDX | @alexisKsanders more tools keywordtool.io keyword rankings content ideation links performance crawlers mobile-friendliness data
  25. 25. | #engagePDX | @alexisKsanders starting point for technical issues: 1. user-agent switcher to googlebot 2. check DOM (inspect > element) 3. throw urls in screamingfrog* 4. check analytics platform 5. check gsc data 6. check keyword ranking tracker 7. review log files *oncrawl, botify, deepcrawl, and semrush all also offer crawlers that can be used here.
  26. 26. | #engagePDX | @alexisKsanders common root of technical SEO problems: color coordination from moz.com/blog/seo- cyborg (crawl, render, index, signaling, rank) + technologies × not using a href links × infinite scroll × lazy loaded images × poor crawl efficiency (+traps) × using CSS background images × inaccurate status codes × robots.txt jacked up (or goes down) × duplicate content (especially close variants) × SSR version ≠ consistent × large resources on page (speed) × javascript not being rendered appropriately × recently migrated site × noindex html tag or header × canonical tags × hreflang tags × some weird feature in GSC or BWT × structured data not validating × AMP not validating × PWA not validating
  27. 27. | #engagePDX | @alexisKsanders step five: determine a course of action
  28. 28. | #engagePDX | @alexisKsanders y n do we know cause? can it be resolved? don’t worry about itfix it can we alleviate symptoms? anything we can do to id’ problem? give it a try
  29. 29. | #engagePDX | @alexisKsanders step six: write a response
  30. 30. | #engagePDX | @alexisKsanders be terse.
  31. 31. | #engagePDX | @alexisKsanders start with the solution.
  32. 32. | #engagePDX | @alexisKsanders add: +analysis notes, +screenshots, +label
  33. 33. | #engagePDX | @alexisKsanders a format: • solution: • cause: • recap of issue: • analysis notes: • including - screenshots, data, labels, etc.
  34. 34. | #engagePDX | @alexisKsanders alternative:  executive summary:  includes all top items - solution, cause, recap of issue  analysis notes:
  35. 35. | #engagePDX | @alexisKsanders extend knowledge to your team.
  36. 36. | #engagePDX | @alexisKsanders if you are thinking, “i never have SEO fires (and/or firedrills).”
  37. 37. | #engagePDX | @alexisKsanders i’m happy for you :’-) ( tear of happiness)
  38. 38. | #engagePDX | @alexisKsanders however, if you are proactively looking for issues (b/c good work never ends),
  39. 39. | #engagePDX | @alexisKsanders here’s an aspirational goals: check off every box on moz.com/blog/seo-cyborg
  40. 40. | #engagePDX | @alexisKsanders +if your experience is perfect, you can always aim to improve site speed.
  41. 41. | #engagePDX | @alexisKsanders top tip: prioritize.
  42. 42. | #engagePDX | @alexisKsanders you don’t have to be perfect to do well in search, but a solid set of priorities never hurt.
  43. 43. | #engagePDX | @alexisKsanders there are a ton of tools to help with this, e.g., opportunity summary High Impact High Effortneveravoid prioritizelow-hanging fruit 1 2 3 4 5
  44. 44. | #engagePDX | @alexisKsanders gantt charts January February March April May June July August September October November December <task/initiative> <task/initiative> <task/initiative> <task/initiative> <task/initiative> <task/initiative> <task/initiative>
  45. 45. | #engagePDX | @alexisKsanders good old fashion chart Recommendations Estimated Impact Estimated Effort <action item> <high, med, low> <high, med, low> <action item> <high, med, low> <high, med, low> <action item> <high, med, low> <high, med, low>
  46. 46. | #engagePDX | @alexisKsanders recap: o Steps for dealing with fire(drill): 1. panic disengaged 2. understand problem 3. make plan (to analyze) 4. do plan (+analyzing) 5. suggest a solution (or something that gets closer to one) 6. write a succinct write-up (w/detailed analysis notes) o a ton of possible action items to focus on (here: moz.com/blog/seo-cyborg) o prioritize top initiatives
  47. 47. | #engagePDX | @alexisKsanders closing thoughts: question, play, learn, test, report, repeat.
  48. 48. | #engagePDX | @alexisKsanders fin.
  49. 49. | #engagePDX | @alexisKsanders sophia's aunt when we went snowtubing after a long sissy- sophie day at her favorite froyo loc
  50. 50. | #engagePDX | @alexisKsanders merkle seo clients
  51. 51. | #engagePDX | @alexisKsanders thank you! @alexisKsanders /in/alexissanders
  52. 52. | #engagePDX | @alexisKsanders math framework ideas come from  calculus: early transcendentals, j. stewart

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