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A Technical SEO Journey: Insights from Logs, hreflang & Mobile Analysis #SMXlondon
The document discusses a presentation by Aleyda from Orainti at SMX London, focusing on technical SEO insights, including log analysis, mobile optimization, and hreflang implementation. Key points include identifying crawling inefficiencies, improving mobile search results, and avoiding common hreflang errors to enhance international search visibility. Aleyda emphasizes the importance of prioritizing mobile SEO and employing various tools for effective analysis and optimization.
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A Technical SEO Journey: Insights from Logs, hreflang & Mobile Analysis #SMXlondon
- 1. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti A TECHNICAL SEO JOURNEY Insights from Logs, Hreflang & Mobile Analysis
- 2. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA I TWEET @ALEYDA I SHARE FB.COM/ALEYDASEOTIPS/ #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti
- 3. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti A technical SEO journey can easily become an adventure…
- 4. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Identifying incorrect search crawling behavior with log analysis
- 5. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Although you might simulate search bots, there’s nothing like verifying how they actually crawl your site Screaming Frog Log Analyzer OnCrawl SEO Log Analyzer Botify Log Analyzer
- 6. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Are there any gaps from your own crawls simulations vs. the logs?
- 7. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti What’s the crawling difference between the main search engines bots?
- 8. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti … And the desktop vs. mobile ones?
- 9. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Which pages are not meant to be crawled but are being served? Let’s search for 3xx, 4xx & 5xx HTTP statuses
- 10. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Are there any inconsistent HTTP statuses?
- 11. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Let’s clarify that darkness!
- 12. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti You will likely discover behavior like this one! Differentiated bot treatment based on the IP location
- 13. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Which of your site pages & areas are being crawled the most?
- 14. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti What’s the crawl frequency of your actively visited pages?
- 15. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Which important pages are not being crawled at all?
- 16. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Are the search bots spending a lot of time crawling resources that they shouldn’t or are not important?
- 17. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Are the search bots spending a lot of time crawling resources that they shouldn’t or are not important?
- 18. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti The result? A much more efficient crawling… and taking those pesky GSC errors down
- 19. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti That was fun! Let’s go for another adventure
- 20. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Improving poor mobile search results with a mobile audit
- 21. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Mobile optimization is now critical… and should be a priority in your SEO audits #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti
- 22. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Making sure your mobile Web presence follows Google’s configuration best practices is a good starting point…
- 23. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Let’s prioritize those that are not only critical towards Google but also to the mobile user conversion Issues with viewport tag Issues with Mobile Usability more common with sites without mobile version or responsive design Issues with site speed more common with sites without mobile version or responsive design
- 24. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Identify your pages with highest mobile visibility: which have a lower CTR & Position than average?
- 25. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti You can also alternatively use OnPage.org Impact to filter data & see pages along their URLs directly
- 26. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Identify your pages with highest mobile traffic: which have a lower engagement & conversion rate?
- 27. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Export them to verify with URLProfiler which of them are not mobile friendly & have speed issues
- 28. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Mobile Friendliness Mobile Speed You can now easily prioritize your fundamental mobile optimization efforts towards the most critical pages
- 29. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti … and easily identify the assets causing the performance issues webpagetest.org
- 30. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti It’s time to make your mobile site as fast as me
- 31. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Identify those pages with lower CTR & Conversions in Mobile than Desktop
- 32. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Use Chrome’s Mobile emulator to verify their SERPs and identify opportunities to improve your visibility AMP in News Carrousel App PackApp Indexing G Maps Results
- 33. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti So you can focus your mobile optimization on what matters the most to grow your traffic & engagement
- 34. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti The job is done here! Let’s run to the next one
- 35. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Configuring Hreflang to avoid misaligned international search results
- 36. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Search results misalignments issues are very common for internationally targeted queries .com.au .com.au .com.au .com .com.au “Car Hire Sydney” in google.co.uk .com.au
- 37. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Misaligned pages will have worse rankings, CTR, user experience and conversions
- 38. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Hreflang solve this issue by specifying each page language & country targeting but they need to be correctly implemented https://support.google.com/webmasters/answer/189077
- 39. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Sadly, there are so many hreflang implementation errors
- 40. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Including non-existing hreflang values, like “en-UK” instead of “en-GB” for a page in English targeted to the UK
- 41. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Adding non-relevant hreflang values, like unnecessary country codes for language targeted pages
- 42. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Trying to “override” the default country targeting of a ccTLD by specifying another one in the hreflang
- 43. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Adding incorrect URLs & values
- 44. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti With pages not specifying their own hreflang values or adding values that are not specified back
- 45. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Grrroooaaaaaargghhhhh?
- 46. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Don’t worry! Avoid these issues by using the hreflang tags generator to add valid values & tags http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/
- 47. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Or use the XML sitemap hreflang generator to include them in valid XML sitemaps http://www.themediaflow.com/tool_hreflang
- 48. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Once added, verify the annotations by crawling with OnPage.org Zoom which has hreflang validation
- 49. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti That also allows to verify the relationship between the translated pages
- 50. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Or you can also use Botify URL Explorer which also allows to identify different type of hreflang errors
- 51. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Monitor how those hreflang errors go down by using Google Search Console’s International Targeting Report
- 52. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti … and start growing the search visibility of your international Web versions
- 53. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Now is your time to take control of your technical SEO journey to drive the organic growth of your site
- 54. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti These SEO tools will be your best weapons BOT ANALYSIS HREFLANG VALIDATION MOBILE ANALYSIS Screaming Frog OnCrawl Botify OnPage Zoom Botify OnPage Impact URLProfiler WebPageTest Hreflang Generator XML Sitemap Generator
- 55. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti These SEO tools will be your best weapons BOT ANALYSIS HREFLANG VALIDATION MOBILE ANALYSIS Screaming Frog OnCrawl Botify OnPage Zoom Botify OnPage Impact URLProfiler WebPageTest Hreflang Generator XML Sitemap Generator themarketertoolbox.com
- 56. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Unless you can use the force, then choose the force!
- 57. #TechnicalSEO at #SMXlondonby @Aleyda from @Orainti Questions? #TechnicalSEO at #SMXlondon by @Aleyda from @Orainti