In this presentation, we’ll talk through the advanced world of technical SEO.The term ‘advanced’ is subjective, based on circumstances and complexities of the on-site experience. Technical SEO is the broad term that can apply to all websites, the advanced bit comes in when we’re looking at the intricacies of improving the on-site and browsing experience. When it comes to advanced technical SEO, the power is in your hands… sort of.

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Advanced Technical SEO Panel
SEO IN THE
NEW COMPLEX
TECHNICAL
WORLD

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Advanced Technical SEO is…

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Increasing visibility of a
website in organic search
or visits by improving
click through rate
any type of
searches relevant to
the audience
whilst still ensuring the
site has a good UX

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‘Advanced’ is subjective, based on
circumstances and complexities of the
on-site experience

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The power to define ‘advanced’ is in your hands…sort of

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Page Titles Robots.txt Pagination
Headings Meta Descriptions Keyword Research
Internal Linking Crawling Backlinks
Before we go any further…

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How is our technical SEO world changing?
A change is
proposed/or
made on a
website based
on perceived UX
improvement
A range of
implications are
seen, or
expected, as a
result of this
change
The technical
SEO team must
resolve these
problems and
react to make it
work for SEO

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So let’s tackle some examples

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A whirlwind tour of some common technical
SEO issues, in more complex situations…
Faceted
Navigation
Javascript
User-Centric
Strategy

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Make strategic choices with Faceted Navigation

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Faceted Navigation
Risk of duplicate content
diluting ranking ability
Wasted crawl budget on
multiple similar pages
Over indexation with
lots of content
Let’s make a way users can
refine their search more so
they don’t have to click
through pages of results they
are not interested in…

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Faceted Navigation
Something broke – quick, just undo the changes
and go back to what we’ve always had
But what about the users…?

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Faceted Navigation
• Determine what is valuable and what is not as a facet
• Canonise to the closest alternative of value
THE SOLUTION

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Faceted Navigation
• Is the category a natural extension to your current categories?
• Is there high demand around this grouping?
• Does this page add new product choices, or just reorder the page?
When to Index…

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Sometimes Googlebot doesn’t understand…

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JavaScript
Allows much more interactive and interesting
websites, greater flexibility in the functionality…
…but Google’s crawling of JS is questionable.

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JavaScript
Serve selected
snapshots
specifically to
Googlebot when
it visits your site
Use a pre-
rendering service
to ensure that the
correct content is
served
Wait and see what
happens…not
advisable!
Option 1: Option 2: Option 3:
THE SOLUTION

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Focus on the Users

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User-Centric Strategy
It is likely that
CTR does in
fact influence
rankings
https://moz.com/blog/does-organic-ctr-impact-seo-rankings-new-data

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THE SOLUTION – STRUCTURED DATA
User-Centric Strategy

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How to… Either use Microdata RDA or JSON-
LD
• Nested Values – allows
lots of information in one
place
• Quicker & simpler – both
learning JSON-LD and
editing it

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JSON-LD

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The world of technical SEO is not finished evolving

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So, what’s next?
Emphasis
on
improving
page speed,
seen by the
adoption of
AMP

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Thank you for Listening
Padilha, Jose. 2014. Robocop. [film stills]. Availab
at : http://www.imdb.com/title/tt1234721/