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Ancestry Dot…What?
Stefan Pioso | Director SEO @ Ancestry
April 15, 2016
2
Who we are not…
Agenda
I. Configuration & Considerations
II. Situation
III. Symptoms
IV. Root Causes
V. Solutions & Outcome
VI. Review Takeaways
VII.Questions
International Market Approach
5“…A country code top-level domain (ccTLD) is an Internet top-level domain generally used or reserved for a country…” Wikipedia.org
The Situation
6
Canada homepage traffic dropped sharply!
7
So what changed?
• Site change - Nope
• Engine correlation - Google
• Known algo update/refresh - Nope
• Device type correlation - Nope
• SERP presentation change - $*#%
8
Observed Symptoms
9
10
Ancestry dot…WHAT?
11
Ancestry Dot…What?
Root Causes
12
13
They do speak with SEOs!
Serve the wrong language, suffer confusion.
14
Confusing signals force engines to guess.
15
CanadaUnited Kingdom
Solutions & Outcome
16
Short Term Title Fix
17
Href Lang Fix
18
Results
19
Key Takeaways
• Don’t make the engines guess
• Monitor your brand’s presence in SERPs
• Remember Google DOES talk to SEOs
20
Questions?
Stefan Pioso
22
Director, SEO @ Ancestry
Linkedin.com/in/spioso
Facebook.com/AncestryUS
spioso@ancestry.com
Leading Online Family History Resource
@ancestry
Appendix
Symptom 1: Title
24
Symptom 2: Sitelinks
25
Symptom 3: Cache
26

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Ancestry...Dot What? | AEM Sig Community Event Presentation

Editor's Notes

  1. Largest online family history resource 17 billion records 70 million family trees 200 million photographs etc 2 million subscribers Products: Family history tools/records Desktop / mobile apps DNA Company: 1x public, 3x private