BlueGlassX - Big Site SEO Triage by Dr. Pete Meyers

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BlueGlass Interactive, Inc.

Technology

Big Site SEO Triage
Dr. Peter J. Meyers
Marketing Scientist
SEOmoz

My philosophy…

Keyword
Density*
*just kidding

My philosophy…

Q: Is there a dupe
content penalty?

Two useful combos

site: + intitle:
site: + inurl:

Quick duplicate check

site:example.com
intitle:”unique phrase”

Spot-check URL parameters

site:example.com
inurl:page=

Spot-check the architecture

site:example.com/menu

Real-world example

11M - site:example.com
8.4M - site:example.com/shop
6.7M - site:…/shop inurl:option

How reliable is site:?

(a)site:seomoz.org
(b) site:…/blog
(c) site:…/blog intitle:spam

Experiment results…

(a) 67,700 – 114,000
(b) 4,580 – 8,650
(c) 40 – 40

Don’t forget the basics

 Robots.txt
 HTTP headers
 HTML headers

GWT – Tiered XML sitemaps

I. Main pages
II. Categories
III. Products

Robots.txt

+Don’t need dev access
+Good for prevention
-Still can be dangerous
-Bad for removal

Meta noindex

+Extremely flexible
+Fairly easy to reverse
-Occasionally ignored

301 redirects

+Still very powerful
+Impact users + search
-Difficult to reverse
-Google can get suspicious

Rel=canonical

+Fast and powerful
+Very flexible
-Easy to screw up

Rel=prev, Rel=next

+Low-risk option
+Allows pages to rank
-Difficult to implement

Rule #1 for page-level cues

They can’t see what
They don’t crawl

GWT parameter handling

+Requires no site access
-Inconsistently applied
-Google-specific

Thank You!
Dr. Peter J. Meyers
peter@seomoz.org
@dr_pete

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BlueGlassX - Big Site SEO Triage by Dr. Pete Meyers

1. Big Site SEO Triage Dr. Peter J. Meyers Marketing Scientist SEOmoz

2. Are you a real doctor?

3. Why I’m a believer…

4. My philosophy… Keyword Density* *just kidding

5. My philosophy… Q: Is there a dupe content penalty?

6. My philosophy… A: I don’t give a shit.

7. I. Look at the damned site

8. Your top 2 SEO tools

9. Scope out the architecture

10. Navigate the main links

11. Quick-count internal links

12. Check for pagination

13. Scan search filters, sorts…

14. II. Drill down quickly

15. Master the basics

16. Expert’s handiwork

17. Amateur’s handlesswork

18. Two useful combos site: + intitle: site: + inurl:

19. Quick duplicate check site:example.com intitle:”unique phrase”

20. Spot-check URL parameters site:example.com inurl:page=

21. Spot-check the architecture site:example.com/menu

22. Real-world example 11M - site:example.com 8.4M - site:example.com/shop 6.7M - site:…/shop inurl:option

23. How reliable is site:? (a)site:seomoz.org (b) site:…/blog (c) site:…/blog intitle:spam

24. Experiment results… (a) 67,700 – 114,000 (b) 4,580 – 8,650 (c) 40 – 40

25. Don’t forget the basics  Robots.txt  HTTP headers  HTML headers

26. III. Bring in the firepower

27. GWT – HTML Improvements

28. GWT – Index Status (Advanced)

29. GWT – Tiered XML sitemaps I. Main pages II. Categories III. Products

30. Screaming Frog – URL parameters

31. SF – Track bad internal links

32. IV. Choose your weapon

33. Robots.txt +Don’t need dev access +Good for prevention -Still can be dangerous -Bad for removal

34. Meta noindex +Extremely flexible +Fairly easy to reverse -Occasionally ignored

35. 301 redirects +Still very powerful +Impact users + search -Difficult to reverse -Google can get suspicious

36. Rel=canonical +Fast and powerful +Very flexible -Easy to screw up

37.

38. Rel=prev, Rel=next +Low-risk option +Allows pages to rank -Difficult to implement

39. Rule #1 for page-level cues They can’t see what They don’t crawl

40. GWT parameter handling +Requires no site access -Inconsistently applied -Google-specific

41. Technical SEO isn’t dead

42. Thank You! Dr. Peter J. Meyers peter@seomoz.org @dr_pete

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