This document discusses technical SEO and how it relates to dynamic websites. It notes that technical SEO touches many areas like site architecture, content strategy, and results measurement. The key points are that Google can now crawl dynamic content and execute JavaScript, rendering the full DOM rather than just the HTML source. This means technical SEO remains important for performance, and is critical to the success of content campaigns on dynamic sites. Proper technical implementation allows dynamic and engaging content to be discoverable by search engines.

1. Beyond the Algorithm
Technical SEO – Share 2015
Adam Audette | @audette

2. 2
Partners since
2011
Hundreds of Sites
Tens of Thousands
of KWs

3. 3
A Performance Marketing Agency
Data Driven, Tech Enabled Performance Marketing
Consulting | Analytics | Technology | Data | Creative | Media
CRM | Loyalty | Digital
Our heritage in data, technology and analytics gives us unique consumer
insights, combined with our strength in performance media, fuels our ability to
develop and execute addressable customer experiences that drive marketing
performance

4. 4
Customer Strategy
Channel Activation
Measurement
Orchestration
Content
• Creative Development
• Content Development
• User Experience
• Search
• Display
• Paid Social
• Email
• Direct Mail
• Website
• Mobile
• Native App
• Social
• Call Center
• In Store
• Audience Plan
• Experience Plan
• Media Plan
• Test Plan
• Market Sizing
• Segmentation
• Portfolio Strategy
• Journey Mapping
• Change Management
• Measurement Strategy
• Attribution
• Marketing Mix
• Forecasting & Simulation
• Audience Management
• Campaign Management
• Decision Management
Audience Planning
Media Activation
Database
ID Management
Analytics
CMS
DMP
Campaign
Loyalty

5. 5
Customer Strategy
Channel Activation
Measurement
Orchestration
Content
• Creative Development
• Content Development
• User Experience
• Search
• Display
• Paid Social
• Email
• Direct Mail
• Website
• Mobile
• Native App
• Social
• Call Center
• In Store
• Audience Plan
• Experience Plan
• Media Plan
• Test Plan
• Market Sizing
• Segmentation
• Portfolio Strategy
• Journey Mapping
• Change Management
• Measurement Strategy
• Attribution
• Marketing Mix
• Forecasting & Simulation
• Audience Management
• Campaign Management
• Decision Management
Audience Planning
Media Activation
Database
ID Management
Analytics
CMS
DMP
Campaign
Loyalty
SEO

6. Our Clients

7. Impact vs. reliability

8. Technical SEO is Dependable
8
Off-page
Content
On-page
High Impact, Lower Dependability
High Dependability, Lower Impact
@rimmkaufman #techseo

9. Key Inputs in the SEO Approach
Research
• Competitive Analysis
• Benchmarks, KPIs, Goals
• Opportunity Forecast
• Business Justification
Topical Content Relevance
• Topic discovery
• Personas & demographics
• Keyword Research
• Query Mapping
• Content Optimization
Technical Site Arch
• Crawl Space
• Duplication
• Internal Linking
• International
Content Strategy
• Content Inventory
• Workflow & Conversion Path
• Execution of Topics
• External Engagement
Results & Measurement
• Reporting
• Analytics

10. Technical Hits Several Areas
Research
• Competitive Analysis
• Benchmarks, KPIs, Goals
• Opportunity Forecast
• Business Justification
Topical Content Relevance
• Topic discovery
• Personas & demographics
• Keyword Research
• Query Mapping
• Content Optimization
Technical Site Arch
• Crawl Space
• Duplication
• Internal Linking
• International
• Site Architecture
Content Strategy
• Content Inventory
• Workflow & Conversion Path
• Execution of Topics
• External Engagement
Results & Measurement
• Reporting
• Analytics
Tech

11. SEO Touches Everything
11
SEOUX /
Frontend
PR
Social
Media
Creative /
Brand
Engineering
C-suite

12. Two Pillars of SEO: Technical & Audience
12
Technical Audience

13. Two Pillars of SEO: Technical & Audience
13
Technical Audience
Search Engines Audience
Crawl space Search behavior
Duplication Workflows
Dynamic content Content topics
Site migrations KW research
Mobile serving Engagement
Int’l sites Conversion paths

14. #MRKGsummit15 @MerkleRKG
It’s the era of SEO for dynamic sites
14

15. 15
Google crawls dynamic content

16. 16
Google crawls dynamic content
Dynamically inserted
images and content

17. 17
Google crawls dynamic content
JavaScript links and
redirects

18. 18
Google crawls dynamic content
Dynamically inserted
meta data
<head>
<title>NBA LIVE 15 - Features - EA SPORTS - Official Site</title>
<meta name="description" content="NBA LIVE features the best visuals in franchise history and
500+ gameplay improvements delivering a fluid, fun and authentic basketball experience.">
<link rel="canonical" href=“https://www.easports.com/nba-live/features" >

19. #MRKGsummit15 @MerkleRKG
We tested…
19

20. #MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
20

21. #MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
21
JS redirects

22. #MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
22
JS links

23. #MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
23
Dynamic content

24. #MRKGsummit15 @MerkleRKG
We Published the Findings...
24

25. #MRKGsummit15 @MerkleRKG
... and Talked to Google
25

26. #MRKGsummit15 @MerkleRKG
Here’s What You Need To Know
26
1. JavaScript can be okay for Google
(including redirects)

27. #MRKGsummit15 @MerkleRKG
Here’s What You Need To Know
27
2. Other search engines are behind
(and so are Twitter and Facebook)

28. #MRKGsummit15 @MerkleRKG
Here’s What You Need To Know
28
3. The D.O.M. gets read by Google
(html source = 50% or less of the picture)

29. 29
Technical SEO remains
critical to performance
1

30. 30
Technical is critical for the
success of content
campaigns
2

31. 31
Google can render dynamic
content and execute
JavaScript
3

32. 32
It’s critical to view the DOM
and HTML source
4

33. @merklerkg
Thanks for your time!
merklerkg.com | rkgblog.com
Adam Audette
aaudette@merkleinc.com
Follow me:
@audette