ContentKing - Digital Olympus - SEO Disasters

•

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We'll walk through five real-world examples of some of the worst SEO Disasters and examine why the happened and how they could have been prevented.

SEO Disaster CSI
Why Do SEO Disasters Happen and
How To Prevent Them
Digital Olympus, April 5 2019

Who am I?
• VP of Community at ContentKing 2015 - now

Who am I?
• VP of Community at ContentKing
• Previously: ran an SEO agency
2015 - now
2009 - 2015

Who am I?
• VP of Community at ContentKing
• Previously: ran an SEO agency
• I ❤ to write and talk about SEO
2015 - now
2009 - 2015

• I love hearing and reading about them
Why SEO Disasters?

• I love hearing and reading about them
• Makes me a better SEO
Why SEO Disasters?

• I love hearing and reading about them
• Makes me a better SEO
• Helps me teach others
Why SEO Disasters?

What happened and what was the result?
SEO Disaster CSI

What happened and what was the result?
Why did it happen and  
how it could have been prevented?
SEO Disaster CSI

A note on laying blame
SEO Disasters are caused by developers :(

A note on laying blame
SEOs love to blame developers
SEO Disasters are caused by developers :(🚫

A note on laying blame
SEOs love to blame developers
Sometimes rightfully, often not
SEO Disasters are caused by developers :(🚫

A note on laying blame
SEOs love to blame developers
Sometimes rightfully, often not
Take responsibility!
SEO Disasters are caused by developers :(🚫

GEO redirects gone wrong
Polemic Digital
Barry Adams

• Migration domain.nl to domain.com/nl
What happened?
GEO redirect gone wrong

• Migration domain.nl to domain.com/nl
• Launch of domain.com/de,
domain.com/gb (and more)
What happened?
GEO redirect gone wrong

• Migration domain.nl to domain.com/nl
• Launch of domain.com/de,
domain.com/gb (and more)
• Hreﬂang
What happened?
GEO redirect gone wrong

• Migration domain.nl to domain.com/nl
• Launch of domain.com/de,
domain.com/gb (and more)
• Hreﬂang
• Automatic geo redirects
What happened?
GEO redirect gone wrong

How could it have been avoided?
GEO redirect gone wrong

• Education on best practices
How could it have been avoided?
GEO redirect gone wrong

• Education on best practices
• Involve specialists early on
How could it have been avoided?
GEO redirect gone wrong

• New JS-driven pagination system was
rolled out.
What happened
Pagination gone wrong

• New JS-driven pagination system was
rolled out.
• “More user-friendly”
What happened
Pagination gone wrong

The result
Pagination gone wrong
• A massive change to internal link structure

The result
Pagination gone wrong
• A massive change to internal link structure
• Indexed pages went down

How could it have been avoided?
Pagination gone wrong

• Education on best practices
How could it have been avoided?
Pagination gone wrong

• Education on best practices
• Testing
How could it have been avoided?
Pagination gone wrong

JavaScript magic was used 
to modify <head>
What happened?
Canonical in body

• Google ignored the canonical URL
The result
Canonical in body

• Google ignored the canonical URL
• Duplicate content frenzy
The result
Canonical in body

How could it have been avoided?
Canonical in body

• Education on best practices
How could it have been avoided?
Canonical in body

• Education on best practices
• Testing
How could it have been avoided?
Canonical in body

What happened?
Disavow like goody two-shoes

Gullible SEO disavowed all links 
that looked “unnatural”.
What happened?
Disavow like goody two-shoes

How could it have been avoided?
Disavow like goody two-shoes

• Critical thinking
How could it have been avoided?
Disavow like goody two-shoes

• Critical thinking
• Discuss with peers
How could it have been avoided?
Disavow like goody two-shoes

Canonical to dev environment
JLH Marketing
Jenny Halasz

What happened
Canonical to dev environment

• New “Press” section was added
What happened
Canonical to dev environment

• New “Press” section was added
• Press release sent out, got lots of links!
What happened
Canonical to dev environment

• New “Press” section was added
• Press release sent out, got lots of links!
• None of these pages were 
indexed by Google?!
What happened
Canonical to dev environment

How could it have been avoided?
Canonical to dev environment

• Education on best practices
How could it have been avoided?
Canonical to dev environment

• Education on best practices
• Testing
How could it have been avoided?
Canonical to dev environment

• Education on best practices
• Testing
• On-page SEO monitoring
How could it have been avoided?
Canonical to dev environment

Minimizing SEO Disasters
1. Education on best practices

Minimizing SEO Disasters
1. Education on best practices
2. Involve specialists early on

Minimizing SEO Disasters
1. Education on best practices
2. Involve specialists early on
3. Testing

Minimizing SEO Disasters
1. Education on best practices
2. Involve specialists early on
3. Testing
4. On-page SEO monitoring

Keep learning
Want to learn more about SEO disasters?
• contentkingapp.com/blog/seo-fails/
• contentkingapp.com/blog/seo-fails-bigseo-community/
• contentkingapp.com/blog/ﬁve-seo-disasters/

Don’t let SEO Disasters
surprise you!
contentkingapp.com

Exclusive offer for Digital Olympus
We’d love to help you prevent SEO Disasters
First 6 weeks for free
Create a trial account: 
contentkingapp.com/digital-olympus

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ContentKing - Digital Olympus - SEO Disasters

1. SEO Disaster CSI Why Do SEO Disasters Happen and How To Prevent Them Digital Olympus, April 5 2019

2. Who am I?

3. Who am I? • VP of Community at ContentKing 2015 - now

4. Who am I? • VP of Community at ContentKing • Previously: ran an SEO agency 2015 - now 2009 - 2015

5. Who am I? • VP of Community at ContentKing • Previously: ran an SEO agency • I ❤ to write and talk about SEO 2015 - now 2009 - 2015

6. Who am I? • VP of Community at ContentKing • Previously: ran an SEO agency • I ❤ to write and talk about SEO 2015 - now 2009 - 2015

7. Why SEO Disasters?

8. • I love hearing and reading about them Why SEO Disasters?

9. • I love hearing and reading about them • Makes me a better SEO Why SEO Disasters?

10. • I love hearing and reading about them • Makes me a better SEO • Helps me teach others Why SEO Disasters?

11. Why do (SEO) Disasters happen?

12. Why do (SEO) Disasters happen?

13. SEO Disaster CSI

14. What happened and what was the result? SEO Disaster CSI

15. What happened and what was the result? Why did it happen and   how it could have been prevented? SEO Disaster CSI

16. A note on laying blame

17. A note on laying blame SEO Disasters are caused by developers :(

18. A note on laying blame SEO Disasters are caused by developers :(🚫

19. A note on laying blame SEOs love to blame developers SEO Disasters are caused by developers :(🚫

20. A note on laying blame SEOs love to blame developers Sometimes rightfully, often not SEO Disasters are caused by developers :(🚫

21. A note on laying blame SEOs love to blame developers Sometimes rightfully, often not Take responsibility! SEO Disasters are caused by developers :(🚫

22. GEO redirects gone wrong Polemic Digital Barry Adams

23. What happened? GEO redirect gone wrong

24. • Migration domain.nl to domain.com/nl What happened? GEO redirect gone wrong

25. • Migration domain.nl to domain.com/nl • Launch of domain.com/de, domain.com/gb (and more) What happened? GEO redirect gone wrong

26. • Migration domain.nl to domain.com/nl • Launch of domain.com/de, domain.com/gb (and more) • Hreﬂang What happened? GEO redirect gone wrong

27. • Migration domain.nl to domain.com/nl • Launch of domain.com/de, domain.com/gb (and more) • Hreﬂang • Automatic geo redirects What happened? GEO redirect gone wrong

28. The result GEO redirect gone wrong

29. The result GEO redirect gone wrong

30. How could it have been avoided? GEO redirect gone wrong

31. • Education on best practices How could it have been avoided? GEO redirect gone wrong

32. • Education on best practices • Involve specialists early on How could it have been avoided? GEO redirect gone wrong

33. How could it have been avoided? GEO redirect gone wrong

34. How could it have been avoided? GEO redirect gone wrong

35. Pagination gone wrong Anonymous

36. What happened Pagination gone wrong

37. • New JS-driven pagination system was rolled out. What happened Pagination gone wrong

38. • New JS-driven pagination system was rolled out. • “More user-friendly” What happened Pagination gone wrong

39. The result Pagination gone wrong

40. The result Pagination gone wrong • A massive change to internal link structure

41. The result Pagination gone wrong • A massive change to internal link structure • Indexed pages went down

42. How could it have been avoided? Pagination gone wrong

43. • Education on best practices How could it have been avoided? Pagination gone wrong

44. • Education on best practices • Testing How could it have been avoided? Pagination gone wrong

45. Canonical in body StoxSEO Patrick Stox

46. What happened? Canonical in body

47. JavaScript magic was used  to modify <head> What happened? Canonical in body

48. The result Canonical in body

49. The result Canonical in body

50. • Google ignored the canonical URL The result Canonical in body

51. • Google ignored the canonical URL • Duplicate content frenzy The result Canonical in body

52. How could it have been avoided? Canonical in body

53. • Education on best practices How could it have been avoided? Canonical in body

54. • Education on best practices • Testing How could it have been avoided? Canonical in body

55. Disavow like goody two-shoes Anonymous

56. What happened? Disavow like goody two-shoes

57. Gullible SEO disavowed all links  that looked “unnatural”. What happened? Disavow like goody two-shoes

58. The result Disavow like goody two-shoes

59. How could it have been avoided? Disavow like goody two-shoes

60. • Critical thinking How could it have been avoided? Disavow like goody two-shoes

61. • Critical thinking • Discuss with peers How could it have been avoided? Disavow like goody two-shoes

62. Canonical to dev environment JLH Marketing Jenny Halasz

63. What happened Canonical to dev environment

64. • New “Press” section was added What happened Canonical to dev environment

65. • New “Press” section was added • Press release sent out, got lots of links! What happened Canonical to dev environment

66. • New “Press” section was added • Press release sent out, got lots of links! • None of these pages were  indexed by Google?! What happened Canonical to dev environment

67. The result Canonical to dev environment

68. How could it have been avoided? Canonical to dev environment

69. • Education on best practices How could it have been avoided? Canonical to dev environment

70. • Education on best practices • Testing How could it have been avoided? Canonical to dev environment

71. • Education on best practices • Testing • On-page SEO monitoring How could it have been avoided? Canonical to dev environment

72. Minimizing SEO Disasters

73. Minimizing SEO Disasters 1. Education on best practices

74. Minimizing SEO Disasters 1. Education on best practices 2. Involve specialists early on

75. Minimizing SEO Disasters 1. Education on best practices 2. Involve specialists early on 3. Testing

76. Minimizing SEO Disasters 1. Education on best practices 2. Involve specialists early on 3. Testing 4. On-page SEO monitoring

77. Keep learning

78. Keep learning Want to learn more about SEO disasters? • contentkingapp.com/blog/seo-fails/ • contentkingapp.com/blog/seo-fails-bigseo-community/ • contentkingapp.com/blog/ﬁve-seo-disasters/

79. Don’t let SEO Disasters surprise you! contentkingapp.com

80. Exclusive offer for Digital Olympus We’d love to help you prevent SEO Disasters First 6 weeks for free Create a trial account:  contentkingapp.com/digital-olympus

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