Mark Thomas - 10 Step Technical SEO Game Plan (annotated edition)

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"A 10 Step Technical SEO Game
Plan: Sustainable Website
Optimisation"
#BrightonSEO
2015

“Improve the web by providing data that helps
people make their web presence accessible,
relevant and effective”.
DeepCraw...

• DeepCrawl MD
• 12 years Digital
• Proclaiming the
virtues of brilliant
Technical SEO
@MN_Thomas

A 10 Step Technical SEO Game Plan:
Sustainable Website Optimisation
If you have ever struggled to have your voice heard an...

Definition:
Sustainable - maintaining a certain rate or level – let’s assume that it’s a good level.

We’re working in a climate of rapid change

you need to keep yourself in good shape

maintain a balanced diet and
take some exercise

“The notion of you being the stimulus
for search will likely fade. Instead, any
change of state will passively spark
these...

Roll back…

"Even a basic understanding of what to
look for in technical SEO can get you far. So
many people today focus too heavily o...

Your website is part of the DNA of every campaign.
But I want to go further.

I believe your website architecture is the skeleton holding everything together and I want you to be considered the backbo...

Osseous: consisting of or turned into bone
Osseous tissue, is the major structural and
supportive connective tissue of the...

So, how do you become the backbone?

Step 1: Engage
The end in mind is implementation of your ideas and (probably) recognition.
Who do you need to influence, u...

Begin with the end in mind

Macro Understanding

What are the company and marketing
objectives for the coming year?
Go and talk to the business – but more important, liste...

Micro Understanding

What are individual teams prioritising?
Engage with everyone and know their position.

Who’s blocking implementation?
Content
Paid
Social
CRO
UX
Dev
You’re in a competition. These people might not intentionall...

Seek first to understand before
you seek to be understood
Seek first to understand where everyone is coming from. This doe...

Do your colleagues believe SEO = TRICKS?
Do they simply view you negatively from the outset?

Engaged teams support recommendations
because they care more.
Engaged teams are more productive
because they understand wh...

Step 2: Comprehensively Audit
So now you’re everyone’s best friend you need to get into the data.

Moz 2015 Technical Audit
Linkdex Audit coming up…
Lots of good sources but the Moz 2015 Audit is super and Jono is going t...

You’ve got two KPIs to concentrate on
But I do want to impress on you the DeepCrawl view of the world. We believe you have...

1 = Total number of unique pages (Greatness)

2 = The price of greatness (Crawlability)

Inefficient EfficientNumberofUnique
Pages
Low
High
Crawl Efficiency
You’re aiming for the Top Right – Gold (Lots of unique...

But here’s the variation – I crawled 20 different sites and managed to find 9 that look vastly different to one another – ...

Step 3: Solution Sell Two Key Wins

There’s no need to fail fast
Solution Sell Two Key Wins – solution selling means building a water tight case around your r...

because you know what is going to work

opportunity abounds for improvements
As we saw on the pie chart slide, opportunity abounds for improvements.
Your architec...

Here’s another quick example of a simple win.
On this site, when you look at a comparison between the pages discovered by ...

Step 4: Share Architectural Insight
this will be available from a comprehensive audit.

Who’s blocking implementation?
Content
Paid
Social
CRO
UX
@DeepCrawl
Dev
We return to the list of potential blockers.
Rath...

Support all the ‘blockers’ with unique data
ContentPaid Social CRO UX
Technical Architecture
Dev
The data you alone are vi...

Help your content team
visualise website growth
Content
Let’s take the content team
1st up – you should be reporting the g...

Help your colleagues understand the technical
quality of their content
Content
@DeepCrawl
2nd Up - Surface problematic are...

Content
This is an example of a well known website –we can see 9,000 thin pages in this report.

Here is an example of one of the pages from the list
We can see this is a thin page.

Content
This is the background of the page in question – returning a 200, indexed, unique – THIN.

We can see Google last cached this on 22nd March
Once everyone realizes that low quality content is in fact present, then ...

Offer to extract insight from contentContent
3rd opportunity to support your Content teams –
This example comes from a com...

Visualise site architecture to help UX
UX
Once again we’ll see the contract between sites.
Which unique pages are buried a...

UX
Visualise site architecture to help UX
How does your website look?
How does that compare to the competition?

Paid
Final suggestion with a slide is for your Paid teams – how about setting specific automated tests of their Primary La...

Step 5: Analyse Impact
back to the programme. We’ve engaged, audited, sold two recommendations, supported other teams – no...

Step 6: Automate
it still surprises me how people will manually perform so much of their research.
Regularly perform your ...

Drive leadership, innovation,
increased time influencing strategy
A lot of sustainability can sound boring but it’s for th...

Step 7: Start Making History

Our views of the past affect how we
endeavour to build the future

How is your website evolving?

Who can answer that question?

Build a cache of your website over time
Build a cache of your website over time – you need to understand what ‘normal’ – h...

Step 8: Be There In The Hour of Need
is all about the time when those around you are most worried about how things are goi...

All site releases should be pre-tested
All site releases should be pre-tested > I’m still amazed at how many headlines are...

Step 9: Simplify Reporting
is a reminder to ensure your communication isn’t losing people.

Use the APIs from your valued tools

deliver digestible information

Here’s a neat example of a report we’ve seen from a client of ours in Texas – even non-tech people can get their heads aro...

Step 10: Control The Future
I feel passionate that you should be the person everyone looks to when it comes to looking at ...

Help
integrate your data across all competing departments.

Build trust

Be confident

Provide the backbone
@DeepCrawl
#BrightonSEO

Come say hi
@DeepCrawl
#BrightonSEO

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