SlideShare a Scribd company logo
INFINITE LOOPS
& crawl rank
DIRTY ARCHITECTURE
Dawn Anderson
CAME
INDUSTRY
VIA A DIFFERENT ROUTE
THIS
to
I decided to add an
additional dimension
to the site
TO ‘EXPLODE’ NATURAL
SEARCH TRAFFIC
1.5 Million
URLs
Crawl Rate
Going Down
Indexation
Levels
Going Up
GOOGLE
Only crawling
0.1%Of our pages per
day
Infinite Loops Dirty Architecture And Too Many Indexed URLs
Infinite Loop Definition:
An infinite loop is a sequence of
instructions in a computer program which
loops endlessly, either due to the loop
having no terminating condition, having
one that can never be met, or one that
causes the loop to start over. ..
PENGUIN & PANDA
updates came along
TOO MANY URLS
=SEO DEATH
‘WE’RE ALL ‘DOOMED’’
Budget
CRAWL
Roughly proportionate to PageRank
Pages with a lot of links get crawled more
Still applies in current search landscape
Rank
CRAWL
A ranking metric for ‘no’ to ‘low’ PageRank
pages??
Pages crawled more often rank higher
Get ‘low’ to ‘no’ PageRank pages crawled more
than competitors = YOU WIN
CRAWL
OPTIMISATION
Googlebot goes
AND KEEP
WATCHING
FIND OUT WHERE
CHECK & MONITOR
for over-indexation
500 Page
Website
50,00 URLs in
Google
YOU MAY HAVE DODGY CODE
Shoes.sitemap.xml
Dresses.sitemap.xml
tshirts.sitemap.xml
Check THOROUGHLY, Name
& Categorise XML Sitemaps
yoursite.sitemap.xml
DON’T BE AFRAID
of hard 404’s
Use 410’s where
you can
Giraffe
AVOID
soft 404’s
ENSURE THAT
Dynamic variables / parameters
are checked for validation
Don’t render to just any old
thing with a ‘200 OK’ response
code or return a soft 404
HOW WILL YOU KNOW IF
THERE’S A PROBLEM?
You won’t
AVOID A ‘JUMBLE SALE’
BUT
Use Robots.txt,
nofollows, sitemaps,
nav paths & cross
module
internal
linking
‘Herd’ Googlebot
Get Those Low Level
Pages Crawled - Often
Whichever way
you can
Pass equity to
Siblings as
Well as children
Visit the internal links section on GWT
Most Important Page 1
Most Important Page 2
Most Important Page 3
IS THIS YOUR
BLOG?? HOPE
NOT
CANONICALISATIONIn web search and search engine optimization (SEO), URL
canonicalization deals with web content that has more than one
possible URL. Having multiple URLs for the same web content
can cause problems for search engines - specifically in
determining which URL should be shown in search results.[2]
Example:
•http://wikipedia.com
•http://www.wikipedia.com
•http://www.wikipedia.com/
•http://www.wikipedia.com/?source=asdf
All of these URLs point to the homepage of Wikipedia,
but a search engine will only consider one of them to
be the canonical form of the URL.(source - Wikipedia)
Deal Well With
Near & near
duplicate content
Via
canonicalization,
301’s & Content
Build Out
STOP LYING & ‘GET
FRESH’
Genuine ‘last
modified dates’
are ALL important
- FORGET PRIORITY
"It's not that Google will
penalize you, it's the
opportunity cost for dirty
architecture based on a finite
crawl budget" (A.J.Kohn)
(BLIND FIVE YEAR OLD)
REMEMBER THIS
Me
@dawnieando

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