The document discusses the importance of integrating technical SEO into performance content strategies to optimize search engine performance. It emphasizes key factors such as crawl budget, meta tags, and site structure to improve indexing and reduce crawl waste. Ultimately, a strong foundation in technical SEO can lead to significant increases in web traffic and user engagement.

1. Making Technical SEO The Foundation of
Performance Content
Darren Konskier - DeepCrawl

2. Introduction To
How Technical SEO Fits In To Performance Content
How to achieve optimum Search Engine performance
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT

3. Our mission: Improve the web by providing data that helps people make their
web presence accessible, relevant and effective."
Founded in 2012 by three SEOs working on a site migration for Prime Location who wanted
to find a way to make sure they weren’t fired!
Cloud based Crawler that analyses every page of your website to identify gaps in technical
SEO performance
Currently work with over 850 clients worldwide

5. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT

6. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
CRAWL BUDGET
META TAGS
SITE ARCHITECTURE
DATA DRIVEN
OPTIMISATION
DISTRIBUTION CONTENT CREATION
STRATEGY

7. Why do we need to look at Technical SEO
performance?

8. Making Technical SEO the Foundation of Performance Content

9. Making Technical SEO the Foundation of Performance Content

10. Making Technical SEO the Foundation of Performance Content

11. Making Technical SEO the Foundation of Performance Content

12. Crawl Budget
The amount of time Google spends crawling and indexing your pages

13. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT

14. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
• GOOGLE DOES NOT WANT TO
UNNECESSARILY CRAWL URLS THAT POINT
TO NEAR IDENTICAL OR DUPLICATE
CONTENT
• GOOGLE HATE CRAWLING UNIMPORTANT
PARTS OF YOUR WEBSITE (CAN BE
MEASURED BY PAGERANK, ENGAGEMENT)
• GOOGLE IS HIGHLY UNLIKELY TO BE
INDEXING ALL of THE CONTENT ON YOUR
WEBSITE

15. Avoiding Crawl Waste

16. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
REMOVE DUPLICATES
• SEARCH ENGINES WASTE TIME
CRAWLING DIFFERENT VERSIONS OF THE
SAME PAGE
• SEARCH ENGINES DON'T KNOW WHICH
VERSION OF YOUR PAGES TO SHOW IN
SEARCH RESULTS
• WEAKENS THE AUTHORITY OF THE MAIN
PAGE YOU WANT TO GET INDEXED

17. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
• ALLOWS YOU TO TELL GOOGLE WHICH
PAGES ARE ESSENTIALLY THE SAME AND
WHICH ONE TO INDEX
• GOOD FOR INDEXING ISSUES, NOT
CRAWLING ISSUES
• NON-INDEXABLE DOES NOT MEAN NON-
CRAWLABLE
AVOID EXCESSIVE USE OF CANONICALS

18. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
• REDIRECT CHAINS/LOOPS MAKES
CRAWLERS WORK HARDER THAN THEY
NEED TO IN ORDER TO FIND THE
CORRECT PAGE
• USE REDIRECTS SPARINGLY AND ONLY
KEEP IF ABSOLUTELY NECESSARY
• REDIRECTED LINKS SHOULD BE POINTED
DIRECTLY TO THE TARGET PAGE
KEEP REDIRECTS TO A MINIMUM

19. Other considerations for avoiding Crawl Waste
• Create Sitemaps and ensure the correct URLs are highlighted to Search Engines in them
• Identify and remove any broken links
• Ensure pages are fast loading - target yourself on less than 1 second

20. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT

21. Meta Tags
Providing search engines with the
correct information about your content

22. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT

23. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
Titles & Descriptions
‒ Together, these two elements determine how
your content looks in search results
‒ Without either, you let the search engine decide
how your brand will look
Other Types
‒ Schema (Ratings & Reviews)
‒ App Integration

24. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
Meta Tag Guidelines:
‒ Page title – 50 to 60 characters (512 Pixels)
‒ Meta description – 140 to 160 characters

25. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
OpenGraph & Twitter Cards
‒ These tags determine how your content looks on
social sites
‒ Without either, you let the social site decide how
your brand will look

26. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
USE ANALYTICS DATA TO IDENTIFY POTENTIAL HIGH VALUE SOCIAL PAGES

27. Site Structure
Ensuring your content pages have direct, and crawlable, links

28. MAKE SURE YOUR SITE STRUCTURE FOLLOWS YOUR NAVIGATION HIERARCHY
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT

29. Importance of site structure for SEO
Indexing - helping search engines find all your pages.
Page Authority – Search Engines rank pages based on perceived authority. Site structure plays
a huge role in determining this.
Usability - helping users find what they want quickly (with as few clicks as possible)

30. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
OK! MAGAZINE HAD AN ISSUE WITH A ‘DEEP WEBSITE’

31. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT

32. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
GOAL WAS TO MAKE ANY PIECE OF CONTENT NO MORE THAN THREE CLICKS FROM
THE HOMEPAGE

33. MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
The Result
86% UPLIFT IN SEO TRAFFIC IN SIX WEEKS
20% INCREASE IN PAGE VIEWS PER VISIT
TRAFFIC REMAINED CONSISTENT AT THE NEW LEVEL

34. Summary
• Location, Location, Location
• Technical SEO helps set up your content for long term success
• Use as part of an integrated approach