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SEO disasters: the good, the bad and the taboo: Steven van Vessum
Why listen to me?
Who am I?
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
Who am I?
• VP of Community at ContentKing
• Previously: ran an SEO agency
• I ❤ to write and talk about SEO
2015 - now
2009 - 2015
Real-time SEO Auditing and Content Tracking
Why SEO Disasters?
• 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?
SEO Disaster: post-mortem
What happened and what was the result?
SEO Disaster: post-mortem
What happened and what was the result?
Why did it happen and 

how could it have been prevented?
SEO Disaster: post-mortem
A note on laying blame
A note on laying blame
SEO Disasters are caused by developers :(
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 :(🚫
Redirects gone wrong
Yours truly
What happened
Redirects gone wrong
• Multi-lingual site
What happened
Redirects gone wrong
• Multi-lingual site
• HTTP —> HTTPS migration done on Friday afternoon
What happened
Redirects gone wrong
• Multi-lingual site
• HTTP —> HTTPS migration done on Friday afternoon
• We redirected the EN and DE versions to NL ¯_(ツ)_/¯
What happened
Redirects gone wrong
The result
Redirects gone wrong
The result
• Everyone freaked out (incl. client)
Redirects gone wrong
The result
• Everyone freaked out (incl. client)
• Fixed it within 3 hours
Redirects gone wrong
The result
• Everyone freaked out (incl. client)
• Fixed it within 3 hours
• It didn’t have a noticeable impact 😅
Redirects gone wrong
How could it have been avoided?
Redirects gone wrong
• Better test process
How could it have been avoided?
Redirects gone wrong
• Better test process
• Monitoring
How could it have been avoided?
Redirects gone wrong
• Better test process
• Monitoring
• Not rushing important updates
How could it have been avoided?
Redirects gone wrong
• Better test process
• Monitoring
• Not rushing important updates
• Limit release window to Mon - Wed
How could it have been avoided?
Redirects gone wrong
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
The result
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
Pagination gone wrong
Anonymous
What happened
Pagination 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
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
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
Canonical in body
StoxSEO
Patrick Stox
What happened?
Canonical in body
JavaScript magic was used

to modify <head>
What happened?
Canonical in body
The result
Canonical in body
The result
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
Disavow like goody two-shoes
Anonymous
What happened?
Disavow like goody two-shoes
Gullible SEO disavowed all links

that looked “unnatural”.
What happened?
Disavow like goody two-shoes
The result
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
Minimizing SEO Disasters
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
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
Thank you for your attention — let’s keep in touch!
Steven van Vessum
stevenvvessum
linkedin.com/in/stevenvanvessum
steven.land
Exclusive offer for SearchNorwich
We’d love to help you prevent SEO Disasters
First 6 weeks for free
Create a trial account and ping me at
steven@contentkingapp.com

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