SEO Theory vs. Reality
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This document discusses the differences between theories and realities in SEO. Some key theories discussed include: - HTTPS migrations being easy to implement with no negative impacts. However, realities include redirect chains, platform limitations, and mixed content errors. - Long redirect chains (30+) not negatively impacting SEO. But 302 redirects are found to cause more fluctuations than 301 redirects. - Prioritizing users over search engines. But legal/business factors often dictate decisions over user preferences or search engine clarity. - Duplicate content penalties. While theories warned of penalties, realities show search engines filter pages instead of penalizing sites for reasonable duplicate content. The conclusion is that SEO requires flexibility rather than rigid
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SEO Theory vs. Reality
- 1. SEO THEORY VS. REALITY PUBCON AUSTIN2018+ 1 2 /21/18
- 2. Perficient Digital Ben Cook @Skitzzo • An SEO since 2004 • Former SEOManager at Network Solutions • Independent Consultant for6 Years • Joined Perficient Digitalin January 2017 2
- 4. In Theory… 4
- 5. Perficient Digital WhatI ThinkMy BeardWill Look Like… WhatMy Beard ActuallyLooksLike… Theory vs. Reality inReal-Life 5 @Skitzzo | #PubconAustin
- 6. Perficient Digital Theory • Easy to implement • Quick search engine adoption • No negative impact torankings ororganic traffic Iworkalotonthat,basically tryingtofigureoutwhatarethesignalsthatarelost duringthetransition,duringthesitemove. Andweidentified Ithink 3ofwhich wefixed2andtheonethat’ssome obscure crapthatnoonecares about.” –Google’s Gary Illyes HTTPS Migration 6 @Skitzzo | #PubconAustin
- 7. Perficient Digital Theory • Easy to implement • Quick search engine adoption • No negative impact torankings ororganic traffic HTTPS Migration 7 @Skitzzo | #PubconAustin Reality • Redirect chains • Platform limitations • Mixedcontent errors
- 8. Perficient Digital RedirectChain Reality 8 @Skitzzo | #PubconAustin HTTP Non- WWW HTTPS Non- WWW HTTP WWW HTTPS WWW New HTTP URL
- 9. Perficient Digital RedirectChain Reality 9 @Skitzzo | #PubconAustin
- 10. Perficient Digital Mixed Content Errors 10 @Skitzzo | #PubconAustin
- 11. Perficient Digital Theory “Don’tworryaboutit.Justusewhatever youwant, usewhatever makes sense foryou.” -Google’s GaryIllyes 30X-Level Redirects 11 @Skitzzo | #PubconAustin Reality • 302 redirects arenot recognized as quickly • 302 redirects seem tocause much more fluctuations in indexation
- 12. Perficient Digital 301to 302 and BackAgain 12 @Skitzzo | #PubconAustin 301 redirects became 302 302 redirects changed back to 301
- 13. Perficient Digital Theory • “Focus on the user andall else will follow” – Google’s Ten Things We Know tobe True • “You should optimize yoursite toserve your users’ needs.” –Google’s SEO Starter Guide • “… dowhat works best for the user, andsearch engines will generally figureit out fromthere” – John Mueller “Build forUsers” 13 @Skitzzo | #PubconAustin Reality • Search engines want clarity, users want options • Legal restrictions & business agreements dictate decisions
- 14. Perficient Digital Search Engines Want Clarity 14 @Skitzzo | #PubconAustin
- 15. Perficient Digital UsersWant Options 15 @Skitzzo | #PubconAustin
- 16. Perficient Digital GeolocationRedirectTheory 16 @Skitzzo | #PubconAustin
- 17. Perficient Digital GeolocationRedirectReality 17 @Skitzzo | #PubconAustin
- 18. Perficient Digital GeolocationRedirectReality 18 @Skitzzo | #PubconAustin
- 19. We’re to blame, too! 19
- 20. Perficient Digital • Duplicate content will cause search engines topenalize yoursite! Theory Duplicate Content Penalty 20 @Skitzzo | #PubconAustin Reality • No such penalty • Search engines filter pages instead of penalizing you • Context matters
- 21. Perficient Digital ContextMatters 21 @Skitzzo | #PubconAustin All powered by thesame companyand contain the exact same products
- 22. Perficient Digital Theory • Rank tracking is inaccurate • Rankings forindividual keywords don’t matter • Ranking reports areno longer needed Rank Tracking 22 @Skitzzo | #PubconAustin Reality • Rank tracking tools continue toimprove • Rankings show trends &provide context totrafficfigures • Supplement rankdata with Google Trends &compare against Google Search Console
- 23. Perficient Digital Goal Challenge Solution Testwhetherexpandedcontenton categorylevel pagesimproves rankings andorganictrafficfromkeyphrases. 23 @renee_girard | #pubcon Additionalcontentcould increase traffictothe pagethroughlong-tail phraseswithoutimproving rankingsfor headterms. Deployexpandedcontenttohalfofthe pagesandtrackrankingstodetermine the overall liftforkeyphrasesas comparedtothecontrolset. Rank TrackingReality
- 24. Perficient Digital + 0.25 Positions The averagerankingforpagesusing ourstandard amountofcontentimproved by0.25positions. Rank TrackingReality 24 @Skitzzo | #PubconAustin + 2.50 Positions The averagerankingforpagesusing ourexpanded amountofcontentimproved by2.5positions.
- 25. In reality,SEOis rarely assimple asour theories or best practices.It requires flexibilityand ingenuity. 25 Conclusion
- 26. Questions? 26