The document discusses the importance of technical SEO and on-page factors like content, architecture, and HTML. It provides tips for technical SEO audits, including using independent web crawlers to discover technical issues, establishing the full scope of pages on a website, recommending quick and long-term fixes, regularly auditing canonical tags, using robots.txt to manage crawlers, and optimizing website architecture for efficient crawling. Quotes from SEO experts emphasize the importance of addressing technical issues and sending clear signals to search engines.

2. How valuable was
Search in 2015?
@SearchMATH

4. @SearchMATH
Turkey

5. Have you ever intentionally browsed
products at a store but, decided to
buy them online?
Have you ever intentionally
browsed products online, but
decided to buy them in-store?
@SearchMATH
68%
32%
Yes No
70%
30%
Yes No

6. @SearchMATH
“Web-rooming”
is just as important as
“showrooming”

7. @SearchMATH
56% - first thing they
do when researching a
purchase is to go to a
search engine

8. @SearchMATH

9. @SearchMATH

10. Today I’m going to look at
“ON-THE-PAGE
FACTORS”
AKA
“TECHNICAL SEO”
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11. ON-THE-PAGE
FACTORS
§ CONTENT
§ ARCHITECTURE
§ HTML

12. Why does
TECHNICAL SEO
matter?
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15. Ok… nice article
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16. But how healthy is their
ON-THE-PAGE SEO?
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19. @SearchMATH
Let’s test the User
Experience (U/X)

23. But do 404’s
hurt my site?
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24. YES

26. @SearchMATH

27. @SearchMATH

28. Website Health
0
2
4
6
8
10
1 5 10
Commercial
Performance
Low J
High
Website ‘Health’ impact on
Commercial Performance

29. What do the
world’s top SEO
experts say?
@SearchMATH

30. "Even a basic understanding of what to
look for in technical SEO can get you
far…

31. …So many people today focus too
heavily on off-page SEO, but if a site is
technically flawed, it won't matter how
many links you have or how good your
content is.”

32. Isolate & Dominate Your Base Metric
1. Organic revenue
2. Visits compared to last month
3. Visits compared year-over-year
http://searchengineland.com/win-battle-proving-seos-value-201328

33. "The biggest problems we have are tech
problems. Often webmasters [are] trying
to be too clever and give confusing
signals…
John Mueller, Webmaster Trends Analyst, Google
http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

34. …Send clear, consistent and obvious
signals.”
John Mueller, Webmaster Trends Analyst, Google
http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

35. GOOGLE RECOMMEND CRAWLING SEPARATELY
Google Webmaster Hangout, 16th October, John Mueller recommended running a separate
crawl to help identify and resolve technical issues that could be causing problems and delays
when Google tries to crawl your site.
“We get kind of lost crawling all of these unnecessary URLs and we might not be able to
crawl your new updated content.”

36. I’m going to show you a
case study to remind us
of some of the power at
our disposal
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37. Let’s begin…
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41. Where do I start with a
technical review?
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42. Jon suggests we
“CRAWL”
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TIP #1

43. Independent web crawler
software which imitates
googlebot to produces rich
reports detailing
opportunities to achieve
perfect website architecture.
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45. “CRAWL”
=
DISCOVERY
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46. An embarrassing
truth for too many
web managers…
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47. They don’t even know
how many pages they
have on their website
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48. Let alone how many
issues are lurking below
the surface
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52. Establish a clear picture
of your website and
then consider how it fits
into the URL universe
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56. Recommend 5 actions from
your audit:
• 3 Quick-wins
• 2 Long-term wins
@SearchMATH
TIP #2

58. What’s the story with
these rel=canonical
links?
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59. “Including a rel=canonical link in your webpage is a
strong hint to search engines your about preferred
version to index among duplicate pages on the web.”

60. “rel=canonical can be a bit tricky
because it’s not very obvious when
there’s a misconfiguration.”

64. www.mavi.com
rel=canonical
to a Disallowed URL
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68. Audit your canonical
tags quarterly
@SearchMATH
TIP #3

69. Your robots.txt file
holds the power over
crawlers.
Monitor for free with@SearchMATH
TIP #4

70. So, how can I fix this issue?

71. Adding this directive in the robots.txt is quicker,
cleaner, easier to manage than getting a meta
noindex added to specific pages. @SearchMATH

72. But ultimately the meta
canonical needs amending to…

74. DeepCrawl already supports the robots.txt noindex directive: check which pages are
being noindexed in your report via Indexation > Non-Indexable Pages > Noindex
Pages.

75. Constantly optimise
your architecture to
improve crawl efficiency
@SearchMATH
TIP #5

77. So, remember:
1) Crawl your website
2) 5 actions per audit
3) Audit your canonicals
4) Try robotto.org for FREE
5) Optimise your crawl efficiency
@SearchMATH

78. Thank you!
Please say “hi”
@SearchMATH