You have a shiny new site and your brand is looking for a fresh start with their offering. It may be one of many past migrations, protocol switches and redirections you're undertaken historically. But then you find that things didn't quite go as you expected. You never really got back to where you wanted to be in organic search. Part of this is because 'Gone is never Gone'. Every URL that ever was known of on your site is listed in the history logs in the Google search engine system and history logs are used to determine the amount of time your site will be apportioned crawling. You inherited technical SEO debt and generational cruft where everything gets blurred for Google in understanding which is the target URL for a particular term. This can be particularly prevalent when you migrate from one ecommerce platform to another because past crawling rules developed for your site are now not applicable but are still in the history and crawl patterns discovered.
When multiple URLs are near-duplicates Google will choose one and discard the others. This is to ensure that users are not annoyed by multiple URLs which have the same or very very nearly the same and meet a search query in the same context and with the same intent equally well. Many ecommerce sites fall foul to cannibalisation (cannibalization) of their own SEO success because they have within their site a number of mistakes they make with regards to such issues as canonicalization, inconsistent internal link signals, semantic misalignment of intent in site categories and sections, incorrect implementation of href lang internationalization, and other 'clues' which search engines use to identify 'the best' version or source of information for a search query. Here we identify some of the symptoms of SEO cannibalization, and seek to find some solutions which can help to increase visibility for target pages in websites
Bringing in the family to emphasise importance and win during crawlingDawn Anderson MSc DigM
In a web which is bursting at the seams with content, we need strategies to turn Googlebots head and emphasise 'Page Importance'. Bringing in family during crawling from a related sibling, auntie, uncle, parent URL, etc perspective can help to drive signals around which are the key pages in a site. Furthermore, using strong hub pages to meet needs are also emphasised as part of this process
SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your SitesDawn Anderson MSc DigM
Many webmasters and SEOs are stealing from themselves in their potential to rank in Google Search because they end up ranking the wrong pages for search terms. They are competing with themselves in many cases. Google does not always know which page to rank from a site for a query due to many things. One of which is 'too similar' content or 'wrong version' indexation. There are a number of ways to identify this problem and formulate strategies to fix this using on page and your own site power and relevance with clues from within as to which page is most important for given queries.
Using 'page importance' in ongoing conversation with Googlebot to get just a bit more crawl budget as part of technical SEO strategy for ecommerce and enterprise SEO website projects
Dawn Anderson's Brighton SEO deck from April 2014. Looks at crawlability issues on large sites and in particular to infinite URLs / infinite loops, dirty architecture and too many indexed URLs.
There is a blog post / article that I wrote for the Brighton SEO newspaper which covers the information in this deck in a lot more detail.
It is here:
http://bit.ly/Ss6Lf1
Creating Commerce Reviews and Considering The Case For User Generated ReviewsDawn Anderson MSc DigM
Reviews are becoming increasingly important to consumers. They are not only influencing consumers to purchase, their absence potentially disrupts the path to purchase as consumers often wish to seek the opinions of experts or the wider community before buying. Here we look at the benefits which can be gleaned from commerce reviews and what it takes to add structure for search engines as well as the criticality and objectivity needed to create a trusted review. Both professional expert review and consumer user generated content reviews are explored in order to identity signals of further trust and a balance (both sides of the coin) full picture. There are also areas to be aware of such as the guidelines from the International Consumer Protection and Enforcement Network (ICPEN) for digital influencers, review administrators and marketing professionals / traders. What are the potential pros and cons of adding consumer user generated reviews to a site for SEO and for website management and content marketing?
Googlebot has been put on a diet of URLs by the Scheduler in the web crawling system. If your URL’s are not on the list, Googlebot is not coming in. The increasing influx of content flooding the internet means that there is a need for prioritisation on web pages and files visited. Are you telling Googlebot and the URL Scheduler that your content is less important than it is via technical SEO and architectural blunders? There’s a real need to understand Googlebot’s persona and that of the Scheduler, along with the jobs they do, in order to ‘talk to the spider’ and gain more from your time with it.
A few of the recent findings we discovered whilst working on an SEO beast which cover crawling, server log file analysis, site speed optimization and database optimizations. Technical SEO insights
When multiple URLs are near-duplicates Google will choose one and discard the others. This is to ensure that users are not annoyed by multiple URLs which have the same or very very nearly the same and meet a search query in the same context and with the same intent equally well. Many ecommerce sites fall foul to cannibalisation (cannibalization) of their own SEO success because they have within their site a number of mistakes they make with regards to such issues as canonicalization, inconsistent internal link signals, semantic misalignment of intent in site categories and sections, incorrect implementation of href lang internationalization, and other 'clues' which search engines use to identify 'the best' version or source of information for a search query. Here we identify some of the symptoms of SEO cannibalization, and seek to find some solutions which can help to increase visibility for target pages in websites
Bringing in the family to emphasise importance and win during crawlingDawn Anderson MSc DigM
In a web which is bursting at the seams with content, we need strategies to turn Googlebots head and emphasise 'Page Importance'. Bringing in family during crawling from a related sibling, auntie, uncle, parent URL, etc perspective can help to drive signals around which are the key pages in a site. Furthermore, using strong hub pages to meet needs are also emphasised as part of this process
SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your SitesDawn Anderson MSc DigM
Many webmasters and SEOs are stealing from themselves in their potential to rank in Google Search because they end up ranking the wrong pages for search terms. They are competing with themselves in many cases. Google does not always know which page to rank from a site for a query due to many things. One of which is 'too similar' content or 'wrong version' indexation. There are a number of ways to identify this problem and formulate strategies to fix this using on page and your own site power and relevance with clues from within as to which page is most important for given queries.
Using 'page importance' in ongoing conversation with Googlebot to get just a bit more crawl budget as part of technical SEO strategy for ecommerce and enterprise SEO website projects
Dawn Anderson's Brighton SEO deck from April 2014. Looks at crawlability issues on large sites and in particular to infinite URLs / infinite loops, dirty architecture and too many indexed URLs.
There is a blog post / article that I wrote for the Brighton SEO newspaper which covers the information in this deck in a lot more detail.
It is here:
http://bit.ly/Ss6Lf1
Creating Commerce Reviews and Considering The Case For User Generated ReviewsDawn Anderson MSc DigM
Reviews are becoming increasingly important to consumers. They are not only influencing consumers to purchase, their absence potentially disrupts the path to purchase as consumers often wish to seek the opinions of experts or the wider community before buying. Here we look at the benefits which can be gleaned from commerce reviews and what it takes to add structure for search engines as well as the criticality and objectivity needed to create a trusted review. Both professional expert review and consumer user generated content reviews are explored in order to identity signals of further trust and a balance (both sides of the coin) full picture. There are also areas to be aware of such as the guidelines from the International Consumer Protection and Enforcement Network (ICPEN) for digital influencers, review administrators and marketing professionals / traders. What are the potential pros and cons of adding consumer user generated reviews to a site for SEO and for website management and content marketing?
Googlebot has been put on a diet of URLs by the Scheduler in the web crawling system. If your URL’s are not on the list, Googlebot is not coming in. The increasing influx of content flooding the internet means that there is a need for prioritisation on web pages and files visited. Are you telling Googlebot and the URL Scheduler that your content is less important than it is via technical SEO and architectural blunders? There’s a real need to understand Googlebot’s persona and that of the Scheduler, along with the jobs they do, in order to ‘talk to the spider’ and gain more from your time with it.
A few of the recent findings we discovered whilst working on an SEO beast which cover crawling, server log file analysis, site speed optimization and database optimizations. Technical SEO insights
Duplicate content continues to confuse many of us. Part of the problem is there are different types of duplicate content which may be treated differently by search engines. There are different ways to deal with this in your SEO and content marketing strategy. It's important to be careful when removing content to ensure you're not shooting yourself in the foot. Instead of remove, try to improve or regroup content which is being triggered for the same query class / cluster and may be diluting. Change the emphasis and make something of added value for users. Consider query and category agnostic filtering versus content which is considered at query run-time auction in search results.
WHY YOU SHOULD CARE ABOUT TAKING CARE OF CRAWLS (INTELLIGENT USE OF CRAWL ALLOCATION (BUDGET)). Investigating 'crawl budget', 'crawl rank', 'crawl tank' and 'crawl scheduling by Search Engines'
Here we take a look at server log file analysis for SEO and explore not only the benefits but also the process of finding, gathering, shipping and analysing user agent logs
Dawn Anderson SEO Consumer Choice Crawl Budget Optimization ConflictsDawn Anderson MSc DigM
Optimizing for both humans and search engines can be challenging. Humans may be faced with too many choices online in ecommerce sites which are optimized for search engine crawling efficiency by SEOs. It is important that we consider both humans and search engine heuristic implementation to help both understand the information architecture of a website and achieve maximum SEO / UX / CRO harmony
Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...Dawn Anderson MSc DigM
There are a lot of myths, facts and theories on crawl budget and the term is bandied around a lot. This deck looks to address some of those myths and also looks at some additional theories around the concepts of 'crawl rank' and 'search engine embarrassment'.
Mobile-first goes beyond simply indexing in a search engine. It has several meanings, which traverse user-behaviour, web design, adoption in different territories, adoption amongst user segments, adoption in different verticals. We need to be aware of these fundamentals changes in search behaviour and adapt quickly.
SEO - The Rise of Persona Modelled Intent Driven Contextual SearchDawn Anderson MSc DigM
Increasing volumes of data on users and 'users like users' via user modelling now provide search engines with clues as to what types of pages to rank for different user types, terms, in different contexts, locations & scenarios
The AMP Project (Accelerated Mobile Pages) has been launched as an open source initiative between tech companies, search engines, publishers, CRM providers, CMS providers and social media platforms as a solution to speed up the mobile web. What is AMP? Why is it needed? How does it achieve its speed? Where is the project at now? What does the future hold for AMP? To AMPFinity and Beyond
Cruft busting technical debt code smell and refactoring for seo - state of ...Dawn Anderson MSc DigM
Things can add up over time when you migrate sites or have many legacy domains, subdomains and old code in a website. Signs of poor quality add up as incremental crawling never stops. This is akin to SEO technical debt which you need to repay to regain good site health and positive quality signals. You can't repay the debt all at once, but in iterative incremental steps over time.
Keeping Things Lean & Mean: Crawl Optimisation - Search Marketing Summit AUJason Mun
If you haven’t heard of crawl budget, you should! It is a precious commodity in SEO. The higher your PageRank, the bigger the crawl budget. Search engines are data hungry robots and can often chew up crawl budget crawling useless URLs and pages of your website. In this session, learn how to control what search engine robots can and can’t crawl. Find out crawl optimisation opportunities and keep your website lean and mean!
The slides of my talk at the seokomm in Salzburg, Austria (November 2015).
It covers the basics of web crawling, with focus of search engine bots. It can be settled in the SEO space aswell as in the general webmaster world. Besides quotes of important influencers of Bing, Yandex and Google, it gives actionable advices on how you can influence the Crawl Budget allocation of search engine spiders.
In context of ajax / javascript crawling there is a minor excursion into the world of angularjs.
The talk closes on some insights on how we wrote our own CMS in order to cover all the SEO needs we are facing (multilanguage, multi-template, caching, if-modified-since, etc.).
If you like this talk, please follow me on twitter:
http://twitter.com/jhmjacob
And to miss to sign up for the Free Account of OnPage.org:
http://onpa.ge/V141p
Last but not least -> visit the seokomm next year if you are around - its worth it :)
http://www.seokomm.at/
If you want a fast web site, you have to get a lot of things right. It's worth it - revenue rises steeply if you can get load times under 2 seconds. This is my ever-growing list of tips, tricks and warnings about improving page speed load times.
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marke...Ronald Soh
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marketing
It can be classified by
1) Domain Factors
2) Page Level Factors
3) Site Level Factors
4) Backlinks Factors
5) User Interaction
6) Special Algorithm Rules
7) Social Signals
8) Brand Signals
9) Onsite WebSpam Factors
10) Off-Page WebSpam Factors
http://www.vtseo.net
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...Distilled
If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think.
In this presentation, Will is going to work through some of the most significant official announcements and the most insight-heavy comments and leaks of Google’s first 20 years. You’ll come away from this presentation not only with a deeper understanding of the search giant, but also with the tools to understand and interpret future statements and leaks.
Moving URLs: Structural Web changes without losing rankings #SearchLoveAleyda Solís
From implementing AMP to moving to HTTPS or doing a rebrand, there are many scenarios in which we need to move our URLs: In this session I'll go through the most common scenarios sharing tips, steps, do's and dont's as well as tools.
Codemotion Berlin 2018 - AI with a devops mindset: experimentation, sharing a...Thiago de Faria
AI is the buzzword while ML is the underlying component... but when do we use ML? To solve problems that machines can find patterns without explicitly programming them to do so. But do you have a team building an ML model? How far are they from the IT team? Do they know how to deploy and serve that? Testing? And sharing what they have done? That's where a devops mindset comes in: reduce the batch size, continuous-everything and a culture of failure/experimentation are vital for your data team! In the end, I will show how the workflow of a data scientist can be on the real life with a live demo!
Thiago de Faria - AI with a devops mindset - experimentation, sharing and eas...Codemotion
AI is the buzzword while ML is the underlying component... but when do we use ML? To solve problems that machines can find patterns without explicitly programming them to do so. But do you have a team building an ML model? How far are they from the IT team? Do they know how to deploy and serve that? Testing? And sharing what they have done? That's where a devops mindset comes in: reduce the batch size, continuous-everything and a culture of failure/experimentation are vital for your data team! In the end, I will show how the workflow of a data scientist can be on the real life with a live demo!
Duplicate content continues to confuse many of us. Part of the problem is there are different types of duplicate content which may be treated differently by search engines. There are different ways to deal with this in your SEO and content marketing strategy. It's important to be careful when removing content to ensure you're not shooting yourself in the foot. Instead of remove, try to improve or regroup content which is being triggered for the same query class / cluster and may be diluting. Change the emphasis and make something of added value for users. Consider query and category agnostic filtering versus content which is considered at query run-time auction in search results.
WHY YOU SHOULD CARE ABOUT TAKING CARE OF CRAWLS (INTELLIGENT USE OF CRAWL ALLOCATION (BUDGET)). Investigating 'crawl budget', 'crawl rank', 'crawl tank' and 'crawl scheduling by Search Engines'
Here we take a look at server log file analysis for SEO and explore not only the benefits but also the process of finding, gathering, shipping and analysing user agent logs
Dawn Anderson SEO Consumer Choice Crawl Budget Optimization ConflictsDawn Anderson MSc DigM
Optimizing for both humans and search engines can be challenging. Humans may be faced with too many choices online in ecommerce sites which are optimized for search engine crawling efficiency by SEOs. It is important that we consider both humans and search engine heuristic implementation to help both understand the information architecture of a website and achieve maximum SEO / UX / CRO harmony
Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...Dawn Anderson MSc DigM
There are a lot of myths, facts and theories on crawl budget and the term is bandied around a lot. This deck looks to address some of those myths and also looks at some additional theories around the concepts of 'crawl rank' and 'search engine embarrassment'.
Mobile-first goes beyond simply indexing in a search engine. It has several meanings, which traverse user-behaviour, web design, adoption in different territories, adoption amongst user segments, adoption in different verticals. We need to be aware of these fundamentals changes in search behaviour and adapt quickly.
SEO - The Rise of Persona Modelled Intent Driven Contextual SearchDawn Anderson MSc DigM
Increasing volumes of data on users and 'users like users' via user modelling now provide search engines with clues as to what types of pages to rank for different user types, terms, in different contexts, locations & scenarios
The AMP Project (Accelerated Mobile Pages) has been launched as an open source initiative between tech companies, search engines, publishers, CRM providers, CMS providers and social media platforms as a solution to speed up the mobile web. What is AMP? Why is it needed? How does it achieve its speed? Where is the project at now? What does the future hold for AMP? To AMPFinity and Beyond
Cruft busting technical debt code smell and refactoring for seo - state of ...Dawn Anderson MSc DigM
Things can add up over time when you migrate sites or have many legacy domains, subdomains and old code in a website. Signs of poor quality add up as incremental crawling never stops. This is akin to SEO technical debt which you need to repay to regain good site health and positive quality signals. You can't repay the debt all at once, but in iterative incremental steps over time.
Keeping Things Lean & Mean: Crawl Optimisation - Search Marketing Summit AUJason Mun
If you haven’t heard of crawl budget, you should! It is a precious commodity in SEO. The higher your PageRank, the bigger the crawl budget. Search engines are data hungry robots and can often chew up crawl budget crawling useless URLs and pages of your website. In this session, learn how to control what search engine robots can and can’t crawl. Find out crawl optimisation opportunities and keep your website lean and mean!
The slides of my talk at the seokomm in Salzburg, Austria (November 2015).
It covers the basics of web crawling, with focus of search engine bots. It can be settled in the SEO space aswell as in the general webmaster world. Besides quotes of important influencers of Bing, Yandex and Google, it gives actionable advices on how you can influence the Crawl Budget allocation of search engine spiders.
In context of ajax / javascript crawling there is a minor excursion into the world of angularjs.
The talk closes on some insights on how we wrote our own CMS in order to cover all the SEO needs we are facing (multilanguage, multi-template, caching, if-modified-since, etc.).
If you like this talk, please follow me on twitter:
http://twitter.com/jhmjacob
And to miss to sign up for the Free Account of OnPage.org:
http://onpa.ge/V141p
Last but not least -> visit the seokomm next year if you are around - its worth it :)
http://www.seokomm.at/
If you want a fast web site, you have to get a lot of things right. It's worth it - revenue rises steeply if you can get load times under 2 seconds. This is my ever-growing list of tips, tricks and warnings about improving page speed load times.
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marke...Ronald Soh
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marketing
It can be classified by
1) Domain Factors
2) Page Level Factors
3) Site Level Factors
4) Backlinks Factors
5) User Interaction
6) Special Algorithm Rules
7) Social Signals
8) Brand Signals
9) Onsite WebSpam Factors
10) Off-Page WebSpam Factors
http://www.vtseo.net
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...Distilled
If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think.
In this presentation, Will is going to work through some of the most significant official announcements and the most insight-heavy comments and leaks of Google’s first 20 years. You’ll come away from this presentation not only with a deeper understanding of the search giant, but also with the tools to understand and interpret future statements and leaks.
Moving URLs: Structural Web changes without losing rankings #SearchLoveAleyda Solís
From implementing AMP to moving to HTTPS or doing a rebrand, there are many scenarios in which we need to move our URLs: In this session I'll go through the most common scenarios sharing tips, steps, do's and dont's as well as tools.
Codemotion Berlin 2018 - AI with a devops mindset: experimentation, sharing a...Thiago de Faria
AI is the buzzword while ML is the underlying component... but when do we use ML? To solve problems that machines can find patterns without explicitly programming them to do so. But do you have a team building an ML model? How far are they from the IT team? Do they know how to deploy and serve that? Testing? And sharing what they have done? That's where a devops mindset comes in: reduce the batch size, continuous-everything and a culture of failure/experimentation are vital for your data team! In the end, I will show how the workflow of a data scientist can be on the real life with a live demo!
Thiago de Faria - AI with a devops mindset - experimentation, sharing and eas...Codemotion
AI is the buzzword while ML is the underlying component... but when do we use ML? To solve problems that machines can find patterns without explicitly programming them to do so. But do you have a team building an ML model? How far are they from the IT team? Do they know how to deploy and serve that? Testing? And sharing what they have done? That's where a devops mindset comes in: reduce the batch size, continuous-everything and a culture of failure/experimentation are vital for your data team! In the end, I will show how the workflow of a data scientist can be on the real life with a live demo!
Codemotion Milan 2018 - AI with a devops mindset: experimentation, sharing an...Thiago de Faria
AI is the buzzword while ML is the underlying component... but when do we use ML? To solve problems that machines can find patterns without explicitly programming them to do so. But do you have a team building an ML model? How far are they from the IT team? Do they know how to deploy and serve that? Testing? And sharing what they have done? That's where a devops mindset comes in: reduce the batch size, continuous-everything and a culture of failure/experimentation are vital for your data team! In the end, I will show how the workflow of a data scientist can be in real life with a live demo!
Thiago de Faria - AI with a devops mindset - experimentation, sharing and eas...Codemotion
AI is the buzzword while ML is the underlying component... but when do we use ML? To solve problems that machines can find patterns without explicitly programming them to do so. But do you have a team building an ML model? How far are they from the IT team? Do they know how to deploy and serve that? Testing? And sharing what they have done? That's where a devops mindset comes in: reduce the batch size, continuous-everything and a culture of failure/experimentation are vital for your data team! In the end, I will show how the workflow of a data scientist can be on the real life with a live demo!
How do you position your technical requirements in a way that the decision-makers in your organization understand? How do you then prioritize those requests? This presentation, given at the Master's Sessions at Clarity '14 on September 24th, 2014.
SearchLove Boston 2016 | Mike King | Developer Thinking for SEOsDistilled
Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the impact of different technical implementations, and how to pull together small solutions when nothing on the shelf works for your needs.
Tips and tactics that generate clicks and impressions - Daniel BrooksSearchNorwich
This talk goes over some new keyword research tactics which will vastly improve your targeting that will generate increased traffic and conversions for your client.
Search Norwich #7 - Keyword Research Tips & Tactics To Increase Clicks & Impr...Daniel Brooks
The complete process we use at Aira to conduct our keyword research with a couple of additional tips to help you get more clicks and impressions to yours or your client's sites.
Winning SEO when doing Web Migrations #SEO4LifeAleyda Solís
How to effectively migrate your site in complex scenarios without losing your rankings and traffic? Like when doing a rebrand? Take a look at the steps to follow and tools to use to validate your Web migration from an SEO perspective.
What To Do When You Can't Do Anything - SEO Soft Skills - Clarity '14Keith Goode
In addition to needing to be analytics junkies, excel pros, and technical wizards, SEOs need to have another skill to get their business requirements implemented - soft skills. In this presentation, given at #Clarity14 on September 25, 2014, in Austin, Texas, Keith Goode discusses how to change your perspective after having lost funding or resources.
SEO Soft Skills
What to do when you can’t do anything
Disclaimer Notice
Protection: The ideas and statements in this presentation do not necessarily reflect the opinions of Dell Inc. but are based on my personal experience in the SEO Industry.
The Challenge
Beyond Technical, Beyond Content
External Challenges
The Continual Evolution of SEO
What was acceptable is now unacceptable
Unnatural Link Building
Keyword Stuffing
Flat Content
Inauthentic Social Participation
The SEO’s list of effective activities are being eroded
Reacting to These Challenges
Choose Your Response Wisely
You can cry about it
You can spend hours, days, weeks, and months commiserating with your fellow cryba-, err, SEOs
Or, you can accept that all roles evolve, and yours is no different
All Roles Evolve
In Ancient Rome, a trip to the barber was a daily habit, just as a trip to the public baths
In the Middle Ages, a barber’s responsibilities included:
Surgery
Dentistry
Leeching
Bleeding
Enemas O_o
A Modern Example of an Evolving Role
Internal Challenges
The Other Part of Your Job Description
Budgets, Resources and Priorities
The larger the organization, the larger the pie, but …
Competition for pieces of the pie increase
You can’t always get what you want…
It’s not personal
It’s not malicious
Reacting to These Challenges
Choose Your Response Wisely
You can cry about it
You can spend hours, days, weeks, and months commiserating with your fellow cryba-, err, employees
Or…
You can look for opportunities outside of the standard approach
SEO Job Description – Is something Missing?
I Hate to use the Phrase “Back in My Day…,” but…
Back in my day…
Soft skills were a must
Ability to collaborate was seen as fundamental
The Solution
Use those Soft Skills
Democratization of SEO
SEO embedded into the fabric of your organization
Brown Bag Lunches
Training Programs
Search Certification
The people you train can advocate for you
Build Alliances, Gain Advocates
The Best Employee Communications Tool You Already Own But Aren't UsingJWTINSIDE
Presented by J. Walter Thompson INSIDE and Globant. Looking for an inexpensive way to boost your employment communications? Many companies are turning to SharePoint to create custom websites that promote their brands and opportunities both internally and externally, with minimal effort required from IT personnel. In our upcoming webinar, we’ll take an in-depth look at this often-untapped resource and explore the many capabilities and benefits it has to offer. You may be surprised by what you can do – and achieve.
Do we know our data, as good as we know our tools Jeremie Charlet
For many of us who are developer turning data scientist, we are always concerned about how to build a model, train it, etc... And yes, we want the best accuracy (close to 99%).
But as every seasoned data scientist will always advise us, we need first and foremost to understand our data, ensure it’s clean and prepared before doing any training on it.
During the conference, we will explore multiple problems occurring during data analysis or preparation and for each a technique to solve them (from a list of them). You will go away with a number of resources to explore at your own pace.
We will cover these categories of problems:
dirty data
disparate datasets - needing normalisation
too much information to process
and others…
We will cover some of these techniques:
analysis - detecting misleading data, outliers, specific time series issues
cleaning - deal with missing/ambiguous values, outliers, generating synthetic data, resampling
preparation - using statistical and physics functions, dimensionality reduction, feature selection, resampling
And using different kinds of plots relevant at different stages.
devopsdays Kiel 2018 - Can the AI hype & ML algorithms harm your devops initi...Thiago de Faria
The talk was given at devopsdays Kiel 2018 on 16/May/2018. It is a discussion around the AI Hype and how implementing CI/CD concepts is one of the most important concepts to improve team's velocity around Machine Learning applications.
Working in digital industry? Learn how to perform a website Technical Audit for SEO. Hannah Thorpe explains
What are the core elements to check for an SEO audit?
What are the warning sites your site might be struggling?
How to fix common problems flagged during a technical audit
SEO In 2022: Google Discover and Microsite SERPs - (SEMrush Webinar)Evolving SEO
My presentation for the SEMrush webinar with Aleyda Solis and Mordy Oberstein on the Biggest Developments in SEO in 2021 and what to do about them in 2022. I focused on Google Discover and Google's SERP 'Microsites'.
Human quality raters have been the mainstay of search engine evaluation for decades but a sea-change is on its way due to the need for scale as machine learning and demand evolves.
Life of An SEO - Surfing The Waves of Googles Many Algorithmic UpdatesDawn Anderson MSc DigM
the life of an SEO is never boring. Search is always changing and subsequently Google's algorithms are updated to reflect changing search behaviours and to combat the actions of bad actors / spam in the search engine results pages. We look at past algorithms, the many types of algorithms and identify how you can ascertain whether you've been impacted by an algorithmic update and how to remedy / recover
Natural Semantic SEO - Surfacing Walnuts in Densely Represented, Every Increa...Dawn Anderson MSc DigM
Structured data accounts for only a small part of the web and the problem grows as the volume of the online content grows. Schema markup is a drop in the ocean to help with this. However, things are being addressed in the natural language research space in the form of dense retrieval and other developments such as Sentence BERT and FAISS. Utilising heuristics such as umbrellas and sidecar pages will help to send clues and assist with ensuring search engines rank the right pages from your sites for SEO
Whilst passage indexing may seem like a small tweak to search ranking, it is potentially much more symptomatic of the beginning of a fundamental shift in the way that search engines understand unstructured content, determine relevance in natural language, and rank efficiently and effectively.
It could also be a means of assessing overall quality of content and a means of dynamic index pruning. We will look at the landscape, and also provide some takeaways for brands and business owners looking to improve quality in unstructured content overall in this fast changing landscape.
Zipfs Law & Zipfian Distribution in SEO - Pubcon Virtual Fall 2020 - Dawn And...Dawn Anderson MSc DigM
Zipf's Law is prevalent throughout many forms of data and that includes the internet at large and within sectors of the internet, websites and web pages plus linguistics. How does this impact SEO if at all?
What is BERT? It is Google's neural network-based technique for natural language processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers. It was opened-sourced last year and written about in more detail on the Google AI blog. In this presentation we look at what Google BERT means for SEOs and marketers and how Google BERT is and will continue to impact the search landscape. We also look at the back story to Google BERT, including transformers and natural language understanding and computational linguistics.
Google BERT is many things, including the name of a Google Search algorithm update. There is lots of confusion as to what Google BERT is, where it has come from and what SEOs and marketers need to do about it (if anything). Here we look at the solutions the introduction of Google BERT by Google seeks to provide and explore the background to natural language processing and computational linguistics.
Disambiguating Equiprobability in SEO Dawn Anderson Friends of Search 2020Dawn Anderson MSc DigM
Connecting the probable dots in content and data can help significantly and improve your search strategy. Ambiguity in SEO comes in many form too, going beyond content and into entities and locations. This talk touches on some of the areas where ambiguity can impact and hinder your performance
Talk from Tech SEO Boost 2019 by Dawn Anderson on the move to the just in time predictive personalised search experience for search engines and users. Exploring recommender systems, collaborative filtering, temporal and location based queries and the rise of predictive, personal dynamic search. Exploring the work of information retrieval researchers and Google Discover.
Connecting The Worlds of Information Retrieval & SEO - Search solutions 2019 ...Dawn Anderson MSc DigM
The worlds of information retrieval and SEO are very connected and each benefits from the other as the amount of content and unstructured data on the web grows. Here I look at my experiences over the past few years of following both the IR and SEO worlds
It's very easy to get started too quickly in SEO for a new website and not plan properly using a framework to improve probability of success. Here we look at the SOSTAC framework for a new site and explore some traditional strategic models and marketing frameworks to employ in an SEO capacity for a dog friendly website in the UK territory. Expect SOSTAC, Porters 5 Forces, Ansoff Matrix, 5S's, 8P's and more
Google BERT and Family and the Natural Language Understanding Leaderboard RaceDawn Anderson MSc DigM
Natural Language Understanding and Word Sense Disambiguation remains one of the prevailing challenges for both conversational and written word. Natural language understanding attempts to untangle the 'hot mess' of words between more structured data in content, but the challenge is not trivial, since there is so much polysemy in language. Some recent developments in machine learning have seen significant leaps forward in understanding more clearly the context (and therefore user intent and informational need at time of query). Here we will explore these developments, and some of their implementations and seek to understand what this means for search strategists and the brands they support both now and into the future.
How is mobile technology and search engine tuning evolving to meet the needs of users? Here we look at recent developments in research, implementations by search engines, and how to look at reach users can adapt their strategies to take into account these next-level changes.
Natural Language Processing and Search Intent Understanding C3 Conductor 2019...Dawn Anderson MSc DigM
This talk looks at the ways in which search engines are evolving to understand further the nuance of linguistics in natural language processing and in understanding searcher intent.
As the volume of content continues to grow exponentially helping search engines to understand context and the topical themes within your site is increasingly important. Understanding some of the concepts are covered and also ways to utilise these in your marketing strategy.
In an information economy where users are time poor and research hungry we need to take a mobile first approach to meet the needs of both users and search engines looking to align users informational needs with relevant search results. With limited space and a now mobile-first index how can we align our SEO strategy with this?
The changing search landscape calls for different approaches to user needs, including context, intent and device considerations. Here we take a look at ways to keep working to keep your ecommerce site well positioned for strong transactional and informational queries in the moments that matter to shoppers online.
Voice Search and Conversation Action Assistive Systems - Challenges & Opportu...Dawn Anderson MSc DigM
We are headed to the age of assistive task driven search where the user needs help to 'do' things as well as learn things. Smart speakers, mobile phones, assistive systems and conversational search and action devices are where the buck is headed for now. Where are we at in this wave? What are the challenges? What are the opportunities right now? Here we look at some of the ways we can start to prepare our tactics and strategy to be pioneering search marketers with conversation search and conversation action.
The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...Dawn Anderson MSc DigM
In a mobile-first world, with time-poor users, research crazy and mainly browsing with one eye and one hand, we need to consider a few new approaches to SEO. Information overload is all around. We need to think about how we can maintain relevance with less in some cases. We need to consider the Iceberg Theory and simultaneously consider the Iceberg Syndrome as well as placement position in user view for content and links
Voice Search Challenges For Search and Information Retrieval and SEODawn Anderson MSc DigM
Whilst search engines are making great strides to achieve gold standards in error free voice search recognition there are still a number of challenges. We look at some of them here and seek to understand how we may adapt to optimise for them. Thanks to Enrique Alfonseca, the Google Conversational Research Team, ESSIR Barcelona for the great learnings and education.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. @dawnieando #BigDigitalADL
A New Beginning
§ “A
new
website
will
solve
ALL
our
problems”
§ “Let’s
start
again”
§ “We’ll
just
migrate…
and
redirect
everything”
8. @dawnieando #BigDigitalADL
Web Crawler System
GOOGLE
NEVER
FORGETS
The
history
logs
play
a
role
in
deciding
when
every
URL
that
was
EVER
discovered
gets
visited
again
9. @dawnieando #BigDigitalADL
History Log Records Include:
• URL
fingerprint
• Timestamp
(last
crawl
or
download
attempt)
• Crawl
status
(success
or
error)
(Response
code)
• Content
checksum
(binary
code)
• Source
ID
(accessed
from
cache
or
downloaded)
• Segment
identifier
(Crawl
segment
assigned
to??)
• Page
importance
(a
measure
of
importance
assigned
to
the
URL)
May
be
calculated
by
identifying
historical
importance
scores
based
on
past
X
number
of
crawls
10. @dawnieando #BigDigitalADL
Gone Is Never Gone
“We
knew
there
was
content
there
at
some
point
so
we
just
swing
by
every
now
and
then
to
see
if
anything
came
back”
(John
Mueller,
2016)
12. @dawnieando #BigDigitalADL
The Generational ’Snail Trail’
• Old
XML
sitemaps
• Redirects
drop
away
on
old
site
.htaccess
• DNS
issues
• People
link
to
old
site
but
wrong
protocol
• Old
sites
not
verified
in
GSC
• Not
all
protocols
redirecting
Leaving
it’s
slithery
footprint
14. @dawnieando #BigDigitalADL
The Slow Page Evolution of Near Duplicates
In
a
study
over
11
weeks
Denis
Fetterly and
Mark
Najork found
that
near-‐duplicate
pages
rarely
change
and
that
they
are
still
near-‐
duplicates
of
each
other
10
weeks
later.
Therefore
once
identified
their
download
priority
may
be
reduced
so
that
resources
may
be
used
more
efficiently
/
productively
elsewhere
(Fetterly &
Najork,
2003)
Fetterly &
Najork,
2003
20. @dawnieando #BigDigitalADL
CRAWLING RULES BUILT OVER TIME
Crawl
Frequency
Patterns
No
two
sites
will
have
the
same
crawl
schedules
or
rules
built
Moving
from
one
CMS
to
another
may
mean
that
different
parameters
are
created.
New
parameters
=
new
rules
23. @dawnieando #BigDigitalADL
YOU INHERITED SEO TECHNICAL DEBT
• Previous
content
/
link
manual
actions
• Previous
algorithmic
suppressions
• Past
infinite
loops
• “We’ll
SEO
it
after
launch”
• “SEO
is
dead…
so
we
won’t
optimise”
• Dodgy
URL
parameters
• Misconfigured
URL
parameters
• Old
URL
crawling
‘rules
/
hints’
27. @dawnieando #BigDigitalADL
GENERATIONAL CRUFT
EVERY
SINGLE
TIME
YOU
MIGRATE,
CHANGE
DESIGN,
REDIRECT,
REINVENT
A
SITE
/
URL
A
CLEAN
START
REDIRECTIONS
ANOTHER
STRUCTURE
FIRST
SITE
STRUCTURE
NEW
CRAWLING
‘RULES’
BUILT
CRAWLING
‘RULES’
BUILT
EVERYTHING
IS
‘200
OK’
MORE
URLs
MIXED
RESPONSE
CODES
REDIRECTIONS
‘FUZZINESS’
IS
EMERGING
NEW
CRAWLING
‘RULES’
BUILT
MORE
URLs
REDIRECT
CHAINS
&
MIXED
RESPONSE
CODES
NEW
SEO’s
DON’T
KNOW
THE
‘HISTORY’
TARGET
URLs
NOW
‘VERY
FUZZY’
30. @dawnieando #BigDigitalADL
Time Seems To Fly… The Older You Get
Your
new
site
URL
is
just
one
of
very
many
historical
URLs
on
your
IP
to
be
visited
periodically
A
tiny
fish
in
a
very
big
URL
pond
queue
32. @dawnieando #BigDigitalADL
SOLUTION - THE BELOVED CANONICAL
§ 30X
redirects
§ Canonical
tag
§ Href lang
§ HTTPS
protocol
§ Global
canonicalization
rules
In
’ALL’
its
forms
35. @dawnieando #BigDigitalADL
Oh Yeah – Canonicalization is Easy
76% of SEOs surveyed
considered;;
“CANONICALIZATION
IS AN EASY CONCEPT
TO UNDERSTAND”
36. @dawnieando #BigDigitalADL
REL NEXT REL PREV is NOT Canonicalization
47% of SEOs
categorizing themselves
as ‘TECHNICAL SEO’s
considered;;
“REL=NEXT / REL =
PREV” IS A FORM OF
CANONICALIZATION
38. @dawnieando #BigDigitalADL
On Href Lang as Canonicalization
Only 64% of ’Technical
SEOs’ thought HRef
Lang was a form of
Canonicalization
IT IS
39. @dawnieando #BigDigitalADL
URL Parameter Handling is Your Friend
Help
Google
Build
‘Crawling
Rules’
for
your
site
rather
than
wasting
time
on
‘sampling’
and
giving
a
bad
impression
GIVE
HELP
AND
GUIDANCE
WITH
THE
CRAWL
RULE
AND
HINT
BUILDING
40. @dawnieando #BigDigitalADL
SOLUTION - Understand URL Parameters
ACTIVE
PARAMETERS
==
CHANGE
THE
CONTENT
ON
YOUR
PAGE
(e.g.
sort,
filter,
translate,
paginate,
specify)
PASSIVE
PARAMETERS
==
DO
NOT
CHANGE
THE
CONTENT
ON
YOUR
PAGE
(Often
used
for
tracking)
(ALIAS:
REPRESENTATIVE)
41. @dawnieando #BigDigitalADL
ACTIVE Parameters (CHANGE CONTENT)
SORT
==
Sorts
dynamic
items
and
reorders
in
descending
/
ascending
price
/
popularity
/
added
NARROWING
==
Filters
dynamically
added
items
down
to
include
only
features
&
attributes
in
a
chosen
consideration
set
SPECIFYING
==
Identifies
a
particular
dynamically
variable
populated
content
set
within
a
site
section
(e.g.
store=women)
TRANSLATING
==
Indicates
a
language
driven
translation
URL
(e.g.
lang=fr)
PAGINATING
==
Indicates
a
paginated
display
of
long
content
(e.g.
page=2)
43. @dawnieando #BigDigitalADL
Examples of Multiple Parameter Handling
KNOW
THE
RULES
http://www.example.com?shopping-‐category=DVD-‐movies&sort-‐
by=production-‐year&sort-‐order=asc WILL
BE
CRAWLED
http://www.example.com?shopping-‐category=shoes&sort-‐by=size&sort-‐
order=asc WILL
NOT
BE
CRAWLED
(production-‐year
blocks)
44. @dawnieando #BigDigitalADL
Help Googlebot Get Round its Shopping List
OPEN
MORE
CHECKOUTS
WIDEN
THE
AISLES
MAKE
THINGS
EASY
TO
FIND
DON’T
CONFUSE
GOOGLEBOT
HELP
FILL
THE
TROLLEY
QUICKLY
SPEED,
SPEED,
SPEED
45. @dawnieando #BigDigitalADL
SOLUTION - XML SitemapsAre Your
Friend… (Strong Foundations)
They
help
to
pass
‘importance’
signals
within
a
site
But…
never
leave
them
to
just
autogenerate
without
periodically
checking
‘The
foundations’
underneath
a
site
46. @dawnieando #BigDigitalADL
Validate & Retain in GSC ALL Past Domains &
Past Site Versions (Protocols (HTTPS / HTTP)
THERE
MAY
STILL
BE
UNDETECTED
ACTIVITY
GOING
ON
THERE
47. @dawnieando #BigDigitalADL
Server Log FileAnalysis is Your Friend…
You’ll
be
surprised
by
what
you
find
Find
out
what
Googlebot is
visiting
and
when
(how
often)
and
whether
it
should
be
visiting
it
at
all
48. @dawnieando #BigDigitalADL
SOLUTION - Save & Grow The URLs
Not
EVERYTHING
is
worthy
of
its
own
URL
VARIANTS
STEMMINGS
PLURALS
RANDOM
TAGS
LONG,
LONG,
LONG
TAIL
PARAMETERS
52. @dawnieando #BigDigitalADL
Increase ‘Importance’ quickly of target URLs
• Internal
link
optimization
• Canonicalise to
(if
relevant)
• Strengthen
up
importance
signals
• Inclusion
in
front
facing
and
XML
sitemaps
• Improve
the
content
&
keep
it
updated
• 301
redirect
to
(if
relevant
redundant
content)
53. @dawnieando #BigDigitalADL
Reduce ‘Importance’ quickly of old URLs
• Internal
link
unoptimization
• 410
• Dig
out
URLs
with
links
to
them
• Orphan
URLs
• Canonicals
to
HTTPs
• Exclusion
from
XML
sitemaps
(even
old
ones
on
the
server)
• Strip
out
content
57. @dawnieando #BigDigitalADL
REVISIT PAST .HTACCESS FILES
Can
you
rewrite
the
rules
to
be
more
efficient
or
cut
out
some
old
rules
still
firing
unnecessarily?
59. @dawnieando #BigDigitalADL
You Have a Shiny New Site… So What?
You
may
still
have…
GENERATIONAL
CRUFT
&
TECHNICAL
DEBT
TO
PAY
OFF
GONE
IS
NEVER
GONE