Get practical advice from technical SEO experts: Paul Lovell from Always Evolving SEO, Franco Valentino of Narrative SEO and Serena Pearson, the SEO/ASO Manager at Kaizen. In this short ~20 minute talk they present bite-sized actionable SEO advice for improving the technical optimisation of your website in a way which delights users and search engines! These expert talks are offered free to the SEO community working from home during the coronavirus pandemic. Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=5BXOkBXvfvU

2. Technical SEO
● Paul Lovell
● Franco Valentino
● Serena Pearson
Authoritas
● SEO Jo Blogs - Growth Marketer
● Carrie Shepherd - Marketing Executive

3. Paul Lovell, Always Evolving SEO
• 10 years Plus in the Digital Marketing industry
• Working with Startups and Large Ecommerce
Sites
• Currently obsessed with Schema
• Into All Things Search and Analytics RelatedImage

4. Franco Valentino, Narrative SEO
● Franco is a frequent contributor to
Technical SEO media outlets and has
spoken at SXSW Eco, IMPACT Live, & on
SEMrush
● He’s a Cisco Systems CCNA, and worked for
IBM as a Program Manager in the
WebSphere Division.
● Today, he works with some of the largest
eCommerce sites and publishers in the
United States as their technical consultant
and has performed thousands of technical
SEO audits since 2006.

5. Serena Pearson
SEO/ASO Manager at Kaizen
• Worked both in-house & agency side, with
experience on B2B, B2C, finance, insurance,
motor and other misc.
• Believes in processing data at scale to deliver
insights, and constantly improving existing
systems.
• Currently obsessed with ASO and using Python
to extract and process SERP data.

6. Top Tips from Paul Lovell
[Tip 1]
Understand what Google is giving
Out Enhanced SERP Features For
John Mueller Said in a Recent
Hangout
“I think in the future, at least in a near-term future, we will have more types of
structured data markup and it will continue to to get more complicated probably”

7. Top Tips from Paul Lovell
[Tip 2]
Goto schema.org
And extend your schema as much as possible
Ensure you are calling your business out
As the right Type of Business
not just “LocalBusiness”
Send the right signal !!

8. Top Tips from Paul Lovell
[Tip 3]
Google Tag Manager is your Friend
You can dynamically create schema
at scale Using GTM.
Google has just released their own
developer Guide to do this as well

9. Top Tips from Paul Lovell
[Tip 4]
Code Schema In a graph
It just makes sense
You are then sending the
search engines just one snippet of
Cod in Json LD

10. Top Tips from Paul Lovell
[Tip 5]
Test monitor and update
Join the schema.org community
To stay updated with new
Types of schema being released

11. Top Tips from Franco
Fix the plumbing
Hosting matters
• Web servers aren’t black boxes. They need tuning.
• HTTP versions can help or hurt your search visibility
• Database optimization will give you instant speed boosts
• TLS versions below 1.2 can cause non-secure warning and hurt trust
• Apache or NGINX? Which on is better?

12. Top Tips Franco
Server tuning in a nutshell
• Optimize your database quarterly. It speed up pages and user happiness
• Enable HTTP2 for asynchronous connections
• Disable TLS 1.1 or below on the server to avoid non-secure browser
warning
• Dedicated NGINX is best in class and inexpensive.
• Keep 3rd party pixels to a minimum...use GTM and trigger on relevant
pages

13. Top Tips from Serena Pearson
[Tip 1]
Make sure to go through a checklist of all potential technical
duplicate content
• # URL Fragments
• ? URL Parameters
• Uppercase letters, or other letters which shouldn’t be there
• Trailing slashes, HTTP/HTTPS, www. non-www.
• Manually check odd URL structures

14. Top Tips from Serena Pearson
[Tip 2]
Common manual duplicate issue problems.
• Check duplicate meta titles, H1s, and meta descriptions as a starting
point
• /node URLs
• Subfolders are missing and the same URL can be found at the root
domain, other subdomains, help subdomains.
• Slightly different spelling URLs
• Same page can be found in the blog, tags & folders on pages can mean
repeated postings with slightly different URLs

15. Top Tips from Serena Pearson
[Tip 3]
Crawl your website with JS mode (depending on your crawler)
enabled to pick up all potential duplicate content issues.
• If you have a large website, break up the project into smaller sections.
• You can crawl a sample and pick up any repetitive issues.
• Once you fix that, then you should find the website easier to re-crawl and
repeat the process.

16. Top Tips from Serena Pearson
[Tip 4]
If you can’t find a link on desktop, check the mobile or tablet
view instead of just recommending to remove it.
• Quite often, you can find unnecessary # technical duplication within the
header navigation, especially on mobile.
• Some links will be quick and easy to update, potentially within the CMS.
• Largely, with technically duplicate issues, you will need to consult with a
developer on the best solution to fix this.

17. Top Tips from Serena Pearson
[Tip 5]
Properly remove the duplicate URLs.
• Nofollow may have worked in the past, but now it’s taken as a ‘hint’ and
it’s still a headache for SEOs to crawl.
• There may be a reason for some # to exist on a website, such as for UX. If
it’s on a small scale, it’s unlikely you should remove it. If the page is very
long it’s a good UX feature.
• Some issues should be resolved with .htaccess if you’re using Apache, or
equivalent based on your system, such as uppercase, trailing slash,
www., HTTP/HTTPs.

18. Thank you - over to Q and A
● Paul Lovell - @_PaulLovell
● Franco Valentino - @francovalentino
● Serena Pearson - @exceldaddy

19. ● Laurent Bourrelly
● Becky Simms
● Christopher Hofman Laursen
“Understanding User Intent"
Monday, April 20th 2020 @ 4 p.m. SEO Advice, tea and cake with...