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Things Google Tries To Correct For You - SMX Advanced 2019 Insights Sessions by Patrick Stox

Patrick Stox is a technical SEO consultant who works for IBM and writes for Search Engine Land. He speaks at various conferences and organizes local SEO meetups. The document provides various tips and insights from Patrick Stox regarding technical SEO best practices such as HTTPS implementation, redirects, canonical tags, duplicate content, and hreflang usage.

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@patrickstox
@patrickstox • Technical SEO for IBM - Opinions expressed are my own and not those of IBM. • I write, mainly for Search Engine Land • I speak at some conferences like this one, Pubcon, TechSEO Boost • Organizer for the Raleigh SEO Meetup (most successful in US) • We also run a conference, the Raleigh SEO Conference • Also the Beer & SEO Meetup (because beer) • 2017 + 2018 + 2019 US Search Awards Judge, 2017 + 2018 UK Search Awards Judge, 2018 + 2019 Interactive Marketing Awards Judge • Founder Technical SEO Slack Group • Moderator /r/TechSEO on Reddit Who is Patrick Stox?
@patrickstox Share these #SMXInsights on your social channels! • The importance of Technical SEO may diminish over time
@patrickstox Indexed Without Being Crawled https://twitter.com/JohnMu/status/1110665054414954498
@patrickstox Status Code 200 URL /notfound?requestedUrl=%2Fafdkj Soft 404s
@patrickstox Triggers: • Not Found • Page Not Found • Not In Stock • Not Available • Does Not Exist Soft 404s
@patrickstox Crawl delay is ignored • See how the server reacts https://www.youtube.com/watch?v=ZSghHC_4LzU Pages may be folded together before being crawled. • Patterns in the URLs https://www.seroundtable.com/google-combines-urls-before-crawling- 26117.html Crawling
@patrickstox https://searchengineland.com/google-to-begin-to-index-https-pages- first-before-http-pages-when-possible-238811 HTTPS over HTTP
@patrickstox Page A > 302 > Page B = Signals consolidated at A, A is indexed Page A > 302 > Page B (after a period of time) = Signals consolidated at B, B is indexed, the same as a 301 https://www.seroundtable.com/google-302-301-permanent-redirect- 21045.html 302 Redirect Treated as 301
@patrickstox When: • Missing • Not Relevant • Generic (Home) • Too Long https://support.google.com/webmasters/answer/35624?hl=en Title Tags Written/Rewritten
@patrickstox https://support.google.com/webmasters/answer/35624?hl=en Meta Descriptions Written/Rewritten
@patrickstox “The lastmod tag is optional in sitemaps and in most of the cases it's ignored by search engines, because webmasters are doing a horrible job keeping it accurate.” – Gary Illyes https://stackoverflow.com/questions/31349345/how-to-properly-format- last-modified-lastmod-time-for-xml-sitemaps?stw=2 Lastmod in Sitemaps
@patrickstox • Content Not Relevant • Many to One (like canonical all pages to homepage) • Target contains Noindex • Target doesn’t exist • Canonical in <body> instead of <head> • Multiple or Unintended (copied from another page) Canonical Tag Ignored
@patrickstox “Google looks for duplicate content and where we find it, we often try to group it all together and treat it as if it’s just one piece of content.“ – Matt Cutts https://www.youtube.com/watch?v=mQZY7EmjbMA Duplicate Content
@patrickstox https://www.reddit.com/r/TechSEO/comments/a5uyv5/question_on_js_ manipulation_of_nofollow_code/ Multiple Tags For Crawling – Most Restrictive
@patrickstox https://twitter.com/JohnMu/status/1071117238629994496 Bad Links
@patrickstox https://whitespark.ca/acceptable-google-maps-nap-abbreviations-and- variations/ NAP Listings
@patrickstox Google ignores this and will even follow redirects to see content Expired Security Certificates
@patrickstox https://twitter.com/JohnMu/status/965507331369984002 Hreflang
@patrickstox https://searchengineland.com/google-changed-the-way-it-works-and- no-one-really-noticed-300213 Hreflang – Duplicates
@patrickstox Looks like Google lets it slide, although standards and best practices say to use “–” instead of “_” https://twitter.com/dsottimano/status/867315538057474049 Hreflang – Underscore Instead of Dash
@patrickstox https://www.reddit.com/r/TechSEO/comments/87pxsu/i_am_john_muell er_webmaster_trends_analyst_at/ Hreflang – en-UK instead of en-GB
@patrickstox Is it essential to have self-referencing hreflang tags? John Mueller: No. https://www.youtube.com/watch?v=bjbaDP-P7PA&t=24m39s Hreflang – Self Referencing
@patrickstox https://twitter.com/JohnMu/status/702080129804189696 Hreflang – Relative vs Absolute URLs
@patrickstox Google Chrome – Lazy Loading in Chrome 75
@patrickstox