SlideShare a Scribd company logo
@RyanJones
Biggest SEO Fails
@RyanJones
We’re only going
to talk about
tactics here, NOT
PEOPLE or
COMPANIES
@RyanJones
RYAN JONES
SEO Director @ PublicisSapient
Stable Genius – WTFSEO.com
@RyanJones
Linkedin.com/in/jonesy
www.RyanMJones.com
Yeah I’m that guy.
@RyanJones
@RyanJones
Two ways to learn:
1. Have Somebody ShowYou
2. Watch Somebody Fuck Up
@RyanJones
@RyanJones
BMW 2006
• Deemed by Google to be Cloaking Content
• Entire site removed for 3 days.
@RyanJones
JCPenny - 2011
• New York Times Article detailed their link
buying.
• Company blamed their SEO firm to get
rankings back
@RyanJones
Google Chrome - 2012
• Google accidentally bought links
promoting Chrome.
• Didn’t rank #1 for “google Chrome” for 2
whole months after.
@RyanJones
Other Big Brands Once Penalized
@RyanJones
It’s
Really
Easy
To
Fail
@RyanJones
Simple Issues
Can Prevent You
From Being
Found
@RyanJones
Common
Fails
@RyanJones
Doing a Re-Design Without SEO
Source: SEMrush.com
Client: Confidential.
@RyanJones
Common Fails I See Weekly
1.Development Robots.txt Put live – excluding the whole site.
2.Using Client Side Rendering
3.Single Page Applications
4.Errors in CanonicalTags
5.Links not coded properly
6.Images not coded properly
@RyanJones
“Errors” that aren’t errors.
1.Missing XML or HTML Sitemap
2.High Page Speed
3.Missing Robots.txt
4.No Custom 404 page
5.Missing H2/H3 tags, etc.
6.Title/Descriptions too long/short
@RyanJones
Focusing
On The
Wrong
Metrics
@RyanJones
Focusing
On The
Wrong
Topics
@RyanJones
SEO
As
An
After
Thought
@RyanJones
Using Default
Text Or
Manufacturer
Product
Descriptions
Note: @Mattcutts mentioned this exact example like 10 years ago. And people still do it.
@RyanJones
Link Based Fails
@RyanJones
Don’t put R-Balls in URLS
@RyanJones
No “links” in your Menu.
@RyanJones
Redirect Issues
How Many People are on WP Engine?
Check your pagination links.
https://beanstalkim.com/learn/seo/major-se0-issue-with-wpengine
https://tiny.tw/3v4I
@RyanJones
No Crawl Path
Client:
Yummly.com prior to our
enagement:
Issue:
Major sections of site not
crawlable from the
homepage
@RyanJones
Super complicated ways to fail
@RyanJones
A Single Page Application
@RyanJones
Client Side Rendering Fail
@RyanJones
Can You Find The Mistake Here?
@RyanJones
Validate Your Pages With w3c.
Left:The Facebook Pixel code breaks the
<head> tag by inserting a <noscript> and
an<img> tag inside the <head> - meaning any
canonical or hreflang tags below it may not be
treated properly.
@RyanJones
Biggest Page Speed Issue?
Using the
Wrong Sized
Images
@RyanJones
Preview Your Title Tags
TIP:You can use my tool at https://www.serverheaders.com to preview your title tags
@RyanJones
AND YOUR META DESCRIPTIONS
IFYOU LEAVEYOUR META DESCRIPTIONS BLANK, GOOGLE WILLWRITETHEM FORYOU.
THEY ARE NOT GOOD ATTHIS.
HATTIP: @JENNYHALASZ
@RyanJones
@RyanJones
There’s about 100 ways to lazy load your
content.
3 of them work.
https://developers.google.com/web/fundamentals/performance/lazy-loading-
guidance/images-and-video/
https://tiny.tw/3v4J
@RyanJones
PLEASE DATEYOUR OLD SEO POSTS AND ARTICLES.
BECAUSE MY CLIENTS WILL FINDTHEM IN 2035.
@RyanJones
STOP WITHTHE CORRELATION STUDIES. TEST ITYOURSELF.
@RyanJones
THANK YOU!
@RyanJones
Linkedin.com/in/jonesy
Owdy.co/ryanjones
RyanMJones.com
WTFSEO.COM

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Top SEO Failures - RyanJones

Editor's Notes

  1. These stats aren’t made up
  2. 90 day penalty. Terms like dresses, living room furniture, bedding, skinny jeans, etc
  3. Marketing company paid bloggers $40 amazon cards to “promote” the browser.
  4. Mozilla: UGC. Overstock: offered discounts to schools for tech rich links. WAPO: sold links Forbes: literally everything Flowers: selling links. Adwords; Cloaking.
  5. People switch if they can’t find what they want, takes too many steps, loads too slow, didn’t have the functionality they expected.
  6. People switch if they can’t find what they want, takes too many steps, loads too slow, didn’t have the functionality they expected.
  7. People switch if they can’t find what they want, takes too many steps, loads too slow, didn’t have the functionality they expected.