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Advanced Technical SEO - SMX London 2016


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In this presentation, we’ll talk through the advanced world of technical SEO.The term ‘advanced’ is subjective, based on circumstances and complexities of the on-site experience. Technical SEO is the broad term that can apply to all websites, the advanced bit comes in when we’re looking at the intricacies of improving the on-site and browsing experience. When it comes to advanced technical SEO, the power is in your hands… sort of.

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Advanced Technical SEO - SMX London 2016

  1. 1. #SMX @hannahjthorpe Advanced Technical SEO Panel SEO IN THE NEW COMPLEX TECHNICAL WORLD
  2. 2. #SMX @hannahjthorpe
  3. 3. #SMX @hannahjthorpe Advanced Technical SEO is…
  4. 4. #SMX @hannahjthorpe Increasing visibility of a website in organic search or visits by improving click through rate any type of searches relevant to the audience whilst still ensuring the site has a good UX
  5. 5. #SMX @hannahjthorpe ‘Advanced’ is subjective, based on circumstances and complexities of the on-site experience
  6. 6. #SMX @hannahjthorpe The power to define ‘advanced’ is in your hands…sort of
  7. 7. #SMX @hannahjthorpe Page Titles Robots.txt Pagination Headings Meta Descriptions Keyword Research Internal Linking Crawling Backlinks Before we go any further…
  8. 8. #SMX @hannahjthorpe How is our technical SEO world changing? A change is proposed/or made on a website based on perceived UX improvement A range of implications are seen, or expected, as a result of this change The technical SEO team must resolve these problems and react to make it work for SEO
  9. 9. #SMX @hannahjthorpe So let’s tackle some examples
  10. 10. #SMX @hannahjthorpe A whirlwind tour of some common technical SEO issues, in more complex situations… Faceted Navigation Javascript User-Centric Strategy
  11. 11. #SMX @hannahjthorpe Make strategic choices with Faceted Navigation
  12. 12. #SMX @hannahjthorpe Faceted Navigation Risk of duplicate content diluting ranking ability Wasted crawl budget on multiple similar pages Over indexation with lots of content Let’s make a way users can refine their search more so they don’t have to click through pages of results they are not interested in…
  13. 13. #SMX @hannahjthorpe Faceted Navigation Something broke – quick, just undo the changes and go back to what we’ve always had But what about the users…?
  14. 14. #SMX @hannahjthorpe Faceted Navigation • Determine what is valuable and what is not as a facet • Canonise to the closest alternative of value THE SOLUTION
  15. 15. #SMX @hannahjthorpe Faceted Navigation • Is the category a natural extension to your current categories? • Is there high demand around this grouping? • Does this page add new product choices, or just reorder the page? When to Index…
  16. 16. #SMX @hannahjthorpe Sometimes Googlebot doesn’t understand…
  17. 17. #SMX @hannahjthorpe JavaScript Allows much more interactive and interesting websites, greater flexibility in the functionality… …but Google’s crawling of JS is questionable.
  18. 18. #SMX @hannahjthorpe JavaScript Serve selected snapshots specifically to Googlebot when it visits your site Use a pre- rendering service to ensure that the correct content is served Wait and see what happens…not advisable! Option 1: Option 2: Option 3: THE SOLUTION
  19. 19. #SMX @hannahjthorpe
  20. 20. #SMX @hannahjthorpe Focus on the Users
  21. 21. #SMX @hannahjthorpe User-Centric Strategy It is likely that CTR does in fact influence rankings
  22. 22. #SMX @hannahjthorpe THE SOLUTION – STRUCTURED DATA User-Centric Strategy
  23. 23. #SMX @hannahjthorpe How to… Either use Microdata RDA or JSON- LD • Nested Values – allows lots of information in one place • Quicker & simpler – both learning JSON-LD and editing it
  24. 24. #SMX @hannahjthorpe JSON-LD
  25. 25. #SMX @hannahjthorpe The world of technical SEO is not finished evolving
  26. 26. #SMX @hannahjthorpe So, what’s next? Emphasis on improving page speed, seen by the adoption of AMP
  27. 27. #SMX @hannahjthorpe Thank you for Listening Padilha, Jose. 2014. Robocop. [film stills]. Availab at :