Post on 19-Feb-2017
transcript
Making Technical SEO The Foundation of Performance Content
Darren Konskier - DeepCrawl
Introduction To
How Technical SEO Fits In To Performance Content
How to achieve optimum Search Engine performance
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
Our mission: Improve the web by providing data that helps people make their web presence accessible, relevant and effective."
Founded in 2012 by three SEOs working on a site migration for Prime Location who wanted to find a way to make sure they weren’t fired!
Cloud based Crawler that analyses every page of your website to identify gaps in technical SEO performance
Currently work with over 850 clients worldwide
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
CRAWL BUDGET
META TAGS
SITE ARCHITECTURE
DATA DRIVEN
CREA
TIVE
TECHNOLOGY
ENABLED
OPTIMISATION
DISTRIBUTION
CONTENT CREATION
STRATEGY
Why do we need to look at Technical SEO performance?
Making Technical SEO the Foundation of Performance Content
Making Technical SEO the Foundation of Performance Content
Making Technical SEO the Foundation of Performance Content
Making Technical SEO the Foundation of Performance Content
Crawl BudgetThe amount of time Google spends crawling and indexing your pages
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
• GOOGLE DOES NOT WANT TO UNNECESSARILY CRAWL URLS THAT POINT
TO NEAR IDENTICAL OR DUPLICATE CONTENT
• GOOGLE HATE CRAWLING UNIMPORTANT PARTS OF YOUR WEBSITE (CAN BE
MEASURED BY PAGERANK, ENGAGEMENT)
• GOOGLE IS HIGHLY UNLIKELY TO BE INDEXING ALL of THE CONTENT ON YOUR
WEBSITE
Avoiding Crawl Waste
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
REMOVE DUPLICATES
• SEARCH ENGINES WASTE TIME CRAWLING DIFFERENT VERSIONS OF THE
SAME PAGE
• SEARCH ENGINES DON'T KNOW WHICH VERSION OF YOUR PAGES TO SHOW IN
SEARCH RESULTS
• WEAKENS THE AUTHORITY OF THE MAIN PAGE YOU WANT TO GET INDEXED
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
• ALLOWS YOU TO TELL GOOGLE WHICH PAGES ARE ESSENTIALLY THE SAME AND
WHICH ONE TO INDEX
• GOOD FOR INDEXING ISSUES, NOT CRAWLING ISSUES
• NON-INDEXABLE DOES NOT MEAN NON-CRAWLABLE
AVOID EXCESSIVE USE OF CANONICALS
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
• REDIRECT CHAINS/LOOPS MAKES CRAWLERS WORK HARDER THAN THEY
NEED TO IN ORDER TO FIND THE CORRECT PAGE
• USE REDIRECTS SPARINGLY AND ONLY KEEP IF ABSOLUTELY NECESSARY
• REDIRECTED LINKS SHOULD BE POINTED DIRECTLY TO THE TARGET PAGE
KEEP REDIRECTS TO A MINIMUM
Other considerations for avoiding Crawl Waste
• Create Sitemaps and ensure the correct URLs are highlighted to Search Engines in them
• Identify and remove any broken links
• Ensure pages are fast loading - target yourself on less than 1 second
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
Meta TagsProviding search engines with the
correct information about your content
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
Titles & Descriptions
‒ Together, these two elements determine how your content looks in search results
‒ Without either, you let the search engine decide how your brand will look
Other Types
‒ Schema (Ratings & Reviews)‒ App Integration
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
Meta Tag Guidelines:
‒ Page title – 50 to 60 characters (512 Pixels)
‒ Meta description – 140 to 160 characters
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
OpenGraph & Twitter Cards
‒ These tags determine how your content looks on social sites
‒ Without either, you let the social site decide how your brand will look
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
USE ANALYTICS DATA TO IDENTIFY POTENTIAL HIGH VALUE SOCIAL PAGES
Site StructureEnsuring your content pages have direct, and crawlable, links
MAKE SURE YOUR SITE STRUCTURE FOLLOWS YOUR NAVIGATION HIERARCHY
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
Importance of site structure for SEOIndexing - helping search engines find all your pages.
Page Authority – Search Engines rank pages based on perceived authority. Site structure plays a huge role in determining this.
Usability - helping users find what they want quickly (with as few clicks as possible)
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
OK! MAGAZINE HAD AN ISSUE WITH A ‘DEEP WEBSITE’
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
GOAL WAS TO MAKE ANY PIECE OF CONTENT NO MORE THAN THREE CLICKS FROM THE HOMEPAGE
MAKING TECHNICAL SEO THE FOUNDATION OF PERFORMANCE CONTENT
The Result
86% UPLIFT IN SEO TRAFFIC IN SIX WEEKS
20% INCREASE IN PAGE VIEWS PER VISIT
TRAFFIC REMAINED CONSISTENT AT THE NEW LEVEL
Summary• Location, Location, Location
• Technical SEO helps set up your content for long term success
• Use as part of an integrated approach