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An affiliate's guide - navigating the technical seo minefield - Digital Marketing Show 2015

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    A guide for affiliates;Navigating the technical SEO minefieldDigital Marketing Show19th November 2015

  • Charlie Williams

    Head of Marketing

    charlie (at) white.net

    @pagesauce

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    Affiliate sites

    Frederick Valleys, Google (then)Affiliate Summit 2010

    are largely just an unnecessary step in the sales funnel

    http://searchengineland.com/author/frederick-vallaeys

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    SEMrush affiliate link

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    What does

    really want?https://moz.com/search-ranking-factors/correlations

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    Relevancy(content)

    Authority(links, citations, trust)

    Brand recognitionEngagement

    (user signals, SERP bounceback)

    https://moz.com/search-ranking-factors/correlations

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    BUTbefore that can happen

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    BUTbefore that can happen

    Google has to be able to crawl & understand your website

    = Technical SEO

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    Not having it STOPS you rankingIs the prerequisite to play SEO:Technical SEO

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    It supports other marketing/SEO workdoing it Plenty of your competitors arent Much of this is simple to implement

    Good news:Quick wins

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    Think of your website likea shopYour content is your staff, site design the shop building& technical SEO the layout & signage

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    Technical SEO prevents thisDo you show whats in your shop?

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    15 technical fundamentalsThat you can check on your site

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    15 technical fundamentalsThat you can check on your site

    & 2 bonus proactive optimisations

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    Tools

    http://www.bing.com/toolbox/webmasterhttps://www.google.com/webmasters/tools/home

    Webmaster & crawler

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    1. Technical SEO right nowHow successful are you right now? What does Google thinkof your site?

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    How many URLs are on your site?

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    How often does Google visit?

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    2. Meta keywords tagRemove it, unless your CMS uses it for internal search

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    https://www.youtube.com/watch?v=jK7IPbnmvVU

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    3. Robots.txtShowing whats open for business

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    Folders robots (search engines) are blocked from

    Signpost your XML sitemap

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    Select host (domain) to see URLs affected

    Common issues

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    1. Edit robots.txt2. See if warnings

    appear3. Test URL to see if

    successfully blocked

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    4. Robots meta tag Can be (mis)used to stop a page from being indexed

    http://www.robotstxt.org/meta.html

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    Know which of yourURLs are noindexed

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    5. XML sitemapsA guide to your website

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    Monitor indexation of submitted URLs

    http://www.sitemaps.org/

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    Use sitemap index & multiple maps on large sites

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    6. Internal errorsIssues search engines, & users, have crawling yoursite

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    Errors identified by Google, split by type & device

    Not always comprehensive or current!

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    Use crawler:See the broken URLs, then the pages that link to them fix!

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    6.5 External errorsIf I ran an affiliate site

    Id be checking my external links weekly(unless I decided I liked losing money)

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    7. Internal linkingShowing whats important & where I want to direct users

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    Homepage is usually most powerful URL

    How many pages do you link to from it?

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    8. URL structure Lowercase Readable Contains

    keywords Isnt full or

    parameters (?=)https://moz.com/blog/15-seo-best-practices-for-structuring-urls

    https://moz.com/learn/seo/url

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    9. Duplicate content part 1So many ways to reach one page

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    URL Parameterstest.com/ vs.

    test.com/sort=price

    Trailing Slashtest.com/ vs.

    test.com

    Index variationtest.com/index.html

    www vs non-wwwtest.com/ vs.

    www.test.com/

    test.com/

    responsetester.appspot.com

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    10. Duplicate content part 2Products in many categories

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    What do I mean?

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    An example

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    Say hello tothis guy

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    11. Duplicate content part 3Manufacturer descriptions

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    12. Duplicate content part 4The blessing, & curse, of rel=canonical

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    https://moz.com/learn/seo/duplicate-contenthttps://moz.com/learn/seo/canonicalization

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    Rel=canonical tags

    Ian LuriePortent Interactive

    I still dont recommend using rel=canonical. It should be your weapon of absolute last resort

    http://searchengineland.com/why-i-still-hate-relcanonical-48317

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    13. Doorway pagesCreated to rank highly for specific search queries- make you click again toget what you actually need

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    Mentions affiliate traffichttp://googlewebmastercentral.blogspot.

    co.uk/2015/03/an-update-on-doorway-pages.html

    https://support.google.com/webmasters/answer/2721311

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    14. Page speedNobody likes a slow website

    47% of consumers

    40% abandon a website that takes more than 3 seconds to

    expect a web page to load in 2 seconds or less40% abandon a website that takes more than 3 seconds

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    14. Page speedNobody likes a slow website

    40% abandon a website that takes more than 3 seconds to

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    47% of consumers

    40% abandon a website that takes more than 3 seconds to

    expect a web page to load in 2 seconds or less

    40% abandon a website that takes more than 3 seconds

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    https://developers.google.com/speed/pagespeed/?hl=en

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    2 billion global smartphone usersaudience searches

    15. MobileBeing usable however your

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    http://searchengineland.com/google-search-algorithm-adds-mobile-friendly-factors-app-indexing-ranking-215573

    http://googlewebmastercentral.blogspot.co.uk/2015/04/faqs-april-21st-mobile-friendly.htmlhttps://moz.com/blog/9-things-about-googles-mobile-friendly-update

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    https://www.google.com/webmasters/tools/mobile-friendly/

    Get detail on what is & isnt mobile friendly

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    16. SchemaSemantic markup to help get you understood, & noticed

    SERP rich snippet

    Knowledge Vault

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    Person Product Event Organisation Movie Book Review

    https://developers.google.com/structured-data

    Current Schemas in the SERPs(Rich Snippets)

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    http://schema-creator.org/http://schema.org/

    http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077http://searchengineland.com/google-may-add-structured-markup-data-to-ranking-algorithm-230402

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    https://support.google.com/webmasters/answer/2692911

    Data Highlighter

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    content

    17. User testingEye-opening insight into what your audience wants from your

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    https://www.usertesting.com/product/videos-and-metrics

    Audio, visual & written feedbackStarts @ $49 per video

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    How users interact with your site has become an important ranking consideration.

    https://moz.com/blog/the-massive-ranking-factor-too-many-seos-are-ignoring-whiteboard-friday

    http://backlinko.com/google-ranking-factors

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    Reading to get you started http://www.seerinteractive.com/blog/screaming-frog-guide/ https://moz.com/beginners-guide-to-seo/basics-of-search-

    engine-friendly-design-and-development https://blog.kissmetrics.com/seo-guide/ http://static.googleusercontent.com/media/www.google.co.uk/

    en/uk/webmasters/docs/search-engine-optimization-starter-guide.pdf

    https://www.softwarepromotions.com/news/how-to-carry-out-an-seo-audit-for-free/

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    GET THE SLIDEShttp://whdot.net/dms-2015

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    THANK YOUQuestions?

    charlie (at) white.net@pagesauce

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