Advanced SEO Ranking Relationships
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Transcript of Advanced SEO Ranking Relationships
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Sustainable SEO Presentation
Advanced Ranking Factor Relationships
By Alan Bleiweisshttp://AlanBleiweiss.com
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
SEO is not rocket science. It is search science!
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Primary Areas This Presentation Covers
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Advanced Ranking Factor Relationships
We no longer live in a one or two algorithm world.
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Advanced Ranking Factor Relationships
"The decision Tree for what gets indexed, what remains, and what gets
removed is more complex than ever.”
“Sites are an ugly mess now, more than ever.”
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
The Answer:
QUART in all things.
+"Consistency of signal
reinforcement" QUART concept ©2013 – 2015 Alan Bleiweiss
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Advanced Ranking Factor Relationships
Topical Discovery, Topical Focus+
Content Related User Experience
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Advanced Ranking Factor RelationshipsConflicting Signal Detection
One Million product SKUs
GSC: 11 million pages indexed
“site:” check - 600,000 results250,000 duplicate
content
6 million Sitemap URLs submitted3 million Sitemap URLs
indexed[this is actual client data]
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Advanced Ranking Factor Relationships
Conflicting Signals SourcesDuplicate & Perceived Duplicate Content
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Advanced Ranking Factor Relationships
Parameter Caused Duplicate ContentMost eCommerce SitesGet URL Parameter Indexation Completely Wrong
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Advanced Ranking Factor Relationships
Conflicting Indexation Signal Sources
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Advanced Ranking Factor Relationships
Conflicting Signal DetectionResources
Google Search Console: Sitemap Error Messages
DeepCrawl: Universal, List and Sitemap Crawl
ScreamingFrog: Standard Crawl & List Upload
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Advanced Ranking Factor Relationships
Conflicting Signal DetectionResources: DeepCrawl
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Advanced Ranking Factor Relationships
Conflicting Signal DetectionResources: ScreamingFrog
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Advanced Ranking Factor Relationships
Conflicting Signal FixesOn pages you don’t want indexed:
Eliminate canonical tag ! ( oooh controversial! )
Don’t set URL parameters to “let Googlebot decide”
Eliminate OpenGraph Tags
Don’t include in sitemap file
#StateOfSearch @dfwsem Alan Bleiweiss @AlanBleiweiss
Advanced Ranking Factor Relationships
Conflicting Signal FixesIf you keep canonical tags on pages you want to not be indexed:
Understand Google may override this tag
If too many pages remain indexed, you willneed to kill those canonical tags
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Advanced Ranking Factor Relationships
Conflicting Signal Fixes301 redirect or block crawlers and indexation?
301 redirect if that page previously had value
(even if it was “little” value)
Block crawlers & indexation if there was no value
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Advanced Ranking Factor Relationships
Conflicting Signal FixesIf you want to permanently have pages removed, Choose 410 instead of 404.
404: Not Found (maybe intentional, maybe not)
410: Gone (yeah, we killed it on purpose)
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Advanced Ranking Factor Relationships
Conflicting Signal FixesWhen you 301, de-index or kill pages:
Make sure internal links are updated
Make sure sitemap files are updated
Do inbound link outreach
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Advanced Ranking Factor Relationships
Conflicting Signal FixesIf you can’t eliminate URL Parameters entirelyBut want to remove variations from indexation:
Add: &noidx=1 to the URL string. Set robots.txt to block all those instances.
*noidx=1 methodology courtesy Jaimie Sirovich
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionFlat ArchitecturePartial Flat ArchitectureMultiple Copies of each Product PageInfinite Nesting
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionAll Flat Architecture
http://domain.com/http://domain.com/category1/http://domain.com/category1-subcat/http://domain.com/productdetailspage/
http://domain.com/blog/http://domain.com/blogpost/http://domain.com/faq/
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionNested Categories, Flat Product URLs
http://domain.com/http://domain.com/category1/http://domain.com/cat1/subcat1/ http://domain.com/productdetailspage/
http://domain.com/blog/http://domain.com/blog/category/http://domain.com/blogpost/
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionMultiple Copies of each Product Page
http://domain.com/cat1/product1/http://domain.com/cat2/product1/http://domain.com/cat3/product1/http://domain.com/cat3/colorx/product1/
http://domain.com/cat4/subcat1/product1/http://domain.com/on-sale/product1/
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionInfinite Nestinghttp://domain.com/new/2015/toyota/camry/se/4cyl/2-5l/tires/14inch/radial/AT/noise-dampening/long-life/lug-nuts/
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionResolution:
Avoid flat architecture
Use consistent nesting model
Only use duplication in gentle ways
1 product detail URL accessible from several category funnels if needed(ideal is to include product in only one category funnel where possible)
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionResolution:
If you have many nearly identical products /SKUs, don’t use one product/one detail page model. Consolidate where possible.
Use Dropdown menu selector, radio button, or checkboxes to allow visitors to choose the “variation” of that product they want to purchase.
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Advanced Ranking Factor Relationships
IA Topical Focus ConfusionResolution:
Assign to categories only when data justifies!
Nest only as deep as data justifies!
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Advanced Ranking Factor Relationships
Page Speed Factor Complexity
Speed impacts:Quality
AuthorityTrust
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Advanced Ranking Factor Relationships
“But our GPSI scores are good!”*
*Actual claim from client developer
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Advanced Ranking Factor Relationships
If you have several high resolution images, optimizing them can still
leave you with a final page that’s too bloated.
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Advanced Ranking Factor Relationships
If you have too many unnecessary scripts, minify isn’t enough!
5 necessary scripts5 ad network scripts4 "related" and "also bought" widget
scripts3 social widget scripts3 tracking tool scripts
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Advanced Ranking Factor RelationshipsGPSI doesn’t properly Evaluate 3rd party connection issues
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Advanced Ranking Factor RelationshipsResolving Page Speed Evaluation
Requires Looking Deeper
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Advanced Ranking Factor RelationshipsWhen Factor Relationship Stars Align
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Advanced Ranking Factor Relationships
ConclusionSearch algorithms are more complex than ever
Search algorithms are not perfect
Understand how multiple factors contribute to individual algorithmic decisions
Detecting problems requires multiple tests and evaluations
Be consistent across all individual signal points