BS: Own It - Technical SEO for Marketers

@PORTENTINT #DD22

TechnicallySEOEmbrace your inner nerd & learn to call BS

Ian Lurie@portentintPortent, Inc.Prepared for Digital Dealer 22

Me: Obsessive AnswererHistory MajorLaw Degree@portentint

CEO & Founder, Portent, Inc.Best Team Ever

SEO since

I’m not mean. I’m angry.

@PORTENTINT #DD22

A tale of whooaaa…

@PORTENTINT #DD22

2 million visitors lost (30% of traffic)

Data from SEMRush

2m visitors lost (30% of traffic)

@PORTENTINT #DD22

When this happens, everyone thinks “penalty”

@PORTENTINT #DD22

Nope. A technical change did it (and usually does)

Data from SEMRush

@PORTENTINT #DD22

426,000 pages of amazing content

Worthless

Data from SEMRush

B.S. OWN IT.

@PORTENTINT #DD22

How Quickly We ForgetSearch Engines = Technology

Ignoring Technical SEO

poot

@PORTENTINT #DD22

Technical SEO has the highest ROI because no one does it right

@PORTENTINT #DD22

Technical SEO has the highest ROI because it affects everything

@PORTENTINT #DD22

Technical SEO is easy because all you have to do is build right

@PORTENTINT #DD22

aka…

@PORTENTINT #DD22

B.S.Own It.

#bullshitownitcopyright me 2017

@PORTENTINT #DD22

B.S.Yes, this is possible. And regardless of SEO, it’s the right way to build it.

@PORTENTINT #DD22

Own ItAs a marketer, you don’t need to be a tech geek. You must understand what’s possible & what’s not & what’s good or bad.

What I didInspected manufacturer sitesInspected dealer sitesBased this on the top issues

What I didn’tNo Google Search ConsoleNo Bing Webmaster ToolsNo typical stuff (like broken links)Try to cover everything (madness)

Duplication

@PORTENTINT #DD22

Wastes Crawl Budget

You’re splitting your votes

Hurting authority

@PORTENTINT #DD22

Creates Thin Content

CanonicalizationCanonicalization

3/5 Nerds

How I feel when someone confuses “canonicalization” with “rel=canonical”

www.portent.com/index.html/index.php

gack

Different authority for each URL

Data from Majestic SEO

@PORTENTINT #DD22

Tool: Screaming Frog

CanonicalizationHTTPS vs HTTP

https://portent.comhttp://portent.com

wait, what?

@PORTENTINT #DD22

Doubles site sizeMay waste ½ crawl budget

@PORTENTINT #DD22

Screaming Frog: Select “URI” tab

@PORTENTINT #DD22

Filter for duplicates

@PORTENTINT #DD22

Vóila

@PORTENTINT #DD22

To Fix: Stop it

##@!@# fix it

or

http >> 301 redirect >> https

CanonicalizationInconsistent home page linking

mysite.comwww.mysite.com

www.mysite.com/index.html

wait, what?

Splits internal votes

Hurting authority

@PORTENTINT #DD22

Screaming Frog “Internal” tab

@PORTENTINT #DD22

Look for common addresses

@PORTENTINT #DD22

To Fix: Link consistently

http://www.carmaker.com/not “/”

http://www.carmaker.com/index.html

CanonicalizationNon-UX data in URLs

@PORTENTINT #DD22

/car.html?sourcepath=coupes/car.html?sourcepath=sedans

This data offers value to the user experience.

/car.html?utm_src=209348a;osjkf/car.html?nav-id=topnav/car.html?nav-id=footer

wait, what?

@PORTENTINT #DD22

No value to the user experience

/car.html?utm_src=209348osjkf/car.html?nav-id=topnav/car.html?nav-id=footer

@PORTENTINT #DD22


@PORTENTINT #DD22

To Fix: Use UTM properly

Don’t hardcode UTM codes into onsite or offsite links

@PORTENTINT #DD22

To Fix: Only include UX-relevant data

If data isn’t essential to the user experience, it shouldn’t be in the URL

@PORTENTINT #DD22

To Fix: Learn analytics

Google Tag ManagerEvent trackingHeat mapping

Other javascript999,999 other options

@PORTENTINT #DD22

If nothing else

/car.html#nav-id=topnav/car.html#!nav-id=topnav/car.html?nav-id=topnav

@PORTENTINT #DD22

rel = canonical?

“Well, we can just use rel=canonical”

Wastes crawl budget: Google & Bing must crawl all pages to read rel=canonical

@PORTENTINT #DD22

Canonical issues: Things you’ll hear

“We need it for analytics”“It’s just the way it is”

“It’ll take years!!!”“No one told me”

“SEO is crap”

@PORTENTINT #DD22

B.S.Own It.

Spider trapsWhy Google & Bing hate you

4/5 Nerds

@PORTENTINT #DD22

Take a relative link…

<a href=“~/page.html”>

…add a search crawler…

@PORTENTINT #DD22

HILARITY ENSUES

<a href = “~”>

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

Crawl budget spent

90% of site not indexed

Infinite pages

Lousy user experience

@PORTENTINT #DD22

Common Causes

Send to a friendQuote requestsComment forms

CalendarsDrugs

@PORTENTINT #DD22


@PORTENTINT #DD22

The Fix

Avoid relative linking

@PORTENTINT #DD22

The Fix

Never, ever, ever, ever, ever, ever, ever use “~”

Ever

@PORTENTINT #DD22

Things you’ll hear about duplication

“It’s easier”“It only works this way”

“Look! Squirrel!”

@PORTENTINT #DD22

B.S.Own It.

Robots tags and filesManaging crawlers (or not)

3/5 Nerds

Says “Except the bots listed above, ignore this site.”

So Google is disallowed.

Awful

Also says: “Developer was stoned”

User-agent: *Disallow:

Some stuff should be hidden

User-agent: *Disallow:

On the dev site? Oy.

User-Agent: *Disallow: /privateNoindex: /private

Tells Bots to Totally Ignore Content

@PORTENTINT #DD22

The Fix

Read robotstxt.orgAvoid alcohol when programming

Javascript frameworksThe new sexy. Complete with STDs

5/5 Nerds

@PORTENTINT #DD22

Tool: Web Developer Extension

@PORTENTINT #DD22

Disable JavaScript

Before

@PORTENTINT #DD22

Terrible User Experience

Done wrong, slow initial render(always seems to be done wrong)

@PORTENTINT #DD22

Terrible SEO

May be treated as hidden contentZero indexing

@PORTENTINT #DD22

To Fix

Server-side rendering

@PORTENTINT #DD22

To Fix

Snapshots

@PORTENTINT #DD22

To Fix

Progressive Web App?

To Fix

how does this improve the user

experience?

@PORTENTINT #DD22

B.S.Own It.

Code bloatCode bloat

Code bloatPoor organization

4/5 Nerds

@PORTENTINT #DD22

Terrible User Experience

Slow rendering

Webpagetest.org

Tool: Google Pagespeed Insights

@PORTENTINT #DD22

To Fix

CSS firstDefer javascript

Code bloatThe Viewstate variable

4/5 Nerds

Slows rendering. Makes me cry.

View source

Search for “viewstate”

Lookie thar…

To fix: Remove it

EnableViewState = “false”

@PORTENTINT #DD22

Things you’ll hear about code bloat

“Fixing that won’t do anything”“Tell me the ROI in advance”

@PORTENTINT #DD22

$??? million lost

Code bloat, bad robots.txt Data from SEMRush

Major retailer (who shall remain nameless)Major Retailer

All fixed

@PORTENTINT #DD22

B.S.Own It.

Server Gotchas

Response codesThree little digits that control your site

3/5 Nerds

@PORTENTINT #DD22

200 Response

May I please have the page “Alfred.html?”

Of course, my little friend! Here you go.

@PORTENTINT #DD22

200 tells search engines to index the page content, determine authority, and rank the page

Excellent. I’ll index this and

make it part of my rankings.

@PORTENTINT #DD22

301 Response


It’s gone forever. Sniff. try “lola.html”

@PORTENTINT #DD22


OK. I’ll pass all authority and index the

new page

@PORTENTINT #DD22

302 Response


Not right now. It’ll be back. For now, try “lola.html”

@PORTENTINT #DD22


Huh. I’ll ignore the new page.

@PORTENTINT #DD22

4xx Response


ah, $%@#. I can’t find it. It’s

gone. I dunno.

@PORTENTINT #DD22


I’ll get rid of this page

forever and ever.

@PORTENTINT #DD22

5xx Response


aaaUUGGhh!!!!!

@PORTENTINT #DD22


oookaaayyyyy. I’ll just step back slowly &

come back another time.

httpstatus.io

A url that doesn’t exist

Server response

BAD

301/404

301/404

404

301/404

301/404

SHOULD BE

Better

100s of 404 pages indexed100s of duplicate pages

Wasted crawl budgetThin content

@PORTENTINT #DD22

The Fix

Do it right200 = OK404 = Not found301 = Redirect forever

@PORTENTINT #DD22

On .NET

“Oh, we can’t do that on .NET”

@PORTENTINT #DD22

Really?!

response.Status = “404 Not Found”

@PORTENTINT #DD22


wait. Maybe 301 and 302 are the same. Right? Or not. Or maybe yes. Losers.

@PORTENTINT #DD22

Client Site

Fixed 302 redirect

Fixed canonical issues

Data from SEMRush

@PORTENTINT #DD22

B.S.Own It.

GZIP compressionThe easiest server site speed win

4/5 Nerds

@PORTENTINT #DD22

checkgzipcompression.com

@PORTENTINT #DD22

“We can’t do GZIP…”

IIS

Enable static content compression

Enable dynamic content compression

☐✓

☐✓

Apache

mod_deflate

nginx

ngx_http_gzip_module

@PORTENTINT #DD22

checkgzipcompression.com

@PORTENTINT #DD22

B.S.Own It.

More & more & more &…

Your CMSRequirements

SchemaStructured data for everything

AMP (Accelerated Mobile Pages)A horrible joke on all of us

Disk and memory cachingNot sure if you have access

@PORTENTINT #DD22

Technical SEO has the highest ROI because no one does it right

@PORTENTINT #DD22

Technical SEO has the highest ROI because it affects everything

@PORTENTINT #DD22

Technical SEO is easy because all you have to do is build right

@PORTENTINT #DD22

Technical SEO is about understanding what’s possible

@PORTENTINT #DD22

Technical SEO is about accountability

@PORTENTINT #DD22

B.S.Own It.

@PORTENTINT #DD22

The Slides. The Links.portent.co/nerdy-dd22

Ian Lurie@portentintAsk questions any time!!!

BS: Own It - Technical SEO for Marketers

Marketing

Transcript of BS: Own It - Technical SEO for Marketers