Search Engine Optimization (Seo) for Developers

www.keyteq.no

SEO FOR DEVELOPERS

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Intro to the semantic web

Technical SEO troubleshooting

Improving processes

Resources and tools

http://www.keyteq.no

“Everyone wants to be number one in Google ”

Which is the

number one result?

“ Being number one and ten blue links is dead ”

Introducing the Google zoo

Targets low quality links

Penguin

Don’t think link building

thing Audience building

Targets low quality Content

Panda

Answer questions provide value

Rewards good user experience

Improves local search

Pigeon

Looks for local search signals

A new search Engine

Hummingbird

…goes beyond knowledge graph-‐ it applied to all results.

…supports “search by voice” for mobile users

Focuses on people, places and things

Click to watch

Click to listen

Click to Buy

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Schema

www.keyteq.no

SEO For Developers

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Crawling and Indexing

Structure and navigation

Fast and secure

Tracking and Analytics

http://www.keyteq.no

Technical Audit

Indicators

• Drops in Organic traffic • Drops in visibility in SERPs • Drops in organic conversions rela?ve to total • Webmaster Tools data alarms • Error repor?ng in Moz • Changes in organic Quality score

Technical Audit

Valida?on of problems

•Duplicate page content (tags, copy) •Not all content is indexed • Lots of “omiMed” pages in SERPs • Canonical tag problems •www vs. non-‐www with no global redirect • XML sitemap not accurate (enough) • Incorrect or no redirects on updated urls • Thin or nearly duplicate product descrip?ons

Solving Problems

Known Technical SEO risksDuplicate issues

• Selling the same product as other sites • Industry standards and feature parody • Regulated Industries • Corporate mul?-‐unit owner • Franchisee • Ecommerce website with products in mul?ple categories

Known Technical SEO risksMarketers problems

• I don’t fully understand the technical infrastructure

• The tech team doesn’t know or care about SEO

• I am working on somebody else website • Somebody took shortcuts and went for the cheapest/quickest op?on

• Somebody used black hat SEO

Known Technical SEO risksOther knows risks and issues (Knows and Unknown)

• 302 redirects • Errors in XML Sitemaps • 404s, 500s, and other crawl errors • Missing and/or duplicate tags • Mul?ple H1s and improper h-‐tag hierarchy • Flat URL structure and/or hierarchy problems • URL tracking parameters without canonicals • Mobile, printer-‐friendly and feed pages • Iframed content

Known Technical SEO risks

Working with large scale content

• Tens of thousands of product pages that can’t be op?mized individually • Dozens of loca?on pages • hundreds of pages of standardized industry content and references • Mul?ple corpora?ons, brands, and/or sites under one umbrella

Building good SEO prac?ce into working methods

Solving Technical SEO Problems

1. Review sitemap & find areas that can follow templates for URL structure, tags, headings, & copy

2. Build formulas for the planned dynamic items in non technical language for each template sec?on

3. Integrate with content strategy to address need for unique content including user generated content (reviews, ?ps, comments etc) & other ways to build at scale


1. Determine areas where canonicals are needed & document (could be a big project) 2. Review pagina?on & develop plan for canonicals and / or single page solu?ons 3. Determine op?ons for the robots.txt and xml sitemap files & develop recurring audit plan & elicit feedback


Have more involvement with the planning stage on projects

•What technology is in place for the website •what ques?ons do I have about how it works •What is required from a content standpoint •What can be programma?c versus manual •What CMS and GitHub control will I have over SEO elements •What resources will i have at my disposal

Improving Site speedSpeed maMers

• A 1-‐second delay in page load ?me yields: • 11% fewer page views • 16% decrease in customer sa?sfac?on • 7% loss in conversions • 52% of online shoppers say quick page loads are important for their loyalty to a site.

(source: Aberdeen Group)

Improving Site speed

Streamline the number of elements on your page. Use CSS instead of images whenever possible. Combine mul?ple style sheets into one. Reduce scripts and put them at the boMom of the page. Target a server response ?me of less than 200ms Enable compression Enable browser caching Minify resources

Improving Site speed• Op?mize images • Op?mize CSS delivery • Priori?ze above the fold content (Consider splikng your CSS into two parts: short inline part that styles above-‐the-‐fold elements, and an external part that can be deferred.) • Reduce the number of plugins used on the site. Too many plugins slow your site, create security issues, and • olen cause crashes and other technical difficul?es. • Reduce redirects. Redirects create addi?onal HTTP requests and increase load ?me. So you want to keep them to a minimum.

Giving the search engine full access

• Ensure that Googlebot can crawl JavaScript, CSS and image files by using the “Fetch as Google” feature in Google Webmaster Tools. • Check and test your robots.txt in Google Webmaster Tools. • Test your mobile pages with the Mobile-‐Friendly Test • Test both the mobile and the desktop URLs

Make sure search engines like Google can understand the mobile site setup.

• Responsive: Use meta name="viewport" • For responsive images, include the <picture> element. • Use HTML5 standards for anima?ons • Use video-‐embedding that’s playable on all devices. • Have the transcript of the video available. • Configure (or turn off) pop ups or live chat on mobile device

Mobile op?miza?on

Where possible plug into the Google services

• Publisher tags • Google maps • Google my business • Local schema

There is probably a lot more and more to come. I will update this sec?on

Local SEO considera?ons

Search Engine Optimization (Seo) for Developers

Marketing

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