Technical SEO FTW!

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Transcript of Technical SEO FTW!

Technical SEO FTW!

Technical SEO FTW!Andrew Isidoro#CardiffSEO

Work for Gocompare.com as SEO and Social Media Manager

Written for some places:

Tried to build some stuff:

About me@Andrew_Isidoro

Quick questionWho already does SEO now?@Andrew_Isidoro

What is SEO?Title TagsMeta descriptionsURLsH1 headersH2 headersAlt tags for images

Digital PRAnchor textDo-follow link buildingCitations/NAPLink removalCompelling content etc.

@Andrew_Isidoro

What is SEO?Title TagsMeta descriptionsURLsH1 headersH2 headersAlt tags for images

Digital PRAnchor textDo-follow link buildingCitations/NAPLink removalCompelling content etc.

NOPE!@Andrew_Isidoro

What is technical SEO?

Technical SEO involves the optimisation of webpage elements that users can't necessarily see without looking at the source code.

@Andrew_Isidoro

Less of this

@Andrew_Isidoro

More of this

@Andrew_Isidoro

@Andrew_Isidoro

Well, I think Google doesWell optimised websites are:Easy to indexEasy to crawlGive more informationHave less code and image bloat

Easier to parseRequire less crawl budgetMake it easier to classifyTake up less data-center space

@Andrew_Isidoro

Well, I think Google doesWell optimised websites are:Easy to indexEasy to crawlGive more informationHave less code and page bloat

Easier to parseRequire less crawl budgetMake it easier to classifyTake up less data-center space

@Andrew_Isidoro

which means your boss does too.

Technical audit implementation for a client has led to a 48.25% increase in organic traffic and growing@Andrew_Isidoro

Tip 1.Sitemaps@Andrew_Isidoro

SitemapsUsually XML basedSitemaps allow 50,000 URLsShould be kept under 50MBUp to 500 sitemaps per accountSubmit to Google and Bing via webmaster tools dashboards.Always submit something!

@Andrew_Isidoro

Media sitemapsDont forget your images! Utilise image sitemaps.Mobile URLs? Use a mobile sitemap.Newsworthy? Use a news sitemap.Got video? Get a video sitemap in.

More info at: https://searchenginewatch.com/sew/how-to/2048706/the-site-map-gateway-optimization @Andrew_Isidoro

Keep them clean!Clear out duplicated URLsRemove 404 /broken pagesRemove redirecting pagesRemove un-canonicalised/no-indexed pages Remove irrelevant pages (e.g.. tag pages or search result pages)

Remember: less wastage = more efficient crawl = happy Google@Andrew_Isidoro

Pro tip! Divide and conquerSplit sitemaps into different site sections or products:

Better site indexationCan help highlight site section hierarchyMore accurate indexation data at a glance!

More info at: https://moz.com/blog/multiple-xml-sitemaps-increased-indexation-and-traffic

@Andrew_Isidoro

Tip 2.Site modelling@Andrew_Isidoro

Model a site structureMake use of force directed diagrams Create broad to narrow content silosStay topicalKeep the structure as flat as possible

Pro tip Try using gephi.org to model out new structures

More info: https://www.portent.com/blog/seo/seo-force-directed-diagrams.htm

@Andrew_Isidoro

Tip 3.Page speed@Andrew_Isidoro

Page speedPage speed is a ranking factor.Larger pages take up more of your crawl budgetSlow loading pages may make users bounce back to the SERPS known as pogo-sticking.

Dont make Google waste crawl on bulky pages@Andrew_Isidoro

Shed the (page) weight!Install GZIP for server compression around 70% savingsCompress HTML, CSS & JS Reduce redirectsUse a content distribution networkOptimize images

Beginner tip Use GTMetrix to get a good overview of where you can optimisePro tip Install sitespeed.io via NPM to run a page speed audit across multiple URLs@Andrew_Isidoro

Using a common CMS?Youre in luck!

WordPress W3 total cache - https://wordpress.org/plugins/w3-total-cache/ Drupal Advagg - https://www.drupal.org/project/advagg Joomlajch-optimize - http://extensions.joomla.org/extension/jch-optimize @Andrew_Isidoro

Tip 4.Crawl optimisation@Andrew_Isidoro

Log file analysisServer logs are analytics on acidDive into the logs!Find spider trapsWhere is Googlebot visiting most often?Where is there a crawl deficiency?

More info: https://builtvisible.com/log-file-analysis/ @Andrew_Isidoro

Robots.txtDont give them junk - Limit Googlebot/Bingbots dietBlock non-organic landing pagesUse noindex in robots.txt to remove blocked pages from the index - http://ohgm.co.uk/de-index-pages-blocked-robots-txt/ Add your sitemap URL for indexing:Sitemap: http://www.gocompare.com/sitemap.xml

@Andrew_Isidoro

RedirectsRedirects can be a major cause of wasted crawl

Know your redirects 301 vs 302 vs 307Use if absolutely necessaryNever link to an internal redirect theres no need!@Andrew_Isidoro

HousekeepingEliminate links to 404 error pages - both internal and externalLimit links to non-ranking pages (about us, contact us etc.)Eliminate excess pagesManage URL parameters within GSC /Bing WMTDont forget your HTML sitemap Highlight your most important pages

@Andrew_Isidoro

Tip 5.Canonical pages@Andrew_Isidoro

What does that even mean?Canonicalising URLs is just a fancy way of saying:

Content should only ever be available at one URL@Andrew_Isidoro

Canonicalise!Site run over www. and non-www versions? Thats a problem!Site run over http and https versions? Thats a problem!Site run over uppercase and lowercase URLs? Thats a problem!Site run trailing slash URLs and non-trailing slash versions? Thats a problem!

Make sure all of these redirect to the canonical version!Use rel-canonical to catch any stragglers.

@Andrew_Isidoro

Tip 6.Semantic mark-up@Andrew_Isidoro

Semantic mark-upThink about implementing Schema.orgGoogle has great guidelines available at: https://developers.google.com/search/docs/guides/intro-structured-data Google is in the process of adding JSON-LD support for all major rich snippets

Pro tip Implement Schema.org in bulk via JSON-LD through Google Tag manager. More info at: https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags @Andrew_Isidoro

That should get you started

@Andrew_Isidoro

Thanks for listening Get in touch: @Andrew_IsidoroAndrew@seofosho.comhttp://www.andrewisidoro.co.uk