TechSEO Boost 2017: The State of Technical SEO

Russ Jones | @rjonesx #TechSEOBoost

The State of Technical SEO


The Future

The Industry

The Craft

The Definition


So, what is technical SEO?


Technical SEO{

• JSON-LD


Technical SEO{

• JSON-LD

• HREFLANG


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER

• ROBOTS.TXT


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER

• ROBOTS.TXT

• SPEED


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER

• ROBOTS.TXT

• SPEED

• CONTENT


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER

• ROBOTS.TXT

• SPEED

• CONTENT

• LINKS


Technical SEO

Any sufficiently technical action undertaken with

the intent to improve search results. {


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER

• ROBOTS.TXT

• SPEED

• CONTENT

• LINKS


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER

• ROBOTS.TXT

• SPEED

• CONTENT • LINKS

INTENT TO IMPROVE SEARCH RESULTS

TE

CH

NIC

AL D

IFF

ICU

LT

Y


Technical SEO{

• JSON-LD

• HREFLANG

• PRERENDER

• ROBOTS.TXT

• SPEED

• CONTENT • LINKS

INTENT TO IMPROVE SEARCH RESULTS

TE

CH

NIC

AL D

IFF

ICU

LT

Y

• AMP• RESPONSIVE

• REL=NEXT


The Craft


Big Tent{

Data Storage Web Server Code DNS


Big Tent{


Speed Speed Speed Speed


Big Tent{


Speed Speed Speed SpeedQuery

Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali

zation


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali

zation HrefLangDynamic

Geolocation


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali


GeolocationSitemaps


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali


GeolocationSitemaps

Split Testing


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali


GeolocationSitemaps

Split TestingCanonical

Redirects

Redirects


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali


GeolocationSitemaps


Redirects

Redirects

Rel=next


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali


GeolocationSitemaps


Redirects

Redirects

Rel=next

AMP

AMPAMP


Big Tent{



Caching

NoSQL/

SQL

GZIP Mod Page

Speed

OpCache

MinifyImages

Cache

Control

CDN

HTTP/2

Bot

ControlBot

ControlBot

Control

htaccess

firewall Robots.txt

X-robots

Meta

robots

HTTPS

HTTPS HTTPS

Responsive

Responsive

Responsive

Internationali

zation

Internationali


GeolocationSitemaps


Redirects

Redirects

Rel=next

AMP

AMPAMP

JSON-LD

Schema


Big Tent{

But does it end with

the tech stack?


Big Tent{

Content


Big Tent{

Links


Big Tent{DA

Links


Big Tent{DA

PA

Links


Big Tent{DA

PA

CF

Links


Big Tent{

TF

PA

CF

DA

Links


Big Tent{

TF

PA

CF

DA

URL

Rank

Links


Links

Big Tent{

TF

PA

CF

DA

URL

Rank


Big Tent{

Research


Big Tent{

Technical SEO is the

R&D of our industry.


Big Tent{


Big Tent{

That’s a lot

of makeup.


The IndustryAdoption Rates


Who{


When{

2015 2013 2009 2005


When{


When{

Canonical Tag

Nofollow


When{

High Performing Sites are

Early Adopters of New

Technical SEO


The IndustryInsights


Industry Insights{

Demand is Up-ish


Industry Insights{


Industry Insights{

The Industry Follows

the Technology


Industry Insights{

“JSON-LD” Begins to

Trend Upward

“Technical SEO”

starts its ascent.


Industry Insights{

Stuck in the Middle


Industry Insights{


The Industry

Themes


Industry Themes{

Specialty vs. Scale


Industry Themes{

vs

CDN technology bringing high end

Technical SEO features to

enterprise brands

CDN technology bringing

Technical SEO (https, http/2)

features to the masses


Industry Themes{

Leading vs. Lagging


Industry Insights{

vs


Industry Themes{

Commodification


Industry Themes{

CMS


Industry Themes{

PluginsCMS


Industry Themes{

Plugins SitewareCMS


Industry Themes{

Filling out a Technical SEO

checklist is not a career.


Industry Insights{

So, What’s a

Technical SEO to do?


The Future

Advice for Practioners


ConsultantsIf your knowledge scales, it will be automated.

You must stay on top of the latest and greatest, providing boutique services for complex implementations,

especially at the enterprise level.


DevelopersConvert Specialty to Scale

It is your job to put consultants out of theirs by finding methods that scale and delivering them to the masses.


InnovatorsSteady the Ship

Your research and innovation gives both consultants and builders new opportunities, even when Google is silent.


Consultants & DevelopersInvest in research, it is literally the

future of technical SEO


Questions?

All icons from flaticon.com, logos from respective company websites, other graphics and statistics by yours truly.


What can I say except,

you’re welcome?

@rjonesx

[email protected]

/u/karmaceutical

TechSEO Boost 2017: The State of Technical SEO

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Transcript of TechSEO Boost 2017: The State of Technical SEO