seozone 2015 - mark thomas - 5 actionable technical seo tips

How valuable was Search in 2015?

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Turkey

Have you ever intentionally browsed products at a store but, decided to buy them online?

Have you ever intentionally browsed products online, but decided to buy them in-store?

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68%

32%

Yes No

70%

30%

Yes No

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“Web-rooming” is just as important as

“showrooming”

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56% - first thing they do when researching a purchase is to go to a

search engine

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Today I’m going to look at “ON-THE-PAGE

FACTORS” AKA

“TECHNICAL SEO”@SearchMATH

ON-THE-PAGEFACTORS

§ CONTENT

§ ARCHITECTURE

§ HTML

Why does TECHNICAL SEO

matter?@SearchMATH

Ok… nice article

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But how healthy is their ON-THE-PAGE SEO?

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Let’s test the User Experience (U/X)

But do 404’s hurt my site?

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YES

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Website Health

0

2

4

6

8

10

1 5 10

Commercial Performance

Low J

High

Website ‘Health’ impact on Commercial Performance

What do the world’s top SEO

experts say?

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"Even a basic understanding of what to look for in technical SEO can get you

far…

…So many people today focus too heavily on off-page SEO, but if a site is technically flawed, it won't matter how many links you have or how good your

content is.”

Isolate & Dominate Your Base Metric1. Organic revenue2. Visits compared to last month3. Visits compared year-over-year

http://searchengineland.com/win-battle-proving-seos-value-201328

"Thebiggestproblemswehavearetechproblems.Oftenwebmasters[are]trying

tobetoocleverandgiveconfusingsignals…

JohnMueller,WebmasterTrendsAnalyst,Google

http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

…Sendclear,consistentandobvioussignals.”

JohnMueller,WebmasterTrendsAnalyst,Google

http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

GOOGLE RECOMMEND CRAWLING SEPARATELYGoogle Webmaster Hangout, 16th October, John Mueller recommended running a separate crawl to help identify and resolve technical issues that could be causing problems and delays when Google tries to crawl your site.

“We get kind of lost crawling all of these unnecessary URLs and we might not be able to crawl your new updated content.”

I’m going to show you a case study to remind us of some of the power at

our disposal@SearchMATH

Let’s begin…

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Where do I start with a technical review?

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Jon suggests we “CRAWL”

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TIP #1

Independent web crawler software which imitates

googlebot to produces rich reports detailing

opportunities to achieve perfect website architecture.

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“CRAWL”=

DISCOVERY@SearchMATH

An embarrassing truth for too many web managers…

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They don’t even know how many pages they have on their website

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Let alone how many issues are lurking below

the surface@SearchMATH

Establish a clear picture of your website and

then consider how it fits into the URL universe

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Recommend 5 actions from your audit:

• 3 Quick-wins• 2 Long-term wins

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TIP #2

What’s the story with these rel=canonical

links?@SearchMATH

“Including a rel=canonical link in your webpage is a

strong hint to search engines your about preferred

version to index among duplicate pages on the web.”

“rel=canonicalcanbeabittricky

becauseit’snotveryobviouswhen

there’samisconfiguration.”

www.mavi.com

rel=canonical to a Disallowed URL

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Audit your canonical tags quarterly

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TIP #3

Your robots.txt file holds the power over

crawlers.Monitor for free with

Robotto.org@SearchMATH

TIP #4

So, how can I fix this issue?

Adding this directive in the robots.txt is quicker, cleaner, easier to manage than getting a meta noindex added to specific pages. @SearchMATH

But ultimately the meta canonical needs amending to…

DeepCrawl already supports the robots.txt noindex directive: check which pages are being noindexed in your report via Indexation > Non-Indexable Pages > Noindex

Pages.

Constantly optimise your architecture to

improve crawl efficiency@SearchMATH

TIP #5

So, remember:1) Crawl your website2) 5 actions per audit3) Audit your canonicals4) Try robotto.org for FREE5) Optimise your crawl efficiency

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Thank you!Please say “hi”

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