smx israel: the ultimate seo audit - smart indexing

Ultimate SEO Audit | Smart Indexing

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Tristan Pirouz, Head of BD EMEA, DeepCrawl

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HOW TO POSITION YOUR YOURSELF AS A WEBMASTER‘Smart Indexing’

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Over-In

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Under-Ind

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You want to read more: http://info.deepcrawl.com/science-of-crawlspace

Smart Indexing!

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IndexingINDEXING IS THE CONTROL, PROCESS OR MEASURE OF WHICH PAGES ARE INDEXED

When showcasing your digital assets to Google you want your preferred pages to be seen.

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Source: How to rank yours in Google search results, Google in-Depth Articles

Why we want to be indexed?

HOW OFTEN A BOT CRAWLS A SPECIFIC PAGE OR DIRECTORY PER HOUR OR DAY?If a page hasn’t been crawled recently, it won’t rank well.

If a page hasn’t been crawled within a certain time period then it receives less authority.

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You want to read more: http://info.deepcrawl.com/science-of-crawlspaceSource: Crawl Optimization, blindfiveyearold

INDEXED PAGES ARE THOSE WHICH ARE RETURNED IN SEARCH RESULTSThe method to understand where you are is…

URL Analyze Validate Universe

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INDEXED PAGES ARE THOSE WHICH ARE RETURNED IN SEARCH RESULTSThe method to understand where you are is this…

• Ranking checking

• Log analysis• Search console• Sitemaps• Organic visits• Site:• Info:

• Dedupe• Crawl with DeepCrawl

Compare this to the indexed pages count in search console

Analyze Validate:URL Universe:

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HOW TO ACHIEVE SMART INDEXING?Achieving ‘Smart Indexing’

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Over-IndexationIncorrect Canonical tagsLack of NoIndexLack of Canonical tags

Under-IndexationThin ContentUndiscovered PagesInefficient ArchitectureSlow PerformanceMade NonIndexable by mistake

Smart Indexing

EXAMPLES OF UNDER-INDEXING

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PAGES MAY NOT BE DISCOVERED DUE TO INSUFFICIENT LINKING/ HIGH CRAWL DEPTHUndiscoverable pages

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Googlebot may not access your content reach pages as they are hidden too far down your website

HOW CRAWLABLE IS YOUR SITE?Crawl efficiency

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EXAMPLES OF OVER-INDEXING

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A LACK OF NOINDEX CAN RESULTS IN AN INDEX BLOAT CAUSING A DILUTION OF LINKJUICE AND CONSTRAINED CRAWL BUDGET

Lack of noindex

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DO INCLUDE A CANONICAL TAG ON EVERY PAGE, WITHOUT EXCEPTIONLack of canonical tags

Prevent any possible duplication. Even if there are no other versions of a page, then that page should still include a canonical tag that links to itselfSource: Cononical Tags: Easy Dos and Don’ts, DeepCrawl

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CONTROLS

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UNDERSTANDING HOW TO USE NOINDEX, DISALLOW & NOFOLLOW MEANS YOU CANADVISE SEs AROUND

What to consider when optimizing your crawl efficiency?

You want to read more: https://www.deepcrawl.com/knowledge/best-practice/robots-txt-noindex-the-best-kept-secret-in-seo/You want to read more: https://www.deepcrawl.com/knowledge/best-practice/noindex-disallow-nofollow/

Backlink Authority

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meta canonical

robots.txt disallow

meta noindex

rel nofollow

meta noindex + rel nofollow

robots.txt noindex

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Backlink Authority

DETERMINE YOUR PERFORMANCE RELATIVE TO YOUR COMPETITORSHow am I performing relative to my competitors?

Determine your performance relative to your competitors

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IS THE ABILITY TO CONSTRUCT YOUR WEBSITE ON THE FORESIGHT OF THE MARKETLEADERS WEBSITE ARCHITECTURE SIZE

Concept of architecture

3 Values:Market Size: What is the average website size set by market leaders?Actual Size: What is the actual website size of the given site?Indexed Size: What are the total number of returned pages in search results?

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WHEN YOUR WEBSITE IS BELOW THE EXPECTED MARKET SIZEUnder-architected

When does Under-Architected occur:

1.When there is a lack of inventory, products, content

2.Lack of relevant categorization and facets

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WHEN YOUR WEBSITE IS ABOVE THE EXPECTED MARKET SIZEOver-architected

When does Over-Architected occur:

1.Low relevancy or low value pages without unique content created

2.Uncontrolled categorization

3. Incorrect management of expired content

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THEREFORE…

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HOW TO ACHIEVE SMART INDEXING?‘Smart Indexing’ | Checklist

Over-IndexationIncorrect Canonical tagsLack of NoIndexLack of Canonical tags

Under-IndexationThin ContentUndiscovered PagesInefficient ArchitectureSlow PerformanceMade NonIndexable by mistake

Smart Indexing

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HOW YOU WANT YOUR WEBSITE TO LOOK LIKE?‘Smart Indexing’

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MULTIPLE SCENARIOS YOU CAN FIND YOURSELF AS A WEBMASTER‘Super Smart Indexing’

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Your Site Audit with DeepCrawl

Tristan PirouzHead of Business Development EMEA, DeepCrawl

Tristan@DeepCrawl.com

@tristan_pirouz