inbound 2017: back to our roots with technical seo
TRANSCRIPT
![Page 1: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/1.jpg)
@SWallaceSEO | #INBOUND17
B A C K T O O U R R O O T S W I T H T E C H N I C A L S E O
Stephanie Wallace Senior Director, Search Engine Optimization
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@SWallaceSEO | #INBOUND17
Back to Our Roots With Technical SEO
S T E P H A N I E W A L L A C ESenior Director, SEO Nebo
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@SWallaceSEO | #INBOUND17
• The SEO Cycle
• Embrace Our Roots
• Baseline Technical Skills
• What To Learn Now
• How To Stay Ahead
A G E N D A
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@SWallaceSEO | #INBOUND17
The Virtuous Cycle of SEO
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@SWallaceSEO | #INBOUND17
All Trends Go Through Cycles
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@SWallaceSEO | #INBOUND17
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@SWallaceSEO | #INBOUND17
![Page 8: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/8.jpg)
@SWallaceSEO | #INBOUND17
The Same Cycles Apply to SEO
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@SWallaceSEO | #INBOUND17
SEOs started as “Webmasters”.
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@SWallaceSEO | #INBOUND17
But, there were problems…
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@SWallaceSEO | #INBOUND17
And frustrated users.
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@SWallaceSEO | #INBOUND17
Google had to evolve.
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@SWallaceSEO | #INBOUND17
The role of an SEO changed.
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@SWallaceSEO | #INBOUND17
“SEO is dead”.
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@SWallaceSEO | #INBOUND17
Enough said.
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@SWallaceSEO | #INBOUND17
Is this real?
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@SWallaceSEO | #INBOUND17
Content is king!
![Page 18: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/18.jpg)
@SWallaceSEO | #INBOUND17
They are wrong.
![Page 19: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/19.jpg)
@SWallaceSEO | #INBOUND17
Technology + Content
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@SWallaceSEO | #INBOUND17
3.5 billionSearches Per Day On Google
- I N T E R N E T L I V E S TAT S
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@SWallaceSEO | #INBOUND17
500-600
- M O Z G O O G L E A L G O R I T H M H I S T O R Y
Google Algorithm Updates Per Year
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@SWallaceSEO | #INBOUND17
+200Ranking Factors, Each With Up To 50
Variations
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@SWallaceSEO | #INBOUND17
Of Online Experiences Start
With A Search93%- S E A R C H E N G I N E J O U R N A L
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@SWallaceSEO | #INBOUND17
Technical SEO is paramount
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@SWallaceSEO | #INBOUND17
Embracing Our Technical Roots1
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@SWallaceSEO | #INBOUND17
Death of SEO = Birth of Content as King
NEED IMAGE
This is not about learning to code
@SWallaceSEO | #INBOUND17
![Page 27: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/27.jpg)
@SWallaceSEO | #INBOUND17
NEED IMAGE
Well, not exactly…
@SWallaceSEO | #INBOUND17
![Page 28: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/28.jpg)
@SWallaceSEO | #INBOUND17
Web developers are magical
How does web development work?
Magic.
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@SWallaceSEO | #INBOUND17
You need to know how things work
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@SWallaceSEO | #INBOUND17
You need to know how things work
Don’t be this guy
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@SWallaceSEO | #INBOUND17
Start curious
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@SWallaceSEO | #INBOUND17
Establish a Baseline of Technical Skills2
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@SWallaceSEO | #INBOUND17
Google Analytics
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@SWallaceSEO | #INBOUND17
TRACK & MEASURE WEBSITE DATAUse data to make informed business decisions
Google Analytics
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@SWallaceSEO | #INBOUND17
Google AnalyticsDig into your data to measure performance of marketing activities.
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@SWallaceSEO | #INBOUND17
HTML & CSS
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@SWallaceSEO | #INBOUND17
THE FOUNDATION OF THE WEB The languages used to explain your content to browsers & make it stylish
HTML & CSS
![Page 38: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/38.jpg)
@SWallaceSEO | #INBOUND17
HTML & CSSLearn how to build a beautiful webpage.
![Page 39: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/39.jpg)
@SWallaceSEO | #INBOUND17
HTML & CSSLearn how to build a beautiful webpage.
www.codeacademy.com
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@SWallaceSEO | #INBOUND17
JavaScript
![Page 41: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/41.jpg)
@SWallaceSEO | #INBOUND17
CREATE INTERACTIVE EFFECTS ON YOUR WEBSITEBring HTML & CSS to life
JavaScript
![Page 42: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/42.jpg)
@SWallaceSEO | #INBOUND17
Learn how to build a dynamic webpage. JavaScript
![Page 43: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/43.jpg)
@SWallaceSEO | #INBOUND17
JavaScriptLearn how to build a dynamic webpage.
www.codeacademy.com
![Page 44: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/44.jpg)
@SWallaceSEO | #INBOUND17
SQL Structured Query Language
![Page 45: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/45.jpg)
@SWallaceSEO | #INBOUND17
LEARN HOW TO WORK WITH RELATIONAL DATABASES
SQL
To manipulate data and build queries that communicate with more than one table
![Page 46: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/46.jpg)
@SWallaceSEO | #INBOUND17
Easily parse data to pull out insights that help inform marketing & more. SQL
![Page 47: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/47.jpg)
@SWallaceSEO | #INBOUND17
Easily parse data to pull out insights that help inform marketing & more. SQL
www.codeacademy.com
![Page 48: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/48.jpg)
@SWallaceSEO | #INBOUND17
MySQL for Excel
![Page 49: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/49.jpg)
@SWallaceSEO | #INBOUND17
PULL PROCESSED QUERY DATA INTO EXCELTo browse MySQL Schemas, Tables, Views and Procedures and perform data operations
MySQL for Excel
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@SWallaceSEO | #INBOUND17
Big data needs more than a million rows. MySQL for Excel
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@SWallaceSEO | #INBOUND17
Schema
![Page 52: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/52.jpg)
@SWallaceSEO | #INBOUND17
STRUCTURED DATA MARKUP
Schema
Annotates specific elements on a page making them easier for search engines to understand
![Page 53: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/53.jpg)
@SWallaceSEO | #INBOUND17
Schema.org is the complete resource for supported tags & microdata vocabulary. Schema
![Page 54: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/54.jpg)
@SWallaceSEO | #INBOUND17
Use Google’s Structured Data Markup Helper to generate code. Schema
![Page 55: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/55.jpg)
@SWallaceSEO | #INBOUND17
Tools & Technology to Learn Now3
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@SWallaceSEO | #INBOUND17
MarkdownMarkdown
![Page 57: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/57.jpg)
@SWallaceSEO | #INBOUND17
USE A PLAIN TEXT EDITOR & MARKDOWNTo bypass the need for a developer
Markdown
![Page 58: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/58.jpg)
@SWallaceSEO | #INBOUND17
Markdown
![Page 59: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/59.jpg)
@SWallaceSEO | #INBOUND17
H1s & H2s
Markdown
![Page 60: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/60.jpg)
@SWallaceSEO | #INBOUND17
Bulleted & Numbered Lists
Markdown
![Page 61: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/61.jpg)
@SWallaceSEO | #INBOUND17
Block Quotes
Markdown
![Page 62: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/62.jpg)
@SWallaceSEO | #INBOUND17
Links
Markdown
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@SWallaceSEO | #INBOUND17
https://goo.gl/tJvCfi
Markdown
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@SWallaceSEO | #INBOUND17
Markdown
dillinger.io
![Page 65: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/65.jpg)
@SWallaceSEO | #INBOUND17
Markdown
dillinger.io
Paste Markdown here
![Page 66: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/66.jpg)
@SWallaceSEO | #INBOUND17
Markdown
dillinger.io
Paste Markdown here View HTML here
![Page 67: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/67.jpg)
@SWallaceSEO | #INBOUND17
Export as HTML here Markdown
Paste Markdown here View HTML here
dillinger.io
![Page 68: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/68.jpg)
@SWallaceSEO | #INBOUND17
MarkdownCreate the HTML of your dreams.
![Page 69: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/69.jpg)
@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown
![Page 70: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/70.jpg)
@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown
![Page 71: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/71.jpg)
@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown
![Page 72: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/72.jpg)
@SWallaceSEO | #INBOUND17
Install Sublime Text
Install Markdown Editing
Use Online Preview or Install a Viewer
• Online Preview: dillinger.io
• Viewer: Marked 2
Process
Markdown
https://goo.gl/cFuJLc
![Page 73: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/73.jpg)
@SWallaceSEO | #INBOUND17
Google Tag Manager
![Page 74: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/74.jpg)
@SWallaceSEO | #INBOUND17
MANAGE SITE TAGS VIA CENTRAL INTERFACESeparate from the source code a website
Google Tag Manager
![Page 75: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/75.jpg)
@SWallaceSEO | #INBOUND17
1. Tag: A snippet of code (usually JavaScript) added to a page
2. Trigger: Defines when & where tags are fired
3. Variables: Receive or store information to be used by tags & triggers;
these impact what data is collected
Basic Components:
Google Tag Manager
![Page 76: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/76.jpg)
@SWallaceSEO | #INBOUND17
Google Tag Manager
![Page 77: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/77.jpg)
@SWallaceSEO | #INBOUND17
Google Tag Manager
![Page 78: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/78.jpg)
@SWallaceSEO | #INBOUND17
Use CaseImplement structured data markup using Google Tag Manager.
New Tag > Custom HTML
![Page 79: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/79.jpg)
@SWallaceSEO | #INBOUND17
Use CaseDynamically insert J-SON LD on all pages you define.
Paste Code
![Page 80: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/80.jpg)
@SWallaceSEO | #INBOUND17
Use CaseDynamically insert J-SON LD on all pages you define.
Define Trigger Pages
![Page 81: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/81.jpg)
@SWallaceSEO | #INBOUND17
Use CaseVerify via Google’s Structured Data Testing Tool.
![Page 82: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/82.jpg)
@SWallaceSEO | #INBOUND17
Why is Tag Manager Awesome?
Google Tag Manager
![Page 83: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/83.jpg)
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change the World
Google Tag Manager
![Page 84: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/84.jpg)
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change the World
Google Tag Manager
![Page 85: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/85.jpg)
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change the World
Google Tag Manager
![Page 86: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/86.jpg)
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change the World
Google Tag Manager
![Page 87: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/87.jpg)
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change the World
Google Tag Manager
![Page 88: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/88.jpg)
@SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change the World
Google Tag Manager
![Page 89: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/89.jpg)
@SWallaceSEO | #INBOUND17
Developer Tools
![Page 90: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/90.jpg)
@SWallaceSEO | #INBOUND17
EVALUATE THE CODE ON ANY WEBPAGETo efficiently track issues & get insights for code optimization
Developer Tools
![Page 91: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/91.jpg)
@SWallaceSEO | #INBOUND17
Understand the code on any webpage.
1
2 3
Developer Tools
![Page 92: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/92.jpg)
@SWallaceSEO | #INBOUND17
Understand the code on any webpage. Developer Tools
![Page 93: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/93.jpg)
@SWallaceSEO | #INBOUND17
Check header responses for directives such as x-robots, rel=canonical, etc. Developer Tools
![Page 94: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/94.jpg)
@SWallaceSEO | #INBOUND17
Quickly change elements on any webpage to illustrate recommendations Developer Tools
![Page 95: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/95.jpg)
@SWallaceSEO | #INBOUND17
Quickly change elements on any webpage to illustrate recommendations. Use Case
![Page 96: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/96.jpg)
@SWallaceSEO | #INBOUND17
Why is this my favorite non-SEO tool?
Developer Tools
![Page 97: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/97.jpg)
@SWallaceSEO | #INBOUND17
Favorite Tool
It’s built into your browser
Audits pages as they load to provide recommendations for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all from your desktop
Has a built in user agent switcher
Developer Tools
![Page 98: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/98.jpg)
@SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all from your desktop
Has a built in user agent switcher
Developer Tools
Favorite Tool
![Page 99: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/99.jpg)
@SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all from your desktop
Has a built in user agent switcher
Developer Tools
Favorite Tool
![Page 100: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/100.jpg)
@SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all from your desktop
Has a built in user agent switcher
Developer Tools
Favorite Tool
![Page 101: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/101.jpg)
@SWallaceSEO | #INBOUND17
GTmetrix
![Page 102: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/102.jpg)
@SWallaceSEO | #INBOUND17
ANALYZE SITE SPEED & MAKE IT FASTERBecause site speed matters… a lot
GTmetrix
![Page 103: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/103.jpg)
@SWallaceSEO | #INBOUND17
GTmetrixGet actionable, detailed information on what’s slowing your site down & how to improve it.
![Page 104: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/104.jpg)
@SWallaceSEO | #INBOUND17
Using all of the data available, prioritize implementation based on overall impact.
GTmetrix
![Page 105: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/105.jpg)
@SWallaceSEO | #INBOUND17
GTmetrixWhy not use Google PageSpeed?
![Page 106: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/106.jpg)
@SWallaceSEO | #INBOUND17
GTmetrixWhy not use Google PageSpeed?
Google PageSpeed does not actually measure the speed of your site.
![Page 107: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/107.jpg)
@SWallaceSEO | #INBOUND17
Why is page speed analysis important for SEO?
GTmetrix
![Page 108: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/108.jpg)
@SWallaceSEO | #INBOUND17
GTmetrix
Speed Matters
Site speed, and in turn page speed, is your first impression with consumers
47% of users expect a site to load in less than 2 seconds*
50% of users will abandon your site entirely if takes longer than 3 seconds*
Site speed is a confirmed ranking factor *Stats courtesy of Kissmetrics.com
![Page 109: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/109.jpg)
@SWallaceSEO | #INBOUND17
GTmetrixSite speed, and in turn page speed, is your first impression with consumers
47% of users expect a site to load in less than 2 seconds*
50% of users will abandon your site entirely if takes longer than 3 seconds*
Site speed is a confirmed ranking factor *Stats courtesy of DoubleClick by Google
Speed Matters
![Page 110: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/110.jpg)
@SWallaceSEO | #INBOUND17
GTmetrixSite speed, and in turn page speed, is your first impression with consumers
47% of users expect a site to load in less than 2 seconds*
53% of users will abandon your site entirely if takes longer than 3 seconds*
Site speed is a confirmed ranking factor *Stats courtesy of DoubleClick by Google
Speed Matters
![Page 111: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/111.jpg)
@SWallaceSEO | #INBOUND17
GTmetrixSite speed, and in turn page speed, is your first impression with consumers
47% of users expect a site to load in less than 2 seconds*
53% of users will abandon your site entirely if takes longer than 3 seconds*
Site speed is a confirmed ranking factor *Stats courtesy of DoubleClick by Google
Speed Matters
![Page 112: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/112.jpg)
@SWallaceSEO | #INBOUND17
Log File Analyzer by Screaming Frog
![Page 113: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/113.jpg)
@SWallaceSEO | #INBOUND17
IDENTIFY CRAWLED URLS & ANALYZE BOT DATATo uncover invaluable SEO insights
Log File Analyzer
![Page 114: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/114.jpg)
@SWallaceSEO | #INBOUND17
Your log files contain the only data that is 100% accurate in terms of how search engines are crawling your site.
Log File Analyzer
![Page 115: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/115.jpg)
@SWallaceSEO | #INBOUND17
Upload your log files to uncover how search engines are crawling & parsing your site.
Log File Analyzer
![Page 116: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/116.jpg)
@SWallaceSEO | #INBOUND17
Verify search engine bots, identify crawled URLs and analyze bot data & behavior.
Log File Analyzer
![Page 117: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/117.jpg)
@SWallaceSEO | #INBOUND17
Identify large & slow pages, identify header response errors and redirects that need to be resolved.
Log File Analyzer
![Page 118: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/118.jpg)
@SWallaceSEO | #INBOUND17
Why is log analysis so valuable?
Log File Analyzer
![Page 119: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/119.jpg)
@SWallaceSEO | #INBOUND17
Log Analysis
Too many response code errors create crawl budget waste, which can negatively impact your rankings
Ensure search engines are crawling everything you want indexed
Correcting the problems found in your logs will lead to higher rankings, more traffic, & more conversions / sales
Log File Analyzer
![Page 120: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/120.jpg)
@SWallaceSEO | #INBOUND17
Log Analysis
Too many response code errors create crawl budget waste, which can negatively impact your rankings
Ensure search engines are crawling everything you want indexed
Correcting the problems found in your logs will lead to higher rankings, more traffic, & more conversions / sales
Log File Analyzer
![Page 121: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/121.jpg)
@SWallaceSEO | #INBOUND17
Log Analysis
Too many response code errors create crawl budget waste, which can negatively impact your rankings
Ensure search engines are crawling everything you want indexed
Correcting the problems found in your logs will lead to higher rankings, more traffic, & more conversions / sales
Log File Analyzer
![Page 122: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/122.jpg)
@SWallaceSEO | #INBOUND17
APIs
![Page 123: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/123.jpg)
@SWallaceSEO | #INBOUND17
INTEGRATE TOOLS & APPLICATIONSTo streamline processes & make data easier to work with
APIs
![Page 124: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/124.jpg)
@SWallaceSEO | #INBOUND17
APIsAPI: Application Programming Interface
Your APP / Program
A P I
Data Request
Data Request
![Page 125: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/125.jpg)
@SWallaceSEO | #INBOUND17
APIsAPI: Application Programming Interface
Your APP / Program
A P I
Data Request
Data Request
![Page 126: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/126.jpg)
@SWallaceSEO | #INBOUND17
APIsAPI: Application Programming Interface
Your APP / Program
A P I
Data Request
Data Request
![Page 127: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/127.jpg)
@SWallaceSEO | #INBOUND17
APIsLearn how to make applications talk to each other.
![Page 128: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/128.jpg)
@SWallaceSEO | #INBOUND17
APIsLearn how to make applications talk to each other.
www.codeacademy.com
![Page 129: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/129.jpg)
@SWallaceSEO | #INBOUND17
Use CaseUncover hidden keyword level data using Google Sheets & APIs.
![Page 130: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/130.jpg)
@SWallaceSEO | #INBOUND17
Use CaseUncover hidden keyword level data using Google Sheets & APIs.
![Page 131: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/131.jpg)
@SWallaceSEO | #INBOUND17
But why would I use an API?
APIs
![Page 132: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/132.jpg)
@SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have APIs you can leverage
APIs can help make existing data convenient & consumable
Scale productivity by automating robotic processes
APIs
Integrate
![Page 133: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/133.jpg)
@SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have APIs you can leverage
APIs can help make existing data convenient & consumable
Scale productivity by automating robotic processes
APIs
Integrate
![Page 134: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/134.jpg)
@SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have APIs you can leverage
APIs can help make existing data convenient & consumable
Scale productivity by automating robotic processes
APIs
Integrate
![Page 135: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/135.jpg)
@SWallaceSEO | #INBOUND17
Accelerated Mobile Pages AMP
![Page 136: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/136.jpg)
@SWallaceSEO | #INBOUND17
REDUCE CONTENT LOAD TIME ON MOBILE DEVICESWith AMP HTML pages served via Google
AMP
![Page 137: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/137.jpg)
@SWallaceSEO | #INBOUND17
AMP
![Page 138: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/138.jpg)
@SWallaceSEO | #INBOUND17
AMPAMP has been integrated into primary search results pages.
AMP design & compatibility should be a consideration if organic traffic from Google represents a significant amount of total visits.
![Page 139: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/139.jpg)
@SWallaceSEO | #INBOUND17
Regular Page
wwwInbound.com
Hosted AMP
Inbound.comAMP
Cached AMP
Inbound.comgstatic
rel=“canonical”
rel=“canonical”
rel=“amphtml”
AMPHow Accelerated Mobile Pages work.
![Page 140: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/140.jpg)
@SWallaceSEO | #INBOUND17
Pros:
1. Increased traffic through higher visibility
2. Improved UX
3. Higher CTR & engagement metrics
4. Up to 80% higher ad visibility rates
AMP
![Page 141: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/141.jpg)
@SWallaceSEO | #INBOUND17
Cons:
1. Can be very difficult to implement
2. Offers limited functionality compared to the main site
AMP
![Page 142: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/142.jpg)
@SWallaceSEO | #INBOUND17
Queries for news, recipes, ecommerce & more generate AMP results. AMP
![Page 143: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/143.jpg)
@SWallaceSEO | #INBOUND17
AMPWhy should I get AMP’d?
![Page 144: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/144.jpg)
@SWallaceSEO | #INBOUND17
All About Mobile
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds or less
Advice from Google’s Gary Isles: “Pay attention to AMP. It’s going to be really big. Figure out…how to implement it.”
It will most likely* become a ranking signal *Yes, this is speculation…but trust me!
AMP
![Page 145: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/145.jpg)
@SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds or less
Advice from Google’s Gary Isles: “Pay attention to AMP. It’s going to be really big. Figure out…how to implement it.”
It will most likely* become a ranking signal *Yes, this is speculation…but trust me!
AMP
All About Mobile
![Page 146: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/146.jpg)
@SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds or less
Advice from Google’s Gary Isles: “Pay attention to AMP. It’s going to be really big. Figure out…how to implement it.”
It will most likely* become a ranking signal *Yes, this is speculation…but trust me!
AMP
All About Mobile
![Page 147: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/147.jpg)
@SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds or less
Advice from Google’s Gary Isles: “Pay attention to AMP. It’s going to be really big. Figure out…how to implement it.”
It will most likely* become a ranking signal *Yes, this is speculation…but trust me!
AMP
All About Mobile
![Page 148: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/148.jpg)
@SWallaceSEO | #INBOUND17
Progressive Web Apps PWAs
![Page 149: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/149.jpg)
@SWallaceSEO | #INBOUND17
AN APP LIKE MOBILE EXPERIENCEFaster, lighter, & more personalized
PWAs
![Page 150: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/150.jpg)
@SWallaceSEO | #INBOUND17
1
32
PWAs
![Page 151: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/151.jpg)
@SWallaceSEO | #INBOUND17
Progressive Web Apps are user experiences that have the reach of the web.
They are reliable, fast, & engaging.
Always fresh.
PWAs
![Page 152: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/152.jpg)
@SWallaceSEO | #INBOUND17
Universal - available on iOS and Android.
Push notifications.
Connectivity independent to ensure PWAs work with low quality or no connection.
PWAs
![Page 153: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/153.jpg)
@SWallaceSEO | #INBOUND17
Do I need a PWA?
PWAs
![Page 154: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/154.jpg)
@SWallaceSEO | #INBOUND17
Do I need a PWA?
PWAs
Probably not…
![Page 155: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/155.jpg)
@SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull content to browse offline, such as a news app or a blog publishing many articles a day
PWAs
Progress
![Page 156: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/156.jpg)
@SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull content to browse offline, such as a news app or a blog publishing many articles a day
PWAs
Progress
![Page 157: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/157.jpg)
@SWallaceSEO | #INBOUND17
Progress
You don’t need one: most websites don't need to be able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull content to browse offline, such as a news app or a blog publishing many articles a day
PWAs
![Page 158: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/158.jpg)
@SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull content to browse offline, such as a news app or a blog publishing many articles a day
PWAs
Progress
![Page 159: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/159.jpg)
@SWallaceSEO | #INBOUND17
How To Stay Ahead of the Curve4
![Page 160: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/160.jpg)
@SWallaceSEO | #INBOUND17
Establish a baseline of skills
![Page 161: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/161.jpg)
@SWallaceSEO | #INBOUND17
Remember
Don’t be this guy
![Page 162: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/162.jpg)
@SWallaceSEO | #INBOUND17
Stay up to date on MarTech trends
![Page 163: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/163.jpg)
@SWallaceSEO | #INBOUND17
Push your tools
![Page 164: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/164.jpg)
@SWallaceSEO | #INBOUND17
Be prepared to execute it yourself
![Page 165: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/165.jpg)
@SWallaceSEO | #INBOUND17
Thank You! | Q&A
Stephanie Wallace Senior Director of SEO Nebo
@SWallaceSEO | #Inbound17
![Page 166: Inbound 2017: Back to Our Roots with Technical SEO](https://reader031.vdocument.in/reader031/viewer/2022030317/5a6507237f8b9a223a8b496b/html5/thumbnails/166.jpg)
@SWallaceSEO | #INBOUND17
T H A N K Y O U