lukasz zelezny - lac 2017 - optimising site structure for indexing
TRANSCRIPT
https://zelezny.uk
Optimising site structure for
indexing
https://zelezny.uk
Optimising site structure for indexing
Optimising site structure for indexing
02. URL Structure03. Content04. Readability05. Languages06. Sitemaps and orphan pages07. Log Analysis
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01. Prologue
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Prologue - Summary:• If You never heard about SEO start from SEO Period Table;• The best way to present an OnPage and OffPage SEO,
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2. URL Structure
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vs.
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https://www.pokerstars.uk/poker/games/rules/hand-rankings/https://www.pokerstars.uk/poker/games/rules/hand-rankings/?a=1https://www.pokerstars.uk/poker/games/rules/hand-rankings/?sort=desc&var=1
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URL Structure - Summary:• Keep URL Structure as simple as possible;• Use Keywords;• Avoid Keyword stuffing;• Avoid query strings;• Utilize breadcrumbs rich snippets;• Use Canonical Tags• Review Google Search Console.
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3. Content
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Is my content unique?
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Information and tool
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Internal toc links
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Video Embed
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Call to action and read more
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Is my content visible?
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Is my content visible?
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Is my content visible?
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Is my content visible?
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Is my content visible?
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Is my content visible?
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Is My Content:• Unique and written well?• Fresh and up to date or evergreen?• Long enough?• Internally linked?• In Sitemap?• Externally linked?
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4. Readability and Basic Optimization
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Flesch Kincaid Reading Ease
Gunning Fog Score
Smog Index
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Summary:• Title Tag – stay safe with 60 characters• Meta Description – stay safe with 150 chars• Use keyword rich image files• Utilize ALT Tags• Use simple language • Avoid Jargon
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5. Languages
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Subdomain?
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Subdomain?Folder?
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Subdomain?Folder?
Separate websites?
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Hreflang
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The hreflang attribute (also referred to as rel="alternate" hreflang="x") tells Google which language you are using on a specific page, so the search engine can serve that result to users searching in that language.
Hreflang
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https://en.wikipedia.org/wiki/List_of_ISO_639-1_codeshttps://en.wikipedia.org/wiki/ISO_3166-1
Country and language codes according to ISO.
Hreflang
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Hreflang
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Hreflang
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<link rel="alternate" href="example.com/fr-fr/" hreflang="fr-fr" /><link rel="alternate" href="example.com/pt-pt/" hreflang="pt-pt" />
Hreflang
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<link rel="alternate" href="example.com/fr-fr/" hreflang="fr-fr" /><link rel="alternate" href="example.com/pt-pt/" hreflang="pt-pt" />
<link rel="alternate" href="example.com/fr-lu/" hreflang="fr-lu" /><link rel="alternate" href="example.com/fr-ch/" hreflang="fr-ch" /><link rel="alternate" href="example.com/fr-be/" hreflang="fr-be" />
<link rel="alternate" href="example.com/de-at/" hreflang="de-at" /><link rel="alternate" href="example.com/de-de/" hreflang="de-de" />
Hreflang
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Google Search Console
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Google Search Console
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6. Sitemap and Orphan Pages
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Sitemap and Orphan Pages - Summary:• Generate sitemap.xml with reputable crawlers (for example
DeepCrawl);• Noindex thin content pages• Try to include Orphaned Pages into sitemap.xml;• Orphaned pages can’t be identified by crawling with internal
links;• Orphaned pages can be identified by crawling additional sources
of URLs (export, external incoming backlinks, server logs, Google Analyics data).
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7. Log Analysis
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LOG ANALYSIS
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LOG ANALYSIS
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LOG ANALYSIS
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LOG ANALYSIS
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LOG ANALYSIS
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Log Analysis - Summary:• To understand how Googlebot is crawling;• To block Googlebot from these areas of website that doesn’t need
to be crawled;• To save crawl budget.
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08. Epilogue
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THANKS