seo quick wins: the small things that make the big differences
TRANSCRIPT
The aggregation of marginal gains
Dave Brailsford / Team SKY Src: http://jamesclear.com/marginal-gains
What do you know about the technical history of your site?
Change of domains?
Staging / dev server address?
Subdomains?
Change of Address vs a 301’d domain
Go here: http://builtvisible.com/change-of-address/ - date ranges aligned in charts so that’s why one is tiny!
Clean-up old subdomains: Redirect or remove − Redirect out unnecessary sub-domains
− Maybe just rel canonical them!
− Robots.txt and remove necessary (dev) domains via GWMT
Things that are hard to test but I think they’re important:
−Redirected domains should use same IP as target host
−Match WHOIS records between domains
−Deal with errors at the source
Address Errors on Legacy Domains / Sub Domains − I think managing errors at the source makes a difference
Builtvisible.com errors Caused by a subdomain redirect:
Remember legacy https!
− Without a valid SSL cert on an old domain, you can’t redirect 301 requests
https://seogadget.co.uk >> https://builtvisible.com/
This needs to stay valid for the redirect to be possible…
Still not sure if there’s any legacy stuff indexed?
− site:yourdomain.nl “show me all pages indexed on this domain”
− site:yourdomain.nl –inurl:www “show me all pages indexed on this domain without www”
− site:competitordomain.co.uk -inurl:www inurl:subdomain
− “show me all of this agency’s clients”
Robots.txt doesn’t matter if you’re linking to your dev server all over the place!
Read: http://builtvisible.com/link-equity-and-crawl-efficiency-maintenance/
Spot the difference
− http://seogadget.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
Spot the difference
− http://seogadget.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
Why?
− We’d migrated to the new site and a bunch of pages had their stop words removed because of this setting:
− http://seogadget.co.uk/how-to-install-virtualbox/ − http://builtvisible.com/how-to-install-virtualbox/ − http://builtvisible.com/how-install-virtualbox/
The power of your best links
− Update with new URLs / domains
− Realign anchors to branded
− Promote inbound links and
strengthen them with new links
Fast find + disavow directory links
− Search title for “directory” sort by external links. You’re looking for no external links, on very low DA sites with competitive anchors. Suggest for disavow.
“Link Intersect” done Right
− Find sites that link to your social profiles but not your sites
− Don’t forget your old social account URLs
− DEFINITELY check your Slideshare URL…
Start simple: Identify Strong Pages
Read: http://builtvisible.com/start-simple/
Check internal site search − “schema cheat
sheet” was creating a 404 page (no results!)
− Identify popular terms with high exit rate and fix by adding terms into correct pages
Re-use old Guest Posts
I wrote this 5 years ago. Mild rewrite an
republish, it outranks the original
Chop up old infographics − PSD to HTML
− Fiddle around with jQuery
− Dig out & republish the original research in a blog post
Unlinked mentions − Go deeper, don’t just look for brand, look for product mentions, your CEO etc
− Use talkwalker / fresh web explorer / mention / ahrefs alerts
Technical Checks
− Implement article mark-up / search action schema
− Check for canonical / meta headers / href lang / robots index, follow
− OGP/ Twitter card
− Check www and trailing slash redirects and duplicates
− Do this: http://moz.com/blog/technical-site-audit-for-2015
− Read this: http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/