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Technical SEO in the Real World Slide 1 Technical SEO in the Real World Slide 2 Technical SEO in the Real World Slide 3 Technical SEO in the Real World Slide 4 Technical SEO in the Real World Slide 5 Technical SEO in the Real World Slide 6 Technical SEO in the Real World Slide 7 Technical SEO in the Real World Slide 8 Technical SEO in the Real World Slide 9 Technical SEO in the Real World Slide 10 Technical SEO in the Real World Slide 11 Technical SEO in the Real World Slide 12 Technical SEO in the Real World Slide 13 Technical SEO in the Real World Slide 14 Technical SEO in the Real World Slide 15 Technical SEO in the Real World Slide 16 Technical SEO in the Real World Slide 17 Technical SEO in the Real World Slide 18 Technical SEO in the Real World Slide 19 Technical SEO in the Real World Slide 20 Technical SEO in the Real World Slide 21 Technical SEO in the Real World Slide 22 Technical SEO in the Real World Slide 23 Technical SEO in the Real World Slide 24 Technical SEO in the Real World Slide 25 Technical SEO in the Real World Slide 26 Technical SEO in the Real World Slide 27 Technical SEO in the Real World Slide 28 Technical SEO in the Real World Slide 29 Technical SEO in the Real World Slide 30 Technical SEO in the Real World Slide 31 Technical SEO in the Real World Slide 32 Technical SEO in the Real World Slide 33 Technical SEO in the Real World Slide 34 Technical SEO in the Real World Slide 35 Technical SEO in the Real World Slide 36 Technical SEO in the Real World Slide 37 Technical SEO in the Real World Slide 38 Technical SEO in the Real World Slide 39 Technical SEO in the Real World Slide 40 Technical SEO in the Real World Slide 41 Technical SEO in the Real World Slide 42 Technical SEO in the Real World Slide 43 Technical SEO in the Real World Slide 44 Technical SEO in the Real World Slide 45 Technical SEO in the Real World Slide 46 Technical SEO in the Real World Slide 47 Technical SEO in the Real World Slide 48 Technical SEO in the Real World Slide 49 Technical SEO in the Real World Slide 50 Technical SEO in the Real World Slide 51 Technical SEO in the Real World Slide 52 Technical SEO in the Real World Slide 53 Technical SEO in the Real World Slide 54 Technical SEO in the Real World Slide 55 Technical SEO in the Real World Slide 56 Technical SEO in the Real World Slide 57 Technical SEO in the Real World Slide 58 Technical SEO in the Real World Slide 59 Technical SEO in the Real World Slide 60 Technical SEO in the Real World Slide 61 Technical SEO in the Real World Slide 62 Technical SEO in the Real World Slide 63 Technical SEO in the Real World Slide 64 Technical SEO in the Real World Slide 65 Technical SEO in the Real World Slide 66 Technical SEO in the Real World Slide 67 Technical SEO in the Real World Slide 68 Technical SEO in the Real World Slide 69 Technical SEO in the Real World Slide 70 Technical SEO in the Real World Slide 71 Technical SEO in the Real World Slide 72 Technical SEO in the Real World Slide 73 Technical SEO in the Real World Slide 74 Technical SEO in the Real World Slide 75 Technical SEO in the Real World Slide 76 Technical SEO in the Real World Slide 77 Technical SEO in the Real World Slide 78 Technical SEO in the Real World Slide 79 Technical SEO in the Real World Slide 80 Technical SEO in the Real World Slide 81 Technical SEO in the Real World Slide 82 Technical SEO in the Real World Slide 83 Technical SEO in the Real World Slide 84 Technical SEO in the Real World Slide 85 Technical SEO in the Real World Slide 86 Technical SEO in the Real World Slide 87 Technical SEO in the Real World Slide 88 Technical SEO in the Real World Slide 89
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Technical SEO in the Real World

Slides from my talk at Learn Inbound in September 2018 where I spoke about real-world technical SEO issues and fixes.

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Technical SEO in the Real World

  1. 1. @badams #LearnInbound @badams #LearnInbound Technical SEO in the Real World Barry Adams
  2. 2. @badams #LearnInbound
  3. 3. @badams #LearnInbound “This guy is a dick.” - A client’s lead dev
  4. 4. @badams #LearnInbound @badams #LearnInbound What is ‘Technical SEO?’
  5. 5. @badams #LearnInbound
  6. 6. @badams #LearnInbound Web Search Engines Crawler Indexer Ranker
  7. 7. @badams #LearnInbound
  8. 8. @badams #LearnInbound The Three Pillars of SEO Technology Relevancy Authority
  9. 9. @badams #LearnInbound Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  10. 10. @badams #LearnInbound 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  11. 11. @badams #LearnInbound 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. 12. @badams #LearnInbound 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  13. 13. @badams #LearnInbound @badams #LearnInbound Technical SEO Audit Tools
  14. 14. @badams #LearnInbound DeepCrawl
  15. 15. @badams #LearnInbound Screaming Frog SEO Spider
  16. 16. @badams #LearnInbound Google Search Console (old)
  17. 17. @badams #LearnInbound Google Search Console (new)
  18. 18. @badams #LearnInbound GTmetrix.com
  19. 19. @badams #LearnInbound Chrome Lighthouse
  20. 20. @badams #LearnInbound Ayima Redirect Path
  21. 21. @badams #LearnInbound @badams #LearnInbound Technical SEO Issues and Fixes
  22. 22. @badams #LearnInbound @badams #LearnInbound Structured Data & Rich Snippets
  23. 23. @badams #LearnInbound
  24. 24. @badams #LearnInbound
  25. 25. @badams #LearnInbound
  26. 26. @badams #LearnInbound
  27. 27. @badams #LearnInbound
  28. 28. @badams #LearnInbound
  29. 29. @badams #LearnInbound
  30. 30. @badams #LearnInbound
  31. 31. @badams #LearnInbound
  32. 32. @badams #LearnInbound
  33. 33. @badams #LearnInbound
  34. 34. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  35. 35. @badams #LearnInbound Lesson Learned If you want rich snippets in Google, put schema.org markup in the <head> section of the page’s HTML source code.
  36. 36. @badams #LearnInbound Lesson Learned JavaScript above the schema.org markup may break Google’s processing of the structured data.
  37. 37. @badams #LearnInbound @badams #LearnInbound Hreflang
  38. 38. @badams #LearnInbound
  39. 39. @badams #LearnInbound
  40. 40. @badams #LearnInbound
  41. 41. @badams #LearnInbound Web Search Engines Crawler Indexer Ranker
  42. 42. @badams #LearnInbound Two-Stage Indexing Crawler Indexer Ranker 1 2
  43. 43. @badams #LearnInbound 1st Stage: HTML Source
  44. 44. @badams #LearnInbound 2nd Stage:Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  45. 45. @badams #LearnInbound Raw HTML Source Code
  46. 46. @badams #LearnInbound Fully Rendered Page
  47. 47. @badams #LearnInbound
  48. 48. @badams #LearnInbound An <iframe> is always expected to be in the <body> of a page When an <iframe> is seen in the <head>, Google assumes the <head> has ended and the <body> has begun. And <hreflang> tags don’t work when they’re in the <body> of the page.
  49. 49. @badams #LearnInbound
  50. 50. @badams #LearnInbound
  51. 51. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  52. 52. @badams #LearnInbound Lesson Learned Be very careful with JavaScript that inserts <iframe> tags in the <head> of a page’s rendered code.
  53. 53. @badams #LearnInbound Lesson Learned By the way, Google Tag Manager does this.
  54. 54. @badams #LearnInbound @badams #LearnInbound Load Speed
  55. 55. @badams #LearnInbound
  56. 56. @badams #LearnInbound Google Search Console: Crawl Stats
  57. 57. @badams #LearnInbound GTmetrix.com
  58. 58. @badams #LearnInbound GTmetrix.com
  59. 59. @badams #LearnInbound WebPageTest.org
  60. 60. @badams #LearnInbound WebPageTest.org
  61. 61. @badams #LearnInbound Load Speed Optimisations Slow: • 67 JavaScript calls • 1.7 MB (compressed) • 5.8 MB (uncompressed) Fast: • 12 JavaScript calls • 0.2 MB (compressed) • 0.5 MB (uncompressed) 55 fewer JS calls -88% compressed -91% uncompressed
  62. 62. @badams #LearnInbound
  63. 63. @badams #LearnInbound Sistrix.com
  64. 64. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  65. 65. @badams #LearnInbound Lesson Learned Faster website = more pages crawled by Google in the same amount of time.
  66. 66. @badams #LearnInbound Lesson Learned Improving load speed has multiple benefits beyond a better user experience.
  67. 67. @badams #LearnInbound @badams #LearnInbound Redirects
  68. 68. @badams #LearnInbound Redirects Ayima Redirect Path
  69. 69. @badams #LearnInbound
  70. 70. @badams #LearnInbound The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85
  71. 71. @badams #LearnInbound Webpage A <a href="webpageA.html"> <a href="webpageA.html"> <a href="webpageA.html"> 100% Link Value
  72. 72. @badams #LearnInbound Webpage A Webpage B <a href="webpageb.html"> 100% Link Value 85% Link Value PageRank Damping Factor -15%
  73. 73. @badams #LearnInbound Redirects DeepCrawl.com
  74. 74. @badams #LearnInbound
  75. 75. @badams #LearnInbound “The amount of PageRank that dissipates through a 301 is currently identical to the amount of PageRank that dissipates through a link.”
  76. 76. @badams #LearnInbound
  77. 77. @badams #LearnInbound
  78. 78. @badams #LearnInbound
  79. 79. @badams #LearnInbound
  80. 80. @badams #LearnInbound Lesson Learned JavaScript is Evil.
  81. 81. @badams #LearnInbound Lesson Learned Redirects bleed link value. Minimising (internal) redirects preserves link value and can help improve traffic.
  82. 82. @badams #LearnInbound @badams #LearnInbound Key Takeaways:
  83. 83. @badams #LearnInbound @badams #LearnInbound The Devil is in the Details.
  84. 84. @badams #LearnInbound @badams #LearnInbound The Root Cause of a Technical SEO Issue Isn’t Always Obvious.
  85. 85. @badams #LearnInbound @badams #LearnInbound It Helps to Understand How Search Engines Work.
  86. 86. @badams #LearnInbound @badams #LearnInbound It Helps to Understand How TheWeb Works.
  87. 87. @badams #LearnInbound @badams #LearnInbound JavaScript is Evil.
  88. 88. @badams #LearnInbound @badams #LearnInbound Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  89. 89. @badams #LearnInbound @badams #LearnInbound ThankYou. barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams
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Slides from my talk at Learn Inbound in September 2018 where I spoke about real-world technical SEO issues and fixes.

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