My talk at #SEOZone 2014 in Istanbul covering various aspects of crawl space optimization such as crawler control & indexation strategies as well as site speed.
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Also do semantically related Linking
For content X we also have related articles Y & Z
easy
advanced
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“SEO Special Interest” also needs Links
Seasonal keywords or quick wins (e.g. page 2 > 1 movements)
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#3 Do Crawler Control
Care about which pages you put into the index
and more importantly how you do that!
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Meta Robots Tag vs. Robots.txt
What are the key differences?
<meta name="robots" content="noindex, follow" />
Pages will be crawled
Pages won’t be indexed
Pages won’t show up in search results
User-Agent: *
Disallow: /some-page.html
Pages won’t be crawled
URLs will “partially” be indexed
URLs will show up in search results
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URL pattern has been robots.txt’ed out
But Google still shows a reference in their search results
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Don’t do both, either!
Google cannot read a Robots Meta Tag once the URL is disallowed in robots.txt!
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Do proper Redirects
Get rid of 302, 307 as well as redirect chains!
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Watch your Canonical Tags
Generally speaking: They are (usually) “OK” for filtering, sorting, HTTPs, etc.
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Google might ignore Canonicals…!
Don’t use Canonicals as excuse for poor architecture; do 301’s whenever possible!
Is rel="canonical" a hint or a directive?
It's a hint that we honor strongly. We'll
take your preference into account, in
conjunction with other signals, when
calculating the most relevant page […]
Full story: http://pa.ag/1FxYZEd
33. Google officially confirms using site speed
33
It‘s a „ranking factor“ for quite some time now, however…
Full Story: http://pa.ag/1t4xVs6
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It really is more a benefit for your users
But nevertheless it helps in crawling sites as well…
“We encourage you to start looking at
your site's speed - not only to improve
your ranking in search engines, but
also to improve everyone's experience
on the internet.”
- Amit Singhal & Matt Cutts, Google Search Quality Team
Full Story: http://pa.ag/1t4xVs6
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Site owners did listen to Google
The top-3 results are way faster than it’s competitors
Source: Searchmetrics Ranking Factors 2014 (US) - http://pa.ag/10cZuU2
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Start with Google PageSpeed Insights
It‘s a free, web-based tool to „score“ your site against a set of rules / best-practices
https://developers.google.com/speed/pagespeed/insights/
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If you prefer browser-based, use YSlow
Also free, however keep in mind results can depend on your connection as well!
http://yslow.org/
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Combine both with GTmetrix
PageSpeed & YSlow at-a-glance, report download, URL comparison & API
http://gtmetrix.com/
48. ASK YOUR IT GUYS!
THEY WILL KNOW HOW TO DO IT
Image Source: podbean.com
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Are you using proper caching?
Use Firebug, Live HTTP Headers or Web Sniffer to find out
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#4 Clean-up your HTML
Get rid of everything that bloats up the source!
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Optimize your Mark-Up
The HTML you’re serving should be as small as possible!
There is no need for HTML comments on a live system – remove
them during build-time (e.g. with Apache ANT)
Move inline CSS / JS to external files – you want your HTML to
be as small as possible
Don’t use @import in CSS – it makes it impossible for browsers
to download in parallel
Don’t scale using width / height – smaller images means less
file-size. Always provide images in proper dimensions.
Do async loading whenever possible: Non-SEO images or your
social buttons must not block your site’s rendering
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#5 The server-side
Hosting, database, webserver & more
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Not enough time… you want more?
Way, way more performance optimization tools & strategies…
http://www.slideshare.net/bastiangrimm/
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ITS NO ROCKET SCIENCE
PLEASE DON‘T USE TOOLS WITHOUT QUESTIONING THEM!
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WE ARE HIRING: pa.ag/ace-jobs
10+ Openings in PPC, SEO as well as Content & Online PR in Berlin!
http://pa.ag/ace-jobs