Advanced SEO builds on solid basic SEO.
You need to know your site goals, what people are searching for.
True SEO requires understanding intent. Site content must match each step in visitor journey.
Is the site selling something?
Think customer journey
Is the site purely to showcase ads?
Think educational journey or entertainment journey.
Audits can be strategic or tactical.
Strategic audits cover the SWOT model.
Do the first audit BEFORE work begins. How much of what you think is just flat out wrong?
Know which tools & resources matter. If you’re a designer, page load speed matters. If you’re a copywriter, you need to understand keyword decisions. Don’t be abusive to readers of your content–human beings read your content.
QUART Super-Signal Concept
Every task, every element in SEO needs to pass the QUART test, at least three of these:
Crawl allocation, crawl confusion, indexation.
Search engines want to crawl entire web in an efficient & productive manner. Efficiency of the crawl is essential; barriers to crawl are toxic. Allowing bots to crawl low-quality or duplicate content, URL is toxic to crawl efficiency & indexation.
Faceted navigation to narrow product or listing results is a common cause of crawl inefficiency. Don’t waste your crawl budget. Allowing faceted navigation to be indexed causes duplicate & perceived duplicate content (for instance, having a separate page for different color choices of a product rather than pull-downs or radio buttons).
Dramatically thinning out the indexed page count can dramatically improve visibility. Crawl can be more efficient, most valuable pages indexed. Limit access to variation of faceted results.
Add noidx=1 to all URLs you want to block from indexation. Add that to your site’s robots.txt file.
Some narrowing filters can remain indexable. Others need to be blocked from crawl & indexation. Which combinations have enough search volume to justify allowing indexation? Which of those provide revenue value? Which of those have a high enough profit margin? Think beyond the basic recommendations–are there other considerations?
Don’t rely on Google Search Console. Don’t rely on sitemap files, meta robots or canonical tags alone as a way to control indexation.
Reinforce indexation understanding with consistency across signals. If meat robots tag is set to noindex, don’t include self-pointing canonical tag on that page. If you set the meta robots tag to noindex, set it to nofollow.
Speed gives life. Google Page Speed insights is only a partial guide, so don’t rely on it alone. It’s only partial.
Google Analytics Speed Data only measures 30-day averages the day you check. You need to see individual page speeds.
Look for server-related speed bottlenecks.
Running PHP? Upgrade to PHP 7.
Consider open source PreRender.io for the speed win.
Get granular for individual page & template-specific bottleneck.
Third-party fonts are stupid, a waste of time; they can delay speed. If you’re going to use them, put them on your server. Your images should be limited to 250-500 KB. Pixel dimension reduction is also often needed. Image sliders add bloat, yet have zero value.
@AlanBleiweiss Twitter http://AlanBleiweiss.com/contact-info/
Marketing managers don’t need to know technical details, but why issues are important.
User Experience and Quality Content are important.
If Adam Audette says it, it’s true.
How to make sure Google get my content
- 1 piece of content per URL (and vice versa)
History API–pushState() is your best friend. You can manipulate your URL in the browser.
- Don’t block resources (CSS, JS, images)
- Load content automatically, not based on user interaction
- Onclick + window.location != <a href=”link.htmo”>
- The order of precedence (HTML headers, HTML source, DOM, HTML snapshot). Be consistent with your signals in all these places.
- HTML Snapshots (solution for other search engines & crawlers–Google doesn’t use it anymore, but it’s the only one for other crawlers).
Once we have everything in place we are going to rank…but, what are rankings today? Is that the goal? You may still be buried under paid ads and Quick Answers. There are so many distractions now. Ranking #1 doesn’t mean anything anymore. Plus, you may get different results across devices.
So, assuming you rank…you need Click
Page title and (meta) description are important. See our tools on https://technicalseo.com
Rich snippets. You can control these by talking to Google.
Structured Data Markup: Information on a webpage that has been properly marked up. Allows search engines to better understand the content on a page. If Google understand the mark-ups on your page, it can use this information to add rich snippets.
Vocabulary (schema.or, GoodRelations) not the same as Format (Microdata, JSON-LD)
Schema.or works across all search engines. Microdata
I’ve gotten technical in my talk, but SEO can actually be really easy. To get started, you don’t need to know code, just your URL. Test your code in structural testing tool before you put it on your site.
hreflang tags: A simple annotation you can put in to tell Google about all your pages that are targeting certain users–a technical representation of your international marketing strategy. Serve the right URL to the right user in the right place. Find our hreflang Tags Testing Tool at technicalseo.com
AMP: A set of rules & standards to create super-fast web pages. There are 600 million AMP documents in Google’s index. It’s super easy to install (in WordPress, Drupal for example).
AMP Cache will operate directly from the cache, not your server, making load time super fast.
AMP Bulk Validator
AMP in search: Formally announced Oct 7, 2015; Feb 24, 2016 Google introduced AMP in top stories carousel; AMP results extented to the 10 blue links Sept 20, 2016
Mobile friendly is a ranking factor, so they removed the label, but AMP label is coming.
Merkle is hiring firstname.lastname@example.org techincalseo.com/job
There is no right answer for every situation. It’s all about the outcome.
Don’t get rid of content if you have duplicate pages–consolidate it.