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What You Need to Know About Technical SEO

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A high level walk through on technical SEO.

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What You Need to Know About Technical SEO

  1. 1. What You Need To Know About Technical SEO WordCamp Denver June 27th,2020
  2. 2. @nikers85 ● Head of SEO ● Local SEO ● Technical SEO ● SEO Coaching/Training ● Speaking
  3. 3. Agenda Technical SEO Basics Technical Audit Walkthrough Technical SEO Scorecard
  4. 4. SEO Explained
  5. 5. ● Optimization ● Keywords ● Content ● Meta Data On-Page SEO
  6. 6. ● Google My Business ● Reviews ● Social Media ● Citations Local SEO
  7. 7. ● Crawled ● Indexed ● Performance Technical SEO
  8. 8. Crawling a Website Discovery process
  9. 9. Crawling a Website Crawl Budget
  10. 10. Crawling a Website WP Page Bloat ● Media Attachment Pages ● Tag Pages ● Category Pages ● Archive Pages ● Author Pages
  11. 11. Crawling a Website Robots.txt ● Allow access to some areas ● Block areas of the site ● Sitemap declaration
  12. 12. Crawling a Website Sitemap ● Sitemap should be XML ● Submit to Google Search Console ● No redirects ● No errors
  13. 13. Crawling a Website Log Files ● What bots are crawling ● Crawl frequency
  14. 14. Indexing Website Content
  15. 15. Indexing Website Content
  16. 16. Indexing Website Content
  17. 17. Indexing Website Content
  18. 18. Indexing Website Content
  19. 19. Make Crawling Easy
  20. 20. Crawling & Indexing ● Eliminate page bloat ● Check the robots.txt ● Have an XML sitemap ● Upload sitemap to Google Search Console ● Monitor indexation ● Make it easy for Google to crawl your site
  21. 21. Redirects ● 301 Redirects ● 302 Redirects ● Redirect Chains
  22. 22. Redirects ● Permanent ● Passes 90-99% of link equity 301 Redirects
  23. 23. Redirects ● Temporary ● Good for testing 302 Redirects
  24. 24. Redirects ● Wastes crawl budget ● Crawl issues ● Page speed ● Link equity Redirect Chains
  25. 25. Redirects ● When a 301 won’t work ● Combine pages ○ Products or categories ● Can set this in Yoast Canonical http://example.com/wordpress/seo-plugin/ http://example.com/wordpress/plugins/seo/
  26. 26. Crawl Errors ● Page is inaccessible ● Google will crawl occasionally 404
  27. 27. Crawl Errors
  28. 28. Crawl Errors
  29. 29. Crawl Errors
  30. 30. Redirects & Crawl Errors ● Avoid redirect chains ● Redirects should make sense ● Fix crawl errors ● Customize your 404 page
  31. 31. Links ● Navigation ● Link Equity ● Anchor text ● rel="nofollow" Internal
  32. 32. Links ● Authority ● Relevancy ● Popularity External
  33. 33. URL Structure ● Parameters ● Trailing slash vs. non-trailing slash ● Upper/lowercase http://www.example.com/category-keyword/subcategory-keyword/primary-keyword
  34. 34. Structured Data ● JSON-LD ● Structured Data Types ● Article/Blog ● Product ● Review ● LocalBusiness ● FAQ ● Job ● Event
  35. 35. Structured Data
  36. 36. Structured Data
  37. 37. Structured Data ● Schema Generator ● Structured Data Testing Tool ● Yoast ● Rank Math ● SchemaApp ● Google Tag Manager
  38. 38. Links and Structured Data ● Be thoughtful about internal linking ● Backlinks = quality over quantity ● URL structure matters ● Structured data makes a difference ● Use structured data generators ● Test structured data
  39. 39. Mobile Mobile First Index
  40. 40. Mobile Mobile Friendly
  41. 41. Page Speed
  42. 42. Page Speed Hosting ● Managed WordPress Hosting ● CDN
  43. 43. Page Speed Image Optimization ● Serve images in next-gen formats ● Properly size image ● Defer offscreen images
  44. 44. Page Speed Image Optimization Plugins ● ReSmush.it ● EWWW Image Optimizer ● ShortPixel Image Optimizer
  45. 45. Page Speed Eliminate render-blocking resources ● Deferring all non-critical JS/style ● Keep plugins in mind
  46. 46. Page Speed Caching ● Especially helpful for sites with repeat visitors ● GoDaddy prevents caching
  47. 47. Page Speed Caching Plugins ● WP Rocket ● W3 Total Cache ● WP Super Cache
  48. 48. Page Speed ● Test multiple pages ● Hosting makes a difference ● Optimize images ● Caching helps
  49. 49. Technical SEO Scorecard Make a copy of the Audit Scorecard - https://bit.ly/tech-seo-scorecard
  50. 50. Tools ● Screaming Frog ● Sitebulb ● SEMRush ● Ahrefs ● Rank Ranger ● Chrome Extensions ● Google Search Console ● Lighthouse ● Page Speed Insights ● Structured Data Testing Tool ● WebPageTest ● WordPress Plugins
  51. 51. Tools Screaming Frog https://www.screamingfrog.co.uk/seo-spider/ ● Free up to 500 URLs ● Reasonably priced ● Custom Extractions ● Scheduled Crawls ● Sitemap Crawls ● GA/GSC Integration
  52. 52. Tools Rank Ranger https://www.rankranger.com/?m=ba&k=nmosier ● Free Trial ● Starts at $69/month ● 10 Campaigns ● 350 Daily Keyword Tracking ● 2 Search Engines Per Campaign
  53. 53. Tools Sitebulb https://sitebulb.com/ ● $25/month ● Crawl visualization ● 2,000,000 URLs ● Compare crawl data ● PDF reporting
  54. 54. Tools LightHouse https://developers.google.com/web/tools/lighthouse/ ● Free ● Open Source ● Audits: ○ Performance ○ Accessibility ○ progressive web apps
  55. 55. Tools Webpagetest https://www.webpagetest.org/ ● Free speed testing tool ● Accurate ● Test by device ● Test by location ● Detailed performance metrics
  56. 56. Tools Chrome Extensions ● SEO Minion ● Schema Builder ● SEOInfo ● Link Checker ● Keyword Surfer ● Keywords Everywhere
  57. 57. Tools WordPress Plugins ● Yoast SEO ● Rank Math ● Broken Link Checker ● WP Rocket ● Really Simple SSL ● Better Search Replace ● Redirection ● Site Kit by Google
  58. 58. Tools Additional Resources ● Google YouTube SEO Videos ● DistilledU ● SEMRush Courses ● Denver/Boulder SEO Meetup ● SearchCon ● Moz Whiteboard Friday ● Kinsta Blog
  59. 59. Technical SEO Audit Audit Checklist - https://www.distilled.net/technical-seo-audit-checklist/
  60. 60. niki@twooctobers.com linkedin.com/niki-mosier twitter.com/nikers85

A high level walk through on technical SEO.

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