4-Step SEO Waltz: Tackle SEO Challenges Head-On
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Trying to establish a more consistent SEO structure within your organization? Wish every SEO fire had a more standardized, easy-to-follow solution? We know – no two days in SEO are the same. However, it’s surprisingly easy to find a consistent approach that provides meaningful impact. And – it works whether you're in-house, an agency, or a freelance consultant. Watch this webinar and learn the 4-step process that will help you tackle SEO challenges head-on as they arise. This 4-Step SEO Waltz takes you through: Visibility Diagnostics Iteration Monitoring Jamie Indigo and Michelle Race from Deepcrawl walks you through a four-step process that helps you meet SEO challenges head-on as they arise and stop SEO fires before they start. SEO professionals still view the SEO process as a complex dance, but it could be a simple and practical framework for addressing challenges in various forms. Discover how you can use the steps, pillars, and methods for more effective SEO project management within your company.
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4-Step SEO Waltz: Tackle SEO Challenges Head-On
- 1. 1
- 2. + Jamie Indigo + Michelle Race ● About Us ● Specializing in Tech SEO for 8+ years ● Been at Deepcrawl since Nov 2020 ● Loves going down Tech SEO rabbit holes ● Proud member of the Women in Tech SEO community ● Big horror books and video game fan! ● Tech SEO since 2014 ● Tabaxi Rogue/Artificer ● Joined DeepCrawl with Michelle! ● Lives to learn in public ● Proud member of the Women in Tech SEO community
- 3. + Visibility + Diagnostics + Iteration Agenda + Monitoring
- 5. Visibility The worst dancer is the one who doesn't get on the dance floor.
- 6. + Where do I look? + How can I see it? + What am I looking for? Check you’ve got the right dance shoes
- 7. + Does expected site behavior match real life behavior? + DeepCrawl Analyze
- 8. + Are there new data sources available? + Search Console > Crawl Stats
- 9. + URL prefix variants– collect them all! + Search Console > Security
- 10. + Some critical information is only available in a prefix OR domain property + Search Console > URL Parameters
- 11. + Can I look at existing data sources in new ways? + Google Analytics
- 12. + Is there fresh data available in old favorites? + Search Console > Links > Top Linking Sites
- 13. + Can I combine datasets for enhanced insights? + Deepcrawl Analytics Hub - Segmentation & Data Explorer
- 14. Diagnostics One step at a time, yeah?
- 15. + Don’t start off on the wrong foot Avoid just sending issue headings and exports of affected URLs + Learn the steps Thoroughly investigate, identify and understand each step to resolve + Make sure your partner knows the moves Use a variety of tools to diagnose, replicate and demonstrate issues How to be a great technical SEO dance partner
- 16. + How does it break? + What is being observed? + Can it be measured? + Are specific templates affected? + Is there consistent behaviour?
- 17. + Do all sections of the site behavior the same? + DeepCrawl Analyze
- 18. + Chrome DevTools ● To open right click and select Inspect. ● Elements ● Performance ● Console Errors / Warnings ● Find code and sections affected on pages ● Right click > Inspect to see specific code ● Or use the search function in Elements tab and hover on code to see on page ● If hidden on page, look for associated CSS styles which may be hiding it like display:none and untick in CSS
- 19. + PageSpeed Insights ● View lab and field data on a page by page basis ● Understand improvements for CWV metrics
- 20. + Search Console URL Inspector Understand how Googlebot is seeing individual pages ● Live test ○ On the spot testing - can be affected by resource timeouts ● Crawled page ○ See the googlebot rendered HTML + Use the new URL Inspector API to view indexing at scale! +To see a rough visual of rendered HTML ● Copy crawled page HTML ● In Chrome DevTools for a page, click the top <html> tag ● Right click, select ‘Edit as HTML’ and replace all selected HTML with your copied code
- 21. + Deepcrawl Analyze ● Understand issues at scale ● Determine if one or more templates are affected ● Is there consistent behaviour across affected templates? ● Review past crawls and trend lines for timelines of issues
- 23. + Where do I look? (Data source) + What is the element? + How is it measured? + How does it break? (Repo Steps) Now you’ve learnt the steps, demonstrate to your dance partner!
- 24. + Understand the team Define who is responsible for specific website templates or business areas + Team: Editorial + Responsible for /blog/ /news/ + Know who to assign & alert 1. Understand expected behaviour 2. Gather previous discussions and related tickets 3. Know who to create dev tickets & assign user stories to Example : Blog schema missing
- 25. + Creating a ticket Explain, Demonstrate, Advise & Test + Create user stories + Add Acceptance criteria + Demonstrate how to reproduce + Provide Testing Strategies Avoid combining multiple issues and actions into one ticket - split it out into more manageable steps!
- 26. + Creating a ticket Example: !!Defect - Remove 'Private' Declaration from cache-control header + Environment: UAT + Device/Platform: All + Steps To Reproduce: 1. Open a new, incognito Chrome instance to Network tab in Developer tools 2. Select a URL from Incoming Reference URL column 3. In Network tab, select resource listed in corresponding Resource URL column 4. Review cache-control header for max-age and private declaration + Visual repo steps ● Screenshots! ● Video screen captures ● Specific code examples
- 27. + Provide developer resources! ● https://web.dev/http-cache/ ● https://devcenter.heroku.com/articles/increasing-appl ication-performance-with-http-cache-headers ● https://developer.mozilla.org/en-US/docs/Web/HTTP/H eaders/Cache-Control + Acceptance Criteria (What is the task done?) + List out what is required! 1. Private declaration is removed when pushed to production 2. Team forgives SEO if private header is merely a protocol of lower-environment 🙂 + Provide conditional criteria if needed ● IF condition 1 is true ○ THEN - Do this ● ELSE ○ Do this instead
- 28. + Provide testing URLs ● https://www.example.com/dance-partner.htm ● https://www.example.com/seo-waltz.htm + Testing Strategy (How to determine success) + List out how to test if successful 1. Open Google Search Console 2. Request URL in inspector tool 3. Copy and paste the rendered HTML into text editor 4. Search for async or defer 5. Confirm syntax is correct
- 29. + Constantly refine and improve + Keep updated with ticket progress + Understand development cycle + Record when fixes are rolled out Keep your rehearsals focused
- 30. Monitoring How has it changed?
- 31. + What should be monitored? + What has changed? + How to keep aware of new issues Glide effortlessly across the SEO stage
- 32. + Deepcrawl Analytics Hub Create regular crawls ● Establish baselines ● Demonstrate impact of fixes ● Highlight new issues
- 33. + Monitoring multiple projects ● Coming soon! Compare issues for multiple domains/sections of a site ● Get alerts about site-wide issues and a global view ● Understand when issues could be present across multiple domains or templates
- 34. + Server Logz Set up log monitoring ● Review exact URLs visited by Googlebot ● See trends and patterns If you don’t have access to logs, the Crawl Stats report in GSC is a free but less detailed alternative
- 35. ● View URLs indexing status ● View reasons for URLs not indexed + Search Console Coverage Reports Coverage reports can be out of sync - review status using URL inspector to confirm + Submit child sitemaps individually within GSC to get access to individual coverage data just for those sitemaps.
- 36. + CrUX Dashboard https://web.dev/chrome-ux-report-data-studio-dashboard/ Monitor CrUX data over time
- 37. + CrUX Competitor Dashboard DeepCrawl's Competitor Dashboard Monitor CrUX data over time
- 40. 40
- 41. 41 Our vision is to empower businesses to bring SEOs, marketers, and engineers closer together, connecting the dots between often siloed SEOs and the wider business, and converging business operations to improve their website performance. Our SaaS Technical SEO platform is powerful and flexible and is used every day by thousands of enterprise businesses as well as all six major global group advertising agencies – including leading brands like Adobe, eBay, Microsoft, Twitch, Canva, and Paypal. Deepcrawl empowers the world’s leading brands to harness their full revenue potential through the one initiative most businesses overlook – technical SEO. About
- 42. Thank you