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Fixing common problems with SEO
By Steve Mortiboy
Tools we’ll use
• Google Search
• Google Webmaster Tools (aka Search Console)
• Chrome Developer Tools
• Why No Padlock
• ...
How does Google work?
When Google crawls a site it checks:
• Robots.txt
• Sitemap.xml
• Source code of each page it crawls...
SEO Meta Tags
• The title tag
<title></title>
• The meta description
<meta name="description" content="" />
Additional SEO Meta Tags
• NOINDEX
NOFOLLOW
• NOODP
• NOYDIR
<meta name="robots" content="noindex" />
Google doesn’t use my...
• #1 most frequently asked question in SEO:
Why doesn’t Google use my title or description?
Google Quality Guidelines
• Every page must have a title and description
• Every title and description must be unique
• Ti...
Checking the index date in
SERPS
site:mydomain.com
GWT – HTML Improvements
Helpful Resources
• https://semperplugins.com/faqs/why-doesnt-the-title-and-description-i-set-appear-in-search-results/
• ...
Headings – H1, H2, H3
• Headings are important to visitors and Google
• H1 headings should be for the page/post title only...
Blocked Resources
You can block Google using:
• Robots.txt
• NOINDEX meta tag
• .htaccess
• Search Engine Visibility setti...
Robots.txt
GWT – Blocked Resources
Crawl Errors
Crawl Errors - Causes
Common causes of Crawl Errors:
• Incorrect URL due to change in permalink
Examples:
• Change to the ...
Crawl Errors - Causes
Common causes of Crawl Errors:
• Incorrect URL due to bad hyperlink on your site
Examples:
• you typ...
Crawl Errors - Causes
Common causes of Crawl Errors:
• Incorrect URL used in a backlink to your site
Examples:
• Someone m...
Crawl Errors - Causes
Common causes of Crawl Errors:
• Server issues
• DNS issues
• Plugin or theme issues
Crawl Error Details
Crawl Error Details
Crawl Error Details
Fixing Crawl Errors
• Use Broken Link Checker plugin
https://wordpress.org/plugins/broken-link-checker/
• Use Redirection ...
Bad Backlinks
Bad Backlinks
• https://support.google.com/webmasters/answer/2648487?hl=en
• https://www.google.com/webmasters/tools/disav...
Mobile Usability
Mobile Usability
Mobile Testing Tool
Mobile Testing Tool
XML Sitemap Issues
XML Sitemap Issues
Structured Data – Schema
markup
What is Structured Data / Schema markup?
• Structured data is a type of markup that Google...
Structured Data – Schema
markup
https://developers.google.com/search/docs/guides/intro-structured-data
Structured Data Issues
Structured Data Testing Tool
Page Speed
PageSpeed Recommendations
• Implement caching
• Remove render blocking for above-the-fold content
• Optimize images
• Spee...
Page Speed Testing
HTTPS Encryption
Local SEO Issues
• Name, Address and Phone (NAP) markup
• Missing or incomplete Google Business listing
• Missing, incompl...
Local SEO Tool
Questions?
• Support
• Security
• Performance
• Development
• Design
• SEO
Fixing common problems with SEO by Steve Mortiboy
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Fixing common problems with SEO by Steve Mortiboy

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This is my presentation from WordCamp Wilmington 2016

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Fixing common problems with SEO by Steve Mortiboy

  1. 1. Fixing common problems with SEO By Steve Mortiboy
  2. 2. Tools we’ll use • Google Search • Google Webmaster Tools (aka Search Console) • Chrome Developer Tools • Why No Padlock • Moz Local Search Tool
  3. 3. How does Google work? When Google crawls a site it checks: • Robots.txt • Sitemap.xml • Source code of each page it crawls • Meta tags in the source code • Content of each page crawled
  4. 4. SEO Meta Tags • The title tag <title></title> • The meta description <meta name="description" content="" />
  5. 5. Additional SEO Meta Tags • NOINDEX NOFOLLOW • NOODP • NOYDIR <meta name="robots" content="noindex" />
  6. 6. Google doesn’t use my... • #1 most frequently asked question in SEO: Why doesn’t Google use my title or description?
  7. 7. Google Quality Guidelines • Every page must have a title and description • Every title and description must be unique • Titles should be less than 60 characters • Descriptions should be less than 160 characters • Brand your titles • Titles and descriptions should be descriptive, no keyword stuffing • Use NOODP and NOYDIR • Fix problems as soon as they occur https://support.google.com/webmasters/answer/35624?hl=en
  8. 8. Checking the index date in SERPS site:mydomain.com
  9. 9. GWT – HTML Improvements
  10. 10. Helpful Resources • https://semperplugins.com/faqs/why-doesnt-the-title-and-description-i-set-appear-in-search-results/ • https://semperplugins.com/documentation/checking-index-status-in-google-search-results/ • https://www.youtube.com/watch?v=fpbpfjzEBAM • https://support.google.com/webmasters/answer/35624?hl=en • https://semperplugins.com/faqs/can-i-remove-the-date-from-google-search-results/ • https://www.youtube.com/watch?v=fpbpfjzEBAM • https://semperplugins.com/documentation/google-webmaster-tools-how-to-fix-html-improvements-reports/ • https://www.google.com/webmasters/tools/
  11. 11. Headings – H1, H2, H3 • Headings are important to visitors and Google • H1 headings should be for the page/post title only • There should only be one H1 heading on any page • H2 headings are for primary headings in content • H3 headings are for secondary headings in content • Never mix and match • Fix bad headings in theme template files
  12. 12. Blocked Resources You can block Google using: • Robots.txt • NOINDEX meta tag • .htaccess • Search Engine Visibility setting in WordPress (Settings > Reading) • Using some plugins
  13. 13. Robots.txt
  14. 14. GWT – Blocked Resources
  15. 15. Crawl Errors
  16. 16. Crawl Errors - Causes Common causes of Crawl Errors: • Incorrect URL due to change in permalink Examples: • Change to the permalink structure in WordPress • Change to page structure or category structure i.e. move a top level page to a child page /wordpress-seo/ to /services/wordpress-seo/ • Change to page slug, i.e. rename a slug from /contact/ to /contact-us/
  17. 17. Crawl Errors - Causes Common causes of Crawl Errors: • Incorrect URL due to bad hyperlink on your site Examples: • you typed a URL wrong • you created a link to a page then deleted that page so the link goes nowhere
  18. 18. Crawl Errors - Causes Common causes of Crawl Errors: • Incorrect URL used in a backlink to your site Examples: • Someone mistyped the URL when linking to your site • Someone linked to a page that no longer exists
  19. 19. Crawl Errors - Causes Common causes of Crawl Errors: • Server issues • DNS issues • Plugin or theme issues
  20. 20. Crawl Error Details
  21. 21. Crawl Error Details
  22. 22. Crawl Error Details
  23. 23. Fixing Crawl Errors • Use Broken Link Checker plugin https://wordpress.org/plugins/broken-link-checker/ • Use Redirection plugin https://wordpress.org/plugins/redirection/
  24. 24. Bad Backlinks
  25. 25. Bad Backlinks • https://support.google.com/webmasters/answer/2648487?hl=en • https://www.google.com/webmasters/tools/disavow-links-main
  26. 26. Mobile Usability
  27. 27. Mobile Usability
  28. 28. Mobile Testing Tool
  29. 29. Mobile Testing Tool
  30. 30. XML Sitemap Issues
  31. 31. XML Sitemap Issues
  32. 32. Structured Data – Schema markup What is Structured Data / Schema markup? • Structured data is a type of markup that Google uses to display rich snippets and Knowledge Graph cards in search results Examples of rich snippets include: • Product price and availability information • Star ratings • Recipe information • Event information
  33. 33. Structured Data – Schema markup https://developers.google.com/search/docs/guides/intro-structured-data
  34. 34. Structured Data Issues
  35. 35. Structured Data Testing Tool
  36. 36. Page Speed
  37. 37. PageSpeed Recommendations • Implement caching • Remove render blocking for above-the-fold content • Optimize images • Speed up server response time • Implement minification • Avoid redirects • Enable compression
  38. 38. Page Speed Testing
  39. 39. HTTPS Encryption
  40. 40. Local SEO Issues • Name, Address and Phone (NAP) markup • Missing or incomplete Google Business listing • Missing, incomplete or conflicting business listings, directory listings, social media information and review sites
  41. 41. Local SEO Tool
  42. 42. Questions?
  43. 43. • Support • Security • Performance • Development • Design • SEO

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