The document discusses optimizing a website's structure for search engine indexing. It covers topics like keeping URL structures simple, using keywords, avoiding query strings, and utilizing canonical tags. It also discusses the importance of unique, fresh content that is internally and externally linked. Other topics include readability tests, using appropriate image files and alt tags, language and localization settings like hreflang tags, generating an XML sitemap to include all pages, and analyzing server logs to understand how search engine crawlers access the site. The overall goal is to make all content easily discoverable by search engines.

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Optimising site
structure for
indexing

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Optimising site structure for indexing

3. Optimising site structure for indexing
02. URL Structure
03. Content
04. Readability
05. Languages
06. Sitemaps and orphan pages
07. Log Analysis

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01. Prologue

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Prologue - Summary:
• If You never heard about SEO start from SEO Period Table;
• The best way to present an OnPage and OffPage SEO,

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2. URL Structure

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vs.

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https://www.pokerstars.uk/poker/games/rules/hand-rankings/
https://www.pokerstars.uk/poker/games/rules/hand-rankings/?a=1
https://www.pokerstars.uk/poker/games/rules/hand-rankings/?sort=desc&var=1

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URL Structure - Summary:
• Keep URL Structure as simple as possible;
• Use Keywords;
• Avoid Keyword stuffing;
• Avoid query strings;
• Utilize breadcrumbs rich snippets;
• Use Canonical Tags
• Review Google Search Console.

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3. Content

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Is my content unique?

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read more

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Is my content visible?

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Is my content visible?

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Is my content visible?

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Is my content visible?

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Is my content visible?

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Is my content visible?

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Is My Content:
• Unique and written well?
• Fresh and up to date or evergreen?
• Long enough?
• Internally linked?
• In Sitemap?
• Externally linked?

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4. Readability and
Basic Optimization

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Flesch Kincaid Reading Ease
Gunning Fog Score
Smog Index

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Summary:
• Title Tag – stay safe with 60 characters
• Meta Description – stay safe with 150 chars
• Use keyword rich image files
• Utilize ALT Tags
• Use simple language
• Avoid Jargon

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5. Languages

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Subdomain?

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Subdomain?
Folder?

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Subdomain?
Folder?
Separate websites?

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Hreflang

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The hreflang attribute (also referred to as
rel="alternate" hreflang="x")
tells Google which language you are using on a
specific page, so the search engine can serve
that result to users searching in that
language.
Hreflang

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https://en.wikipedia.org/wiki/List_of_ISO_639-1_codes
https://en.wikipedia.org/wiki/ISO_3166-1
Country and language codes according to ISO.
Hreflang

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Hreflang

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Hreflang

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<link rel="alternate" href="example.com/fr-fr/" hreflang="fr-fr" />
<link rel="alternate" href="example.com/pt-pt/" hreflang="pt-pt" />
Hreflang

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<link rel="alternate" href="example.com/fr-fr/" hreflang="fr-fr" />
<link rel="alternate" href="example.com/pt-pt/" hreflang="pt-pt" />
<link rel="alternate" href="example.com/fr-lu/" hreflang="fr-lu" />
<link rel="alternate" href="example.com/fr-ch/" hreflang="fr-ch" />
<link rel="alternate" href="example.com/fr-be/" hreflang="fr-be" />
<link rel="alternate" href="example.com/de-at/" hreflang="de-at" />
<link rel="alternate" href="example.com/de-de/" hreflang="de-de" />
Hreflang

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Google Search Console

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Google Search Console

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6. Sitemap and Orphan
Pages

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Sitemap and Orphan Pages - Summary:
• Generate sitemap.xml with reputable crawlers (for example
DeepCrawl);
• Noindex thin content pages
• Try to include Orphaned Pages into sitemap.xml;
• Orphaned pages can’t be identified by crawling with internal
links;
• Orphaned pages can be identified by crawling additional sources
of URLs (export, external incoming backlinks, server logs,
Google Analyics data).

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7. Log Analysis

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LOG ANALYSIS

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LOG ANALYSIS

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LOG ANALYSIS

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LOG ANALYSIS

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LOG ANALYSIS

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Log Analysis - Summary:
• To understand how Googlebot is crawling;
• To block Googlebot from these areas of website that doesn’t need
to be crawled;
• To save crawl budget.

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08. Epilogue

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82. THANKS
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