Commonly-Missed Opportunities and New On-Page SEO Techniques. Presented at MNSearch Summit 2016

1. Fully Optimized
Commonly-Missed Opportunities and New On-Page SEO Techniques
Jon Henshaw
Co-founder of Raven Tools
@RavenJon

2. What’s the typical approach to
optimizing sites for search engines?

3. Optimized URL naming convention
domain.com/category/product-name/

4. Optimized Page Titles & Descriptions

5. Awesome
content

6. All done!
I think I’ll sleep
here the rest of
the day
*
* Actual guy who slept there the rest of the day

7. Most sites have hundreds and
even thousands of problems to
fix and optimize

8. Next step is to do a site audit

9. Find and fix with a site audit tool

10. Once you finish fixing and
optimizing everything, you can…

11. …sit back,
relax and
drink tiny
bottles of
wine

12. Wait! Not yet!…you’re still not done!

13. Hide irrelevant content

14. Are these pages relevant?
• About Us
• Contact
• Terms of Service
• Privacy Policy

15. Exclude irrelevant
pages in robots.txt

17. Sanitize affiliate links

18. Google isn’t the biggest
fan of affiliate links

19. Internally link to a disallowed folder
and redirect to the destination

20. Choose a folder name like
domain.com/go

21. Disallow the folder in robots.txt

22. Create a 301 redirect
for the affiliate link

23. domain.com/go/timecapsule

24. WordPress Plugin
Redirection
raven.link/redirection

25. Optimize how you code

26. Turn off JS and CSS

27. Code without style first

28. Use semantic elements to
communicate context

29. <header>
<nav>
<article> <aside>
<footer>

30. Navigation
Advertising

32. List of HTML Semantic Elements
raven.link/semantic

33. Predict the next ranking factors
and implement them now*
* Even if they never become factors, your visitors will love you!

34. Google cares a lot about mobile and UX

35. Google also has a history of identifying
and utilizing standards and accessibility

36. Form “input types” that enhance
mobile UX fit that pattern

37. type=“email”

38. type=“date”

39. type=“time”

40. type=“tel”

41. All standard input type options
raven.link/inputtype

42. Use frameworks that allow good code,
are easy to configure and are responsive

43. Foundation

44. Custom Download
raven.link/foundation

45. Add Breadcrumbs

46. Communicates context and enhances SERPs

47. Footer
Can go anywhere on your site

48. Google’s Breadcrumb Instructions
raven.link/breadcrumbs

49. WordPress plugins
Yoast SEO
raven.link/yoast
NavXT
raven.link/navxt

50. Optimize images for mobile devices

51. Responsive
images are
not optimized
images

52. Optimization is serving a different image

53. Thankfully we have a new HTML
standard called SRCSET

54. SRCSET can serve both smaller and
completely different images to
improve speed and UX

55. Create smaller versions for mobile
1024px
800px
550px
360px

56. SRCSET is an attribute to the IMG element
<img alt="my awesome cat" src="image.png"
srcset="cat-hd.png 2x, cat-med.png 640w,
cat-med-hd.png 640w 2x" />

57. Specify device width
<img alt="my awesome cat" src="image.png"
srcset="cat-hd.png 2x, cat-med.png 640w,
cat-med-hd.png 640w 2x" />

58. Specify High DPI
<img alt="my awesome cat" src="image.png"
srcset="cat-hd.png 2x, cat-med.png 640w,
cat-med-hd.png 640w 2x" />

59. Customize image by device type
Mobile Desktop

60. WordPress Plugin
SrcSet Responsive Images
raven.link/srcsetwp

61. Speed in general matters

62. Don’t use a 💩 hosting provider*
and use a CDN to deliver assets
My old advice
* I still advise not using a 💩 hosting provider, but that’s not the point I’m trying to make right now

63. Use Cloudflare
• Significant speed increase with HTTP/2
• CDN for your entire site, not just assets
• Security and DDoS protection
My new advice

65. Enhance SERPs with
schema.org microdata

66. http://schema.org/Recipe

67. Integrate in HTML elements

68. JSON-LD makes it simpler

69. Use Schema App
raven.link/schemaapp

71. Consider using AMP if you’re a publisher
or blogger (and soon ecommerce sites)
ampproject.org

72. AMP strips out all of the unnecessary code and
delivers content almost instantly to mobile devices

73. What it
looks like
via mobile
search

74. Google’s results are hosted by Google
https://www.google.com/amp/www.bbc.co.uk/news/amp/36582770

75. Fortunately, you can add GA Tracking
raven.link/ampga

76. Ads are also supported
raven.link/ampads

77. Automattic has been actively
working with AMP

78. They created a WordPress plugin for AMP
raven.link/amp

79. For all others platforms, check out Mercury
raven.link/postlight

80. Thank you!
Early access to Site Auditor
raven.link/early
Jon Henshaw
@RavenJon