SEO Failures
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Ryan Jones goes over common SEO failures and mistakes that SEOs make, and how to avoid setting yourself up for failure.
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SEO Failures
- 2. @RyanJones Just To Clarify…. Tactical SEO Fails. Not People who are SEO Failures
- 3. @RyanJones RYAN JONES Sr. SEO Director @ PublicisSapient Stable Genius – WTFSEO.com @RyanJones Linkedin.com/in/jonesy www.RyanMJones.com Yeah I’m that guy.
- 4. @RyanJones
- 6. @RyanJones Two ways to learn: 1. Have Somebody ShowYou 2. Watch Somebody Fuck Up
- 8. @RyanJones BMW 2006 • Deemed by Google to be Cloaking Content • Entire site removed for 3 days.
- 9. @RyanJones JCPenny - 2011 • New York Times Article detailed their link buying. • Company blamed their SEO firm to get rankings back
- 10. @RyanJones Google Chrome - 2012 • Google accidentally bought links promoting Chrome. • Didn’t rank #1 for “google Chrome” for 2 whole months after.
- 11. @RyanJones Was Bing Discover Penalized?
- 12. @RyanJones Nope! They Just Failed at SEO Looks like they were redirecting mobile Googlebot to this page.
- 13. @RyanJones Other Big Brands Once Penalized SOLD LINKS UGC Everything Discounts4Links SOLD LINKS Cloaking
- 14. @RyanJones Most Common Ways to Fail
- 15. @RyanJones Doing a Re-Design Without SEO Source: SEMrush.com Client: Confidential.
- 16. @RyanJones Common Fails I See Weekly 1.Development Robots.txt Put live – excluding the whole site. 2.Using Client Side Rendering 3.Single Page Applications 4.Errors in CanonicalTags 5.Links not coded properly 6.Images not coded properly
- 18. @RyanJones This Happens Often Use my tool: ServerHeaders.com to check a single page for this type of stuff Note: this isn’t patreon. It’s just that common.
- 21. @RyanJones A Single Page Application
- 22. @RyanJones Client Side Rendering Fail
- 25. @RyanJones Can You Find The Mistake Here?
- 26. @RyanJones Validate Your Pages With w3c. Left:The Facebook Pixel code breaks the <head> tag by inserting a <noscript> and an<img> tag inside the <head> - meaning any canonical or hreflang tags below it may not be treated properly.
- 27. @RyanJones Biggest Page Speed Issue? Using the Wrong Sized Images
- 28. @RyanJones There’s about 100 ways to lazy load your content. 3 of them work. https://developers.google.com/web/fundamentals/performance/lazy-loading- guidance/images-and-video/ https://tiny.tw/3v4J
- 29. @RyanJones Know What Your JS are Doing Chrome Extension:View Rendered Source Some JavaScript is closing the <head> tag
- 30. @RyanJones No Crawl Path Client: Yummly.com prior to our enagement: Issue: Major sections of site not crawlable from the homepage
- 32. @RyanJones SEO Isn’t a Condiment
- 34. @RyanJones Using Default Text Or Manufacturer Product Descriptions Note: @Mattcutts mentioned this exact example like 10 years ago. And people still do it.
- 35. @RyanJones Preview Your Title Tags TIP:You can use my tool at https://www.serverheaders.com to preview your title tags
- 36. @RyanJones AND YOUR META DESCRIPTIONS IFYOU LEAVEYOUR META DESCRIPTIONS BLANK, GOOGLE WILL WRITETHEM FORYOU. THEY ARE NOT GOOD ATTHIS. HATTIP: @JENNYHALASZ
- 37. @RyanJones Not Everything Needs Markup
- 38. @RyanJones But you “could” Abuse This…
- 39. @RyanJones Markup may Hurt You If you’re twice as expensive, you won’t win this click. You can’t win at SEO if you can’t compete in the real world too.
- 41. @RyanJones When you Auto Generate URLs…
- 42. @RyanJones Picking on JC Penney Again. Auto Generated pages gone Crazy
- 43. @RyanJones No “links” in your Menu.
- 44. @RyanJones Your PBNs Aren’t as P As You Think Find related sites by using publicwww and spyonweb to search for analytics tags, themes, templates, widgets, ad-networks, etc. Spammers often re-use all of this. If that fails, I can look at common links. So can Google.
- 45. @RyanJones Don’t Open Yourself Up To Hackers
- 47. @RyanJones Don’t host backup files online A simple google search can expose all your .back or .backup or whatever you call them files. In this case, there’s aTON of wpconfig backup files indexed in Google.
- 48. @RyanJones Some of Them Contain DB Passwords
- 49. @RyanJones I can see your source code this way
- 50. @RyanJones I can see your source code this way Note: I used an example that doesn’t show any DB credentials or password hashes or anything else confidential – but you can see that the php source code is visible
- 51. @RyanJones SEO Practice & Measurement Fails
- 52. @RyanJones “Errors” that aren’t errors. 1.Missing XML or HTML Sitemap 2.High Page Speed 3.Missing Robots.txt 4.No Custom 404 page 5.Missing H2/H3 tags, etc. 6.Title/Descriptions too long/short Bad SEO Companies: Please stop emailing me with these “audits.”
- 54. @RyanJones Pay Attention to Search Trends As Google shows more images in search, Image SEO is more important
- 55. @RyanJones It’s Harder To Get Clicks Example site saw 104 million more impressions, got 3 million less clicks. Need to understand user intent and what types of pages are ranking.
- 56. @RyanJones Stop Looking At Metrics In Silos 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Paid Spend Vs Paid Visits Total PaidVisits Total Looking at paid in a silo clearly shows that we spent more and got more traffic for it.
- 57. @RyanJones Stop Looking At Metrics In Silos But adding in SEO to Paid shows that we spent more and traffic was flat.
- 58. @RyanJones
- 59. @RyanJones PLEASE DATEYOUR OLD SEO POSTS AND ARTICLES. BECAUSE MY CLIENTS WILL FINDTHEM IN 2035.
- 60. @RyanJones STOP WITHTHE CORRELATION STUDIES.TEST ITYOURSELF. NOT RANKING FACTORS: • Bounce Rate • DirectTraffic • Domain Age • AMP • Accessibility • Content Accuracy • Keyword in Domain Name