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SEOIT 2017 - Technical SEO is (not) dead
The document discusses the importance of technical SEO amidst a content-focused industry, explaining how search engines like Google operate using web crawlers, parsing, and indexing. It emphasizes the need for proper website architecture, internal linking, and content marketing strategies to optimize SEO performance effectively. Additionally, it highlights best practices, including managing crawl budgets and utilizing schema markup to improve search visibility.
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SEOIT 2017 - Technical SEO is (not) dead
- 1. Technical SEO (isnot dead) @nenadpantelic
- 2. Why so technical? Likealways in the past, SEO changed from being very technical to very content marketing orientated. SEO industry loves to sell "a silver bullet“.
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- 5. How search engines (Google)work? • They use software, named “web crawlers” to discover publicly available pages on the Internet. • Crawlers follow paths (links). • They are jumping from page to page and collect all kinds of data. • Google is a search engine based on links.
- 6. How search engineswork? • Huge amount of data has to be processed somehow. • That process is called parsing • Organization of data is called indexing. • Data centers are located all over the world. • Google crawls exclusively from the US • All of this has nothing to do with rankings
- 8. How search engineswork? „ You are not searching the Internet, you are just searching Google’s database! ”
- 9. Google’s way ofworking
- 10. Real time vscache
- 11. Real time vscache
- 12. Crawling in myskin
- 13. Crawling in myskin
- 14. Crawling in myskin
- 15. Crawling in myskin Unoptimized website with: • 5 categories • 100+ products can have URL bloat up to 4.000+ pages. …confusing what is real
- 16. Crawling in myskin Unoptimized website with: • 5 categories • 100+ products can have URL bloat up to 4.000+ pages. …confusing what is real
- 17. Crawl budget, volume •Send directives using robots.txt and meta robots tags. • Optimize XML sitemaps (50k per sitemap, gzip, fetch and index)
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- 19. Check the duplicates& consolidate • Use rel canonical to streamline pages. • Use rel prev/next to deal with pagination issues.
- 20. robots.txt hack User-Agent: * Disallow:/wp-content/plugins/ Disallow: /phonecall/ Disallow: */products-with/*/*/ Disallow: */postcode/* Disallow: */search/* Noindex: */products-with/*/*/ Noindex: */products-with/*/* Noindex: */homepage/* Noindex: */index/* Sitemap: http://www.website.com/sitemap.xml
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- 23. Linear • Poor solution forboth SEO and UX • Might be useful for microsites
- 24. Flat structure • Goodsolution for small/medium websites • Disadvantage is that lower lever pages do not receive enough love
- 25. Silo structure • Dividesite onto modules • SEO power goes both ways • You can easily add new sections
- 26. Internal linking • Superimportant aspect of the on-site SEO • „Affordable“ way to conrol flow of the SEO power to the deep pages. • Flow of the linking: • From deep pages to category (higher level) • From top level page to deep pages.
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- 29. Content marketing • Writeunique content • “Provide value" • Describe the product or service, how it is used… • Address common questions • Collect long tail • Earn and build links • Network and mingle • Don’t be boring
- 30. Storytelling Ernest Hemingway oncewrote a six-word short story that could make people cry for a bet.
- 31. Storytelling Ernest Hemingway oncewrote a six-word short story that could make people cry for a bet. “For sale: Baby shoes. Never worn.”
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- 34. Evil signs ofcannibalism <title>Tip when buying bulldog puppies | Bulldog training services Belgrade</title> <title>About Us | Bulldog training services Belgrade </title> <title>Gallery | Bulldog training services Belgrade </title> <title>Privacy Policy | Bulldog training services Belgrade </title> <title>Ultimate guide to bulldog nutrition | Bulldog training services Belgrade </title> ……. • Another example: Rome travel packages
- 35. Evil signs ofcannibalism
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- 41. Featured snippets • Geta list of queries • Provide a direct answer • Make it easy for users and Google to find SEO part of the process: • Exact match h2 • Short and to-the-point answers in <ol>
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- 43. Tips • Homepage ranksfor brand name • Organize logical internal architecture • Control crawl and index • Clean-up the mess • Focus page around single topic (set of keywords) • Leverage internal linking • Schema markup (logo, same as, organization, NAP, breadcrumbs, products, articles)