#SMX @hannahjthorpeAdvanced Technical SEO Panel
SEO IN THENEW COMPLEX
TECHNICAL WORLD
#SMX @hannahjthorpe
#SMX @hannahjthorpe
Advanced Technical SEO is…
#SMX @hannahjthorpe
Increasing visibility of a website in organic search
or visits by improving click
through rate
any type of
searches relevant to the audience
whilst still ensuring the site has a good
UX
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‘Advanced’ is subjective, based on circumstances and
complexities of the on-site experience
#SMX @hannahjthorpeThe power to define ‘advanced’ is in your hands…sort of
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Page Titles Robots.txt Pagination
Headings Meta Descriptions
Keyword Research
Internal Linking Crawling Backlinks
Before we go any further…
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How is our technical SEO world changing?
A change is proposed/or made on a
website based on perceived
UX improvement
A range of implications are seen, or expected, as a result of
this change
The technical SEO team
must resolve these
problems and react to make
it work for SEO
#SMX @hannahjthorpeSo let’s tackle some examples
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A whirlwind tour of some common technical SEO issues, in more complex situations…
Faceted Navigation Javascript
User-Centric
Strategy
#SMX @hannahjthorpeMake strategic choices with Faceted Navigation
#SMX @hannahjthorpe
Faceted Navigation
Risk of duplicate content diluting ranking ability
Wasted crawl budget on multiple similar
pages
Over indexation withlots of content
Let’s make a way users can refine their search more so they don’t have to click through pages of results they are not interested in…
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Faceted Navigation
Something broke – quick, just undo the changesand go back to what we’ve always had
But what about the
users…?
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Faceted Navigation
• Determine what is valuable and what is not as a facet
• Canonise to the closest alternative of value
THE SOLUTION
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Faceted Navigation
• Is the category a natural extension to your current categories?
• Is there high demand around this grouping?
• Does this page add new product choices, or just reorder the page?
When to Index…
#SMX @hannahjthorpeSometimes Googlebot doesn’t understand…
#SMX @hannahjthorpe
JavaScript
Allows much more interactive and interesting websites, greater flexibility in the functionality…
…but Google’s crawling of JS is questionable.
#SMX @hannahjthorpe
JavaScript
Serve selected snapshots
specifically to Googlebot
when it visits your site
Use a pre-rendering service to
ensure that the correct content is
served
Wait and see what
happens…not advisable!
Option 1: Option 2: Option 3:THE SOLUTION
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#SMX @hannahjthorpeFocus on the Users
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User-Centric Strategy
It is likely that CTR does in fact influence rankings
https://moz.com/blog/does-organic-ctr-impact-seo-rankings-new-data
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THE SOLUTION – STRUCTURED DATA
User-Centric Strategy
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How to…
Either use Microdata RDA or JSON-LD
• Nested Values – allows lots of information in one place
• Quicker & simpler – both learning JSON-LD and editing it
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JSON-LD
#SMX @hannahjthorpeThe world of technical SEO is not finished evolving
#SMX @hannahjthorpe
So, what’s next? Emphasis
on improving
page speed, seen by
the adoption of AMP
#SMX @hannahjthorpeThank you for Listening
Padilha, Jose. 2014. Robocop. [film stills]. Available at : http://www.imdb.com/title/tt1234721/
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