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Advanced SEO Issues - Rob Woods
This document summarizes key issues regarding advanced SEO, as presented by Rob Woods, an SEO consultant and conference speaker. It discusses internal linking structure and best practices, such as using HTML over JavaScript for links. It also covers topics like link decay over depth, canonical URLs, duplicate content, dynamic rendering, crawl control methods, and pagination versus infinite scroll implementations. The goal is to help optimize a website to be fully crawled and understood by search engines.
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Advanced SEO Issues - Rob Woods
- 1. ADVANCED SEO ISSUES STATE OFSEARCH 2018 ROB WOODS
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- 3. ROB WOODS SEO CONSULTANT TechnicalEditor of The Art of SEO Technical Editor of Social eCommerce Inhouse SEO – 12 Years Independent SEO Consultant – 6 Years Conference Speaker – Pubcon, SMX Advanced, State of Search, etc.
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- 10. INTERNAL LINK STRUCTURE IsGoogle able to crawl the links on your site? For crawlability, crawl resources, and flow of link equity HTML is best JS can be bad
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- 15. 10 LINK EQUITY/ 10 LINKS =1 POINT PER LINK PASSED NOFOLLOW 5 LINKS 10 LINK EQUITY / 5 FOLLOWED LINKS = 2 POINTS PER LINK PASSED 10 LINK EQUITY / 10 LINKS =1 POINT PASSED PER FOLLOWED LINK
- 16. EVAPORATES WORKS FOR CRAWL CONTROLFOR VERY LARGE SITES? USE FOR PAID LINKS ONLY!!!
- 17. Javascript:void(0); Hat Tip: GrantSimmons https://www.w3resource.com/javascript/operators/void.php
- 18. LINK DECAY DEPTH MATTERS e.g.15% DECAY RATE = 1 > 0.85 > 0.72 > 0.61 > 0.52 …
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- 20. INTERNAL LINK TOOLS ScreamingFrog Directory Tree Graph
- 21. INTERNAL LINK TOOLS ScreamingFrog Force Directed Directory Tree Diagram
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- 26. CANONICALS ARE FOR DUPLICATES(OR NEAR DUPLICATES)
- 27. CANONICALS - DUPLICATE CONTENT -CANONICAL AND SITEMAP DISAGREE - INTERNAL OR EXTERNAL LINKS - PARAMETERIZED URLS - GOOGLE FAVORS CLEANER URLS MAKE ALL YOUR CANONICAL SIGNALS AGREE
- 28. OTHER CANONICAL/DUPLICATE ISSUES -Subdomain VSRaw Domain -Alternate versions of home page (index.php, default.aspx, /home/, etc.) -Trailing slashes* - Capitalization - Issues caused by incorrect canonicalization - Cross domain canonicals
- 29. OTHER TYPES OFDUPLICATE CONTENT FACETED NAVIGATION PRODUCT VARIATIONS MUTIPLE CATEGORIES PARAMETERS
- 30. FACETED NAVIGATION WHICH VARIABLESMATTER? (size, price, color, brand, rating, etc.) ORDER OF PARAMETERS MATTERS (/pants/womens/black/small /pants/womens/small/black) SORT ORDERS, FILTERS, RESULTS PER PAGE
- 31. FACETED NAVIGATION WHICH VARIABLESAFFECT THE URL BLOCKING VIA ROBOTS.TXT VS META ROBOTS VS CANONICAL
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- 36. GOOGLE SEARCH CONSOLE– EXCLUDED URLS
- 37. GOOGLE SEARCH CONSOLE– EXCLUDED URLS
- 38. GOOGLE SEARCH CONSOLE– EXCLUDED URLS
- 39. GOOGLE SEARCH CONSOLE– EXCLUDED URLS
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- 43. DYNAMIC RENDERING - Javascript -Single Page JS sites - Prerender / Precache (https://developers.google.com/search/docs/guides/dynamic-rendering)
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- 45. ISSUES - Can causeslow response times - Don’t fix on page JS issues - Test page speeds (webpagetest.org) )
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- 47. HOW DOES GOOGLESEE YOUR SITE?
- 48. GOOGLE FETCH &RENDER
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- 51. SCREAMING FROG JSRENDERING
- 52. SCREAMING FROG –CRAWL AS GOOGLEBOT
- 53. CHROME DEVELOPER TOOLS- ELEMENTS
- 54. USER AGENT SWITCHER- CHROME
- 55. USER AGENT SWITCHER- CHROME
- 56. GOOD OLD EXACTPHRASE SEARCH
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- 58. META ROBOTS PREVENT INDEXINGNOT CRAWLING NOINDEX,FOLLOW PROBABLY DOESN’T WORK LIKE YOU THINK
- 59. ROBOTS.TXT USE WILDCARDS (Disallow:/*cart$) NOINDEX (maybe) MOST RESTRICTIVE INSTRUCTION WINS PREVENTS GOOGLE SEEING META ROBOTS TEST USING GOOGLE SEARCH CONSOLE
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- 62. PAGINATION link rel="canonical" href="http://flypatterns.org/page/2/"/> <link rel="prev" href="http://flypatterns.org/" /> <link rel=“next" href="http://flypatterns.org/3/" /> • Don’t just use the canonical (often ignored) • When not to use pagination markup • Make sure pagination links are crawlable • Google may ignore it and index pages anyway
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- 64. INFINITE SCROLL • Usedas a substitute for pagination. • Good or bad for users and engines? How do you choose which group to serve? It’s trendy but do your users really want/need it? • Solutions to work around uncrawlable infinite scroll for both crawling and link equity flow
- 65. BONUS ROUND 301 VS301 SUBDOMAIN VS SUBFOLDER
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