![@Fearless_Shultz #BrightonSEO
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Pretty straightforward
right?](https://image.slidesharecdn.com/mike-osolinski-tech-seo-progression-brighton-seo-sept-2021-210910100716/85/Developing-Technical-SEO-Skills-Brighton-SEO-Sept-2021-39-320.jpg)
Developing Technical SEO Skills - Brighton SEO Sept 2021
- 1. Developing Stronger Technical SEO Skills Mike Osolinski | iTech Media SLIDESHARE.NET/MikeOsolinski @Fearless_Shultz
- 2. AGENDA What is Technical SEO? Why Should You Bother Learning? Where Should You Start? Nice to Have Next Steps Initiatives for Employers Resources @Fearless_Shultz #BrightonSEO
- 3. The aim of this presentation is to help guide you on deciding a learning path rather than giving specific tech SEO tips. It’s also not an exhaustive list @Fearless_Shultz #BrightonSEO * It’s also just my opinion ☺
- 4. So What is “Technical SEO”? @Fearless_Shultz #BrightonSEO
- 5. It Depends… Page Speed Performance Rendering Issues Internal Link Analysis Crawling and Indexing Content Analysis Security Structured Data @Fearless_Shultz #BrightonSEO
- 6. So Why Should You Care? @Fearless_Shultz #BrightonSEO
- 9. I think… The smarter Google tries to get, the more help they need (for now) @Fearless_Shultz #BrightonSEO • Disavow files • Schema • Hreflang • Canonicals • Server Side Rendering
- 10. So Where Should I start? @Fearless_Shultz #BrightonSEO
- 14. How the Internet & Web* Work TCP / IP HTTP DNS Configuration Familiarity with RFCs Proxies and Reverse Proxies @Fearless_Shultz #BrightonSEO * Not the same thing
- 17. @Fearless_Shultz #BrightonSEO https://datatracker.ietf.org/doc/html/rfc6596 The mission of the IETF is to make the Internet work better by producing high quality, relevant technical documents that influence the way people design, use, and manage the Internet. https://www.ietf.org/about/mission/
- 18. @Fearless_Shultz #BrightonSEO https://moz.com/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo Deal with Subdomains Understand how Cloudflare works and identify issues Solidify understanding of how the web works
- 23. @Fearless_Shultz #BrightonSEO What Should You Know? Basic understanding of the structure of a HTML document and the ability to write at least a basic HTML page from scratch Why Should You Know it? Being able to manually identify issues that many tools might not catch as well as being able to understand why Search Engines display certain SERPs in a particular way. Also better ability to communicate with dev teams who may not be aware of issues that impact crawling
- 24. @Fearless_Shultz #BrightonSEO <!doctype html> <html> <head> <title>My Awesome Page</title> <link rel="stylesheet" type="text/css" href="https://example.com/stylesheet.css" /> <div class="contentDiv" id="contentDivID"></div> <meta name="description" content="This is a description of my awesome page!" /> <iframe src="https:/example.com/include.html" title="iframe- include"></iframe> <link rel="canonical" href="https://example.com/awesome-page" /> <link rel="alternate" hreflang="en-gb" href="https://example.com/awesome-page" /> <link rel="alternate" hreflang="en-us" href="https://example.com/en- us/awesome-page" /> </head> <body> this is the body of the page </body> </html>
- 25. @Fearless_Shultz #BrightonSEO <!doctype html> <html> <head> <title>My Awesome Page</title> <link rel="stylesheet" type="text/css" href="https://example.com/stylesheet.css" /> <div class="contentDiv" id="contentDivID"></div> <meta name="description" content="This is a description of my awesome page!" /> <iframe src="https:/example.com/include.html" title="iframe-include"></iframe> <link rel="canonical" href="https://example.com/awesome-page" /> <link rel="alternate" hreflang="en-gb" href="https://example.com/awesome-page" /> <link rel="alternate" hreflang="en-us" href="https://example.com/en-us/awesome- page" /> </head> <body> this is the body of the page </body> </html> http://www.thesempost.com/avoid-non-head-html-tags-head-section-pages/
- 26. @Fearless_Shultz #BrightonSEO What Should You Know? Understand what the potential issues are that JavaScript could present to search engines, how to check for issues at a high level. Learning to read and write JS can come at a later stage. Why Should You Know it? Being able to think about potential issues even if you don’t fully understand why they might occur yet and being able to better communicate with dev teams to make sure problems don’t occur at an early stage.
- 28. @Fearless_Shultz #BrightonSEO https://developers.google.com/search/docs/advanced/guidelines/links-crawlable https://www.seroundtable.com/google-data-href-attributes-links-25926.html • Lack of anchor text • Google may not crawl • Potential issues if JS times out Another caveat. Things change. Run your own tests
- 29. @Fearless_Shultz #BrightonSEO Be aware of the different frameworks that exist and the differences between them
- 30. @Fearless_Shultz #BrightonSEO What Should You Know? What CSS is and how it impacts the display and layout of a HTML document and the basic syntax of CSS rules and how historically CSS has been used to serve users a different experience to search engines. Why Should You Know? An understanding of how CSS has been used negatively in the past to try and trick search engines will give you an ability to check for potential issues that many tools might not pick up that might be negatively impacting rankings
- 32. @Fearless_Shultz #BrightonSEO <style> .myDivClass { background-color:#cecece; width:300px; height:300px; border:1px solid #666666; margin:20px align:right; color:#cecece; } </style> <div class="myDivClass"> Here is all my awesome content! </>
- 33. @Fearless_Shultz #BrightonSEO <style> .myDivClass { background-color:#cecece; width:300px; height:300px; border:1px solid #666666; margin:20px align:right; color:#cecece; } </style> <div class="myDivClass"> Here is all my awesome content! </>
- 35. @Fearless_Shultz #BrightonSEO What Should You Know? Familiarity with the basics of how a webserver functions and the differences between the main types of server such as Apache and IIS. In particular how common SEO tasks should be performed in htaccess or the local variant such as web.config Why Should You Know? Ability to implement redirects and rewrites, make page speed optimizations, crawling and indexing control. Possibly most importantly to understand how to read and understand server log files
- 36. @Fearless_Shultz #BrightonSEO Top Tip – Get Yourself a Raspberry Pi! • Install Apache / LAMP stack easily and without conflicting with existing operating system • Learn to install and configure JavaScript frameworks, build test websites etc without setting up hosting and buying domains. • Learn without consequence
- 37. Tools of the Tech SEO Trade Chrome Dev Tools Regular Expressions PowerShell SEO Tools for Excel Fuzzy Lookups @Fearless_Shultz #BrightonSEO
- 38. @Fearless_Shultz #BrightonSEO • Inspecting Elements • Checking for JavaScript Errors • User Agent and Device Switching • Checking Protocol Usage https://www.polemicdigital.com/view-source-quickly-compare-raw-html- rendered-dom/
- 39. @Fearless_Shultz #BrightonSEO (?:(?:rn)?[ t])*(?:(?:(?:[^()<>@,;:".[] 000- 031]+(?:(?:(?:rn)?[ t] )+|Z|(?=[["()<>@,;:".[]]))|"(?:[^"r]|.|(?:(?:rn)?[ t]))*"(?:(?: rn)?[ t])*)(?:.(?:(?:rn)?[ t])*(?:[^()<>@,;:".[] 000-031]+(?:(?:( ?:rn)?[ t])+|Z|(?=[["()<>@,;:".[]]))|"(?:[^"r]|.|(?:(?:rn)?[ t]))*"(?:(?:rn)?[ t])*))*@(?:(?:rn)?[ t])*(?:[^()<>@,;:".[] 000-0 31]+(?:(?:(?:rn)?[ t])+|Z|(?=[["()<>@,;:".[]]))|[([^[]r]|.)* ](?:(?:rn)?[ t])*)(?:.(?:(?:rn)?[ t])*(?:[^()<>@,;:".[] 000-031]+ (?:(?:(?:rn)?[ t])+|Z|(?=[["()<>@,;:".[]]))|[([^[]r]|.)*](?: (?:rn)?[ t])*))*|(?:[^()<>@,;:".[] 000-031]+(?:(?:(?:rn)?[ t])+|Z |(?=[["()<>@,;:".[]]))|"(?:[^"r]|.|(?:(?:rn)?[ t]))*"(?:(?:rn) ?[ t])*)*<(?:(?:rn)?[ t])*(?:@(?:[^()<>@,;:".[] 000-031]+(?:(?:(?: rn)?[ t])+|Z|(?=[["()<>@,;:".[]]))|[([^[]r]|.)*](?:(?:rn)? Pretty straightforward right?
- 40. @Fearless_Shultz #BrightonSEO Regex or Regular Expressions are patterns created to match a particular string of characters https://twitter.com/lilyraynyc/status/1433086975045775363
- 41. @Fearless_Shultz #BrightonSEO https://regexr.com/
- 42. @Fearless_Shultz #BrightonSEO https://seotoolsforexcel.com/ • Easily call APIs without scripting • Built in Regex support • URL analysis • Build custom scrapers
- 45. Nice to Have’s Understanding of different data formats Xpath / CSS Path Ability to call APIs @Fearless_Shultz #BrightonSEO
- 46. @Fearless_Shultz #BrightonSEO • Recommended method for implementing structured data • Common API response format • Used by many JavaScript website frameworks • Reading and writing XML sitemaps • API calls • Standard default output format for many tools • Common API response format
- 47. @Fearless_Shultz #BrightonSEO XPath stands for XML Path. It’s a query language that helps identify elements from an XML document. It uses expressions that navigate into an XML document in a way that can be traced from the start to the intended element Advantages of Using CSS Selector •It’s faster than XPath. •It’s much easier to learn and implement. •You have a high chance of finding your elements. •It’s compatible with most browsers to date. https://www.testim.io/blog/xpath-vs-css-selector-difference-choose/
- 48. @Fearless_Shultz #BrightonSEO A REST API (also known as RESTful API) is an application programming interface (API or web API) that conforms to the constraints of REST architectural style and allows for interaction with RESTful web services. REST stands for representational state transfer and was created by computer scientist Roy Fielding.
- 49. Now You Are Free to Go Wild
- 50. @Fearless_Shultz #BrightonSEO It’s always much easier to decide what you need to learn if you start with the problem, find the easiest solution even if you don’t initially understand exactly how it works and develop from there
- 51. How Can Employers Help Develop Their Teams? @Fearless_Shultz #BrightonSEO
- 52. • Sunlight Training Budget • Training Days • Internal Presentations • Cross Chapter Collaboration • Squiggly Careers • Clearly Defined Growth Maps iTech Employee Development @Fearless_Shultz #BrightonSEO
- 54. @Fearless_Shultz #BrightonSEO How the Internet Works https://developer.mozilla.org/en- US/docs/Learn/Common_questions/How_does_the_Internet_work How the Internet works guide from Mozilla https://www.cloudflare.com/en-gb/learning/network-layer/how-does-the-internet- work/ Similar Guide from Cloudflare https://www.makeuseof.com/difference-between-internet-world-wide-web/ Difference between the Internet and the Web http://www.steves-internet-guide.com/internet-protocol-suite-explained/ Beginners guide to TCP/IP https://www.extrahop.co.uk/resources/protocols/http/ How HTTP Works https://httpstatuses.com/ HTTP status code reference http://www.steves-internet-guide.com/dns-guide-beginners/ Understanding DNS https://www.cloudflare.com/en-gb/learning/cdn/glossary/reverse-proxy/ Cloudflare guide to reverse proxies https://moz.com/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo Moz overview of reverse proxies https://support.cloudflare.com/hc/en-us/articles/231109348-Improving-Google-SEO- with-Cloudflare Cloudflare SEO https://www.ietf.org/ Home of the Internet Engineering Task Force https://www.ietf.org/standards/rfcs/ IETF RFCs https://www.searchenginejournal.com/content-delivery-network-how-to/406464/ Guide to CDNs
- 55. @Fearless_Shultz #BrightonSEO How Google Works http://infolab.stanford.edu/~backrub/google.html Original Stanford paper proposing the idea of Backrub(Google) https://www.youtube.com/watch?v=iJPu4vHETXw How Google works from a ranking engineers perspective https://seonorth.ca/search-patents/googles-reasonable-surfer-model/ Difference between random and reasonable surfer models https://www.seobythesea.com/2016/04/googles-reasonable-surfer-patent- updated/ Google Patent change to reasonable surfer model https://developers.google.com/search/docs/advanced/crawling/large-site- managing-crawl-budget Google guidance on managing crawl budget on large sites
- 56. @Fearless_Shultz #BrightonSEO HTML & CSS https://www.w3schools.com/html/html_quiz.asp Test Your basic HTML knowledge https://www.w3schools.com/html/ Learn the basics of HTML for free with W3 Schools https://www.codecademy.com/learn/learn-html Code Academy HTML Course https://www.w3.org/TR/html5-diff/ Differences between HTML 4 and 5 ( technical docs) https://www.w3schools.com/html/html5_semantic_elements.asp Semantic HTML elements https://searchengineland.com/seo-advantages-of-machine-readable-html5-semantic- markup-314455 SEO Specific observations about HTML 5 https://www.w3schools.com/css/css_intro.asp W3 Schools CSS intro
- 57. @Fearless_Shultz #BrightonSEO JavaScript https://www.w3schools.com/js/ Basic JS tutorial from W3 Schools https://www.geeksforgeeks.org/difference-between-typescript-and- javascript/ JavaScript vs TypeScript https://www.codingninjas.com/blog/2018/12/08/difference-between-a- programming-language-and-a-scripting-language/ Difference between scripting and programming languages https://developers.google.com/search/docs/advanced/javascript/javascr ipt-seo-basics JavaScript basics from Google https://moz.com/blog/javascript-seo-guide Moz 2021 guide to JavaScipt https://www.codemotion.com/magazine/dev-hub/javascript/javascript- frameworks-guide/ Guide to JavaScript frameworks https://www.searchenginejournal.com/angular-seo-guide/303849/ SEO guide to Angular https://gorrion.io/blog/angularjs-vs-angular/ Angular vs Angular JS
- 58. @Fearless_Shultz #BrightonSEO Web Servers https://www.thegeekdiary.com/beginners-guide-to-apache- http-server/ Beginners guide to Apache https://www.dnsstuff.com/windows-iis-server-tools Guide to IIS https://www.danielmorell.com/guides/htaccess-seo htaccess for SEO https://ignitevisibility.com/the-ultimate-guide-to-htaccess-files- for-seo/ htaccess for SEO https://www.bowlerhat.co.uk/301-redirects-for-seo-from- windows-server-iis Redirects in Windows web.config https://pimylifeup.com/raspberry-pi-apache/ Setting up Apache on Raspberry Pi https://projects.raspberrypi.org/en/projects/lamp-web-server- with-wordpress Build a LAMP Server on Raspberry Pi
- 59. @Fearless_Shultz #BrightonSEO Chrome Dev Tools https://developer.chrome.com/docs/devtools/ Google intro to Chrome Dev Tools https://www.searchenginejournal.com/chrome-devtools-seo- troubleshooting/387494/ SEO troubleshooting with Chrome Dev Tools https://blog.openreplay.com/the-ultimate-guide-to-fixing-javascript- performance-problems-in-browser-devtools JavaScript performance issues with Chrome Dev Tools
- 60. @Fearless_Shultz #BrightonSEO Regular Expressions https://www.hongkiat.com/blog/getting-started-with-regex/ Getting Started with Regex https://www.sitepoint.com/learn-regex/ Another Regex guide https://moz.com/blog/an-seos-guide-to-regex SEO Guide to Regex https://www.jcchouinard.com/regex-for-seo/ Another SEO Guide to Regex https://regexr.com/ Regex Cheatsheet, pattern storage, community patters etc https://regex101.com/ Another testing and debugging tool
- 61. @Fearless_Shultz #BrightonSEO Python https://www.python.org/about/gettingstarted/ Python for Beginners https://www.jcchouinard.com/python-for-seo/ Python for SEO https://www.searchenginejournal.com/python- technical-seo/330515/#close Python for Technical SEO https://www.dataquest.io/blog/jupyter-notebook- tutorial/ Guide to using Jupyter Notebooks
- 62. @Fearless_Shultz #BrightonSEO General https://seotoolsforexcel.com/ Homepage for tool https://www.slideshare.net/MikeOsolinski/brighton-seo-sept- 2019-powershell PowerShell for Process Automation https://www.slideshare.net/MikeOsolinski/command-line- automation-for-repetitive-tasks Command Line Automation https://moz.com/blog/writing-structured-data-guide SEO Guide to writing JSON https://moz.com/blog/json-ld-for-beginners Guide to writing JSON-LD https://builtvisible.com/seo-guide-to-xpath/ SEO Guide to Xpath https://www.mulesoft.com/resources/api/what-is-an-api What is an API https://mlsdev.com/blog/81-a-beginner-s-tutorial-for- understanding-restful-api Starting with APIs https://projects.raspberrypi.org/en/projects/lamp-web-server- with-wordpress Installing a LAMP stack on Raspberry Pi
- 63. Thank You ☺ http://twitter.com/Fearless_Shultz https://www.slideshare.net/MikeOsolinski Check out our careers page at https://itech.media/search