Technical SEO (Pagination & Crawling) by Adam Audette
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The document discusses strategies for SEO and the potential business impact of improving organic traffic on product pages, estimating a significant increase in daily visits, conversions, and revenue. It outlines common SEO mistakes such as inconsistent canonical tags, pagination issues, and mishandling of duplicates, emphasizing the importance of consistency and proper URL management. Additionally, it provides crawling tips to enhance website performance and includes links for further reading on technical SEO topics.
Technical SEO (Pagination & Crawling) by Adam Audette
- 1. Righteous tech SEO, dude MULTICHANNEL ATTRIBUTION @audette | SMX West
- 2. Some RKG Clients 2
- 3. Build a business case 3
- 4. What is this work worth? 4
- 5. # of pages impacted multiplied by Avg. conversion % 5
- 6. # of pages impacted multiplied by (or) Avg. revenue per page 6
- 7. # of pages impacted multiplied by (or) Avg. leads per visit 7
- 8. # of pages impacted multiplied by (or) Whatever! 8
- 9. 1. Product pages get 10% of daily SEO traffic or 10,000 visits. 2. Avg. conversion rate of 3.8% 3. Avg. order value is $72.00 9
- 10. We estimate a 20% lift in organic traffic to these pages. 10
- 11. 1. Product pages will get 2,000 more daily visits 2. 76 new daily conversions 3. $5,472 new daily revenue 11
- 12. This change will create $164,160 in new monthly revenue. 12
- 13. is pleased 13
- 15. Link building and social: high potential impact… 15
- 16. … and low dependability 16
- 17. Technical SEO: low potential impact… 17
- 18. … and high dependability 18
- 19. Technical SEO is Dependable High Impact, Lower Dependability Off-page Content High Dependability, Lower Impact On-page 19
- 21. #1: Inconsistent signals 21
- 22. Canonical tags not part of the internal link profile http://www.llbean.com/llb/shop/51909 ?page=double-l-chinos-natural-fit- hidden-comfort-plain-front
- 24. Self-referencing canonical tag points to non-canonical http://www.llbean.com/llb/shop/32865 ?page=double-l-jeans-natural- fit&catalogId=18
- 25. Canonical signals Home Category Sub-cat Product Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs. 25
- 26. #2: Pagination 26
- 27. Self-referencing canonical tags Annotations: • Pages 2-N annotated with rel prev, next pp. 2-N • pages 2-N self-referencing rel canonical
- 28. No self-referencing canonical with rel prev/next ~/pg3?src=nav1&se ssID=9 pp. 2-N Actual canonical: ~/pg3
- 29. Multiple versions of paginated URLs
- 30. Multiple versions link rel=prev href=~/pg1&kpc=2&ra ndom4 pp. 2-N Actual pg 1: ~/pg1&kpc2
- 31. #3: Mishandling duplicates 31
- 33. 33
- 34. Mobile URLs competing 34
- 35. 35
- 36. #4: Product variations 36
- 37. 37
- 38. 38
- 39. 39
- 40. 40
- 41. #5: Server Errors & Response Codes 41
- 43. 43
- 44. Every site has finite crawl resources Good pages crawled Good pages not crawled Dupes/overhead/junk 44
- 45. Fixing them leads… 45
- 46. … to improved crawling. 46
- 47. Some crawling tips: 47
- 48. 1. Fix server errors 2. Speed rules! 3. Google & Bing parameter handling tools 4. Monitor indexation accurately with XML sitemaps 5. Still a fan of 304 not modified 48
- 49. Read these: http://www.slideshare.net/jcolman/w eb-performance-optimization-the- silver-bullet-of-seo-and-ux http://www.slideshare.net/jcolman/se o-site-speed-and-battlestar- galactica-searchfest-2012-11735155 49
- 50. (so much more) Faceted navigation International sites Ajax, HTML 5, javascript Site speed Mobile content … 50
- 52. Thank you! Adam Audette Twitter: @audette [email protected]
Editor's Notes
- #7: Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
- #8: Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?