How valuable was Search in

2015?@SearchMATH

@SearchMATH

Turkey

Have you ever intentionally browsed products at a store but, decided to buy them online?

Have you ever intentionally browsed products online, but decided to buy them in-store?

@SearchMATH

68%

32%

Yes No

70%

30%

Yes No

@SearchMATH

“Web-rooming” is just as important as

“showrooming”

@SearchMATH

56% - first thing they do when researching a

purchase is to go to a search engine

@SearchMATH

@SearchMATH

Today I’m going to look at “ON-THE-PAGE

FACTORS” AKA

“TECHNICAL SEO”@SearchMATH

ON-THE-PAGE FACTORS

CONTENT

ARCHITECTURE

HTML

Why does TECHNICAL SEO

matter?@SearchMATH

Ok… nice article

@SearchMATH

But how healthy is their ON-THE-PAGE

SEO? @SearchMATH

@SearchMATH

Let’s test the User Experience (U/X)

But do 404’s hurt my site?

@SearchMATH

YES

@SearchMATH

@SearchMATH

Website Health

1 5 100

2

4

6

8

10

Commercial Performance

Low

High

Website ‘Health’ impact on Commercial Performance

What do the world’s top SEO

experts say?

@SearchMATH

"Even a basic understanding of what to look for in technical SEO

can get you far…

…So many people today focus too heavily on off-page SEO, but if a site is technically flawed, it won't

matter how many links you have or how good your content is.”

Isolate & Dominate Your Base Metric1. Organic revenue2. Visits compared to last month3. Visits compared year-over-

year

http://searchengineland.com/win-battle-proving-seos-value-201328

"The biggest problems we have are tech problems. Often webmasters [are] trying to be too clever and

give confusing signals…John Mueller, Webmaster Trends Analyst,

Googlehttp://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

…Send clear, consistent and obvious signals.”

John Mueller, Webmaster Trends Analyst, Google

http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

GOOGLE RECOMMEND CRAWLING SEPARATELYGoogle Webmaster Hangout, 16th October, John Mueller recommended running a separate crawl to help identify and resolve technical issues that could be causing problems and delays when Google tries to crawl your site.

“We get kind of lost crawling all of these unnecessary URLs and we might not be able to crawl your new updated content.”

I’m going to show you a case study to

remind us of some of the power at our

disposal @SearchMATH

Let’s begin…

@SearchMATH

Where do I start with a technical review?

@SearchMATH

Jon suggests we “CRAWL”

@SearchMATH

TIP #1

Independent web crawler software which imitates googlebot to produces rich reports detailing

opportunities to achieve perfect website architecture. @SearchMATH

“CRAWL”=

DISCOVERY@SearchMATH

An embarrassing truth for too many web

managers…@SearchMATH

They don’t even know how many

pages they have on their website

@SearchMATH

Let alone how many issues are lurking below the surface

@SearchMATH

Establish a clear picture of your

website and then consider how it fits

into the URL universe@SearchMATH

Recommend 5 actions from your audit:

• 3 Quick-wins• 2 Long-term wins

@SearchMATH

TIP #2

What’s the story with these rel=canonical

links?@SearchMATH

“Including a rel=canonical link in your webpage is a

strong hint to search engines your about preferred

version to index among duplicate pages on the

web.”

“rel=canonical can be a bit tricky

because it’s not very obvious when

there’s a misconfiguration.”

www.mavi.com

rel=canonical to a Disallowed URL

@SearchMATH

Audit your canonical tags quarterly

@SearchMATH

TIP #3

Your robots.txt file holds the power over

crawlers.Monitor for free with

Robotto.org @SearchMATH

TIP #4

So, how can I fix this issue?

Adding this directive in the robots.txt is quicker, cleaner, easier to manage than getting a meta noindex added to specific pages. @SearchMATH

But ultimately the meta canonical needs amending

to…

DeepCrawl already supports the robots.txt noindex directive: check which pages are being noindexed in your report via Indexation > Non-Indexable

Pages > Noindex Pages.

Constantly optimise your architecture to

improve crawl efficiency

@SearchMATH

TIP #5

So, remember:1) Crawl your website2) 5 actions per audit3) Audit your canonicals4) Try robotto.org for FREE5) Optimise your crawl

efficiency@SearchMATH

Thank you!Please say “hi”

@SearchMATH