4. What is SEO?
■ Title Tags
■ Meta descriptions
■ URLs
■ H1 headers
■ H2 headers
■ Alt tags for images
■ Digital PR
■ Anchor text
■ Do-follow link building
■ Citations/NAP
■ Link removal
■ Compelling content etc.
@Andrew_Isidoro
5. What is SEO?
■ Title Tags
■ Meta descriptions
■ URLs
■ H1 headers
■ H2 headers
■ Alt tags for images
■ Digital PR
■ Anchor text
■ Do-follow link building
■ Citations/NAP
■ Link removal
■ Compelling content etc.
NOPE!
@Andrew_Isidoro
6. What is technical SEO?
“Technical SEO involves the optimisation of webpage
elements that users can't necessarily see without
looking at the source code.”
@Andrew_Isidoro
10. Well, I think Google does…
Well optimised websites are:
■ Easy to index
■ Easy to crawl
■ Give more information
■ Have less code and image bloat
■ Easier to parse
■ Require less crawl budget
■ Make it easier to classify
■ Take up less data-center space
@Andrew_Isidoro
11. Well, I think Google does…
Well optimised websites are:
■ Easy to index
■ Easy to crawl
■ Give more information
■ Have less code and page bloat
■ Easier to parse
■ Require less crawl budget
■ Make it easier to classify
■ Take up less data-center space
@Andrew_Isidoro
12. …which means your boss does too.
Technical audit implementation for a client has led to a 48.25% increase in organic traffic and growing…
@Andrew_Isidoro
14. Sitemaps
■ Usually XML based
■ Sitemaps allow 50,000 URLs
■ Should be kept under 50MB
■ Up to 500 sitemaps per account
■ Submit to Google and Bing via webmaster tools dashboards.
■ Always submit something!
@Andrew_Isidoro
15. Media sitemaps
■ Don’t forget your images! Utilise image sitemaps.
■ Mobile URLs? Use a mobile sitemap.
■ Newsworthy? Use a news sitemap.
■ Got video? Get a video sitemap in.
More info at: https://searchenginewatch.com/sew/how-to/2048706/the-site-map-gateway-
optimization
@Andrew_Isidoro
16. Keep them clean!
■ Clear out duplicated URLs
■ Remove 404 /broken pages
■ Remove redirecting pages
■ Remove un-canonicalised/no-indexed pages
■ Remove irrelevant pages (e.g.. tag pages or search result pages)
Remember: less wastage = more efficient crawl = happy Google
@Andrew_Isidoro
17. Pro tip! – Divide and conquer
■ Split sitemaps into different site sections or products:
■ Better site indexation
■ Can help highlight site section hierarchy
■ More accurate indexation data at a glance!
More info at: https://moz.com/blog/multiple-xml-sitemaps-increased-indexation-and-traffic
@Andrew_Isidoro
19. Model a site structure
■ Make use of force directed diagrams
■ Create broad to narrow content silos
■ Stay topical
■ Keep the structure as flat as possible
■ Pro tip – Try using gephi.org to model out new
structures
More info: https://www.portent.com/blog/seo/seo-
force-directed-diagrams.htm
@Andrew_Isidoro
21. Page speed
■ Page speed is a ranking factor.
■ Larger pages take up more of your crawl budget
■ Slow loading pages may make users bounce back to the SERPS known as pogo-
sticking.
Don’t make Google waste crawl on “bulky” pages
@Andrew_Isidoro
22. Shed the (page) weight!
■ Install GZIP for server compression – around 70% savings
■ Compress HTML, CSS & JS –
■ Reduce redirects
■ Use a content distribution network
■ Optimize images
Beginner tip – Use GTMetrix to get a good overview of where you can optimise
Pro tip – Install sitespeed.io via NPM to run a page speed audit across multiple URLs
@Andrew_Isidoro
23. Using a common CMS?
You’re in luck!
■ WordPress
W3 total cache - https://wordpress.org/plugins/w3-total-cache/
■ Drupal
Advagg - https://www.drupal.org/project/advagg
■ Joomla
jch-optimize - http://extensions.joomla.org/extension/jch-optimize
@Andrew_Isidoro
25. Log file analysis
■ Server logs are analytics on acid…
■ Dive into the logs!
■ Find spider traps
■ Where is Googlebot visiting most often?
■ Where is there a crawl deficiency?
■ More info: https://builtvisible.com/log-file-analysis/
@Andrew_Isidoro
26. Robots.txt
■ Don’t give them junk - Limit Googlebot/Bingbot’s diet
■ Block non-organic landing pages
■ Use noindex in robots.txt to remove blocked pages from the index -
http://ohgm.co.uk/de-index-pages-blocked-robots-txt/
■ Add your sitemap URL for indexing:
Sitemap: http://www.gocompare.com/sitemap.xml
@Andrew_Isidoro
27. Redirects
Redirects can be a major cause of wasted crawl
■ Know your redirects – 301 vs 302 vs 307
■ Use if absolutely necessary
■ Never link to an internal redirect – there’s no need!
@Andrew_Isidoro
28. Housekeeping
■ Eliminate links to 404 error pages - both internal and external
■ Limit links to non-ranking pages (about us, contact us etc.)
■ Eliminate excess pages
■ Manage URL parameters within GSC /Bing WMT
■ Don’t forget your HTML sitemap – Highlight your most important pages
@Andrew_Isidoro
30. What does that even mean?
■ Canonicalising URLs is just a fancy way of saying:
“Content should only ever be available at one URL”
@Andrew_Isidoro
31. Canonicalise!
■ Site run over www. and non-www versions? That’s a problem!
■ Site run over http and https versions? That’s a problem!
■ Site run over uppercase and lowercase URLs? That’s a problem!
■ Site run trailing slash URLs and non-trailing slash versions? That’s a problem!
■ Make sure all of these redirect to the canonical version!
■ Use rel-canonical to catch any stragglers.
@Andrew_Isidoro
33. Semantic mark-up
■ Think about implementing Schema.org
■ Google has great guidelines available at:
https://developers.google.com/search/docs/guide
s/intro-structured-data
■ Google is in the process of adding JSON-LD support
for all major rich snippets
Pro tip – Implement Schema.org in bulk via JSON-LD through Google Tag manager. More info
at: https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-
json-ld-tags
@Andrew_Isidoro