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The Big Hairy Relaunch Monster
And How To Deal With It Like A Ghostbuster
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Name:
Björn Beth
Job:
Director of Professional Services EMEA
Monsters Catched:
@ricardo.ch | @blick.ch | @mvf.co.uk
Twitter:
@bjoernbeth
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Download The Slides:
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searchmetrics.com/summit2017
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Inhouse SEOs know quite some
Scenarios
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Most Relaunches fail,
due to bad
project management!
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You can`t do it alone. Too many interests
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You need to
team up
with all
Steakholders!
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Get a RASCI Done
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Source: https://projecttemplates.guru/images/TT-10116-Project-RASCI-Matrix-5-2.png
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Get a RASCI Done
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Source: https://projecttemplates.guru/images/TT-10116-Project-RASCI-Matrix-5-2.png
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Create a Roadmap
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Install a War Room
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Hang up all
Mock Ups
and deep dive
into the
development!
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Get your UX Designer to invite you to
the Prototyping Tool
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Source: http://wireframes.linowski.ca/wp-content/themes/darwin/images/full206.png
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Use the tools your Developers are
using
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Source: https://tctechcrunch2011.files.wordpress.com/2014/07/feattour_new_hero_614x378-jira-pt-hero.png?w=614
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Dont`t forget you have a staging
environment
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Test everything
before production!
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Top Relauch Types
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Javascript Relaunch
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HTTPS Migration
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Most common Relaunch
Mistakes
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Many Relaunches happen on JavaScript now
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Source: https://sdtimes.com/wp-content/uploads/2015/05/0506.sdt-javascript.jpg
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Often on REACT and AngularJS
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Source: https://trends.builtwith.com/javascript/React
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Looks OK at first glance
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Source: hulu.com
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But if you disable JavaScript…
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Source code looks not familiar at all…
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…and Search Engines seem to have a
problem
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Source: searchmetrics.com
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Because the Developer said so
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JavaScript is tricky for Search Engines
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Source: https://moz.com/blog/search-engines-ready-for-javascript-crawling
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Even Google says so…
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“If you search for any
competitive keyword terms,
it`s always going to be server
side rendered sites.
The reason is, because
although Google does index
client side rendered HTML, it`s
not perfect yet and the other
search engines don`t do it as
well. So if you care about SEO
you still need to have Server
Side Content”https://www.youtube.com/watch?v=0wvZ7gakqV4&t
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Understanding how Google works
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- Crawls the web
- Discovers URLs
- Parses HTML Source Code
- Extracts Links
- Send those new Links to the
indexer
Crawler Indexer (Caffeine)
- Makes sense of the
link
- Analyzes Content &
Relevancy
Web Rendering
Service (WSR)
- Executes Java
Script, similar to
Fetch and Render
Query Engine
Source: http://shop.mattel.com/ | http://www.stateofdigital.com/javascript-seo-crawling-indexing/
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Document Object Model (DOM) is the magic word
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Source: https://goo.gl/YKHhsm Source: https://www.bahn.de/p/view/index.shtml
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Document Object Model (DOM) is the magic word
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Source: jollydays.at Source: https://www.bahn.de/p/view/index.shtml
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JavaScript makes the relationship between
crawler and indexer inefficent
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In worst cases, Google gives up to render!
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Source: twitter.com/screamingfrog
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But there is hope…
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Server Side Rendering
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Client Side (CSR) vs. Server Side rendering (SSR)
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Source: https://medium.com/walmartlabs/the-benefits-of-server-side-rendering-over-client-side-rendering-5d07ff2cefe8
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Server Side Rendering
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React comes with a renderToString() function
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Source: https://reactjs.org/docs/dom-elements.html
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React comes with a renderToString() function
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Source: https://reactjs.org/docs/dom-elements.html
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Angular is using Angular Universal for SSR
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Source: https://malcoded.com/posts/angular-fundamentals-universal-server-side-rendering
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Angular is using Angular Universal for SSR
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Source: https://malcoded.com/posts/angular-fundamentals-universal-server-side-rendering
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Other Prerender Services and/use Headless
browser
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Make use of your tools
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Fetch and Render Search Console
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Source: Search Console
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Fetch and Render As Any Bot
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Source: https://technicalseo.com/seo-tools/fetch-render/
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JavaScript Crawler such as Searchmetrics
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Source: Searchmetrics
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© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
HTTPS Migration
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It`s been a ranking signal since 2014 already
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Ranking Factor Study shows HTTPS is
becoming a bigger player
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Source: Searchmetrics
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60% of Moz URLs are already in HTTPS
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Source. https://moz.com/blog/half-page-one-google-results-https
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NZZ migrated in January 2017
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Source: https://www.nzz.ch/information/in-eigener-sache-nzzch-ist-seit-heute-ueber-https-erreichbar-ld.140468
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Their Visibility increased significantly from Jan
onwards
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Source: Searchmetrics
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Bad Experience for Users too
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Get your header right
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What Before After
rel=canonical
hreflang tag
alternate mobile site links
Pagination
<link rel=“canonical“
href=“http://www.mysite.com/” />
<link rel=“canonical“
href=“https://www.mysite.com/” />
<link rel=“alternate“ hreflang=“fr-CH“
href=“http://www.mysite.com“ />
<link rel=“alternate“ hreflang=“fr-CH“
href=“http://www.mysite.com“ />
<link rel="alternate" media="only
screen and (max-width: 640px)"
href="http://m.mysite.com/" />
<link rel="alternate" media="only screen
and (max-width: 640px)"
href="https://m.mysite.com/" />
<link rel="prev"
href="http://www.blick.ch/life/reisen/ch/pa
ge2/" />
<link rel="prev"
href="https://www.blick.ch/life/reisen/ch/p
age2/" />
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Get your all other resources right
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What Before After
CSS Files
JavaScript Files
Images
Sitemaps
<link rel="stylesheet"
href="http://www.searchmetrics.com/wp-
content/cache/wpfc-
minified/1cb3903c53b59e31508d0626f09
ad44f/1509407710index.css"/>
<link rel="stylesheet"
href="https://www.searchmetrics.com/wp
-content/cache/wpfc-
minified/1cb3903c53b59e31508d0626f09
ad44f/1509407710index.css"/>
<script type="text/javascript"
src="http://www.searchmetrics.com/wp-
content/cache/wpfc-
minified/d40611866a6a/1509407711inde
x.js"></script>
<script type="text/javascript"
src="https://www.searchmetrics.com/wp-
content/cache/wpfc-
minified/d40611866a6a/1509407711inde
x.js"></script>
<img
src="http://f.blick.ch/resources/BLICK_20
171026/gif" alt="Blick.ch – das
Newsportal für die Schweiz" />
<img
src="https://f.blick.ch/resources/BLICK_
20171026/gif" alt="Blick.ch – das
Newsportal für die Schweiz" />
Contain HTTP URLS Contain HTTPS Urls
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Get your all external resources
right
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What Before After
Social Media
Analytics Scripts
Adserver
etc.
<a class="ric-footer__icon-link"
href="https://www.facebook.com/exampl
e" target="_blank" rel="noopener
noreferrer" title="Facebook">
<a class="ric-footer__icon-link"
href="https://www.facebook.com/exampl
e" target="_blank" rel="noopener
noreferrer" title="Facebook">
<script async='async'
src="http://cdn.optimizely.com/js/577596
0133.js"></script>
<script async='async'
src="https://cdn.optimizely.com/js/57759
60133.js"></script>
<IFRAME
SRC="http://ad.doubleclick.net/ddm/adi/N
6494.102577SPORT1.DE/B20149975.20
4194548;sz=1000x90;ord=[timestamp];dc
_lat=;dc_rdid=;tag_for_child_directed_tre
atment=?"
<IFRAME
SRC="https://ad.doubleclick.net/ddm/adi
/N6494.102577SPORT1.DE/B20149975
.204194548;sz=1000x90;ord=[timestam
p];dc_lat=;dc_rdid=;tag_for_child_direct
ed_treatment=?"
etc. etc.
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If it is uncertain if source is available in https use:
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Source: https://www.paulirish.com/2010/the-protocol-relative-url/
What For After
Protocol-Relative URLS
for External Links
//cdn.optimizely.com/js/5775960133.js
Relative URLs
for internal Links
(except rel canonical, rel
alternate etc)
http://www.searchmetrics.com/anleitung-
hohe-absprungraten-im-content-
/anleitung-fuer-hohe-absprungraten-im-
marketing/
http://cdn.optimizely.com/js/5775960133.js
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Don`t forget Search Console & migrating Disavow
File
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Source. Search Console Source. Search Console
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Redirect, but watch your IT!
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That they use 301 redirects NOT 302
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Monitor https index/http de-indexation status
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Source. http://www.bjoernbeth.ch/ricardo-ch-migration-http-https/
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Take advantage of Google coming and
crawling all your URLs
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Source. Search Console
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When migrating to HTTPS, migrate to HTTP/2 too
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Source: https://http2.akamai.com/resources/HTTP2-graphic.png
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When HTTPS Migration is done,
make usage of HTTP/2
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Source: https://cdn.css-tricks.com/wp-content/uploads/2017/02/image02.gif Source https://http2.akamai.com
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When HTTPS Migration is done,
make usage of HTTP/2
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Source:www.http2.demo.io
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I`ve done that by myself…
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Source: Searchmetrics
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Oh…
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Source: Google Analytics
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When page loads faster, crawler gets high
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Enable HSTS
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Force HTTPS with HTTPS Strict Transport Security
(HSTS)
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Source: https://kinsta.com/wp-content/uploads/2016/11/hsts-browser-support.png
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You`ll see a 307 (Internal Redirect)
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Make use of your tools
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Google Search Console – Crawl Errors
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Source. Search Console
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Check your SSL Errors
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Source. https://www.jitbit.com/sslcheck/#
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HTTP/2 and SPDY Indicator
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Use Log File Analyzing Tools – Logrunner.io
does a great job
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Source. Logrunner.io
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Watch you changes being crawled in REAL
TIME!!!
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Source. Logrunner.io
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And again, a crawler such as Searchmetrics
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Source: searchmetrics
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Most common Relaunch Mistakes
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I am not joking,
they exist!
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Forgot to noindex / handle Parameter / search
URLs
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Source: Search Console
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Search generates thousands of URLs
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Forgot to redirect from old URL structure to
new URL structure
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Source: Searchmetrics
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Forgot to redirect Images
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Source: Searchmetrics
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Massive increase of redirect chains…
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Source: Searchmetrics
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…due to inconsistent Canonical/301
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Source: Searchmetrics
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Wrong SSL Security Certificate with HTTPS
Migration
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Deleting important internal Links
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Source: Searchmetrics
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Changing the calendar module from
<a href=””> to JavaScript
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Source. https://www.blick.ch/services/webarchiv/
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Disable Topic Pages = Internal Linking
Engine for Publishing Sites
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Source. https://www.blick.ch/dossiers/
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Disable Topic Pages = Internal
Linking Engine for Publisher
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Source: Searchmetrics
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Robots.txt missing
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Source: https://visualping.io/
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Visibility Guard for any
other errors
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
Source: searchmetrics/
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
The End
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
Thank You
searchmetrics.com/summit2017
© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

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The Big Hairy Relaunch Monster - Searchmetrics Summit 2017 Berlin

  • 1. The Big Hairy Relaunch Monster And How To Deal With It Like A Ghostbuster
  • 2. © Searchmetrics. All rights reserved. Do not distribute without permission. Name: Björn Beth Job: Director of Professional Services EMEA Monsters Catched: @ricardo.ch | @blick.ch | @mvf.co.uk Twitter: @bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 3. Download The Slides: © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth searchmetrics.com/summit2017 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 4. Inhouse SEOs know quite some Scenarios © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Most Relaunches fail, due to bad project management! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 5. You can`t do it alone. Too many interests © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth You need to team up with all Steakholders! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 6. Get a RASCI Done © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://projecttemplates.guru/images/TT-10116-Project-RASCI-Matrix-5-2.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 7. Get a RASCI Done © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://projecttemplates.guru/images/TT-10116-Project-RASCI-Matrix-5-2.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 8. Create a Roadmap © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 9. Install a War Room © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Hang up all Mock Ups and deep dive into the development! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 10. Get your UX Designer to invite you to the Prototyping Tool © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: http://wireframes.linowski.ca/wp-content/themes/darwin/images/full206.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 11. Use the tools your Developers are using © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://tctechcrunch2011.files.wordpress.com/2014/07/feattour_new_hero_614x378-jira-pt-hero.png?w=614 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 12. Dont`t forget you have a staging environment © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Test everything before production! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 13. Top Relauch Types © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 14. Javascript Relaunch © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 15. HTTPS Migration © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 16. Most common Relaunch Mistakes © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 17. Many Relaunches happen on JavaScript now © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://sdtimes.com/wp-content/uploads/2015/05/0506.sdt-javascript.jpg © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.
  • 18. Often on REACT and AngularJS © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://trends.builtwith.com/javascript/React © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 19. Looks OK at first glance © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: hulu.com © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 20. But if you disable JavaScript… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 21. Source code looks not familiar at all… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 22. …and Search Engines seem to have a problem © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: searchmetrics.com © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 23. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 24. Because the Developer said so © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 25. JavaScript is tricky for Search Engines © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://moz.com/blog/search-engines-ready-for-javascript-crawling © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 26. Even Google says so… © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth “If you search for any competitive keyword terms, it`s always going to be server side rendered sites. The reason is, because although Google does index client side rendered HTML, it`s not perfect yet and the other search engines don`t do it as well. So if you care about SEO you still need to have Server Side Content”https://www.youtube.com/watch?v=0wvZ7gakqV4&t © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 27. Understanding how Google works © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth - Crawls the web - Discovers URLs - Parses HTML Source Code - Extracts Links - Send those new Links to the indexer Crawler Indexer (Caffeine) - Makes sense of the link - Analyzes Content & Relevancy Web Rendering Service (WSR) - Executes Java Script, similar to Fetch and Render Query Engine Source: http://shop.mattel.com/ | http://www.stateofdigital.com/javascript-seo-crawling-indexing/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 28. Document Object Model (DOM) is the magic word © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://goo.gl/YKHhsm Source: https://www.bahn.de/p/view/index.shtml © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 29. Document Object Model (DOM) is the magic word © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: jollydays.at Source: https://www.bahn.de/p/view/index.shtml © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 30. JavaScript makes the relationship between crawler and indexer inefficent © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 31. In worst cases, Google gives up to render! © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: twitter.com/screamingfrog © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 32. But there is hope… © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 33. Server Side Rendering © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 34. Client Side (CSR) vs. Server Side rendering (SSR) © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://medium.com/walmartlabs/the-benefits-of-server-side-rendering-over-client-side-rendering-5d07ff2cefe8 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 35. Server Side Rendering © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 36. React comes with a renderToString() function © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://reactjs.org/docs/dom-elements.html © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 37. React comes with a renderToString() function © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://reactjs.org/docs/dom-elements.html © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 38. Angular is using Angular Universal for SSR © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://malcoded.com/posts/angular-fundamentals-universal-server-side-rendering © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 39. Angular is using Angular Universal for SSR © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://malcoded.com/posts/angular-fundamentals-universal-server-side-rendering © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 40. Other Prerender Services and/use Headless browser © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 41. Make use of your tools © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 42. Fetch and Render Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 43. Fetch and Render As Any Bot © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://technicalseo.com/seo-tools/fetch-render/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 44. JavaScript Crawler such as Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 45. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 46. HTTPS Migration © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 47. It`s been a ranking signal since 2014 already © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 48. Ranking Factor Study shows HTTPS is becoming a bigger player © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 49. 60% of Moz URLs are already in HTTPS © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://moz.com/blog/half-page-one-google-results-https © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 50. NZZ migrated in January 2017 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://www.nzz.ch/information/in-eigener-sache-nzzch-ist-seit-heute-ueber-https-erreichbar-ld.140468 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 51. Their Visibility increased significantly from Jan onwards © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 52. Bad Experience for Users too © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 53. Get your header right © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth What Before After rel=canonical hreflang tag alternate mobile site links Pagination <link rel=“canonical“ href=“http://www.mysite.com/” /> <link rel=“canonical“ href=“https://www.mysite.com/” /> <link rel=“alternate“ hreflang=“fr-CH“ href=“http://www.mysite.com“ /> <link rel=“alternate“ hreflang=“fr-CH“ href=“http://www.mysite.com“ /> <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.mysite.com/" /> <link rel="alternate" media="only screen and (max-width: 640px)" href="https://m.mysite.com/" /> <link rel="prev" href="http://www.blick.ch/life/reisen/ch/pa ge2/" /> <link rel="prev" href="https://www.blick.ch/life/reisen/ch/p age2/" /> © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 54. Get your all other resources right © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth What Before After CSS Files JavaScript Files Images Sitemaps <link rel="stylesheet" href="http://www.searchmetrics.com/wp- content/cache/wpfc- minified/1cb3903c53b59e31508d0626f09 ad44f/1509407710index.css"/> <link rel="stylesheet" href="https://www.searchmetrics.com/wp -content/cache/wpfc- minified/1cb3903c53b59e31508d0626f09 ad44f/1509407710index.css"/> <script type="text/javascript" src="http://www.searchmetrics.com/wp- content/cache/wpfc- minified/d40611866a6a/1509407711inde x.js"></script> <script type="text/javascript" src="https://www.searchmetrics.com/wp- content/cache/wpfc- minified/d40611866a6a/1509407711inde x.js"></script> <img src="http://f.blick.ch/resources/BLICK_20 171026/gif" alt="Blick.ch – das Newsportal für die Schweiz" /> <img src="https://f.blick.ch/resources/BLICK_ 20171026/gif" alt="Blick.ch – das Newsportal für die Schweiz" /> Contain HTTP URLS Contain HTTPS Urls © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 55. Get your all external resources right © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth What Before After Social Media Analytics Scripts Adserver etc. <a class="ric-footer__icon-link" href="https://www.facebook.com/exampl e" target="_blank" rel="noopener noreferrer" title="Facebook"> <a class="ric-footer__icon-link" href="https://www.facebook.com/exampl e" target="_blank" rel="noopener noreferrer" title="Facebook"> <script async='async' src="http://cdn.optimizely.com/js/577596 0133.js"></script> <script async='async' src="https://cdn.optimizely.com/js/57759 60133.js"></script> <IFRAME SRC="http://ad.doubleclick.net/ddm/adi/N 6494.102577SPORT1.DE/B20149975.20 4194548;sz=1000x90;ord=[timestamp];dc _lat=;dc_rdid=;tag_for_child_directed_tre atment=?" <IFRAME SRC="https://ad.doubleclick.net/ddm/adi /N6494.102577SPORT1.DE/B20149975 .204194548;sz=1000x90;ord=[timestam p];dc_lat=;dc_rdid=;tag_for_child_direct ed_treatment=?" etc. etc. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.
  • 56. If it is uncertain if source is available in https use: © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://www.paulirish.com/2010/the-protocol-relative-url/ What For After Protocol-Relative URLS for External Links //cdn.optimizely.com/js/5775960133.js Relative URLs for internal Links (except rel canonical, rel alternate etc) http://www.searchmetrics.com/anleitung- hohe-absprungraten-im-content- /anleitung-fuer-hohe-absprungraten-im- marketing/ http://cdn.optimizely.com/js/5775960133.js © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 57. Don`t forget Search Console & migrating Disavow File © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Search Console Source. Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 58. Redirect, but watch your IT! © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 59. That they use 301 redirects NOT 302 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 60. Monitor https index/http de-indexation status © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. http://www.bjoernbeth.ch/ricardo-ch-migration-http-https/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 61. Take advantage of Google coming and crawling all your URLs © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 62. When migrating to HTTPS, migrate to HTTP/2 too © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://http2.akamai.com/resources/HTTP2-graphic.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 63. When HTTPS Migration is done, make usage of HTTP/2 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://cdn.css-tricks.com/wp-content/uploads/2017/02/image02.gif Source https://http2.akamai.com © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 64. When HTTPS Migration is done, make usage of HTTP/2 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source:www.http2.demo.io © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 65. I`ve done that by myself… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 66. Oh… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Google Analytics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 67. When page loads faster, crawler gets high © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 68. Enable HSTS © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 69. Force HTTPS with HTTPS Strict Transport Security (HSTS) © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://kinsta.com/wp-content/uploads/2016/11/hsts-browser-support.png © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 70. You`ll see a 307 (Internal Redirect) © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 71. Make use of your tools © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 72. Google Search Console – Crawl Errors © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 73. Check your SSL Errors © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://www.jitbit.com/sslcheck/# © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 74. HTTP/2 and SPDY Indicator © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 75. Use Log File Analyzing Tools – Logrunner.io does a great job © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Logrunner.io © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 76. Watch you changes being crawled in REAL TIME!!! © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. Logrunner.io © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 77. And again, a crawler such as Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 78. Most common Relaunch Mistakes © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth I am not joking, they exist! © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 79. Forgot to noindex / handle Parameter / search URLs © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Search Console © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 80. Search generates thousands of URLs © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 81. Forgot to redirect from old URL structure to new URL structure © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 82. Forgot to redirect Images © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 83. Massive increase of redirect chains… © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 84. …due to inconsistent Canonical/301 © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 85. © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 86. Wrong SSL Security Certificate with HTTPS Migration © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 87. Deleting important internal Links © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 88. Changing the calendar module from <a href=””> to JavaScript © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://www.blick.ch/services/webarchiv/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 89. Disable Topic Pages = Internal Linking Engine for Publishing Sites © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source. https://www.blick.ch/dossiers/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 90. Disable Topic Pages = Internal Linking Engine for Publisher © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: Searchmetrics © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 91. Robots.txt missing © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: https://visualping.io/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 92. Visibility Guard for any other errors © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth Source: searchmetrics/ © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 93. © Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 94. The End © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth
  • 95. Thank You searchmetrics.com/summit2017 © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

Editor's Notes

  1. Relaunch Projekt SEO Projektveranvwortlicher ® Head of SEO Approver
  2. When working on Relaunches Team up and dedicate Tasks to important persons
  3. YES THEY TALK TO EACH OTHER
  4. Single Page Applications, React von Facebook Angular von Google Witzigerweise React besser als Angular (Facebook Google
  5. Dom ist das wie der Browser (Client) die Seite versteht, sich aufbaut um sie darstellen zu könne. Wo ist der Titel, wo kommt er hin Wo ist der Text, wo kommt er hin etc….
  6. Dynamisch, Erst Statisches HTMl und dann das benötigte Java Script (pop ups etc) Welches dann da statisch HTML ersetzt
  7. Man geht in ein Restaurant bestellt sich ein Aperetif, ein Hauptgang, ein Desser und danach den Kaffee - dauert und der Kelner muss 4 mal kommen, bei http/2 bringt dir der Kellner alles auf einmal. Schneller und sicherer https://http2.akamai.com/
  8. The HSTS policy forces all responses to pass through HTTPS This ensures that the entire channel is encrypted before any data is sent When the browser accesses the website, the server replies with the HSTS header. This instructs the browser to only connect to the server and the entire domain through HTTPS. The browser will then remember to use the HTTPS connection for the specified max-age.
  9. Benefits Of HSTS Protection against HTTP downgrade attacks (SSL stripping attacks) by requiring all traffic to utilize HTTPS. It rewrites requests that do not point to encrypted sources. Mixed content defense. HSTS automatically upgrades fetches to HTTPS in situations where a domain has mixed content. Better security in general: An HSTS-compliant browser aborts the connection to an HSTS-compliant server whenever the security of a certificate can’t be confirmed. Plus, users can’t click through self-signed certificates.
  10. Benefits Of HSTS Protection against HTTP downgrade attacks (SSL stripping attacks) by requiring all traffic to utilize HTTPS. It rewrites requests that do not point to encrypted sources. Mixed content defense. HSTS automatically upgrades fetches to HTTPS in situations where a domain has mixed content. Better security in general: An HSTS-compliant browser aborts the connection to an HSTS-compliant server whenever the security of a certificate can’t be confirmed. Plus, users can’t click through self-signed certificates.
  11. 410 für Seiten, die keinen Traffic bringen 301 für Seiten die man noch benötigt