SEO is fragile.
With engineers, designers, product managers, marketing managers, and sometimes even CEOs dipping their hands into the complex SEO mix, things can inevitably go awry.
Simple changes to titles, headers, and especially the meta robots tag can wreak havoc on traffic and revenue.
To exasperate matters, technical SEO is becoming more complex with the growth of JS frameworks, dynamic rendering, the growth of AMP, and transition to the mobile-first index.
In this webinar, Mark Munroe, CEO at SEORadar, will demonstrate how to easily integrate SEO testing into the QA process to prevent SEO problems from ever going live.
You will learn:
– An SEO testing process that will help you avoid failed migrations, rogue redirects, inadvertent noindexing, disappearing tags, and more.
– Why the key to safe SEO is catching problems before they get deployed.
– How to use audit tools, especially change monitoring, to catch inadvertent problems.
How QA Testing for SEO Can Boost Your Traffic & Revenue
1. How QA Testing for SEO Can
Boost Your Traffic & Revenue
Mark Munroe
#SEJWebinar
@markEmunroe
2. About Me
• Founder & CEO of SEORadar
• 15 years experience focused on technical SEO, large
dynamic enterprise-level sites
• Trulia, EverydayHealth, Kayak, Wine.com, Udemy,
Delivery.com, International SEO (OLX, Foodpanda,
iFood… many others)
• Launched SEORadar in 2014 to monitor and protect
websites against SEO mishaps
#SEJWebinar
@markEmunroe
3. About John Strommen
• SEO Director for RentPath (ApartmentGuide,
Rentals.com, Rent.com)
• I will review their SEO QA process evolution.
• John will participate in the Q&A
#SEJWebinar
@markEmunroe
5. #SEJWebinar
@markEmunroe
Why Does This Stuff Happen?
1. SEO is vulnerable
2. Testing is difficult
3. Google is fast
We can’t control the uncontrollable. So let’s control the
controllable!
7. Who gets involved with pre-release QA testing for SEO in your
organization?
1. SEO Team
2. Product Manager
3. QA Team
4. Engineer
5. We don’t test before updating production
9. #SEJWebinar
@markEmunroe
Some changes are sudden and catastrophic
…
• In this case, Ifly.com
accidentally placed a
noindex on all their
interior pages.
• Lost half their traffic
and significant
revenue.
noindex
15. #SEJWebinar
@markEmunroe
Free Chrome Extension
Get it here:
https://bit.ly/2EnvYUI
• This problem only would
have been caught by
testing as Googlebot.
• The only way to know for
sure what Google is
seeing is to fetch with
Google’s user agent.
16. #SEJWebinar
@markEmunroe
Other cases are more subtle …
• In this case, removing
navigation links resulted
in a steady decline
(Trulia).
• Made more difficult
because there was no
change history.
• The problem was
caused by a subtle
change to the nav
structure.
18. What Website changes are you most concerned about.
1. Title changes, H1 changes and content (content de-optimization)
2. Meta-robots and robots.txt
3. Changes to internal linking
4. Canonical tags
5. Other (Please tell us in the chat).
20. #SEJWebinar
@markEmunroe
Tip
Create all the elements that are critical for and your pages and
what pages to test. Use this Google sheet to build a test matrix
and prioritize what is important to you: bit.ly/2BlxXYG
21. #SEJWebinar
@markEmunroe
Define the pages to be tested
Unique
Page
Templates
• Products
• Categories
• Brand
• Sales
• Blog
Custom
Content
• Home
• Corp pages
• Blog Posts
• HTML Sitemaps
• Product Info
25. #SEJWebinar
@markEmunroe
Suppose: Website update planned with the
following hidden issues:
• Canonical tags disappearing on one particular template
• No index tag on another template
• Title tag getting modified on a key landing page
• Footer links to HTML Sitemap removed
26. #SEJWebinar
@markEmunroe
Change Management Solution
• Highlight all changes you identify as critical/important and
provide a permanent record.
• Archive HTML and screenshots to provide a history.
• Test on Staging and monitor on Production.
30. #SEJWebinar
@markEmunroe
Automation
• A single report of all
prioritized changes
that need to be
reviewed.
• The ability to flag
things that need to
be fixed.
• No need to review
every element of the
tested URLs
32. #SEJWebinar
@markEmunroe
Source code compare
• Drill down into source
code comparison if
necessary.
• Even compare keyword
density and usage
between versions.
(Density alert coming
soon).