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The Worst Technical SEO Nightmares and How to Avoid Them

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Learn about the worst technical SEO issues and how to avoid them from happening on your Website: Validations, test and tools to use in SEO!

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The Worst Technical SEO Nightmares and How to Avoid Them

  1. 1. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #PUBCONVIRTUAL#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO The Worst Technical SEO Nightmares & How to End Them
  2. 2. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #PUBCONVIRTUAL#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO “How to avoid technical SEO f*ck ups that can send your SEO work to the garbage and could end up making lose your job… a real nightmare”
  3. 3. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Welcome to SEO in 2020 The Journey of a technical SEO today can easily turn in an unexpected nightmare…
  4. 4. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/WHAT-MAKES-YOUR-SEO-FAIL-AND-HOW-TO-FIX-IT-BRIGHTONSEO I asked last year and technical resources and flexibility issues were among the top causes of SEO processes failure
  5. 5. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO The overall popularization of JavaScript Frameworks … HTTPS://INSIGHTS.STACKOVERFLOW.COM/TRENDS?TAGS=ANGULARJS%2CANGULAR%2CREACTJS%2CVUE.JS
  6. 6. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://GO.SENSORTOWER.COM/RS/351-RWH-315/IMAGES/SENSOR-TOWER-Q3-2020-DATA-DIGEST.PDF … used now when redesigning old and developing new sites, that in many cases started as app first startups…
  7. 7. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Have added an additional layer of complexity to the technical SEO optimization process… HTTPS://TWITTER.COM/ALEYDA/STATUS/1204757962197274624/PHOTO/1
  8. 8. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO For real
  9. 9. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/ALEYDA/STATUS/1309748443829669888 But was it only me? I asked about the craziest #seohorrorstories in 2020
  10. 10. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Let’s go through the worst technical SEO nightmares in a year of unprecedented circumstances, and how to fix them…
  11. 11. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Let’s start with a classic: Those Technical SEO issues triggered during Web migrations
  12. 12. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/LILYRAYNYC/STATUS/1285194224565137409 Web migrations that go wrong… still happen all the time and to all type of sites
  13. 13. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/LODJO/STATUS/1309856165195640832 Sometimes is like if all the *don’ts* come together after the site has been migrated
  14. 14. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/TENTAKELLADY/STATUS/1310470138844585984 Sometimes is not even due to a Web but hosting migration… and plugins that are not refreshed
  15. 15. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO To stop these horror stories great communication & collaboration, as well as planning and validation is needed through the process…
  16. 16. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/ALEYDA/STATUS/1294343597085655043 I’ve created a checklist for a minimum viable SEO validation for Web migrations to avoid most common issues
  17. 17. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.YOUTUBE.COM/WATCH?V=GHP16A5FN6K I’ve shared the steps to recover from a Web migration gone wrong in a Crawling Mondays too
  18. 18. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/7-HANDY-SEO-TOOLS-FUNCTIONALITIES-THAT-FACILITATE-A-FAST-WEB-MIGRATIONS-REDESIGNS-VALIDATION/ Check out this article where I shared handy functionalities from SEO tools that facilitate Web migrations validations too
  19. 19. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Something similar happens with redesigns and structural Web changes in general
  20. 20. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/MXCARLOSCASTRO/STATUS/1309860926473019394 This is why SEO planning, guidelines and validation is needed whenever a structural Web change happens
  21. 21. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO … rules should be set when pruning the site content too
  22. 22. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Rules along validation are critical before removing any content from the site, even if it’s “old” one
  23. 23. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.ALEYDASOLIS.COM/EN/CRAWLING-MONDAYS/HOW-TO-PRUNE-YOUR-WEBSITE-CONTENT-IN-AN-SEO-PROCESS-CRAWLINGMONDAYS-16TH-EPISODE/ I’ve covered this topic in Crawling Mondays and created a flowchart for it
  24. 24. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/CLAIRECARLILE/STATUS/1309764171580485635 Sadly these decisions are sometimes taken from “above” and they don’t even ask about it…
  25. 25. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/REBELYTICS/STATUS/1205600389283880960 … and then this happens
  26. 26. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Planning and alignment with stakeholders & decision makers before doing these changes are fundamental for success
  27. 27. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Another classic of SEO horror stories happens when handling International Websites…
  28. 28. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/SCREAMINGFROG/STATUS/1309760010990292993 When automatically redirecting users and bots based on their IP location…
  29. 29. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/YUSUFFOZBAY/STATUS/1310519205964513280 Sadly commonly causing catastrophic results… as the Googlebot is referred to only a few versions of the site (those that match with their IP)
  30. 30. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192 This is why Google recommends against it even in their International SEO guidelines
  31. 31. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/HOW-TO-GROW-YOUR-ORGANIC-SEARCH-TRAFFIC-IN-INTERNATIONAL-MARKETS-CONNECTABERN Use non-intrusive banners to offer users to go to ideal version & use cookies for personalized user redirects afterwards
  32. 32. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/PECHNET/STATUS/1313788857779978242 Another usual SEO horror story comes with messing hreflang implementation, from using non-existing values…
  33. 33. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/HOW-TO-GROW-YOUR-ORGANIC-SEARCH-TRAFFIC-IN-INTERNATIONAL-MARKETS-CONNECTABERN … to missing to point back/reciprocal tags or specifying non-indexable URLs…
  34. 34. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO The goal of hreflang annotations is to specify which is the relevant page version that should be shown in each country/language market in search results to avoid misalignment…
  35. 35. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO It’s then critical to prioritize hreflang implementation on those pages that actually need it, based on your own context… HTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/AVOIDING-HREFLANG-ISSUES-BY-FOLLOWING-A-6-STEPS-IMPLEMENTATION-PROCESS/
  36. 36. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO You don’t need to implement hreflang in these scenarios Not meant to be indexed pages (noindexed, canonicalized to others, redirected, etc.) Pages that only exist in a single country/language Web version of the site Highly dynamic pages with very short lifespans that won’t likely suffer from international misalignment issues
  37. 37. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/AVOIDING-HREFLANG-ISSUES-BY-FOLLOWING-A-6-STEPS-IMPLEMENTATION-PROCESS/ Use the Search Console and Analytics or SEMRush to identify if your pages are ranking in non- relevant markets search results (eg: UK pages in the US)
  38. 38. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/AVOIDING-HREFLANG-ISSUES-BY-FOLLOWING-A-6-STEPS-IMPLEMENTATION-PROCESS/#1-5 … or use this Data Studio Report to identify which are the pages to prioritize for hreflang using Search Console data
  39. 39. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/HREFLANG-TAGS-GENERATOR/ Use my free hreflang tags generator for the right language and country code, as well as tags syntax for HTML head or XML sitemap
  40. 40. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Most Web platforms (Wordpress, Magento, Shopify, etc.) will also offer hreflang implementation support with multilingual plugins/ extensions…
  41. 41. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.HREFLANGBUILDER.COM/ If you want further flexibility and implement hreflang annotations via XML Sitemaps, you can use also paid solutions like the hreflang builder
  42. 42. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Finally, another group of classic SEO horror stories is caused when doing Web releases and coordinating tests that can affect the site crawlability & indexability
  43. 43. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/HARRYOREALLY2/STATUS/1309830861932638216 Leaving the dev environment to be completely crawlable or relying only in the robots.txt to block it
  44. 44. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.CONTENTKINGAPP.COM/ACADEMY/PROTECT-STAGING-ENVIRONMENT/ The best is to rely on HTTP authentication and avoid any risk of human errors
  45. 45. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/DANUIDUMAC/STATUS/1310501317249507328 Overwriting the meta robots, canonical tags and robots.txt of the live site w/ the dev ones
  46. 46. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/BASTI2405/STATUS/1310481360247816192 … even if you have correctly sent the code, validation after releasing always needed
  47. 47. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/HELLEMANS/STATUS/1313813708733321216 These crawlability and indexability horror stories can also happen if you don’t set proper rules and configurations validations when doing UX or conversion tests
  48. 48. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.SEARCHENGINEJOURNAL.COM/A-B-MULTIVARIATE-TESTING-SEO/366184/ Check out Rachel’s article with SEO considerations for AB and Multivariate tests to avoid content duplication, or redirecting to a page version that is not the relevant indexable one
  49. 49. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.MONSTERINSIGHTS.COM/DOCS/TRACK-INTERNAL-LINKS-GOOGLE-ANALYTICS/ Or when someone asks to track internal links and parameters are used… don’t do it
  50. 50. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/ROBERTBRANDL/STATUS/1309808085905616896 Alignment to ensure the Website pages indexability is critical when building links too!
  51. 51. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/STEVENVVESSUM/STATUS/1313824435787501568 … or when cleaning up the site after being hacked
  52. 52. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/IGALST/STATUS/1310480354046771201 .. and even with your other non-technical/ digital related teams, to avoid crazy edge cases!
  53. 53. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/SEO-PRODUCT-TRIANGLE/ Which is why is critical to align SEO within the company’s product triangle
  54. 54. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO What about the new Technical SEO Nightmares?
  55. 55. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO … Like those caused with the popularization of JavaScript Frameworks and forgetting about Web standards #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO
  56. 56. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/ANTOINERIPRET/STATUS/1310265803183394817 With Websites heavily relying in JS to show their main content and navigation…
  57. 57. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/PEDRODIAS/STATUS/1291065117636022272 … Not only relying in client side rendering but also forgetting completely about web standards
  58. 58. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TWITTER.COM/BADAMS/STATUS/1313814438223450121 Sometimes thinking they were doing things right… when they weren’t. Always validate.
  59. 59. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO This can make or break a website crawlability and/or indexability HTML Based Navigation is implemented
  60. 60. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/GUIDES/JAVASCRIPT-SEO-BASICS And is completely unnecessary in 2020! There are well specified guidelines from Google
  61. 61. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.ONELY.COM/BLOG/ULTIMATE-GUIDE-JAVASCRIPT-SEO/ … excellent tests per frameworks with actionable how-to’s like the ones of Onely
  62. 62. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.SEARCHVIU.COM/EN/JAVASCRIPT-RENDERING-COMPARISON-CHECK Free checkers to easily compare the rendered vs. raw HTML of your sites pages showing the difference in configuration, content and links
  63. 63. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOSITEBULB, RYTE … and most SEO crawlers also support JS crawling highlighting the elements relying on client side JS…
  64. 64. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO … allowing to easily compare crawls too SITEBULB, RYTE
  65. 65. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO … and beware of the ones that are about to come, with the Mobile First Index!
  66. 66. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WEBMASTERS.GOOGLEBLOG.COM/2020/07/PREPARE-FOR-MOBILE-FIRST-INDEXING-WITH.HTML The complete release of the mobile first index was delayed until May 2021, although all new sites are already mobile first since July last year…
  67. 67. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/MOBILE-SITES/MOBILE-FIRST-INDEXING Google had already been sharing best practices since some time ago, mainly involving mobile crawlability and content, links and configuration parity between mobile and desktop…
  68. 68. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/MOBILE-SITES/MOBILE-FIRST-INDEXING … with guidelines follow-ups going through different scenarios that could cause issues, such as with images
  69. 69. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://WWW.SEROUNDTABLE.COM/GOOGLE-MOBILE-FIRST-INDEXING-MOBILE-ONLY-INDEXING-30270.HTML However, some hadn’t realized yet that this was actually going to be a “Mobile Only” index move… so beware if you had taken it lightly
  70. 70. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Just in case, check your Google Search Console to see if the primary crawler is still the desktop one
  71. 71. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO If you haven’t been yet moved is probably because you’re relying on an independent mobile site or dynamic serving one with potential issues and it’s then critical to verify that your mobile content is as optimized as desktop one
  72. 72. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOSITEBULB, RYTE Crawl your site with the Smartphone and Desktop Googlebots and compare the two crawls to identify meaningful gaps in content, links and configurations…
  73. 73. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://TECHNICALSEO.COM/TOOLS/MOBILE-FIRST-INDEX/ Validate your top pages with the free mobile first index tools that identify the gap between the mobile and desktop configurations…
  74. 74. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://ZEO.ORG/SEO-TOOLS/MFI/ … These tools will highlight the gap so you can prioritize to fix them and achieve parity before March 2021
  75. 75. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO You might also want to migrate from an m-dot to a responsive Web design… just remember to correctly map & redirect URLs To Avoid This
  76. 76. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO The thing is… the challenge with technical SEO is not necessarily knowing about all this, but executing it
  77. 77. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO … and execution relies on people HTTPS://WWW.SLIDESHARE.NET/AREEJABUALI/RESTRUCTURING-WEBSITES-TO-IMPROVE-INDEXABILITY-140072104
  78. 78. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO So, how to get support for the execution with the involved stakeholders to avoid these SEO nightmares?
  79. 79. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Avoid “f*ck offs* by establishing a “Healthy SEO Framework”
  80. 80. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO SEO understanding across teams by doing trainings for the different areas involved in the SEO process…
  81. 81. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOHTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING … consistent SEO checklists to be used across teams whenever there’s a change on the Website…
  82. 82. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION HAS > N TRAFFIC OBFUSCATE LINKS, ELIMINATE FROM XML SITEMAPS AND CANONICALIZE PARENT CATEGORY TARGETS QUERY > Y SEARCH VOLUME HAS FEATURED >3 PRODUCTS IN LAST X MONTHS NO YES NO YES YESNO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION Implementing automated validations within the Web platform to follow SEO best practices
  83. 83. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO PRE- RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST- RELEASE SEO VALIDATION: OK? YES NO FIXFIX ON-GOING SEO VALIDATION: OK? Recurring / Ongoing SEO Tech/Content Manual Validations Pre & Post Web Releases with crawls
  84. 84. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEORYTE & SITEBULB Recurring / Ongoing SEO Tech/Content Automated Validations Pre & Post Web Releases with scheduled crawls
  85. 85. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEOLITTLE WARDEN & CONTENTKING Automated monitoring with alerts for technical configurations and content Web changes…
  86. 86. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEORYTE AND GOOGLE ANALYTICS … As well as Web rankings and traffic monitoring alerts
  87. 87. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION SET RECURRING CRAWLS WITH SEO CRAWLERS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENT KING) WEB PLATFORMS SEO CONFIGURATION CHECKS SEARCH TRENDS TOOLS RANK TRACKERS WEB ANALYTICS TOOLS VALIDATIONMONITORING MENTIONS & BACKLINKS ALERTS MENTIONS/BACKLINKS TOOLS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES SPAM OR MANUAL ACTIONS ALERTS GOOGLE SEARCH CONSOLE A Full “Healthy SEO Framework”
  88. 88. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO#TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Both for your own and the Website health… It’s time to implement it and avoid technical SEO nightmares
  89. 89. #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays YouTube SEO Video Series Host * #SEOFOMO Newsletter Wrangler * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018 #TECHNICALSEONIGHTMARES BY @ALEYDA FROM #ORAINTI AT #5HOURSTECHSEO Thanks! Questions?

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