Successful SEO requires great technical SEO. But everyone ignores it. Learn what's possible and how to call BS. Prepared for Digital Dealer 22, based on analysis of 20 auto industry web sites
22. @PORTENTINT #DD22
Own It
As a marketer, you donât need to be
a tech geek. You must understand
whatâs possible & whatâs not &
whatâs good or bad.
23. What I did
Inspected manufacturer sites
Inspected dealer sites
Based this on the top issues
24. What I didnât
No Google Search Console
No Bing Webmaster Tools
No typical stuff (like broken links)
Try to cover everything (madness)
59. @PORTENTINT #DD22
rel = canonical?
âWell, we can just
use rel=canonicalâ
Wastes crawl budget: Google
& Bing must crawl all pages
to read rel=canonical
60. @PORTENTINT #DD22
Canonical issues: Things youâll hear
âWe need it for analyticsâ
âItâs just the way it isâ
âItâll take years!!!â
âNo one told meâ
âSEO is crapâ
118. @PORTENTINT #DD22
$??? million lost
Code bloat, bad robots.txt Data from SEMRush
Major retailer (who shall remain nameless)Major Retailer
All fixed
124. @PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
Excellent. Iâll
index this and
make it part of
my rankings.
126. @PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
OK. Iâll pass
all authority
and index the
new page
127. @PORTENTINT #DD22
302 Response
May I please
have the page
âAlfred.html?â
Not right now.
Itâll be back.
For now, try
âlola.htmlâ
128. @PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
Huh. Iâll ignore
the new page.
130. @PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
Iâll get rid of
this page
forever and
ever.
132. @PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
oookaaayyyyy.
Iâll just step
back slowly &
come back
another time.
142. @PORTENTINT #DD22
200 tells search engines to index
the page content, determine
authority, and rank the page
wait. Maybe 301
and 302 are the
same. Right? Or
not. Or maybe
yes. Losers.