By @aleyda from @orainti for #seosummit Including tech SEO, that focuses on optimizing your site’s pages crawlability and indexability > YOU YOUR COMPETITORS RELEVANT, EXPERIENCED &
TRUSTWORTHY CRAWLABLE &
INDEXABLE GREAT USER
EXPERIENCE RANKABLE
FOR RELEVANT
QUERIES POPULAR &
AUTHORITATIVE APPROPRIATE FORMAT TO FULFILL NEED & MAXIMIZE SERP ENGAGEMENT
By @aleyda from @orainti for #seosummit https://developers.google.com/search/docs/crawling-indexing Google has done a great work documenting crawling and indexing best practices
By @aleyda from @orainti for #seosummit By @Aleyda, Based on Mark Williams-Cook Chart WEBSITE SIZE IMPORTANCE BACKLINKS TECHNICAL CONTENT - + + The reality is that technical SEO gets more important (and complex) the bigger the site is
By @aleyda from @orainti for #seosummit This highly correlates with common crawl budget and management issues large sites have https://developers.google.com/search/docs/crawling-indexing/large-site-managing-crawl-budget?hl=en
By @aleyda from @orainti for #seosummit For example, you don’t want to invest your resources only on fixing all what’s broken… FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues The Pyramid of SEO Success
By @aleyda from @orainti for #seosummit But fixing what’s really holding you back,
while improving & building areas to grow FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues The Pyramid of SEO Success
By @aleyda from @orainti for #seosummit Prioritizing those tech SEO actions that will actually help you to achieve goals Recommendation Impact Effort To Prioritize Medium impacting with high effort 6 4 12 Low impacting with high effort 4 4 8 Low impacting with very high effort 4 2 6 Very low impacting with very high effort 2 2 4 IMPACT EFFORT 1.
By @aleyda from @orainti for #seosummit To facilitate this, you should put the SEO data that you gather in context of your blog biz goals Website Technical Search Optimization Data along with Current rankings/ traf fi c/revenue performance GATHER DATA ANALYZE
ISSUES/OPPORTUNITIES ESTABLISH
HYPOTHESIS/SOLUTIONS To address the identi fi ed issues for each of the affected scenarios by page type/role within the Website, providing examples of how they are vs what they’re expected to be, while explaining why they’re important to achieve goals, attaching relevant gathered data to help locate & fi x them PRIORITIZE The solutions focused actions based on their impact towards the SEO process goals & implementation viability and effort Potential issues/ opportunities to assess if they’re actually harming pages’ organic search performance to achieve Website SEO and/or Biz goals FORMAT In easy to consume and understand documentation that facilitates action by stakeholders & buy-in by decision makers SEO CRAWLERS
By @aleyda from @orainti for #seosummit Additionally, there are certain configurations that are consistently critical for blogs, which you should pay particular attention to 1. Ensure your content inventory availability 🍣 2. Proportionally endorse key, meant to be ranked pages 🌮 3. Maximize your pages SERPs visibility with structured data 🍝 4. Take care of your pages speed and experience 🥓 Bonus: Set an SEO quality and monitoring framework to avoid bugs holding you back 🍫
By @aleyda from @orainti for #seosummit Start by setting a descriptive and clean URL structure that will be easy to understand, link to and manage (avoiding dates or IDs)
By @aleyda from @orainti for #seosummit Noindex via meta robots those taxonomies that you won’t use to rank and will only generate content duplication or thin content issues
By @aleyda from @orainti for #seosummit Noindex via meta robots internal search results https://chrome.google.com/webstore/detail/detailed-seo-extension/pfjdepjjfjjahkjfpkcgfmfhmnakjfba
By @aleyda from @orainti for #seosummit Set your robots.txt to allow crawling your meant to be ranked pages, their connected resources (eg. Images, JS, CSS) and XML sitemaps
By @aleyda from @orainti for #seosummit Whenever you change your pages URLs, you need to permanently 301- redirect users (and bots) to their new URLs versions (or parent categories)
By @aleyda from @orainti for #seosummit As well as permanently 301- redirecting from common URLs variants of each page that shouldn’t be accessible (eg. non-www vs www)
By @aleyda from @orainti for #seosummit Avoid using templates or plugins that rely on CSR JS to show meaningful content and links https://chrome.google.com/webstore/detail/web-developer/bfbameneiokkgbdmiekhjnmfkcnldhhm
By @aleyda from @orainti for #seosummit Validate how your pages content and links are rendered by Google using the URL Inspect Tool from the Google Search Console
By @aleyda from @orainti for #seosummit Remember that the goal is not for every URL of your site to become indexable, but to ensure that those that are important to rank, are indexed
By @aleyda from @orainti for #seosummit Your internal links serve to refer and endorse both users and bots to your meant to be ranked pages with crawlable links
By @aleyda from @orainti for #seosummit Your home, main categories, key sub-categories and top posts, should be linked from your main navigation across your site
By @aleyda from @orainti for #seosummit Every category should link to the home, other category pages, children subcategories and the latest and top children blog posts
By @aleyda from @orainti for #seosummit Whenever a page URL is changed, your internal links should be updated to go to their new URL versions, and avoid linking to 404 HTTP error URLs
By @aleyda from @orainti for #seosummit You can use plugins such as the Broken Link Checker or SEO crawlers such as Screaming Frog or Sitebulb to identify the existence and source of these links
By @aleyda from @orainti for #seosummit The goal is that those well-linked pages targeting your key queries and/or attracting the most traffic, are well linked
By @aleyda from @orainti for #seosummit Structured data is code that specifies content meaning to help Google understand & highlight it Recipes Articles Reviews
By @aleyda from @orainti for #seosummit The first step is to identify relevant supported structured data with the Search Features Gallery https://developers.google.com/search/docs/appearance/structured-data/search-gallery
By @aleyda from @orainti for #seosummit You can also identify those used already by top players and main competitors triggering search features for your targeted queries Semrush
By @aleyda from @orainti for #seosummit Taking a look at how they implement them in their top articles validating with Rich Results Test Semrush Rich Results Test
By @aleyda from @orainti for #seosummit You can alternatively use Classy Schema Structured Data Viewer for validation for free https://classyschema.org/Visualisation
By @aleyda from @orainti for #seosummit https://developers.google.com/search/docs/appearance/structured-data/breadcrumb You should also specify your organization info along with breadcrumbs specification
By @aleyda from @orainti for #seosummit https://developers.google.com/search/docs/appearance/page-experience It’s about giving the best experience to your users with pages speed, security, non-intrusivity
By @aleyda from @orainti for #seosummit Use the Google Search Console Core Web Vitals report to understand how you’re performing using your real visitors data on mobile and desktop GOOGLE SEARCH CONSOLE
By @aleyda from @orainti for #seosummit Some of the usual ones are, loading resources such as JS or CSS that are not used by the page https://developer.chrome.com/en/docs/lighthouse/performance/unused-javascript/
By @aleyda from @orainti for #seosummit Not preloading, pre-connecting or pre-fetching resources https://nitropack.io/blog/post/resource-hints-performance-optimization
By @aleyda from @orainti for #seosummit Showing intrusive interstitials or pop-ups when loading the page, that won’t only harm speed but annoy users and negatively affect rankings
By @aleyda from @orainti for #seosummit You can use speed plugins such as WP Rocket or Nitropack to optimize your used resources accordingly and avoid these issues
By @aleyda from @orainti for #seosummit Consider using a CDN like Cloudflare to further improve your site speed for users independently of their location
By @aleyda from @orainti for #seosummit https://www.cloudflare.com/learning/performance/more/website-performance-conversion-rates/ It’s not only about giving the best user page experience
By @aleyda from @orainti for #seosummit It’s then fundamental to set an SEO quality framework through the whole SEO process SEO ACTION PLAN ONGOING SEO EXECUTION SEO QUALITY ASSURANCE FRAMEWORK EDUCATION
By @aleyda from @orainti for #seosummit Agree on using SEO configuration checklists to validate when doing any blog update or release. Copy this one to start. https://docs.google.com/spreadsheets/d/1TSu_h9Hw-U0rLv0xO46jeV0w3o_LmIsRWMLI7WhLfNM/
By @aleyda from @orainti for #seosummit Set a release validation workflow, before and
after launching, taking “what-ifs” into account 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 FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION
By @aleyda from @orainti for #seosummit Continuously monitor SEO configuration of the different pages types to ensure desired status https://docs.google.com/spreadsheets/d/1bU7yt3RnOAQ_FfhFidJgcaFKOnEaRm1bVvAF3UQzJE8/
By @aleyda from @orainti for #seosummit This is how you say goodbye to continuous SEO bugs that hold your execution back 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 VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
By @aleyda from @orainti for #seosummit Learn more about setting an SEO Quality Assurance Framework in this presentation https://speakerdeck.com/aleyda/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-framework
By @aleyda from @orainti for #seosummit By taking care of these you will set the base for cost-effective technical SEO efforts that actually help you to achieve goals 1. Ensure your content inventory availability 🍣 2. Proportionally endorse key, meant to be ranked pages 🌮 3. Maximize your pages SERPs visibility with structured data 🍝 4. Take care of your pages speed and experience 🥓 Bonus: Set an SEO quality and monitoring framework to avoid bugs holding you back 🍫
By @aleyda from @orainti for #seosummit Want more? Take a look at these two free resources I’ve created: LearningSEO & SEOFOMO hub.seofomo.co learningseo.io
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