Agile and Technical SEO
- 2. “It is not the strongest species that survive, nor the most intelligent, but
the ones most responsive to change.”
CHARLES DARWIN
- 4. @Adoublegent
Why are SEOs waiting so long?
“Technical debt is a concept in programming that reflects
extra work due to short term solutions applied on a website,
rather than applying the best overall solution.”
Technical Debt on Wikipedia
- 6. @Adoublegent
• Client brief
• Insights and Market Research
• Technical SEO Analysis
• Solid SEO Strategy
• Business Case
• Prioritised SEO action list
• Technical briefs for actions
VS
It’s not just about technical debt
• Marketing budget restrictions
• Legal restrictions on tech changes
• Client team development resource
• Time
• Business prioritises
- 10. 1. Think about your overall SEO/digital strategy
2. Understand your web technology
3. Recognise what you can’t do
4. Identify alternative methods
5. Test, test and test again
- 13. @AdoublegentSource: BuiltWith - https://goo.gl/IoYI7H
Content Management System (CMS)
A few (brief) examples, can you update:
1. Title Tags
2. Meta descriptions
3. Canonical tags
4. Meta robots (e.g. noindex)
5. Robots.txt
6. URLs
7. Content
8. Images
9. Image alt text
- 14. @Adoublegent
SEO modules/extensions/plugins for your CMS
DRUPAL - https://www.weebpal.com/blog/top-drupal-seo-modules
WORDPRESS – https://yoast.com/wordpress/plugins/seo/
MAGENTO – https://yoast.com/magento-seo/
SITECORE – https://www.sitecore.net/company/blog/415/how-sitecore-supports-your-on-page-seo-policy-4061
JOOMLA – https://extensions.joomla.org/category/site-management/seo-a-metadata
KENTICO - https://docs.kentico.com/display/K8/Search+engine+optimization
They can help to reduce technical (SEO) debt and get actions complete!
- 16. @Adoublegent
Web Server/hosting
A few brief examples, can you update:
1. 301 redirect maps
2. Global redirect rules (e.g. non-slash
URLs to slash URLs)
3. Page level 301 redirects
4. Log files
- 17. @Adoublegent
Log file Analysis
99%
1%
Live HTML URLs crawled by Googlebot over over
24 hours
Not in internal link structure Canonical Link
Parameter URLs
Actual webpages we
want to be crawled
The Ultimate Guide to Log File Analysis – Builtvisibile
- 21. 40% of consumers will leave a page that takes longer
than three seconds to load.
Source: Think with Google
- 26. @Adoublegent
BUT need to make you aware…
• There are rare cases it causing ranking drops
• To reduce risk to SEO performance:
o Get your own custom SSL certificate (before the
switch to CloudFlare)
o Upload your own SSL certificate (with a business or
enterprise package)
o Get your own unique IP address
o Configure CloudFlare dashboard
Guide: Cloudflare SEO issues and how
to protect yourself – SALT.agency
- 27. “Google’s indexing system can render web pages more
like an average user's browser with JavaScript turned
on.”
Source: Webmaster Central
- 28. @Adoublegent
Document Object Model
“The Document Object Model
(DOM) is a programming interface
for HTML, XHTML and XML
documents. It provides a
structured representation of the
document as a tree.”
DOM Wikipedia Find out more on the DOM here.
- 29. @Adoublegent
JavaScript can manipulate the DOM
“"The DOM allows programs and scripts to dynamically
access and update the content, structure, and style of a
document."
W3C JAVASCRIPT DOM
- 35. @Adoublegent
GTM possibilities are endless
Add/update Meta Tags
Add/update Schema (JSON)
Add/update Content
Add/update Images
Google Tag Manager
is on the rise. If you
don’t have it installed,
then I suggest you get
it!
- 36. “Adding hreflang to a site is ‘informing’ Google that the
site is offering content for queries in a specific
language, tailored for a specific region of the world.”
Source: Branded3
- 38. International SEO for Norton
UK Results
189%
Increase in SEO visits YOY
DE Results
50%
Increase in SEO visits YOY
IT Results
59%
Increase in SEO visits YOY
FR Results
292%
Increase in SEO visits YOY
@Adoublegent
- 40. @Adoublegent
Branded3’s contact us page
CloudFlare broke the thank you animation
broke on our contact us page. Users weren’t
sent to the thank you page but left on the
contact us page.
It was quickly fixed using the page rule feature
though!
- 42. 1. Think about your overall SEO/digital strategy
2. Understand your web technology
3. Recognise what you can’t do
4. Identify alternative methods
5. Test, test and test again