Mark Munroe - Advanced Search Summit Napa 2019
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This document discusses the importance of practicing safe SEO and change monitoring to avoid surprises from undetected issues. It summarizes the key challenges of client-side rendering, including that search engines may not see the same content users see. It promotes the use of a site archive and monitoring tool like SEORadar to track all page changes and detect potential SEO problems before they impact traffic. By knowing the site's state over time, the tool helps avoid manual audits and identifies the specific changes responsible for any SEO losses.
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Mark Munroe - Advanced Search Summit Napa 2019
- 1. Practicing Safe SEO Mark Munroe SEORadar mark@seoradar.com @markemunroe
- 2. Introduction • Mark Munroe – CEO and founder for SEORadar in 2014, website change monitoring/disaster prevention toolset. • Prior to starting SEORadar – in house SEO responsible for SEO for large complex sites, including Trulia.com, Usedcars.com, Everydayhealth.com. • Consulting for many large Naspers invested companies (OLX, Flipcart, Udemy, Codecademy, Brainly … )
- 6. And then this stuff happens … Broken Redirects Noindex
- 7. Oldies but Goodies/Greatest Hits Titles gone Canonical Mishaps Noindex Tags Robots.txt Disallow Broken Redirects
- 9. WYSIWYGG SEO is Dead. • JS • Mobile • HTTP Headers • Dynamic Rendering
- 10. • Give me a Web Page!!! File with HTML & CSS All content & meta tags returned in the HTML file • Easy for the Browser • Easy for Google • Easy for SEOs - view source, view cache
- 11. Client Side Rendering Give me a Web Page!!! JS code/CSS & limited/no content Executes JS code to render the page/DOM Give me the Data I need! Returns Data to Render the Page
- 12. Client Side Rendering: 2 waves of indexing *** 14:51 Google IO Talk
- 14. What content is Google picking up?
- 15. Fetch vs. Rendered tool - http://bit.ly/fvr246
- 16. What content is Google picking up? Content behind this arrow is JS rendered on a users click . This content is in the fetched HTML This content is client rendered on load.
- 17. What’s the best way to tell Google is indexing content in 2019?
- 18. Site Command: Yes it’s indexed
- 19. How about JS? Included text from client rendered content. Yay, it’s indexed
- 20. Content behind this arrow is JS rendered. This content is in the fetched HTML
- 21. Site on fetched content…
- 22. Additionally …. Content shows up on URL Inspection tool and site is responsive! So why is this content not getting indexed?
- 23. Mobile-friendly tool fails to render! • Mobile crawler cannot render the page and due to JS errors, the DOM is getting correctly rendered, content is not in the rendered HTML.
- 24. • What you see is not necessarily what the Bots see: Dynamic Rendering – Gotchas
- 25. Btu maybe Google gets this …
- 26. ◆ Half dozen major portal pages in 20 plus countries rendered this content – only to Googlebot! “Couldn’t Get Bot HTML” True Story: Fortune 500 Company
- 27. There is so much in SEO that is uncontrollable … lets make sure we control the controllable!
- 28. No more surprises! No more lost traffic! No more explaining! No more digging!
- 29. The key is a site archive and change monitoring … • If you know the state of your pages, you only need to know what’s changed to evaluate the health of your SEO. • Eliminative the noise so that alerts are only triggered for things important to you! • Save complete history.
- 30. Approaches Approach Manual Time consuming, error-prone and risky Typical audit (screaming frog) Still very time consuming and manual. Custom tools, scripts Hard to maintain SEORadar Completely automated
- 31. THEENGINE AnalyzeAlertCompareCrawl Live Archive Vs .. The Radar Engine Render Live Archive/ Staging/ Mobile/ Rendered
- 32. Example: Critical change to H1 and Title By comparing production to previous snapshot, it is instantly clear if something has broken. In this case, keyword has been removed from title and h1.
- 33. What Do we test • Titles, H1s, H2s – changes, de-optimizations • Meta – Descriptions, Robots, Schemas, Canonicals • Redirect Status/HTTP errors • Sitemaps • Analytics tags, custom tags • Link structure – removal of persistent links, nav, footer links, link count, nofollows • Impact Keywords • JS content
- 34. Email Alerts Something bad! Broken canonicals
- 35. Various diff reports showing changes
- 36. Analyze Impact of Changes Something bad! Broken canonicals Schedule an analysis with a quick click of a button!
- 37. Change analysis
- 38. Big losses for 2 specific keywords: What happened? ● Losers our numbered winners 2-1 ● Drop average a full position in the SERP.
- 39. Our source code archive provides the answer! •
- 40. Old version had significant repetition!
- 41. What’s New? Change Monitoring the SERP
- 42. What’s New? Change Monitoring the SERP Monitors position and featured snippet.
- 43. What’s New? Change Monitoring the SERP Monitors position and featured snippet. As well as on- page changes.
- 44. Thanks! Any questions or demo: mark@seoradar.com Or signup for a demo at www.seoradar.com @markemunroe