Technical SEO in 2018

Transcription

1 Technical SEO in 2018 Barry Adams Polemic Digital 08 February 2018

2 Barry Adams Doing SEO since 1998 Founder of Polemic Digital Co-Chief at State of Digital

3 How Search Engines Work

4 Three distinct processes: Web Search Engines 1. Crawler 2. Indexer 3. Query Engine

5 Web Crawler (Googlebot) Spiders the web; Starts with URLs from previous crawls and XML sitemaps Extracts hyperlinks and adds to crawl queue Retrieves new and changed content Access can be restricted with robots.txt

6 Elements of a Web Crawler Crawl Politeness ; How fast can we crawl a site? URL Importance; How often do we need to recrawl a URL? HTML Parser; Can we find links in the crawled URL?

7 Crawler: HTML Parser

8 Indexer (Caffeine) Analyses content Analyses links Analyses webpage layout Can be controlled with robots meta tags

9 Elements of the Indexer Web Rendering Service; Renders webpages as a browser would (Chrome 41) PageRanker; Calculates a URL s PageRank Canonicalisation; Determines the canonical URL

10 Web Rendering Service

11 Web Rendering Service Chrome 41 is the rendering engine; To be updated to Chrome 62(?) soon Stateless; No cookies are saved Local & Session Storage is cleared

12 Fetch & Render

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14 PageRanker Calculates each canonical page s PageRank; Links, links, links Internal and external links both count PageRank Damping factor Feeds back to the crawler; High PR = high crawl priority

15 Query Engine Tries to understand the intent of the search; Context Synonyms Entities Retrieves relevant pages from the index Ranks pages based on; Content relevance Authority signals Freshness

16 JavaScript & SEO

17 Three distinct processes: Web Search Engines 1. Crawler 2. Indexer 3. Query Engine

18 Three distinct processes: Web Search Engines 1. Crawler 2. Indexer 3. Query Engine

19 JavaScript & Crawling Googlebot does not render webpages; The indexer (Caffeine) does JavaScript is not executed by the Googlebot crawler; Links embedded in JavaScript aren t found by the crawler

20 JavaScript & Crawling

21 JavaScript & Crawling No Hyperlinks!

22 Crawl Inefficiency Crawler Indexer Can t find hyperlinks Sends page to Indexer Cannot crawl any further Renders page and executes JS Sends links back to Crawler Cannot index any further

23 JavaScript & Indexing

24 JavaScript & SEO Googlebot (crawler) doesn t crawl JavaScript Caffeine (indexer) executes and indexes JavaScript Further reading:

25 Fetch & Render

26 Computed DOM

27 Computed DOM Chrome 41

28 HTML Source vs Computed DOM

29 Load Speed

30 Load Speed & SEO

31 Load Speed & SEO Crawl Budget = the maximum amount of time a search engine spider will spend crawling your website before it gives up.

32 Load Speed & SEO Fast Load Speed = optimal use of crawl budget

33 Load Speed

34 GTMetrix

35 Waterfall chart

36 Chome DevTools: Lighthouse

37 Identify the Key Bottlenecks Time to First Byte Page Weight Total Requests JavaScript Geographic location

38 Time to First Byte How fast does the server respond? Slow TTFB can mean: Slow database Slow webserver Long distance between client & server Solutions: Optimise database Upgrade server Use a Content Delivery Network Server-side Rendering & Caching

39 How many KB is the webpage? Large page weight (>500KB): Unclean code Large images Large external files (CSS / JS) Page Weight Solutions: Enable compression Optimise images Combine & Minify CSS & JS files Enable Caching

40 Total Requests How many separate files are loaded for a single webpage? Too many requests per page (>20): Every request is a new HTTP exchange Some requests can take a long time to complete Solutions: Combine external CSS and JS files Enable client-side caching Minimise external dependencies (plugins, tracking codes, etc)

41 JavaScript Is there JavaScript that stops the page from rendering? Render-blocking JavaScript means: Crawler cannot parse the page Browser has to wait for JS to execute Solutions: Asynchronous JavaScript Server-Side Rendering Not using JavaScript

42 Long Geographical Distance Is the webserver far from the browser? Large distance means: More TCP/IP hops Slow load times across the board Solutions: Host the site in the same country as your audience Use a Content Delivery Network with good international coverage

43 Load Speed Resources

44 Structured Data

45 What is Structured Data? Structured Data Old search: Keywords New search: Things Structured Data enables search engines to understand things and their relationships.

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48 /intro-structured-data

49 Structured Data Vocabularies

50 JSON-LD JavaScript Object Notation for Linked Data W3C Standard since 2010 Schema.org recommended syntax since June 2013 Basic units are Name & Value pairs

51 JSON-LD vs Microdata <script type="application/ld+json"> { "@context": " "@type": "Book", "name": "Information Architecture: For the Web and Beyond", "publisher": "O'Reilly", "inlanguage": "English", "bookformat": "Paperback", "offers": { "@type": "Offer", "price": "22.99", "pricecurrency": "GBP" } } </script> <div itemscope itemtype=" <link itemprop="bookformat" href=" <meta itemprop="publisher" content="o Reilly"/> <meta itemprop="inlanguage" content="english"/> <p itemprop="offers" itemscope itemtype=" <b><span itemprop="price" content="22.99"> 22.99</span></b> <meta itemprop="pricecurrency" content="gbp" /></p> <h4>in <span itemprop="name">information Architecture: For the Web and Beyond</span></h4> </div> Separately in the page s <head> section In-line with the content HTML in the <body>

52 Validating

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54 Typical Errors 1

55 Typical Errors 2

56 Typical Errors 3

57 Site Information; Organisation Contact info Social profiles Breadcrumbs Search box Content Types; Local Business Articles Books Job Postings Products Recipes Reviews Google Recommends /intro-structured-data

58 Organization <script type="application/ld+json"> { "@context": " "@type": "Organization", "name": "Organisation Name", "url": " "logo": " "sameas": [ " " " " ] "contactpoint": [{ "@type": "ContactPoint", "telephone": " ", "contacttype": "Sales" }] } </script>

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60 Local Business <script type="application/ld+json"> { "@context": " "@type": "Restaurant", "url": " "name": "Dave's Steak House", "address": { "@type": "PostalAddress", "streetaddress": "148 W 51st St", "addresslocality": "New York", "addressregion": "NY", "postalcode": "10019", "addresscountry": "US" }, "telephone": " ", "menu": " "acceptsreservations": "True", "openinghoursspecification": [ { "@type": "OpeningHoursSpecification", "dayofweek": [ "Saturday", "Sunday" ], "opens": "11:30", "closes": "22:00" }, { "@type": "OpeningHoursSpecification", "dayofweek": [ "Monday", "Tuesday", "Wednesday", "Thursday", "Friday" ], "opens": "10:00", "closes": "23:00" }, ] } </script>

61 Primary data comes from Google My Business Make sure your on-site Structured Data matches up

62 Search Box <script type="application/ld+json"> { "@context": " "@type": "WebSite", "url": " "potentialaction": { "@type": "SearchAction", "target": " "query-input": "required name=search_term_string" } } </script>

63 Search Box Sitelink

64 Product <script type="application/ld+json"> { "@context": " "@type": "Product", "name": "Executive Anvil", "image": " "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.", "mpn": "925872", "brand": { "@type": "Thing", "name": "ACME" }, "offers": { "@type": "Offer", "pricecurrency": "USD", "price": "119.99", "pricevaliduntil": " ", "itemcondition": " "availability": " "seller": { "@type": "Organization", "name": "Executive Objects" } } } </script>

65 Product Snippets

66 Reviews <script type="application/ld+json"> { "@context": " "@type": "Product", "name": "Executive Anvil", "image": " "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.", "mpn": "925872", "brand": { "@type": "Thing", "name": "ACME" }, "aggregaterating": { "@type": "AggregateRating", "ratingvalue": "4.4", "reviewcount": "89" }, } </script>

67 Review Snippets

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69 Google Tag Manager - Static

70 Google Tag Manager - Dynamic In Theory

71 Google Tag Manager - Dynamic

72 Summarised

73 Technical SEO in 2018 Make friends with JavaScript; Understand crawling vs indexing There s no such thing as too fast ; Use the right tools to solve your load speed challenges Structured Data is king; Websites are data sources for machine systems

74 Thank You