bs: own it - technical seo for marketers

@PORTENTINT #DD22

TechnicallySEOEmbrace your inner nerd & learn to call BS

Ian Lurie@portentintPortent, Inc.Prepared for Digital Dealer 22

Me: Obsessive AnswererHistory MajorLaw Degree@portentint

CEO & Founder, Portent, Inc.Best Team Ever

SEO since

Nerd.

I’m not mean. I’m angry.

@PORTENTINT #DD22

A tale of whooaaa…

@PORTENTINT #DD22

2 million visitors lost (30% of traffic)

Data from SEMRush

2m visitors lost (30% of traffic)

@PORTENTINT #DD22

When this happens, everyone thinks “penalty”

@PORTENTINT #DD22

Nope. A technical change did it (and usually does)

Data from SEMRush

@PORTENTINT #DD22

426,000 pages of amazing content

Worthless

Data from SEMRush

B.S. OWN IT.

@PORTENTINT #DD22

How Quickly We ForgetSearch Engines = Technology

Ignoring Technical SEO

poot

@PORTENTINT #DD22

Technical SEO has the highest ROI because no one does it right

@PORTENTINT #DD22

Technical SEO has the highest ROI because it affects everything

@PORTENTINT #DD22

Technical SEO is easy because all you have to do is build right

@PORTENTINT #DD22

aka…

@PORTENTINT #DD22

B.S.Own It.

#bullshitownitcopyright me 2017

@PORTENTINT #DD22

B.S.Yes, this is possible. And regardless of SEO, it’s the right way to build it.

@PORTENTINT #DD22

Own ItAs a marketer, you don’t need to be a tech geek. You must understand what’s possible & what’s not & what’s good or bad.

What I didInspected manufacturer sitesInspected dealer sitesBased this on the top issues

What I didn’tNo Google Search ConsoleNo Bing Webmaster ToolsNo typical stuff (like broken links)Try to cover everything (madness)

Duplication

@PORTENTINT #DD22

Wastes Crawl Budget

You’re splitting your votes

Hurting authority

@PORTENTINT #DD22

Creates Thin Content

CanonicalizationCanonicalization

3/5 Nerds

How I feel when someone confuses “canonicalization” with “rel=canonical”

www.portent.com/index.html/index.php

gack

Different authority for each URL

Data from Majestic SEO

@PORTENTINT #DD22

Tool: Screaming Frog

CanonicalizationHTTPS vs HTTP

https://portent.comhttp://portent.com

wait, what?

@PORTENTINT #DD22

Doubles site sizeMay waste ½ crawl budget

@PORTENTINT #DD22

Screaming Frog: Select “URI” tab

@PORTENTINT #DD22

Filter for duplicates

@PORTENTINT #DD22

Vóila

@PORTENTINT #DD22

To Fix: Stop it

##@!@# fix it

or

http >> 301 redirect >> https

CanonicalizationInconsistent home page linking

mysite.comwww.mysite.com

www.mysite.com/index.html

wait, what?

Splits internal votes

Hurting authority

@PORTENTINT #DD22

Screaming Frog “Internal” tab

@PORTENTINT #DD22

Look for common addresses

@PORTENTINT #DD22

To Fix: Link consistently

http://www.carmaker.com/not “/”

http://www.carmaker.com/index.html

CanonicalizationNon-UX data in URLs

@PORTENTINT #DD22

/car.html?sourcepath=coupes/car.html?sourcepath=sedans

This data offers value to the user experience.

/car.html?utm_src=209348a;osjkf/car.html?nav-id=topnav/car.html?nav-id=footer

wait, what?

@PORTENTINT #DD22

No value to the user experience

/car.html?utm_src=209348osjkf/car.html?nav-id=topnav/car.html?nav-id=footer

@PORTENTINT #DD22

Screaming Frog: Select “URI” tab

@PORTENTINT #DD22

Filter for duplicates

@PORTENTINT #DD22

To Fix: Use UTM properly

Don’t hardcode UTM codes into onsite or offsite links

@PORTENTINT #DD22

To Fix: Only include UX-relevant data

If data isn’t essential to the user experience, it shouldn’t be in the URL

@PORTENTINT #DD22

To Fix: Learn analytics

Google Tag ManagerEvent trackingHeat mapping

Other javascript999,999 other options

@PORTENTINT #DD22

If nothing else

/car.html#nav-id=topnav/car.html#!nav-id=topnav/car.html?nav-id=topnav

@PORTENTINT #DD22

rel = canonical?

“Well, we can just use rel=canonical”

Wastes crawl budget: Google & Bing must crawl all pages to read rel=canonical

@PORTENTINT #DD22

Canonical issues: Things you’ll hear

“We need it for analytics”“It’s just the way it is”

“It’ll take years!!!”“No one told me”

“SEO is crap”

@PORTENTINT #DD22

B.S.Own It.

Spider trapsWhy Google & Bing hate you

4/5 Nerds

@PORTENTINT #DD22

Take a relative link…

<a href=“~/page.html”>

…add a search crawler…

@PORTENTINT #DD22

HILARITY ENSUES

<a href = “~”>

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z

/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z

Crawl budget spent

90% of site not indexed

Infinite pages

Lousy user experience

@PORTENTINT #DD22

Common Causes

Send to a friendQuote requestsComment forms

CalendarsDrugs

@PORTENTINT #DD22

Screaming Frog: Select “URI” tab

@PORTENTINT #DD22

Filter for duplicates

@PORTENTINT #DD22

Filter for duplicates

@PORTENTINT #DD22

The Fix

Avoid relative linking

@PORTENTINT #DD22

The Fix

Never, ever, ever, ever, ever, ever, ever use “~”

Ever

@PORTENTINT #DD22

Things you’ll hear about duplication

“It’s easier”“It only works this way”

“Look! Squirrel!”

@PORTENTINT #DD22

B.S.Own It.

Code

Robots tags and filesManaging crawlers (or not)

3/5 Nerds

Good

Says “Except the bots listed above, ignore this site.”

So Google is disallowed.

Awful

Also says: “Developer was stoned”

User-agent: *Disallow:

Some stuff should be hidden

User-agent: *Disallow:

On the dev site? Oy.

User-Agent: *Disallow: /privateNoindex: /private

Tells Bots to Totally Ignore Content

@PORTENTINT #DD22

The Fix

Read robotstxt.orgAvoid alcohol when programming

Javascript frameworksThe new sexy. Complete with STDs

5/5 Nerds

@PORTENTINT #DD22

Tool: Web Developer Extension

@PORTENTINT #DD22

Disable JavaScript

Before

After

@PORTENTINT #DD22

Terrible User Experience

Done wrong, slow initial render(always seems to be done wrong)

@PORTENTINT #DD22

Terrible SEO

May be treated as hidden contentZero indexing

@PORTENTINT #DD22

To Fix

Server-side rendering

@PORTENTINT #DD22

To Fix

Snapshots

@PORTENTINT #DD22

To Fix

Progressive Web App?

To Fix

how does this improve the user

experience?

@PORTENTINT #DD22

B.S.Own It.

Code bloatCode bloat

Code bloatPoor organization

4/5 Nerds

@PORTENTINT #DD22

Terrible User Experience

Slow rendering

Webpagetest.org

Tool: Google Pagespeed Insights

Tool: Google Pagespeed Insights

@PORTENTINT #DD22

To Fix

CSS firstDefer javascript

Code bloatThe Viewstate variable

4/5 Nerds

Slows rendering. Makes me cry.

View source

Search for “viewstate”

Lookie thar…

To fix: Remove it

EnableViewState = “false”

@PORTENTINT #DD22

Things you’ll hear about code bloat

“Fixing that won’t do anything”“Tell me the ROI in advance”

@PORTENTINT #DD22

$??? million lost

Code bloat, bad robots.txt Data from SEMRush

Major retailer (who shall remain nameless)Major Retailer

All fixed

@PORTENTINT #DD22

B.S.Own It.

Server Gotchas

Response codesThree little digits that control your site

3/5 Nerds

@PORTENTINT #DD22

200 Response

May I please have the page “Alfred.html?”

Of course, my little friend! Here you go.

@PORTENTINT #DD22

200 tells search engines to index the page content, determine authority, and rank the page

Excellent. I’ll index this and

make it part of my rankings.

@PORTENTINT #DD22

301 Response

May I please have the page “Alfred.html?”

It’s gone forever. Sniff. try “lola.html”

@PORTENTINT #DD22

200 tells search engines to index the page content, determine authority, and rank the page

OK. I’ll pass all authority and index the

new page

@PORTENTINT #DD22

302 Response

May I please have the page “Alfred.html?”

Not right now. It’ll be back. For now, try “lola.html”

@PORTENTINT #DD22

200 tells search engines to index the page content, determine authority, and rank the page

Huh. I’ll ignore the new page.

@PORTENTINT #DD22

4xx Response

May I please have the page “Alfred.html?”

ah, $%@#. I can’t find it. It’s

gone. I dunno.

@PORTENTINT #DD22

200 tells search engines to index the page content, determine authority, and rank the page

I’ll get rid of this page

forever and ever.

@PORTENTINT #DD22

5xx Response

May I please have the page “Alfred.html?”

aaaUUGGhh!!!!!

@PORTENTINT #DD22

200 tells search engines to index the page content, determine authority, and rank the page

oookaaayyyyy. I’ll just step back slowly &

come back another time.

httpstatus.io

A url that doesn’t exist

Server response

httpstatus.io

A url that doesn’t exist

Server response

BAD

301/404

301/404

404

301/404

301/404

SHOULD BE

Better

100s of 404 pages indexed100s of duplicate pages

Wasted crawl budgetThin content

@PORTENTINT #DD22

The Fix

Do it right200 = OK404 = Not found301 = Redirect forever

@PORTENTINT #DD22

On .NET

“Oh, we can’t do that on .NET”

@PORTENTINT #DD22

Really?!

response.Status = “404 Not Found”

@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.

@PORTENTINT #DD22

Client Site

Fixed 302 redirect

Fixed canonical issues

Data from SEMRush

@PORTENTINT #DD22

B.S.Own It.

GZIP compressionThe easiest server site speed win

4/5 Nerds

@PORTENTINT #DD22

checkgzipcompression.com

@PORTENTINT #DD22

“We can’t do GZIP…”

IIS

Enable static content compression

Enable dynamic content compression

☐✓

☐✓

Apache

mod_deflate

nginx

ngx_http_gzip_module

@PORTENTINT #DD22

checkgzipcompression.com

@PORTENTINT #DD22

B.S.Own It.

More & more & more &…

Your CMSRequirements

SchemaStructured data for everything

AMP (Accelerated Mobile Pages)A horrible joke on all of us

Disk and memory cachingNot sure if you have access

@PORTENTINT #DD22

Technical SEO has the highest ROI because no one does it right

@PORTENTINT #DD22

Technical SEO has the highest ROI because it affects everything

@PORTENTINT #DD22

Technical SEO is easy because all you have to do is build right

@PORTENTINT #DD22

Technical SEO is about understanding what’s possible

@PORTENTINT #DD22

Technical SEO is about accountability

@PORTENTINT #DD22

B.S.Own It.

@PORTENTINT #DD22

The Slides. The Links.portent.co/nerdy-dd22

Ian Lurie@portentintAsk questions any time!!!