best practice is not enough #brightonseo @linkdex #seonow stage

@stekenwright #brightonSEO

Best practice is not enough

Stephen Kenwright@stekenwright #brightonSEO


Not true

Also not true


Issue Issue Frequency

The page contains broken hyperlinks. 83,539

The page contains invalid markup. 74,462

The page contains unnecessary redirects. 63,756

The link text is not relevant. 43,457

The page contains a large amount of script code. 21,536

The title is too long. 7,158

The description is missing. 6,613

The URL for the hyperlink is broken. 6,509

The title begins with a brand name. 6,495

The <img> tag does not have an ALT attribute defined. 2,551

The request is disallowed by a Robots.txt rule. 257

The <h1> tag is missing. 246

The page contains a large number of Cascading Style Sheet (CSS) definitions. 212

The canonical URL is broken. 172

The page was excluded by a noindex attribute. 126

The canonical URL is linking to a resource that permanently moved. 6

The page contains multiple canonical formats. 6

The page contains multiple title tags. 5

The page contains too many hyperlinks. 5

The description is too long. 4

The description begins with a brand name. 2

The page contains multiple <h1> tags. 2

An unexpected error has occurred. 1

The description is empty. 1

The redirection response results in another redirection. 1

317,122

Prioritise“The average SEO at a big company has been waiting over six months for their highest priority technical change.

40%+ have been waiting over a year.”


Where does best practicecome from?



Accidently implements 302 redirects

Changes title tags


Migrates subdomain


vs.


Should you spend time on link removals?

branded3.com/blog/spend-time-link-removals/

https://www.branded3.com/blog/spend-time-link-removals/


Best practice changes with the web



JavaScriptGooglebot follows JavaScript redirects

Googlebot follows JavaScript links

JS taking more than 3-4 seconds to render or not rendering until an event is fired does not get indexed

w3techs.com/technologies/details/cp-javascript/all/all

https://w3techs.com/technologies/details/cp-javascript/all/all


When Google says “we got this”


Unblocking CSS + JS for a Panda recovery

“We recommend making sure Googlebot can access any embedded resource that meaningfully contributes to your site’s

visibility or its layout.”

yoast.com/google-panda-robots-css-js


https://yoast.com/google-panda-robots-css-js/


Accelerated Mobile Pages (AMP)



eBay + AMPeBay (and Google) are working on…

Smart buttons like “Add to Cart” and “Buy It Now” with authentication support

Input elements like search boxes and checkboxes

Advanced tracking.

A/B testing

ebaytechblog.com/browse-ebay-with-style-and-speed

http://www.ebaytechblog.com/2016/06/30/browse-ebay-with-style-and-speed/


Add lead capture forms to AMPAdd the AMP iframe extended component to your <head>

<script async custom-element="amp-iframe"

src="https://cdn.ampproject.org/v0/amp-iframe-0.1.js"></script>

Add an AMP iframe tag to the body at least 600px / 75% of first viewport from the top + add some values to the sandbox attribute of the iframe e.g.

sandbox="allow-same-origin allow-popups allow-popups-to-escape-

sandbox allow-forms"

List of attributes: w3schools.com/tags/att_iframe_sandbox.asp

http://www.w3schools.com/tags/att_iframe_sandbox.asp


Read this:

builtvisible.com/examining-traffic-amp-carousel

Get started with AMPDownload this:

pagefrog.com


https://builtvisible.com/examining-traffic-amp-carousel/

http://pagefrog.com/


40% of search queries show apps in the top 5

Search Engine Roundtable



Apps appear above

organic in google.gr


Organic

Apps


Think with Google

https://www.thinkwithgoogle.com/micromoments


Best practice= why, not how



146% YOY growth in location searches on mobile

Think with Google


https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html


Local search



50% of local searchers end up in store within a day

Search Engine Land


http://searchengineland.com/6-local-seo-stats-every-online-marketer-needs-know-226562


Local search at scaleInvest in a Location Management Platform (LMP) like

1. Update store data simultaneously across locations

2. Post content to all Facebook Locations / Google My Business pages simultaneously

3. Create store locator pages on-site / in-app with minimal input from developers


Thin content



Video content

@stekenwright #brightonSEOSub-headings


Internal links


Images


CTA


GOV.UK

Content length: 5,815

Links to page: 34

Ranking: 1

Questions answered: 1

When do the clocks go back?The Mirror

Content length: 36,246

Links to page: 8,663

Ranking: 4

Questions answered: 0



Get started with a blogSet up a site using WordPress.com

1. Add a CNAME record through your domain registrar

2. Go to WordPress.com/domains and click ‘Add Domain’ and then ‘Make Primary’

en.support.wordpress.com/map-subdomain/

https://en.support.wordpress.com/map-subdomain/


Thanks

[email protected]@stekenwright

mailto:[email protected]

best practice is not enough #brightonseo @linkdex #seonow stage

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