Top 10 SEO mistakes to avoid in 2017

By Francois Goube, CEO @Oncrawl

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On the agenda

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1. Basic mistakes that might have a big impact in 2017

2. Avoid wasting time when migrating your website3. JS & responsive website, what’s the big deal4. New tactics and methods for your 2017 SEO

#1 Too thin content

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#1 Too thin content

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Ranking is a contestKnow what are your “must-dos” in terms of editorial effort

#1 Too thin content

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Having too thin content is your worst mistake The less content you have on your pages, the less Google wants to

index your website, and the less your website can rank The less content you have, the more chance you have to show near

duplicates

#1 Too thin content

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Having too thin content is your worst mistake The less content you have on your pages, the less Google wants to index your website, and the less your website can rank

The less content you have, the more chance you have to show near duplicates

If you copy/paste descriptions from your supplier’s catalog, use noindex

#2 You must optimize your titles & h1

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Don’t use too many words (just enough) Avoid your titles being truncated in Serps Understand that the number of words have an impact

To rank on a product name Titles should be composed with product name + brand name Your H1 should present Brand + Product name + Product reference (ASIN,…)

Title Nb of words Occurrence of « Shoes » Weight of keywords « Shoes »

Men shoes 2 1 50 %Men shoes low price 4 1 25 %

Men shoes low price: converse chuck taylor 7 1 14 %

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#3 Use a doorway page Avoid having an indexable page for each of the models or attribute

variation of a product

Use a rel=“canonical” on sub-pages pointing to the main product page

Noindex, follow Add inlinks to semantically closed pages

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#4 Think your content segmentation Does your internal linking structure match your business goals and

your content?

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#5 💩 Usage metrics Usage metrics are more and more

relevant for Google to score the quality of a page

Take action now by banning Too bold ads (Page Layout) Interstitial Ads and pop-ups

Control your Usage Metrics Bounce rate

oBy deviceoBy groups of pages

Time Spent on page Nb of Pageviews

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#6 You can’t have supernatural links

You can spot “superman” with Majestic like Google does

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Keep the main thing as the main thing: Link quality from topic related websites

Focus on quality, not quantity

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#7 Stop tracking your rankings

SERPs are getting too personalized Choose other metrics to track your SEO performance

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From Paris w/ Chrome From London w/ Safari

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#7 Stop tracking your rankings

Use other metrics to track performance Active ratio Nb of Active pages SEO visits …

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#8 The worst idea of 2017… Avoiding https

Google will boost https websites Prepare the migration from http to https

Take time to clean your website (old redirections, bad orphan pages…) Embrace the Noindex

You can’t do that without an eye on your logs!

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For an efficient https migration

Know your content segmentation Size of each group Nb of pages

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For an efficient https migration Know your content segmentation Prepare your 3xx redirects / Know what to do with orphan

pages

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For an efficient https migration

Know your content segmentation

Prepare your 3xx redirects / Know what to do with orphan pages

Compare prod vs preprod

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For an efficient https migration

Know your content segmentation Prepare your 3xx redirects / Know what to do with orphan pages

Compare prod vs preprod Keep monitoring!

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and … Monitor each release

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#9 Having a bad internal linking structure

While we thought it was ok…

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#10 Can’t spot the top priority SEO actions? Really?

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BONUS

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Only think the desktop SEO experience

Are my website’s metrics filtered by devices? What’s my real paypload? Crawl your website like Google does: activate JS rendering.

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Do you really have accurate analytics data?

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Control your analytics tags

… or scrap whatever you want

Thank you!

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