Tony McCreath

Tony McCreath

The Glorious and Fabulous SEO Giant

SEO Engineer

Turning technical skills into products

eCommerce

BigCommerce

Shopify

Structured Data

That works

Tony McCreath

SEO Surgery India

Episode 6

BeadsNFashion.com

Tony McCreath

Tony McCreath

Current Status

● Looks healthy

● In the USA and India

● In the US, searches are often India

specific. They started this year

● Is the USA of value?

● Is GSC set to India?

Tony McCreath

Super Slow

● 13+ seconds to load

● >1 second TTFB (Time To First Bite)

● 250+ resources used

● 35+ CSS files

● 40+ JS files (using multiple libraries)

● >7MB to download

Is this all required for a simple home page?

Tony McCreath

Not Secure!

● This warning will get louder this month, on every page

● Checkout is Not Secure!!!!!!

● Login pages are Not Secure!!!!

● Ensure payment systems are also secure and PCI compliant

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Mobile Users

● We have a winner on mobile friendly :-)

● Responsive design

● Slow

● Resource issues

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Code remnants

You need to review all code and

remove what is no longer used.

● Google Tag Manager bits

● Testimonials that are hidden!

● Disabled Snow in the footer!

I’d also remove features that you or

your visitors don’t use.

Tony McCreath

JavaScript & Resource Errors

● Fix them

● Why do you have statcounter

code from shopify?

● What’s maxided used for?

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2 minutes in!

Tony McCreath

302 Site Redirects

All pages on the non-www version of the domain are

302 redirecting to the home page www home page.

It is preferably meant to be a 301 redirect, and each

URL should redirect to their equivalent page on the

www site.

Tony McCreath

Broken Links

● Fix what you can

● Use GSC error report

● Add 301 Redirects

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robots.txt

Looks fine.

Indicates some old issue with duplicate

home pages. Better to have them 301

redirect to the true home page and stop

disallowing them.

It seems you have had issues with spiders

eating up resources.

Tony McCreath

XML Sitemap

● Many of the URLs in the sitemap do

a 301 redirect to drop the .html

● Many others return a 404 status

code

● Many real URLs are not present

It needs a lot of work.

Submit and review the sitemap in the

Google Webmaster Tools.

Tony McCreath

Crawl Budget

70,000 URLs crawled and only 3% in. Many of them have no value. If

Googlebot spends its time crawling these pages, it will not be crawling the

high value pages. And it will be eating up server resources. Low value links

include:

● Wishlist links

● Add product links

● Comparison page links

Solutions: Nofollow links, POST forms, robots.txt, JavaScript, parameter tool.

● Category Search links

● Faceted navigation links

● Quick View links

Tony McCreath

Internal Redirects

● About 200 links use .html then 301

redirect. Slow for users, and wastes

crawl budget.

● Thousands of “add to product” links

are crawlable and 302 redirect. A

double hit on the crawl budget and a

hit on the server as bots start

shopping.

Tony McCreath

Deindex Search Pages

● E.g. noindex, nofollow

● Search result pages add no new content

● They add a whole new world to crawl

Tony McCreath

Deindex Faceted Navigation

Category pages contain many options to further refine the

products shown. These refinements are via crawlable links using

parameters. E.g.

http://www.beadsnfashion.com/beads/natural-beads/shell-beads?bead_size=134

This can create an almost infinite number of URLs that contain no

new content.

http://www.beadsnfashion.com/beads-14298/designer-glass-

beads?bead_size=133%2C145%2C126%2C141&color=31&manufacturer=5&materials=159&rat

ing=3&shape=109&stock=1

Wasting Googlebots time and resources.

Note: In many cases

I saw a canonical

tag back to the

base, which is a

partial solution.

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Half Way!

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Page Titles

● Write for users not bots

● They show in search result snippets

● They show when pages are shared

● Make them unique and relevant to the page

● Google replaces bad ones

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Page Meta Descriptions

● Write for users not bots

● They show in search result snippets

● They show when pages are shared

● Make them unique and relevant to the page

● Google replaces bad ones

Tony McCreath

Forget the Keywords Meta Tag

● It is ignored by anyone that counts

● Work on something that has value instead

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Very Thin Product Descriptions

● No information on what to rank for

● No information for the visitors

● Thin repetitive content may be ignored

● Can cause crawling issues (CRUFT)

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Near Duplicate Pages

Either merge the pages into

one that covers all the

variants, or try to make them

more unique.

Otherwise Google will

probably soft canonicalise

(merge) them for you.

Tony McCreath

Footer Keyword Stuffing

● Only duplicating the top menu

● Not for users

● Red Flag for Search Engines

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Nothing above the fold

● The whole screen for one message

● Consider A/B testing alternates

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2 minutes to go!

Tony McCreath

Competitor Adverts

Stop sending your visitors to

your competitors, just to make

a cent.

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Deceptive Ads

Or ads that use deceptive

tactics to steal your visitors.

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Duplicate Google Analytics Tracking Code

● Data accuracy will be lost

● Are bounce rates low?

● Commented out one in the footer

● Use Tag Assistant

● Have one using all features

○ Display features

○ eCommerce tracking

○ Dimension/metric tracking

Events

Tony McCreath

Structured Data

Almost non existent

Missing on:

● Product

● Organisation

● Product/Organisation Reviews

● Breadcrumbs

Gain rich snippets with review stars, product information, breadcrumb and

organisational information.

Tony McCreath

Backlinks

● 274 domains had linked to you

● Only 58 domains are still working

● And 38 links in total are follow

● Some hotlinking to your images

● Don’t do what you did in Jan again

● If I can see it, Google can

● Earn links by creating a valuable site

● Possible penalty date (IN) coincides

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The Blog

● Duplicate Content

● Missing H1s

Tony McCreath

Take aways

Sometimes it’s time to start again.

● New system!

● Clean & lean design

● Great usability & trustability

● Easier & faster for staff

● Advanced sales & marketing features

● Support & continuing development

Tony McCreath

Done!

Tony McCreath

Web Site Advantage

Adelaide Australia

WebSiteAdvantage.com.au

tony@WebSiteAdvantage.com.au

Top Contributor

Google Webmaster Central

Help Forum

Tony McCreath

treebo.com

● Broken Secure Status

● Structured Data could be improved (more details, category pages with a

single product are breaking guidelines)

Tony McCreath

jungleerummy.com

● Facebook pixel error

● GA triggered in standard and GTM format