smx israel: the ultimate seo audit - smart indexing
TRANSCRIPT
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Ultimate SEO Audit | Smart Indexing
@tristan_pirouz
Tristan Pirouz, Head of BD EMEA, DeepCrawl
@tristan_pirouz
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HOW TO POSITION YOUR YOURSELF AS A WEBMASTER‘Smart Indexing’
@tristan_pirouz
Over-In
dexing
Under-Ind
exing
You want to read more: http://info.deepcrawl.com/science-of-crawlspace
Smart Indexing!
Num
ber o
f Ind
exed
Pag
es
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IndexingINDEXING IS THE CONTROL, PROCESS OR MEASURE OF WHICH PAGES ARE INDEXED
When showcasing your digital assets to Google you want your preferred pages to be seen.
@tristan_pirouz
Source: How to rank yours in Google search results, Google in-Depth Articles
Why we want to be indexed?
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HOW OFTEN A BOT CRAWLS A SPECIFIC PAGE OR DIRECTORY PER HOUR OR DAY?If a page hasn’t been crawled recently, it won’t rank well.
If a page hasn’t been crawled within a certain time period then it receives less authority.
@tristan_pirouz
You want to read more: http://info.deepcrawl.com/science-of-crawlspaceSource: Crawl Optimization, blindfiveyearold
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INDEXED PAGES ARE THOSE WHICH ARE RETURNED IN SEARCH RESULTSThe method to understand where you are is…
URL Analyze Validate Universe
@tristan_pirouz
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INDEXED PAGES ARE THOSE WHICH ARE RETURNED IN SEARCH RESULTSThe method to understand where you are is this…
• Ranking checking
• Log analysis• Search console• Sitemaps• Organic visits• Site:• Info:
• Dedupe• Crawl with DeepCrawl
Compare this to the indexed pages count in search console
Analyze Validate:URL Universe:
@tristan_pirouz
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HOW TO ACHIEVE SMART INDEXING?Achieving ‘Smart Indexing’
@tristan_pirouz
Over-IndexationIncorrect Canonical tagsLack of NoIndexLack of Canonical tags
Under-IndexationThin ContentUndiscovered PagesInefficient ArchitectureSlow PerformanceMade NonIndexable by mistake
Smart Indexing
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EXAMPLES OF UNDER-INDEXING
@tristan_pirouz
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PAGES MAY NOT BE DISCOVERED DUE TO INSUFFICIENT LINKING/ HIGH CRAWL DEPTHUndiscoverable pages
@tristan_pirouz
Googlebot may not access your content reach pages as they are hidden too far down your website
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HOW CRAWLABLE IS YOUR SITE?Crawl efficiency
@tristan_pirouz
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EXAMPLES OF OVER-INDEXING
@tristan_pirouz
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A LACK OF NOINDEX CAN RESULTS IN AN INDEX BLOAT CAUSING A DILUTION OF LINKJUICE AND CONSTRAINED CRAWL BUDGET
Lack of noindex
@tristan_pirouz
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DO INCLUDE A CANONICAL TAG ON EVERY PAGE, WITHOUT EXCEPTIONLack of canonical tags
Prevent any possible duplication. Even if there are no other versions of a page, then that page should still include a canonical tag that links to itselfSource: Cononical Tags: Easy Dos and Don’ts, DeepCrawl
@tristan_pirouz
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CONTROLS
@tristan_pirouz
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UNDERSTANDING HOW TO USE NOINDEX, DISALLOW & NOFOLLOW MEANS YOU CANADVISE SEs AROUND
What to consider when optimizing your crawl efficiency?
You want to read more: https://www.deepcrawl.com/knowledge/best-practice/robots-txt-noindex-the-best-kept-secret-in-seo/You want to read more: https://www.deepcrawl.com/knowledge/best-practice/noindex-disallow-nofollow/
Backlink Authority
Craw
l Effi
cienc
y
meta canonical
robots.txt disallow
meta noindex
rel nofollow
meta noindex + rel nofollow
robots.txt noindex
@tristan_pirouz
Cra
wl E
ffici
ency
Backlink Authority
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DETERMINE YOUR PERFORMANCE RELATIVE TO YOUR COMPETITORSHow am I performing relative to my competitors?
Determine your performance relative to your competitors
@tristan_pirouz
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IS THE ABILITY TO CONSTRUCT YOUR WEBSITE ON THE FORESIGHT OF THE MARKETLEADERS WEBSITE ARCHITECTURE SIZE
Concept of architecture
3 Values:Market Size: What is the average website size set by market leaders?Actual Size: What is the actual website size of the given site?Indexed Size: What are the total number of returned pages in search results?
@tristan_pirouz
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WHEN YOUR WEBSITE IS BELOW THE EXPECTED MARKET SIZEUnder-architected
When does Under-Architected occur:
1.When there is a lack of inventory, products, content
2.Lack of relevant categorization and facets
@tristan_pirouz
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WHEN YOUR WEBSITE IS ABOVE THE EXPECTED MARKET SIZEOver-architected
When does Over-Architected occur:
1.Low relevancy or low value pages without unique content created
2.Uncontrolled categorization
3. Incorrect management of expired content
@tristan_pirouz
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THEREFORE…
@tristan_pirouz
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HOW TO ACHIEVE SMART INDEXING?‘Smart Indexing’ | Checklist
Over-IndexationIncorrect Canonical tagsLack of NoIndexLack of Canonical tags
Under-IndexationThin ContentUndiscovered PagesInefficient ArchitectureSlow PerformanceMade NonIndexable by mistake
Smart Indexing
@tristan_pirouz
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HOW YOU WANT YOUR WEBSITE TO LOOK LIKE?‘Smart Indexing’
@tristan_pirouz
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MULTIPLE SCENARIOS YOU CAN FIND YOURSELF AS A WEBMASTER‘Super Smart Indexing’
ArchitectureIn
dexi
ngUnder
Und
erOver
Ove
r
@tristan_pirouz
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Your Site Audit with DeepCrawl
Tristan PirouzHead of Business Development EMEA, DeepCrawl
@tristan_pirouz