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Technical SEO and it’s place in multi-signal SEORichard FalconerBrightonSEO12th April 2013
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We are…
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What my friends think I do
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What my Mum thinks I do
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What SEO Account Managers think I do
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What I think I do
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What I really do
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Underused technical SEO techniques
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1. prefetch and prerender
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1. prefetch and prerender
PrefetchDownloads the file you request and holds it until clicked. You can request multiple files.
<link rel="prefetch" href="/images/big.jpeg"> <meta http-equiv="Link" content="</images/big.jpeg>; rel=prefetch">[HTTP header] Link: </images/big.jpeg>; rel=prefetch
PrerenderDownloads and fully renders the page (including CSS, JavaScript etc.) and holds for 30 seconds, waiting for the click.
<link rel="prerender" href="http://example.org/index.html">
https://developer.mozilla.org/en/docs/Link_prefetching_FAQhttps://developers.google.com/chrome/whitepapers/prerender
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1. prefetch and prerender
Areas where you could make use of prefetch or prerender:
Checkout areasSimple multi-page formsMulti-page articles
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1. prefetch and prerender
Use analytics to identify areas where you can use
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prefetch and prerender
Implementation requires consideration and testing. The system should not be overused and can cause side effects:
Analytics problems – registering page views incorrectly
Bandwidth problems – overuse could slow down your site
Bandwidth problems – think about external sites too
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2. SEO friendly AJAX
AJAX can be good for user experience, bad for search
Previous hashbang #! solution was rubbish
HTML5 includes a JavaScript function called pushState()
Address bar URL, title and history can be changed
If your web application fails in browsers with scripting disabled, Jakob Neilsen’s dog will come to your house and shit on your carpet.
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pushState
All major browsers now support pushState
Bing recommends pushState over hashbangs
Google encourages webmasters to look into it
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pushState
Get the speed benefit of AJAX
Allow users to bookmark and link to AJAX content
Allows users to use their back button
Keeps content accessible to all, including search
engines
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3. Supercharge your crawling
SEOs need to crawl web sites
Screaming Frog is awesome
Power Mapper is also awesome
There are many others
Most have big limitations
http://www.screamingfrog.co.uk/seo-spider/
http://www.powermapper.com/
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Powermapper
www.brightonseo.com
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Powermapper
www.brightonseo.com
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Powermapper
www.brightonseo.com
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Grepping
Grep allows us to search for a string of
characters using regex patterns
Blekko allows you to grep the whole internet:
http://blekko.com/webgrep?status=completed
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Blekko Grep The Web
Thing 872,652 URLs 1,173 Domains
Person 101,078,860 URLs 56,603 DomainsProduct 31,437, 841 URLs 33,539 Domains
1,664,598 Domains
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Crawl and grep
Crawl files
Checks for patterns
Disguard files
Crawl files
Save files
Check for patterns
Conventional Crawlers Crawl and grep
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How to do it
Install HTTrackhttp://www.httrack.com/
Crawl the site using httrack and save the filesInstall grepWin
http://tools.tortoisesvn.net/grepWin.htmlGrep the pages using grepWin.Search for text matches or regex patternsBuild a library of regex patterns for future use
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What you can discover
Check server logsGrep competitor pagesGrep link prospectsPagination with Rel=”prev” Rel=”next”Authorship Rel=”author”Schema.org markupOther structured dataIframesNofollow linksAnalytics tracking codeLike buttonsTwitter cards, Facebook MarkupAnything else that you want, whenever you want
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Grepping found…
Top 100 pages for “car insurance” on Google.co.uk
“car insurance” used 2011 times. Average 20 times per page.6 pages use schema.org, 4 of them for product52 use canonical link element, 2 use it twice!1 site uses prefetch
40% of pages on The Daily Mail website contain the word “immigrant” (sample of 2772 pages) 6% on The Guardian website (sample 3442 pages)F*** used on 7% and C*** used on 3.5% Guardian pagesNever used on The Daily Mail
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Lorem ipsum dolor sit
Default text to use during design is “Lorem ipsum dolor…”I checked the Conservative website. They have one page which seems to be neglected:
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Thank you