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Big Site SEO Triage
               Dr. Peter J. Meyers
               Marketing Scientist
               SEOmoz
Are you a real doctor?
Why I’m a believer…
My philosophy…


       Keyword
       Density*
                  *just kidding
My philosophy…


   Q: Is there a dupe
   content penalty?
My philosophy…


 A: I don’t give a shit.
I. Look at the damned site
Your top 2 SEO tools
Scope out the architecture
Navigate the main links
Quick-count internal links
Check for pagination
Scan search filters, sorts…
II. Drill down quickly
Master the basics
Expert’s handiwork
Amateur’s handlesswork
Two useful combos


      site: + intitle:
      site: + inurl:
Quick duplicate check


     site:example.com
  intitle:”unique phrase”
Spot-check URL parameters


     site:example.com
         inurl:page=
Spot-check the architecture


  site:example.com/menu
Real-world example


11M - site:example.com
8.4M - site:example.com/shop
6.7M - site:…/shop inurl:option
How reliable is site:?


(a)site:seomoz.org
(b) site:…/blog
(c) site:…/blog intitle:spam
Experiment results…


(a) 67,700 – 114,000
(b) 4,580 – 8,650
(c) 40 – 40
Don’t forget the basics


       Robots.txt
       HTTP headers
       HTML headers
III. Bring in the firepower
GWT – HTML Improvements
GWT – Index Status (Advanced)
GWT – Tiered XML sitemaps


     I. Main pages
     II. Categories
     III. Products
Screaming Frog – URL parameters
SF – Track bad internal links
IV. Choose your weapon
Robots.txt


  +Don’t need dev access
  +Good for prevention
  -Still can be dangerous
  -Bad for removal
Meta noindex


  +Extremely flexible
  +Fairly easy to reverse
  -Occasionally ignored
301 redirects


  +Still very powerful
  +Impact users + search
  -Difficult to reverse
  -Google can get suspicious
Rel=canonical


  +Fast and powerful
  +Very flexible
  -Easy to screw up
Rel=prev, Rel=next


  +Low-risk option
  +Allows pages to rank
  -Difficult to implement
Rule #1 for page-level cues


 They can’t see what
  They don’t crawl
GWT parameter handling


  +Requires no site access
  -Inconsistently applied
  -Google-specific
Technical SEO isn’t dead
Thank You!
             Dr. Peter J. Meyers
             peter@seomoz.org
             @dr_pete

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