A discussion of trends in the technical SEO industry covering a wide array of topics from industry health metrics, budding technologies, standards adoption and future expectations.

1. Russ Jones | @rjonesx #TechSEOBoost
The State of Technical SEO

2. Russ Jones | @rjonesx #TechSEOBoost
The
Future
The
Industry
The Craft
The Definition

3. Russ Jones | @rjonesx #TechSEOBoost
So, what is technical SEO?

4. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD

5. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG

6. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER

7. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT

8. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT
• SPEED

9. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT
• SPEED
• CONTENT

10. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT
• SPEED
• CONTENT
• LINKS

11. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO
Any sufficiently technical action undertaken with
the intent to improve search results.
{

12. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT
• SPEED
• CONTENT
• LINKS

13. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT
• SPEED
• CONTENT • LINKS
INTENT TO IMPROVE SEARCH RESULTS
TECHNICALDIFFICULTY

14. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT
• SPEED
• CONTENT • LINKS
INTENT TO IMPROVE SEARCH RESULTS
TECHNICALDIFFICULTY

15. Russ Jones | @rjonesx #TechSEOBoost
Technical SEO{
• JSON-LD
• HREFLANG
• PRERENDER
• ROBOTS.TXT
• SPEED
• CONTENT • LINKS
INTENT TO IMPROVE SEARCH RESULTS
TECHNICALDIFFICULTY
• AMP
• RESPONSIVE
• REL=NEXT

16. Russ Jones | @rjonesx #TechSEOBoost
The Craft

17. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS

18. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed Speed

19. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2

20. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control

21. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots

22. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS

23. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive

24. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation

25. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation HrefLang
Dynamic
Geolocation

26. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation HrefLang
Dynamic
Geolocation
Sitemaps

27. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation HrefLang
Dynamic
Geolocation
Sitemaps
Split Testing

28. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation HrefLang
Dynamic
Geolocation
Sitemaps
Split Testing
Canonical
Redirects
Redirects

29. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation HrefLang
Dynamic
Geolocation
Sitemaps
Split Testing
Canonical
Redirects
Redirects
Rel=next

30. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation HrefLang
Dynamic
Geolocation
Sitemaps
Split Testing
Canonical
Redirects
Redirects
Rel=next
AMP
AMPAMP

31. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Data Storage Web Server Code DNS
Speed Speed Speed SpeedQuery
Caching
NoSQL/
SQL
GZIP Mod Page
Speed
OpCache
Minify
Images
Cache
Control
CDN
HTTP/2
Bot
Control
Bot
Control
Bot
Control
htaccess
firewall Robots.txt
X-robots
Meta
robots
HTTPS
HTTPS HTTPS
Responsive
Responsive
Responsive
Internationali
zation
Internationali
zation HrefLang
Dynamic
Geolocation
Sitemaps
Split Testing
Canonical
Redirects
Redirects
Rel=next
AMP
AMPAMP
JSON-LD
Schema

32. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
But does it end with
the tech stack?

33. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

34. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

35. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

36. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

37. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

38. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

39. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

40. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

41. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

42. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

43. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

44. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

45. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

46. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Content

47. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Links

48. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
DA
Links

49. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
DA
PA
Links

50. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
DA
PA
CF
Links

51. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
TF
PA
CF
DA
Links

52. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
TF
PA
CF
DA
URL
Rank
Links

53. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
TF
PA
CF
DA
URL
Rank
Links

54. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
TF
PA
CF
DA
URL
Rank
Links

55. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
TF
PA
CF
DA
URL
Rank
Links

56. Russ Jones | @rjonesx #TechSEOBoost
Links
Big Tent{
TF
PA
CF
DA
URL
Rank

57. Russ Jones | @rjonesx #TechSEOBoost
Links
Big Tent{
TF
PA
CF
DA
URL
Rank

58. Russ Jones | @rjonesx #TechSEOBoost
Links
Big Tent{
TF
PA
CF
DA
URL
Rank

59. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Research

60. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
Technical SEO is the
R&D of our industry.

61. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{

62. Russ Jones | @rjonesx #TechSEOBoost
Big Tent{
That’s a lot
of makeup.

63. Russ Jones | @rjonesx #TechSEOBoost
The Industry
Adoption Rates

64. Russ Jones | @rjonesx #TechSEOBoost
Who{

65. Russ Jones | @rjonesx #TechSEOBoost
Who{

66. Russ Jones | @rjonesx #TechSEOBoost
Who{

67. Russ Jones | @rjonesx #TechSEOBoost
Who{

68. Russ Jones | @rjonesx #TechSEOBoost
When{
2015 2013 2009 2005

69. Russ Jones | @rjonesx #TechSEOBoost
When{

70. Russ Jones | @rjonesx #TechSEOBoost
When{
Canonical Tag
Nofollow

71. Russ Jones | @rjonesx #TechSEOBoost
When{
High Performing Sites are
Early Adopters of New
Technical SEO

72. Russ Jones | @rjonesx #TechSEOBoost
The Industry
Insights

73. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{
Demand is Up-ish

74. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{

75. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{
The Industry Follows
the Technology

76. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{
“JSON-LD” Begins to
Trend Upward
“Technical SEO”
starts its ascent.

77. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{
Stuck in the Middle

78. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{

79. Russ Jones | @rjonesx #TechSEOBoost
The Industry
Themes

80. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
Specialty vs. Scale

81. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
vs
CDN technology bringing high end
Technical SEO features to
enterprise brands
CDN technology bringing
Technical SEO (https, http/2)
features to the masses

82. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
Leading vs. Lagging

83. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{
vs

84. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
Commodification

85. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
CMS

86. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
PluginsCMS

87. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
Plugins SitewareCMS

88. Russ Jones | @rjonesx #TechSEOBoost
Industry Themes{
Filling out a Technical SEO
checklist is not a career.

89. Russ Jones | @rjonesx #TechSEOBoost
Industry Insights{
So, What’s a
Technical SEO to do?

90. Russ Jones | @rjonesx #TechSEOBoost
The Future
Advice for Practioners

91. Russ Jones | @rjonesx #TechSEOBoost
Consultants
If your knowledge scales, it will be automated.
You must stay on top of the latest and greatest, providing
boutique services for complex implementations,
especially at the enterprise level.

92. Russ Jones | @rjonesx #TechSEOBoost
Developers
Convert Specialty to Scale
It is your job to put consultants out of theirs by finding
methods that scale and delivering them to the masses.

93. Russ Jones | @rjonesx #TechSEOBoost
Innovators
Steady the Ship
Your research and innovation gives both consultants and
builders new opportunities, even when Google is silent.

94. Russ Jones | @rjonesx #TechSEOBoost
Consultants & Developers
Invest in research, it is literally the
future of technical SEO

95. Russ Jones | @rjonesx #TechSEOBoost
Questions?
All icons from flaticon.com, logos from respective company websites, other graphics and statistics by yours truly.

96. Russ Jones | @rjonesx #TechSEOBoost
What can I say except,
you’re welcome?
@rjonesx
russ@moz.com
/u/karmaceutical