SEO Checks: Automatisierung bei ABOUT YOU (SMX München 2018)

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Vorstellung unserer Software zum automatischen Monitoring von SEO Kriterien als skalierbarer Ansatz für ein maximal komplexes Website-Setup (multi-linguale Single Page Application auf mehreren Plattformen (Desktop, Mobile, App)). Demovideo https://youtu.be/DLaE2boWlaM

Software

- erste Webseite ~2005
- Informatikstudium
- 3 Jahre Tech-SEO bei Tchibo
- seit 2 Jahren Head of
Marketing Technology …
- … seit 1 Jahr „& SEO“ bei
ABOUT YOU
- Go Live 2014
- 450 Mitarbeiter
- Top 3 Fashion Online Shops in DE
- aktiv in 6 Ländern und 4 Sprachen
- 3 Plattformen (Desktop, Mobile, App)
- Shop als Single Page Application

Source: https://www.billyloizou.com/thoughts/what-is-the-iceberg-principle
Was kostet SEOs die meiste Zeit?
Feature erstmalig online bringen
Langfristig sicherstellen, dass nichts kaputt geht

…
Content
Meta
Server
Welche Kriterien müssen geprüft werden?
Canonical
Content CustomRegex CustomXpathHeading
HttpHeaderLocation
Image Link
MetaCharsetMetaDescription MetaRobots MetaFragment
RelAlternateHreflangRelAlternateMobile RelPrevNext
RobotsTxt StatusCode
Title MetaBase
HttpHeaderVary
SchemaOrg AMP JavaScriptCrawling

<link
rel =“canonical“
href=“...“
/>
open view-source compare
✔
https://www.aboutyou.de/frauen/bekleidung

https://www.aboutyou.de/frauen/bekleidung
2. http://www.aboutyou.de/frauen/bekleidung
3. https://aboutyou.de/frauen/bekleidung
4. https://www.aboutyou.de/frauen/bekleidung/
5. https://www.aboutyou.de/frauen/bekleidung?random=parameter
6. https://www.aboutyou.de/frauen/bekleidung?page=1
7. https://www.aboutyou.de/frauen/bekleidung?page=2
8. https://www.aboutyou.de/frauen/bekleidung?page=10000
… auf Desktop
Was ist eigentlich „eine URL“?
9. https://m.aboutyou.de/frauen/bekleidung
10. http://m.aboutyou.de/frauen/bekleidung
11. https://m.aboutyou.de/frauen/bekleidung/
12. https://m.aboutyou.de/frauen/bekleidung?random=parameter
13. https://m.aboutyou.de/frauen/bekleidung?page=1
14. https://m.aboutyou.de/frauen/bekleidung?page=2
15. https://m.aboutyou.de/frauen/bekleidung?page=10000
… auf mobile
16. https://www.aboutyou.ch/frauen/bekleidung
17. http://www.aboutyou.ch/frauen/bekleidung
18. https://aboutyou.ch/frauen/bekleidung
19. https://www.aboutyou.ch/frauen/bekleidung/
20. https://www.aboutyou.ch/frauen/bekleidung?random=parameter
21. https://www.aboutyou.ch/frauen/bekleidung?page=1
22. https://www.aboutyou.ch/frauen/bekleidung?page=2
23. https://www.aboutyou.ch/frauen/bekleidung?page=10000
… in der Schweiz
24. https://fr.aboutyou.ch/frauen/bekleidung
25. http://fr.aboutyou.ch/frauen/bekleidung
26. https://fr.aboutyou.ch/frauen/bekleidung/
27. https://fr.aboutyou.ch/frauen/bekleidung?random=parameter
28. https://fr.aboutyou.ch/frauen/bekleidung?page=1
29. https://fr.aboutyou.ch/frauen/bekleidung?page=2
30. https://fr.aboutyou.ch/frauen/bekleidung?page=10000
… auf französisch
+ 5 weitere Länder + 2 weitere Sprachen

WENN Bedingung A
DANN erwarte ich Ergebnis B
SONST Fehler
Automatisierte Tests sind Standard im Software Development
WENN der Googlebot die URL https://www.aboutyou.de/ aufruft
DANN erwarte ich als Canonical Tag den Wert https://www.aboutyou.de/
<link
rel =“canonical“
href=“...“
/>
crawl parse compare
✔

So sieht‘s aus:
WENN der Googlebot die URL https://www.aboutyou.de/ aufruft
DANN erwarte ich als Canonical Tag den Wert https://www.aboutyou.de/
Hoher Aufwand für viele URLs / Checks

The right tool for the job: Massenbearbeitung mit Google Sheets
WENN der Googlebot die URL https://www.aboutyou.de/ aufruft
DANN erwarte ich als Canonical Tag den Wert https://www.aboutyou.de/

The right tool for the job: Massenbearbeitung mit Google Sheets

Alle Checks sind definiert – Was jetzt?
Monitoring
Alert Mails
HTML Snapshots (Change History) Chatbot Integration

Status Quo & Learnings
Facts
• 1.000 URLs
• 10.000 Checks
• Alle 30 Minuten
 ~ 500.000 Datenpunkte pro Tag
Skalierbarkeit durch Automatisierung
• strikte Regeldefinition
• Monitoring
• Alerting
Prozesse für Pflege und Wartung sehr wichtig
• „Ständige“ Änderung, z.B. durch ausverkaufte Produkte, „leere“ Kategorien,
länderspezifische Marken, …
 Prozessoptimierung (Massenbearbeitung, One-Click Exporte)
Besser zu viel als zu wenig monitoren
• gerne auch Fehlerzustände (= automatische Benachrichtigung bei Fix)

Pascal Landau
Head of Marketing Technology & SEO
Mail: pascal.landau@aboutyou.de
Twitter: https://twitter.com/PascalLandau
ABOUT YOU GmbH • Domstraße 10 • 20095 Hamburg • Deutschland
S A Y
H E L L O !

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SEO Checks: Automatisierung bei ABOUT YOU (SMX München 2018)

2. - erste Webseite ~2005 - Informatikstudium - 3 Jahre Tech-SEO bei Tchibo - seit 2 Jahren Head of Marketing Technology … - … seit 1 Jahr „& SEO“ bei ABOUT YOU - Go Live 2014 - 450 Mitarbeiter - Top 3 Fashion Online Shops in DE - aktiv in 6 Ländern und 4 Sprachen - 3 Plattformen (Desktop, Mobile, App) - Shop als Single Page Application

3. Source: https://www.billyloizou.com/thoughts/what-is-the-iceberg-principle Was kostet SEOs die meiste Zeit? Feature erstmalig online bringen Langfristig sicherstellen, dass nichts kaputt geht

4. … Content Meta Server Welche Kriterien müssen geprüft werden? Canonical Content CustomRegex CustomXpathHeading HttpHeaderLocation Image Link MetaCharsetMetaDescription MetaRobots MetaFragment RelAlternateHreflangRelAlternateMobile RelPrevNext RobotsTxt StatusCode Title MetaBase HttpHeaderVary SchemaOrg AMP JavaScriptCrawling

5. <link rel =“canonical“ href=“...“ /> open view-source compare ✔ https://www.aboutyou.de/frauen/bekleidung

6. https://www.aboutyou.de/frauen/bekleidung 2. http://www.aboutyou.de/frauen/bekleidung 3. https://aboutyou.de/frauen/bekleidung 4. https://www.aboutyou.de/frauen/bekleidung/ 5. https://www.aboutyou.de/frauen/bekleidung?random=parameter 6. https://www.aboutyou.de/frauen/bekleidung?page=1 7. https://www.aboutyou.de/frauen/bekleidung?page=2 8. https://www.aboutyou.de/frauen/bekleidung?page=10000 … auf Desktop Was ist eigentlich „eine URL“? 9. https://m.aboutyou.de/frauen/bekleidung 10. http://m.aboutyou.de/frauen/bekleidung 11. https://m.aboutyou.de/frauen/bekleidung/ 12. https://m.aboutyou.de/frauen/bekleidung?random=parameter 13. https://m.aboutyou.de/frauen/bekleidung?page=1 14. https://m.aboutyou.de/frauen/bekleidung?page=2 15. https://m.aboutyou.de/frauen/bekleidung?page=10000 … auf mobile 16. https://www.aboutyou.ch/frauen/bekleidung 17. http://www.aboutyou.ch/frauen/bekleidung 18. https://aboutyou.ch/frauen/bekleidung 19. https://www.aboutyou.ch/frauen/bekleidung/ 20. https://www.aboutyou.ch/frauen/bekleidung?random=parameter 21. https://www.aboutyou.ch/frauen/bekleidung?page=1 22. https://www.aboutyou.ch/frauen/bekleidung?page=2 23. https://www.aboutyou.ch/frauen/bekleidung?page=10000 … in der Schweiz 24. https://fr.aboutyou.ch/frauen/bekleidung 25. http://fr.aboutyou.ch/frauen/bekleidung 26. https://fr.aboutyou.ch/frauen/bekleidung/ 27. https://fr.aboutyou.ch/frauen/bekleidung?random=parameter 28. https://fr.aboutyou.ch/frauen/bekleidung?page=1 29. https://fr.aboutyou.ch/frauen/bekleidung?page=2 30. https://fr.aboutyou.ch/frauen/bekleidung?page=10000 … auf französisch + 5 weitere Länder + 2 weitere Sprachen

7. Checklisten skalieren nicht!

8. WENN Bedingung A DANN erwarte ich Ergebnis B SONST Fehler Automatisierte Tests sind Standard im Software Development WENN der Googlebot die URL https://www.aboutyou.de/ aufruft DANN erwarte ich als Canonical Tag den Wert https://www.aboutyou.de/ <link rel =“canonical“ href=“...“ /> crawl parse compare ✔

9. So sieht‘s aus: WENN der Googlebot die URL https://www.aboutyou.de/ aufruft DANN erwarte ich als Canonical Tag den Wert https://www.aboutyou.de/ Hoher Aufwand für viele URLs / Checks

10. The right tool for the job: Massenbearbeitung mit Google Sheets WENN der Googlebot die URL https://www.aboutyou.de/ aufruft DANN erwarte ich als Canonical Tag den Wert https://www.aboutyou.de/

11. The right tool for the job: Massenbearbeitung mit Google Sheets

12. Alle Checks sind definiert – Was jetzt? Monitoring Alert Mails HTML Snapshots (Change History) Chatbot Integration

13. DEMO https://youtu.be/DLaE2boWlaM

14. Status Quo & Learnings Facts • 1.000 URLs • 10.000 Checks • Alle 30 Minuten  ~ 500.000 Datenpunkte pro Tag Skalierbarkeit durch Automatisierung • strikte Regeldefinition • Monitoring • Alerting Prozesse für Pflege und Wartung sehr wichtig • „Ständige“ Änderung, z.B. durch ausverkaufte Produkte, „leere“ Kategorien, länderspezifische Marken, …  Prozessoptimierung (Massenbearbeitung, One-Click Exporte) Besser zu viel als zu wenig monitoren • gerne auch Fehlerzustände (= automatische Benachrichtigung bei Fix)

15. Pascal Landau Head of Marketing Technology & SEO Mail: pascal.landau@aboutyou.de Twitter: https://twitter.com/PascalLandau ABOUT YOU GmbH • Domstraße 10 • 20095 Hamburg • Deutschland S A Y H E L L O !

Notas do Editor

Murphys Law Ungefähr so sieht der Weg aus, wenn man eine SEO Anforderung an die IT hat Fun Fact: Wenn man genau hinsieht, spiegelt die „Reality“ unseren Sistrix Sichtbarkeitsindex zwischen 2018-03-05 und 2018-03-05 wieder
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten
Erster Schritt zur Fomalisierung / Prozessualisierung des Problems: Checklisten

SEO Checks: Automatisierung bei ABOUT YOU (SMX München 2018)

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