4-Step SEO Waltz: Tackle SEO Challenges Head-On

+ Jamie Indigo + Michelle Race
●
About Us
● Specializing in Tech SEO for 8+ years
● Been at Deepcrawl since Nov 2020
● Loves going down Tech SEO rabbit holes
● Proud member of the Women in Tech SEO
community
● Big horror books and video game fan!
● Tech SEO since 2014
● Tabaxi Rogue/Artificer
● Joined DeepCrawl with Michelle!
● Lives to learn in public
● Proud member of the Women in Tech SEO
community

+ Visibility
+ Diagnostics
+ Iteration
Agenda
+ Monitoring

Visibility
The worst dancer is the one who doesn't get on the dance floor.

+ Where do I look?
+ How can I see it?
+ What am I looking for?
Check you’ve got the right dance shoes

+ Does expected site
behavior match real life
behavior?
+ DeepCrawl Analyze

+ Are there new data
sources available?
+ Search Console >
Crawl Stats

+ URL prefix variants– collect
them all!
+ Search Console > Security

+ Some critical information
is only available in a prefix
OR domain property
+ Search Console > URL Parameters

+ Can I look at existing data sources in new ways?
+ Google Analytics

+ Is there fresh data available in old favorites?
+ Search Console > Links > Top Linking Sites

+ Can I combine datasets for
enhanced insights?
+ Deepcrawl Analytics Hub - Segmentation & Data Explorer

Diagnostics
One step at a time, yeah?

+ Don’t start off on the wrong foot
Avoid just sending issue headings and exports of affected URLs
+ Learn the steps
Thoroughly investigate, identify and understand each step to resolve
+ Make sure your partner knows the moves
Use a variety of tools to diagnose, replicate and demonstrate issues
How to be a great technical SEO dance partner

+ How does it break?
+ What is being observed?
+ Can it be measured?
+ Are specific templates affected?
+ Is there consistent behaviour?

+ Do all sections of the site
behavior the same?
+ DeepCrawl Analyze

+ Chrome DevTools
● To open right click and select Inspect.
● Elements
● Performance
● Console Errors / Warnings
● Find code and sections affected on pages
● Right click > Inspect to see specific code
● Or use the search function in Elements tab
and hover on code to see on page
● If hidden on page, look for associated CSS
styles which may be hiding it like
display:none and untick in CSS

+ PageSpeed Insights
● View lab and field data on a page by page
basis
● Understand improvements for CWV metrics

+ Search Console URL Inspector
Understand how Googlebot is seeing individual
pages
● Live test
○ On the spot testing - can be affected by
resource timeouts
● Crawled page
○ See the googlebot rendered HTML
+ Use the new URL Inspector API
to view indexing at scale!
+To see a rough visual of rendered
HTML
● Copy crawled page HTML
● In Chrome DevTools for a page,
click the top <html> tag
● Right click, select ‘Edit as HTML’
and replace all selected HTML with
your copied code

+ Deepcrawl Analyze
● Understand issues at scale
● Determine if one or more templates are affected
● Is there consistent behaviour across affected templates?
● Review past crawls and trend lines for timelines of issues

+ Where do I look? (Data source)
+ What is the element?
+ How is it measured?
+ How does it break? (Repo Steps)
Now you’ve learnt the steps, demonstrate to your dance partner!

+ Understand the team
Define who is responsible for specific website templates or business areas
+ Team: Editorial
+ Responsible for /blog/ /news/
+ Know who to assign & alert
1. Understand expected behaviour
2. Gather previous discussions and related
tickets
3. Know who to create dev tickets & assign
user stories to
Example : Blog schema missing

+ Creating a ticket
Explain, Demonstrate, Advise & Test
+ Create user stories
+ Add Acceptance criteria
+ Demonstrate how to reproduce
+ Provide Testing Strategies
Avoid combining multiple
issues and actions into one
ticket - split it out into more
manageable steps!

+ Creating a ticket
Example: !!Defect - Remove 'Private' Declaration from cache-control header
+ Environment: UAT
+ Device/Platform: All
+ Steps To Reproduce:
1. Open a new, incognito Chrome instance to
Network tab in Developer tools
2. Select a URL from Incoming Reference URL
column
3. In Network tab, select resource listed in
corresponding Resource URL column
4. Review cache-control header for max-age
and private declaration
+ Visual repo steps
● Screenshots!
● Video screen captures
● Specific code examples

+ Provide developer resources!
● https://web.dev/http-cache/
● https://devcenter.heroku.com/articles/increasing-appl
ication-performance-with-http-cache-headers
● https://developer.mozilla.org/en-US/docs/Web/HTTP/H
eaders/Cache-Control
+ Acceptance Criteria
(What is the task done?)
+ List out what is required!
1. Private declaration is removed when
pushed to production
2. Team forgives SEO if private header is
merely a protocol of lower-environment 🙂
+ Provide conditional criteria if needed
● IF condition 1 is true
○ THEN - Do this
● ELSE
○ Do this instead

+ Provide testing URLs
● https://www.example.com/dance-partner.htm
● https://www.example.com/seo-waltz.htm
+ Testing Strategy
(How to determine success)
+ List out how to test if successful
1. Open Google Search Console
2. Request URL in inspector tool
3. Copy and paste the rendered HTML into text editor
4. Search for async or defer
5. Confirm syntax is correct

+ Constantly refine and improve
+ Keep updated with ticket progress
+ Understand development cycle
+ Record when fixes are rolled out
Keep your rehearsals focused

Monitoring
How has it changed?

+ What should be monitored?
+ What has changed?
+ How to keep aware of new issues
Glide effortlessly across the SEO stage

+ Deepcrawl Analytics Hub Create regular crawls
● Establish baselines
● Demonstrate impact of fixes
● Highlight new issues

+ Monitoring multiple projects
● Coming soon!
Compare issues for multiple domains/sections of a site
● Get alerts about site-wide issues and a global view
● Understand when issues could be present across
multiple domains or templates

+ Server Logz Set up log monitoring
● Review exact URLs visited by Googlebot
● See trends and patterns
If you don’t have
access to logs, the
Crawl Stats report in
GSC is a free but less
detailed alternative

● View URLs indexing status
● View reasons for URLs not indexed
+ Search Console Coverage Reports Coverage reports can
be out of sync - review
status using URL
inspector to confirm
+
Submit child sitemaps
individually within GSC to
get access to individual
coverage data just for
those sitemaps.

+ CrUX Dashboard
https://web.dev/chrome-ux-report-data-studio-dashboard/
Monitor CrUX data over time

+ CrUX Competitor Dashboard
DeepCrawl's Competitor Dashboard
Monitor CrUX data over time

SEO
product engineering
UX
Search
Engines

41
Our vision is to empower businesses to bring SEOs,
marketers, and engineers closer together,
connecting the dots between often siloed SEOs and
the wider business, and converging business
operations to improve their website performance.
Our SaaS Technical SEO platform is powerful and
flexible and is used every day by thousands of
enterprise businesses as well as all six major global
group advertising agencies – including leading brands
like Adobe, eBay, Microsoft, Twitch, Canva, and Paypal.
Deepcrawl empowers the world’s leading brands to harness their full revenue
potential through the one initiative most businesses overlook – technical SEO.
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4-Step SEO Waltz: Tackle SEO Challenges Head-On

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