1.
How valuable was
Search in 2015?
@SearchMATH

2.
@SearchMATH
Turkey

3.
Have you ever intentionally browsed
products at a store but, decided to
buy them online?
Have you ever intentionally
browsed products online, but
decided to buy them in-store?
@SearchMATH
68%
32%
Yes No
70%
30%
Yes No

4.
@SearchMATH
“Web-rooming”
is just as important as
“showrooming”

5.
@SearchMATH
56% - first thing they do
when researching a
purchase is to go to a
search engine

6.
@SearchMATH

7.
@SearchMATH

8.
Today I’m going to look at
“ON-THE-PAGE
FACTORS”
AKA
“TECHNICAL SEO”
@SearchMATH

9.
ON-THE-PAGE
FACTORS
 CONTENT
 ARCHITECTURE
 HTML

10.
Why does
TECHNICAL SEO
matter?
@SearchMATH

11.
Ok… nice article
@SearchMATH

12.
But how healthy is their
ON-THE-PAGE SEO?
@SearchMATH

13.
@SearchMATH
Let’s test the User
Experience (U/X)

14.
But do 404’s
hurt my site?
@SearchMATH

15.
YES

16.
@SearchMATH

17.
@SearchMATH

18.
Website Health
0
2
4
6
8
10
1 5 10
Commercial
Performance
Low 
High
Website ‘Health’ impact on
Commercial Performance

19.
What do the
world’s top SEO
experts say?
@SearchMATH

20.
"Even a basic understanding of what to
look for in technical SEO can get you
far…

21.
…So many people today focus too
heavily on off-page SEO, but if a site is
technically flawed, it won't matter how
many links you have or how good your
content is.”

22.
Isolate & Dominate Your Base Metric
1. Organic revenue
2. Visits compared to last month
3. Visits compared year-over-year
http://searchengineland.com/win-battle-proving-seos-value-201328

23.
"The biggest problems we have are tech
problems. Often webmasters [are] trying
to be too clever and give confusing
signals…
John Mueller, Webmaster Trends Analyst, Google
http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

24.
…Send clear, consistent and obvious
signals.”
John Mueller, Webmaster Trends Analyst, Google
http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/

25.
GOOGLE RECOMMEND CRAWLING SEPARATELY
Google Webmaster Hangout, 16th October, John Mueller recommended running a
separate crawl to help identify and resolve technical issues that could be causing
problems and delays when Google tries to crawl your site.
“We get kind of lost crawling all of these unnecessary URLs and we might not be
able to crawl your new updated content.”

26.
I’m going to show you a
case study to remind us
of some of the power at
our disposal
@SearchMATH

27.
Let’s begin…
@SearchMATH

28.
Where do I start with a
technical review?
@SearchMATH

29.
Jon suggests we
“CRAWL”
@SearchMATH
TIP #1

30.
Independent web crawler
software which imitates
googlebot to produces rich
reports detailing opportunities
to achieve perfect website
architecture.
@SearchMATH

31.
“CRAWL”
=
DISCOVERY
@SearchMATH

32.
An embarrassing
truth for too many
web managers…
@SearchMATH

33.
They don’t even know
how many pages they
have on their website
@SearchMATH

34.
Let alone how many
issues are lurking below
the surface
@SearchMATH

35.
Establish a clear picture
of your website and then
consider how it fits into
the URL universe
@SearchMATH

36.
Recommend 5 actions from
your audit:
• 3 Quick-wins
• 2 Long-term wins
@SearchMATH
TIP #2

37.
What’s the story with
these rel=canonical
links?
@SearchMATH

38.
“Including a rel=canonical link in your webpage is a
strong hint to search engines your about preferred
version to index among duplicate pages on the web.”

39.
“rel=canonical can be a bit tricky
because it’s not very obvious when
there’s a misconfiguration.”

40.
www.mavi.com
rel=canonical
to a Disallowed URL
@SearchMATH

41.
Audit your canonical
tags quarterly
@SearchMATH
TIP #3

42.
Your robots.txt file holds
the power over crawlers.
Monitor for free with
Robotto.org @SearchMATH
TIP #4

43.
So, how can I fix this issue?

44.
Adding this directive in the robots.txt is quicker,
cleaner, easier to manage than getting a meta
noindex added to specific pages. @SearchMATH

45.
But ultimately the meta
canonical needs amending to…

46.
DeepCrawl already supports the robots.txt noindex directive: check which pages are
being noindexed in your report via Indexation > Non-Indexable Pages > Noindex
Pages.

47.
Constantly optimise your
architecture to improve
crawl efficiency
@SearchMATH
TIP #5

48.
So, remember:
1) Crawl your website
2) 5 actions per audit
3) Audit your canonicals
4) Try robotto.org for FREE
5) Optimise your crawl efficiency
@SearchMATH

49.
Thank you!
Please say “hi”
@SearchMATH