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TECHNICAL SEO
BECOMING THE WORLDS BEST CRAWLED DOMAIN!
Bastian Grimm, VP Organic Search, Peak Ace AG | @basgr

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Presentation Download:
http://pa.ag/seozone14

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LETS TALK ABOUT SPACE!
BEAUTIFUL, ISN‘T IT?
Source: http://bit.ly/1iT6JSk

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CRAWLSPACE
THE MOST IMPORTANT THING IN TECHNICAL SEO!
Source: http://bit.ly/1iT6JSk

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WHAT IS CRAWLSPACE?
ACCESSIBILITY, EFFICIENCY, PRIORITY & SPEED!
Source: http://bit.ly/1iT6JSk

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But why…
… do search engines love efficient, easily
accessible sites for crawling?

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Starting with Google Webmaster Tools
GWT > Crawl > Crawl Stats
https://www.google.com/webmasters/tools

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Efficient vs. non-efficient Domains
Maximum unique pages, (almost) no duplicates, all contents crawlable, etc.
http://www.deepcrawl.co.uk/

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http://www.deepcrawl.co.uk/ 9

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#1 Proper architecture
Use no. of links & link depth to control crawlers

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THE MOST IMPORTANT THING?
YOUR HOMEPAGE! ALL CONTENTS MAX. 3-4 CLICKS AWAY!
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Prioritize based on Search Volume
Searchers demand to create hierarchy: Homepage > Categories > … > Detail pages
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More keyword research: http://bg.vu/sesldn14

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webcache.googleusercontent.com/search?q=cache:www.domain.com&strip=1
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Make sure your links are “readable”
Give it a try and disable JavaScript as well as CSS
http://chrispederick.com/work/web-developer/ & http://www.feedthebot.com/spiderview.html

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#2 Have the “right” links
Make sure to get the best internal links for each
and every sub-page!

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Implement Breadcrumbs
The “proper” link and most-valuable anchor-text – all the time!
https://schema.org/breadcrumb

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Consider Contextual Relevance
People who bought product X also bought products Y & Z

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Also do semantically related Linking
For content X we also have related articles Y & Z
easy
advanced

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“SEO Special Interest” also needs Links
Seasonal keywords or quick wins (e.g. page 2 > 1 movements)

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#3 Do Crawler Control
Care about which pages you put into the index
and more importantly how you do that!

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Meta Robots Tag vs. Robots.txt
What are the key differences?
<meta name="robots" content="noindex, follow" />
 Pages will be crawled
 Pages won’t be indexed
 Pages won’t show up in search results
User-Agent: *
Disallow: /some-page.html
 Pages won’t be crawled
 URLs will “partially” be indexed
 URLs will show up in search results

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URL pattern has been robots.txt’ed out
But Google still shows a reference in their search results

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Don’t do both, either!
Google cannot read a Robots Meta Tag once the URL is disallowed in robots.txt!

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Do proper Redirects
Get rid of 302, 307 as well as redirect chains!

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Watch your Canonical Tags
Generally speaking: They are (usually) “OK” for filtering, sorting, HTTPs, etc.

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Google might ignore Canonicals…!
Don’t use Canonicals as excuse for poor architecture; do 301’s whenever possible!
Is rel="canonical" a hint or a directive?
It's a hint that we honor strongly. We'll
take your preference into account, in
conjunction with other signals, when
calculating the most relevant page […]
Full story: http://pa.ag/1FxYZEd

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On-Page Auditing Tools
Architecture: Crawling, Headers, Redirects, etc.

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#1 Screaming Frog SEO Spider
free (or £99 / yr.), Win + Mac + Ubuntu
http://www.screamingfrog.co.uk/seo-spider/

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#2 DeepCrawl Website Crawler
http://deepcrawl.co.uk/
paid (€60 / mo.), web-based

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#3 strucr.com
https://strucr.com/
free (or €119 / mo.), web-based

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#4 botify.com
https://www.botify.com/
paid (€39 / mo.), web-based

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#5 Searchmetrics Suite
http://www.searchmetrics.com/de/suite/
paid (€349 / mo.), web-based

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Performance Auditing
It’s all about site speed!

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Google officially confirms using site speed
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It‘s a „ranking factor“ for quite some time now, however…
Full Story: http://pa.ag/1t4xVs6

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It really is more a benefit for your users
But nevertheless it helps in crawling sites as well…
“We encourage you to start looking at
your site's speed - not only to improve
your ranking in search engines, but
also to improve everyone's experience
on the internet.”
- Amit Singhal & Matt Cutts, Google Search Quality Team
Full Story: http://pa.ag/1t4xVs6

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Site owners did listen to Google
The top-3 results are way faster than it’s competitors
Source: Searchmetrics Ranking Factors 2014 (US) - http://pa.ag/10cZuU2

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Start with Google PageSpeed Insights
It‘s a free, web-based tool to „score“ your site against a set of rules / best-practices
https://developers.google.com/speed/pagespeed/insights/

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If you prefer browser-based, use YSlow
Also free, however keep in mind results can depend on your connection as well!
http://yslow.org/

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Combine both with GTmetrix
PageSpeed & YSlow at-a-glance, report download, URL comparison & API
http://gtmetrix.com/

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ANOTHER TOP-5 TIPS
HOW TO MAKE YOUR SITE REALLY FAST!

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#1 Reduce no. of requests
As few HTTP connections as possible!

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Move CSS to the top, JS to the footer
Or: HeadJS enables parallelizing JS file downloads; Super-awesome!
http://headjs.com/

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Do CSS sprites
SpriteCow & SpriteMe can help your with that
http://www.spritecow.com/ & http://spriteme.org/

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#2 Decrease size of requests
The smaller the file, the faster it loads!

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Minify CSS & JavaScript files
Removing unnecessary whitespaces, line-breaks and comments to reduce file-size
For CSS, try:
http://www.phpied.com/cssmin-js/
http://developer.yahoo.com/yui/compressor/
For JS, go with:
http://www.crockford.com/javascript/jsmin.html
https://developers.google.com/closure/compiler

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Reduce image filesize significantly
TinyPNG & JPEGmini can help
https://tinypng.com/ & http://www.jpegmini.com/

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Enable GZIP compression
Output compression massively decreases size and therefore speeds up rendering
On Apache, try “mod_deflate” which is straight forward:
AddOutputFilterByType DEFLATE text/html text/plain
text/xml
http://www.gzip.org/ & http://pa.ag/1t4DGpH

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#3 Implement proper caching
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Only transfer files when really necessary!

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ASK YOUR IT GUYS!
THEY WILL KNOW HOW TO DO IT
Image Source: podbean.com

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Are you using proper caching?
Use Firebug, Live HTTP Headers or Web Sniffer to find out

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#4 Clean-up your HTML
Get rid of everything that bloats up the source!

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Optimize your Mark-Up
The HTML you’re serving should be as small as possible!
 There is no need for HTML comments on a live system – remove
them during build-time (e.g. with Apache ANT)
 Move inline CSS / JS to external files – you want your HTML to
be as small as possible
 Don’t use @import in CSS – it makes it impossible for browsers
to download in parallel
 Don’t scale using width / height – smaller images means less
file-size. Always provide images in proper dimensions.
 Do async loading whenever possible: Non-SEO images or your
social buttons must not block your site’s rendering

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#5 The server-side
Hosting, database, webserver & more

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Not enough time… you want more?
Way, way more performance optimization tools & strategies…
http://www.slideshare.net/bastiangrimm/

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ITS NO ROCKET SCIENCE
PLEASE DON‘T USE TOOLS WITHOUT QUESTIONING THEM!

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WE ARE HIRING: pa.ag/ace-jobs
10+ Openings in PPC, SEO as well as Content & Online PR in Berlin!
http://pa.ag/ace-jobs

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Your turn! Questions?
 bg@peakace.de
 twitter.com/peakaceag
 facebook.com/peakaceag
 www.peakace.de
http://pa.ag/seozone14