From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Omi Sido, Senior Technical SEO, Canon Europe.

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Omi Sido
@OmiSido
The relationship between rankings and technical SEO

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What is Technical SEO?

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Success

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https://www.oncrawl.com/case-studies/improving-rankings-log-files-analysis/

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Content is King
but only when the
Googlebot can see
it!

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Total Number of Website Pages
500 000
Why oh why?
Orphan Pages Orphan Pages Getting Traffic
154 000 3 000

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Your content is
useless without
traffic.

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Technical SEO improvements only!

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AMP: The web’s first steps into the Performance Age

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https://www.stonetemple.com/the-canonical-guide-to-amp/

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The importance of internal linking

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Keyword: World Cup 2018 – Volume 74 000

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But where is Daily Mail?

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Website internal linking

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The importance of internal linking
Link to the article

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The importance of internal linking

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The importance of internal linking (hub pages)

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The importance of internal linking

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The importance of internal linking

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“Your category archives are more
important than individual pages and
posts.. If your site is a blog and you
write several articles about a topic,
your category for that topic should be
#1 in the search result.” - Yoast

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Motorcycle Helmets

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Compete with Your
Competitors, Not
Yourself

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www.monster.co.uk
Subdomains vs subdirectories

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Subdomains vs subdirectories

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Interesting Cases
Link
Link Link

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Takeaways
1. Delete any pages that don’t add value or don’t bring in any search engine
traffic.
2. Run your site through an SEO audit tool like OnCrawl or DeepCrawl and nd do
your best to fix these issues:
• Duplicate or missing title tags.
• Duplicate description tags.
• Broken links.
• Images with missing alt text .
• Pages blocked by Robots.txt.
• 302 redirects that should be 301 redirects.
3. Focus on your top 20-30 most important pages and optimise them for on-page
SEO. And put all of your muscle behind those pages!
4. Optimise for Clickthrough rate (CTR).
• Use “Power Words” so your Page Titles text stand out.
• Make your title emotional.
5. Reduce Bounce Rate
• Use sub-headers to break up your content.
• Make sure the content way above the fold is loading fast.
6. Boost your site speed.
• Use a CDN like CloudFlare or Akamai.
• Shrink your image file sizes.
• Introduce AMP (Accelerated Mobile Pages).
Technical SEO for better rankings list

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Question
● In its menu, The Guardian has
3 links to 3 different
subdomains. Does it make
sense to have those 3
different subdomains?
● #BenchmarkConf2018
Link to the question

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Omi Sido
www.omisido.com
The relationship between rankings and technical SEO
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Thank you