Things Google Tries To Correct For You - SMX Advanced 2019 Insights Sessions by Patrick Stox

@patrickstox
• Technical SEO for IBM - Opinions expressed are
my own and not those of IBM.
• I write, mainly for Search Engine Land
• I speak at some conferences like this one, Pubcon,
TechSEO Boost
• Organizer for the Raleigh SEO Meetup (most successful
in US)
• We also run a conference, the Raleigh SEO Conference
• Also the Beer & SEO Meetup (because beer)
• 2017 + 2018 + 2019 US Search Awards Judge, 2017 +
2018 UK Search Awards Judge, 2018 + 2019 Interactive
Marketing Awards Judge
• Founder Technical SEO Slack Group
• Moderator /r/TechSEO on Reddit
Who is Patrick Stox?

@patrickstox
Share these #SMXInsights on your social channels!
• The importance of Technical SEO may diminish
over time

@patrickstox
Indexed Without Being Crawled
https://twitter.com/JohnMu/status/1110665054414954498

@patrickstox
Status Code 200
URL /notfound?requestedUrl=%2Fafdkj
Soft 404s

@patrickstox
Triggers:
• Not Found
• Page Not Found
• Not In Stock
• Not Available
• Does Not Exist
Soft 404s

@patrickstox
Crawl delay is ignored
• See how the server reacts
https://www.youtube.com/watch?v=ZSghHC_4LzU
Pages may be folded together before being crawled.
• Patterns in the URLs
https://www.seroundtable.com/google-combines-urls-before-crawling-
26117.html
Crawling

@patrickstox
https://searchengineland.com/google-to-begin-to-index-https-pages-
first-before-http-pages-when-possible-238811
HTTPS over HTTP

@patrickstox
Page A > 302 > Page B =
Signals consolidated at A, A is indexed
Page A > 302 > Page B (after a period of time) =
Signals consolidated at B, B is indexed, the same as a 301
https://www.seroundtable.com/google-302-301-permanent-redirect-
21045.html
302 Redirect Treated as 301

@patrickstox
When:
• Missing
• Not Relevant
• Generic (Home)
• Too Long
https://support.google.com/webmasters/answer/35624?hl=en
Title Tags Written/Rewritten

@patrickstox
https://support.google.com/webmasters/answer/35624?hl=en
Meta Descriptions Written/Rewritten

@patrickstox
“The lastmod tag is optional in sitemaps and in most of the
cases it's ignored by search engines, because webmasters are
doing a horrible job keeping it accurate.” – Gary Illyes
https://stackoverflow.com/questions/31349345/how-to-properly-format-
last-modified-lastmod-time-for-xml-sitemaps?stw=2
Lastmod in Sitemaps

@patrickstox
• Content Not Relevant
• Many to One (like canonical all pages to homepage)
• Target contains Noindex
• Target doesn’t exist
• Canonical in <body> instead of <head>
• Multiple or Unintended (copied from another page)
Canonical Tag Ignored

@patrickstox
“Google looks for duplicate content and where we find it, we
often try to group it all together and treat it as if it’s just one
piece of content.“ – Matt Cutts
https://www.youtube.com/watch?v=mQZY7EmjbMA
Duplicate Content

@patrickstox
https://www.reddit.com/r/TechSEO/comments/a5uyv5/question_on_js_
manipulation_of_nofollow_code/
Multiple Tags For Crawling – Most Restrictive

@patrickstox
Bad Links

@patrickstox
https://whitespark.ca/acceptable-google-maps-nap-abbreviations-and-
variations/
NAP Listings

@patrickstox
Google ignores this and
will even follow redirects
to see content
Expired Security Certificates

@patrickstox
Hreflang

@patrickstox
https://searchengineland.com/google-changed-the-way-it-works-and-
no-one-really-noticed-300213
Hreflang – Duplicates

@patrickstox
Looks like Google lets it slide, although standards and best
practices say to use “–” instead of “_”
https://twitter.com/dsottimano/status/867315538057474049
Hreflang – Underscore Instead of Dash

@patrickstox
https://www.reddit.com/r/TechSEO/comments/87pxsu/i_am_john_muell
er_webmaster_trends_analyst_at/
Hreflang – en-UK instead of en-GB

@patrickstox
Is it essential to have self-referencing hreflang tags?
John Mueller: No.
https://www.youtube.com/watch?v=bjbaDP-P7PA&t=24m39s
Hreflang – Self Referencing

@patrickstox
Hreflang – Relative vs Absolute URLs

@patrickstox
Google Chrome – Lazy Loading in Chrome 75

Things Google Tries To Correct For You - SMX Advanced 2019 Insights Sessions by Patrick Stox

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Things Google Tries To Correct For You - SMX Advanced 2019 Insights Sessions by Patrick Stox

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