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Fully Optimized
Commonly-Missed Opportunities and New On-Page SEO Techniques
Jon Henshaw
Co-founder of Raven Tools
@RavenJon
What’s the typical approach to
optimizing sites for search engines?
Optimized URL naming convention
domain.com/category/product-name/
Optimized Page Titles & Descriptions
Awesome
content
All done!
I think I’ll sleep
here the rest of
the day
*
* Actual guy who slept there the rest of the day
Most sites have hundreds and
even thousands of problems to
fix and optimize
Next step is to do a site audit
Find and fix with a site audit tool
Once you finish fixing and
optimizing everything, you can…
…sit back,
relax and
drink tiny
bottles of
wine
Wait! Not yet!…you’re still not done!
Hide irrelevant content
Are these pages relevant?
• About Us
• Contact
• Terms of Service
• Privacy Policy
Exclude irrelevant
pages in robots.txt
Sanitize affiliate links
Google isn’t the biggest
fan of affiliate links
Internally link to a disallowed folder
and redirect to the destination
Choose a folder name like
domain.com/go
Disallow the folder in robots.txt
Create a 301 redirect
for the affiliate link
domain.com/go/timecapsule
WordPress Plugin
Redirection
raven.link/redirection
Optimize how you code
Turn off JS and CSS
Code without style first
Use semantic elements to
communicate context
<header>
<nav>
<article> <aside>
<footer>
Navigation
Advertising
List of HTML Semantic Elements
raven.link/semantic
Predict the next ranking factors
and implement them now*
* Even if they never become factors, your visitors will love you!
Google cares a lot about mobile and UX
Google also has a history of identifying
and utilizing standards and accessibility
Form “input types” that enhance
mobile UX fit that pattern
type=“email”
type=“date”
type=“time”
type=“tel”
All standard input type options
raven.link/inputtype
Use frameworks that allow good code,
are easy to configure and are responsive
Foundation
Custom Download
raven.link/foundation
Add Breadcrumbs
Communicates context and enhances SERPs
Footer
Can go anywhere on your site
Google’s Breadcrumb Instructions
raven.link/breadcrumbs
WordPress plugins
Yoast SEO
raven.link/yoast
NavXT
raven.link/navxt
Optimize images for mobile devices
Responsive
images are
not optimized
images
Optimization is serving a different image
Thankfully we have a new HTML
standard called SRCSET
SRCSET can serve both smaller and
completely different images to
improve speed and UX
Create smaller versions for mobile
1024px
800px
550px
360px
SRCSET is an attribute to the IMG element
<img alt="my awesome cat" src="image.png"
srcset="cat-hd.png 2x, cat-med.png 640w,
cat-med-hd.png 640w 2x" />
Specify device width
<img alt="my awesome cat" src="image.png"
srcset="cat-hd.png 2x, cat-med.png 640w,
cat-med-hd.png 640w 2x" />
Specify High DPI
<img alt="my awesome cat" src="image.png"
srcset="cat-hd.png 2x, cat-med.png 640w,
cat-med-hd.png 640w 2x" />
Customize image by device type
Mobile Desktop
WordPress Plugin
SrcSet Responsive Images
raven.link/srcsetwp
Speed in general matters
Don’t use a 💩 hosting provider*
and use a CDN to deliver assets
My old advice
* I still advise not using a 💩 hosting provider, but that’s not the point I’m trying to make right now
Use Cloudflare
• Significant speed increase with HTTP/2
• CDN for your entire site, not just assets
• Security and DDoS protection
My new advice
Enhance SERPs with
schema.org microdata
http://schema.org/Recipe
Integrate in HTML elements
JSON-LD makes it simpler
Use Schema App
raven.link/schemaapp
Consider using AMP if you’re a publisher
or blogger (and soon ecommerce sites)
ampproject.org
AMP strips out all of the unnecessary code and
delivers content almost instantly to mobile devices
What it
looks like
via mobile
search
Google’s results are hosted by Google
https://www.google.com/amp/www.bbc.co.uk/news/amp/36582770
Fortunately, you can add GA Tracking
raven.link/ampga
Ads are also supported
raven.link/ampads
Automattic has been actively
working with AMP
They created a WordPress plugin for AMP
raven.link/amp
For all others platforms, check out Mercury
raven.link/postlight
Thank you!
Early access to Site Auditor
raven.link/early
Jon Henshaw
@RavenJon

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