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@stekenwright #brightonSEO
Best practice is
not enough
Stephen Kenwright
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Not
true
Also not
true
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Issue Issue Frequency
The page contains broken hyperlinks. 83,539
The page contains invalid markup. 74,462
The page contains unnecessary redirects. 63,756
The link text is not relevant. 43,457
The page contains a large amount of script code. 21,536
The title is too long. 7,158
The description is missing. 6,613
The URL for the hyperlink is broken. 6,509
The title begins with a brand name. 6,495
The <img> tag does not have an ALT attribute defined. 2,551
The request is disallowed by a Robots.txt rule. 257
The <h1> tag is missing. 246
The page contains a large number of Cascading Style Sheet (CSS) definitions. 212
The canonical URL is broken. 172
The page was excluded by a noindex attribute. 126
The canonical URL is linking to a resource that permanently moved. 6
The page contains multiple canonical formats. 6
The page contains multiple title tags. 5
The page contains too many hyperlinks. 5
The description is too long. 4
The description begins with a brand name. 2
The page contains multiple <h1> tags. 2
An unexpected error has occurred. 1
The description is empty. 1
The redirection response results in another redirection. 1
317,122
Prioritise
“The average SEO at a big
company has been waiting
over six months for their
highest priority technical
change.
40%+ have been waiting
over a year.”
@stekenwright #brightonSEO
Where does best practice
come from?
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Accidently implements
302 redirects
Changes title tags
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Migrates
subdomain
@stekenwright #brightonSEO
@stekenwright #brightonSEO
vs.
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Should you spend time on link removals?
branded3.com/blog/spend-time-link-removals/
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Best practice changes
with the web
@stekenwright #brightonSEO
@stekenwright #brightonSEO
JavaScript
Googlebot follows JavaScript
redirects
Googlebot follows JavaScript links
JS taking more than 3-4 seconds to
render or not rendering until an
event is fired does not get indexed
w3techs.com/technologies/details/cp-javascript/all/all
@stekenwright #brightonSEO
@stekenwright #brightonSEO
When Google says “we got this”
@stekenwright #brightonSEO
Unblocking CSS + JS for a Panda recovery
“We recommend making sure Googlebot
can access any embedded resource that
meaningfully contributes to your site’s
visibility or its layout.”
yoast.com/google-panda-robots-css-js
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Accelerated Mobile Pages
(AMP)
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
eBay + AMP
eBay (and Google) are working on…
Smart buttons like “Add to Cart” and “Buy It Now” with
authentication support
Input elements like search boxes and checkboxes
Advanced tracking.
A/B testing
ebaytechblog.com/browse-ebay-with-style-and-speed
@stekenwright #brightonSEO
Add lead capture forms to AMP
Add the AMP iframe extended component to your <head>
<script async custom-element="amp-iframe"
src="https://cdn.ampproject.org/v0/amp-iframe-0.1.js"></script>
Add an AMP iframe tag to the body at least 600px / 75% of first viewport from the top +
add some values to the sandbox attribute of the iframe e.g.
sandbox="allow-same-origin allow-popups allow-popups-to-escape-
sandbox allow-forms"
List of attributes: w3schools.com/tags/att_iframe_sandbox.asp
@stekenwright #brightonSEO
Read this:
builtvisible.com/examining-traffic-amp-
carousel
Get started with AMP
Download this:
pagefrog.com
@stekenwright #brightonSEO
@stekenwright #brightonSEO
40% of search queries show
apps in the top 5
Search Engine Roundtable
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Apps
appear
above
organic in
google.gr
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Organic
Apps
@stekenwright #brightonSEO
Think with Google
@stekenwright #brightonSEO
Best practice
= why, not how
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
146% YOY growth in location searches on
mobile
Think with Google
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Local search
@stekenwright #brightonSEO
@stekenwright #brightonSEO
50% of local searchers end up in store
within a day
Search Engine Land
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Local search at scale
Invest in a Location Management Platform (LMP) like
1. Update store data simultaneously across locations
2. Post content to all Facebook Locations / Google My Business pages simultaneously
3. Create store locator pages on-site / in-app with minimal input from developers
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Thin content
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Video
content
@stekenwright #brightonSEO
Sub-
headings
@stekenwright #brightonSEO
Internal
links
@stekenwright #brightonSEO
Images
@stekenwright #brightonSEO
CTA
@stekenwright #brightonSEO
GOV.UK
Content length: 5,815
Links to page: 34
Ranking: 1
Questions answered: 1
When do the clocks go back?
The Mirror
Content length: 36,246
Links to page: 8,663
Ranking: 4
Questions answered: 0
@stekenwright #brightonSEO
@stekenwright #brightonSEO
@stekenwright #brightonSEO
Get started with a blog
Set up a site using WordPress.com
1. Add a CNAME record through your domain registrar
2. Go to WordPress.com/domains and click ‘Add Domain’ and then ‘Make Primary’
en.support.wordpress.com/map-subdomain/
@stekenwright #brightonSEO
Thanks
stephen.kenwright@branded3.com
@stekenwright

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