Your website’s technical health is crucial to its overall performance – not only to succeed in SEO but also to drive more user engagement, conversions, and ultimately, revenue. Check out this webinar as we discuss the key areas of website health you need to focus on in 2024, and provide actionable tips for how to get the right platforms and processes in place to improve all your key site health metrics. You'll learn: - Why SEOs and website managers need to expand their view beyond content and keywords for maximum business results. - Tips for improving your website's technical health (including crawlability, indexability, site speed, accessibility and more). - How to build streamlined connected website health workflows to align your team and resolve issues faster. With Richard Barrett and Matt Ford of Lumar, we’ll dive into ways to enable faster fixes and cause less stress for everyone involved. With these tips, you’ll come away with ways to improve efficiency and efficacy, streamlining your website health improvement processes and ensuring every member of your team is on the same page.

1. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Holistic Website
Health & Technical
Tips for SEO Success
formerly Deepcrawl

2. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Agenda
Introductions & housekeeping
Why website experience is important
Holistic website health
Connected workflow
Conclusion
Questions & answers
@lumarhq

3. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Who are we?
@lumarhq

4. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Why website
experience is
important
@lumarhq

5. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Poll Question 1
What type of organization
do you currently work at?

6. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
SEO efforts drive
traffic to a site. Fact.
● But why?
● Conversion on revenue
driving factors?
@lumarhq

7. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Core Web Vitals improvement
- an important SEO action
- Minimal ranking impact
- Massive conversion rate impact
@lumarhq

8. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Traffic without conversions
is just a vanity metric
Paying to serve content to users but
not getting conversions means actually
SEO could be costing you money!
@lumarhq

9. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Website technical health is more important than ever…
Traffic Drivers
Organic traffic, paid
acquisition, content (e.g.
white papers and blogs),
email, social, etc.
Website
Technical Health
Page speed, internal
linking, accessibility,
canonicalization,
experience,
internationalization,
uniqueness, etc.
High-Performing
Website
High-ranking,
accessible, converting,
revenue-driving,
profitable.
@lumarhq

10. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Holistic
website health
@lumarhq

11. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
@lumarhq

12. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
@lumarhq

13. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
@lumarhq

14. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
@lumarhq

15. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
@lumarhq

16. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
@lumarhq

17. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
● The slower your site
responds to Google the
fewer pages Google will
crawl
● It's a ranking factor but
much more important than
that
● Slow sites are frustrating
and harm conversion rate!
● The end goal is conversions -
converting traffic that you’ve
captured
● Reduce frustration factor
to open up a new market
● User Experience. Compliance
is important but UX is key
● Page needs to be found &
indexed before we get into
the User Experience.
● Key pages all need to be
found and in a timely manner,
think about your internal
linking, sitemaps & robots.txt
● How soon your page is found
in your site structure is an
indicator of importance
17
Tech SEO
Accessibility
Site Speed
Top Tips/3 Key Components of Holistic Website Health

18. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Connected
Workflow
@lumarhq

19. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Poll Question 2
Do you find it difficult to get SEO work
prioritizedwith the web development team?

20. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Web development processes
are often complex and inefficient.
@lumarhq

21. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
This delays issues getting fixed, and
prevents your site reaching its full potential.
@lumarhq

22. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
The web development lifecycle
@lumarhq

23. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Pain points in the web dev process…
All of which delay fixes being made.
@lumarhq

24. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Website
Technical
Health { Accessibility
Technical SEO
Performance
Other
Prioritization: Avoid a backlog clogged with issues
2. Ineffective prioritization leads to backlog clogged with issues
Effective prioritization
leads to faster fixes ✅
Website
Technical
Health { Accessibility
Technical SEO
Performance
Other
@lumarhq

25. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Action Item: Implement product markup
User Story
● As a site that wants to be more competitive in
search results, I want to implement product
markup in order to be eligible for product rich
results in search.
Prioritization: Write a ticket so it’s easy to prioritize.
@lumarhq

26. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Action Item: Implement product markup
Context & Notes
● Product markup can increase the number of clicks and
CTR, driving more traffic to the website.
● If Google detects that some of the markup on your
pages may be using techniques that are outside our
structured data guidelines, your site may receive a
manual action.
● Google does not guarantee that features that consume
structured data will show up in search results.
Prioritization: Write a ticket so it’s easy to prioritize.
@lumarhq

27. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Acceptance Criteria
● All /product/ pages have product markup (see full list of URLs)
● All required product fields are included.
● Schema.org markup is used. JSON-LD Markup is preferred and
recommended by Google.
● Only one product is marked up per page.
● Pages test as valid when using the Rich Results Test.
Prioritization: Write a ticket so it’s easy to prioritize.
@lumarhq

28. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
● Share a clear business case
● Explain details that aren’t
intuitive
● Build communal
understanding
● Be very clear on how you
would consider this fixed /
complete
● Provide developers with a way
of testing as they go
● Ensure requirements are met
improve efficiency
● Prevent issues or regressions
being introduced to
production
28
Pre-release
Test
Write Acceptance
Criteria
Provide Context
Top Tips
To update Matt

29. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Conclusion
@lumarhq

30. Engage with web
dev workflow to
get things done
—> efficiency & ease
Accessibility -
directly affects
whether a user
can convert
Conversions rather
than just traffic
—> drive revenue
and growth
What should you take away?
@lumarhq

32. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Questions
Lumar platform:
Request a demo
Resource: Smart SEO
crawling strategies

33. HOLISTIC WEBSITE HEALTH & TECHNICAL TIPS FOR SEO SUCCESS
Thank you for joining us today!