Technical SEO for Content Marketers

Slides from my webinar for 256 Media in October 2020, where I showed aspects of technical SEO that are important for content marketers to know.

Transcript

1. @badams @badams Technical SEO for Content Marketers
2. @badams
3. @badams @badams What is Technical SEO?
4. @badams @badams Web Search Engines Crawler Indexer Ranker
5. @badams @badams 1. Crawler (Googlebot) Crawler Indexer Ranker
6. @badams @badams 2. Indexer (Caffeine) Crawler Indexer Ranker
7. @badams @badams Two Stages of Indexing Crawler Indexer Ranker 1 2
8. @badams 3. Ranker (Query Engine) Crawler Indexer Ranker
9. @badams @badams The Three Pillars of SEO Technology Relevancy Authority
10. @badams @badams Relation to Web Search Technology Crawler Relevance Indexer Authority Query Engine
11. @badams @badams Relation to Web Search Technology Crawler Relevance Indexer Authority Query Engine
12. @badams @badams Technical SEO Technology Crawler Relevance Indexer Authority Query Engine
13. @badams @badams 1. Page Experience 2. Structured Data
14. @badams @badams Page Experience
15. @badams @badams https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html
16. @badams @badams Page Experience
17. @badams @badams Core Web Vitals https://web.dev/vitals/
18. @badams @badams Largest Contentful Paint (LCP) • How fast does the page content load? ➢It measures when the visible content on your screen is rendered • Includes text, images, and videos • Optimal is 2.5 seconds or faster
19. @badams @badams First Input Delay (FID) • How fast does the page respond to a user’s input? ➢ Does it respond quickly to scrolls & taps when it first loads? • Human reaction time averages around 215 ms ➢ Anything over 300ms would be noticeable lag
20. @badams @badams Cumulative Layout Shift (CLS) • Does the page layout change after it’s loaded? ➢ That annoying thing when content & links move around after you’ve started reading the page • Reported scores are indicative of amount and severity of layout changes
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24. @badams @badams Mobile Friendly
25. @badams Interstitials
26. @badams Interstitials “…pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”
27. @badams Bad Interstitials
28. @badams Acceptable Interstitials
29. @badams @badams Structured Data
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32. @badams © 2019 | Private and Confidential Google Discover
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35. @badams @badams Image Resolution & Aspect Ratio 1200px Variable* *Aspect Ratios: • 16x9 • 4x3 • 1x1
36. @badams @badams Implementing Article Schema
37. @badams @badams Implementing Article Schema https://technicalseo.com/tools/schema-markup-generator/
38. @badams @badams Embedded Videos
39. @badams @badams Validate
40. @badams @badams Validate
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42. @badams @badams Summarised
43. @badams @badams Optimise for Page Experience • Core Web Vitals; ➢ Use PageSpeed Insights to check for improvement opportunities • Make sure your content is fully mobile-friendly • No intrusive interstitials; ➢ Unless Google can’t see them
44. @badams @badams Implement Structured Data • Article schema markup for your posts; ➢ Ensure the featured image in your markup is at least 1200 pixels wide ➢Aspect ratio of 16x9, 4x3, or 1x1 • VideoObject markup for embedded videos • Validate with Structured Data Testing Tool / Rich Results Test
45. @badams @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Chief Editor at State of Digital
46. @badams @badams Thank You! barry@polemicdigital.com @badams