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Technical SEO Trends in 2022 and Beyond

Technical SEO Trends in 2022 and Beyond

Slides from my talk at inOrbit 2022 where I spoke about the current state of technical SEO and where I see things heading in the near future.

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Barry Adams

May 17, 2022
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  1. Key Technical SEO Trends In 2022 and Beyond Barry Adams

    May 2022
  2. None
  3. What is Technical SEO?

  4. Crawler Indexer Ranker Google Processes

  5. Crawler Indexer Ranker Technical SEO Google Processes

  6. Crawler Indexer Ranker 1. Crawler (Googlebot)

  7. Crawling: Googlebot • URL discovery; ➢ <href> tags in HTML

    ➢ XML sitemaps ➢ Other sources? • Crawl queue management; ➢ De-duplication based on URL patterns ➢ Crawl prioritisation & scheduling • Crawling; ➢ Fetching raw HTML ➢ Crawl ‘politeness’
  8. Crawl Management • Robots.txt Disallow; ➢ Strongest crawl management signal

    ➢ Evaporates crawl budget
  9. None
  10. Don't use robots.txt to temporarily reallocate crawl budget for other

    pages; use robots.txt to block pages or resources that you don't want Google to crawl at all. Google won't shift this newly available crawl budget to other pages unless Google is already hitting your site's serving limit.
  11. Robots.txt prevents crawling… … but not indexing! • Links on

    webpages to blocked URLs are still crawled • Their anchor texts carry relevancy for indexing
  12. None
  13. Crawl Management • Canonicals & noindex are NOT crawl management;

    ➢ Google needs to see meta tags before it can act on them ➢ That means Googlebot still crawls those URLs
  14. Optimise Crawling • Server Response Time

  15. GSC Crawl Stats

  16. Page Resource Load

  17. Googlebot & AdsBot

  18. Optimise Crawling • Serve correct HTTP status codes; ➢ 200

    OK ➢ 301 / 302 Redirects ➢ 304 Not Modified ➢ 401 / 403 Permission Issues ➢ 404 / 410 Not Found/Gone ➢ 5xx Error
  19. Optimise Crawling • ALL resources consume crawl budget; ➢ Not

    just HTML pages ➢ Reduce HTTP requests per page
  20. Optimise Crawling • ALL resources consume crawl budget; ➢ Not

    just HTML pages ➢ Reduce HTTP requests per page • AdsBot can consume crawl budget; ➢ Double-check your Google Ads campaigns
  21. Optimise Crawling • ALL resources consume crawl budget; ➢ Not

    just HTML pages ➢ Reduce HTTP requests per page • AdsBot can consume crawl budget; ➢ Double-check your Google Ads campaigns • Link equity (PageRank) impacts crawl budget; ➢ More link equity = more crawl budget
  22. Unsolved Crawl Issue

  23. ?

  24. 2. Indexer Crawler Indexer Ranker

  25. Two Stages* of Indexing Crawler Indexer Ranker 1 2 *At

    least – indexing is a collection of interconnected processes
  26. Indexing • HTML lexer; ➢ Cleaning & tokenising the HTML

    • Index selection; ➢ De-duping prior to indexing • Indexing; ➢ First-pass based on HTML ➢ Potential rendering (not guaranteed) • Index integrity; ➢ Canonicalisation & de-duplication
  27. Rendering

  28. Googlebot & Rendering

  29. Evergreen Chrome

  30. Possible Rendering Issues in GSC

  31. Rendering Issues • Inaccessible Resources; ➢ Make sure all page

    resources can be crawled
  32. Rendering Issues • JavaScript inserts invalid HTML in the <head>;

    ➢ <body> tags in the <head> break Google’s processing of meta tags
  33. https://developers.google.com/search/docs/ advanced/guidelines/valid-html

  34. Rendering Issues • HTML vs Render mismatch; ➢ Different content

    in raw HTML vs fully rendered page
  35. https://chrome.google.com/webstore/detail/view-rendered- source/ejgngohbdedoabanmclafpkoogegdpob

  36. Google Tools *ALWAYS* Render

  37. Optimise Indexing • Don’t rely on Google’s rendering; ➢ Use

    SSR & CDN caching • Minimise page weight; ➢ Fewer page resources = better use of crawl budget faster load speed & CWV less chance of rendering issues • Improve internal linking; ➢ More PageRank = higher chance of indexing
  38. Key Technical SEO Trends

  39. IndexNow

  40. Live Indexing API (?)

  41. Edge SEO Your Webserver Cloud CDNs Googlebot

  42. Edge SEO Your Webserver Cloud CDNs Googlebot Change your webpages

    here
  43. Edge SEO • CDNs store cached versions of your webpages;

    ➢ Global coverage with edge nodes worldwide ➢ Usually also results in faster crawling and better CWV • You manipulate your CDN cached pages; ➢ Cloud Workers enable a range of functionality • Googlebot crawls the changed CDN-cached pages; ➢ Your ‘original’ website remains unchanged ➢ Google only sees the changed CDN webpages
  44. Why Edge SEO? • Faster deployment; ➢ Bypass your developers’

    lengthy queues ➢ ‘Ask forgiveness, not permission’ • No CMS constraints; ➢ Change pages directly regardless of your CMS capabilities • Testing; ➢ Perform narrow tests on specific site sections ➢ A/B testing for SEO
  45. A/B Testing

  46. SEO Split Testing Case Studies https://www.searchpilot.com/resources/newsletter/

  47. None
  48. None
  49. The Great AMP Deletion

  50. None
  51. Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in

    Technical SEO & News SEO ➢ Newsletter: SEOforGoogleNews.com
  52. Thank You barry@polemicdigital.com @badams