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How to Fight 100 Horse-Sized Ducks: Technical SEO Strategies for Multiple Large Sites

How to Fight 100 Horse-Sized Ducks: Technical SEO Strategies for Multiple Large Sites

Building a technical SEO strategy for a large website can be tricky. Building a technical SEO strategy for several large websites can be REALLY tricky. Between overlapping and contradictory technologies, internationalisation and staying in the good books of several development teams, forging a path to SEO health can be a huge struggle. In this talk Chris will not only break this gargantuan task into manageable chunks, he will also explain what he is well aware is a very strange name for a talk.

Chris Spann

September 18, 2023
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Transcript

  1. How to Fight 100
    Horse-Sized Ducks: Technical
    SEO Strategies for Multiple
    Large Sites
    Chris Spann
    Technical SEO, Lumar
    @lumarhq

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  2. How to Fight 100
    Horse-Sized Ducks:
    Technical SEO
    Strategies for
    Multiple Large Sites
    CHRIS SPANN:

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  3. Chris Spann
    Senior Technical SEO
    REALLY BIG PROBLEMS,
    really small problems,
    really weird problems

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  4. QUESTION
    Which would you rather
    fight: one horse-sized duck,
    or 100 duck-sized horses?

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  5. QUESTION
    Which would you rather
    fight: one horse-sized duck,
    or 100 duck-sized horses?

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  6. QUESTION
    Which would you rather
    fight: one horse-sized duck,
    or 100 duck-sized horses?

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  7. ANOTHER QUESTION
    But what if there were a
    hundred ducks, and they
    were all horse sized?

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  8. ANOTHER QUESTION
    …and the ducks were websites?

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  9. ANOTHER QUESTION
    Sorry.

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  10. PRESENTATION TITLE (please edit on master slide)

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  11. 1
    Why do you
    have multiple
    websites?

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  12. 1
    Why do you
    have multiple
    websites?
    Separate TLDs for different markets
    International

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  13. 1
    Why do you
    have multiple
    websites?
    Separate TLDs for different markets
    B2C v B2B, Separate Brands
    International
    Products/Brands

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  14. 1
    Why do you
    have multiple
    websites?
    Separate TLDs for different markets
    B2C v B2B, Separate Brands
    Buying competitors/partners
    International
    Products/Brands
    Expansion

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  15. 1
    Why do you
    have multiple
    websites?
    Hreflang tags, geotargeting, geoblocking
    Differentiating between
    markets/intents, cannibalisation
    Different tech, different/
    out-of-house teams, legacy issues
    International
    Products/Brands
    Expansion

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  16. 2
    Get to know
    your stack(s)

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  17. 2
    Get to know
    your stack(s)
    Site Site Site
    Cloudflare
    CDN
    DB DB DB
    Onetrust
    Brightcove
    Wordpress
    React
    Site
    Akamai
    Sanity
    CDN
    AWS
    Azure

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  18. 2
    Get to know
    your stack(s)
    If you don’t have a friendly dev to walk
    you through all this, Wappalyzer is a
    great tool for finding the info you need

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  19. 2
    Get to know
    your stack(s)
    Export CSVs from the plugin
    and use them to build a filterable
    database of what sites use what

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  20. 3
    Prioritise
    your estate

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  21. 3
    Prioritise
    your estate
    Difficulty to work on
    Commercial Priority

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  22. 3
    Prioritise
    your estate
    Difficulty to work on
    Commercial Priority
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x

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  23. 3
    Prioritise
    your estate
    Difficulty to work on
    Commercial Priority
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x

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  24. 3
    Prioritise
    your estate
    Difficulty to work on
    Commercial Priority
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x
    x

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  25. Once you have all this
    information, use it to inform
    your crawling strategy

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  26. 4
    Build a crawl
    strategy

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  27. 4
    Build a crawl
    strategy
    URL Budget: 10000000
    Urls/Crawl Crawls/Mo Total Urls Used
    Tier 1 Site 1000000 4 4000000
    Tier 2 Site 1000000 2 2000000
    Tier 2 Site 1000000 2 2000000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Total Remaining: 2000
    Split sites into tiers - although don’t get too granular

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  28. 4
    Build a crawl
    strategy Split sites into tiers - although don’t get too granular
    Sites that don’t often get worked on need crawling less
    often - especially if they’re low commercial priority
    URL Budget: 10000000
    Urls/Crawl Crawls/Mo Total Urls Used
    Tier 1 Site 1000000 4 4000000
    Tier 2 Site 1000000 2 2000000
    Tier 2 Site 1000000 2 2000000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Total Remaining: 2000

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  29. 4
    Build a crawl
    strategy Split sites into tiers - although don’t get too granular
    Sites that don’t often get worked on need crawling less
    often - especially if they’re low commercial priority
    If your sites are too big, consider crawling the top X% of
    urls in a web crawl, or using GSC/Analytics data to
    identify a priority list
    URL Budget: 10000000
    Urls/Crawl Crawls/Mo Total Urls Used
    Tier 1 Site 1000000 4 4000000
    Tier 2 Site 1000000 2 2000000
    Tier 2 Site 1000000 2 2000000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Total Remaining: 2000

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  30. 4
    Build a crawl
    strategy Split sites into tiers - although don’t get too granular
    Sites that don’t often get worked on need crawling less
    often - especially if they’re low commercial priority
    If your sites are too big, consider crawling the top X% of
    urls in a web crawl, or using GSC/Analytics data to
    identify a priority list
    If your sites use multiple CMSes (ie a Shopify site with a
    WP blog), consider creating segments
    URL Budget: 10000000
    Urls/Crawl Crawls/Mo Total Urls Used
    Tier 1 Site 1000000 4 4000000
    Tier 2 Site 1000000 2 2000000
    Tier 2 Site 1000000 2 2000000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Tier 3 Site 666000 1 666000
    Total Remaining: 2000

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  31. 5
    Monitor your
    sites in groups

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  32. 5
    Monitor your
    sites in groups

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  33. 5
    Monitor your
    sites in groups
    What those groups are is up to you - by now you
    should have an understanding of the commonalities
    and differences

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  34. What you want to achieve is the ability to tell at a
    glance what technology is the likely culprit for any
    large changes
    5
    Monitor your
    sites in groups

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  35. 5
    Monitor your
    sites in groups
    Per group, focus on an overview of issues, common
    problems and areas you are currently working on

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  36. 6
    Be smart
    - probably too
    much to keep on
    top of yourself
    You have a
    lot of data

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  37. 6
    Be smart
    - probably too
    much to keep on
    top of yourself
    You have a
    lot of data
    Use your
    groups
    to check what is
    important and
    compartmentalise
    - no point worrying
    about B-Tier sites
    if they’re exactly
    the same as last
    week and you have
    no tickets in!

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  38. 6
    Be smart
    - probably too
    much to keep on
    top of yourself
    You have a
    lot of data
    Use your
    groups
    Set up alerts
    to check what is
    important and
    compartmentalise
    - no point worrying
    about B-Tier sites
    if they’re exactly
    the same as last
    week and you have
    no tickets in!
    If possible set up
    alerts for certain
    key metrics -
    you’re too busy to
    worry about the
    stuff that has just
    stayed the same

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  39. TO SUM UP
    1: Why do you have multiple websites?
    2: Get to Know Your Stack(s)
    3: Prioritise your Estate
    4: Build a Crawl Strategy
    5: Monitor your sites in Groups
    6: Be Smart

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  40. TO SUM UP
    1: Why do you have multiple websites?
    2: Get to Know Your Stack(s)
    3: Prioritise your Estate
    4: Build a Crawl Strategy
    5: Monitor your sites in Groups
    6: Be Smart
    And finally, remember…

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  41. And sorry again
    about the ducks.

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  42. Keep in
    touch
    Useful resources available here
    LAST BUT NOT LEAST
    https://www.lumar.io/collection/lumar-brightonseo-2023/

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