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Crafting Modern SEO

Andrew Welch
October 23, 2017

Crafting Modern SEO

You've worked hard to design a beautiful website for your client. Now, learn how to utilize SEO best practices to ensure that its viewed by potential customers. We'll discuss what SEO looks like in 2017, and how to implement it using Craft as an SEO management tool. From basic meta tags, sitemaps and OpenGraph to the more esoteric JSON-LD structured data, A/B split testing and GoogleBot crawl budgets, we've got you covered.

Related articles:

Modern SEO: Snake Oil vs. Substance

JSON-LD, Structured Data and Erotica

A/B Split Testing with Nginx & Craft CMS

Andrew Welch

October 23, 2017
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Transcript

  1. CRAFTING

    MODERN

    SEO
    Andrew Welch

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  2. FOL LOW-UP+
    nystudio107.com @nystudio107 SpeakerDeck.com/

    nystudio107

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  3. Well, it’s a really big topic
    WHAT IS MODERN SEO?

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  4. WHAT THE CL IE NT
    THIN KS IT IS

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  5. WHAT DE VELOPE RS
    THIN K IT IS

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  6. WHAT IT R EAL LY I S

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  7. SO WHY THE
    DI SCONN ECT ?
    • SEO firms tried to game the system
    • Google ain’t stupid
    • “Can you get us on the first page

    of teh Googles?”

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  8. But like my wife always says to me…

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  9. IT JUST D OES N’T
    WORK T HAT WAY

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  10. IT JUST D OES N’T
    WORK T HAT WAY
    • It’d be the longest “first page” in the world
    • If it were really that easy, everyone would
    do it
    • By definition there’s only one “best”
    • Misunderstanding SEO

    = unrealistic expectations

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  11. LET’S JUST

    CALL IT

    “ GOOGLE”
    is Google, and the others
    follow anyway
    86%

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  12. WHY DOES GOOGL E
    MAKE BANK?
    • People type something, Google finds
    what they want
    • It’s not just relevant pages
    • Google knows people want

    a fast page
    • Google knows people want

    a mobile-friendly page

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  13. GREY AR EAS
    • Google is a black box
    • We can only go by what they tell us
    • Allows for some “reading of the

    tea leaves”
    • SEO is constantly changing

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  14. DI ET PI LL S
    • Like diet pills, SEO promises shortcuts
    • What works is putting in the effort
    • Many SEO firms are

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  15. SEO I S ABOUT
    POTE NTIA L
    • The best SEO in the world doesn’t
    guarantee anything
    • SEO works in conjunction with
    promotion, not in place of it
    • Your job is to set things up for success

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  16. 10 THINGS

    YOU CAN DO!

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  17. CORR ECTN ESS
    • Check your pages with W3C Validator
    • Don’t make it hard for GoogleBot

    to understand
    • Invalid HTML can cause more than

    rendering errors
    • “Fetch as Google” in Search Console
    1
    10 TH ING S

    YOU CAN DO!

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  18. CORR ECTN ESS
    1
    10 TH ING S

    YOU CAN DO!
    • “Fetch as Google” in Search Console

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  19. PERFORM ANCE
    • Google PageSpeed Insights score is a SERP signal
    • GoogleBot has a crawl budget
    • It will only spend so much time before it gives up
    • Faster site = more pages GoogleBot consumes
    2
    10 TH ING S

    YOU CAN DO!

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  20. CONTENT!
    • Use the marketing technique; attract the bees
    • The website needs good, unique content
    • The more content the better, if it’s unique
    • Content strategy can be part of your proposal
    • “Inbound marketing” = have good content
    3
    10 TH ING S

    YOU CAN DO!

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  21. SITEMAP
    • Tells Google what to crawl
    • Set a low priority for pages that rarely change
    (crawl budget)
    • Google parses more than HTML

    (over 20 file types)
    • Use an image/video sitemap;

    images = 26.79% of searches
    • “Sitemaps” in Search Console
    4
    10 TH ING S

    YOU CAN DO!

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  22. SITEMAP
    4
    10 TH ING S

    YOU CAN DO!
    • “Sitemaps” in Search Console

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  23. META TAGS
    • 10-70 characters
    • 70-160
    characters
    • Make them unique, and make them reflect

    the content
    • 

    is completely ignored
    • These tags are only a suggestion!
    5
    10 TH ING S

    YOU CAN DO!

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  24. LINKS
    • to avoid
    duplicate content
    • hreflang=“xx”> for multiple languages
    • 

    for discoverability/clickthrough
    • for Google
    SERP branding
    6
    10 TH ING S

    YOU CAN DO!

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  25. LINKS
    • (yay, Google+)
    6
    10 TH ING S

    YOU CAN DO!

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  26. FAC EBOOK
    • OpenGraph lets you choose how your

    branding appears
    • Like meta tags, you can define a title,

    and a description
    • Image is critical; 1200 x 630 min,

    1.9:1 aspect ratio, 8mb max size
    • Validate using the OpenGraph Debugger
    7
    10 TH ING S

    YOU CAN DO!

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  27. FAC EBOOK
    • OpenGraph Debugger
    7
    10 TH ING S

    YOU CAN DO!

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  28. TWI T TER
    • Twitter tags let you add branding to any Tweet
    with your URL
    • Like meta tags, you can define a title,

    and a description
    • Image is critical; depends on the type of Twitter
    card, 1mb max for both
    8
    10 TH ING S

    YOU CAN DO!

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  29. TWI T TER
    • Summary Card = 120 x 120 pixels min
    • Summary Card with Large Images

    = 280 x 150 pixels min
    8
    10 TH ING S

    YOU CAN DO!

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  30. TWI T TER
    • Use Twitter Card Validator to preview your cards
    8
    10 TH ING S

    YOU CAN DO!

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  31. TWI T TER
    Other Social Media
    • Facebook and Twitter are the big two in terms of
    tags
    • Other sites like Pinterest, Slack, etc. also read the
    Facebook and Twitter tags
    • So get the big two right, and you’re halfway home
    8
    10 TH ING S

    YOU CAN DO!

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  32. DETAILS
    • Use https, it is a SERP ranking signal
    • Mobile friendly, Google now ranks based on its
    mobile index
    • Consistency between your content, tags,
    tags, and URLs
    9
    10 TH ING S

    YOU CAN DO!

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  33. DETAILS
    • ALT tags for images (26.79% remember),

    and for accessibility
    • Use semantic HTML5 tags like ,
    , etc.
    • Use a proper tag hierarchy, one tag
    9
    10 TH ING S

    YOU CAN DO!

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  34. DETAILS
    • tag hierarchy
    9
    10 TH ING S

    YOU CAN DO!

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  35. STRUCTURE D DATA
    • Humans are good at context; computers are not
    • What does “Avatar” mean as a headline?
    • Structured Data lets you tell Google what
    something is
    • Google can integrate this data into its

    “Knowledge Graph”
    10
    10 TH ING S

    YOU CAN DO!

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  36. STRUCTURE D DATA
    What is Structured Data?
    • schema.org defines the vocabulary

    for Structured Data
    • So everyone knows what we’re talking about
    • Structured Data can be represented

    in several ways
    10
    10 TH ING S

    YOU CAN DO!

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  37. STRUCTURE D DATA
    Microdata
    • Old, deprecated, and ugly
    10
    10 TH ING S

    YOU CAN DO!

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  38. STRUCTURE D DATA
    JSON-LD
    • The new hotness
    10
    10 TH ING S

    YOU CAN DO!

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  39. STRUCTURE D DATA
    Advantages of JSON-LD
    • Browsers completely ignore it, bots digest it
    • It isn’t intermingled with HTML code

    and is easily generated
    • Google adopted it in 2015 and is using it
    exclusively for new features
    • Apple and other titans have adopted it
    10
    10 TH ING S

    YOU CAN DO!

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  40. STRUCTURE D DATA
    So does it help with SEO?
    Not really.
    10
    10 TH ING S

    YOU CAN DO!

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  41. STRUCTURE D DATA
    So does it help with SEO?
    Maybe.
    10
    10 TH ING S

    YOU CAN DO!

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  42. STRUCTURE D DATA
    So does it help with SEO?
    It’s classified.
    10
    10 TH ING S

    YOU CAN DO!

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  43. STRUCTURE D DATA
    What it does
    • Helps Google understand your page,

    rather than guessing
    • Not a ranking signal yet
    • Gives you “Rich Cards”/“Rich Snippets”

    on SERP
    • Used to specify gated/subscription content

    to Google
    • Is used in iOS 10 and 11 for maps and more
    10
    10 TH ING S

    YOU CAN DO!

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  44. STRUCTURE D DATA
    Recipe “Rich Card”
    10
    10 TH ING S

    YOU CAN DO!

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  45. STRUCTURE D DATA
    More Recipe “Rich Cards”
    (I like pie)
    10
    10 TH ING S

    YOU CAN DO!

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  46. STRUCTURE D DATA
    Reviews “Rich Card”
    10
    10 TH ING S

    YOU CAN DO!

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  47. STRUCTURE D DATA
    Corporate Contacts “Rich Card”
    10
    10 TH ING S

    YOU CAN DO!

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  48. STRUCTURE D DATA
    SiteLinks Searchbox
    10
    10 TH ING S

    YOU CAN DO!

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  49. STRUCTURE D DATA
    Articles “Rich Card”
    10
    10 TH ING S

    YOU CAN DO!

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  50. STRUCTURE D DATA
    Article “Rich Pin”
    10
    10 TH ING S

    YOU CAN DO!

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  51. STRUCTURE D DATA
    Product “Rich Pin”
    10
    10 TH ING S

    YOU CAN DO!

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  52. STRUCTURE D DATA
    Recipe “Rich Pin”
    10
    10 TH ING S

    YOU CAN DO!

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  53. STRUCTURE D DATA
    iOS Directions
    (from a visited website)
    10
    10 TH ING S

    YOU CAN DO!

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  54. STRUCTURE D DATA
    Doesn’t matter if it helps SEO!
    • Structured Data is being adopted in a big way
    • It’s powering a whole lot of content
    • It’s driving SERP click-throughs with more
    appealing results
    • Many businesses are at a severe disadvantage if
    they don’t use it
    10
    10 TH ING S

    YOU CAN DO!

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  55. PHE W!
    (we covered a lot)

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  56. MAKE I T HA PPEN
    • Build it in to client proposals
    • You are providing extra value
    • Use tools like SEOmatic or Sprout SEO
    • Take business away from “SEO” companies
    • Remember, SEO is potential for marketing

    to tap into

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  57. TAKEAWAY
    • Make it correct
    • Make it fast
    • Have a content strategy
    • Implement technical SEO
    • Use JSON-LD Structured Data
    • Take business away from SEO firms

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  58. FOL LOW-UP+
    nystudio107.com @nystudio107 SpeakerDeck.com/

    nystudio107

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  59. A NY
    Q U ES T IONS?

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