Tweet
Tweet

Slide 1

Slide 1 text

@badams @badams Technical SEO for Content Marketers

Slide 2

Slide 2 text

@badams

Slide 3

Slide 3 text

@badams @badams What is Technical SEO?

Slide 4

Slide 4 text

@badams @badams Web Search Engines Crawler Indexer Ranker

Slide 5

Slide 5 text

@badams @badams 1. Crawler (Googlebot) Crawler Indexer Ranker

Slide 6

Slide 6 text

@badams @badams 2. Indexer (Caffeine) Crawler Indexer Ranker

Slide 7

Slide 7 text

@badams @badams Two Stages of Indexing Crawler Indexer Ranker 1 2

Slide 8

Slide 8 text

@badams 3. Ranker (Query Engine) Crawler Indexer Ranker

Slide 9

Slide 9 text

@badams @badams The Three Pillars of SEO Technology Relevancy Authority

Slide 10

Slide 10 text

@badams @badams Relation to Web Search Technology Crawler Relevance Indexer Authority Query Engine

Slide 11

Slide 11 text

@badams @badams Relation to Web Search Technology Crawler Relevance Indexer Authority Query Engine

Slide 12

Slide 12 text

@badams @badams Technical SEO Technology Crawler Relevance Indexer Authority Query Engine

Slide 13

Slide 13 text

@badams @badams 1. Page Experience 2. Structured Data

Slide 14

Slide 14 text

@badams @badams Page Experience

Slide 15

Slide 15 text

@badams @badams https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html

Slide 16

Slide 16 text

@badams @badams Page Experience

Slide 17

Slide 17 text

@badams @badams Core Web Vitals https://web.dev/vitals/

Slide 18

Slide 18 text

@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

Slide 19

Slide 19 text

@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

Slide 20

Slide 20 text

@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

Slide 21

Slide 21 text

@badams

Slide 22

Slide 22 text

@badams

Slide 23

Slide 23 text

@badams

Slide 24

Slide 24 text

@badams @badams Mobile Friendly

Slide 25

Slide 25 text

@badams Interstitials

Slide 26

Slide 26 text

@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.”

Slide 27

Slide 27 text

@badams Bad Interstitials

Slide 28

Slide 28 text

@badams Acceptable Interstitials

Slide 29

Slide 29 text

@badams @badams Structured Data

Slide 30

Slide 30 text

@badams @badams

Slide 31

Slide 31 text

@badams @badams

Slide 32

Slide 32 text

@badams © 2019 | Private and Confidential Google Discover

Slide 33

Slide 33 text

@badams @badams

Slide 34

Slide 34 text

@badams @badams

Slide 35

Slide 35 text

@badams @badams Image Resolution & Aspect Ratio 1200px Variable* *Aspect Ratios: • 16x9 • 4x3 • 1x1

Slide 36

Slide 36 text

@badams @badams Implementing Article Schema

Slide 37

Slide 37 text

@badams @badams Implementing Article Schema https://technicalseo.com/tools/schema-markup-generator/

Slide 38

Slide 38 text

@badams @badams Embedded Videos

Slide 39

Slide 39 text

@badams @badams Validate

Slide 40

Slide 40 text

@badams @badams Validate

Slide 41

Slide 41 text

@badams @badams

Slide 42

Slide 42 text

@badams @badams Summarised

Slide 43

Slide 43 text

@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

Slide 44

Slide 44 text

@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

Slide 45

Slide 45 text

@badams @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Chief Editor at State of Digital

Slide 46

Slide 46 text

@badams @badams Thank You! [email protected] @badams