3
In SEO, there are
a lot of levers
we can pull.
You may be
focused
here.
Slide 4
Slide 4 text
4
In SEO, there are
a lot of levers
we can pull.
When the
root cause
is up here.
Slide 5
Slide 5 text
5
And, it’s easy to catch “shiny
object syndrome.”
Slide 6
Slide 6 text
6
You’re overlooking the cause
of underperformance.
Slide 7
Slide 7 text
7
Sneaky Issues
Tools & Tactics
Diagnosis
Slide 8
Slide 8 text
8
Sneaky Issues
Tools & Tactics
Diagnosis
Slide 9
Slide 9 text
9
Run a “Mimic Googlebot” crawl.
tinyurl.com/mimic-googlebot
Slide 10
Slide 10 text
10
Run a “Mimic Googlebot” crawl.
tinyurl.com/mimic-googlebot
Slide 11
Slide 11 text
11
Check your indexing rate.
Slide 12
Slide 12 text
12
Analyze your raw HTML
● Main nav links
● Footer nav links
● Faceted nav links
● Canonical links
● Pagination links
● Breadcrumb links
● In-content links
Slide 13
Slide 13 text
13
Verify links are in the raw HTML
View Rendered Source extension for Chrome
Slide 14
Slide 14 text
14
Sneaky Issues
Tools & Tactics
Diagnosis
Slide 15
Slide 15 text
15
Links aren’t fully crawlable.
Slide 16
Slide 16 text
16
Links aren’t fully crawlable.
?
Slide 17
Slide 17 text
17
Links aren’t fully crawlable.
No
links in raw HTML
Injected via
JavaScript
Slide 18
Slide 18 text
18
Links aren’t fully crawlable.
Slide 19
Slide 19 text
19
You have too few inlinks.
= 38% indexing rate
Slide 20
Slide 20 text
20
You have too few inlinks.
Before:
Slide 21
Slide 21 text
21
You have too few inlinks.
Before:
After:
Slide 22
Slide 22 text
22
You have too few inlinks.
= 38% indexing rate
tinyurl.com/more-inlinks
Slide 23
Slide 23 text
23
Sneaky Issues
Tools & Tactics
Diagnosis
Slide 24
Slide 24 text
24
Create an HTML sitemap.
Slide 25
Slide 25 text
25
Build strong secondary navs.
Slide 26
Slide 26 text
26
Link from high-authority pages.
Slide 27
Slide 27 text
27
Implement SSR or SSG
CSR 👎 SSR 👍 SSG 💪
Links are
JavaScript
-rendered
Links are served
in
HTML
Links are served
in pre-built
HTML
Slide 28
Slide 28 text
28
How to detect SSR or SSG
Wappalyzer extension for Chrome
Slide 29
Slide 29 text
29
Automate internal linking.
Slide 30
Slide 30 text
30
Or, DIY it (for the code-
comfortable)
Screaming Frog + Open AI + Google Colab
Slide 31
Slide 31 text
31
Don’t treat symptoms,
fix the root cause.
Slide 32
Slide 32 text
32
Connect with me
linkedin.com/in/cgriffinroerjr/
griffin@uproer.com
Connect with Uproer
uproer.com
linkedin.com/company/uproer/