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Why you need technical SEO to build a great online strategy https://speakerdeck.com/rebberbel @RebBerbel Rebecca Berbel ONCRAWL

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@RebBerbel “Technical SEO doesn't always occupy the place it should in our priorities. It's what I end up spending the largest portion of my time on.” — Rémi Nestasio

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@RebBerbel Perspective

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@RebBerbel technical stuff The that we do to the technical parts of a website, for SEO purposes

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@RebBerbel technical stuff The that we do to the technical parts of a website, for SEO purposes

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@RebBerbel technical stuff The that we do to the technical parts of a website, for SEO purposes

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@RebBerbel E-com m erce Classifieds & Catalogs New s O ther Technical SEO projects

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@RebBerbel E-com m erce Classifieds & Catalogs New s O ther Technical SEO projects Internal links Evangelization Crawl /Indexing Testing, Monitoring, QA Migrations Internationalization Speed / CWV Keywords & Entities UX & Accessibility Other

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@RebBerbel 53,620,097 Sites with LOTS of pages

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@RebBerbel "You have to think technical SEO when you have high volumes of pages: your site relies on automated solutions and everything needs to be handled algorithmically." — Hervé Le Turdu

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@RebBerbel Tech stacks …if they are a little complex.

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@RebBerbel "The technology behind this site is 15 years old, and it can take [a drawn-out procedure] to change any element." — Natalia Witczyk

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@RebBerbel Structure Here's what I mean by structure.

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@RebBerbel "It brings enormous SEO value to a website to create a structure and ensure it stays in place. New pages need to also be incorporated with links to and from other pages." — Omi Sido

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@RebBerbel E-commerce Oh, yeah, of course!

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@RebBerbel Automation Often to address scalability issues

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@RebBerbel Collaboration Cross-team work is a core component of tech SEO.

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@RebBerbel “We have a multidisciplinary team — our SEO team is actually part of our product IT team.” — Antonio Lasaga

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@RebBerbel “I feel like I'm pitching a project, not a ticket.” — Anett Pohl

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@RebBerbel Evangelization Spreading awareness, gaining buy-in, and sharing ownership

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@RebBerbel "You as a technical SEO can help in defining focus topics and contribute in a cross-functional team." — Nicolas Bergmann

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@RebBerbel “Technical SEO looks really simple until you get into it, and then in practice it's another story. [...] It's never critical until it really is.” — Antoine Eripret

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@RebBerbel Address the effects of core updates Some types of sites are more susceptible than others

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@RebBerbel Crawl Index Rank (Is this another definition of tech SEO? Or of how search works?

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@RebBerbel "A lot of this is about crawling. Obviously linking and navigation is going to play a big part in how Google crawls our sites and understands our content. — Simon Glanville

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@RebBerbel Assessing and shaping what is indexed

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@RebBerbel Crawlability and crawl management

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@RebBerbel "We're really interested in using logs to find points of user friction and study both performance and UX. [Our technical SEO team] balances perfecting the site's UX and perfecting it for Google. — Melissa Wong

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@RebBerbel New website technologies Don't let them break your SEO

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@RebBerbel Monitoring

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@RebBerbel New search capabilities Leverage them (before your competitors do)

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@RebBerbel From keywords to entities Semantic search: I talked about this last BrightonSEO ;)

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@RebBerbel "We've found that Discover is powered by links and entities more than keywords; [our performance improves] when we reinforce the correlation between links and recognized entities." — Nicolas Bergmann

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@RebBerbel Internationalization

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@RebBerbel "We measured a fast and positive impact with hreflang tagging." — Damien Robert

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@RebBerbel "Must-have" projects

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@RebBerbel “The subjects I'd say are "must haves" can change over time.” — Can Menteş

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@RebBerbel Integrating non-SEO metrics Content Business UX

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@RebBerbel Internal Linking

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@RebBerbel Page performance

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@RebBerbel "My dev team is obsessed with page speed." — Can Menteş

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@RebBerbel "Developers believe [CWV] are important, so it offers an access to their backlog." — Hervé Le Turdu

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@RebBerbel What do these projects in common have ?

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@RebBerbel "You need a strong foundation to be able to build on it. Technical SEO is the core of SEO." — Mustafa Elnager

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@RebBerbel This is all beginning to strategy sound like

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@RebBerbel “Corona seemed to make technical SEO more important: sites wanted generalist SEO but they realized the benefits they needed were from technical SEO.” — Emilia Gjorgjevska

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@RebBerbel So what should we do about it ?

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@RebBerbel Dedicate dev time to SEO Allocate the right resources (Prioritize) Get the basics right Use the right tools

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@RebBerbel Allocate the right resources (Prioritize)

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@RebBerbel Dedicate dev time to SEO Dedicate dev time to SEO

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@RebBerbel "There's a technical element to SEO in general, but it can get way more complicated: we might not be talking about just inserting JSON code for an entity, but maybe recognizing entities with AI first." — Roxana Stingu

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@RebBerbel Get the basics right

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@RebBerbel Use the right tools

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@RebBerbel "Manual monitoring at scale is impossible. I need crawl alerting and dashboards that allow me to be proactive and vigilant." — Madeline Pinthon

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@RebBerbel "Sometimes we spend more time fixing regressions than creating progress through pure technical SEO. A tool like Oncrawl with its crawl comparison features helps a lot with non-regression checks." — Rémi Nestasio

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@RebBerbel Drive increased ROI and business success with your website Scale your audits, investigations, monitoring, and evangelization Capture complete search engine and organic session behavior Blend data across diverse data sources for deep and revealing analyses Automatiser, personnaliser et connecter avec d'autres briques de votre workflow SEO ou BI Industry-leading Technical SEO Data for Competitive Websites www.oncrawl.com

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@RebBerbel Anett Pohl Antoine Eripret Antonio Lasaga Can Menteş Damien Robert Emilia Gjorgjevska Hervé Le Turdu Madeline Pinthon Melissa Wong Mustafa Elnager Natalia Witczyk Nicolas Bergmann Omi Sido Roxana Stingu Rémi Nestasio Simon Glanville

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@RebBerbel Come see me at the Oncrawl booth to talk about technical SEO! Thank you!