how to fix and optimize all the things!
TRANSCRIPT
![Page 1: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/1.jpg)
How to Fix and Optimize ALL THE THINGS!(on your site. I can’t help you with your life)
Jon Henshaw Co-founder of Raven Tools
@RavenJon
![Page 2: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/2.jpg)
Been doing this stuff since 1994
![Page 3: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/3.jpg)
I’m about to cover a lot of things
![Page 4: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/4.jpg)
raven.link/copythis
![Page 5: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/5.jpg)
WordPress plugin
![Page 6: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/6.jpg)
☑ Let’s do this!
![Page 7: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/7.jpg)
☑ Run an automated site audit
![Page 9: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/9.jpg)
Address the critical things first
![Page 10: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/10.jpg)
☑ Fix robots.txt & noindex
![Page 11: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/11.jpg)
robots.txt & noindex at fault for most visibility problems
![Page 12: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/12.jpg)
• Auto-generated robots.txt • Copied from dev version • CMS misconfiguration • CHF (Catastrophic Human Failure )
Reasons
![Page 14: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/14.jpg)
Robots.txt File Generator & Analyzer
![Page 15: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/15.jpg)
Robots.txt compared to
• link rel=nofollow • META Robots Noindex/Nofollow
![Page 16: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/16.jpg)
☑ Fix broken pages
![Page 17: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/17.jpg)
Fix broken pages to improve UX and resolve configuration errors
![Page 18: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/18.jpg)
404 Page Not Found is the most common page error
![Page 19: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/19.jpg)
You don’t have to fix 404s
![Page 20: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/20.jpg)
• Accidental page removal • External sites link to page • Relevant content still exists on site
When to Fix 404s
![Page 22: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/22.jpg)
Redirect to a relevant page
![Page 24: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/24.jpg)
Doing nothing is acceptable too
![Page 25: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/25.jpg)
Preventative maintenance ☑ Sanitize affiliate links
(…since we’re already talking about redirects and robots.txt)
![Page 26: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/26.jpg)
Internally link to a disallowed folder and redirect to the destination
![Page 27: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/27.jpg)
Choose a folder name like domain.com/go
![Page 28: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/28.jpg)
Disallow the folder in robots.txt
![Page 29: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/29.jpg)
Create a 301 redirect for the affiliate link
![Page 30: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/30.jpg)
domain.com/go/timecapsule
![Page 31: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/31.jpg)
☑ Fix Missing Page Titles
![Page 32: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/32.jpg)
![Page 33: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/33.jpg)
• Don’t leave it up to Google • Use to reinforce topic and content • Still influences rankings and CTR • Sorry about the clown
The Little Page Title That Could
![Page 34: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/34.jpg)
• Keep within 40-60 characters • Don’t keyword stuff • Make it relate to content • Focus on bots and humans
Page Title Best Practices
![Page 35: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/35.jpg)
☑ Fix Internal Broken Links
![Page 36: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/36.jpg)
Just say no to 🔗🤢
(link rot)
![Page 37: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/37.jpg)
Passes 🔗🍹 to other pages
(link cocktail is the new link juice)
![Page 38: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/38.jpg)
May indicate a ↪⤵↩ ☹
(I’m determined to use emoji on these slides. This represents a navigation or redirect problem)
![Page 40: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/40.jpg)
☑ Fix Broken Images
![Page 41: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/41.jpg)
Don’t let your site get janky
![Page 42: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/42.jpg)
Don’t miss out on image search traffic
![Page 43: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/43.jpg)
☑ Remove nofollow from internal links
![Page 44: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/44.jpg)
What does it say to Google if you can’t even trust
yourself?
![Page 45: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/45.jpg)
Most internal nofollow links are self-referencing comment links
(not a big deal)
![Page 46: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/46.jpg)
Nofollow used in templates or placed manually should be removed
![Page 47: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/47.jpg)
🏎 ☑ Speed up ALL THE THINGS!
![Page 48: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/48.jpg)
Consolidate code to make less calls
![Page 49: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/49.jpg)
Use inline CSS
![Page 50: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/50.jpg)
Use inline JS (put at end of page)
![Page 51: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/51.jpg)
Cache and Compress
![Page 53: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/53.jpg)
Gzip via .htaccess
![Page 54: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/54.jpg)
Gzip via PHP
![Page 57: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/57.jpg)
CDN and HTTP/2
![Page 58: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/58.jpg)
HTTP/1 versus
HTTP/2
![Page 60: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/60.jpg)
☑ Optimize images for mobile
![Page 61: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/61.jpg)
Responsive images are not optimized images
![Page 62: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/62.jpg)
Optimization is serving a different image
![Page 63: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/63.jpg)
Do it with the SRCSET IMG attribute
![Page 64: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/64.jpg)
SRCSET can deliver smaller and different images to improve speed and UX
![Page 65: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/65.jpg)
Smaller versions for mobile
1024px800px
550px360px
![Page 66: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/66.jpg)
Different versions for mobile
![Page 67: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/67.jpg)
Versions optimized for UX
Mobile Desktop
![Page 68: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/68.jpg)
Regular IMG code
<img src=“cat.png” alt="my cat">
![Page 69: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/69.jpg)
SRCSET is an IMG attribute
<img src="cat.png"alt="my cat" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
![Page 70: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/70.jpg)
Specify device width
<img src="cat.png"alt="my cat" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
![Page 71: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/71.jpg)
Specify High DPI
<img src="cat.png"alt="my cat" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />
![Page 73: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/73.jpg)
Reduce and compress image size
![Page 74: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/74.jpg)
Use SVG for simple images
and icons
![Page 78: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/78.jpg)
☑ Optimize HTML for bots
![Page 79: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/79.jpg)
Code is how you communicate to bots
![Page 80: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/80.jpg)
Use semantic HTML to communicate context and intent
![Page 81: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/81.jpg)
<header>
<nav>
<article> <aside>
<footer>
![Page 82: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/82.jpg)
Navigation
Advertising
![Page 84: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/84.jpg)
Enhance SERPs with schema.org microdata
![Page 85: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/85.jpg)
http://schema.org/Recipe
![Page 86: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/86.jpg)
Old Way – Integrate in HTML
![Page 87: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/87.jpg)
New Way – JSON-LD
![Page 88: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/88.jpg)
Schema App
![Page 91: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/91.jpg)
Optimize form inputs for mobile/UX
![Page 92: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/92.jpg)
type=“number”
![Page 93: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/93.jpg)
type=“date”
![Page 94: How to Fix and Optimize ALL THE THINGS!](https://reader031.vdocuments.net/reader031/viewer/2022022200/58a8840f1a28abb47a8b5cb1/html5/thumbnails/94.jpg)
type=“tel”