technical issues for seo: most important, most ignored

It’s time to have The Talk

Where rankings come from

@portentint ask me questions

that’s us

portent.com

Where do rankings come from?

PERFECT

DISTANCE FROM

PERFECT IS HERE

RANKS #1

YOU SEE A SITE THAT OUT-RANKS YOU.

THEY'RE SPAMMING. I

KNOW IT.

RANKS #1

YOU NOTICE THEY HAVE LOTS OF CONTENT.

RANKS #1

YOU WRITE LOTS OF CONTENT.

$50 FOR A BLOG POST?!!!

THEM: #1 YOU RANK #2

BUT THEY STILL OUT-RANK YOU

@@!#$%!

INFRASTRUCTURE

ANALYTICS

CONTENT

PAID EARNED OWNED

INFRASTRUCTURE

ANALYTICS

CONTENT

PAID EARNED OWNED

YOU ARE HERE

INFRASTRUCTURE

ANALYTICS

CONTENT

PAID EARNED OWNED

YOU MUST START HERE

PERFECT

DISTANCE FROM

INFRASTRUCTURE DRIVES

The 5 DFP Creators

Debris

Obfuscation

Duplication

Misdirection

Divorce

Debris (busted links)

bad broken links on your own site

worse

broken links from another site

Detecting debris

don't trust google (or bing, sorry Duane)

Get the log files

Learn grep

grep "GoogleBot" biglog.log >> googlelog.txt

“Find me every line that mentions ‘GoogleBot’ and write the result to a new file called ‘googlelog.txt’”

grep -v ”foo.com" biglog.log|grep -v "bot"|grep -v " 200 "|grep -v "spider"|grep ".aspx" >> bar.txt

In English: Find me all non-200 responses that came from people clicking on links on other sites. Save it to bar.txt.

GET /gaggle/sheckel/ourstuff.aspx - 80 - 84.3.92.94 Mozilla/5.0+ http://www.othersite.com/datstuff.aspx 302 0 0 140

A link to this page from that site generated a 302 response.

That’s lost authority!

Fixing debris

Ask nicely

please miss would you be so kind as to give me

my link back?

If they say no, put the old page back

fine, $#@%! off then

Or 301 redirect

bleh

fixed

easiest link building ever

PERFECT

DISTANCE FROM

Resources

http://portent.co/grep-geek

http://portent.co/dist-geek-grep

http://www.wingrep.com

Obfuscation

Obfuscation

Content in JSON?!

Obfuscation

why is the content in a

javascript array/list of lists?

Obfuscation

Obfuscation

WHY?!!!! GODS WHY?!!!

Obfuscation

Obfuscation Without Javascript

Obfuscation

Obfuscation d'oh

Obfuscation

Obfuscation d'oh

Detecting obfuscation

Web Developer’s Toolbar

User Agent Switcher

cURL

curl -A "Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)" http://www.weather.com/maps/radar

Obfuscation d'oh

Fixing Obfuscation

Use javascript to drive interaction

Use javascript to drive apps

Don’t use javascript to deliver content

Snapshots

Graceful degradation

Don’t trust Google

PERFECT

DISTANCE FROM

Resources

http://portent.co/angular-visible

http://prerender.io

Duplication & Thin Content

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Resistance Legal issues Brand issues

Bad:

Robots.txt Disallow Robots tag

Easy, one file Good:

Fails all the time Gets crawled Burns crawl budget

Bad:

Rel Canonical

Easy Good:

Easy to screw up Burns crawl budget

Bad:

Don’t trust Google

Resources

http://portent.co/seer-sf

http://portent.co/google-dupe

http://bit.ly/crawl-budget

PERFECT

DISTANCE FROM

Misdirection

200 ALL IS WELL (PAGE CRAWLED & INDEXED)

301 THIS PAGE IS GONE & WON’T BE BACK (DESTINATION CRAWLED & INDEXED)

302 THIS PAGE IS GONE & WILL BE BACK (????)

404 THIS PAGE IS GONE (PAGE DROPPED?)

500 THIS SERVER IS GONE (SITE DROPPED?)

Lost crawl budget

Thin pages

Duplication

Detecting misdirection

cURL ian$ curl -I www.portent.com/asdf

HTTP/1.1 404 Not FoundVary: Accept-EncodingContent-Type: text/htmlDate: Tue, 23 Jun 2015 02:23:50 GMTTransfer-Encoding: chunkedETag: W/"52e2973b-57f5"Connection: Keep-AliveSet-Cookie: X-Mapping-fjhppofk=096F15B70A2F221A79C065300DBE0A65; path=/Age: 0

cURL

cURL ian$ curl -I ----------

HTTP/1.1 302 Moved TemporarilyDate: Thu, 25 Jun 2015 21:38:59 GMTServer: ApacheX-Powered-By: PHP/5.4.40Expires: Thu, 19 Nov 1981 08:52:00 GMTCache-Control: no-store, no-cache, must-revalidate, post-check=0, pre-check=0Pragma: no-cacheSet-Cookie: PHPSESSID=2aa0346b47cb760114bd21ffd0bddb6f;

cURL

Fixing misdirection

Fix your @#$ server

Resources

http://portent.co/responsinate

http://curl.haxx.se/download.html

http://portent.co/cUrl-tut

http://portent.co/dotnet404

PERFECT

DISTANCE FROM

Divorced Content

Divorced Content

Get out, and take your blog with

you

brand, brand, brand. it's all you care about

Home Page

Fixing divorced content

Scrape & Republish

robots.txt on publisher

User-Agent: *disallow /

robots tag on publisher

noindex, nofollow

In RSS feed <channel> element

<xhtml:meta xmlns:xhtml="http://www.w3.org/1999/xhtml" name="robots" content="noindex" />

Or write your own

Easy-peasy Good:

Not real time Can be slow Lots of moving parts

Bad:

Reverse Proxy

www.foo.com

blog.foo.com ‘main site’

proxy

/blog

Flexible Fast Nerd cred

Good:

Difficult Security (if ecom) Aneurysms

Bad:

Resources

http://portent.co/rssimporter

http://portent.co/reverseproxy

http://portent.co/reverseproxyapache

PERFECT

DISTANCE FROM

The 5 DFP Creators

Debris

Obfuscation

Duplication

Misdirection

Divorce

easier to fix

INFRASTRUCTURE

ANALYTICS

CONTENT

PAID EARNED OWNED

YOU ARE HERE

INFRASTRUCTURE

ANALYTICS

CONTENT

PAID EARNED OWNED

YOU MUST START HERE

Bonus round Screwing plagiarists

Most plagiarism is lazy scraping

IT’S RIGHT HERE (LYING IN WAIT)

REMOVE THE IMAGE FROM MY PAGE

REPLACE IT ON THE SERVER WITH ANOTHER IMAGE

@portentint

portent.co/TheTalk

That’s it

technical issues for seo: most important, most ignored

Internet