Technical SEO Signals You Need to Send to Google

#SMX #XXa @SpeakerName #SMX #21A Jenny Halasz @jennyhalasz

Jenny Halasz President, JLH Marketing

Technical SEO Signals You Need to Send to

Google


§ Signals tell Google if you know what you’re doing… and when you don’t.

Signals


§ 301 redirects § page deletion § noindex §  robots.txt

Definitive


§ Permanently Moved § Server setting § Not a default § Moves link authority § Should be definitive, but..

301 Redirect


§ 404 Not Found § Default response § Multiple visits § 410 Gone § Not a default § Permanent (no recrawl)

Page Deletion


§ Page by page § Not a default § Links followed unless nofollow § Page will not be added to index § Does not stop link authority

Noindex


§ By directory or page § Page *may* be added to index! § Does not stop link authority

Robots.txt


§  rel=canonical §  rel=next/prev § HREF LANG commands §  rel=alternate

Not Definitive


§ The one true page, but… § External Links §  Internal Links § Redirects §  Just because

Rel=canonical


§ A page series, but… § External Links §  Internal Links § Redirects § Broken series

Rel=next/prev


§ Language preference, but… § Two options, en-EN § Must correspond btwn pages § Site must be in language if “-en” is used. § Can use language alone, but not region.

HREF Lang & Rel=alternate


§ XML Sitemaps § Main navigation §  Internal links § Self-referential canonicals § Redirect chains (eliminate)

Inconsistent Signals


§ Redirects/Rewrites § www to non § http to https §  trailing slash inconsistency § Breadcrumbs § Parameters in Webmaster Tools

Pitfalls


When It Doesn’t Work


Brand Authority?


§ Search for meta description: “NVIDIA Maxwell is the world’s most advanced GPU architecture. Inspired by light, it’s designed to be the engine of next-generation gaming.”

§ Not found in results (23 results total)

Duplication?


Language Problem?


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Technical SEO Signals You Need to Send to Google