Tech SEO Guide: A Reference Guide for Developers and Marketers Involved in Technical SEO
- Length: 161 pages
- Edition: 1
- Language: English
- Publisher: Apress
- Publication Date: 2023-03-03
- ISBN-10: 1484290534
- ISBN-13: 9781484290538
- Sales Rank: #0 (See Top 100 Books)
Tech SEO Guide provides a reference for everyone who works on the technical side of SEO. SEO has always had a technical component but over the last several years, the technical challenges are increasing as websites deliver richer and more engaging experiences. Those experiences can make it harder for Google to crawl a website and rank a website in search results. Given how important organic search rankings can be for a website’s traffic, it is more important than ever to make sure the technical fundamentals are in place to support a website’s SEO performance.
SEO professionals includes marketers, developers, programmers, UX professionals, designers, and business executives because technical SEO impacts and overlaps with so many different areas of a business. Because the book addresses a wider audience, it provides technical details but also includes higher-level discussions about how search engines and robots work too.
There are many different aspects of technical SEO and it is difficult to keep track of every detail, especially for people who only work on technical SEO matters on an occasional basis. Because of that, this guide book can be read all at once for those wanting to study technical SEO in detail or it can be read a paragraph at a time, allowing people to refer back to quickly jog their memory or review a complex topic. Each chapter walks through a different area of technical SEO, addressing specific scenarios and questions about that particular area. After discussing each section, the chapter will conclude with a summary of the important items to measure and monitor related to that section.
What You Will Learn
- What factors to keep in mind as you begin a redesign of the website
- How to evaluate technical factors to see if a technical configuration is causing traffic to drop
- How to perform regular audits of a website to identify problems or areas of opportunity
Who This Book is For
Marketers, developers, programmers, UX professionals, designers, and business executives
Contents About the Author About the Technical Reviewer Introduction Chapter 1: Crawling and Indexing What Are Search Robots? Search Robot Operations What Is Crawl Budget Optimization? What Is Mobile-First Indexing? Methods to Guide Robots Disallow: Robots.txt Noindex: Meta Robots Using Noindex and Disallow Directives Index or Noindex? Disallow or Allow? Forbidding Access Handling Staging Environments Do Not Block JavaScript (JS), Cascading Style Sheets (CSS), Images, or Videos Nofollow: Meta Robots Follow or Nofollow and Page Sculpting Link Qualifiers and Rel Nofollow X-Robots-Tag In Practice: Troubleshooting Google Not Crawling or Indexing Pages Step 1: What Pages Should Be Crawled and Indexed? Step 2: What Noindex or Disallow Directives Currently Exist? Step 3: Are Pages Being Crawled? Step 4: Can Robots Crawl the Page? Step 5: What Index Issues Are Present? Step 6: Is There a Crawl, Index, or Rank Problem? Measuring and Monitoring Guidelines: Crawling and Indexing Chapter 2: URL and Domain Structure What Are the Parts of a URL? What Is a Canonical URL? What Is a Canonical Domain? Why Select a Canonical Domain? HTTPS Protocol and SSL Certificates Should My Domain Use WWW or Non-WWW? Enforcing a Canonical Domain Should a Website’s Pages Be Located on a Subdomain? Should Individual Pages Be in the Root Directory or in Subfolders? Should Individual Pages Be a File or a Subfolder? What Is Excessive Folderization? Optimizing a Page’s URL Using a Trailing Slash Duplication Resulting from Query Strings Duplication from Multiple Query Strings In Practice: Merging a Blog Subdomain Questions and Considerations Review Existing Constraints Changing Blog Platforms Reviewing Blog Performance How Related Is the Content? Completing the Merger Steps 1–3: Preparation Step 1: List All Subdomain Files Step 2: Collect All Data About Each Page Step 3: Establish New URL Structures Steps 4–6: Merge Step 4: Move Subdomain Content to New Website Step 5: Add Redirects and Update Previous Redirects Step 6: Update Internal Links and XML Sitemap Step 7: Measure and Monitor Measuring and Monitoring Guidelines: URL and Domain Structure Chapter 3: Content Structure Title Meta Description Header Tags Image Alt Text SVG Alt Text Rendering Client-Side Rendering and Robots What Is Dynamic Rendering? What Is a Noscript Tag? Pagination Infinite Scrolling and Load More What Is Duplicate Content? Why Does Duplicate Content Present a Problem? Examples of Duplicate Content What Is a Canonical URL? Other Ways to Resolve Duplicate Content… What Are Thin Content Pages/Doorway Pages/Cookie-Cutter Pages/Low-Quality Content? Low-Quality Content Problems What Are Orphaned Pages? Multilingual Websites and Pages International Page Variations Language Defaults In Practice: Content Assessment Step 1: Obtain a Full List of Website Page URLs Step 2: Page Information Step 3: Page Metrics Content Assessment Schedule Measuring and Monitoring Guidelines: Content Structure Chapter 4: Schema and Structured Data Markup What Is Schema Markup? What Are Properties and Types? How Does Schema Improve SEO Performance? Does Schema Markup Help a Page Rank? Do Googlebot and Bingbot Have to Use Schema Markup? Can Schema Markup Cause Manual Actions? What Schema Code to Use? JSON-LD, Microdata, and RDFa In Practice: Writing Schema JSON-LD Example: Organization Schema Microdata Example: Simple Review Schema Automating Schema Markup Measuring and Monitoring Guidelines: Schema Markup Chapter 5: Sitemaps What Is a Sitemap? What Are HTML Sitemaps and Are They Needed? What Is an XML Sitemap? XML Sitemap Size Limits What Is an XML Sitemap Index File? What Pages Should Be Included in the XML Sitemap? XML Sitemap Structure Image XML Sitemap Video XML Sitemap Multilingual and International XML Sitemap Additional XML Namespace (XMLNS) Attributes Submitting XML Sitemaps In Practice: Reviewing and Cleaning XML Sitemap Files Step 1: Validate the XML Document Step 2: Check Canonical Domain Usage Step 3: Check for Errors, Nonindexable, or Noncrawlable Pages Step 4: Check for Content-Related Issues and Missing Pages Step 5: Check Videos and Images Are Listed Correctly Step 6: Check Multilingual and Internal URL Listings Step 7: Check Google Search Console and Bing Webmaster Tools XML Sitemap Checking and Cleaning Schedule Measuring and Monitoring Guidelines: XML Sitemaps Chapter 6: Page Experience: Core Web Vitals and More What Is Core Web Vitals? What Is First Input Delay? What Is Largest Contentful Paint? What Is Cumulative Layout Shift? Other Speed Metrics How to Reduce Website’s Load Time What Is Mobile Friendliness? Reviewing Mobile Website Methods Mobile Equivalency: How to Remove Content on Certain Devices? Interstitials, Modals, Dialog Boxes, and Pop-Ups Mandatory Interstitials Safe Search and Meta Rating In Practice: Using Split Tests to Optimize Website Speed Identifying Longer-Loading Files Determine the File’s Purpose Group Files by Functionality Structuring the Split Test Evaluating the Results Speed Is Never the Primary Goal Measuring and Monitoring Guidelines: Page Experience Chapter 7: Not-Found Errors What Are Not-Found Errors? Defining Related Terms: “Not Found,” “404,” “Broken Link,” “Missing Page,” “Broken Page,” “Error Page” Why Do Not-Found Errors Matter? What Are Broken Backlinks? What Are Broken Internal Links? What Are Other Sources of a Not-Found Error? 404 and 410 Response Status Codes What Is a Soft 404? What Is a Redirected 404? How to Format a Not-Found Error Page In Practice: Fixing 404 Not-Found Errors Collect Error Information Method #1: Redirecting Not-Found URLs Method #2: Correcting Source Link Method #3: Restoring Removed Pages Method #4: Ignoring the Not-Found Error Preventing Errors by Predicting Typos Regularly Finding and Fixing Not-Found Errors Measuring and Monitoring Guidelines: Not-Found Errors Chapter 8: Redirects What Are Redirects? Why Use Redirects? Does the URL Have to Change? If URLs Must Change... Where to Redirect? Avoid Home Page Redirects What Are Redirect Chains? What Are Redirect Loops? Server-Side Redirects 301 and 302 Response Codes 307 and 308 Response Codes Client-Side Redirects Client-Side Redirect Option 1: JavaScript Redirect Client-Side Redirect Option 2: Meta Refresh Redirect Map Three Benefits (Among Others) of Using a Redirect Map How Long to Keep Redirects? In Practice: Review and Clean Up Existing Redirects Step 1: Build Redirect Map Step 2: Reviewing Redirect Destinations Step 3: Reviewing Redirect Sources Step 4: Review Other Redirect Use Cases Regularly Checking Redirects Measuring and Monitoring Guidelines: Redirects Chapter 9: Conclusion: Tech SEO Audit Question #1: Is the Website Crawlable? Question #2: Is the Website Indexable? Question #3: Is the Website Ranking and How Is It Ranking? An Ongoing Process Appendix A: HTTP Response Status Codes References Chapter 1: Crawling and Indexing Chapter 2: URL and Domain Structure Chapter 3: Content Structure Chapter 4: Schema and Structured Data Markup Chapter 5: Sitemaps Chapter 6: Page Experience: Core Web Vitals and More Chapter 7: Not-Found Errors Chapter 8: Redirects Appendix A: HTTP Response Status Codes Index
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