Published on December 4, 2012
Big Site SEO Triage Dr. Peter J. Meyers Marketing Scientist SEOmoz
Are you a real doctor?
Why I’m a believer…
My philosophy… Keyword Density* *just kidding
My philosophy… Q: Is there a dupe content penalty?
My philosophy… A: I don’t give a shit.
I. Look at the damned site
Your top 2 SEO tools
Scope out the architecture
Navigate the main links
Quick-count internal links
Check for pagination
Scan search filters, sorts…
II. Drill down quickly
Master the basics
Two useful combos site: + intitle: site: + inurl:
Quick duplicate check site:example.com intitle:”unique phrase”
Spot-check URL parameters site:example.com inurl:page=
Spot-check the architecture site:example.com/menu
Real-world example11M - site:example.com8.4M - site:example.com/shop6.7M - site:…/shop inurl:option
How reliable is site:?(a) site:seomoz.org(b) site:…/blog(c) site:…/blog intitle:spam
Experiment results…(a) 67,700 – 114,000(b) 4,580 – 8,650(c) 40 – 40
Don’t forget the basics Robots.txt HTTP headers HTML headers
III. Bring in the firepower
GWT – HTML Improvements
GWT – Index Status (Advanced)
GWT – Tiered XML sitemaps I. Main pages II. Categories III. Products
Screaming Frog – URL parameters
SF – Track bad internal links
IV. Choose your weapon
Robots.txt + Don’t need dev access + Good for prevention - Still can be dangerous - Bad for removal
Meta noindex + Extremely flexible + Fairly easy to reverse - Occasionally ignored
301 redirects + Still very powerful + Impact users + search - Difficult to reverse - Google can get suspicious
Rel=canonical + Fast and powerful + Very flexible - Easy to screw up
Rel=prev, Rel=next + Low-risk option + Allows pages to rank - Difficult to implement
Rule #1 for page-level cues They can’t see what They don’t crawl
GWT parameter handling + Requires no site access - Inconsistently applied - Google-specific
Technical SEO isn’t dead
Thank You! Dr. Peter J. Meyers firstname.lastname@example.org @dr_pete
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