Boost Website Accessibility

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En provenance du cours de University of California, Davis

Advanced Search Engine Optimization Strategies

287 notes

University of California, Davis

Advanced Search Engine Optimization Strategies

287 notes

Cours 5 sur 6 dans Specialization Search Engine Optimization (SEO)

This course focuses on technical, mobile and social strategies for increasing site traffic. Learn how to build SEO for international audiences through content localization, global team alignment and optimizing for local search engines. Discover techniques to optimize mobile-friendly websites, get mobile apps discovered, and leverage social media to drive organic SEO traffic. You will also learn how to identify key SEO metrics and collect, interpret, validate, and report success to your clients and stakeholders.

À partir de la leçon

Introduction

Welcome to this first module where you will discover how technical search engine optimization (SEO) can improve your website. You will discuss and use web metrics as you compare performance analysis tools and plug-ins. You will be able to find and fix problems, heighten visibility, improve site architecture, and accelerate page load speed for your own website. You will be able to take the steps necessary to conduct a website audit and finally, you’ll discover strategies to achieve positive change by working well with teams and stakeholders.

Welcome to Technical Search Engine Optimization2:41

Discover What Technical SEO Can Do for Your Website4:07

Compare Website Performance and Analysis Tools6:55

Compare Plug-in Tools for Technical SEO5:14

Find and Fix Technical Issues on Your Website6:22

Heighten Visibility with Google Quick Answers4:48

Boost Website Accessibility5:39

Take Action with Analysis Tools to Improve Site Architecture6:10

Analyze and Accelerate Page Load Speed6:05

Conduct and Document a Website Audit6:28

Achieve Positive Change Working with Stakeholders8:05

Rencontrer les enseignants

Dave Lloyd
Senior Manager, Global Search Marketing
Adobe Systems

Welcome back, we're now going to cover site accessibility and indexing.

Getting site accessibility and

indexing right is foundational to good technical SEO.

Rebecca's already covered robots, text files, site maps, and

error codes, so I will just mention those briefly.

What I also want to cover is how to secure your website.

And some additional ways to think about site accessibility and

performance improvements.

What you'll learn in this lesson are two major things.

One the knowledge of the common site accessibility features and errors.

And two, how to make these improvements best with the teams you work with.

Rebecca previously talked about robots.txt files,

XML sitemaps, error codes and redirects.

So I'll touch lightly on those, while presenting my perspective.

I would also point you to xml-sitemaps.com,

it's a great resource for enabling XML sitemap creation.

Familiarity with status code is foundational to

understanding site accessibility.

Then, when you see status code while using tools or plug-ins,

you'll know what they mean.

The 100s or 1XX refers to those that are informational, these rarely are visible.

In the 200s, the common one that you'll see for success is a 200 OK,

means that the URL can be easily access and rendered successfully.

The 300 relates to redirects.

When you commonly see is a 301, which means the side has been moved permanently,

which is different than a 302, which refers to temporary.

400 codes relate to client errors like a 404 file not found.

Where a 403 file forbidden.

Generally, you won't see too many of these other requests but

they are helpful to know about.

Lastly are the 500 codes for server errors.

Quite often you'll see a 500 code or a 504.

A gateway timeout or a 505 HTTP version not supported.

So understanding status codes is an important indicator for

site accessibility.

Let's talk about how you can identify 404 errors.

Cleaning them up is not a foolproof way to improve search rankings.

In fact, 404s typically improve the site’s user experience and crawlability.

So if you’re going to prioritize 404 errors, appreciate its impact.

The Google search console, screaming frog and

similar tools will point out broken links.

The ideal scenario with 404 errors, especially out of the search console,

is to use the crawl error section to identify 404 errors.

Notice where they are linked from.

Then you can do an HT access file 301 redirect,

to send them to the next-best site or apparent page.

It's preferable to identify the root cause of 404 creation, for

example, at end of life at that page.

Perhaps somebody in the organization needs to be informed or

educated, that are redirect to a more relevant page,

is better than just letting 404s hang out there.

Also note that it's not critical to fix every 404.

Prioritize those that have more inbound links or

are arrived at more frequently by users.

Another way to improve site accessibility is to secure your website.

Moving to HTTPS will benefit the site typically.

If search rankings are a critical factor I recommend you test HTTP versus HTTPS.

This is not fool proof.

Moving to HTTPS does not 100% guarantee better rankings.

So evaluate closely if search rankings are a significant reason for

moving to a secured site.

And consider how it might be tested.

But if you're in e-commerce,

payment processors likely are setting up HTTPS automatically.

Some best practices for using HTTPS are using robust security certificates,

redirecting your users and search engines to the HTTPS with server-side

301 HTTP redirects and using relative URLs for

resources that might reside on the same secured domain.

There is little to no correlation as a ranking signal for HTTPS.

But it is a best practice and

helps communicate the secure value of your site to your users.

Lastly, let's focus on XML sitemaps.

I strongly recommend that you put XML sitemaps in place.

They improve crawl prioritization, crawl accuracy and crawl speed.

Theoretically, a search bar will crawl every page on your site sooner or

later but

by having URLs in sitemaps this ensures that there're crawled in a priority order.

They keep the URLs current from what gets crawled they're correctly segmented,

and you can use smaller site maps to give search bots a clear indication of where

the priorities are for your website.

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