Take Action with Analysis Tools to Improve Site Architecture

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En provenance du cours de University of California, Davis

Advanced Search Engine Optimization Strategies

251 note

University of California, Davis

Advanced Search Engine Optimization Strategies

251 note

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

Hello again, in this lesson we'll look at site architecture issues.

These are areas within your team's control that greatly influence not only

how the bots navigate your site, but use your navigation as well.

These include items like broken links, no followed tagging and content redirecting.

By looking at website performance analysis tools and

backlinking tools, you will gain a deeper understanding of site architecture and

linking improvements you can make.

What you'll learn is how to understand what site architecture improvements have

the most impact on your SEO performance, and

the knowledge of why these improvements matter, and how to make them.

Fixing site architecture issues is another important element of tech SEO.

Architecture issues relate to how the site is laid out, overall linking and

how bots or human visitors interpret what the full domain in URLs represent.

I'm going to share some of the tools that will help you get started in this area.

These website performance analysis tools can compliment the other tools we covered.

Lipperhey analyzes your site for technical and SEO aspects then produces a report.

Site Analyzer is helpful for running tests and

putting those tests into a clear analysis you can use with clients or stakeholders.

And the Webbee SEO spider tool is another way to get site architecture data.

You also may want to take a look at some backlink analysis tools,

like MOZ's Open Site Explorer or Majestic's SEO link index database.

Citation Labs has a broken link finder.

AHREFS is great for analyzing which content gets the most shares and

backlinks, and you can actually compare one URL against another in terms of

link authority or page authority.

Cognitive SEO gives a full audit of backlinks by crawling and

analyzing backlink data.

LinkResearchTools helps you understand link velocity trends and redirect tracing.

And finally OpenLinkProfiler gives you a link influence score to show

the strength of your pages and helps you update and refresh backlinks.

These should be added to your toolbox.

In and of themselves, these will only work as much as you make use of the data and

put that into practice.

However, using some of these tools for backlink analysis, internal and

external links can give you a clear indication of

where to prioritize the type of site architecture changes you might make.

The backlink explorer plugin in Firefox is another great way to get all the backlinks of

your website and help you understand the anchor text,

the internal and external linking, and

what kind of updates you might make to the site.

You might assume that finding and fixing broken links is the place to start.

If so, you'd be right.

Broken links can wreak havoc on the domain's overall performance.

Broken links portray your website's quality to the search

engines as less than it actually is.

Remember, quality is determined for

tech SEO by how well site architecture is set up.

It's worthwhile to show the highest quality of your domain to

the search engines.

Now you can't fix every broken link.

This depends on resources and priority, but

identifying broken links is a great way to make improvements.

This is especially true of internal links.

Those pointing to key pages that have not been redirected directly,

or those leading to 404's, and connecting the link equity and

value that you want to pass between URLs.

Refreshing your no follow tagging strategies is related to linking.

Ideally, you're providing a broad understanding of the search

bots of what your domain is about.

In limiting the Nofollow tagging just to those pages that truly justify

not being followed.

Many people employed practices to try to sculpt page rank or

change the domain flow.

This requires an advanced and more nuanced understanding of the other risks involved.

It is generally not recommended.

So I suggest you use Nofollow very sparingly.

If you choose to modify, I recommend using the robots.txt file.

There you have a little bit more master control around the kind of indexing or

following that occurs to the sites on your domain.

When it comes to content redirecting,

you should look to redirect to the most theme relevant page.

When I say theme relevant, that means the most similar

next best content from the one that you're removing.

If you don't map content correctly between redirects across relevant themes,

you can negatively impact what that site represents.

So, think through how you redirect content.

This is especially true if you acquire a new domain or decide to end-of-life

a subdomain, or a vanity domain or a smaller website you maintain and

you want to incorporate that back into a primary domain you're running.

For instance, if your page is about ABC and the next page linking to it is XYZ,

and your current ABC page goes away, you should take that link from page XYZ and

point it to a page that looks very similar to that prior one.

Not doing so can negatively impact the user experience by not giving users

the optimal page where they should arrive and convert effectively.

It can also deteriorate the key words you're ranking for.

The relevance goes down when the matching of content diminishes.

Ultimately thinking through content redirecting and

the impact this has on site architecture and linking is worth doing the right way.

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