ConversionXL, Martijn Scheijbeler – Technical SEO

In the first class, we’ll be guiding you through the basics of Technical SEO, we’ll teach you about what a page looks like (its HTML), how it’s made up and what you can immediately improve when you look at a page (meta tags, on-page content).

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Topics Covered:

• What tools can you use to crawl a site to learn more about the technical issues & improvements?
• How does a search engine look at your page and ‘understand’ what it’s about?
• META Tags: Description, Keywords, Robots, Canonical, Open Graph, Twitter Cards, HREFlang.
• Content Tags: Headings, Styling, Paragraphs, Internal Links & Image Optimization, Broken Links.
• Starting a crawl, using tools to crawl your site to learn more about Technical SEO.

In the second lesson, we’ll go in-depth about how to create a good URL structure and what tools you have to guide crawlers around your site and how to prevent them from accessing certain areas. We’ll talk about how you can streamline what crawlers look at and what kind of tools you have to influence this.

Topics Covered:

• Pagination: How do you handle pagination for (category) pages.
• URL Structure: What is a good URL structure and what isn’t & how should URLs be build up.
• Robots.txt: How to influence crawl behavior and exclude crawlers from certain areas.
• URL Parameters: Provide signals to search engines on what parameters are actually useful or not.
• Internal Linking: How do you link to other pages, why does it matter and what can you do to improve relevance across ‘silos’ of pages?

Lesson three explores the abilities you have to follow crawlers and what learnings come from that. As part of this class, we’ll talk about the tools you have to influence crawlability.

Topics Covered:

• Crawl Errors & Crawl Budget
• HTTP > HTTPS
• Status Codes (2xx, 3xx, 4xx, 5xx)
• Redirects (Apache/Nginx)
  • WWW / NONWWW
  • 301/302
  • 500
  • 302
  • 410
• Log File Analysis: What does a request look like.
  • What does the user agent of Google look like?
• JavaScript rendering: React, Angular, Vue, SSR/CSR, SPA, etc.
• Analyzing data from Headers

Not every page on your site is always visible to a search engine, or what if you add hundreds of pages. That’s where sitemaps come in, they’ll give you the tools to provide search engines with an overview of your content and give you the insights into what pages are being crawled & indexed.

Topics Covered:

• XML Sitemaps; how to build the perfect XML sitemaps.
• HTML Sitemaps.

Does a search engine really understand what your content is about? With structured data, you give the search engines a better idea by marking up your content. It will help search engines understand what a particular entity means and how it relates to others.

Topics Covered:

• Structured data and how it helps you and search engines.
• Schema.org & JSON-LD: The basics.
• The most recurring Schema.org snippets you’ll need.

What is fast and what isn’t? This lesson introduces techniques that can improve site speed and what tools there are that better inform you of this.

Topics Covered:

• Analyzing waterfalls
• DNS Prefetch/Prerender
• Lazy loading
• Caching
• Server Requests

If your organization operates in multiple countries there are certain steps you have to take in order to make sure that you have optimized for all technical aspects. You don’t want a German page ranking for your US customers and vice versa. In this lesson, we’ll talk about tools available to optimize your site for international SEO.

Is AI going to take over the world? In this lesson, we’ll talk about the new technologies (that have been available for a bit) that are steering the way websites will operate in the future.

Topics Covered:

• SEO Experimentation
• Accelerated Mobile Pages
• Progressive Web Apps
• Edge SEO