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Tech SEO Guide
A Reference Guide for
Developers and Marketers
Involved in Technical SEO
―
Matthew Edgar
TECH SEO GUIDE
Matthew Edgar
Tech SEO Guide: A Reference Guide for Developers and Marketers
Involved in Technical SEO
Matthew Edgar
Centennial, CO, USA
Index 147
About the Author
Matthew Edgar is a consultant and partner at Colorado-based Elementive
(www.elementive.com), a consulting firm specializing in technical SEO.
Matthew has worked in the web performance field since 2001 and holds a
master’s degree in information and communications technology from the
University of Denver. He has been interviewed by Forbes, American Express,
and other publications about web analytics, CRO, UX, and SEO. He regularly
speaks at conferences and teaches workshops, including speaking at MozCon,
SMX, and MarTech and teaching courses with O’Reilly Media. Learn more
about or connect with Matthew at MatthewEdgar.net.
About the Technical
Reviewer
April Ursula Fox comes from a background in business, general and social
media marketing, data analytics, and educational psychology, delivering analyt-
ics solutions and specialized training to global organizations and marketing
agencies around the world. With names such as AutoCAD, Oracle, Samsung,
Peugeot & Citroen, Danone, Nestle, Ogilvy, Leo Burnett, and Havas, among
many others, April has expanded the understanding of data gathering and
analysis with significant impact to the workflow and performance of data-
infused teams.
Today, April is moving further into the educational aspect of her work, dedi-
cated to studies in educational psychology and all of the components that
affect human learning and growth. Within this new focus, April understands
that despite our incredible technological evolution, there is still a key human
component that will ultimately make or break the performance of an indi-
vidual or a team. Such interest moves April into the pursuit of the under-
standing of the intersectionality of the components of the human condition,
or how all aspects of our lives will affect us within different contexts of per-
formance. These studies will likely inform our future technological develop-
ments and the way we learn and become experts in using technology to
enhance our living experience.
Introduction
What Is Technical (Tech) SEO?
Technical SEO, or tech SEO, is the ongoing process of optimizing a website’s
code and server configuration to better communicate with search engine
robots. The goal is to make it easier for robots to crawl the website so that
robots can more easily index the page contained on the website. The more
easily robots can crawl and index a website’s pages, the more likely it is that
the website will earn higher rankings in organic search results and drive more
visitors to the website from those results.
Beyond SEO…
The process of technical SEO, however, requires thinking about more than
search engine robots. Optimizing a website’s technical structure also improves
the experience humans have when visiting the website. Websites that load
fast will be easier for robots to crawl and will likely receive a boost in rank-
ings, but faster loading websites also create a better experience for visitors,
resulting in greater engagement and conversions. The same is true for web-
sites that contain fewer errors—fewer errors mean fewer problems for both
robots and human visitors. Websites that offer more robust navigation paths
will help robots find and index more pages on the website but will also help
visitors find and engage with more pages. Removing duplicate or low-quality
content will lead to better rankings but will also reduce the chance visitors
will be driven away from the website by that content. Making a website’s
design friendlier on mobile devices will help comply with Google’s mobile
ranking factors and will also help visitors engage with the website on mobile
devices.
In short, improving the technical factors discussed has tremendous benefits to
the website’s overall performance beyond higher rankings and traffic. While
this book focuses on the search-related benefits of improving the website’s
technical structure, it is important to remember there are many other bene-
fits to consider and measure as well.
x Introduction
■■ Examples There are several spreadsheets and code samples shared throughout this guide.
To make it easier to work with these spreadsheets and code samples, an XLS template of each
table and code examples can be accessed at ___.
CHAPTER
Crawling
and Indexing
This chapter covers crawling and indexing. This is where SEO begins. Search
engine robots need to crawl a website’s pages to find all the information
contained on those pages. Once crawled, robots then process and store the
information from the website in the search engine’s index. If robots are unable
to crawl or index a website’s pages, the website may not rank in search results.
Achieving optimal SEO performance requires understanding how search
engine robots work and ensuring that robots are able to crawl and index a
website effectively.
• Crawl content
• Fetch content
• Analyze and assess the content
• Rank that content in search results
Once measured, the numbers can be compared. If there are 1000 files on a
website that robots should crawl, but robots have only crawled 500 of those
files, then work needs to be done to determine why the other files could not
be crawled. Similarly, if only 1000 files on a website should be crawled, but
robots crawled 2000 files, then work needs to be done to determine what the
extra files are and why robots crawled those files.
Disallow: Robots.txt
The disallow directive is specified within the robots.txt file. With this direc-
tive, the website is stating that robots are not allowed to crawl this file or
directory. Examples of a directory and file disallow:
Disallow: /a-secret-directory
Disallow: /a-secret-file.pdf
When specified, a search robot that respects and follows this directive will
not crawl the disallowed file or directory. However, the disallowed files may
still be indexed and appear in search results. If that seems odd, think back to
the two main operations: crawling and indexing. A disallow directive only
affects crawling but provides no direction to robots regarding what to do
regarding how to index a disallowed file. One common example is that robots
find links that reference the disallowed file, either on the website itself or on
other websites. Given the volume of the links referencing the disallowed file,
robots decide that the disallowed file must still be important, and, as a result,
robots may place that file in the index and rank it in search results even if the
file itself cannot be crawled.
When specified on the robots.txt file, “noindex” does not prevent a robot
from crawling the page, only from indexing it (assuming the search robot will
follow the directive).
Note that the meta robots tag can be narrowed down to a specific robot. To
only direct Googlebot not to index a page, the name attribute changes from
“robots” to “googlebot.” Other robots would be permitted to index this
page. Example:
In Scenario 1, the page with a noindex setting will be excluded from the index
and, as a result, not included in a search result. However, a robot may still
crawl this page, meaning the robots can access content on the page and follow
links on the page.
In Scenario 2, the page will not be crawled but may be indexed and appear in
search results. Because the robot did not crawl the page, the robot knows
nothing about the page’s content. Any information robots have gathered
about this page in search result will be gathered from other sources, like
external or internal links to the disallowed page.
Scenario 3 will operate exactly like Scenario 2. This is because when a disallow
is specified, a robot will not crawl the page. If the robot does not crawl to the
page, the robot will not fetch or process any code contained on this page,
which includes the meta tag directing robots not to index the page. If a page
needs to be set to noindex and disallowed, set the noindex first, then after
the page is removed from the search index, set the disallow (also see section
“Forbidding Access” later in this chapter).
Index or Noindex?
Generally, it should be left up to robots to decide what should or should not
be indexed. However, some pages may be good candidates to noindex, such
as the following:
Disallow or Allow?
Disallow directives should be used sparingly. It is easy to disallow more than
intended. However, on larger websites, the disallow directive can help limit
how much robots crawl. This keeps the robot focused on pages that matter
as well as helping to manage limited server capacity.
For example, if the website includes an internal search engine, the pages
associated with that internal search engine could be blocked from crawling via
a robots.txt disallow directive since it would not be particularly helpful for a
robot to see these internal search pages.
Forbidding Access
A robot can ignore disallow or noindex directives specified in the robots.txt
or meta robots tag. Along with search robots, malicious robots crawl websites,
and those robots will certainly not obey requests to ignore certain files
or links.
Certain files, directories, or pages must be hidden from view with no
exceptions—such as staging websites, login areas, or files that contain
restricted information. In these cases, blocking access via a disallow or noindex
directive is not the right solution.
The better option is to require a login to access the page or only permitting
access to users with specific IP addresses. If a visitor cannot log in or uses an
unauthorized IP address, the requested file should return a status code of 403
Forbidden.
Malicious robots can be blocked with firewall rules. When setting these rules,
ensure that Googlebot and Bingbot are not blocked.
main website to lose rankings in search results. Even setting aside those
problems, the staging and development environments are only intended for
very specific audiences and should not be shared with search robots.
The meta robots nofollow only instructs robots not to follow links contained
on a specific page. If another page contains the same links but that page does
not have the nofollow directive, those links will be followed.
Along with nofollow, Google supports two other values that can qualify the
nature of the link: sponsored and ugc. The rel=”sponsored” qualifier is for any
paid link, and rel=”ugc” indicates the link is part of user-generated content.
The nofollow qualifier can still be used either alongside or instead of the
sponsored and ugc qualifiers. Example:
X-Robots-Tag
Directives to guide robots can also be specified in the HTTP header using the
X-Robots-Tag. This operates similar to the meta robots tag, allowing for con-
trol over indexing with the noindex statement and control over crawling links
contained on that page via nofollow. Like the meta robots tag and the robots.
txt file, these directives are not mandatory for a robot to follow. Unlike the
meta robots tag, the X-Robots HTTP header can be specified on non-HTML
files, like PDFs or images. Examples:
X-Robots-Tag: noindex
X-Robots-Tag: noindex,follow
X-Robots-Tag: noindex,nofollow
10 Chapter 1 | Crawling and Indexing
Some crawl tools will also include robots.txt disallow directives related to
each page. If that information is not provided by the crawl tool, these directives
will need to be manually added. For example, if the robots.txt file disallows
the /blog directory, then update the spreadsheet to note that those URLs
contain a disallow.
Add a third column to the spreadsheet listing any disallow directives related
to each page, as shown in Table 1-4.
Table 1-4. Example Spreadsheet to Diagnose Crawling and Indexing Issues, Step 2—
Disallow
From the comparative retirement in which the Princess had lived for
a few years she was now, in 1813, again to issue and appear before
the public more like an athlete on the arena than a suppliant with
wrongs to be redressed.
Her retirement had given, however, much subject for comment
on the part of the public, for censure on the part of her enemies. The
latter still pointed to her habits of life as forming apology enough for
the restrictions set upon her intercourse with her daughter. The
fashion of opening all her apartments to her visitors at Kensington
was considered indecorous; and the popular tongue dealt
unmeasuredly with her cottage at Bayswater, at which she was said
to have presided at scenes of at least consummate folly—and folly in
such a woman was but next to serious guilt, and almost as sure to
accomplish her utter ruin.
It is difficult to say positively in what light the Princess Charlotte
looked upon the restrictions which kept her mother and herself apart.
Report accredited her with being a thorn in the side of Queen
Charlotte, and a continual trouble to the Regent. She is said to have
paid to neither an over-heaped measure of respect, and she
seriously offended both by marring the splendour of her first
‘drawing-room,’ at which she was to be presented by the Duchess of
York, and which was postponed because she insisted upon being
presented by her mother.
Early in January a sealed letter was addressed to the Prince
Regent by the Princess of Wales, and forwarded by Lady Charlotte
Campbell, through Lord Liverpool and Lord Eldon. It was
immediately returned unopened. The letter was sent back as before.
It was again returned, with an intimation that the Prince would not
depart from his determination not to enter into any correspondence.
Under legal advice, it was once more transmitted, with a demand
that the ministers should submit it to the Prince. Finally, intimation
was conveyed to the Princess that the Regent had become
acquainted with the contents of the letter, but had no reply to make
to it. Upon this the letter was published in a morning paper. Though
addressed to the Regent, it was evidently intended for the public
solely; and its appearance in the papers excited a wrath in the Prince
which brought upon the Princess much of her subsequent
persecution, and exposed her to considerable present
animadversion, even at the hands of many of her friends.
The letter was long, but it may be substantially described as
containing a protest of the supposed writer’s innocence; a
remonstrance against the restrictions, now more stringent than ever,
which kept her apart from her daughter; an assertion that such
restrictions were injurious to the latter, and a fatal blow against the
honour of the mother; and finally a stinging criticism upon the
secluded system of education by which her daughter was not
educated, and which was not calculated to develop the character of
the future Queen of Great Britain.
A bomb in the palace could not have created more excitement
than was caused by the appearance of this letter in the papers. It
was met by a refusal to allow any meeting at all, for the present,
between the Princess Charlotte and her mother, and by an
assembling of the Privy Council, the members of which speedily
showed why they had been called together, by making a report to the
Regent, in which it was stated that the lords of the council, having
read the letter of the Princess, and having examined the documents
connected with the investigation into the conduct of the Princess in
1806, were decidedly of opinion that any intercourse between the
mother and daughter should continue to be subject to regulations
and restraint. This report, which was tantamount to a mortal stab to
the reputation of the Princess of Wales, and not altogether
unprovoked by her, was signed by the two archbishops and all the
ministers. The stab was dealt back as fiercely as it could be by an
appeal to the people through parliament. To this body the Princess,
in March, addressed a letter asserting her innocence, denouncing
the system which pronounced her guilty without letting her know on
what evidence the verdict was founded, and without allowing her to
produce testimony to rebut it; and, finally, requiring that parliament
would authorise a full and strict investigation, from which she felt that
her honour would issue pre-eminently triumphant. This request
brought on an animated debate upon a motion for the production of
papers connected with the inquiry of 1806, and the evidence
adduced thereon. The motion was lost; but ministers were compelled
to acknowledge that the Princess stood fully acquitted of the charges
then and there brought against her. The assertion made by Lord
Castlereagh, that government had not proceeded against the
degraded and infamous Sir John and Lady Douglas, because they
were reluctant to trouble the world with the indelicate matters that
must be raked up again, excited shouts of derision. Mr. Whitbread
stoutly asserted that never had woman been so falsely accused or
so fully triumphant; and Mr. Wortley, despite all his respect for the
house of Brunswick, could not help lamenting that the royal family
was the only one in the kingdom that seemed careless about its own
welfare and respectability.
The subject was frequently brought before parliament, but with
no other effect than to show that there was much exaggerated
bitterness of feeling on both sides, and that the best friends of the
Princess were those who were of no party. Parliament was, at last,
but too happy to let the matter drop. Meanwhile, the publication of
the ‘Spirit of The Book’ did the Princess no good, and was, perhaps,
not intended to have that result. The daughter was now established
at Warwick House, and the Duchess of Leeds had succeeded as
governess to Lady de Clifford, much to the dissatisfaction of the
Princess Charlotte herself, who asserted that she was old enough to
live without such superintendence. She could not be frightened into a
conviction of the contrary by rude remarks from Lord Eldon, who also
sought to terrify the Princess of Wales into absolute silence, on the
ground that such a course would more entirely conduce to her own
safety; to which that spirited lady replied that she was under the
safeguard of the British constitution, and had no fears for her own
safety whatever.
That she saw her daughter ‘in spite of them’ was to her a matter
of legitimate triumph. She had been forbidden to call at Warwick
House, but she could not fail to encounter the Princess Charlotte on
the public highways. This meeting first occurred early in the spring;
the mother espied the daughter’s carriage at a distance, and ordered
her own to be driven rapidly after it. She was then on Constitution
Hill—the Princess was near Hyde Park—and the pursuer came up
with the pursued near the Serpentine. Each leaned forward from her
own carriage to kiss the other and for several minutes they remained
in deep and, apparently, affectionate conversation—a crowd the
while surrounding them with ever-ready sympathy.
It was said, however, that in the rarely-permitted meetings which
subsequently took place between the mother and daughter the
former occasionally complained of the coldness of manner of the
latter. The Princess of Wales was, in fact, not satisfied with an
ordinary demonstration of attachment from any one. She required
enthusiasm—sought and bid for it. When the Regent was rising into
something like popularity by the splendid entertainments which he
gave—partly for the benefit of trade, and partly because he was
pleased to the very top of his bent when playing the magnificent
Amphitryon—the Princess appeared in public at a fête at Vauxhall,
whither she was escorted by the Duke of Gloucester, on whose arm
she leaned as she passed along, soliciting, as it were, signs of
sympathy at a festival patronised and presided over by the Duke of
York.
In these public scenes she assumed a dignity which well
became her, but which she was as well pleased to lay aside as soon
as the occasion which called for it had passed. Nothing gave her
more gratification, for instance, after receiving congratulatory
addresses from corporations and other similar bodies, which she did
with mingled stateliness and courtesy, than to not only change her
dress of ceremony for a more ordinary one, but to take off her stays!
The latter odd fashion was not favourable to a figure which was now
far removed from the grace which had distinguished the Princess in
her earlier years.
It can be scarcely said that in this year she lost one friend more
by the death of her mother. The declining years of the aged Duchess
of Brunswick had been years of sorrow. She had long been a
sufferer from confirmed asthma, and in March 1813 she was
attacked by an epidemic which was fatally prevalent throughout the
metropolis. It was attended by, or rather consisted of, cough and
difficulty of breathing. This attack aggravated her other sufferings;
but, though confined to her bed, she was not considered in danger
when her daughter saw her for the last time, on the 22nd of March
1813. The Princess remained with the Duchess several hours, and
took leave without suspecting that she was never again to see her
mother alive. At nine that night the Duchess was seized with violent
spasmodic attacks, under which she rapidly sunk; and, at seventy-
six years of age, the ‘Lady Augusta,’ who was born in St. James’s
Palace, died in a modest lodging-house, and was quietly interred in
Westminster Abbey.
It is due to the Prince Regent to say that on the occasion of the
death of the Duchess of Brunswick he exhibited becoming and
courteous feeling, by suggesting to the Princess Charlotte that she
should pay a visit to her mother, to condole with her on this
bereavement. It was suggested that after the funeral would be the
most appropriate season for such a visit; but the Princess, with
quicker wit or more ready sympathy, repaired at once to her mother’s
residence, and thus afforded her a gratification which was probably
the more appreciated as it was the less expected. This was more
sympathy than she received at the hands of some persons, who
probably conceived that by behaving rudely to her they should be
paying court to a higher power. Thus, in the course of the summer
the Princess went to sup at Mr. Angerstein’s. Lord and Lady
Buckinghamshire were there. ‘The latter behaved very rudely, and
went away immediately after the Princess arrived. Whatever her
principles, political or moral, may be, I think,’ says Lady Charlotte
Campbell, who tells the anecdote, ‘that making a curtsy to the
person invested with the rank of Princess of Wales would be much
better taste and more like a lady than turning her back and hurrying
out of the room.’
In addition to her mother, the Princess may be said to have also
lost her brother this year; for though the gallant Duke of Brunswick
did not fall at Quatre Bras till 1815, she never saw him again but for
a brief moment on his departure from this country, two years
previously. The Duke was simply a soldier and nothing more, except
that he was a gallant one. He had a few relics with him in this
country of the treasures of Brunswick, such as old books and antique
gems, the value of neither of which did he in the least understand.
His habits were of the simplest, except in the fashionable dissipation
of the times; but if he was the slave of some pleasures, he was by no
means the servant of luxury. He slept on a thin mattress placed on
an iron frame, and covered by a single sheet. He had enjoyed
sweeter sleep on it, he used to say, than many who lay upon the
softest down.
When he went to take leave of his sister he was in the highest
spirits, from having at last the prospect of an active career in arms.
The actor and the scene are well-described by the author of ‘The
Diary:’—‘There never was a man so altered by the hope of glory. His
stature seemed to dilate, and his eyes were animated with a fire and
an expression of grandeur and delight which astonished me. I could
not help thinking the Princess did not receive him with the warmth
she ought to have done. He detailed to her the whole of the
conversation he had with the ministers, the Prince Regent, &c. He
mimicked them all admirably, particularly Lord Castlereagh—so well
as to make us all laugh; and he gave the substance of what had
passed between himself and those persons with admirable precision,
in a kind of question and answer colloquy that was quite dramatic. I
was astonished, for I had never seen any person so changed by
circumstance. He really looked a hero. The Princess heard all that
he said in a kind of sullen silence, while the tears were in several of
the bystanders’ eyes. At length the Duke of Brunswick said: “The
ministers refused me all assistance; they would promise me neither
money nor arms. But I care not. I will go to Hamburg. I hear that
there are some brave young men there, who await my coming, and if
I have only my orders from the Prince Regent to act, I will go without
either money or arms, and gain both.” “Perfectly right!” replied the
Princess, with something like enthusiasm in her voice and manners.
“How did Bonaparte conquer the greater part of Europe?” the Duke
continued: “he had neither money nor arms, but he took them; and if
he did that, why should not I, who have so much more just a cause
to defend?” The Duke then proceeded to state how the Regent and
the ministers were all at variance, and how he had obtained from the
former an order he could not obtain from the ministers. After some
further conversation, he took leave of his sister. She did not embrace
him. He held out his hand to me kindly, and named me familiarly. I
felt a wish to express something of the kindly feeling I felt towards
him: but, I know not why, in her presence, who ought to have felt so
much more and who seemed to feel so little, I felt chilled, and
remained silent. I have often thought of that moment since with
regret. When the Duke was fairly gone, however, she shed a few
tears, and said emphatically, “I shall never see him more!”’
The early part of 1814 was spent by the Princess in lowness of
spirit and littleness of pursuits. Miss Berry speaks of the mournful
‘house-warming’ by which the Princess inaugurated her tenancy
some time before:—On the 1st of December she writes, ‘We both of
us (the two sisters) dined with the Princess in Connaught Place, the
first time she had given a dinner in her new home, which is still all
upside down. The company consisted only of Gell and Craven, who
arrived in town to-day, Lady C. Campbell and Lady C. Lindsay in
waiting. The Princess was particularly melancholy; wept when