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11 SEO-tips och tricks för att förbättra sökindexeringen

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11 SEO Tips & Tricks To Improve Search Indexation

De SEO game has so many moving parts that it often seems like, as soon as we’re done optimizing one part of a website, we have to move back to the part we were just working on.

Once you’re out of the “I’m new here” stage and feel that you have some real SEO experience under your belt, you might start to feel that there are some things you can devote less time to correcting.

Indexability och crawl budgets could be two of those things, but forgetting about them would be a mistake.

I always like to say that a website with indexability issues is a site that’s in its own way; that website is inadvertently telling Google not to rank its pages because they don’t load correctly or they redirect too many times.

If you think you can’t or shouldn’t be devoting time to the decidedly not-so-glamorous task of fixing your site’s indexability, think again.

Indexability problems can cause your rankings to plummet and your site traffic to dry up quickly.

So, your crawl budget has to be top of mind.

In this post, I’ll present you with 11 tips to consider as you go about improving your website’s indexability.

1. Track Crawl Status With Google Search Console

Errors in your crawl status could be indicative of a deeper issue on your site.

Checking your crawl status every 30-60 days is important to identify potential errors that are impacting your site’s overall marketing performance.

It’s literally the first step of SEO; without it, all other efforts are null.

Right there on the sidebar, you’ll be able to check your crawl status under the index tab.

Skärmdump av författaren, maj 2022
errors in google search consoleSkärmdump av författaren, maj 2022

Now, if you want to remove access to a certain webpage, you can tell Search Console directly. This is useful if a page is temporarily redirected or has a 404 error.

A 410 parameter will permanently remove a page from the index, so beware of using the nuclear option.

Common Crawl Errors & Solutions

If your website is unfortunate enough to be experiencing a crawl error, it may require an easy solution or be indicative of a much larger technical problem on your site.

The most common crawl errors I see are:

semrush crawlability problemsSkärmdump av författaren, maj 2022

To diagnose some of these errors, you can leverage the URL Inspection tool to see how Google views your site.

Failure to properly fetch and render a page could be indicative of a deeper DNS error that will need to be resolved by your DNS provider.

google search console URL inspectionSkärmdump av författaren, maj 2022

Resolving a server error requires diagnosing a specific error. The most common errors include:

  • Timeout.
  • Connection refused.
  • Connect failed.
  • Connect timeout.
  • No response.

Most of the time, a server error is usually temporary, although a persistent problem could require you to contact your hosting provider directly.

Robots.txt errors, on the other hand, could be more problematic for your site. If your robots.txt file is returning a 200 or 404 error, it means search engines are having difficulty retrieving this file.

You could submit a robots.txt sitemap or avoid the protocol altogether, opting to manually noindex pages that could be problematic for your crawl.

Resolving these errors quickly will ensure that all of your target pages are crawled and indexed the next time search engines crawl your site.

2. Create Mobile-Friendly Webpages

With the arrival of the mobil-först index, we must also optimize our pages to display mobile-friendly copies on the mobile index.

The good news is that a desktop copy will still be indexed and displayed under the mobile index if a mobile-friendly copy does not exist. The bad news is that your rankings may suffer as a result.

There are many technical tweaks that can instantly make your website more mobile-friendly including:

  • Implementing responsive web design.
  • Inserting the viewpoint meta tag in content.
  • Minifying on-page resources (CSS and JS).
  • Tagging pages with the AMP cache.
  • Optimizing and compressing images for faster load times.
  • Reducing the size of on-page UI elements.

Be sure to test your website on a mobile platform and run it through Google PageSpeed Insights. Sidhastighet is an important ranking factor and can affect the speed at which search engines can crawl your site.

3. Update Content Regularly

Search engines will crawl your site more regularly if you produce new content on a regular basis.

This is especially useful for publishers who need new stories published and indexed on a regular basis.

Producing content on a regular basis signal to search engines that your site is constantly improving and publishing new content, and therefore needs to be crawled more often to reach its intended audience.

4. Submit A Sitemap To Each Search Engine

One of the best tips for indexation to this day remains to submit a sitemap to Google Search Console and Bing Webmaster Tools.

You can create an XML version using a sitemap generator or manually create one in Google Search Console by tagging the canonical version of each page that contains duplicate content.

5. Optimize Your Interlinking Scheme

Establishing a consistent informationsarkitektur is crucial to ensuring that your website is not only properly indexed, but also properly organized.

Creating main service categories where related webpages can sit can further help search engines properly index webpage content under certain categories when the intent may not be clear.

11 SEO Tips & Tricks To Improve Search IndexationSkärmdump av författaren, maj 2022

6. Deep Link To Isolated Webpages

If a webpage on your site or a subdomain is created in isolation or an error preventing it from being crawled, you can get it indexed by acquiring a link on an external domain.

This is an especially useful strategy for promoting new pieces of content on your website and getting it indexed quicker.

Beware of syndicating content to accomplish this as search engines may ignore syndicated pages, and it could create duplicate errors if not properly canonicalized.

7. Minify On-Page Resources & Increase Load Times

Forcing search engines to crawl large and unoptimized images will eat up your crawl budget and prevent your site from being indexed as often.

Search engines also have difficulty crawling certain backend elements of your website. For example, Google has historically struggled to crawl JavaScript.

Even certain resources like Flash and CSS can perform poorly over mobile devices and eat up your crawl budget.

In a sense, it’s a lose-lose scenario where page speed and crawl budget are sacrificed for obtrusive on-page elements.

Be sure to optimize your webpage for speed, especially over mobile, by minifying on-page resources, such as CSS. You can also enable caching and compression to help spiders crawl your site faster.

Search Engine Journal PageSpeed InsightsSkärmdump av författaren, maj 2022

8. Fix Pages With Noindex Tags

Over the course of your website’s development, it may make sense to implement a noindex tag on pages that may be duplicated or only meant for users who take a certain action.

Regardless, you can identify webpages with noindex tags that are preventing them from being crawled by using a free online tool like Screaming Frog.

The Yoast plugin for WordPress allows you to easily switch a page from index to noindex. You could also do this manually in the backend of pages on your site.

9. Set A Custom Crawl Rate

In the old version of Google Search Console, you can actually slow or customize the speed of your crawl rates if Google’s spiders are negatively impacting your site.

This also gives your website time to make necessary changes if it is going through a significant redesign or migration.

Google Search Console crawl rateSkärmdump av författaren, maj 2022

10. Eliminate Duplicate Content

Having massive amounts of duplicate content can significantly slow down your crawl rate and eat up your crawl budget.

You can eliminate these problems by either blocking these pages from being indexed or placing a canonical tag on the page you wish to be indexed.

Along the same lines, it pays to optimize the meta tags of each individual page to prevent search engines from mistaking similar pages as duplicate content in their crawl.

11. Block Pages You Don’t Want Spiders To Crawl

There may be instances where you want to prevent search engines from crawling a specific page. You can accomplish this by the following methods:

  • Placing a noindex märka.
  • Placing the URL in a robots.txt file.
  • Deleting the page altogether.

This can also help your crawls run more efficiently, instead of forcing search engines to pour through duplicate content.

Slutsats

The state of your website’s crawlability problems will more or less depend on how much you’ve been staying current with your own SEO.

If you’re tinkering in the back end all the time, you may have identified these issues before they got out of hand and started affecting your rankings.

If you’re not sure, though, run a quick scan in Google Search Console to see how you’re doing.

The results can really be educational!

Fler resurser:


Featured Image: Ernie Janes/Shutterstock



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15 SEO-experter för e-handel avslöjar de bästa insikterna för 2023

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15 Ecommerce SEO Experts Reveal Top Insights For 2023

Wondering how to do SEO for ecommerce?

Looking for expert insights on ecommerce SEO?

Uncertain how to make your online store more successful?

From acknowledging that the traditional customer journey is dead, to fast pivoting due to Google’s constant updates, to reassessing benchmarks after the pandemic digital boom and the subsequent fall, experts from award-winning agencies assess what’s next in ecommerce SEO.

We wanted to go beyond unpredictability, so we interviewed 15 digital growth and SEO experts to get their insights, tips, and lessons learned as part of our Ecommerce SEO deep dive.

Ecommerce experts in this article talk about search behaviors, hands-on clients, forecasting for aligning to current trends, and more.

Let’s see what they have to say.

Implement Multi-Touchpoint Customer Journeys As Search Behaviors Change

James Finlayson, Head of SEO at the7stars: “Google’s search volumes aren’t just stagnating – in many cases, they’re reducing. Despite this, consumers are conducting more research prior to purchases than ever – on Amazon and other ‘super-retailers’, on TikTok, large publishers with loyal audiences, Pinterest, YouTube, and Reddit. We recently looked at one market where, we estimated, less than 10% of search activity was actually happening on Google.” Read Finlayson on digital and in-store buying, pushing for larger budgets, and their Sofology success story.

Sara Povoas, Content and SEO Manager at iProspect Portugal:  “We observed a huge increase in shopping, not only for younger audiences but also for older ones, which is new. I think that users are getting more demanding and more informed — if you have a lot of offers, you need to make smart decisions. So people are looking for more. The reviews, opinions, video demonstrations, and price comparisons are getting more popular as people are doing these decision-making searches in order to make a purchase.” Read Povoas on fluctuating stocks, hälsa and cosmetics trends, and client communication.

Luke Carthy, eCommerce SEO & CRO Consultant: “What I’m seeing across my consumer-based clients is that Average Order Value is up, but the number of transactions is probably similar or falling. What I mean by that is they’re spending more per transaction. Rather than someone going to a clothing retailer, maybe once a month or once every couple of weeks, depending on what their previous shopping habits were, they will shop less frequently. And when they shop, they’ll spend more money. I think that happens for a couple of reasons: One is to mitigate the delivery fees and, secondly, to try and get to thresholds to claim rewards, whatever those might be.” Read Carthy on buy-in, shifting strategies, and B2B clients.

Jen Cornwell, Senior Director of Digital Strategy at Ignite Visibility: “The way people shop has changed, as they had converted to online and are now back to this hybrid style again. I think it’s all about expectation setting: Can we ever get back to those traffic levels or those conversion levels online again? What are some creative ways that we can go about if we think that’s the case? User behavior has taken a big shift.

For instance, we had an electronics client who sold computers, both online and brick-and-mortar. We started to see a shift at the beginning of 2022 as they had more foot traffic to their stores – which they’re happy about, but they do not see as many purchases online anymore. Even in the instances where there isn’t a brick-and-mortar component or the product is only available online, the opportunity for somebody to go and buy it in person just pulls them away from coming to the Internet as much as they used to.” Read Cornwell on video content, white goods, and creative page optimization.

Get Creative With Product Reviews, Long-Tail Keywords & Specificity, As Google Algorithm Updates Intensify

James Euinton, Account Director at The SEO Works: “Over the years, as Google improves its handling of language, it’s been more important to focus on the more specific, longer-tail phrases. Sometimes this may mean catering to specific questions and keywords that fall outside standard products and category pages. It’s important that we tailor additional content to these to target the customer at different points in the journey or funnel.” Read Euinton on moving the needle fast, Core Web Vitals, and business contexts.

Radu Marcusu, CEO at Upswing: “The biggest challenge this year was for marketing managers to explain the drops in the market and how to go about it. That’s why I would say it was more about us being proactive in communicating these shifts to our clients. They needed support in understanding the overall market trends and that it was a general change in demand – and, of course, in adapting to it. That also meant new tactics or focusing on specific actions. For instance, if Google now recommends refined searches, we make sure our clients have filters or categories targeting those searches. We also focus on having the right content to answer those searches. Or keep their Google My Business profiles optimized. In a nutshell, we were proactive in adapting strategies, budgets, and also specific actions implying Google changes.” Read Marcusu on differentiating through pitching, video searches, and developing internal tools.

Eli Schwartz, Growth Advisor and SEO Strategic Consultant: “Google and other search engines use deep learning to improve search results for their users continuously. This past year, I have noticed that local results are triggered more often when Google detects a local intent. At the same time, on results where there should not have been local intent, I have seen the local results disappear.”

Forecasts, SEO ROI & Data-Led Decisions Should Be At The Forefront For Ecommerce Businesses

Marc Swann, Director of Search at Glass Digital: “​​There’s no doubt that retailers are feeling the pinch as consumers tighten their belts, and this presents risks for most marketing agencies when it comes to justifying the value of their services. SEO is a channel that is often more at risk when times are hard, and marketing budgets are scrutinized. SEO performance can ultimately be maintained in the short and even medium term without a recurring spend associated with it, unlike something like paid search where once ad spend stops, performance disappears. So certainly, justifying expenditure in SEO is something that we have seen requested more and not seeing it as a luxury in harder times. Ultimately, those that are able to fulfill their SEO strategies through the hard times will be in much stronger positions when the economy eventually turns positive.” Read Swan on multi-lingual sites, sports retailers, and “luxury” channels.

Steve Walker, Technical Director at Journey Further: “Measuring ROI has always been important, but it’s no longer a nice-to-have. Measuring ROI is essential. This is why performance monitoring tools like SEOmonitor are critical to your agency. The amount of in-house teams has also increased dramatically over the past few months. This is a great thing for the SEO industry and a testament to SEO’s importance in digital marketing – but it fundamentally changes how agencies need to operate. We’re no longer just additional resources doing basic SEO activity. We need to act in a similar way to a business consultancy and provide strategic-level support.” Read Walker on new user journeys, measuring impact, and funnel optimization.

Rank Tracker’s Strategy view on SEOmonitor.com, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Ben Austin, Founder & CEO at Absolute Digital Media: “We utilize forecasting for both pitching and upselling to ecommerce clients to showcase our understanding of the industry they compete in and the business. By doing so, we can more effectively dictate what is required to drive continuous growth to the business whilst highlighting the ongoing value our innovative SEO strategies provide. In addition to providing a basic forecast of the brand’s current market position, we supply further insight into the wider business benefits such as returning customers, revenue, and ROI.” Read Austin on business strategies, performing verticals in ecommerce, and dynamic URLs.

Charlie Norledge, Head of SEO Performance at Impression: “The pitches are much more competitive now because there are probably fewer clients going to market as things started to slow down a bit. We’ve had to make sure that we include innovative tactics in there. Like talking about how to utilize social media trends in organic when we talk about tech SEO, not just putting a list of fixes, making sure we have priority behind things and just giving them as much detail as possible.

Forecasting is another important piece. When we go to a competitive pitch, forecasting is, I’d say, required. If we didn’t do it, we could miss out. We were in pitches against other agencies, and because we had forecasts in place, we ended up winning the work.” Read Norledge on GPT-3 efficiency, reporting, and client expectations.

Kevin Gibbons, Founder and CEO at Re:signal: “For us, it’s important to have strong communication with our clients about where the priorities are and make sure that we know not just where the search demand is, but also the supply. Knowing what clients are focusing on – both in terms of seasonality and where the priorities could be and could be shifting because of those issues – helps us re-address what we’re doing.

I think everyone’s just probably a bit more price-conscious and cautious right now in terms of what they’re doing. So, again, that’s why ecommerce is such a strong sector for us. For the reason that you can track organic revenue performance. Everyone wants to make sure they’re maximizing their ROI.” Read Gibbons on internationalization and their ASICS success story.

15 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023SEO Forecast by SEOmonitor, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Leverage Integrated Campaigns To Build More Growth Opportunities

It’s not just about one channel or one tactic, but ecommerce digital experts are looking more and more into how they can optimize the full user experience, coordinate PR and SEO efforts, and make sense of the whole industry landscape and where the opportunity lies:

Petar Jovetic, Organic Director at Impression: “Everything we do has to show value and be targeted. We’re baking innovation more and more into our proposition. It’s been quite compelling to leverage AI to handle higher workloads and then do it more efficiently. One other thing I’m keen to explore is using our CRO department, especially at the bottom of the funnel where every user counts, to grow acquisition strategically with more A/B testing, multivariate testing, etc. We’re looking into how CRO and SEO can complement each other more. I think that is really appealing in the current economic climate. So we’re not just throwing additional users but nurturing them through the funnel to conversion.” Read Jovetic on SEO maturity frameworks and the State of Retail.

Charlie Clark, Account Director & Founder at Minty Digital: “I noticed more clients are looking to build their brand through digital PR, and we build their brand name rather than just focus on sales. Some of the bigger companies we work with used to allocate a separate budget to SEO, and that used to be the entire thing. Now they’re allocating separate budgets within their departments, one for SEO and one for PR. They’ll have their traditional PR, the standard press releases, but then they’ll also be tying in the digital aspect to that, which is something that’s been quite interesting to know.” Read Clark on entering new markets and campaign KPIs.

Heemesh Vara, Head of SEO at Semetrical: “Our keyword research process focuses on exploring the whole industry. That’s something different from other agencies. Where they might take a category-by-category approach and do it month by month, we do it the other way around. It’s a lot of work for us at the beginning, but it does provide the client and us with a complete picture of their entire industry. For example, we worked with a vintage möbel client with multiple types of products and categories, from sofas, stools, chairs, side tables, etc. So we had to research the entire industry all at once. And this is one of our unique selling propositions that we always put in the proposal as well.” Read Vara on SEO data analysis and baselines, stakeholder management, and securing budgets.

In the end, as our 15 interviews have shown, both ecommerce clients and markets continue to shift, so it’s critical to showcase sustainable results.

With all these challenges SEO experts face in mind, we continue to develop SEOmonitor so it helps you:

  • Prove the value of SEO with a forecast solution that allows you to connect desired ranking targets to non-brand organic traffic growth potential.
  • Ta tillbaka sessions-, konverterings- och intäktsdata till sökord med vår lösning på (medföljer ej), så att du vet vilka sökord som ger resultat.
  • Håll koll på efterfrågan med dagliga rankningar för stationära och mobila enheter som standard, sökvolymer och trender från år till år över plattformen och automatiska säsongsvarningar.
  • Och så mycket mer.

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