The Biggest and Best BrightonSEO Roundup Ever (Probably) Part 2

April 17, 2019

Crawl Budget is dead, please welcome Rendering Budget – Robin Eisenberg

Jesper Mount

Historically, Google relied on HTML to crawl websites in a streamlined fashion. As JavaScript has become a key component of the modern web, Google’s emphasis on crawl budget is moving toward Rendering Budget, which refers to the limited amount of processing power available to render a page’s contents that rely on JavaScript. There is a direct correlation between page speed and crawl volume, which highlights the benefit of reducing the time needed to render your JavaScript code and become interactive. Rendering is actually deferred until Google has the resources ready to render the client side content, so ensuring JavaScript code does not cause slow page load speeds will help Google crawl and index your JavaScript content, setting your JavaScript website up for future SEO success.

Driving Meaningful Clicks with Enriched SERPs
– Izzi Smith

Ella Revell

Recently learning the world of structured data and schema markup myself, I decided to head to Auditorium 1 in the hopes of gaining some more knowledge on how to best advise my clients to implement structured data on their websites as well as why they need to implement it in the first place. I was not disappointed!

Izzi Smith gave a compelling case on the benefits of implementing schema markup within your code to benefit from rich results. She contradicted Rand Fishkin’s scary study findings that 55% of EU mobile searches resulted in no clicks because of rich results in the SERPs, by stating that you should make an effort to increase your SERP presence by enriching snippets from your site to bring the right kind of clicks.

Google says that CTR is not a ranking factor, however this Google webpage on data logging states otherwise. Even if CTR was a ranking factor, Google wouldn’t tell us, people would try to manipulate it, it’s too unreliable and clicks don’t always mean user satisfaction.

To gain the most out of rich snippets on mobile, you should check the queries in Google Search Console that have the highest mobile device impression share and optimise the pages that target those keywords accordingly.

Structured Data: A Case Study of How to Make your Website Stand Out in Search – Kenichi Suzuki

Ella Revell

Kenichi Suzuki, who travelled all the way from Tokyo for the conference, enlightened us that there is a such thing as a @HowTo schema markup. This markup is perfect for trying to gain rich snippets from editorial content on site such as ‘How to Change a Tyre’ or ‘How to Wear Colour’.

He also walked us through the @FAQPage schema markup, which allows multiple questions to be included in the markup, compared to @QA which only allows one. @FAQPage is designed for eCommerce content pages such as Shipping, Returns and FAQs. All questions are pulled from the same page however display each question as its own entity in the SERP with a clickable drop down option.

Structured data should be added to as many pages as possible on your site in order to benefit from rich results, however you must remember that having too much structured data markup implemented on a given page can negatively affect page speed.

Living on the Edge: Elevating your SEO toolkit to the CDN – Nils De Moor

Will Schiller

You can use Edge technologies to overcome platform restrictions and improve performance. The idea is to update HTML and JavaScript without changing the server code. Common use cases are collecting log data, redirecting pages and adding hreflang tags. If implemented well clearer separation of concerns allows for faster code deployment. But be aware of debugging, accountability and security compliance can be tricky. The Leading edge technologies right now are Cloudflare Workers and the serverless.js framework.

The impact of translation on SEO and how they can work together – Valentine Lacour

Amel Chettouf

There are a few reasons why every website targeting different markets should translate its content:

First, it is a way to expand the audience and communicate with a more diverse group. Secondly, it can help in increasing conversions because customers interacting with a site in their language are more likely to convert. And, finally, it can help ranking better in the SERPs and improve SEO performance in general.

But translating content is not as easy as it sounds. To be beneficial for the organic performance, a translation needs to save the meaning but also the search volume. In fact, we shouldn’t ‘translate’ but ‘localise’. Indeed, keywords are what allows the user to identify a website. In this sense, a translation should consider the language variations and the cultural differences in the way we search. For example, in the UK, three different words can be used to describe the evening meal: dinner, tea or supper. A person translating content from a different language to English should take into account the different search volume of these terms and pick the more relevant option to avoid missing opportunities.

To go through this translation process properly, there are a few recommendations to follow :

  • Don’t translate keywords but instead conduct a whole new keyword research to consider the search volumes.
  • Use localized URLs and keep the different languages on separate pages.
  • Work with native speakers as much as possible. Only them will be able to understand the nuances and to find the best options to use.
  • Never use automated translators.

Automate your SEO tasks with custom extraction
– Max Coupland

Chai Teo-Young

An SEO’s job is to optimize client websites for search engines, but often the process and methods by which we do so can be so much more optimized too. In comes automation, which not only eliminates the likelihood of human error but also increases efficiency. Who knows, a 3 or 4-day work week might be on the cards if we learn how to properly harness the power of XPath and Regex in our everyday SEO tasks, to even better results.

Custom extraction via your crawler of choice is not a new function, of course, and I’m sure we’re all familiar with how to use it to our advantage to scrape websites for specific data points to determine SEO vitality. What was most interesting in Max’s presentation, however, was the rather obvious in hindsight concept that a Google SERP is, after all, just another web page, a crawlable one at that. This idea can be, somewhat unexpectedly valuable in the realm of keyword research, to gather People Also Ask (PAA) queries and related searches that are displayed on the SERP for an existing list of keywords.

Like most web pages, Google uses classes, ids and elements in its structure, which is all we need to be able to employ custom extraction with relation to the SERP. There are just 3 simple steps to extract this information.

1.       Enter the XPath under the Custom Extraction function of your crawler of choice

a.       Extract the PAA class as found on the SERP with regex

b.       //div[@class=“match-mod-horizontal-padding cbphWd”]

2.       Recreate what the google SERP url would appear when a keyword is searched:

a.       Google root URL of https://www.google.co.uk/search?q=[keyword]+[here]

b.       E.g. https://www.google.co.uk/search?q=dog+or+bagel

c.       This can be done with the simple CONCAT formulae in excel

3.       Crawl!

With your list of URLs including the keyword list in the first column and any related PAA queries in subsequent horizontal cells, you’ve just managed to successfully automate a task that could’ve taken hours. Now we’ve just got to make sure we don’t automate ourselves out of a job.

8 Ways to Increase your E-commerce Conversion Rate – Faye Watt

Jack Reid

Faye Watt kicked off with a good talk entitled ‘8 Ways to Increase your eCommerce Conversion Rate’. She reminded us of things such as personalisation and cross-selling which really help tailor the shopping experience for individual users. Ensure images have a product image, lifestyle shot and a shot with included accessories to enhance images. Make checkout & form filling out simple to use and included necessary fields for completion only. Ensure your site appears trustworthy and secure.

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