The Vital Crawl of a Technical SEO with Rachel Anderson
Agency Ahead by Traject
English - October 09, 2020 11:10 - 22 minutes - 30.8 MB - ★★★★★ - 5 ratingsMarketing Business Entrepreneurship marketing digital marketing agency software seo social media reputation customer experience local seo local search Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
We got a bit technical on today's Agency Ahead podcast. Okay, okay, we got real technical, because our guest was Rachel Anderson, a technical SEO analyst at DeepCrawl, a cool tool that allows you to understand all the technical aspects of your website and how they might ultimately impact SEO performance.
Tune in if you're looking to dive deeper into the world of technical SEO or just want a few insights into what's ahead.
The highlights:
[1:19] Rachel's role at DeepCrawl.
[2:26] Common site problems.
[3:39] Web core vitals.
[6:38] Presenting competitor data to clients.
[7:59] Learning Google Data Studios.
[10:34] Rachel's approach to building out reports.
[13:13] Small site technical audits: what do they take?
[16:41] What to consider before adding tech SEO services to your agency.
[20:22] Rachel's causes.
The insights:
Rachel's role at DeepCrawl
Rachel is a member of the Professional Services Team.
What kinds of projects?
Garrett asked what big common themes Rachel sees when someone comes to her asking for help.
The growing importance of Google’s Web Core Vitals
Web Core Vitals are a set of performance metrics that Google intends to add to the algorithm in 2021. The vital statistics are Largest Contentful Paint (LCP) or the time it takes the largest image or text block in a user's viewpoint to be fully rendered after page load, First Input Delay (FID), the amount of time it takes for a page to be ready for user interactivity, and Cumulative Layout Shift (CLS), the amount text shifts around on a page as it loads.
Rachel says most of her clients are very interested in that data. The first thing she does is find competitor stats.
She says they use Google's user data to get that information, on a domain level.
That's been really helpful for clients to identify the specific sections of their site that might need a bit more work. We can actually crawl their competitor's site with those same metrics and set up similar segments. So we can say, yeah, your product pages are actually doing a lot better than your competitors."
Of course, sometimes they're doing worse than their competitors.
Rachel suggests pulling the information into Google Data Studio.
Because they can then take that to their boss on the dev team and be like, hey look, it's the product pages that are having this cumulative layout problem and it's because this banner at the bottom is causing weird things to happen.
They can actually have that conversation."
The process of self-educating on Google Data Studio
Garrett asked Rachel to describe how she learned the ins and outs of Google Data Studio.
Then my agency at the time sold a project to a client that was helping them set up some Google Analytics reports, but we didn't realize at the time of selling it that it was actually different analytics accounts.
So I had to figure out how to use Google Data Studio for that project."
She says it was a lot of self-teaching because at the time there weren't really a lot of good resources online.
She says that these days Google has a Google Data Studio course that's really helpful.
VIDEO: https://www.youtube.com/watch?v=4lPmu8fsOHc&feature=youtu.be
She says she recommends people find reports other people have made open source.
Rachel's approach to building out reports
What can I do with this? How are these things related?
From there, once I understand what I have, I'll start building on different kinds of charts and tables. Usually if I can put a map in there I'm going to do that somehow, even if it's not necessary, because I love the Google Maps integration for Data Studio."
Once she's got a lot of raw data in one place, "I make some more adjustment, focus in on the point of the report, and pull in another SEO to come look at it. What is this telling you? Am I missing things here? Is this useful?"
Small site technical audits: What do they take?
Garrett brought up a discussion that Emily Brady was having on SEO Twitter about technical SEO audits and the difference between a small site and a big site.
There was a discussion about technical SEO audits, and a lot of criticism saying you shouldn't charge a lot for the technical audit of a small site because it's so simple.
Both Rachel and Emily felt strongly this wasn't the case, that there's a lot to a small site technical SEO audit that brings value.
Rachel weighs in.
They don't need a lot of pages. But they still manage to screw up technical SEO. There's plenty to look at."
She points out that she's audited sites with everything from a few pages to 4 million URLs.
I haven't had an enterprise-level client where they haven't claimed Google Search Console. The issues are different. But they still need technical SEO just like large sites."
She points out that a lot of times they've never even looked at their technical SEO.
And usually, nothing is things like – a robots file that's blocking the entire site, or entire sections of the site. Or they don't have any site maps. Or no canonical tags, ever. Or you know, the slash and no slash version of URLs may both be in 200 status.
There are always problems. Just because it's a small site doesn't mean they don't need technical SEO."
She points out that for a small site she's going to spend a lot of time looking at nontechnical elements as well.
We can't focus a ton of attention on individual pages unless they're high revenue pages."
What to consider before adding Technical SEO services to your agency offering
"First of all, you're going to need a good crawler," Rachel warns.
Rachel hastens to say that she loves Screaming Frog.
She points out some of the issues a good crawler will help find, like non-200 status pages in sitemaps, or the existence of orphan pages.
What’s your right now cause?
While it isn't a cause, Rachel does suggest women who are in SEO should be on the Women in Tech SEO Slack Channel.
Sometimes on Twitter if you put a question out there, you'll get answers, and they'll be in a: you must be very dumb for not knowing this kind of way. The responses on Women in Tech SEO are always really kind and uplifting.
We're all learning together. This is something I can help you with. I love that about the community."
A few weeks ago Women in Tech SEO started a mentor program that's been a huge success as well.
The other thing Rachel wanted our listeners to pay attention to was mutual aid societies.
She was able to give tomatoes and chicken eggs from her garden, but they also take financial contributions.
Her local one is MAD RVA (Mutual Aid Distribution Richmond VA) but they have Mutual Aid societies all over the nation.
Connect with Rachel Anderson
Want more of Rachel's insights? She's active and ready to chat on Twitter.
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