Post on 21-Apr-2017
Charlie WhitworthSEO Director
@WhitworthSEO http://www.slideshare.net/whitworthseo
Banc
what will we cover?
bancmedia.-com
Crawl Bloat & Pruning
@Whitworth-SEO
beat the bloat
Crawl Bloat
Making search engines work too hard
and not taking full advantage of your
crawl budget@Whitworth-
SEObancmedia.-
com
crawl definitions
=Crawl Budget
bancmedia.-com
@Whitworth-SEO
Crawl Rate & Crawl Demand
crawl rate (limit) : maximum fetching rate
Search Console Limits
bancmedia.-com@WhitworthSEO
Website/Server Health
crawl demand
Popularity (Traffic) Staleness
@Whitworth-SEO
bancmedia.-com
How much does Google want to see your URLs?
Crawl budget – determined by rate & de-mand
What Google can & wants to crawl
@WhitworthSEO bancmedia.-com
• Empty pages• No valued added• Dupe
• Soft 404• SPAM• Hacked content
crawl budget
“Prioritizing what to crawl, when, and how much resource the server hosting the site can allocate to crawling is more important for bigger sites, or those that auto-
generate pages based on URL parameters”
Gary Ilyes
bancmedia.-com
@Whitworth-SEO
how to identify crawl bloat
bancmedia.-com
@Whitworth-SEO
how to identify crawl bloat
bancmedia.-com
@Whitworth-SEO
why is this a problem?
bancmedia.-com@WhitworthSEO
Don’t work them too hard
Search engine bots hate crawling rubbish
why is this a problem?
Engagement metrics are key
especially now we’re “mobile first”
@Whitworth-SEO
bancmedia.-com
examples of rubbish: search result URLs
/search/bancmedia.-
com@WhitworthSEO
/sessionkey=
/search-results?q=
examples of rubbish: paginated URLs
bancmedia.-com
rel=next/prevnoindex
@Whitworth-SEO
examples of rubbish: faceted navigations
json-ld
disallow parametersbancmedia.-
com@Whitworth-
SEO
noindex
who’s seen this?
cut the crap
Get Rid Of It
@Whitworth-SEO
bancmedia.-com
plan
noindex
<meta name=“robots" content=“noindex">Won’t deal with crawl bloat in the short term
Still an effective tacticbancmedia.-
com@WhitworthSEO
url parameters
@WhitworthSEO
Powerful tool when used properly
No need for developer sup-port
bancmedia.-com
xml sitemaps
Redirected URLs
Noindexed URLsPoor quality pages
@WhitworthSEO bancmedia.-com
robots.txt
bancmedia.-com@WhitworthSEO
Exercise Caution!
Powerful crawl bloat tool when used effect-ively
robots.txt
Blocking Crawl Paths – Stems Authority Flow
bancmedia.-com@WhitworthSEO
Google needs to see tags to honour them!
google’s hint
Google gives you all you need to monitor your results
All these features are your friends
@WhitworthSEO bancmedia.-com
crawl stats
Great way to gauge your efforts
@Whitworth-SEO
bancmedia.-com
bancmedia.-com@WhitworthSEO
Pruning
the prune
pruning – the fun bit
SEO Housekeep-ing
Now you have your crawl under control, show off your best bits
bancmedia.-com@WhitworthSEO
pruning – why?
• Spinning
• Excessive blog-ging
• Sparse articles@WhitworthSEO bancmedia.-
com
• Over optimisa-tion
• Saturation
stage one – content audit/content is king
Content auditing still essential nonethe-less
bancmedia.-com@WhitworthSEO
SEO’s most annoying cliché
stage two: the prune
410 – Gone
@WhitworthSEO bancmedia.-com
For pages you want gone forever
stage two: the prune
bancmedia.-com@WhitworthSEO
Won’t help crawl bloat short term
Will disappear eventu-ally*
stage two: the prune
Crawl Bloat
Authority
Indexa-tion
@WhitworthSEO bancmedia.-com
stage two: the prune
NoIndex
Will be crawled less over time ensures a high qual-ity SERP
For duplicate content, cannibalisation and API style pages
@WhitworthSEO bancmedia.-com
stage two: canonical
For duplicate content, cannibalisation and API style pages
@WhitworthSEO bancmedia.-com
canonical
stage three: content repurposing/enhance-ment
@WhitworthSEO bancmedia.-com
EvergreenSeasonalLong formResearch
search quality guidelines
@WhitworthSEO bancmedia.-com
Search Quality Evaluator Guidelines
stage four: the finishing touch
Link Profile Ana-lysis
Links pointing at ex-cluded pagesUsual disavow re-
quest
@WhitworthSEO bancmedia.-com
Don’t ruin all your hard work with a crap link profile
crawl bloat and pruning checklist
Does your site have crawl bloat?Choose the appropriate fixes for your sitePrune your remaining content
Continually improve and enhance@WhitworthSEO bancmedia.-
com
final tips: thanks for coming
@WhitworthSEO bancmedia.-com
Thanks for Listen-ing!
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