SEO Fundamentals - A Look Under The Hood of Google SERPs in 2014
Thousands of Pages Missing From Google SERPs...And How to Prevent the Problem! By Christine Smith
-
Upload
search-marketing-expo-smx -
Category
Internet
-
view
8.056 -
download
0
Transcript of Thousands of Pages Missing From Google SERPs...And How to Prevent the Problem! By Christine Smith
#SMX #25A Christine Smith @websmithc
...and how to prevent the problem!
Thousands of Pages Missing from Google SERPs
#SMX #25A Christine Smith @websmithc
§ >1M technical documents
§ Self-support for server and software admins
§ Searchable by error codes, etc.
IBM’s self-support site
http://www-01.ibm.com/support/docview.wss?uid=swg21363866
#SMX #25A Christine Smith @websmithc
Thousands of pages missing from SERPs!
#SMX #25A Christine Smith @websmithc
Google monthly referrals dropped 28%
#SMX #25A Christine Smith @websmithc
ü Pages/URLs displayed correctly
ü Redirects were working normally § 302 www.ibm.com -> www-01.ibm.com (multiple infrastructures)
ü Canonical URLs were correct <link href=“http://www.ibm.com/support/docview.wss?uid=swg21363866" rel="canonical"/>
ü Robots.txt was not blocking anything
The Good News: The pages were fine
#SMX #25A Christine Smith @websmithc
§ Only 10% of Sitemap URLs were indexed § Regenerated sitemaps
ü Corrected URLs to match canonical URLs ü Improved to 60% of Sitemap URLs indexed
ü Today, 88% are indexed
§ But, still no Google referral improvement
Sitemaps were not optimal
#SMX #25A Christine Smith @websmithc
§ Opened Google Site Search support ticket § Google findings: § A sampling of the missing URLs were:
1. Marked as a duplicates of the Support Registration page and
2. Were last crawled five months before!
Engaged Google
#SMX #25A Christine Smith @websmithc
§ Since Google’s index marked the pages as duplicates…
Thousands of Support pages were effectively
deindexed
In other words…
#SMX #25A Christine Smith @websmithc
§ There was no way to get a list of all URLs affected
§ Panda was updated and Data Refreshed within a few weeks
Meanwhile, according to Google
#SMX #25A Christine Smith @websmithc
§ Submitted a Manual Actions Reconsideration Request § Some technical docs were incorrectly flagged
§ Requested increased crawl rate for the domain § Hoping the pages would be revisited
We kept pulling every lever available…
#SMX #25A Christine Smith @websmithc
Google referrals increased 22% the following month
#SMX #25A Christine Smith @websmithc
§ Traffic bounced back.. Almost overnight. § GSS ticket was closed, but not resolved § Was it.. Ø Increase crawl rate? Ø Better sitemaps? Ø Panda and data refresh? Ø Normal re-crawl of the pages?
What was the fix?
#SMX #25A Christine Smith @websmithc
§ Likely culprit: § Faulty redirect or § A bad site maintenance redirect
§ Typical server response during outage: § 404 or 500 or 504 HTTP response § Or 302 redirect to a maintenance page
More importantly: What was the cause?
#SMX #25A Christine Smith @websmithc
§ Give a 503 Service Unavailable HTTP response!
§ Retry-after time in the header helpful § Tells Google to come back later
§ Do not set all 5xx responses to 503 § Google will ignore and assume site is down
Site maintenance – the right way
Reference: http://googlewebmastercentral.blogspot.com/2011/01/how-to-deal-with-planned-site-downtime.html
#SMX #25A Christine Smith @websmithc
§ Some web platforms automatically give 503 HTTP response during an upgrade § e.g. Wordpress
§ Others require workarounds, like § Apache, IHS (IBM), IIS (Microsoft) rewrite rules § Akamai logic
How to indicate site maintenance
#SMX #25A Christine Smith @websmithc
RewriteEngine on RewriteCond %{REQUEST_URI} !^(/maintenance.html)$
#RewriteRule ^(.*)$ - [R=503]
#Planned outage for /services/ path
RewriteRule ^(/services.*)$ - [R=503]
#Planned outage for /support/ path
RewriteRule ^(/support.*)$ - [R=503]
ErrorDocument 503 /maintenance.html
Update httpd.conf during maintenance
• Requires Apache / IBM HTTP Server restart to update httpd.conf before and after maintenance • Remember to both port 80 and port 443 • If the entire site is down, return a 503 response on robots.txt
#SMX #25A Christine Smith @websmithc
Akamai flow for 503 HTTP response During planned outage, upload a filename matching the application path to a NetStorage /maintenance/ directory Custom Flow • If Origin gives 500 or 504 response,
then • If the maintenance file exists,
then • Serve maintenance page
with 503 response • Set retry-after to 1 day
• Otherwise, serve error page matching Origin response (500/504)
• Otherwise, serve Origin response
#SMX #25A Christine Smith @websmithc
ü Never give 200 or 301 HTTP response when site is down! ü Confuses the crawler/indexer ü May cause pages to be “deindexed” as duplicates
ü Configure 503 HTTP responses only during planned outages and…. ü Don’t forget to remove when maintenance is over!
Lessons Learned
#SMX #25A Christine Smith @websmithc
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016
#SMX #25A Christine Smith @websmithc
§ Apache: § https://gist.github.com/jjulian/1889874
§ IBM HTTP Server (IHS): § http://www.ibm.com/support/docview.wss?
uid=swg21397422 § Microsoft IIS:
§ http://serverfault.com/questions/483145/how-to-add-a-site-wide-downtime-error-message-in-iis-with-a-custom-503-error-co
References: Rewrite Rules for 503 Response