Oiling the SEO Cogs

Search engine optimization can’t stay successful without continual evaluation and analysis of performance and possible technical problems that could arise. By taking the right steps, SEO firms can identify and repair problems and more easily formulate solutions to the technical challenges of SEO. Below is a look at how SEO specialists can build success in the search results.

Analyzing SEO in Real Time

There is no single trick that works for every campaign. Rather, every case requires using the right tools in the right way for the situation at hand. A brand’s social presence and links on the search results pages are two useful indicators of performance. Continual preparation for problems, coordination with content creators, distribution of workflow and appropriate action when necessary are all keys to success.

Technical SEO Simplified

Technical search engine optimization may have limited effects on results these days, but it’s valuable for its accessibility and dependability. However, plans should always be drawn up before instituting any of these changes. All parties involved should be informed about a project’s goals in terms of conversion and revenue. Below are explanations of some of the technical forms of modern SEO.


A properly designed View All page that loads quickly and includes all products can benefit from the use of rel canonical all for pages back to it. At the same time, rel next, prev and other canonicals that self reference can eliminate problems with duplicate content.

Faceted Navigation

There are a few ways to enhance the use of faceted navigation. For example, it’s best to force the canonical path no matter what the selection order may be. Building URLS in accordance with popular search methods and distinguishing between overhead and search facets with changes in overhead URL endings is also ideal.

Response and Crawling Codes

It’s important to use segmented XML files to keep indexation under control. This is best done by splitting XML sitemaps and then logging Google results obtained through the use of geturl:, site: and intitle: operators. Crawl problems can then be repaired accordingly. 500 server codes still cause problems for crawlers, so elimination of it can help indexation considerably. Finally, the 304 code for “not modified” on unchanged pages works well for preserving crawler resources on a site.


With more online traffic arriving from mobile devices, webmasters must consider them if a site is to be truly optimized. First, dynamic mobile content can be served by using the Vary header. Subdomains, used in combination with rel canonical and rel alternate, can also work well. Enhanced responsiveness also eliminates the need for redirection, improves crawling efficiency and prevents pages from having multiple URLs.

Loading Speed

Faster sites are more popular with visitors as well as search engines. A far-future Expires header will enable caching of site content by browsers while avoidance of @import lets browsers use parallel downloading. More valuable tips include using image compression, which minimizes page loading time, including Gzip HTTP compression, which reduces the size of file transfers and avoiding empty img tags, which cause additional HTTP requests. Finally, webmasters can specify character sets to speed browser parsing.

Product Inventory and Variations

Webmasters can simplify product variation by using unique URLs for items, making different versions of URLs and using rel canonical with the attribute-agnostic version to ensure ranking for that one. By placing all variations in the interface, webmasters can often avoid problems with changes in response to different options selected by users.

Managing Duplicate Content

Robots.txt isn’t necessarily a good way to manage duplicate content issues because crawlers can’t inspect the exclusions contained therein. Keeping mobile versions of content on an m. subdomain can work as long as it contains rel canonical and a rel alternate tag is used on sitemaps or pages. Meta noindex can be used to prevent content from being found in searches, webmasters tools works well in combination with true value pairs, and rel canonical is the preferred choice when pages are equivalent to one another.

Canonical Signals

When handled properly, canonical signals can work wonders, but there are also a couple of problems that can arise with their use. First, self-referencing ones may point to non-canonicals. Second, canonical tags placed on a site that aren’t part of an internal link structure can result in links inside canonical tags that aren’t present on any of the site’s other internal links. Consistency is what’s important here for the best results with web crawlers.