How do you extract meaningful insights from the largest websites, spanning millions of URLs? Digging into that amount of data to find insights, or even knowing where to start can be daunting, but at DeepCrawl we've already done the hard work for you. In this talk, Rachel will share real-world examples of how we worked with some top-tier, world-class brands to dissect and analyse their enterprise sites, and how that data was used to inform impactful changes that improved the quality of their websites.
top marketing posters - Fresh Spar Technologies - Manojkumar C
Tactical Crawling Large Sites Effectively
1.
2. @rachellcostello brightonSEO
TALK ABOUT WHAT YOU KNOW
What we do every day:
Help people to crawl websites
to get insights, no matter how
many URLs they have.
3. Recommended fixes for a better site.
@rachellcostello brightonSEO
WHAT WE’LL COVER
Tips and tactics for crawling large sites.
Common pitfalls of the biggest brands.
5. The sheer scale of enterprise sites and
knowing where to start can be daunting.
@rachellcostello brightonSEO
6. That’s why you need to start smaller.
@rachellcostello brightonSEO
7. Targeted crawls can run regularly, allowing
even the largest sites to bypass resource
and time constraints.
@rachellcostello brightonSEO
8. Good news: you don’t
need to crawl every
URL every time.
TACTICAL CRAWLING
@rachellcostello brightonSEO
9. You only need enough
data to validate issues.
TACTICAL CRAWLING
@rachellcostello brightonSEO
10. TACTICAL CRAWLING =
@rachellcostello brightonSEO
Getting the data you need as
quickly as possible.1
Building the bigger picture
from smaller parts.2
26. SAMPLING METHOD #3
Crawl a certain number of
examples of each page
type.
@rachellcostello brightonSEO
27. @rachellcostello brightonSEO
Product Page 4Category Page 4 Blog Post 4
Category Page 3
Category Page 2
Category Page 1
Product Page 3
Product Page 2
Product Page 1
Blog Post 3
Blog Post 2
Blog Post 1
37. @rachellcostello brightonSEO
1. A strong history of organic traffic.
2. Consistent levels of customer engagement.
+
3. Close monitoring of all changes made.
+
HAVE SUBSETS WITH:
38. Because when you see the needle move
it will be more meaningful.
@rachellcostello brightonSEO
39. @rachellcostello brightonSEO
Supplement your segments in external data sources too.
Use custom properties,
inclusion rules and
filtered reports to
pre-filter data in:
Analytics tools
Log files
Sitemaps
Google Search Console
46. I analysed the most recent audits
we’ve completed using tactical
crawling methods for our biggest
enterprise clients.
Here are the key takeaways of 3...
@rachellcostello brightonSEO
55. Removing URLs
for nonsensical
locales.
Use location to
show relevant
results.
Allow users to
toggle between
languages.
Add x-default
for non-
regionalised
URLs.
@rachellcostello brightonSEO
56. Removing URLs
for nonsensical
locales.
Use location to
show relevant
results.
Allow users to
toggle between
languages.
Add x-default
for non-
regionalised
URLs.
Translate all
titles and
descriptions to
the correct
language.
@rachellcostello brightonSEO
60. Replace 302
redirects with
301 redirects.
Fix any server
errors in Google
Search Console
‘Crawl Errors’
report.
@rachellcostello brightonSEO
61. Replace 302
redirects with
301 redirects.
Fix any server
errors in Google
Search Console
‘Crawl Errors’
report.
Ensure all
content
elements are
unique and
relevant.
@rachellcostello brightonSEO
62. Replace 302
redirects with
301 redirects.
Fix any server
errors in Google
Search Console
‘Crawl Errors’
report.
Ensure all
content
elements are
unique and
relevant.
@rachellcostello brightonSEO
Increase
pagination to
show more
results per
page.
63. Replace 302
redirects with
301 redirects.
Fix any server
errors in Google
Search Console
‘Crawl Errors’
report.
Ensure all
content
elements are
unique and
relevant.
Increase
pagination to
show more
results per
page.
Review
orphaned URLs
in the sitemaps.
@rachellcostello brightonSEO
76. Remove
redirect loops
and chains.
Reinstate links
to pages with
10+ impressions
and/or visits.
Remove
internal links to
nofollow pages.
Avoid using
parameter URLs
for tracking.
@rachellcostello brightonSEO
77. Remove
redirect loops
and chains.
Reinstate links
to pages with
10+ impressions
and/or visits.
Remove
internal links to
nofollow pages.
Avoid using
parameter URLs
for tracking.
Remove
internal links to
canonicalised
search pages.
@rachellcostello brightonSEO
81. Avoid using
‘maximum-scale
=1’ in viewport
settings.
Change
‘user-scalable=
no’ to ‘yes’ in
viewport
settings.
@rachellcostello brightonSEO
82. Avoid using
‘maximum-scale
=1’ in viewport
settings.
Change
‘user-scalable=
no’ to ‘yes’ in
viewport
settings.
Migrate all
pages to
responsive
ASAP.
@rachellcostello brightonSEO
83. Avoid using
‘maximum-scale
=1’ in viewport
settings.
Change
‘user-scalable=
no’ to ‘yes’ in
viewport
settings.
Migrate all
pages to
responsive
ASAP.
Ensure each
mobile-desktop
reciprocal
URL pair has
200 status.
@rachellcostello brightonSEO
84. Avoid using
‘maximum-scale
=1’ in viewport
settings.
Change
‘user-scalable=
no’ to ‘yes’ in
viewport
settings.
Migrate all
pages to
responsive
ASAP.
Ensure each
mobile-desktop
reciprocal
URL pair has
200 status.
Fix content
mismatches
between
mobile and
desktop URLs.
@rachellcostello brightonSEO
85. Luckily, there are already
resources on these topics!
@rachellcostello brightonSEO
87. @rachellcostello brightonSEO
TO WIN IN ENTERPRISE SEO:
Run targeted, agile crawls on smaller sections
of your site.
Better understand internationalisation, indexing,
site speed, internal linking and mobile.
Use the findings to deliver quicker and more
impactful insights into site health.
1
2
3