#BrightonSEO Slides – September 2017



The Rules of ‘The Game’: 6 tips for successful outreach from Danny Ashton

Setting AMP for Success at #BrightonSEO de Aleyda Solís

Technical SEO – Generational cruft in SEO – there is never a new site when theres history – brighton seo concise deck from Dawn Anderson MSc DigM

Link Building 2018 from Fili Wiese – SEO Expert


Robots: Txt, Meta & X – The Snog, Marry & Avoid of the Web Crawling World – Brighton SEO Sep 2017 from Chris Green




The SEO’s Guide To JavaScript – Ric Rodriguez, Brighton SEO 2017 from Ric Rodriguez

How to Get Top Tier Links With No Budget from Bobbi Brant

Kostas Voudouris – BrightonSEO – Perfromance-based optimisation using Google Search Console and the API from kvonweb

Using Natural Language APIs in SEO from Stephan Solomonidis

Affiliate Marketing – What’s it All About? from Acceleration Partners

Can Google properly crawl and index JavaScript? SEO Experiments – Results and findings from Elephate

Introduction to PWAs & New JS Frameworks for Mobile from MobileMoxie

SPEAK EASY: THE RISE OF VOICE SEARCH (Mindshare Fast – Brighton SEO 2017) from Saeley-Ewan Johnson jnr

BrightonSEO 2017- Harnessing your Reputation to win New Customers from Myles Anderson

Quality PR Linkbuilding – With Terrible Budget (BrightonSEO, September 2017) from Ben Harrow

Keyword Research Tactics and Tools – BrightonSEO 2017 from Stacey (Cavanagh) MacNaught

Taking audience insight from AnswerThePublic – Sophie Coley at BrightonSEO Sept 2017 from sophiecoley

Scary SERPs (and keyword creep) #brightonSEO from Kelvin Newman

BrightonSEO – Influencer Marketing – Allyson Griffiths iCrossing from Allyson Griffiths

BrightonSEO 2017 – SEO quick wins from a technical check from Chloe Bodard

How Google Tag Manager can save your seo ? – Talk for Brighton SEO 2017 from Woptimo

BrightonSEO 2017 On the road to https everywhere from SearchDatalogy

BrightonSEO Slides – Blogging advice that’ll make your job easier – guaranteed! from Samantha Charles

Better conversion with Intelligent Analytics from Tim Stewart

Product Feed Research: What we learned from indexing 500m SKUs from Ben Morgan

Matching Keywords to Pages – Information Architecture from Dominic Woodman

Creating more human experiences with chatbots from Jonathan Seal

Video: The Next Frontier In Marketing – BrightonSEO 2017 from Duane Brown

Link Building 2018 from Fili Wiese – SEO Expert

Righteous tips for building totally excellent local links from Greg Gifford

Brighton SEO 2017: Six Kick Ass Content Strategies – Laura Hampton from Laura Hampton


Agile Marketing: A Step by Step Guide from SEMrush

Brighton SEO – 7 Questions to ask before you start digital marketing from Andi Jarvis

Robots: Txt, Meta & X – The Snog, Marry & Avoid of the Web Crawling World – Brighton SEO Sep 2017 from Chris Green

Brighton SEO – Getting a competitive advantage on ebay from Digitl.


Amazon Sponsored Ads: Beyond Basics de Daytodayebay

Shut up and Listen: Social Listening Beyond Your Brand from Jellyfish Online Marketing


#BrightonSEO Slides 2017

Brighton SEO Speakers and Slides 2017

SpeakerSlides TitleCategorySlideshare (Or Other URL)
Aferdita PacramiWhat Games Can Teach us About User Experience and ConversionUXhttp://www.slideshare.net/AferditaPacrami1/brighton-seo-2016-what-games-can-teach-us-about-user-experience-and-conversion
Alexandra TachalovaReactivating Twitter Accounts - Proven Techniques and MethodsSocialhttp://www.slideshare.net/AlexandraTachalova/reactivating-twitter-accounts-proven-techniques-and-methods
Amy BrannBrains in BusinessStrategyhttp://www.synapticpotential.com/brightonseo/
Andrew HallidayBasic Guide to Sever AnalysisTechnicalhttp://www.slideshare.net/AndrewHalliday1/a-basic-guide-to-server-log-analysis
Arianne DonoghueWhat it's like having GA PremiumTechnicalhttp://www.slideshare.net/ariannedonoghue/brighton-seo-what-its-like-having-ga-premium
Barry AdamsHow to Find & Fix Crawl Optimisation IssuesTechnicalhttp://www.slideshare.net/Badams/how-to-find-fix-crawl-optimisation-issues-brightonseo
Catherine WarrilowEpic PR Fails and What we Can Learn From ThemContenthttps://www.impression.co.uk/blog/3316/catherine-warrilow-pr-fails-can-learn-brightonseo/
Christoph CemperLink Knowhow - 7 Things you didn't know about links, redirects and rel-canonicalsTechnicalhttp://www.linkresearchtools.com/news/links-redirects-brightonseo/
Dawn AndersonSEO Crawl Rank and Crawl TankÊTechnicalhttp://www.slideshare.net/DawnFitton/seo-crawl-rank-and-crawl-tank-brighton-seo-april-2016
Dominic WoodmanWhat is AMP and do I care?Technicalhttp://www.slideshare.net/DominicWoodman/what-is-amp-and-do-i-care
Emily MaceInternational Targeting with Hreflang TagsContenthttp://www.slideshare.net/OBAN-IDForum/brightonseo-international-targeting-with-hreflang-tags
Erica McGillivrayPutting Your Best Self Forward: Etiquette and Branding in Your CommunityBrandinghttp://www.slideshare.net/ericamcgillivray/etiquette-and-branding-in-your-community
Greg GiffordMarketing to Local CustomersLocalhttp://www.slideshare.net/GregGifford/marketing-to-local-customers-moving-beyond-local-seo-to-win-the-race
Hannah ButcherHello My Name is Blogger, Don't Make Me Mad!Contenthttp://white.net/blog/hello-my-name-is-blogger-dont-make-me-mad/
James PerrinIn Pursuit of UGC: The Power of Genuine Customer ReviewsBrandinghttp://www.feefoblog.com/in-pursuit-of-ugc-the-power-of-genuine-customer-reviews-brightonseo
Jamie Peach & Dipesh PattniUnder the Hood of Client/Agency PartnershipsContenthttp://www.slideshare.net/dipeshpattni/under-the-hood-of-client-agency-relationships-dipesh-pattni-jamie-peach
Jan-Williem BobbinkUsing Free Machine Learning APIsTechnicalhttp://www.slideshare.net/11internet/use-free-machine-learning-apis-brightonseo
Jon EarnshawHow to Fix any SEO ProblemTechnicalhttp://www.slideshare.net/jonathanearnshaw/how-to-fix-any-seo-problem-brighton-seo-april-2016-pi-datametrics
Laura HamptonHow to Build Useful Audience Personas to Guide Your Digital StrategyStrategyhttp://www.slideshare.net/lauralhampton/how-to-build-useful-audience-personas-to-guide-your-digital-strategy-laura-hampton-brighton-seo-2016-brightonseo/1
Lisa Myers & James FinlaysonWhy SEO Needs to Get EmotionalContenthttp://www.slideshare.net/lisadmyers/why-seo-needs-to-get-emotional-brightonseo
Marcus ToberRanking Factors Reloaded Ð Why Content is Key to your SuccessContenthttp://pages.searchmetrics.com/SearchmetricsatBrightonSEO.html
Matteo MonariHow to Survive the Merge of two Mega-SitesTechnicalhttp://www.slideshare.net/bizupmedia/brighton-seo-2016-how-to-survive-the-merge-of-two-megasites/
Mel CarsonPersonal Branding Tips and Tactics for ProfessionalsInternational / Technicalhttp://www.slideshare.net/melcarson/personal-branding-tips-tactics-for-professionals
Natalie JonesInbound ComedyÊ-Êstand out by making your audience laughBrandinghttp://www.slideshare.net/MariaVictoriaLpezBar/brighton-seo-inbound-comedy
Nathalie NahaiThe Secret Psychology of Persuasive ContentContenthttp://www.slideshare.net/nathalienahai/nathalie-nahai-psychology-of-persuasive-content-feverbee-sprint
Nichola StottHow Generation Z is Driving Change in Search UXUXhttp://www.slideshare.net/NicholaStott/how-generation-z-is-driving-change-in-search-ux-brighton-seo-2016
Nicole BullockGoogle Webmaster Tools: The Search Consolation Prize?Technicalhttp://www.slideshare.net/cuteculturechick/google-webmaster-tools-the-search-consolation-prize-brightonseo
Olga AndrienkoWays to localize your global brandLocalhttp://www.slideshare.net/SEMrush/how-to-localise-your-global-brand
Oliver MasonServer Logs after Excel FailsTechnicalhttp://ohgm.co.uk/wp-content/uploads/2016/04/OliverMasonBrightonSEO-v2.pdf
Philip GambleTechnical SEO Beyond the AuditTechnicalhttps://www.slideshare.net/freeg131/technical
Rachael DinesFundamentals of Video SEOTechnicalhttp://www.slideshare.net/RachaelDines/fundamentals-of-video-seo-brighton-seo-april-2016
Rhys JacksonWhy marketers need a great A.S.S.Mischttps://www.rocketmill.co.uk/brightonseo2016
Rob BucciDeep Diving into Featured Snippets - How to Earn More and Rise to the Top of the SERPsTechnicalhttp://www.slideshare.net/RobBucci/deep-diving-into-featured-snippets-how-to-earn-more-and-rise-to-the-top
Saija MahonBiddable media as a driver of demand fulfilmentTechnicalhttp://www.slideshare.net/SaijaMahon/brightonseo-biddable-media-session-61325807
Samantha NobleHarnessing the Power of Audience Marketing Through PPCPPChttp://www.slideshare.net/Koozai/harnessing-the-power-of-audience
Simon JacobsonConnecting User Intent to Brand ExperienceCROhttps://docs.com/bing-ads/6707/brighton-seo-bing-network
Sonia MazzottaGetting into Google News: Why it's Worth itTechnicalhttp://www.slideshare.net/SoniaMazzotta/getting-into-google-news-why-its-worth-it
Stephen KenwrightEngagement Rate Optimisation: How and Why to CRO All the ThingsCROhttp://www.slideshare.net/Branded3/brighton-seo-april-2016-engagement-rate-optimisation
Tom BennetSite Speed for Content MarketersContenthttp://www.slideshare.net/TomBennet1/brighton-seo-site-speed-for-content-marketers
Warren CowanYes, the customer is always right: How giving customers what they want looks after your SEOTechnicalhttp://www.onehydra.com/brightonseo-onehydra-deck/
William CecilLocalising Your Global Search Strategy: Key Considerations for Tackling Multiple TerritoriesInternationalhttp://adaptworldwide.com/international-seo-presentation-brightonseo-2016/
Yi_it KonurEvaluation of User Experience: Inner-view to Google by Published Patents Related with User ExperienceUXhttp://www.slideshare.net/seozeo/evaluation-of-user-experience-innerview-to-google-by-published-patents-related-with-user-experience


Speaker Slideshare Decks


Brighton SEO 2016 – What games can teach us about user experience and conversion from Aferdita Pacrami



A Basic Guide to Server Log Analysis from Andrew Halliday

Technical SEO Beyond the Audit – Brighton SEO April 2017 – Philip Gamble from Philip Gamble


Google Carousel Providing Interesting Results…. Bob Ross #1

  • Google shows Bob Ross shown as number 1 result for [oil paints] search in its experimental carousel.
  • In my previous post I talked about the ridiculous results that Google had been providing to users for certain searches through its new carousel feature.  Looks like they have done it again!


It seemed that the idea of the carousel  was to make Google seem more helpful for users, particularly mobile users, but the problem is this carousel is that it is very much open to Google’s discretion as to how it’s ordered, and as you can see from the example below, this reappeared today on a search result for [oil paints].

The carousel seems to imply that Bob Ross is the most important result for the search [oil paints]!  Now don’t get me wrong, I think Bob Ross is a great artist, but are we seriously saying that he should be the number one result?!


Bob Ross ‘outranking’ Rembrandt and Vincent Van Gough in Google Carousel



A Test by Google?

I suspect this is a test by Google as this carousel didn’t show up for similar searches such as [famous oil painters], [famous painters], [famous artists] or other similar searches.


User intention not satisfied

So if you are the user and type in [oil paints] you would probably expect to see painting equipment or paints, that was my user intention when I made this search, but Google provided me with a list of painters.  Not wildly wrong, but not what i was looking for either.



Why did this happen?

  1. In terms of images, Bob Ross probably has the most clickbait photo of all the artists in the carousel.  Of all those painters below how can you NOT click on Bob Ross!  If this is the case then it means that Google will somehow organise this carousel by most clicked artists to ascertain popularity of these results.
  2. Someone at Google put it in as an experiment/joke   (unlikely, but not going to discount it!)


Bob Ross if you dont know who he is…

Bob Ross vs Pablo Picasso Epic Rap Battles of History

Google Adds Carousel for Certain Queries

Google have started testing two new features in the SERPs in February.  The first test is a carousel that changes the search query as you click each of the boxes within the carousel.  It seems as though the carousel is designed to breakout the search into its different variations.  Amazingly it seems that I was one of the first people to pick up on this new test.  After confirming in the Blue 449 office that this was actually a new feature, I decided to message Barry Schwartz and he subsequently posted an article on it as a new feature!

The intriguing thing about this carousel is that it just doesn’t seem ready for a real world test at all.  This is a search for [baby clothing] shown below in the image.   However the images don’t really match the search.  When was the last time you saw a  baby wearing a massive hat like the one below, or some gold shoes?  Yet again, Google are just pulling from what they perceive to be the best image result, but as can be shown here this isn’t always the best (or most appropriate image)  and I am sure these images boxes could be open for manipulation if you are able to get an image ranking in one of these categories (probably not so hard).  Overall if this test rolls out on more searches it will have a massive impact on the SERPs and will push organic results even further below the fold (no surprise there)!  This reinforces Google’s business model, moves closer to a mobile-first search landscape.

So anyway, here are the tests I noticed in a bit more detail:

1. Carousel that dynamically changes search query


This is a search for [baby clothing] Clicking on the boxes above will change the search query.  There seems to be a lot of white space below the box – almost as if something should explain what it is.  If you take the carousel on its own it could be a women’s clothing carousel, but it is just generally a very odd collection of product images.  I think the problem with this would be creating a consistent image search experience across carousels.


2. Mobile Friendly Buttons for type or list searches

The second is a button that seems more appropriate for mobile, (but appears on desktop searches).  Both of these new tests seem to have breadcrumbs at the top.

Again, on this test it seems completely random – how is a collar a clothing type?! And also why does the bikini lady seem to appear on both these searches?  Also interesting to note that searching for Clothing types results in a Garments breadcrumb.  Notice aswell how the “types” breadcrumb is actually pulled directly from my search and will be case sensitive depending on how I write it.  (Although interestingly the test didn’t work on [clothing TYPES]



Breadcrumbs at the top of the SERPs

One consistency of both of these new tests seems to be that they both make use of Breadcrumbs.  This is not really something that we have seen Google do this prominently before.  But it does make you think that if Google are using breadcrumbs themselves then its probably a good bet that having clear breadcrumbs on your own website is going to be a positive ranking factor in terms of onsite optimisation.  (I am pretty sure most sites do have breadcrumbs these days, but if you don’t then it probably makes sense to add them).


Dog Clothing

Ok, last but not least, I thought this was quite funny.  For some reason they are testing this as well on [dog clothing].  So again, we have the Garments breadcrumb.  Not exactly a word that you would associate with dog clothing…  Obviously dogs do wear collars, but it has pulled the most popular collar image, which happens to be the wrong type of collar.  For [dog clothes] we even get what looks like a placeholder image, or it looks like something hasn’t quite worked how they expected it to.


All in all, is this a good user experience?  No, not at the moment!


What Google’s Mobile First Index means for your business

What is the Mobile First Index?


Google announced its Mobile First Index officially on the 4th November, 2016.  Speaking at Pubcon, Google’s Webmaster Trends analyst Gary Illyes said that Google would create a Mobile First Index within the next few months in 2017.  This announcement wasn’t a shock to SEOs however, who have already prepared for ‘Mobilegeddon’ in 2015.



How can I make my site Mobile Friendly?

Google have already made strong indications as to us what they would take into account in a mobile first index search console and other tools in the last few years.

  1. Check the Mobile Usability under the Search Traffic menu in Google Search Console and optimise your site.
  2. Using Search Analytics under the Search Traffic menu in Google Search Console you can drill down into how different devices are interacting on your site.
  3. The Accelerated Mobile Pages tab under the Search Appearance menu also shows that Google sees this as one of the core parts of their approach to Mobile in 2017 and onwards.

Mobile is the new Primary Platform


2016 saw more people than ever before are searching on mobile devices.  ComScore reported in 2016 that mobile now represents 65% of digital media time.  Desktop as a platform has reduced by 12 percentage points since 2013.

What the new mobile index means:


  • Ranking signals will come from the results of Google crawling your site from a mobile perspective.
  • Important mobile factors such as site speed are more important than ever.


Google has said in this blog post, that:

“Our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site.”

Paul Haahr from Google also  reiterated this by saying:

“Index of mobile pages for mobile users and index of desktop pages for desktop users won’t happen.”


Mobile Optimisation Checklist


  1. Use Responsive design
  2. Ensure best-in-class Page speed
  3. Ensure fastest possible Hosting speed
  4. Keep key CTAs (Calls to Action) clear and above the fold
  5. Keep menus short, accessible and to the point
  6. Allow easy navigation back to the home page
  7. Prioritise key content and products
  8. Make site search easily accessible
  9. Ensure site search results are relevant for the user.
  10. Design efficient forms for mobile users.
  11. Optimise your entire site for the mobile user-experience first.
  12.  Don’t make users zoom in to view content on mobile.
  13.  Optimise product images and CTAs for mobile experience


Is your site Mobile Friendly? Check with these Mobile Optimisation Tools:


  1. Mobile-Friendly Websites — https://developers.google.com/webmasters/mobile-sites/
  2. Mobile-Friendly Test — https://search.google.com/search-console/mobile-friendly
  3. Mobile Usability Report — https://support.google.com/webmasters/answer/6101188?hl=en
  4. Website Test with Google — https://testmysite.withgoogle.com/
  5. Google Analytics – Site Speed Suggestions — https://support.google.com/analytics/answer/1205784?hl=en
  6. Make the Web Faster — https://developers.google.com/speed/
  7. AMP — https://www.ampproject.org/
  8. Bing Mobile Friendliness Tool – https://www.bing.com/webmaster/tools/mobile-friendliness
  9. Ready.mobi – Mobile Visualisation Tool – http://ready.mobi/ 
  10. Varvy – https://varvy.com/mobile/


Common Mobile-usability errors

The Mobile Friendly Test tool can identify the following usability errors:

1. Flash usage

“Most mobile browsers do not render Flash-based content. Therefore, mobile visitors will not be able to use a page that relies on Flash in order to display content, animations, or navigation. Google recommend designing your look and feel and page animations using modern web technologies. Read more about Look and Feel in our Web Fundamentals guide.”

2. Viewport not configured

“Because visitors to your site use a variety of devices with varying screen sizes—from large desktop monitors, to tablets and small smartphones—your pages should specify a viewport using the meta viewport tag. This tag tells browsers how to adjust the page’s dimension and scaling to suit the device. Learn more in Responsive Web Design Basics.”

3. Fixed-width viewport

“This report shows those pages with a viewport set to a fixed width. Some web developers define the viewport to a fixed pixel size in order to adjust a non-responsive page to suit common mobile screen sizes. To fix this error, adopt a responsive design for your site’s pages, and set the viewport to match the device’s width and scale accordingly. Read how to correctly Set the Viewport in our Web Fundamentals.”

4. Content not sized to viewport

“This report indicates pages where horizontal scrolling is necessary to see words and images on the page. This happens when pages use absolute values in CSS declarations, or use images designed to look best at a specific browser width (such as 980px). To fix this error, make sure the pages use relative width and position values for CSS elements, and make sure images can scale as well. Read more in Size Content to Viewport.”

5. Small font size

“This report identifies pages where the font size for the page is too small to be legible and would require mobile visitors to “pinch to zoom” in order to read. After specifying a viewport for your web pages, set your font sizes to scale properly within the viewport. Read more about font size best practices in Use Legible Font Sizes.”

6. Touch elements too close

“This report shows the URLs for sites where touch elements, such as buttons and navigational links, are so close to each other that a mobile user cannot easily tap a desired element with their finger without also tapping a neighbouring element. To fix these errors, make sure to correctly size and space buttons and navigational links to be suitable for your mobile visitors. Read more in Size Tap Targets Appropriately.”

7. Interstitial usage

“Some websites have begun advertising their mobile apps by opening an interstitial popup when users browse their site on a mobile device. This is a bad user experience since screen space on a mobile device is limited; in most cases, an interstitial obscures the page content, and often it can be difficult to dismiss. If you want to promote a mobile app on your website, consider using iOS Smart Banners, Chrome Native App Banners, or App Indexing to show an install button for your app directly in Google search results.”


Watch a video on Google’s Mobile First Index below:

Barry Schwartz explains the Mobile First Index and other updates in the video below.

The Rise of the Personal Assistant in Search

I found an article in Search Engine Land recently that discussed one of the hot topics of 2016 – the rise of the personal assistant and its effect on search and SEO.

This wouldn’t be that out of the ordinary, but for the fact that I predicted this was likely to be where Google were heading back in my 2015 post over a year ago here.  I even referenced the same movie as an example of where we are heading:  That movie was of course, Her.  


The snippet below is from SEL:


“Behzadi also showed a clip from the movie, “Her,” and noted that “Star Trek” was imagining a future 200-plus years away (the show originally aired in the 1960s), and “Her” was envisioning a future just over 20 years away. Behzadi, on the other hand, believes that this will unfold in less than 20 years.” – Search Engine Land


“We actually got some initial insight into this right at the beginning of the keynote. Google’s goal is to emulate the “Star Trek” computer, which allowed users to have conversations with the computer while accessing all of the world’s information at the same time. Here is an example clip showing a typical interaction between Captain Kirk and that computer” – 

Search Engine Land

The “What is” search

I think as the months go by, it is becoming increasingly obvious for SEOs that we are seeing a lot more answer boxes in the SERPs than ever before.  Pretty much every “What is (a)” search is covered as well as many other variations.  Also interestingly, a mix of results can appear in this box, showing that it isn’t just the preserve of sites like Wikipedia that specialise in this type of content.   A lot of the search results that appear in the boxes don’t have the structured markup that you might expect these types of results to have.

“What is the difference between…” Searches

Some of the problems with these boxes are that they are not really providing “The best” answer, they are just merely pulling an answer that ticks a lot of boxes.  As you can see from the description, this can hardly be described as a fantastic answer – even the image snippet shows a SERP page from the olden days.



Position #0 FTW

The coveted “Position Zero”, if you like, is now the holy grail of the SERPs – being placed effectively above the organic results in its own little box.  (Google finding another new way to push organic results further down the page, and below the fold on mobile, ensuring their business model stays intact…genius)!  A lot of voice search answers are actually using this position #0 data and reading it back to the user verbatim at the moment, this poses quite significant questions for the results page in the future, as instead of having multiple results it would seem the personal assistant would just choose the one that most accurately fits the users intent from its question.
Tailoring content to fit this new enhanced position #0 brief will be the new challenge for 2017 and for some SEOs this has been a focus for a while.

Crawl Budget Optimisation

What is Crawl Budget?



Crawl Budget is the number of pages search engines allocate to crawl different websites.   The number of pages Google crawls depends on the authority of your site.  In an interview with Eric Enge, when asked about Crawl Budget Matt Cutts said:
“… the number of pages that we crawl is roughly proportional to your PageRank”

Does your website have a crawl budget issue?




Use this list below to find out if you website has a crawl budget issue:

  1. Use your XML Sitemap to determine how many URLs you have on your site
  2. Go to Crawl > Crawl Stats in Google Search Console and record the average pages crawled per day.
  3. Divide the number of pages by the average pages crawled per day.
  4. If you end up with a number higher than around 10 you should optimise your crawl budget.


How to increase your website’s crawl budget

There are at least 4 key ways to increase your crawl budget:

  1. Reduce Status Code Errors: 4XXs, 5XXs
  2. Block access in Robots.txt to unnecessary pages
  3. Eliminate Redirect Chains
  4. Link Acquisition


1. Reduce Status Code Errors

4XX and 5XX errors waste Googlebot and other crawlers time.  They are dead ends and can be easily identified by using a crawler such as Botify, Screaming Frog or Google Search Console.


2. Block access in Robots.txt to unnecessary pages

Robots.txt can be used to discourage search engines from crawling certain sections of your site.  Therefore it is a useful way to signpost to Googlebot or other search engine bots what exactly should be crawled on your website.


3. Eliminate Redirect Chains

Redirect chains can be frustrating for Googlebot.  They are not always followed immediately and can take a long time to crawl.  Make sure you try to keep redirect chains to an absolute minimum.  Tools such as Botify are useful to identify these types of problems site-wide, or the Ayima Redirect path chrome plugin is useful for ad hoc on page checks.


4. Link Acquisition 

Link Acquisition, Link earning, Link Building: Call it what you like but it is still an essential part of SEO.  Heading back to Matt Cutts’ original quote, a strategy that aims to increasing high quality links to your site is the long route to increasing your crawl budget over time.


Key Factors Affecting Crawl Budget

Google have stated in a recent blog that having a large number of low value URLs can negatively affect a sites crawling and indexing.  If anything it seems sometimes the fewer higher value content pages you have on your site the more it is valued.  Examples of this are sites like Backlinko.com that currently only has 78 pages indexed.

Google actually go as far as to define the categories of what they consider to be a low value URL:


  1. Faceted Navigation and Session Identifiers – Although Faceted Navigation is often useful for users on e-commerce sites to narrow down their search it can create a labyrinth for Google Bot to navigate.  Faceted Navigation can also often cause duplicated content if not correctly implemented.
  2. On-Site Duplicate Content
  3. Soft Error Pages – Soft 404s can easily be identified in Google  Search Console in the crawl errors section.  Soft 404s can limit a site’s crawl coverage be
  4. Hacked Pages
  5. Infinite spaces
  6. Low Quality Spam Content 


Essentially it seems to boil down  making sure you are not wasting Google bot’s time, which completely makes sense from Google’s perspective.

How do I understand what pages Googlebot is crawling on my website?

Server log files: Once you have access to the server log files, you can analyse them using a program such as Screaming Frog’s Log File Analyser.

Or, you can simply check in Google Search Console.


Crawl Budget Common Questions

  1. Q: Is it possible to control crawling with the crawl delay command in robots.txt? A: No, this is not followed by Google bot.
  2. Q: Can Nofollow links affect crawl budget? A: Google say that any link that is crawled affects crawl budget.
  3. Q: Do redirect chains affect crawl budget?  A: Yes, redirect chains are likely to have a negative affect on crawl budget.
  4. Q: Do AMP pages, Hreflang and embedded content affect crawl budget? A: These pages will consume crawl budget.

Watch the Crawl Budget Video by Neil Patel and Eric Siu for more information on Crawl Budget


SEO Basics: How can I optimise my site for Google?

Optimising your website for search engines allows you to increase your search rankings for your core keywords.  It enables you to increase the performance of your website, leading to more traffic and hopefully conversions and revenue.  Taking the time to optimise your website properly will enable it to improve its performance over time. Discover below how search engines rank sites, and find out which keywords can attract new visitors to your site.

Optimising your site for Search Engines

  • Create Relevant Content
  • Make Quality Content
  • Provide Unique Content
  • Publish Regular Content
  • Focus on a High Quality User Experience
  • Optimise Site Speed
  • Make your site Mobile Friendly
  • Optimise internal linking structure
  • Add Schema Markup
  • Publish ‘Evergreen’ Content
  • Use Meta and Title Tags Strategically
  • Research Keywords in your niche
  • Acquire Links from High authority sites
  • Create an XML Sitemap
  • Use Alt Text for all Images


How to Optimise your site:

  1. Create Relevant Content – Create content that your visitors to your website are interested in.  Use SEO Tools such as the Google Keyword Planner to find out exactly what your audience are interested in and provide the content that they are looking for.  Google rewards websites that provide answer
  2. Make Quality Content – Make sure your content is well written, rich with media and offers 10x that of any other website in its class.
  3. Provide Unique Content – Give users something that is fresh, new and different by creating your own unique content.  Search engines such as Google are likely to reward your website if you adopt this strategy.
  4. Publish Regular Content – Publishing regular content is an excellent way to take advantage of searches for topical news events and and also show your visitors that you are an authority in your business.
  5. Focus on a High Quality User Experience – Creating high quality content isn’t enough if the navigation to your site is below par.  Make sure visitors can access your content easily.
  6. Optimise Site Speed – With the growth of mobile having content that is fast loading is now more important than ever before.  Test your site using the Google Page speed test.
  7. Make your site Mobile Friendly – With the introduction of Google’s Mobile Index in 2017 this is now essential.  Make your site responsive if it isn’t already.
  8. Optimise internal linking structure – Internal linking can often be overlooked, but it is a good way to guide visitors to your key pages and to signpost to Google exactly what your website is about.
  9. Add Schema Markup – Schema Markup for e-commerce sites is essential for Google and other search engines to understand your website on a micro level.
  10. Publish ‘Evergreen’ Content – Focus on creating content that lasts for more than one year.  Creating tools or interactive content that people can really engage with on a regular basis can help achieve this.
  11. Use Meta and Title Tags Strategically – Understand the market you are working in and use the data from your keyword research
  12. Research Keywords in your niche – Use SEO tools such as Keywordtool.io, Answer the Public, Google Keyword Planner and Ubersuggest to research your keyword niche.
  13. Acquire Links from High authority sites – Create a link acquisition strategy and use tools such as Majestic to understand the Trust Flow of the site in question.  Harness Digital PR to make an outreach campaign that acquires links naturally.
  14. Create an XML Sitemap – You can use tools such as Screaming Frog to create an XML Sitemap.  Submit the Sitemap in Google Search Console afterwards to give the URLs the best chance of being indexed.
  15. Use Alt Text for all Images – Provide clear descriptions within your alt text on your images.  Make sure your images have clear filenames as well to provide increased clarity.


How To Optimise your Website Video

This is an old video, but still has some SEO basics included to get you started and on the right track.

Web Scraping with Screaming Frog SEO Spider

Web Scraping & Data Extraction with Screaming Frogbrowser-128

What is Web Scraping?

Web Scraping also known as Web Data Extraction, or screen scraping, is used to extract large amounts of data from websites.  The data can then be extracted into spreadsheets, or databases for further analysis.

 Why do I need web scraping for SEO?

  • Content Idea Inspiration and Research
  • Understanding Competitors Content Strategy
  • Creating alt text entries for 1000s of images quickly
  • Collect plain text
  • Google Analytics IDs
  • Schema Markup
  • Social Meta Tags (Open Graph Tags, Twitter Cards)
  • Mobile Annotations
  • Comment Scraping
  • Email Scraping
  • Hreflang code
  • Prices of Products
  • Stock Availability

A Beginners Guide to Web Scraping with Screaming Frog

global_search-128Web Scraping with Screaming Frog SEO Spider is one of the less used features of Screaming Frog, but certainly a useful trick to have up your sleeve when you need to extract large amounts of data from the HTML of a webpage.

Screaming Frog is by no means the only tool that you can use for web scraping, (Python is generally considered the go-to solution).  But for beginners to web scraping Screaming Frog provides all the features you need to allow you to extract using CSS Path, Xpath and regex.  

The Three Methods of web scraping with Screaming Frog are:

  • XPath – This option allows you to scrape data using Xpath selectors.  Recommended for most web scraping scenarios.

Extracting with Xpath


  • CSS Path – CSS selectors are patterns used to select elements and allows you to scrape data quickly.  Recommended for most web scraping scenarios.
  • Regex – A string of text used to match patterns in data.  Regex is flexible and can be used to scrape HTML comments or inline JavaScript.  Recommended for advanced web scraping.

How to web scrape with Screaming Frog

  1. Click on: Configuration > Custom > Extraction.  This will open up a new extractor page, which will have 10 separate inactive extractors.
  2. Inspect an element on a webpage (On Chrome click on ‘Inspect Element) and find the specific data that you want to pull:  Select either a CSS Path, XPath or you can use Regex.  (These are the three methods for webscraping that Screaming Frog accepts).
  3. Input the Syntax into the relevant fields on the extractor page.
  4. If your Syntax is valid, then a green tick will appear next to the input fields.
  5. Close the extractor page and go back to the main Screaming Frog page, enter the URL of the website that you want to scrape the data from and click on Start.
  6. Once Screaming Frog has completed you will be able to view your data  under the Custom tab and Extraction Filter.
  7. Export the data into Excel.


A Video Guide to Web Scraping with Screaming Frog