NO-BRAINER ENTERPRISE-LEVEL

WORKSHEETS & CHECKLISTS

THEY GUIDE TEAMS TO MAKE THE RIGHT DECISIONS & WHEN TO PULL IN THE SEO TEAM

21 MODULES BROKEN INTO BITE-SIZED LESSONS 

FOR ONLINE LEARNING DURING BREAKS & SENDING LINKS FOR REQUIREMENTS

10 PILLARS OF SEO  (THE F2R FRAMEWORK)

Development Influences 6 Pillars Daily

• There are 10 pillars in SEO... development influences 6 daily - which are they?
• Real-world examples of how development impacts the pillars positively and negatively
• Even when it's "SEO friendly" a solution can hurt multiple pillars, we'll walk through examples
• How search engines understand a web page, and how development can enhance accurate interpretation
• What a search engines sees vs. not see
• Spot SEO Red Flags and the risks they introduce
• Recognize SEO opportunities, and how to act on them

Build & Use Your Enterprise SEO Toolbox

• Download tools to diagnose website issues in pre-production and production environments
• Take your tools for a spin (how to use them)
• How to interpret the data output by the tools and define corrective actions

Page Speed Performance

It's Becoming as Critical as Oxygen

• Why page speed performance matters
• Business case for meeting Google guidelines
• 3 metrics you need to beat in Google PageSpeed
• Most common (fundamental) issues found on enterprise-level websites
• Deep dive into common (and uncommon) page speed issues and how to resolve them
• Walkthrough 4 practical tools to quickly help analyze and diagnose page speed issues
• 12+ mistakes we find in enterprise-level sites that most SEOs miss

CSS & JavaScript

Can be Fuel or Kryptonite for SEO

• How CSS and JavaScript impact SEO
• How to utilize CSS and JavaScript optimally for SEO
• Externalizing JavaScript and CSS - rules specific for enterprise-level sites
• If you must use AJAX & JavaScript - how to make it work for SEO

Meta Data and Robots.txt

Directives that are Easily Coded Wrong

• Meta data and robots.txt - which do you use when?
• When is robots.txt the best solution... and when is it the worst?
• Discover the issues commonly caused by Meta data accidents
• Learn 3 practices that commonly cause issues for the robots.txt file

Special SEO Tags

The Little Details that Have a Big Impact (positive or negative)

• Learn how to best configure on-page elements
• What developers need to know about header tags: where they go, and where they don't
• 3 places header tags never go
• Canonical tag do’s, don’ts, and mishaps that can cause search engines to ignore it altogether
• Examples of poorly structured HTML that impact search engines’ access to your site
• Title tag & Meta description requirements (they’re more in-depth than developers realize)

Code-Caused Duplicate Content

Hard to Spot SEO Killers

• 8+ ways that code causes duplicate content and how it hurts SEO
• What CMS systems often do to create duplicate content and what yours should do instead

URLs

• How to define your URLs, based on the myriad of enterprise-level URL scenarios
• What to avoid in URLs because it can wreak havoc
• 3 common things that would cause you to restructure URLs
• 4 URL issues not good for SEO, but aren’t worth URL restructuring
• Guidelines for structuring directories
• 5+ common URL mistakes CMS systems make and what yours needs to do instead
• Advanced URL troubleshooting tips
• How to use URLs as a clue when doing SEO troubleshooting
• 10+ nightmares URLs can create and how to avoid them

Schema.org Markup

Tell Engines Precisely What’s on Your Page

• The differences between Schema.org markup and other types of markup
• How Schema.org can help search engines better understand content in HTML 5
• Which Schema.org markup will influence the appearance of your SERPs listing
• What needs Schema.org markup vs. what does not
• Where most companies apply structured data vs. how SEO Pace Setters apply it
• How to QA markup before you launch the code

Status Codes and Redirects

Tell the Bots The Right Things

• Learn which status codes are right for SEO (and which rarely are)
• Common unseen mistakes made during redesigns & migrations
• Massive errors caused by code mistakes
• The one status code to avoid 99.99% of the time
• Which status code to use when the site goes down (even for maintenance)
• 404 pages - what they need to do and not do
• Where a 200 status code shouldn’t be, but often is

Pagination

A surprising number of things to consider

• 3 pagination methods and when to use each
• What Google says to do vs. what companies prefer for their customers experience
• Two common pagination mistakes found even when the SEO team is involved

Coding for Common UX Elements

You’ll Use these Frequently

• The 5 options for coding tabs
• The 5 options for coding dropdowns
• The 5 options for coding multi-faceted navigation
• The 3 options for coding carousels
• The 3 options for coding accordions
• How to handle infinite scrolling
• Learn the pros and cons of each option
• Recognize when to pull in the SEO team for guidance

Mobile SEO

The 3 primary options for configuring mobile vs. desktop websites

• Responsive design best practices for SEO
• How much content do you need to display on mobile vs. desktop
• How to handle canonical tags between mobile and desktop SEO
• Mobile XML Sitemaps
• Mobile page speed expectations from Google
• How to confirm your site is mobile friendly according to Google
• Use of interstitials and their risks
• App indexing key requirements + the 1 thing you need for app indexing to work

What’s Next?

The Road that Lies Ahead

• How to ride the momentum that the training has caused
• A candid presentation on what to do (and not do) now that you are all trained up
• A walk through of the road that lies ahead:
• • The challenges you will face
  • Landmines many companies step into
  • The NEW SEO ANNOYANCES, and how to combat them
  • Top 5 mistakes even the greatest SEO teams make that end up peeving project teams
  • 3 most important things you must do well for successful collaboration
  • What to do when you don’t think the SEO team is doing what they should
  • How to maximize the next 90-days…Your SEO Honeymoon :)