Category: seo
  • Crawl Budget Optimisation Through Log File Analysis

    Log file analysis is one of those tasks you might not do often - due to data availability & time constraints - but that can provide insights you wouldn’t be able to discover otherwise, particularly for large sites. If you’ve never done a log analysis or are unsure what exactly to look for and where... Read more

  • Google’s Robots.txt Parser is Misbehaving

    The newly-released open source robots.txt parser is not, as Google claims, the same as the production Googlebot parsing code. In addition, we have found cases where each of the official resources disagrees with the others. As a result, there is currently no way of knowing how the real Googlebot... Read more

  • Removing SEO Text: SEO Split Testing Lessons from DistilledODN

    Across most verticals, websites commonly will have text below the fold that predominantly exists to target search engines, not users. We’ve all seen it and we all know hardly anybody reads it other than Googlebot. Unsurprisingly, John Mueller has previously advised against including this kind of... Read more

  • What Google’s Star Rating Rich Snippet Changes Mean for You

    On Monday this week, Google announced that they would be changing their treatment of star rating rich snippets in search results. We already know that Google wasn’t happy with how star rating rich snippets (like those pictured above) were being used in the wild. “Structured data penalties” have... Read more

  • Comprehensive Technical SEO Audit

    Technical SEO is the discipline responsible for determining whether the implementation of a website is reducing the organic search traffic coming to that site, and then fixing those implementation problems. A technical audit uncovers such issues. Read more

  • Use Google’s Search Quality Evaluator Guidelines To Assess Site Quality

    What are Google’s Search Quality Evaluator Guidelines? To make sure that Google’s search engine is returning the right answers, Google regularly uses human contractors to evaluate search results to make sure that the latest algorithm is returning the kind of results they want. Google’s Quality... Read more

  • “Impressions” is an Undervalued SEO KPI

    This post is about a hill I’m willing to die on, but might not need to - I actually have no idea whether the title of this post is a controversial statement, or not. I’m keen to find out! However, from what I see in talks, posts, pitches, and business practices, our industry has definitely not... Read more

  • Adding FAQ Schema: SEO Split Testing Lessons from DistilledODN

    As much as we raise alarm about the constant change in Google SERPs, us SEOs love new things with FAQ schema being the latest example. Some are reporting how much they love it, others are saying they’re losing clicks because of it. Here’s a handful of the Twitter buzz: Naturally, we wanted to test... Read more

  • PPC & SEO Synergy Part 3: Ad Copy Testing & QS Correlation with Page Speed

    Part 3 includes two more synergy ideas, together with a downloadable checklist that you can start using internally. Before reading the post below, I recommend you check part one here and part two here. The two synergy ideas covered in this post will be focused on the following subjects: PPC ad copy... Read more

  • We’ve Doubled the Sensitivity of our SEO Split-Testing Platform

    Since you’re reading this on the Distilled blog, you probably know Distilled has an SEO split-testing platform, DistilledODN. One of the important features of the platform is taking care of the statistics and measurement automatically. Any time you set up a test, the platform will automatically:... Read more

  • What is a Ranking Factor?

    I decided to write this for a couple of reasons. One is that I’ve seen a lot of potentially misleading Tweets on the subject recently (naming no names!), and the other is that it’s related to another pet peeve of mine, about ranking factor studies. A ranking factor is a variable that a search... Read more

  • How to Do Change Detection with Screaming Frog and Google Sheets

    I made a Google Sheet that does change detection for you based on two Screaming Frog crawls. I’ll tell you why that’s important. Two problems frequently come up for SEOs, regardless of if we’re in-house or external. Knowing when someone else has made key changes to the site... Read more