Webinar: Breaking Down Technical SEO | Wix SEO

All right, we're going live here. Let's see. People are coming in. I can see a lot of new numbers and faces popping up here.

This is insane.

It's a lot of people.

Wow.

Welcome, everyone. Welcome to our amazing, amazing webinar. We have today on SEO. We're going to go technically on SEO, and we have two amazing people here with me. I'll give it like 30 seconds before we start, so maybe we can do, like an icebreaker here. I was asking the guys, actually, what should I ask?

If it's something related to music or

to, I don't know, drinks? And they're like, well, we all have young kids here, so we're not much into this. So my icebreaker question for you guys. And in the meanwhile, I want to hear, where are you guys joining us from? Let them let me know here in the chat. By the way, when you chat, you can select the option everyone, so everyone can see you.

Okay.

Oh, my God. A lot of different.

Jesus.

This is going insane. This is crazy. Okay, Nati, Chris, question for you guys, because you have young kids, what would be your dream, like, you know, ability that you want your kid to learn in the next five years? That would be like, wow, I love my kids so much more.

For me, I think the big thing. So my. My daughter's just. Just starting to learn to sing, and. And I'm really looking forward to it because I'm quite musical, but I'm really looking forward to her learning to. Although it's almost cuter at the moment because she kind of can't sing. So in a way, I wish that would stay as it was. But, yeah, I'm looking forward to actually be able to play my guitar and sing a song with her. I think that's going to be great.

Oh, man, that's amazing. I would love that, actually. Note that statistically, your daughter has more chances of becoming a famous singer than she has of becoming a famous YouTuber. There are more YouTubers than musicians out there, so better chances for her to be the next Lady Gaga, who knows?

Well, you know what? This chance is making me feel like a twitch streamer. So.

Yes. How about you, Nati?

So, Rose, my daughter is 18 months old now, and my wish is a bit more practical. I want her to be able to walk the dog, to walk the husky. It gets so cold during night, man, she needs to step up, you know, take a part of the load on. And I'm just waiting for her to catch up with that.

Yeah, we have two dogs that do not get Walked as much as they used to.

I'm in the dog stage still, so I walk with my dog myself. Amazing. Oh my God. I'm seeing so many people come from a lot of places. It's incredible. Like, I mean, all over the world. We have India, we have Canada, we have us. We have a lot of countries in Europe. I'm in Europe as well myself. We have Israel.

Wow.

Insane, guys. Insane. And we beat the 1k.

This is amazing.

Oh my God. We have 1.1k people here. This is next level, next level. Amazing. So I will respect your time and get started because I know you are. You guys are here to see and hear about technical SEO, not about, you know, what we're going to do with our kids and our dogs. So let me share my screen here very quickly and we're going to get started. So I want to introduce you to these two amazing guys here, Nati and Chris. These guys are like the next level of tech SEO. And we're going to bring this conversation, you know, make it very informal because we want to make sure that you guys feel comfortable about asking questions because we have this crazy chat with a lot of questions coming in. If you guys have any questions, anything you want to ask questions, please use the Q and A icon there. There's a Q and A box you can click on that, throw your questions there. We have a ton of people behind the scenes here in the backstage making sure that the questions get answered. And I'll throw some of the questions live to the guys as well. Without further ado, I want to hand the mic to you both. Chris and Nati, welcome and please floor is your

cool. Thanks very much. I guess if we can jump into the first slide then Adi. Okay, yeah. So basically this session today is kind of designed to help especially kind of owners of WIX sites understand a little bit about technical SEO. We're going to cover off some of the basics and the fundamentals of technical SEO and what technical SEO is, a lot of common issues that we see. So my job at Deep Crawl is that I am member of the professional services team. So I spend a lot of my time auditing and looking at big enterprise level sites and some smaller sites as well. So we're going to discuss common issues that we see across sites like this and then also tips and best practices and things like that for maintaining a healthy website. Obviously, Nati is here as the WIX expert and I'm here hopefully to talk about, just to bring a little bit of experience from, from how we see things at Deep Crawl as well. So I guess if we can skip on.

Yep.

Nati, would you like to say this? Yeah, sure.

So let's talk about what the definition of technical SEO is really about. Without getting into too much detail. And I do want to stress that technical SEO is an entire discipline. Don't, you know, feel out of place if you don't understand everything right away? It's about a way of thinking, a way of looking at things rather than remembering everything by heart and remembering code by heart. But, but the biggest aspect, the gist of technical SEO, is about playing nice with search engines. Search engines and bots, crawlers. These are all basically that software. And technical SEO is mainly about making a website bot friendly, taking care of all the special needs that software, that bot, that crawler has. So our website can actually rank in Google in other ways. And in most cases, technical SEO is about getting out of the way. It's about getting out of the way and helping your content rank if it's good enough, if it satisfies user intent, it's about not holding your progress and halting it because of certain issues. That's the way I see it.

Yeah. The way I always think about it, technical SEO is the. Is making the information retrieval bit right of Google's life more easy. So Google, half of Google is information retrieval is getting information out of websites. The other half is understanding what that information is and then deciding who does it best. This is very much focusing on just making sure that Google and by extension users, can get the information that they want out of your website. So I guess if we just briefly touch on how Google crawls website so effectively, obviously by crawl we mean when Google visits your website, goes through it and finds as many links as it can on that website to understand as much as it can about that website, as much of what is on your website. And it does it nowadays, it does it pretty much like a user does. It uses a specialized version of Chrome called Chromium, which is designed to be more easily automated. So back in the old days, Nasi, as you remember, Google used to just kind of request content and then whatever code came back, it would try and parse that code and understand what the page was based on from that. Nowadays it still does do that, but it will also now actually take a visible representation of your page and it will try and use that to actually understand what a page is about as well. So kind of gone are the days of the little tricks you used to be able to do to hide things from Google or to Make Google think things were there that weren't. And nowadays, yeah, as I say, you now have to treat Google a little bit like a real person. Definitely.

So I love that you mentioned that search engines and their bots is about information retrieval. So let's go over what information is. Okay, what, what do these bots care about? Right? So to make it simple, Google or the bot knows about a certain URL on the web, it doesn't matter which website, and then it goes and fetches it, right? It makes a request to that page, to that URL, the server returns what we call a response, and that response contains the headers and the HTML Google cares about. Now, basically, Google extracts. It doesn't use everything, but it extracts what they care about. So one, of course, is the status code. If we're talking about 200, 301s, 404s, 500 codes, whenever we mention that, you should know that that's the first thing. Any client, any software that fetches, even your browser that fetches the URL, that's the first thing they see. Is this page okay to crawl? Is there an error or can I continue? So whenever a bot fetches that URL, they get the response and they also get the HTML and the HTML. If everything is okay, the response is the interesting bit because Google takes two things away from that. One is the content, all the main content. Now, when we're talking about content, it's not necessarily a long form, post, blog post or an article, images or content, Videos are content. Almost everything that the user sees is content. Almost, right. If we take away the UI and different functionality of a website. So Google takes that. And the other thing Google does is extract all the links on a page. Why? Because that's how Google and other bots

know

about the other pages on a website, right? Because whenever I fetch a page, I get all the HTML, the HTML contain the links, and those links will be added to my crawling queue. Now I know about them and then I can fetch them. So the most important part, I think that the biggest, the biggest foundation of technical SEO and about being bot friendly is making sure Google can discover all the web pages, all the URLs on a website, right? And then what's the next layer, Chris? If I made sure, for example, Google does discover all the URLs on my website, first of all, what do you think I would need to pay attention to? That may harm that caused that may harm that goal. That may detract from Google's ability to figure out what's going on, on a website.

So I guess the main thing, and I guess actually if we jump into the, the next slide potentially we can start looking at some of the, some of the main issues. The very, very first thing we'd start to look at and I think the big thing for a lot of sites, sometimes with very enterprise sites, you can get really into weird details and really strange issues. But the biggest thing is always making sure that content is available effectively to crawlers, but also the content is, wherever possible, as unique as possible. So one of the first issues that we see with some websites, and this happens a lot with shop fronts and things like that quite often is what we call content duplication. Now, a key thing you need to get your head around with technical SEO is that Google, Google sees the URL and the, and what comes back from when it requests the URL is very separate things or things that aren't necessarily related. So if Google asks for four different URLs and gets the exact same content or almost the same content back each time, it's going to struggle to understand which URL it should put in the search results, I guess, if that makes sense. So if you have two or three pages that focus on the same product or the same destination, say you begin to create issues there where Google doesn't understand necessarily which one is the real one, which is where canonical tags come into play. And a canonical tag is essentially, I believe, nati. It's just a setting in wix, which is effectively a way of saying to Google and to other search engines, the URL that lives in this tag here is the canonical version, the original, the progenitor. And these work across sites as well. So if you were to push out content to be syndicated, for instance, if you're a great blog, those blogs can specify your site within the canonical tag, which means that you will then get the credit back from Google. Nassi I know in our dry run we had a great example of duplicate content that you brought up and I'm trying to remember what it is now.

Anything that has to do with adding parameters to your URL, basically even UTM tracking parameters or sorting parameters, everything that's changes characters, add characters, changes the URL, but serves the same content is basically a duplication. But I do have a question. Why, other than Google not being sure what to show in search results, why is that such an issue? Is it a big issue? Does it become more of an issue for certain websites? What do you think about that?

I think for a lot of sites, duplicate content is a. It can be a smaller issue nowadays or it's certainly less of an issue than it used to be. Nowadays Google is quite good. What we used to see back in the old days and where canonical past, where canonical tags came from is people used to just straight up steal content, right? It would, they would take content from, well ranking websites because the thinking was, oh, if such and such a website ranks really well for this keyword, then it must be their contents. They would steal their content, put it on the page. These canonical tags help issues like that. As I say, I think nowadays, unless you have millions of pages, right, Nasi or I guess a good example is like Nasi was saying, if you have fastest navigation on your site and you have let's say a red dresses page and a red dress is under £50 page, but all your red dresses are also under £50, you now serve that exact same piece of content across two different URLs, which again says to Google, Google starts to go, well, which I don't necessarily know which piece of which what to file this under. I guess whereas a canonical tag just helps you to say, hey, guess what, it's going here. So back at you then, Nasi, detecting duplicate content. I mean it's kind of easy for me. We have a duplicate content function in Deep Crawl which helps me find this stuff. But I guess is there an easy way of pulling this information out if you're not using something like a big enterprise crawler?

So there are plenty of solutions out there. First of all, any type of most crawlers will get the job done. They'll do exactly what we specified. They'll fetch the HTML, extract all the links, scroll all the links, and then you'll be able to see if you have duplication issues. Another great tool is Google Search Console, which will alert you on some instances. Another great, great tool is just using your keyboard, copying a piece of text and searching it inside of quotes. And then you can find out if your content is duplicated on other websites or if it's duplicated. But There are other URLs omitted from the search results. So you can use Google Search for that. You can use external tools or the app, and you can use Google Search Console, which you should always, always, always be using. It's a tech SEO's best friend, I think. But I did notice that canonical isn't really directive, is it? When I say, hey, this is the canonical version, I'm basically giving Google another hint, right? I can't decide that for Google because Google looks at other signals, other pages pointing to a URL if it's being linked to and other stuff like that. So what would you recommend when deciding on economical URL or the original URL? Is there anything you think needs to be done by tech SEOs on the site level? Like, I don't know, editing internal links or.

I was about to say the biggest thing is internal links, right? Is if you have a holidays to Spain. If you have two holidays to Spain page and one is linked to in your main navigation and in 10 blog posts, but you try to you set the other one as the canonical tag, Google's probably going to go, well, hey, I don't think this is the original version of this content. This, this, this page that's pointed to all over the website. This feels like the actual canonical version. And this is where you can. You get into some interesting issues sometimes where people have produced great content but they've canonicalized the wrong URL. And then Google uses a. Google ends up using the URL that is poorly linked to and then goes oh well, this isn't a great page. And then ranks it poorly. I've just spotted somebody in the chat asking how you set up a canonical tag and Nati, I'm going to throw it to you. I believe they're just on by default in wix.

That's very CMS dependent. Of course in WIX we have all URLs that canonicalized by default. So you don't have the duplication going on. But had you decided to edit it yourself for any reason, you can use the SEO panel to edit the canonical tag our default and override it. But out of the box you shouldn't have any duplication issues unless you do it yourself. If you copy an article over more than once, or even if you for example, have a blog and you have a couple of posts and you tag, you use all the categories you have and you tag them in all the posts. Basically what you'll be creating, and that's your fault, not ours, is a lot of different tag pages or category pages, but with the same content. Right? Same posts. So it's down to user error at this point and you can override our setting. But I think most CMSs out there at this point, the ones that do care about SEO not only canonicalize their URLs, but hopefully I hope so they also give the ability to edit it. And if they don't, they should.

Cool. Let's move on then to our next slide which is 404 errors and broken links. So Nati, I guess first off, where would you see a 404 error? Where would you see broken links? And why is this an issue?

Okay, so there are again, a few ways to detect 404 errors. One is using the app, the Deep Call, you know, full offering of tools or other callers to detect this. They'll just go over the links they find and if something is broken, they're alert to it. The other one is of course, Google Search Console. And I'll surprise you by also adding Google Analytics if you actually have it configured, because then you can filter Pages by the 404 title. You can see all the URLs that have triggered the 404 and that applies to most CMSs. That's a cool trick. You can use Google Analytics, if you had it, to detect 404s. So 404s are caused by two types of. There are two types of root causes. One is user, of course. I've created a page, I've linked to another page on my website and I didn't link very well. Or I've linked to another page on my website, but I have later down the road changed the URL for that website. All right? External causes are that someone linked, I have a backlink to my website, but that backlink is broken because they didn't parse it well. Or because I again have changed the URL structure or the slug and didn't do anything about it. So there are internal and external causes to that. I do want to stress not every 404 error is a big issue you should be taking care of right away because as you know, Chris, the larger website, especially eco website, right? They tend to accumulate 404s over time. Yeah, sometime sometimes not that bad by their own doing. So imagine I'm a website, right? I have Google Search Console. I run a call with an external tool, with a third party tool, and I see a lot of 404s. I don't have all the time in the world. SEO is about doing 200 different things at once, right? So how would you go about prioritizing 404s? And when are there something an SEO should be able to live with?

So I would say the biggest time to worry about 404 errors or a page returning a 404 or a link being broken effectively is if you're in the situation where effectively one of your, one of your big pages, one of your big traffic drivers, or one of your big conversion pages potentially breaks somehow. Now this could be again down to somebody deciding a URL needs to be changed for whatever reason or links to that URL being suddenly breaking. Obviously I would always say that internal links within your site should always return a 200 status eventually, whether they go through a redirect or not. Which I think we'll get on to redirects in a little bit. But yeah, effectively all your. Obviously. Again, as a user, if I'm clicking around a navigation on a website or something similar and I suddenly find that a page is broken when I click on a link, it's a nightmare, it's an awful user experience. I don't get anywhere. And crucially, more importantly, I then as a website, I don't get to rank for whatever is on that page. Right. So quite often what we will see is we prioritize essentially 404s that we find a lot of. Effectively, again, 404s are very, it's very, very easy. Obviously if you have a header nav across 200 pages on your website and you make a single typo in your header nav, you suddenly break 200 links. So we will always flag things like this. And again, obviously, quite often I'm working on sites with millions of URLs and these can create millions of 404s which can be changed in a. You know, opening up the cms, pressing delete and adding the S on the end or whatever, whatever the change is. So I would, I would always recommend starting there and say ensuring that your, your header navigation and things like that all work perfectly, then your, your big content pieces and go from there. How to deal with these issues. As I say, quite often you've got a couple of options there. The, the best issue and the easy, the, the best way to fix it and the easiest ways to fix it is to, to fix the link, right? If it's an internal link. But the big problem sometimes is that you might find that you have a link from, and this happens all the time from a great, you might have a great backlink, right? So you might have got some national press or some international press, but you will find that. But you might find that despite you sending them the link that you want them to use, they've just got it wrong. Now they're not responding to your emails, et cetera, et cetera, et cetera. So what can you do? So obviously the perfect thing to do is to go into your cms, go into WIX or whatever and change the link. So it's now the right link that points to the right URL. But the other option are redirects nasty Right. And I'm going to hand over to you for this just because obviously I know you can talk about how to actually fix it within or how to set a redirect within wix. Yep.

So as we said, first of all, you fix the link, then you want to redirect. Right. And you want to redirect things that URLs that have had past signals. What do I mean by that? There was actual content behind them, that there was something tangible behind them, not just a systematic 404. So make sure you do prioritize that about going about it in weeks, first of all, in many places, and we're extending that over time. Whenever you change a URL slug, for example, or sometimes the URL structure that we're working on, we will automatically add a 301 redirect for you. We won't fix the links for you, but in many cases we'll edit automatically and you can disable it yourself. If you want to add your own manual redirections, 301 redirections, you can go to the redirect manager under SEO settings and you can, you have many options there. You can do it one by one, you can do it by groups, you can upload the CSV and that way you make Google understand, you make Google pass the signals, pass everything basically Google knew about regarding the old URL to the new one. There's of course one major caveat here is that you can't just redirect anywhere you want. You should always, always, always redirect to the same or matching content. Meaning that just redirecting 404s to your homepage isn't going to help much. Just redirecting it to another URL, another page that's important for you isn't going to help for long. You want to always, always redirect to the best and closest match possible. Content wise, of course, right? Not URL structure wise. It doesn't matter what the URL is, it's about the content behind it. So always make sure you redirect to the right URL and also always make sure that that URL you're redirecting to is the canonical version and that it returns 200. Okay, the one we've mentioned earlier.

Yeah, as I have a question, maybe a dummy question here, but I'm getting like a lot of insights here, which is really, really good. But I have two questions. One is how do I actually edit the URL? And the second question related to that is because you mentioned like a human error where maybe forgot like Hit S and then that crashed the whole thing. But is there an easy way for us to troubleshoot and find the source of the 404 issue?

So I could take the second bit in terms of finding the source. So again, any web crawler that you might use will always highlight a 404 error. Search Console also contains a list of 404s that Google has found, which is obviously a great resource, but also, I mean, again, a little bit of. A little bit of manual ux, I guess. And testing of your site will help you find anything. Right. Again, you know, before you push a new navigation live, make sure all the links in it work effectively. That will be the. That would be. Always be my. My choice is whenever you push Content Live, make sure those links work. Go and check yourself. But also you've got, as I say, Search Console. You've got any web crawler you choose to use. And they would be my first two options. Nati, I'm going to pass fixing the link or actually editing a link over to you because again, it feels like a WIX question.

So in wix, there are a couple of places where you can do that. You can do it in the SEO panel where you can edit the slug for the type of page you're working on in most cases. And you can do it to a greater extent in our SEO patterns. You can actually change the entire structure for your blog posts or your product pages, and we're extending that as well to other page types. So you can do it as a whole. For example, all of your blog posts. If you wanted to start with banana, you could, and end with someone, take my Husky out for a walk, please. Then you could. And if you just wanted to edit the specific slug for a specific page, blog post, product, whatever, you can do that as well.

Yeah. So next, let's jump into something a little bit more, I guess, what am I going to say, relatable, I suppose, to a standard user. So as we mentioned before, Google is a. Is a robot that does go off and just pull back the code that builds out your website. But nowadays as well, Google does what we call render a page. So it will actually generate an image somewhere and it will analyze the image of the above the fold, as we call it. So the above the fold refers to whatever is visible when your website first loads. So effectively, that is on your desktop, obviously, that is the widescreen rectangle of what you're looking at. The fold is an old journalism term. That's right. It's where the newspaper used to physically fold the important information was above it. Right? And for whatever reason we've taken that and we've just carried that through into SEO. So Google just looks at the initial viewport, the top content of the page. And nowadays it's fascinating. Google will do things like check out the size of text on a page, so you have your headings, so your H tags, H1, 2, 3, etc. But Google will look at text that is bolded on a page, text that is large on a page, text that takes up the majority of the initial viewport, and we'll say, hey, this content is important to this page. Right. Again, in the old days, I talk about the old days a lot. People would do things like make their headings really small and hide them in content. This is, I mean, as well as being awful for accessibility, like really bad for accessibility, it wasn't great for bots. I've just spotted somebody asking if the text needs to be live text, will it read an image? Always make text live. Google can read images. But if you want that content to be reliably seen by Google, I would always say to make that actual text, right? But yeah, say back in the old days, Google would be able to or people will be able to hide stuff effectively by making H2 small and things like that. We can't get away with that nowadays. And so what we need to do is as well as the page needs to be, as well, as well as the page needs to be human readable and accessible, it also needs to be accessible for bots. Right? Natty. Like nowadays we should just try and treat Google like most of the humans that user website.

So definitely I think we need to lay some grounds for some basics for how Google works again and how Google behaves before we delve into that. So for everyone not aware, we have discussed that Google fetches HTML and Chris did mention that Google runs JavaScript and renders a page. Rendering a page is about basically taking all these building blocks. The building blocks are the HTML and the CSS and the JavaScript and using these as a piece of Legos and instructions and basically building the page. Now in the past, all we cared about is what HTML Google sees. Now tech SEOs should care about what Google actually sees. It's not just the HTML, it's how it's constructed, how it's put together. And what Google's trying to do is figure out, okay, what's the most important piece of content on a page. And when we understand that when Google looks at a web page, by the way, something you should know about how bots behave and then I'll continue about how Google views a web page. A few things you should be aware. First of all, Google is mobile first, right? What does being mobile first mean? Being mobile first means that the primary version Google theoretically should crawl is the mobile one. Why? Because most searches, most of our interactions on the web are done on mobile. So whenever we look at a page, most of the time we should look at it and design it according to mobile first best practices. How would it look like when viewed on mobile? That's where the fold most come into play. Because think about it, it's a private real estate and you don't have much space on mobile devices, right? You have default. We're not saying Google only sees the fold, right? Because when Google fetches the webpage and renders it, it actually opens a very, very large or tall viewport, right? Because Google doesn't scroll, Google doesn't click anything. Googlebot doesn't interact with anything. All it does is open a large viewport and whatever is in that space in default is considered or maybe gets an extra value out of being there. So whenever you're looking as a tech SEO at a website, bring it up on mobile. It's best if you actually do it using one of Google's tools like the Friendly website Mobile Friendliness test or the rich result test, or fetching it using Inspect URL in Google Search console and inspect whatever's in the fold. If you have something pushing down the main content and when I'm talking about the main content, I'm talking at least about the main heading of a page, then you should look into that because what you're signaling to Google and to your users is look, this pretty image is what I care about. But whenever someone hits a page and goes to a page, the user and the bot, the first thing they sh. They, the first thing they should know is this is what I'm going to be reading about. This is the product I'm going to be viewing, this is the content being served to me. So whenever you're thinking layout, think about how it would be displayed on mobile. I think that's the best advice I can give when it comes to that.

And just to lead on from that, nati a thing that we see a lot and a thing that people don't do enough, we all have a real habit of. We do our work on our laptops, usually plugged into a router or on our home WI fi, which is great, and we build our websites, we go, yep, that looks amazing. But then what we don't do is we don't go outside and pick up our phone and actually see what happens, right? Like my phone is a very middle range Android phone. It's like a £200 phone. If your website struggles to work on my phone while I'm waiting at the bus stop, then I'm not going to use that site, you know what I mean? Especially again if you run a bus timetable website and your website doesn't work on my mobile phone at the bus stop, I'm not going to use your site. So a big thing is to know who your users are. And again, we talked about Google Analytics earlier on. Look at what browser they're using and what devices they're using and ensure your site works for those users and those browsers. Should we move on then to something a little bit more content based nati and discuss schema markup. So schema markup is basically schema markup powers everything that's on a Google search result that's not an old fashioned blue link, right? So again, my favorite is always recipes when it comes to scheme markup. If you're, if anyone else is like me, when I'm looking for a recipe to make, I do most of my searching with my eyes. But also again, like we said, I have a 2 year old or nearly 2 year old. I'm also really interested in things that I can cook in 10 minutes. So review. Schema is a great way of taking your, your really good recipe and saying this is what it looks like. It looks amazing. 300 people have said that it's great, 300 people have rated it 5 stars and also it takes 15 minutes and here are the ingredients and that's all based on schema markup. So schema markup is a way of organizing the content basically. So while Google does its best to understand the content that's on a page, Schema markup is basically a way of use you using a. It's almost like you're filling in a form, right? For a website. Google says what are the ingredients? And then it gives you a box to write in the ingredients. And Google goes thanks very much. What does it look like? And then you give it a picture. And Google goes thanks very much, we've got the, we've got the picture. Now I understand that. What are the ratings? And you can say, oh well, this person said it was four out of five, this person said it was four and a half out of five And Google goes great, now we know all that information we can build out what we call rich snippets, which are these nice looking snippets which can, in best situations they can entice people in. So again, looking at the recipe ones there straight away. Now if my, if I'm looking at that, I'm going to go for the one on the right because they're the best chewy chocolate chip cookies and they look like it. So I'm going to click on that one. What other examples? I guess Nasi. I mean I was going to say what's your favorite schema markup? I know not everyone's as weird as me.

I don't think I have a favorite one. But I think people first need to understand that schema markup is just another layer, right. Of your content. Schema markup is about structuring your content in a way that would be best suited for machines. Okay, why do we do it? Why do we want to do it? First of all, we do it because it offers enhanced AKA rich results in search engine result pages. But it also helps search engines and software understand what's on a page better because it's structured. We say, hey look, this is the price, this is the image, this is the SKU for the product

and all

the data is neatly structured for a non human. So first of all, I think every structured data that helps other machines understand what's on my website is beautiful. However, I think a lot of people get drawn, sucked into the structured data game, the markup game and try to mark up everything on their website. Right. And that's a bit, oh, that's like going to your kitchen and putting a label on everything like this is a fork, this is a spoon, this is a knife. Like Google would know that's a knife and that's a spoon. So what I'm saying is structured at a markup is great, but I would advise everyone to stick to whatever produces rich results on Google. And you don't have to remember by heart what does and what doesn't. You can go on Google and search for Google Search Gallery. Whenever you do that, the URL will be brought up and you can see like a catalog of all the different rich results that Google offers. So products are of course a must. And for events you get to meet rich results. Recipes definitely. I have my own recipe website and rich results have been like amazing because they offer increased metrics, better performance on search results. They make you stand out and they make you more helpful to the user. So I would focus on anything that could bring a search result A rich result. However, in wix I wouldn't go overboard because most of these are already generated by default. So I wouldn't advise WIX users to go overboard. You can do that in our SEO panels and in our SEO patterns. You can set for entire page type. I just want to stress structured data. Those rich results are only applicable when you rank high on Google, meaning that if you're on second, third page on Google, don't bother, don't waste your time. Which brings me to my next point about being a tech SEO and approaching tech SEO and your website health. You're going. When using software, when using Google Search Console, when detecting issues, you should always prioritize, right?

Yeah, that's right. So if we jump onto the next slide we. Oh, sorry, I've got, I've had the wrong slide there open. So we're getting on to prioritisation in a second there, Natalie. But I guess what you're talking about leads on to kind of auditing websites which we discussed earlier. So effectively. Yep, we have. So we talked about all these different issues, but how do you actually go about finding them? How do you go about then fixing them? So obviously we've mentioned Google Search Console a few times. Google Search Console is again, whether your site is a tiny one person operation or whether you are some of the biggest websites on earth. Google Search Console is a great source of information for all sorts of problems. I use it for all of our clients pretty much every single day. Search Console is a great tool, third party auditing tools as well. I mean, obviously I'm a big fan of Deep Crawl, I was before I worked here, but there are other tools out there. We've mentioned Screaming Frog a couple of times. Screaming Frog is a great, great tool to help you find problems. So Screaming Frog operates like a as closely as possible to googlebot effectively and will go through your site and find as many pages as it can and then give you a load of great reporting on the issues, on any issues that they might be able to find on the site. Once you've done that, and we were talking about prioritization earlier, you need to begin prioritizing those issues, which we'll get onto in a second. A very important thing to do is to schedule and have a regularity to these audits. Now, regular doesn't necessarily mean often. It doesn't necessarily mean daily or three times a week or whatever like that. If your site is for a lot of sites, weekly or maybe monthly is the kind of cadence you might be looking for. Again, what we do for a lot of big clients is they will have one big check of the site monthly or bimonthly and then smaller sort of what we would call tactical crawls and audits more weekly. And then also the last point is, and this is kind of what Nasi was talking about before, is not to waste time on SEO myths or not to waste time on rabbit holes that don't necessarily lead anywhere, right? It's very easy to get caught up on weird issues or small issues that don't necessarily provide much impact and ignore a page over here that's not being indexed anymore or a load of broken links or something like that. So it's worth always worth always focusing on that stuff. And again, always try and avoid hearsay on Twitter or whatever about what the new definite big ranking factor is. Because again, I'm sure Nati and I have both seen a lot of them over the years that have turned out to be not an awful lot that haven't been a lot. But someone's done a study, right, a really flawed study, and said that if your page is green, it ranks better. It's very easy to get lost down these, these rabbit holes. Is there anything else on that, Nata? I'm just looking at time. Or do you want to jump straight into how to prioritize?

I think we could jump to how to prioritize. I know that people have been saying we don't know the tools too well to actually make the connection. What are you talking about? So people all over the chat, please understand we don't have time to show the tools. We do have a previous webinar that explains about all the tools with our basic data. We will however, and we can share links to articles explaining how to use the relevant WIX tools and when. So don't worry about that. I'll make sure that happens. Right now you need to take away a way of thinking, a way of looking at a website through the eyes of a non human, a software, a bot. And that's what we're trying to impart here. So after you will get down the line all the links explaining how to do all of these things and additional explanations and that's that. I think we can go to prioritization. But before prioritizing, it doesn't matter if that's a Deepwell app or anything else you mentioned Website audit. And a website audit is about. It's just an inspection, right? Like an auto inspection. You bring your car in and they tell you everything that's wrong, right? So technical SEO is about finding what's gone wrong and what you expect to be there but isn't there. So before prioritizing, how would you go about scheduling these audits? I mean, I've decided on the software I'd like to use. Okay. I've connected Google my search console. I've decided to use Deep Call or Screaming Frog or whatever other tool I've heard of. Should I do it every day? Should I do it every week? How much time are users are people here supposed to invest in technical SEO?

Quite often? I would say that can vary enormously on the size of the site and how much content you're putting out. I think for the vast majority of sites, a monthly audit and health check is more than enough. Again, most tools so Deep Crawl has automated crawling of the site and Deep Crawl will the Deep Crawl app within Wix will crawl your site weekly. But also most tools. Again, Screaming Frog. You can set schedules within Screaming Frog as well. Although do remember that means that your computer with Screaming Frog on does need to be turned on at the time. I'd maybe recommend making sure that's on a Monday morning while your computer is on, or leave your computer on for a couple of hours on a Friday evening, something like that in order to get the data. But yeah, I would say for the majority of sites, monthly but weekly is a great way to absolutely sure fire make sure that you find anything basically as soon as it happens right.

Hopefully eventually everything breaks right?

Exactly.