大型サイトのSEOって、何やるの？

SEO研究チャンネル

3 Mar 202419:14

Summary

TLDRThe video script discusses the intricacies of Search Engine Optimization (SEO) for large-scale websites, contrasting it with the approach for smaller sites. It emphasizes that large-scale database-driven websites require a different SEO strategy due to their extensive content and data. The speaker, associated with a company that frequently handles such large-scale projects, outlines key points to focus on: crawler accessibility, indexability, the importance of proper page layout (PLP), and on-page SEO. The summary also touches on challenges like low index rates, internal duplicate content, and the need for crawlers to frequently revisit the site. The use of Google's Search Console for indexing insights and the role of sitemaps in monitoring index rates are highlighted. The importance of understanding the thematic role of each page for effective SEO is stressed, along with the need for technical SEO to be more significant than content SEO in large-scale site strategies. The script concludes by stressing the need for tailored SEO tactics for each keyword query, rather than a one-size-fits-all approach.

Takeaways

🔍 **Understanding Large-Scale Sites for SEO**: The speaker discusses the unique challenges and strategies for optimizing large database-driven websites, emphasizing the importance of technical SEO over content-focused SEO for these types of sites.
🏢 **Corporation's Experience**: The speaker's company, Shinkyu, has extensive experience with large-scale sites, which often have more complex SEO needs compared to smaller sites.
📈 **SEO Strategy for Large Sites**: The focus is on how to improve the SEO of large sites, which involves considering the entire database of pages and their categorization for better search engine ranking.
🚫 **Common SEO Pitfalls**: The script highlights common issues such as low indexability, duplicate content, and poor crawler accessibility, which can hinder the SEO effectiveness of large-scale sites.
🔗 **Crawling and Indexing**: Ensuring that Google can crawl and index as many pages as possible is a primary concern, which involves addressing technical issues that might prevent pages from being found and indexed.
🔑 **Technical SEO Factors**: Four key areas are identified as crucial for large-scale site SEO: crawler accessibility, indexability, page load performance (PLP), and on-page SEO.
🧐 **Investigating Issues**: The use of Google Search Console is suggested for diagnosing why certain pages are not being indexed, with a focus on identifying and fixing redirects and low-quality content issues.
📊 **Data Analysis for SEO**: Analyzing web server logs and correlating them with Google Analytics data can help identify low-quality content and pages that receive little to no traffic.
🗺️ **Sitemaps and Their Importance**: Sitemaps are not just for notifying Google of URLs but also for monitoring the indexing status across different site hierarchies and directories.
🔑 **Page-Level Problems (PLP)**: The correct page for a given search query should be the one that ranks highest (PLP). Misalignment between the intended landing page and the actual ranking page is a common issue that needs to be addressed.
⚙️ **Keyword-Specific Strategies**: Not all keywords are suited to database-driven strategies; some may require more article-like content. It's vital to select the appropriate SEO approach for each keyword query.

Q & A

What are the four main points to consider for SEO on large-scale sites?
-The four main points to consider for SEO on large-scale sites are crawlerability, indexability, PLP (Page-Level Page), and on-page SEO.
Why is crawlerability important for large-scale sites?
-Crawlerability is crucial because it ensures that Google can crawl and recognize as many pages on the site as possible, which is fundamental for SEO success on large-scale sites.
What does indexability refer to in the context of SEO?
-Indexability refers to the ability of a page to be indexed by Google. It's important because only indexed pages can appear in search results.
How can internal linking affect SEO for large-scale sites?
-Internal linking can affect SEO by influencing the theme and relevance of a page. If not managed properly, it can lead to theme dilution and internal competition among similar pages.
What is the role of a sitemap in SEO for large-scale sites?
-A sitemap helps notify Google of the URLs on a large-scale site, and when submitted through Google Search Console, it can also be used to monitor the indexing rate of different site sections or directories.
Why is it important to monitor the indexing rate of different site sections?
-Monitoring the indexing rate helps identify sections with low indexing, which may indicate quality issues or other problems that are preventing pages from being indexed by Google.
What is the significance of PLP in SEO for large-scale sites?
-PLP (Page-Level Page) is significant because it ensures that the right pages are served for different search queries. It helps in directing users to the most relevant pages based on their search intent.
How can the use of redirects impact SEO on large-scale sites?
-The use of redirects can impact SEO by affecting how pages are indexed and how link equity is distributed. Incorrect use of redirects can lead to lost traffic and reduced search visibility.
What are some common issues that can cause pages to not be indexed by Google?
-Common issues include the presence of low-quality content, problems with the rendering of pages, and the existence of unnecessary redirects or broken internal links.
How can analyzing web server logs help in identifying low-quality content on a large-scale site?
-Web server logs can provide detailed information about which pages are receiving traffic and which are not. By comparing this data with search console data, one can identify pages that have low impressions and clicks, potentially indicating low-quality content.
What is the difference in SEO strategy between small-scale and large-scale sites?
-Small-scale sites focus on creating high-quality individual pages, while large-scale sites rely on the collective strength of their entire database to attract visitors. Large-scale sites often use templates to generate pages and focus on technical SEO aspects like crawlerability and indexability.
Why is it not always effective to use a database-driven approach for every keyword on a large-scale site?
-Not all keywords are suited for a database-driven approach. Depending on the search intent behind a keyword, a more informative article or a detailed database listing might be more appropriate. It's important to tailor the SEO strategy to the specific needs of each keyword.

Outlines

00:00

🔍 SEO Strategies for Large-Scale Websites

The speaker discusses SEO strategies tailored for large-scale database-driven websites, which are common in their company's portfolio. They emphasize the importance of making the site's numerous detailed pages crawlable and indexable by Google, highlighting the site's overall evaluation and rank improvement. The key points to consider in large-scale SEO include crawler accessibility, indexability, the role of PLP (Product Listing Page), and on-page SEO. The speaker also outlines common challenges such as low indexation rates, internal competition between similar pages, and the tendency for search engine crawlers to revisit less frequently.

05:02

🚧 Addressing Indexation and Crawling Issues

The paragraph delves into the reasons behind low crawler revisit rates and poor indexation, suggesting the use of Google's Search Console to identify pages that are not indexed. It points out common issues such as the presence of redirects leading to other pages, especially problematic in cases of pagination. The speaker advises against using 301 redirects in certain scenarios, like when a page no longer exists, recommending a 404 status code instead. They also discuss the importance of checking if internal links are still pointing to redirected pages and the need to correct these for better SEO performance.

10:02

📈 Prioritizing PLP and Thematic Relevance

The speaker focuses on the concept of PLP and the importance of ensuring that the correct pages are served for different search intents. They explain that different types of pages, such as detail pages and category pages, should be optimized for different levels of search queries. The paragraph discusses how to align the website's logical structure with user search behavior, ensuring that the most relevant pages are presented in search results. It also touches on the common issue of PLP misalignment and how to identify and correct it through data analysis and strategic adjustments.

15:03

🎯 Technical SEO for Large-Scale Sites

In this paragraph, the speaker contrasts the SEO approaches for small-scale and large-scale websites. While small-scale SEO is primarily about creating high-quality individual pages, large-scale SEO is more about leveraging the site's overall strength and data-driven content. The emphasis is on technical SEO, with a focus on crawler and indexability issues. The speaker also highlights the need to select appropriate SEO tactics for each keyword query, as a one-size-fits-all database approach does not apply to all scenarios. They conclude by encouraging further discussion and comments for those interested in large-scale SEO strategies.

Mindmap

Keywords

💡SEO

SEO stands for Search Engine Optimization. It refers to the process of improving a website's ranking on search engine results pages (SERPs) through various strategies and tactics. In the context of the video, SEO is crucial for large-scale websites to increase visibility and attract more organic traffic. The script discusses various SEO strategies tailored to large-scale database-driven sites.

💡Crawling

Crawling is the process by which search engine bots (like Googlebot) discover and scan web pages to be indexed. It's an essential part of SEO because without being crawled, a page cannot be indexed by search engines. The video emphasizes the importance of ensuring that Google can crawl and recognize as many pages on a large site as possible.

💡Indexing

Indexing is the process by which search engines add crawled pages to their index, making them searchable. A low index rate, as mentioned in the script, is a common issue for large websites where not all pages are being indexed by Google, which can hinder the site's overall SEO performance.

💡Duplicate Content

Duplicate content refers to the presence of substantial blocks of content that are identical or highly similar across different pages, which can lead to search engines considering only one version to index. The script discusses the challenge of avoiding duplicate content on large-scale sites where similar pages are often created.

💡On-Page SEO

On-Page SEO involves optimizing individual web pages to rank higher and earn more relevant traffic in search engines. It includes optimizing content, meta tags, headings, and more. The video touches on on-page SEO as one of the key points for large-scale sites, emphasizing the need for proper indexing and theme construction on each page.

💡Google Search Console

Google Search Console is a free service offered by Google that helps website owners monitor, maintain, and troubleshoot their website's presence in Google Search results. The script uses it as an example of a tool to analyze indexing status and identify pages that are not being indexed.

💡Redirects

Redirects are instructions on a web page that automatically send users and search engines to a different page or URL. The video discusses the importance of using redirects correctly, such as 301 redirects for page consolidation, and the issues that can arise from improper use, like redirecting paginated pages to the homepage.

💡Content Quality

Content quality is a measure of how valuable, relevant, and engaging a piece of content is to users. The script highlights that low-quality content can prevent pages from being indexed by Google, emphasizing the need for high-quality, unique content on each page.

💡Technical SEO

Technical SEO is the aspect of SEO that deals with the technical foundations of a website that can influence its search engine ranking. The video stresses that for large-scale websites, technical SEO is even more important than content-focused SEO, as it involves optimizing the site's structure and performance.

💡Page Lifecycle

Page lifecycle refers to the stages a web page goes through from creation to deletion or updating. The script mentions the importance of managing the lifecycle of pages on large websites, especially in terms of redirects and ensuring that outdated or dead links are properly handled.

💡Keyword Strategy

Keyword strategy involves researching and selecting the right keywords to target in order to improve a website's SEO. The video script discusses the need for a keyword strategy that is tailored to the specific context and intent behind each search query, emphasizing that not all keywords are suited to a database-driven approach.

Highlights

The speaker discusses SEO strategies for large-scale websites, emphasizing the importance of understanding the unique challenges these sites face.

Large-scale database-driven websites are common among the speaker's company's clientele, leading to a focus on SEO for such sites.

The concept of a 'large-scale site' includes well-known e-commerce platforms and databases, which are the focus of this SEO discussion.

The speaker outlines four key points for SEO on large-scale sites: crawlerability, indexability, PLP (Page-Level Parameters), and on-page SEO.

A major challenge for large-scale sites is the low indexation rate of their numerous pages.

The issue of duplicate content is common on large-scale sites due to the vast number of similar pages.

Crawlers often do not revisit all pages on large-scale sites, leading to a low crawl rate and potential SEO issues.

The use of Google's Search Console is recommended to investigate indexation issues and understand the status of pages.

Redirects within the site can negatively impact SEO if not used properly, such as when redirecting non-existent pages.

The importance of fixing internal links that point to redirected pages to prevent crawlers from encountering dead ends.

The speaker suggests using server logs in conjunction with Google Analytics to identify low-quality content that may be impacting SEO.

Proper use of sitemaps is crucial for monitoring and improving indexation rates across different site directories.

The concept of PLP (Page-Level Parameters) is introduced as a way to ensure that users hit the correct pages based on their search queries.

The need to differentiate and emphasize the theme of each page is crucial for large-scale sites to rank well for relevant search terms.

The speaker highlights the importance of choosing the right SEO tactics for each keyword query, as a one-size-fits-all approach does not work for all keywords.

Even large-scale aggregation sites like Indeed do not rely solely on database-driven methods but also create content for certain keywords.

The speaker concludes by emphasizing that while they've covered key points, professional knowledge and experience are necessary to fully implement large-scale SEO strategies.