{"id":130028,"date":"2019-06-04T13:58:02","date_gmt":"2019-06-04T13:58:02","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=130028"},"modified":"2020-01-07T17:26:53","modified_gmt":"2020-01-07T17:26:53","slug":"technical-seo-six-areas","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/06\/04\/technical-seo-six-areas\/","title":{"rendered":"How to master technical SEO: Six areas to attack now"},"content":{"rendered":"<p><strong>Technical optimization is the core element of <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/17\/local-seo-guide\/\">SEO<\/a>. Technically optimized sites appeal both to search engines for being much easier to crawl and index, and to users for providing a great user experience.\u00a0<\/strong><\/p>\n<p>It\u2019s quite challenging to cover all the technical aspects of your site because hundreds of issues may need fixing. However, there are some areas that are extremely beneficial if got right. In this article, I will cover those you need to focus on first (plus actionable tips on how to succeed in them <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/03\/podcast-seo-tips-101\/\">SEO<\/a>-wise).<\/p>\n<h2>1. Indexing and crawlability<\/h2>\n<p>The first thing you want to ensure is that search engines can properly index and crawl your website. You can check the number of your site\u2019s pages that are indexed by search engines in Google Search Console, by googling for site:domain.com or with the help of an <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/10\/online-reviews-powerful-seo-weapons\/\">SEO<\/a> crawler like WebSite Auditor.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fr-fic fr-dib aligncenter\" src=\"https:\/\/s3.amazonaws.com\/clearvoice-media\/asg_xKAi3XJIAaLXqlLk%2Fart_l2Uw0xblyGfr0N4m%2F1554900754195-website+auditor+crawl+stats.png\" alt=\"Screenshot example of how to check your site's indexing by various search engines\" width=\"694\" height=\"404\" \/><\/p>\n<p><strong>Source:<\/strong> <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/06\/regulation-in-seo-industry\/\">SEO<\/a> PowerSuite<mark class=\"comment_1559297524655\" data-comment-context=\"comment_1559297524655\"><\/mark><\/p>\n<p>In the example above, there\u2019s an outrageous indexing gap, the number of pages indexed in Google is lagging behind the total number of pages. In order to avoid indexing gaps and improve the crawlability of your site, pay closer attention to the following issues:<\/p>\n<h3><strong>Resources restricted from indexing<\/strong><\/h3>\n<p>Remember, Google can now render all kinds of resources (HTML, CSS, and JavaScript). So if some of them are blocked from indexing, <a href=\"https:\/\/searchenginewatch.com\/2019\/05\/28\/google-serp-average-position\/\" target=\"_blank\" rel=\"noopener\">Google<\/a> won\u2019t see your pages the way they should look and won\u2019t render them properly.<\/p>\n<h3><strong>Orphan pages<\/strong><\/h3>\n<p>These are the pages that exist on your site but are not linked to by any other page. It means they are invisible to search engines. Make sure your important pages haven\u2019t become orphans.<\/p>\n<h3><strong>Paginated content<\/strong><\/h3>\n<p>Google has recently admitted they\u00a0<a href=\"https:\/\/twitter.com\/googlewmc\/status\/1108726443251519489\" target=\"_blank\" rel=\"noopener\">haven\u2019t supported rel=next, rel-prev<\/a>\u00a0for quite some time and recommend going for a single-page content. Though you do not need to change anything in case you already have paginated content and it makes sense for your site, it\u2019s advisable to make sure pagination pages can kind of\u00a0<a href=\"https:\/\/www.seroundtable.com\/googles-advice-on-pagination-page-series-post-rel-next-and-rel-prev-27297.html\" target=\"_blank\" rel=\"noopener\">stand on their own<\/a>.<\/p>\n<h3>What to do<\/h3>\n<ul>\n<li>Check your robots.txt file. It should not block important pages on your site.<\/li>\n<li>Double-check by crawling your site with a tool that can crawl and render all kinds of resources and find all pages.<\/li>\n<\/ul>\n<h2>2. Crawl budget<\/h2>\n<p><a href=\"https:\/\/searchenginewatch.com\/2019\/07\/16\/delete-your-pages-and-rank-higher-in-search-index-bloat-and-technical-optimization-2019\/\">Crawl budget<\/a> can be defined as the number of visits from a search engine bot to a site during a particular period of time. For example, if Googlebot visits your site 2.5K times per month, then 2.5K is your monthly crawl budget for Google.\u00a0Though it\u2019s not quite clear how Google assigns crawl budget to each site, there are two major theories stating that the key factors are:<\/p>\n<ul>\n<li>Number of internal links to a page<\/li>\n<li>Number of <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/14\/five-backlink-analysis-tools\/\">backlinks<\/a><\/li>\n<\/ul>\n<p>Back in 2016, my team ran\u00a0<a href=\"https:\/\/www.link-assistant.com\/news\/crawl-budget-optimization.html\" target=\"_blank\" rel=\"noopener\">an experiment<\/a>\u00a0to check the correlation between both internal and external links and crawl stats. We created projects for 11 sites in WebSite Auditor to check the number of internal links. Next, we created projects for the same 11 sites in <a href=\"https:\/\/searchenginewatch.com\/2019\/05\/31\/image-optimization-for-seo\/\">SEO<\/a> SpyGlass to check the number of external links pointing to every page.<mark class=\"comment_1559297454776\" data-comment-context=\"comment_1559297454776\"><\/mark><\/p>\n<p>Then we checked the crawl statistics in the server logs to understand how often Googlebot visits each page. Using this data, we found the correlation between internal links and <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/16\/delete-your-pages-and-rank-higher-in-search-index-bloat-and-technical-optimization-2019\/\">crawl budget<\/a> to be very weak (0.154), and the correlation between external links and crawl budget to be very strong (0.978).<\/p>\n<p>However, these results seem to be no longer relevant. We re-ran the same experiment last week to prove there\u2019s no correlation between both <a href=\"https:\/\/sewprod.wpenginepowered.com\/2019\/07\/02\/competitive-research-insight-tools\/\">backlinks<\/a> and internal links and the crawl budget. In other words, backlinks used to play a role in increasing your crawl budget, but it doesn\u2019t seem to be the case anymore. It means that to amplify your crawl budget, you need to use good old techniques that will make search engine spiders crawl as many pages of your site as possible and find your new content quicker.<\/p>\n<h3>What to do<\/h3>\n<ul>\n<li>Make sure important pages are crawlable. Check your robots.txt, it shouldn\u2019t block any important resources (including CSS and JavaScript).<\/li>\n<li>Avoid long redirect chains. The best practice here, no more than two redirects in a row.<\/li>\n<li>Fix broken pages. If a search bot stumbles upon a page with a 4XX\/5XX status code ( 404 &#8220;not found&#8221; error, 500 &#8220;internal server&#8221; error, or any other similar error), one unit of your crawl budget goes to waste.<\/li>\n<li>Clean up your sitemap. To make your content easier to find for crawlers and users, remove 4xx pages, unnecessary redirects, non-canonical, and blocked pages.<\/li>\n<li>Disallow pages with no <a href=\"https:\/\/searchenginewatch.com\/2019\/05\/30\/implement-googles-how-to-schema\/\">SEO<\/a> value. Create a disallow rule for the privacy policy, old promotions, terms, and conditions, in the robots.txt file.<\/li>\n<li>Maintain <a href=\"https:\/\/searchenginewatch.com\/2019\/09\/25\/topic-clusters-increase-seo-rankings\/\">internal linking<\/a> efficiency. Make your site structure tree-like and shallow so that crawlers could easily access all important pages on your site.<\/li>\n<li>Cater to your URL parameters. If you have dynamic URLs leading to the same page, specify their parameters in <a href=\"https:\/\/searchenginewatch.com\/2019\/04\/05\/google-search-console-guide\/\" target=\"_blank\" rel=\"noopener\">Google Search Console<\/a> &gt; Crawl &gt; Search Parameters.<\/li>\n<\/ul>\n<h2>3. Site structure<\/h2>\n<p>Intuitive sites feel like a piece of art. However, beyond this feeling, there is a well-thought site structure and navigation that helps users effortlessly find what they want. What\u2019s more, creating an efficient site architecture helps bots access all the important pages on your site. To make your site structure work, focus on two crucial factors:<\/p>\n<h3>1. Sitemap<\/h3>\n<p>With the help of a <a href=\"https:\/\/searchenginewatch.com\/sew\/how-to\/2048706\/the-site-map-gateway-optimization\" target=\"_blank\" rel=\"noopener\">sitemap<\/a>, search engines find your site, read its structure, and discover fresh content.<\/p>\n<h3>What to do<\/h3>\n<p>If for some reason you don\u2019t have a sitemap, it\u2019s really necessary to\u00a0<a href=\"https:\/\/support.google.com\/webmasters\/answer\/156184\" target=\"_blank\" rel=\"noopener\">create it<\/a>\u00a0and upload to Google Search Console. You can check whether it\u2019s coded properly with the help of\u00a0the W3C validator.<\/p>\n<p>Keep your sitemap:<\/p>\n<ul>\n<li><strong>Updated<\/strong>\u00a0\u2013 Make changes to it when you add or remove something from the site;<\/li>\n<li><strong>Concise<\/strong>\u00a0\u2013 Which is under 50,000 URLs;<\/li>\n<li><strong>Clean<\/strong>\u00a0\u2013 Free from errors, redirects, and blocked resources.<\/li>\n<\/ul>\n<h3>2. Internal linking structure<\/h3>\n<p>Everyone knows about the benefits of external links, but most don\u2019t pay much attention to internal links. However, <a href=\"https:\/\/www.link-assistant.com\/news\/internal-linking-strategies.html\" target=\"_blank\" rel=\"noopener\">savvy internal linking<\/a> helps spread link juice among all pages efficiently and give a traffic boost to pages with less authority. What\u2019s more, you can create topic clusters by <a href=\"https:\/\/searchenginewatch.com\/2018\/09\/28\/how-to-make-the-most-of-internal-linking-for-higher-rankings-and-improved-organic-search-visibility\/\" target=\"_blank\" rel=\"noopener\">interlinking<\/a> related content within your site to show search engines your site\u2019s content has high authority in a particular field.<\/p>\n<h3>What to do<\/h3>\n<p>The strategies may vary depending on your goals, but these elements are critical for any goal:<\/p>\n<p><strong>Shallow click-depth: <\/strong><a href=\"https:\/\/www.link-assistant.com\/news\/6-seo-trends-for-2018.html#part-01\" target=\"_blank\" rel=\"noopener\">John Mueller<\/a> confirmed\u00a0that the fewer clicks it takes to get to a page from your homepage, the better. Following this advice, try to keep each page up to 3 clicks away from the homepage. If you have a large site, use breadcrumbs or the internal site search.<\/p>\n<p><strong>Use of contextual links:<\/strong>\u00a0When you create content for your site, remember including links to your pages with related content (articles, product pages, etc.) Such links usually have more <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/12\/how-to-get-featured-snippets-no-link-building\/\">SEO<\/a> weight than navigational\u00a0ones (those in headers or footers).<\/p>\n<p><strong>Informational anchor texts:\u00a0<\/strong>Include <a href=\"https:\/\/searchenginewatch.com\/optimize-instagram-account-search-engines\">keywords<\/a> to the anchor texts of internal links so that they inform readers what to expect from linked content. Don\u2019t forget to do the same for alt attributes for image links.<\/p>\n<h2>4. Page speed<\/h2>\n<p>Speed is a critical factor for the Internet of today. A one-second delay can lead to a grave traffic drop for most businesses. No surprise then that Google is also into speed. Desktop <a href=\"https:\/\/searchenginewatch.com\/2019\/10\/08\/how-to-fix-the-top-most-painful-ux-mistakes-examples\/\">page speed<\/a> has been a Google ranking factor for quite a while. In July 2018,\u00a0<a href=\"https:\/\/webmasters.googleblog.com\/2018\/01\/using-page-speed-in-mobile-search.html\" target=\"_blank\" rel=\"noopener\">mobile page speed became a ranking factor<\/a>\u00a0as well. Prior to the update, Google launched a new version of its PageSpeed <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/02\/competitive-research-insight-tools\/\">Insights<\/a> tool where we saw that speed was measured differently. Besides technical optimization and lab data (basically, the way a site loads in ideal conditions), Google started to use field data like loading speed of real users taken from the Chrome User Experience report.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fr-fic fr-dib aligncenter\" src=\"https:\/\/s3.amazonaws.com\/clearvoice-media\/asg_xKAi3XJIAaLXqlLk%2Fart_l2Uw0xblyGfr0N4m%2F1554900995679-1554900995679.png\" alt=\"Screenshot of PageSpeed Insights dashboard\" width=\"1295\" height=\"756\" \/><\/p>\n<p><strong>Source:\u00a0<\/strong>PageSpeed Insights dashboard<\/p>\n<p>What\u2019s the catch? When field data is taken into account, your lightning-fast site may be considered slow if most of your users have a slow Internet connection or old devices. At that point in time, I got curious how page speed actually influenced mobile search positions of pages. As a result, <a href=\"https:\/\/www.link-assistant.com\/news\/mobile-page-speed-research-part2.html\" target=\"_blank\" rel=\"noopener\">my team and I ran an experiment<\/a>\u00a0(before and immediately after the update) to see whether there was any correlation between page speed and pages\u2019 positions in mobile search results.<\/p>\n<h4>The experiment showed the following:<\/h4>\n<ul>\n<li>No correlation between a mobile site\u2019s position and the site\u2019s speed (First Contentful Paint and DOM Content Loaded);<\/li>\n<li>High correlation between site\u2019s position and its average Page Speed Optimization Score.<\/li>\n<\/ul>\n<p>It means that for the time being, it\u2019s the level of your site\u2019s technical optimization that matters most for your rankings. Good news is, this metric is totally under your control. Google actually provides a list of optimization tips for speeding up your site. The list is as long as 22 factors, but you do not have to fix all of them. There are usually five to six that you need to pay attention to.<\/p>\n<h3>What to do<\/h3>\n<p>While you can read how to\u00a0<a href=\"https:\/\/www.link-assistant.com\/news\/page-speed-optimization.html\" target=\"_blank\" rel=\"noopener\">optimize for all 22 factors here<\/a>, let\u2019s view how to deal with those that can gravely slow down pages\u2019 rendering:<\/p>\n<p><strong><a href=\"https:\/\/searchenginewatch.com\/2019\/09\/11\/landing-page-copy-tips\/\">Landing page<\/a> redirects:\u00a0<\/strong>Create a responsive site; choose a redirect type suitable for your needs (permanent 301, temporary 302, JavaScript, or HTTP redirects).<\/p>\n<p><strong>Uncompressed resources:\u00a0<\/strong>Remove unneeded resources before compression, gziping all compressible resources, using different compression techniques for different resources, etc.<\/p>\n<p><strong>Long server response time:<\/strong>\u00a0Analyze site performance data to detect what slows it down (use <a href=\"https:\/\/sewprod.wpenginepowered.com\/2019\/07\/15\/keyword-research-tools-free\/\">tools<\/a> like WebPage Test, Pingdom, GTmetrix, Chrome Dev Tools).<\/p>\n<p><strong>Absence of caching policy:\u00a0<\/strong>Introduce a caching policy according to\u00a0<a href=\"https:\/\/developers.google.com\/speed\/docs\/insights\/LeverageBrowserCaching\" target=\"_blank\" rel=\"noopener\">Google recommendations<\/a>.<\/p>\n<p><strong>Unminified resources:\u00a0<\/strong>Use minification together with compression.<\/p>\n<p><strong>Heavy images<\/strong>: Serve responsive images and leverage optimization techniques, such as using vector formats, web fonts instead of encoding text in an image, removing <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/03\/podcast-seo-tips-101\/\">metadata<\/a>, etc.<\/p>\n<h2>5. Mobile-friendliness<\/h2>\n<p>As the number of mobile searchers was growing exponentially, Google wanted to address the majority of its users and rolled out\u00a0<a href=\"https:\/\/webmasters.googleblog.com\/2018\/03\/rolling-out-mobile-first-indexing.html\">mobile-first indexing<\/a>\u00a0at the beginning of 2018. By the end of 2018, Google was using mobile-first indexing for over half of the pages\u00a0shown in search results. A mobile-first index means that now Google crawls the web from a mobile point of view: a site\u2019s mobile version is used for indexing and ranking even for search results shown to desktop users. In case there\u2019s no mobile version, Googlebot\u00a0will simply\u00a0crawl a desktop one. It\u2019s true that neither mobile-friendliness nor a responsive design is a prerequisite for a site to be moved to the mobile-first index. Whatever version you have, your site will be moved to the index anyway. The trick here is that this version, as it is viewed by a mobile user agent, will determine how your site ranks in both mobile and desktop search results.<\/p>\n<h3>What to do<\/h3>\n<p>If you\u2019ve been thinking to go responsive, now is the best moment to do it, according to\u00a0<a href=\"https:\/\/www.seroundtable.com\/google-mobile-migration-24024.html\">Google\u2019s Trends Analyst John Mueller<\/a>.<\/p>\n<p>Don\u2019t be afraid of using expandable content on mobile, such as hamburger and accordion menus, tabs, expandable boxes, and more. However, say no to intrusive interstitials.<\/p>\n<p>Test your pages for mobile-friendliness with a <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/17\/local-seo-guide\/\">Google Mobile-Friendly Test<\/a> tool. It evaluates the site according to various usability criteria, like viewport configuration, size of text and buttons, and use of plugins<\/p>\n<p>&#8211;\u00a0Run an <a href=\"https:\/\/www.link-assistant.com\/news\/mobile-seo-2018.html\" target=\"_blank\" rel=\"noopener\">audit for your mobile site<\/a> by\u00a0using a custom user agent\u00a0in your <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/08\/six-http-status-codes-seo\/\">SEO<\/a> crawler to make sure all your important pages can be reached by search engine crawlers and are free from grave errors. Pay attention to titles, H1s, <a href=\"https:\/\/searchenginewatch.com\/2019\/05\/30\/implement-googles-how-to-schema\/\">structured data<\/a>, and others.<\/p>\n<p>&#8211; Track mobile performance of your site in Google Search Console.<\/p>\n<h2>6. Structured data<\/h2>\n<p>As Google <a href=\"https:\/\/searchenginewatch.com\/2018\/12\/07\/content-marketing-google-serps-2019\/116314\/\" target=\"_blank\" rel=\"noopener\">SERPs<\/a> are being enhanced visually, users are becoming rather less prone to clicking. They try to get all they need right from the page of search results without even clicking on any page. And if they click, they go for a result that caught their attention. Rich results are those that usually have the benefit of being visible with image and video carousels, rating stars, and review snippets.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fr-fic fr-dib aligncenter\" src=\"https:\/\/s3.amazonaws.com\/clearvoice-media\/asg_xKAi3XJIAaLXqlLk%2Fart_l2Uw0xblyGfr0N4m%2F1554901103745-1554901103745.png\" alt=\"Example of rich snippets in Google SERP\" width=\"1330\" height=\"958\" \/><\/p>\n<p>Rich results require <a href=\"https:\/\/searchenginewatch.com\/2018\/02\/19\/the-2018-guide-to-rich-results-in-search\/\" target=\"_blank\" rel=\"noopener\">structured data implementation<\/a>. Structured data is coded within the page\u2019s markup and provides information about its content. There are about\u00a0<a href=\"https:\/\/schema.org\/docs\/full.html\" target=\"_blank\" rel=\"noopener\">600 types of structured data available<\/a>. While not all of them can make your results rich, it improves chances to get a rich snippet in Google. What\u2019s more, it helps crawlers understand your content better in terms of categories and subcategories (for instance, book, answer, recipe, map) Still, there are about 30 different types of rich results that are powered by <a href=\"https:\/\/searchenginewatch.com\/2019\/05\/30\/implement-googles-how-to-schema\/\">schema<\/a> markup. Let\u2019s see how to get them.<\/p>\n<h3>What to do<\/h3>\n<ul>\n<li>Go to <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/12\/how-to-get-featured-snippets-no-link-building\/\">schema<\/a>.org and choose those schemas suitable for content on your site. Assign those <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/12\/how-to-get-featured-snippets-no-link-building\/\">schemas<\/a> to URLs.<\/li>\n<li>Create structured data markup. Don\u2019t worry, you do not need developer skills to do that. Use Google\u2019s Structured Data Markup Helper that will guide you through the process. Then test your markup in Structured Data Testing Tool or in its updated version, Rich Results Testing Tool. Keep in mind that Google supports structured data in 3 formats: JSON-LD, Microdata, and RDFa, with JSON-LD being the recommended one.<\/li>\n<\/ul>\n<p>Don\u2019t expect Google to display your enhanced results right away. It can take a few weeks, so use Fetch as Google in the search console to make your pages to be recrawled faster. Bear in mind that Google can decide not to show them at all if they do not meet the\u00a0<a href=\"https:\/\/support.google.com\/webmasters\/answer\/35769?hl=EN\" target=\"_blank\" rel=\"noopener\">guidelines<\/a>.<\/p>\n<p>Don\u2019t be surprised if you get a rich snippet without structured data implementation.\u00a0<a href=\"https:\/\/twitter.com\/JohnMu\/status\/925491799803736065\" target=\"_blank\" rel=\"noopener\">John Mueller confirmed<\/a>\u00a0that sometimes your content is enough to produce rich results.<\/p>\n<h2>Summary<\/h2>\n<p>Technical <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/11\/seo-lead-site-migration\/\">SEO<\/a> is something you cannot do without if you\u2019d like to see your site rank higher in search results. While there are numerous technical elements that need your attention, the major areas to focus on for max ranking pay-off are loading speed, crawlability issues, site structure, and <a href=\"https:\/\/searchenginewatch.com\/2018\/05\/10\/ten-seo-aspects-for-web-designers-to-master\/\" target=\"_blank\" rel=\"noopener\">mobile-friendliness<\/a>.<\/p>\n<p><em>Aleh is the\u00a0Founder and CMO at\u00a0<a href=\"https:\/\/searchenginewatch.com\/2019\/06\/19\/online-reputation-management-tips\/\">SEO<\/a> PowerSuite and\u00a0Awario. He can be found on Twitter at\u00a0<a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/ab80\" target=\"_blank\" rel=\"noopener\"><span class=\"username u-dir\" dir=\"ltr\">@ab80<\/span><\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s challenging to cover every technical aspect of sites as hundreds of issues may need fixes. Six extremely beneficial areas with actionable tips covered.<\/p>\n","protected":false},"author":1092,"featured_media":130032,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[27246,37,215,27446,510,22,386,109,277,217,27508],"content_type":[],"class_list":["post-130028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-crawling-error","tag-google","tag-google-search-console","tag-mobile-friendly-websites","tag-page-speed","tag-seo","tag-seo-tips","tag-serp","tag-structured-data","tag-technical-seo","tag-website-indexing"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/06\/How-to-master-technical-SEO-Six-areas-to-attack-now-120x90.png","category":"SEO","timeago":"7y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/130028","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=130028"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/130028\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/130032"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=130028"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=130028"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=130028"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=130028"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}