Tom Pool – Advanced Technical SEO
Get the Advanced Technical SEO Course for $300 $12
The Size is 1.09 GB and was Released in 2023
Key Takeaways
- Moving past basic SEO means getting technical, exploring topics like crawl optimization, javascript rendering, and scalable site architecture.
- Depending on shallow fixes and abusing SEO tools will constrain you from diagnosing and resolving sophisticated site problems.
- Only by developing holistic technical audits and by cross-pollinating with multiple tools and techniques can we get more accurate diagnoses and ultimately stronger site performance.
- Master advanced strategies, like log file analysis and performance audits, so search engines and users get the most out of your content.
- Thinking like an architect and promoting cross-team collaboration enable long-term SEO success and innovation.
- Studying with professionals such as Tom Pool offers real-world knowledge, established methodologies, and hands-on tools that can take your technical seo expertise to the next level.
Tom Pool is known for his skill in advanced technical SEO, which means he works on making websites run better for both users and search engines. He cares about how your pages are configured, page speed, and how your site performs across multiple devices. Tom regularly posts fresh thoughts on solving crawl problems and site faults, assisting teams in staying abreast of search engine regulations. His emphasis on transparent site maps, proper tag usage, and intelligent linking assists sites get noticed more online. For those looking to get actionable in technical SEO, Tom Pool’s approaches provide straightforward tactics to increase site vitality and search visibility. The following sections distill his key advice.
Beyond SEO Basics
Advanced technical SEO builds on core principles, taking a deeper look at how sites operate under the surface. It’s about optimizing and patching up site pieces to assist sites load quickly, be simple to use, and appear in search results. In other words, beyond keywords and links. To succeed in this area, a technical SEO director must understand what makes search engines tick and how to mold a site for users and bots alike. For most, this is where quick wins stop, and true momentum begins.
| Advanced SEO Topic | Why It Matters | Example or Use Case |
|---|---|---|
| Crawl Budget Optimization | Helps search engines find key pages, not waste time | Large e-commerce site with millions of product pages |
| Log File Analysis | Shows what bots do on your site | Spotting crawl errors or ignored key pages |
| International SEO | Helps reach global users with right language & region | hreflang tags for multi-language support |
| Mobile-First & Speed | Google uses mobile-first indexing, speed boosts ranking | Compressing images, lazy loading, fast server responses |
| Information Architecture | Makes sites easy to crawl and index | Flat site structure, smart linking, clean sitemaps |
Old SEO focuses on keywords and links, but that approach doesn’t fix crawl problems or sluggish sites. Technical SEO takes over when pages aren’t being indexed or when a site needs to serve users in multiple countries. For instance, international SEO requires unique tags and local versions of the site, ensuring search engines serve the appropriate content to a given user. Sites must catch up to mobile-first indexing, which means they need to load quickly on smartphones. Simple plug-ins aren’t sufficient for these demands.
Great technical SEO begins with crawlability, speed, and indexation. These pillars allow search engines to discover, crawl, and rank every page. Site owners can mine log files to monitor how bots crawl their site, which pages are bypassed, and why. This is crucial for big sites with thousands or millions of pages. A robust information architecture underlies it all, ensuring that bots can crawl every page within a small number of clicks and that visitors don’t get lost.
Why Technical SEO Plateaus
Just like many SEO managers, especially those in a technical SEO director role, you may experience growth until you hit a technical skill plateau. This can occur due to a combination of bad habits, tool limitations, and the increasing complexity of modern sites, making training on technical aspects essential.
Surface-Level Fixes
Band-aid solutions can plug little leaks, but if you don’t have the fundamentals configured properly, there are underlying issues. This drags its feet, particularly if crawlability, indexation or site performance are ill-kept. Sites can appear okay on the surface, but these underlying holes impact rankings and experiences.
- Slow crawl rates despite good XML sitemaps
- Pages not indexed without clear reasons
- Unexplained ranking drops after minor updates
- Mobile usability issues that don’t appear in core reports
- JavaScript blocking or rendering delays
A comprehensive technical audit goes beyond surface-level checks and delves into aspects such as site architecture, user experience, accessibility, and adaptability to search engine algorithm updates. That means checking log files, doing structured data testing, and mobile speed testing. As such, a holistic perspective is required to address both the obvious and hidden issues. Absent this, any advancement from technical SEO is transient.
Related Posts
Tool Dependency
Too many people assume they can run the site through a tool checker and the hard stuff gets missed. Tools provide a snapshot, not the whole narrative. For instance, a tool might flag broken links, but not detect issues with dynamic JavaScript pages or deep crawl traps.
Great to understand the capabilities and limitations of each tool. Some emphasize performance, others emphasize indexation, but few emphasize all of these factors combined. Developing critical thinking helps you identify trends AI couldn’t find. For example, pairing server log analysis with your crawl tools can reveal how search engines are interacting with your site on the fly. Relying on a suite of tools in concert — like Screaming Frog, GSC, and custom scripts — provides a more balanced perspective.
Scalability Issues
Scaling technical SEO for large sites introduces new issues. Sites with thousands of pages require clear crawling, linking and update rules. Manual fixes don’t work at scale. Creating repeatable processes — regular health checks, automated error reports — helps keep large sites healthy as they grow.
It’s key to focus on what matters most. For big sites, start with the most-visited pages or those driving conversions. Set up methods to share best practices across teams. This keeps everyone on the same page and avoids mistakes that hurt SEO.
Master Advanced Technical SEO
Hands-on learning in advanced technical SEO, a fantastic resource for aspiring SEO managers, goes beyond knowing the basics. It doesn’t happen overnight — skills like crawlability optimization, Javascript rendering, and building smart site structures take time to master. Real case studies, including performance audits and log file checks, put your understanding to the test, ensuring you gain depth knowledge in technical SEO topics.
1. Crawl Optimization
Crawl budget optimization helps search engines discover your finest pages. Begin by disallowing low-value URLs in your robots.txt and ensuring your XML sitemap includes only significant pages.
A robust crawl plan translates into less server load. Use 200 OK codes for live pages, 301 or 302 for changes, and skip 404 or 500 errors when you can. Revise logs frequently to correct crawl errors quickly. A little Python goes a really long way when it comes to checking crawl data, allowing you to identify and quick fixes before they spiral out of control.
2. JavaScript Rendering
JavaScript SEO is ensuring all of your site’s content appears to search engines. Dynamic content can sneak if not rendered properly. Check with things like GSC’s URL Inspection or third-party render checkers to detect problems.
If you’re using React, Vue, or similar frameworks, ensure your pages load quickly and content is accessible to bots. Equilibre besoins utilisateur et vitesse du site. At other times, SSR or pre-rendering assists users and search engines.
3. Site Architecture
A concise site structure benefits both humans and crawlers. Good site architecture means users find what they need quick, and search engines index your content well. Utilize short, clean URLs and logical navigation with vertical and horizontal linking.
Think ahead for growth–utilize scalable folders and watch for faceted navigation to prevent duplicate content. Audit your existing setup for weaknesses, thin pages, or a/b test new layouts. Security matters too: always use SSL, fix mixed content, and patch common flaws.
4. Performance Audits
Monitor page speed and Core Web Vitals (CWV) regularly, utilizing industry tools to benchmark your site against competitors. Identify slow points and large files, repairing any technical aspects that hinder your site’s crawlability, ensuring genuine lifts to SEO and user experience.
The Architect’s Mindset
The architect’s mindset in advanced technical SEO is about more than patching site errors or chasing search trends. It’s a mindset that views the entire site as a system, not merely a collection of pages. This approach informs everything, from the initial design to on-site deployment and maintenance, focused on resilient, sustainable search performance—not quick gains. For those interested in deepening their knowledge, the SEO manager certification offers fantastic resources to explore these technical aspects in depth.
- See the big picture, not just single issues.
- Plan for the long run, not just quick gains.
- Blend creative ideas with real-world needs.
- Work with all teams, not in a silo.
- Remain open to new methods as technology and user requirements evolve.
- Concentrate on how all site components fit and function together.
- Aim for both function and look.
- Balance goals with what is possible and practical.
A good SEO architect considers how site components function as a unit. For instance, site speed influences both user mood and crawl rates. All elements—site layout, code, links, text—must reinforce the primary aims and be compatible with one another. This means not just patching broken links or speed issues, but considering how a change in one area can cascade through the rest of the site. Switching to a new CMS could require a comprehensive reevaluation of URL structure, schema, and tracking codes, showcasing the importance of understanding technical SEO topics.
Being an architect means communicating with plethora of teams—devs, designers, content leads, and even sales. It takes contributions from all parties to build a rock solid SEO strategy. A good architecture will catch problems before they get out of hand, such as a new feature that might cause the site to become sluggish or old links to break. This keeps the site robust and users delighted.
Creativity is key to solving hard SEO puzzles. The architect’s mindset is not about replicating what others do, but crafting new solutions that fit your site’s specific requirements. This could involve creating a dynamic sitemap for a massive e-commerce site or developing bespoke scripts to identify crawl problems on the fly, all while ensuring compliance with best practices in technical SEO.
Meet Tom Pool
Tom Pool’s one of those deep technical hands-dirty SEOs, with a fantastic resource of knowledge in technical SEO topics. His background spans IT, network management, and web hosting, making him a great resource for those interested in SEO auditing training.
Proven Expertise
Tom has served as a Technical SEO Director and consultant, guiding teams through technical labyrinths. He’s big on big sites that require scalable solutions. He embraces Python for data modeling and scripts repeat processes to speed workflows. His work frequently involves pulling meaningful insights from large data sets. This aids businesses in trendspotting and early problem solving.
He’s been a familiar face at BrightonSEO, being their youngest speaker in 2018. He talked about things like Chrome Puppeteer and command line hacks for SEO. These talks demonstrate his talent for converting difficult ideas into actionable steps for others. Tom runs advanced technical SEO training courses and teaches SEO auditing, spreading what he’s learned to a broader audience.
Industry Authority
Tom writes for some well respected SEO sites and blogs a little bit on his own blog here. His best practices influence how others solve technical SEO problems. Peers and leaders in the field trust his counsel, and he is often referenced as a source of trusted, current information.
He’s got awards like the UK Young Search Professional of the Year and the “Walking Encyclopedia” award — demonstrating that others appreciate his depth. His teaching and mentorship helps set the bar for technical SEO work.
Real-World Experience
Tom’s case studies range from site migrations to deep-dive technical audits. He’s optimized site speed, crawl budget, and indexing for enterprise-level brands. One example: using automation scripts to check thousands of URLs, Tom found and fixed errors, which improved rankings and user experience. He generously shares these methods.
He takes theory to practice, demonstrating how cutting edge ideas play out on real sites. Students in his courses learn how to identify and solve their own SEO issues with his stepwise method.
Practical Impact
Tom’s guidance helps teams untangle technical SEO and build clear, repeatable processes.
His tips are simple to implement and applicable to both new and sophisticated sites.
He makes technical SEO less scary, more pragmatic, and accessible to everyone.
Even for those newer to the field, Tom’s resources provide a good start.
Course Structure
Tom Pool’s Advanced Technical SEO course is a fantastic resource for those seeking a comprehensive, practical knowledge of technical SEO. With 14 modules organized into four primary units, the course dives into distinct sections, covering everything from fundamental intro topics to advanced strategies. Subjects include site structure, crawlability, structured data, server configurations, and technical audits. Each module concludes with a quiz to reinforce your understanding, and the course includes more than 70 videos and over 7 hours of content. Upon completion, you receive a certificate along with templates and checklists for practical application in your job.
| Module Number | Section | Example Topics | Format Features |
|---|---|---|---|
| 1-3 | Fundamentals | Intro to SEO, Site Structure | Video, Quiz |
| 4-7 | Crawling & Indexing | Crawling, Indexing, Status Codes | Video, Templates |
| 8-11 | Optimization | Mobile-First, Server Configs | Video, Quiz, Blueprints |
| 12-14 | Advanced Techniques | Structured Data, Audits | Video, Q&A, Checklists |
The course employs a mix of video lessons, action blueprints, and live Q&A sessions, catering to various learning styles—whether visual, hands-on, or verbal. Everything is on-demand, allowing you to choose your own pace while gaining depth knowledge of technical SEO topics.
On-Demand Video
Videos form the core of the course. You can view every lesson at a time convenient to you, which is a boon if you’re employed or on the other side of the world.
Each video utilizes vivid visuals and practical examples to deconstruct difficult topics, such as how to identify crawl issues or optimize a mobile-first site. If you ever get stuck, you can replay parts as often as you’d like.
You can take these videos along as a guide when you experiment with what you’ve learned. For example, say you must verify crawl error — the video demonstrates each step explicitly.
Practical Blueprints
Each section is accompanied by blueprints—easy templates to help you MAKE IT HAPPEN. These are simple to customize, so you can tailor them to your own blog or client work.
The blueprints allow you to save time and maintain your SEO patches consistent. If you work with a team, these templates allow everyone to easily follow the same steps.
They assist you share your course of with coworkers or purchasers, so everybody is on the identical web page.
Live Q&A
The live Q&A sessions provide an opportunity for you to put your own questions to Tom Pool. You can participate with us all in discussing what works and what doesn’t.
These classes are excellent to receive advice on issues you encounter, such as debugging complex server errors or implementing structured data. You listen to thoughts from Tom and fellow students.
Real-time answers accelerate your learning and updates that work for your site.
Learning Styles & Pace
The course accommodates various learning styles, including technical SEO topics. You can watch, read, or attend live talks, ensuring a fantastic resource for all. After each module, quizzes help you gauge your understanding and track your progress through the SEO auditing training.
You determine your own pace, whether you prefer a basic intro or to dive into advanced areas. The flexibility allows you to take it slow or zip through the course content at your own speed, making it accessible for beginners and seasoned professionals alike.
Upon completion, you receive tools, checklists, and a certificate, enhancing your credentials as a young search professional. This course is a great resource for those looking to deepen their understanding of the technical aspects of SEO and improve their skills in website optimization.
Conclusion
Tom Pool presents technical SEO in terms of craft and practical application. His course details how to identify and remedy slow load times, unusual site links, and crawl problems. Tom keeps it real by actually demonstrating fixes and not just theorizing. He scales up from simple hacks to intelligent site hacks, so readers learn by doing. The course is for people who want to go beyond the basics and keep their sites tip-top. Tom’s blend of practical tips and incisive insight keeps users ahead in a speedy discipline. To take your SEO work and real site problem solving to the next level, take a look at Tom’s course and apply these skills.
