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Raleigh SEO Meetup - Paul Shapiro - Technical SEO

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Presentation for Raleigh SEO Meetup on 4/17/2018 on the topic of how technical SEO is way more than just crawling and indexing.

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Raleigh SEO Meetup - Paul Shapiro - Technical SEO

  1. 1. Paul Shapiro | @fighto Beyond The Makeup Technical SEO
  2. 2. Paul Shapiro | @fighto
  3. 3. Paul Shapiro | @fighto Raleigh Source: http://www.waymarking.com/gallery/image.aspx?f=1&guid=75b18526-6500-48a3-8a0d-ff0fea765b43&gid=3
  4. 4. Paul Shapiro | @fighto https://searchengineland.com/technical-seo-makeup- 250408
  5. 5. Paul Shapiro | @fighto http://www.amc.com/shows/mad-men/exclusives/about
  6. 6. Paul Shapiro | @fighto What is Technical SEO?
  7. 7. Paul Shapiro | @fighto Typical Meaning, Makeup Falacy Source: https://searchengineland.com/5-ways-balance-technical-non-technical-seo-280058
  8. 8. Paul Shapiro | @fighto “Any sufficiently technical action undertaken with the intent to improve search results” –Russ Jones @ TechSEO Boost 2017 in Boston
  9. 9. Paul Shapiro | @fighto Utilizing technical aptitude and skills to aid, improve, and enhance both technical and non-technical SEO tasks.
  10. 10. Paul Shapiro | @fighto Where can you leverage Technical SEO?
  11. 11. Paul Shapiro | @fighto Examples • Improving crawling & indexing • SEO experimentation & design • Content strategy & keyword research • Data analysis & analytics • Reporting • Automation • Web Performance Optimization • Working with JavaScript websites • Work with new technology • …
  12. 12. Paul Shapiro | @fighto Experimentation + SEO
  13. 13. Paul Shapiro | @fighto Conducting SEO Experiments WHY: • Far too often, SEOs recommend thing based on the status-quo, best practices, theory, and pre-conceived notions. • Experimentation can produce huge lift. Often, some of the largest lift. • Experimentation can help us better understand how the search engines work. HOW: • Writing testing specs and documentation • Follow scientific method • Measure before, after, and attempt to isolate annomolies
  14. 14. Paul Shapiro | @fighto Example – Title Tags Test Group 1: Control – Title Tags Unchanched (1/10 URLs) • Amazon.com: Generic 265D Lee Goal White Butterfly Pink Flowers Pattern Lace Bamboo Handheld Folding Fans For Girls Women, Blue, One Size: Home & Kitchen • Amazon.com: Microfiber Cleaning Cloths, 5 Pack, Blue, All-Purpose Reusable Dust Cloths, Machine Washable: Home & Kitchen Test Group 2: Variant A – {Product} | {Brand.com} (1/10 URLs) • Cnlinkco Pastoral Floral Printed Sleeveless Vintage Mini Dress: Clothing | Amazon.com • 18 X 18 Inch Cotton Linen Retro Vintage Home Decorative Indoor/Outdoor Throw Cushion Cover / Pillow Sham | Amazon.com Test Group 2: Variant B – {Brand.com} Removed (1/10 URLs) • Amazon.com: John Lennon Inspired Sunglasses Round Hippie Shades Retro Colored Lenses (Purple Ice): Clothing • Amazon.com: AMTOK Blackhead Remover Kit Curved Blackhead Tweezers Kit Pimple Comedone Extractor Tool Set Dermatologist Grade Kit Treatment for Blemish , Zit Popper (Tweezers Kit Rose Gold): Beauty Test Group 2: Variant C – {Brand} (.com removed) (1/10 URLs) • Amazon.com: Apple Watch Screen Protector (42mm Series 3/2/1 Compatible)[6-Pack], DeltaShield BodyArmor Full Coverage Screen Protector for Apple Watch Military- Grade Clear HD Anti-Bubble Film: Toys & Games • Amazon.com: Kate Aspen LOVE Chrome Bottle Stopper, Silver/Pink: Kitchen & Dining Create Control and Variant Testing Groups
  15. 15. Paul Shapiro | @fighto Example – SERP Experiments
  16. 16. Paul Shapiro | @fighto Resources – Must Reads 1. Etsy A/B Testing Title Tags https://codeascraft.com/2016/10/25/seo-title-tag-optimization/ 2. Pinterest SEO Experimentation https://medium.com/@Pinterest_Engineering/demystifying-seo-with-experiments- a183b325cf4c 3. Distilled (maker of DistilledODN), How to Manually Conduct A/B Tests https://www.distilled.net/resources/do-it-yourself-seo-split-testing-tool-with-causal- impact/ 4. Siege Media CTR Testing https://www.siegemedia.com/seo/title-tags 5. Some Awesome A/B Tests Distilled Has Run https://www.slideshare.net/willcritchlow/seo-split-tests-you-should-run-will-critchlow
  17. 17. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  18. 18. Paul Shapiro | @fighto Content Strategy
  19. 19. Paul Shapiro | @fighto Run individual search terms…
  20. 20. Paul Shapiro | @fighto Use Headless Browser https://github.com/GoogleChrome/puppeteer
  21. 21. Paul Shapiro | @fighto Build Personas Image Source: https://xtensio.com/how-to-create-a-persona/
  22. 22. Paul Shapiro | @fighto Design Content for Ideal Audiences, Web Sites for Link Building
  23. 23. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  24. 24. Paul Shapiro | @fighto Keyword Research
  25. 25. Paul Shapiro | @fighto Filtering + Data Manipula- tions Make Big Keyword Lists + Prioritize Seed Keywords - List - GWMT - SEMRush Comp. KWs - SQR Keywords Keyword Planner Suggestions (via GrepWords) Google Autocomplete Semantic Keyword Recommendations Google Autocomplete SEMRush Domain vs. Domain Keywords Google Autocomplete
  26. 26. Paul Shapiro | @fighto Data Manipulations / Calculations • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition Search Volume Keyword Trends 26
  27. 27. Paul Shapiro | @fighto Data Manipulations / Calculations • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition • Get Search Volumes via SEMRush API or via GrepWords APISearch Volume Keyword Trends 27
  28. 28. Paul Shapiro | @fighto Data Manipulations / Calculations • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition • Get Search Volumes via SEMRush API or via GrepWords APISearch Volume • Use 2 Years of Google Trends data to calculate slope and determine growing/declining keywordsKeyword Trends 28
  29. 29. Paul Shapiro | @fighto String ‘em All Together and then… 29
  30. 30. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  31. 31. Paul Shapiro | @fighto Visualize 31 This top-right quadrant contains keywords with: • Low competition • Good growth Larger bubbles show higher search volumes. You can alternatively use current rank on the x-axis to signal organic market share like a traditional growth-share matrix.Themes, requires a system of grouping keywords
  32. 32. Paul Shapiro | @fighto I’ve Gone Through Many Systems of Keyword Classification Over the Years… • Regular Expressions + Fuzzy Matching + User Input • Several APIs that attempt to assign categories • Extraction of common base terms • Currently working on clustering model using Google SERP results as context and few-shot learning (minimal user input for machine labeling)
  33. 33. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  34. 34. Paul Shapiro | @fighto Learn More… SearchLove Presentation about Automating Keyword Research: http://pshapi.ro/2idcqYF BrightonSEO Presentation about Semantic Keyword Research: https://searchwilderness.com/semantic-keyword-research/
  35. 35. Paul Shapiro | @fighto Link Building
  36. 36. Paul Shapiro | @fighto Unlinked Mentions SERP API Backlink Checker API Send Email w/ Template “paul shapiro” -site:searchwilderness.com Moz, AHREFS, etc. SMTP
  37. 37. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  38. 38. Paul Shapiro | @fighto Content Ideation
  39. 39. Paul Shapiro | @fighto Reddit Data Mining Reddit Data Mining: Python Script https://searchwilderness.com/reddit-python-code/ 1. Enter filename for output 2. Enter a search or series of searches 3. Choose reddit sorting method. For this purpose, choose ‘new’ 4. Choose to look at all of reddit, or isolate to particular subreddit(s). 5. Schedule with cron to find new topic ideas on a recurring basis.
  40. 40. Paul Shapiro | @fighto Search Volume 90500 74000 74000 49500 33100 33100 22200 14800 12100 5400 3600 3600 3600 1900 1300 1300 1000 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000
  41. 41. Paul Shapiro | @fighto Reddit Upvotes 10359 9788 6406 6072 3967 3700 2183 1577 973 733 699 278 272 262 246 241 56 2909 1504 1255 1079 938 1697 993 522 267 512 217 96 95 146 45 54 37 0 2000 4000 6000 8000 10000 12000 Upvotes Comments
  42. 42. Paul Shapiro | @fighto http://bit.ly/gmailperiscope
  43. 43. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  44. 44. Paul Shapiro | @fighto Reporting
  45. 45. Paul Shapiro | @fighto Search Console Schedule to run monthly with Cron and backup to SQL database: https://searchwilderness.com/gwmt- data-python/ JR’s BigQuery vision: http://pshapi.ro/2vmjDe8
  46. 46. Paul Shapiro | @fighto Quick How To * * * * * command /to/execute Day of Week (0-6) (Sunday = 0) Month (1-12) Hour (0-23) Day of Month (1-31) Minute (0-59)
  47. 47. Paul Shapiro | @fighto Run Every Month at Midnight > crontab -e > 0 0 1 * * python datacollector.py
  48. 48. Paul Shapiro | @fighto
  49. 49. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  50. 50. Paul Shapiro | @fighto Automation
  51. 51. Paul Shapiro | @fighto 301 Redirect Mapping from Old URLs Crawl Current Site Download Rendered Pages Extract Main Content (BoilerPipe) Convert to Bitvector Get Historic URLs from Wayback Machine API Filter Out URLs found on Current Site Grab Rendered Page from Wayback Machine Extract Main Content (BoilerPipe) Convert to Bitvector Patrick Stox https://searchengineland.com/fixing-historical-redirects-using-wayback-machine-apis-257628 Cosine Similarity Generate .htaccess strings 1 2 3
  52. 52. Paul Shapiro | @fighto STATUS: TECHNICAL SEO
  53. 53. Paul Shapiro | @fighto In Conclusion…
  54. 54. Paul Shapiro | @fighto Technical SEO is… • More than checklists • More than crawling & indexing • NOT makeup
  55. 55. Paul Shapiro | @fighto CatalystDigital.com Paul Shapiro https://searchwilderness.com @fighto Thanks Go Fish Digital, Dan Hinckley, and Patrick Stox!

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