"Advanced" SEO is a phrase that gets thrown around, but we rarely practice truly advanced tactics. Advanced SEO isn't rel canonical or nofollow. Real advanced SEO cuts through abstraction. It doesn't add layers of stuff to hide SEO problems. It fixes them. This is Ian Lurie's slide deck from Digital Summit 2019. Don't let the length scare you. It's packed with links, tips, and step-by-step to-dos.

1. IAN LURIE, PORTENT
@PORTENTINT
#digitalsummit

2. #Digital Summit | Ian Lurie | @portentint

3. #Digital Summit | Ian Lurie | @portentint

4. NO

5. #Digital Summit | Ian Lurie | @portentint

6. #Digital Summit | Ian Lurie | @portentint
problem
Advanced SEO turns this…

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…into this.

8. Logs / Load / Language

9. Logs / Load / Language

10. “Oh, hey, duplicate content is fine.
We can handle it.”
– Google

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#$@%&!
duplication
Massive duplication = rankings drop

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rel
canonical
Rel canonical didn’t address the whole problem.
We were missing something.
I’ll get
there

13. Never take what Google says as a
competitive SEO recommendation

14. Hit the log files

15. FUUUUUUUUUUUU….

16. SCREAMING FROG SAYS

20. #Digital Summit | Ian Lurie | @portentint

21. Ians-Macbook-Pro:cms1 Ian$ Gunzip .*gz

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23. I just want Googlebot

24. grep -h 'Googlebot*' *.log >> output.txt

25. grep -h 'Googlebot*' *.log >> output.txt
Use GREP to search for ‘Googlebot’
(-h means “don’t include filenames” in output)

26. In all files with “.log” in the filename
grep -h 'Googlebot*' *.log >> output.txt

27. Write the result to the file “output.txt”
grep -h 'Googlebot*' *.log >> output.txt

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39 meg instead of 6 gig
138k lines instead of 22 million lines

29. Google crawled inquiry forms:
75% of total crawl

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duplication
I’ll get
there
noindex/nofollow/robots.txt
Crawl & interpret

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duplication
I’ll get
there
Logs showed Googlebot kept crawling…

32. Fragments to the rescue

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you are my
favorite

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Fragment implementedrobots.txt

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duplication
Log files help you go from this…

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…to this.

39. Advanced SEO removes the problem

40. Logs / Load / Language

41. “We’re better at javascript now”
– Google

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43. Rendered ≠ ranking

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client-side
rendering
I’ll figure it
out

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after I index
this site

47. Understand how javascript
crawling works

49. portent.co/dynrend

50. portent.co/dynrend

51. portent.co/dynrend
Dynamic rendering

52. portent.co/dynrend
WTF?!!!

53. js
SEO that creates abstraction is not advanced
Mother@#$!

54. "I would highly recommend looking into
server side rendering or even better
hybrid rendering because that yields user
experience benefits, as well."

55. Server-side rendering
Puppeteer: portent.co/puppet
Rendertron: portent.co/rendertron
Prerender.cloud

56. Understand hybrid rendering

57. portent.co/dynrend

58. Hybrid Rendering
Meteor
React
Rendr
Derby

59. Know the tools

60. Google renders using Chrome 41

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chromestatus.com

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Google mobile-friendly test

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65. No

66. Examples

68. Lousy hybrid rendering

69. js No js

70. Page 5 vs. 10m pages
DA 91, PA 42

71. js No js
Good hybrid rendering

72. Good hybrid rendering
js No js

73. Page 1 vs. 200m+ pages
DA 50, PA 27

74. Server-Side > Hybrid > Client-Side

75. js
Understanding javascript rendering prevents this
Mother@#$!

76. And ensures this

77. Advanced SEO is nuanced

78. Logs / Load / Language

79. E-A-T This

80. #Digital Summit | Ian Lurie | @portentint
e.a.t.

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Nope

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go away!!!

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blah blah
blah
Understanding language prevents this

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And gets this

88. Understand NLP, machine
learning, and the SERPs

91. TF-IDF

92. TF-IDF

93. https://portent.co/portent.co/tfidf-nope

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TF-IDF
SEMRush

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ryte.com
TF-IDF

97. Look at the SERPs

98. Intent

99. Intent
Do I have the right content?

100. Features
Do I have the right content?

101. Create the content you need
@britneymuller
portent.co/mullerml

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Semantic relationships
SEMRush

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Semantic relationships
Ryte.com

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Lexical relationships
Moz.com

105. Salience
Am I relevant for the right stuff?

106. Not just keyword frequency!!!!

107. AJ Kohn
@ajkohn
portent.co/embeddings

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Justin Briggs
@briggsby
portent.co/briggsby

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Learn an API.
portent.co/nlpapi

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De-duplication & near duplicates
portent.co/jroakes-shingle
By @jroakes, Adapt Partners

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Internal TF-IDF
Grow your own (not recommended)

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Internal TF-IDF
SEMRush On-Page SEO Checker

117. Added content
(seemed fine)

118. Indexing: Good
Rendering: Good
Shingling .5
Overall TFIDF: Fell 20%

119. Content removed
(floggings commenced)

120. Up = bad

121. Bonus round

123. Internal PageRank
portent.co/internalpr

124. ScreamingFrog crawl

125. Shingling

126. Top terms/rankings

127. Import to log file analysis

128. Merge

129. Export

130. Filter, score, and sort

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136. #Digital Summit | Ian Lurie | @portentint
Cut through abstraction
Keep learning how things work
You’ll get better at your job
thank you

137. Roll A d20
Ian Lurie
@portentint
ian@portent.com
I’ll deny everything
This deck: portent.co/adv-seo