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Advanced SEO
No more bull$h1t
Ian lurie
@portentint
Portent.com
This is me
Ceo & founder, Portent
@portentint
ian@portent.com
Advanced SEO: No More Bullshit
Advanced SEO: No More Bullshit
@portentint
“Interesting”
@portentint
I’m tired
@portentint
Advanced SEO is
Bullshit-free
@portentint
Be advancedUnderstand Google’s role
Understand: it is not a penalty
Find a source of truth
Read the fine print
Reduce abstraction
Find a way
Look at the SERPs
Get past keyword density
Do the little things
@portentint
A story in 8 parts.
@portentint
The client
@portentint
#1
Google is not an SEO company
@portentint
seos
Google’s concerns
@portentint
Google cares this much
Our worries
@portentint
Google does not care about our rankings
@portentint
Google cares about their rankings
Not SEO central
@portentint
Google does not
give SEO advice
@portentint
#2
IT’s not a penalty
@portentint
Part 1: The $h1tstorm
@portentint
@portentint
tweahemcough years
??? Audits
5 penalties
@portentint
Yelling penalty
Is a cop-out
@portentint
SEO is not about penalties.
It is a list of little things
that are simple but not easy.
@portentint
Or big things, now and then
@portentint
Just wow
@portentint
Just wow
@portentint
huh
@portentint
Yeahhh…
@portentint
Long time coming
@portentint
Look for Trends
Site updates
Ad campaigns
Content added
Content removed
@portentint
Do not generalize
“small” update
@portentint
You have 1,000 pages.
Google’s index now shows 150,000
- SEO
@portentint
It. Is. Not. A. Penalty.
@portentint
It’s OK. Google’s not crawling
those pages anymore. They
said so. - Client
@portentint
#3
Find a source of truth
Bullshit
@portentint
A source of truth cuts through the bullshit
@portentint
Log files
Screaming Frog
@portentint
grep -h 'Googlebot*' *.log >> output.txt
Nerd level 11
@portentint
The process: portent.co/seo-logs
@portentint
Log files provide a fast look at crawler behavior. No
waiting for rankings, or search console updates.
@portentint
log files + crawl data
Merge ‘em
Advanced SEO: No More Bullshit
One big happy family
@portentint
Lookie thar…
@portentint
Lookie thar…
Google crawled request forms:
95% of daily total crawl
@portentint
Find a source of truth.
Use it.
@portentint
Use rel canonical.
- Client
@portentint
#4
Before you act,
read the fine print
@portentint
Robots.txt + noindex?
No improvement
@portentint
URL parameters?
Zip.
@portentint
OK, so rel=canonical, right?
Nada.
@portentint
Well, poo
@portentint
Javascript rendering
portent.co/dynrend
@portentint
@portentint
2-step crawl/index
@portentint
@portentint
The mobile “friendly” test
@portentint
Buh?
@portentint
redirects are finnneeee
@portentint
Redirection
@portentint
Read Google’s fine print
@portentint
OK, but still, use rel canonical.
- Client
@portentint
#5
Always reduce abstraction
(aka just fix it)
@portentint
Hey. You. Close
your email. This
one’s really
important.
Rel canonoical added.
Nothing improved.
Remember this?
@portentint
Rel canonical introduces abstraction
@portentint
rel=canonical
OK, this works
@portentint
This does not
rel=canonical
@portentint
What we just told google
@portentint
Let’s just fix it, shall we?
@portentint
URL Fragments
@portentint
URL Fragments
@portentint
Improvement!
@portentint
workarounds are bullshit. Stop it.
@portentint
just
fix
it
@portentint
If you deliver content using
javascript, use dynamic rendering…?
https://portent.co/dynrend-google
portent.co/dynrend
WTF?!!!
@portentint
Dynamic rendering is just for search engines.
A workaround. Abstraction. Ew.
portent.co/dynrend
Hybrid rendering is better
@portentint
Or, be completely insane:
Use javascript when it actually
enhances the user experience.
And use server-side rendering.
@portentint
abstraction:
rel canonical
url exclusions
rel next/prev
dynamic rendering
user agent detection
@portentint
Workarounds come and go
@portentint
@portentint
Rel Next/Prev
Advanced SEO: No More Bullshit
@portentint
Reduce abstraction.
Stop workarounds.
Fix stuff.
@portentint
Back to our client…
@portentint
Great! What else can you do for me?
- Client
@portentint
#6
Find a way
@portentint
Still not back
@portentint
Internal PageRank
@portentint
ScreamingFrog
@portentint
Privacy is top 3?!!!
@portentint
Revamp navigation to increase
structural authority!
@portentint
Try to get my branding team
to revamp our nav? rather
have an iodine enema, thanks.
@portentint
Nobody cares
@portentint
Company
Leadership AwardsBlah blah
@portentint
Fewer links/page
Better PageRank flow
@portentint
Yaaassss...!
@portentint
Bonus: Use google to know your technology
@portentint
We can’t fix it.
It’s too hard. The cart doesn’t allow it.
- Dev
@portentint
What they really mean
Flickr / Joakim Jardenberg
@portentint
@portentint
@portentint
More
@portentint
Voila (OK, I cheated)
@portentint
Find a way to fix things.
Do not be a brat.
@portentint
Great, but I hear we can do better.
- Client
@portentint
#7
Look at the SERPs
@portentint
Transactional
Local transactional
Informational
Transactional
Informational
Informational
Informational
Transactional?
Transactional?
Keep scrolling
Informational
Transactional site.
informational content.
Target this.
@portentint
Ahem
@portentint
Hybrid serps? Try hybrid content.
@portentint
Informational
Transactional
Informational
@portentint
Watch the serps.
Act accordingly.
@portentint
Nice, but my cousin’s son’s daughter’s dog
walker’s bike mechanic’s doctor’s dentist’s
fifth cousin read something about TF-IDF…
- Client
@portentint
#8
Get past keyword density
@portentint
Oh, up the keyword density?
I never would have thought of that.
@portentint
Tf-idf everything! Tf-idf! Tf-idf! Idf-tf! Tee efff
ayyeee deee efff!!!!!!!
Advanced SEO: No More Bullshit
Added content
(seemed fine)
Content removed
(floggings commenced)
Up = bad
@portentint
Start studying.
Just read this 10-20 times
and you’ll be all set.
AJ Kohn
@ajkohn
portent.co/embeddings
@portentint
Justin Briggs
@briggsby
portent.co/briggsby
@portentint
De-duplication & near duplicates
portent.co/jroakes-shingle
By @jroakes, Adapt Partners
@portentint
Entity Salience
Showing off a little
Advanced SEO: No More Bullshit
No change in keyword density.
Advanced SEO: No More Bullshit
@portentint
think about keyword position,
structure, and meaning in context
@portentint
Get past keyword density
@portentint
Can we skip this week’s review? I have
pickles in the oven. Gotta go.
- Client
@portentint
Bonus
Become an advanced consultant
@portentint
Bring more value & break routine
@portentint
The Consultant’s Rut And How To Escape It
by Wil Reynolds
https://portent.co/therut
@portentint
Random check-ins
@portentint
Monitoring
@portentint
Monitoring: God-level
@portentint
Monitoring: God-level
@portentint
Monitoring: God-level
@portentint
Do the little things to gain momentum.
@portentint
Free prize! Our audit checklist:
portent.co/seo-audit-checklist
Use at your own risk we assume no responsibility for whatever hell you
unleash upon your own website this is entirely your problem you assume
all risks and will never ever blame us if we left out something important.
@portentint
OK, I’ll admit. You guys know
something about the SEO.
- Client
@portentint
Be advancedDo the little things
Get past keyword density
Look at the SERPs
Find a way to get the outcome
Reduce abstraction
Read the fine print
Find a source of truth
Understand: it is not a penalty
Understand Google’s role
@portentint
Practice
no-bullshit SEO
@portentint
No cows were harmed
This deck:
portent.co/advanced-seo
Ian lurie
ian@portent.com
@portentint

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