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AMAZON & GOOGLE
SEO PRIORITIES
2017 EDITION
Ian Lurie
CEO & Founder, Portent, Inc.
@portentint
@portentint
@portentint
facebook.com/ian.lurie
portent.com/blog
“INTERESTING”
@portentint
WE, ER, COLLECT RESULTS
nothing to see
here. Move the
$#@! along.
@portentint
AMAZON
THE STATE OF THE ALGORITHM
@portentint
@portentint
The Rankings Shakeup
@portentint
“Remote Controlled Moose Call” 2016
@portentint
“Remote Controlled Moose Call”
@portentint
“Remote Controlled Moose Call” 2017
@portentint
“miniature terrain”
LET’S LOOK AT THE PATENTS
@portentint
Word vectors…?
@portentint
You know what I want to do tonight I
want to read some patents baby yeah
that’s where it’s at also can I have
another pitcher of coffee yeah thanks
@portentint
Word vectors…?
@portentint
Word vectors…?
@portentint
KEYWORD MATCH
& SALES PERFORMANCE
BEHAVIOR
@portentint
KEYWORD MATCH
& SALES PERFORMANCE
EXPANSION &
DISAMBIGUATION
BEHAVIOR
@portentint
king
prince
queen
princess
WORD VECTORS
NATURAL LANGUAGE PROCESSING &
“INTERESTING”
@portentint
BACK TO THE MOOSE CALLS
@portentint
KEYWORD MATCH
@portentint
Word vectors…?
EASILY CLASSIFIED (GOOD MATCH)
@portentint
Word vectors…?
A LITTLE EXPANSION
@portentint
IT’S A NICHE: THIS IS EASY
@portentint
@portentint
PERFECT MATCH
@portentint
EXPANSION
@portentint
DISAMBIGUATION
@portentint
BEHAVIOR
BEHAVIORFEW MATCHES
HARD TO DEFINE
@portentint
BUT…
But…
@portentint
big building pictures
building pictures
big pictures
wall art
REDUCED CORRELATION W/ REVIEWS
REDUCED CORRELATION W/ REVIEWS
@portentint
Quality + Count + Velocity + Votes
- Simplicity– Patterns – Trends
@portentint
Cough
@portentint
Cough Cough
This (probably) won’t get you in trouble
But Amazon devalues these reviews
REVIEW CHANGES IMPLY BETTER
NATURAL LANGUAGE PROCESSING, TOO
What to Do
Amazon Tactic 1a
Improve sales performance
@portentint
Try some phrase targeting
@portentint
“To buy my book, search
‘one trick consulting’ on Amazon”
@portentint
Answer questions in the bullets
@portentint
Answerthepublic.com
@portentint
“This airbrush is designed for miniatures”
@portentint
Emotional Copywriting
@portentint
Features a 0.35mm needle and drop-in self-
centering nozzle combination comes with a large
1/3 oz gravity-feed cup
Generous 1/3 oz sized cup is designed with a new
funnel shape, which makes for easy clean up and
more efficient paint flow
Spray pattern - hairline to 2" (50-mm) round
@portentint
Less clogging with a 0.35mm needle and drop-in
self-centering nozzle combination and a large 1/3 oz
gravity-feed cup
Easy cleanup and more efficient paint flow with a
generous 1/3 oz sized
Versatile spray pattern for details and large areas -
hairline to 2" (50-mm) round
@portentint
Sponsored Products to Boost Sales
Amazon Tactic 1b
Go for the perfect keyword match
@portentint
Keyword Length Reduced
…as if keywords
were reduced to 250
characters…
@portentint
Fits the other changes
…as if keywords
were reduced to 250
characters…
Better expansion means fewer keywords
@portentint
No repetition
Top phrases in title, copy
Use keywords field for less obvious stuff
Amazon Tactic 2
Expansion & Disambiguation
@portentint
AnswerThePublic.com
@portentint
@portentint
airbrush
paintbrush
hobbies
miniatures
@portentint
This Iwata hp-12432 airbrush is perfect for the
hobbyist. Great for miniatures and models. A
fantastic alternative to paintbrushes,
especially on larger, smoother surfaces.
Tactic 3
Narrow the field
@portentint
40,000 searches
@portentint
40,000 searches1,700 searches
@portentint
40,000 searches1,700 searches
Lousy optimization
@portentint
Irrelevant products
@portentint
Packages
What’s Next
@portentint
Voice
@portentint
Oy.
@portentint
Oy vey.
Entities
(another form of expansion)
@portentint
“EMPIRE STATE BUILDING”
@portentint
KEYWORD MATCH
& SALES PERFORMANCE
EXPANSION &
DISAMBIGUATION
BEHAVIOR
@portentint
GOOGLE?
THEY’VE BEEN BUSY, TOO
Amazon and Google: The State of the Algorithms (2017)
RANKBRAIN
MOBILE FIRST
THE CHANGING SERPS
@portentint
What’s Changed
@portentint
Costs you “crawl budget”
Rankbrain
@portentint
king
prince
queen
princess
WORD VECTORS
NATURAL LANGUAGE PROCESSING &
Old way
My Dog
My dog’s name is Alfred. He’s a great dog. Some small
dog breeds are yappy. Not Alfred. He’s a total prince.
Except when he pees everywhere. And chases the cats.
And wakes me up at 3am. Actually, sometimes I seriously
consider jamming him in the microwave. But that dog is
so damned adorable I just can't wedge him in there.
New way
My Dog
My dog’s name is Alfred. He’s a great pup. Some small
breeds are yappy. Not Alfred. He’s a total prince. Except
when he pees everywhere. And chases the cats. And
wakes me up at 3am. Actually, sometimes I seriously
consider jamming the mutt in the microwave. But he's so
damned adorable I just can't wedge him in there.
@portentint
This Iwata hp-12432 airbrush is perfect for the
hobbyist. Great for miniatures and models. A
fantastic alternative to paintbrushes,
especially on larger, smoother surfaces.
Huh. Looks familiar.
@portentint
Connects Ideas
Google Tactic 1
Change Your Key Phrase Research Routine
@portentint
Research
Keywordtool.io
Moz
MerchantWords
SellerLabs
@portentint
Research
DO NOT USE
Google tools
@portentint
Group your key phrases
airbrush for miniatures
airbrush for models
airbrush maintenance
airbrush warranty
The “New” SERPs
Snippets & The Answer Box
@portentint
@portentint
@portentint
Google Tactic 2
Answer questions
@portentint
Google Suggest
@portentint
Google Suggest
@portentint
Google Suggest
Write pages that answer specific questions
AnswerThePublic.com
Write pages that answer specific questions
Amazon and Google: The State of the Algorithms (2017)
@portentint
What’s Changing
The Coming SSL Apocalypse
Get on HTTPS by November, 2017
@portentint
@portentint
Google Tactic 3
Verify SSL
@portentint
If not this, talk to your host
Get it done by Fall
http://portent.co/sslcheckr
The Mobile-First Index
Speed
@portentint
SPEED
SPEED
SPEED
SPEEDSPEED
SPEED
@portentint
Google Tactic 4
Learn to Handle Images!!!!!
Simple tip #1: Use the right image format
PNG format, 800 x 540: 1,000kb
@portentint
JPG: 30kb
PNG: 13kb
why won’t
anyone do
this?!!!
@portentint
700kb png 64kb jpg
@portentint
140kb png 40kb jpg
JPG = Photos
PNG = Fewer colors, like logos
Simple Tip #2: Compress images
Compression tools
Imageoptim (Mac)
Caesium (PC)
Fireworks/Photoshop
@portentint
272kb jpg
@portentint
139kb jpg
@portentint
40kb 25kb
JPGs: Start with 60%
PNGs: Start with 256 color
The Mobile-First Index
Mobile Friendliness
@portentint
http://portent.co/friendmobtest
@portentint
YAYYYY!!!!!
@portentint
AUUUGHHH!!!!!
PANIC? NO.
Google Tactic 5
Get your site responsive
@portentint
@portentint
@portentint
RANKBRAIN
MOBILE FIRST
THE CHANGING SERPS
Amazon and Google
Nothing in Common
Except they’re both getting smarter
And we need them
Next steps
ian@portent.com
@portentint
Slides & links
www.portent.co/amazonseo
I can’t dance

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