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Tip Per Minute: A Hyper-Active SEO Brain Dump

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Don't try to simplify SEO. Embrace the insanity! Learn how to take the hundreds of little things that determine rankings on Google, Bing and Amazon, and make them make sense. My Resonate 2018 presentation.

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Tip Per Minute: A Hyper-Active SEO Brain Dump

  1. A TIP PER MINUTEA HYPER-ACTIVE SEO BRAIN DUMP BY IAN LURIE
  2. @portentint
  3. @portentint
  4. NO
  5. HELL YES
  6. I am a search guy.
  7. I am a marketing guy.
  8. I am a copywriting guy.
  9. I am not an Amazon guy.
  10. This is super tactical.
  11. Search: The last 12 months
  12. @portentint
  13. @portentint mobile
  14. Seeking better unstructured data extraction
  15. “car paint”
  16. “car paint kit”
  17. @portentint The algorithm words + sales + behavior + reviews + price
  18. Seeking better structured data extraction
  19. @portentint
  20. “car paint”
  21. “car paint kit”
  22. @portentint The algorithm words + mobile + speed + links + entities + schema + PWA + AMP + meta + code + render + links + citations + location + history + ?...
  23. @portentint i’m getting anxious
  24. @portentint i’m getting anxious relax, little dude
  25. THE MARKETING STACK Owned Content Analytics Infrastructure EarnedPaid
  26. GOOGLE’S ALGORITHM LOOKS AT THIS Owned Content Analytics Infrastructure EarnedPaid OwnedEarnedPaid Content Infrastructure
  27. AMAZON’S ALGORITHM LOOKS AT THIS Owned Content Analytics Infrastructure EarnedPaid OwnedEarned Content
  28. Owned Content Analytics Infrastructure EarnedPaid FOR GOOD SEO, WORK YOUR WAY UP
  29. Owned Content Analytics Infrastructure EarnedPaid Infrastructure FOR GOOD SEO, WORK YOUR WAY UP
  30. Owned Content Analytics Infrastructure EarnedPaid Analytics Infrastructure FOR GOOD SEO, WORK YOUR WAY UP
  31. Owned Content Analytics Infrastructure EarnedPaid Content Analytics Infrastructure FOR GOOD SEO, WORK YOUR WAY UP
  32. Owned Content Analytics Infrastructure EarnedPaid OwnedEarnedPaid Content Analytics Infrastructure FOR GOOD SEO, WORK YOUR WAY UP
  33. Here’s How We Do It (a 35-minute summary)
  34. Infrastructure
  35. Owned Content Analytics Infrastructure EarnedPaid Infrastructure JUST GOOGLE
  36. Canonicalization & Response
  37. This is the very bottom of the stack
  38. @portentint Objective Get resources indexed by Google as close to real, valuable resources as possible
  39. @portentint The Basics Canonicalization explained, etc. etc. https://portent.co/canonical
  40. @portentint Response Codes 200 301 302 404 All Good Page permanently gone – use this instead Page temporarily gone – use this for now Gack! The page is gone!
  41. Ayima Redirect Path
  42. Blown Crawl Budget
  43. Blown Crawl Budget
  44. Blown Crawl Budget
  45. 302 vs. 301 2 million lost visitors
  46. 302 vs. 301
  47. @portentint Home Page Linking https://www.mysite.com/home https://www.mysite.com/index.html https://www.mysite.com
  48. @portentint Query Attributes /product?size=large&color=blue /product?size=small&color=blue /product?size=small&color=red
  49. @portentint Rel = Canonical
  50. Next Level Use XML sitemaps to diagnose crawl issues
  51. Tool: Screaming Frog SEO Spider
  52. Speed
  53. A little further up the stack
  54. @portentint
  55. @portentint Objective Get these as low as possible
  56. @portentint The Basics image compression, minification, etc. etc. https://portent.co/speed-novice
  57. @portentint Tools: Google Pagespeed
  58. @portentint Tools: Webpagetest.org
  59. Tools: HAR
  60. HAR
  61. Time To First Byte
  62. @portentint Time To First Byte: Server Performance Hard Drives Memory Processor Dedicated Only self-hosted
  63. @portentint Code Coverage bootstrap.min.css = 120kb bootstrap.min.js = 29kb jquery = 250kb Slows download & rendering
  64. @portentint Code CoverageCode Coverage
  65. Delete This Stuff
  66. @portentint Code Coverage new.min.css = 12kb new.min.js = 9kb Faster download & rendering
  67. @portentint Blocking Scripts & CSS
  68. @portentint BLOCKING CSS This is the essential CSS. I’ll embed it here.
  69. @portentint BLOCKING CSS Then I put the rest at the bottom
  70. @portentint Lazy Loading Don’t load images until I scroll down
  71. @portentint Shopify Themes Plugins Code
  72. Next level: http/2 Loads faster, in parallel, less blocking
  73. Mobile
  74. …is the next step “up” in infrastructure
  75. @portentint
  76. @portentint Objective Get this (for starters)
  77. Google Mobile Friendly Test
  78. Google Mobile Friendly Test
  79. Google Search Console
  80. That’s just what Google wants It’s all about me
  81. Lighthouse
  82. Mobile first (not responsive)
  83. Nope
  84. Nope
  85. Minimize interference
  86. Really, really nope
  87. Next Level: AMP, PWA, PWAMP https://howpmampworks.com
  88. Content
  89. Owned Content Analytics Infrastructure EarnedPaid Content GOOGLE AND AMAZON
  90. @portentint
  91. Finding Opportunities
  92. …is the foundation. Start here.
  93. @portentint Objective Where can a little do a lot?
  94. SEMRush
  95. @portentint Whoa!!!! Keep this in mind for the rest of our work
  96. Amazon Data: Find Standouts Volume, conversion rate, margin… Where can a little do a lot?
  97. Next Level: User Observation go buy some pens and pencils
  98. Finding Your Topics (And Words)
  99. …is the next step after opportunities.
  100. @portentint Objective Don’t end up here
  101. @portentint The Basics Keyword research 101 (Moz) https://portent.co/moz-kw-research
  102. Find Related Words Amazon: Create a new account!!!!!!
  103. @portentint Seriously, SyFy? Seriously?
  104. @portentint Google Search Suggest Use private mode
  105. @portentint
  106. @portentint
  107. @portentint
  108. @portentint FIND. QUESTIONS.
  109. FIND. QUESTIONS.
  110. @portentint king prince queen princess Word Vectors, TF-IDF, and NLP
  111. Find Related Words SEMRush
  112. Find Related Words SEMRush
  113. Find Related Words SEMRush
  114. @portentint (cue Beethoven’s 9th)
  115. Next Level: Entity Analysis
  116. Telling Google & Amazon
  117. …is what you do next.
  118. @portentint The Basics Title & Meta Tags, ALT attributes https://portent.co/moz-kw-research
  119. @portentint The Basics Amazon Keywords, SEO https://portent.co/amazonseo
  120. Answer Questions
  121. Write To Related Words, Too
  122. 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.
  123. 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 the pooch is so adorable I just can't wedge him in there.
  124. Schema: Find Entity Types
  125. Schema
  126. Shopify
  127. Schema
  128. Shopify
  129. Shopify
  130. Shopify
  131. Shopify
  132. Shopify
  133. Amazon: Use backend keywords Use backend keywords To list very similar terms
  134. Amazon: Where to put what Answer questions in bullets Ensure keywords in description and title Use images to answer questions, too
  135. Analytics Owned Content Analytics Infrastructure EarnedPaid OwnedEarnedPaid
  136. Structuring Around Topics
  137. …is the first step in Owned.
  138. Materials On glass On woodGlue Guns Using a glue gun on fabric Crafty McCraftsalot Product 1 Hubs
  139. Materials On glass On woodGlue Guns Using a glue gun on fabric Crafty McCraftsalot Product 1 Safety What not to do Treating burns Build Hubs Around Related Words
  140. Wedding Dresses Home Vintage Wedding Dresses Style 1 Style 2 Vintage Bridesmaid Dresses What makes a dress “vintage?” What to look for Throwback Thursday: 1950s Dresses To Die For
  141. BLADE RUNNER …Harrison Ford has acted in a lot of movies. He’s an actor, after all. He’s also one of the most obnoxious interviews in all of stardom, grinding even Chris Hardwick down to a fine, groveling dust. When asked about Blade Runner, Ford said “I don’t talk about that movie.” … Link in content
  142. Link in navigation
  143. Link in navigation
  144. @portentint Periodic Content /top-ten-helmets /top-ten-helmets-2017 /top-ten-helmets-2016
  145. Fixing Broken Incoming Links
  146. …is the first step in link building.
  147. @portentint Google Search Console Crawl Errors
  148. @portentint Log File Analysis
  149. Using Paid Media
  150. …is at the very top of the stack.
  151. @portentint Testing Titles
  152. @portentint Testing Titles & Descriptions
  153. Boosting Keyword Conversion Rates I searched for “bonsai pots.” Your ad points at bonsai in pots. Will I convert?
  154. @portentint Email Lists Use email lists for ad targeting RLSAs
  155. Turning Nerd To 11
  156. @portentint Reverse Proxies blog.mysite.com proxy mysite.com mysite.com/blog
  157. Pant. Pant. Pant.
  158. @portentint what. the. hell.
  159. @portentint it’s ok, my big- eyed friend.
  160. This is all tactical. But there’s a strategy behind it.
  161. Begin at the bottom. Determine what’s possible.
  162. Do that.
  163. Owned Content Analytics Infrastructure EarnedPaid WORK YOUR WAY UP
  164. @portentint CLAP ENTHUSIASTICALLY portent.com/blog @portentint http://portent.co/amazonseo

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