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A TIP PER MINUTEA HYPER-ACTIVE SEO BRAIN DUMP
BY IAN LURIE
@portentint
@portentint
NO
HELL YES
I am a search guy.
I am a marketing guy.
I am a copywriting guy.
I am not an Amazon guy.
This is super tactical.
Search: The last 12 months
@portentint
@portentint
mobile
Seeking better unstructured data extraction
“car paint”
“car paint kit”
@portentint
The algorithm
words + sales + behavior + reviews + price
Seeking better structured data extraction
@portentint
“car paint”
“car paint kit”
@portentint
The algorithm
words + mobile + speed +
links + entities + schema + PWA +
AMP + meta + code + render +
links + citations + location + history + ?...
@portentint
i’m getting
anxious
@portentint
i’m getting
anxious
relax,
little dude
THE MARKETING STACK
Owned
Content
Analytics
Infrastructure
EarnedPaid
GOOGLE’S ALGORITHM LOOKS AT THIS
Owned
Content
Analytics
Infrastructure
EarnedPaid OwnedEarnedPaid
Content
Infrastructure
AMAZON’S ALGORITHM LOOKS AT THIS
Owned
Content
Analytics
Infrastructure
EarnedPaid OwnedEarned
Content
Owned
Content
Analytics
Infrastructure
EarnedPaid
FOR GOOD SEO, WORK YOUR WAY UP
Owned
Content
Analytics
Infrastructure
EarnedPaid
Infrastructure
FOR GOOD SEO, WORK YOUR WAY UP
Owned
Content
Analytics
Infrastructure
EarnedPaid
Analytics
Infrastructure
FOR GOOD SEO, WORK YOUR WAY UP
Owned
Content
Analytics
Infrastructure
EarnedPaid
Content
Analytics
Infrastructure
FOR GOOD SEO, WORK YOUR WAY UP
Owned
Content
Analytics
Infrastructure
EarnedPaid OwnedEarnedPaid
Content
Analytics
Infrastructure
FOR GOOD SEO, WORK YOUR WAY UP
Here’s How We Do It
(a 35-minute summary)
Infrastructure
Owned
Content
Analytics
Infrastructure
EarnedPaid
Infrastructure
JUST GOOGLE
Canonicalization & Response
This is the very bottom of the stack
@portentint
Objective
Get resources indexed by
Google as close to real,
valuable resources as possible
@portentint
The Basics
Canonicalization explained, etc. etc.
https://portent.co/canonical
@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!
Ayima Redirect Path
Blown Crawl Budget
Blown Crawl Budget
Blown Crawl Budget
302 vs. 301
2 million lost visitors
302 vs. 301
@portentint
Home Page Linking
https://www.mysite.com/home
https://www.mysite.com/index.html
https://www.mysite.com
@portentint
Query Attributes
/product?size=large&color=blue
/product?size=small&color=blue
/product?size=small&color=red
@portentint
Rel = Canonical
Next Level
Use XML sitemaps to diagnose crawl issues
Tool: Screaming Frog SEO Spider
Speed
A little further up the stack
@portentint
@portentint
Objective
Get these as low as possible
@portentint
The Basics
image compression, minification, etc. etc.
https://portent.co/speed-novice
@portentint
Tools: Google Pagespeed
@portentint
Tools: Webpagetest.org
Tools: HAR
HAR
Time To First Byte
@portentint
Time To First Byte: Server Performance
Hard Drives
Memory
Processor
Dedicated
Only self-hosted
@portentint
Code Coverage
bootstrap.min.css = 120kb
bootstrap.min.js = 29kb
jquery = 250kb
Slows download & rendering
@portentint
Code CoverageCode Coverage
Delete This Stuff
@portentint
Code Coverage
new.min.css = 12kb
new.min.js = 9kb
Faster download & rendering
@portentint
Blocking Scripts & CSS
@portentint
BLOCKING CSS
This is the essential
CSS. I’ll embed it here.
@portentint
BLOCKING CSS
Then I put the rest
at the bottom
@portentint
Lazy Loading
Don’t load images until I scroll down
@portentint
Shopify
Themes
Plugins
Code
Next level: http/2
Loads faster, in parallel,
less blocking
Mobile
…is the next step “up” in infrastructure
@portentint
@portentint
Objective
Get this (for starters)
Google Mobile Friendly Test
Google Mobile Friendly Test
Google Search Console
That’s just what Google wants
It’s all
about me
Lighthouse
Mobile first (not responsive)
Nope
Nope
Minimize interference
Really, really nope
Next Level: AMP, PWA, PWAMP
https://howpmampworks.com
Content
Owned
Content
Analytics
Infrastructure
EarnedPaid
Content
GOOGLE AND AMAZON
@portentint
Finding Opportunities
…is the foundation. Start here.
@portentint
Objective
Where can a little do a lot?
SEMRush
@portentint
Whoa!!!!
Keep this in mind for the rest of our work
Amazon Data: Find Standouts
Volume, conversion rate, margin… Where can a little do a lot?
Next Level: User Observation
go buy some pens
and pencils
Finding Your Topics (And Words)
…is the next step after opportunities.
@portentint
Objective
Don’t end up here
@portentint
The Basics
Keyword research 101 (Moz)
https://portent.co/moz-kw-research
Find Related Words
Amazon: Create a new account!!!!!!
@portentint
Seriously, SyFy? Seriously?
@portentint
Google Search Suggest
Use private mode
@portentint
@portentint
@portentint
@portentint
FIND. QUESTIONS.
FIND. QUESTIONS.
@portentint
king
prince
queen
princess
Word Vectors, TF-IDF, and NLP
Find Related Words
SEMRush
Find Related Words
SEMRush
Find Related Words
SEMRush
@portentint
(cue Beethoven’s 9th)
Next Level: Entity Analysis
Telling Google & Amazon
…is what you do next.
@portentint
The Basics
Title & Meta Tags, ALT attributes
https://portent.co/moz-kw-research
@portentint
The Basics
Amazon Keywords, SEO
https://portent.co/amazonseo
Answer Questions
Write To Related Words, Too
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.
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.
Schema: Find Entity Types
Schema
Shopify
Schema
Shopify
Shopify
Shopify
Shopify
Shopify
Amazon: Use backend keywords
Use backend keywords
To list very similar terms
Amazon: Where to put what
Answer questions in bullets
Ensure keywords in description and title
Use images to answer questions, too
Analytics
Owned
Content
Analytics
Infrastructure
EarnedPaid OwnedEarnedPaid
Structuring Around Topics
…is the first step in Owned.
Materials On glass
On woodGlue Guns
Using a glue gun on fabric
Crafty McCraftsalot
Product 1
Hubs
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
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
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
Link in navigation
Link in navigation
@portentint
Periodic Content
/top-ten-helmets
/top-ten-helmets-2017
/top-ten-helmets-2016
Fixing Broken Incoming Links
…is the first step in link building.
@portentint
Google Search Console Crawl Errors
@portentint
Log File Analysis
Using Paid Media
…is at the very top of the stack.
@portentint
Testing Titles
@portentint
Testing Titles & Descriptions
Boosting Keyword Conversion Rates
I searched for “bonsai pots.”
Your ad points at bonsai in pots.
Will I convert?
@portentint
Email Lists
Use email lists for ad targeting
RLSAs
Turning Nerd To 11
@portentint
Reverse Proxies
blog.mysite.com
proxy
mysite.com
mysite.com/blog
Pant. Pant. Pant.
@portentint
what. the. hell.
@portentint
it’s ok, my big-
eyed friend.
This is all tactical.
But there’s a strategy behind it.
Begin at the bottom.
Determine what’s possible.
Do that.
Owned
Content
Analytics
Infrastructure
EarnedPaid
WORK YOUR WAY UP
@portentint
CLAP ENTHUSIASTICALLY
portent.com/blog
@portentint
http://portent.co/amazonseo

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