SEO Data - The Circle of Trust

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Matthew Brown

As SEO tools get outpaced by Google's constantly evolving signals, what SEO data is worth making bets on?

Technology

THE SEO CIRCLE OF TRUST
Matthew Brown
MJBLabs
@MatthewJBrown MatthewBrownPDX

We aren’t ‘proving’ ranking fac
tors.
Solving algorithm updates end
ed
with Caffeine.

Google’s Pipeline
Optimizing this
means less crap hits the
parser/index

Googlebot needs a diet
“Crawl budget” isn’t the issue here
GSC won’t tell you
Server logs don’t lie!

Log Timeframes/Splits
Small timeslices are easier to work w
ith
Compare different months, 7d, 14d
Google’s crawl cycles aren’t static

What I’m NOT looking for
Don’t freak out about a few
UTMs.
Everyone will be mad at you.

Match up links with crawl
Crawled pages and
pages with links
should close to 1:1

Find and break Googlebot’s h
abits
4xx/5xx/Soft 404
s:
catnip for
Googlebot
Do not get me
started on Bingb

What we did:
No more API endpoints for Go
ogle
Optimized IA for a smaller # of
hubs

robots
First noindex THEN robots.txt bl
ock

Parameters
Browse/Searc
h
entry points
have link valu
e.
*Block carefull
y*

What we did:
Left main Browse q= URL alon
e
Blocked all ?q=
Unblocked ?q= that had links

The Results:
noindex and robots.txt block

Important note: Patience
noindex and robots.txt block
changes implemented here
The Yikes Zo
ne

My takeaways:
Shoot for the fewest # of pages
per keyword target
Ruthlessly eliminate everything el
se
from Google’s crawl – Quarterly

about
Rankings
Crawl Stats
Links
Reliability

URLs
Do they receive traffic?
Links? (this can get tricky)
Internal searches?
Social shares?
Cited/referenced by other pages?

Takeaways:
Segment XML sitemaps into as many in
dex
files as you can for granular data
Qualify your sitemap URLs based on m
etrics

My best recent tech SEO
successes were based
on server log data
(with a little GSC).

data is going to get
worse.
GSC isn’t getting better.
Your own data is the key

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SEO Data - The Circle of Trust

1. THE SEO CIRCLE OF TRUST Matthew Brown MJBLabs @MatthewJBrown MatthewBrownPDX

2. Where we went wrong

3. SEOs and ou r “data”

4. Google

5. We aren’t ‘proving’ ranking fac tors. Solving algorithm updates end ed with Caffeine.

6. Server Logs Search Co sole

7. Server Logs

8. Google’s Pipeline Optimizing this means less crap hits the parser/index

9. Googlebot needs a diet “Crawl budget” isn’t the issue here GSC won’t tell you Server logs don’t lie!

10. Buy this product! (not an ad)

11. Log Timeframes/Splits Small timeslices are easier to work w ith Compare different months, 7d, 14d Google’s crawl cycles aren’t static

12. What I’m NOT looking for Don’t freak out about a few UTMs. Everyone will be mad at you.

13. Match up links with crawl Crawled pages and pages with links should close to 1:1

14. Find and break Googlebot’s h abits 4xx/5xx/Soft 404 s: catnip for Googlebot Do not get me started on Bingb

15. Here’s the good stuff

16. More good stuff

17. What we did: No more API endpoints for Go ogle Optimized IA for a smaller # of hubs

18. robots First noindex THEN robots.txt bl ock

19. Parameters Browse/Searc h entry points have link valu e. *Block carefull y*

20. What we did: Left main Browse q= URL alon e Blocked all ?q= Unblocked ?q= that had links

21. The Results: noindex and robots.txt block

22. Important note: Patience noindex and robots.txt block changes implemented here The Yikes Zo ne

23. My takeaways: Shoot for the fewest # of pages per keyword target Ruthlessly eliminate everything el se from Google’s crawl – Quarterly

24. Search Console

25. about Rankings Crawl Stats Links Reliability

26. Good!

27.

28. Oh No! (times 6000)

29. URLs Do they receive traffic? Links? (this can get tricky) Internal searches? Social shares? Cited/referenced by other pages?

30.

31. The results:

32. Takeaways: Segment XML sitemaps into as many in dex files as you can for granular data Qualify your sitemap URLs based on m etrics

33. Thoughts

34. My best recent tech SEO successes were based on server log data (with a little GSC).

35. data is going to get worse. GSC isn’t getting better. Your own data is the key

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