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IAN LURIE, PORTENT
@PORTENTINT
#digitalsummit
#Digital Summit | Ian Lurie | @portentint
#Digital Summit | Ian Lurie | @portentint
NO
#Digital Summit | Ian Lurie | @portentint
#Digital Summit | Ian Lurie | @portentint
problem
Advanced SEO turns this…
#Digital Summit | Ian Lurie | @portentint
…into this.
Logs / Load / Language
Logs / Load / Language
“Oh, hey, duplicate content is fine.
We can handle it.”
– Google
#Digital Summit | Ian Lurie | @portentint
#$@%&!
duplication
Massive duplication = rankings drop
#Digital Summit | Ian Lurie | @portentint
rel
canonical
Rel canonical didn’t address the whole problem.
We were missing something.
I’ll get
there
Never take what Google says as a
competitive SEO recommendation
Hit the log files
FUUUUUUUUUUUU….
SCREAMING FROG SAYS
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
#Digital Summit | Ian Lurie | @portentint
Ians-Macbook-Pro:cms1 Ian$ Gunzip .*gz
#Digital Summit | Ian Lurie | @portentint
I just want Googlebot
grep -h 'Googlebot*' *.log >> output.txt
grep -h 'Googlebot*' *.log >> output.txt
Use GREP to search for ‘Googlebot’
(-h means “don’t include filenames” in output)
In all files with “.log” in the filename
grep -h 'Googlebot*' *.log >> output.txt
Write the result to the file “output.txt”
grep -h 'Googlebot*' *.log >> output.txt
#Digital Summit | Ian Lurie | @portentint
39 meg instead of 6 gig
138k lines instead of 22 million lines
Google crawled inquiry forms:
75% of total crawl
#Digital Summit | Ian Lurie | @portentint
duplication
I’ll get
there
noindex/nofollow/robots.txt
Crawl & interpret
#Digital Summit | Ian Lurie | @portentint
duplication
I’ll get
there
Logs showed Googlebot kept crawling…
Fragments to the rescue
Advanced SEO: Logs, Load, and Language
#Digital Summit | Ian Lurie | @portentint
you are my
favorite
#Digital Summit | Ian Lurie | @portentint
Fragment implementedrobots.txt
Advanced SEO: Logs, Load, and Language
#Digital Summit | Ian Lurie | @portentint
duplication
Log files help you go from this…
#Digital Summit | Ian Lurie | @portentint
…to this.
Advanced SEO removes the problem
Logs / Load / Language
“We’re better at javascript now”
– Google
#Digital Summit | Ian Lurie | @portentint
Rendered ≠ ranking
#Digital Summit | Ian Lurie | @portentint
client-side
rendering
I’ll figure it
out
#Digital Summit | Ian Lurie | @portentint
after I index
this site
Advanced SEO: Logs, Load, and Language
Understand how javascript
crawling works
Advanced SEO: Logs, Load, and Language
portent.co/dynrend
portent.co/dynrend
portent.co/dynrend
Dynamic rendering
portent.co/dynrend
WTF?!!!
js
SEO that creates abstraction is not advanced
Mother@#$!
"I would highly recommend looking into
server side rendering or even better
hybrid rendering because that yields user
experience benefits, as well."
Server-side rendering
Puppeteer: portent.co/puppet
Rendertron: portent.co/rendertron
Prerender.cloud
Understand hybrid rendering
portent.co/dynrend
Hybrid Rendering
Meteor
React
Rendr
Derby
Know the tools
Google renders using Chrome 41
#Digital Summit | Ian Lurie | @portentint
chromestatus.com
#Digital Summit | Ian Lurie | @portentint
Google mobile-friendly test
#Digital Summit | Ian Lurie | @portentint
#Digital Summit | Ian Lurie | @portentint
No
Examples
Advanced SEO: Logs, Load, and Language
Lousy hybrid rendering
js No js
Page 5 vs. 10m pages
DA 91, PA 42
js No js
Good hybrid rendering
Good hybrid rendering
js No js
Page 1 vs. 200m+ pages
DA 50, PA 27
Server-Side > Hybrid > Client-Side
js
Understanding javascript rendering prevents this
Mother@#$!
And ensures this
Advanced SEO is nuanced
Logs / Load / Language
E-A-T This
#Digital Summit | Ian Lurie | @portentint
e.a.t.
#Digital Summit | Ian Lurie | @portentint
Nope
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
#Digital Summit | Ian Lurie | @portentint
go away!!!
#Digital Summit | Ian Lurie | @portentint
blah blah
blah
Understanding language prevents this
#Digital Summit | Ian Lurie | @portentint
And gets this
Understand NLP, machine
learning, and the SERPs
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
TF-IDF
TF-IDF
https://portent.co/portent.co/tfidf-nope
#Digital Summit | Ian Lurie | @portentint
TF-IDF
SEMRush
#Digital Summit | Ian Lurie | @portentint
ryte.com
TF-IDF
Advanced SEO: Logs, Load, and Language
Look at the SERPs
Intent
Intent
Do I have the right content?
Features
Do I have the right content?
Create the content you need
@britneymuller
portent.co/mullerml
#Digital Summit | Ian Lurie | @portentint
Semantic relationships
SEMRush
#Digital Summit | Ian Lurie | @portentint
Semantic relationships
Ryte.com
#Digital Summit | Ian Lurie | @portentint
Lexical relationships
Moz.com
Salience
Am I relevant for the right stuff?
Not just keyword frequency!!!!
AJ Kohn
@ajkohn
portent.co/embeddings
#Digital Summit | Ian Lurie | @portentint
Justin Briggs
@briggsby
portent.co/briggsby
#Digital Summit | Ian Lurie | @portentint
Learn an API.
portent.co/nlpapi
Advanced SEO: Logs, Load, and Language
#Digital Summit | Ian Lurie | @portentint
De-duplication & near duplicates
portent.co/jroakes-shingle
By @jroakes, Adapt Partners
#Digital Summit | Ian Lurie | @portentint
Internal TF-IDF
Grow your own (not recommended)
#Digital Summit | Ian Lurie | @portentint
Internal TF-IDF
SEMRush On-Page SEO Checker
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
Added content
(seemed fine)
Indexing: Good
Rendering: Good
Shingling .5
Overall TFIDF: Fell 20%
Content removed
(floggings commenced)
Up = bad
Bonus round
Advanced SEO: Logs, Load, and Language
Internal PageRank
portent.co/internalpr
ScreamingFrog crawl
Shingling
Top terms/rankings
Import to log file analysis
Merge
Export
Filter, score, and sort
Advanced SEO: Logs, Load, and Language
#Digital Summit | Ian Lurie | @portentint
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
#Digital Summit | Ian Lurie | @portentint
Cut through abstraction
Keep learning how things work
You’ll get better at your job
thank you
Roll A d20
Ian Lurie
@portentint
ian@portent.com
I’ll deny everything
This deck: portent.co/adv-seo

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