Advanced SEO: No More Bullshit
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Everyone wants to talk about advanced SEO as if it's a set of unique tactics. It's not. Advanced SEO is about recognizing Google's role in the search world, reducing abstraction, and making real fixes. In this presentation, Ian Lurie walks you through what "advanced" really looks like.
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Advanced SEO: No More Bullshit
- 1. Advanced SEO No more bull$h1t Ian lurie @portentint Portent.com
- 2. This is me Ceo & founder, Portent @portentint ian@portent.com
- 8. @portentint Be advancedUnderstand Google’s role Understand: it is not a penalty Find a source of truth Read the fine print Reduce abstraction Find a way Look at the SERPs Get past keyword density Do the little things
- 9. @portentint A story in 8 parts.
- 11. @portentint #1 Google is not an SEO company
- 13. @portentint Google cares this much Our worries
- 14. @portentint Google does not care about our rankings
- 15. @portentint Google cares about their rankings
- 16. Not SEO central
- 17. @portentint Google does not give SEO advice
- 18. @portentint #2 IT’s not a penalty
- 19. @portentint Part 1: The $h1tstorm
- 20. @portentint
- 21. @portentint tweahemcough years ??? Audits 5 penalties
- 22. @portentint Yelling penalty Is a cop-out
- 23. @portentint SEO is not about penalties. It is a list of little things that are simple but not easy.
- 24. @portentint Or big things, now and then
- 27. @portentint huh
- 30. @portentint Look for Trends Site updates Ad campaigns Content added Content removed
- 32. “small” update
- 33. @portentint You have 1,000 pages. Google’s index now shows 150,000 - SEO
- 34. @portentint It. Is. Not. A. Penalty.
- 35. @portentint It’s OK. Google’s not crawling those pages anymore. They said so. - Client
- 36. @portentint #3 Find a source of truth
- 37. Bullshit
- 38. @portentint A source of truth cuts through the bullshit
- 40. Screaming Frog
- 41. @portentint
- 42. grep -h 'Googlebot*' *.log >> output.txt Nerd level 11
- 44. @portentint Log files provide a fast look at crawler behavior. No waiting for rankings, or search console updates.
- 45. @portentint log files + crawl data
- 46. Merge ‘em
- 48. One big happy family
- 51. Google crawled request forms: 95% of daily total crawl
- 52. @portentint Find a source of truth. Use it.
- 53. @portentint Use rel canonical. - Client
- 54. @portentint #4 Before you act, read the fine print
- 56. No improvement
- 58. Zip.
- 59. @portentint OK, so rel=canonical, right?
- 60. Nada.
- 64. @portentint
- 66. @portentint
- 67. @portentint The mobile “friendly” test
- 68. @portentint Buh?
- 71. @portentint Read Google’s fine print
- 72. @portentint OK, but still, use rel canonical. - Client
- 73. @portentint #5 Always reduce abstraction (aka just fix it)
- 74. @portentint Hey. You. Close your email. This one’s really important.
- 75. Rel canonoical added. Nothing improved. Remember this?
- 76. @portentint Rel canonical introduces abstraction
- 79. @portentint What we just told google
- 80. @portentint Let’s just fix it, shall we?
- 84. @portentint workarounds are bullshit. Stop it.
- 86. @portentint If you deliver content using javascript, use dynamic rendering…? https://portent.co/dynrend-google
- 88. @portentint Dynamic rendering is just for search engines. A workaround. Abstraction. Ew.
- 89. portent.co/dynrend Hybrid rendering is better
- 90. @portentint Or, be completely insane: Use javascript when it actually enhances the user experience. And use server-side rendering.
- 91. @portentint abstraction: rel canonical url exclusions rel next/prev dynamic rendering user agent detection
- 93. @portentint
- 97. @portentint Back to our client…
- 98. @portentint Great! What else can you do for me? - Client
- 103. @portentint Privacy is top 3?!!!
- 104. @portentint Revamp navigation to increase structural authority!
- 105. @portentint Try to get my branding team to revamp our nav? rather have an iodine enema, thanks.
- 110. @portentint Bonus: Use google to know your technology
- 111. @portentint We can’t fix it. It’s too hard. The cart doesn’t allow it. - Dev
- 112. @portentint What they really mean Flickr / Joakim Jardenberg
- 113. @portentint
- 114. @portentint
- 115. @portentint More
- 116. @portentint Voila (OK, I cheated)
- 117. @portentint Find a way to fix things. Do not be a brat.
- 118. @portentint Great, but I hear we can do better. - Client
- 119. @portentint #7 Look at the SERPs
- 120. @portentint
- 125. Informational
- 127. @portentint Ahem
- 128. @portentint Hybrid serps? Try hybrid content.
- 130. @portentint Watch the serps. Act accordingly.
- 131. @portentint Nice, but my cousin’s son’s daughter’s dog walker’s bike mechanic’s doctor’s dentist’s fifth cousin read something about TF-IDF… - Client
- 132. @portentint #8 Get past keyword density
- 133. @portentint Oh, up the keyword density? I never would have thought of that.
- 134. @portentint Tf-idf everything! Tf-idf! Tf-idf! Idf-tf! Tee efff ayyeee deee efff!!!!!!!
- 138. Up = bad
- 140. Just read this 10-20 times and you’ll be all set.
- 143. @portentint De-duplication & near duplicates portent.co/jroakes-shingle By @jroakes, Adapt Partners
- 144. @portentint Entity Salience Showing off a little
- 146. No change in keyword density.
- 148. @portentint think about keyword position, structure, and meaning in context
- 149. @portentint Get past keyword density
- 150. @portentint Can we skip this week’s review? I have pickles in the oven. Gotta go. - Client
- 151. @portentint Bonus Become an advanced consultant
- 152. @portentint Bring more value & break routine
- 153. @portentint The Consultant’s Rut And How To Escape It by Wil Reynolds https://portent.co/therut
- 159. @portentint Do the little things to gain momentum.
- 160. @portentint Free prize! Our audit checklist: portent.co/seo-audit-checklist Use at your own risk we assume no responsibility for whatever hell you unleash upon your own website this is entirely your problem you assume all risks and will never ever blame us if we left out something important.
- 161. @portentint OK, I’ll admit. You guys know something about the SEO. - Client
- 162. @portentint Be advancedDo the little things Get past keyword density Look at the SERPs Find a way to get the outcome Reduce abstraction Read the fine print Find a source of truth Understand: it is not a penalty Understand Google’s role
- 164. @portentint No cows were harmed This deck: portent.co/advanced-seo Ian lurie ian@portent.com @portentint