Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
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SEO consultants provide clients with recommendations. Like most consultants, we're frequently ignored. In this presentation, Ian Lurie talks about an incremental approach and shows specific examples where small changes add up, build trust, and make progress.
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Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
- 1. BULL$H1T! Own itA temperamental seo’s guide to getting $h1t done Ian lurie @portentint Portent.com
- 2. This is me Ceo & founder, Portent @portentint ian@portent.com
- 7. @portentint “Uh, no.” “We should rebuild the entire nav”
- 8. @portentint “nope.” “install this caching plugin”
- 10. @portentint “WTF?”FOOEY ON YOU. POOPY HEAD.
- 11. @portentint Our job is not to & say oh well shrug we tried
- 12. @portentint Own the increments Seo is incremental
- 14. @portentint Part 1: The $h1tstorm
- 15. @portentint
- 18. @portentint Own it It’s rarely a penalty Lots of little things cause problems
- 19. @portentint Or big things, now and then
- 22. @portentint huh
- 26. @portentint You have 1,000 pages. Google’s index shows 2.5 million - SEO
- 27. @portentint Google says that’s not a problem. - Client
- 28. @portentint What the client means We trust Google, not you, dumbass.
- 29. @portentint Own it Find a source of truth (in this case, log files)
- 31. @portentint
- 32. @portentint Log files = 50 gigabytes
- 33. grep -h 'Googlebot*' *.log >> output.txt
- 34. grep -h 'Googlebot*' *.log >> output.txt Use GREP to search for ‘Googlebot’ (-h means “don’t include filenames” in output)
- 35. In all files with “.log” in the filename grep -h 'Googlebot*' *.log >> output.txt
- 36. Write the result to the file “output.txt” grep -h 'Googlebot*' *.log >> output.txt
- 37. @portentint
- 38. Google crawled inquiry forms: 85% of daily total crawl
- 39. @portentint
- 40. @portentint Start with log files to earn trust. Incremental.
- 42. @portentint Let’s just fix it. Remove the query attributes. - SEO
- 44. @portentint What the client means This is too hard to change. We’ll have to reengineer our site. We don’t have time.
- 45. @portentint We can handle duplicate content. Just use rel canonical. - Google
- 46. @portentint We can handle duplicate content. Just use robots.txt. - Google
- 47. @portentint We can handle duplicate content. Just use URL exclusions. - Google
- 48. @portentint What Google really means We can handle duplicate content. But it may hurt your rankings.
- 49. @portentint Oh, ok. I guess we’re screwed. We provided great recommendations. Time to get fired. - SEO
- 50. @portentint Own it Know your technology In this case, url fragments
- 51. @portentint
- 52. @portentint
- 54. @portentint Bonus: Use google to know your technology
- 55. @portentint Your site is really slow. I just lost 3 pounds waiting for it to load. - SEO
- 56. @portentint We can’t fix it. It’s too hard. The cart doesn’t allow it. - Dev
- 57. @portentint What they really mean Flickr / Joakim Jardenberg
- 58. @portentint Own it Know your technology Or just use google
- 59. @portentint
- 60. @portentint
- 61. @portentint More
- 62. @portentint Voila (OK, I cheated)
- 64. @portentint ScreamingFrog shows the wrong pages are most authoritative
- 65. @portentint “Press” is more authoritative than individual products or the blog
- 66. @portentint (Here’s how you get link score)
- 67. @portentint (Here’s how you get link score)
- 68. @portentint Can we change the navigation a bit…? - SEO
- 69. @portentint No. Hell no. - Client
- 70. @portentint Translation You’re an SEO, not a UX person, or a designer, or part of the brand team. If I do this, they’ll flay me alive.
- 71. @portentint Oh well you’re right I’m just a dumb SEO I’ll stop. I’ll go and get fired now. - SEO
- 72. @portentint Own it Find a less offensive option In this case, footer consolidation
- 77. @portentint We need more relevant authority to rank for this term. Let’s create a content hub! - SEO
- 78. @portentint Go @#$! yourself. - Client
- 79. @portentint Translation We don’t have time. Getting permission will be about as fun as an iodine enema.
- 80. @portentint Geez. No need to get snippy. Just a suggestion. We’ll go get fired now. - SEO
- 81. @portentint Own it Find alternatives In this case, build links Between existing pages
- 82. @portentint
- 83. @portentint
- 86. @portentint The Consultant’s Rut And How To Escape It by Wil Reynolds https://portent.co/therut
- 91. @portentint Own it Never stop presenting options Seek incremental wins Our VERY short list of ideas: portent.co/seo-factors
- 93. @portentint This is all about momentum building
- 94. @portentint Own the increments Seo is incremental
- 95. @portentint No cows were harmed This deck: portent.co/bullownit Ian lurie ian@portent.com @portentint