Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The Best SEO Advice That You Will Never Hear
REDUCING SEO TO 2 BUCKETS 
Getting the most out of 
the site you already have. 
Building new content and 
features to driv...
EVERYBODY’S GOT AN AGENDA 
1. Platforms 
2. Content 
3. Ecommerce 
4. Onsite Search 
5. Quick Break 
6. Quick Hits 
7. Not...
1. THE TRUTH ABOUT PLATFORMS & CMS
POPULAR PLATFORMS & CMS 
• Demandware 
• eBay GSI Commerce 
• IBM Websphere 
• Hybris 
• Oracle ATG 
• RedPrairie 
• Wordp...
THE TRUTH 
Because the organic search channel 
drives such a large percentage of 
overall site traffic and revenue, 
compa...
They send in their best sales people.
And then this guy asks: “What about SEO?”
“What my 
associate is trying 
to say is that, uh, 
our new platform is 
really cool.”
But don’t look under the hood…
“OMG.”
TIPS ON WHAT TO EXPECT 
• Today’s platforms are so much 
better for SEO compared to 5-10 
years ago. 
• Every platform has...
TIPS ON WHAT TO EXPECT 
PRO TIP: 
Allocate a developer to create 
workarounds and solutions 
to speed up platform processe...
QUESTIONS TO ASK 
• Ask specific questions about the 
platform’s SEO features: 
o How do I bulk update all meta tags? 
o H...
TIPS ON WHAT TO EXPECT 
PRO TIP: 
“Yes, our platform can do that.” 
Make them show you how to do 
everything you are askin...
NEXT STEP: FIND THE GOOD STUFF 
• Find out what makes your 
platform good for SEO. 
• Does your platform offer you any 
co...
And that brings us to…
2. UNDERAPPRECIATED CONTENT OPPORTUNITIES
HERE’S A GREAT EXAMPLE 
Source: http://searchengineland.com/twitter-seo-more-visitors-208160
HOW DID THEY DO IT?
UPDATE THE ROBOTS.TXT 
https://twitter.com/robots.txt 
FEB. 25, 2014 FEB. 26, 2014 
Note: Twitter updated the exclusions f...
JUST SO WE’RE CLEAR 
Before Feb-25th, hashtag URLs were not being 
crawled and/or indexed. 
As of Feb-26th, Twitter allows...
URL SPECIFICALLY FOR #WORLDCUP
IT WORKS!!!
The Takeaway here is: 
In terms of its value to searchers, 
Google likes the ‘hashtag’ page 
more than any single Tweet 
a...
We have seen this before…but where?
TUMBLR.COM ‘TAGGED’ PAGES
CHUCK NORRIS
TUMBLR.COM RANKS FOR STUFF 
POSITIONS 5 & 6!!!
IT’S SO RELEVANT. DUH! 
“Just look at all that value!” - Google
ONCE AGAIN… 
The Takeaway here is: 
In terms of its value to 
searchers, Google likes the 
‘tagged’ page more than any 
si...
Does anyone else do this?
SOMETHING SOMETHING DARK SIDE
HOW MANY /TAG/ PAGES?
‘TAG’ PAGES RANK FOR STUFF.
RELEVANT FOR ‘STAR WARS DAY’ 
“Just look at all that value!” - Google
Small Case Study (Kinda)
FROM ONE OF MY SITES 
Time Frame: June 1st – August 31st 
Data: 
• Roughly 5,000 pages indexed 
• 810 /tag/ pages driving ...
What about a big site on Wordpress?
WAIT. HOW MANY /TAG/ PAGES?! 
36% of their indexed pages are /tag/ URLs.
prezi 
wattpad 
retailmenot 
modcloth 
survey monkey 
stumbleupon 
polyvore 
one kings lane 
vudu 
warby parker 
yahoo jap...
OKAY. I GET IT ALREADY. 
“Just look at all that value!” - Google
But wait. There’s more!
THIS. 
CHANGES. 
EVERYTHING.
#TCE because 
now we’re 
talking about 
money. 
“Reasonably.”
“Reasonably.”
And that brings us to…
3. ECOMMERCE
EVERY SEARCH 
IS A BATTLE FOR 
THE TOP SPOT.
“If it don’t make 
dollars, it don’t 
make sense.” 
- Deion Sanders 
#PrimeTime
“You don't solve 
money problems 
with money.” 
- Dr. Phil 
#DayTime 
“You solve money 
problems with lifestyle, 
values a...
SO, KERRY, WHAT’S THE BIG DEAL? 
Techcrunch.com has a /tag/ page that is ranking 
on Page 1 of Google for a *product* keyw...
JESSE PINKMAN IS EXCITED ABOUT THIS.
How do we use that information? I’m glad I asked.
EXAMPLE OF A CATEGORY PAGE
EXAMPLE OF A CATEGORY PAGE continued…
WHAT ABOUT SMALL SUBSETS OF CATEGORIES? 
These websites are building 
pages specifically for 
‘womens green sweaters’!
ALSO, THE URLS ARE PRETTY. 
Google Results: 
1. http://www.amazon.com/s?rh=n%3A1044456%2Cp_n_size_browse-vebin% 
3A2343355...
THE PAGE IS OPTIMIZED. 
Key Takeaway: 
These pages are 
optimized for 
longtail searches 
AND they deliver on 
the intent ...
How do I create pages like this?
GETTING STARTED 
1.Determine your platforms capabilities. 
2.Be sure you can do it in a way that doesn’t 
violate Google W...
EXAMPLE: womens small blue cardigan sweaters
NICE, INDEXABLE URLS FOR FILTERS. OR NOT. 
Sweaters URL: 
http://www.target.com/c/sweaters-women-s-clothing/-/N- 
5xtbx#?l...
IT’S LIKE A GIGANTIC DATABASE OF MASHUPS
IT’S LIKE A GIGANTIC DATABASE OF MASHUPS 
Think about your categories and 
products like SyFy thinks about its 
movie line...
SOME PEOPLE AUTOMATE IT… 
…by creating 
systems that build a 
database of URLs 
based on product 
feeds data and 
analytic...
THAT’S A LITTLE OVERBOARD.
How can we do it?
4. ONSITE SEARCH
If you’re not 
looking at your 
website’s 
onsite search 
data, this owl 
disapproves of 
your entire SEO 
campaign.
If this is your first 
time to look at 
your website’s 
onsite search data, 
brace yourselves.
KEY TAKEAWAYS 
1. Look at your site’s onsite search data. 
2. Use that data to determine what your 
customers are looking ...
5. QUICK BREAK
LET’S SEND A MESSAGE TO MATT CUTTS
HI, MATT! WE 
MISS YOU, BUT 
PLEASE TAKE AS 
MUCH TIME AS 
YOU NEED!
6. QUICK HITS
Site Stability & Reliability
SITE STABILITY & ITS EFFECTS ON RANKINGS 
Site 1: 
Server errors for 3-4 days. 
Lesson: Google is fast to drop you out of ...
SITE STABILITY & ITS EFFECTS ON RANKINGS 
Site 2: 
Site down for 8 weeks. 
Lesson: Google is fast to drop you out of the S...
YOU SEE…WEBSITES ARE KINDA LIKE FAMILIES.
LOVELY PARENTS, BEAUTIFUL KIDS, NICE HOUSE…
BUT DON’T FORGET ABOUT YOUR COUSIN. 
“SH!TTER 
WAS FULL!”
“IT’S TIME TO CLEAN UP YOUR SH!T.” - @kerrydean 
Site B 
Lesson: Fix your 4xx & 5xx status codes.
XML Sitemaps
REMEMBER THESE THINGS? 
Everyone takes it for granted that their sitemaps 
are complete, accurate, and up-to-date.
DUANE’S ADVICE 
“Right, because if you start showing 
me 301s in here, rel=canonicals, 404 
errors, all of that, I'm going...
KERRY’S XML SITEMAPS TO-DO LIST 
1. Go find all of your XML sitemap file(s) 
2. Make sure they are listed in your robots.t...
Rel=Alternate Tags for Your International Sites
URL SPECIFICALLY FOR #WORLDCUP
<link rel="canonical" href="https://twitter.com/hashtag/worldcup"> 
<link rel="alternate" hreflang="x-default" href="https...
I Built a Spreadsheet
CAN YOU SPOT THE ALGO UPDATES?
WAS MY SITE AFFECTED BY AN UPDATE?
3 DAYS BEFORE AND AFTER
7 DAYS BEFORE AND AFTER
30 DAYS BEFORE AND AFTER
FULL VIEW! 
Using your organic visits data (from Google) 
will give you some ideas about the effects of 
any particular al...
DO THE SAME THING WITH RANKINGS DATA.
7. NOT PROVIDED
Not Provided? Uggghhh…
“I can’t be worried about that 
shit. Life goes on, man.”
BEST QUOTE OF 2014 
“I’m so over ‘Not Provided’.” 
- @Rhea
QUOTING MYSELF 
“If you haven’t figured out 
how to move forward after 
Not Provided, grab a watch - 
because you’re late!...
ME, TOO. 
“Yeah, well, that’s just, 
like, your opinion, man.”
Okay…so what can you do about ‘Not Provided’?
THE EASIEST THING TO DO 
ORGANIC CHANNEL  LANDING PAGE
COUNT THE NUMBER OF LANDING PAGES 
THAT NUMBER RIGHT THERE
TREND IT & LOOK FOR NOTEABLE SHIFTS
8. SEO REPORTING
SO MANY REPORTS, SO MUCH TIME…RIGHT? 
30+ KPI’S 
x 3 DEVICE TYPES 
x 3 OPERATING SYSTEMS 
x 3 BROWSERS 
x SOME OTHER DIMEN...
TODAY, WE HAVE TO DRILL DEEPER.
BUT SOMETIMES LOOKING FOR INSIGHTS CAN SEEM LIKE THIS.
WE HAVE TO PUT ON OUR THINKING CAPS.
SEO REPORTS ARE LIKE CATS – YOU CAN NEVER HAVE TOO MANY.
WELL…UNTIL YOU BECOME THE CRAZY CAT LADY OF SEO.
“Information is powerful. 
But it is how we use it that 
will define us.” - @Avinash
MY FAVORITE HASHTAG 
#SMALLDATA
THE GOALS OF REPORTING 
1. DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT. 
2. DETERMINE WHICH KPI’s ACCURATELY MEASURE THE 
...
THINGS YOU CAN DO WITH:
+13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
SEMRush  Organic Research  Positions
You can download this data by month 
going all the way back to Jan-2012. 
DO IT!
Once you have the data, there is only one thing 
left to do… 
PIVOT 
TABLES!
First, add a few new columns.
What can you do with this data?
1. Ranking Trends for Keywords (Position Groups)
2. # of Keywords Ranking for a Set of Keywords
3. # of Keywords Ranking for All URLs
3. (CONT…) # of Keywords Ranking for All URLs
4. Keyword Tiers (Y/Y Comparisons)
5. Trended Keyword Tiers
6. Plot URL Ranking Data Over Actual Visits Data
The SEMRush Data Allows You To: 
1. Segment groups of URLs by: 
o Product 
o Category 
o Sub-Cats 
o Sub-Domains 
2. Filte...
9. SPEED ROUND
THE BEST SEO ADVICE EVER 
STOP READING ABOUT SEO. 
START DOING SEO.
THE BEST SEO ADVICE EVER 
STOP READING SEO BLOGS. 
START WRITING FOR SEO BLOGS.
THE BEST SEO ADVICE EVER 
STOP ENGAGING WITH OTHER 
PEOPLE’S CONTENT. 
START CREATING YOUR OWN 
CONTENT.
THE BEST SEO ADVICE EVER 
REGARDING CONTENT: 
You should look at 
your content the 
same way Uncle 
Jesse looked at Aunt 
...
You should love your content as much as 
Macho Man loved Miss Elizabeth.
HULK HOGAN SHOULD BE POINTING AT YOU!
THE BEST SEO ADVICE EVER 
REGARDING GOOGLE: 
THIS IS WHAT THEY DO. GET USED TO IT. 
FIND OPPORTUNITIES IN THE CHANGES.
THE BEST SEO ADVICE EVER 
REGARDING YOUR CLIENTS: 
I suggest you gentlemen 
invent a way to put a square 
peg in a round h...
THE BEST SEO ADVICE EVER 
“We've got to 
find a way to 
make this... 
fit into the hole 
for this... 
using nothing but 
t...
That is SEO.
The good news is that SEO’s love a challenge.
Meet every challenge with this statement:
“I’m your Huckleberry.”
THANKS! 
ONE LAST PIECE OF ADVICE: 
End every presentation with a cat gif.
The Best SEO Advice You Will Never Hear
The Best SEO Advice You Will Never Hear
Upcoming SlideShare
Loading in …5
×

The Best SEO Advice You Will Never Hear

1,639 views

Published on

My presentation from the State of Search Conference in Dallas, TX on Nov. 18, 2014.

Published in: Marketing
  • Be the first to comment

The Best SEO Advice You Will Never Hear

  1. 1. The Best SEO Advice That You Will Never Hear
  2. 2. REDUCING SEO TO 2 BUCKETS Getting the most out of the site you already have. Building new content and features to drive new traffic. Imma talk aboot this.
  3. 3. EVERYBODY’S GOT AN AGENDA 1. Platforms 2. Content 3. Ecommerce 4. Onsite Search 5. Quick Break 6. Quick Hits 7. Not Provided 8. Reporting 9. Speed Round
  4. 4. 1. THE TRUTH ABOUT PLATFORMS & CMS
  5. 5. POPULAR PLATFORMS & CMS • Demandware • eBay GSI Commerce • IBM Websphere • Hybris • Oracle ATG • RedPrairie • Wordpress • Drupal • Joomla • Magento and many more…
  6. 6. THE TRUTH Because the organic search channel drives such a large percentage of overall site traffic and revenue, companies that build platforms cannot afford to have crappy and/or non-existent SEO features. TL;DR If the platform isn’t SEO friendly, nobody will buy it.
  7. 7. They send in their best sales people.
  8. 8. And then this guy asks: “What about SEO?”
  9. 9. “What my associate is trying to say is that, uh, our new platform is really cool.”
  10. 10. But don’t look under the hood…
  11. 11. “OMG.”
  12. 12. TIPS ON WHAT TO EXPECT • Today’s platforms are so much better for SEO compared to 5-10 years ago. • Every platform has limitations. • Figure out what they are early on. • People love when you can take Dev work off their list. (Hint: It’s because their Dev calendar is already full.)
  13. 13. TIPS ON WHAT TO EXPECT PRO TIP: Allocate a developer to create workarounds and solutions to speed up platform processes related to SEO.
  14. 14. QUESTIONS TO ASK • Ask specific questions about the platform’s SEO features: o How do I bulk update all meta tags? o How do I edit robots.txt files? o How do I edit on-page copy (product names & desc)? o How do I bulk edit H tags and Alt tags? o Where can I create redirects (single & bulk)? o Where can I add rel-alternate tags? o Where can I add HREFLANG tags? o How do I generate XML sitemaps? o How do I do all of that stuff for the mobile site? o How do I add schema.org tags to the source code on specific templates?
  15. 15. TIPS ON WHAT TO EXPECT PRO TIP: “Yes, our platform can do that.” Make them show you how to do everything you are asking them about. SHOW ME
  16. 16. NEXT STEP: FIND THE GOOD STUFF • Find out what makes your platform good for SEO. • Does your platform offer you any competitive advantages? • What features does it have that the other platforms don’t have?
  17. 17. And that brings us to…
  18. 18. 2. UNDERAPPRECIATED CONTENT OPPORTUNITIES
  19. 19. HERE’S A GREAT EXAMPLE Source: http://searchengineland.com/twitter-seo-more-visitors-208160
  20. 20. HOW DID THEY DO IT?
  21. 21. UPDATE THE ROBOTS.TXT https://twitter.com/robots.txt FEB. 25, 2014 FEB. 26, 2014 Note: Twitter updated the exclusions for all other search engines as well.
  22. 22. JUST SO WE’RE CLEAR Before Feb-25th, hashtag URLs were not being crawled and/or indexed. As of Feb-26th, Twitter allows crawling and indexing of URLs in the /hashtag/ sub-directory. Example URLs include: • https://twitter.com/hashtag/worldcup • https://twitter.com/hashtag/mikebrown • https://twitter.com/hashtag/fb • https://twitter.com/hashtag/ukraine
  23. 23. URL SPECIFICALLY FOR #WORLDCUP
  24. 24. IT WORKS!!!
  25. 25. The Takeaway here is: In terms of its value to searchers, Google likes the ‘hashtag’ page more than any single Tweet and/or any single Twitter account related to the World Cup.
  26. 26. We have seen this before…but where?
  27. 27. TUMBLR.COM ‘TAGGED’ PAGES
  28. 28. CHUCK NORRIS
  29. 29. TUMBLR.COM RANKS FOR STUFF POSITIONS 5 & 6!!!
  30. 30. IT’S SO RELEVANT. DUH! “Just look at all that value!” - Google
  31. 31. ONCE AGAIN… The Takeaway here is: In terms of its value to searchers, Google likes the ‘tagged’ page more than any single Tumblr post and/or any single Tumblr account related to ‘Chuck Norris gifs’.
  32. 32. Does anyone else do this?
  33. 33. SOMETHING SOMETHING DARK SIDE
  34. 34. HOW MANY /TAG/ PAGES?
  35. 35. ‘TAG’ PAGES RANK FOR STUFF.
  36. 36. RELEVANT FOR ‘STAR WARS DAY’ “Just look at all that value!” - Google
  37. 37. Small Case Study (Kinda)
  38. 38. FROM ONE OF MY SITES Time Frame: June 1st – August 31st Data: • Roughly 5,000 pages indexed • 810 /tag/ pages driving traffic Total Organic Visits: 78,767 Organic Visits to /tag/ pages: 7,803 Results: /tag/ pages generated 10% of organic visits
  39. 39. What about a big site on Wordpress?
  40. 40. WAIT. HOW MANY /TAG/ PAGES?! 36% of their indexed pages are /tag/ URLs.
  41. 41. prezi wattpad retailmenot modcloth survey monkey stumbleupon polyvore one kings lane vudu warby parker yahoo japan vkontakte songza jibjab ustream practice fusion jackthreads hipmunk groupme kindle paperwhite rebtel answers.com tinychat retail me not odesk diapers.com slideshare amazon fresh urban spoon statcounter popcorn time thumbtack ticketfly hotel tonight
  42. 42. OKAY. I GET IT ALREADY. “Just look at all that value!” - Google
  43. 43. But wait. There’s more!
  44. 44. THIS. CHANGES. EVERYTHING.
  45. 45. #TCE because now we’re talking about money. “Reasonably.”
  46. 46. “Reasonably.”
  47. 47. And that brings us to…
  48. 48. 3. ECOMMERCE
  49. 49. EVERY SEARCH IS A BATTLE FOR THE TOP SPOT.
  50. 50. “If it don’t make dollars, it don’t make sense.” - Deion Sanders #PrimeTime
  51. 51. “You don't solve money problems with money.” - Dr. Phil #DayTime “You solve money problems with lifestyle, values and priorities.”
  52. 52. SO, KERRY, WHAT’S THE BIG DEAL? Techcrunch.com has a /tag/ page that is ranking on Page 1 of Google for a *product* keyword: This tells us something about the power of creating pages that group several pieces of specific content related to one keyword or phrase. In retail, this is a Category page.
  53. 53. JESSE PINKMAN IS EXCITED ABOUT THIS.
  54. 54. How do we use that information? I’m glad I asked.
  55. 55. EXAMPLE OF A CATEGORY PAGE
  56. 56. EXAMPLE OF A CATEGORY PAGE continued…
  57. 57. WHAT ABOUT SMALL SUBSETS OF CATEGORIES? These websites are building pages specifically for ‘womens green sweaters’!
  58. 58. ALSO, THE URLS ARE PRETTY. Google Results: 1. http://www.amazon.com/s?rh=n%3A1044456%2Cp_n_size_browse-vebin% 3A2343355011 2. http://www.landsend.com/shop/womens-sweaters-cardigans-green/-/N-fy2Zt2 3. http://shop.nordstrom.com/c/womens-sweaters/green 4. http://www1.macys.com/cms/slp/2/Green-Sweater … 8. http://www.target.com/th/womens+green+cardigan+sweater
  59. 59. THE PAGE IS OPTIMIZED. Key Takeaway: These pages are optimized for longtail searches AND they deliver on the intent and expectation of the searcher.
  60. 60. How do I create pages like this?
  61. 61. GETTING STARTED 1.Determine your platforms capabilities. 2.Be sure you can do it in a way that doesn’t violate Google Webmaster Guidelines. (i.e. Know your platform!) 3.Take a look at your product inventory. 4.Take a look at the filters for categories and products. 5.Mix & match the filters with the categories and products. 6.Build the pages that need to be built.
  62. 62. EXAMPLE: womens small blue cardigan sweaters
  63. 63. NICE, INDEXABLE URLS FOR FILTERS. OR NOT. Sweaters URL: http://www.target.com/c/sweaters-women-s-clothing/-/N- 5xtbx#?lnk=ct_menu_01_9&intc=1865087|null Canonical: http://www.target.com/c/sweaters-women-s-clothing/-/N-5xtbx Womens small blue cardigan http://www.target.com/c/sweaters-women-s-clothing/-/N- 5xtbx#navigation=true&category=5xtbx&searchTerm=&view_type=large&sort_by=Featured &faceted_value=55zkqZ5y70hZ5y34v&offset=0&response_group=Items&isLeaf=true&pare nt_category_id=5xtcm&custom_price=false&min_price=from&max_price=to Canonical: http://www.target.com/c/sweaters-women-s-clothing/-/N-5xtbx
  64. 64. IT’S LIKE A GIGANTIC DATABASE OF MASHUPS
  65. 65. IT’S LIKE A GIGANTIC DATABASE OF MASHUPS Think about your categories and products like SyFy thinks about its movie line-up. What combinations your customers want to see?
  66. 66. SOME PEOPLE AUTOMATE IT… …by creating systems that build a database of URLs based on product feeds data and analytics data.
  67. 67. THAT’S A LITTLE OVERBOARD.
  68. 68. How can we do it?
  69. 69. 4. ONSITE SEARCH
  70. 70. If you’re not looking at your website’s onsite search data, this owl disapproves of your entire SEO campaign.
  71. 71. If this is your first time to look at your website’s onsite search data, brace yourselves.
  72. 72. KEY TAKEAWAYS 1. Look at your site’s onsite search data. 2. Use that data to determine what your customers are looking for. 3. Take all of that and build some pages that target your customers’ needs.
  73. 73. 5. QUICK BREAK
  74. 74. LET’S SEND A MESSAGE TO MATT CUTTS
  75. 75. HI, MATT! WE MISS YOU, BUT PLEASE TAKE AS MUCH TIME AS YOU NEED!
  76. 76. 6. QUICK HITS
  77. 77. Site Stability & Reliability
  78. 78. SITE STABILITY & ITS EFFECTS ON RANKINGS Site 1: Server errors for 3-4 days. Lesson: Google is fast to drop you out of the SERPs.
  79. 79. SITE STABILITY & ITS EFFECTS ON RANKINGS Site 2: Site down for 8 weeks. Lesson: Google is fast to drop you out of the SERPs.
  80. 80. YOU SEE…WEBSITES ARE KINDA LIKE FAMILIES.
  81. 81. LOVELY PARENTS, BEAUTIFUL KIDS, NICE HOUSE…
  82. 82. BUT DON’T FORGET ABOUT YOUR COUSIN. “SH!TTER WAS FULL!”
  83. 83. “IT’S TIME TO CLEAN UP YOUR SH!T.” - @kerrydean Site B Lesson: Fix your 4xx & 5xx status codes.
  84. 84. XML Sitemaps
  85. 85. REMEMBER THESE THINGS? Everyone takes it for granted that their sitemaps are complete, accurate, and up-to-date.
  86. 86. DUANE’S ADVICE “Right, because if you start showing me 301s in here, rel=canonicals, 404 errors, all of that, I'm going to start distrusting your sitemap and I'm just not going to bother with it anymore.” - @DuaneForrester (Mar. 3, 2011) Source: http://moz.com/blog/bings-duane-forrester-on-webmaster-tools-metrics- and-sitemap-quality-thresholds
  87. 87. KERRY’S XML SITEMAPS TO-DO LIST 1. Go find all of your XML sitemap file(s) 2. Make sure they are listed in your robots.txt 3. Crawl all of your sitemaps 4. Look for any URLs that are no returning a 200 status code; fix them or remove them from the sitemap. 5. If possible, break your sitemaps into groups by products and/or categories. 6. If you can, break them into smaller batches. It makes it easier to diagnose problems.
  88. 88. Rel=Alternate Tags for Your International Sites
  89. 89. URL SPECIFICALLY FOR #WORLDCUP
  90. 90. <link rel="canonical" href="https://twitter.com/hashtag/worldcup"> <link rel="alternate" hreflang="x-default" href="https://twitter.com/search?hashtag=worldcup"> <link rel="alternate" hreflang="fr" href="https://twitter.com/search?hashtag=worldcup&amp;lang=fr"> <link rel="alternate" hreflang="en" href="https://twitter.com/search?hashtag=worldcup&amp;lang=en"> <link rel="alternate" hreflang="ar" href="https://twitter.com/search?hashtag=worldcup&amp;lang=ar"> <link rel="alternate" hreflang="ja" href="https://twitter.com/search?hashtag=worldcup&amp;lang=ja"> <link rel="alternate" hreflang="es" href="https://twitter.com/search?hashtag=worldcup&amp;lang=es"> <link rel="alternate" hreflang="de" href="https://twitter.com/search?hashtag=worldcup&amp;lang=de"> <link rel="alternate" hreflang="it" href="https://twitter.com/search?hashtag=worldcup&amp;lang=it"> <link rel="alternate" hreflang="id" href="https://twitter.com/search?hashtag=worldcup&amp;lang=id"> <link rel="alternate" hreflang="pt" href="https://twitter.com/search?hashtag=worldcup&amp;lang=pt"> <link rel="alternate" hreflang="ko" href="https://twitter.com/search?hashtag=worldcup&amp;lang=ko"> <link rel="alternate" hreflang="tr" href="https://twitter.com/search?hashtag=worldcup&amp;lang=tr"> <link rel="alternate" hreflang="ru" href="https://twitter.com/search?hashtag=worldcup&amp;lang=ru"> <link rel="alternate" hreflang="nl" href="https://twitter.com/search?hashtag=worldcup&amp;lang=nl"> <link rel="alternate" hreflang="hi" href="https://twitter.com/search?hashtag=worldcup&amp;lang=hi"> <link rel="alternate" hreflang="no" href="https://twitter.com/search?hashtag=worldcup&amp;lang=no"> <link rel="alternate" hreflang="sv" href="https://twitter.com/search?hashtag=worldcup&amp;lang=sv"> <link rel="alternate" hreflang="fi" href="https://twitter.com/search?hashtag=worldcup&amp;lang=fi"> <link rel="alternate" hreflang="da" href="https://twitter.com/search?hashtag=worldcup&amp;lang=da"> <link rel="alternate" hreflang="pl" href="https://twitter.com/search?hashtag=worldcup&amp;lang=pl"> <link rel="alternate" hreflang="hu" href="https://twitter.com/search?hashtag=worldcup&amp;lang=hu"> <link rel="alternate" hreflang="fa" href="https://twitter.com/search?hashtag=worldcup&amp;lang=fa"> <link rel="alternate" hreflang="he" href="https://twitter.com/search?hashtag=worldcup&amp;lang=he"> <link rel="alternate" hreflang="th" href="https://twitter.com/search?hashtag=worldcup&amp;lang=th"> <link rel="alternate" hreflang="uk" href="https://twitter.com/search?hashtag=worldcup&amp;lang=uk"> <link rel="alternate" hreflang="ca" href="https://twitter.com/search?hashtag=worldcup&amp;lang=ca"> <link rel="alternate" hreflang="el" href="https://twitter.com/search?hashtag=worldcup&amp;lang=el"> <link rel="alternate" hreflang="eu" href="https://twitter.com/search?hashtag=worldcup&amp;lang=eu"> <link rel="alternate" hreflang="cs" href="https://twitter.com/search?hashtag=worldcup&amp;lang=cs"> <link rel="alternate" hreflang="gl" href="https://twitter.com/search?hashtag=worldcup&amp;lang=gl"> <link rel="alternate" hreflang="ro" href="https://twitter.com/search?hashtag=worldcup&amp;lang=ro"> <link rel="alternate" hreflang="vi" href="https://twitter.com/search?hashtag=worldcup&amp;lang=vi"> <link rel="alternate" hreflang="bn" href="https://twitter.com/search?hashtag=worldcup&amp;lang=bn"> <link rel="alternate" hreflang="fil" href="https://twitter.com/search?hashtag=worldcup&amp;lang=fil"> <link rel="alternate" hreflang="ms" href="https://twitter.com/search?hashtag=worldcup&amp;lang=ms"> <link rel="alternate" hreflang="zh-tw" href="https://twitter.com/search?hashtag=worldcup&amp;lang=zh-tw"> <link rel="alternate" hreflang="zh-cn" href="https://twitter.com/search?hashtag=worldcup&amp;lang=zh-cn"> <link rel="alternate" hreflang="en-gb" href="https://twitter.com/search?hashtag=worldcup&amp;lang=en-gb"> Look at all those rel-alternate tags in their source code! If you have international versions of your site, you should think about this.
  91. 91. I Built a Spreadsheet
  92. 92. CAN YOU SPOT THE ALGO UPDATES?
  93. 93. WAS MY SITE AFFECTED BY AN UPDATE?
  94. 94. 3 DAYS BEFORE AND AFTER
  95. 95. 7 DAYS BEFORE AND AFTER
  96. 96. 30 DAYS BEFORE AND AFTER
  97. 97. FULL VIEW! Using your organic visits data (from Google) will give you some ideas about the effects of any particular algorithm update.
  98. 98. DO THE SAME THING WITH RANKINGS DATA.
  99. 99. 7. NOT PROVIDED
  100. 100. Not Provided? Uggghhh…
  101. 101. “I can’t be worried about that shit. Life goes on, man.”
  102. 102. BEST QUOTE OF 2014 “I’m so over ‘Not Provided’.” - @Rhea
  103. 103. QUOTING MYSELF “If you haven’t figured out how to move forward after Not Provided, grab a watch - because you’re late!” - @KerryDean
  104. 104. ME, TOO. “Yeah, well, that’s just, like, your opinion, man.”
  105. 105. Okay…so what can you do about ‘Not Provided’?
  106. 106. THE EASIEST THING TO DO ORGANIC CHANNEL  LANDING PAGE
  107. 107. COUNT THE NUMBER OF LANDING PAGES THAT NUMBER RIGHT THERE
  108. 108. TREND IT & LOOK FOR NOTEABLE SHIFTS
  109. 109. 8. SEO REPORTING
  110. 110. SO MANY REPORTS, SO MUCH TIME…RIGHT? 30+ KPI’S x 3 DEVICE TYPES x 3 OPERATING SYSTEMS x 3 BROWSERS x SOME OTHER DIMENSIONS = A LOT OF REPORTS! “Napoleon, like anyone can even know that.”
  111. 111. TODAY, WE HAVE TO DRILL DEEPER.
  112. 112. BUT SOMETIMES LOOKING FOR INSIGHTS CAN SEEM LIKE THIS.
  113. 113. WE HAVE TO PUT ON OUR THINKING CAPS.
  114. 114. SEO REPORTS ARE LIKE CATS – YOU CAN NEVER HAVE TOO MANY.
  115. 115. WELL…UNTIL YOU BECOME THE CRAZY CAT LADY OF SEO.
  116. 116. “Information is powerful. But it is how we use it that will define us.” - @Avinash
  117. 117. MY FAVORITE HASHTAG #SMALLDATA
  118. 118. THE GOALS OF REPORTING 1. DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT. 2. DETERMINE WHICH KPI’s ACCURATELY MEASURE THE SUCCESS/FAILURE OF YOUR SEO CAMPAIGN. 3. DETERMINE WHICH KPI’s ARE ACTIONABLE.
  119. 119. THINGS YOU CAN DO WITH:
  120. 120. +13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
  121. 121. SEMRush  Organic Research  Positions
  122. 122. You can download this data by month going all the way back to Jan-2012. DO IT!
  123. 123. Once you have the data, there is only one thing left to do… PIVOT TABLES!
  124. 124. First, add a few new columns.
  125. 125. What can you do with this data?
  126. 126. 1. Ranking Trends for Keywords (Position Groups)
  127. 127. 2. # of Keywords Ranking for a Set of Keywords
  128. 128. 3. # of Keywords Ranking for All URLs
  129. 129. 3. (CONT…) # of Keywords Ranking for All URLs
  130. 130. 4. Keyword Tiers (Y/Y Comparisons)
  131. 131. 5. Trended Keyword Tiers
  132. 132. 6. Plot URL Ranking Data Over Actual Visits Data
  133. 133. The SEMRush Data Allows You To: 1. Segment groups of URLs by: o Product o Category o Sub-Cats o Sub-Domains 2. Filter each group by: o Brand vs Non-Brand o Search Volume Tiers
  134. 134. 9. SPEED ROUND
  135. 135. THE BEST SEO ADVICE EVER STOP READING ABOUT SEO. START DOING SEO.
  136. 136. THE BEST SEO ADVICE EVER STOP READING SEO BLOGS. START WRITING FOR SEO BLOGS.
  137. 137. THE BEST SEO ADVICE EVER STOP ENGAGING WITH OTHER PEOPLE’S CONTENT. START CREATING YOUR OWN CONTENT.
  138. 138. THE BEST SEO ADVICE EVER REGARDING CONTENT: You should look at your content the same way Uncle Jesse looked at Aunt Becky. You should love it until death.
  139. 139. You should love your content as much as Macho Man loved Miss Elizabeth.
  140. 140. HULK HOGAN SHOULD BE POINTING AT YOU!
  141. 141. THE BEST SEO ADVICE EVER REGARDING GOOGLE: THIS IS WHAT THEY DO. GET USED TO IT. FIND OPPORTUNITIES IN THE CHANGES.
  142. 142. THE BEST SEO ADVICE EVER REGARDING YOUR CLIENTS: I suggest you gentlemen invent a way to put a square peg in a round hole.
  143. 143. THE BEST SEO ADVICE EVER “We've got to find a way to make this... fit into the hole for this... using nothing but that.”
  144. 144. That is SEO.
  145. 145. The good news is that SEO’s love a challenge.
  146. 146. Meet every challenge with this statement:
  147. 147. “I’m your Huckleberry.”
  148. 148. THANKS! ONE LAST PIECE OF ADVICE: End every presentation with a cat gif.

×