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Daft Punk SEO

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Daft Punk SEO. When you have millions of pages SEO is like a Daft Punk lyric:

“Work it harder, Make it better, Do it faster, Makes us stronger, More than ever, Hour after, Our work is, Never over”.

The processes that help mega sites succeed can also help smaller sites. It's not always the sexiest work but in the end you'll win your equivalent to a Grammy.

Published in: Marketing

Daft Punk SEO

  1. 1. Daft Punk SEO
  2. 2. Work it harder
  3. 3. Make it better
  4. 4. Do it faster
  5. 5. Makes us stronger
  6. 6. What are we talking about?
  7. 7. A million URLs isn’t cool, you know what’s cool?
  8. 8. @ajkohn @SEMpdx #engagepdx
  9. 9. My name is AJ Kohn
  10. 10. Big sites might seem scary
  11. 11. The right approach
  12. 12. Not as shiny
  13. 13. “If you can’t measure it, you can’t manage it.” - Peter Drucker
  14. 14. “If you can’t measure it, you can’t improve it.” - Lord Kelvin
  15. 15. Crawl Index Rank
  16. 16. Applying a framework
  17. 17. Stay classy bit.ly/queryclasses
  18. 18. Handsome doctors site
  19. 19. Page Type (category) Query Class [Specialty] in [City] Query Nephrologists in Portland Page Type (leaf) Query Class [Doctor Name] Query Dr. Raymond J. Petrillo
  20. 20. Get good at RegEx bit.ly/regexreference
  21. 21. Crawl Optimization
  22. 22. The crawl team is stingy
  23. 23. Zero tolerance for 500s
  24. 24. 404s are junk food bit.ly/internal404s
  25. 25. Tracking Crawl by Status Code
  26. 26. You are what Googlebot eats bit.ly/crawloptimization
  27. 27. Tracking Crawl by Page Type
  28. 28. Page type makes a difference
  29. 29. Log file analysis bit.ly/ultimatelogfileguide bit.ly/completelogfileguide
  30. 30. Sometimes Google crawls the wrong way
  31. 31. Use robots.txt generously
  32. 32. This tool is awesome
  33. 33. Avoid inefficient crawling
  34. 34. Parameters are the devil incarnate
  35. 35. What about rel=canonical?
  36. 36. Can Google get to those pages without the parameter?
  37. 37. Speed matters
  38. 38. bit.ly/lighthousetool
  39. 39. Index Optimization
  40. 40. XML sitemaps
  41. 41. Indexation rate
  42. 42. Indexation Trend
  43. 43. 50,000 URLs per sitemap, 50,000 sitemaps per sitemap index means 2,500,000,000 potential URLs
  44. 44. Optimize your sitemaps bit.ly/sitemapoptimization
  45. 45. bit.ly/sitemapoptimization Indexation rates provide insight
  46. 46. Crawl organization should mirror sitemap organization
  47. 47. Rank Indices
  48. 48. Why aren’t we ranking for [specific term]?
  49. 49. It’s not about any one term
  50. 50. Rank Indices bit.ly/rankidices
  51. 51. stevens creek trail map high trestle trail map lincoln woods trail map withlacoochee trail map san gabriel river trail map legacy trail map wissahickon trail map salt creek trail map pennypack park trail map capital crescent trail map springwater corridor map guadalupe river trail map metropolitan branch trail map pinellas trail map west orange trail map katy trail map cherry creek trail map noonday creek trail map suncoast trail map interurban trail map des plaines river trail map monon trail map oak leaf trail map salado creek greenway map greenway trail map centennial trail map 4.3 4.1 4.0 4.3 3.7
  52. 52. Understand the user and how they search
  53. 53. Make certain you have the syntax right http://answerthepublic.com http://keyword.io http://ubersuggest.io http://alexa.com http://similarweb.com
  54. 54. Create rank indices that will materially impact the business
  55. 55. Roll your own or use a third-party tool
  56. 56. Track traffic by page and query class using Advanced Segments
  57. 57. Up and to the right
  58. 58. “And now for something completely different.”
  59. 59. Titles
  60. 60. “I’m kind of a big deal. People read me.”
  61. 61. You can’t hand optimize titles for millions of pages
  62. 62. Smart templates
  63. 63. Max Title Length = 70 Characters Title Template = [Doctor Name] – [Specialist] in [City] – [Site Name] Dr. Sam Jones – Oncologist in Palo Alto – Docs.com LEN=50 Dr. Valentine Michael Smith – Anesthesiologist in Truth or Consequences – Docs.com LEN=82 Dr. Valentine Michael Smith – Anesthesiologist – Docs.com LEN=58 Dr. Supercalifragilistic Expialidocious Jr. – Anesthesiologist in Truth or Consequences – Docs.com LEN=98 Dr. Supercalifragilistic Expialidocious Jr. – Anesthesiologist – Docs.com LEN=73 Dr. Supercalifragilistic Expialidocious Jr. – Docs.com LEN=54 Dr. Valentine Michael Smith – Anesthesiologist in Boston – Docs.com LEN=67
  64. 64. Highly logical
  65. 65. SEO Judo
  66. 66. Our keywords are back
  67. 67. Search Console API
  68. 68. Rules for using search console queries in titles
  69. 69. Must have > 100 clicks in last 30 days Top query must be > 30% of total clicks Top query must be > 25% more than next query
  70. 70. [Top Query] : [Normal Title Tag] [Normal Title Tag] | [Top Query] [Top Query] – [Site Name]
  71. 71. Works really well on eCommerce product titles
  72. 72. Crosslinks
  73. 73. Don’t create crawl traffic jams
  74. 74. Nearly every page should have horizontal crosslinks
  75. 75. Vertical crosslinks are invaluable for SEO and UX
  76. 76. A frustrating report but valuable on a monthly basis
  77. 77. TL;DL
  78. 78. Measure crawl, index and rank by query class and page type Make dynamic template changes and monitor your dashboards Rinse and repeat
  79. 79. AJ Kohn Owner, Blind Five Year Old www.blindfiveyearold.com aj@blindfiveyearold.com @ajkohn

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