1.
THE PLAYER’S PLIGHT

2.
This is you.

3.
This is Google

4.
You’ll face all types of obstacles to try and beat Google

5.
Only to find out your effort was for nothing.

6.
IPULLRANK.COM @ IPULLRANK
FOR TODAY LET’S
FORGET ABOUT
STRATEGY…

7.
IPULLRANK.COM @ IPULLRANK
Let’s catch a warp zone into some tactics. That’s it.

8.
KEYWORD RESEARCH
TACTICS
Hacks?

9.
Because we take an audience
focused approach, there is no
hacking keyword research.

10.
IPULLRANK.COM @ IPULLRANK
We build segmented Content Strategies

11.
IPULLRANK.COM @ IPULLRANK
Persona-driven keyword research is where you should start
http://www.slideshare.net/ipullrank/persona-driven-keyword-
research

12.
IPULLRANK.COM @ IPULLRANK
Align with the User Journey
“Multichannel custom publishing.”
You’ll want to developtheright KPIs tomatchup withtheright types ofvideos. Topof funnelvideos should bemeasuredby awareness KPIs,
whereas bottomfunnelvideos likehow-tos and guides aremorelikely toleadtoconversions that areclosertothebusinessobjective.

13.
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This Requires Content Strategy

14.
IPULLRANK.COM @ IPULLRANK
There are only 4 SEO tools
that still give you whole
number search volumes

15.
SEMRush

16.
GrepWords – though it’s hard to know how often they
update

17.
KeywordTool.io

18.
Ahrefs

19.
CONTENT HACKS
Topic Modeling

20.
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TERM RELEVANCE
There’s also been a lot of
talk about co-relevance,
topic modeling and TF*IDF.
This is a great opportunity
for technical elements to
influence content creation.

21.
IPULLRANK.COM @ IPULLRANK
TERM RELEVANCE
This has been shown
numerous times to be one of
the biggest content ranking
factors. We’ve seen sites
improve rankings by
optimizing for TF*IDF with
no improvements to
authority

22.
Ryte’s Content Success tool is great for this.

23.
The Content Success editor helps you identify what
keywords you need to use as you write.

24.
It will also show you the weighting of those terms as you
write.

25.
LOG FILE ANALYSIS
Understanding crawlbudget opportunities

26.
Crawl Budget is the name of the game.
Compare
downloadsize
from SF with
downloadsize in
logs

27.
Kibana

28.
Excel – Change your .log to .csv and do Text to Column
where the delimiter is the space

29.
Verify Googlebot
https://protocolsyntax.wordpress.com/2012/12/04/dns-
reverse-lookup-in-excel/

30.
Combine with other data and slice and dice until you find
what you want.

31.
ScreamingFrog Log File Analyser does a lot of this for
you

32.
Identify Crawled URLs based on verified Googlebotvisits

33.
Identify Low Value-add URLs based on query parameters

34.
Most vs Least Crawled based on number of events

35.
Crawl Frequency of Subdirectories

36.
Crawl Frequency by Content Type

37.
Crawl Frequency by User-Agent

38.
URLs Crawled Per Day, Week or Month

39.
Discover Crawl Errors

40.
Find Inconsistent Responses

41.
View Errors by Subdirectories

42.
View Errors Experiencedby User-Agent

43.
Audit Redirects throughout the site

44.
Identify Bots & Spoofed Search Bot Requests

45.
Verify Search Bot IPs

46.
Identify Large Pages

47.
Identify Slow Pages

48.
Find Orphan Pages

49.
Discover Uncrawled URLs

50.
Find Spam Bots to block

51.
Analyze Crawl Frequency By Depth & Internal Links

52.
Crawl Frequency By Meta Robots & Directives

53.
Crawl Frequency By Link Data

54.
IPULLRANK.COM @ IPULLRANK
Botify is Next Level
Though

55.
Botify is the crawl + log file power tool.

56.
IPULLRANK.COM @ IPULLRANK
Log files give you deeper
insights into Google

57.
I had a client come last year that was unsure whether it was
Penguin or changes in their offline media buying habits had
led to the downturn in traffic. Layering the Googlebot logs
made it clear.
Log Files Help You Spot What Really Happens
0
50000000
100000000
150000000
200000000
250000000
0
500000
1000000
1500000
2000000
2500000
Unknown organic organic home organic dyor
organic er organic home,dyor,er organic cushion organic net of home
organic ritani organic diamonds direct home paid brand sessions
tv spend web sessions (as reported by adaptv) Top 800 Monthly SV impressions
Googlebot Visits
Penguin Update

58.
0
1000000
2000000
3000000
4000000
5000000
6000000
0
100000
200000
300000
400000
500000
600000
700000
Googlebot Visits Links Social Shares FB Twitter G+
We find that there is a higher correlation with crawling and
social shares than crawling and links. Commonly held SEO
knowledge would make you believe this is entirely dictated by
links.
Social Shares Influence Crawl Patterns

59.
AUDITING JAVASCRIPT
SITES
There’s no way you won’t run into one of these at this
point

60.
VIEW SOURCE IS DEAD

61.
Inspect Element is the computedDOM

62.
You need to compute the diff between the
view source and the inspect element
versions of the page to understand what
Google may or may not see.

63.
Use Screaming Frog – Crawl in text mode and in
JavaScript mode then compare the hash columns.
Those that are different have rendering disparities.

64.
Nothing that requires a user action to be
displayed will ever be indexed.

65.
@justinrbriggs has a good step by step on how to do
this. https://www.briggsby.com/auditing-javascript-for-
seo/

66.
SERP OWNERSHIP
TACTICS
How do you get more real estate?

67.
On Stacking…
Domain stacking in the SERPs mostly only
works now if the results in the SERP are weak.
The play is owning positions in other result
types.

68.
IPULLRANK.COM @ IPULLRANK
Featured Snippets
Rule!

69.
IPULLRANK.COM @ IPULLRANK
Question based queries heavily feature featured snippets. h/t
@statrob https://getstat.com/blog/featured-snippets-track-
more-things-win-more-snippets/

70.
IPULLRANK.COM @ IPULLRANK
You Don’t Have to be #1

71.
IPULLRANK.COM @ IPULLRANK
Make Explanations “Snip-able”

72.
IPULLRANK.COM @ IPULLRANK
Researchthe Query Space
Put the Query in a HeaderTag
Placethe right structured text in closeproximity
Fetch and Render in Google Search Console
Watchthe Magic Happen
How to get Featured Snippets

73.
INTERNAL LINK BUILDING
Distributing the site’s link equity

74.
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These Companies have Proven the Value of Internal Links

75.
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Internal Linking Structures
Internal Linking Structures are stillan incredibly powerfulasset. I’d like to see moretools likewhat Portent has built to visualize
them and understand where there is opportunity. https://www.portent.com/blog/seo/seo-force-directed-diagrams.htm

76.
IPULLRANK.COM @ IPULLRANK
Searchmetrics Does a Great Job of This
I wish all the link indices had a stronger focus on internal linking structure and visualizing where there are
opportunities to flow more link equity throughout the site. Searchmetrics’ Site Structure tool does this well.

77.
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Paul’s Method is Good for Rolling Your Own
http://searchengineland.com/improve-internal-linking-calculate-internal-pagerank-r-246883

78.
IPULLRANK.COM @ IPULLRANK
@willcritchlow has some new thoughts on how to approach
internal linking https://www.distilled.net/resources/proposing-
better-ways-to-think-about-internal-linking/

79.
Quick Win
Look at your pages with the most internal link
equity and build links from those pages to
target pages.

80.
SPEED HACKS
Let’s speed things up a bit

81.
IPULLRANK.COM @ IPULLRANK
Code Order Matters. It impacts site speed dramatically.

82.
Critical RenderingPath
https://developers.google.com/web/fundamentals/perf
ormance/critical-rendering-path/analyzing-crp?hl=en

83.
Check out the Code Coverage report to see what code isn’t be
used and delete it from your pages.
https://www.portent.com/blog/user-experience/code-

84.
Check out Critical and CriticalCSS. Hat tip @basgr

85.
IPULLRANK.COM @ IPULLRANK
HTTP/2 speeds up some of HTTP 1.1 performance issues.

86.
IPULLRANK.COM @ IPULLRANK
However Googlebot is not there yet

87.
IPULLRANK.COM @ IPULLRANK
Pre-browser hints

88.
IPULLRANK.COM @ IPULLRANK
PreBrowsing Directives
Browsers have preloading directives which allow the page to download elements in the background for later
viewing or within the same session.

89.
IPULLRANK.COM @ IPULLRANK
Rel-Preconnect
Rel-preconnect will resolve the DNS, start the TCP handshake and negotiate the TLS tunnel
beforehand, effectivelyshaving hundreds of milliseconds to several seconds in page load.

90.
IPULLRANK.COM @ IPULLRANK
When to Use Rel-Preconnect
When you see a long time for connections to happen or a lot of idle time, it’s a good idea to use rel-
preconnect.

91.
<link rel=“preconnect” href=“domain name”>

92.
IPULLRANK.COM @ IPULLRANK
How Rel-Prerender Works
It loads the page in an invisible tab to make the page appear instantly.

93.
IPULLRANK.COM @ IPULLRANK
Google Uses It in the SERPs
This could potentially be a way to definitively identify navigational queries. h/t @yoast

94.
IPULLRANK.COM @ IPULLRANK
I Sent Thousands of Headless Visits

95.
IPULLRANK.COM @ IPULLRANK
Rel-Prerender’d Pages Generally Perform Better

96.
IPULLRANK.COM @ IPULLRANK
Use it With the GA API
Get the pageviews of the
ga:pagePath based on the
ga:previousPagePath set to
the current page that you’re
on.
You’ll get a list of the pages
your users are most likely to
visit next. Set one of these as
the rel-prerender.

97.
IPULLRANK.COM @ IPULLRANK
Code.
Inject rel-prerender into the
page programmatically.
You could also session the
URLs the user is going to to
ensure you are always
prerendering a new page.

98.
IPULLRANK.COM @ IPULLRANK
It Improved Our Site Speed 68.35%
One line of code did this magic.

99.
Don’t use it on mobile.
Analytics packages aside from Google
Analytics may show fake sessions.

100.
IPULLRANK.COM @ IPULLRANK
Defer JS Load with Page Visibility API
…

101.
IPULLRANK.COM @ IPULLRANK
Rel-Preload for Same Page Preloading of Resources
https://www.smashingmagazine.com/2016/02/preload-what-is-it-good-for/

102.
IPULLRANK.COM @ IPULLRANK
Get more accurate using
R + OpenCPU + GTM

103.
IPULLRANK.COM @ IPULLRANK
OpenCloud allows you to create an API from interfacing with
your R scripts
http://www.opencloud.org

104.
IPULLRANK.COM @ IPULLRANK
Deploy a Markov Chain based model in R via OpenCPU and get
more accurate guesses at what the user’s next page view is
http://code.markedmondson.me/predictClickOpenCPU/supercharg
e.html

105.
IPULLRANK.COM @ IPULLRANK
Anticipate next page
based on the mouse

106.
IPULLRANK.COM @ IPULLRANK
You can shave off ~1s in load time by preloading based on
mouse deceleration towards a link

107.
IPULLRANK.COM @ IPULLRANK
FutureLink
https://github.com/SamKnows/futurelink

108.
INDEXATION HACKS
Let’s see where we stand

109.
IPULLRANK.COM @ IPULLRANK
You can get Google to
ramp up the crawl rate

110.
IPULLRANK.COM @ IPULLRANK
If you file a request for the crawl team to ramp up the crawl
rate, they will comply.

111.
IPULLRANK.COM @ IPULLRANK
USE
URLPROFILER
TO CHECK
INDEXATION

112.
FORECAST MODELING
As it pertains to OrganicSearch

113.
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FORECAST
MODELING IS
QUESTIONABLE
AT BEST
There is no accurate to size
the impact of
recommendations or
expectations from a
collection of keywords

114.
Use your own data from Search Console for Forecast
Modeling

115.
It doesn’t get much better than this
Traffic = Search Volume x CTR
Number of Conversions = Conversion Rate x Traffic
Dollar value = Traffic x # Conversions x Avg Conversion
Value

116.
Pull performance data from Search Analytics on the
keyword level

117.
IPULLRANK.COM @ IPULLRANK
USE TRIES WITH
THE GSC API
FOR MORE
DATA

118.
LINK ANALYSIS
How do we get a better idea of where we stand with
links?

119.
Aside from indexation, there’s no way
to know what links Google is
counting.

120.
CognitiveSEO – I like this tool for spam analysis and
visualizinglink profiles for clients.

121.
LinkDetox – I like this tool for spam analysis.

122.
LinkResearchTools – Disavow File Audit tool – People
tend to overdo it when they create disavow files. Spend
the time to review

123.
Pitchbox - Link Removal Outreach. Combine with Link
Detox and automate your link removal outreach.

124.
OUTREACH HACKS
Scalinglink outreach

125.
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Video Outreach with BombBomb
Perform video outreach to which has inherent proof that you are an actual person rather than just a spammer. Use Bomb Bomb https://bombbomb.com/

126.
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Tactic – Reach Out About Most Popular Content
Use Buzzsumo to identify the most popular post on a domain and use that in your email because it’s natural that someone would reach out to talk
about something people are already sharing. http://www.buzzsumo.com

127.
Outreach and link building
are exactly like sales
though.

128.
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John-Henry Said it Best
https://moz.com/blog/link-prospectors-into-lead-generators

129.
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We Build a Funnel

130.
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We Optimize the Funnel

131.
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But, Let’s Talk about Machine Learning
You often hear these terms conflated by the media

132.
Ok. So, What Is Machine Learning?
“Machine learning is a type of artificial
intelligence that provides computers with
the ability to learn without being explicitly
programmed.”

133.
It’s Really Just Using Math to Guess and Check

134.
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Supervised or Unsupervised Segmentation

135.
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Predictive Modeling

136.
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Natural Language Processing

137.
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Chatbots

138.
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Training Chatbots
Training chatbots is
similar to training ML
classifiers in that you
take a knowledge
base and run it
through NLP then
tune it with regard to
conversations.

139.
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Sales Software Has Solved Many of Outreach’s Scale Issues

140.
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Lead Qualification / Scoring

141.
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Close Prediction

142.
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Prospecting

143.
IPULLRANK.COM @ IPULLRANK
Lead Intelligence

144.
If outreach is like sales and many sales
tools have solved this, how can we apply
the same to outreach?

145.
IPULLRANK.COM @ IPULLRANKMost machine learning is done in R or Python, but those are programming languages, but you’re marketers so let’s figure out some things you can use
without too much coding.

146.
IPULLRANK.COM @ IPULLRANK
3 Things Machine Learning Can Help Scale in Outreach
Prospecting
Overcoming
Objections
Initial
Outreach
Research

147.
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Orange Canvas is a Visual Machine Learning Tool
https://orange.biolab.si

148.
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It Allows You to Drag & Drop and Perform Analyses

149.
We’re going to perform supervised
machine learning to predict which sites are
worthwhile prospects based on our
previous research.

150.
IPULLRANK.COM @ IPULLRANK
Collect, Clean and Setup Whatever Data You Have
If it’s a prospect you used, mark it as a , if it was disapproved, mark it as a 0. If there are rows that are missing data remove them.

151.
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Import Your Data
Specify the column where you have
marked a site/page as approved as
your target attribute. Skip any text-
based attributes.

152.
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Take Your Prospect Lists and Data
https://www.tools4noobs.com/summarize/

153.
IPULLRANK.COM @ IPULLRANK
Use the Model that Performed Best to Predict

154.
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The Output is a Segmented Prospect List
Tada!

155.
IPULLRANK.COM @ IPULLRANK
Research – CrystalKnows
This tool is an example of user segmentation based on social media data http://www.crystalknows.com

156.
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Research – PeoplePattern
People Pattern is an enterprise tool that accomplishes similar goals, but could allow you to segment outreach targets https://www.peoplepattern.com/

157.
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Research – Text Summarization Tool
https://www.tools4noobs.com/summarize/

158.
IPULLRANK.COM @ IPULLRANK
Improve My BuzzSumo Tactic
Scale the tactic of reading the prospect’s most popular post using text summarization.

159.
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Automate Overcoming Objections with an Email Chatbot
http://blog.mila.com/en/2016/08/23/how-chatbots-and-ai-create-email-auto-replies-with-intelligent-answers/

160.
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Generate your Chatbot with API.AI
http://api.ai

161.
IPULLRANK.COM @ IPULLRANK
Setup your Responses with Key Variables
Basedonwhat the user might sayintheir response to you, set up your ownresponsesanduse variablessothose responses arecontextual and logical. The bot will continue
to learn based onthe emailsit gets.

162.
IPULLRANK.COM @ IPULLRANK
Connect Your Bot to Email Using Zapier
You can avoidthe coding element bysetting upa trigger inGmail for new email, connecting to the API withthe POST actiona ndsending an emailonce theresponse is
returned

163.
WHO AM I?
Thought you’d never ask.

164.
IPULLRANK.COM @ IPULLRANK
I’M
#ZORASDAD
First and foremost.

165.
IPULLRANK.COM @ IPULLRANK
MY NAME IS
MIKE KING
Razorfish, Publicis Modem alum
Full Stack Developer
Full Stack Marketer
Moz Associate

166.
IPULLRANK.COM @ IPULLRANK
I Run a Better Marketing Agency Called iPullRank

167.
IPULLRANK.COM @ IPULLRANK
We Do These Things
Content
Strategy
SEO Paid Media Machine
Learning
Marketing
Automation
Measurement
& Optimization

168.
IPULLRANK.COM @ IPULLRANK
Also Launching an Initial Coin Offering called Skratch
ughh.com/skratch

169.
THAT’S ALL I’VE GOT

170.
THANK YOU /
Q&A
MICHAEL KING
FOUNDER &
MANAGING DIRECTOR
IPULLRANK
mike@ipullrank.com
http://Ipullrank.com