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9.
Because we take an audience
focused approach, there is no
hacking keyword research.
10.
IPULLRANK.COM @ IPULLRANK
We build segmented Content Strategies
11.
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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.
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There are only 4 SEO tools
that still give you whole
number search volumes
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.
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
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100000000
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200000000
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0
500000
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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
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.
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Featured Snippets
Rule!
69.
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Question based queries heavily feature featured snippets. h/t
@statrob https://getstat.com/blog/featured-snippets-track-
more-things-win-more-snippets/
70.
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You Don’t Have to be #1
71.
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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.
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@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.
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.
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HTTP/2 speeds up some of HTTP 1.1 performance issues.
86.
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However Googlebot is not there yet
88.
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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.
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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.
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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.
92.
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How Rel-Prerender Works
It loads the page in an invisible tab to make the page appear instantly.
93.
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Google Uses It in the SERPs
This could potentially be a way to definitively identify navigational queries. h/t @yoast
94.
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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.
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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.
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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
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.
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
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
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.
IPULLRANK.COM @ IPULLRANK
Sales Software Has Solved Many of Outreach’s Scale Issues
140.
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Lead Qualification / Scoring
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.
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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.
IPULLRANK.COM @ IPULLRANK
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.
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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.
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Use the Model that Performed Best to Predict
154.
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The Output is a Segmented Prospect List
Tada!
155.
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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.
IPULLRANK.COM @ IPULLRANK
Research – Text Summarization Tool
https://www.tools4noobs.com/summarize/
158.
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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.
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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.
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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