4. IPULLRANK.COM @ IPULLRANK
First There Were Webmasters
Before the web world splintered into 50 million different jobs, there was just the Webmaster. In 1995 I was even one
of them for Microsoft’s ActiveX team.
21. IPULLRANK.COM @ IPULLRANK
obvious that Google needed to solve for this.
24. IPULLRANK.COM @ IPULLRANK
ReactJS is Growing Too
Similarly, Facebook’s MVW
framework is growing as
well. Although, it has a built
in feature for making sure
that it renders proper HTML,
but it’s still a framework you
should know how to
Check out this post https://builtvisible.com/react-js-seo/
32. IPULLRANK.COM @ IPULLRANK
On What Device, OS and Location?
Different browser and OS configurations will show you different results. So what truly is a mobile
+ + = Ranking #3+
Nexus 5 Android NYCChrome
+ + = Ranking #1+
iPhone 6 iOS NYC
44. IPULLRANK.COM @ IPULLRANK
Google allows client side redirects for automation redirection of mobile to desktop and vice versa. Many crawling tools do not
account for this.
56. IPULLRANK.COM @ IPULLRANK
Search Console’s Crawl Stats are Mediocre
I personally find what Google gives us to be pretty much useless. Don’t less this take the place of
going through your logs.
57. IPULLRANK.COM @ IPULLRANK
Log Files Help You Spot What Really Happens
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.
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
58. IPULLRANK.COM @ IPULLRANK
Social Shares Influence Crawl Patterns
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.
Googlebot Visits Links Social Shares FB Twitter G+
60. IPULLRANK.COM @ IPULLRANK
Prerender Can Cause Problems
However, we’ve seen Prerender setups misidentify Googlebot as a human users and serve the wrong the
Googlebot Perceived as Human
61. IPULLRANK.COM @ IPULLRANK
Prerender Setup Serving Non-200
Prepping the prerender cache can cause outages and lead to pages falling in and out of the index.
1 2 3 4 5
62. IPULLRANK.COM @ IPULLRANK
Also Prerendering is Not a Requirement
We got rid of prerender on 2 sections of the site and saw the traffic from Organic Search increase YoY.
Google can index it just fine.
63. IPULLRANK.COM @ IPULLRANK
AJAX Crawling Deprecated
Google has gotten rid of the AJAX crawling scheme because they don’t need it anymore. They have perfected their
ability to crawl headless at reasonable scale. They say don’t block the CSS or JS because it’s a browser.
67. IPULLRANK.COM @ IPULLRANK
Most Tools use cURL or Similar
There are many similar libraries, but many SEO tools are built on library called cURL for managing HTTP requests. This
is a text based crawler.
68. This is a fundamental flaw of
many SEO tools because they
are not constructing the DOM
and its CSS/JS
69. IPULLRANK.COM @ IPULLRANK
PhantomJS – For Scraping the Modern Web
There are many headless browsers out there such as Selenium, but PhantomJS is the go to.
75. IPULLRANK.COM @ IPULLRANK
Google Looks at Entities First
According to Paul Haahr, Google looks at entities first and it appears that we as an industry have talked
about this in theory, but not truly worked it into the optimization workflow.
77. IPULLRANK.COM @ IPULLRANK
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.
81. IPULLRANK.COM @ IPULLRANK
These Rankings Say He’s Wrong
We had a client with millions for 302s and all we did was change them to 301s
June August September
HyperTraffic (1-3) 1272 1,283 1,473
Traffic (4-10) 979 983 837
Striking Distance (11-20) 167 161 110
Emerging (21-40) 106 103 98
Developmental (41-100) 156 90 87
Unranked 0 60 75
82. IPULLRANK.COM @ IPULLRANK
This Traffic Improvement Says He’s Wrong
Traffic went up pretty dramatically despite seasonality.
April May Jun Jul Aug Sep Oct
83. IPULLRANK.COM @ IPULLRANK
Internal Linking Structures
Internal Linking Structures are still an incredibly powerful asset. I’d like to see more tools like what Portent has built to visualize
them and understand where there is opportunity. https://www.portent.com/blog/seo/seo-force-directed-diagrams.htm
87. IPULLRANK.COM @ IPULLRANK
Google Expects Ludicrously Speedy
Google has an expectation that the above the fold content on the page will load within 1 second. You basically get 400 ms to
make that happen.
89. IPULLRANK.COM @ IPULLRANK
DevTools Is Your Friend
In the Timeline section, DevTools gives you a point by point break down of each operation and how it impacts the site’s load
time. This is how you can determine what exactly is slowing down your pages.
100. IPULLRANK.COM @ IPULLRANK
Use it With the GA API
Get the pageviews of the
ga:nextPagePath based on
the ga:previousPagePath set
to the current page that
You’ll get a list of the pages
your users are most likely to
visit next. Set one of these as
105. IPULLRANK.COM @ IPULLRANK
Rel-Preload for Same Page Preloading
I haven’t played with it yet, but Ian says they’re using it on the Portent site.
106. How to Go Forward
Things you should know and do to be prepared for
the technical renaissance
113. IPULLRANK.COM @ IPULLRANK
Accelerated Mobile & Instant Pages
Even if you’re not a publisher, I encourage you to watch these projects as I expect that Google and Facebook will grow the specs
dramatically once they’re adopted.