At the 2015 MnSearch Summit, Ian Lurie delivered a great presentation titled "Strategies for Addressing Technical Issues Impacting Your Organic Visibility".

1. It’s time to have The Talk
Where rankings come from

2. @portentint
ask me questions

3. that’s us
portent.com

4. No.

5. PERFECT IS HERE

6. RANKS #1
YOU SEE A SITE THAT
OUT-RANKS YOU.
THEY'RE
SPAMMING. I
KNOW IT.

7. RANKS #1
YOU NOTICE THEY HAVE
LOTS OF CONTENT.

8. RANKS #1
YOU WRITE LOTS OF
CONTENT.
$50 FOR A BLOG
POST?!!!

9. THEM: #1YOU RANK #2
BUT THEY STILL
OUT-RANK YOU
@@!#$%!

10. PERFECT
DISTANCE
FROM

11. INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED

12. INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
YOU ARE HERE

13. INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
YOU MUST START HERE

14. The 5 DFP Creators
Debris
Obfuscation
Duplication
Misdirection
Divorce

15. The 5 DFP Creators
Debris
Obfuscation
Duplication
Misdirection
Divorce
easier to fix

16. Debris (busted links)

17. bad
broken links on
your own site

18. worse
broken links from
another site

19. Detecting debris

20. don't trust google

21. Learn grep

22. grep "GoogleBot" biglog.log >> googlelog.txt
“Find me every line that mentions
‘GoogleBot’ and write the result to a
new file called ‘googlelog.txt’”

23. grep -v ”foo.com" biglog.log|grep -v
"bot"|grep -v " 200 "|grep -v "spider"|
grep ".aspx" >> bar.txt
“Find me every line that does not mention
‘foo.com’ or a bot, did not generate a ‘200’
response, isn’t a spider and is a .aspx file,
then write the result to ‘bar.txt’”

24. grep -v ”foo.com" biglog.log|grep -v
"bot"|grep -v " 200 "|grep -v "spider"|
grep ".aspx" >> bar.txt
In English: Find me all non-200 responses
that came from people clicking on links on
other sites. Save it to bar.txt.

25. GET /gaggle/sheckel/ourstuff.aspx - 80 -
84.3.92.94 Mozilla/5.0+ http://
www.othersite.com/News/datstuff.aspx 302
0 0 140
A link to this page from that site
generated a 302 response.

26. Fixing debris

27. Ask nicely
please miss
would you be so
kind as to give me
my link back?

28. If they say no,
put the old page
back
fine, $#@%!
off then

29. fixed
easiest link building ever

30. PERFECT
DISTANCE
FROM

31. Resources
http://portent.co/grep-geek
http://portent.co/dist-geek-grep
http://www.wingrep.com

32. Obfuscation

33. Obfuscation

34. Obfuscation

35. Obfuscation

36. Obfuscation
why is the
content in a
javascript array/
list of lists?

37. Obfuscation

38. Obfuscation

39. Obfuscation

40. Obfuscation

41. Obfuscation

42. Obfuscation

43. Obfuscation

44. Obfuscation

45. Obfuscation

46. ObfuscationWithout Javascript

47. Obfuscation

48. Obfuscation d'oh

49. Obfuscation

50. Obfuscation

51. Obfuscation d'oh

52. Detecting obfuscation

53. Web Developer’s Toolbar

54. User Agent Switcher

55. cURL
curl -A "Mozilla/5.0 (compatible;
Googlebot/2.1; +http://
www.google.com/bot.html)" http://
www.weather.com/maps/radar

56. cURL

57. Obfuscation d'oh

58. Fixing Obfuscation

59. Use javascript to
drive interaction

60. Use javascript to
drive apps

61. Don’t use javascript
to deliver content

62. Snapshots

63. Graceful degradation

64. Don’t trust Google

65. PERFECT
DISTANCE
FROM

66. Resources
http://portent.co/angular-visible
http://prerender.io

67. Duplication &
Thin Content

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71. Lost crawl budget

72. /en-us/
/en-US/US-Distribution
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which links
count?
j
j
j

77. Detecting duplication &
thin content

78. SCREAMING FROG

79. SCREAMING FROG

80. SCREAMING FROG
Duped

81. SCREAMING FROG
Thin?

82. Fixing duplication &
thin content

83. Just fix it

84. 301s

85. Boilerplate

86. Disallow

87. Rel Canonical

88. Don’t trust Google

89. Resources
http://portent.co/seer-sf
http://portent.co/google-dupe
http://bit.ly/crawl-budget

90. PERFECT
DISTANCE
FROM

91. Misdirection

94. Lost crawl budget

95. Thin pages

96. Duplication

97. Panda

98. Detecting misdirection

99. cURL
ian$ curl -I www.portent.com/asdf
HTTP/1.1 404 Not Found
Vary: Accept-Encoding
Content-Type: text/html
Date: Tue, 23 Jun 2015 02:23:50 GMT
Transfer-Encoding: chunked
ETag: W/"52e2973b-57f5"
Connection: Keep-Alive
Set-Cookie: X-Mapping-
fjhppofk=096F15B70A2F221A79C065300DBE0A65;
path=/
Age: 0
cURL

101. Fixing misdirection

102. Fix your @#$ server

103. .NET

104. Resources
http://portent.co/responsinate
http://curl.haxx.se/download.html
http://portent.co/cUrl-tut
http://portent.co/dotnet404

105. PERFECT
DISTANCE
FROM

106. Divorced Content

107. Divorced Content
Get out, and take
your blog with
you
brand, brand,
brand. it's all
you care about

108. Home Page

109. Fixing divorced content

110. Scrape & Republish

111. robots.txt on publisher
User-Agent: *
disallow /

112. robots tag on publisher
noindex, nofollow

113. In RSS feed <channel>
element
<xhtml:meta xmlns:xhtml="http://
www.w3.org/1999/xhtml"
name="robots" content="noindex" />

115. Or write your own

117. Reverse Proxy

118. Resources
http://portent.co/rssimporter
http://portent.co/reverseproxy
http://portent.co/reverseproxyapache

119. PERFECT
DISTANCE
FROM

120. The 5 DFP Creators
Debris
Obfuscation
Duplication
Misdirection
Divorce
easier to fix

121. INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
YOU ARE HERE

122. INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
YOU MUST START HERE

123. Bonus round
Screwing plagiarists

124. Most plagiarism is
lazy scraping

127. IT’S RIGHT HERE
(LYING IN WAIT)

129. REMOVE THE IMAGE
FROM MY PAGE

130. REPLACE IT ON THE SERVER
WITH ANOTHER IMAGE

131. VOILA

132. @portentint
portent.co/playpenguin
That’s it