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Advanced SEO: Logs, Load, and Language

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"Advanced" SEO is a phrase that gets thrown around, but we rarely practice truly advanced tactics.

Advanced SEO isn't rel canonical or nofollow.

Real advanced SEO cuts through abstraction. It doesn't add layers of stuff to hide SEO problems. It fixes them.

This is Ian Lurie's slide deck from Digital Summit 2019. Don't let the length scare you. It's packed with links, tips, and step-by-step to-dos.

Published in: Marketing

Advanced SEO: Logs, Load, and Language

  1. IAN LURIE, PORTENT @PORTENTINT #digitalsummit
  2. #Digital Summit | Ian Lurie | @portentint
  3. #Digital Summit | Ian Lurie | @portentint
  4. NO
  5. #Digital Summit | Ian Lurie | @portentint
  6. #Digital Summit | Ian Lurie | @portentint problem Advanced SEO turns this…
  7. #Digital Summit | Ian Lurie | @portentint …into this.
  8. Logs / Load / Language
  9. Logs / Load / Language
  10. “Oh, hey, duplicate content is fine. We can handle it.” – Google
  11. #Digital Summit | Ian Lurie | @portentint #$@%&! duplication Massive duplication = rankings drop
  12. #Digital Summit | Ian Lurie | @portentint rel canonical Rel canonical didn’t address the whole problem. We were missing something. I’ll get there
  13. Never take what Google says as a competitive SEO recommendation
  14. Hit the log files
  15. FUUUUUUUUUUUU….
  16. SCREAMING FROG SAYS
  17. #Digital Summit | Ian Lurie | @portentint
  18. Ians-Macbook-Pro:cms1 Ian$ Gunzip .*gz
  19. #Digital Summit | Ian Lurie | @portentint
  20. I just want Googlebot
  21. grep -h 'Googlebot*' *.log >> output.txt
  22. grep -h 'Googlebot*' *.log >> output.txt Use GREP to search for ‘Googlebot’ (-h means “don’t include filenames” in output)
  23. In all files with “.log” in the filename grep -h 'Googlebot*' *.log >> output.txt
  24. Write the result to the file “output.txt” grep -h 'Googlebot*' *.log >> output.txt
  25. #Digital Summit | Ian Lurie | @portentint 39 meg instead of 6 gig 138k lines instead of 22 million lines
  26. Google crawled inquiry forms: 75% of total crawl
  27. #Digital Summit | Ian Lurie | @portentint duplication I’ll get there noindex/nofollow/robots.txt Crawl & interpret
  28. #Digital Summit | Ian Lurie | @portentint duplication I’ll get there Logs showed Googlebot kept crawling…
  29. Fragments to the rescue
  30. #Digital Summit | Ian Lurie | @portentint you are my favorite
  31. #Digital Summit | Ian Lurie | @portentint Fragment implementedrobots.txt
  32. #Digital Summit | Ian Lurie | @portentint duplication Log files help you go from this…
  33. #Digital Summit | Ian Lurie | @portentint …to this.
  34. Advanced SEO removes the problem
  35. Logs / Load / Language
  36. “We’re better at javascript now” – Google
  37. #Digital Summit | Ian Lurie | @portentint
  38. Rendered ≠ ranking
  39. #Digital Summit | Ian Lurie | @portentint client-side rendering I’ll figure it out
  40. #Digital Summit | Ian Lurie | @portentint after I index this site
  41. Understand how javascript crawling works
  42. portent.co/dynrend
  43. portent.co/dynrend
  44. portent.co/dynrend Dynamic rendering
  45. portent.co/dynrend WTF?!!!
  46. js SEO that creates abstraction is not advanced Mother@#$!
  47. "I would highly recommend looking into server side rendering or even better hybrid rendering because that yields user experience benefits, as well."
  48. Server-side rendering Puppeteer: portent.co/puppet Rendertron: portent.co/rendertron Prerender.cloud
  49. Understand hybrid rendering
  50. portent.co/dynrend
  51. Hybrid Rendering Meteor React Rendr Derby
  52. Know the tools
  53. Google renders using Chrome 41
  54. #Digital Summit | Ian Lurie | @portentint chromestatus.com
  55. #Digital Summit | Ian Lurie | @portentint Google mobile-friendly test
  56. #Digital Summit | Ian Lurie | @portentint
  57. #Digital Summit | Ian Lurie | @portentint
  58. No
  59. Examples
  60. Lousy hybrid rendering
  61. js No js
  62. Page 5 vs. 10m pages DA 91, PA 42
  63. js No js Good hybrid rendering
  64. Good hybrid rendering js No js
  65. Page 1 vs. 200m+ pages DA 50, PA 27
  66. Server-Side > Hybrid > Client-Side
  67. js Understanding javascript rendering prevents this Mother@#$!
  68. And ensures this
  69. Advanced SEO is nuanced
  70. Logs / Load / Language
  71. E-A-T This
  72. #Digital Summit | Ian Lurie | @portentint e.a.t.
  73. #Digital Summit | Ian Lurie | @portentint Nope
  74. #Digital Summit | Ian Lurie | @portentint go away!!!
  75. #Digital Summit | Ian Lurie | @portentint blah blah blah Understanding language prevents this
  76. #Digital Summit | Ian Lurie | @portentint And gets this
  77. Understand NLP, machine learning, and the SERPs
  78. TF-IDF
  79. TF-IDF
  80. https://portent.co/portent.co/tfidf-nope
  81. #Digital Summit | Ian Lurie | @portentint TF-IDF SEMRush
  82. #Digital Summit | Ian Lurie | @portentint ryte.com TF-IDF
  83. Look at the SERPs
  84. Intent
  85. Intent Do I have the right content?
  86. Features Do I have the right content?
  87. Create the content you need @britneymuller portent.co/mullerml
  88. #Digital Summit | Ian Lurie | @portentint Semantic relationships SEMRush
  89. #Digital Summit | Ian Lurie | @portentint Semantic relationships Ryte.com
  90. #Digital Summit | Ian Lurie | @portentint Lexical relationships Moz.com
  91. Salience Am I relevant for the right stuff?
  92. Not just keyword frequency!!!!
  93. AJ Kohn @ajkohn portent.co/embeddings
  94. #Digital Summit | Ian Lurie | @portentint Justin Briggs @briggsby portent.co/briggsby
  95. #Digital Summit | Ian Lurie | @portentint Learn an API. portent.co/nlpapi
  96. #Digital Summit | Ian Lurie | @portentint De-duplication & near duplicates portent.co/jroakes-shingle By @jroakes, Adapt Partners
  97. #Digital Summit | Ian Lurie | @portentint Internal TF-IDF Grow your own (not recommended)
  98. #Digital Summit | Ian Lurie | @portentint Internal TF-IDF SEMRush On-Page SEO Checker
  99. Added content (seemed fine)
  100. Indexing: Good Rendering: Good Shingling .5 Overall TFIDF: Fell 20%
  101. Content removed (floggings commenced)
  102. Up = bad
  103. Bonus round
  104. Internal PageRank portent.co/internalpr
  105. ScreamingFrog crawl
  106. Shingling
  107. Top terms/rankings
  108. Import to log file analysis
  109. Merge
  110. Export
  111. Filter, score, and sort
  112. #Digital Summit | Ian Lurie | @portentint
  113. #Digital Summit | Ian Lurie | @portentint Cut through abstraction Keep learning how things work You’ll get better at your job thank you
  114. Roll A d20 Ian Lurie @portentint ian@portent.com I’ll deny everything This deck: portent.co/adv-seo

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