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Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done

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SEO consultants provide clients with recommendations. Like most consultants, we're frequently ignored. In this presentation, Ian Lurie talks about an incremental approach and shows specific examples where small changes add up, build trust, and make progress.

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Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done

  1. BULL$H1T! Own itA temperamental seo’s guide to getting $h1t done Ian lurie @portentint Portent.com
  2. This is me Ceo & founder, Portent @portentint ian@portent.com
  3. @portentint awesome
  4. @portentint our clients Are not seocompanies
  5. @portentint seo Client’s business
  6. @portentint Client trust Our requests
  7. @portentint “Uh, no.” “We should rebuild the entire nav”
  8. @portentint “nope.” “install this caching plugin”
  9. @portentint “what?” “E-A-T”
  10. @portentint “WTF?”FOOEY ON YOU. POOPY HEAD.
  11. @portentint Our job is not to & say oh well shrug we tried
  12. @portentint Own the increments Seo is incremental
  13. @portentint The client
  14. @portentint Part 1: The $h1tstorm
  15. @portentint
  16. @portentint Start
  17. @portentint Issue The penalty cop-out
  18. @portentint Own it It’s rarely a penalty Lots of little things cause problems
  19. @portentint Or big things, now and then
  20. @portentint Just wow
  21. @portentint Just wow
  22. @portentint huh
  23. @portentint Yeahhh…
  24. @portentint Tactics
  25. @portentint Issue Client trust
  26. @portentint You have 1,000 pages. Google’s index shows 2.5 million - SEO
  27. @portentint Google says that’s not a problem. - Client
  28. @portentint What the client means We trust Google, not you, dumbass.
  29. @portentint Own it Find a source of truth (in this case, log files)
  30. @portentint The process: portent.co/seo-logs
  31. @portentint
  32. @portentint Log files = 50 gigabytes
  33. grep -h 'Googlebot*' *.log >> output.txt
  34. grep -h 'Googlebot*' *.log >> output.txt Use GREP to search for ‘Googlebot’ (-h means “don’t include filenames” in output)
  35. In all files with “.log” in the filename grep -h 'Googlebot*' *.log >> output.txt
  36. Write the result to the file “output.txt” grep -h 'Googlebot*' *.log >> output.txt
  37. @portentint
  38. Google crawled inquiry forms: 85% of daily total crawl
  39. @portentint
  40. @portentint Start with log files to earn trust. Incremental.
  41. @portentint Issue Developer resources
  42. @portentint Let’s just fix it. Remove the query attributes. - SEO
  43. @portentint We can’t. - Client
  44. @portentint What the client means This is too hard to change. We’ll have to reengineer our site. We don’t have time.
  45. @portentint We can handle duplicate content. Just use rel canonical. - Google
  46. @portentint We can handle duplicate content. Just use robots.txt. - Google
  47. @portentint We can handle duplicate content. Just use URL exclusions. - Google
  48. @portentint What Google really means We can handle duplicate content. But it may hurt your rankings.
  49. @portentint Oh, ok. I guess we’re screwed. We provided great recommendations. Time to get fired. - SEO
  50. @portentint Own it Know your technology In this case, url fragments
  51. @portentint
  52. @portentint
  53. @portentint Improvement!
  54. @portentint Bonus: Use google to know your technology
  55. @portentint Your site is really slow. I just lost 3 pounds waiting for it to load. - SEO
  56. @portentint We can’t fix it. It’s too hard. The cart doesn’t allow it. - Dev
  57. @portentint What they really mean Flickr / Joakim Jardenberg
  58. @portentint Own it Know your technology Or just use google
  59. @portentint
  60. @portentint
  61. @portentint More
  62. @portentint Voila (OK, I cheated)
  63. @portentint Issue Branding/UX buy-in
  64. @portentint ScreamingFrog shows the wrong pages are most authoritative
  65. @portentint “Press” is more authoritative than individual products or the blog
  66. @portentint (Here’s how you get link score)
  67. @portentint (Here’s how you get link score)
  68. @portentint Can we change the navigation a bit…? - SEO
  69. @portentint No. Hell no. - Client
  70. @portentint Translation You’re an SEO, not a UX person, or a designer, or part of the brand team. If I do this, they’ll flay me alive.
  71. @portentint Oh well you’re right I’m just a dumb SEO I’ll stop. I’ll go and get fired now. - SEO
  72. @portentint Own it Find a less offensive option In this case, footer consolidation
  73. @portentint Nobody cares
  74. @portentint Company Leadership AwardsBlah blah
  75. @portentint Fewer links/page Better PageRank flow
  76. @portentint Issue Content resources & permission
  77. @portentint We need more relevant authority to rank for this term. Let’s create a content hub! - SEO
  78. @portentint Go @#$! yourself. - Client
  79. @portentint Translation We don’t have time. Getting permission will be about as fun as an iodine enema.
  80. @portentint Geez. No need to get snippy. Just a suggestion. We’ll go get fired now. - SEO
  81. @portentint Own it Find alternatives In this case, build links Between existing pages
  82. @portentint
  83. @portentint
  84. @portentint Yaaassss...!
  85. @portentint Break The routine Logistics
  86. @portentint The Consultant’s Rut And How To Escape It by Wil Reynolds https://portent.co/therut
  87. @portentint Random check-ins
  88. @portentint Monitoring
  89. @portentint Monitoring: God-level
  90. @portentint Monitoring: God-level
  91. @portentint Own it Never stop presenting options Seek incremental wins Our VERY short list of ideas: portent.co/seo-factors
  92. @portentint avoidcomplacency
  93. @portentint This is all about momentum building
  94. @portentint Own the increments Seo is incremental
  95. @portentint No cows were harmed This deck: portent.co/bullownit Ian lurie ian@portent.com @portentint

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