The document discusses strategies for digital marketing and getting closer to perfection. It suggests minimizing duplicated content by consolidating numerous similar URLs. It also advocates for good targeting of the intended audience and using images and content that clearly support the intended message.

1. Ian Lurie
@portentint
DOKICK-ASSDIGITALMARKETINGUSINGTHEHUMANALGORITHM

2. Ian Lurie
@portentint
http://portent.co/dfpee

3. Fun fact: I was born in London

5. SSL!!!
SSL!!!
SSL!!!
SSL!!!

6. SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!
SSL!!!

12. No SSL!

13. No SSL
No SSL
SSL
SSL

14. there’s more to
it than that.

15. SSL MOBILEBLOGPOSTS PPC

16. WEARECHASINGTHE
WRONGALGORITHM
ALL TOO
EASY

17. CHASETHEHUMANALGORITHM

18. PERFECT

19. MASSIVELYIMPERFECT
you’ll
remember me. in
your nightmares.

20. IT’SPROGRAMMEDINTOUS
MIGHTEATUS

21. IT’SPROGRAMMEDINTOUS
BADTOEAT

22. JUSTWRONG

23. THE HUMAN BRAIN MEASURES
DISTANCEFROMPERFECT

24. SUCCESSFUL MARKETING MINIMIZES
DISTANCEFROMPERFECT

30. wtf?!!!

34. “ISTHISCLOSERTOPERFECT?”

35. Willthismovemecloserto
perfectthanmycompetitors?
“

38. WHYISTHISHERE?

39. WillJAVASCRIPTCONTENTDELIVERY
movemeclosertoperfectthanmycompetitors?
“

41. Obfuscation

42. Content in JSON?!

46. WithoutJavascript

47. LOWER AUTHORITY? WHO CARES

48. PERFECTIMPERFECT
JSON
CONENT
SERVER-SIDE
CONTENT

49. “OK,WE’LLUSESNAPSHOTS”

50. PERFECTIMPERFECT
HTML
SNAPSHOTS
SERVER-SIDE
CONTENT
JSON
CONENT

51. PROGRESSIVEENHANCEMENT
DON’T.TRUST.GOOGLE.

52. WHYISTHISHERE?
…

55. WHYISTHISHERE?
INTERACTIVITY.SPEED.

56. PERFECTIMPERFECT
USELESS
JSON
USEFUL
JSON

57. WillENDLESSSCROLLINGmovemecloserto
perfectthanmycompetitors?
“

63. WHYISTHISHERE?
…

64. PERFECTIMPERFECT
ENDLESS SCROLL
FROM HELL
RATIONAL
NAVIGATION

65. SOCIALPOSTS

66. WillADESCRIPTIVEIMAGEmoveme
closertoperfectthanmycompetitors?
“

67. “IT’STHEDEFAULTIMAGE”

68. “WOMENLIKEBABIES.”
(unnamedclient)

69. Re-enforces
themessage

70. PERFECTIMPERFECT
CONFUSING
IMAGERY
SUPPORTING
IMAGERY

71. PAIDMEDIA

72. WillTARGETINGMYAUDIENCEmove
meclosertoperfectthanmycompetitors?
“

74. “BROADMATCHKEYWORDS”

75. “IWASHIGH”

76. IADMITIT

79. PERFECTIMPERFECT
CRAPPY
TARGETING
GOOD
TARGETING

80. PERFECT=DELIBERATE

81. Willthismovemecloserto
perfectthanmycompetitors?
“

83. WillFIXINGDUPLICATIONmovemecloser
toperfectthanmycompetitors?
“

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87. PERFECTIMPERFECT
REL
CANONICAL
NO
DUPLICATION
DUPLICATION

88. WillFIXINGBROKENLINKSmoveme
closertoperfectthanmycompetitors?
“

89. bad
broken links on your own site

90. That’s lost authority!
ScreamingFrog

91. worse
broken links from another site

92. BingWebmasterTools

94. GoogleWebmasterTools

95. That’s lost authority!

96. PERFECTIMPERFECT
MORE BROKEN
LINKS
FEWER BROKEN
LINKS

97. WillAFASTERSITEmovemecloserto
perfectthanmycompetitors?
“

98. 77kb 2kb
FRIENDS DON’T LET FRIENDS CREATE 77KB TILES

101. BUT LEARN TO USE HAR

102. 64kb jpg 700kb png

103. @portentint
WHY?
$-
$10.00
$20.00
$30.00
1 2 3 4 5 6 7 8 9
Load time (seconds)
Page Value vs. Load Time

104. PERFECTIMPERFECT
SLOWER FASTER

105. WillTELLINGMYUSERSWHATTODONEXT
movemeclosertoperfectthanmycompetitors?
“

108. PERFECT=FRICTIONLESS

109. Willthismovemecloserto
perfectthanmycompetitors?
“

111. Will BETTERCONTENTmovemecloserto
perfectthanmycompetitors?
“

112. ITISALLCONTENT

117. GREATFORSEARCH
GREATFORCONVERSIONS
GREATFORBRAND
GREATFORSOCIAL
GREATFORYOURSALARY

118. Will AFASTERSITEmovemecloserto
perfectthanmycompetitors?YES.
“

119. Will RESPONSIVESITESmovemecloser
toperfectthanmycompetitors?YES.
“

121. PERFECTGETSMULTIPLEWINS

123. DON’TCHASE
THEIRALGORITHM

124. ITERATIVE
EXECUTEINSPECT
PRIORITIZE
MEASURE

125. RELCANONICAL>NOTHING

126. INFRASTRUCTURE=BIGGERPROBLEMS

127. YOUDON’TREACH‘PERFECT’
YOUWORKTOWARDSIT

129. HERE’STHETHING
OK, SO THAT TEST
PROVES BRAKES =
GOOD

130. HERE’STHETHING
we need more
research

131. GETYOURFOOTINTHEDOOR
EASESTAKEHOLDERSINTOCHANGES

132. DON’TTREATSTAKEHOLDERS
LIKETHIS.TRUSTME.

133. PERFECTIMPERFECT
BASIC SEO NEW SITE
STARTWHERESTAKEHOLDERS
ARECOMFORTABLE

134. PERFECTIMPERFECT
BASIC SEO NEW SITE
PROVEITWORKS

135. PERFECTIMPERFECT
BASIC SEO NEW SITE
NOWDOMORE

136. Will HIGHERRANKINGSmovemecloserto
perfectthanmycompetitors?
“

137. Will BASICSEOmovemeclosertoperfect
thanmycompetitors?
“

138. Will ANEWSITEDOEVENMOREFOR
RANKINGS?
“

139. Will ANIN-DEPTHARTICLEmoveme
closertoperfectthanmycompetitors?
“

140. Will 3GREAT,RELATEDBLOGPOSTS
movemeclosertoperfectthanmycompetitors?
“

141. Will ANIN-DEPTHARTICLEmoveme
closertoperfectthanmycompetitors?
“

142. Willthismovemecloserto
perfectthanmycompetitors?
“

143. DELIBERATE
FRICTIONLESS
ITERATIVE

144. CHASETHEKNOWABLEALGORITHM

145. CHASETHEFUTURE-PROOFALGORITHM

146. BECAUSEITOPTIMIZES
FORTHEIRALGORITHMS

147. BYTAPPINGOURS

148. Ian Lurie
@portentint
www.portent.com
http://portent.co/dfpee
THANK YOU