Historically, SEO was a very technical discipline. Over time, that shifted as Strategists began touting the death of SEO and claiming all you need is great content. Today, SEO is going back to those technical roots. From simple data markup to more complex proprietary technologies like AMP; now more than ever SEOs & marketers have to be technical masters. Learn why it's important to embrace these technical roots, what technologies we should be learning now, and how to stay ahead of the curve.
45. @SWallaceSEO | #INBOUND17
LEARN HOW TO WORK
WITH RELATIONAL
DATABASES
SQL
To manipulate data and build queries that communicate with
more than one table
49. @SWallaceSEO | #INBOUND17
PULL PROCESSED
QUERY DATA INTO EXCEL
To browse MySQL Schemas, Tables, Views and Procedures
and perform data operations
MySQL for Excel
75. @SWallaceSEO | #INBOUND17
1. Tag: A snippet of code (usually JavaScript) added to a page
2. Trigger: Defines when & where tags are fired
3. Variables: Receive or store information to be used by tags & triggers;
these impact what data is collected
Basic Components:
Google Tag Manager
83. @SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager
84. @SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager
85. @SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager
86. @SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager
87. @SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager
88. @SWallaceSEO | #INBOUND17
Make site changes without developers
Implement Structured Data Markup
Analyze form abandonment
Track off-site downloads
Measure scroll depth & dwell time
Merge Google Analytics & CRM data
Change
the
World
Google Tag Manager
97. @SWallaceSEO | #INBOUND17
Favorite
Tool
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools
98. @SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools
Favorite
Tool
99. @SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools
Favorite
Tool
100. @SWallaceSEO | #INBOUND17
It’s built into your browser
Audits pages as they load to provide recommendations
for decreasing load time & increasing responsiveness
Allows you to view webpages via different devices, all
from your desktop
Has a built in user agent switcher
Developer Tools
Favorite
Tool
108. @SWallaceSEO | #INBOUND17
GTmetrix
Speed
Matters
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
50% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of Kissmetrics.com
109. @SWallaceSEO | #INBOUND17
GTmetrix
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
50% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of DoubleClick by Google
Speed
Matters
110. @SWallaceSEO | #INBOUND17
GTmetrix
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
53% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of DoubleClick by Google
Speed
Matters
111. @SWallaceSEO | #INBOUND17
GTmetrix
Site speed, and in turn page speed, is your first
impression with consumers
47% of users expect a site to load in less than 2
seconds*
53% of users will abandon your site entirely if takes
longer than 3 seconds*
Site speed is a confirmed ranking factor
*Stats courtesy of DoubleClick by Google
Speed
Matters
114. @SWallaceSEO | #INBOUND17
Your log files contain the only data
that is 100% accurate in terms of how
search engines are crawling your site.
Log File Analyzer
115. @SWallaceSEO | #INBOUND17
Upload your log files to uncover how
search engines are crawling & parsing
your site.
Log File Analyzer
119. @SWallaceSEO | #INBOUND17
Log
Analysis
Too many response code errors create crawl budget
waste, which can negatively impact your rankings
Ensure search engines are crawling everything you
want indexed
Correcting the problems found in your logs will lead to
higher rankings, more traffic, & more conversions / sales
Log File Analyzer
120. @SWallaceSEO | #INBOUND17
Log
Analysis
Too many response code errors create crawl budget
waste, which can negatively impact your rankings
Ensure search engines are crawling everything you
want indexed
Correcting the problems found in your logs will lead to
higher rankings, more traffic, & more conversions / sales
Log File Analyzer
121. @SWallaceSEO | #INBOUND17
Log
Analysis
Too many response code errors create crawl budget
waste, which can negatively impact your rankings
Ensure search engines are crawling everything you
want indexed
Correcting the problems found in your logs will lead to
higher rankings, more traffic, & more conversions / sales
Log File Analyzer
132. @SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have
APIs you can leverage
APIs can help make existing data convenient &
consumable
Scale productivity by automating robotic processes
APIs
Integrate
133. @SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have
APIs you can leverage
APIs can help make existing data convenient &
consumable
Scale productivity by automating robotic processes
APIs
Integrate
134. @SWallaceSEO | #INBOUND17
Many of the tools & platforms you already use have
APIs you can leverage
APIs can help make existing data convenient &
consumable
Scale productivity by automating robotic processes
APIs
Integrate
138. @SWallaceSEO | #INBOUND17
AMP
AMP has been integrated into
primary search results pages.
AMP design & compatibility
should be a consideration if
organic traffic from Google
represents a significant
amount of total visits.
144. @SWallaceSEO | #INBOUND17
All About
Mobile
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP
145. @SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP
All About
Mobile
146. @SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP
All About
Mobile
147. @SWallaceSEO | #INBOUND17
Nearly 60% of searches are performed on Mobile
Speed matters: users expect sites to load in 2 seconds
or less
Advice from Google’s Gary Isles:
“Pay attention to AMP. It’s going to be really big.
Figure out…how to implement it.”
It will most likely* become a ranking signal
*Yes, this is speculation…but trust me!
AMP
All About
Mobile
151. @SWallaceSEO | #INBOUND17
Progressive Web Apps are
user experiences that have
the reach of the web.
They are reliable, fast, &
engaging.
Always fresh.
PWAs
152. @SWallaceSEO | #INBOUND17
Universal - available on iOS
and Android.
Push notifications.
Connectivity independent to
ensure PWAs work with low
quality or no connection.
PWAs
155. @SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs
Progress
156. @SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs
Progress
157. @SWallaceSEO | #INBOUND17
Progress
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs
158. @SWallaceSEO | #INBOUND17
You don’t need one: most websites don't need to be
able to behave like an app
If you have an app it may be worth switching to a PWA
You may need one: your site offers real-time data
You may need one: your audience is likely to pull
content to browse offline, such as a news app or a blog
publishing many articles a day
PWAs
Progress