Sustainable SEO requires advanced understanding of search engine algorithms and how different individual ranking factors relate to each other. This presentation covers the five super-signals of SEO, as well as page speed and topical focus complexity.

1. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

2. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
 Understanding the Five Super Signals of SEO
 Advanced Site Speed Bottleneck Detection Techniques
 Reinforcing Topical Focus Signals
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

3. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
 SEO IS ALL ABOUT LINKS
 CONTENT IS KING
 CONTENT MARKETING INSTEAD OF LINKS
 GOOGLE IS EVIL
 ___ SAYS X DOESN’T MATTER
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

4. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

5. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
 Sometimes you just need more
 Sometimes you just need reinforcement of signals
 Sometimes you need to start from scratch
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

6. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
The Answer:
QUART in all things.
+
"Consistency of signal
reinforcement"
QUART concept ©2013 – 2015 Alan Bleiweiss

7. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Any individual SEO
factor needs to
score well in at least
three of the five
super-signals to have
sustainable potential
QUART concept ©2013 – 2015 Alan Bleiweiss

8. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Primary SEO Factor Groups

9. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Primary SEO Factor Groups

10. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Primary SEO Factor Groups

11. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Page Speed Factor Complexity
Speed impacts:
Quality
Authority
Trust
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

12. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Google Analytics 30 Day Averages
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
GA – Individual Page Speed +
2nd
dimension = city

13. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Page Speed Evaluation
Look Deeper
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
GA Individual Page 30 Day Trend

14. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Page Speed Evaluation
Look Deeper
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
URIValet.com
Unique Object
File Sizes

15. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Page Speed Evaluation
Look Deeper
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Deeper Testing
Helps Confirm Initial
Data Evaluation,
Can Help Identify
Situational Factors

16. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Page Speed Evaluation
Look Deeper
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
WebPageTest – “Details” Report

17. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Page Speed Evaluation
Look Deeper
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

18. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Page Speed Evaluation
Look Deeper
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Server Considerations
NOTE: First Byte Time isn't just about YOUR server.
It also becomes a factor with 3rd party servers so check WPT
"details" report!

19. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Topical Focus
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Google Search Console
Top Keywords
(words Google
most associates
this site as being “about”)

20. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Topical Focus
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

21. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Is your site as authoritative as the
biggest sites on the web? Does your
site’s authority overcome quality,
uniqueness, relevance, or trust signals?
If you think a page deserves ranking,
but don’t provide multiple paths to
access that page, why would you think
search engines consider that page
“very important”?
Topical Focus

22. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Topical Focus
Internal Links
Can Impact
Page Authority,
&
Can Confuse
Topical Focus Trust

23. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models
Topical Focus
Page Sculpting is a shiny object tactic.
Page Sculpting is NOT a UX best practice – it’s an
artificial attempt to manipulate search engines.

24. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
IA Topical Focus Confusion
Flat Architecture
Partial Flat Architecture
Multiple Copies of each Product Page
Infinite Nesting
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

25. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
IA Topical Focus Confusion
All Flat Architecture
http://domain.com/
http://domain.com/category1/
http://domain.com/category1-subcat/
http://domain.com/productdetailspage/
http://domain.com/blog/
http://domain.com/blogpost/
http://domain.com/faq/
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

26. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
IA Topical Focus Confusion
Nested Categories, Flat Product
URLs
http://domain.com/
http://domain.com/category1/
http://domain.com/cat1/subcat1/
http://domain.com/productdetailspage/
http://domain.com/blog/
http://domain.com/blog/category/
http://domain.com/blogpost/
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

27. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
IA Topical Focus Confusion
Multiple Copies of each Product Page
http://domain.com/cat1/product1/
http://domain.com/cat2/product1/
http://domain.com/cat3/product1/
http://domain.com/cat3/colorx/product1/
http://domain.com/cat4/subcat1/product1/
http://domain.com/on-sale/product1/
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

28. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
IA Topical Focus Confusion
Infinite Nesting
http://domain.com/new/2015/toyota/camr
y/se/4cyl/2-5l/tires/14inch/radial/AT/noise-
dampening/long-life/lug-nuts/
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

29. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
IA Topical Focus Confusion
Resolution:
Avoid flat architecture
Use consistent nesting model
Only use duplication in gentle ways
Have one product detail URL accessible from several category funnels if needed
(ideal is to include product in only one category funnel where possible)
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

30. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
IA Topical Focus Confusion
Resolution:
Assign to categories only when data justifies!
Nest only as deep as data justifies!
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models

31. Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
Conclusion
 Apply the QUART test in all things!
 Page speed testing requires multiple tools
 Page speed improvements require looking at ALL areas
 Topical focus requires consistent
 Topical focus requires dilution avoidance
Advanced SEO
The Jump To Sustainable Models
Advanced SEO
The Jump To Sustainable Models