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