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.

Marketing

IAN LURIE, PORTENT
@PORTENTINT
#digitalsummit

#Digital Summit | Ian Lurie | @portentint

#Digital Summit | Ian Lurie | @portentint
problem
Advanced SEO turns this…

#Digital Summit | Ian Lurie | @portentint
…into this.

“Oh, hey, duplicate content is fine.
We can handle it.”
– Google

#Digital Summit | Ian Lurie | @portentint
#$@%&!
duplication
Massive duplication = rankings drop

#Digital Summit | Ian Lurie | @portentint
rel
canonical
Rel canonical didn’t address the whole problem.
We were missing something.
I’ll get
there

Never take what Google says as a
competitive SEO recommendation

grep -h 'Googlebot*' *.log >> output.txt

grep -h 'Googlebot*' *.log >> output.txt
Use GREP to search for ‘Googlebot’
(-h means “don’t include filenames” in output)

In all files with “.log” in the filename
grep -h 'Googlebot*' *.log >> output.txt

Write the result to the file “output.txt”
grep -h 'Googlebot*' *.log >> output.txt

#Digital Summit | Ian Lurie | @portentint
39 meg instead of 6 gig
138k lines instead of 22 million lines

Google crawled inquiry forms:
75% of total crawl

#Digital Summit | Ian Lurie | @portentint
duplication
I’ll get
there
noindex/nofollow/robots.txt
Crawl & interpret

#Digital Summit | Ian Lurie | @portentint
duplication
I’ll get
there
Logs showed Googlebot kept crawling…

#Digital Summit | Ian Lurie | @portentint
you are my
favorite

#Digital Summit | Ian Lurie | @portentint
Fragment implementedrobots.txt

#Digital Summit | Ian Lurie | @portentint
duplication
Log files help you go from this…

#Digital Summit | Ian Lurie | @portentint
…to this.

“We’re better at javascript now”
– Google

#Digital Summit | Ian Lurie | @portentint
client-side
rendering
I’ll figure it
out

#Digital Summit | Ian Lurie | @portentint
after I index
this site

Understand how javascript
crawling works

js
SEO that creates abstraction is not advanced
Mother@#$!

"I would highly recommend looking into
server side rendering or even better
hybrid rendering because that yields user
experience benefits, as well."

Server-side rendering
Puppeteer: portent.co/puppet
Rendertron: portent.co/rendertron
Prerender.cloud

Hybrid Rendering
Meteor
React
Rendr
Derby

#Digital Summit | Ian Lurie | @portentint
chromestatus.com

#Digital Summit | Ian Lurie | @portentint
Google mobile-friendly test

js
Understanding javascript rendering prevents this
Mother@#$!

#Digital Summit | Ian Lurie | @portentint
e.a.t.

#Digital Summit | Ian Lurie | @portentint
Nope

#Digital Summit | Ian Lurie | @portentint
go away!!!

#Digital Summit | Ian Lurie | @portentint
blah blah
blah
Understanding language prevents this

#Digital Summit | Ian Lurie | @portentint
And gets this

Understand NLP, machine
learning, and the SERPs

https://portent.co/portent.co/tfidf-nope

#Digital Summit | Ian Lurie | @portentint
TF-IDF
SEMRush

#Digital Summit | Ian Lurie | @portentint
ryte.com
TF-IDF

Create the content you need
@britneymuller
portent.co/mullerml

#Digital Summit | Ian Lurie | @portentint
Semantic relationships
SEMRush

#Digital Summit | Ian Lurie | @portentint
Semantic relationships
Ryte.com

#Digital Summit | Ian Lurie | @portentint
Lexical relationships
Moz.com

Salience
Am I relevant for the right stuff?

#Digital Summit | Ian Lurie | @portentint
Justin Briggs
@briggsby
portent.co/briggsby

#Digital Summit | Ian Lurie | @portentint
Learn an API.
portent.co/nlpapi

#Digital Summit | Ian Lurie | @portentint
De-duplication & near duplicates
portent.co/jroakes-shingle
By @jroakes, Adapt Partners

#Digital Summit | Ian Lurie | @portentint
Internal TF-IDF
Grow your own (not recommended)

#Digital Summit | Ian Lurie | @portentint
Internal TF-IDF
SEMRush On-Page SEO Checker

Indexing: Good
Rendering: Good
Shingling .5
Overall TFIDF: Fell 20%

#Digital Summit | Ian Lurie | @portentint
Cut through abstraction
Keep learning how things work
You’ll get better at your job
thank you

Roll A d20
Ian Lurie
@portentint
ian@portent.com
I’ll deny everything
This deck: portent.co/adv-seo

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Advanced SEO: Logs, Load, and Language

1. IAN LURIE, PORTENT @PORTENTINT #digitalsummit

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….

16. SCREAMING FROG SAYS

17.

18.

19.

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

33.

34. #Digital Summit | Ian Lurie | @portentint you are my favorite

35. #Digital Summit | Ian Lurie | @portentint Fragment implementedrobots.txt

36.

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

43. Rendered ≠ ranking

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

46.

47. Understand how javascript crawling works

48.

49. portent.co/dynrend

50. portent.co/dynrend

51. portent.co/dynrend Dynamic rendering

52. portent.co/dynrend WTF?!!!

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

56. Understand hybrid rendering

57. portent.co/dynrend

58. Hybrid Rendering Meteor React Rendr Derby

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