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BULL$H1T!
Own itA temperamental seo’s
guide to getting $h1t done
Ian lurie
@portentint
Portent.com
This is me
Ceo & founder, Portent
@portentint
ian@portent.com
@portentint
awesome
@portentint
our clients
Are not
seocompanies
@portentint
seo
Client’s business
@portentint
Client trust
Our requests
@portentint
“Uh, no.”
“We should rebuild
the entire nav”
@portentint
“nope.”
“install this caching plugin”
@portentint
“what?”
“E-A-T”
@portentint
“WTF?”FOOEY ON YOU.
POOPY HEAD.
@portentint
Our job is not to
& say oh well
shrug
we tried
@portentint
Own the increments
Seo is incremental
@portentint
The client
@portentint
Part 1: The $h1tstorm
@portentint
@portentint
Start
@portentint
Issue
The penalty cop-out
@portentint
Own it
It’s rarely a penalty
Lots of little things
cause problems
@portentint
Or big things, now and then
@portentint
Just wow
@portentint
Just wow
@portentint
huh
@portentint
Yeahhh…
@portentint
Tactics
@portentint
Issue
Client trust
@portentint
You have 1,000 pages.
Google’s index shows 2.5 million
- SEO
@portentint
Google says that’s not a problem.
- Client
@portentint
What the client means
We trust Google, not you, dumbass.
@portentint
Own it
Find a source of truth
(in this case, log files)
@portentint
The process: portent.co/seo-logs
@portentint
@portentint
Log files = 50 gigabytes
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
@portentint
Google crawled inquiry forms:
85% of daily total crawl
@portentint
@portentint
Start with log files to earn trust.
Incremental.
@portentint
Issue
Developer resources
@portentint
Let’s just fix it.
Remove the query attributes.
- SEO
@portentint
We can’t.
- Client
@portentint
What the client means
This is too hard to change. We’ll have to
reengineer our site. We don’t have time.
@portentint
We can handle duplicate content.
Just use rel canonical.
- Google
@portentint
We can handle duplicate content.
Just use robots.txt.
- Google
@portentint
We can handle duplicate content.
Just use URL exclusions.
- Google
@portentint
What Google really means
We can handle duplicate content. But it
may hurt your rankings.
@portentint
Oh, ok. I guess we’re screwed.
We provided great recommendations.
Time to get fired.
- SEO
@portentint
Own it
Know your technology
In this case, url fragments
@portentint
@portentint
@portentint
Improvement!
@portentint
Bonus: Use google to know your technology
@portentint
Your site is really slow.
I just lost 3 pounds waiting for it to load.
- SEO
@portentint
We can’t fix it.
It’s too hard. The cart doesn’t allow it.
- Dev
@portentint
What they really mean
Flickr / Joakim Jardenberg
@portentint
Own it
Know your technology
Or just use google
@portentint
@portentint
@portentint
More
@portentint
Voila (OK, I cheated)
@portentint
Issue
Branding/UX buy-in
@portentint
ScreamingFrog shows the wrong
pages are most authoritative
@portentint
“Press” is more authoritative than
individual products or the blog
@portentint
(Here’s how you get link score)
@portentint
(Here’s how you get link score)
@portentint
Can we change the navigation a bit…?
- SEO
@portentint
No. Hell no.
- Client
@portentint
Translation
You’re an SEO, not a UX person, or a
designer, or part of the brand team. If I
do this, they’ll flay me alive.
@portentint
Oh well you’re right I’m just a
dumb SEO I’ll stop.
I’ll go and get fired now.
- SEO
@portentint
Own it
Find a less offensive option
In this case, footer consolidation
@portentint
Nobody cares
@portentint
Company
Leadership AwardsBlah blah
@portentint
Fewer links/page
Better PageRank flow
@portentint
Issue
Content resources
& permission
@portentint
We need more relevant authority to
rank for this term. Let’s create a
content hub!
- SEO
@portentint
Go @#$! yourself.
- Client
@portentint
Translation
We don’t have time. Getting permission
will be about as fun as an iodine enema.
@portentint
Geez. No need to get snippy.
Just a suggestion.
We’ll go get fired now.
- SEO
@portentint
Own it
Find alternatives
In this case, build links
Between existing pages
@portentint
@portentint
@portentint
Yaaassss...!
@portentint
Break
The routine
Logistics
@portentint
The Consultant’s Rut And How To Escape It
by Wil Reynolds
https://portent.co/therut
@portentint
Random check-ins
@portentint
Monitoring
@portentint
Monitoring: God-level
@portentint
Monitoring: God-level
@portentint
Own it
Never stop presenting options
Seek incremental wins
Our VERY short list of ideas:
portent.co/seo-factors
@portentint
avoidcomplacency
@portentint
This is all about
momentum
building
@portentint
Own the increments
Seo is incremental
@portentint
No cows were harmed
This deck: portent.co/bullownit
Ian lurie
ian@portent.com
@portentint

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