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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 fl...
@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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@portentint Can we change the Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done

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