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DISTANCE FROM PERFECT
Ian Lurie
@portentint
ian@portent.com
HOW TO TREAT CUSTOMERS LIKE PEOPLE
AND MAKE GOOGLE HAPPY.
portent.com
COME SAY HI
THESE ARE THE LINKS:
PORTENT.CO/deefsee
NO ‘M’
HOW THIS WILL GO
THE PROBLEM
DISTANCE FROM PERFECT
EXAMPLES
THE PROBLEM
THE CHECKLIST IS DEAD
A LOT OF FOLKS ASK…
CAN’T YOU GIVE ME A
CHECKLIST
OF STUFF TO
RANK HIGHER
EARN MORE&
Distance from Perfect: SEO and PPC Common Sense
WE’RE MYTHING
THE POINT
WE ARE NOT IN THE
RANKINGS BUSINESS
WE ARE NOT IN THE
CPC BUSINESS
WE ARE IN THE
QUALITY BUSINESS
WE MINIMIZE DFP
DISTANCE FROM PERFECT
THINK ABOUT
SEO
YOU CAN’T DO SEO BASED
ON RANKINGS ANY MORE…
WE CAN’T MEASURE
KEYWORDS
WE CAN’T MEASURE RANKINGS
VERY WELL
IF IT’S A NUMBERS GAME
WE GOT NO NUMBERS
but i just
need my
ranking
factors...
ALSO
GOOGLE’S ALGORITHM
grrrr
i will kick
your #!@*$
OK IAN, FINE
WHAT ABOUT PPC?
GUESS WHAT
PAID SEARCH:
NOT JUST THE BIDS
Distance from Perfect: SEO and PPC Common Sense
Distance from Perfect: SEO and PPC Common Sense
Distance from Perfect: SEO and PPC Common Sense
Distance from Perfect: SEO and PPC Common Sense
LOW QS, HIGHER COST
HIGH QS, LOWER COST
Distance from Perfect: SEO and PPC Common Sense
THERE IS NO CHECKLIST
LONG ENOUGH.
AND IF THERE WERE, IT’D BE
DIFFERENT EVERY TIME.
WHAT DO WE DO?!?
PANIC!
ZOMGZOMGCOMG
PANIIIICCC!!!!
CHANGE OUR THINKING
WE ARE NOT IN A
GAME.
NUMBERS
WE ARE NOT IN A
GAME.
CHECKLIST
WE ARE IN A
GAME.
QUALITY
YOU DON’T HAVE TO
GUESS ABOUT QUALITY.
GOOGLE’S BEEN TELLING US
FACEBOOK’S BEEN TELLING US
BING’S BEEN TELLING US
THEY MAKE US VISIBLE
IF WE MAKE OURSELVES
DISCOVERABLE
IF WE MAKE OURSELVES
VALUABLE
IF WE REDUCE
DISTANCE
FROM
PERFECT
LOW DFP = MORE
DISCOVERABLE
LOW DFP = HIGH VALUE
HIGH DFP BUILDS
A BRICK WALL
IN FRONT OF YOUR SITE
LOW DFP
HIGH DFP MAKES
CUSTOMERS DO THIS
make it stop! please
make it stop
ohgodohgodohgod
(METAPHORICALLY)
LOW DFP MAKES
THEM DO THIS
(METAPHORICALLY)
YEAH, BABY.
EVERY ALGORITHM,
EVERY SEARCH ENGINE,
EVERY SOCIAL NETWORK
LOOKS AT DFP.
IT IS NOT A LIST.
well,
fiddlesticks.
IT’S A GRAPH.
PERFECT IS HERE
IT’S MEASURED BY
OBJECTIVE AND
SUBJECTIVE DATA.
BEHAVIOR
BEHAVIOR: THE SUBJECTIVE
CLUES PEOPLE GIVE TO AN
ITEM’S QUALITY.
DATA
BEHAVIOR
EXAMPLES:
LINKS
SHARES
REVIEWS
CLICKTHRU
THUMBS UP
BOUNCE BACK
DATA
BEHAVIOR
DATA
DATA: OBJECTIVE
INFORMATION PROVIDED BY
COMPUTERS THAT DIRECTLY
IMPLIES QUALITY.
BEHAVIOR
DATA
EXAMPLES:
SITE SPEED
BROKEN LINKS
SERVER ERRORS
WORD RELEVANCE
BEHAVIOR
DATA
BETTER SIGNALS =
BETTER BEHAVIOR =
BETTER RESULTS
HERE’S AN EXAMPLE
DATA
BEHAVIOR RANKS #1
YOU SEE A SITE THAT
OUT-RANKS YOU.
THEY'RE
SPAMMING. I
KNOW IT.
DATA
BEHAVIOR RANKS #1
YOU NOTICE THEY HAVE
LOTS OF BLOG POSTS.
DATA
BEHAVIOR RANKS #1
YOU WRITE LOTS OF
BLOG POSTS.
$50 FOR A BLOG
POST?!!!
THEM: #1YOU RANK #2
DATA
BEHAVIOR
BUT THEY STILL OUT-
RANK YOU.
THEM: #1YOU RANK #2
DATA
BEHAVIOR
THEIR SITE’S FASTER.
OR HAS FEWER 404S.
THEM: #1
OR POOR UI/UX
DATA
BEHAVIOR
THEM: #1YOU RANK #2
DATA
BEHAVIOR
YOU HAD OTHER
PROBLEMS.
@@!#$%!
YOUR GOAL IS NOT TO
BE BLOGGIER.
YOUR GOAL IS NOT TO
BE PRETTIER.
YOUR GOAL IS NOT TO
BE SOCIAL-ER.
YOUR GOAL:
BE PERFECT-ER
whoa. hold on there. this is
a lot of theoretical mumbo-
jumbo. what do i do?!!!
MAKING DFP WORK
IN REAL LIFE
WHAT WILL MOST
IMPROVE YOUR
ONLINE QUALITY?
WHAT WILL MOST
IMPROVE YOUR ONLINE
QUALITY WITH THE
LEAST EFFORT?
BREADTH
DEPTH
IMPACT
+
BREADTH: HOW MANY CHANNELS
WILL THIS IMPACT?
DEPTH: HOW FAR ARE YOU FROM
PERFECT?
CONSTRAINTS
COMPLEXITY
DIFFICULTY
+
CONSTRAINTS: LEGAL,
BRANDING, RESOURCES, ??
COMPLEXITY: SKILLS REQUIRED
IMPACT
DIFFICULTY
PRIORITY
+
ORGANIZE IT
(EXAMPLE IN LINK BUNDLE)
ORGANIZE IT
(EXAMPLE IN LINK BUNDLE)
portent.co/deefsee
EXAMPLES
ERRORS : FIX BROKEN LINKS
YOUR ADVANTAGEGOOGLE WEBMASTER TOOLS
YOUR ADVANTAGESCREAMING FROG
BING WEBMASTER TOOLS
A SECRET PILE OF AWESOME
Distance from Perfect: SEO and PPC Common Sense
WHY DO IT?
WHY NOT?!
FIXING BROKEN LINKS HAS
BROAD IMPACT
GOOD FOR SEARCH
GOOD FOR PPC
GOOD FOR SOCIAL
GOOD FOR CUSTOMERS
IT HAS DEEP IMPACT
IT’S THE DIFFERENCE BETWEEN A POSITIVE
USER EXPERIENCE AND NO USER
EXPERIENCE.
I CAN'T STAND IT.
WHERE'S THE PAGE?!
FINDING WHAT YOU WANT AND
THEN GETTING A BROKEN LINK
MESSAGE IS PAINFUL.
WOOT. FOUND IT.
FINDING WHAT YOU
WANT AND THEN
GETTING IT IS COOL.
LOW COMPLEXITY
FIND IT. FIX IT, REDIRECT IT OR REMOVE IT.
BUT CONSTRAINTS?
NO LEGAL OR BRAND IMPACT.
DEV EXPERTISE REQUIRED.
QUICK TO FIX.
Distance from Perfect: SEO and PPC Common Sense
PAGE SPEED : COMPRESS IMAGES
77kb 2kb
FRIENDS DON’T LET FRIENDS
CREATE 77KB TILES
GET THE GOOGLE CHROME
PAGESPEED PLUGIN
RUN IT
RUN IT
Distance from Perfect: SEO and PPC Common Sense
THE CULPRIT
IT GIVES YOU AN
OPTIMIZED VERSION!
DOWNLOAD IT
UPLOAD IT
SAVE .2s
WHY DO IT?
10 x .2 = 2s
3s 2s
LOAD TIME VS. PAGE VALUE
REVENUE CORRELATION
8,000 PAGES TESTED
GOOD FOR SEARCH
GOOD FOR SOCIAL
GOOD FOR PPC
GOOD FOR MOBILE
GOOD FOR CUSTOMERS
IT HAS DEEP IMPACT
WHO WANTS TO WAIT AROUND?
ONLY PEOPLE WHO LIKE THIS.
I PREFER THIS.
LOW COMPLEXITY
DOWNLOAD. UPLOAD.
LOW CONSTRAINTS
NO DEV EXPERTISE REQUIRED.
JUST CMS/SITE ACCESS.
Distance from Perfect: SEO and PPC Common Sense
WHAT’S A ‘GOOD’ LOAD TIME?
FASTER THAN RIGHT NOW
FASTER = LOWER DFP
CONTENT: THE RIGHT WORDS
IN THE RIGHT PLACES
THE TITLE TAG
YOUR AD
YOUR POST
YOUR PRODUCT INFO
WHY DO IT?
REVENUE CORRELATION
8,000 PAGES TESTED
LANGUAGE HAS BROAD
IMPACT
I DON'T WANT
NUTRITIONAL
SUPPLEMENTS. I
WANT TREATS.
we don't want pet
preservation. we
want a taxidermist.
GOOD FOR SEARCH
Distance from Perfect: SEO and PPC Common Sense
GOOD FOR PPC
GOOD FOR PPC
THIS HAS MY WORD. I’M
MORE LIKELY TO CLICK.
GOOD FOR PPC
WHICH MEANS A HIGHER
CLICKTHRU %
GOOD FOR PPC
AND A HIGHER
QUALITY SCORE
GOOD FOR CUSTOMERS
I FIND WHAT I WANT
IT HAS DEEP IMPACT
WHO WANTS TO USE A
DICTIONARY WHEN SHOPPING?
ONLY PEOPLE WHO LIKE THIS.
I PREFER THIS.
LOW COMPLEXITY
USE THE WORDS YOUR AUDIENCE USES.
LOW CONSTRAINTS
LEARN TO TYPE. AND SPELL.
Distance from Perfect: SEO and PPC Common Sense
OTHER IDEAS
DEFENSIVE DESIGN
TAGGING/METADATA
SCHEMA
PAGE STRUCTURE
CODE
PERSONA-FOCUSED CONTENT
SITE STRUCTURE
USER INTERFACE
MOBILE-READINESS
LANDING PAGE QUALITY
TIMELINESS
SITEMAPS
FEEDS
…
THE DRAMATIC FINISH
NOT.
AS INTERNET MARKETERS,
WE CONTROL QUALITY.
SEARCH IS A QUALITY
GAME. PERIOD.
LOWER DFP = HIGHER QUALITY
MEASURE DFP HOLISTICALLY
DETERMINE IMPACT
DETERMINE DIFFICULTY
TAKE ACTION
REDUCE DISTANCE
FROM PERFECT
GET THE LINKS:
PORTENT.CO/deefsee
REMEMBER, NO ‘M’
GET IN TOUCH:
@portentint
portent.com
THANK YOU

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