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SEO: The Same As It
Ever Was
Michael King (@iPullRank)
Founder, iPullRank
DOWNLOAD THIS DECK
http://bit.ly/same-old-seo
IPULLRANK.COM @ IPULLRANK
This is My Last Conference Before We Have a Baby 
It’s a girl!
Next time you see me,
I’m gonna be like…
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
I’ve been doing internet
marketing consulting for
10 years and a lot of it
feels like…
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
IPULLRANK.COM @ IPULLRANK
Other Times It Feels
Like My Friend Ronnie
I’m not really sure what’s
going on here, but I imagine
he feels like a big kid in a
candy store with a 20% off
sale.
Oh, and they told me that I
shouldn’t talk about
technical SEO today. I
should do a broader topic.
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
I think that’s indicative of
the larger problem that we
have as people trying to do
SEO.
What I want to talk to you
about today is…
IPULLRANK.COM @ IPULLRANK
Progressive Web Apps
Google has rolled out Progressive Web Apps which effectively make web apps act more like native apps;
building upon the Singe Page App idea popularized with JS frameworks.
IPULLRANK.COM @ IPULLRANK
Firebase
Google acquired and improved Firebase which has become a suite of applications for making apps far more
sophisticated and real-time.
IPULLRANK.COM @ IPULLRANK
Accelerated Mobile Pages
Google has rolled out Accelerated Mobile Pages to help content load in milliseconds instead of seconds.
IPULLRANK.COM @ IPULLRANK
Google’s Push for Machine Learning
What does that mean for the world in general, not just SEO?
Because Google is so far
beyond brands, marketers
and SEO software
companies.
As a result, my
consultant life is a lot
like this…
IPULLRANK.COM @ IPULLRANK
Despite all the new
technologies and cool
features that Google gives
us, not much about SEO
has changed.
IPULLRANK.COM @ IPULLRANK
Clients Still Don’t Implement Recommendations
IPULLRANK.COM @ IPULLRANK
Clients Still Don’t Understand What it Takes to Do Good
White Hat Link Building
A brand came to us looking to build links to their product page, so we built a content experience into the
product page below the fold. We built it and got link commitments, but they shot it down.
Despite the huge shift to
content marketing, clients are
still hesitant to take big
content swings.
In fact, clients generally won’t
make real change until Google
puts an algorithmic gun to their
head.
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
And they wonder why
they still get beat by…
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
On the other hand, SEO
has to step it up too. As an
industry, we spin our
wheels and purport a lot of
dumb shit.
IPULLRANK.COM @ IPULLRANK
We’re Still Arguing about 301 vs 302 in 2016?
Spoiler alert: That’s complete bullshit.
IPULLRANK.COM @ IPULLRANK
SEO Requires Almost No Technical Expertise?
Only marketers marketing to marketers about marketing say things like this.
IPULLRANK.COM @ IPULLRANK
SEO is Makeup?
Seriously @Clayburn?
To paraphrase
@audette, “SEO
should be invisible.”
It ain’t makeup.
SEO suffers from four
core problems.
SEO does not have
one source of truth.
SEOs don’t measure
the right things.
SEOs don’t develop
effective business
cases.
SEOs can’t keep up with
Google’s technical
advancements.
Today we’re going to
solve three of them.
Measuring the Right Things
IPULLRANK.COM @ IPULLRANK
Most People are Looking at Traffic as a Success Metric!!!!
IPULLRANK.COM @ IPULLRANK
Then They Say It’s Hard to Prove ROI!!!!
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
IPULLRANK.COM @ IPULLRANK
Hey, So I Fixed the Chart
Organic Search is a channel, and
just like every other marketing
channel it should be measured
based on its ability to meet
business objectives.
IPULLRANK.COM @ IPULLRANK
Setup your KPIs by Need State and Content Type
“Multichannel custom publishing.”
Tie your content types and KPIs to need states to more effectively measure the impact of Organic Search on the user journey.
IPULLRANK.COM @ IPULLRANK
GA Content Groupings Supports User Journey Measurement
Read this: http://ipullrank.com/how-to-measure-the-user-journey-with-content-groupings-wordpress-gtm/
The only thing rankings
measure is opportunity;
your reporting needs to
be about outcomes
So, You’re #1? Cool Story, Bro.
Where they
at tho?
Building Effective Business
Cases
$14,526,451,500
How Much It Would Cost to Buy the Links Pointing to 302s
$14,526,451,500
$221,052,152
Missed Ticket Sales from that Lost Organic Search traffic
$221,052,152
SEO: Same as it Ever Was
IPULLRANK.COM @ IPULLRANK
I Made the Case, we Got our 301s, they Got Their Money
The project was at an implementation stand still until I put those numbers in front of the client. Shortly
thereafter, they made the push for 301s and traffic went up pretty dramatically despite seasonality.
August 27th
301 redirects
11,039,188
10,455,517
11,348,902
12,049,481
11,250,148
12,902,847
11,040,192
13,158,296
11,287,790 12,203,998
12,508,164
13,158,296
14,041,313
15,609,390
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
April May Jun Jul Aug Sep Oct
Organic Visits
2014 2015
IPULLRANK.COM @ IPULLRANK
Audience Insights Tell
A More Compelling Story
Mapping keyword data back to the consumer insights
IPULLRANK.COM @ IPULLRANK
BUILD BETTER
BUSINESS CASES
Your keyword research in context conversion data and search traffic through the lens of a specific persona
yields a far better business case than “hey, I have this cool idea”
A better SEO business
case means better
keyword research
IPULLRANK.COM @ IPULLRANK
• Most keyword research is just a list of keywords and search volumes. That’s not strategic enough for any initiative let alone Organic Search or
Content Marketing.
IPULLRANK.COM @ IPULLRANK
• Some keyword research is entirely metric driven, including conversion data and business value. This is better, but still not enough.
IPULLRANK.COM @ IPULLRANK
GOOD KWR ACCOUNTS FOR INTENT
• Good keyword research includes some determination of intent. The best you see in the wild is “transactional, informational and navigational”
determinations of keywords.
IPULLRANK.COM @ IPULLRANK
Great Keyword Research Maps to Need States and Personas
• Mapping keywords to the phases of the consumer decision journey provides more granularity to the understanding of what users are actually
looking to do with their search.
[flowers]
[when do roses bloom]
[what flowers for a first date]
[buying chrysanthemums]
[flower a month club]
IPULLRANK.COM @ IPULLRANK
(Not provided)? So what.
• Keywords are gone and Google provides more than enough data to determine what types of users are coming to your site. Use that in context of
landing pages, internal search and channels
IPULLRANK.COM @ IPULLRANK
Build User Journeys to Map Keywords
• A well-designed User Journey is more than enough to determine where keywords fall. Determining the thoughts, questions and feelings of your
target audience helps you understand where keywords will fall.
IPULLRANK.COM @ IPULLRANK
KEYWORD DATA SHEET
• The keyword portfolio includes a number of data points on each keyword that allows it to inform strategic planning, content strategy, content
marketing, SEO and Paid Search.
This usually includes some combination of Word Count, Avg Monthly Search
Volume, Historical Traffic, Share of Voice, Google Ranking, Cost Per Click, Quality
Score, Target Persona, Need State, Keyword Segment, Conversions, Landing Page,
Target Landing Page, Page Entities, Rank Zone, Ranking Difficulty.
IPULLRANK.COM @ IPULLRANK
CALCULATING WORD
COUNT
• Calculate the word count of your keywords using this formula. This allow you to quickly filter for head terms, “chunky middle” and long tail
keywords.
=IF(LEN(TRIM(A1))=0,0,LEN(TR
IM(A1))-LEN(SUBSTITUTE(A1,"
",""))+1)
IPULLRANK.COM @ IPULLRANK
CALCULATING SHARE
OF VOICE
• Share of voice is an indication of the amount of traffic a keyword could potentially drive vs. how much is being captured. A Share of Voice of over a
100% means that you’re capturing more traffic than expected.
Note: This is far less effective given (not provided), but Share of Voice is still a metric
that the C-Suite understands.
IPULLRANK.COM @ IPULLRANK
ProTip: Search Analytics Gives You 5000 Keywords in the API
Persona and Need State
classification must be
done by hand.
IPULLRANK.COM @ IPULLRANK
VISUALIZE OPPORTUNITIES
• We visualize keyword data with regard to search volume, rankings and keyword category or persona and need state to clearly communicate the
opportunity.
IPULLRANK.COM @ IPULLRANK
Build Your Own CTR Model
Stop just taking screenshots
of Google tools and calling
them a deliverable.
IPULLRANK.COM @ IPULLRANK
PRIORITIZE
RECOMMENDATIONS
Give priority scores to your
recommendations. People
want to know what the
impact will be so they can
determine what to go after.
IPULLRANK.COM @ IPULLRANK
GIVE CONTEXT
Your recommendations will
go across many people’s
desk before it potentially
gets implemented. Be sure
to give business and
technical context.
We’ve also got to improve
our pitches. It’s one of the
most important parts of
our jobs.
IPULLRANK.COM @ IPULLRANK
FAIL #1: WEAK
PRESENTATION
A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or
“expensive” measures.
IPULLRANK.COM @ IPULLRANK
RESOLUTION #1:
PRESENT A DECK IN-
PERSON
Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.
IPULLRANK.COM @ IPULLRANK
FAIL #2: LEAVING OUT
KEY STAKEHOLDERS
A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it.
IPULLRANK.COM @ IPULLRANK
RESOLUTION #2:
INVITE THEM ALL
Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
you’re good to go.
IPULLRANK.COM @ IPULLRANK
FAIL #3: NOT
SHOWING THE VALUE
A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding
people with 100k email communications.”
IPULLRANK.COM @ IPULLRANK
RESOLUTION #3:
BETTER
MEASUREMENT
PLANNING
Build your measurement around the business objectives and things that actually show the positive affects of revenue.
IPULLRANK.COM @ IPULLRANK
FAIL #4: RELYING ON
TOO MUCH DATA
A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
of the key stakeholders.
IPULLRANK.COM @ IPULLRANK
RESOLUTION #4: LET
THE STORY DO THE
WORK
Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
the points of ineffectiveness.
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
Keeping Up with Technical
Advancements
I’ve got to give the people what they came for!
Google moved from “strings
to things” like four years ago.
Do you have an entity
strategy?
IPULLRANK.COM @ IPULLRANK
…because Google has an Entity Strategy
Entity discovery is the first part of matching content to a query.
IPULLRANK.COM @ IPULLRANK
ALCHEMY API
Using AlchemyAPI you can extract entities from pages and improve keyword research. http://www.alchemyapi.com
IPULLRANK.COM @ IPULLRANK
Get AlchemyAPI Data in a Spreadsheet
Run your landing pages through AlchemyAPI to extract their entities via a Google Doc or Excel sheet and better align them with your
target keywords
IPULLRANK.COM @ IPULLRANK
How About TF*IDF?
Run your landing pages through AlchemyAPI to extract their entities via a Google Doc or Excel sheet and better align them with your
target keywords
IPULLRANK.COM @ IPULLRANK
Moz’s New Tool Will Help
Moz has made the related keywords concept more accessible by adding it to Moz Pro.
Searchmetrics also has a similar solution.
IPULLRANK.COM @ IPULLRANK
Onpage.Org’s TF-IDF Tool is Also Great
http://onpage.org also has a solution that that shows the weight of terms that should be featured
on the page
IPULLRANK.COM @ IPULLRANK
Get AlchemyAPI Data in a Spreadsheet
Run your landing pages through AlchemyAPI to extract their entities and better align them with your target keywords
We need to stop saying
‘just do 301 redirects.’
IPULLRANK.COM @ IPULLRANK
Instead Do Optimal 301
Redirects
Pattern matching on the .htaccess level is always faster than a list of redirects and always better than doing
it on the code/page level. Developers will respect that you understand what you’re talking about.
ReWriteRule url_pattern
file_reference [R=301, L]
redirect 301 /relative/path/to/file.php
http://www.yoursite.com/path/to/new/file.php
redirect 301 /relative/path/to/file.php
http://www.yoursite.com/path/to/new/file.php
redirect 301 /relative/path/to/file.php
http://www.yoursite.com/path/to/new/file.php
>
Google is becoming the presentation layer
of the web. Help them do it.
IPULLRANK.COM @ IPULLRANK
Schema.org / JSON-LD
Schema.org is a lot more reasonable to implement now that they are allowing JSON-LD. Being in knowledge
boxes and such yields a lot more traffic than it takes away.
A common thread across many
of Google’s innovations is that
they are all going to require more
speed.
IPULLRANK.COM @ IPULLRANK
Progressive Web Apps
Progressive Web apps are about more than speed, but they do leverage Service Worker so that apps appear
to work instantly.
IPULLRANK.COM @ IPULLRANK
Firebase
Firebase is more about building more robust apps and leveraging Google’s infrastructure to add more features
to them. It has its own analytics and supports app indexing.
IPULLRANK.COM @ IPULLRANK
Google Expects Ludicrously Speedy
Google has an expectation that the above the fold content on the page will load within 1 second. You basically get 400 ms to
make that happen.
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The Critical Rendering Path
IPULLRANK.COM @ IPULLRANK
AMP is a Spec to Enforce the Critical Rendering Path
Sound familiar?
In other words, AMP exists
because Google thinks
people can’t code.
IPULLRANK.COM @ IPULLRANK
Responsive Sites are
SLOOOOOOOW
One of the key things you
can do, aside from optimizing
for the critical rendering
path, is conditional loading.
IPULLRANK.COM @ IPULLRANK
PreBrowsing Directives
• Browsers have preloading directives which allow the page to download elements in the background for
later viewing or within the same session.
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Rel-Preconnect
• Rel-preconnect will resolve the DNS, start the TCP handshake and negotiate the TLS tunnel
beforehand, effectively shaving hundreds of milliseconds to several seconds in page load.
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When to Use Rel-Preconnect
• When you see a long time for connections to happen or a lot of idle time, it’s a good idea to use
rel-preconnect.
<link rel=“preconnect”
href=“domain name”>
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How Rel-Prerender Works
• It loads the page in an invisible tab to make the page appear instantly.
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Not to Be Confused with Prerender.io
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Google Uses It in the SERPs
This could potentially be a way to definitively identify navigational queries. h/t @yoast
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As a Test I Sent Thousands of Headless Visits
IPULLRANK.COM @ IPULLRANK
Rel-Prerender’d Pages Generally Perform Better
IPULLRANK.COM @ IPULLRANK
Use it With the GA API
Get the pageviews of the
ga:pagePath based on the
ga:previousPagePath set to
the current page that you’re
on.
You’ll get a list of the pages
your users are most likely to
visit next. Set one of these as
the rel-prerender.
IPULLRANK.COM @ IPULLRANK
Code.
Inject rel-prerender into the
page programmatically.
You could also session the
URLs the user is going to to
ensure you are always
prerendering a new page.
IPULLRANK.COM @ IPULLRANK
It Improved Our Site Speed 68.35%
• One line of code did this magic.
Don’t use it on mobile.
Analytics packages aside from Google
Analytics may show fake sessions.
IPULLRANK.COM @ IPULLRANK
Defer JS Load with Page Visibility API
…
IPULLRANK.COM @ IPULLRANK
Rel-Preload for Same Page Preloading
I haven’t played with it yet, but Ian says they’re using it on the Portent site.
https://www.smashingmagazine.com/2016/02/preload-what-is-it-good-for/
How We Can All Improve
SEO needs to step up its
technical understanding in
order to be more effective.
IPULLRANK.COM @ IPULLRANK
Understand the Document Object Model
https://developer.mozilla.org/en-US/docs/Web/API/Document_Object_Model/Introduction
IPULLRANK.COM @ IPULLRANK
Critical Rendering Path
https://developers.google.com/web/fundamentals/performance/critical-rendering-path/analyzing-crp?hl=en
IPULLRANK.COM @ IPULLRANK
Page Speed
https://www.portent.com/blog/design-dev/ultimate-site-speed-guide-what-impacts-site-speed.htm
IPULLRANK.COM @ IPULLRANK
Log File Analysis
https://builtvisible.com/log-file-analysis/
IPULLRANK.COM @ IPULLRANK
Understand SEO for JavaScript Frameworks
https://builtvisible.com/javascript-framework-seo/
IPULLRANK.COM @ IPULLRANK
Learn DevTools
http://ipullrank.com/6-things-you-should-know-about-in-chrome-devtools/
IPULLRANK.COM @ IPULLRANK
Accelerated Mobile & Instant Pages
Even if you’re not a publisher, I encourage you to watch these projects as I expect that Google and Facebook will grow the specs
dramatically once they’re adopted.
IPULLRANK.COM @ IPULLRANK
Read Up On HTTP/2
https://moz.com/blog/http2-a-fast-secure-bedrock-for-the-future-of-seo
IPULLRANK.COM @ IPULLRANK
Get Back to Testing All The Things
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
IPULLRANK.COM @ IPULLRANK
If You Need Some Help, You Know Who to Call
Dan and I used to rap together. Then we got tired of being broke so he
went to law school and I became a marketing guy.
THAT’S ALL I’VE GOT
THANK YOU
MICHAEL KING
FOUNDER &
MANAGING DIRECTOR
IPULLRANK
mike@ipullrank.com
http://Ipullrank.com

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SEO: Same as it Ever Was

  • 1. SEO: The Same As It Ever Was Michael King (@iPullRank) Founder, iPullRank
  • 3. IPULLRANK.COM @ IPULLRANK This is My Last Conference Before We Have a Baby  It’s a girl!
  • 4. Next time you see me, I’m gonna be like…
  • 5. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 6. I’ve been doing internet marketing consulting for 10 years and a lot of it feels like…
  • 7. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 8. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 9. IPULLRANK.COM @ IPULLRANK Other Times It Feels Like My Friend Ronnie I’m not really sure what’s going on here, but I imagine he feels like a big kid in a candy store with a 20% off sale.
  • 10. Oh, and they told me that I shouldn’t talk about technical SEO today. I should do a broader topic.
  • 11. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 12. I think that’s indicative of the larger problem that we have as people trying to do SEO.
  • 13. What I want to talk to you about today is…
  • 14. IPULLRANK.COM @ IPULLRANK Progressive Web Apps Google has rolled out Progressive Web Apps which effectively make web apps act more like native apps; building upon the Singe Page App idea popularized with JS frameworks.
  • 15. IPULLRANK.COM @ IPULLRANK Firebase Google acquired and improved Firebase which has become a suite of applications for making apps far more sophisticated and real-time.
  • 16. IPULLRANK.COM @ IPULLRANK Accelerated Mobile Pages Google has rolled out Accelerated Mobile Pages to help content load in milliseconds instead of seconds.
  • 17. IPULLRANK.COM @ IPULLRANK Google’s Push for Machine Learning What does that mean for the world in general, not just SEO?
  • 18. Because Google is so far beyond brands, marketers and SEO software companies.
  • 19. As a result, my consultant life is a lot like this…
  • 21. Despite all the new technologies and cool features that Google gives us, not much about SEO has changed.
  • 22. IPULLRANK.COM @ IPULLRANK Clients Still Don’t Implement Recommendations
  • 23. IPULLRANK.COM @ IPULLRANK Clients Still Don’t Understand What it Takes to Do Good White Hat Link Building A brand came to us looking to build links to their product page, so we built a content experience into the product page below the fold. We built it and got link commitments, but they shot it down.
  • 24. Despite the huge shift to content marketing, clients are still hesitant to take big content swings.
  • 25. In fact, clients generally won’t make real change until Google puts an algorithmic gun to their head.
  • 26. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 27. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 28. And they wonder why they still get beat by…
  • 29. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 30. On the other hand, SEO has to step it up too. As an industry, we spin our wheels and purport a lot of dumb shit.
  • 31. IPULLRANK.COM @ IPULLRANK We’re Still Arguing about 301 vs 302 in 2016? Spoiler alert: That’s complete bullshit.
  • 32. IPULLRANK.COM @ IPULLRANK SEO Requires Almost No Technical Expertise? Only marketers marketing to marketers about marketing say things like this.
  • 33. IPULLRANK.COM @ IPULLRANK SEO is Makeup? Seriously @Clayburn?
  • 34. To paraphrase @audette, “SEO should be invisible.” It ain’t makeup.
  • 35. SEO suffers from four core problems.
  • 36. SEO does not have one source of truth.
  • 37. SEOs don’t measure the right things.
  • 39. SEOs can’t keep up with Google’s technical advancements.
  • 40. Today we’re going to solve three of them.
  • 42. IPULLRANK.COM @ IPULLRANK Most People are Looking at Traffic as a Success Metric!!!!
  • 43. IPULLRANK.COM @ IPULLRANK Then They Say It’s Hard to Prove ROI!!!!
  • 44. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 45. IPULLRANK.COM @ IPULLRANK Hey, So I Fixed the Chart
  • 46. Organic Search is a channel, and just like every other marketing channel it should be measured based on its ability to meet business objectives.
  • 47. IPULLRANK.COM @ IPULLRANK Setup your KPIs by Need State and Content Type “Multichannel custom publishing.” Tie your content types and KPIs to need states to more effectively measure the impact of Organic Search on the user journey.
  • 48. IPULLRANK.COM @ IPULLRANK GA Content Groupings Supports User Journey Measurement Read this: http://ipullrank.com/how-to-measure-the-user-journey-with-content-groupings-wordpress-gtm/
  • 49. The only thing rankings measure is opportunity; your reporting needs to be about outcomes
  • 50. So, You’re #1? Cool Story, Bro. Where they at tho?
  • 53. How Much It Would Cost to Buy the Links Pointing to 302s $14,526,451,500
  • 55. Missed Ticket Sales from that Lost Organic Search traffic $221,052,152
  • 57. IPULLRANK.COM @ IPULLRANK I Made the Case, we Got our 301s, they Got Their Money The project was at an implementation stand still until I put those numbers in front of the client. Shortly thereafter, they made the push for 301s and traffic went up pretty dramatically despite seasonality. August 27th 301 redirects 11,039,188 10,455,517 11,348,902 12,049,481 11,250,148 12,902,847 11,040,192 13,158,296 11,287,790 12,203,998 12,508,164 13,158,296 14,041,313 15,609,390 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 April May Jun Jul Aug Sep Oct Organic Visits 2014 2015
  • 58. IPULLRANK.COM @ IPULLRANK Audience Insights Tell A More Compelling Story Mapping keyword data back to the consumer insights
  • 59. IPULLRANK.COM @ IPULLRANK BUILD BETTER BUSINESS CASES Your keyword research in context conversion data and search traffic through the lens of a specific persona yields a far better business case than “hey, I have this cool idea”
  • 60. A better SEO business case means better keyword research
  • 61. IPULLRANK.COM @ IPULLRANK • Most keyword research is just a list of keywords and search volumes. That’s not strategic enough for any initiative let alone Organic Search or Content Marketing.
  • 62. IPULLRANK.COM @ IPULLRANK • Some keyword research is entirely metric driven, including conversion data and business value. This is better, but still not enough.
  • 63. IPULLRANK.COM @ IPULLRANK GOOD KWR ACCOUNTS FOR INTENT • Good keyword research includes some determination of intent. The best you see in the wild is “transactional, informational and navigational” determinations of keywords.
  • 64. IPULLRANK.COM @ IPULLRANK Great Keyword Research Maps to Need States and Personas • Mapping keywords to the phases of the consumer decision journey provides more granularity to the understanding of what users are actually looking to do with their search. [flowers] [when do roses bloom] [what flowers for a first date] [buying chrysanthemums] [flower a month club]
  • 65. IPULLRANK.COM @ IPULLRANK (Not provided)? So what. • Keywords are gone and Google provides more than enough data to determine what types of users are coming to your site. Use that in context of landing pages, internal search and channels
  • 66. IPULLRANK.COM @ IPULLRANK Build User Journeys to Map Keywords • A well-designed User Journey is more than enough to determine where keywords fall. Determining the thoughts, questions and feelings of your target audience helps you understand where keywords will fall.
  • 67. IPULLRANK.COM @ IPULLRANK KEYWORD DATA SHEET • The keyword portfolio includes a number of data points on each keyword that allows it to inform strategic planning, content strategy, content marketing, SEO and Paid Search. This usually includes some combination of Word Count, Avg Monthly Search Volume, Historical Traffic, Share of Voice, Google Ranking, Cost Per Click, Quality Score, Target Persona, Need State, Keyword Segment, Conversions, Landing Page, Target Landing Page, Page Entities, Rank Zone, Ranking Difficulty.
  • 68. IPULLRANK.COM @ IPULLRANK CALCULATING WORD COUNT • Calculate the word count of your keywords using this formula. This allow you to quickly filter for head terms, “chunky middle” and long tail keywords. =IF(LEN(TRIM(A1))=0,0,LEN(TR IM(A1))-LEN(SUBSTITUTE(A1," ",""))+1)
  • 69. IPULLRANK.COM @ IPULLRANK CALCULATING SHARE OF VOICE • Share of voice is an indication of the amount of traffic a keyword could potentially drive vs. how much is being captured. A Share of Voice of over a 100% means that you’re capturing more traffic than expected. Note: This is far less effective given (not provided), but Share of Voice is still a metric that the C-Suite understands.
  • 70. IPULLRANK.COM @ IPULLRANK ProTip: Search Analytics Gives You 5000 Keywords in the API
  • 71. Persona and Need State classification must be done by hand.
  • 72. IPULLRANK.COM @ IPULLRANK VISUALIZE OPPORTUNITIES • We visualize keyword data with regard to search volume, rankings and keyword category or persona and need state to clearly communicate the opportunity.
  • 73. IPULLRANK.COM @ IPULLRANK Build Your Own CTR Model
  • 74. Stop just taking screenshots of Google tools and calling them a deliverable.
  • 75. IPULLRANK.COM @ IPULLRANK PRIORITIZE RECOMMENDATIONS Give priority scores to your recommendations. People want to know what the impact will be so they can determine what to go after.
  • 76. IPULLRANK.COM @ IPULLRANK GIVE CONTEXT Your recommendations will go across many people’s desk before it potentially gets implemented. Be sure to give business and technical context.
  • 77. We’ve also got to improve our pitches. It’s one of the most important parts of our jobs.
  • 78. IPULLRANK.COM @ IPULLRANK FAIL #1: WEAK PRESENTATION A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures.
  • 79. IPULLRANK.COM @ IPULLRANK RESOLUTION #1: PRESENT A DECK IN- PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.
  • 80. IPULLRANK.COM @ IPULLRANK FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it.
  • 81. IPULLRANK.COM @ IPULLRANK RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go.
  • 82. IPULLRANK.COM @ IPULLRANK FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.”
  • 83. IPULLRANK.COM @ IPULLRANK RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue.
  • 84. IPULLRANK.COM @ IPULLRANK FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders.
  • 85. IPULLRANK.COM @ IPULLRANK RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive the points of ineffectiveness.
  • 86. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 87. Keeping Up with Technical Advancements I’ve got to give the people what they came for!
  • 88. Google moved from “strings to things” like four years ago. Do you have an entity strategy?
  • 89. IPULLRANK.COM @ IPULLRANK …because Google has an Entity Strategy Entity discovery is the first part of matching content to a query.
  • 90. IPULLRANK.COM @ IPULLRANK ALCHEMY API Using AlchemyAPI you can extract entities from pages and improve keyword research. http://www.alchemyapi.com
  • 91. IPULLRANK.COM @ IPULLRANK Get AlchemyAPI Data in a Spreadsheet Run your landing pages through AlchemyAPI to extract their entities via a Google Doc or Excel sheet and better align them with your target keywords
  • 92. IPULLRANK.COM @ IPULLRANK How About TF*IDF? Run your landing pages through AlchemyAPI to extract their entities via a Google Doc or Excel sheet and better align them with your target keywords
  • 93. IPULLRANK.COM @ IPULLRANK Moz’s New Tool Will Help Moz has made the related keywords concept more accessible by adding it to Moz Pro. Searchmetrics also has a similar solution.
  • 94. IPULLRANK.COM @ IPULLRANK Onpage.Org’s TF-IDF Tool is Also Great http://onpage.org also has a solution that that shows the weight of terms that should be featured on the page
  • 95. IPULLRANK.COM @ IPULLRANK Get AlchemyAPI Data in a Spreadsheet Run your landing pages through AlchemyAPI to extract their entities and better align them with your target keywords
  • 96. We need to stop saying ‘just do 301 redirects.’
  • 97. IPULLRANK.COM @ IPULLRANK Instead Do Optimal 301 Redirects Pattern matching on the .htaccess level is always faster than a list of redirects and always better than doing it on the code/page level. Developers will respect that you understand what you’re talking about. ReWriteRule url_pattern file_reference [R=301, L] redirect 301 /relative/path/to/file.php http://www.yoursite.com/path/to/new/file.php redirect 301 /relative/path/to/file.php http://www.yoursite.com/path/to/new/file.php redirect 301 /relative/path/to/file.php http://www.yoursite.com/path/to/new/file.php >
  • 98. Google is becoming the presentation layer of the web. Help them do it.
  • 99. IPULLRANK.COM @ IPULLRANK Schema.org / JSON-LD Schema.org is a lot more reasonable to implement now that they are allowing JSON-LD. Being in knowledge boxes and such yields a lot more traffic than it takes away.
  • 100. A common thread across many of Google’s innovations is that they are all going to require more speed.
  • 101. IPULLRANK.COM @ IPULLRANK Progressive Web Apps Progressive Web apps are about more than speed, but they do leverage Service Worker so that apps appear to work instantly.
  • 102. IPULLRANK.COM @ IPULLRANK Firebase Firebase is more about building more robust apps and leveraging Google’s infrastructure to add more features to them. It has its own analytics and supports app indexing.
  • 103. IPULLRANK.COM @ IPULLRANK Google Expects Ludicrously Speedy Google has an expectation that the above the fold content on the page will load within 1 second. You basically get 400 ms to make that happen.
  • 104. IPULLRANK.COM @ IPULLRANK The Critical Rendering Path
  • 105. IPULLRANK.COM @ IPULLRANK AMP is a Spec to Enforce the Critical Rendering Path Sound familiar?
  • 106. In other words, AMP exists because Google thinks people can’t code.
  • 107. IPULLRANK.COM @ IPULLRANK Responsive Sites are SLOOOOOOOW One of the key things you can do, aside from optimizing for the critical rendering path, is conditional loading.
  • 108. IPULLRANK.COM @ IPULLRANK PreBrowsing Directives • Browsers have preloading directives which allow the page to download elements in the background for later viewing or within the same session.
  • 109. IPULLRANK.COM @ IPULLRANK Rel-Preconnect • Rel-preconnect will resolve the DNS, start the TCP handshake and negotiate the TLS tunnel beforehand, effectively shaving hundreds of milliseconds to several seconds in page load.
  • 110. IPULLRANK.COM @ IPULLRANK When to Use Rel-Preconnect • When you see a long time for connections to happen or a lot of idle time, it’s a good idea to use rel-preconnect.
  • 112. IPULLRANK.COM @ IPULLRANK How Rel-Prerender Works • It loads the page in an invisible tab to make the page appear instantly.
  • 113. IPULLRANK.COM @ IPULLRANK Not to Be Confused with Prerender.io
  • 114. IPULLRANK.COM @ IPULLRANK Google Uses It in the SERPs This could potentially be a way to definitively identify navigational queries. h/t @yoast
  • 115. IPULLRANK.COM @ IPULLRANK As a Test I Sent Thousands of Headless Visits
  • 116. IPULLRANK.COM @ IPULLRANK Rel-Prerender’d Pages Generally Perform Better
  • 117. IPULLRANK.COM @ IPULLRANK Use it With the GA API Get the pageviews of the ga:pagePath based on the ga:previousPagePath set to the current page that you’re on. You’ll get a list of the pages your users are most likely to visit next. Set one of these as the rel-prerender.
  • 118. IPULLRANK.COM @ IPULLRANK Code. Inject rel-prerender into the page programmatically. You could also session the URLs the user is going to to ensure you are always prerendering a new page.
  • 119. IPULLRANK.COM @ IPULLRANK It Improved Our Site Speed 68.35% • One line of code did this magic.
  • 120. Don’t use it on mobile. Analytics packages aside from Google Analytics may show fake sessions.
  • 121. IPULLRANK.COM @ IPULLRANK Defer JS Load with Page Visibility API …
  • 122. IPULLRANK.COM @ IPULLRANK Rel-Preload for Same Page Preloading I haven’t played with it yet, but Ian says they’re using it on the Portent site. https://www.smashingmagazine.com/2016/02/preload-what-is-it-good-for/
  • 123. How We Can All Improve
  • 124. SEO needs to step up its technical understanding in order to be more effective.
  • 125. IPULLRANK.COM @ IPULLRANK Understand the Document Object Model https://developer.mozilla.org/en-US/docs/Web/API/Document_Object_Model/Introduction
  • 126. IPULLRANK.COM @ IPULLRANK Critical Rendering Path https://developers.google.com/web/fundamentals/performance/critical-rendering-path/analyzing-crp?hl=en
  • 127. IPULLRANK.COM @ IPULLRANK Page Speed https://www.portent.com/blog/design-dev/ultimate-site-speed-guide-what-impacts-site-speed.htm
  • 128. IPULLRANK.COM @ IPULLRANK Log File Analysis https://builtvisible.com/log-file-analysis/
  • 129. IPULLRANK.COM @ IPULLRANK Understand SEO for JavaScript Frameworks https://builtvisible.com/javascript-framework-seo/
  • 130. IPULLRANK.COM @ IPULLRANK Learn DevTools http://ipullrank.com/6-things-you-should-know-about-in-chrome-devtools/
  • 131. IPULLRANK.COM @ IPULLRANK Accelerated Mobile & Instant Pages Even if you’re not a publisher, I encourage you to watch these projects as I expect that Google and Facebook will grow the specs dramatically once they’re adopted.
  • 132. IPULLRANK.COM @ IPULLRANK Read Up On HTTP/2 https://moz.com/blog/http2-a-fast-secure-bedrock-for-the-future-of-seo
  • 133. IPULLRANK.COM @ IPULLRANK Get Back to Testing All The Things
  • 134. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 135. IPULLRANK.COM @ IPULLRANK If You Need Some Help, You Know Who to Call
  • 136. Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
  • 138. THANK YOU MICHAEL KING FOUNDER & MANAGING DIRECTOR IPULLRANK mike@ipullrank.com http://Ipullrank.com