Forget tricks, tips and algorithms. Search and social aren't about more blogging, more text, more keywords, more bids. They're about being MORE PERFECT. Distance from perfect dominates search engines. It also dominates all of digital marketing. It's an easy concept to grasp. Read this presentation to learn a bit about how DFP works, and see a few examples of easy wins.

1. DISTANCE FROM PERFECT
Ian Lurie
@portentint
ian@portent.com
HOW TO TREAT CUSTOMERS LIKE PEOPLE
AND MAKE GOOGLE HAPPY.

2. portent.com
COME SAY HI

3. THESE ARE THE LINKS:
PORTENT.CO/deefsee
NO ‘M’

4. HOW THIS WILL GO
THE PROBLEM
DISTANCE FROM PERFECT
EXAMPLES

5. THE PROBLEM
THE CHECKLIST IS DEAD

6. A LOT OF FOLKS ASK…

7. CAN’T YOU GIVE ME A
CHECKLIST
OF STUFF TO
RANK HIGHER
EARN MORE&

9. WE’RE MYTHING
THE POINT

10. WE ARE NOT IN THE
RANKINGS BUSINESS

11. WE ARE NOT IN THE
CPC BUSINESS

12. WE ARE IN THE
QUALITY BUSINESS

13. WE MINIMIZE DFP
DISTANCE FROM PERFECT

14. THINK ABOUT
SEO

15. YOU CAN’T DO SEO BASED
ON RANKINGS ANY MORE…

16. WE CAN’T MEASURE
KEYWORDS

17. WE CAN’T MEASURE RANKINGS
VERY WELL

18. IF IT’S A NUMBERS GAME
WE GOT NO NUMBERS
but i just
need my
ranking
factors...

19. ALSO

20. GOOGLE’S ALGORITHM

21. grrrr

22. i will kick
your #!@*$

23. OK IAN, FINE
WHAT ABOUT PPC?

24. GUESS WHAT

25. PAID SEARCH:
NOT JUST THE BIDS

30. LOW QS, HIGHER COST

31. HIGH QS, LOWER COST

33. THERE IS NO CHECKLIST
LONG ENOUGH.

34. AND IF THERE WERE, IT’D BE
DIFFERENT EVERY TIME.

35. WHAT DO WE DO?!?
PANIC!
ZOMGZOMGCOMG
PANIIIICCC!!!!

36. CHANGE OUR THINKING

37. WE ARE NOT IN A
GAME.
NUMBERS

38. WE ARE NOT IN A
GAME.
CHECKLIST

39. WE ARE IN A
GAME.
QUALITY

40. YOU DON’T HAVE TO
GUESS ABOUT QUALITY.

41. GOOGLE’S BEEN TELLING US

42. FACEBOOK’S BEEN TELLING US

43. BING’S BEEN TELLING US

44. THEY MAKE US VISIBLE

45. IF WE MAKE OURSELVES
DISCOVERABLE

46. IF WE MAKE OURSELVES
VALUABLE

47. IF WE REDUCE
DISTANCE
FROM
PERFECT

48. LOW DFP = MORE
DISCOVERABLE

49. LOW DFP = HIGH VALUE

50. HIGH DFP BUILDS
A BRICK WALL
IN FRONT OF YOUR SITE

51. LOW DFP

52. HIGH DFP MAKES
CUSTOMERS DO THIS
make it stop! please
make it stop
ohgodohgodohgod
(METAPHORICALLY)

53. LOW DFP MAKES
THEM DO THIS
(METAPHORICALLY)
YEAH, BABY.

54. EVERY ALGORITHM,
EVERY SEARCH ENGINE,
EVERY SOCIAL NETWORK
LOOKS AT DFP.

55. IT IS NOT A LIST.
well,
fiddlesticks.

56. IT’S A GRAPH.

57. PERFECT IS HERE

58. IT’S MEASURED BY
OBJECTIVE AND
SUBJECTIVE DATA.

59. BEHAVIOR
BEHAVIOR: THE SUBJECTIVE
CLUES PEOPLE GIVE TO AN
ITEM’S QUALITY.
DATA

60. BEHAVIOR
EXAMPLES:
LINKS
SHARES
REVIEWS
CLICKTHRU
THUMBS UP
BOUNCE BACK
DATA

61. BEHAVIOR
DATA
DATA: OBJECTIVE
INFORMATION PROVIDED BY
COMPUTERS THAT DIRECTLY
IMPLIES QUALITY.

62. BEHAVIOR
DATA
EXAMPLES:
SITE SPEED
BROKEN LINKS
SERVER ERRORS
WORD RELEVANCE

63. BEHAVIOR
DATA
BETTER SIGNALS =
BETTER BEHAVIOR =
BETTER RESULTS

64. HERE’S AN EXAMPLE

65. DATA
BEHAVIOR RANKS #1
YOU SEE A SITE THAT
OUT-RANKS YOU.
THEY'RE
SPAMMING. I
KNOW IT.

66. DATA
BEHAVIOR RANKS #1
YOU NOTICE THEY HAVE
LOTS OF BLOG POSTS.

67. DATA
BEHAVIOR RANKS #1
YOU WRITE LOTS OF
BLOG POSTS.
$50 FOR A BLOG
POST?!!!

68. THEM: #1YOU RANK #2
DATA
BEHAVIOR
BUT THEY STILL OUT-
RANK YOU.

69. THEM: #1YOU RANK #2
DATA
BEHAVIOR
THEIR SITE’S FASTER.
OR HAS FEWER 404S.

70. THEM: #1
OR POOR UI/UX
DATA
BEHAVIOR

71. THEM: #1YOU RANK #2
DATA
BEHAVIOR
YOU HAD OTHER
PROBLEMS.
@@!#$%!

72. YOUR GOAL IS NOT TO
BE BLOGGIER.

73. YOUR GOAL IS NOT TO
BE PRETTIER.

74. YOUR GOAL IS NOT TO
BE SOCIAL-ER.

75. YOUR GOAL:
BE PERFECT-ER

76. whoa. hold on there. this is
a lot of theoretical mumbo-
jumbo. what do i do?!!!

77. MAKING DFP WORK
IN REAL LIFE

78. WHAT WILL MOST
IMPROVE YOUR
ONLINE QUALITY?

79. WHAT WILL MOST
IMPROVE YOUR ONLINE
QUALITY WITH THE
LEAST EFFORT?

80. BREADTH
DEPTH
IMPACT
+

81. BREADTH: HOW MANY CHANNELS
WILL THIS IMPACT?

82. DEPTH: HOW FAR ARE YOU FROM
PERFECT?

83. CONSTRAINTS
COMPLEXITY
DIFFICULTY
+

84. CONSTRAINTS: LEGAL,
BRANDING, RESOURCES, ??

85. COMPLEXITY: SKILLS REQUIRED

86. IMPACT
DIFFICULTY
PRIORITY
+

87. ORGANIZE IT
(EXAMPLE IN LINK BUNDLE)

88. ORGANIZE IT
(EXAMPLE IN LINK BUNDLE)
portent.co/deefsee

89. EXAMPLES

90. ERRORS : FIX BROKEN LINKS

91. YOUR ADVANTAGEGOOGLE WEBMASTER TOOLS

92. YOUR ADVANTAGESCREAMING FROG

93. BING WEBMASTER TOOLS

94. A SECRET PILE OF AWESOME

96. WHY DO IT?
WHY NOT?!

97. FIXING BROKEN LINKS HAS
BROAD IMPACT

98. GOOD FOR SEARCH

99. GOOD FOR PPC

100. GOOD FOR SOCIAL

101. GOOD FOR CUSTOMERS

102. IT HAS DEEP IMPACT
IT’S THE DIFFERENCE BETWEEN A POSITIVE
USER EXPERIENCE AND NO USER
EXPERIENCE.

103. I CAN'T STAND IT.
WHERE'S THE PAGE?!
FINDING WHAT YOU WANT AND
THEN GETTING A BROKEN LINK
MESSAGE IS PAINFUL.

104. WOOT. FOUND IT.
FINDING WHAT YOU
WANT AND THEN
GETTING IT IS COOL.

105. LOW COMPLEXITY
FIND IT. FIX IT, REDIRECT IT OR REMOVE IT.

106. BUT CONSTRAINTS?
NO LEGAL OR BRAND IMPACT.
DEV EXPERTISE REQUIRED.
QUICK TO FIX.

108. PAGE SPEED : COMPRESS IMAGES

109. 77kb 2kb
FRIENDS DON’T LET FRIENDS
CREATE 77KB TILES

110. GET THE GOOGLE CHROME
PAGESPEED PLUGIN

111. RUN IT

112. RUN IT

114. THE CULPRIT

115. IT GIVES YOU AN
OPTIMIZED VERSION!

116. DOWNLOAD IT

117. UPLOAD IT

118. SAVE .2s

119. WHY DO IT?

120. 10 x .2 = 2s

121. 3s 2s
LOAD TIME VS. PAGE VALUE

122. REVENUE CORRELATION
8,000 PAGES TESTED

123. GOOD FOR SEARCH

124. GOOD FOR SOCIAL

125. GOOD FOR PPC

126. GOOD FOR MOBILE

127. GOOD FOR CUSTOMERS

128. IT HAS DEEP IMPACT
WHO WANTS TO WAIT AROUND?

129. ONLY PEOPLE WHO LIKE THIS.

130. I PREFER THIS.

131. LOW COMPLEXITY
DOWNLOAD. UPLOAD.

132. LOW CONSTRAINTS
NO DEV EXPERTISE REQUIRED.
JUST CMS/SITE ACCESS.

134. WHAT’S A ‘GOOD’ LOAD TIME?

135. FASTER THAN RIGHT NOW

136. FASTER = LOWER DFP

137. CONTENT: THE RIGHT WORDS
IN THE RIGHT PLACES

138. THE TITLE TAG
YOUR AD
YOUR POST
YOUR PRODUCT INFO

139. WHY DO IT?

140. REVENUE CORRELATION
8,000 PAGES TESTED

141. LANGUAGE HAS BROAD
IMPACT

142. I DON'T WANT
NUTRITIONAL
SUPPLEMENTS. I
WANT TREATS.

143. we don't want pet
preservation. we
want a taxidermist.

144. GOOD FOR SEARCH

146. GOOD FOR PPC

147. GOOD FOR PPC
THIS HAS MY WORD. I’M
MORE LIKELY TO CLICK.

148. GOOD FOR PPC
WHICH MEANS A HIGHER
CLICKTHRU %

149. GOOD FOR PPC
AND A HIGHER
QUALITY SCORE

150. GOOD FOR CUSTOMERS

151. I FIND WHAT I WANT

152. IT HAS DEEP IMPACT
WHO WANTS TO USE A
DICTIONARY WHEN SHOPPING?

153. ONLY PEOPLE WHO LIKE THIS.

154. I PREFER THIS.

155. LOW COMPLEXITY
USE THE WORDS YOUR AUDIENCE USES.

156. LOW CONSTRAINTS
LEARN TO TYPE. AND SPELL.

158. 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
…

159. THE DRAMATIC FINISH

160. NOT.

161. AS INTERNET MARKETERS,
WE CONTROL QUALITY.

162. SEARCH IS A QUALITY
GAME. PERIOD.

163. LOWER DFP = HIGHER QUALITY

164. MEASURE DFP HOLISTICALLY

165. DETERMINE IMPACT

166. DETERMINE DIFFICULTY

167. TAKE ACTION

168. REDUCE DISTANCE
FROM PERFECT

169. GET THE LINKS:
PORTENT.CO/deefsee
REMEMBER, NO ‘M’
GET IN TOUCH:
@portentint
portent.com
THANK YOU