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Advanced SEO: No More Bullshit
The document discusses the principles of advanced SEO, emphasizing the importance of understanding Google’s role and debunking common misconceptions like penalties. It advocates for actionable strategies such as examining log files, reducing abstraction, and focusing on content relevance over keyword density. The author encourages a no-bullshit approach to SEO, providing practical steps for improving website performance.
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Advanced SEO: No More Bullshit
- 1. Advanced SEO No morebull$h1t Ian lurie @portentint Portent.com
- 2. This is me Ceo& founder, Portent @portentint ian@portent.com
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- 8. @portentint Be advancedUnderstand Google’srole Understand: it is not a penalty Find a source of truth Read the fine print Reduce abstraction Find a way Look at the SERPs Get past keyword density Do the little things
- 9. @portentint A story in8 parts.
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- 11. @portentint #1 Google is notan SEO company
- 12.
- 13. @portentint Google cares thismuch Our worries
- 14. @portentint Google does notcare about our rankings
- 15. @portentint Google cares abouttheir rankings
- 16.
- 17. @portentint Google does not giveSEO advice
- 18. @portentint #2 IT’s not apenalty
- 19. @portentint Part 1: The$h1tstorm
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- 23. @portentint SEO is notabout penalties. It is a list of little things that are simple but not easy.
- 24. @portentint Or big things,now and then
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- 30. @portentint Look for Trends Siteupdates Ad campaigns Content added Content removed
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- 33. @portentint You have 1,000pages. Google’s index now shows 150,000 - SEO
- 34. @portentint It. Is. Not.A. Penalty.
- 35. @portentint It’s OK. Google’snot crawling those pages anymore. They said so. - Client
- 36. @portentint #3 Find a sourceof truth
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- 38. @portentint A source oftruth cuts through the bullshit
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- 42. grep -h 'Googlebot*'*.log >> output.txt Nerd level 11
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- 44. @portentint Log files providea fast look at crawler behavior. No waiting for rankings, or search console updates.
- 45. @portentint log files +crawl data
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- 48. One big happyfamily
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- 51. Google crawled requestforms: 95% of daily total crawl
- 52. @portentint Find a sourceof truth. Use it.
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- 54. @portentint #4 Before you act, readthe fine print
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- 72. @portentint OK, but still,use rel canonical. - Client
- 73. @portentint #5 Always reduce abstraction (akajust fix it)
- 74. @portentint Hey. You. Close youremail. This one’s really important.
- 75. Rel canonoical added. Nothingimproved. Remember this?
- 76. @portentint Rel canonical introducesabstraction
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- 78.
- 79. @portentint What we justtold google
- 80. @portentint Let’s just fixit, shall we?
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- 86. @portentint If you delivercontent using javascript, use dynamic rendering…? https://portent.co/dynrend-google
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- 88. @portentint Dynamic rendering isjust for search engines. A workaround. Abstraction. Ew.
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- 90. @portentint Or, be completelyinsane: Use javascript when it actually enhances the user experience. And use server-side rendering.
- 91. @portentint abstraction: rel canonical url exclusions relnext/prev dynamic rendering user agent detection
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- 97. @portentint Back to ourclient…
- 98. @portentint Great! What elsecan you do for me? - Client
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- 104. @portentint Revamp navigation toincrease structural authority!
- 105. @portentint Try to getmy branding team to revamp our nav? rather have an iodine enema, thanks.
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- 110. @portentint Bonus: Use googleto know your technology
- 111. @portentint We can’t fixit. It’s too hard. The cart doesn’t allow it. - Dev
- 112. @portentint What they reallymean Flickr / Joakim Jardenberg
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- 116. @portentint Voila (OK, Icheated)
- 117. @portentint Find a wayto fix things. Do not be a brat.
- 118. @portentint Great, but Ihear we can do better. - Client
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- 128. @portentint Hybrid serps? Tryhybrid content.
- 129.
- 130. @portentint Watch the serps. Actaccordingly.
- 131. @portentint Nice, but mycousin’s son’s daughter’s dog walker’s bike mechanic’s doctor’s dentist’s fifth cousin read something about TF-IDF… - Client
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- 133. @portentint Oh, up thekeyword density? I never would have thought of that.
- 134. @portentint Tf-idf everything! Tf-idf!Tf-idf! Idf-tf! Tee efff ayyeee deee efff!!!!!!!
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- 140. Just read this10-20 times and you’ll be all set.
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- 143. @portentint De-duplication & nearduplicates portent.co/jroakes-shingle By @jroakes, Adapt Partners
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- 146. No change inkeyword density.
- 148. @portentint think about keywordposition, structure, and meaning in context
- 149. @portentint Get past keyworddensity
- 150. @portentint Can we skipthis week’s review? I have pickles in the oven. Gotta go. - Client
- 151. @portentint Bonus Become an advancedconsultant
- 152. @portentint Bring more value& break routine
- 153. @portentint The Consultant’s RutAnd How To Escape It by Wil Reynolds https://portent.co/therut
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- 159. @portentint Do the littlethings to gain momentum.
- 160. @portentint Free prize! Ouraudit checklist: portent.co/seo-audit-checklist Use at your own risk we assume no responsibility for whatever hell you unleash upon your own website this is entirely your problem you assume all risks and will never ever blame us if we left out something important.
- 161. @portentint OK, I’ll admit.You guys know something about the SEO. - Client
- 162. @portentint Be advancedDo thelittle things Get past keyword density Look at the SERPs Find a way to get the outcome Reduce abstraction Read the fine print Find a source of truth Understand: it is not a penalty Understand Google’s role
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- 164. @portentint No cows wereharmed This deck: portent.co/advanced-seo Ian lurie ian@portent.com @portentint