daft punk seo
TRANSCRIPT
Daft Punk SEO
Work it harder
Make it better
Do it faster
Makes us stronger
What are we talking about?
A million URLs isn’t cool, you know what’s cool?
@ajkohn
@SEMpdx
#engagepdx
My name is AJ Kohn
Big sites might seem scary
The right approach
Not as shiny
“If you can’t measure it, you
can’t manage it.” - Peter Drucker
“If you can’t measure it, you
can’t improve it.” - Lord Kelvin
Crawl
Index
Rank
Applying a framework
Stay classy bit.ly/queryclasses
Handsome doctors site
Page Type (category)
Query Class [Specialty] in [City]
Query Nephrologists in Portland
Page Type (leaf)
Query Class [Doctor Name]
Query Dr. Raymond J. Petrillo
Get good at RegEx bit.ly/regexreference
Crawl Optimization
The crawl team is stingy
Zero tolerance for 500s
404s are junk food bit.ly/internal404s
Tracking Crawl by Status Code
You are what Googlebot eats bit.ly/crawloptimization
Tracking Crawl by Page Type
Page type makes a difference
Log file analysis
bit.ly/ultimatelogfileguide
bit.ly/completelogfileguide
Sometimes Google crawls the wrong way
Use robots.txt generously
This tool is awesome
Avoid inefficient crawling
Parameters are the devil incarnate
What about rel=canonical?
Can Google get to those pages without the parameter?
Speed matters
bit.ly/lighthousetool
Index Optimization
XML sitemaps
Indexation rate
Indexation Trend
50,000 URLs per sitemap, 50,000 sitemaps per sitemap index means 2,500,000,000 potential URLs
Optimize your sitemaps bit.ly/sitemapoptimization
bit.ly/sitemapoptimization
Indexation rates provide insight
Crawl organization should mirror sitemap
organization
Rank Indices
Why aren’t we ranking for
[specific term]?
It’s not about any one term
Rank Indices bit.ly/rankidices
stevens creek trail map high trestle trail map
lincoln woods trail map withlacoochee trail map
san gabriel river trail map legacy trail map
wissahickon trail map salt creek trail map
pennypack park trail map capital crescent trail map springwater corridor map guadalupe river trail map
metropolitan branch trail map
pinellas trail map west orange trail map
katy trail map cherry creek trail map
noonday creek trail map suncoast trail map
interurban trail map des plaines river trail map
monon trail map oak leaf trail map
salado creek greenway map greenway trail map centennial trail map
4.3 4.1 4.0 4.3
3.7
Understand the user and how they search
Make certain you have the syntax right
http://answerthepublic.com http://keyword.io
http://ubersuggest.io http://alexa.com
http://similarweb.com
Create rank indices that will
materially impact the business
Roll your own or use a third-party tool
Track traffic by page and query class using Advanced Segments
Up and to the right
“And now for something completely different.”
Titles
“I’m kind of a big deal. People read me.”
You can’t hand optimize titles for millions of pages
Smart templates
Max Title Length = 70 Characters
Title Template = [Doctor Name] – [Specialist] in [City] – [Site Name]
Dr. Sam Jones – Oncologist in Palo Alto – Docs.com LEN=50
Dr. Valentine Michael Smith – Anesthesiologist in Truth or Consequences – Docs.com
LEN=82
Dr. Valentine Michael Smith – Anesthesiologist – Docs.com LEN=58
Dr. Supercalifragilistic Expialidocious Jr. – Anesthesiologist in Truth or Consequences – Docs.com LEN=98
Dr. Supercalifragilistic Expialidocious Jr. – Anesthesiologist – Docs.com LEN=73
Dr. Supercalifragilistic Expialidocious Jr. – Docs.com LEN=54
Dr. Valentine Michael Smith – Anesthesiologist in Boston – Docs.com LEN=67
Highly logical
SEO Judo
Our keywords are back
Search Console API
Rules for using search console queries in titles
Must have > 100 clicks in last 30 days
Top query must be > 30% of total clicks
Top query must be > 25% more than next query
[Top Query] : [Normal Title Tag]
[Normal Title Tag] | [Top Query]
[Top Query] – [Site Name]
Works really well on eCommerce product titles
Crosslinks
Don’t create crawl traffic jams
Nearly every page should have horizontal crosslinks
Vertical crosslinks are invaluable for SEO and UX
A frustrating report but valuable on a monthly basis
TL;DL
Measure crawl, index and rank by query class and page type
Make dynamic template changes and monitor your
dashboards
Rinse and repeat
AJ Kohn Owner, Blind Five Year Old www.blindfiveyearold.com [email protected]
@ajkohn