Advanced SEO - Jump to Sustainable SEO Models

Alan Bleiweiss @AlanBleiweisshttp://AlanBleiweiss.com

Advanced SEOThe Jump To Sustainable Models

Understanding the Five Super Signals of SEO

Advanced Site Speed Bottleneck Detection Techniques

Reinforcing Topical Focus Signals

SEO IS ALL ABOUT LINKS

CONTENT IS KING

CONTENT MARKETING INSTEAD OF LINKS

GOOGLE IS EVIL

___ SAYS X DOESN’T MATTER

Sometimes you just need more

Sometimes you just need reinforcement of signals

Sometimes you need to start from scratch

The Answer:

QUART in all things.

+"Consistency of

signal reinforcement"

Any individual SEOfactor needs to score well in at

leastthree of the five super-signals to

havesustainable

potential

Primary SEO Factor Groups

Page Speed Factor Complexity

Speed impacts:Quality

AuthorityTrust

Google Analytics 30 Day Averages

GA – Individual Page Speed + 2nd dimension = city

Page Speed EvaluationLook Deeper

GA Individual Page 30 Day Trend

URIValet.comUnique ObjectFile Sizes

Deeper TestingHelps Confirm Initial Data Evaluation,

Can Help Identify Situational Factors

WebPageTest – “Details” Report

Server Considerations

NOTE: First Byte Time isn't just about YOUR server. It also becomes a factor with 3rd party servers so check WPT "details" report!

Topical FocusAdvanced SEOThe Jump To Sustainable Models

Google Search ConsoleTop Keywords

(words Google most associates

this site as being “about”)

Topical FocusAdvanced SEOThe Jump To Sustainable Models

Is your site as authoritative as the biggest sites on the web? Does yoursite’s authority overcome quality, uniqueness, relevance, or trust signals?

If you think a page deserves ranking, but don’t provide multiple paths to access that page, why would you think search engines consider that page “very important”?

Topical Focus

Advanced SEOThe Jump To Sustainable Models Topical Focus

Internal LinksCan Impact

Page Authority,

&Can Confuse

Topical Focus Trust

Advanced SEOThe Jump To Sustainable Models Topical Focus

Page Sculpting is a shiny object tactic.

Page Sculpting is NOT a UX best practice – it’s an artificial attempt to manipulate search engines.

IA Topical Focus ConfusionFlat ArchitecturePartial Flat ArchitectureMultiple Copies of each Product PageInfinite Nesting

IA Topical Focus ConfusionAll Flat Architecture

http://domain.com/http://domain.com/category1/http://domain.com/category1-subcat/http://domain.com/productdetailspage/

http://domain.com/blog/http://domain.com/blogpost/http://domain.com/faq/

IA Topical Focus ConfusionNested Categories, Flat Product URLs

http://domain.com/http://domain.com/category1/http://domain.com/cat1/subcat1/ http://domain.com/productdetailspage/

http://domain.com/blog/http://domain.com/blog/category/http://domain.com/blogpost/

IA Topical Focus ConfusionMultiple Copies of each Product Page

http://domain.com/cat1/product1/http://domain.com/cat2/product1/http://domain.com/cat3/product1/http://domain.com/cat3/colorx/product1/

http://domain.com/cat4/subcat1/product1/http://domain.com/on-sale/product1/

IA Topical Focus ConfusionInfinite Nesting

http://domain.com/new/2015/toyota/camry/se/4cyl/2-5l/tires/14inch/radial/AT/noise-dampening/long-life/lug-nuts/

IA Topical Focus ConfusionResolution:

Avoid flat architecture

Use consistent nesting model

Only use duplication in gentle ways

Have one product detail URL accessible from several category funnels if needed

(ideal is to include product in only one category funnel where possible)

IA Topical Focus ConfusionResolution:

Assign to categories only when data justifies!

Nest only as deep as data justifies!

Conclusion Apply the QUART test in all things!

Page speed testing requires multiple tools

Page speed improvements require looking at ALL areas

Topical focus requires consistent

Topical focus requires dilution avoidance

Advanced SEO - Jump to Sustainable SEO Models

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Transcript of Advanced SEO - Jump to Sustainable SEO Models

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