BS: Own It - Technical SEO for Marketers
Transcript of BS: Own It - Technical SEO for Marketers
@PORTENTINT #DD22
TechnicallySEOEmbrace your inner nerd & learn to call BS
Ian Lurie@portentintPortent, Inc.Prepared for Digital Dealer 22
Me: Obsessive AnswererHistory MajorLaw Degree@portentint
CEO & Founder, Portent, Inc.Best Team Ever
SEO since
Nerd.
I’m not mean. I’m angry.
@PORTENTINT #DD22
A tale of whooaaa…
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2 million visitors lost (30% of traffic)
Data from SEMRush
2m visitors lost (30% of traffic)
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When this happens, everyone thinks “penalty”
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Nope. A technical change did it (and usually does)
Data from SEMRush
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426,000 pages of amazing content
Worthless
Data from SEMRush
B.S. OWN IT.
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How Quickly We ForgetSearch Engines = Technology
Ignoring Technical SEO
poot
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Technical SEO has the highest ROI because no one does it right
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Technical SEO has the highest ROI because it affects everything
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Technical SEO is easy because all you have to do is build right
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aka…
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B.S.Own It.
#bullshitownitcopyright me 2017
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B.S.Yes, this is possible. And regardless of SEO, it’s the right way to build it.
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Own ItAs a marketer, you don’t need to be a tech geek. You must understand what’s possible & what’s not & what’s good or bad.
What I didInspected manufacturer sitesInspected dealer sitesBased this on the top issues
What I didn’tNo Google Search ConsoleNo Bing Webmaster ToolsNo typical stuff (like broken links)Try to cover everything (madness)
Duplication
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Wastes Crawl Budget
You’re splitting your votes
Hurting authority
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Creates Thin Content
CanonicalizationCanonicalization
3/5 Nerds
How I feel when someone confuses “canonicalization” with “rel=canonical”
www.portent.com/index.html/index.php
gack
Different authority for each URL
Data from Majestic SEO
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Tool: Screaming Frog
CanonicalizationHTTPS vs HTTP
https://portent.comhttp://portent.com
wait, what?
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Doubles site sizeMay waste ½ crawl budget
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Screaming Frog: Select “URI” tab
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Filter for duplicates
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Vóila
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To Fix: Stop it
##@!@# fix it
or
http >> 301 redirect >> https
CanonicalizationInconsistent home page linking
mysite.comwww.mysite.com
www.mysite.com/index.html
wait, what?
Splits internal votes
Hurting authority
@PORTENTINT #DD22
Screaming Frog “Internal” tab
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Look for common addresses
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To Fix: Link consistently
http://www.carmaker.com/not “/”
http://www.carmaker.com/index.html
CanonicalizationNon-UX data in URLs
@PORTENTINT #DD22
/car.html?sourcepath=coupes/car.html?sourcepath=sedans
This data offers value to the user experience.
/car.html?utm_src=209348a;osjkf/car.html?nav-id=topnav/car.html?nav-id=footer
wait, what?
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No value to the user experience
/car.html?utm_src=209348osjkf/car.html?nav-id=topnav/car.html?nav-id=footer
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Screaming Frog: Select “URI” tab
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Filter for duplicates
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To Fix: Use UTM properly
Don’t hardcode UTM codes into onsite or offsite links
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To Fix: Only include UX-relevant data
If data isn’t essential to the user experience, it shouldn’t be in the URL
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To Fix: Learn analytics
Google Tag ManagerEvent trackingHeat mapping
Other javascript999,999 other options
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If nothing else
/car.html#nav-id=topnav/car.html#!nav-id=topnav/car.html?nav-id=topnav
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rel = canonical?
“Well, we can just use rel=canonical”
Wastes crawl budget: Google & Bing must crawl all pages to read rel=canonical
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Canonical issues: Things you’ll hear
“We need it for analytics”“It’s just the way it is”
“It’ll take years!!!”“No one told me”
“SEO is crap”
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B.S.Own It.
Spider trapsWhy Google & Bing hate you
4/5 Nerds
@PORTENTINT #DD22
Take a relative link…
<a href=“~/page.html”>
…add a search crawler…
@PORTENTINT #DD22
HILARITY ENSUES
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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z
/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
Crawl budget spent
90% of site not indexed
Infinite pages
Lousy user experience
@PORTENTINT #DD22
Common Causes
Send to a friendQuote requestsComment forms
CalendarsDrugs
@PORTENTINT #DD22
Screaming Frog: Select “URI” tab
@PORTENTINT #DD22
Filter for duplicates
@PORTENTINT #DD22
Filter for duplicates
@PORTENTINT #DD22
The Fix
Avoid relative linking
@PORTENTINT #DD22
The Fix
Never, ever, ever, ever, ever, ever, ever use “~”
Ever
@PORTENTINT #DD22
Things you’ll hear about duplication
“It’s easier”“It only works this way”
“Look! Squirrel!”
@PORTENTINT #DD22
B.S.Own It.
Code
Robots tags and filesManaging crawlers (or not)
3/5 Nerds
Good
Says “Except the bots listed above, ignore this site.”
So Google is disallowed.
Awful
Also says: “Developer was stoned”
User-agent: *Disallow:
Some stuff should be hidden
User-agent: *Disallow:
On the dev site? Oy.
User-Agent: *Disallow: /privateNoindex: /private
Tells Bots to Totally Ignore Content
@PORTENTINT #DD22
The Fix
Read robotstxt.orgAvoid alcohol when programming
Javascript frameworksThe new sexy. Complete with STDs
5/5 Nerds
@PORTENTINT #DD22
Tool: Web Developer Extension
@PORTENTINT #DD22
Disable JavaScript
Before
After
@PORTENTINT #DD22
Terrible User Experience
Done wrong, slow initial render(always seems to be done wrong)
@PORTENTINT #DD22
Terrible SEO
May be treated as hidden contentZero indexing
@PORTENTINT #DD22
To Fix
Server-side rendering
@PORTENTINT #DD22
To Fix
Snapshots
@PORTENTINT #DD22
To Fix
Progressive Web App?
To Fix
how does this improve the user
experience?
@PORTENTINT #DD22
B.S.Own It.
Code bloatCode bloat
Code bloatPoor organization
4/5 Nerds
@PORTENTINT #DD22
Terrible User Experience
Slow rendering
Webpagetest.org
Tool: Google Pagespeed Insights
Tool: Google Pagespeed Insights
@PORTENTINT #DD22
To Fix
CSS firstDefer javascript
Code bloatThe Viewstate variable
4/5 Nerds
Slows rendering. Makes me cry.
View source
Search for “viewstate”
Lookie thar…
To fix: Remove it
EnableViewState = “false”
@PORTENTINT #DD22
Things you’ll hear about code bloat
“Fixing that won’t do anything”“Tell me the ROI in advance”
@PORTENTINT #DD22
$??? million lost
Code bloat, bad robots.txt Data from SEMRush
Major retailer (who shall remain nameless)Major Retailer
All fixed
@PORTENTINT #DD22
B.S.Own It.
Server Gotchas
Response codesThree little digits that control your site
3/5 Nerds
@PORTENTINT #DD22
200 Response
May I please have the page “Alfred.html?”
Of course, my little friend! Here you go.
@PORTENTINT #DD22
200 tells search engines to index the page content, determine authority, and rank the page
Excellent. I’ll index this and
make it part of my rankings.
@PORTENTINT #DD22
301 Response
May I please have the page “Alfred.html?”
It’s gone forever. Sniff. try “lola.html”
@PORTENTINT #DD22
200 tells search engines to index the page content, determine authority, and rank the page
OK. I’ll pass all authority and index the
new page
@PORTENTINT #DD22
302 Response
May I please have the page “Alfred.html?”
Not right now. It’ll be back. For now, try “lola.html”
@PORTENTINT #DD22
200 tells search engines to index the page content, determine authority, and rank the page
Huh. I’ll ignore the new page.
@PORTENTINT #DD22
4xx Response
May I please have the page “Alfred.html?”
ah, $%@#. I can’t find it. It’s
gone. I dunno.
@PORTENTINT #DD22
200 tells search engines to index the page content, determine authority, and rank the page
I’ll get rid of this page
forever and ever.
@PORTENTINT #DD22
5xx Response
May I please have the page “Alfred.html?”
aaaUUGGhh!!!!!
@PORTENTINT #DD22
200 tells search engines to index the page content, determine authority, and rank the page
oookaaayyyyy. I’ll just step back slowly &
come back another time.
httpstatus.io
A url that doesn’t exist
Server response
httpstatus.io
A url that doesn’t exist
Server response
BAD
301/404
301/404
404
301/404
301/404
SHOULD BE
Better
100s of 404 pages indexed100s of duplicate pages
Wasted crawl budgetThin content
@PORTENTINT #DD22
The Fix
Do it right200 = OK404 = Not found301 = Redirect forever
@PORTENTINT #DD22
On .NET
“Oh, we can’t do that on .NET”
@PORTENTINT #DD22
Really?!
response.Status = “404 Not Found”
@PORTENTINT #DD22
200 tells search engines to index the page content, determine authority, and rank the page
wait. Maybe 301 and 302 are the same. Right? Or not. Or maybe yes. Losers.
@PORTENTINT #DD22
Client Site
Fixed 302 redirect
Fixed canonical issues
Data from SEMRush
@PORTENTINT #DD22
B.S.Own It.
GZIP compressionThe easiest server site speed win
4/5 Nerds
@PORTENTINT #DD22
checkgzipcompression.com
@PORTENTINT #DD22
“We can’t do GZIP…”
IIS
Enable static content compression
Enable dynamic content compression
☐✓
☐✓
Apache
mod_deflate
nginx
ngx_http_gzip_module
@PORTENTINT #DD22
checkgzipcompression.com
@PORTENTINT #DD22
B.S.Own It.
More & more & more &…
Your CMSRequirements
SchemaStructured data for everything
AMP (Accelerated Mobile Pages)A horrible joke on all of us
Disk and memory cachingNot sure if you have access
@PORTENTINT #DD22
Technical SEO has the highest ROI because no one does it right
@PORTENTINT #DD22
Technical SEO has the highest ROI because it affects everything
@PORTENTINT #DD22
Technical SEO is easy because all you have to do is build right
@PORTENTINT #DD22
Technical SEO is about understanding what’s possible
@PORTENTINT #DD22
Technical SEO is about accountability
@PORTENTINT #DD22
B.S.Own It.
@PORTENTINT #DD22
The Slides. The Links.portent.co/nerdy-dd22
Ian Lurie@portentintAsk questions any time!!!