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 aj@blindfiveyearold.com

@ajkohn