Bernard San Juan's presentation on the SEO Summit 2016 touching base on pointers of how to best optimize your site technically.

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Competitive On-Page
The Iron Rankings Tournament
BLOG SITE

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01 Meta Titles 06 Site Load Speed
07 Unique Content
03 H1 Tags
02 Web Page Content
08 Alt TagsOn Page
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5
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Competitive On-Page
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04 Internal Links
05 Keyword Density
09 Keyword Selection
10 Trust Signals

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01 Index 06 Internal Vouches
07 Alt Tags
03 Authority
02 Rich Media
08 Digital FootprintOn Page
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5
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Competitive On-Page
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04 Schema
05 Purpose to Content
09 LSI Silo
10 Dev Elements

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Competitive On-Page
The Iron Rankings Tournament
BLOG PAGE SITE PAGE

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Competitive On-Page
The Iron Rankings Tournament
BLOG PAGE SITE PAGE

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Data Pull / Index
The Iron Rankings Tournament
BLOG SITE
Google Indexed Pages
- Duplicate content Index (Blog Tags, printable version, etc.)
Mirror Site Presence
XML Sitemap Presence

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Data Pull / Index
The Iron Rankings Tournament
BLOG SITE
GWT Errors
- 301’s
- 404’s
Manual Warnings
- Robots.txt
Includes folders allowing mobile rendering
- Crawl Test
www. 301 correctness

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Case Study #1
BPI
www.yourdomain.com
Project Began in 2013 to assist BPI optimize and organize
179 Pages
They were already ranking for over 600 Keywords
We wound up organizing and optimizing almost 1,000
Pages
BPI ranks for over 2,000 keywords today
We consolidated Content from different BPI Properties
The additional pages were silo’d to provide additional
contextual support
No link acquisition or outreach was performed

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Case Study #1
BPI
www.yourdomain.com BPI began ranking incidentally for banking KW’s they were
not even attempting to optimize for
The minimal rankings they had was due to several
pages not indexed (limitation of their old CMS)
Several content rich pages were not indexed and
duplicated in external properties
By allowing the pages to index, the PageRank did the
rest to gain the rankings for non branded terms
FINDINGS:

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Data Pull / Index
The Iron Rankings Tournament
BLOG SITE
Google Indexed Pages
- Duplicate content Index (Blog Tags, printable version, etc.)
Mirror Site Presence
XML Sitemap Presence

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Data Pull / Index
The Iron Rankings Tournament
BLOG SITE
Google Indexed Pages
- Duplicate content Index (Blog Tags, printable version, etc.)
Mirror Site Presence
XML Sitemap Presence

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Data Pull / Index
The Iron Rankings Tournament
BLOG SITE
GWT Errors
• 301
• 404’s
• Manual Warnings
• Robots.txt
• Includes folders allowing mobile rendering
• Crawl Test
• 200 canonical/301 correctness

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Data Pull / Index
The Iron Rankings Tournament
BLOG SITE
GWT Errors
• 301
• 404’s
• Manual Warnings
• Robots.txt
• Includes folders allowing mobile rendering
• Crawl Test
• 200 canonical/301 correctness

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Old School Content / Meta
The Iron Rankings Tournament
BLOG SITE
Content Volume
- Purpose to Word Volume Match
- KW Presence close to AFo Space
Originality
KW in a readable Meta Title Tag

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Old School Content / Meta
The Iron Rankings Tournament
BLOG SITE
Semantic Signals
- H1
- <stong>
- KW Density
- Supporting Content
- Supporting Pages
- Schema
- User Content

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Case Study #2
LONG ISLAND DIVORCE ATTORNEY
www.yourdomain.com
Issues:
The site had generic 300 words of content per page
with a 3% KW density evenly through the site
Competitors had the same structure but had older
domains with more authority
The client did not blog
There was no rich content or improved markups in the
site
Average rankings for all Keywords was the third page

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Case Study #2
LONG ISLAND DIVORCE ATTORNEY
www.yourdomain.com
Strategy:
Content Volumne
- Purpose to Word Volume Match
- KW presence close to AFO Match
Originality
KW in readable Meta Title Tag

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Case Study #2
LONG ISLAND DIVORCE ATTORNEY
www.yourdomain.com
Strategy:
Semantic Signals
- H1
- <strong>
- KW Density
- Supporting Content
- Supporting Pages
- Schema
- User Content

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Case Study #1
Long Island Divorce Attorney

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Old School Content / Meta
The Iron Rankings Tournament
BLOG SITE
Content Volume
- Purpose to Word Volume Match
- KW Presence close to AFo Space
Originality
KW in a readable Meta Title Tag

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Old School Content / Meta
The Iron Rankings Tournament
BLOG SITE
Content Volume
- Purpose to Word Volume Match
- KW Presence close to AFo Space
Originality
KW in a readable Meta Title Tag

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Old School Content / Meta
The Iron Rankings Tournament
BLOG SITE
Semantic Signals
- H1
- <stong>
- KW Density
- Supporting Content
- Supporting Pages
- Schema
- User Content

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Old School Content / Meta
The Iron Rankings Tournament
BLOG SITE
Semantic Signals
- H1
- <stong>
- KW Density
- Supporting Content
- Supporting Pages
- Schema
- User Content

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New Age Content / Rich Media
The Iron Rankings Tournament
BLOG SITE
Trust Signals
- Images; Videos; Badges with Links
Schema
Enhanced Mark-ups (LD+JSON; Open Graph; Google Map
Integration) KW in a readable Meta Multiple Content Formats
- Original Quality Text
- Videos
- Original Images (attributed)

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New Age Content / Rich Media
The Iron Rankings Tournament
BLOG SITE
Social Signals
- Facebook buttons
- Other social

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Case Study #3
The 70 Site Test
Sample:
- TrueLogic built 70 websites as a sample for this test
- The sample was from random industries
- The page rank ranged from brand new sites to aged
domains
Hypothesis:
- Google’s Index Budget was not solely reliant on
pagerank
- Quality signals can trigger faster and more frequent
indexing
- Faster Indexing leads to better rankings

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Case Study #3
The 70 Site Test
Method:
All sites index speeds were measured and all samples ranged
indexing time from 7 to 18 days (mean = 11 day index)
10 sites selected at random were kept static for control
purposes
60 sites were segregated into A and B Groups
A had content in the form of original text only (Optimized)
B had content in the form of images and text (Optimized)
The better performing group were further segregated to
Groups C and D; then later X and Y

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Case Study #3
The 70 Site Test
Total Sample
Group A Group B
Group C Group D
Group X
Group Y
Last DitchFinal
Selection
Control Group
(10 Sites)
Total Sites Created
Kept Static
Group A was given
optimized content
Index = mean > 10 days
Group B had optimized content and images
Index = mean 7 to 10 days
Group C = 10 sites from Group B
Kept as Control
Group D was optimized with content images and
videos; Index = mean 4 to 7 days
Group X is Control from Group D
Index = mean 4 to 7 days
Group Y was optimized for content,
Images, Social Badges MAP Integration;
Index = < 3 days
We tried to add banner ads, Top heavy
came out Index = > 4 days
Group Y Test was Successful
To-date those sites still index in 1 to 3 days

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Case Study #3
The 70 Site Test
Findings:
The “Final Selection” Sites indexed between 1 to 3 days
Unlike the Control Group which obtained no rankings, the
“Final Selection” sites gained incidental rankings for
informational KW’s
Google clearly preferred sites with multiple content formats
Google consistently indexed the “Final Selection” sites
between 1 to 3 days

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Case Study #3
The 70 Site Test
Findings:
When applied to the whole group, all sites Indexed in 1 to 3
days
The sites are donated to employees as part of their
competency development
STATISTICALLY:
- Causality is weak (Rn=0.1)
- Correlation is strong (r=0.75)

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Case Study #4
The Local Test
Sample:
From a sample base of 300 websites, we ran a test on 7 x 5
client websites (35 sites) with permission (the rest were used
as a control group)
The sample was from random industries and random
geo-targets (US&AU)
The pagerank ranged from N/A to PR 3

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Case Study #4
The Local Test
Hypothesis:
The local pack (Snack Pack) used different metrics from the
standard organic results
The Schema and JSON+LD had significant but different
effects on local rankings

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Case Study #4
The Local Test
Method:
The entire test sample was optimized for On-Page content
20 samples were optimized for Local schema
15 samples were optimized for LD+JSON
All sites were submitted to business listings initially for 35
properties

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Case Study #4
The Local Test
Results:
55% of the sample appeared in the Snack Pack in a 60 day
period
75% of the sample began displaying the knowledge graph
90% of the sample with LD+JSON displayed the knowledge
graph
89% of the sites with Local schema appeared in localized
search
65% went into the snack pack
48% of LD+JSON optimized sites appeared in the snack pack
10.8% of sites were unresponsive to citation creation + Local
Schema/ LD+JSON

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Case Study #4
The Local Test
Findings:
There is a strong correlation between LD+JSON and the
Knowledge Graph
There is a strong correlation between Local Schema and
Local SERP’s
There is a weak correlation between LD+JSON and the Local
SERP’s
There is a moderate correlation between Local Schema and
the Knowledge Graph
There is a moderate correlation between appearance in the
Snack Pack with Schema and Local Citations

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New Age Content / Rich Media
The Iron Rankings Tournament
BLOG SITE
Trust Signals
- Images; Videos; Badges with Links
Schema
Enhanced Mark-ups (LD+JSON; Open Graph; Google Map
Integration) KW in a readable Meta Multiple Content Formats
- Original Quality Text
- Videos
- Original Images (attributed)

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New Age Content / Rich Media
The Iron Rankings Tournament
BLOG SITE
Trust Signals
- Images; Videos; Badges with Links
Schema
Enhanced Mark-ups (LD+JSON; Open Graph; Google Map
Integration) KW in a readable Meta Multiple Content Formats
- Original Quality Text
- Videos
- Original Images (attributed)

39. 39
New Age Content / Rich Media
The Iron Rankings Tournament
BLOG SITE
Social Signals
- Facebook buttons
- Other social

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New Age Content / Rich Media
The Iron Rankings Tournament
BLOG SITE
Social Signals
- Facebook buttons
- Other social

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Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Starting Authority
- Pagerank (Trust Flow; PA/DA)
KW to Landing Page Matching
Target Page Power
- Target Page Depth
- Target Page Internal Vouches
- Outbound Links
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site

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Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site
Contextual Support
- Supporting Related Pages
- Internal Authority

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Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site

44. 44
Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site

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Authority Perservation / Sculpting
What is your starting PageRank?
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site
- What is the PageRank of your Competitor?
- Yes, I know Google removed Pagerank
updates in Feb 2014 and that the toolbars can
pick it up anymore
Are you fighting a homepage or inner page?
Review

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Authority Perservation / Sculpting
- How many clicks does it take to get to your target
page?
- Does your site vouch internally for the page you
are trying to rank?
- Do others vouch for it?
- Are there pages that support your target page?
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site
Review

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Case Study #5
Dance Studio Software
Method:
- The site only had 14 valuable target pages
- It was indexed for over 1500 pages
- We reconstructed the site to be more shallow and limited the indexed pages to less than 40

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Case Study #5
Dance Studio Software

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Case Study #5
Dance Studio Software

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Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Starting Authority
- Pagerank (Trust Flow; PA/DA)
KW to Landing Page Matching
Target Page Power
- Target Page Depth
- Target Page Internal Vouches
- Outbound Links
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site

51. 51
Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Starting Authority
- Pagerank (Trust Flow; PA/DA)
KW to Landing Page Matching
Target Page Power
- Target Page Depth
- Target Page Internal Vouches
- Outbound Links
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site

52. 52
Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site
Contextual Support
- Supporting Related Pages
- Internal Authority

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Authority Perservation / Sculpting
The Iron Rankings Tournament
BLOG SITE
Your
Site
Your Site
Your Site
Your Site
Your Site
Your Site
Your Site
Contextual Support
- Supporting Related Pages
- Internal Authority

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE
Updated Code
- HTML 5; CSS 3; Readable Javascript (ng-app/model/bind)
Semantics (Schema; LD+JSON; Data Highlighter)
- TFB to above the fold Render
- Prioritize all above the fold HTML, then CSS, then Javascript
- Optimize file sizes
- Minify Codes
Speed

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE
Respect ROOT!
Aggregate Authority
- Support Relevant Pages with Internal Links
- Attribute Content (rel=canonical)
- Atribute Authority
(rel=alternate; href lang, etc)

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE
Updated Code
- HTML 5; CSS 3; Readable javascript (ng-app/model/bind)

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE
Semantics (Schema; LD+JSON; Data Highlighter)

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE
Speed
- TFB to above the fold Render
- Prioritize all above the fold HTML, then CSS, then Javascript
- Optimize file sizes
- Minify Codes
- Respect the ROOT!!

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE
Aggregate Authority
- Support Relevant Pages with Internal Links
- Attribute Content (rel=canonical)
- Attribute Authority (rel=alternate; hreflang, etc)

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Technical Superiority
The Iron Rankings Tournament
BLOG SITE