Ian Lurie — ‘Distance from Perfect: Knowing the Unknowable Algorithm’

Transcript

1. Ian Lurie @portentint DO KICK-ASS DIGITAL MARKETING USING THE HUMAN ALGORITHM
2. Ian Lurie @portentint http://portent.co/dfpee
3. Fun fact: I was born in London
5. SSL!!! SSL!!! SSL!!! SSL!!!
6. SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!!
12. No SSL!
13. No SSL No SSL SSL SSL
14. there’s more to it than that.
15. SSL MOBILE BLOG POSTS PPC
16. WE ARE CHASING THE WRONG ALGORITHM ALL TOO EASY
17. CHASE THE HUMAN ALGORITHM
18. PERFECT
19. MASSIVELY IMPERFECT you’ll remember me. in your nightmares.
20. IT’S PROGRAMMED INTO US MIGHT EAT US
21. IT’S PROGRAMMED INTO US BAD TO EAT
22. JUST WRONG
23. THE HUMAN BRAIN MEASURES DISTANCE FROM PERFECT
24. SUCCESSFUL MARKETING MINIMIZES DISTANCE FROM PERFECT
30. wtf?!!!
34. “IS THIS CLOSER TO PERFECT?”
35. Will this move me closer to perfect than my competitors? “
38. WHY IS THIS HERE?
39. Will JAVASCRIPT CONTENT DELIVERY move me closer to perfect than my competitors? “
41. Obfuscation
42. Content in JSON?!
46. Without Javascript
47. LOWER AUTHORITY? WHO CARES
48. PERFECT IMPERFECT JSON CONENT SERVER-SIDE CONTENT
49. “OK, WE’LL USE SNAPSHOTS”
50. PERFECT IMPERFECT HTML SNAPSHOTS SERVER-SIDE CONTENT JSON CONENT
51. PROGRESSIVE ENHANCEMENT DON’T. TRUST. GOOGLE.
52. WHY IS THIS HERE? …
55. WHY IS THIS HERE? INTERACTIVITY. SPEED.
56. PERFECT IMPERFECT USELESS JSON USEFUL JSON
57. Will ENDLESS SCROLLING move me closer to perfect than my competitors? “
63. WHY IS THIS HERE? …
64. PERFECT IMPERFECT ENDLESS SCROLL FROM HELL RATIONAL NAVIGATION
65. SOCIAL POSTS
66. Will A DESCRIPTIVE IMAGE move me closer to perfect than my competitors? “
67. “IT’S THE DEFAULT IMAGE”
68. “WOMEN LIKE BABIES.” (unnamed client)
69. Re-enforces the message
70. PERFECT IMPERFECT CONFUSING IMAGERY SUPPORTING IMAGERY
71. PAID MEDIA
72. Will TARGETING MY AUDIENCE move me closer to perfect than my competitors? “
74. “BROAD MATCH KEYWORDS”
75. “I WAS HIGH”
76. I ADMIT IT
79. PERFECT IMPERFECT CRAPPY TARGETING GOOD TARGETING
80. PERFECT = DELIBERATE
81. Will this move me closer to perfect than my competitors? “
83. Will FIXING DUPLICATION move me closer to perfect than my competitors? “
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87. PERFECT IMPERFECT REL CANONICAL NO DUPLICATION DUPLICATION
88. Will FIXING BROKEN LINKS move me closer to perfect than my competitors? “
89. bad broken links on your own site
90. That’s lost authority! Screaming Frog
91. worse broken links from another site
92. Bing Webmaster Tools
94. Google Webmaster Tools
95. That’s lost authority!
96. PERFECT IMPERFECT MORE BROKEN LINKS FEWER BROKEN LINKS
97. Will A FASTER SITE move me closer to perfect than my competitors? “
98. 77kb 2kb FRIENDS DON’T LET FRIENDS CREATE 77KB TILES
101. BUT LEARN TO USE HAR
102. 64kb jpg 700kb png
103. @portentint WHY? $- $10.00 $20.00 $30.00 1 2 3 4 5 6 7 8 9 Load time (seconds) Page Value vs. Load Time
104. PERFECT IMPERFECT SLOWER FASTER
105. Will TELLING MY USERS WHAT TO DO NEXT move me closer to perfect than my competitors? “
108. PERFECT = FRICTIONLESS
109. Will this move me closer to perfect than my competitors? “
111. Will BETTER CONTENT move me closer to perfect than my competitors? “
112. IT IS ALL CONTENT
117. GREAT FOR SEARCH GREAT FOR CONVERSIONS GREAT FOR BRAND GREAT FOR SOCIAL GREAT FOR YOUR SALARY
118. Will A FASTER SITE move me closer to perfect than my competitors? YES. “
119. Will RESPONSIVE SITES move me closer to perfect than my competitors? YES. “
121. PERFECT GETS MULTIPLE WINS
123. DON’T CHASE THEIR ALGORITHM
124. ITERATIVE EXECUTE INSPECT PRIORITIZE MEASURE
125. REL CANONICAL > NOTHING
126. INFRASTRUCTURE = BIGGER PROBLEMS
127. YOU DON’T REACH ‘PERFECT’ YOU WORK TOWARDS IT
129. HERE’S THE THING OK, SO THAT TEST PROVES BRAKES = GOOD
130. HERE’S THE THING we need more research
131. GET YOUR FOOT IN THE DOOR EASE STAKEHOLDERS INTO CHANGES
132. DON’T TREAT STAKEHOLDERS LIKE THIS. TRUST ME.
133. PERFECT IMPERFECT BASIC SEO NEW SITE START WHERE STAKEHOLDERS ARE COMFORTABLE
134. PERFECT IMPERFECT BASIC SEO NEW SITE PROVE IT WORKS
135. PERFECT IMPERFECT BASIC SEO NEW SITE NOW DO MORE
136. Will HIGHER RANKINGS move me closer to perfect than my competitors? “
137. Will BASIC SEO move me closer to perfect than my competitors? “
138. Will A NEW SITE DO EVEN MORE FOR RANKINGS? “
139. Will AN IN-DEPTH ARTICLE move me closer to perfect than my competitors? “
140. Will 3 GREAT, RELATED BLOG POSTS move me closer to perfect than my competitors? “
141. Will AN IN-DEPTH ARTICLE move me closer to perfect than my competitors? “
142. Will this move me closer to perfect than my competitors? “
143. DELIBERATE FRICTIONLESS ITERATIVE
144. CHASE THE KNOWABLE ALGORITHM
145. CHASE THE FUTURE-PROOF ALGORITHM
146. BECAUSE IT OPTIMIZES FOR THEIR ALGORITHMS
147. BY TAPPING OURS
148. Ian Lurie @portentint www.portent.com http://portent.co/dfpee THANK YOU