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Ian Lurie — ‘Distance from Perfect: Knowing the...

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November 18, 2015
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Ian Lurie — ‘Distance from Perfect: Knowing the Unknowable Algorithm’

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Distilled

November 18, 2015

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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

  4. None

  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!!!
  7. None
  8. None
  9. None
  10. None
  11. None

  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

  25. None
  26. None
  27. None
  28. None
  29. None

  30. wtf?!!!

  31. None
  32. None
  33. None

  34. “IS THIS CLOSER TO PERFECT?”

  35. Will this move me closer to perfect than my competitors?

    “
  36. None
  37. None

  38. WHY IS THIS HERE?

  39. Will JAVASCRIPT CONTENT DELIVERY move me closer to perfect than

    my competitors? “
  40. None

  41. Obfuscation

  42. Content in JSON?!

  43. None
  44. None
  45. None

  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? …

  53. None
  54. None

  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? “
  58. None
  59. None
  60. None
  61. None
  62. None

  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? “
  73. None

  74. “BROAD MATCH KEYWORDS”

  75. “I WAS HIGH”

  76. I ADMIT IT

  77. None
  78. None

  79. PERFECT IMPERFECT CRAPPY TARGETING GOOD TARGETING

  80. PERFECT = DELIBERATE

  81. Will this move me closer to perfect than my competitors?

    “
  82. None

  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

  93. None

  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

  99. None
  100. None

  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? “
  106. None
  107. None

  108. PERFECT = FRICTIONLESS

  109. Will this move me closer to perfect than my competitors?

    “
  110. None

  111. Will BETTER CONTENT move me closer to perfect than my

    competitors? “

  112. IT IS ALL CONTENT

  113. None
  114. None
  115. None
  116. None

  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. “
  120. None

  121. PERFECT GETS MULTIPLE WINS

  122. None

  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

  128. None

  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