the expanding nature of seo (martech 2016)
TRANSCRIPT
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THE EXPANDING
NATURE OF SEO
3/21/2016
MICAH FISHER-KIRSHNER
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WHO AM I?
SEO AdvisorshipsSEO Experience
+MicahFisher-Kirshner / @micahfk
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THE VILLAGE
An expanding nature of SEO requires an understanding of the past
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THE VILLAGE: BASIC WEB RESULTS
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FLAT EARTH
We learned to recognize other optimizing tribes
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SPHERICAL EARTH AT CENTER OF EVERYTHING
We saw the need for testing and understanding of our environment
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SPHERICAL EARTH: CAFFEINE
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CENTRAL SUN
Not all of us accepted the changes Google developed
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CENTRAL SUN: PANDA
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LUDDITES APPEAR!
• Galileo attacked
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LUDDITES: THINKING OUTSIDE THE BOX
Those that recognized the central change saw branding’s importance
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GALACTIC UNIVERSE
Nonetheless, we realized life is so much more than the desktop screen
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GALACTIC UNIVERSE: MOBILEGEDDON
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Today’s universe of optimization encompasses so much more
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AMP
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<!doctype html>
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<!doctype html>
<html >⚡or
<html amp>
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<!doctype html>
<html >⚡
<head>
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/
regular-HTML-version/">
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-
scale=1,initial-scale-1">
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-
boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms-animation:none;animation:none}</style></noscript>
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s
steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-
o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<script async src="https://cdn.ampproject.org/
v0.js"></script>
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s
steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-
o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>
![Page 26: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/26.jpg)
<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s
steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-
o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>Hello World!</body>
</html>
Oh, but th
ere’s more!
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s
steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-
o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<style amp-custom>
body {
background-color: white;
}
amp-img {
background-color: gray;
}
</style>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>Hello World!</body>
</html>
You can style with only a single embedded stylesheet
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s
steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-
o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>
<amp-img src="welcome.jpg" alt="Welcome" height="400" width="800">
</amp-img>
</body>
</html>
Images, videos, audios, and iframes add “amp-” to the tags
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s
steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-
o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>Hello World!</body>
</html>
Prohibited Tagsappletbase
embedformframe
framesethttp-equiv
objectparamscript*
[input elements*]
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<!doctype html>
<html >⚡
<head>
<meta charset=“utf-8”>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<script id="amp-access" type="application/json">
{
"authorization": "<% host %>/amp-access/api/amp-authorization.json?
rid=READER_ID&url=CANONICAL_URL&ref=DOCUMENT_REFERRER&_=RANDOM",
"pingback": "<% host %>/amp-access/api/amp-pingback?rid=READER_ID&ref=DOCUMENT_REFERRER&url=CANONICAL_URL",
"login": "<% host %>/amp-access/login/?rid=READER_ID&url=CANONICAL_URL"
}
</script>
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1
normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes
-amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<script async custom-element="amp-access" src="https://cdn.ampproject.org/v0/amp-access-0.1.js"></script>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>
<section AMP Access="access AND subscriber" amp-access-hide>
Thanks for being a subscriber!
</section>
</body>
</html>
Paywall Setup
1. Implement AMP Access callbacks in publisher backend
2. Configure AMP Access endpoints
3. Include AMP Access component
4. Define which parts are visible to subscribers and non-subscribers
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Be sure to validate by adding #development=1 at the end of the URL
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Learn More
The AMP Project
Technical Introduction
Github Code
AMP Blog
AMP Videos
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Answers
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Large variety, generally follows a theme
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Already rank on the first page (generally position 5 or higher)
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Clear and concise answer to the question
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Well-structured code: headers, lists(but does NOT require Schema)
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Domain relevance and authority
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Always include a relevant picture!
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Apple Search
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Installed
Great CTR
Title and keywords
Overall engagement
Personalized app engagement
Low engagement
Keyword spamming
Bounces
Interstitials
Low ratings & reviews
Poor reviews
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With Recovery Search provide accurate location data
![Page 43: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/43.jpg)
Apple replaced Google as the default web search engine
![Page 44: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/44.jpg)
Anchor text relevance(watch out on Google)
![Page 45: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/45.jpg)
Great click through rates
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Social signals with Facebook and Twitter
![Page 47: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/47.jpg)
Very clean XML Sitemaps
![Page 48: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/48.jpg)
App Indexing
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Enable your app to handle deep links via HTTP URLs (new with iOS 9)
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Add the App Indexing API/SDK
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<html>
<head>
…
…
</head>
<body>Hello World!</body>
</html>
Add code to your corresponding web pages referencing the deep links: Rel Alternate
<link rel=“alternate”
href=android-app://com.example.android/http/
example.com/gizmo” />
![Page 52: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/52.jpg)
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebPage", "@id":
"http://example.com/gizmos",
"potentialAction":
{
}
}
</script>
Add code to your corresponding web pages referencing the deep links: ViewAction
"@type": "ViewAction",
"target": "android- app://com.example.android/http/example.com/
gizmos" } } </script>
![Page 53: The Expanding Nature of SEO (MarTech 2016)](https://reader037.vdocuments.site/reader037/viewer/2022110107/58a0c35e1a28ab6d018b49ad/html5/thumbnails/53.jpg)
<?xml version="1.0" encoding="UTF-8" ?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitem ap/0.9"
xmlns:xhtml="http://www.w3.org/1999/xhtml">
<url>
<loc>http://example.com/gizmos</loc>
</url>
…
</urlset>
Add code to your corresponding web pages referencing the deep links: XML Sitemap
<xhtml:link rel="alternate" href="android-
app://com.example.android/example/gizmos" />
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Allow Google to crawl requested app URLs
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Learn More
Android
Apple
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Installed
Proper implementation
Title and description
Content mismatch
Interstitials
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Title
Descriptions
App Indexing
ASO
Rating volume
Star ratings
Review text
Links
More on App Packshttp://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319
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Knowledge Graph
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Connecting the world’s knowledge
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2 graph styles
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4 data citations
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No Wiki page? Stop now
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Verify your Google Plus page
https://support.google.com/business/answer/2911778
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<script type="application/ld+json">
{
"@context" : "http://schema.org",
"@type" : "Organization",
"name" : "Your Organization Name",
"url" : "http://www.your-site.com",
}
</script>
"sameAs" : [ "http://www.facebook.com/your-profile", "http://www.twitter.com/yourProfile", "http://plus.google.com/your_profile" ]
Add code to connect your social properties via sameAs: JSON-LD
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<span itemscope itemtype="http://schema.org/Organization">
<link itemprop="url" href="http://www.your-company-site.com">
</span>
<a itemprop="sameAs" href="http://www.facebook.com/your-company">FB</a><a itemprop="sameAs" href="http://www.twitter.com/YourCompany">Twitter</a>
Add code to connect your social properties via sameAs: Microdata
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Consider Noting
Event listings
Store hours
Location and contact info
https://developers.google.com/structured-data/customize/overview
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Follow other Wikidata entry formats
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Use notable citations for references
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Other Properties
Headquarters location
Official website
Image / Logo
Social media sites
Industry
Founders / Start Date
Subsidiaries / Employees
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Double-check your competitors
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Edit directly as an official representative
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HTTPS
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Tiny call-out and a tiny ranking boost
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Get a robust security certificate via a certificate authority
Hilton Hotel
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Choose a high security level (2048 bits)
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Redirect users and search engines to HTTPS with a 301 redirect
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Enable HSTS with a supporting web server
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Learn More
Documentation
URL information
Additional tips
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No exceptions: Everything must be HTTPS
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https://www.example.com/old-original-url/
http://www.example.com/redirect-URL/
http://www.example.com/final-URL/
https://www.example.com/final-URL/
Each hop is a 15% link value loss
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301
canonical
A B
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XML Sitemaps need non-redirecting URLs
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Prepare for data problems
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https://www.example.com/
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MORE ON THE HORIZON
• Graphic summary of the How Tos, with something to represent “on the horizon”
SEO’s value continues to be uncovered
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THE MULTIVERSE
Prepare for the next fundamental change in the SEO universe
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100 Minutes Driving a Day
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END POINT: SEO AS A FOUNDATION
Build the SEO foundation for each observed new trend
@micahfk ; +MicahFisher-Kirshner