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Paul Shapiro
Works at Catalyst/GroupM
Lives in Boston, MA
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Paul Shapiro

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During a presentation I gave at Distilled’s SearchLove Boston conference in early May, I advocated that people use the slope formula and Google Trends data to determine if interest keywords have grown over time or if they are slipping away into searcher…
During a presentation I gave at Distilled’s SearchLove Boston conference in early May, I advocated that people use the slope formula and Google Trends data to determine if interest keywords have grown over time or if they are slipping away into searcher oblivion. The only problem with this, is that unfortunately Google doesn’t provide an …
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Paul Shapiro

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My post on keyword research metrics just went live on +Search Engine Land. Give it a read.
When it comes time to choose your target keywords, what data should inform your decision? Columnist Paul Shapiro shares some helpful metrics.
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Paul Shapiro

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Nick Wilsdon, Paul Shapiro and Barry Schwartz reveal how Accelerated Mobile Pages(AMP) can significantly change your visitors experience, influence
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Well, we're back from the great beyond. We got out to San Jose and attended SMX, Search Marketing Expo 2016 this year and boy did we come back with some treasures. There were a good number of speakers out there that had some wonderful presentations, and we thought, "Hey, we just can't leave them there, we have to bring some of this back to our listeners." So, we have planned for you a series of shows, direct from the top Search Marketing thought ...
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Bruce Clay Inc. did a recap of my session about AMP at SMX West. Check it out.

Getting AMP’d: What You Need To Know About Accelerated Mobile Pages & Google #SMX

#AMP #Google #SEO
One hot topic these days is AMP, short for Accelerated Mobile Pages. At SMX West, Danny Sullivan moderates as Google VP of Engineering Dave Besbris and Paul Shapiro, organic search director at Catalyst and an early user of AMP, give in-depth presentations followed by a Q&A period to cover: What AMP is Pros and cons of using AMP Features of AMP (what it's good for, what it's not) Technical details about implementing AMP (such as components,...
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How To Get Started With Accelerated Mobile Pages (AMP)

Here's my latest on +Search Engine Land. I give some background on Google AMP, and some practical advice about implementing on WordPress.

#SEO   #Google   #AMP   #WordPress  
Google’s is currently rolling out accelerated mobile pages in its mobile search results, but how can you get in on the action?
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I’ve been working a lot with Google’s Accelerated Mobile Pages (AMP) Project as of late. The platform has a lot of restriction and doesn’t permit things such as third-party JavaScript and html form tags (so, lead-capture forms aren’t supposed to be…
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Paul Shapiro

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Hacking the Knowledge Graph

Google recently facilitated sharing of Knowledge Graph Panels, and some other features (http://bit.ly/1q6hM6o - thanks +Jennifer Slegg).

This comes not too far on the heels of Google's release of the Knowledge Graph Search API in December of 2015 (http://bit.ly/1ZfYwPI).

In playing around with the URL now available from a Knowledge Panel, it became immediately apparent (and wasn't surprising) that the Knowledge Graph identifier there was the same one you can retrieve through a search using the Knowledge Graph API search.

For example, the ID returned from Knowledge Graph for everyone's favorite orange-haired politician is:
kg:/m/0cqt90

Which, transformed into an HTTP address using the "kg" prefix provided in the API search results, is:
http://g.co/kg/m/0cqt90

Which resolves (via a 301) to:
https://www.google.com/search?q=knowledge+graph+search+api&kponly&kgmid=/m/0cqt90

Compare this to the Knowledge Panel share URL when one searches for "donald trump":
https://g.co/kgs/WfM0k

Resolves (via a 301) to:
https://www.google.com/search?kgmid=/m/0cqt90&hl=en-US&kgs=8e22a3957a443dc9&q=Donald+Trump&shndl=0&source=sh/x/kp&entrypoint=sh/x/kp

The difference is, as per the clue offered by the parameter "kponly" in the fully-resolved URL from the Knowledge Graph Search API results, is that g.co/kg/* returns only the Knowledge Graph Panel, without any search context (the query term displayed is actually, for all Panels retrieved via the prefix URL, is "knowledge graph search api") - again:
http://g.co/kg/m/0cqt90

However, deconstructing the URL to which a shortened Knowledge Panel share resolves exposes some parameters that can be used to expose a Knowledge Panel in a more meaningful content.

By modifying the "hl" parameter you can, of course, change the language of the content displayed - including the content of the Knowledge Panel:
https://www.google.com/search?kgmid=/m/0cqt90&hl=fr-FR&kgs=8e22a3957a443dc9&q=Donald+Trump&shndl=0&source=sh/x/kp&entrypoint=sh/x/kp

It turns out this also works when using the "kg" URL provided in Knowledge Graph API search results:
https://www.google.com/search?q=knowledge+graph+search+api&kponly&kgmid=/m/0cqt90&hl=fr-FR

But by hacking the structure of the share URL you can provide users with search results and an accompanying Knowledge Panel where the query is only related to the entity in the search result:
https://www.google.com/search?kgmid=/m/0cqt90&hl=en-US&kgs=8e22a3957a443dc9&q=donald+trump+nuclear+weapons&shndl=0&source=sh/x/kp&entrypoint=sh/x/kp

Or, as per the call-out image (which is a direct screenshot, not a Photoshop treatment), not related to the Knowledge Panel at all (in this case the query might be related - I'll the reader decide):
https://www.google.com/search?kgmid=/m/0cqt90&hl=en-US&kgs=8e22a3957a443dc9&q=baboon&shndl=0&source=sh/x/kp&entrypoint=sh/x/kp

I don't know what the other parameters do (though "source" and "entrypoint" seem straightforward enough).  "kgmid" and "q" in themselves seem sufficient to generate a search result accompanied by a Knowledge Panel:
https://www.google.com/search?kgmid=/m/0cqt90&q=baboon&shndl=0

None of this, at first blush, has earth-shattering practical implications, although I now know how to generate a Knowledge Panel in a language other than English, and - should it ever become useful - I know now how to send a user to a Knowledge Panel with the search query context of my choosing.

Oh, and worth noting the share URL now provides a method of retrieving a Knowledge Graph ID without using the search API:  if you're able to generate a Knowledge Panel via search, you can now simply expose the ID by copying and pasting the share link.

#knowledgegraph   #google   #identifiers  
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Paul Shapiro

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Calling all #SEO  folk,

Can you spare a moment to fill out this 30-second survey about how long it takes you to do keyword research.

Thanks,

Paul
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Paul Shapiro

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An update (March 2016) on the current state & recommendations for JavaScript sites / Progressive Web Apps [1] in Google Search. We occasionally see questions about what JS-based sites can do and still be visible in search, so here's a brief summary for today's state:

# Don't cloak to Googlebot. Use "feature detection" & "progressive enhancement" [2] techniques to make your content available to all users. Avoid redirecting to an "unsupported browser" page. Consider using a polyfill or other safe fallback where needed. The features Googlebot currently doesn't support include Service Workers, the Fetch API, Promises, and requestAnimationFrame.

# Use rel=canonical [3] when serving content from multiple URLs is required.

# Avoid the AJAX-Crawling scheme on new sites. Consider migrating old sites that use this scheme soon. Remember to remove "meta fragment" tags when migrating. Don't use a "meta fragment" tag if the "escaped fragment" URL doesn't serve fully rendered content. [4]

# Avoid using "#" in URLs (outside of "#!"). Googlebot rarely indexes URLs with "#" in them. Use "normal" URLs with path/filename/query-parameters instead, consider using the History API for navigation.

# Use Search Console's Fetch and Render tool [5] to test how Googlebot sees your pages. Note that this tool doesn't support "#!" or "#" URLs.

# Ensure that all required resources (including JavaScript files / frameworks, server responses, 3rd-party APIs, etc) aren't blocked by robots.txt. The Fetch and Render tool will list blocked resources discovered. If resources are uncontrollably blocked by robots.txt (e.g., 3rd-party APIs) or otherwise temporarily unavailable, ensure that your client-side code fails gracefully.

# Limit the number of embedded resources, in particular the number of JavaScript files and server responses required to render your page. A high number of required URLs can result in timeouts & rendering without these resources being available (e.g., some JavaScript files might not be loaded). Use reasonable HTTP caching directives.

# Google supports the use of JavaScript to provide titles, description & robots meta tags, structured data, and other meta-data. When using AMP, the AMP HTML page must be static as required by the spec, but the associated web page can be built using JS/PWA techniques. Remember to use a sitemap file with correct "lastmod" dates for signaling changes on your website.

# Finally, keep in mind that other search engines and web services accessing your content might not support JavaScript at all, or might support a different subset.

Looking at this list, none of these recommendations are completely new & limited to today -- and they'll continue to be valid for foreseeable future. Working with modern JavaScript frameworks for search can be a bit intimidating at first, but they open up some really neat possibilities to make fast & awesome sites!

I hope this was useful! Let me know if I missed anything, or if you need clarifications for any part.

Links:
[1] PWA: https://developers.google.com/web/progressive-web-apps
[2] Progressive enhancement: https://en.wikipedia.org/wiki/Progressive_enhancement
[3] rel=canonical: https://support.google.com/webmasters/answer/139066
[4] AJAX Crawling scheme: https://developers.google.com/webmasters/ajax-crawling/docs/specification
[5] https://support.google.com/webmasters/answer/6066468
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Paul Shapiro

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Looks like it's Google-approved based on one of their AMP hangout videos. Interesting -> Accelerated Mobile Pages (AMP) Hack to Add Lead Capture Forms. via +Paul Shapiro h/t +Aleyda Solis #seo 
How to bypass the restrictions of Google's AMP Project and capture leads within your articles.
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Google AMP Project Hack to Add Lead Capture Forms via +Paul Shapiro.
How to bypass the restrictions of Google's AMP Project and capture leads within your articles.
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  • Catalyst/GroupM
    Organic Search Director, 2014 - present
  • Catalyst/GroupM
    Organic Search Manager, 2013 - 2014
  • Acronym Media
    SEO Analyst, 2012 - 2013
  • Sirius XM Radio
    Interactive-Editorial Intern, 2010 - 2010
  • Havas Life
    Creative Intern, 2010 - 2010
  • Exalted Design
    Web Developer/Designer, 2005 - 2009
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Digital marketer. Programmer. Professional SEO. /r/BigSEO Mod. Horror movie fan.
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