Episode 26 - Bill Slawski, Entity-First Indexing, and Optimizing with JS

Where queries are weird, advice is controversial, and everything depends.

We mourn the loss of SEO legend Bill Slawski. How does MUM play into Entity-First indexing? How can you optimize your website with Javascript?

In this week’s episode, we also cover women-made SEO resources, an epic tech SEO website checklist for WordPress and WooCommerce, and a new Wix SEO learning hub.


Host: Garrett Sussman | Demand Generation Manager 

Don’t forget to please SUBSCRIBE to the channel if you enjoy the episode.


Show notes / References:

Follow iPullRank on TikTok.

[1:02] Bill Slawski of Go Fish Digital passed away on May 17th. Bill provided advice and support for many SEOs over the years. He’d been in SEO since 1996 and launched his blog SEObytheSea in 2005 and covered the nuances of Google search-related patents and what they meant for SEO. He loved debating on Twitter including a beautiful obsession with debunking the myth of LSI keywords.

Google/SERP Updates:

[2:14]  Google Mum and the Future of Search – Semrush

Michael King, Crystal Carter, and Erika Varangouli examined the functional and technical backbone of the Multitask Unified Model (MUM), Google’s year-old algorithm, that’s adding a new layer of complexity to search by adding a range of context to search results. It’s also pulling more information from a variety of media including images, videos, audio, and text to provide better answers to your queries.

[3:15]  Don’t Blame it on Your MUM – Cindy Krum

Cindy shares her belief that Google is moving towards Entity-First indexing, not necessarily device-specific indexing (like mobile). She explains how entities, or concepts, persist across languages (with room for nuance) and allows Google to fill in the knowledge graph regardless of language. Things are changing in the search results and the way that users interact with them, so we need to consider rich and enhanced SERPs. 

Why does Google claim that zero-click results are increasing?

  • Reformulating queries to find more relevant results
  • Looking up Quick Facts
  • Finding Local Business details
  • Navigating from the results directly to an app

Marketers and SEOs will need to rethink how they can dominate the SERPs beyond their own websites. Win media, rich enhancements, and cover the entire SERPs. 

[5:59]  Google Hotel Results Using Reviews For Things To Do & Review Summaries

Google Reviews continue to play a larger role in local search. Mordy Oberstein notices how Google is starting to surface insights in local search results from review content. Specifically, this was for hotels. Additionally, Mike Blumenthal noticed some sentiment analysis via topic places via attribute pills.

Twitter Threads/Tweets:

[7:01] Positive influences in SEO – BrightonSEO

BrightonSEO Tweeted out to the community: Let’s spread a little positivity: tag someone who has had a positive influence on you/your career. Maybe it’s a colleague you learned something from, the person that got you into the industry in the first place, or just someone that gave you a handy piece of advice.

They received a ton of replies with great SEOs to follow who are supportive, entertaining, and generous in sharing their knowledge.

[7:43]  What’s the most important aspect of Technical SEO? – Mark Preston

Mark Preston asked the community about the most important aspect of TechSEO. He received a variety of answers, but some of the themes were telling:

  • Many people couldn’t list only one specific technical tactic, but of the technical answers, crawlability was the most common.
  • The Dev Queue, a.k.a the relationships that TechSEOs have with the dev team who needs to implement technical fixes.
  • Prioritization of tasks: What should you do that will give you the most bang for your buck?

[9:00]  Sitemap submission for pesky sitemaps – Noah Learner

Noah provided a step-by-step solution for getting sitemaps indexed when you don’t have easy access. He tweeted:

SEO is all about getting our content crawled, indexed, ranking + converting.

Here’s a  thread to fix an issue where your sitemap doesn’t include all pages + U can’t upload a manual sitemap because your site’s files live on a CDN that U can’t verify in Google Search Console (GSC)…

General SEO:

 [9:39] SEO and Tech Resources Created for and Made by Women – Crystal Carter

Crystal Carter assembled a collection of 55+ articles, courses, communities, and businesses created and supported by women in the SEO industry.

Do you have another resource for her to include? Reach out to her on Twitter and share it with her. She’ll be happy to grow the list.

[10:23] What Is Link Bait? 7 Successful Examples – Ahrefs – Si Quan Ong

Si Quan Ong put together a super helpful list of ways to attract links from other sites online. With backlinks being such a valuable ranking factor, his tips can help you create content that acts as a link magnet. He breaks it down into 7 types:

  1. Practical link-bait
  2. Opinionated link-bait
  3. Link-bait that evokes emotion
  4. Visual link-bait
  5. Newsworthy link-bait
  6. Link-bait that tells a story
  7. Include what other people are already linking to

Some of the most impressive examples of link-bait content that he found included infographics, data reports, and interactives (like calculators).

Technical SEO Articles:

[12:30]  170+ point technical SEO checklist for WordPress and WooCommerce websites (warning: this is not an audit) – Daniel K Cheung

Daniel K Cheung created a massive 170-point checklist for you to review the technical SEO of your WordPress or WooCommerce site. In addition to a helpful template for the review, he put together solutions and links to other helpful materials.

The checklist covers a range of topics including:

  • Crawling related tech SEO issues
  • Indexing related tech SEO issues
  • Redirections
  • On-page technical SEO

[13:27]  6 Tips for optimizing your website with JavaScript with Alan Kent

Alan Kent has been producing weekly videos for his eCommerce Essentials YouTube video series via the Google Search Central Channel. In this week’s episode, Alan offers 6 tips for managing Javascript so that it doesn’t hurt the speed or ranking of your eCommerce site. His tips include:

  • Tip #1: Avoid JavaScript file proliferation
  • Tip #2: Avoid excessive DNS lookups
  • Tip #3: Eliminate inefficient JavaScript
  • Tip #4: Eliminate unused JavaScript
  • Tip #5: Compress JavaScript files
  • Tip #6: Set appropriate cache durations for JavaScript code


[14:58] Wix SEO Learning Hub

Wix launched a brand new learning hub with articles and videos that covered a range of key topics including:

  • Basics
  • Keyword research 
  • SEO strategies
  • On-site optimization
  • Analytics and reporting

The educational series was produced by industry experts including Mordy Oberstein, Chima Mmeje, Maddy Osman, George Nguyen, James Clark, Matthew Kaminsky, Carly Ellis

[16:09] Rank Ranger Acquired by Similarweb

In acquisition news, Similarweb bought Rank Ranger to compete with the likes of Semrush, Ahrefs, and Moz. 

[17:16]  iPullRank Webinar: The Content Rebalancing Framework: Workflows to revitalize your old content

Tuesday, May 31st 2:30 pm ET

Join iPullRank’s Kyle Marino and Garrett Sussman for a mystical journey into content rebalancing. Feed old content into a reinventing process. Map out the workflows to audit, evaluate, and execute a complete content refresh to drive new organic search traffic.


Join Garrett Sussman each week as he pulls out all of the biggest and smallest stories from the past week that touch the world of SEO.

Get the scoop on what’s happening to Google, game-changing strategies for SEOs, and the people that you should have on your SEO radar.

Garrett Sussman

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.