Patrick Stox - Raleigh based Technical SEO

I'm Patrick Stox, an SEO professional located in Raleigh, NC. I'm a Technical SEO Specialist for IBM and love doing technical SEO audits as well as troubleshooting issues.

I'm an organizer for the Raleigh SEO Meetup, the most successful SEO Meetup in the US, and also the Beer & SEO Meetup. I'm a contributing author for Search Engine Land, Marketing Land, and Search Engine Journal and also speak at search conferences.

Connect with me on LinkedIn and Twitter @patrickstox. You can also reach me at patrickstox (at) or (919) 525-1007

Future winner of Wix's $50,000 SEO competition: Be An SEO Hero

Some of Patrick's talks related to SEO

June 2017: Mobile-First For The Advanced SEO at SMX Advanced with Leslie To of 3Q Digital, Gary Illyes of Google, and moderated by Barry Schwartz of Search Engine Roundtable.

May 2017: The Latest in Advanced Technical SEO at SMX London with Dawn Anderson of Move It Marketing, Rodrigo Stockebrand of SapientNitro, and moderated by Mikkel deMib Svendsen of Waimea Digital.

May 2017: Raleigh SEO Meetup Conference TBA.

April 2017: Live Website Audits at WordCamp Raleigh.

February 2017: In House SEO - Technical Content at Pubcon SFIMA along with Keith Goode of IBM, Dave Rohrer of North Side Metrics, and Michael Bonfils of SEM International.

A Technical Look at Content - PUBCON SFIMA 2017 - Patrick Stox from patrickstox

October 2016: Enterprise Technical SEO Webinar with Page One Power, also featuring Tom Anthony of Distilled, Paul Shapiro of Catalyst and moderated by Nicholas Chimonas of Page One Power.

September 2016: Better Safe Than Sorry With HTTPS at SMX East.

Better Safe Than Sorry with HTTPS - SMX East 2016 - Patrick Stox from patrickstox

September 2016: Google Tag Manager Can Do What Now? at WordCamp Raleigh 2016. If you want scary data about how users interact with your website then this session is for you. Find out what can be tracked and some fun and interesting uses of Google Tag Manager.

Google Tag Manager Can Do What from patrickstox

August 2016: Google's Top 3 Ranking Factors: Content, Links & RankBrain at the Raleigh SEO Meetup. For several years now, Google has said that it uses more than 200 signals to rank pages. Many of them have more than 50 variations within a single factor. It's rare that any of the factors are confirmed by Google, but in the past year they have confirmed the top 3 ranking factors. Last year Google confirmed RankBrain was the third most important ranking factor, but Google refused to say what the first two were. That is until earlier this year when Andrey Lipattsev, a Search Quality Senior Strategist at Google, said the other two factors were links and content. JR Oakes and Patrick Stox will break down some of the things that Google may be looking for with regards to content, links, and RankBrain and tell you what you really need to know about each.

Google's Top 3 Ranking Factors - Content, Links, and RankBrain - Raleigh SEO Meetup 2016 from patrickstox

June 2016: Advanced Enterprise SEOs, Unite! at SMX Advanced with Garth O'Brian of Godaddy, Colleen Harris of CDK Global, and moderated by Bill Hunt of Back Azimuth.

Enterprise SEO Chaos - SMX Advanced 2016 from patrickstox

June 2016: SEO Round Table: A Panel Discussion On What You Need to Know , to Flourish Online. Moderated by Phil Buckley who used to run the Raleigh SEO Meetup with me, Jenny Halasz of JLH Marketing, Marty Martin of Adapt Partners, and Russ Jones of Moz.

April 2016: Raleigh SEO Meetup Conference. Being one of the organizers, I was heavily involved with this conference. I moderated the Technical SEO Panel with Marty Martin of Adapt Partners, JR Oakes of Consultwebs, Eric Enge of Stone Temple Consulting, and Russ Jones of Moz. I moderated the Agency Management Panel with Jason Stanley of Coalmarch Productions, Michael Georgiou of Imaginovation, Will Hardison of Fanbase, and Karl Sakas of Sakas and Company. I also sat on the panel for Current Events and the Future of SEO and the panel for SEO Tools.

March 2016: The Latest in Advanced Technical SEO at SMX West. Basically, the presentation was about how to find all topics and subtopics for an industry and then pull and group the keywords around each topic to determine relevant pages needed for a website. With Melissa Jensen of Global Strategies, Stephan Spencer of Netconepts and moderated by Barry Schwartz of Search Engine Roundtable.

January 2016: Advanced Technical "Hacks" for your site's SEO a CloudFlare Webinar. Had a lot of fun talking SEO with Martin Woods and Reza Moaiandin of I particularly enjoyed having a chance to talk about multi-CDNs and CloudFlare's adoption of HTTP/2.

October 2015: Everyone Screws Up HTTPS was a presentation for the WordCamp Raleigh 2015. From redirects to insecure content to duplicate content, everyone screws up making a website secure. Even top-tier developers get this wrong, and the results can be devastating. Learn how to secure your website without losing your rankings.

July 2015: Local SEO For The Small Business Owner was a presentation for the Raleigh SEO Meetup Group, the most successful SEO meetup group in the world. There were some audio and video issues with the recording below as we adjust to a new venue.

May 2015: Link Reclamation Strategies For SEO was a solo presentation by Patrick explaining how to reclaim lost links and how that helps with SEO. The presentation was at the Digital Marketing For Business Conference (DMFB) in Raleigh, NC.

May 2015: Video SEO Panel was a panel discussion related to video SEO at the Digital Marketing For Business Conference (DMFB) in Raleigh, NC.

March 2015: Why Your Landing Pages Suck was a presentation for the Raleigh-Durham Web Design Group.

January 2015: SEO Marketing Strategies Ė Inside a Digital Agency with Patrick Stox was a podcast interview by Dave Goodwin of The Growing Entrepreneur. This podcast was also republished by Small Biz Club.

Some of Patrick's writings related to SEO

March 2017: Easy visualizations of PageRank and Page Groups with Gephi

Contributor Patrick Stox walks us through how to use a cluster analysis tool to visualize websites and identify opportunities for improving their link structure.

February 2017: Broken link building made easy

Broken link building is a great tactic, but prospecting for broken links in your niche can be time-consuming and inefficient. Luckily, columnist Patrick Stox has a handy method for identifying relevant broken linking opportunities.

November 2016: Fun with robots.txt

Columnist Patrick Stox provides some dos and don'ts for creating your robots.txt file -- along with examples of companies who have gotten creative with their files.

October 2016: Itís scary how many ways SEO can go wrong

In search engine optimization, sometimes even small errors can have a large and costly impact. Columnist Patrick Stox shares his SEO horror stories so that you can be spared this fate.

September 2016: Fixing historical redirects using Wayback Machine APIs

Columnist Patrick Stox believes that fixing historical redirects is often an easy way to achieve some quick wins, and this column shows you how to do just that using the Wayback Machine CDX Server API.

August 2016: How to get the old Google Keyword Planner volume data

Search volume estimates from the Google Keyword Planner have been off recently due to close variants. Columnist Patrick Stox shows how to get this data back.

July 2016: SEO is as dirty as ever

Search engine optimization has built credibility over the years, but spammers and black-hat practitioners still give it a bad name. Columnist Patrick Stox shares his SEO horror stories.

June 2016: What is quality content?

Columnist Patrick Stox takes a comprehensive look at what Google might consider to be "quality content" and adds his own thoughts and tips based on his experience in the SEO industry.

May 2016: The true value of technical SEOs

While many view technical SEO as a simple matter of implementing best practices on a website, columnist Patrick Stox argues that the best practitioners are doing cutting-edge work that will shape the industry's future.

May 2016: Google PageRank as Part of One Big SEO Picture

Consider PageRank only one part of the bigger picture and start looking at other signals. If you are going to do a comparison using existing metrics, then compare apples to apples. Use the metrics as a guide but not an absolute truth. Use them to inform, but not make, your decisions.

April 2016: HTTP to HTTPS: An SEOís guide to securing a website

Despite the numerous benefits of switching to HTTPS, many SEOs and website owners have not done so. For those feeling intimidated by the prospect of switching to HTTPS, columnist Patrick Stox breaks down the process.

March 2016: Why real-time search algorithm updates may be bad news

With real-time algorithm updates becoming the norm in place of manual releases, what issues might arise? Columnist Patrick Stox examines some potential effects of faster algorithm updates.

February 2016: What is HTTP2 and How Will it Affect Your SEO?

HTTP/2 is a much needed refresh of the HTTP protocol that was based largely on Googleís own SPDY protocol. The protocol brings with it vast improvements in communication between browsers and servers, reducing load times.

February 2016: Everything Should Not Be A Blog Post: Start Using Silos

Having trouble deciding how content should be organized on your website? Rather than put everything on your blog, columnist Patrick Stox recommends a silo structure.

January 2016: Not Another Post About The Future Of SEO In 2016

Don't get stuck in an SEO rut in 2016. Columnist Patrick Stox urges you to leap into the unknown and learn something new in order to understand the big picture.

December 2015: Dear Santa: An SEO Wish List

'Twas the day before Christmas, and here on the site, Patrick Stox reveals what SEOs want from Santa tonight!

November 2015: Why Everyone Should Be Moving To HTTP/2

A Google spokesperson recently revealed that GoogleBot will soon support HTTP/2. Columnist Patrick Stox explains what this is and what it means for SEOs.

October 2015: The Most Important Thing SEOs Overlook: Internal Links

Most search engine optimization practitioners are familiar with the benefits of internal linking, but columnist Patrick Stox insists that we should be working a little harder to maximize their value.

October 2015: The Problem With Google Analytics E-Commerce Tracking

Have you ever noticed that your Google Analytics data sometimes doesn't line up with your other data sources? Why is that and what can you do about it?

September 2015: Competitive Link Building Analysis For Your Industry

Contributor Patrick Stox argues that the death of link building has been greatly exaggerated and shares a process to analyze a given industry's links in advance of performing outreach.

August 2015: Checklist For Transitioning To A New Digital Agency

Do you have a client that's switching to you from another SEO agency or consultant? If so, columnist Patrick Stox has put together a handy checklist to make the transition as smooth as possible.

July 2015: Planting The Seeds For An Evergreen Content Strategy

Columnist Patrick Stox explains how to create an evergreen content strategy based on keyword insights to capture searchers at various points in the conversion funnel.

May 2015: Take Back Your Lost Links

Lost traffic after a website relaunch? Columnist Patrick Stox provides a handy guide on how to reclaim your lost links with redirects.

April 2015: Google Mobile Friendly Algorithm Coming April 21st, 2015

Are you ready for the Mobile Apocalypse or Mobilegeddon? If your website is not mobile-friendly, the impending Google algorithm update on April 21st might hit you hard! This is a serious update, and Google is serious about it.

January 2015: What is the Google Penguin Algorithm?

Google Penguin is the algorithm that Google made to target link spam. It was announced on April 24, 2012 and targets link schemes, automation tactics, and poor quality link building. Basically, anything meant to game the rankings of a site through links. Penguin is meant to catch tactics such as blog comment spam, directory spam, article spam, buying links, link networks, and many other methods that were used to quickly rank a website with low quality links or practices that violate Google Webmaster Guidelines.

January 2015: Blocking Spam Referral Traffic from Google Analytics

There is no one perfect method to get rid of the spam at this time. Because of the variety of different types of spam and the different methods being used, you may need a few different methods implemented and even then some spam is likely to get through. At least a hostname filter to take care of ghost referral spam coming through the Google Measurement Protocol and an exclude filter for crawler bot traffic. If you need to see your historical data with the spam filtered out, you can create a custom segment in Google Analytics.

December 2014: Leveraging Google Adwords to Convert Holiday Shoppers

With the holidays approaching, businesses are wondering how they can attract more shoppers. Shopping never sleeps: According to Google Inside AdWords, one third of all shopping searches on Google happen between the hours of 10 p.m. and 4 a.m. How can businesses use Adwords to their advantage during the holidays?

October 2014: Managing a Companyís Online Reputation

Most business owners fail to be proactive in managing their online reputation. It is only after disaster strikes and bad reviews or comments are affecting their revenue, that they are suddenly interested. Reputation management is not just for companies, but for people as well, and can be used to bury everything from drunken photos to medical information or even mugshots and arrest records.

August 2014: What Can Marketing Automation Do For You?

As marketers, we have access to a lot of information about website visitors and have the ability to get even more information about their behavior. The question is what do we do with all that data? The ultimate goal of marketing automation is to use that data to target the right user with the right message at the right time.

April 2014: SEO Audit: Why Design Doesnít Bring You Traffic

Over the years I have seen many great looking websites, even brand new websites that look great but end up costing the owner money because they donít bring the traffic or donít convert. A lot of times itís the same problems creeping up because of the CMS (Content Management System) chosen, that the designers and developers either donít have time to look for in the scope of the project or donít know to look for. Rarely is the expert in SEO and CRO the same person designing and developing a website, so the people trying to make your site look beautiful and the ones who would be driving business to your website are often different people.

Interesting Research Into SEO