The Truth About 404s, Internal Links, and Other SEO Myths with Paul Shapiro from Uber
Do 404s matter? Are internal links overrated? Paul Shapiro, Product Manager at Uber, debunks common SEO myths and reveals the technical strategies behind Shopify’s massive international migration—highlighting essential tools, mindset shifts, and Python automation for enterprise SEO success.
Timestamps
| Time | Topic |
|---|---|
| 00:00 | Introduction to Performance SEO Unpacked |
| 00:36 | Meet Paul Shapiro from Uber |
| 01:08 | Discussing the importance of technical SEO |
| 02:00 | Shopify's ccTLD to subfolder migration success story |
| 04:38 | Tools and testing methods for enterprise SEO |
| 05:40 | Project timeline and implementation challenges |
| 06:16 | Technical SEO strategies that don't always work |
| 09:08 | Python for SEO: valuable use cases |
| 12:45 | How coding knowledge helps with developer relationships |
| 13:22 | Debunking common technical SEO myths |
| 17:34 | The Tech SEO Boost conference |
| 19:37 | Wrap-up and closing thoughts |
“Just because something is common SEO advice doesn’t mean it’s right—especially at scale.” — Paul Shapiro, Product Manager, Uber
What You’ll Learn
Explore the truths (and traps) of technical SEO with Paul Shapiro from Uber. From managing Shopify’s massive ccTLD-to-subfolder migration to building internal crawling infrastructure, Paul walks us through the strategy, testing frameworks, and engineering mindset needed to succeed at enterprise scale. This episode also confronts long-held SEO dogmas—like keyword-based URLs, the overreaction to 404s, and why internal links don’t always deliver. If you’re in the trenches of enterprise SEO or navigating technical debt in large web environments, this conversation is a must-listen.
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