1.
Why Google Isn’t Giving
Update Advice Anymore
John Warner
Click Consult
@JCPWarner SlideShare.net/JohnWarner16

2.
@JCPWarner
The possible reason
Google is probably not,
most of the time, giving
advice about a large
proportion of
reasonably large
updates

3.
@JCPWarner
My Conspiracy Theory
Nobody knows what
they’re talking about!

4.
@JCPWarner
Alex, what is a cat video?
The Rise of Machine Learning

5.
@JCPWarner
Johnny Five
was not alive!
Future machine
intelligences will
not be programmed.

6.
@JCPWarner
What is a neural
network?
A neural network
is a computing
system vaguely
inspired by the
biological neural
networks that
constitute animal
brains.

7.
@JCPWarner
We can control the input, observe the output, but we
cannot know for certain the process by which one is
reached from the other.

8.
@JCPWarner

9.
@JCPWarner
C.G.P. Grey

10.
@JCPWarner
Bill Slawski
http://www.seobythesea.com/

11.
@JCPWarner
Google User Input Patent
“In general, the subject matter
described in this specification
can be embodied in a computer-
implemented method that
includes determining a measure
of relevance for a document
result within a context of a
search query for which the
document result is returned…

12.
@JCPWarner
Google User Input Patent
…the determining being based on a first
number in relation to a second number, the
first number corresponding to longer views
of the document result, and the second
number corresponding to at least shorter
views of the document result; and
outputting the measure of relevance to a
ranking engine for ranking of search
results, including the document result, for
a new search corresponding to the search
query.”

13.
@JCPWarner
Beyond RankBrain
Google probably already
has, or soon will, the
technology to let a
machine learning
algorithm loose on the.

14.
@JCPWarner
There will come a time
when even Barry
Schwartz won’t be able to
keep up with the volume
of updates made the
Google algorithm.

15.
@JCPWarner
What this
means for
SEO
Worst stock photo ever?

16.
@JCPWarner
There’s No Quick Fix!
We know the input, we
know the output, but
because we don’t know
the process, there can be
no quick fixes.

17.
@JCPWarner
Stop Chasing
Updates
Start collaborating
on analysis of the
data.

18.
@JCPWarner
What this
means for SEO
techniques
So bad I used it twice!

19.
@JCPWarner
Expertise, Authority,
Trust.
The elusive and ephemeral term
‘quality’ can be attributed to
these three factors and they
could be considered the target of
much future SEO work.

20.
@JCPWarner
1. Links will always be important
- but where they’re from: even more so

21.
@JCPWarner
Ontologically
speaking
A link from a site
half as authoritative
but which is laser
focused on your
industry will be the
better link to have.

22.
@JCPWarner
2. Your expertise will always be important
– so create expert entities

23.
@JCPWarner
Demonstrate Expertise
YOUTUBE VIDEO
CONTRIBUTOR
PROFILE
ARTICLE
ARTICLE
ARTICLE
ARTICLE
CONTRIBUTOR
PROFILE
CONTRIBUTOR
PROFILE
YOUTUBE VIDEO
YOUTUBE VIDEO
YOUTUBE VIDEO
EXTERNAL LINKS TO
ARTICLE
STAFF PROFILE
EXTERNAL LINKS TO
VIDEOS
EXPERT
YOUR WEBSITE

24.
@JCPWarner
3. Structured data will become more and more important
at least while machines are learning.

25.
@JCPWarner
Writing for
Robots
While we need to write
for humans – we also
need to make it machine
readable through use of
structured data and
appropriate schema
mark-up.

26.
@JCPWarner
Speak the Right
Language
Use <bold> for emphasis and
<strong> for importance.
Mark up sections for speaking,
and the difference between
content types.
Help the algorithm understand
and it will reward you.

27.
@JCPWarner
Summary
1. Create industry specific ontologies – or incorporate your brand in to
existing ones.
2. Create entities such as expert writers through external content
placements.
3. Implement industry appropriate schema mark-up and structured
data.
4. At some point (if not already), the processes involved in ranking
sites in SERPs will be unknown.
5. The SEO community will need to research and draw inference
from output, using QRG to determine possible input.
5. We will need to create bespoke strategies for at least every
industry – if not every brand.