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Google is PublicAbout How They
Use MLin Image Recognition & Classification Potential ID Factors (e.g. color, shapes, gradients, perspective, interlacing, alt tags, surrounding text, etc) Training Data (i.e. human-labeled images) Learning Process Best Match Algo
Machine Learning in Search Could
Work Like This: Potential Ranking Factors (e.g. PageRank, TF*IDF, Topic Modeling, QDF, Clicks, Entity Association, etc.) Training Data (i.e. good & bad search results) Learning Process Best Fit Algo
Training Data (e.g. good search
results) This is a good SERP – searchers rarely bounce, rarely short-click, and rarely need to enter other queries or go to page 2.
Training Data (e.g. bad search
results!) This is a bad SERP – searchers bounce often, click other results, rarely long-click, and try other queries. They’re definitely not happy.
The Machines Learn to Emulate
the Good Results & Try to Fix orTweak the Bad Results Potential Ranking Factors (e.g. PageRank, TF*IDF, Topic Modeling, QDF, Clicks, Entity Association, etc.) Training Data (i.e. good & bad search results) Learning Process Best Fit Algo
Googlers Don’t Feed in Ranking
Factors… The Machines Determine Those Themselves. Potential Ranking Factors (e.g. PageRank, TF*IDF, Topic Modeling, QDF, Clicks, Entity Association, etc.) Training Data (i.e. good search results) Learning Process Best Fit Algo
Optimize the Title, Meta Description,
& URL a Little for Keywords, but a Lot for Clicks If you rank #3, but have a higher- than-average CTR for that position, you might get moved up. Via Philip Petrescu on Moz
Every Element Counts Does the
title match what searchers want? Does the URL seem compelling? Do searchers recognize & want to click your domain? Is your result fresh? Do searchers want a newer result? Does the description create curiosity & entice a click? Do you get the brand dropdown?
Given Google Often Tests New
Results Briefly on Page One… ItMayBeWorthRepeatedPublicationonaTopictoEarnthatHighCTR Shoot! My post only made it to #15… Perhaps I’ll try again in a few months.
With Google Trends’ new, more
accurate, more customizable ranges, you can actually watch the effects of events and ads on search query volume Fitbit was running ads on Sunday NFL games that clearly show in the search trends data.
Better Rankings > More Rankings
A brand that consistently gets on page 1 but isn’t holding searchers’ interest or develops a negative brand reputation in SERPs may find those page 1 rankings are hurting their ability to get #1 rankings!
Speed, speed, and more speed
Delivers an easy, enjoyable experience on every device Compels visitors to engage, share, & return Avoids features that dissuade or annoy visitors Authoritative, comprehensive content that’s uniquely valuable vs. what anyone else in your space provides The Marketer’s User Experience Checklist
Or, Getting More Precise with
Your Search Query -> Content Targeting By targeting a less competitive, lower volume query, Compass can reach the audience they’re seeking
Either Way, Engagement Metrics on
Content Must Become KPIs Improving Pages/Session and lowering Bounce Rate should probably play a “link-building- like” role in your SEO arsenal
Our Content CTAs Deserve to
Be Customized, Tested, & Refined (just like conversion-focused landing pages) e.g. I bet I could make a better CTA for the comparison tool than this (which looks far too much like an ad IMO) Via Talkpay (Comparably’s Blog)