Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
Digital marketing for startups provides an overview of key digital marketing channels and tactics for startups. It discusses the importance of digital marketing in helping startups reach customers and convert them. The document outlines various digital marketing channels including display, search, social media, and analytics. It also covers topics such as developing a digital marketing strategy, identifying target audiences, and measuring success.
2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down.
This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up.
With so much volatility, how can you adapt your SEO strategy to keep it fresh and relevant?
How will this year’s algorithm changes affect your 2023 SEO strategy?
How can you prepare for Google’s next move and get ahead of the curve?
In our next webinar, Pat Reinhart, VP of Customer Success at Conductor, discusses how to handle frequent algorithm changes and market shifts.
We’ll recap the biggest SEO insights of this year, share some expert predictions based on 2022’s algorithm updates, and uncover what next year may hold.
Key Takeaways:
What a crazy 2022 for Google means for 2023.
How the growth of social media search will impact strategy in 2023.
What the popularity of visual search will mean going forward.
If you struggled keeping up with this year’s constant changes, the SEO predictions you’ll discover in this webinar could be a game-changer for your business.
Are you ready to optimize your SEO strategy to stay competitive in 2023?
We must have equality by now? Why unconscious bias in the agency world is holding you back.
We still live in a world where your boss is more likely to be called Steve, than to be a woman. In the US, 48% of African American women report being mistaken for administrative or custodial staff, whilst in meetings women are interrupted 33 percent more often than men.
Have you ever felt that your opinions and expertise are valued less that your colleagues, that you’re being talked over in meetings, or not invited to give your opinion? Sexism and discrimination has changed from being something blatant and obvious, to more of an undertone of challenge that makes life that little bit harder for certain sectors of the population. Men get more airtime in the boardroom, and women are more likely to get interrupted. It’s not always the unpleasant chauvinist who is being sexist, it can come from other women, or the man that you actually like and respect.
This sort of unconscious bias leaves us experiencing self-doubt which negatively affects our performance, our confidence and chances of promotion. Yet often we can’t put our fingers on why we feel this way, because of its very nature being more discreet.
Cheryl Luzet became fascinated about unconscious bias having experienced it herself running a marketing agency. From people assuming that her male staff member must be the boss, to having her opinions questioned and challenged by male clients – challenges that mysteriously disappear when a man backs them up.
With real examples from agency life, Cheryl highlights the challenges that exist for anyone working in an agency, who doesn’t fit the white, male mould.
This talk isn’t just for women, if you’re a man you absolutely need to attend to find out how unconscious bias has perpetuated society that we assume is now ‘equal’. Find out how you can help to support your female colleagues get an equal opportunity.
Build a High-Impact SEO Strategy in 2022ALPSMarketing
The document provides tips for building a comprehensive SEO strategy, including how to discover SEO opportunities, prioritize efforts using data science methods, develop a strong content strategy, and track the right metrics. It recommends evaluating existing and new volume, understanding relevancy and authority gaps, categorizing data sets, mapping the full user funnel, and defining primary and secondary KPIs. The presentation discusses analyzing opportunity types, prioritizing based on algorithms, developing tactical plans, understanding the search landscape, applying a full funnel connection, and understanding reporting roles.
Max Prin - brightonSEO San Diego 2023 - Developing SEO ToolsMax Prin
The document discusses developing SEO tools using APIs and provides examples of tools that could be built including:
- Site health monitoring tools that regularly check URLs and gather technical data using free APIs.
- An expanded URL inspector that fetches page data and runs additional technical checks using free and paid APIs.
- A keyword research tool that combines Search Console data with paid API data on keywords.
- Automated reporting tools that pull data from Google APIs, Search Console, and Analytics to create custom dashboards.
- Tools to monitor Google algorithm updates and search status using free JSON APIs.
“myEplatform®” is a digital marketing agency which deals in Google ads, PPC marketing, Searching engine Optimization- SEO & Social Media Marketing -SMM.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
Digital marketing for startups provides an overview of key digital marketing channels and tactics for startups. It discusses the importance of digital marketing in helping startups reach customers and convert them. The document outlines various digital marketing channels including display, search, social media, and analytics. It also covers topics such as developing a digital marketing strategy, identifying target audiences, and measuring success.
2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down.
This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up.
With so much volatility, how can you adapt your SEO strategy to keep it fresh and relevant?
How will this year’s algorithm changes affect your 2023 SEO strategy?
How can you prepare for Google’s next move and get ahead of the curve?
In our next webinar, Pat Reinhart, VP of Customer Success at Conductor, discusses how to handle frequent algorithm changes and market shifts.
We’ll recap the biggest SEO insights of this year, share some expert predictions based on 2022’s algorithm updates, and uncover what next year may hold.
Key Takeaways:
What a crazy 2022 for Google means for 2023.
How the growth of social media search will impact strategy in 2023.
What the popularity of visual search will mean going forward.
If you struggled keeping up with this year’s constant changes, the SEO predictions you’ll discover in this webinar could be a game-changer for your business.
Are you ready to optimize your SEO strategy to stay competitive in 2023?
We must have equality by now? Why unconscious bias in the agency world is holding you back.
We still live in a world where your boss is more likely to be called Steve, than to be a woman. In the US, 48% of African American women report being mistaken for administrative or custodial staff, whilst in meetings women are interrupted 33 percent more often than men.
Have you ever felt that your opinions and expertise are valued less that your colleagues, that you’re being talked over in meetings, or not invited to give your opinion? Sexism and discrimination has changed from being something blatant and obvious, to more of an undertone of challenge that makes life that little bit harder for certain sectors of the population. Men get more airtime in the boardroom, and women are more likely to get interrupted. It’s not always the unpleasant chauvinist who is being sexist, it can come from other women, or the man that you actually like and respect.
This sort of unconscious bias leaves us experiencing self-doubt which negatively affects our performance, our confidence and chances of promotion. Yet often we can’t put our fingers on why we feel this way, because of its very nature being more discreet.
Cheryl Luzet became fascinated about unconscious bias having experienced it herself running a marketing agency. From people assuming that her male staff member must be the boss, to having her opinions questioned and challenged by male clients – challenges that mysteriously disappear when a man backs them up.
With real examples from agency life, Cheryl highlights the challenges that exist for anyone working in an agency, who doesn’t fit the white, male mould.
This talk isn’t just for women, if you’re a man you absolutely need to attend to find out how unconscious bias has perpetuated society that we assume is now ‘equal’. Find out how you can help to support your female colleagues get an equal opportunity.
Build a High-Impact SEO Strategy in 2022ALPSMarketing
The document provides tips for building a comprehensive SEO strategy, including how to discover SEO opportunities, prioritize efforts using data science methods, develop a strong content strategy, and track the right metrics. It recommends evaluating existing and new volume, understanding relevancy and authority gaps, categorizing data sets, mapping the full user funnel, and defining primary and secondary KPIs. The presentation discusses analyzing opportunity types, prioritizing based on algorithms, developing tactical plans, understanding the search landscape, applying a full funnel connection, and understanding reporting roles.
Max Prin - brightonSEO San Diego 2023 - Developing SEO ToolsMax Prin
The document discusses developing SEO tools using APIs and provides examples of tools that could be built including:
- Site health monitoring tools that regularly check URLs and gather technical data using free APIs.
- An expanded URL inspector that fetches page data and runs additional technical checks using free and paid APIs.
- A keyword research tool that combines Search Console data with paid API data on keywords.
- Automated reporting tools that pull data from Google APIs, Search Console, and Analytics to create custom dashboards.
- Tools to monitor Google algorithm updates and search status using free JSON APIs.
“myEplatform®” is a digital marketing agency which deals in Google ads, PPC marketing, Searching engine Optimization- SEO & Social Media Marketing -SMM.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
One of the biggest mistakes businesses make when they first venture into content marketing is a lack of strategy. Often they adopt a 'one-size-fits-all' approach to their content marketing channels only to see their efforts dashed. The truth is what works on social media, does not necessarily work on search, and the reason usually boils down to how your audience uses these channels. Discover to how understanding audience's intent on Search and on Social Media can help you build a holistic content marketing strategy that works.
In this presentation by Daniel Hochuli, you'll learn:
- Why same content published on both search and social media often fails to deliver results.
- How to develop and optimise a content marketing strategy that best suits your digital channels.
- How to intelligently report content marketing success using audience metrics.
PubCon, Lazarina Stoy. - Machine Learning in Search: Google's ML APIs vs Open...LazarinaStoyanova
The document discusses Google's ML APIs versus OpenAI's APIs and their applications for SEO and digital marketing tasks. It provides examples of how natural language processing APIs from Google and OpenAI can be used for tasks like text analysis, sentiment analysis, document classification, translation and content transformation. While both Google and OpenAI APIs are useful, the document recommends choosing the right API for each specific task based on its capabilities and limitations in order to get the best results.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
PPC Restart 2023: Jiří Novotný - Zasáhněte svoji cílovou skupinu přesně a spo...Taste
V poslední době se v kontextu cookie apokalypsy velice často řeší problémy s úbytkem dat. Budou cookies třetích stran nahrazené? Jak cílíme v rámci RTB na Seznamu dnes a jak zítra se dozvíte v mé přednášce.
Google is constantly updating their algorithm. There have been 12 major algorithm changes announced this year alone. That doesn’t include the hundreds to thousands of other minor updates Google has made to their search engine.
Could these updates be impacting the performance of your landing pages?
If so, how can you see better results from your landing page’s SEO?
Discover what practices can help your landing pages rank better on Google SERPs in this webinar.
You'll learn:
The best content to use, not just sales content.
How to convert without pushing conversion.
Tips for connecting your landing pages to your site at all times.
Join Mordy Oberstein, Head of Communications at Semrush, for insights into what the data tells us and how Google’s ongoing algorithm updates have changed the game when it comes to landing page optimization.
AI Restart 2023: David Bureš, Lukáš Kostka, Vojtěch Fiala - Jak mění AI práci...Taste
Panelová diskuze včetně praktických ukázek jak na klasifikaci klíčových slov pomocí AI toolů, jak si usnadnit práci směrem ke copywriterovi, jak si urychlit práci při tvorbě článků. Probereme jak hromadně tvořit meta tagy a podíváme se na zub dohledání záměru uživatele pro klíčová slova.
Fully Automated Link Building - Brighton SEO.pdfSam Oh
Automated link building has the potential to scale link acquisition but poses challenges. While tools can identify prospects and reach out, human judgment is still needed to determine quality and make the personal connections required to convince others to link. Fully automated systems without human oversight risk coming across as spammy or manipulating search engines.
Would you like to find high intent keywords using methods that are proven to be effective?
How would you like to establish a simple yet powerful keyword strategy that will help your target audience find you more quickly?
Without a solid keyword strategy and deep understanding of your audience, your keywords are simply words on a webpage. We'll show you the finer points of keyword research that can help increase your organic visibility and give your customers exactly what they need, right when they are searching for it.
Watch this webinar and discover how to take your keyword research to the next level.
In this webinar, you’ll learn:
-All about keyword relevancy and intent.
-Keyword research best practices.
-How to identify profitable keywords.
Having a clear keyword strategy is often the biggest obstacle to online success for enterprises and businesses.
Zack Kadish, Sr. SEO Success Manager at Conductor, will deliver an eye-opening crash course on keyword research techniques, tips, and tactics!
This document discusses search engine marketing (SEM) strategies, including pay-per-click (PPC) advertising on Google networks. It covers the different ad formats available on Google like text, display, video, and shopping ads. It also discusses factors that affect paid search results like ad rank, domain authority, bids, and quality score. Additionally, it provides guidance on keyword selection, match types, bidding strategies, budgeting, landing page optimization, and A/B testing.
SEO for Ecommerce: A Comprehensive GuideAdam Audette
A comprehensive guide to ecommerce SEO. With bronies. Why, you may ask? Because that's my daughter's current obsession. Also because SEO+bronies=monies.
Slides broken into sections:
1. Technical SEO
2. On-page and Content
3. Social Media
4. Reporting and Analytics
5. Business Concerns
PPC Restart 2023: Matouš Ledvina - AI jako klíč pro efektivní marketingTaste
Je evidentní, že se čím dále přesouváme do světa poháněného umělou inteligencí. Pojďme si společně projít jak AI využít ve svůj prospěch v rámci Google produktů a maximalizovat tak výkon vašich marketingových aktivit.
Product Development How To Develop A Product LineRoland Frasier
The document contains slides from a presentation on product development and innovation. It discusses various frameworks like the product line grid, new product canvas, and product funnel grid that can be used to develop new products and ideas. It also covers topics like leveraging trends, iterating products using kaizen, and pivoting products when needed. The slides contain examples and advice related to differentiating products, creating new categories and business models, and driving product development through continuous improvement.
How to Prepare Your Brand for Upcoming AI Features in SearchLily Ray
Google, Bing and OpenAI have released various new features that create competition with search engines, which present threats to those who work in the SEO industry. Learn about these recent updates to AI chatbots and AI-powered search features, and whether or not Google's new SGE results provide high-quality answers for searchers.
Lily Ray presented this talk at the SEOnthebeach conference in Spain in June of 2023.
This document discusses search engine optimization (SEO) and marketing plans. It provides an overview of the SEO process, which involves understanding business objectives, conducting keyword research, optimizing websites both on-page and off-page, implementing changes, and ongoing monitoring and reporting. Technical aspects of SEO are also outlined such as website analysis, content optimization, and link building. The document also discusses measuring SEO success through improved rankings, increased traffic, and higher revenue or conversions.
AI Restart 2023: Sara Polak - Využití umělé inteligence v archeologii a k čem...Taste
Jak nejlépe využít technologie pro efektivní pochopení lidské společnosti? Ať už z hlediska urbanismu a kultury, ve které jsme historicky žili a fungovali, ale i z hlediska mezilidských vztahů? Díky kombinaci humanitních oborů, jako je archeologie, filozofie, historie, antropologie, a nových technologických přístupů a simulačních metod, jako je AR, VR nebo vyhodnocování dat pomocí machine learningu, jsme schopni lidskou historii lépe pochopit a tím i lépe uchopit svou budoucnost.
Discover your career, build your brand and find a job you love. Learn more at https://blog.linkedin.com/2017/february/23/launching-your-career-getting-started-on-your-internship-search-linkedin.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
The document discusses strategies for optimizing a website and online presence for local SEO. It covers topics like optimizing title tags and meta descriptions to include location, adding address and phone number to all pages, creating location-specific pages, embedding maps, using local markup schemas, and building citations from locally relevant directories and business listings sites. The goal is to clearly signal to search engines that the business is local and target local customers by including location details throughout the online presence.
How to produce great multilingual content, even when you can't read it | Laur...Oban International
Laura will cover the importance of multilingual, properly localised content as part of an international marketing strategy, exploring some actionable steps to making that happen and highlighting some common pitfalls to avoid.
In an age of power- and useful generative AI systems on the one hand and Google's approach to determine helpful and authoritative content on the other hand, the question is “What is the state of search now and how will it change”? I present exclusive findings from a deep dive study that reveals how Google is continuously changing and how the users adapt to it. This is not the full study, but a glimpse on how Search is evolving as an appetizer to the soon be release Semrush State of Search 2023 study.
This document summarizes Rand Fishkin's presentation on SEO in a two algorithm world. It discusses how Google's search algorithm has evolved from primarily considering links to now using machine learning and user signals like click-through rates and engagement. It recommends that SEO professionals optimize for both algorithms by focusing on factors like filling content gaps, driving task completion, and creating content that earns loyalty and amplification rather than just links. The future of SEO involves balancing traditional on-site optimization with a new approach focused on searcher outputs and engagement.
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
Rand's presentation on machine learning and deep learning in Google, Facebook, and beyond, and how engagement reputation will become key to every online marketing effort.
One of the biggest mistakes businesses make when they first venture into content marketing is a lack of strategy. Often they adopt a 'one-size-fits-all' approach to their content marketing channels only to see their efforts dashed. The truth is what works on social media, does not necessarily work on search, and the reason usually boils down to how your audience uses these channels. Discover to how understanding audience's intent on Search and on Social Media can help you build a holistic content marketing strategy that works.
In this presentation by Daniel Hochuli, you'll learn:
- Why same content published on both search and social media often fails to deliver results.
- How to develop and optimise a content marketing strategy that best suits your digital channels.
- How to intelligently report content marketing success using audience metrics.
PubCon, Lazarina Stoy. - Machine Learning in Search: Google's ML APIs vs Open...LazarinaStoyanova
The document discusses Google's ML APIs versus OpenAI's APIs and their applications for SEO and digital marketing tasks. It provides examples of how natural language processing APIs from Google and OpenAI can be used for tasks like text analysis, sentiment analysis, document classification, translation and content transformation. While both Google and OpenAI APIs are useful, the document recommends choosing the right API for each specific task based on its capabilities and limitations in order to get the best results.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
PPC Restart 2023: Jiří Novotný - Zasáhněte svoji cílovou skupinu přesně a spo...Taste
V poslední době se v kontextu cookie apokalypsy velice často řeší problémy s úbytkem dat. Budou cookies třetích stran nahrazené? Jak cílíme v rámci RTB na Seznamu dnes a jak zítra se dozvíte v mé přednášce.
Google is constantly updating their algorithm. There have been 12 major algorithm changes announced this year alone. That doesn’t include the hundreds to thousands of other minor updates Google has made to their search engine.
Could these updates be impacting the performance of your landing pages?
If so, how can you see better results from your landing page’s SEO?
Discover what practices can help your landing pages rank better on Google SERPs in this webinar.
You'll learn:
The best content to use, not just sales content.
How to convert without pushing conversion.
Tips for connecting your landing pages to your site at all times.
Join Mordy Oberstein, Head of Communications at Semrush, for insights into what the data tells us and how Google’s ongoing algorithm updates have changed the game when it comes to landing page optimization.
AI Restart 2023: David Bureš, Lukáš Kostka, Vojtěch Fiala - Jak mění AI práci...Taste
Panelová diskuze včetně praktických ukázek jak na klasifikaci klíčových slov pomocí AI toolů, jak si usnadnit práci směrem ke copywriterovi, jak si urychlit práci při tvorbě článků. Probereme jak hromadně tvořit meta tagy a podíváme se na zub dohledání záměru uživatele pro klíčová slova.
Fully Automated Link Building - Brighton SEO.pdfSam Oh
Automated link building has the potential to scale link acquisition but poses challenges. While tools can identify prospects and reach out, human judgment is still needed to determine quality and make the personal connections required to convince others to link. Fully automated systems without human oversight risk coming across as spammy or manipulating search engines.
Would you like to find high intent keywords using methods that are proven to be effective?
How would you like to establish a simple yet powerful keyword strategy that will help your target audience find you more quickly?
Without a solid keyword strategy and deep understanding of your audience, your keywords are simply words on a webpage. We'll show you the finer points of keyword research that can help increase your organic visibility and give your customers exactly what they need, right when they are searching for it.
Watch this webinar and discover how to take your keyword research to the next level.
In this webinar, you’ll learn:
-All about keyword relevancy and intent.
-Keyword research best practices.
-How to identify profitable keywords.
Having a clear keyword strategy is often the biggest obstacle to online success for enterprises and businesses.
Zack Kadish, Sr. SEO Success Manager at Conductor, will deliver an eye-opening crash course on keyword research techniques, tips, and tactics!
This document discusses search engine marketing (SEM) strategies, including pay-per-click (PPC) advertising on Google networks. It covers the different ad formats available on Google like text, display, video, and shopping ads. It also discusses factors that affect paid search results like ad rank, domain authority, bids, and quality score. Additionally, it provides guidance on keyword selection, match types, bidding strategies, budgeting, landing page optimization, and A/B testing.
SEO for Ecommerce: A Comprehensive GuideAdam Audette
A comprehensive guide to ecommerce SEO. With bronies. Why, you may ask? Because that's my daughter's current obsession. Also because SEO+bronies=monies.
Slides broken into sections:
1. Technical SEO
2. On-page and Content
3. Social Media
4. Reporting and Analytics
5. Business Concerns
PPC Restart 2023: Matouš Ledvina - AI jako klíč pro efektivní marketingTaste
Je evidentní, že se čím dále přesouváme do světa poháněného umělou inteligencí. Pojďme si společně projít jak AI využít ve svůj prospěch v rámci Google produktů a maximalizovat tak výkon vašich marketingových aktivit.
Product Development How To Develop A Product LineRoland Frasier
The document contains slides from a presentation on product development and innovation. It discusses various frameworks like the product line grid, new product canvas, and product funnel grid that can be used to develop new products and ideas. It also covers topics like leveraging trends, iterating products using kaizen, and pivoting products when needed. The slides contain examples and advice related to differentiating products, creating new categories and business models, and driving product development through continuous improvement.
How to Prepare Your Brand for Upcoming AI Features in SearchLily Ray
Google, Bing and OpenAI have released various new features that create competition with search engines, which present threats to those who work in the SEO industry. Learn about these recent updates to AI chatbots and AI-powered search features, and whether or not Google's new SGE results provide high-quality answers for searchers.
Lily Ray presented this talk at the SEOnthebeach conference in Spain in June of 2023.
This document discusses search engine optimization (SEO) and marketing plans. It provides an overview of the SEO process, which involves understanding business objectives, conducting keyword research, optimizing websites both on-page and off-page, implementing changes, and ongoing monitoring and reporting. Technical aspects of SEO are also outlined such as website analysis, content optimization, and link building. The document also discusses measuring SEO success through improved rankings, increased traffic, and higher revenue or conversions.
AI Restart 2023: Sara Polak - Využití umělé inteligence v archeologii a k čem...Taste
Jak nejlépe využít technologie pro efektivní pochopení lidské společnosti? Ať už z hlediska urbanismu a kultury, ve které jsme historicky žili a fungovali, ale i z hlediska mezilidských vztahů? Díky kombinaci humanitních oborů, jako je archeologie, filozofie, historie, antropologie, a nových technologických přístupů a simulačních metod, jako je AR, VR nebo vyhodnocování dat pomocí machine learningu, jsme schopni lidskou historii lépe pochopit a tím i lépe uchopit svou budoucnost.
Discover your career, build your brand and find a job you love. Learn more at https://blog.linkedin.com/2017/february/23/launching-your-career-getting-started-on-your-internship-search-linkedin.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
The document discusses strategies for optimizing a website and online presence for local SEO. It covers topics like optimizing title tags and meta descriptions to include location, adding address and phone number to all pages, creating location-specific pages, embedding maps, using local markup schemas, and building citations from locally relevant directories and business listings sites. The goal is to clearly signal to search engines that the business is local and target local customers by including location details throughout the online presence.
How to produce great multilingual content, even when you can't read it | Laur...Oban International
Laura will cover the importance of multilingual, properly localised content as part of an international marketing strategy, exploring some actionable steps to making that happen and highlighting some common pitfalls to avoid.
In an age of power- and useful generative AI systems on the one hand and Google's approach to determine helpful and authoritative content on the other hand, the question is “What is the state of search now and how will it change”? I present exclusive findings from a deep dive study that reveals how Google is continuously changing and how the users adapt to it. This is not the full study, but a glimpse on how Search is evolving as an appetizer to the soon be release Semrush State of Search 2023 study.
This document summarizes Rand Fishkin's presentation on SEO in a two algorithm world. It discusses how Google's search algorithm has evolved from primarily considering links to now using machine learning and user signals like click-through rates and engagement. It recommends that SEO professionals optimize for both algorithms by focusing on factors like filling content gaps, driving task completion, and creating content that earns loyalty and amplification rather than just links. The future of SEO involves balancing traditional on-site optimization with a new approach focused on searcher outputs and engagement.
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
Rand's presentation on machine learning and deep learning in Google, Facebook, and beyond, and how engagement reputation will become key to every online marketing effort.
Rand Fishkin discusses how machine learning algorithms have changed search engine optimization. Google, Facebook, Twitter, and other platforms now use engagement signals like clicks, shares, and time on site to determine search rankings and visibility. This favors content that keeps users engaged and reduces bouncing. Fishkin provides strategies to fight against users clicking the back button, including understanding all visitor intents, optimizing click-through rates, improving signal-to-noise ratio on all channels, prioritizing user experience, and crafting compelling calls-to-action for top-of-funnel content. The new world is one of engagement-based reputation, so marketers must show platforms what they've got through visitor interactions.
SearchLove Boston 2015 | Rand Fishkin, 'Ranking Signals of the Future'Distilled
The document discusses potential future ranking signals that search engines may adopt and how they could impact SEO. It describes 7 potential signals:
1. Usage data of pages and sites, such as visits and engagement, could influence rankings.
2. Accuracy of information on sites could be measured and consistently accurate sites may rank higher in certain topics like health.
3. Query structures and popular brand searches could indicate strong brand associations that impact rankings.
4. Brands in the knowledge graph and as answers may correlate with higher rankings.
5. Clickstream data showing the paths users take to complete tasks could help rank sites users frequently arrive at.
6. Elements of user experience like site quality and
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
Rand Fishkin's presentation covering 7 of the biggest trends in SEO in 2016 from changes in Google's handling of keywords to CTR opportunities to machine learning and more.
This document summarizes Rand Fishkin's presentation on how marketers can keep up with Google in 2017 and beyond. It discusses 5 key things marketers must do: 1) diversify traffic sources to reduce reliance on Google, 2) create a scalable link building strategy with decreasing friction, 3) use searcher intent and changing SERP features to break through Google's results, 4) evolve keyword targeting to match Google's sophistication, and 5) focus on searcher engagement which may be a new key ranking factor. The presentation explores how Google is increasingly using machine learning and user data in its algorithms.
Search engines aim to provide the most relevant results to users by considering various on-page factors like content, page speed, authority and user experience. While keyword stuffing and other manipulative tactics used to work, search engines now prioritize natural, unique content and a good user experience over optimization. Modern SEO involves both classic on-page techniques as well as new approaches like optimizing for speed, enhancing search result details, getting social shares and producing valuable content to improve ranking. The focus is on creating a seamless search and landing experience for users rather than individual optimizations.
This document summarizes the future of SEO and SEM. It discusses how SEO will focus more on speed, user experience, and using artificial intelligence to better understand user intent. SEM will utilize personalized content, innovative bidding engines, and big data. Overall, SEO and SEM will evolve to prioritize positive user experiences through tools like machine learning as search becomes more conversational.
This document provides a guide to SEO basics and the changing SEO landscape in 2016. It discusses how SEO has evolved with changes in technology and search engines. Key points include:
- SEO strategies must adapt to changes in algorithms like Google's RankBrain and Hummingbird that better understand user intent.
- Keywords remain important but the focus is shifting to providing answers to user questions through content.
- Updates to Google's search interface and paid ad formats can impact organic search results.
- An understanding of recent changes is crucial for SEO success in the current landscape.
SEO (Search Engine Optimization) is the process of managing content that can be found through the organic search results of a search engine. The benefits of SEO are, it’s free and passive web traffic month after month. Get to know more about SEO in this presentation by Skew Infotech, Coimbatore.
Presented at Business of Software Conference, Rand Fishkin (Moz founder and all round great guy) presents his summary of what to love and what to leave in SEO for 2014. In a constantly changing field, Rand stands out as presenting the clearest and most accessible advice on what should work to help your customers find you online.
Watch if you have any responsibility for finding customers, creating content or building marketing.
This document summarizes Rand Fishkin's presentation on SEO tactics that should be embraced versus left behind in 2015. It discusses how SEO has evolved over the past 5 years with more complex algorithms, user data signals, and an ability to detect manipulative links. Some tactics to leave behind include relying only on AdWords for keyword research, creating keyword-targeted pages of content at scale, acquiring links through directories and profiles, and expecting social sharing alone to improve rankings. Tactics to embrace include using multiple data sources for keyword research, focusing on uniquely valuable and helpful content, building relationships to earn editorial links, using content to drive social amplification, and measuring ROI at the page or section level rather than keywords.
When SEO and UX practices are combined, the results can be extraordinary. Rand walks through how the practices have evolved to have far more combined value than tensions and tradeoffs, and some ways for each to learn from the other.
SEO Tutorial for Beginners - Learn Search Engine Optimization (SEO) and various SEO tools and techniques in simple and easy steps starting from basic to advanced topics. The topics include basic search mechanism and algorithm, search ranking factors, Google Search Console, keyword generation, keyword research analysis, Google keyword planner, Google Trends, keyword value assessment, keyword competition analysis, keyword difficulty analysis, domain authority, page authority, keyword selection, on-page SEO, Yoast SEO, title tags, heading, SEO snippets, permalinks, slugs, outbound links, inbound links, internal linking, external linking, anchor text, do-follow & no-follow links, image SEO & optimization, content optimization, off-page SEO, backlink analysis, quality links,link building, directory submission, article submission, blog submission, press release submission, PDF submission, video submission, infographic submission, image submission, guest blogging, forum & discussion in SEO, social bookmarking, local SEO, Google Map, Google My Business, Google Street View and various SEO tools like Moz, SEM Rush, Ahrefs etc.
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
SEO Trends for 2014 - Smart Insights Digital Marketing PrioritiesDigital Juggler
This is a presentation I gave for the Smart Insights Digital Marketing priorities webinar series on why SEO is still important in 2014 and key trends to look out for.
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
Rand Fishkin discusses key topics in healthcare SEO and digital marketing in 2019. He summarizes how Google's search algorithm is changing to favor direct answers and paid results over organic clicks. This could impact search behavior by increasing zero-click searches. Fishkin then provides recommendations for marketers to focus on controlling their brand presence, influencing content publishers, and shifting focus to long-tail keywords. He also explores the growth of Amazon and voice assistants, and how influencer marketing has become difficult to track. Marketers are advised to build their brand organically before focusing on ads and conversions.
As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve. In this presentation, Rand shows how web marketers in content, search, social, and advertising (+ influencer marketing) can shift their strategic and tactical investments to align with what the big platforms offer, and how consumer behavior has changed, too.
Influencer marketing can be a powerful tactic, but the practice is far too narrow, and often focused on wrong metrics. In this presentation, Rand expands on what marketing through influence can do, and shows examples of a higher ROI form of marketing through channels of influence (not just Instagram & YouTube "influencers")
How to Kick Butt with Your Email OutreachRand Fishkin
Rand's presentation from Searchlove on how to get (almost) everything you've ever wanted with just an email. If you're trying to do email outreach to improve your content marketing, social media efforts, link building, public relations opportunities, networking, product feedback, and more, these slides are for you!
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
7 Lessons That Would Have Made Me a Better EntrepreneurRand Fishkin
This document provides 7 lessons that would have made the author a better entrepreneur: 1) Focus on doing one thing well rather than many things, as it is easier to build a brand. 2) Prioritize crafting an emotionally resonant story over tactics or pursuing big markets. 3) Build for an audience you have a connection to rather than one you don't. 4) Launch products that early testers rave about rather than minimal viable products. 5) Get quality work done in fewer hours rather than long hours which reduces productivity. 6) Hire for cultural fit and train for competence rather than hiring the wrong people. 7) Have reasonable expectations of success and consider options beyond becoming a unicorn or failing.
Rand Fishkin discusses changes in search engine optimization (SEO) and search engine results pages (SERPs) in 2018. Google controls over half of all web searches but distributes traffic across different domains relatively evenly. Features like featured snippets and knowledge panels now make up a large portion of clicks. Marketers must adapt by optimizing for these features through content, links and other signals. Personalization also plays a bigger role, as Google tailors results based on location, device and user history. Overall, SEO requires a focus on providing helpful answers rather than just links.
One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
The document discusses search trends and tactics for B2B SEO success in 2017. It provides data on search volumes and where people search showing that Google continues to dominate but is gaining more share. It also discusses different types of search results like featured snippets and how they impact organic click-through rates. Finally, it outlines six tactics for B2B SEO success, including optimizing for related precursor queries, publishing on platforms that easily rank, using lead magnets to capture content without barriers, recruiting influential contributors for links, and planning for a long-term investment with little short-term ROI.
How to Survive Google's Trojan Horsing of the WebRand Fishkin
Rand's presentation from Mozcon 2017 on how Google enters and often crowds out competitors in vertical search spaces (and how marketers can fight back against this threat).
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
This document summarizes key points from a presentation on SEO in 2017 given by Rand Fishkin. The main points are:
1) Google dominates online traffic referrals, increasing its share to over 64% in 2017. Facebook and other major sites lost traffic share.
2) Most search happens on Google, with the average user searching 3-4 times per day on desktop and mobile. Click-through rates are higher for organic than paid search on Google.
3) Ranking in traditional search results may no longer be enough, as over 18 unique types of search engine results pages now appear, reducing organic traffic to some sites.
4) SEO does not work for every organization depending on
Google continues to dominate search and increase its share. According to data, Google's core search increased 5.9% from October 2016 to May 2017 while its closest competitors like Yahoo and Bing declined. Google distributes search traffic relatively evenly across sites while Facebook and YouTube tend to concentrate traffic on very large sites. Reddit and YouTube send the majority of their referral traffic to just a handful of top sites.
Rand's presentation on how to select strategic, digital marketing investments for your brand. Advice: step back, stop doing what you're good at or what you've been hired/asked to do in order to figure out what channels and tactics might work even better.
Rand Fishkin presented data on key trends in search engine optimization and search behavior in 2017. Some of the main trends discussed included the rise of predictive intent and implied queries based on user location and history, the growth of voice assistants and voice search, and uncertainty around the future of net neutrality regulations. Fishkin also highlighted the increasing importance of ranking in featured snippets and answer boxes in search engine results pages.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
Instagram has become one of the most popular social media platforms, allowing people to share photos, videos, and stories with their followers. Sometimes, though, you might want to view someone's story without them knowing.
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdfFlorence Consulting
Quattordicesimo Meetup di Milano, tenutosi a Milano il 23 Maggio 2024 dalle ore 17:00 alle ore 18:30 in presenza e da remoto.
Abbiamo parlato di come Axpo Italia S.p.A. ha ridotto il technical debt migrando le proprie APIs da Mule 3.9 a Mule 4.4 passando anche da on-premises a CloudHub 1.0.
Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
Ready to Unlock the Power of Blockchain!Toptal Tech
Imagine a world where data flows freely, yet remains secure. A world where trust is built into the fabric of every transaction. This is the promise of blockchain, a revolutionary technology poised to reshape our digital landscape.
Toptal Tech is at the forefront of this innovation, connecting you with the brightest minds in blockchain development. Together, we can unlock the potential of this transformative technology, building a future of transparency, security, and endless possibilities.
8. By 2007, Link Spam Was Ubiquitous
This paper/presentation from
Yahoo’s spam team in 2007
predicted a lot of what Google
would launch in Penguin Oct,
2012 (including machine
learning)
9. Even in 2012, It Felt Like Google Was Making Liars Out
of the White Hat SEO World
Via Wil Reynolds
10. Google’s Last 3 Years of
Advancements Erased a
Decade of Old School
SEO Practices
11. They Finally Launched EffectiveAlgorithms to Fight
Manipulative Links & Content
Via Google
12. And They Leveraged Fear + Uncertainty of
Penalization to Keep Sites Inline
Via Moz Q+A
13. Google Figured Out Intent
Rand probably doesn’t
just want webpages
filled with the word
“beef”
14.
15. They Looked at Language, not Just Keywords
Oh… I totally
know this one!
16.
17. They Predicted When We Want Diverse Results
He probably
doesn’t just want a
bunch of lists.
18.
19. They Figured Out When We Wanted Freshness
Old pages on this
topic probably
aren’t relevant
anymore
29. In 2012, Google Published a PaperAbout How
they Use ML to Predict Ad CTRs:
Via Google
30. 2012
“Our SmartASS system is a
machine learning system. It
learns whether our users are
interested in that ad, and
whether users are going to click
on them.”
31. By 2013, It Was
Something Google’s
Search Folks Talked
About Publicly
Via SELand
32. As MLTakes Over More of Google’sAlgo, the
Underpinnings of the Rankings Change
Via Colossal
33. Google is PublicAbout How They Use MLin Image
Recognition & Classification
Potential ID Factors
(e.g.color,shapes,gradients,
perspective,interlacing,alttags,
surroundingtext,etc)
Training Data
(i.e.human-labeledimages)
Learning
Process
Best
Match
Algo
34. Google is PublicAbout How They Use MLin Image
Recognition & Classification
ViaJeffDean’sSlidesonDeepLearning;aMustReadforSEOs
35. Machine Learning in Search Could Work Like This:
Potential Ranking
Factors
(e.g.PageRank,TF*IDF,
TopicModeling,QDF,Clicks,
EntityAssociation,etc.)
Training Data
(i.e.good&badsearchresults)
Learning
Process
Best Fit
Algo
38. The Machines Learn to Emulate the Good Results & Try to Fix
orTweak the Bad Results
Potential Ranking
Factors
(e.g.PageRank,TF*IDF,
TopicModeling,QDF,Clicks,
EntityAssociation,etc.)
Training Data
(i.e.good&badsearchresults)
Learning
Process
Best Fit
Algo
39. Deep Learning is Even MoreAdvanced:
Dean says by using deep learning,
they don’t have to tell the system
what a cat is, the machines learn,
unsupervised, for themselves…
41. Googlers Don’t Feed in Ranking Factors… The Machines
Determine Those Themselves.
Potential Ranking
Factors
(e.g.PageRank,TF*IDF,
TopicModeling,QDF,Clicks,
EntityAssociation,etc.)
Training Data
(i.e.goodsearchresults)
Learning
Process
Best Fit
Algo
42. No wonder these guys are stressed about Google
unleashing the Terminators
Via CNET & Washington Post
44. Googlers Won’t Know Why Something Ranks or
Whether a Variable’s in theAlgo
He means other Googlers.
I’m Jeff Dean. I’ll know.
45. The Query Success Metrics Will BeAll That
Matters to the Machines
Long to Short Click Ratio Relative CTR vs. Other Results
Rate of Searchers Conducting
Additional, Related Searches
Metrics of User Engagement
on the Page
Metrics of User Engagement
Across the Domain
Sharing/Amplifcation Rate
vs. Other Results
46. The Query Success Metrics Will BeAll That
Matters to the Machines
Long to Short Click Ratio Relative CTR vs. Other Results
Rate of Searchers Conducting
Additional, Related Searches
Metrics of User Engagement
on the Page
Metrics of User Engagement
Across the Domain
Sharing/Amplifcation Rate
vs. Other Results
If lots of results on a SERP do
these well, and higher results
outperform lower results, our
deep learning algo will consider
it a success.
47. We’ll Be Optimizing Less
for Ranking Inputs
Unique Linking Domains
Keywords in Title
Anchor Text
Content Uniqueness
Page Load Speed
48. And Optimizing More for Searcher Outputs
High CTR for this position?
Good engagement?
High amplification rate?
Low bounce rate?
Strong pages/visit after
landing on this URL?These are likely to be the criteria of
on-site SEO’s future… People return to the site
after an initial search visit
49. OK… Maybe in the future.
But, do those kinds of
metrics really affect SEO
today?
55. 40 Minutes & ~400
Interactions Later
Moved up 2 positions after 2+ weeks
of the top 5 staying static.
56. 70 Minutes & ~500
Interactions Total
Moved up to #1.
57. Stayed ~12 hours, when it
fell to #13+ for ~8 hours, then
back to #4.
Google? You
messing with us?
58. Via Google Trends, we can see the relative impact
of the test on query volume
~5-10X normal volume over
3-4 hours
59. BTW –This is hard to replicate.600+
real searchersusinga varietyof
devices,browsers,accounts,geos,etc.
willnot lookthe same to Googleas a
Fiverr buy,a clickfarm,or a bot.And
note how G penalizedthe page after the
test…They might not put it back if they
thoughtthe site itselfwas to blame for
the clickmanipulation.
69. Optimizing the Title, Meta Description, & URL
a Little for KWs, 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
70. Every Element Counts
Does the title match what
searchers want?
Does the URLseem
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?
71. 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.
72. Driving Up CTR Through Branding Or Branded
Searches May GiveAn Extra Boost
78. Speed, Speed, and More Speed
Delivers the Best UX on Every Browser
Compels Visitors to Go Deeper Into Your Site
Avoids Features thatAnnoy or Dissuade Visitors
Content that Fulfills the Searcher’s Conscious &
Unconscious Needs
An SEO’s Checklist for Better Engagement:
79. Via NY Times
e.g. this interactive graph
that asks visitors to draw
their best guess likely gets
remarkable engagement
80. e.g. Poor Norbert does
a terrible job at SEO,
but the simplicity
compels visitors to go
deeper and to return
time and again
Via VoilaNorbert
83. Google’s looking for
content signals that a
page will fulfill ALL of a
searcher’s needs.
I think I know a few
ways to figure that
out.
84. ML models may note that
the presence of certain
words, phrases, & topics
predict more successful
searches
85. e.g. a page about New York that doesn’t
mention Brooklyn or Long Island may not be
very comprehensive
86. If Your Content Doesn’t Fill the Gaps in Searcher’s Needs…
e.g. for this query, Google might
seek content that includes topics
like “text classification,”
“tokenization,” “parsing,” and
“question answering”
Those Rankings Go to Pages/Sites That Do.
87. Moz’s Data Science Team
is Working on Something to
Help With This
The (alpha) tool extracts likely
focal topics from a given
page, which can then be
compared vs. an engines top
10 results
90. Pages that get lots of
social activity &
engagement, but few
links, seem to
overperform…
91. Google says they
don’t use social
signals directly, but
examples like these
make SEOs
suspicious
92. Even for insanely competitive
keywords, we see this type of
behavior when a URLgets
authentically “hot” in the
social world.
93. Data from Buzzsumo & Moz
show that very few articles
earn sharesAND that links &
shares have almost no
correlation.
Via Buzzsumo & Moz
94. I suspect Google doesn’t
use raw social shares as
a ranking input, because
we share a lot of content
with which we don’t
engage:
Via Chartbeat
95. Google Could Be Using a Lot of Other Metrics/Sources to Get
Data That Mimics Social Shares:
Clickstream (from Chrome/Android)
Engagement (from Chrome/Android)
Branded Queries (from Search)
Navigational Queries (from Search)
Rate of Link Growth (from Crawl)
96. But I Don’t Care if It’s Correlation or Causation;
I Want to Rank Like These Guys!
97. BTW – GoogleAlmost Certainly Classifies SERPs
Differently & Optimizes to Different Goals
These URLs have loads of shares & may have high loyalty, but
for medical queries, Google has different priorities
98. Raw Shares & LinksAre Fine Metrics…
Via Buzzsumo
99. But If the Competition Naturally Earns
Them Faster, You’re Outta Luck
4 new shares/day
2 new shares/day
3 new shares/day
10 new shares/day
100. And Google Probably Wants to See Shares that
Result in Loyalty & Returning Visits
101. New KPI #1: Shares & Links Per 1,000 Visits
Unique Visits
÷
Shares + Links
Via Moz’s 1Metric
102. New KPI #2: Return Visitor Ratio Over Time
Total Visitor Sessions
÷
# of Returning Visitors
103. Knowing What Makes OurAudience (and their
influencers) Share is Essential
From an analysis of the
10,000 pieces of content
receiving the most social
shares on the web by
Buzzsumo.
104. Knowing What Makes them Return (or prevents
them from doing so) Is, Too.
105. We Don’t Need “Better” Content… We Need “10X” Content.
Via Whiteboard Friday
Wrong Question:
“How do we make something as
good as this?”
Right Question:
“How do we make something 10X
better than any of these?”
106. 10X Content is the Future, Because It’s the Only Way to Stand
Out from the Increasingly-Noisy Crowd
http://www.simplereach.com/blog/facebook-continues-to-be-the-
biggest-driver-of-social-traffic/
The top 10% of content
gets all the social shares
and traffic.
107. Old School On-Site Old School Off-Site
Keyword Targeting Link Diversity
Anchor Text
Brand Mentions
3rd Party Reviews
Reputation Management
Quality & Uniqueness
Crawl/Bot Friendly
Snippet Optimization
UX / Multi-Device
None of our old school tactics will get this done.
109. Broad search Narrower search
Even narrower search
Website visit
Website visit Brand search
Social validation Highly-specific search
Type-in/direct visit Completion of Task
Google Wants to Get SearchersAccomplishing
Their Tasks Faster
110. Broad search
All the sites (or answers) you probably would
have visited/sought along that path
Completion of Task
This is Their Ultimate Goal:
115. APage ThatAnswers the Searcher’s Initial Query
May Not Be Enough
Searchers performing this query
are likely to have the goal of
completing a transaction
116. Google Wants to Send Searchers
to Websites that Resolve their
Mission
This is the only site where
you can reliably find the
back issues and collector
covers