11. 1 Keyword = 1 Landing Page
Bad SEO
+ SEO-Checklist
KW in title
KW in description
KW in heading
KW density
Linkbuilding
Content in footer
Etc.
✓
✓
✓
✓
✓
✓
✓
12. 1 Topic = 1 Landing Page
Good SEO
+ Content-Checklist
Content Quality
User Intention
Content Experience
Etc.
✓
✓
✓
✓
13. Movie where they make fun of Star Wars
Keyword in Title?
Example: “Movie where they make fun of StarWars”
18. Machine Learning
(ML)
Deep Learning Artificial Intelligence
An algorithm that
improves over time
Aims to bridge the gap
between ML and AI –
solves more complex
problems
Human like
intelligence
Spectrum of Intelligence
19.
20. • More than 2,500 years old
• Played by 40m worldwide
• Deemed uncrackable by Machine
Learning/AI (until AlphaGo)
Go – The limits of machine learning
21. Is Go really that hard?
*Hint: The little number above the 10 is how many 0s you add on the end
(well actually, yes…)
1050 4x1079 – 4x1081
10171
Number of...
in a chess game in the observable universe in game of Go
…possible moves …possible moves…atoms
23. Deep learning – AlphaGo vs Human
1HumanAlpha Go
4 -
End result:
5 sets between March 9th and March 15th 2016
24. • ML and deep learning solve problems that
cannot be solved by numerical means alone.
MACHINE LEARNING
- FAST FACTS -
• Deep learning operates on multiple levels to
solve more complex problems.
• Google´s recent success in cracking Go is a
major step for ML/AI research
44. natural detox
Rank: 5 Rank 26
Word count = 3180
Internal links count = 375
Interactive elements = 398
Word count = 6087
Internal links count = 395
Interactive elements = 625
Word count and Interactive lements
Example: “Natural detox”
45. Being Relevant
Relevant content:
• matches user intention
• is logically structured & comprehensive
• offers a good user experience
• deals with topics holistically
49. Mobile Search in the Customer Journey
54%
use their smartphone to
research or purchase products
68%
…use mobile
apps
Usage of Smartphones when researching for a retail product
53%
use a mobile
browser, but…
Source: https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
72. New Ranking Factors 2016
• Relevance Features with a calculated
relevance score.
• Specific Ranking Factors for different
industries.
• Available for multiple countries.
85. Industry Standard for Understanding Content Performance
Longest running record of Google™ data
Largest
Data Set
Interpret Customer
Intent
Appl
e
Watc
h
Historical Data
Most inputs.
More that just
SEO
Only platform with
transactional search data
86. MAY THE CONTENT
BE WITH YOU!
Download slides:
searchmetrics.com/BrightonSEO
Editor's Notes
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Star Wars Opening Crawl
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Star Wars Opening Crawl
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Star Wars Opening Crawl
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Animated
The Screenshot can be applied center over the screen of the laptop, and then use the “Crop” tool to adjust it.
Customizable (Right Click – Change Picture for a different Screen)
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Star Wars Opening Crawl
Non Customizable
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Star Wars Opening Crawl
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Star Wars Opening Crawl
Non Customizable
Animated
The Screenshot can be applied center over the screen of the laptop, and then use the “Crop” tool to adjust it.
Customizable (Right Click – Change Picture for a different Screen)
Animated
Customizable (Right Click – Change Picture for a different Screen)
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Customizable (Right Click – Change Picture for a different Screen)
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