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BrightonSEO: Context is King - Ian Miller, CEO, at Crafted

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Presentation from Ian Miller's BrightonSEO talk April 2015 - Context is King: looking beyond keywords - how you can help search engines rank your content. Ian is CEO at digital agency Crafted, which specialises in web and software development, search marketing, conversion rate optimisation (CRO) and user experience (UX).

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BrightonSEO: Context is King - Ian Miller, CEO, at Crafted

  1. 1. @craftedmedia www.crafted.co.uk Context is King Looking beyond keywords – how you can help search engines rank your content Ian Miller - CEO
  2. 2. What is context?
  3. 3. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master Context. It’s necessary.
  4. 4. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master Google is only just starting to understand the details
  5. 5. 3 pillars of context
  6. 6. On site
  7. 7. On site On page
  8. 8. On site On page In moment
  9. 9. On site context
  10. 10. What plan are you building to? publicdomainarchive.com
  11. 11. Traditional
  12. 12. Interconnected
  13. 13. Hubs provide support
  14. 14. Greater than the sum of its parts
  15. 15. Content position – in 2004
  16. 16. On page context
  17. 17. Warning – nerd alert
  18. 18. Synonyms, semantics and entities
  19. 19. Schema
  20. 20. What language do you use?
  21. 21. Images can have a context too
  22. 22. Knowledge-based Trust Score
  23. 23. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master Terminology to explore • Term frequency–inverse document frequency (TF-IDF) • Entity salience • Semantic distance • Co-citation • Latent Semantic Analysis • Phrase-based indexing / information retrieval • Corpus
  24. 24. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master Not everything is right. Or right now.
  25. 25. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master It’s all about the mix
  26. 26. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master The shape of things to come
  27. 27. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master Not just Google – Booklamp.org
  28. 28. In moment context
  29. 29. Mobile-first experiences
  30. 30. Hummingbird changed everything and nothing
  31. 31. Query chains
  32. 32. How we search has changed
  33. 33. Timeliness
  34. 34. Research
  35. 35. It’s about the idea publicdomainarchive.com
  36. 36. In summary
  37. 37. What do you want them to buy?
  38. 38. On site On page In moment
  39. 39. E X P E R I E N C E B E T T E R Presentation title goes here, change at View > Slide Master Further reading • http://googleblog.blogspot.co.uk • http://googleresearch.blogspot.co.uk • https://plus.google.com/+ResearchatGoogle/posts • http://www.seobythesea.com • http://lsa.colorado.edu • http://text-tools.net • http://www.thoughtly.co/blog/ • http://googleresearch.blogspot.co.uk/2014/08/teaching-machines-to-read-between- lines.html • http://www.isoosi.com/blog/hummingbird-the-opposite-of-long-tail-search.html • http://www.washingtonpost.com/blogs/the-switch/wp/2014/10/14/this-week-in-tmi-22- percent-of-teens-use-voice-search-while-theyre-in-the-bathroom/
  40. 40. LONDON Pill Box, 115 Coventry Road, London, E2 6GG Tel. 020 3327 9909 IPSWICH 32 Fore Street, Ipswich, IP4 1JU Tel. 01473 213 222 hello@crafted.co.uk www.crafted.co.uk Thank you @craftedmedia slideshare.net/craftedmedia
  • Cemoulto

    May. 27, 2015
  • dowlingtasha

    Apr. 22, 2015
  • CraftedMedia

    Apr. 10, 2015

Presentation from Ian Miller's BrightonSEO talk April 2015 - Context is King: looking beyond keywords - how you can help search engines rank your content. Ian is CEO at digital agency Crafted, which specialises in web and software development, search marketing, conversion rate optimisation (CRO) and user experience (UX).

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