Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@craftedmedia www.crafted.co.uk
Context is King
Looking beyond keywords – how you
can help search engines rank your conten...
What is context?
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.
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 t...
3 pillars of context
On site
On site On page
On site On page In moment
On site context
What plan are you building to?
publicdomainarchive.com
Traditional
Interconnected
Hubs provide support
Greater than the sum of its parts
Content position – in 2004
On page context
Warning – nerd alert
Synonyms, semantics and entities
Schema
What language do you use?
Images can have a context too
Knowledge-based Trust Score
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 ...
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 ri...
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
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
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
In moment context
Mobile-first experiences
Hummingbird changed everything and nothing
Query chains
How we search has changed
Timeliness
Research
It’s about the idea
publicdomainarchive.com
In summary
What do you want them to buy?
On site On page In moment
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://googl...
LONDON
Pill Box, 115 Coventry Road, London, E2 6GG
Tel. 020 3327 9909
IPSWICH
32 Fore Street, Ipswich, IP4 1JU
Tel. 01473 ...
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
Content Marketing Strategy - Paul Jackson @ BrightonSEO
Next
Upcoming SlideShare
Content Marketing Strategy - Paul Jackson @ BrightonSEO
Next
Download to read offline and view in fullscreen.

3

Share

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

Download to read offline

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).

Related Books

Free with a 30 day trial from Scribd

See all

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).

Views

Total views

13,313

On Slideshare

0

From embeds

0

Number of embeds

8,183

Actions

Downloads

27

Shares

0

Comments

0

Likes

3

×