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SEO LEVEL
2024
2026
2026 - WRITING2027
2031
2049
2053
2060
The last 10 years have been about
building a world that is mobile-first, […].
But in the next 10 years, we will shift to a...
Q:“What products at Google is your team
looking to improve?”
A:”[…]We’re looking at various aspects of
search. […]”
Demis ...
Turning point
Amit Singhal
2015
John Giannandrea
Information
retrieval
Machine
learning
https://backchannel.com/how-google...
TRANSITION
How to reach SEO level 9000
in a machine learning world
www.kevin-indig.com
www.kevin-indig.com
www.kevin-indig.com
Optimize for user intent
Image
Image
Image
Image
Image
Location
Location
Location
Location
Location
Location
6 our of 9 organic results from Yelp
Tutorial
Tutorial
Tutorial
Tutorial
Tutorial
Product
Product
Product
Product
Optimize for user intent
(AirBNB)
Optimize for user intent
(AirBNB)
Optimize for user intent
(AirBNB)
Optimize for user intent
(AirBNB)
Create holistic content
SEMANTICS
SEMANTICS
SEMANTICS
Create holistic content
Create holistic content
Create holistic content
Focus on user signals
Focus on user signals
Focus on user signals
Focus on user signals
Focus on user signals
Focus on user signals
User signals > Backlinks?
User signals > Backlinks?
“free credit score” (MSV: 246K)
User signals > Backlinks?
“free credit score” (MSV: 246K)
Strongest link profile
User signals > Backlinks?
“auto loan calculator” (MSV: 450K)
User signals > Backlinks?
“auto loan calculator” (MSV: 450K)
User signals > Backlinks?
“iphone7” (MSV: 277K)
User signals > Backlinks?
“iphone7” (MSV: 277K)
User signals > Backlinks?
“agile” (MSV: 49K)
User signals > Backlinks?
“agile” (MSV: 49K)
User signals > Backlinks?
“agile” (MSV: 49K)
Backlinks?
Content?
Find what works for you
matters
Industry specific ranking factors
Industry specific ranking factors
Test ranking factors
https://codeascraft.com/2016/10/25/seo-title-tag-optimization/
Test ranking factors (Etsy)
https://medium.com/@Pinterest_Engineering/demystifying-seo-with-experiments-a183b325cf4c
Test ranking factors (Pinterest)
https://www.thumbtack.com/engineering/seo-tip-titles-matter-probably-more-than-you-think/
Test ranking factors (Thumbtack)
Use t-paired tests to find what
works for you
Test ranking factors
1. Brainstorm
(what to test)
2. Research
(done before and
how?)
3. Setup
(same templates, min
two gro...
Monitor your industry
Monitor your industry
Macys
Sears
Kohls
Nordstrom
Monitor your industry
Monitor your industry
Monitor your industry
Monitor your industry
Monitor your industry
Reminded of something ;-)?
Focus on
Content
Semantics
User Intent
Holism
User signals
CTR
Dwell time
Bounce rate
Data
Test, test, test
Industry
Backl...
Kevin Indig
kevin.indig@gmail.com
@Kevin_Indig
www.kevin-indig.com
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
How to reach SEO level 9000 in a machine learning world
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How to reach SEO level 9000 in a machine learning world

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Machine learning will change SEO more fundamentally than Penguin and Panda did - but we’re not there yet.

AI is only used in small, specific use cases for organic search but its usage seems to be growing quickly. My hypothesis is that it will open many doors for Google to use data that was “too noisy” before. It will transform search and our lives in general.

To stay on top of SEO and still be successful in 2020, get the user intent right, measure user behavior and create holistic content. Have a close eye on your industry by tracking specific keywords, monitoring your competitors and testing which ranking factors apply to you.

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How to reach SEO level 9000 in a machine learning world

  1. 1. SEO LEVEL
  2. 2. 2024
  3. 3. 2026
  4. 4. 2026 - WRITING2027
  5. 5. 2031
  6. 6. 2049
  7. 7. 2053
  8. 8. 2060
  9. 9. The last 10 years have been about building a world that is mobile-first, […]. But in the next 10 years, we will shift to a world that is AI-first, […]. Sundar Pichai, CEO of Google
  10. 10. Q:“What products at Google is your team looking to improve?” A:”[…]We’re looking at various aspects of search. […]” Demis Hassabis, CEO of Deep Mind
  11. 11. Turning point Amit Singhal 2015 John Giannandrea Information retrieval Machine learning https://backchannel.com/how-google-is-remaking-itself-as-a-machine-learning-first-company-ada63defcb70
  12. 12. TRANSITION
  13. 13. How to reach SEO level 9000 in a machine learning world
  14. 14. www.kevin-indig.com
  15. 15. www.kevin-indig.com
  16. 16. www.kevin-indig.com
  17. 17. Optimize for user intent
  18. 18. Image Image Image Image Image
  19. 19. Location Location Location
  20. 20. Location Location Location 6 our of 9 organic results from Yelp
  21. 21. Tutorial Tutorial Tutorial Tutorial Tutorial
  22. 22. Product Product Product Product
  23. 23. Optimize for user intent (AirBNB)
  24. 24. Optimize for user intent (AirBNB)
  25. 25. Optimize for user intent (AirBNB)
  26. 26. Optimize for user intent (AirBNB)
  27. 27. Create holistic content
  28. 28. SEMANTICS
  29. 29. SEMANTICS
  30. 30. SEMANTICS
  31. 31. Create holistic content
  32. 32. Create holistic content
  33. 33. Create holistic content
  34. 34. Focus on user signals
  35. 35. Focus on user signals
  36. 36. Focus on user signals
  37. 37. Focus on user signals
  38. 38. Focus on user signals
  39. 39. Focus on user signals
  40. 40. User signals > Backlinks?
  41. 41. User signals > Backlinks? “free credit score” (MSV: 246K)
  42. 42. User signals > Backlinks? “free credit score” (MSV: 246K) Strongest link profile
  43. 43. User signals > Backlinks? “auto loan calculator” (MSV: 450K)
  44. 44. User signals > Backlinks? “auto loan calculator” (MSV: 450K)
  45. 45. User signals > Backlinks? “iphone7” (MSV: 277K)
  46. 46. User signals > Backlinks? “iphone7” (MSV: 277K)
  47. 47. User signals > Backlinks? “agile” (MSV: 49K)
  48. 48. User signals > Backlinks? “agile” (MSV: 49K)
  49. 49. User signals > Backlinks? “agile” (MSV: 49K)
  50. 50. Backlinks? Content?
  51. 51. Find what works for you matters
  52. 52. Industry specific ranking factors
  53. 53. Industry specific ranking factors
  54. 54. Test ranking factors
  55. 55. https://codeascraft.com/2016/10/25/seo-title-tag-optimization/ Test ranking factors (Etsy)
  56. 56. https://medium.com/@Pinterest_Engineering/demystifying-seo-with-experiments-a183b325cf4c Test ranking factors (Pinterest)
  57. 57. https://www.thumbtack.com/engineering/seo-tip-titles-matter-probably-more-than-you-think/ Test ranking factors (Thumbtack)
  58. 58. Use t-paired tests to find what works for you
  59. 59. Test ranking factors 1. Brainstorm (what to test) 2. Research (done before and how?) 3. Setup (same templates, min two groups) 4.Test (change, wait, revert change) 5. Analysis (compare means) 6. Conclusion (document)
  60. 60. Monitor your industry
  61. 61. Monitor your industry
  62. 62. Macys Sears Kohls Nordstrom
  63. 63. Monitor your industry
  64. 64. Monitor your industry
  65. 65. Monitor your industry
  66. 66. Monitor your industry
  67. 67. Monitor your industry
  68. 68. Reminded of something ;-)?
  69. 69. Focus on Content Semantics User Intent Holism User signals CTR Dwell time Bounce rate Data Test, test, test Industry Backlinks
  70. 70. Kevin Indig kevin.indig@gmail.com @Kevin_Indig www.kevin-indig.com

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