11. Big Trends Affecting SEO
Multiple concurrent ranking systems
BERT Crisis Info Deduplication
Freshness Helpful Content
Link Analysis +
PageRank
Local News
MUM Neural Matching
Page Experience Rankbrain
Site Diversity Spam Detection
Exact Match
Domain
Original Content Removal-based
demotion
Passage Ranking Reliable Info
15. Bard
• Initial release uses LaMDA
• Not released yet and we don’t know when it will be
• Google is focused on AI ethics & responsibility
• Jack Krawczyk, product lead for Bard: “Bard Is not
search.”
• Bard is a “creative companion” to help spark creativity,
explore curiosity
18. AI content can be OK if…
01
IT IS original &
high-quality
IT DEMONSTRATES
E-E-A-T
02
IT SATISFIES
the Helpful Content
System
03
IT DOESN’T
propagate misinformation
04
IT ISN’T created with
the primary purpose of
manipulating search results
05
19. However, there are 3 important caveats
Google recommends
including author names
(for some content)
Google recommends
disclosing use of AI
Google recommends
against listing AI as
the “author” of the
content
20. If tools like Copyleaks
can instantly detect
ChatGPT content,
Google probably can
too.
21. AI Content | A Cautionary Tale
• Published brand new niche site
• Scraped relevant People Also Ask
questions & used GPT3 API (not ChatGPT) to
answer across ~10k URLs
• Added a few links from other sites
34. CREATED A NEW SITE-WIDE SIGNAL
The “unhelpful content” classifier
35. If the majority of site content is
“unhelpful”,
a site-wide ranking demotion is
applied
…even for “helpful” content.
36. actually
What
means:
SEO spam
“In search of content with little
value, low-added value, or that
is not particularly helpful”
speak
What the classifier looks for…
37. The (un)helpful content
classifier:
• Is automated
• Uses machine learning
• Runs continuously
• Is not a manual action
• Can affect a site at any time
• Can be “lifted” after unhelpful content is
removed
61. Shifting consumer behavior
• Trading down
• Reticence to invest in high-ticket items or
services
• Investing in products and services for
longevity
62. In a world gone mad…
Major layoffs
Thanks
ChatGPT!
Zoom = crime
against
humanity
Cookies
go away
Robots
take over
RECESSION!
UK does
something...
again
Big news from
Antarctica
Elon buys
Google
Lily in NYC
> 2 weeks
63. At the beginning of the pandemic, how
many of you had to reduce media spend?
64. In the last 6 months,
how many of you or your clients have pulled back
on media investment?
67. Outcomes
Results from many
companies who did
not pull back spend &
increased investment
How long it took
companies that
pulled spend by 50%
to return to pre-
recession sales
revenue
How long it took
companies that
pulled all media
spend to return to
pre-recession sales
revenue
72. “Nearly 40% of Gen Z prefers
using TikTok
& Instagram for search over
Google.”
– Prabhakar Raghavan,
SVP, Google
73. In late 2022,
TikTok launched an
UK ad campaign
positioning it as a Google
replacement
74. •Access to Gen Z & Millennials
•Competitive pricing, possibly better ROI
•Expansive reach and unparalleled
engagement
•Clunky UI
•Rollout?
TikTok Search Ads – The Future?
77. Core marketing
principals
& process
Enabled
Technologies for AI
& ML
Skilled People
Manu-Automation
Strategic Marketers + Machine learning = Results
Intelligent Delivery
This powerful combination
maximizes digital spend for the
highest ROI.
78. Invest in Landing Page Experiences
• Personalize the user experience
• Ensure landing page fulfills the
promise of the ad
• Prioritize by conversion potential
/ volume
79. Takeaways
• Don’tstop investing insearch
• Get abetterconversion throughoffline conversion
trackingandintegration
• Algorithmic biddingis your friend,aslong as you
havequalitydata
• Optimizewithascalpel, not asledgehammer
82. GSC keyword data for paid search keyword expansion / remarketing
Sharing is Caring
83. Organic & paid overlap & expansion
opportunities
• Multi language keyword
expansion
• Identify and prioritize
keywords too expensive for
paid search but able to rank
organically
84. Organic & paid overlap & expansion
opportunities
• Sharing top performing search
ads and top titles &
descriptions
• GMB listings
85. Top content / organic landing
pages
•Remarketing to top
content/SEO ranking pages
with specific ad copy related
to content
•Drive them to more
conversion friendly landing
pages
86. We're working with the same search demand…
Measure & Analyze
•If both align, it's likely a marketplace / demand challenge
•If one or the other is markedly different, paid media challenge
