Stop focusing on link building and focus on being a better company and you will get links. Presentation discussing ongoing Trends in the search industry and strategies you should implement to perform better.
Started doing online marketing when Myspace was still cool... If you are still using it… it’s not cool anymore… Tom’s not really your friend. Speaking at PubCon for the last 5 or so years Im VP of marketing and head SEO strategy at Hive Digital --- do technical audits, consulting, etc..I work daily to help clients leverage their products/services to do good in the world…
Think about how much data we give Google just by using their search service Not to mention we use them everywhere! Great publication – NextDraft had a headline the other day.. …. Google just launched one of everything!
Trusted with making life/death decisions for us… Reminding me when my anniversary is.. Fixes all my typos Self driving cars Self flying planes
They can make mistakes.. As they are sadly learning from humans… even the shitty ones.. Which is why Tay turned into a misogynistic racist with sex fetishes..
RankBrain Better interpreting of user signals and meanings Most spam when Obvious to Us… really obvious to them
What is your biggest challenge with SEO?
Links, Content, Budget, Google, Keyword Data, Spam Technical Implementation, Competitors are better than you?
We can easily exhaust ourselves focusing on all the aspects of SEO… I had a trainer… obviously not any time recently… but he would tell me.. If you aren’t “out of breath”, you aren’t working hard enough.
You can’t half do things.. Not just talking about trying really hard..
Simple black box…. At least in concept.. Query – Natural Language Processing and Topic Modeling to find filter by relevance Authority – Citations, Validators, Brand Sentiment/Strength, Social Signals, Relational Authority Polished – Trending Topics, CTR data Personalized - Location, Search History,. Penalty Application – Removing spam, etc..
We aren’t in Kindergarten anymore, so there are no “A” for effort grading scale. You and/or your clients must be fully committed to being the absolute best at what you do. To succeed in SEO. Learn how to be the answer… for everyone of your customers across every demographic and use case for your product/service.
You are competing with at least thousands of other businesses… and you can’t fake it anymore. How do sites get real links? They worked really hard, and had some LUCK.
Luck principle - Listen-Understand-Connect-Know your users Geoff Ables – Author of “The Luck Principal”.. Mostly talks about CRMs.. I think it applies here..
We are teaching machines to ask and answer “ What is real?”
Hundreds of search signals.. and there is no such thing as an on/off switch.. EVERYTHING IS RELATIVE! From a machines perspective.. Do you deserve it?
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you&apos;d feel comfortable explaining what you&apos;ve done to a website that competes with you, or to a Google employee.
I view the guidelines like a speed limit sign.. Everyone speeds a little.. And the thresholds before getting “busted” varies on where you are, or what vertical you are in..
Low volume of linking from different types of sources Making sure your content and links answer all the ‘w’… who what when where why how..?
Have to change with the times.. Have to experiment Be better…
Will Hunting – The future of search is wholly dependent upon our working together. Google’s algorithm is one of the most complex algorithms in the world.. designed/maintained by an incredibly talented team of intellects/ engineers. No one SEO person or agency has all the answers… it is a black box we poke that returns some data we can use for predicting best practices. As search marketers we understand the challenges our industry faces, and we quickly come together to solve these problems. This is why I love Pubcon and appreciate all of you being a part of the future of SEO!
Dr. Travis Bradberry – CoAuthor of Emotional Intelligence 2.0
Get Real - PubCon Vegas 2016
Stop Focusing on Links
Focus on Getting Real
…and links do follow
What Do Your Links Say About You?
• Links from major news/publications…. You are worthy
• Links from old content…. You are an improvement
• Links from fresh content…. You are present/timely
• Links from broken link building… You replace old
• Links from resource link building…. You are useful
Image Credit: www.steve-dale.net/
Be Smart… Evolve