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Your Search Diet - How Not to Over EAT

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Like being healthy in life, being healthy in business requires balance and a full understanding of the elements involved.

Published in: Marketing
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Your Search Diet - How Not to Over EAT

  1. 1. @jennyhalasz YOUR SEARCH DIET HOW NOT TO OVEREAT JENNY HALASZ
  2. 2. @jennyhalasz CRASH DIETS VS. THE PLATE METHOD •Short term gains •Unhealthy •Poorly balanced •Leave little energy https://janemcewan.wordpress.com/2014/12/08/do-crash-diets-work/
  3. 3. @jennyhalasz CRASH DIETS VS. THE PLATE METHOD •Long term success •Healthy •Well balanced elements •Vitality https://janemcewan.wordpress.com/2014/12/08/do-crash-diets-work/
  4. 4. @jennyhalasz Search Focus Business Focus Long term success Healthy Well balanced elements Vitality
  5. 5. @jennyhalasz WHERE GOOGLE IS VS WHERE THEY WANT TO BE
  6. 6. @jennyhalasz CARBS VS LINKS https://ketoschool.com/the-43-health-benefits-of-ketogenic-dieting-in-addition-to-weight-loss- 1e4ee4743f1f
  7. 7. @jennyhalasz
  8. 8. @jennyhalasz BEST CONTENT STILL ISN’T SEEN IF TECHNICAL ELEMENTS ARE BROKEN
  9. 9. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Expertise • Authors • Credentials
  10. 10. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Author Value = original reporting = known authors = bios/bylines (use Google News guidelines)
  11. 11. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Credentials = cited in other areas = links to certifications
  12. 12. @jennyhalasz
  13. 13. @jennyhalasz https://blog.google/products/search/original-reporting/
  14. 14. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Authority • Links • Mentions
  15. 15. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Links = PageRank = Hubs and authorities
  16. 16. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Mentions = Nofollow links = Known brands = Recency/buzz
  17. 17. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Trust • Accessibility • Quality • Reputation • Content relevance
  18. 18. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Accessibility = ALT text = mobile friendly = few interstitials/ads = FAST
  19. 19. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Quality = Site architecture = Redirects = Few technical errors
  20. 20. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Reputation = Reviews = Ratings
  21. 21. @jennyhalasz WHAT IS EAT AND HOW IS IT MEASURED? Content relevance = TF-IDF = Word2Vec = BERT
  22. 22. @jennyhalasz
  23. 23. @jennyhalasz
  24. 24. @jennyhalasz BERT = PRE-TRAINING OF BIDIRECTIONAL ENCODER REPRESENTATIONS FROM TRANSFORMERS https://www.blog.google/products/search/search-language-understanding-bert/
  25. 25. @jennyhalasz BERT = NLP + MACHINE LEARNING https://www.blog.google/products/search/search-language-understanding-bert/
  26. 26. @jennyhalasz
  27. 27. @jennyhalasz BERT 1 in 10 searches will use BERT 1 in 7 searches have never been done before https://www.youtube.com/watch?v=0eKVizvYSUQ&feature =youtu.be
  28. 28. @jennyhalasz
  29. 29. @jennyhalasz
  30. 30. @jennyhalasz WHAT IS NOT PART OF E-A-T? ACCURACY CONSENSUS BIAS
  31. 31. @jennyhalasz ACCURACY READ: https://www.seroundtable.com/google-content-accuracy-is-a-ranking-factor- 28353.html
  32. 32. @jennyhalasz CONSENSUS Source: “leaked” Google documents published on Project Veritas
  33. 33. @jennyhalasz BIAS
  34. 34. @jennyhalasz BIAS
  35. 35. @jennyhalasz HOOFBEATS? HORSES, NOT ZEBRAS
  36. 36. @jennyhalasz HOOFBEATS? HORSES, NOT ZEBRAS
  37. 37. @jennyhalasz BALANCE WHAT YOU E-A-T E-A-T Public Relations Ads Customer Service Social
  38. 38. @jennyhalasz THANK YOU! Jenny Halasz @jennyhalasz jenny@jlh-marketing.com jlh-marketing.com This presentation is copyright of JLH Marketing, Inc. and may not be used or duplicated without permission.

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