SEO course & services in Ghaziabad | Advanced seo Course in Ghaizabad |Search...SEO Master LLC
Digital Marketing Paathshala(DMP) is devoted to educating professionals in the field of Digital Marketing. We enable professionals to execute efficient campaigns, drive higher ROI and competitiveness in a global jobs market
Search Engine Optimization Ranking FactorsGerry Grant
SEO – How to use Social Media for search engine optimization success.
Search Engine Optimization Workshop by Gerry Grant – Search-Optimization.com
| Microsoft Store | Orange County California
Discussion of the balance in SEO (search engine optimization) and how it applies to your website and your digital marketing strategy.
Presented by Allison Kulage, President of Bare Knuckle Marketing, Inc. at the 2011 Bloggy Conference in Cincinnati.
For more info on our digital marketing packages, custom workshops, or if you'd like to hire Allison to speak at your next conference or event, contact us at www.bareknucklestrategy.com or at 513-402-2735.
Begin to learn how to manage and analyze bit data from ground zero to become a hero in a big data and analytics world in order to better utilize data asset in understanding customers, business, and the world around us. Our data scientists will share their stories about how they battle with large-scale data. You will learn a way to build and improve analytics capability within your organization
SEO course & services in Ghaziabad | Advanced seo Course in Ghaizabad |Search...SEO Master LLC
Digital Marketing Paathshala(DMP) is devoted to educating professionals in the field of Digital Marketing. We enable professionals to execute efficient campaigns, drive higher ROI and competitiveness in a global jobs market
Search Engine Optimization Ranking FactorsGerry Grant
SEO – How to use Social Media for search engine optimization success.
Search Engine Optimization Workshop by Gerry Grant – Search-Optimization.com
| Microsoft Store | Orange County California
Discussion of the balance in SEO (search engine optimization) and how it applies to your website and your digital marketing strategy.
Presented by Allison Kulage, President of Bare Knuckle Marketing, Inc. at the 2011 Bloggy Conference in Cincinnati.
For more info on our digital marketing packages, custom workshops, or if you'd like to hire Allison to speak at your next conference or event, contact us at www.bareknucklestrategy.com or at 513-402-2735.
Begin to learn how to manage and analyze bit data from ground zero to become a hero in a big data and analytics world in order to better utilize data asset in understanding customers, business, and the world around us. Our data scientists will share their stories about how they battle with large-scale data. You will learn a way to build and improve analytics capability within your organization
Kathryn Strachan, Managing Director of Copy House Ltd., explains some of the foundational concepts of Search Engine Optimization (SEO). Get a quick glimpse into important SEO concepts like:
What is SEO & why it matters
Keyword research & mapping
Important areas of on-page optimization
SEO tools
How to continue learning about SEO
What is schema markup and how does it benefit your business. Martha van Berkel walks you through how to create a schema markup strategy and then provides and example to explain the process. She outlines the tools to use in the schema markup process and the pro's and cons of each.
Social Media: Podcasting, Blogging and Social NetworkingDawn Yankeelov
This is an overview talk regarding the state of social media on Aug. 19, 2009 by Aspectx, delivered to guests of One Southern Indiana, and Indiana Small Business Development Centers.
Digital Marketing Pillar by Anuj Tanwar Anuj Tanwar
Learn Digital Marketing by Anuj Tanwar , which include all pillars of Digital marketing - SEO , PPC , web analytics , website developement , Social media Marketing , black hat marketing, email marketing, influencer marketing, affiliate marketing and proximity marketing
Search EngineOptimization - 26 feb 2016LearnxLab.com
Search Engine Optimization SEO is a process of getting visitors or search engine users to your website through the organic or free search results of a search engine such as Google, Bing and Yahoo, etc.
Career Website Analytics - Webinar by J Walter Thompson INSIDEJWTINSIDE
The first in a series focusing on analytics, this presentation explores the what, how, and why of Career site analytics. Not sure where to start? We’ll provide a general overview of resources such as Google Analytics and Hotjar. How they work and what each are best used for.
Already have analytics set up but finding the data overwhelming? We’ll share key areas to focus on and discuss how insights can be used to strengthen relationships with candidates, and the performance of your site.
Understanding Media Analytics and ReportingJWTINSIDE
Tune in for the second installment of our three-part series on analytics. Focusing on paid media analytics and reporting, this webinar is covering everything from common terms and useful tools to the importance of optimizations and more.
Not sure what your goals should be? We’ll discuss benchmarks and expectations by media type. Unfamiliar with the technical side of things? We have plenty of expertise to share. It’s all part of getting your organization on the right track.
Branding Every Touchpoint: Bringing Your Culture to Your CandidatesJWTINSIDE
You have a strong company culture, but are you conveying it correctly to your candidates? While many organizations have strong internal branding and messaging that their current employees are familiar with, many struggle with giving potential employees a peek into that culture through job postings, recruiting sites, employer social media channels and career sites. We’ve partnered with Indeed to talk through ways in which companies can ensure their brand’s messaging is consistent and attracts candidates who are not only qualified, but the right cultural fit.
Access the video recording here: http://u.jwtinside.com/bring-culture-to-candidates/
This is from the Business Accelerator Marketing Academy. This takes an in depth look at on-page and off page ranking factors for Search Engine Optimization. It also introduces you to a few tools that are available. We also introduce Google Analytics, how to navigate the platform and read the data.
Rob Garner on Google Personalization, SMX Toronto March 2010Rob Garner
iCrossing VP of digital strategy Rob Garner's presentation at the Search Marketing Expo in Toronto, Canada, covering the nuances of Google personalization, and what it means to marketers.
Regardless of the size of your web site, effective search engine optimization (SEO) is critical to the success of your business. However, the landscape for SEO continues to evolve rapidly and it’s challenging for marketers to adapt and keep up with the latest changes. In this presentation that was given to the International Association of Business Communicators of Northeast Ohio, Cleveland Clinic Director of Digital Marketing Scott Mowery shares insights on:
▪ What are the factors you should prioritize when optimizing a site for search engines?
▪ What are best practices for finding and fixing SEO problems with your site?
▪ What are tools that you should be using to implement your SEO strategy and measure success?
▪ How do social media and mobile devices impact SEO efforts?
▪ How do I improve my company’s visibility in local search listings?
▪ How do you get your entire organization to buy-in to search engine optimization?
In this webinar hosted by DeepCrawl, we take a look at how clickstream data - from the SERPs through to checkout - can be analyzed to form predictions around the optimal customer journey. We dig into how the predictions can be utilized to optimize sites and apps to more fluidly guide customers from point of entry to conversion. We also review how understanding your crawl budget and the factors that impact which of your site's pages are indexed are all critical to creating a valid model to optimize your content for increased conversions.
SEO Training Masterclass by Siddharth Lal, Bruce Clay India for DMAasiaSid Lal
Siddharth Lal presents an SEO Training Masterclass for DMAasia in Delhi, India. This Search Engine Optimization presentation includes:
SEO fundamentals
Advanced Google Commands That Marketers Will Love
The Importance of Content for ranking websites
5 Tools Data Hungry Digital Marketers Will Love. These tools will help you uncover secrets of your competitor websites.
It also includes Voice Search and Vernacular Content.
Being proficient at SEO fundamentals is essential to ranking high on Search Engine Results Pages, however, most businesses don't follow best practices for technical, content, off-page, and keyword optimization for SEO performance
Kathryn Strachan, Managing Director of Copy House Ltd., explains some of the foundational concepts of Search Engine Optimization (SEO). Get a quick glimpse into important SEO concepts like:
What is SEO & why it matters
Keyword research & mapping
Important areas of on-page optimization
SEO tools
How to continue learning about SEO
What is schema markup and how does it benefit your business. Martha van Berkel walks you through how to create a schema markup strategy and then provides and example to explain the process. She outlines the tools to use in the schema markup process and the pro's and cons of each.
Social Media: Podcasting, Blogging and Social NetworkingDawn Yankeelov
This is an overview talk regarding the state of social media on Aug. 19, 2009 by Aspectx, delivered to guests of One Southern Indiana, and Indiana Small Business Development Centers.
Digital Marketing Pillar by Anuj Tanwar Anuj Tanwar
Learn Digital Marketing by Anuj Tanwar , which include all pillars of Digital marketing - SEO , PPC , web analytics , website developement , Social media Marketing , black hat marketing, email marketing, influencer marketing, affiliate marketing and proximity marketing
Search EngineOptimization - 26 feb 2016LearnxLab.com
Search Engine Optimization SEO is a process of getting visitors or search engine users to your website through the organic or free search results of a search engine such as Google, Bing and Yahoo, etc.
Career Website Analytics - Webinar by J Walter Thompson INSIDEJWTINSIDE
The first in a series focusing on analytics, this presentation explores the what, how, and why of Career site analytics. Not sure where to start? We’ll provide a general overview of resources such as Google Analytics and Hotjar. How they work and what each are best used for.
Already have analytics set up but finding the data overwhelming? We’ll share key areas to focus on and discuss how insights can be used to strengthen relationships with candidates, and the performance of your site.
Understanding Media Analytics and ReportingJWTINSIDE
Tune in for the second installment of our three-part series on analytics. Focusing on paid media analytics and reporting, this webinar is covering everything from common terms and useful tools to the importance of optimizations and more.
Not sure what your goals should be? We’ll discuss benchmarks and expectations by media type. Unfamiliar with the technical side of things? We have plenty of expertise to share. It’s all part of getting your organization on the right track.
Branding Every Touchpoint: Bringing Your Culture to Your CandidatesJWTINSIDE
You have a strong company culture, but are you conveying it correctly to your candidates? While many organizations have strong internal branding and messaging that their current employees are familiar with, many struggle with giving potential employees a peek into that culture through job postings, recruiting sites, employer social media channels and career sites. We’ve partnered with Indeed to talk through ways in which companies can ensure their brand’s messaging is consistent and attracts candidates who are not only qualified, but the right cultural fit.
Access the video recording here: http://u.jwtinside.com/bring-culture-to-candidates/
This is from the Business Accelerator Marketing Academy. This takes an in depth look at on-page and off page ranking factors for Search Engine Optimization. It also introduces you to a few tools that are available. We also introduce Google Analytics, how to navigate the platform and read the data.
Rob Garner on Google Personalization, SMX Toronto March 2010Rob Garner
iCrossing VP of digital strategy Rob Garner's presentation at the Search Marketing Expo in Toronto, Canada, covering the nuances of Google personalization, and what it means to marketers.
Regardless of the size of your web site, effective search engine optimization (SEO) is critical to the success of your business. However, the landscape for SEO continues to evolve rapidly and it’s challenging for marketers to adapt and keep up with the latest changes. In this presentation that was given to the International Association of Business Communicators of Northeast Ohio, Cleveland Clinic Director of Digital Marketing Scott Mowery shares insights on:
▪ What are the factors you should prioritize when optimizing a site for search engines?
▪ What are best practices for finding and fixing SEO problems with your site?
▪ What are tools that you should be using to implement your SEO strategy and measure success?
▪ How do social media and mobile devices impact SEO efforts?
▪ How do I improve my company’s visibility in local search listings?
▪ How do you get your entire organization to buy-in to search engine optimization?
In this webinar hosted by DeepCrawl, we take a look at how clickstream data - from the SERPs through to checkout - can be analyzed to form predictions around the optimal customer journey. We dig into how the predictions can be utilized to optimize sites and apps to more fluidly guide customers from point of entry to conversion. We also review how understanding your crawl budget and the factors that impact which of your site's pages are indexed are all critical to creating a valid model to optimize your content for increased conversions.
SEO Training Masterclass by Siddharth Lal, Bruce Clay India for DMAasiaSid Lal
Siddharth Lal presents an SEO Training Masterclass for DMAasia in Delhi, India. This Search Engine Optimization presentation includes:
SEO fundamentals
Advanced Google Commands That Marketers Will Love
The Importance of Content for ranking websites
5 Tools Data Hungry Digital Marketers Will Love. These tools will help you uncover secrets of your competitor websites.
It also includes Voice Search and Vernacular Content.
Being proficient at SEO fundamentals is essential to ranking high on Search Engine Results Pages, however, most businesses don't follow best practices for technical, content, off-page, and keyword optimization for SEO performance
Whether you have an established website, are launching a new one or seeking ideas for a redesign, how do you know what works best for increasing conversions? Does user experience design interfere with your search engine marketing strategies? What design changes can you make now that will bring an instant conversions lift? This fun session provides tips, tools and action items to build a successful website that both search engines and your visitors will love.
SEO for Small Business (or as We Like to Call It: Online Community Building)Joseph Skibbie
Small Businesses are under attack - what used to be achieved with a business card is now requiring brochures, websites, and multiple social media channels. If a targeted strategy isn't used from the beginning, the benefits to Search Engine Optimization will be negligible. A targeted strategy incorporating web, content, eNotice, social, and paid will allow for climbing the Search Engine Results Pages (SERP's) over time. Use the outlined strategy framework to focus your efforts will make the difference in your small and midsize enterprise.
9 Steps to Search Engine Optimization (SEO) SuccessScott Mowery
Scott Mowery, Digital Marketing Manager at Cleveland Clinic, presented search engine marketing tips at the Sales and Marketing Executives (SME) of Cleveland Professional Development Day on Feb. 12, 2013.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
2. Whatis
SearchEngineOptimization
The practice of increasing the quantity and quality
of traffic to your website through organic search
engine results via improvements in content, links,
user experience, and technical site structure.
The Boring Explanation
3. I forge
global fame
T h e M y s t e r i o u s E x p l a n a t i o n
Powerful
Ominous
May be a double-edge sword…
6. Today’sGoogle is
complicated
M u l t i - a l g o r i t h m i c
Content algorithms
Link algorithms
Technical structure
With much more:
UX, Domains, by Industries, by Intent,
by Device, etc.
Multifactorial
Machine learning
Neural networks
Time-based
Offline processes
12. MicahFisher-Kirshner
Work Life Personal Life
• 10+ years doing SEO
• Director of SEO & Content @
Turn/River Capital
• President & Founder @
BayAreaSearch.org
• Econometrics background
• Modern nerd
• High school buddy of your professor
(unfortunately)
14. Necessityof
good models
S t e p - b y - s t e p
Transparent
Methodological
Industry expertise
Deferential
Data collection
Interaction effects
Interpretations
Categories
Visualizations
Reviews
34. Missing
features
W o r k i n g w i t h w h a t y o u h a v e
Costly analyses
Missing tools
Large uncertainties
Company priorities
Need to be heard more?
Need more enticing copy?
Need to improve what is important?
Need clarity in what you do?
37. Each havetensof factors
y = ... + 𝜷2a(exact phrase title tag) + 𝜷2b(title tag length) + 𝜷2c(order in
title tag) + 𝜷2d(brand name used) + 𝜷2e(title tag relevance) + 𝜷2f(exact
phrase h1) + 𝜷2g(exact phrase largest font) + 𝜷2h(h1 relevance) +
𝜷2i(largest font relevance) + 𝜷2j(exact phrase body copy) + 𝜷2k(BM25
score) + 𝜷2l(Flesch-Kincaid readability) + 𝜷2m(exact phrase first 100
words) + 𝜷2n(exact phrase URL) + 𝜷2o(URL relevance) + 𝜷2p(exact
phrase title tag * order in title tag) + 𝜷2q(exact phrase title tag * largest font
* URL) + 𝜷2r(exact phrase title tag * BM25 score) + ... + 𝜺
Hi and thank you for having me here today to talk about SEO & Statistics in a business world setting, particularly around optimizing for Google’s search engine.
So first a simple introduction into what SEO, search engine optimization is. The boring explanation on it is that it is a field of marketing where we work to increase the quantity and quality of search engine traffic to one’s website from the non-paid, aka organic, search results through the use of optimizations around content, links, user experience, and technical site structure.
https://searchengineland.com/guide/seo
The more mysterious explanation is that /I forge global fame/ which just sounds so much more _powerful_, _omnimous_, but may be a double-edge sword
But really, I just spend my days helping people ranking higher for their articles or product pages.
With that intro out of the way, let’s open our books to Chapter 1 on how SEO needs data science… that’s how you do this in class, right Mike?
Historically Google used to claim that it had a very complicated and heavy algorithm, but honestly, it mostly came down to having enough links with the right anchor text dictating what would rank highly on Google, hence this cartoon’s joke.
Today, that is certainly no longer the case as Google really has developed a multi-algorithmic system that uses many of the recent advances in statistics. It is multifactorial, uses machine learning, even now using neural networks, takes a time-based approach on a number of processes that have sometimes had to be done offline and later pulled back in. And these systems are used across the numerous areas of what we look at with SEO: Content, Links, the Technical Structure of a website, and much more (UX, Domains, and whether by industries, intent, devices, etc.). Let’s take a quick look into this to understand where this is used and provide a better understanding of the work SEO has to go through to determine what it going on with a website on Google.
One of the most well-known and first machine learning systems was used around content, nicknamed Panda, that determined at scale what sites were low quality. Here’s an example page of what would create a low-quality site if this was constant across the website. Imagine you had typed in “blue bicycles” on Google and landing on this page here, tell me what do you find frustrating, lacking, or odd about this?
So, I’m looking for an actual blue bicycle, not a design of that one a bed sheet, so the relevance of this page is way off, but also that there is only one result, providing a poor choice of products, especially on a color that probably hues more towards green than a really blue color. And if a website was filled with a lot of this kind of junk, Google was able to determine that this website should, overall, be downgraded across its search results.
https://www.searchenginejournal.com/google-algorithm-history/panda-update/
https://www.seo-theory.com/google-panda/
The link focused machine learning system, called Penguin, came out after to determine at scale who were likely violating Google’s guidelines by artificially buying links. Imagine Google, upon crawling the web, finds a number of webpages with a pattern like this article here. What do you notice that seem out of place?
So, you have an article talking about health and getting fit with random sets of links talking about pay day loans. And if you see this consistently going to the same website over and over, the likelihood is that this is a purposeful-driven campaign by the site to boost their own rankings. How do they know that part? *shrugs* Its probably why they later modified this algorithm to just ignore the links instead.
https://webmasters.googleblog.com/2012/04/another-step-to-reward-high-quality.html
Annoying ads are often the bane of the Internet, and the amount was getting too much for even Google, forcing it to develop an algorithm that could determine based on what showed above the fold, whether there were too many ads being displayed and penalizing those pages from showing up on Google as users became frustrated with trying to find out where the main content really was.
https://www.searchenginejournal.com/google-algorithm-history/page-layout/https://webmasters.googleblog.com/2012/01/page-layout-algorithm-improvement.html
One of the more recent advances, and personal favorite of mine, is Google finally getting to understand the importance in the use of prepositions with user’s intent. In this example, they were finally able to recognize that the “to” here meant that this was a Brazilian looking for a visa to travel to the US rather than vice-versa. Something that, to humans, is relatively simple, but required the use of neural networks to finally begin solving.
Interestingly, unlike most of their major changes, this was one of those that SEOs like myself could do nothing about optimizing, because it was about developing a better set of search results based on the actual user intent vs based on finding better results by factoring in what matters more on a website.
https://blog.google/products/search/search-language-understanding-bert
For our final example, Google stays relevant by recognizing that the majority of users now use some form of a mobile device when browsing the Internet. As such, it developed systems that separated out factors that mattered on the mobile, but not the desktop, such as font size, and size of ads allowed.
https://www.searchenginejournal.com/google-algorithm-history/mobile-friendly-update/
So, a little segway to why I’m here today talking about SEO and Statistics. I’ve been doing SEO for over 10 years and the Director of SEO and Content at Turn/River Capital, a growth equity firm based in San Francisco focused heavily on using data to help our portfolio companies grow. I’m also the Founder and President of BayAreaSearch.org, an SEO meet-up association based in San Francisco as well.Personally, I have an econometrics background with a Master’s from UCSD and as you can probably guess from the photo here, I’m a bit of a nerd loving anything complicated. Oh, and I’m a high school buddy of your professor.
Alright, let’s jump into the use of good data science with SEO and the things we need to keep in mind.
Given the complications in today’s world with Google, it really requires the step-by-step process of having good models with data collection, interactions, interpretations, categorization of factors, visuals, and reviews, all of which founded upon being transparent and methodological working in conjunction with those in the industry while being deferential in how we talk about what we find. Let’s go into why this is the case.
To the class here, why is it important, in general and in SEO, for us to have the right data collection? What themes do you think are important with collecting data?
Well, we need to make sure that what we collect is consistent, i.e.: are we looking at mobile or desktop results – because Google varies the rankings on that. We need to make sure that we’re doing this over a time period instead of a one-time snapshot as blips in the data can happen.
Source quality with where we get our data is very important as well, especially if we find that many of the variables are poorly correlated, which can affect our model and interpretations thereafter.
For an example on device differentiation and why it is important to highlight that different, here’s how the query looks on the desktop and how it differs on the mobile device. We see two pages from the same site and even a video set of results higher up on mobile than we do on the desktop, suggesting different user intents as well.
And, depending on our query terms, we have to keep in mind why it is important to run it repeatedly over time – if we use the example of Halloween school masks, well, what you’re looking for when it gets close to Halloween does dramatically differ and is something that Google takes into account as a result.
So, jumping to the interactions that matter, what might be some areas in business that affects your view of those companies? What might be some online areas that Google might use to approximate this?
Well, on the positive side, if you are seen as an authority in the space, knowing what you are talking about, this would be an area that Google wants to capture positively. The same goes for whether you’ve created a known brand, if people expect to see you come up for a certain topic, Google needs to make sure it accounts for that.
On the flip side, if you are doing any kind of legal or guideline violations and just doing a lot of spam, it has to have ways to develop factors to account for this and reduce your ability to win out for doing such nefarious tactics.
What can that look like? Well, on the branding side – if you’re well known as a college for international relations such that users are commonly searching for the brand plus the phrase, with topics highlighting it in a positive way, it may be a function of how Google will try to include it in a set of options when you start looking for the generic phrases like getting a Master’s in International Relations…
Nonetheless it behooves us to think critically about what our interpretations really are of the data. What kind of problems have you noticed with analysts on data and what examples do you think might play a part in the SEO industry?
Generally, your interpretations need to be reasonable, or at least backed up with an extraordinary amount of proof otherwise, and especially you will always need to double-check that you haven’t put in an endogeneity, where a causal factor actually affects the independent one you’re trying to solve for.
Plus, there are always some kind of outliers, large sites often can get away with doing more of good or bad things because they have a larger pool to work with. And if you’re looking at fairly esoteric topics, there may just not be enough information out there to really develop good algorithms around.
So, let’s talk about our critical thinking skills, because this has occurred sadly too often in the SEO industry on these kinds of topics, heavily leading to this kind of “it must be aliens” mentality without thinking what may really be playing a part. For example, a belief that social shares matter when it may just be the external links gained afterwards that impacts your rankings. Or that you have data problems with what attribution model you’re using given the lack of resources put into your model.
doppelganger
And really, whether what you’re modelling is applicable to the real-world. A real-world query for buying university clothing against a random string of letters is not going to generate a comparable effect of what you’re trying to analyze. The type of data that goes into Google’s algorithm requires a lot of content or information behind it and if it’s new or esoteric, the algorithms being used will in turn differ.
Then there’s the need to understand whether what has been analyzed works across different categories – grouping by how often a query has been searched to how high up on Google a query is. Further when bucketing into subsets the users’ intent behind the query matters, and all that would need to be determined especially if you come up against the dreaded heteroskedasiticity issue of data that fans outwards.
To give you an idea of what I mean by user intents: a user looking for software will have a set of pages and features that differ from one looking for information. Let me ask you, what do you expect to see on a page when looking for software vs looking for information?
And with positions as a potential group, well, the deeper you go on Google, the more things fluctuate moving about as people don’t often go that deep which may mean that different algorithms play a part past the first page of Google. And this has created a classic joke within the SEO community that the best place to hide a dead body is page two of Google.
Now, data analysis is only a part of what you are doing with data science – how you properly display your work makes a huge difference in understanding your points. What do you think are areas that matter when it comes to showing you work?
We can basically break it down into two parts: Your graphs, where scatterplots and your error ranges are shown and your numbers, where you use proper regression layouts and notes about confidence your confidence intervals.
So your terminology matters greatly – unfortunately within our industry, there’s been an abuse of the use of “highly” and “significant” when referencing basic correlation studies of “0.2” and less. All because they feel the use of Pearson’s coefficient and an analysis from that is sufficient to call it.
The reason we see that in the SEO world is that there aren’t data scientists with knowledge of SEO (or partners with good SEOs) – so we get these kinds of results claiming causations or reasons for what factors lead to rankings based off one to one correlations. But leaving aside any knowledge of SEO, what are some issues with these three graphs?
Well, as I mentioned before we see low correlation numbers being tossed out as highly significant, or just omitted entirely under a nebulous “important/not important”, to customized graphs where you spend 30 minutes just trying to understand what they are trying to get across.
Which leads us to the final important theme today, getting your work reviewed! What are the things and reasons for getting your work reviewed?
Well, being validated through peer reviews showcases you did your work correctly as well as making sure you avoid overfitting your data to make it work versus letting the data speak for itself. But it also helps to be used for a predictive measure, assuming that what you’ve created is consistent as well as reusable for others to leverage going forward. And there’s more to consider….
Good reviewed works avoids getting embarrassed. We had a prominent industry folk nearly a decade ago present a correlation study showing that there was a correlation with Facebook Share data only to be slapped down in the next session saying they don’t even see that data in the first place. Reputation matters when it comes to what you do, which means you need to dot your ‘i’s and cross your ‘t’s
And there’s the ethical component to consider for yourself and the industry. Unfortunately, a lot of SEO does involve thoughts about how to get links to get my site to rank higher for my desired queries without considering the negative impact they are doing within and without the industry by pushing bogus studies that promote themselves as being so accurate because it analyzed a million results.
And we’ve only really talked about Google today, mainly because most Americans use it. Yet, that in of itself can be a selection bias depending on what you’re analyzing. Be honest, who here uses Bing over Google? Few/None, well, what’s the demographics behind that? Young, techy, and highly educated. Which can lead to problems when you’re trying to analyze claims of bias without taking that into account on politically sensitive topics.
All that together still doesn’t fully grasp the difficulty that comes with doing data science in SEO.
We often have to work with what we have because of missing features. Yes, we’re working to determine what websites need – be it being heard more, better enticing copy, improving what is supposed to be important, or being clearer in what a website does. However, it is costly with the tools we have, and unfortunately we still after over a decade of doing SEO, don’t have all the tools we really need to do a real job of analyzing Google, which of course means large uncertainties, and in a business environment, projects with uncertainties become a lower priority.
So let’s tie it back to some simplistic math and what one would ideally want to do with studying how something ranks on Google for SEO – a linear regression with interaction effects.
We would need separate areas for each major area that we optimize for, obviously including by device, intent, etc. not shown here.
And determine within each area, such as the Content one here, how many of those factors we think matters in order to build the model we are trying to “hack” in to.
Yet, as I mentioned, the tool sets early on were small and even as more have emerged, the right kind of tools still don’t really exist. I use this example for the marketing technology landscape as an exaggeration of what has been going on, because more tools are out there and choice paralysis and understanding which ones to use does make it difficult without that industry expertise.
But again, most of us fell into being SEOs, few with advanced degrees, much less ones around statistics, so that makes it difficult for the field to expand in the ways that we really need to do proper analyses.
https://outspokenmedia.com/seo/survey-results-educational-background-of-digital-marketers-seos-revealed/
Fortunately, that is changing – that frustration is being turned around with a new group of developer-focused SEOs building open-source automations in Python or R to help supplement what is missing. And that’s where data science comes in to help really build out these new tools and analyze what is really going on behind the scenes with Google – all of course to help improve the user experience of what users want when searching on Google.
https://github.com/jamesaphoenix/Python_For_SEO/https://www.semrush.com/blog/python-content-briefs-seo/
https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/
https://canonicalized.com/log-file-analysis-seo/
Thank you for your time today and feel free to follow me around the web if interested under my moniker: micahfk