I outline 5 key changes in technologies and trends which are changing the landscape of search. Some of these trends are here now, but some are trends which will emerge in the next 12-24 months.
The term “Typography” comes from Greek words: “typos” (form) & “graphe” (writing). Easily the nemesis for most people - as a subject of understanding and application as well. This is my feeble attempt at explaining the very basics of "typography", its history, characteristics, terminology and best-practices.
The term “Typography” comes from Greek words: “typos” (form) & “graphe” (writing). Easily the nemesis for most people - as a subject of understanding and application as well. This is my feeble attempt at explaining the very basics of "typography", its history, characteristics, terminology and best-practices.
Yesterday the 11th of June 2015, the User Experience department took us down the exciting path of fonts and typography.
Facilitated by Crystal Chijindu, we came to realize the importance of Typography as an intricate element of design and idea development.
Have a good read and don't forget to share.
The exposure triangle in photography is definitely not a triangle with an eye in it. This guide will walk you through the triangle, and how it is fundamental for every photographer - https://xlightphotography.com/exposure-triangle-photography/
A brief Introduction to AI and its applications in Gaming. Talk was at "Advances & Research Challenges in the Applications of AI in Gaming, Medical Imaging and Bio-Informatics"
Design Principles: The Philosophy of UXWhitney Hess
The visual principles of harmony, unity, contrast, emphasis, variety, balance, proportion, repetition, texture and movement (and others) are widely recognized and practiced, even when they aren’t formally articulated. But creating a good design doesn’t automatically mean creating a good experience.
In order for us to cultivate positive experiences for our users, we need to establish a set of guiding principles for experience design. Guiding principles are the broad philosophy or fundamental beliefs that steer an organization, team or individual’s decision making, irrespective of the project goals, constraints, or resources.
Whitney will share a universally-applicable set of experience design principles that we should all strive to follow, and will explore how you can create and use your own guiding principles to take your site or product to the next level.
How to Spot a Bear - An Intro to Machine Learning for SEOTom Anthony
Machine Learning is becoming a more and more important part of everything Google does, but can seem quite inaccessible to learn about.
This presentation doesn't try to teach you how to do ML, but focuses instead on showing you the types of problems that ML can address, how Google have used it previously, and how they might use it in the future.
Getting your site to rank is obviously important. But what about the rest of the search result? Google has a preference towards certain types of content that it would even entertain showing in a search result for your brand. In order to make the most of this, content marketing has to extend outside your fully controlled domains. The best places to extend into depend on the vertical you are in. Aaron will be using this knowledge to look at ways to create sustainable content marketing campaigns that actually work for the client.
Yesterday the 11th of June 2015, the User Experience department took us down the exciting path of fonts and typography.
Facilitated by Crystal Chijindu, we came to realize the importance of Typography as an intricate element of design and idea development.
Have a good read and don't forget to share.
The exposure triangle in photography is definitely not a triangle with an eye in it. This guide will walk you through the triangle, and how it is fundamental for every photographer - https://xlightphotography.com/exposure-triangle-photography/
A brief Introduction to AI and its applications in Gaming. Talk was at "Advances & Research Challenges in the Applications of AI in Gaming, Medical Imaging and Bio-Informatics"
Design Principles: The Philosophy of UXWhitney Hess
The visual principles of harmony, unity, contrast, emphasis, variety, balance, proportion, repetition, texture and movement (and others) are widely recognized and practiced, even when they aren’t formally articulated. But creating a good design doesn’t automatically mean creating a good experience.
In order for us to cultivate positive experiences for our users, we need to establish a set of guiding principles for experience design. Guiding principles are the broad philosophy or fundamental beliefs that steer an organization, team or individual’s decision making, irrespective of the project goals, constraints, or resources.
Whitney will share a universally-applicable set of experience design principles that we should all strive to follow, and will explore how you can create and use your own guiding principles to take your site or product to the next level.
How to Spot a Bear - An Intro to Machine Learning for SEOTom Anthony
Machine Learning is becoming a more and more important part of everything Google does, but can seem quite inaccessible to learn about.
This presentation doesn't try to teach you how to do ML, but focuses instead on showing you the types of problems that ML can address, how Google have used it previously, and how they might use it in the future.
Getting your site to rank is obviously important. But what about the rest of the search result? Google has a preference towards certain types of content that it would even entertain showing in a search result for your brand. In order to make the most of this, content marketing has to extend outside your fully controlled domains. The best places to extend into depend on the vertical you are in. Aaron will be using this knowledge to look at ways to create sustainable content marketing campaigns that actually work for the client.
Consumer search behaviour is complex.
You perform multiple searches on multiple devices over multiple days; where everything you see and experience, in the SERPs and beyond, influences your brand preference and purchase decisions.
Traditional funnel analysis and marketing models do a poor job of measuring and managing this ecosystem.
We need to re-think the way we talk about, measure and manage SEO if we want bigger budgets, integrated strategies, and to win big - and we need to move fast; some of the world's biggest companies are already beating us to it.
Distance from Perfect: Marketing w/ the Human AlgorithmIan Lurie
We spend a lot of time chasing algorithms: Google, Facebook, Bing and others. What if, instead, we chased the one constant, consistent algo? The human algorithm: We're evolved to detect distance from perfect. Shorter DFP is better. This presentation talks about how to use DFP, and how it can help with your marketing.
SearchLove London 2015 | Talia Wolf | Emotional TargetingDistilled
Imagine being able to truly understand your customer on an emotional level and translate that knowledge into revenue. Take your optimisation tactics to the next level and learn everything you need to know to tap into your customer's emotional triggers and unlock the missing link to increasing your revenues.
SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email...Distilled
Discover which key lifecycle stage-specific campaigns can and should be automated. In this session Tamara will guide us through how to get started with lifecycle email campaigns, by sharing examples and best practices, and of course how to avoid those common pitfalls.
SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Dri...Distilled
Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.
SearchLove London 2015 | Larry Kim | 10 Crazy Paid Facebook & Twitter Adverti...Distilled
Learn unusual tips, strategies and processes for getting 10-1000x more value from paid campaigns on Facebook and Twitter, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales - using tiny budgets of $50 per campaign. You'll gain critical insights into how the different algorithms really work, including Relevancy Score (Facebook) and Quality Adjusted Bids (Twitter). A must see for content, social media and PPC marketers alike.
SearchLove London 2015 | Will Critchlow | Practical Tips for the Future of ...Distilled
Having seen the changes from Google and observed the changes in our own behaviour, you may now be trying to figure out what to do differently to prepare for the future. Will has you covered, from making the most of new ranking factors and understanding what place apps and deep linking have in your plans, to creating content for mobile. This session will focus on the real-world changes you should be making right now to your web presence and campaigns.
The overlap of SEO and PR has been happening for years. The nice thing is our PR brethren have been doing this for years and can teach us some really awesome things. In this presentation from SearchLove London 2015, get tons of tools and tips to help with your SEO program.
Next Era of SEO: A Guide to SEO Split-TestingTom Anthony
SEO focused A/B Testing or Split-Testing is fast becoming an important new technique for digital marketers. This deck explains why it is important, and how you can do it.
Designing Creative Content: How visualising data helps us seeVicke Cheung
The feeling you get from finally coming up with a workable idea is one of lightness and relief. That is, until you realise that’s just half the battle; the arduous journey of deciding on an execution still lies ahead. This is as much about what story you want to tell, as it is about visual design.
This presentation delves behind the scenes of actual case studies and projects with a particular focus on answering the why, what, and how of data visualisation.
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
SearchLove San Diego 2017 | Will Critchlow | Knowing Ranking Factors Won't Be...Distilled
Under Sundar Pichai, Google is doubling down on machine learning and artificial intelligence, and they're not the only ones. The impact of the robot revolution will not be limited to the ranking of search results, and the impacts on the job market are the subject of endless speculation. Will has been researching the parts of our digital marketing jobs that computers can do better than we can. In this talk, he'll explore the boundaries of human and computer capabilities and show you how to combine the strengths of both.
SEO has changed a lot over the last two decades. We all know about Google Panda & Penguin, but did you know there was a time when search engine results were returned by humans? Crazy right? We take a trip down memory lane to chart some of the biggest events in SEO that have helped shape the industry today.
How does an Irish coffee sound about now? If you wanted to enjoy one right now, and didn’t know where to go, would you type a query into a search engine, or speak into your smart phone?
Search is undergoing dramatic changes taking it away from a focus on keywords and websites, towards conversational search and app indexes. In this presentation Distilled discusses the ways search is fundamentally changing including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data driven search.
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016Bridget Randolph
Mobile has been an important channel for a while now, and given recent developments like app indexation and accelerated mobile pages as well as the addition of new types of devices like wearables and smart tech, understanding how this fits into the bigger search marketing picture is more crucial than ever! This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search could be heading.
Presented at KahenaCon in Jerusalem, May 26h 2013: http://www.kahenadigital.com/kahenacon/
Here I review some of the changes in Search and SEO that we've seen over the last few years. I identify 4 trends which are important for the SEO community to be thinking about as we move forward.
Intelligent Personal Assistants & New Types of SearchTom Anthony
A quick look at some of the new types of queries we may see as Intelligent Personal Assistants (IPAs) take off, and which provide a big future opportunity in post-PageRank search.
SearchLove Boston 2016 | Will Critchlow | The Emerging Future of SearchDistilled
Will is going to discuss the ways that Distilled believes search is fundamentally changing, including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data-driven search.
SearchLeeds, Tom Anthony 'The next trilion searches: Intelligent personal ass...Branded3
Distilled's Tom Anthony looks at 'The next trilion searches: Intelligent personal assistants' in his presentation for SearchLeeds 2016. With a degree in Computer Science Tom works on a variety of secret projects at Distilled from developming novel forms of reporting to trying to predict which new technologies will impact the Search Industry.
Technologies that will change the Future of SearchTom Anthony
From Hummingbird to Hyper-Local mapping, from Conversational search to Context, from Bitcoin to Beacons... There are so many new technologies arriving which are changing the way people search, what they expect from search and how the search results are presented to them, that it is easy to believe that SEO is going to be in for a turbulent couple of years.
This session will look at some technologies, from those that are starting to get established through to those that aren't yet available, and discuss the possible impacts these might have on both search and SEO.
The internet was founded on the principle that information should be open -- that everyone can build together. But we’ve come a long way in how the web looks and operates. Even as millions of websites and billions of people have come online, access to content is increasingly controlled by a handful of powerful corporations like Google, Facebook and Apple. These giants collect and silo our data, leading to questions about users’ privacy, consent and access.
Is the vision of an open web losing to big names? Can we defend the open web and save it for the future? Join Dries Buytaert in a discussion about the web’s evolution, how we can put the power of the internet back into the hands of the people, and how you can prepare your organization, including:
-What the open web and closed web are, and why the open web is potentially in danger
-A brief history of the web as it relates to the open and closed web
-The 3 major trends that are driving the web today and why we can’t ignore them
-The impact the open web is having on your organization and how to prepare
Jon Moser's edSocialMedia Webinar: Going Mobile: How it Pertains to Social Me...edSocialMedia
Jon Moser, President and Founder of finalsite, is passionate about web trends and strategies that impact the education field. In this edSocialMedia webinar, Moser discusses how an organizations' websites should be optimized for mobile consumption. Topics include: just how mobile are we, social media on a mobile device, school website functionality, design revision for a new world, and more.
This presentation discusses the growth of mobile applications, and how incorporating QR codes into a marketing mix can prove to be highly effective. Great examples of uses of QR codes in a variety of applications.
An introduction to HTTP/3 - with trucks!Tom Anthony
HTTP/3 can help improve the performance of your site, but it quite difficult to understand. This deck gives you an accessible top level introduction to both HTTP/2 and HTTP/3.
This guide extends the HTTP Truck analogy that I introduced in this blog post: https://www.brainlabsdigital.com/marketing-library/the-intro-guide-to-http-2-for-seos/
Originally aimed at an SEO audience for the SMX Advanced conference, but it should be accessible to anyone.
HTTP/2 can help improve the performance of your site, and is a technology SEOs should have an understanding of. This deck gives you an accessible top level introduction as an SEO. Presented at SearchElite in London 2018.
HTTP/2 can help improve the performance of your site, and is a technology SEOs should have an understanding of. This deck gives you an accessible top level introduction as an SEO.
An introduction to HTTP/2 & Service Workers for SEOsTom Anthony
SEOs need to have a base understanding of how the web works, which should include an understanding of HTTP2 and Service Workers. In this session Tom outlines the main things that SEOs need to understand.
SEO Tests on Big Sites & Small - What Etsy, Pinterest and Others Can Teach UsTom Anthony
There is an increasing necessity to properly test SEO changes. Here Tom outlines how Google's use of user signals and the increasing complexity of their algorithm make a purely 'best practice' approach no longer viable.
By using a hypothesis model (similarly to CROs) for SEO, you can improve how effective your recommendations are. You can use SEO AB-testing to then measure the impact of those recommendations.
3 New Techniques for the Modern Age of SEOTom Anthony
Tom talks about three areas that will effect SEO over the coming months and years. SEO split-testing is something that is immediately actionable for most SEOs. Machine Learning is something SEOs shouldn't learn, but should understand enough so they can leverage ML based platforms. Finally, Hub & Spoke business and technology architectures will mean SEOs may want to start thinking about optimisations being an input or output method, so they can apply previous learnings to new technology channels.
Using a data-driven split-testing (A/B testing) methodology for SEO is a huge opportunity to make considerable (and measurable) improvements in organic search performance. It is a viable and achievable option for most teams.
Intelligent Personal Assistants, Search & SEOTom Anthony
A look at the impact that Intelligent Personal Assistants, such as Google Now, Siri, Cortana, Facebook M and Hound may have on the way people search and how we do SEO.
Beacons and their Impact on Search & SEOTom Anthony
This deck is a quick introduction to iBeacons, Google's Physical Web and Eddystone projects and discusses how they may impact search and SEO. Presented at SMX Munich.
The way search engines work over the last decade has changed, as they begin customising the way results are presented and refined based on the context or topic of that search.
Ever more are searchers being given a direct answer without landing on a website. This will mean that businesses thinking about SEO need to be thinking about the future and how to position themselves.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
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
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
15. My vision when we started Google 15 years ago was
that eventually you wouldn't have to have
a search query at all.
SERGEY BRIN
GOOGLE
16. FACT
Explosion of implicit signals is leading to more
complex queries and more granular results.
QUESTION
Which implicit signals could impact searchers
trying to find your clients?
29. FACT
Queries are no longer single expressions of
intent followed by static responses.
QUESTION
What compound queries might your
visitors be trying?
38. FACT
Intent is not just ‘better keywords’; it is determined
from implicit signals and across multiple queries.
QUESTION
Do you know which landing pages serve which
intents on your site?
57. FACT
Direct answers and cross device search are driving us
towards a ‘data driven’ model where cards are key.
QUESTIONS
Is your data accessible to Google?
Why should Google choose you as a data source?
73. FACT
We will increasingly search both personal and
public indexes via a single interface.
QUESTION
How can we prepare to be the most useful source
from a personal assistant app’s perspective?
76. Intent is more than just ‘keywords done better’;
consider the implicit signals and compound queries.
Data Driven Search is coming;
start considering what steps to take to prepare.
The rise of ‘Personal Assistants’ is an opportunity;
optimise on another axis (that isn’t PageRank based).
1
2
3
- 5 trends - the fire ants of the search
No tactics. No strategic insights. Will!
Paraphrase Dr. Pete
3 very related and already established
Interconnected - tried to pull them apart.
2 which are not here yet.
- Oldest of the trends I identified.
- Foundation of others.
- What does this person want?
- What would satisfy their search?
- More info. Suddenly easy.
- Implicit signals form ‘context’.
Already prompts questions:
How does this fit into a keyword research model?
Search ‘kinkos’ or ‘kinkos downtown san diego’?
Your know your phone knows your location, so don’t express it.
Shift in search behaviour.
These are some potential implicit signals.
User’s expect Google to know: location, device, language, search history.
One thing I’m interested in is what other implicit signals might we see.
Am I hungry? Am I tired?
- Have I just finished a workout?
- What am I doing right now?
- In fact - they may already know whether you are walking, cycling or driving.
- Then whole class of Hyper-local signals
- Google Physical Web & iBeacon
- Menus in restaurant- power/accuracy/indoors
- Bus stops
- Whackier one….
- What could prevent Google reading signs?
- Expect this trend to continue…
- Implicit outweighing the explicit.
- Google Now aims here.
- Entirely implicit searches.
To wrap up this section.
We do loads of keyword research for the explicit side of the side of the search query.
Another point, implicit signals allow you ‘intercept’ a search before it becomes active. Beacons outside your restaurant, or Google Now integration.
Challenge you with this question.
Discussed the implicit signals
On the flip side - the way we express the explicit signals is changing.
- Before I start this I want to ask a question.
What is a search query?
What is it made up of?
Typically we think of it like this.
Then what happens when you make a second query?
Second query - start over. New query.
‘cooking books’ -> ‘vegetarian cooking books’
- Hummingbird & Natural Language.
- Not an update. The foundation of something.
- It is what allowed Google to do things like… :click:
- Intent revision query.
- Second query was dependent upon first.
- Let’s look at another type of compound query.
- Chained query.
- Second query dependent on the first, but was in addition to it, rather than a revision of it.
How do you do KW research for that?
Rankings?
- Trend extends beyond just Google.
- A new Google Now competitor some of you may have seen.
- Notice how fast it is?
This is a compound query. I’m calling this a ‘nested query’.
Lets look at another example…
Multiple compound queries all at once.
Impossible to answer this query by taking you elsewhere - to a website
Draw a parallel between compound queries and faceted navigation.
Compound queries & natural language
- Cross website
Most of you will have heard about so I just want to touch on this one really quickly.
- Example from Rand. Great example.
- We already understand that Google’s understanding of keywords has advanced hugely in last decade.
- Next generation of searchers
- Trend to intents is more than just ‘keywords done better’
- The Implicit Search Signals & Compound Queries all play into this.
- Compound query -> Intent
Without the first search for Mario…
It is what is on the screen that used to help determine intent.
- Google on a mission to determine your intent in unexpected ways.
- For Google contextualisation for determining intent is a core focus.
- Implicit signal -> Intent
- Not just ‘keywords done better’
We serve user intents, not keywords.
Keywords capture only one part of the picture now.
Map landing pages to intents, then backwards to keywords.
Challenge - which pages which intents.
Discussed the 3 established trends.
Now 2 which I think are coming in next 12-24 months.
Lets start with…
10 blue links are long dead.
‘web search’ has not been ‘search for web pages’
Siri - answers many queries with an ‘answer box’
more and more types of query
- Google Now is the same.
- in assistant apps a ‘web search’ is a failure mode
App indexing: when we do see blue links:
The destinations are no longer always websites!
We are seeing this shift away from web pages.
I do not think it stops at apps.
- What are we shifting towards?
Lets start at this trend.
Research from Google (from 2012) shows people move from device to device.
People start things on a phone then move to a laptop etc.
Technologies like ‘hand off’ are fuelling this trend.
Start browsing and searching on laptop
On the bus I pick where I left off, on my phone
Distilled office
Holiday search on iPad on sofa.
Throw to the TV.
Then we also have this trend
- Have you noticed you are seeing more and more cards?
New UI paradigm
- Google Now, Twitter, Inbox, Siri and various places.
UI Paradigm - but they abstract presentation from data
Cards are units of data
This card represents this block of JSON-LD.
Cards can then be moved from device to device.
They can take on a display appropriate to the new screen or device.
- Adapt larger displays & beginning to see card like interfaces on desktop too.
Richard Baxter wrote an article, anticipating Google mobile become more like Google Now, with cards.
Last week Google rolled this interface out.
Google adopting cards more heavily! More and ore places.
- Where will the data for these cards, for these answers, come from?
- knowledge graph
data partnerships
doesn’t scale
- everything else?
It is going to come from us.
From our clients.
Already happening - featured snippets
They are learning to pull structured data from unstructured pages.
Will will talk about that.
Only works for static content - not calculators or live data.
Revisit this faceted nav scenario.
Imagine a compound query pulling via a data driven fashion via single interface
”Show me TVs” - “Just show me the 4K TVs.” - “Just the 40 inch TVs”
Displayed via cards: screen and device independent. Moved around.
Amazing for users.
Not sure we will see this exactly like this, but all the evidence points to the trend.
Will is going to discuss some tactical stuff to prepare.
Challenge - why you? Why should you ‘rank’?
This trend is the haziest for me, but wanted to include it as is interesting.
In last example I might search in a faceted fashion - single interface across sites.
This single interface is interesting
What Google - more sense when framed this way
- Nest acquisition, Driverless cars
Not going to talk about ultimate assistant, but there is a stepping stone we’ll see first.
Have you ever tried this?
Search using Google not only outward, but also your own data.
- Another example
Old classic - where are my keys?
You can now ask where is my phone and make your phone ring.
Using the same interface to find other devices or objects.
Another angle from which interfaces are converging.
October last year Google announced Inbox
New way to do your email
….with cards!
:: CLICK QUICK:: What’s interesting about it…
Google also allows Structured Markup for emails now
It enables emails to become ‘units of data’
It allows you to to be presented as cards, via Google’s main search interface.
Can also create Google Now cards using this markup.
Google enabling methods to feed from email into the single interface.
You can already do searches for some emails
Imagine as more and more emails are Machine Readable.
Already a better interface - natural language email search
Ultimate Assistant - one interface (Google, Siri, Cortana, Facebook’s M, Hound)
Search in one interface:
web, apps, your photos, your calendar, your emails, answers
Competing against more than just the web.
Once everything piped into one interface - they can make suggestions etc. (you’ve made reservations here before)
So much of the algorithm is now Machine Learning based.
Ranking Factors are no longer hand crafted.
Google Team can’t give you a check-list anymore.
We need to optimize for what the ML algos are optimizing for.