Presentation from Ian Miller's BrightonSEO talk April 2015 - Context is King: looking beyond keywords - how you can help search engines rank your content. Ian is CEO at digital agency Crafted, which specialises in web and software development, search marketing, conversion rate optimisation (CRO) and user experience (UX).

1. @craftedmedia www.crafted.co.uk
Context is King
Looking beyond keywords – how you
can help search engines rank your content
Ian Miller - CEO

2. What is context?

3. E X P E R I E N C E B E T T E R
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Context. It’s necessary.

4. E X P E R I E N C E B E T T E R
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Google is only just starting to understand the details

5. 3 pillars of context

6. On site

7. On site On page

8. On site On page In moment

9. On site context

10. What plan are you building to?
publicdomainarchive.com

11. Traditional

12. Interconnected

13. Hubs provide support

14. Greater than the sum of its parts

15. Content position – in 2004

16. On page context

17. Warning – nerd alert

18. Synonyms, semantics and entities

19. Schema

20. What language do you use?

21. Images can have a context too

22. Knowledge-based Trust Score

23. E X P E R I E N C E B E T T E R
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Terminology to explore
• Term frequency–inverse document frequency (TF-IDF)
• Entity salience
• Semantic distance
• Co-citation
• Latent Semantic Analysis
• Phrase-based indexing / information retrieval
• Corpus

24. E X P E R I E N C E B E T T E R
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Not everything is right. Or right now.

25. E X P E R I E N C E B E T T E R
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It’s all about the mix

26. E X P E R I E N C E B E T T E R
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The shape of things to come

27. E X P E R I E N C E B E T T E R
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Not just Google – Booklamp.org

28. In moment context

29. Mobile-first experiences

30. Hummingbird changed everything and nothing

31. Query chains

32. How we search has changed

33. Timeliness

34. Research

35. It’s about the idea
publicdomainarchive.com

36. In summary

37. What do you want them to buy?

38. On site On page In moment

39. E X P E R I E N C E B E T T E R
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Further reading
• http://googleblog.blogspot.co.uk
• http://googleresearch.blogspot.co.uk
• https://plus.google.com/+ResearchatGoogle/posts
• http://www.seobythesea.com
• http://lsa.colorado.edu
• http://text-tools.net
• http://www.thoughtly.co/blog/
• http://googleresearch.blogspot.co.uk/2014/08/teaching-machines-to-read-between-
lines.html
• http://www.isoosi.com/blog/hummingbird-the-opposite-of-long-tail-search.html
• http://www.washingtonpost.com/blogs/the-switch/wp/2014/10/14/this-week-in-tmi-22-
percent-of-teens-use-voice-search-while-theyre-in-the-bathroom/

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Tel. 01473 213 222
hello@crafted.co.uk
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Thank you
@craftedmedia
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