This document discusses artificial intelligence (AI) and its growing role in content creation. It provides examples of how AI systems like GPT-3 can be used to generate blog introductions, company bios, and home pages. However, AI is limited in its ability to check facts, demonstrate originality or creativity, and understand tone of voice and style. Google has also announced updates cracking down on unoriginal content. Therefore, content writers may need to focus more on editing AI-generated content, writing style guides, and storytelling with first-hand expertise to prove the value of human work.
Tasked with a content audit? It can seem impossible when you have thousands of URLs to sift through alone. But in this talk, Lucy will provide actionable steps on how to do a content audit, walking you through what to cull and what to keep, plus providing methods to quickly break down pages by different search intents to simplify your work. Built on past experience, Lucy will also offer advice on how to get clients on board with your content audit, plus top tips to get your recommendations implemented.
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
Tasked with a content audit? It can seem impossible when you have thousands of URLs to sift through alone. But in this talk, Lucy will provide actionable steps on how to do a content audit, walking you through what to cull and what to keep, plus providing methods to quickly break down pages by different search intents to simplify your work. Built on past experience, Lucy will also offer advice on how to get clients on board with your content audit, plus top tips to get your recommendations implemented.
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
Content Prioritisation: Approaching infinite opportunities with finite resour...Colebrook
I take a look at the common blockers that get in the way of content strategies and how a content prioritisation model can help remove them. Originally presented at Brighton SEO in October 2022.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
Results Are Good - So Why Do Clients Really Leave?SophieBrannon
In this talk, Sophie will discuss the importance of understanding clients happiness, and the importance of communication and client management/expectation management/reporting/showing value. This will include poll data from the industry and interesting insights from both agency and in-house!
The Ultimate Maturity Audit _ Brighton SEO.pdfGrace Frohlich
Maturity Audit framework which determines a site’s organic maturity in an industry. She will take you through the 7-step process and how you can use this to identify the greatest opportunities for your site. She will also show you how to use this to develop strategies and keep stakeholders in the loop.
David vs Goliath: The rise of sustainable fashion against fast fashion giants
Slides from BrightonSEO October 2022.
This talk covered the rise of sustainable brands against fast fashion giants. Opening with a brief intro into the David vs Goliath principle and how that can be aligned to online retail today.
This talk was a comparison of the ecommerce space, specifically fast fashion and its impact socially, environmentally and lastly online.
Providing SEO "stones" to use against the Goliath of your industry.
brightonSEO - Stress Is Contagious Don't Catch It From Your ClientsKathryn Monkcom
Agencies are made up of people. Client teams are made up of people. And people have A LOT of emotions. Juggling other people’s fears, needs and stresses is exhausting and yet, if you care about your work, you do it every day.
You’ll leave this talk with psychologically-backed coaching techniques you can use in your professional interactions to stop other people’s drama clouding your judgement and affecting your mood at work and at home.
How to put together a search strategy for a new categoryAmir Jirbandey
Initially presented at Brighton SEO 2022 - this case study goes through the journey of a startup putting together a paid and organic search strategy for a solution category that hasn't existed before.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
[BrightonSEO October 2022] On-page SEO: from intention to conversionFelipe Bazon
In this talk from BrightonSEO October 2022 you will learn how to use the Conversion Index, Topical Authority and the Skyscraper Technique to really optimise for the user.
Data Pitfalls - Brighton SEO - Katie Swann.pptxKatieSwann5
We always hope to see our digital PR campaigns take off, but sometimes they can take off in the worst way.
From inaccurate data to misleading headlines, there are plenty of ways that we can fall into data-related pitfalls.
I explore some of the most common data dangers and how to avoid them so your campaigns don’t end up on the wrong side of digital PR Twitter, keeping you and your clients happy!
News SEO: Why we’ve de commissioned AMP - Brighton SEO September 2021Daniel Smullen
AMP is no longer a requirement of the top stories carousel on Google. And with the introduction of page experience as a ranking factor, this talk intends to provide insights into behind the scenes of a major news publisher de-commissioning AMP. Revealing what happens to top stories performance as well as the pros and cons of the AMP framework for publishers as well as it’s future in a new page experience world in News SEO.
Extreme Makeover: Site Architecture EditionKavi Kardos
Website architecture is a vital component of search marketing that's often overlooked, either because it's not recognized as an issue, it's considered a "dev problem," or it's just too scary to tackle. But implementing a simplified navigational structure and intuitive internal linking gives users a more delightful experience and ensures comprehensive crawling of your site, no matter its size. I'll walk you through the process that Corporate Finance Institute used to audit, restructure, and significantly prune an aging resource library of more than 6,000 URLs, and how I used the project as an opportunity to educate and earn buy-in from internal teams. This is a repeatable strategy with practical takeaways for SEOs as well as content marketers, developers, writers, and marketing executives with resources to allocate. Presented at brightonSEO in April 2023.
Shalaka Pawar, Viola Mendonca & Pooja Soni have brought out the entire history of Google’s Panda & Penguin updates to its search algorithm through this presentation. It talks about how they have affected the search industry as a whole, and how SEO agencies have had to constantly improvise (& cleanse for that matter) their strategies, as Google aims to make its algorithm more intelligent.
SearchLove London 2014 - Becoming a Digital Super-HeroAde Lewis
Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
Content Prioritisation: Approaching infinite opportunities with finite resour...Colebrook
I take a look at the common blockers that get in the way of content strategies and how a content prioritisation model can help remove them. Originally presented at Brighton SEO in October 2022.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
Results Are Good - So Why Do Clients Really Leave?SophieBrannon
In this talk, Sophie will discuss the importance of understanding clients happiness, and the importance of communication and client management/expectation management/reporting/showing value. This will include poll data from the industry and interesting insights from both agency and in-house!
The Ultimate Maturity Audit _ Brighton SEO.pdfGrace Frohlich
Maturity Audit framework which determines a site’s organic maturity in an industry. She will take you through the 7-step process and how you can use this to identify the greatest opportunities for your site. She will also show you how to use this to develop strategies and keep stakeholders in the loop.
David vs Goliath: The rise of sustainable fashion against fast fashion giants
Slides from BrightonSEO October 2022.
This talk covered the rise of sustainable brands against fast fashion giants. Opening with a brief intro into the David vs Goliath principle and how that can be aligned to online retail today.
This talk was a comparison of the ecommerce space, specifically fast fashion and its impact socially, environmentally and lastly online.
Providing SEO "stones" to use against the Goliath of your industry.
brightonSEO - Stress Is Contagious Don't Catch It From Your ClientsKathryn Monkcom
Agencies are made up of people. Client teams are made up of people. And people have A LOT of emotions. Juggling other people’s fears, needs and stresses is exhausting and yet, if you care about your work, you do it every day.
You’ll leave this talk with psychologically-backed coaching techniques you can use in your professional interactions to stop other people’s drama clouding your judgement and affecting your mood at work and at home.
How to put together a search strategy for a new categoryAmir Jirbandey
Initially presented at Brighton SEO 2022 - this case study goes through the journey of a startup putting together a paid and organic search strategy for a solution category that hasn't existed before.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
[BrightonSEO October 2022] On-page SEO: from intention to conversionFelipe Bazon
In this talk from BrightonSEO October 2022 you will learn how to use the Conversion Index, Topical Authority and the Skyscraper Technique to really optimise for the user.
Data Pitfalls - Brighton SEO - Katie Swann.pptxKatieSwann5
We always hope to see our digital PR campaigns take off, but sometimes they can take off in the worst way.
From inaccurate data to misleading headlines, there are plenty of ways that we can fall into data-related pitfalls.
I explore some of the most common data dangers and how to avoid them so your campaigns don’t end up on the wrong side of digital PR Twitter, keeping you and your clients happy!
News SEO: Why we’ve de commissioned AMP - Brighton SEO September 2021Daniel Smullen
AMP is no longer a requirement of the top stories carousel on Google. And with the introduction of page experience as a ranking factor, this talk intends to provide insights into behind the scenes of a major news publisher de-commissioning AMP. Revealing what happens to top stories performance as well as the pros and cons of the AMP framework for publishers as well as it’s future in a new page experience world in News SEO.
Extreme Makeover: Site Architecture EditionKavi Kardos
Website architecture is a vital component of search marketing that's often overlooked, either because it's not recognized as an issue, it's considered a "dev problem," or it's just too scary to tackle. But implementing a simplified navigational structure and intuitive internal linking gives users a more delightful experience and ensures comprehensive crawling of your site, no matter its size. I'll walk you through the process that Corporate Finance Institute used to audit, restructure, and significantly prune an aging resource library of more than 6,000 URLs, and how I used the project as an opportunity to educate and earn buy-in from internal teams. This is a repeatable strategy with practical takeaways for SEOs as well as content marketers, developers, writers, and marketing executives with resources to allocate. Presented at brightonSEO in April 2023.
Shalaka Pawar, Viola Mendonca & Pooja Soni have brought out the entire history of Google’s Panda & Penguin updates to its search algorithm through this presentation. It talks about how they have affected the search industry as a whole, and how SEO agencies have had to constantly improvise (& cleanse for that matter) their strategies, as Google aims to make its algorithm more intelligent.
SearchLove London 2014 - Becoming a Digital Super-HeroAde Lewis
Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'Distilled
Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.
SEO for Enterprise: Stuff You Can Do Yourself!Adam Audette
SEO is dead. But is it? Well, it doesn't matter anyway because in the enterprise we have NO TIME and NO RESOURCES anyway. Well, this deck is here to save you. Here are about 9 things you can do yourself without the need for anyone else. Get after it.
I broke what? Taking over maintenance on existing (well loved) projects, by B...T. Kim Nguyen
Taking over maintenance of an existing open source application can be a scary prospect yet exciting and fun at the same time. I want to talk a little bit about how I ended up taking over maintenance of WebOb a Python HTTP request/response library that is used heavily by a huge variety of projects.
Length: Long Talk
Target Level: Beginner
Target Audience: Integrator, User, Developer
SEO is often misunderstood and misrepresented, especially by those in the PR, communication and journalism fields. Because of this, SEO often gets left out of social media and, therefore the growing sector of content marketing, strategy and development. As content marketing becomes a growing part of social media (and PR), this presentation will solidify SEO’s importance to communication professionals as well as ways to integrate SEO into existing processes.
Your organization has lots of data, but what makes sense to visualize? What data is going to have the most impact? What are your goals - are you trying to increase awareness, motivate donations or other actions? We'll explore the many different types of data that your organization likely consumes and produces - from financial data to program data to issue research data. We'll learn how different types of data are, can, and should be used to support your organizational goals. This session will give you the solid grounding to help you think strategically about visualizing your data.
Big Content, Small Teams: Content Creation For The Real WorldIan Lurie
Content creation is the bane of every marketer: Expectations are high, demands are unrealistic, and time and resources are scarce. But consistent, useful content is a marketing cornerstone. In this presentation, learn how you can make more of fewer resources and still create assets that support your marketing strategy.
Talking to machines, listening to people - Gordon Plant Nomensa
World IA Day Bristol 2017
Linguistic User Interfaces like Alexa and Google Assistant look set to become widespread in homes and perhaps other environments too. What does this mean for Information Architects and User Experience professionals used to working with Graphic User Interfaces? What new skills will we need to develop to make conversational interactions both usable and pleasurable?
Joined up Marketing Thinkery. How to automate your businessAndrew Balerdi
How to automate your business. Andrew's great talk delivers a historical look at automation and you can place into your business he hope that you:
You love automation and want to marry it…
You can see the application of automation and will implement it straight away…
You are intrigued and want to know more
Similar to Content writers: will AI take your job? (20)
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
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.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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
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.
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
48. THE HELPFUL CONTENT UPDATE
Google is cracking down on content
that isn’t unique…
49. “If you search for information about a new
movie, you might have previously
encountered articles that aggregated
reviews from other sites without adding
perspectives beyond what’s available
elsewhere on the web. This isn’t very
helpful if you’re expecting to read
something new. With this update, you’ll see
more results with unique information, so
you’re more likely to read something you
haven’t seen before.”
50. WHAT WE KNOW…
The update is
site-wide.
Sites with lots of
AI content could
be penalised!
61. 61
WE MAY WRITE
MORE TONE
OF VOICE
GUIDELINES
WE MAY USE IT MORE
TO COME UP WITH
IDEAS BASED ON
EXISTING DATA
62. 62
WE MAY WRITE
MORE TONE
OF VOICE
GUIDELINES
WE MAY
HAVE TO
PROVE
OUR
WORTH…
…which is
why we must
never stop
learning.
63. USEFUL
RESOURCES
•Hemingway App makes
sure your content isn’t
overly wordy
•Clearscope or Frase can
help with themes
•100 Ways to Improve
Your Writing by Gary
Provost
•This Is Why You Suck at
Writing by Katie Lingo
65. ADD A FOOTER 65
DO:
Check your facts
Cite your sources
Stick to Google Quality
Guidelines
Use tools to help you…
66. ADD A FOOTER 66
DON’T:
Ask and not answer
qs
Use one link only
Churn out loads of AI sh*te
Ignore the benefits of AI
Forget the past!
67. Keep in touch 😘
@katielingoyork
www.katielingo.co.uk
Editor's Notes
TERMINATOR IMAGE
Because when we were at the last BSEO, people kept asking us, but don’t you just use AI to generate content?
Who remembers the creepy Dall-E pictures? It’s being talked about…a lot. We have the bad, the long, the good…and more and more and more and more.
https://www.babbel.com/en/magazine/will-ai-replace-writers
Works off the inputs that humans give it
First documented case in 1953 with a rule-based love letter generator
Various other cases through the 70s and 80s taking the ‘Turing Test’
Then GPT3 came along and changed everything!
ACTUALLY NOT VERY ARTIFICIAL AT ALL – ALL BASED ON HUMAN INPUTS, JUST AS YOUR WATCH LEARNS YOUR SLEEPING PATTERNS ETC. IT’S CALLED ‘DEEP LEARNING’.
CHANGE PICTURE
https://www.babbel.com/en/magazine/will-ai-replace-writers
Works off the inputs that humans give it
First documented case in 1953 with a rule-based love letter generator
Various other cases through the 70s and 80s taking the ‘Turing Test’
Then GPT3 came along and changed everything!
CHANGE IMAGE
CHANGE IMAGE. LAUNCHED BY OPEN AI IN 2020, FOUNDED BY ELON MUSK BUT LARGELY FUNDED BY MICROSOFT WHO PAID FOR THE LICENCE. (CHECK THIS) USES DEEP LEARNING TO DRAW FROM HUGE DATASETS.
CHANGED PICTURE TO PILE OF BOOKS. Trained on English language Wikipedia and millions of books
Parameters – nodes have weighting. If I say who is Winston Churchill – I have two nodes. One says carrot, one says WW2. WW2 will be used in 5% of cases, so it’s more heavily weighted than carrots. So the next logical decision would be to go for the WW2 parameter, so it helps to predict what the next node is based on this weight. With 175 billion parameters, we have a far more finely tuned data set.
Trained on English language Wikipedia and millions of books
CHANGE PICTURE
We signed up to Jasper (and then got charged £400 for the privilege because they had a 5-day, not 7-day trial, the bastards). We were quite impressed with the range of options, and this was only the lower-tier package.
https://www.babbel.com/en/magazine/will-ai-replace-writers
Works off the inputs that humans give it
First documented case in 1953 with a rule-based love letter generator
Various other cases through the 70s and 80s taking the ‘Turing Test’
Then GPT3 came along and changed everything!
INITIALLY QUITE IMPRESSED
INITIALLY QUITE IMPRESSED
INITIALLY QUITE IMPRESSED
Now I’ll admit I went into this slightly pig-headedly and at times didn’t take it seriously. So I inputted sex tips for virgins, made the audience teenage boys, and asked the tone of voice to be friendly. The result? Ouch. ‘Keep reading for more information.’ ‘In this blog post, we’ll discuss some tips for virgins’ – spot the keyword stuff! Pretty cringey and hardly indicative of the tone we want to take.
On a side note, here is one of the first organic results – and we can see here it’s a different kettle of fish. Definitely written by a human.
OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
This is the classic case of a machine misunderstanding the brief, basically failing the Turing ‘can it think’ test. But in seriousness, when we have it more information, it didn’t do a half bad job. Sure, it’s not got my tone of voice, and it’s very me me me, but it’s a starting point.
Alright alright. So I gave it more information. I told it we are trained journalists and content marketers. I told it we don’t do video. I told it we don’t charge by the word and we are not cheap. You can see the results are much more inspiring. Still a little bit me me me for my tone of voice, and certainly breaking the first rule of copywriting, but far closer to the mark.
Grammarly is the bane of many writers’ lives and only works based on very prescriptive rules of Grammar – so I would use it as a complementary tool rather than a catch-all tool.
Good for spotting typos
Very often gets basic things wrong like “years’ experience”
Best to use for the first round of edits to spot the real clangers
Writer’s block is very real and sometimes it can be difficult to come up with content ideas, particularly if yours is a very dry industry.
A SPRINGBOARD FOR CREATING BRIEFS.
Tools like Clearscope tell us what content ranks
Jasper.ai has a ‘blog post topic ideas’ tool
We can feed these into meetings with humans!
Writing notes live during an interview is very labour intensive. Doing it with shorthand is even harder – ask any journalist! Otter.ai
Otter.ai transcribes meetings in real time
It can identify who is speaking
Not infallible but a huge timesaver!
There’s always a market for it…
Some may argue that high-volume product descriptions can be automated…
Others want churn and burn content that may rank quickly
But we should proceed with caution…
Straight from the horse’s mouth
Ais cannot interview people
Ais can only produce content based on what’s already out there – garbage in, garbage out
This could cause big trouble…
Another example from Dan Callis – this cautionary tale about fact-checking
Otter.ai transcribes meetings in real time
It can identify who is speaking
Not infallible but a huge timesaver!
We can’t fuck about when it comes to health or general YMYL content – so if source zero is bad, we will continue spreading the same crap.
The 2020 Reuters Digital News Report revealed that 37% of us felt we were given “misleading” information about COVID-19
Anyone remember when everyone was resigning from parliament? Or more recently with the Queen?
AI content needs to draw on an original published source, so it’s essentially static
This means we would need humans to intervene for things like live blogging or tweeting
Huge content opportunities being missed without human intervention – politics, Eurovision, anything!
It’s a machine, not you. To some degree, you can tell AI engines what tone of voice to use, as seen before. But we saw how they got that wrong with “bring the funny”. They won’t know that you spell ecommerce X way. They can help you come up with ideas but they won’t add their personal flair to the writing, working in cultural references. And yes, it sounds a bit wanky, but they don’t have that storytelling experience.
Other than the fake news and potential spread of misinformation, we have the added human bias of sexism and racism to name but two.
AI is affected by human bias.
Word embeddings based on Google News saw gender stereotypes including “man is to doctor” and “woman is to nurse” or “man is to computer programmer” and “woman is to homemaker”
LinkedIn search was revealed to auto-suggest men’s names over women’s
A Twitter bot studying human conversation started spouting anti-Semitic hate speech
https://www.nature.com/articles/d41586-018-05707-8
https://proceedings.neurips.cc/paper/2016/hash/a486cd07e4ac3d270571622f4f316ec5-Abstract.html
https://www.seattletimes.com/business/microsoft/how-linkedins-search-engine-may-reflect-a-bias/
https://www.theguardian.com/technology/2016/mar/24/tay-microsofts-ai-chatbot-gets-a-crash-course-in-racism-from-twitter
https://www.reddit.com/r/GPT3/comments/wllo57/bing_instantly_detects_gpt3_now/
Microsoft bought the rights to OpenAI
A very enlightening conversation with Danny Richman…
On a Reddit thread, a user described how they bought a web domain and published entirely OpenAI content
The site was indexed by Bing initially but then pulled for spam content
Bing is owned by Microsoft, which invested in OpenAI – is Microsoft trained to recognise it somehow?
Danny Richman also tells me it’s not designed for long-form content. So I did a test myself. I ran one of my blog posts through Clearscope – I assure you it was the first one in my archives when I searched “how to” and then I used Jasper’s introduction, paragraph and conclusion generator. I ran them both through Clearscope and mine came out with a C, while the AI came out with an F. It lacked a lot of the basic themes.
Danny Richman also tells me it’s not designed for long-form content. So I did a test myself. I ran one of my blog posts through Clearscope – I assure you it was the first one in my archives when I searched “how to” and then I used Jasper’s introduction, paragraph and conclusion generator. I ran them both through Clearscope and mine came out with a C, while the AI came out with an F. It lacked a lot of the basic themes.
So, what inspired this talk?
AI inherently isn’t unique because it derives from something else.
https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237
Some people are saying it’s the next Panda and could revolutionise the way we approach SEO.
It needs first-hand expertise, such as having used a service. Hello storytelling!
Content should be for humans, not just to attract search engines
This means it can’t be irrelevant just because it’s trending
https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237
Some people are saying it’s the next Panda and could revolutionise the way we approach SEO.
It needs first-hand expertise, such as having used a service. Hello storytelling!
Content should be for humans, not just to attract search engines
This means it can’t be irrelevant just because it’s trending
https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237
Some people are saying it’s the next Panda and could revolutionise the way we approach SEO.
It needs first-hand expertise, such as having used a service. Hello storytelling! Product reviews
Content should be for humans, not just to attract search engines
This means it can’t be irrelevant just because it’s trending
https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237
Some people are saying it’s the next Panda and could revolutionise the way we approach SEO.
It needs first-hand expertise, such as having used a service. Hello storytelling!
Content should be for humans, not just to attract search engines
This means it can’t be irrelevant just because it’s trending
We’ve already seen so many updates from Google trying to determine what constitutes quality – expertise, authority and trust. But as ever, black hat SEO techniques will work in the short term but Google will eventually find a way of figuring things out. But then we have seen AI help us in other ways.
We’ve already seen how AI is becoming an everyday part of our lives, so it would be naïve to think that dependence on AI content isn’t going to grow.
Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
Hemingway is good for making sure content is original, not hard to understand. Clearscope is sort of AI in that it scours the internet for data to come up with themes. Gary Provost is great and offers rhythm guidance for tone. My blog has lots of tips on how to finesse your writing including tips, powerful words and tech to use.
Whether you’re using ai or not, check facts using snopes, official records such as yougov, ons. Cite your sources for EAT. Remember the Google update – needs to be unique. Use spell checkers and things like Clearscope to improve or some up with ideas
Do articles like “when is the stranger things new series released?” but not answer the question. Long-form articles with only one link, Google will smell a rat – James Welch at Embryo produced a great guide on this. Google will eventually penalise AI content as it’s a site-wide update, so don’t churn out loads of crap. Recognise that AI will make a difference so evolve with it. And remember, Google updates will always get you in the end! Don’t forget!
James Welch at Embryo
