The document discusses different types of duplicate content that can exist on websites, including perfect duplicates, near duplicates, partial duplicates, and content inclusion. It explains that search engines like Google have developed techniques to detect and handle different types of duplicate content differently. For example, perfect duplicates are filtered out before being indexed, while near duplicates or those with different URLs but similar text (DUST) may be indexed but not crawled as frequently to save resources. The document also discusses challenges around detecting different types of duplicate content and how search engines aim to return the most relevant result from a cluster of near-duplicate pages for a given query.
Cruft busting technical debt code smell and refactoring for seo - state of ...Dawn Anderson MSc DigM
Things can add up over time when you migrate sites or have many legacy domains, subdomains and old code in a website. Signs of poor quality add up as incremental crawling never stops. This is akin to SEO technical debt which you need to repay to regain good site health and positive quality signals. You can't repay the debt all at once, but in iterative incremental steps over time.
Creating Commerce Reviews and Considering The Case For User Generated ReviewsDawn Anderson MSc DigM
Reviews are becoming increasingly important to consumers. They are not only influencing consumers to purchase, their absence potentially disrupts the path to purchase as consumers often wish to seek the opinions of experts or the wider community before buying. Here we look at the benefits which can be gleaned from commerce reviews and what it takes to add structure for search engines as well as the criticality and objectivity needed to create a trusted review. Both professional expert review and consumer user generated content reviews are explored in order to identity signals of further trust and a balance (both sides of the coin) full picture. There are also areas to be aware of such as the guidelines from the International Consumer Protection and Enforcement Network (ICPEN) for digital influencers, review administrators and marketing professionals / traders. What are the potential pros and cons of adding consumer user generated reviews to a site for SEO and for website management and content marketing?
SEO - The Rise of Persona Modelled Intent Driven Contextual SearchDawn Anderson MSc DigM
Increasing volumes of data on users and 'users like users' via user modelling now provide search engines with clues as to what types of pages to rank for different user types, terms, in different contexts, locations & scenarios
When multiple URLs are near-duplicates Google will choose one and discard the others. This is to ensure that users are not annoyed by multiple URLs which have the same or very very nearly the same and meet a search query in the same context and with the same intent equally well. Many ecommerce sites fall foul to cannibalisation (cannibalization) of their own SEO success because they have within their site a number of mistakes they make with regards to such issues as canonicalization, inconsistent internal link signals, semantic misalignment of intent in site categories and sections, incorrect implementation of href lang internationalization, and other 'clues' which search engines use to identify 'the best' version or source of information for a search query. Here we identify some of the symptoms of SEO cannibalization, and seek to find some solutions which can help to increase visibility for target pages in websites
A few of the recent findings we discovered whilst working on an SEO beast which cover crawling, server log file analysis, site speed optimization and database optimizations. Technical SEO insights
Technical SEO - Gone is Never Gone - Fixing Generational Cruft and Technical ...Dawn Anderson MSc DigM
You have a shiny new site and your brand is looking for a fresh start with their offering. It may be one of many past migrations, protocol switches and redirections you're undertaken historically. But then you find that things didn't quite go as you expected. You never really got back to where you wanted to be in organic search. Part of this is because 'Gone is never Gone'. Every URL that ever was known of on your site is listed in the history logs in the Google search engine system and history logs are used to determine the amount of time your site will be apportioned crawling. You inherited technical SEO debt and generational cruft where everything gets blurred for Google in understanding which is the target URL for a particular term. This can be particularly prevalent when you migrate from one ecommerce platform to another because past crawling rules developed for your site are now not applicable but are still in the history and crawl patterns discovered.
WHY YOU SHOULD CARE ABOUT TAKING CARE OF CRAWLS (INTELLIGENT USE OF CRAWL ALLOCATION (BUDGET)). Investigating 'crawl budget', 'crawl rank', 'crawl tank' and 'crawl scheduling by Search Engines'
Cruft busting technical debt code smell and refactoring for seo - state of ...Dawn Anderson MSc DigM
Things can add up over time when you migrate sites or have many legacy domains, subdomains and old code in a website. Signs of poor quality add up as incremental crawling never stops. This is akin to SEO technical debt which you need to repay to regain good site health and positive quality signals. You can't repay the debt all at once, but in iterative incremental steps over time.
Creating Commerce Reviews and Considering The Case For User Generated ReviewsDawn Anderson MSc DigM
Reviews are becoming increasingly important to consumers. They are not only influencing consumers to purchase, their absence potentially disrupts the path to purchase as consumers often wish to seek the opinions of experts or the wider community before buying. Here we look at the benefits which can be gleaned from commerce reviews and what it takes to add structure for search engines as well as the criticality and objectivity needed to create a trusted review. Both professional expert review and consumer user generated content reviews are explored in order to identity signals of further trust and a balance (both sides of the coin) full picture. There are also areas to be aware of such as the guidelines from the International Consumer Protection and Enforcement Network (ICPEN) for digital influencers, review administrators and marketing professionals / traders. What are the potential pros and cons of adding consumer user generated reviews to a site for SEO and for website management and content marketing?
SEO - The Rise of Persona Modelled Intent Driven Contextual SearchDawn Anderson MSc DigM
Increasing volumes of data on users and 'users like users' via user modelling now provide search engines with clues as to what types of pages to rank for different user types, terms, in different contexts, locations & scenarios
When multiple URLs are near-duplicates Google will choose one and discard the others. This is to ensure that users are not annoyed by multiple URLs which have the same or very very nearly the same and meet a search query in the same context and with the same intent equally well. Many ecommerce sites fall foul to cannibalisation (cannibalization) of their own SEO success because they have within their site a number of mistakes they make with regards to such issues as canonicalization, inconsistent internal link signals, semantic misalignment of intent in site categories and sections, incorrect implementation of href lang internationalization, and other 'clues' which search engines use to identify 'the best' version or source of information for a search query. Here we identify some of the symptoms of SEO cannibalization, and seek to find some solutions which can help to increase visibility for target pages in websites
A few of the recent findings we discovered whilst working on an SEO beast which cover crawling, server log file analysis, site speed optimization and database optimizations. Technical SEO insights
Technical SEO - Gone is Never Gone - Fixing Generational Cruft and Technical ...Dawn Anderson MSc DigM
You have a shiny new site and your brand is looking for a fresh start with their offering. It may be one of many past migrations, protocol switches and redirections you're undertaken historically. But then you find that things didn't quite go as you expected. You never really got back to where you wanted to be in organic search. Part of this is because 'Gone is never Gone'. Every URL that ever was known of on your site is listed in the history logs in the Google search engine system and history logs are used to determine the amount of time your site will be apportioned crawling. You inherited technical SEO debt and generational cruft where everything gets blurred for Google in understanding which is the target URL for a particular term. This can be particularly prevalent when you migrate from one ecommerce platform to another because past crawling rules developed for your site are now not applicable but are still in the history and crawl patterns discovered.
WHY YOU SHOULD CARE ABOUT TAKING CARE OF CRAWLS (INTELLIGENT USE OF CRAWL ALLOCATION (BUDGET)). Investigating 'crawl budget', 'crawl rank', 'crawl tank' and 'crawl scheduling by Search Engines'
Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...Dawn Anderson MSc DigM
There are a lot of myths, facts and theories on crawl budget and the term is bandied around a lot. This deck looks to address some of those myths and also looks at some additional theories around the concepts of 'crawl rank' and 'search engine embarrassment'.
Dawn Anderson SEO Consumer Choice Crawl Budget Optimization ConflictsDawn Anderson MSc DigM
Optimizing for both humans and search engines can be challenging. Humans may be faced with too many choices online in ecommerce sites which are optimized for search engine crawling efficiency by SEOs. It is important that we consider both humans and search engine heuristic implementation to help both understand the information architecture of a website and achieve maximum SEO / UX / CRO harmony
BrightonSEO - The Search Universe - Links, Log Files, GSC and everything in b...Jon Myers
With so many data sources available today that need bringing together into one place we will explore how to best get you website in order using external/internal data sources for technical SEO optimisation but also setting yourself up for the consumer and driving ROI.
Here we take a look at server log file analysis for SEO and explore not only the benefits but also the process of finding, gathering, shipping and analysing user agent logs
Be honest, you want it too – more clients, more success, more money. But how can you achieve that? I tell you how, by increasing your organic search traffic by up to 500%. I will let you in on a SEO secret to increase your traffic 5x. Don’t you want that for your company as well?
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEOOnely
Want to make sure that your content gets properly accessed by search engines and ranks high? Look no further! In this beginner-friendly introduction to batch-optimized rendering, Bartosz will guide you through how Google is rendering websites on a large scale. You’ll gain groundbreaking insights based on Google’s patents and documentation. Join Bartosz to get a new perspective on technical SEO and use it to get more traffic!
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...Distilled
Tom has long been fascinated with how the web works… and how he could break it. In this presentation, Tom will discuss some of the times that he has discovered security issues in Google, Facebook and Twitter. He will discuss compromising Search Console so that he could look up any penalty in the Manual Action tool, how he took control of tens of thousands of websites, and how he recently discovered a major bug that let him rank brand new sites on the first page with no links at all. Tom will outline how these exploits work, and in doing so share some details about the technical side of the web.
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...Distilled
If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think.
In this presentation, Will is going to work through some of the most significant official announcements and the most insight-heavy comments and leaks of Google’s first 20 years. You’ll come away from this presentation not only with a deeper understanding of the search giant, but also with the tools to understand and interpret future statements and leaks.
Bringing in the family to emphasise importance and win during crawlingDawn Anderson MSc DigM
In a web which is bursting at the seams with content, we need strategies to turn Googlebots head and emphasise 'Page Importance'. Bringing in family during crawling from a related sibling, auntie, uncle, parent URL, etc perspective can help to drive signals around which are the key pages in a site. Furthermore, using strong hub pages to meet needs are also emphasised as part of this process
Keeping Things Lean & Mean: Crawl Optimisation - Search Marketing Summit AUJason Mun
If you haven’t heard of crawl budget, you should! It is a precious commodity in SEO. The higher your PageRank, the bigger the crawl budget. Search engines are data hungry robots and can often chew up crawl budget crawling useless URLs and pages of your website. In this session, learn how to control what search engine robots can and can’t crawl. Find out crawl optimisation opportunities and keep your website lean and mean!
BrightonSEO 2017 - SEO quick wins from a technical checkChloe Bodard
Actionable advice to drive more traffic and revenue to your site from carrying out a technical check. These slides look at technical issues such as 301 redirects, robots.txt files and crawl budget, sitemaps, canonical tags and optimisation, which can all be found by using the technical SEO tools, Screaming Frog, Deep Crawl, Google Search Console and Google Analytics.
What can you expect from these slides?
- To learn which key technical issues to look out for.
- To learn how these technical issues impact your SEO.
- To learn how to fix these technical issues for SEO quick wins.
The State of the Web: Pagination and Infinite ScrollAdam Gent
Providing recommendations on how to optimize pagination (post rel=next and rel=prev) based on results of testing pagination and infinite scroll in the wild.
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...Distilled
Thanks to his numerous experiments and viral articles, Elephate’s Bartosz Góralewicz has become an authoritative and trusted voice when it comes to JavaScript SEO. At SearchLove Boston, Bartosz is ready to unveil never-before-seen experiments and research to reveal whether or not you can rank with a JS website, if JavaScript crawling and indexing is as good as Google claims, and more. This eye-opening session will change your perception on the state of JavaScript today.
Dawn Anderson's Brighton SEO deck from April 2014. Looks at crawlability issues on large sites and in particular to infinite URLs / infinite loops, dirty architecture and too many indexed URLs.
There is a blog post / article that I wrote for the Brighton SEO newspaper which covers the information in this deck in a lot more detail.
It is here:
http://bit.ly/Ss6Lf1
How to Improve Your Website's Indexation - Sean Butcher Brighton SEO Present...Sean Butcher
This presentation, delivered at Brighton SEO in September 2018, looks at issues with website indexing and how to increase your chances of indexing on Google and other search engines from a volume, speed and content importance perspective through providing clear, consistent and aligned signals.
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marke...Ronald Soh
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marketing
It can be classified by
1) Domain Factors
2) Page Level Factors
3) Site Level Factors
4) Backlinks Factors
5) User Interaction
6) Special Algorithm Rules
7) Social Signals
8) Brand Signals
9) Onsite WebSpam Factors
10) Off-Page WebSpam Factors
http://www.vtseo.net
Using 'page importance' in ongoing conversation with Googlebot to get just a bit more crawl budget as part of technical SEO strategy for ecommerce and enterprise SEO website projects
MOZCON 2017 WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CON...Dawn Anderson MSc DigM
There is a potential conflict between consumer choice theory and search engine optimization. The problem is caused by the many exponentially multiplicative URLs (web pages) which are produced as a result of adding heuristics (consumer choice assisting functionalities) to help humans choose more easily. The more URLs the more are the problems for search engines when crawling the web. Here we look at some ways in which we can try to keep both humans and search engines happy on websites
SearchLeeds 2017 - Dawn Anderson - Move it Marketing, Founder - Too much choi...Branded3
As we move toward mobile-first search and decreased device real estate, how can we optimise for relevance richness, manage crawl budget, and be mindful of consumer choice theory considerations simultaneously?
Technical SEO Myths Facts And Theories On Crawl Budget And The Importance Of ...Dawn Anderson MSc DigM
There are a lot of myths, facts and theories on crawl budget and the term is bandied around a lot. This deck looks to address some of those myths and also looks at some additional theories around the concepts of 'crawl rank' and 'search engine embarrassment'.
Dawn Anderson SEO Consumer Choice Crawl Budget Optimization ConflictsDawn Anderson MSc DigM
Optimizing for both humans and search engines can be challenging. Humans may be faced with too many choices online in ecommerce sites which are optimized for search engine crawling efficiency by SEOs. It is important that we consider both humans and search engine heuristic implementation to help both understand the information architecture of a website and achieve maximum SEO / UX / CRO harmony
BrightonSEO - The Search Universe - Links, Log Files, GSC and everything in b...Jon Myers
With so many data sources available today that need bringing together into one place we will explore how to best get you website in order using external/internal data sources for technical SEO optimisation but also setting yourself up for the consumer and driving ROI.
Here we take a look at server log file analysis for SEO and explore not only the benefits but also the process of finding, gathering, shipping and analysing user agent logs
Be honest, you want it too – more clients, more success, more money. But how can you achieve that? I tell you how, by increasing your organic search traffic by up to 500%. I will let you in on a SEO secret to increase your traffic 5x. Don’t you want that for your company as well?
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEOOnely
Want to make sure that your content gets properly accessed by search engines and ranks high? Look no further! In this beginner-friendly introduction to batch-optimized rendering, Bartosz will guide you through how Google is rendering websites on a large scale. You’ll gain groundbreaking insights based on Google’s patents and documentation. Join Bartosz to get a new perspective on technical SEO and use it to get more traffic!
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...Distilled
Tom has long been fascinated with how the web works… and how he could break it. In this presentation, Tom will discuss some of the times that he has discovered security issues in Google, Facebook and Twitter. He will discuss compromising Search Console so that he could look up any penalty in the Manual Action tool, how he took control of tens of thousands of websites, and how he recently discovered a major bug that let him rank brand new sites on the first page with no links at all. Tom will outline how these exploits work, and in doing so share some details about the technical side of the web.
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...Distilled
If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think.
In this presentation, Will is going to work through some of the most significant official announcements and the most insight-heavy comments and leaks of Google’s first 20 years. You’ll come away from this presentation not only with a deeper understanding of the search giant, but also with the tools to understand and interpret future statements and leaks.
Bringing in the family to emphasise importance and win during crawlingDawn Anderson MSc DigM
In a web which is bursting at the seams with content, we need strategies to turn Googlebots head and emphasise 'Page Importance'. Bringing in family during crawling from a related sibling, auntie, uncle, parent URL, etc perspective can help to drive signals around which are the key pages in a site. Furthermore, using strong hub pages to meet needs are also emphasised as part of this process
Keeping Things Lean & Mean: Crawl Optimisation - Search Marketing Summit AUJason Mun
If you haven’t heard of crawl budget, you should! It is a precious commodity in SEO. The higher your PageRank, the bigger the crawl budget. Search engines are data hungry robots and can often chew up crawl budget crawling useless URLs and pages of your website. In this session, learn how to control what search engine robots can and can’t crawl. Find out crawl optimisation opportunities and keep your website lean and mean!
BrightonSEO 2017 - SEO quick wins from a technical checkChloe Bodard
Actionable advice to drive more traffic and revenue to your site from carrying out a technical check. These slides look at technical issues such as 301 redirects, robots.txt files and crawl budget, sitemaps, canonical tags and optimisation, which can all be found by using the technical SEO tools, Screaming Frog, Deep Crawl, Google Search Console and Google Analytics.
What can you expect from these slides?
- To learn which key technical issues to look out for.
- To learn how these technical issues impact your SEO.
- To learn how to fix these technical issues for SEO quick wins.
The State of the Web: Pagination and Infinite ScrollAdam Gent
Providing recommendations on how to optimize pagination (post rel=next and rel=prev) based on results of testing pagination and infinite scroll in the wild.
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...Distilled
Thanks to his numerous experiments and viral articles, Elephate’s Bartosz Góralewicz has become an authoritative and trusted voice when it comes to JavaScript SEO. At SearchLove Boston, Bartosz is ready to unveil never-before-seen experiments and research to reveal whether or not you can rank with a JS website, if JavaScript crawling and indexing is as good as Google claims, and more. This eye-opening session will change your perception on the state of JavaScript today.
Dawn Anderson's Brighton SEO deck from April 2014. Looks at crawlability issues on large sites and in particular to infinite URLs / infinite loops, dirty architecture and too many indexed URLs.
There is a blog post / article that I wrote for the Brighton SEO newspaper which covers the information in this deck in a lot more detail.
It is here:
http://bit.ly/Ss6Lf1
How to Improve Your Website's Indexation - Sean Butcher Brighton SEO Present...Sean Butcher
This presentation, delivered at Brighton SEO in September 2018, looks at issues with website indexing and how to increase your chances of indexing on Google and other search engines from a volume, speed and content importance perspective through providing clear, consistent and aligned signals.
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marke...Ronald Soh
Google Search Engine Ranking Position - 200 Top Ranking Factors for SEO Marketing
It can be classified by
1) Domain Factors
2) Page Level Factors
3) Site Level Factors
4) Backlinks Factors
5) User Interaction
6) Special Algorithm Rules
7) Social Signals
8) Brand Signals
9) Onsite WebSpam Factors
10) Off-Page WebSpam Factors
http://www.vtseo.net
Using 'page importance' in ongoing conversation with Googlebot to get just a bit more crawl budget as part of technical SEO strategy for ecommerce and enterprise SEO website projects
MOZCON 2017 WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CON...Dawn Anderson MSc DigM
There is a potential conflict between consumer choice theory and search engine optimization. The problem is caused by the many exponentially multiplicative URLs (web pages) which are produced as a result of adding heuristics (consumer choice assisting functionalities) to help humans choose more easily. The more URLs the more are the problems for search engines when crawling the web. Here we look at some ways in which we can try to keep both humans and search engines happy on websites
SearchLeeds 2017 - Dawn Anderson - Move it Marketing, Founder - Too much choi...Branded3
As we move toward mobile-first search and decreased device real estate, how can we optimise for relevance richness, manage crawl budget, and be mindful of consumer choice theory considerations simultaneously?
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments' Distilled
From past experiences with data, Dave knows relying on your gut can be a mistake. Instead, we need to take comfort in the validation of solid data to ensure we’re making profitable decisions. Sharing real client examples, Dave will run through the essential steps: how to decide on a hypothesis, create conditions, and gather data.
Professional and Clean PowerPoint slides. Fully editable, perfect to impress your audience on your next presentation.
1. FULL HD Aspect Ratio: 16:9 (1900×1080)
2. Fully animated
3. Quickly, Easy and Fully Editable in PowerPoint (All Graphic Resizable and Editable)
4. Drag and Drop Images
5. Print Version Included (A4 Handouts Ready)
6. Retina Ready
7. Data charts (Editable via Excel)
8. Sync in SharePoint
9. Based on Master Slide
10. Pictures Placeholder Ready
11. PPTX and PPT Files
12. Vector icons as Shape
Note: Not need Photoshop – All Photos not included
PowerPoint Arrows Diagram Slide
Professional and Clean PowerPoint slides. Fully editable, perfect to impress your audience on your next presentation.
1. FULL HD Aspect Ratio: 16:9 (1900×1080)
2. Fully animated
3. Quickly, Easy and Fully Editable in PowerPoint (All Graphic Resizable and Editable)
4. Drag and Drop Images
5. Print Version Included (A4 Handouts Ready)
6. Retina Ready
7. Data charts (Editable via Excel)
8. Sync in SharePoint
9. Based on Master Slide
10. Pictures Placeholder Ready
11. PPTX and PPT Files
12. Vector icons as Shape
Note: Not need Photoshop – All Photos not included
This presentation will help you to improve your SEO strategy if you are using Wordpress and has been introduce during Wordcamp Hong Kong that was help on October 12th, 2019.
The slides cover different topics related to Wordpress, including:
- How does search engines work?
- How to discover content ideas and keywords?
- How does SEO impact an organisation?
- How to choose a Wordpress theme?
- What are the basic settings you need to have in Wordpress?
Lastly, you will discover dozen of tips and advices to improve your SEO strategy, even if you're not directly using Wordpress, especially regarding the technical, the semantic and the link-building sides.
Professional and Clean PowerPoint slides. Fully editable, perfect to impress your audience on your next presentation.
1. FULL HD Aspect Ratio: 16:9 (1900×1080)
2. Fully animated
3. Quickly, Easy and Fully Editable in PowerPoint (All Graphic Resizable and Editable)
4. Drag and Drop Images
5. Print Version Included (A4 Handouts Ready)
6. Retina Ready
7. Data charts (Editable via Excel)
8. Sync in SharePoint
9. Based on Master Slide
10. Pictures Placeholder Ready
11. PPTX and PPT Files
12. Vector icons as Shape
Note: Not need Photoshop – All Photos not included
Professional and Clean PowerPoint slides. Fully editable, perfect to impress your audience on your next presentation.
1. FULL HD Aspect Ratio: 16:9 (1900×1080)
2. Fully animated
3. Quickly, Easy and Fully Editable in PowerPoint (All Graphic Resizable and Editable)
4. Drag and Drop Images
5. Print Version Included (A4 Handouts Ready)
6. Retina Ready
7. Data charts (Editable via Excel)
8. Sync in SharePoint
9. Based on Master Slide
10. Pictures Placeholder Ready
11. PPTX and PPT Files
12. Vector icons as Shape
Note: Not need Photoshop – All Photos not included
Building on the Shoulders of Giants: the Story of Bitbucket PipelinesAtlassian
When the Atlassian Dev Tools team looked to innovate on continuous integration and delivery, we explored many ways to bring the build and deployment pipeline closer to developers and Bitbucket. This led us to think outside the existing product boundaries of Bamboo and build on top of the Bitbucket Connect platform.
James Bryant, a senior designer on the Software Team, will take you through how his team decided to build on top of a platform instead of building out new products. It involves defining a vision, guiding a team with an experience, and testing with customers early and often to build the new Bitbucket Pipelines feature.
You’ll come away from this session with a framework for adopting an experience-driven strategy, and tips to help give your agile teams a vision to build on top of a platform.
Products covered:
Bitbucket, Bamboo
Professional and Clean PowerPoint slides. Fully editable, perfect to impress your audience on your next presentation.
1. FULL HD Aspect Ratio: 16:9 (1900×1080)
2. Fully animated
3. Quickly, Easy and Fully Editable in PowerPoint (All Graphic Resizable and Editable)
4. Drag and Drop Images
5. Print Version Included (A4 Handouts Ready)
6. Retina Ready
7. Data charts (Editable via Excel)
8. Sync in SharePoint
9. Based on Master Slide
10. Pictures Placeholder Ready
11. PPTX and PPT Files
12. Vector icons as Shape
Note: Not need Photoshop – All Photos not included
Methodology of Inclusion by Corey TimpsonCorey Timpson
Presentation given to AODA on the methodology of inclusive design and accessibility I employ in my practice. Seen through the case study of the Canadian Museum for Human Rights.
Professional and Clean PowerPoint slides. Fully editable, perfect to impress your audience on your next presentation.
1. FULL HD Aspect Ratio: 16:9 (1900×1080)
2. Fully animated
3. Quickly, Easy and Fully Editable in PowerPoint (All Graphic Resizable and Editable)
4. Drag and Drop Images
5. Print Version Included (A4 Handouts Ready)
6. Retina Ready
7. Data charts (Editable via Excel)
8. Sync in SharePoint
9. Based on Master Slide
10. Pictures Placeholder Ready
11. PPTX and PPT Files
12. Vector icons as Shape
Note: Not need Photoshop – All Photos not included
How Modern Software Architecture Benefits from Patterns Found in Natural Comp...Jeremiah Jones
CICD, Microservices, Containers, and Automation are buzzwords spreading throughout software and app development spaces; but where do these architectures make sense to apply and what are the real benefits? In this presentation, Jeremiah explores key differences between complicated vs complex systems and how this applies to modern software development. Learn how modern, massively-scaled software companies are using processes that mimic natural systems to grow, evolve, and adapt to changing demands. We hope you will come away with a new perspective of your own technology systems and take home a few tools to better design those systems to scale and adapt.
This presentation is NOT intenteded to be a stand-alone slide deck. Please feel free to reach out to me to learn more about this presentation or to schedule a live presentation for your organization.
Similar to Duplicate Content Myths Types and Ways To Make It Work For You (20)
Human quality raters have been the mainstay of search engine evaluation for decades but a sea-change is on its way due to the need for scale as machine learning and demand evolves.
Life of An SEO - Surfing The Waves of Googles Many Algorithmic UpdatesDawn Anderson MSc DigM
the life of an SEO is never boring. Search is always changing and subsequently Google's algorithms are updated to reflect changing search behaviours and to combat the actions of bad actors / spam in the search engine results pages. We look at past algorithms, the many types of algorithms and identify how you can ascertain whether you've been impacted by an algorithmic update and how to remedy / recover
Natural Semantic SEO - Surfacing Walnuts in Densely Represented, Every Increa...Dawn Anderson MSc DigM
Structured data accounts for only a small part of the web and the problem grows as the volume of the online content grows. Schema markup is a drop in the ocean to help with this. However, things are being addressed in the natural language research space in the form of dense retrieval and other developments such as Sentence BERT and FAISS. Utilising heuristics such as umbrellas and sidecar pages will help to send clues and assist with ensuring search engines rank the right pages from your sites for SEO
Whilst passage indexing may seem like a small tweak to search ranking, it is potentially much more symptomatic of the beginning of a fundamental shift in the way that search engines understand unstructured content, determine relevance in natural language, and rank efficiently and effectively.
It could also be a means of assessing overall quality of content and a means of dynamic index pruning. We will look at the landscape, and also provide some takeaways for brands and business owners looking to improve quality in unstructured content overall in this fast changing landscape.
Zipfs Law & Zipfian Distribution in SEO - Pubcon Virtual Fall 2020 - Dawn And...Dawn Anderson MSc DigM
Zipf's Law is prevalent throughout many forms of data and that includes the internet at large and within sectors of the internet, websites and web pages plus linguistics. How does this impact SEO if at all?
What is BERT? It is Google's neural network-based technique for natural language processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers. It was opened-sourced last year and written about in more detail on the Google AI blog. In this presentation we look at what Google BERT means for SEOs and marketers and how Google BERT is and will continue to impact the search landscape. We also look at the back story to Google BERT, including transformers and natural language understanding and computational linguistics.
Google BERT is many things, including the name of a Google Search algorithm update. There is lots of confusion as to what Google BERT is, where it has come from and what SEOs and marketers need to do about it (if anything). Here we look at the solutions the introduction of Google BERT by Google seeks to provide and explore the background to natural language processing and computational linguistics.
Disambiguating Equiprobability in SEO Dawn Anderson Friends of Search 2020Dawn Anderson MSc DigM
Connecting the probable dots in content and data can help significantly and improve your search strategy. Ambiguity in SEO comes in many form too, going beyond content and into entities and locations. This talk touches on some of the areas where ambiguity can impact and hinder your performance
Talk from Tech SEO Boost 2019 by Dawn Anderson on the move to the just in time predictive personalised search experience for search engines and users. Exploring recommender systems, collaborative filtering, temporal and location based queries and the rise of predictive, personal dynamic search. Exploring the work of information retrieval researchers and Google Discover.
Connecting The Worlds of Information Retrieval & SEO - Search solutions 2019 ...Dawn Anderson MSc DigM
The worlds of information retrieval and SEO are very connected and each benefits from the other as the amount of content and unstructured data on the web grows. Here I look at my experiences over the past few years of following both the IR and SEO worlds
It's very easy to get started too quickly in SEO for a new website and not plan properly using a framework to improve probability of success. Here we look at the SOSTAC framework for a new site and explore some traditional strategic models and marketing frameworks to employ in an SEO capacity for a dog friendly website in the UK territory. Expect SOSTAC, Porters 5 Forces, Ansoff Matrix, 5S's, 8P's and more
Google BERT and Family and the Natural Language Understanding Leaderboard RaceDawn Anderson MSc DigM
Natural Language Understanding and Word Sense Disambiguation remains one of the prevailing challenges for both conversational and written word. Natural language understanding attempts to untangle the 'hot mess' of words between more structured data in content, but the challenge is not trivial, since there is so much polysemy in language. Some recent developments in machine learning have seen significant leaps forward in understanding more clearly the context (and therefore user intent and informational need at time of query). Here we will explore these developments, and some of their implementations and seek to understand what this means for search strategists and the brands they support both now and into the future.
How is mobile technology and search engine tuning evolving to meet the needs of users? Here we look at recent developments in research, implementations by search engines, and how to look at reach users can adapt their strategies to take into account these next-level changes.
Natural Language Processing and Search Intent Understanding C3 Conductor 2019...Dawn Anderson MSc DigM
This talk looks at the ways in which search engines are evolving to understand further the nuance of linguistics in natural language processing and in understanding searcher intent.
As the volume of content continues to grow exponentially helping search engines to understand context and the topical themes within your site is increasingly important. Understanding some of the concepts are covered and also ways to utilise these in your marketing strategy.
In an information economy where users are time poor and research hungry we need to take a mobile first approach to meet the needs of both users and search engines looking to align users informational needs with relevant search results. With limited space and a now mobile-first index how can we align our SEO strategy with this?
The changing search landscape calls for different approaches to user needs, including context, intent and device considerations. Here we take a look at ways to keep working to keep your ecommerce site well positioned for strong transactional and informational queries in the moments that matter to shoppers online.
Voice Search and Conversation Action Assistive Systems - Challenges & Opportu...Dawn Anderson MSc DigM
We are headed to the age of assistive task driven search where the user needs help to 'do' things as well as learn things. Smart speakers, mobile phones, assistive systems and conversational search and action devices are where the buck is headed for now. Where are we at in this wave? What are the challenges? What are the opportunities right now? Here we look at some of the ways we can start to prepare our tactics and strategy to be pioneering search marketers with conversation search and conversation action.
The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...Dawn Anderson MSc DigM
In a mobile-first world, with time-poor users, research crazy and mainly browsing with one eye and one hand, we need to consider a few new approaches to SEO. Information overload is all around. We need to think about how we can maintain relevance with less in some cases. We need to consider the Iceberg Theory and simultaneously consider the Iceberg Syndrome as well as placement position in user view for content and links
Mobile-first goes beyond simply indexing in a search engine. It has several meanings, which traverse user-behaviour, web design, adoption in different territories, adoption amongst user segments, adoption in different verticals. We need to be aware of these fundamentals changes in search behaviour and adapt quickly.
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
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
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.
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.
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.
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 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.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Duplicate Content Myths Types and Ways To Make It Work For You
1. @dawnieando from @MoveItMarketing
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DUPLICATE CONTENT: MYTHS, TYPES &
WAYS TO MAKE IT WORK FOR YOU
2. @dawnieando from @MoveItMarketing
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Duplicate Content Penalty ‘Myth’… It Just Won’t Die
Query Refinement Suggestion
Next Probable Queries on “near
duplicate urls can cause”
2017
3. At least 30% of the
web is a duplicate
of other pages on
the web
5. @dawnieando from @MoveItMarketing
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The Duplicate Content ‘Penalty’ Myth
‘Real’ duplicates (matching
content checksum) filtered and
not indexed
“Each content filter sends the
retrieved web pages to Dupserver
to determine if they are duplicates
of other web pages”
http://www.google.ch/patents/US20120317089
7. @dawnieando from @MoveItMarketing
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Handling Near-Duplicate Content Attracted Lots of Research
§Dennis Fetterly
§Marc Najork
§Mark Manasse
§Ziv Bar-‐Yossef
§Monica Henzinger
§William Pugh
§Andrei Broder
Some Notable ‘Spot the
Difference’ Researchers
DETECTING DUPLICATES & NEAR-‐DUPLICATES
EARLY SAVES ON RESOURCES / EFFICIENCY
8. @dawnieando from @MoveItMarketing
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Because… Near Duplicate Content is More Difficult to Detect
than Exact Duplicates
’Detecting Duplicate and
Near Duplicate Files’
IT’S AN ONGOING REAL
WORLD CHALLENGE
(Henzinger / Pugh, 2003, 2009, 2011,
2012, 2011, 2016)
These Google patents in the series
keep being ‘tweaked’ (A is not the
same as B)
9. @dawnieando from @MoveItMarketing
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A lot of busy Googlebots & potential for duplicates
• The web doubled in
size 2010 – 2012
• Another 1/3 by 2015
• Finite search engine
resources
• Processes automated
for scale
“I just never have
any ‘me’-‐time’
any more”
10. @dawnieando from @MoveItMarketing
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Near
Duplicates
Do Not
Change
Often
SO… WHY
WASTE
RESOURCES
CRAWLING
THEM?
12. @dawnieando from @MoveItMarketing
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The Slow Page Evolution of Near Duplicates
“Clusters of near-‐duplicate documents
are fairly stable: Two documents that
are near-‐duplicates of one another are
very likely to still be near-‐duplicates 10
weeks later”
(Fetterly & Najork, 2003)
13. @dawnieando from @MoveItMarketing
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… The Raters Guidelines still ask raters to catch ‘dupes’
In Fact… There’s
a whole section
of the guidelines
dedicated to
them
2017
14. @dawnieando from @MoveItMarketing
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Mostly Stable For Years… But… The Web is Always Changing
2017
15. @dawnieando from @MoveItMarketing
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Near-Dupes are still doing strange things
John Mu at International Search Summit § Nearly the same but not
the same still causes
confusion
§ Particularly problematic
on internationalization
§ But applies to all sites
with pages not the same
but ’nearly-‐the-‐same’
2017
22. @dawnieando from @MoveItMarketing
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DUSTBUSTER - Do Not Crawl in The Dust… Ziv Bar-Yossef
Reduce crawling and wasted
resources to low importance pages
CAVEAT: IT IS NOT
KNOWN WHETHER
THIS IS BEING USED
AT ALL. RESEARCH
AND THEORY
§ Builds crawling ‘rules’
§ Detects duplicate content
URL patterns
§ From small ‘sampling’ visits
§ Swerves ‘DUST’
§ DUSTBUSTER
§ Saves crawling resources
§ Potentially Popular CMS
configurations URL
parameters detect ‘DUST’
2003
38. @dawnieando from @MoveItMarketing
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Shingling
A rose is a rose is a rose
N-‐Gram
(Where ‘n’ is no.
words (tokens) in
snapshot)
[A rose is a]
[rose is a
rose] [is a
rose is] (4)
39. @dawnieando from @MoveItMarketing
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SHINGLE
VECTORS
SUPERSHINGLE
MEGASHINGLE
Shingles, Supershingles & Megashingles
WORD ==
TOKEN
41. @dawnieando from @MoveItMarketing
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http://corpus.tools/wiki/Onion
N-‐gram
length
(word
string)
POTENTIAL EXAMPLE
42. @dawnieando from @MoveItMarketing
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http://corpus.tools/wiki/Onion
Dup Content
Threshold
e.g. 0.5
(50%)
POTENTIAL EXAMPLE
43. @dawnieando from @MoveItMarketing
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Broder, A.Z., Glassman, S.C., Manasse, M.S. and Zweig, G., 1997. Syntactic clustering of the web. Computer
Networks and ISDN Systems, 29(8-13), pp.1157-1166.
44. @dawnieando from @MoveItMarketing
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“We have developed an
efficient way to determine
the syntactic similarity of
files and have applied it to
every document on the
World Wide Web”
(Broder et al, 1997)
Broder, A.Z., Glassman, S.C., Manasse, M.S. and Zweig, G., 1997. Syntactic clustering of the web. Computer
Networks and ISDN Systems, 29(8-13), pp.1157-1166.
46. @dawnieando from @MoveItMarketing
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Multiple Title
Candidates For A
Query
DYNAMIC,
CONTEXTUAL
SEARCH
49. @dawnieando from @MoveItMarketing
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DUPLICATE CONTENT
TYPE – NEAR DUPE
(QUILTING)
UNIQUE
PARAGRAPH
EXTERNAL
SYNDICATED
EXTERNAL
SYNDICATED
EXTERNAL
SYNDICATED
HEADER - TEMPLATE
FOOTER - TEMPLATE
UNIQUE
PARAGRAPH
A
S
I
D
E
51. @dawnieando from @MoveItMarketing
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UNIQUE
MAIN
CONTENT
BUT ITS
CONTENT IS
INCLUDED
ELSEWHERE
TEASER ‘INCLUDED’ ELSEWHERE
53. @dawnieando from @MoveItMarketing
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Pages that look very different
but meet the same user
information need equally
55. @dawnieando from @MoveItMarketing
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Possible Treatment of Near-Duplicate Query Candidates
“If more than one candidate is
determined to be part of a
’search query cluster’, the most
important one based on factors
such as relevance, freshness,
importance is returned. The
others are eliminated.”
(Henzinger / Pugh, 2012,2016)
Last updated
2016
58. @dawnieando from @MoveItMarketing
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How Are Choosing Strategies Catered For in Ecommerce?
§ FACETED NAVIGATION
& WEBSITE FILTERS ==
Allows for ‘Elimination by
Aspects’
§ PAGINATION == Reduces
‘Too Much Choice’ effects
§ SORTING == Caters for
‘FIRST / BEST’ choosing
strategies
CHOICE-‐
ASSISTING
FUNCTIONALITY
HEURISTICS
59. @dawnieando from @MoveItMarketing
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And with these choice-assisting functionalities come…
“Exponentially
multiplicative
URLs”
60. @dawnieando from @MoveItMarketing
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Exponentially Multiplicative URLs From Faceted Navigation…
100 DRESSES
5 COLOURS
10 SIZES
2 LENGTHS
4 SUPPLIERS
100 x 5 x 10 x
2 x 4 =
40,000
URLs
61. @dawnieando from @MoveItMarketing
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And that’s without HTTPS, WWW/non or internationalization
100 DRESSES
5 COLOURS
10 SIZES
2 LENGTHS
4 SUPPLIERS
100 x 5 x 10 x
2 x 4 =
40,000
URLs
X 2 BECAUSE…
HTTPS VERSION
80,000
URLs
X 2… BECAUSE…
WWW / NON
WWW VERSION 160,000
URLs
X 5…
BECAUSE…
EN / FR / ES /
DE / IT (e.g.)
800,000
URLs
63. @dawnieando from @MoveItMarketing
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THAT’S A LOT
OF URLs FOR
100 DRESSES
Bored Googlebot
(Unrelated to speed)
67. @dawnieando from @MoveItMarketing
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The Canonical Tag - Otherwise Known As… RFC 6596
‘THE
CANONICAL
LINK
RELATION’
2012
68. @dawnieando from @MoveItMarketing
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‘The Canonical Link Relation’ – RFC6596 Is Still Adhered To
2017
69. @dawnieando from @MoveItMarketing
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50% OF SEO’S
“SEARCH ENGINES HAVE
IGNORED CANONICAL TAGS
THEY HAD IMPLEMENTED”
2017
71. @dawnieando from @MoveItMarketing
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There Are Many Signals To Consider In Canonicalization
404 & 410
301
302, 303, 307
Valid canonical from ‘context’ URL to valid target
Fall back to default pre ‘Canonical Link
Relation’duplicate handling signals
Valid href lang (if present and applicable)
Manual Action SUPER STRONG
STRONG -‐ DIRECTIVE
STRONG -‐ DIRECTIVE
STRONG -‐ DIRECTIVE
STRONG -‐ HINT
STRONG -‐ HINT
DEFAULT
ALL NEED TO BE IN UNISON
HTTPS (Google Specific)
72. @dawnieando from @MoveItMarketing
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“REL=NEXT / REL =
PREV” IS NOTA FORM
OF CANONICALIZATION
2017
77. @dawnieando from @MoveItMarketing
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If a canonical is not deemed to be valid
there is likelihood the pre-‐RFC6596
Canonical Link Relation treatment of
duplicates and near-‐duplicates will be
applied:
Such as ‘internal links’
COMMON CANONICAL MISTAKES
78. @dawnieando from @MoveItMarketing
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“301s AND 302s ARE
BOTH A FORM OF
CANONICALIZATION”
2017
79. @dawnieando from @MoveItMarketing
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Don’t canonicalize from an
”index” to a “noindex or vice-‐
versa because this means the
pages are NOT the same.
The canonical will likely be
ignored
COMMON CANONICAL MISTAKES
If “href lang” references an
alternative which does not
match a canonical link the
canonical will likely be
ignored
84. @dawnieando from @MoveItMarketing
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Hubs &
Authorities
BOWTIE OF THE WEB
Build Strongly Connected Components
87. @dawnieando from @MoveItMarketing
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Focused
Crawling
CRAWLING
CONTENT ON A
SPECIFIC
TOPIC FOR
EFFICIENCY
88. @dawnieando from @MoveItMarketing
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The ‘Mere’ Categorization Effect (Phenomenon) FTW
Simply by labelling products /
items as being part of a
category regardless of label
appears to increase
perception of variety &
positive experience (Mogliner
et al, 2003)
HUMANS LOVE CATEGORIES
TOO… IT IS A PHENOMENON
89. @dawnieando from @MoveItMarketing
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Homonyms contribute to need for query refinement
HOMONYMS –WORDS THAT ARE SPELT OR PRONOUNCED
THE SAME BUT HAVE DIFFERENT MEANINGS
ROSE
EVENING WATCH
SINK
BACK
ARMS
BOW
CHECK
STRENGTHEN DIFFERENTIAL
CONTEXT
91. @dawnieando from @MoveItMarketing
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LOCAL NAVIGATION RELEVANCE
TABLE OF CONTENTS STYLE IN
PAGE NAVIGATIONAL HEURISTIC
FOR SEARCH ENGINE AND
HUMAN
PAGINATED TAB THROUGH ON
SECTIONS OF REVIEW
GRANULAR
RELEVANCE
92. @dawnieando from @MoveItMarketing
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Parameter Handling
“IS PARAMETER-‐HANDLING A
WAY TO HELP GOOGLE BUILD A
SET OF ‘DUSTBUSTER
CRAWLING RULES’ EARLY?”
MAKE THE
RULES
93. @dawnieando from @MoveItMarketing
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ADD VALUE TO NEAR DUPES
(INFORMATIONAL VIEWS (INFORMATION
ARCHITECTURE)
94. @dawnieando from @MoveItMarketing
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INFORMATION VIEWS
ADDING VALUE AND
PASSING STRENGTH TO
CANONICAL TARGETS
97. @dawnieando from @MoveItMarketing
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BUILD STRONG SECTIONS
REVIEWS
BLOG
BUYING
GUIDES
COST
CALCULATORS
COMMERCE
MAIN SITE THEME (ONTOLOGY
SEMANTICS RULE
UGC
99. @dawnieando from @MoveItMarketing
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Related Content Mostly Adds Value To Other Content
That content is ‘stitched’ from elsewhere
But it is VERY useful overall & helps with
searcher ‘foraging’
To create context for what it links out to
100. @dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation SubtitleNOT Filtered before indexing
Doc IDs meeting
contextual
information needs
-‐ 1, or 2 pages
(max) chosen at
query run-‐time
101. @dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation SubtitleNOT Filtered before indexing
Fighting with each
other to be ‘THE’
result
Seems like
‘dilution’
103. @dawnieando from @MoveItMarketing
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CAN YOU ‘IMPROVE’, ‘DE-GROUP’ OR
‘REMORPH’ … RATHER THAN ‘REMOVE?
104. @dawnieando from @MoveItMarketing
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THAT’S A LOT
OF URLs FOR
100 DRESSES
Is The Difference Substantively Different To Queries?
106. @dawnieando from @MoveItMarketing
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Content
meeting
informational
needs equally
treated
different TO
DUPLICATES
113. @dawnieando from @MoveItMarketing
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Understand The Canonical Link Relation Rules – RFC6596
The target (canonical) IRI
MUST identify content that
is either duplicative or a
superset of the content at
the context (referring) IRI.
115. @dawnieando from @MoveItMarketing
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Without &filter=0 Appended to end of Query
https://www.google.co.uk/search?q=red+dress
es+size+10+long+sleeves&oq=red+dresses+siz
e+10+long+sleeves&aqs=chrome.0.69i59.1257
0j0j7&sourceid=chrome&ie=UTF-‐8
NOBODY HAS MORE
THAN ONE LISTING
116. @dawnieando from @MoveItMarketing
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With filter=0 Appended to end of Query
https://www.google.co.uk/search?q=red+size+
10+dresses+long+sleeves&oq=red+size+10+dr
esses+long+sleeves&aqs=chrome..69i57.13605
j0j7&sourceid=chrome&ie=UTF-‐8&filter=0
ALL SITES HAVE AT
LEAST 2 LISTINGS
MISSED
OPPORTUNITIES
120. @dawnieando from @MoveItMarketing
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Similar Content – Query Refinement SERPs
NOT FILTERED
NOT NEAR-‐DUPES
Does the searcher
want ‘gas
engineers, heating
engineers, central
heating?’
121. @dawnieando from @MoveItMarketing
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CONFUSING DUPLICATE, NEAR-‐
DUPLICATE (DUST) AND SIMILAR
CONTENT COULD COST YOU
DEARLY
Maybe a lot of people are confused by duplicates?
§ Be careful about canonicalizing
when unnecessary
§ True duplicate content & near-‐
dupes are query and category
agnostic
§ Similar is not duplicate
§ You may still have the answers
to different queries based on a
small important difference
§ AT LEAST 4 TYPES OF
DUPLICATE CONTENT
2017
124. @dawnieando from @MoveItMarketing
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Problems With The Many ‘Faces’ of Faceted Navigation
https://webmasters.googleblog.com/2014/02/faceted-‐navigation-‐best-‐
and-‐5-‐of-‐worst.html -‐ Wednesday, February 12, 2014
Example of faceted navigation:
http://www.example.com/category.php?category=gummy-candies&price=5-
10&price=over-10
Facet means ‘little faces’ (USEFUL TRIVIA)
125. @dawnieando from @MoveItMarketing
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Relation Links – ‘Web Linking’
https://tools.ietf.org/html/rfc5988
Web LINKING – RFC 5988
INTERNET ENGINEERING TASK FORCE
126. @dawnieando from @MoveItMarketing
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Internationalization – An Additional Layer of Complexity
‘TAGS FOR IDENTIFYING
LANGUAGES – rfc 5646
https://tools.ietf.org/html/rfc5646
INTERNET ENGINEERING TASK
FORCE
127. @dawnieando from @MoveItMarketing
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A Solution - The Introduction of Href Lang
Wikipedia page on href lang
Rules on href lang
https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587 -‐
MULTINATIONAL & MULTILINGUAL SITES AND HREF LANG
https://support.google.com/webmasters/topic/2370587?hl=en&ref_topic=4598733 -‐
HREF LANG Google
https://support.google.com/webmasters/answer/2620865?hl=en&ref_topic=2370587 -‐
USE A SITEMAP FOR HREF LANG
https://support.google.com/webmasters/answer/6144055?hl=en&ref_topic=2370587 -‐
LOCALE AWARE WITH GOOGLEBOT
CRAWLING
128. @dawnieando from @MoveItMarketing
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INTERNATIONALIZED RESOURCE INDICATOR
IRI
Internationalized Resource Identifiers (IRIs)
RFC 3987
https://tools.ietf.org/html/rfc3987
INTERNET ENGINEERING TASK FORCE
130. @dawnieando from @MoveItMarketing
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References & Sources
Fetterly, D., Manasse, M. and Najork, M., 2003. On the evolution of clusters
of near-‐duplicate web pages. Journal of Web Engineering, 2(4), pp.228-‐246.
Broder, A.Z., Glassman, S.C., Manasse, M.S. and Zweig, G., 1997. Syntactic
clustering of the web. Computer Networks and ISDN Systems, 29(8-‐13),
pp.1157-‐1166.
Broder, A., Kumar, R., Maghoul, F., Raghavan, P., Rajagopalan, S., Stata, R.,
Tomkins, A. and Wiener, J., 2000. Graph structure in the web. Computer
networks, 33(1), pp.309-‐320.
Mogilner, C., Rudnick, T. and Iyengar, S.S., 2008. The mere categorization
effect: How the presence of categories increases choosers' perceptions of
assortment variety and outcome satisfaction. Journal of Consumer
Research, 35(2), pp.202-‐215.
131. @dawnieando from @MoveItMarketing
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References & Sources
http://www.seobythesea.com/2008/02/new-‐google-‐process-‐for-‐detecting-‐
near-‐duplicate-‐content/
Pugh, W. and Henzinger, M.H., Google Inc., 2016. Detecting duplicate and
near-‐duplicate files. U.S. Patent 9,275,143.
Alonso, O., Fetterly, D. and Manasse, M., 2013, December. Duplicate news
story detection revisited. In Asia Information Retrieval Symposium (pp. 203-‐
214). Springer Berlin Heidelberg.
RFC 5988 – The Canonical Relation Link -‐ https://tools.ietf.org/html/rfc5988
Fetterly, D., Manasse, M. and Najork, M., 2003. On the evolution of clusters
of near-‐duplicate web pages. Journal of Web Engineering, 2(4), pp.228-‐246.
132. @dawnieando from @MoveItMarketing
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References & Sources
Najork, M., 2012, August. Detecting quilted web pages at scale.
In Proceedings of the 35th international ACM SIGIR conference on
Research and development in information retrieval (pp. 385-‐394). ACM
Source: Broder, A., Kumar, R., Maghoul, F., Raghavan, P., Rajagopalan, S.,
Stata, R., Tomkins, A. and Wiener, J., 2000. Graph structure in the
web. Computer networks, 33(1), pp.309-320.
.