In today's Semantic Web, generic copy has no place.
Using data extraction, we can view our content as Googlebot
Then, implementing entity disambiguation (http://www.algohunters.com/disambiguate-entities/), we can help Google rank our content with confidence.
This is how I do it.
Got copy you need disambiguating? Need more semantic layers? You can order yours, here: http://bit.ly/pphhjasond3
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.
SearchLove San Diego 2017 | Will Critchlow | Knowing Ranking Factors Won't Be...Distilled
Under Sundar Pichai, Google is doubling down on machine learning and artificial intelligence, and they're not the only ones. The impact of the robot revolution will not be limited to the ranking of search results, and the impacts on the job market are the subject of endless speculation. Will has been researching the parts of our digital marketing jobs that computers can do better than we can. In this talk, he'll explore the boundaries of human and computer capabilities and show you how to combine the strengths of both.
Mike King examines the state of the SEO industry and talks through knowing information retrieval will help improve our understanding of Google. This talk debuted at MozCon
How to come up with content ideas for your digital campaignsPaddy Moogan
Presented at Reaktor Breakpoint 2015 by Paddy Moogan. Describing how to come up with content ideas and promote them as part of your content marketing campaign.
SearchLove London 2016 | Lea Pica | How to Present to Get ResultsDistilled
Wil's talk will look at the role that words play, and we'll look at amazing, compelling copy that showcases the power of words. His talk will also go over ways to improve your empathy for customers and what it's like to be in their shoes. There'll also be an interesting look at how we can incorporate interviewing into the keyword research process. However, all these big ideas, mean nothing if we don't show you how to make the pitch to a reluctant boss, or client, so we'll end on how to pitch the value to get the buy in.
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.
SearchLove San Diego 2017 | Will Critchlow | Knowing Ranking Factors Won't Be...Distilled
Under Sundar Pichai, Google is doubling down on machine learning and artificial intelligence, and they're not the only ones. The impact of the robot revolution will not be limited to the ranking of search results, and the impacts on the job market are the subject of endless speculation. Will has been researching the parts of our digital marketing jobs that computers can do better than we can. In this talk, he'll explore the boundaries of human and computer capabilities and show you how to combine the strengths of both.
Mike King examines the state of the SEO industry and talks through knowing information retrieval will help improve our understanding of Google. This talk debuted at MozCon
How to come up with content ideas for your digital campaignsPaddy Moogan
Presented at Reaktor Breakpoint 2015 by Paddy Moogan. Describing how to come up with content ideas and promote them as part of your content marketing campaign.
SearchLove London 2016 | Lea Pica | How to Present to Get ResultsDistilled
Wil's talk will look at the role that words play, and we'll look at amazing, compelling copy that showcases the power of words. His talk will also go over ways to improve your empathy for customers and what it's like to be in their shoes. There'll also be an interesting look at how we can incorporate interviewing into the keyword research process. However, all these big ideas, mean nothing if we don't show you how to make the pitch to a reluctant boss, or client, so we'll end on how to pitch the value to get the buy in.
AI-powered SEO - Structured Data & Semantics - WordLift for SMXL Milan 2017Andrea Volpini
This is the presentation delivered at SMXL Milan at the Structured Data & Semantics panel. Learn how to automate your digital marketing tasks using natural language processing and linked data technologies. This presentation has been created in collaboration with WooRank 🙌 Read more 👉 https://wordlift.io/blog/en/entity/smxl-milan-2017/
SearchLove Boston 2017 | Paul Madden | You, Google and Links: It's ComplicatedDistilled
Links used to rule the world of signals Google looked at. In recent years, the relationship Google has with that signal has become more complex and conflicted. With access to the data on nearly eight billion links and the biggest disavow database outside of Google itself, Paul will take us through the arguments for and against links.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
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.
SearchLove Boston 2016 | Britt Klontz | Incorporate 'Pr Thinking' Into Your C...Distilled
For the most successful digital initiatives, 90% of the work is completed before the campaign actually launches, but what should that work be? Britt will show a "behind the scenes" look at successful campaigns, to emphasize the value of incorporating "PR thinking" all the way from the conception of an idea to the execution. This session will focus on the value of media relations and how you can create PR-shaped content that is not only tailored to your brand's message, but also designed to catch the attention of journalists and their captive audiences.
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
SearchLove San Diego 2017 | Emily Grossman | The New MobileDistilled
How has mobile marketing changed in the past year and how should your business react to best prepare for 2017 and beyond? Emily will discuss the what future holds for mobile optimization and how to rise above the rest of the pack in a mobile-first world.
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
Marketing can be a good thing, but it can also mislead content creators and promoters. In this presentation, delivered at Content Marketing World, Rand covers the advice often given (or interpreted) by content creators as "how to market" that should probably be ignored (or, at least, taken in context).
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
SEOs have historically focussed on tactics rather than strategy, for one important reason: search engines weren’t as sophisticated as they are now, so a tactical approach could be very successful. That's all changed significantly, with machine learning, marketers now face a multitude of new challenges to be successful in search. The days of simple ranking factors are over. Marcus' session will cover data-driven methods to illuminate consumer intention and content relevance, along with many new insights that can be used to create content that is more relevant and successful.
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Lear...Distilled
Machine-learning based search algorithm, RankBrain, quietly debuted last year as Google's third most weighted ranking signal. It may displace links and on-page SEO factors as Google’s #1 SEO ranking factor some day in the distant future: SEO Judgement Day. This session will reverse engineer how RankBrain and other machine language enabled algorithms actually work, exposing critical vulnerabilities. We’ll also share unusual ways to greatly benefit from future updates. Attend this session if you want your rankings to live.
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
SearchLove London 2016 | Marcus Tober | Why User-Focused Content is the Death...Distilled
With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.
SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'Distilled
It’s all changed – from how people use the web, to how Google ranks pages, to what resonates with influencers. Not surprisingly, the tactics marketers employ need to change, too. But tragically, many of us are stuck in a rut, eeking out the last few drops of fuel from efforts that are dying or dead. What’s even worse – the cutting edge practices that are producing remarkable returns heavily benefit early adopters, and if we’re not in those groups, we could find ourselves way behind in the years to come. In this presentation, Moz founder Rand will dive deep into what really works to drive traffic, rankings, branding, and conversions (and what’s better left in the scrap heap of yesteryear).
Effective Planning for Small to Medium Sized Agencies | BrightonSEO 2018 | P...Briony Gunson
Best practice advice for Operations to ensure you plan effectively as an organisation, to provide both the best work for your clients and ensure you run your own agency effectively as a business as well. I've drawn on advice from various industry experts on the topics of tracking time, scope of work and over-servicing, outlining best practice recommendations and common pitfalls/challenges. This is from the point of view of a small independent owner-run agency, but draws on examples from my time at network media agencies as well.
This was presented at the conference BrightonSEO in September 2018: https://brightonseo.com/conference-talk/effective-planning-for-small-medium-agencies-consultancies/
What does Google want? Future of Digital Marketing 2015Will Critchlow
After focusing in previous years on the future of search technologies, this presentation focuses instead on the future of marketing for search.
What do we need to change about our marketing to continue to appeal to a changing Google?
SearchLove London 2017 | Kirsty Hulse | The Campaign Flop: What to do When Yo...Distilled
It's the nature of the work we do that some content sticks...and some doesn't. Kirsty will provide tips and recommendations on what to do when your content doesn't achieve the results you were expecting; how to manage stakeholders, secure budget after a campaign fail, and how to breathe new life into flopped campaigns.
AI-powered SEO - Structured Data & Semantics - WordLift for SMXL Milan 2017Andrea Volpini
This is the presentation delivered at SMXL Milan at the Structured Data & Semantics panel. Learn how to automate your digital marketing tasks using natural language processing and linked data technologies. This presentation has been created in collaboration with WooRank 🙌 Read more 👉 https://wordlift.io/blog/en/entity/smxl-milan-2017/
SearchLove Boston 2017 | Paul Madden | You, Google and Links: It's ComplicatedDistilled
Links used to rule the world of signals Google looked at. In recent years, the relationship Google has with that signal has become more complex and conflicted. With access to the data on nearly eight billion links and the biggest disavow database outside of Google itself, Paul will take us through the arguments for and against links.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
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.
SearchLove Boston 2016 | Britt Klontz | Incorporate 'Pr Thinking' Into Your C...Distilled
For the most successful digital initiatives, 90% of the work is completed before the campaign actually launches, but what should that work be? Britt will show a "behind the scenes" look at successful campaigns, to emphasize the value of incorporating "PR thinking" all the way from the conception of an idea to the execution. This session will focus on the value of media relations and how you can create PR-shaped content that is not only tailored to your brand's message, but also designed to catch the attention of journalists and their captive audiences.
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
SearchLove San Diego 2017 | Emily Grossman | The New MobileDistilled
How has mobile marketing changed in the past year and how should your business react to best prepare for 2017 and beyond? Emily will discuss the what future holds for mobile optimization and how to rise above the rest of the pack in a mobile-first world.
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
Marketing can be a good thing, but it can also mislead content creators and promoters. In this presentation, delivered at Content Marketing World, Rand covers the advice often given (or interpreted) by content creators as "how to market" that should probably be ignored (or, at least, taken in context).
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
SEOs have historically focussed on tactics rather than strategy, for one important reason: search engines weren’t as sophisticated as they are now, so a tactical approach could be very successful. That's all changed significantly, with machine learning, marketers now face a multitude of new challenges to be successful in search. The days of simple ranking factors are over. Marcus' session will cover data-driven methods to illuminate consumer intention and content relevance, along with many new insights that can be used to create content that is more relevant and successful.
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Lear...Distilled
Machine-learning based search algorithm, RankBrain, quietly debuted last year as Google's third most weighted ranking signal. It may displace links and on-page SEO factors as Google’s #1 SEO ranking factor some day in the distant future: SEO Judgement Day. This session will reverse engineer how RankBrain and other machine language enabled algorithms actually work, exposing critical vulnerabilities. We’ll also share unusual ways to greatly benefit from future updates. Attend this session if you want your rankings to live.
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
SearchLove London 2016 | Marcus Tober | Why User-Focused Content is the Death...Distilled
With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.
SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'Distilled
It’s all changed – from how people use the web, to how Google ranks pages, to what resonates with influencers. Not surprisingly, the tactics marketers employ need to change, too. But tragically, many of us are stuck in a rut, eeking out the last few drops of fuel from efforts that are dying or dead. What’s even worse – the cutting edge practices that are producing remarkable returns heavily benefit early adopters, and if we’re not in those groups, we could find ourselves way behind in the years to come. In this presentation, Moz founder Rand will dive deep into what really works to drive traffic, rankings, branding, and conversions (and what’s better left in the scrap heap of yesteryear).
Effective Planning for Small to Medium Sized Agencies | BrightonSEO 2018 | P...Briony Gunson
Best practice advice for Operations to ensure you plan effectively as an organisation, to provide both the best work for your clients and ensure you run your own agency effectively as a business as well. I've drawn on advice from various industry experts on the topics of tracking time, scope of work and over-servicing, outlining best practice recommendations and common pitfalls/challenges. This is from the point of view of a small independent owner-run agency, but draws on examples from my time at network media agencies as well.
This was presented at the conference BrightonSEO in September 2018: https://brightonseo.com/conference-talk/effective-planning-for-small-medium-agencies-consultancies/
What does Google want? Future of Digital Marketing 2015Will Critchlow
After focusing in previous years on the future of search technologies, this presentation focuses instead on the future of marketing for search.
What do we need to change about our marketing to continue to appeal to a changing Google?
SearchLove London 2017 | Kirsty Hulse | The Campaign Flop: What to do When Yo...Distilled
It's the nature of the work we do that some content sticks...and some doesn't. Kirsty will provide tips and recommendations on what to do when your content doesn't achieve the results you were expecting; how to manage stakeholders, secure budget after a campaign fail, and how to breathe new life into flopped campaigns.
#WomenInAg Beauty + Bounty by Mary Van Dyke March 2017Mary Van Dyke
Presentation and workshop on opportunities for women in agricultural careers for middle school girls, parents and teachers for the 2017 Girls + Math + Science = SUCCESS! conference on STEM careers.
講演資料「クリエイターのためのトーン&マナー設計について」(パソナテック主催セミナー)Concent, Inc.
2014年2月19日(水)開催のパソナテック様主催セミナー「クリエイターのためのトーン&マナー設計について」の講演資料です。
発表者:山口陽一郎(株式会社コンセント デザイナー)
This is a presentation about tone and manner design for creators.
Prepared by Mr. Yamaguchi from Concent, Inc., for Pasonatech staff seminar on February 19th, 2014.
The Technical Debt Trap - Michael "Doc" NortonLeanDog
Technical Debt has become a catch-all phrase for any code that needs to be re-worked. Much like Refactoring has become a catch-all phrase for any activity that involves changing code.
These fundamental misunderstandings and comfortable yet mis-applied metaphors have resulted in a plethora of poor decisions.
What is technical debt?
What is not technical debt?
Why should we care?
What is the cost of misunderstanding?
What do we do about it?
International Site Speed Tweaks - ISS 2017 BarcelonaBastian Grimm
Talking international site speed optimization at International Search Summit 2017 in Barcelona, London as well as in Munich covering a broad variety of performance optimization strategies.
Launch Communication Plan: A Guide and Template to Provide Effective Communication for a Successful Launch.
You’re launching a new program or platform to increase partner engagement and you can’t wait to get your partners using it.
Consider that how you communicate what you’re offering your partners is just as important as what you’re offering them.
Learn how to make your new initiative successful with a communication plan that educates your partners on the value for them, stokes excitement, and gets partners engaging with the platform after launch.
Organizations are looking for mobile accessibility standards but is mobile different than desktop? Learn about is new in WCAG 2.1, Europe and around the world.
Erfüllen Sie sich Ihre langgehegten Träume. Nutzen Sie die geniale Form der modernen Geldbeschaffung. Keine Zinsen, keine Rückzahlung, keine Bonitätsprüfung
I don't always feel like a wizard. Like many of you, I've been doing operations for a couple of years, and I still have a TON TO LEARN about how to do this "SRE" job.
But along the way, I have learned a few ways to debug tricky problems, get the information I need from my colleagues, and get my job done. We're going to talk about
* how asking dumb questions is actually a superpower
* how you can read the source code to the Linux kernel when all else fails
* debugging tools that make you FEEL like a wizard
* and how understanding what your _organization_ needs can make you amazing
At the end, we'll have a better understanding of how you can get a lot of awesome stuff done even when you're not the highest level wizard on your team.
SEO optimized and Analyze various SEO factors on your websiteRamjanul Haque
Analyze various SEO factors on your website to judge how well it is
SEO optimized and whether the SEO elements are in place or not.
Description
The SEO Webpage Analysis tool is designed to review your website on-page
SEO elements by providing a breakdown of all the SEO on-page factors. Simply provide your website’s URL,
the tool will provide an SEO Webpage analysis report that includes
<a>Breast reconstruction surgery long island</a>
what on-page SEO elements are present for the given web page,
as well as recommendations for these factors that can affect your ranking in natural search results
Key Features:
- Provides a report of all the on-page SEO factors from your website including meta tag information,
web page content, links on the page, image alt tags and anchor text.
- Provides recommendations on how on-page SEO factors on your
website can be improved to help your ranking in natural search results
Benefits:
- Allows you to view on-page SEO elements of your website
- Helps to identify which key on-page SEO factors are directly affecting your organic rank such as meta tags,
web page content, anchor text and links and provides recommendations based on these factors
The key to using the Internet as a business tool is to reduce that frustration and connect with customers in the easiest, most direct way possible. SEO (search engine optimization) is, perhaps, the fastest growing marketing tool available today and it works by putting your website at the top of search results page on Google and Bing when customers are searching for terms relevant to your business.
The Internet can work wonders: If you are looking for guidance on a home improvement project, there is a YouTube video for every conceivable “how to.” Need a last-minute recipe or want to find a unique gift item? Presto, with a few clicks results appear on your screen. Of course, it can also be frustrating. The key to using the Internet as a business tool is to reduce that frustration and connect with customers in the easiest, most direct way possible. In other words, don’t let potential leads get lost on their way to your website! (http://bit.ly/2ghsK8H)
Keyword Advantage is a new keyword research and generation software produced by the internet marketing guru - Mark Thompson
http://keywordadvantages.net, http://keywordadvantagereview.org
INTRODUCTION
ERIK DEVANEY
Content Strategist, HubSpot
@BardOfBoston
Written & Designed by:
For some, the word “optimization” conjures
up thoughts of complicated mathematics
and data analysis. It can seem like one of
those things that only a true “data geek”
could ever hope to understand.
The Art And Science Behind Killer ContentRob Bonham
Whether you are an in-house or agency marketer, strategic content development is crucial to drive qualified web traffic that converts. Learn how to develop strategic content backed by data to drive SEO success and beyond.
Originally presented at WordCamp Riverside 2019 by Michael Tesauro (slides 1-9) & Rob Bonham (slides 10-19)
https://2019.riverside.wordcamp.org/session/the-art-science-behind-killer-content/
SEO can be tough to learn, understand and apply. I was asked to explain the essentials in 15 minutes, so here's the SEO lesson you need to learn how to get your content discovered via search.
Similar to Entity Disambiguation - the Semantic XRay (20)
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
2. Overview
In this presentation, we‘ll use your example: Maria’s Florist, Monterotondo.
We’d just like to put on record, before we rip it to shreds, that compared to much of the content
we view online, the original copy was fair! ☺
Taking our own Web Copywriting guidelines and then subjecting the improved text to further
analysis, we’ll build up a template to which your copywriters can adhere for future articles.
Over time, these best practices do become habit rather than the chore they may will seem today.
If any of the following training you find ambiguous, please, please ask for clarification.
Remember, the goal is to produce copy that leaves the web’s search indexers in no doubt about
the topic of your content, yet present it so that it appears natural and fluent to the untrained eye.
Improbable without training? Yes. Impossible? Absolutely not. Buckle up – it’s a bumpy ride »
3. Rip it up and start again
DISSECTING MA RI A’ S FLORIST, MONTEROTONDO
4. Readability
This is the original analysis result,
testing your article for NLP.
We have:
» 6 x hard to read sentences
» 4 adverbs
» 3 overly-complicated phrases
» 4 uses of the passive voice
The readability Grade 8 owes much
to short sentences (named
universities, hospital and funeral
homes, etc.).
From this original content, we can
discern the following »
5. What the document tells Googlebot
From the extracted entities, one could assume
that all of the key figures were visible to the
search engine. Woo-hoo!
Well, maybe. But that’s only half of the story.
What does your content say about those
‘entities’? »
6. Concepts – what’s your content about?
Now we’re seeing the bigger picture.
Because of the overwhelming presence of content
(by percentage) about universities, the search
engine thinks that we’re writing about
Graduation.
Flower appears, so that’s great. Although it could
do with being more relevant (61% not great).
However, there are some references that may
seem to fit in with the context at first glance, but
then we dig deep into dbpedia:
» A Great Way to Care refers to a Hong Kong
medical drama;
» Arrangement is musical, rather than a display
of flora;
» Pomp and Circumstance Marches also musical.
7. Taxonomies – fitting in with a hierarchy
This was the most pleasing aspect of the
original document’s content.
When categorising the topics found, the
tool’s algorithms identified:
» /shopping/gifts (although not confident)
» /shopping/gifts/flowers
» /travel/tourist destinations/Italy (country
identified, but troubled that the content is
classified as ‘travel’ – perhaps due to the
tone of the ‘flowery’ description ☺)
8. The Eye of the Beholder
MAKING CONTENT BEAUTIFUL FOR HUMAN AND MACHINE ALIKE
9. Formatting for scanning on the web
The Internet has given birth to a new type of reader: the scanner.
The way your copy and accompanying images are laid out on page has never been more critical.
As well as the layout appearing aesthetically pleasing to the reader, search engines also
understand HTML, the code that marks up text, images and hyperlinks and controls how on-page
elements are displayed. HTML is also the foundation of the web’s semantic layer.
For the human, there are three key areas of formatting to ensure they, well, read your content:
1. Headings and sub-headings
2. Sentence and paragraph structure
3. Bullet (unordered) or numbered (ordered) lists when summarising numerous benefits and
features of a product or service, or its unique elements.
10. Stuffing keywords
Once upon a time, the more often a keyword appeared in your content, the greater the likelihood
that it would rank well in SERPs. Add an in-linking template to focus the indexer on those
keywords and you could appear in the top 3 results with ease, even in highly competitive niches.
Nowadays, that’s just not so. Old keyword-stuffing and linking practises will see you penalised
with an indefinite recovery period.
There are, however, hot-spots, places where keywords are appropriate. The difference is that
relevance is based on the human factor, rather than trying to game a search engine:
1. Keyword density: no greater than 2% (max. 14 appearances per 700-word article);
2. Your main keyword should appear in the main heading and one sub-heading;
3. Your keywords should appear naturally, as they would be spoken in conversation
11. Composition – handing over the baton
Promotional tone should be used sparingly and only when expressly relevant, for two main reasons:
1. Google has stated categorically that its search engine is an informational highway, not a sales
channel for businesses with an Internet presence;
2. Customers do not react well to pressurised sales patter. They need to realise the benefits of using
your service/product and feel that they are in control of the decision-making process.
Your copy should also appeal to your entire target audience. This means making it comprehensible for
all potential customers, irrespective of academia.
Specifically for Maria’s Florist, there are no intellectual barriers to people who can buy flowers. Copy
must therefore be accessible to all.
The Fleisch Reading Ease scale will help you determine for whom your copy is suitable. With
personalised search now so prevalent, it’s possible that Google Search can tailor results to the
academic level of the customer if they’re signed into their Google account.
If your copy is deemed too academic, you could potentially lose an audience sector that’s not
educated to the standard your copy dictates is prerequisite.
12. Like your content, but
better
US I N G TO O L S TO B REA K DOWN T H E CO PY ’ S COMP O N E N TS
13. De-fluffing –
keep it relevant
Is all that content necessary?
There’s a reason that fiction writers
edit with a hatchet. The reader only
wants copy that contributes to the
story.
For web copywriting, this practise has
become more critical. Initially because
the reader wants the information
quickly. But there’s something else.
The more content you include as fluff
– or irrelevant to your message – the
more off topic your article will be in
the eyes of the search engine.
In the GIF to the right, we look at how
this impacts the original content, along
with some other errors sampled from
the opening paragraphs.
(GIF won't play? Go here or Download
this presentation.)
Use the |► button to flick through frames.
16. Let me entity tame you
Nothing pleases us more than a green
screen.
Maria’s Florist and Monterotondo are the
stand-out entities. They are both also
classified correctly.
All other entities are relevant, nearby
locations all incorporated and, more
importantly, all are expressed in a positive
light. »
17. This information is classified
The highest taxonomy is now clearly
defined:
/shopping/gifts/flowers
With a score of 0.64 relevance, any
doubt about what the content
describes has been eliminated.
Also pleasing, the inclusion of
/marriage/weddings
Although it’s ‘not confident’, a search
for wedding flowers Monterotondo
(big money spinner) will make it so.
18. Copywriting is a conceptual art
As with the Taxonomy, the Concepts
in the article are now crystal clear.
By making the copywriting strong
and diversifying with longer-tail
keywords, we’ve brought more
(relevant) concepts to the table.
No, I’ve got no idea where ‘2005
singles’ fits into the mix, but
compare the ‘Relevance’ score to
the original document’s concepts:
none score less than 0.52, showing
strong alignment with the topic.
19. Keywords – who gives a stuff? Not us!
Similar to Taxonomies and Concepts, the lowest
‘Relevance’ keyword score is now markedly
higher than in the original document.
Even without physically including “Florist
Monterotondo”, it’s listed as the top keyword
with a 0.94 relevance factor (1.0 being optimum).
We’ve also clarified that ‘arrangements’ refers to
flowers, not music.
Plus we see ‘best bouquets’, ‘strong reputation’,
‘skilled florists’ and many more double-barrel
keywords becoming highly relevant.
Yes, that’s pleasing.
20. Summary
Plan of action:
► Look for ways to add value to the topic you’re writing about over and above that which
exists online;
►► This will often mean researching the topic and competition before you write your
first word;
► Identify your customer’s pain points and provide them with a solution;
► Write the content so that it is readable (accessible) by your entire audience;
► Remove the passive voice, overly-complicated words and adverbs (as per slide 4)
►► “The road to Hell is paved with adverbs”, Stephen King;
► Pick out the main points in the article and craft them into suitable sub-headings;
►► It’s suggested that a reader should be able to grasp the article’s point by scanning
the headings only;
► Structure sentences and paragraphs so that readers can scan them;
►► don’t write huge blocks of text and use bullet/numbered lists where appropriate;
► Ensure that the subject is always doing something to the object:
►► When you need to send birthday wishes to your wife…, not:
►► When birthday wishes need to be sent by you to your wife…;
► Do avail yourself of SEOWorkers.com Copywriting Guidelines and form them as habits.
So, there we have it. All of the steps
you need to disambiguate entities to
make Googlebot bow to your will.
It’s not about gaming search engines.
It’s not about sell, sell, selling to your
human audience.
It is about:
» clarifying your product and service;
» identifying your customer and their
pain points;
» and then providing solutions that:
»»» work for the reader, and
»»» that Googlebot can associate with
their query.
Thank you for your interest.
21. Get in touch
Thank you so much for seeing this presentation through to the end.
You host has been Jason Darrell.
On social, you'll find him on:
◦ Google+
◦ LinkedIn
◦ Twitter
◦ Pinterest
You can order your Semantic XRay through this PPH 'Hourlie'
And do check out his F+ daily ezine (free): Freelancer Plus ezine
For more in-depth background to NLP, please see Jason's "Disambiguate Entities" article.