SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines
First Things First, What Is SEO?
SEO is simply any work carried out to increase the number and more importantly the quality of visitors to your website by making sure the website ranks in the search engines (Google etc.) for words and phrases related to what you are selling. If you sell car insurance then you want to be on page 1 of Google, preferably number 1, when someone types in car insurance. Simple.
How Do You Start SEO?
You research what words and phrases people use to buy the products and services you are selling, this is known as keyword research. The purpose of this it to make sure your pages are optimised for relevant words and phrases. It's worth noting, just because lots of people use a particular phrase doesn't mean you should optimise for it, if the competition for the phrase is tough (lots of other established sites are chasing the phrase) then you might be better chasing other less competitive phrases.
OK, I Get That, What Next?
Next you optimise your pages using the words and phrases you found. There are certain elements of a web page (title, meta, headers) that search engines focus on and these need to be set-up correctly.
Is That It?
Sadly not, because anyone can carry out keyword research and optimise their pages there are loads of well optimised pages about any given subject so Google needs a way of deciding which ones are best. It does this by measuring the number and quality of the links to your pages from pages on other websites.
How Do I Do Link Building?
In summary there are two approaches to link building. You can buy them, which is against Google's guidelines or earn them, our preferred method.
What Do I Need to Watch For When Buying SEO?
Nobody can guarantee a ranking unless they are using techniques that could get you banned from the search engines, which isn't ideal.
And Finally...
SEO can get your head in a spin. Like many things in life there are lots of different opinions on what works and what doesn't. Although there may be some magical formulae kicking around - doubtful - one thing is for sure, if you get your basic site structure and on page tagging right you will be on track for search engine success.
10 ways that words affect your organic search engine rankings. The mastery of placement, variety, readability, and credibility of words can boost your website into top rankings.
Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
Rand Fishkin's presentation covering 7 of the biggest trends in SEO in 2016 from changes in Google's handling of keywords to CTR opportunities to machine learning and more.
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).
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...Alex Harris
Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel
- Increase Website Sales
- Increase Leads
- Increase Email Opt-Ins
- Deeper Insight of Personas
10 ways that words affect your organic search engine rankings. The mastery of placement, variety, readability, and credibility of words can boost your website into top rankings.
Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
Rand Fishkin's presentation covering 7 of the biggest trends in SEO in 2016 from changes in Google's handling of keywords to CTR opportunities to machine learning and more.
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).
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...Alex Harris
Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel
- Increase Website Sales
- Increase Leads
- Increase Email Opt-Ins
- Deeper Insight of Personas
SEO & UX: Finding the Balance - Rob OusbeyRob Ousbey
In this session, Rob will help to reconcile the sometime conflicting advice about UX and SEO. He'll cover the UX factors that can help boost your SEO performance, and bring words of warning about the UX best practices that might be damaging your rankings.
This was presented at the Ingeniux User Conference 2017.
These are the training slides from the SEO training delivered by Noisy Little Monkey at their offices in Bristol.
They cover: technical, on-site, off-site, local and mobile SEO.
Husband and wife Jake and Alisha Truemper discuss the relationship between UX (User Experience) and SEO (Search Engine Optimization. Jake is a Director of User Experience at Manifest Digital, and Alisha is the Search Engine Optimist at Scottrade.
When SEO and UX practices are combined, the results can be extraordinary. Rand walks through how the practices have evolved to have far more combined value than tensions and tradeoffs, and some ways for each to learn from the other.
This years Attention summit featured a workshop on organic search: it's past, present and future.
Understanding how the organic landscape has evolved is crucial in order to achieve more visibility in the age of digital clutter.
This workshop foretold the future of organic search and how it can be explored to optimise the attention your brand achieves online.
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
DAYTA's internal training for search engine optimization basics. Covers the basic of technical site needs, link building, content optimization, and rankbrain. Learn more: daytamarketing.com
How to Maximize Conversions Through SEO and CROSean Si
My presentation on the SEO Summit 2016 touching base on the best way to get returns on your site through maximizing your SEO and CRO and making them play well together.
There are many types of Traffic or Visitors for website or Internet Marketing. Md Masum Billah sharing many types of Visitors ( traffic ) for Internet Marketing.
Fresno WordPress Meetup - 7 Basic SEO questionsRichard Sargent
This meetup was hosted at Bitwise South Stadium in Fresno, CA. You can find out more information about our meetup at http://www.meetup.com/Fresno-WordPress-Meetup.
The presenter is Richard Sargent. You can find more information about his company at EditLLC.com or you can email him - Richard@EditLLC.com . They're partnered with a Social Media / SEO company called Moore Than SEO - MooreThanSEO.com
I hope you enjoy :)
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
Rand's presentation on machine learning and deep learning in Google, Facebook, and beyond, and how engagement reputation will become key to every online marketing effort.
SEO & UX: Finding the Balance - Rob OusbeyRob Ousbey
In this session, Rob will help to reconcile the sometime conflicting advice about UX and SEO. He'll cover the UX factors that can help boost your SEO performance, and bring words of warning about the UX best practices that might be damaging your rankings.
This was presented at the Ingeniux User Conference 2017.
These are the training slides from the SEO training delivered by Noisy Little Monkey at their offices in Bristol.
They cover: technical, on-site, off-site, local and mobile SEO.
Husband and wife Jake and Alisha Truemper discuss the relationship between UX (User Experience) and SEO (Search Engine Optimization. Jake is a Director of User Experience at Manifest Digital, and Alisha is the Search Engine Optimist at Scottrade.
When SEO and UX practices are combined, the results can be extraordinary. Rand walks through how the practices have evolved to have far more combined value than tensions and tradeoffs, and some ways for each to learn from the other.
This years Attention summit featured a workshop on organic search: it's past, present and future.
Understanding how the organic landscape has evolved is crucial in order to achieve more visibility in the age of digital clutter.
This workshop foretold the future of organic search and how it can be explored to optimise the attention your brand achieves online.
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
DAYTA's internal training for search engine optimization basics. Covers the basic of technical site needs, link building, content optimization, and rankbrain. Learn more: daytamarketing.com
How to Maximize Conversions Through SEO and CROSean Si
My presentation on the SEO Summit 2016 touching base on the best way to get returns on your site through maximizing your SEO and CRO and making them play well together.
There are many types of Traffic or Visitors for website or Internet Marketing. Md Masum Billah sharing many types of Visitors ( traffic ) for Internet Marketing.
Fresno WordPress Meetup - 7 Basic SEO questionsRichard Sargent
This meetup was hosted at Bitwise South Stadium in Fresno, CA. You can find out more information about our meetup at http://www.meetup.com/Fresno-WordPress-Meetup.
The presenter is Richard Sargent. You can find more information about his company at EditLLC.com or you can email him - Richard@EditLLC.com . They're partnered with a Social Media / SEO company called Moore Than SEO - MooreThanSEO.com
I hope you enjoy :)
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
Rand's presentation on machine learning and deep learning in Google, Facebook, and beyond, and how engagement reputation will become key to every online marketing effort.
SearchLove Boston 2015 | Rand Fishkin, 'Ranking Signals of the Future'Distilled
Every year in the web world, we experience dramatic changes and upheaval that impacts how web marketers need to do their job. 2015 is no different, and in this presentation, Rand will show off the major trends and shifts from search engines, social platforms, and consumer behavior alongside the strategies and tactics to stay ahead of the curve and earn valuable traffic.
This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
Presented at Business of Software Conference, Rand Fishkin (Moz founder and all round great guy) presents his summary of what to love and what to leave in SEO for 2014. In a constantly changing field, Rand stands out as presenting the clearest and most accessible advice on what should work to help your customers find you online.
Watch if you have any responsibility for finding customers, creating content or building marketing.
SEO Tutorial for Beginners - Learn Search Engine Optimization (SEO) and various SEO tools and techniques in simple and easy steps starting from basic to advanced topics. The topics include basic search mechanism and algorithm, search ranking factors, Google Search Console, keyword generation, keyword research analysis, Google keyword planner, Google Trends, keyword value assessment, keyword competition analysis, keyword difficulty analysis, domain authority, page authority, keyword selection, on-page SEO, Yoast SEO, title tags, heading, SEO snippets, permalinks, slugs, outbound links, inbound links, internal linking, external linking, anchor text, do-follow & no-follow links, image SEO & optimization, content optimization, off-page SEO, backlink analysis, quality links,link building, directory submission, article submission, blog submission, press release submission, PDF submission, video submission, infographic submission, image submission, guest blogging, forum & discussion in SEO, social bookmarking, local SEO, Google Map, Google My Business, Google Street View and various SEO tools like Moz, SEM Rush, Ahrefs etc.
SEO (Search Engine Optimization) is the process of managing content that can be found through the organic search results of a search engine. The benefits of SEO are, it’s free and passive web traffic month after month. Get to know more about SEO in this presentation by Skew Infotech, Coimbatore.
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.
SEO: New Generation Instrument of International MarketingMarkadabra
It’s hard to imagine a world without search engines. Even though they are only two decades old, search engines have given people superpowers with unlimited knowledge at their fingertips. And with this endless source of knowledge, many things in our lives have changed.
Search engines have changed how we discover information. They've changed how we connect with friends and family. And most importantly, they've changed how we look for goods and services. No longer are we waiting to stumble on an ad to realise we need something -- we're actively seeking out information online about products and services we want to buy.
So this slide is from my Marketing managemenent Master's couse, the part i presented and enjoyed learning all about SEO. The information on the slides are simplified edited. Enjoy.
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
The Implicit Strategy Model of the Past Decade
-One ideal competitive position in the industry
-Benchmarking of all activities and achieving best practice
-Aggressive outsourcing and partnering to gain efficiencies
Advantages rest on a few key success factors, critical resources, -core competencies
-Flexibility and rapid responses to all competitive and market changes
Sustainable Competitive Advantage
-Unique competitive position for the company
-Activities tailored to strategy
-Clear trade-offs and choices vis-à-vis competitors
-Competitive advantage arises from fit across activities
-Sustainability comes from the activity system, not the parts
-Operational effectiveness a given
Bullets are for guns & to-do lists ,not presentations.Umberto Tessitore
Humans process images 60,000x faster than words
We also recall information presented as image 6x more easily than text
Logic doesn’t flood the brain with dopamine, which is why logic alone doesn’t move mountains.
USE METAPHORS TO GIVE MEANING
USE SIMPLE LANGUAGE, FREE OF JARGONS
eWallets
Easy and secure to use, this
is quickly growing payment
method becoming
increasingly popular across
all sectors. Consumers can
either use stored value or
take funds from a payment
type linked to their eWallet,
giving them choice and
convenience.
eInvoices
When using eInvoices,
consumers can pay for
goods after delivery,
without sharing credit card
or bank details.
It can be as simple as
entering their email
address and postcode to
make a payment.
Digital Media
Understand the audiences, platforms, and revenue models that fuel the demand ,creation, and monetization of digital content, including video, audio, images, text, and social media.
Mobile
Stay ahead of key elements in mobile device development,adoption, and usage ,including hardware, platforms, vendors, and apps, and the keycompanies influencingthe industry.
IoT
Become a domain expert on the "Internet of Things" ecosystem, including how businesses, consumers, and government entitiesare connecting theirassets and objects to thedigital world.
Payments
Keep abreast of the top developments,strategies, technologies, and networks that are disrupting how value is stored, managed, and transferred from one party to another.
E-Commerce
Gain comprehensive insight on the key trends, strategies, and companies impacting how consumers discover, purchase, and receive products online.
Pricing is a fundamental area of analysis in luxury goods. Higher prices correlate with superior margin performance and faster growth.
A correlation with "Made in" highlights a "cost plus" pricing approach by most brands.
Performance on Cross Channel; Interaction among websites,e-commerce & store
What actions can leaders take to confirm their digital investments deliver and sustain value? The practices and performance of global companies, drawn from the experience of nearly 2,000 business and technology executives.
25%of startups fail within their first year.
36% of those left fail within their second year.
44%of those left fail in their third year.
50% of those left fail in their fourth year.
Entrepreneurs mold their dreams into the realities
that shape our world. To do that successfully takes
persistence, drive and business savvy. Entrepreneur Of
The Year winners exemplify all of this and more. They
pair fresh ideas with the vision and know-how to launch
a concept and develop it into a viable business, all while
advancing their industries and contributing to their
communities.
The 266 winners in the class of 2015 own and operate
some of the best and fastest-growing companies in the
U.S. today.
• They have added 81,000 jobs in the past two years—
a 29 percent boost in headcount.
• They have achieved an aggregate of US$169 billion
in revenue.
• Twenty-four percent are leading companies that were
started in the past five years.
They are taking advantage of funding opportunities;
59 venture-backed companies collectively raised over
$6.6 billion in private capital.
Ernst & Young the Luxury & Cosmetics Financial Factbook
The industry faces three main challenges in the year ahead:
• Manage demand worldwide — This year, the industry has been impacted by currency
volatility: many consumers have abandoned local markets and shopped abroad instead,
to benefit from pricing differences. Most dramatically, while domestic consumption
in mainland China dropped 3% in 2014, Chinese consumers increased their spending
globally by 8%. Luxury companies have started to re-think the idea of a consistent offer
throughout the world, to minimize further effects of currency variations. The choice
is between maintaining a consistent pricing policy without adapting to specific local
fluctuations, or presenting a variable price for each area, chasing exchange rates and
purchasing power.
• Define an omni-channel strategy — Most companies are refocusing their strategies on
the customer experience: omni-channel, flawless retail management, people excellence.
Brands are seeking to take control of their operations by managing a dedicated retail
network. In parallel, companies have to deploy their presence worldwide and thus
continue to develop their wholesale portfolio, focusing on the high quality of their
partners. Digital is increasingly important, both as a marketing tool and as a sales
channel. Companies can no longer focus on a single channel: they have to define a
consistent strategy for all distribution networks and adapt their DNA specifically for
each channel, including social media.
• Fine-tune the retail model — The muscular retail strategy carried out by the major
international brands in worldwide tier-one cities has lowered the return of top-line
growth that can be obtained by increasing direct distribution networks. Today clients
are well informed about what they want to buy because of a combination of continuous
on-line/off-line switches, word of mouth, social communities. This may lead to a partial
redefinition of retail strategies, with selected closures of less-performing retail shops,
focus on core locations and well-positioned flagships, reduction in the average size of
directly operated stores (DOS) to improve main sale ratios and reduce costs.
Textile Chemical Brochure - Tradeasia (1).pdfjeffmilton96
Explore Tradeasia’s brochure for eco-friendly textile chemicals. Enhance your textile production with high-quality, sustainable solutions for superior fabric quality.
Best Crypto Marketing Ideas to Lead Your Project to SuccessIntelisync
In this comprehensive slideshow presentation, we delve into the intricacies of crypto marketing, offering invaluable insights and strategies to propel your project to success in the dynamic cryptocurrency landscape. From understanding market trends to building a robust brand identity, engaging with influencers, and analyzing performance metrics, we cover all aspects essential for effective marketing in the crypto space.
Also Intelisync, our cutting-edge service designed to streamline and optimize your marketing efforts, leveraging data-driven insights and innovative strategies to drive growth and visibility for your project.
With a data-driven approach, transparent communication, and a commitment to excellence, InteliSync is your trusted partner for driving meaningful impact in the fast-paced world of Web3. Contact us today to learn more and embark on a journey to crypto marketing mastery!
Ready to elevate your Web3 project to new heights? Contact InteliSync now and unleash the full potential of your crypto venture!
When listening about building new Ventures, Marketplaces ideas are something very frequent. On this session we will discuss reasons why you should stay away from it :P , by sharing real stories and misconceptions around them. If you still insist to go for it however, you will at least get an idea of the important and critical strategies to optimize for success like Product, Business Development & Marketing, Operations :)
Reflect Festival Limassol May 2024.
Michael Economou is an Entrepreneur, with Business & Technology foundations and a passion for Innovation. He is working with his team to launch a new venture – Exyde, an AI powered booking platform for Activities & Experiences, aspiring to revolutionize the way we travel and experience the world. Michael has extensive entrepreneurial experience as the co-founder of Ideas2life, AtYourService as well as Foody, an online delivery platform and one of the most prominent ventures in Cyprus’ digital landscape, acquired by Delivery Hero group in 2019. This journey & experience marks a vast expertise in building and scaling marketplaces, enhancing everyday life through technology and making meaningful impact on local communities, which is what Michael and his team are pursuing doing once more with Exyde www.goExyde.com
What You're Going to Learn
- How These 4 Leaks Force You To Work Longer And Harder in order to grow your income… improve just one of these and the impact could be life changing.
- How to SHUT DOWN the revolving door of Income Stagnation… you know, where new sales come into your magazine while at the same time existing sponsors exit.
- How to transform your magazine business by fixing the 4 “DON’Ts”...
#1 LEADS Don’t Book
#2 PROSPECTS Don’t Show
#3 PROSPECTS Don’t Buy
#4 CLIENTS Don’t Stay
- How to identify which leak to fix first so you get the biggest bang for your income.
- Get actionable strategies you can use right away to improve your bookings, sales and retention.
Salma Karina Hayat is Conscious Digital Transformation Leader at Kudos | Empowering SMEs via CRM & Digital Automation | Award-Winning Entrepreneur & Philanthropist | Education & Homelessness Advocate
8. By 2007, Link Spam Was Ubiquitous
This paper/presentation from
Yahoo’s spam team in 2007
predicted a lot of what Google
would launch in Penguin Oct,
2012 (including machine
learning)
9. Even in 2012, It Felt Like Google Was Making Liars Out
of the White Hat SEO World
Via Wil Reynolds
10. Google’s Last 3 Years of
Advancements Erased a
Decade of Old School
SEO Practices
11. They Finally Launched EffectiveAlgorithms to Fight
Manipulative Links & Content
Via Google
12. And They Leveraged Fear + Uncertainty of
Penalization to Keep Sites Inline
Via Moz Q+A
13. Google Figured Out Intent
Rand probably doesn’t
just want webpages
filled with the word
“beef”
14.
15. They Looked at Language, not Just Keywords
Oh… I totally
know this one!
16.
17. They Predicted When We Want Diverse Results
He probably
doesn’t just want a
bunch of lists.
18.
19. They Figured Out When We Wanted Freshness
Old pages on this
topic probably
aren’t relevant
anymore
29. In 2012, Google Published a PaperAbout How
they Use ML to Predict Ad CTRs:
Via Google
30. 2012
“Our SmartASS system is a
machine learning system. It
learns whether our users are
interested in that ad, and
whether users are going to click
on them.”
31. By 2013, It Was
Something Google’s
Search Folks Talked
About Publicly
Via SELand
32. As MLTakes Over More of Google’sAlgo, the
Underpinnings of the Rankings Change
Via Colossal
33. Google is PublicAbout How They Use MLin Image
Recognition & Classification
Potential ID Factors
(e.g.color,shapes,gradients,
perspective,interlacing,alttags,
surroundingtext,etc)
Training Data
(i.e.human-labeledimages)
Learning
Process
Best
Match
Algo
34. Google is PublicAbout How They Use MLin Image
Recognition & Classification
ViaJeffDean’sSlidesonDeepLearning;aMustReadforSEOs
35. Machine Learning in Search Could Work Like This:
Potential Ranking
Factors
(e.g.PageRank,TF*IDF,
TopicModeling,QDF,Clicks,
EntityAssociation,etc.)
Training Data
(i.e.good&badsearchresults)
Learning
Process
Best Fit
Algo
38. The Machines Learn to Emulate the Good Results & Try to Fix
orTweak the Bad Results
Potential Ranking
Factors
(e.g.PageRank,TF*IDF,
TopicModeling,QDF,Clicks,
EntityAssociation,etc.)
Training Data
(i.e.good&badsearchresults)
Learning
Process
Best Fit
Algo
39. Deep Learning is Even MoreAdvanced:
Dean says by using deep learning,
they don’t have to tell the system
what a cat is, the machines learn,
unsupervised, for themselves…
41. Googlers Don’t Feed in Ranking Factors… The Machines
Determine Those Themselves.
Potential Ranking
Factors
(e.g.PageRank,TF*IDF,
TopicModeling,QDF,Clicks,
EntityAssociation,etc.)
Training Data
(i.e.goodsearchresults)
Learning
Process
Best Fit
Algo
42. No wonder these guys are stressed about Google
unleashing the Terminators
Via CNET & Washington Post
44. Googlers Won’t Know Why Something Ranks or
Whether a Variable’s in theAlgo
He means other Googlers.
I’m Jeff Dean. I’ll know.
45. The Query Success Metrics Will BeAll That
Matters to the Machines
Long to Short Click Ratio Relative CTR vs. Other Results
Rate of Searchers Conducting
Additional, Related Searches
Metrics of User Engagement
on the Page
Metrics of User Engagement
Across the Domain
Sharing/Amplifcation Rate
vs. Other Results
46. The Query Success Metrics Will BeAll That
Matters to the Machines
Long to Short Click Ratio Relative CTR vs. Other Results
Rate of Searchers Conducting
Additional, Related Searches
Metrics of User Engagement
on the Page
Metrics of User Engagement
Across the Domain
Sharing/Amplifcation Rate
vs. Other Results
If lots of results on a SERP do
these well, and higher results
outperform lower results, our
deep learning algo will consider
it a success.
47. We’ll Be Optimizing Less
for Ranking Inputs
Unique Linking Domains
Keywords in Title
Anchor Text
Content Uniqueness
Page Load Speed
48. And Optimizing More for Searcher Outputs
High CTR for this position?
Good engagement?
High amplification rate?
Low bounce rate?
Strong pages/visit after
landing on this URL?These are likely to be the criteria of
on-site SEO’s future… People return to the site
after an initial search visit
49. OK… Maybe in the future.
But, do those kinds of
metrics really affect SEO
today?
55. 40 Minutes & ~400
Interactions Later
Moved up 2 positions after 2+ weeks
of the top 5 staying static.
56. 70 Minutes & ~500
Interactions Total
Moved up to #1.
57. Stayed ~12 hours, when it
fell to #13+ for ~8 hours, then
back to #4.
Google? You
messing with us?
58. Via Google Trends, we can see the relative impact
of the test on query volume
~5-10X normal volume over
3-4 hours
59. BTW –This is hard to replicate.600+
real searchersusinga varietyof
devices,browsers,accounts,geos,etc.
willnot lookthe same to Googleas a
Fiverr buy,a clickfarm,or a bot.And
note how G penalizedthe page after the
test…They might not put it back if they
thoughtthe site itselfwas to blame for
the clickmanipulation.
69. Optimizing the Title, Meta Description, & URL
a Little for KWs, but a Lot for Clicks
If you rank #3, but have a higher-than-
average CTR for that position, you might
get moved up.
Via Philip Petrescu on Moz
70. Every Element Counts
Does the title match what
searchers want?
Does the URLseem
compelling?
Do searchers recognize
& want to click your
domain?
Is your result fresh? Do
searchers want a newer
result?
Does the description
create curiosity & entice
a click?
Do you get the brand
dropdown?
71. Given Google Often Tests New Results Briefly on Page One…
ItMayBeWorthRepeatedPublicationonaTopictoEarnthatHighCTR
Shoot! My post only made it to #15…
Perhaps I’ll try again in a few months.
72. Driving Up CTR Through Branding Or Branded
Searches May GiveAn Extra Boost
78. Speed, Speed, and More Speed
Delivers the Best UX on Every Browser
Compels Visitors to Go Deeper Into Your Site
Avoids Features thatAnnoy or Dissuade Visitors
Content that Fulfills the Searcher’s Conscious &
Unconscious Needs
An SEO’s Checklist for Better Engagement:
79. Via NY Times
e.g. this interactive graph
that asks visitors to draw
their best guess likely gets
remarkable engagement
80. e.g. Poor Norbert does
a terrible job at SEO,
but the simplicity
compels visitors to go
deeper and to return
time and again
Via VoilaNorbert
83. Google’s looking for
content signals that a
page will fulfill ALL of a
searcher’s needs.
I think I know a few
ways to figure that
out.
84. ML models may note that
the presence of certain
words, phrases, & topics
predict more successful
searches
85. e.g. a page about New York that doesn’t
mention Brooklyn or Long Island may not be
very comprehensive
86. IfYour Content Doesn’t Fill the Gaps in Searcher’s Needs…
e.g. for this query, Google might
seek content that includes topics
like “text classification,”
“tokenization,” “parsing,” and
“question answering”
Those Rankings Go to Pages/Sites That Do.
87. Moz’s Data Science Team
is Working on Something to
Help With This
The (alpha) tool extracts likely
focal topics from a given
page, which can then be
compared vs. an engines top
10 results
90. Pages that get lots of
social activity &
engagement, but few
links, seem to
overperform…
91. Google says they
don’t use social
signals directly, but
examples like these
make SEOs
suspicious
92. Even for insanely competitive
keywords, we see this type of
behavior when a URLgets
authentically “hot” in the
social world.
93. Data from Buzzsumo & Moz
show that very few articles
earn sharesAND that links &
shares have almost no
correlation.
Via Buzzsumo & Moz
94. I suspect Google doesn’t
use raw social shares as
a ranking input, because
we share a lot of content
with which we don’t
engage:
Via Chartbeat
95. Google Could Be Using a Lot of Other Metrics/Sources to Get
Data That Mimics Social Shares:
Clickstream (from Chrome/Android)
Engagement (from Chrome/Android)
Branded Queries (from Search)
Navigational Queries (from Search)
Rate of Link Growth (from Crawl)
96. But I Don’t Care if It’s Correlation or Causation;
I Want to Rank Like These Guys!
97. BTW – GoogleAlmost Certainly Classifies SERPs
Differently & Optimizes to Different Goals
These URLs have loads of shares & may have high loyalty, but
for medical queries, Google has different priorities
98. Raw Shares & LinksAre Fine Metrics…
Via Buzzsumo
99. But If the Competition Naturally Earns
Them Faster, You’re Outta Luck
4 new shares/day
2 new shares/day
3 new shares/day
10 new shares/day
100. And Google Probably Wants to See Shares that
Result in Loyalty & Returning Visits
101. New KPI #1: Shares & Links Per 1,000 Visits
Unique Visits
÷
Shares + Links
Via Moz’s 1Metric
102. New KPI #2: Return Visitor Ratio Over Time
Total Visitor Sessions
÷
# of Returning Visitors
103. Knowing What Makes OurAudience (and their
influencers) Share is Essential
From an analysis of the
10,000 pieces of content
receiving the most social
shares on the web by
Buzzsumo.
104. Knowing What Makes them Return (or prevents
them from doing so) Is, Too.
105. We Don’t Need “Better” Content… We Need “10X” Content.
Via Whiteboard Friday
Wrong Question:
“How do we make something as
good as this?”
Right Question:
“How do we make something 10X
better than any of these?”
106. 10X Content is the Future, Because It’s the Only Way to Stand
Out from the Increasingly-Noisy Crowd
http://www.simplereach.com/blog/facebook-continues-to-be-the-
biggest-driver-of-social-traffic/
The top 10% of content
gets all the social shares
and traffic.
107. Old School On-Site Old School Off-Site
Keyword Targeting Link Diversity
Anchor Text
Brand Mentions
3rd Party Reviews
Reputation Management
Quality & Uniqueness
Crawl/Bot Friendly
Snippet Optimization
UX / Multi-Device
None of our old school tactics will get this done.
109. Broad search Narrower search
Even narrower search
Website visit
Website visit Brand search
Social validation Highly-specific search
Type-in/direct visit Completion of Task
Google Wants to Get SearchersAccomplishing
Their Tasks Faster
110. Broad search
All the sites (or answers) you probably would
have visited/sought along that path
Completion of Task
This is Their Ultimate Goal:
115. APage ThatAnswers the Searcher’s Initial Query
May Not Be Enough
Searchers performing this query
are likely to have the goal of
completing a transaction
116. Google Wants to Send Searchers
to Websites that Resolve their
Mission
This is the only site where
you can reliably find the
back issues and collector
covers