LAC 2019: Voice Search Opportunities In iGamingDan Taylor
Dan Taylor's presentation from #LAC2019, looking at how voice search can be used by betting and gambling brands, and how they can plan content and efforts around user touch-points.
Plerdy's CRO/UX_Party February 2021 - Dan Taylor - SEO & UXDan Taylor
My slides from the Plerdy CRO/UX conference in February 2021, in which I discussed the relationship between SEO and UX, and how we can improve one to benefit the other.
BrightonSEO March 2021 | Dan Taylor, Image Entity TagsDan Taylor
My talk from BrightonSEO 2021; focusing on using Google's image category labels (glancing into the Knowledge Graph and Google's image annotation processes) for better topic research and content optimization.
rel canonical audit BrightonSEO September 2018Mark Thomas
Why taking a look at your canonical setup is a smart move... Some data to compare with, an audit checklist, and a number of Google's quotes over the years.
LAC 2019: Voice Search Opportunities In iGamingDan Taylor
Dan Taylor's presentation from #LAC2019, looking at how voice search can be used by betting and gambling brands, and how they can plan content and efforts around user touch-points.
Plerdy's CRO/UX_Party February 2021 - Dan Taylor - SEO & UXDan Taylor
My slides from the Plerdy CRO/UX conference in February 2021, in which I discussed the relationship between SEO and UX, and how we can improve one to benefit the other.
BrightonSEO March 2021 | Dan Taylor, Image Entity TagsDan Taylor
My talk from BrightonSEO 2021; focusing on using Google's image category labels (glancing into the Knowledge Graph and Google's image annotation processes) for better topic research and content optimization.
rel canonical audit BrightonSEO September 2018Mark Thomas
Why taking a look at your canonical setup is a smart move... Some data to compare with, an audit checklist, and a number of Google's quotes over the years.
Speed & Performance Optimisation: How to Meet Users' High Expectations - Rach...DeepCrawl
This talk aims to change mindsets from focusing on traditional speed metrics, to thinking about how users actually perceive page load and what their priorities are in order to have positive user experience, and what we can do as SEOs and marketers to optimise for those crucial aspects.
The SERP is competitive and relatively varied, the competition is more and more complex and aggressive and therefore it is necessary to give more value to the content. Alexandre's talk explained how to produce a content strategy based on a competition analysis and advanced SERP.
How To Get a 100% Lighthouse Performance Score Polly Pospelova
This talk walks you through what it takes get a 100% Lighthouse performance score for your website. It gives you real examples of the types of optimisation you need to do, and more importantly, what it will achieve. You will learn what earns you the most points and where to focus your efforts.
[BrightonSEO 2019] Restructuring Websites to Improve IndexabilityAreej AbuAli
[BrightonSEO April 2019] This talk shares the detailed methodology used to restructure a job aggregator site, which, like many large websites, had huge problems with indexability, and the rules used to direct robot crawl, taking the site from over 2.5 million URLs to just 20,000. It covers crawling and indexing issues and dive into the case study aided by flow charts to explain the full approach used to restructure the site and how to implement it.
Website relaunch SEO: Planning your website content for a successful relaunch...Eoghan Henn
In this presentation, you will learn how to plan your website content for a successful website relaunch or redesign. First, a case study of a website redesign that caused a loss of organic search traffic is presented. Next, important SEO KPIs for the evaluation of content are discussed. Then, ideas for dealing with important content when a website is relaunched are brought forward. Last, 7 additional important tips for website relaunch SEO are shared.
SEO 101: How to Get Started Winning Google Search TrafficBernard Huang
Last updated 3/27/17 - Learn how to start winning in SEO. Here's a talk I gave at the 500 Startups Marketing Hell Week for Batch #18, #19, #20:
Topics covered include:
* State of SEO in 2017
* Should you do SEO?
* How to set up your relevant SEO accounts
* How to do keyword research
* On-site content considerations
* Top on-site technical considerations
* Anddddd, off-site hacking (backlinks)
* Recommended SEO tools
Single Page Apps - Gerry White @ BrightonSEOGerry White
SPAs & PWAs are challenging for SEO for a number of reasons, this checklist is what I’ve seen issues arise with-
- Google Analytics
- JavaScript History API & URLs
- Soft 404s
- JavaScript links
- Heavy code & assets on first load
- No metadata for Facebook Twitter and other sharing platforms.
- Spider traps & loops
- Duplicate Content
- Tracking parameters causing issues
- Fragments, or Hashbangs
- No sitemap
Although this list isn’t exhaustive, it is the main issues that crop up that aren’t expected, as with everything in SEO, the more that it can be tested, the more likely it is that issues are spotted earlier.
This webinar reviews the most common SEO mistakes made by new and experienced website owners. We’ll identify the biggest mistakes and we’ll give advice on preventing them moving forward.
Learn the new ways of SEO and getting rankings by building smart and better links which not only gets you rankings but also referral traffic. SEO which works in the age panda, penguin and hummingbird
Find valuable insights on the Secret of SEO Success in 2019.
Checkout the key SEO changes in 2018, Rankbrain & its impact on SEO. Learn latest strategies to recalibrate the SEO plan for maximum results.
In this Masterclass inaugural episode, Lane Houk, Lyn Askin and special guest, Andrew Sterling Ansley, discuss the new Google Helpful Content Update, its implications, and new strategies on how to create killer, people-first content that both your target audience will love along with content that Googlebot and the search algorithm will E-A-T up... that is content that demonstrates expertise, authority and trustworthiness.
Lane Houk and the panel discuss the different EAT signals that the algorithm and Gbot are crawling for as the bot reads the content - which needs to be people-first. That is, content that gives real humans a rewarding, 5-star experience. For marketers and agency owners, we know that content needs to check certain boxes and this episode goes pretty deep into that arena as well.
We also spend a bonus 30 minutes in a live demonstration of a new SEO research and writing tool called https://on-page.ai which helps a marketer or writer develop killer content using incredible insights, data and content that OnPageAi provides you.
To learn more about The Marketing Center of Excellence: https://themarketingcoe.com
Speed & Performance Optimisation: How to Meet Users' High Expectations - Rach...DeepCrawl
This talk aims to change mindsets from focusing on traditional speed metrics, to thinking about how users actually perceive page load and what their priorities are in order to have positive user experience, and what we can do as SEOs and marketers to optimise for those crucial aspects.
The SERP is competitive and relatively varied, the competition is more and more complex and aggressive and therefore it is necessary to give more value to the content. Alexandre's talk explained how to produce a content strategy based on a competition analysis and advanced SERP.
How To Get a 100% Lighthouse Performance Score Polly Pospelova
This talk walks you through what it takes get a 100% Lighthouse performance score for your website. It gives you real examples of the types of optimisation you need to do, and more importantly, what it will achieve. You will learn what earns you the most points and where to focus your efforts.
[BrightonSEO 2019] Restructuring Websites to Improve IndexabilityAreej AbuAli
[BrightonSEO April 2019] This talk shares the detailed methodology used to restructure a job aggregator site, which, like many large websites, had huge problems with indexability, and the rules used to direct robot crawl, taking the site from over 2.5 million URLs to just 20,000. It covers crawling and indexing issues and dive into the case study aided by flow charts to explain the full approach used to restructure the site and how to implement it.
Website relaunch SEO: Planning your website content for a successful relaunch...Eoghan Henn
In this presentation, you will learn how to plan your website content for a successful website relaunch or redesign. First, a case study of a website redesign that caused a loss of organic search traffic is presented. Next, important SEO KPIs for the evaluation of content are discussed. Then, ideas for dealing with important content when a website is relaunched are brought forward. Last, 7 additional important tips for website relaunch SEO are shared.
SEO 101: How to Get Started Winning Google Search TrafficBernard Huang
Last updated 3/27/17 - Learn how to start winning in SEO. Here's a talk I gave at the 500 Startups Marketing Hell Week for Batch #18, #19, #20:
Topics covered include:
* State of SEO in 2017
* Should you do SEO?
* How to set up your relevant SEO accounts
* How to do keyword research
* On-site content considerations
* Top on-site technical considerations
* Anddddd, off-site hacking (backlinks)
* Recommended SEO tools
Single Page Apps - Gerry White @ BrightonSEOGerry White
SPAs & PWAs are challenging for SEO for a number of reasons, this checklist is what I’ve seen issues arise with-
- Google Analytics
- JavaScript History API & URLs
- Soft 404s
- JavaScript links
- Heavy code & assets on first load
- No metadata for Facebook Twitter and other sharing platforms.
- Spider traps & loops
- Duplicate Content
- Tracking parameters causing issues
- Fragments, or Hashbangs
- No sitemap
Although this list isn’t exhaustive, it is the main issues that crop up that aren’t expected, as with everything in SEO, the more that it can be tested, the more likely it is that issues are spotted earlier.
This webinar reviews the most common SEO mistakes made by new and experienced website owners. We’ll identify the biggest mistakes and we’ll give advice on preventing them moving forward.
Learn the new ways of SEO and getting rankings by building smart and better links which not only gets you rankings but also referral traffic. SEO which works in the age panda, penguin and hummingbird
Find valuable insights on the Secret of SEO Success in 2019.
Checkout the key SEO changes in 2018, Rankbrain & its impact on SEO. Learn latest strategies to recalibrate the SEO plan for maximum results.
In this Masterclass inaugural episode, Lane Houk, Lyn Askin and special guest, Andrew Sterling Ansley, discuss the new Google Helpful Content Update, its implications, and new strategies on how to create killer, people-first content that both your target audience will love along with content that Googlebot and the search algorithm will E-A-T up... that is content that demonstrates expertise, authority and trustworthiness.
Lane Houk and the panel discuss the different EAT signals that the algorithm and Gbot are crawling for as the bot reads the content - which needs to be people-first. That is, content that gives real humans a rewarding, 5-star experience. For marketers and agency owners, we know that content needs to check certain boxes and this episode goes pretty deep into that arena as well.
We also spend a bonus 30 minutes in a live demonstration of a new SEO research and writing tool called https://on-page.ai which helps a marketer or writer develop killer content using incredible insights, data and content that OnPageAi provides you.
To learn more about The Marketing Center of Excellence: https://themarketingcoe.com
AMA Experience 2016: Google & Your Business: Planning for Today, Tomorrow and...Webspec Design
Many of us use Google every day, but do you know why it’s important to consider the impact that Google can have on your business and website? Alex Karei and Lindsey LaMair of Webspec Design discuss the basics of the search engine superpower, what you might not know about Google, and what you can do today, tomorrow and in 2016 to help optimize your position in the eyes of the largest influence of search.
This was a seminar held in during one or our Skapa & Friends meetings at our office. It was about content marketing and specifically on how to use content to attract relevant visitors and drive sales. What to consider when doing content strategies, Google's importance, how to maximize visibility when publishing.
Effective search and social in 2016 | Online advertising | South West Network...CharityComms
Phil McMinn, head of Google Grants and Jonny Grum, head of social media marketing at Torchbox
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Tips for optimising for Google DiscoverLucinda Wood
This talk covers the latest developments in Google Discover and provides you with actionable tips to improve your chances of being visible in this rising new vertical of search. Delivered at BrightonSEO, BristolSEO and ReadingSEO 2019.
Oganic traffic is mostly free of charge and therefore an important channel for startups to reach new customers. How SEO works and what start-ups need to pay attention to, in order to use the full potential of the channel will be explained with examples.
Is Voice Search Here to Stay? It is now 2020 - Tea-time SEO Series of Daily S...Authoritas
Get practical advice from SEO experts: Georgie Kemp, SEO Executive at Impression and Maria Silvia Sanna, Digital Marketing Specialist at WordLift.
In this short ~20 minute talk they present bite-sized actionable search engine optimisation tips about SEO content strategy, page optimization, entities and much more.
These talks were offered free to the SEO community working from home during the coronavirus pandemic in Spring/Summer 2020.
Watch a recording of the stream to go with these slides here:
https://youtu.be/PO-_dEmuu54
Visit https://www.authoritas.com for more SEO advice and SEO tools and data to help you drive more organic traffic to your ecommerce stores.
SEO is not what it once was, but do you know why. This presentation will dive deeper into the history and current state of SEO, as this will allow us to better predict the future. This slide deck was created for @HubSpot's New Hampshire User Group (@HUGNH) presentation.
8 Steps to Create a Digital Content Strategy for Your Business.docxSameerShaik43
Audiences are the priority for digital content strategy. Any content plan offers a marketing approach. The annual plan sets clear goals, and the KPIs are measurable, making progress evaluation easier.
https://www.tycoonstory.com/business/8-steps-to-create-a-digital-content-strategy-for-your-business/
How Does Google’s Helpful Content Update Impact SERP Rankings_.pptxUkti
Google first announced the Google Helpful Content Update on 18th August 2022 to crack down on low-quality, unhelpful content. This caused huge ripples in the search result rankings, as big websites like HubSpot and Search Engine Journal started experiencing month-over-month drops in total keyword traffic.
So, what does the update mean for your SEO and rankings? Here are all the important bits you need to know about Google’s Helpful Content Update and its impact on rankings.
Similar to Optimizing For Google Discover | SEO Camp'us Paris 2020 ft. Dan Taylor (20)
SEO for Hotels, Resorts, & AccommodationsDan Taylor
My presentation from the 2023 National Hotel Marketing Conference, addressing three areas hotels and resorts should look to address/accommodate as part of their 2023 hotel SEO strategies, and their hotel SEO marketing moving forward.
Influencing Discovery, Indexing Strategies For Complex WebsitesDan Taylor
Google is making an assumption about the page's quality based on other pages on the domain. Their classifications are based on URL patterns and website architecture.
As a result, moving these pages from "awareness" to the crawl queue can be de-prioritized based on the lack of quality they have found on similar pages.
Entrepreneurship & Early Stages Growth Marketing PlanningDan Taylor
My slides from a guest lecture at Leeds Trinity University, presenting to business students on market analysis, segmentation, and identifying your TAM.
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
Deep Crawl Webinar, Edge SEO with Dan TaylorDan Taylor
Dan Taylor has been credited with coining the term, Edge SEO, by Search Engine Land and presented research into the idea, and practical applications of Cloudflare Workers in SEO at TechSEO Boost 2018. In follow-up to this, Dan presented various webinars with companies and platforms on Edge SEO, one of these being Deep Crawl.
Salesforce Commerce Cloud SEO Study | 2020Dan Taylor
At the start of 2020, using data from Builtwith, we analyzed more than 1,900 Salesforce Commerce Cloud websites from a technical SEO perspective, looking at how they handle crawl and error management, international proficiency, and their site speeds.
BrightonSEO 2019 - Edge SEO - Using CDNs To Perform SEO On The EdgeDan Taylor
My talk from #BrightonSEO 2019, the twentieth edition. Building on my talk from TechSEO Boost 2018, my talk at Brighton explores the changes in #EdgeSEO and the future possibilities given the advent of Akamai Edge Workers, AWS Lambda capabilities and the prospect of Fastly's WASM solution.
DeepCrawl Webinar: Performing SEO on the EdgeDan Taylor
Slides from my Edge SEO Deep Crawl webinar on February 27th 2019; in these slides I looked at what Edge SEO is, why we need it, and the conversations we need to have as Sapiens and organisations to prevent it's misuse.
Edge SEO is a relatively new concept of using serverless applications on edge CDNs for the purposes of SEO. In terms of timeline, the practice is still in it's early days with Sloth and other new platforms making the technology more accessible.
Why I love Yandex Metrica and why you need to install it, even if you don't do any SEO (basic or technical) activities in Russia, Ukraine, or other Yandex countries.
Advanced Guide to Seo (Third Sector - Leeds Digital Festival 2016)Dan Taylor
Advanced SEO technique slide deck for Leeds Digital Festival 2016 - tailored to audience and handouts. For more thorough and better guides please see Moz or Neil Patel.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
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.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5. #seocampParis 2020 5
Discover is a feed that provides personalised content (based on
user search behaviour) in the in a web-portal like fashion.
Whilst not directly mentioned, Discover ties in with the objectives
laid out in Ben Gomes’ (SVP Search, News & Assistant @ Google)
2018 20th Anniversary blog post:
https://www.blog.google/products/search/improving-search-
next-20-years
6. #seocampParis 2020 6
In July 2020, Google made significant changes to their Google
Discover “help” documentation
This mostly reaffirmed what the general consensus was/is for
getting the most out of Discover, and how to stand the best
chance of having your content featured.
The July 2020 update also introduced EAT to the Discover
documentation.
7. #seocampParis 2020 7
● Studies have shown that
articles typically only last for
3 days in Discover, although
they can reappear.
● There is a connection
between core Search
algorithm updates and
Discover.
● Google have stated we
shouldn’t rely on Discover as
a traffic source.
10. #seocampParis 2020 10
Optimization TLDR
● Have great, non-clickbait content titles.
● Don’t mislead or over-exaggerated the content’s contents
within snippets or images.
● Don’t use negative emotions to clickbait.
● Produce timely and relevant content, that provides unique
insights and isn’t the same blog/story reproduced.
● Provide clear authorship: dates, bylines, author, publication,
company…
● Use high-quality imagery.
● You must comply with Google’s content policies.
● … the content also needs to be mobile friendly...
12. #seocampParis 2020 12
Optimizing Images For Google
Discover
● Article featured image & OG
image: 1600 x 840
● Losslessly compressed and
a small file size (don’t just
rely on your CDN)
● Descriptive file name with
hyphens
● Appropriate ALT text
● A user-friendly, descriptive
caption
13. #seocampParis 2020 13
Use unique image, with a
focus on the centre
Studies have shown that
Discover favours unique
imagery.
Even though the image is large,
when it crops it, it does so with
a focus on the centre - so when
planning imagery, try and
centralise the key elements so it
makes sense.
Image credit: Brodie Clark, SEJ - Google Discover Case Study
15. #seocampParis 2020 15
Using image entity tags for
data led creativity
Google introduced a filtering
system to image search, that
helps build out a “tree” of
related topics.
This can be used to inform the
images themselves, file names,
ALT text, captions… And other
inbody imagery/topics.
17. #seocampParis 2020 17
AMP
Google has surfaced AMP
Stories since late 2018 to give
publishers a way to deliver
“news and information as
visually rich, tap-through
stories.”
In July 2020, they started
testing a (Web) Stories carousel.
AMP is not a silver bullet.
18. #seocampParis 2020 18
Web Stories
● Google Discover Carousel
● Google Search Grid
● Google Image Search Icons
Uses AMP technology.
Google’s AMP tested can tell
you if your implementations are
valid:
https://search.google.com/test/
amp
20. #seocampParis 2020 20
Content can be a mixture of different time relevancies to
succeed.
As users search on Google and interact with Discover, it learns a
lot about you and your interests and tries to serve content that it
doesn’t believe you’ve engaged with previously.
To succeed in your Google Discover strategy, your content also
needs to be a mix of content types.
● Evergreen pieces (updated to reflect accurate information).
● News around relevant topics and creating informative opinion
pieces around them.
21. #seocampParis 2020 21
Evergreen Content
In-depth content pieces that
achieve Discover feed
placements over time.
Needs minimal maintenance
over time.
Ahref’s guide to creating
evergreen content:
https://ahrefs.com/blog/evergre
en-content/
22. #seocampParis 2020 22
Immediate News/Industry
Pieces
Typically has a short-shelf life in
terms of Discover, and success
is dependent on a number of
factors, including your
perceived authority around the
topics and entities you’re
publishing about.
25. #seocampParis 2020 25
Define your topic cluster and topic areas of relevance.
Be timely and as active as your competitors in terms of content
curation and promotion.
Have visible authorship (at an author and company level)
Invest in branding.
Have at least baseline technical: HTTPS, mobile friendly, fast...
26. #seocampParis 2020 26
Getting Discover to notice
your potential.
Discover shows content to
users based on their Search
behaviour.
You want to encourage users to
interact with your content first,
to show Discover it has
potential and could be worthy
of being shown to new
audiences via the feed.
Optimize your
content for regular
organic search
performance.
Share it on social a
lot, email it out, get
engagement!
Get engagement
through promoted
adverts.
27. #seocampParis 2020 27
Are you competitors visible in Discover?
● Why is Google Discover showing your competitors’ content to
users?
● What is your competition doing differently?
○ Look outside of this specific content piece, are they
generating more general SEO signals/plugging more
gaps?
● What makes their content different?
● Do I have to come up with a different angle when creating
content?
○ Have you got a similar article? What’s different? +1
28. #seocampParis 2020 28
Google - don’t rely on Discover as a
traffic source:
https://twitter.com/methode/status/1192
906838804582400
Core updates & Google Discover:
https://webmasters.googleblog.com/201
9/08/core-updates.html
Google’s Discover documentation:
https://developers.google.com/search/d
ocs/advanced/mobile/google-discover
Tracking Discover in GA (Valentin
Pletzer): https://valentin.app/discover-
tracking.html
Google Discover & Images (Brodie
Clark)
https://www.searchenginejournal.com/
google-discover-case-study/355124/
Image Entity Tags (Dan Taylor):
https://dantaylor.online/blog/entity-
research-for-travel-brands-using-
google-image-search/
Brodie Clark: Image thumbnail testing:
https://twitter.com/brodieseo/status/120
3634574619631619
Google’s content policies:
https://support.google.com/news/publis
her-center/answer/6204050
29. #seocampParis 2020 29
What it means to have good EAT (Lily
Ray):
https://www.pathinteractive.com/blog/s
eo/what-does-it-mean-to-have-good-e-
a-t/
Enabling Web Stories:
https://developers.google.com/search/d
ocs/guides/enable-web-stories
Marie Haynes Search News You Can
Use Podcast Ep. 156:
https://www.youtube.com/watch?v=aT8
1H-R2x_A
Manish Dudharejia how to improve
your EAT right now
https://www.searchenginejournal.com/i
mprove-google-eat-score/270711/
Kevin Indig Internal linking based on
business model: https://www.kevin-
indig.com/the-best-internal-linking-
structure-depends-on-your-business-
model/
Kevin Indig site structure weaknesses:
https://www.oncrawl.com/technical-
seo/site-structure-weaknesses/
Topical focus: Anybody looking to position themselves as an expert on a YMYL topic should carefully and precisely define their topic cluster and avoid trying to be a Jack-of-all-trades. In the past, many forums and Q&A pages struggled because they covered (too) many different areas of interest, whilst failing to offer particularly strong content for any individual topics. This made it difficult for them to compete with more specialized websites.
Content quality and freshness: The top priority for a website looking to achieve a high Page Quality Rank should be creating comprehensive, trustworthy content. The content should also be reviewed and updated at regular intervals. When refreshing content, it is extremely important that the date when content was last modified is clearly displayed.
Visible authors: The individual authors of each content piece should be named. Additional author information, like a short description, CVs and links to other online profiles also helps to raise an author’s (and the website’s) expert status. Contact options, a detailed website imprint and an “About us” page are other ways of increasing trust. If an author is also visible on other authoritative pages or their own social media channels, where they post (high-quality) content, then mentions or direct links can be beneficial for improving your website’s E-A-T score.
Brand strength: Establishing and building a brand is a long-term signal for trust. Strategic content marketing that includes the production of unique content like whitepapers can lead to references and mentions in high-authority media within the relevant industry. If the proportion of direct traffic to a website increases, then this is a signal that tells Google users are repeatedly deciding to visit a particular website to find answers to their questions.
Building trust through web design: Certificates, like those provided by Trusted Shops, can increase user trust in a website, as can the use of HTTPS for secure data transfer, or cooperation with respected advertising partners.