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.
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.
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.
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.
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.
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.
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.
Michael King of iPullRank discusses Information Retrieval, Natural Language Processing and Text Analysis and how to leverage it to improve Search Engine Optimization.
[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.
Google algorithm details 2021
"CIIM – (Chandigarh Institute of Internet Marketing) is a professional Institute of Digital Marketing in Chandigarh, Mohali and Panchkula Punjab, India. CIIM - #1 Digital Marketing | Course Institute in Chandigarh | ciim.in 36 Modules, 15 Certifications, Live project training with 100% Placement - Call. 100% Live Online Training. 200+ Batches. 2200+ Trainees. 100% Jobs. Courses: SEO, SMO, PPC, ORM, SMM. 12+ Google Certifications CIIM Contact Us Book a Free Demo Class"
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.
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.
How to Optimize Your Website for Crawl EfficiencySemrush
During this webinar, Dawn will tell you about the major issues and errors that may block spiders from crawling your website and hurt website’s rankings.
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.
Are you there Page Experience? It's Me, DevTools.Rachel Anderson
With Google's Page Experience ranking signal update rolling out in May 2021, you're running out of time to put in the budget line items for all the fancy SEO tools you'll need! Don't panic. Rachel and Jamie will show you how to optimize for humans (and algorithm updates) using an underestimated SEO ally: Chrome DevTools.
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
Practical SEO for Developers - An IntroductionNoel Flowers
A presentation to help developers get a basic understanding of Search Engine Optimization by looking at it from a practical web development perspective.
This is an introduction that tries to explain the purpose of SEO & dispel the myths surrounding this facet of digital marketing. Rather than over-complicating it, as is so often the case, we look at the reasons it exists, the underlying purpose it serves, and the objectives that serve as its foundation.
The web is rapidly evolving towards using more and more Single Page Applications / JavaScript driven websites and understanding the effects on SEO performance is key to be a successful technical SEO. Instead of depending on clients issues with SEO and debugging those, I used the 10 most popular JS frameworks myself and setup 10 websites. During the sessions I will share the expected and unexpected things that happened.
SEO in a World of AI
Presentation Description (150 words max):
Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search.
Key Takeaways:
1. Have a plan to prepare for search generative experience (SGE)
2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha
3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO
From Optimiser to Consultant: How to Remain Relevant as an SEO PractitionerBoom Online Marketing
In today's ever-changing digital marketing environment with sheer amount of skills needed to succeed at modern SEO it's important to review your knowledge you need and bring disciplines such as SEO & PPC together to get better results.
Author: Ben Wood, Strategy Director - Hallam Agency
Michael King of iPullRank discusses Information Retrieval, Natural Language Processing and Text Analysis and how to leverage it to improve Search Engine Optimization.
[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.
Google algorithm details 2021
"CIIM – (Chandigarh Institute of Internet Marketing) is a professional Institute of Digital Marketing in Chandigarh, Mohali and Panchkula Punjab, India. CIIM - #1 Digital Marketing | Course Institute in Chandigarh | ciim.in 36 Modules, 15 Certifications, Live project training with 100% Placement - Call. 100% Live Online Training. 200+ Batches. 2200+ Trainees. 100% Jobs. Courses: SEO, SMO, PPC, ORM, SMM. 12+ Google Certifications CIIM Contact Us Book a Free Demo Class"
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.
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.
How to Optimize Your Website for Crawl EfficiencySemrush
During this webinar, Dawn will tell you about the major issues and errors that may block spiders from crawling your website and hurt website’s rankings.
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.
Are you there Page Experience? It's Me, DevTools.Rachel Anderson
With Google's Page Experience ranking signal update rolling out in May 2021, you're running out of time to put in the budget line items for all the fancy SEO tools you'll need! Don't panic. Rachel and Jamie will show you how to optimize for humans (and algorithm updates) using an underestimated SEO ally: Chrome DevTools.
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
Practical SEO for Developers - An IntroductionNoel Flowers
A presentation to help developers get a basic understanding of Search Engine Optimization by looking at it from a practical web development perspective.
This is an introduction that tries to explain the purpose of SEO & dispel the myths surrounding this facet of digital marketing. Rather than over-complicating it, as is so often the case, we look at the reasons it exists, the underlying purpose it serves, and the objectives that serve as its foundation.
The web is rapidly evolving towards using more and more Single Page Applications / JavaScript driven websites and understanding the effects on SEO performance is key to be a successful technical SEO. Instead of depending on clients issues with SEO and debugging those, I used the 10 most popular JS frameworks myself and setup 10 websites. During the sessions I will share the expected and unexpected things that happened.
SEO in a World of AI
Presentation Description (150 words max):
Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search.
Key Takeaways:
1. Have a plan to prepare for search generative experience (SGE)
2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha
3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO
From Optimiser to Consultant: How to Remain Relevant as an SEO PractitionerBoom Online Marketing
In today's ever-changing digital marketing environment with sheer amount of skills needed to succeed at modern SEO it's important to review your knowledge you need and bring disciplines such as SEO & PPC together to get better results.
Author: Ben Wood, Strategy Director - Hallam Agency
Trying to scale your SEO strategies but having trouble keeping up?
Is the rapid change in customer needs, churn rates, and product portfolios challenging your marketing team?
Discover how you can overcome growing pains in our upcoming educational webinar specifically designed for enterprise marketers.
In this presentation, you’ll learn:
-How to use Edge SEO to automate and improve processes in product management (from an SEO perspective).
-The best way to use entities scalably for better support of content creation.
-How to deal with out-of-stock products to maintain brand visibility and avoid negatively impacting the user experience.
-Often, enterprise ecommerce sites and websites that offer SaaS subscription models are challenged with automation and require technical assistance as they scale.
Dan Taylor, Head Of Research And Development at SALT.agency – and a Search Engine Journal VIP Contributor – will discuss SEO strategies you should know to scale your efforts and grow your business.
It’s that time of year again, we’re cleaning up our old SEO tactics to create a new strategy that’s ahead of the curve.
In this webinar, we’re going to walk through the latest in search, content, and site usability to get you up-to-speed on where your digital marketing strategy should be in 2020.
Join Associate Director of SEO & Internal Development, Rebecca Berin, to discuss:
Defining Search in 2020
Zero-click search
Google Features: Snippets, Graphs, Answer Boxes
Algorithm updates and ranking factor changes (BERT, E-A-T)
Shifting content strategies (and why content still reigns over all)
UX and Technical SEO: How they (still) fit into your 2020 strategy
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.
Chris Jorn – Leveraging Google’s Resources to Crush Your CompetitionSean Bradley
Christian Jorn, SEO and Web Expert, reveals the proper use of Google’s Developer Tools, Analytics and Webmaster Tools to ensure dealers get the maximum benefit from their premium website. Includes the secret to Remora’s sub 5% bounce rates and provides the necessary tools to make it happen for your dealership right now.
Brief Description about SEO and its Basics. It define the Concept of SEO and its use in Internet Marketing. Best suitable for the Beginner in Internet Marketing field
How to Enhance Your SEO When Redesigning an Ecommerce Website - Tarun Gehani,...Tarun Gehani
With over 40% of traffic to e-commerce websites coming from organic search, it is imperative to take the necessary steps to preserve your SEO when embarking on a redesign. Learn current, reliable SEO best practices to deploy all along the web design process, to maintain (and increase) your SEO.
It’s generally accepted that traffic loss is inherent to any website relaunch, but with proper planning and preparation, you can mitigate nearly any hiccup to your keyword rankings and traffic. Conducting an SEO audit prior to embarking on the redesign process will enable you to deeply understand which elements of your website are driving traffic in the first place—before you make any design, architecture, or content decisions. This is especially important for e-commerce websites which traditionally are much larger, more complex, and more prone to simple oversights which could have dire consequences. Learn how to preserve (and enhance) your e-commerce SEO by understanding how search engines and users interact with your unique website and set yourself up for a successful website relaunch!
List of best 25 SEO tools to analyze website performanceEvenDigit
This presentation will help you to get the list of best 25 SEO tools which will help in improving your website performance and help in reducing your manual efforts.
Seo material Digitoliens - Best Digital Marketing Institute in HyderabadDigitalMarketingByDi
In this material , you will have basic knowledge of google algorithms, and search engines along with latest seo on page and off page techniques.
Digitoliens is one of the best digital marketing institute in hyderabad offering all digital modules.
www.Digitoliens.com
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.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
2. Head of Research & Development @ SALT.agency
• 2018 TechSEO Boost Innovation Award
• Search Engine Journal Author
• Search Engine Journal Top 140 (“18, “19, “20)
• SEMrush Top Author
• https://salt.agency
• https://hreflangchecker.com
• https://sloth.cloud
• https://dantaylor.online
These slides: https://dantaylor.online/plerdy
dantaylor.online // @taylordanrw
3. Today
Today we will be exploring Google’s relationship with user experience.
● An analysis of Google's patents and documentation with regards to
UX elements, including algorithms that reportedly targeted UX
elements.
● Everything Googlers have publicly said around UX and its
relationship to SEO.
● A summary of tests and experiments around UX,
● How Core Web Vitals ties into UX.
3
dantaylor.online // @taylordanrw
4. Why UX Would Matter
To Google...
Advancement beyond keywords and links.
5. “
User experience isn’t just about how
well presented a page is, how easy it
is to navigate, or content. It’s also
about how the user feels, and
experiences the satisfaction to their
query and intent - the
conversion/end goal is a product of
the happiness.
5
Me :)
dantaylor.online // @taylordanrw
7. The Rendering Process
As Google renders the webpage (via the WRS) it will also take into
account the page layout, content visibility, pop-ups, ads, and any other
items that require user interaction.
Design v Time To Query Satisfaction.
E.g. Accordions are good design features, but is adding additional clicks
a good thing for users?
Recommended: Jamie Alberico, BrightonSEO 2019:
https://youtu.be/bWmRGhmFtIU?t=23181
7
dantaylor.online // @taylordanrw
8. Metrics
Let’s stop talking about…
● Bounce Rate (Google Analytics)
● Pages Per Session (Google Analytics)
● Avg. Session Duration (Google Analytics)
Google does user metrics, but none of them are in Google Analytics. It
looks at CrUX, RUM, and SERP interactions over billions of user touch
points and actively runs experiments. + remember page load speed!
>> https://dantaylor.online/blog/is-ctr-a-ranking-factor/
8
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9. Specific Scoring Mechanisms
We also know from patent analysis that Google have proprietary
methods and mechanisms for scoring how “successful” special content
result blocks, such as featured snippets, and ranking certain sites in
certain positions can be.
Patent: Scoring candidate answer passages (link)
Analysis: Quality Scores & Augmentation Queries (link)
9
dantaylor.online // @taylordanrw
10. “
So, when someone searches. Google may compare
the SERPs they receive from the original query
to augmented query results based on previous
searches using the same query terms or
synthetic queries. This evaluation against
augmentation queries is based upon which search
results have received more clicks in the past. Google
may decide to add results from an
augmentation query to the results for the query
searched for to improve quality scores and the
overall search results.
10
Bill Slawski
dantaylor.online // @taylordanrw
11. User Happiness
Search engines have evolved beyond keywords and links being primary
drivers for search ranking.
Whilst we use link-building/digital PR, meticulously planned content
hubs, and great branding to drive leads and sales, we’re actually working
to two individual goals:
● Initial user happiness
● User experience forecasting
And we also need to think about user enthusiasm...
11
dantaylor.online // @taylordanrw
12. A note on COVID & data
COVID, and changes in user-behaviour, will not have affected user-
experience data.
If anything, expectations of the web experience have increased as more
users have been forced to migrate offline journeys online.
Recommended: Rob Tannen > https://medium.com/@robtannen/no-
covid-19-is-not-skewing-your-user-experience-research-458e9ac15fba
12
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13. Google Patents &
Algorithms RE: UX
Algo’s and patents we can relate to the overall
user experience of websites, and the impact on
SEO performance.
14. Patents
In single patent format, Google hasn’t directly addressed or created a
binary metric or system for determining what is - and isn’t - a positive or
negative user experience.
However, over the years they have revealed a large number of models,
algorithm updates, and scoring systems to enhance their search results
and rank websites providing a better user experience (and query intent
satisfaction) higher.
Oftentimes, we’ve focused on the more tangible elements of algorithm
updates, but with hindsight and a wider view, we can see how they’ve
been working towards better user experiences on the web.
14
dantaylor.online // @taylordanrw
15. Panda 2011
Panda was about content? Right?
Yes. And No.
Panda (2011) was the first update to start moving websites towards a
better standard of user experience.
The aim was to demote websites with thin/low value, spammy,
copied/stolen, and just poor content. As a tangible way of processing
this, we started adding minimum word counts and thought of things
like TF*IDF and LSI (neither of which are used by Google).
15
dantaylor.online // @taylordanrw
16. Hummingbird 2013
Hummingbird was designed to better help Google understand the
intent and context behind searches (step in semantic search).
As users looked to enter queries in a more conversational manner, it
became essential to optimize for user experience by focusing on content
beyond the keyword with a renewed focus on the long-tail.
This was the first indication of Google using natural language processing
(NLP) to identify black hat techniques and create personalized SERP
results.
16
dantaylor.online // @taylordanrw
17. EAT Concept Introduced (2014)
The concept of EAT first appeared in Google’s QRGs back in 2014, but has
seen a rise in popularity and exposure since 2018.
Google E-A-T guidelines were established to help marketers tailor on
and off-page SEO and content strategies to provide users with an
experience containing the most relevant content from sources they
could trust.
● Create content that shows expertise and knowledge of the subject
matter.
● Focus on the credibility and authority of websites publishing
content.
● Improve the overall quality of websites – structure and security.
● Earn off-page press coverage on reputable sites, reviews,
testimonials, and expert authors (enthusiasm generation). 17
dantaylor.online // @taylordanrw
18. Mobile Changes, AI/ML
The mobile update, and switch to mobile first indexing are also a sign of
changes being made by Google to improve their experience of the web.
By matching the devices users use regularly as part of their crawling,
rending, and indexing processes they can rank websites that drive the
best experience.
Similarly, advancements in machine learning and artificial intelligence
allow Google to better serve content that matches ambiguous queries.
18
dantaylor.online // @taylordanrw
19. Core Web Vitals
The Page Experience Update being rolled out in May 2021 is a directly
statement on rewarding websites that generate a positive user experience,
measured by LCP, FID, and CLS.
Evolution, not revolution.
● It’s unlikely that a large % of SERPs will see changes - however, SERPs
that get the most eyes (most searches) will likely see the biggest impact.
Query level/SERP level.
● You should be monitoring and paying attention to who ranks for your
most valuable keywords, and if they’re making improvements, use it as
the business case to push through yours.
19
dantaylor.online // @taylordanrw
20. Page Experience Update (May 21)
Mobile-friendliness, safe browsing, HTTPS, and intrusive interstitials –
The Google Page Experience Signal.
LCP – Largest Contentful Paint – improve page load times for large
images and video backgrounds.
FID – First Input Delay – ensure your browser responds quickly to a
user’s first interaction with a page.
CLS – Cumulative Layout Shift – Include the size attributes on your
images and video elements or reserve the space with CSS aspect ratio
boxes and ensure content is never inserted above existing content,
except in response to a user interaction.
20
dantaylor.online // @taylordanrw
21. Core Web Vitals
Useful resources:
Visualising LP level & session level CWV data in GA:
https://salt.agency/blog/web-vitals-data-visualising-guide/
Layout shift GIF generator (Chris Johnson)
https://defaced.dev/tools/layout-shift-gif-generator/
21
dantaylor.online // @taylordanrw
22. Googler Statements on
SEO & UX
Algo’s and patents we can relate to the overall
user experience of websites, and the impact on
SEO performance.
23. Google’s UX Playbooks
Google have publicly stated that they do have UX playbooks internally,
however these are put out by the Ads (not search) team, and are a
chronicle of UX best practices.
These playbooks are confidential, but a version was leaked towards the
end of 2018. Search Engine Journal covered this here.
These UX factors can however have an indirect impact on ranking
performance (John Mueller, Feb 2019).
23
dantaylor.online // @taylordanrw
24. “
But obviously if you make a good
website that works well for users
then indirectly you can certainly see
an effect in ranking. But it’s not that
we would say look at these UX
Playbooks and specifically use those
as factors for ranking.
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John Mueller, 2019
dantaylor.online // @taylordanrw
25. Soft Ranking Factors
There are some user experience (UX) factors that are called soft ranking
factors. Page speed and HTTPS are examples of soft UX ranking factors.
Yet though they are ranking factors, they are considered less impactful
than regular ranking factors.
In the example of HTTPS, Google have gone on record during
Webmaster Hangouts and said that “HTTPS does not directly affect
ranking, but can be used as a tiebreaker”.
A soft ranking factor more or less means that it is a minor factor in
comparison to known ranking factors such as links.
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dantaylor.online // @taylordanrw
26. UX - A Soft Ranking Factor?
Soft ranking factors also tie in with what we know about how Google
measures SERP interactions, and how they impact rankings.
During a 2019 Webmaster hangout, when asked the question of a
website ranking first, that was both very fast and “keyword optimized”,
but didn’t satisfy the user query/intent adequately, John Mueller replied
with:
“The user wouldn’t be happy.”
Soft factors, can outweigh more rigid factors if perceived user
satisfaction isn’t high.
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dantaylor.online // @taylordanrw
27. The Impact Of Brand (Authority,
Enthusiasm)
Brands are the solution, not the problem… Brands are how you sort out
the cesspool. - Eric Schmidt
We actually came up with a classifier to say, okay, IRS or Wikipedia or
New York Times is over on this side, and the low-quality sites are over on
this side. - Matt Cutts
Brand is important, but it’s not the be all and end all. If you have a strong
brand, and users expect/know to see your brand associated with certain
products and services, a lot of your SEO can not be 100%.
You need to generate brand enthusiasm.
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dantaylor.online // @taylordanrw
28. UX & Page Design
Effects On Speed
Having a quick loading page, doesn’t mean
sacrificing good design and user-experience. Good
web experiences can be built fast.
29. Speed = User Experience
There’s always a study that shows that improving page load speed by X,
led to an increase in sales of Y.
We oftentimes focus too much on tools, such as Lighthouse, and we
don’t actually experience our own websites like a user would. We focus
too much on speed as being a ranking factor, and not as a business
objective.
If you went to a restaurant, and service was slow, you’d have a negative
experience. This is the same online.
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dantaylor.online // @taylordanrw
30. “
there have been studies by Akamai
who found that two seconds is
actually the threshold for e-
commerce site acceptability.
Meaning that that’s what users like
to shop with. At Google, we aim for
under a half second.
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Maile Ohye, 2010
dantaylor.online // @taylordanrw
31. “
(if) we’re seeing an extremely high
response-time for requests made to
your site (at times, over 2 seconds to
fetch a single URL). This has resulted
in us severely limiting the number of
URLs we’ll crawl from your site.
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John Mueller, 2015
dantaylor.online // @taylordanrw
32. So, what should I do as
a marketer/SEO?
What do I take to my C-suite as the strategy for
the next 5 years?
33. User Happiness
Search engines have evolved beyond keywords and links being primary
drivers for search ranking.
Whilst we use link building/digital PR, meticulously planned content
hubs, and great branding activities to drive leads and sales, we’re
actually working to two individual goals:
● Initial user happiness
● User experience forecasting
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dantaylor.online // @taylordanrw
34. Stop focusing on “the funnel”
All too often, we talk about “the funnel”, and how we have top-of-the-
funnel keywords, bottom-of-the-funnel keywords, and how their intent
may/may not relate to the user journey stage/intent.
● The funnel is too rigid.
● The funnel suggests that once the user has converted, then it’s job
done.
● We don’t ask “what next?” enough, as we focus too much on the
ROI of SEO and other marketing activities.
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35. Bow Tie Funnel
Left-side of the bow tie; ROI &
CPA - how can we attract users
to the brand, and convert them
- experience forecasting.
Right-side of the bow tie; LTV &
Churn - how can we best
address existing user needs and
prevent competition turning
them - user happiness.
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dantaylor.online // @taylordanrw
36. How many variables can you control?
36
Pre-Conversion
Post-Conversion
Number of variables you can
control.
dantaylor.online // @taylordanrw
37. Moving beyond intent
Experience Forecasting
How can you rank for terms, and
provide content that not only
matches the user query, but
helps the user better understand
your product/solution so they can
accurately forecast their
experience.
User Happiness
Once they’ve converted, let’s keep
the customer engaged. What’s
next?
What are the post-conversion
queries they may have? What
other problems?
Shut the door.
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Recommended: https://dantaylor.online/blog/gearing-your-seo-strategy-to-generate-user-
happiness/
dantaylor.online // @taylordanrw
38. Real World Example. Chess.
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Jul 20 Aug 20 Sep 20 Oct 20 Nov 20
US Search
Volume
547,000 520,000 499,000 634,000 1,300,000
100% growth in search interest just for [chess] both month-on-month,
and year-on-year…
Why? The Queens Gambit aired on Netflix.
So, the left-side of the funnel is very strong, and the number of potentials
has doubled. Your strategy on acquisition should already be established,
now you should be working harder than ever to retain them.
dantaylor.online // @taylordanrw