Last year Google announced that RankBrain is the third most important ranking factor yet not many SEO's are talking about it. Not just that but RankBrain is widely ignored by digital marketers as a signal that is too difficult to optimize for. Since when 'difficult' became 'impossible' in the SEO community? What is the Benchmark Search Conference? The one­-day event features world­-class speakers that cover all of the need­-to­-know search marketing topics to develop and advance your brand’s search engine presence, including: Organic search (SEO) – how to achieve and maintain your brand’s ranking in natural search engine results and ensure your customers can easily find you Paid search (PPC) – driving targeted traffic to your website by showing ads in search engine results when people search for related keywords Social media – enhancing brand awareness and advocacy to support your search visibility; your social authority is increasingly considered by Google as a ranking factor Content marketing – how to be smart with your content campaigns to build trust and credibility by returning relevant answers to search queries, and earning quality backlinks Who’s behind Benchmark? Located in North West England, Click Consult is a multi-award-winning search marketing agency with a focus on organic (SEO) and paid search (PPC). With over 70 professionals employed and a portfolio of over 60 clients from across the UK, Click Consult works with businesses looking for a measurable return from their search marketing budget. Click also provides a range of other services, including content marketing, inbound marketing and conversion rate optimisation (CRO), as well as international and multilingual search. The company is Google AdWords and Microsoft adExcellence certified and is on the Recommended Agency Register.

1. Omi Sido
@OmiSido
RankBrain in 2017 – Facing the Future of SEO

2. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

3. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
https://youtu.be/l8VnZCcl9J4

4. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
There is a new kid in town but nobody is talking about him. Why?

5. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

6. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

7. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

8. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
What is RankBrain?

9. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
What is RankBrain?

10. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
Long Tail Query Entered
RankBrain Makes a Guess and Re-Writes the Query into
Something it Recognises
Is the User Satisfied? Yes
Cool. Next Time I see a Query Like
This, I’ll Put This Page at the Top
No

11. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

12. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
Links are still important
for SEO!

13. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

14. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
https://www.advancedwebranking.com/cloud/ctrstudy/

15. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

16. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO

17. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
How do you improve
your CTR?
The answer is
Relevance.

18. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
Write about something
people care about.

19. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
https://www.google.com/patents/US8938463

20. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
"training a model using the obtained
information, wherein the model is
trained to predict a click-through
rate based on input comprising the
one or more presentation bias
features and the one or more
relevancy features; "

21. @OmiSido #benchmarkconf
RankBrain in 2017 - Facing the Future of SEO
You can’t simply ignore
the existence of such a
powerful algorithm in
your SEO activities!

22. @OmiSido #BrightonSEO
RankBrain in 2017 - Facing the Future of SEO
• Decode the ranking factor priorities for YOUR industry.
• Create irresistible/alluring snippets.
• Create comprehensive content that provides value and it's RELEVANT to your audience.
• Study your customer behaviour and adjust copy and website structure accordingly.
• Work with PPC and PR to increase brand awareness - brand awareness dramatically
impacts click-through rates (CTR).
In Conclusion

23. Omi Sido
@OmiSido
www.youtube.com/omisido
Benchmark Search Conference 2017
Thank You