The document discusses opportunities and challenges around digital content and search engine optimization. It addresses how to identify "missed" opportunities where content has potential to perform better, as well as "lost" opportunities where content used to perform well but no longer does. The speaker advocates for conducting content audits and competitive gap analyses to understand improvement areas. Examples are provided of updating older content to increase performance metrics like sessions, backlinks and leads. The discussion also covers quality issues, such as ensuring authoritative expertise on important topics, and avoiding duplicate content that could be seen as lower quality by search engines.
The document provides an overview of Patrick Stox's SEO presentation on creating valuable content for local accountants. Some of the key points covered include:
- Analyzing keyword data to identify topic opportunities and intents
- Mapping out topic coverage and content outlines to address what people search for
- Checking for cannibalization between existing and planned content
- Refining content over time through refreshing, translating to other languages, etc.
- Researching competitor links and top referring domains to identify link opportunities
- Creating topic cards to map content and train others on content creation
The presentation emphasizes analyzing keyword and competitor data to identify valuable content topics, mapping out content to address user intents, and refining content over
Upasna Gautam gave a presentation on semantic search. She began by discussing how search has evolved from keyword-focused to being driven by intent and context. She then defined semantic search as understanding the relationships between words and sentences to improve search accuracy. The rest of the presentation covered key aspects that enable semantic search like entity optimization, knowledge graphs, structured data, and information architecture. She also discussed optimizing content for voice search and provided tactical takeaways around semantic optimization.
The document discusses how on-page SEO will need to focus more on understanding user intent by examining how search engine results pages (SERPs) are handling target queries, what types of content are ranking, and ensuring content matches the query and provides value to the user. It also emphasizes the importance of entities, semantic content, and internal linking/architecture in matching intent. Voice search is growing and content will need to be optimized for these queries as well.
Humantics | Optimizing Your Content Strategy in an Entity-Driven WorldGrant Simmons
The document discusses strategies for creating content that both satisfies human readers and is well understood by search engines, referred to as "Humantics". It outlines the CARL framework for context, aim, relationships, and links and provides examples of tools that can be used to analyze content, find entities, connections, and questions to ensure the content will be salient for search engines. The goal is to build content that search engines can fully understand in order to rank well without relying solely on keywords.
SEO Fundamentals and Off Page Best PracticesVaishali Singh
This document provides an overview of search engine optimization (SEO) fundamentals and techniques. It defines SEO as optimizing a website's visibility in organic search results. It explains how search engines like Google work by crawling the web, indexing pages, and using over 200 ranking factors to determine a page's relevance and authority. The document outlines important Google algorithm updates and discusses on-page SEO techniques like optimizing content and internal linking as well as off-page techniques like building high-quality backlinks from authoritative websites on related topics. It provides guidelines for an effective link building strategy in a natural, non-spammy way.
Creating interest based content for google discoverAbby Hamilton
- Google Discover is a personalized content feed that serves relevant content to users on mobile without a search query. It uses the user's search history, location, and other signals to determine their interests.
- Content in Discover varies by industry, with news sites receiving the most traffic. Non-news content is interest-focused and displayed to smaller, targeted audiences. Most content has a short shelf-life of 3-4 days.
- To optimize for Discover, focus on creating original, interest-based content while ensuring technical SEO best practices and credibility signals are followed. Identify user interests through keyword and audience research to inform topic selection.
The document provides an overview of Patrick Stox's SEO presentation on creating valuable content for local accountants. Some of the key points covered include:
- Analyzing keyword data to identify topic opportunities and intents
- Mapping out topic coverage and content outlines to address what people search for
- Checking for cannibalization between existing and planned content
- Refining content over time through refreshing, translating to other languages, etc.
- Researching competitor links and top referring domains to identify link opportunities
- Creating topic cards to map content and train others on content creation
The presentation emphasizes analyzing keyword and competitor data to identify valuable content topics, mapping out content to address user intents, and refining content over
Upasna Gautam gave a presentation on semantic search. She began by discussing how search has evolved from keyword-focused to being driven by intent and context. She then defined semantic search as understanding the relationships between words and sentences to improve search accuracy. The rest of the presentation covered key aspects that enable semantic search like entity optimization, knowledge graphs, structured data, and information architecture. She also discussed optimizing content for voice search and provided tactical takeaways around semantic optimization.
The document discusses how on-page SEO will need to focus more on understanding user intent by examining how search engine results pages (SERPs) are handling target queries, what types of content are ranking, and ensuring content matches the query and provides value to the user. It also emphasizes the importance of entities, semantic content, and internal linking/architecture in matching intent. Voice search is growing and content will need to be optimized for these queries as well.
Humantics | Optimizing Your Content Strategy in an Entity-Driven WorldGrant Simmons
The document discusses strategies for creating content that both satisfies human readers and is well understood by search engines, referred to as "Humantics". It outlines the CARL framework for context, aim, relationships, and links and provides examples of tools that can be used to analyze content, find entities, connections, and questions to ensure the content will be salient for search engines. The goal is to build content that search engines can fully understand in order to rank well without relying solely on keywords.
SEO Fundamentals and Off Page Best PracticesVaishali Singh
This document provides an overview of search engine optimization (SEO) fundamentals and techniques. It defines SEO as optimizing a website's visibility in organic search results. It explains how search engines like Google work by crawling the web, indexing pages, and using over 200 ranking factors to determine a page's relevance and authority. The document outlines important Google algorithm updates and discusses on-page SEO techniques like optimizing content and internal linking as well as off-page techniques like building high-quality backlinks from authoritative websites on related topics. It provides guidelines for an effective link building strategy in a natural, non-spammy way.
Creating interest based content for google discoverAbby Hamilton
- Google Discover is a personalized content feed that serves relevant content to users on mobile without a search query. It uses the user's search history, location, and other signals to determine their interests.
- Content in Discover varies by industry, with news sites receiving the most traffic. Non-news content is interest-focused and displayed to smaller, targeted audiences. Most content has a short shelf-life of 3-4 days.
- To optimize for Discover, focus on creating original, interest-based content while ensuring technical SEO best practices and credibility signals are followed. Identify user interests through keyword and audience research to inform topic selection.
Building Entities & Connections in 2020 Izzi Smith
Entities are machine classified objects and concepts that allow for reliable results, more efficient fact delivery, better UX of web search, and so much more. Basically put - entities are breathtaking! Izzi's talk touches upon entities and the Knowledge Graph within the context of Search over the past 8 years, and how brands and domains can leverage their power to be present and well-represented across SERPs, the risks of doing so, and what this all means for the ecosystem of search.
How to Optimise the SHIT out of Your Internal SearchLukeCarthy
Key reasons why optimising your internal web search is ESSENTIAL for SEO and a proven method to get it right, grow traffic, improve conversion and improve UX.
Presentation delivered as part of Search Leeds 2018 at the First Direct Arena.
This document provides an overview of search engine optimization (SEO) including:
- Defining SEO as the process of improving website visibility in organic search results.
- Describing how search engines work by crawling, indexing, processing queries, and retrieving results.
- Explaining the difference between on-page SEO which involves optimizing individual pages, and off-page SEO which focuses on links and relationships between sites.
- Noting the importance of both technical elements like keywords and meta tags as well as content and links to effectively optimize a site.
SEOToolbox - Tools aside from Google's Tools for SEOBenj Arriola
This document discusses various tools for SEO research, analysis, and production. It categorizes tools as being partially for SEO, for research, not for SEO, having a user interface (UI), application programming interface (API), for web production, or analytics. The document provides examples of specific tools under each category and notes that the real value is in how the tools are used, not the tools themselves. It emphasizes improving efficiency to increase productivity and profits.
Reverse Engineering Google's Local Search AlgorithmDFWSEM
The document discusses local SEO ranking factors based on a study conducted by Dan Leibson. It identifies several key on-page and off-page ranking factors for local search results, including citations, links, websites, location, and Google My Business profiles. The presentation provides recommendations for prioritizing local SEO efforts on the most important ranking factors and links to additional resources for further information.
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
This document discusses new approaches to search engine optimization (SEO) that focus on relevance and user intent rather than outdated tactics. It recommends analyzing industries individually and focusing on creating comprehensive, relevant content that matches user intentions rather than targeting specific keywords. It also discusses how machine learning and artificial intelligence are changing what factors like backlinks may influence rankings and how to stay relevant in the face of new challenges like redundancy and differences between mobile and desktop search.
This document provides an overview of search engine optimization (SEO) strategies for editors. It discusses how people find websites through search engines and the importance of SEO. Key on-page optimization factors covered include title tags, content, meta descriptions, images, and site maps. Off-page factors discussed are link popularity, anchor text, and directories. The document emphasizes optimizing content for users and not tricking search engines. Effective SEO involves both on-page and off-page techniques to deliver relevant information to searchers.
SEO for the CEO - What C-level Executives Need to Know About SearchTheo Lynn
This document discusses key topics in search engine optimization (SEO) that are important for executives to understand, including how search engines work, ranking factors, keyword research, and content strategies. It provides an overview of technical SEO issues like crawling, indexing and link analysis, as well as non-technical topics such as identifying high value keywords and targeting influential websites to attract links. The goal is to give executives a high-level understanding of SEO and how it can help their business.
SEO (search engine optimization) is the process of improving how a website ranks in search engines. It involves optimizing aspects like keywords, links, images, and content to attract search engines. Key factors search engines consider are relevant keywords on pages, especially titles and headings, image alt text, internal linking between pages, and external links from authoritative sites. Monitoring tools like Google Analytics and Webmaster Tools help track effectiveness. While good SEO enhances relevance, bad techniques like keyword stuffing or hidden text can trick search engines and hurt rankings.
SearchLeeds 2018 - Luke Carthy - How to optimise the s*** out of your interna...Branded3
Key reasons why optimising your internal web search is essential for SEO and a proven method to get it right, grow traffic, improve conversion and improve UX.
SMX West 2020 - Leveraging Structured Data for Maximum EffectAbby Hamilton
After this session, you will be able to:
1. Understand how search engines render and see your content and extract structured data to power rich experiences
2. Discover tools and resources that can help you to easily generate and test structured markup
3. Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
4. Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results
This document discusses important elements for search engine optimization (SEO). It identifies three key things search engines need to do: find pages, crawl pages, and understand page content. It recommends using XML sitemaps and Google Webmaster Tools to help search engines find pages, and avoiding JavaScript and CSS to make crawling easier. Finally, it emphasizes the importance of including meaningful on-page elements like title tags, meta descriptions, canonical tags, H1 tags and alt attributes to help search engines understand the content.
Fili Weise - SearchLeeds 2018 - Structured data explainedBranded3
Want to know how and which structured data to implement on your website? This no-hype session focuses on SEO tips that will help you move the needle. No complex theory but highly actionable SEO tips. This session will have SEO tips for all levels of experience. Join ex-Google engineer Fili Wiese to learn all about structured data and how to make it work for you and avoid common pitfalls. Having programmed websites and Google internal tools, Fili Wiese is the go-to guy when it comes to technical and international SEO.
Unpacking the Local Search Ranking Factors for 2021 & BeyondSeven Figure Agency
Darren Shaw is one of the TOP Experts in all things Local Search. Every year he publishes a deep dive report called “The Local Search Ranking Factors Survey”. You can check it out here – https://whitespark.ca/local-search-ranking-factors/
To get these factors, Darren & his team interview 50 of the top Local SEO Experts and went DEEP on what they felt were the most important factors that contributed to ranking in local search.
In this LIVE session, we’ll explain the findings, the key insights, and what you need to know to drive better local ranking results for your clients…
Access the full recording of this session here -> https://www.sevenfigureagency.com/unpacking-the-2020-local-search-ranking-factors/
The Inbounder London - 2. May 2017 Russell Mc Athy We Are Marketing
The document discusses using machine learning and data analytics to forecast future sales for SEO. It provides examples of analyzing Google Analytics data to understand customer journeys and attribute values to different marketing channels and pages. The author advocates this approach can help SEOs better showcase their success through understanding micro and macro conversions.
SearchLeeds 2017 - Paul Madden - Co-Founder, Kerboo - Links as a metric in 20...Branded3
As one of Google’s most important ranking signals, links have seen a huge number of changes in how they are viewed and how they apply. As an industry, we have been encouraged to learn that the power of links as a signal has decreased in favour of other metrics, but is that actually the case? Paul, with access to the link profiles of thousands of sites and literally billions of links, takes us through the arguments for how we should really view our links in 2017 and beyond.
Keywords are an important part of Search Engine Optimization (SEO) internet marketing. This is a presentation that I gave at a local community college in Michigan.
Best of SEJ Summit: How to Identify Lost & Missed Content OpportunitiesSearch Engine Journal
Join Rhea Drysdale, CEO of Outspoken Media, as she covers how to identify lost and missed content opportunities that will attract engaged users and build your site’s expertise, authority, and trust.
Working in digital industry? Learn how to perform a website Technical Audit for SEO. Hannah Thorpe explains
What are the core elements to check for an SEO audit?
What are the warning sites your site might be struggling?
How to fix common problems flagged during a technical audit
Building Entities & Connections in 2020 Izzi Smith
Entities are machine classified objects and concepts that allow for reliable results, more efficient fact delivery, better UX of web search, and so much more. Basically put - entities are breathtaking! Izzi's talk touches upon entities and the Knowledge Graph within the context of Search over the past 8 years, and how brands and domains can leverage their power to be present and well-represented across SERPs, the risks of doing so, and what this all means for the ecosystem of search.
How to Optimise the SHIT out of Your Internal SearchLukeCarthy
Key reasons why optimising your internal web search is ESSENTIAL for SEO and a proven method to get it right, grow traffic, improve conversion and improve UX.
Presentation delivered as part of Search Leeds 2018 at the First Direct Arena.
This document provides an overview of search engine optimization (SEO) including:
- Defining SEO as the process of improving website visibility in organic search results.
- Describing how search engines work by crawling, indexing, processing queries, and retrieving results.
- Explaining the difference between on-page SEO which involves optimizing individual pages, and off-page SEO which focuses on links and relationships between sites.
- Noting the importance of both technical elements like keywords and meta tags as well as content and links to effectively optimize a site.
SEOToolbox - Tools aside from Google's Tools for SEOBenj Arriola
This document discusses various tools for SEO research, analysis, and production. It categorizes tools as being partially for SEO, for research, not for SEO, having a user interface (UI), application programming interface (API), for web production, or analytics. The document provides examples of specific tools under each category and notes that the real value is in how the tools are used, not the tools themselves. It emphasizes improving efficiency to increase productivity and profits.
Reverse Engineering Google's Local Search AlgorithmDFWSEM
The document discusses local SEO ranking factors based on a study conducted by Dan Leibson. It identifies several key on-page and off-page ranking factors for local search results, including citations, links, websites, location, and Google My Business profiles. The presentation provides recommendations for prioritizing local SEO efforts on the most important ranking factors and links to additional resources for further information.
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
This document discusses new approaches to search engine optimization (SEO) that focus on relevance and user intent rather than outdated tactics. It recommends analyzing industries individually and focusing on creating comprehensive, relevant content that matches user intentions rather than targeting specific keywords. It also discusses how machine learning and artificial intelligence are changing what factors like backlinks may influence rankings and how to stay relevant in the face of new challenges like redundancy and differences between mobile and desktop search.
This document provides an overview of search engine optimization (SEO) strategies for editors. It discusses how people find websites through search engines and the importance of SEO. Key on-page optimization factors covered include title tags, content, meta descriptions, images, and site maps. Off-page factors discussed are link popularity, anchor text, and directories. The document emphasizes optimizing content for users and not tricking search engines. Effective SEO involves both on-page and off-page techniques to deliver relevant information to searchers.
SEO for the CEO - What C-level Executives Need to Know About SearchTheo Lynn
This document discusses key topics in search engine optimization (SEO) that are important for executives to understand, including how search engines work, ranking factors, keyword research, and content strategies. It provides an overview of technical SEO issues like crawling, indexing and link analysis, as well as non-technical topics such as identifying high value keywords and targeting influential websites to attract links. The goal is to give executives a high-level understanding of SEO and how it can help their business.
SEO (search engine optimization) is the process of improving how a website ranks in search engines. It involves optimizing aspects like keywords, links, images, and content to attract search engines. Key factors search engines consider are relevant keywords on pages, especially titles and headings, image alt text, internal linking between pages, and external links from authoritative sites. Monitoring tools like Google Analytics and Webmaster Tools help track effectiveness. While good SEO enhances relevance, bad techniques like keyword stuffing or hidden text can trick search engines and hurt rankings.
SearchLeeds 2018 - Luke Carthy - How to optimise the s*** out of your interna...Branded3
Key reasons why optimising your internal web search is essential for SEO and a proven method to get it right, grow traffic, improve conversion and improve UX.
SMX West 2020 - Leveraging Structured Data for Maximum EffectAbby Hamilton
After this session, you will be able to:
1. Understand how search engines render and see your content and extract structured data to power rich experiences
2. Discover tools and resources that can help you to easily generate and test structured markup
3. Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
4. Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results
This document discusses important elements for search engine optimization (SEO). It identifies three key things search engines need to do: find pages, crawl pages, and understand page content. It recommends using XML sitemaps and Google Webmaster Tools to help search engines find pages, and avoiding JavaScript and CSS to make crawling easier. Finally, it emphasizes the importance of including meaningful on-page elements like title tags, meta descriptions, canonical tags, H1 tags and alt attributes to help search engines understand the content.
Fili Weise - SearchLeeds 2018 - Structured data explainedBranded3
Want to know how and which structured data to implement on your website? This no-hype session focuses on SEO tips that will help you move the needle. No complex theory but highly actionable SEO tips. This session will have SEO tips for all levels of experience. Join ex-Google engineer Fili Wiese to learn all about structured data and how to make it work for you and avoid common pitfalls. Having programmed websites and Google internal tools, Fili Wiese is the go-to guy when it comes to technical and international SEO.
Unpacking the Local Search Ranking Factors for 2021 & BeyondSeven Figure Agency
Darren Shaw is one of the TOP Experts in all things Local Search. Every year he publishes a deep dive report called “The Local Search Ranking Factors Survey”. You can check it out here – https://whitespark.ca/local-search-ranking-factors/
To get these factors, Darren & his team interview 50 of the top Local SEO Experts and went DEEP on what they felt were the most important factors that contributed to ranking in local search.
In this LIVE session, we’ll explain the findings, the key insights, and what you need to know to drive better local ranking results for your clients…
Access the full recording of this session here -> https://www.sevenfigureagency.com/unpacking-the-2020-local-search-ranking-factors/
The Inbounder London - 2. May 2017 Russell Mc Athy We Are Marketing
The document discusses using machine learning and data analytics to forecast future sales for SEO. It provides examples of analyzing Google Analytics data to understand customer journeys and attribute values to different marketing channels and pages. The author advocates this approach can help SEOs better showcase their success through understanding micro and macro conversions.
SearchLeeds 2017 - Paul Madden - Co-Founder, Kerboo - Links as a metric in 20...Branded3
As one of Google’s most important ranking signals, links have seen a huge number of changes in how they are viewed and how they apply. As an industry, we have been encouraged to learn that the power of links as a signal has decreased in favour of other metrics, but is that actually the case? Paul, with access to the link profiles of thousands of sites and literally billions of links, takes us through the arguments for how we should really view our links in 2017 and beyond.
Keywords are an important part of Search Engine Optimization (SEO) internet marketing. This is a presentation that I gave at a local community college in Michigan.
Best of SEJ Summit: How to Identify Lost & Missed Content OpportunitiesSearch Engine Journal
Join Rhea Drysdale, CEO of Outspoken Media, as she covers how to identify lost and missed content opportunities that will attract engaged users and build your site’s expertise, authority, and trust.
Working in digital industry? Learn how to perform a website Technical Audit for SEO. Hannah Thorpe explains
What are the core elements to check for an SEO audit?
What are the warning sites your site might be struggling?
How to fix common problems flagged during a technical audit
This document summarizes a presentation on search engine optimization (SEO). It discusses various technical SEO topics like sitemaps, robots.txt files, duplicate content, site speed and errors. It also covers non-technical topics like keyword research, content topics, and the importance of authority and relevance for rankings. The presentation emphasizes the role of search and organic traffic for marketing and provides tips for structure, keywords and content optimization to improve SEO performance.
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesIzzi Smith
As SEOs we have to do all in our power to drive more and more relevant clicks to our website, but the SERP is an over-populated and competitive space filled with ads and Google integrations, so we need to stand out as much as we can. Izzi's new talk covers useful strategies you can use in 2021 to: better analyze and interpret searcher intents, scale the creation of rich results and featured snippets, satisfying "needs met" and more.
What startups need to know about seo by barry schwartz news editor at search ...Search Engine Land
This document provides a summary of key search engine optimization (SEO) factors and best practices. It discusses both on-page and off-page optimization factors such as content, links, site speed, and more. It also summarizes major Google algorithm updates like Panda and Penguin, and how to avoid being negatively impacted by them through high-quality content and natural links. The document concludes with recommendations for mobile SEO, including using responsive design, dynamic serving, or separate mobile URLs to properly serve both desktop and mobile users.
Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbo...Bespoke Agency
My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.
A Data-First Approach to Building a Website _ LondonSEO XL _ Paige Hobart.pdfPaige Hobart
- What is an SEO’s role in building a website?
- What is an IA?
- Building a website data-first: Case Studies
- Building a website data-first: The Process
- Recap
The document discusses how natural language processing (NLP) can be used to improve and automate link building and public relations outreach processes. Specifically, it describes how NLP models can help with contact research and enrichment by classifying job titles and seniority, email filtering by analyzing intent and sentiment, and reactive PR by extracting information from requests on forums like HARO. The document advocates starting with tools like MonkeyLearn and Zapier for initial NLP capabilities before progressing to using native application programming interfaces. The overall goal is to use NLP to speed up data processing and allow human experts to focus on higher-level tasks.
SEO Secrets for Online Retailers Webinar getelastic
Webinar featuring useful tips, tools and best practices for optimizing your ecommerce site for search engine rankings. Presented by Elastic Path Ecommerce Software's Jason Billingsley and Founder of SEO firm Netconcepts Stephan Spencer.
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments' Distilled
From past experiences with data, Dave knows relying on your gut can be a mistake. Instead, we need to take comfort in the validation of solid data to ensure we’re making profitable decisions. Sharing real client examples, Dave will run through the essential steps: how to decide on a hypothesis, create conditions, and gather data.
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan ErwinOrbit Media Studios
From researching keywords to ranking high, this is a complete course on search engine optimization. This extended session focuses on the specific actions that drive the rankings and targeted traffic.
After attending this session, you’ll know how to:
Pick Your Battles: Find the phrases that you can win for
Indicate Relevance: Use keywords in ways that show you’re the real thing
Target Topics: Go beyond the keyphrase, finding semantic clues
Build Authority: Grow your site’s credibility through networking and collaboration
Be Opportunistic: Use Analytics to quickly find low-hanging fruit
What are the biggest mistakes that website owners make? Does duplicate content really hurt your rankings? What are the most important search ranking factors? What actions give you a durable advantage? Which tools are truly useful? Which are free? How is SEO ROI measured?
We’re going to cover every step in the process for outranking your competitors. Once finished, you’ll never look at webpages the same again.
Adam Dince will present on technical SEO tips for e-commerce sites, including tips for semantic search, navigation and canonicals, CMS configuration, and web servers. The presentation will cover several important best practices in 15 minutes, though not an exhaustive list. Technical SEO is important for websites to be found by search engines.
Everyone hears they should be doing SEO, but what does that really mean? I will cover the core basics of SEO and provide insights and strategies that are actionable for attendee's that day.
The presentation will include:
- SEO as A.R.T.
- Topics vs. Keywords
- Title, Meta, and Content Optimization
- Importance of backlinks and citations
- Intro to technical considerations
The document provides tips on building SEO compliant websites. It discusses various technical aspects of websites that impact SEO, such as domain structure, hosting, website architecture, URLs, internal links, page speed, and keyword targeting. The presenter aims to help businesses, marketers, web developers, and consultants understand important technical SEO concepts and best practices to build search-friendly websites.
This document discusses search engine optimization (SEO) and search engine marketing (SEM). It provides an overview of key aspects of SEO, including content creation, keyword research, on-page optimization techniques, internal and external linking, and submission to search engines. It also discusses the importance of search and how SEM, such as pay-per-click advertising, can be used to achieve high search engine rankings and drive qualified traffic to a website.
SEO involves optimizing webpages to rank highly in search engine results. Key tactics include using relevant keywords in titles, filenames, and content, as well as building high-quality backlinks from other websites. Both white hat techniques that follow search engine guidelines and black hat techniques like cloaking and keyword stuffing are discussed.
Spooky Good Technical SEO for E-Commerce SitesAdam Dince, MBA
Presented at MnSearch.org's Search Snippets #10 event. This presentation covers key strategic and tactical technical SEO tips and tricks. Hope you enjoy and share with your friends.
Topics covered:
- Semantic search
- Navigation and canonical
- Content management systems (CMS)
- Web servers
Similar to Rhea Drysdale - Advanced Search Summit Napa 2019 (20)
This document discusses strategies for building trust and revenue through first-party data and conversion experiences. It emphasizes understanding audiences, message mapping creative experiences across channels, and using email captures from paid media to nurture prospects. The goal is to craft mobile-optimized experiences that engage prospects throughout their buying journey and earn recurring business through quality customer relationships.
The document discusses best practices for global search marketing. It begins by outlining what topics will not be covered, such as comparing behaviors across countries or discussing cultural differences. It then explains that global search marketers should focus on analyzing existing content, utilizing style guides, researching keywords in other languages, and hiring local search marketers who understand the target market. The document provides several examples of how keywords, translations, and grammar can vary significantly across languages and regions. It emphasizes that global search marketers need specialized skills and tools beyond simple translation in order to effectively reach audiences worldwide.
Melanie Mitchell outlines four steps to bring out the remarkable leader within: 1) Finding opportunities that others may miss, 2) Getting out of your comfort zone, 3) Effectively challenging norms within your organization, and 4) Redefining your role to have more impact. She emphasizes that leadership requires influence over others to drive change, which means not working alone and building strong internal and external networks. Hard work and passion are needed, as most leadership impact happens behind the scenes through strategic planning and execution.
This document discusses trends in digital marketing and search engine optimization that companies need to be aware of, specifically around privacy and third-party cookies. It outlines new regulations reducing data collection and use, and how this will impact targeting, measurement, and optimization. The document provides recommendations for marketers to focus more on first-party data and audiences, use automation and AI, and take an "opt-in" approach focusing on customer values and inclusion.
The document discusses SEO governance for Realtor.com. It describes implementing an SEO governance program to monitor key metrics like market share and technical issues. The program would catch any changes in metrics or Google algorithm updates. It would also involve monitoring the site for technical problems, maintaining documentation of SEO standards, and providing regular training to keep teams informed of SEO best practices. This governance aims to help Realtor.com maintain technical compliance and respond promptly to any SEO issues.
Cindy Krum gave a presentation on mobile-first indexing and enterprise SEO. She noted that enterprise SEO is complex because it needs to scale across multiple teams and platforms that may not be optimized for SEO. Mobile-first indexing emphasizes fast rendering on mobile, which can be challenging for large enterprises. However, new techniques like serverless architectures and edge caching can help enterprises optimize for mobile and gain more control over the user experience without overhauling existing infrastructure. Krum provided an overview of these techniques and how enterprises can adapt to mobile-first indexing.
The study analyzed over 4 million reviews across Google, Facebook, Yelp and TripAdvisor to determine the prevalence of fake reviews. It found that 7.3% of Google reviews showed signs of being fake, compared to 5.2% on Facebook, 4.9% on Yelp and 10.7% on TripAdvisor. The analysis looked at reviews for various business categories and cities to identify which had the highest rates of potentially fake reviews. The methodology used natural language processing and machine learning techniques to detect reviews that may have been generated fraudulently.
This document discusses how Google's focus on expertise, authoritativeness, and trustworthiness (E-A-T) has transformed the search landscape over the past few years. It summarizes the speaker's research analyzing changes in visibility for over 1,700 domains, finding that categories like cooking sites and arts saw increases while religion and adult sites saw declines. The speaker details signals like lack of expertise, deception, dangerous medical advice that can negatively impact search performance and provides examples of site overhauls and content updates to improve E-A-T.
This document discusses how search engines are leveraging artificial intelligence and machine learning to better understand user queries. It introduces concepts like Humantics, which refers to the intersection of human actions and search engine understanding. Various AI systems used by search engines are discussed, including BERT, RankBrain, and MUM. The document also covers how entities, relationships, and context are important for search engines to understand content. Various tools for identifying entities in text are also mentioned.
The document provides tips for generating new topic ideas using data analysis, including conducting keyword gap analysis on competitors, analyzing questions asked about topics, and auditing existing content to identify opportunities for repurposing content in new formats or republishing updated versions. Key steps include identifying high-volume keywords competitors are ranking for, analyzing questions asked about topics to inspire new content ideas, and reworking existing popular content that could benefit from updates or be adapted to new formats.
I apologize, upon further reflection I do not feel comfortable advising on manipulating psychological drivers or compulsion loops without proper context around ethical marketing practices. Let's please move our discussion in a more positive direction.
The document discusses how marketers waste 96% of their ad budgets by optimizing for clicks rather than conversions. It introduces Postclick, a company that helps brands automate advertising conversions by leveraging ad and audience data to personalize the post-click experience. Postclick Automation can boost conversion rates from an average of 4.4% to over 16% by ensuring landing pages are relevant to each ad and visitor through dynamic content matching. The document argues that the biggest opportunity for return on ad spend is in optimizing the post-click experience.
This document discusses Google's transition from rules-based to machine learning-based search and how to model Google's "black box" algorithms using machine learning. It explains that Google switched to machine learning because rules-based approaches could not solve complex search problems with non-linear data. The document outlines how to build a generic search engine model using a machine learning approach, starting with core algorithms like PageRank and modeling the top layer of algorithms to avoid overfitting. Modeling Google's black box provides benefits like accuracy, predictability for SEO testing, and a deeper understanding of search factors.
This document discusses search engine optimization (SEO) tactics for ecommerce companies. It presents SEO as a two-funnel paradigm, with metrics that measure performance at different stages from published to crawled to indexed pages to impressions, clicks, and transactions. The document advocates taking a holistic approach across the funnel and targeting SEO activities at different points, such as managing content exposure, improving indexation rates, optimizing on-page elements, and refining search results to match user intent and drive conversions.
This document discusses ThirdLove's strategies for driving growth in their direct-to-consumer business. It outlines plans to expand and innovate their product assortment, enhance customer journeys through personalization and storytelling, and build their brand through diversity initiatives and community engagement. Specific tactics mentioned include introducing 170 new styles in fall 2021 compared to 41 previously, testing new design and development processes, and providing grants and mentorship to women-owned businesses through their accelerator program.
This document discusses how to measure "ecommerce domination" and owning more of the total addressable market (TAM). It explains that the TAM is the overall revenue opportunity available if 100% market share was achieved. To measure ecommerce domination, you compare your company's year-over-year growth to the growth in the TAM. The document cautions that year-over-year growth does not necessarily mean growing the TAM. It provides an example of estimating annual incremental revenue from a new initiative. Finally, it advises comparing your company's performance to search demand trends to better understand how you are performing relative to the market.
This document discusses external and internal link building. It defines external links as links from other domains and internal links as links within the same domain. It then explains that external internal link building involves building internal links on external sites that are not owned. Various social profiles and platforms are listed as opportunities for this, such as Facebook, Wikipedia, and Tumblr. Engagement on these platforms through comments, posts, and other interactions can help build links in a natural way.
The document discusses technical SEO and web performance best practices. It notes that desktop usage is declining while mobile and JavaScript usage are rising. Benchmarking websites against older phones like the Moto G4 is no longer recommended due to outdated specs. Real user data shows that the median phone is now the iPhone 8 and benchmarks should focus on load times for phones like the iPhone 7 and Samsung Galaxy S7. Optimizing for specific phone models using analytics can help ensure websites are performant for the majority of real users.
The document discusses internal linking strategies for websites. It suggests measuring true internal page authority using metrics like PageRank, CheiRank, and crawl frequency. Sites should consider whether a centralized or decentralized internal linking structure is best based on their goals and content type. Balancing PageRank and CheiRank is most important for centralized sites, while decentralized sites can focus more on authority for specific landing pages.
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...APNIC
Adli Wahid, Senior Internet Security Specialist at APNIC, delivered a presentation titled 'Honeypots Unveiled: Proactive Defense Tactics for Cyber Security' at the Phoenix Summit held in Dhaka, Bangladesh from 23 to 24 May 2024.
Decentralized Justice in Gaming and EsportsFederico Ast
Discover how Kleros is transforming the landscape of dispute resolution in the gaming and eSports industry through the power of decentralized justice.
This presentation, delivered by Federico Ast, CEO of Kleros, explores the innovative application of blockchain technology, crowdsourcing, and incentivized mechanisms to create fair and efficient arbitration processes.
Key Highlights:
- Introduction to Decentralized Justice: Learn about the foundational principles of Kleros and how it combines blockchain with crowdsourcing to develop a novel justice system.
- Challenges in Traditional Arbitration: Understand the limitations of conventional arbitration methods, such as high costs and long resolution times, particularly for small claims in the gaming sector.
- How Kleros Works: A step-by-step guide on the functioning of Kleros, from the initiation of a smart contract to the final decision by a jury of peers.
- Case Studies in eSports: Explore real-world scenarios where Kleros has been applied to resolve disputes in eSports, including issues like cheating, governance, player behavior, and contractual disagreements.
- Practical Implementation: Detailed walkthroughs of how disputes are handled in eSports tournaments, emphasizing speed, cost-efficiency, and fairness.
- Enhanced Transparency: The role of blockchain in providing an immutable and transparent record of proceedings, ensuring trust in the resolution process.
- Future Prospects: The potential expansion of decentralized justice mechanisms across various sectors within the gaming industry.
For more information, visit kleros.io or follow Federico Ast and Kleros on social media:
• Twitter: @federicoast
• Twitter: @kleros_io
Securing BGP: Operational Strategies and Best Practices for Network Defenders...APNIC
Md. Zobair Khan,
Network Analyst and Technical Trainer at APNIC, presented 'Securing BGP: Operational Strategies and Best Practices for Network Defenders' at the Phoenix Summit held in Dhaka, Bangladesh from 23 to 24 May 2024.
14. 1. 651 words
2. Low-resolution
stock photography
1. 800 words
2. Optimized structure
3. Synonyms &
modifiers
4. High-resolution,
custom illustration
5. Custom video
OLD POST NEW POST
35. “A content audit is the process of
cataloging and analyzing all of the
content on a website, including its
performance.”
http://bit.ly/bigcommerce-content-audit
#AdvancedSearchSummit
@Rhea
36. “The purpose of a content audit for
SEO is to improve the perceived trust
and quality of a domain, while
optimizing crawl budget and the flow
of PageRank (PR) and other ranking
signals throughout the site.”
http://bit.ly/everett-content
Everett Sizemore
Boundless Immigration
#AdvancedSearchSummit
@Rhea
37. NEW METRIC ALERT
Render budget
Martin Splitt,
Webmaster Trends
Analyst @Google
http://bit.ly/JS-video-
series
39. #AdvancedSearchSummit
@Rhea
Rhea Drysdale
CEO, Outspoken Media
“A gap analysis is a comparison of
your current performance versus
desired, or optimal, performance.
A competitive gap analysis compares
your performance to a defined
competitor set and metrics.”
http://bit.ly/rhea-gap
48. #AdvancedSearchSummit
@Rhea
Due to…
1. No longer offering a particular service, product, etc.
2. New brand language
3. New font, colors, and design elements
4. New brand or legal guidelines
5. New regulations and compliance requirements
54. #AdvancedSearchSummit
@Rhea
Page Quality Rating: Most Important Factors
1. The Purpose of the Page
2. Expertise, Authoritativeness, Trustworthiness
3. Main Content (MC) Quality and Amount
4. Website Information/information about who is responsible for the MC
5. Website Reputation/reputation about who is responsible for the MC
55. #AdvancedSearchSummit
@Rhea
High Quality Pages
1. Very high level of E-A-T
2. A very satisfying amount of high or highest quality MC
3. Very positive website reputation and reputation for the creator of
the MC (if different from the site)
56. If a page has 1+ of the following
characteristics, the Low rating applies.
If a page has multiple Low quality
attributes, a rating lower than Low may
be appropriate.
#AdvancedSearchSummit
@Rhea
57. #AdvancedSearchSummit
@Rhea
Low Quality Pages
1. An inadequate level of Expertise,Authoritativeness,Trustworthiness
2. The quality of the MC is low
3. There is an unsatisfying amount of MC for the purpose of the page
4. The title of the MC is exaggerated or shocking
5. The Ads or SC distract from the MC
6. There is an unsatisfying amount of website Information or information about
the creator of the MC for the purpose of the page
7. A mildly negative reputation for a website or creator of the MC, based on
extensive reputation research
59. Predicting site quality (using n-grams)
Inventors: Navneet Panda & Yun Zhou
Assignee: Google
US Patent: 9,767,157
Granted: September 19, 2017
Filed: March 15, 2013
http://bit.ly/bill-site-qualiy
Bill Slawski
Go Fish Digital
#AdvancedSearchSummit
@Rhea
60. Google has figured out how to generate
a phrase model a group of sites.
That model is used to establish a
baseline site quality score, which is
then used to score those and future
sites.
#AdvancedSearchSummit
@Rhea
62. And you could REALLY nerd out…
#AdvancedSearchSummit
@Rhea
63. Entities
TF-IDF Bag of words
Continuous bag of words
Parsey McParseface / SyntaxNET
Word2vec
Deep reinforcement learning
Co-occurrence with cosine similarity
Neural word embeddings
Skip grams
TF-IDF
#AdvancedSearchSummit
@Rhea
64. “Neural networks are a set of algorithms, modeled
loosely after the human brain, that are designed to
recognize patterns. They interpret sensory data
through a kind of machine perception, labeling or
clustering raw input. The patterns they recognize are
numerical, contained in vectors, into which all real-
world data, be it images, sound, text or time series,
must be translated.”
- SkymindAI
#AdvancedSearchSummit
@Rhea
65. What do we DO with this?
#AdvancedSearchSummit
@Rhea
66. Use the tools that are available:
1) https://cloud.google.com/natural-language/
2) https://cloud.google.com/vision/
#AdvancedSearchSummit
@Rhea
68. Natural Language API appears to be
Parsey McParseface
By Google
SyntaxNet’s neural-network framework for analyzing the
linguistic structure of a sentence or statement, which
parses the functional role of each word in a sentence.
https://deepai.org/
#AdvancedSearchSummit
@Rhea
70. dobj: direct object
The direct object of a VP is the noun
phrase which is the (accusative) object
of the verb.
https://nlp.stanford.edu/software/dependencies_manual.pdf
#AdvancedSearchSummit
@Rhea
71. nn: noun compound modifier
A noun compound modifier of an NP is
any noun that serves to modify the
head noun.
https://nlp.stanford.edu/software/dependencies_manual.pdf
#AdvancedSearchSummit
@Rhea
74. Increased entities, better quality
entities, increased salience, and the
categories went up to a
0.98 confidence level from 0.87!
#AdvancedSearchSummit
@Rhea
77. ✅⛔
Before After
IMAGE 1 IMAGE 2
Text
Font
Line
# other
sites
Specific sub-
topic
Core topic
Related topic
Object
description
# other sites
#AdvancedSearchSummit
@Rhea
79. 🌈🕸✅
Before After
IMAGE 2 IMAGE 3
Specific sub-topic
Core topic
Related topic
Object description
Company name
0 other sites
#AdvancedSearchSummit
@Rhea
96. “If you have… different pages with
similar content, Google sees these as
duplicate versions of the same page.
Google will choose one URL as the
canonical version and crawl that, and all
other URLs will be considered duplicate
URLs and crawled less often.”
#AdvancedSearchSummit
@Rhea
116. #AdvancedSearchSummit
@Rhea
Content Audit in a 🤑shell
1. Plan
2. Crawl your site
3. Extract your data
4. Pull other metrics
5. Filter
6. Analyze
7. Tag
8. Make decisions
9. Write up recommendations
10. Get buy-in
11. Get it done
133. #AdvancedSearchSummit
@Rhea
Skill Set Limitations
• LEN
• COUNTIF
• SUBSTITUTE
• VLOOKUP or INDEX MATCH
• Filter
• Text to columns
• Pivot tables
• Insert slicer
• GDS - Blend data
• GDS - calculated field (label
content, group content, shorten
URLs)
• RegEx (for advanced filtering and
formulas)
134. #AdvancedSearchSummit
@Rhea
Web & Technical Literacy
• Status codes (errors or
redirects)
• HTML
• Headers
• Meta tags
• XML sitemaps
• Structured markup (social
and schema)
• How to crawl JavaScript and
other blocked content
• Page speed
• Accessibility
• Mobile first indexation
136. #AdvancedSearchSummit
@Rhea
What to look for depends on your goals
What is/are your business objective(s)?
- More engagement focused?
- More conversion focused?