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Amazon and Google: The State of the Algorithms (2017)

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As always, Google and Amazon are busily tweaking and improving their algorithms. That's great for them. It's hard for us marketers. This slide deck is a high-level look at what we've seen so far. It also provides a few tips, in detail.

Published in: Marketing

Amazon and Google: The State of the Algorithms (2017)

  1. AMAZON & GOOGLE SEO PRIORITIES 2017 EDITION
  2. Ian Lurie CEO & Founder, Portent, Inc. @portentint
  3. @portentint @portentint facebook.com/ian.lurie portent.com/blog
  4. “INTERESTING”
  5. @portentint WE, ER, COLLECT RESULTS nothing to see here. Move the $#@! along.
  6. @portentint AMAZON THE STATE OF THE ALGORITHM
  7. @portentint
  8. @portentint The Rankings Shakeup
  9. @portentint “Remote Controlled Moose Call” 2016
  10. @portentint “Remote Controlled Moose Call”
  11. @portentint “Remote Controlled Moose Call” 2017
  12. @portentint “miniature terrain”
  13. LET’S LOOK AT THE PATENTS
  14. @portentint Word vectors…?
  15. @portentint You know what I want to do tonight I want to read some patents baby yeah that’s where it’s at also can I have another pitcher of coffee yeah thanks
  16. @portentint Word vectors…?
  17. @portentint Word vectors…?
  18. @portentint KEYWORD MATCH & SALES PERFORMANCE BEHAVIOR
  19. @portentint KEYWORD MATCH & SALES PERFORMANCE EXPANSION & DISAMBIGUATION BEHAVIOR
  20. @portentint king prince queen princess WORD VECTORS NATURAL LANGUAGE PROCESSING &
  21. “INTERESTING”
  22. @portentint BACK TO THE MOOSE CALLS
  23. @portentint KEYWORD MATCH
  24. @portentint Word vectors…? EASILY CLASSIFIED (GOOD MATCH)
  25. @portentint Word vectors…? A LITTLE EXPANSION
  26. @portentint IT’S A NICHE: THIS IS EASY
  27. @portentint
  28. @portentint PERFECT MATCH
  29. @portentint EXPANSION
  30. @portentint DISAMBIGUATION
  31. @portentint BEHAVIOR
  32. BEHAVIORFEW MATCHES
  33. HARD TO DEFINE
  34. @portentint BUT… But…
  35. @portentint big building pictures building pictures big pictures wall art
  36. REDUCED CORRELATION W/ REVIEWS
  37. REDUCED CORRELATION W/ REVIEWS
  38. @portentint Quality + Count + Velocity + Votes - Simplicity– Patterns – Trends
  39. @portentint Cough
  40. @portentint Cough Cough This (probably) won’t get you in trouble But Amazon devalues these reviews
  41. REVIEW CHANGES IMPLY BETTER NATURAL LANGUAGE PROCESSING, TOO
  42. What to Do
  43. Amazon Tactic 1a Improve sales performance
  44. @portentint Try some phrase targeting
  45. @portentint “To buy my book, search ‘one trick consulting’ on Amazon”
  46. @portentint Answer questions in the bullets
  47. @portentint Answerthepublic.com
  48. @portentint “This airbrush is designed for miniatures”
  49. @portentint Emotional Copywriting
  50. @portentint Features a 0.35mm needle and drop-in self- centering nozzle combination comes with a large 1/3 oz gravity-feed cup Generous 1/3 oz sized cup is designed with a new funnel shape, which makes for easy clean up and more efficient paint flow Spray pattern - hairline to 2" (50-mm) round
  51. @portentint Less clogging with a 0.35mm needle and drop-in self-centering nozzle combination and a large 1/3 oz gravity-feed cup Easy cleanup and more efficient paint flow with a generous 1/3 oz sized Versatile spray pattern for details and large areas - hairline to 2" (50-mm) round
  52. @portentint Sponsored Products to Boost Sales
  53. Amazon Tactic 1b Go for the perfect keyword match
  54. @portentint Keyword Length Reduced …as if keywords were reduced to 250 characters…
  55. @portentint Fits the other changes …as if keywords were reduced to 250 characters… Better expansion means fewer keywords
  56. @portentint No repetition Top phrases in title, copy Use keywords field for less obvious stuff
  57. Amazon Tactic 2 Expansion & Disambiguation
  58. @portentint AnswerThePublic.com
  59. @portentint
  60. @portentint airbrush paintbrush hobbies miniatures
  61. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces.
  62. Tactic 3 Narrow the field
  63. @portentint 40,000 searches
  64. @portentint 40,000 searches1,700 searches
  65. @portentint 40,000 searches1,700 searches Lousy optimization
  66. @portentint Irrelevant products
  67. @portentint Packages
  68. What’s Next
  69. @portentint Voice
  70. @portentint Oy.
  71. @portentint Oy vey.
  72. Entities (another form of expansion)
  73. @portentint “EMPIRE STATE BUILDING”
  74. @portentint KEYWORD MATCH & SALES PERFORMANCE EXPANSION & DISAMBIGUATION BEHAVIOR
  75. @portentint GOOGLE? THEY’VE BEEN BUSY, TOO
  76. RANKBRAIN MOBILE FIRST THE CHANGING SERPS
  77. @portentint What’s Changed
  78. @portentint Costs you “crawl budget” Rankbrain
  79. @portentint king prince queen princess WORD VECTORS NATURAL LANGUAGE PROCESSING &
  80. Old way My Dog My dog’s name is Alfred. He’s a great dog. Some small dog breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
  81. New way My Dog My dog’s name is Alfred. He’s a great pup. Some small breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
  82. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces. Huh. Looks familiar.
  83. @portentint Connects Ideas
  84. Google Tactic 1 Change Your Key Phrase Research Routine
  85. @portentint Research Keywordtool.io Moz MerchantWords SellerLabs
  86. @portentint Research DO NOT USE Google tools
  87. @portentint Group your key phrases airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty
  88. The “New” SERPs Snippets & The Answer Box
  89. @portentint
  90. @portentint
  91. @portentint
  92. Google Tactic 2 Answer questions
  93. @portentint Google Suggest
  94. @portentint Google Suggest
  95. @portentint Google Suggest
  96. Write pages that answer specific questions AnswerThePublic.com
  97. Write pages that answer specific questions
  98. @portentint What’s Changing
  99. The Coming SSL Apocalypse Get on HTTPS by November, 2017
  100. @portentint
  101. @portentint
  102. Google Tactic 3 Verify SSL
  103. @portentint If not this, talk to your host Get it done by Fall http://portent.co/sslcheckr
  104. The Mobile-First Index Speed
  105. @portentint SPEED SPEED SPEED SPEEDSPEED SPEED
  106. @portentint
  107. Google Tactic 4 Learn to Handle Images!!!!!
  108. Simple tip #1: Use the right image format
  109. PNG format, 800 x 540: 1,000kb
  110. @portentint JPG: 30kb PNG: 13kb why won’t anyone do this?!!!
  111. @portentint 700kb png 64kb jpg
  112. @portentint 140kb png 40kb jpg
  113. JPG = Photos PNG = Fewer colors, like logos
  114. Simple Tip #2: Compress images
  115. Compression tools Imageoptim (Mac) Caesium (PC) Fireworks/Photoshop
  116. @portentint 272kb jpg
  117. @portentint 139kb jpg
  118. @portentint 40kb 25kb
  119. JPGs: Start with 60% PNGs: Start with 256 color
  120. The Mobile-First Index Mobile Friendliness
  121. @portentint http://portent.co/friendmobtest
  122. @portentint YAYYYY!!!!!
  123. @portentint AUUUGHHH!!!!! PANIC? NO.
  124. Google Tactic 5 Get your site responsive
  125. @portentint
  126. @portentint
  127. @portentint
  128. RANKBRAIN MOBILE FIRST THE CHANGING SERPS
  129. Amazon and Google Nothing in Common
  130. Except they’re both getting smarter And we need them
  131. Next steps
  132. ian@portent.com @portentint Slides & links www.portent.co/amazonseo I can’t dance

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