Post on 12-Apr-2017
transcript
H O W I S A I G O I N G
T O I M PA C T
S E O ?
C H A R L O T T E H A N @ S U N S I R E N
D I G I TA L A N A LY S T @ S A P 1 0 + Y E A R S I N M A R K E T I N G
7 + Y E A R S I N S I L I C O N VA L L E Y
W E B A N A LY T I C S S O C I A L M E D I A I N T E L L I G E N C E
D I G I TA L C H A N N E L O P T I M I Z AT I O N S E O / S E M
C O N T E N T S T R AT E G Y C O N T E N T M A R K E T I N G
S E A R C H L A N D S C A P E I S C H A N G I N G
V O I C E S E A R C H
T E X T S E A R C H C H AT B O T
W H AT I S A I
Source: https://www.thedisruptory.com/wp-content/uploads/2016/02/Strong-Weak-AI-scheme-v2-1024x795.png
W H AT I S M A C H I N E L E A R N I N G
M I C R O S O F T I S S O S M A R T : )
W H AT W E A R E A F R A I D O F
!!!
85%
15%
Humans write the rules
*RB• Google’s machine learning AI system
• Teaches itself to learns patterns and classifications
• Every query has a different algorithm
• Part of Hummingbird
W H AT I S R A N K B R A I N
*2015 data: 15% of 1.2 trillion searches a year 2016 data: 2 trillion searches a year
H O W I S R A N K B R A I N T R A I N E D
Training Data (e.g. “Good” vs.
“Bad” websites in each category/domain; quality
raters)
Learning Process(Unsupervised) Best Algorithm
R A N K B R A I N H E L P S G O O G L E U N D E R S TA N D Q U E R I E S B E T T E R
W H AT D O E S R A N K B R A I N D O ?Source: Moz
So… can you “optimize for RankBrain”?
Not really. ¯\_(ツ)_/¯
Dear God, please rank my site on page 1.
Amen.
C L A S S I C S E O P R I N C I P L E S W I L L L I V E .
W H I C H M E A N S T H I S
O N PA G E S E O O F F PA G E S E O
• Site performance • Domain and URL • Title tag • H1, H2 tags • Meta keyword • Meta description • Unique content • Alt attribute for image • Site map
• Directory submission • Social bookmarking • Blog commenting • Forum postings • Article submissions • PR submissions • Local business listings • Search engine submissions • Social networking
– S O M E G U Y I N T H E I N F O M E R C I A L
“But wait! There’s more!”
R E M E M B E R T H I S ?
Learning Process(Unsupervised) Best Algorithm
Clue #1: Try to be like the “good” site!
Training Data (e.g. “Good” vs.
“Bad” websites in each category/domain; quality
raters)
B A C K L I N K S
…need to be relevant, from websites in the same/related categories or industries.
If you have an auto site and you have links from shoe websites, Rankbrain won’t like that.
R E M E M B E R T H I S ?
Learning Process(Unsupervised) Best Algorithm
Clue #2: Stay in niche to avoid
competition
Training Data (e.g. “Good” vs.
“Bad” websites in each category/domain; quality
raters)
S TAY I N N I C H E
Google compares your site to the good and bad in the same category or industry.
If your site looks like the “good” site you rank higher.
You could be misclassified if you have too many categories on your site and you are new & w/o authority.
Staying in niche avoids competition.
R A N K B R A I N R E W E I G H S S E O S I G N A L S
Content, context and relevance have to come together
SEO VISIBILITY
(Quality)
Content
ContextRelevance
W H Y C O N T E X T A N D I N T E N T M AT T E R
Example
“Get out of here!” “GET OUT OF HERE!”vs.
A U D I E N C E R E S E A R C H
H O W T O F I N D S E A R C H I N T E N T ?
W H AT D O E S Y O U R A U D I E N C E W A N T ? H I N T: N O T K E Y W O R D S
PA I N G O A L H E L P
What keeps them awake at night?
What’s their biggest problem?
What’s their goal?
What do they really want?
What is their dream?
How can you help solve their problem?
How can you make their job easier?
How can you help?
What’s their pain point?
F R E E A U D I E N C E R E S E A R C H T O O L - 1 G O O G L E T R E N D S - W H AT ’ S T R E N D I N G O V E R T I M E
Check if a term is trending
Compare it with other terms
Filter by regions
Related terms
F R E E A U D I E N C E R E S E A R C H T O O L - 2 B U Z Z S U M O
Find most popular content on social media
Find authors and influencers to follow
Filter results by time frame, article, infographic…, etc.
http://buzzsumo.com/
F R E E A U D I E N C E R E S E A R C H T O O L - 3 Q U O R A ( G U T E F R A G E )
Q&A Site
Identify popular questions & answers
Validate your content ideas
Ask questions and interact with the community
https://www.quora.com/
F R E E A U D I E N C E R E S E A R C H T O O L - 4 R E D D I T
Q&A Site
Identify popular questions & answers
Validate your content ideas
Ask questions and interact with the community
https://www.reddit.com
F R E E A U D I E N C E R E S E A R C H T O O L - 5 FA Q F O X
Find questions your target audience is asking online.
http://www.webpagefx.com/seo-tools/faqfox/
SET GOAL. MAKE PLAN. GET TO WORK. STICK TO IT. REACH GOAL. C H A R L O T T E H A N | @ S U N S I R E N