Date post: | 21-Jan-2018 |
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Internet |
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Presented by:
Experience:
• 10+ Years of Experience in In-House SEO
• Previous Employers: AMD, HomeAway, BDX, SpareFoot, Dell, seoClarity
• Appearances: Pubcon, Clarity, SFIMA, CrossForum, Search Talk Live, SEJ ThinkTank
• Follow: @keithgoode
Name: Keith Goode
Position: SEO Manager, Systems, IBM
Presented by:
CYA:
• I’m not here as a representative of IBM. I’m here as an SEO professional
• I am not revealing any non-public, IBM-specific details in this presentation
Name: Keith Goode
Position: SEO Manager, Systems, IBM
The Library of Alexandria
• Constructed in the 3rd
Century B.C. under Ptolemy I Soter(successor to Alexander the Great)
• Most important library in the ancient world
• Major center of scholarship
• Existed for over 800 years
The Library of Alexandria
• Burned/Destroyed 4 Times• Julius Caesar (48 B.C.)
• Emperor Aurelian (c. 270 A.D.)
• Coptic Pope Theophilus (391 A.D.)
• Caliph Omar (642 A.D.)
• Sedition or blasphemy were the reasons
Nuclear Fission
• A very dense source of energy
• Millions of times more energy dense than fossil fuels
• Most common type of nuclear reactor
• Discovered by Otto Hahn and his assistant Fritz Strassman
• December 17, 1938
Nuclear Fission
• Nuclear fission became the atom bomb (Manhattan Project)
• Dropped on two Japanese cities
• Hiroshima – August 6, 1945
• Nagasaki – August 9, 1945
• At least 129,000 people killed
Computers
• Powered our space program
• Exponential advances toward greater computational ability
• They’re smaller, faster and sleeker than ever
• They expose us to more and more risk…
Rich Skrenta
• Cofounder of • DMOZ
• Topix LLC
• Blekko
• Invented the first computer virus• Elk Cloner - 1982
• Targeted Apple IIe’s
• First widespread, self-replicating virus
The Internet
• Unlimited access to the world’s information
• Access for all
• No boundaries to knowledge
“limitless information and total connectivity will make us wiser, less bigoted and kinder”
Truth #1: Godwin’s Law
"As an online discussion grows longer, the probability of a comparison involving Hitler
approaches 1."
SEO Copywriting
Keywords:
• Fort Lauderdale vacation rentals
• Fort Lauderdale accommodations
• Fort Lauderdale hotels
• Fort Lauderdale condo rentals
• Fort Lauderdale beach house
SEO Copy:
Title:
Keyword 1, Keyword 2 | Sitename
On-page copy:
Fort Lauderdale vacation rentals are the perfect Fort Lauderdale accommodations. Rather than expensive Fort Lauderdale hotels, try one of our Fort Lauderdale condo rentals or Fort Lauderdale beach house rentals instead.
Google’s Frontal Assault
Image credit: Teeraphol Ambhai
Google’s Dilemma
• We cannot write algorithms for each task we want to accomplish separately
• We need to write general algorithms that learnfrom observations
• Enter A.I. – RankBrain and TensorFlow
• Read more from Jeff Dean’s keynote, “Large Scale Deep Learning”
Self Aware A.I.
• EMH – Emergency Medical Hologram
• Away Mission Team Attacked
• Corporeal Crew Immobilized
• The Doctor Commands Shuttle to Navigate to Voyager at Maximum Impulse
• Technology Commanding Technology
• Star Trek Voyager
• Episode 11, Season 5
• “The Latent Image”
Crewless Ship
• Enterprise is Outfitted with Latest Computer
• Computer can Navigate and Pilot the Ship
• Minimal Crew Necessary
• War Games with Other Ships
• Things Go Wrong
• Many Redshirts Die
• Star Trek TOS
• Episode 24, Season 2
• “The Ultimate Computer”
A.I. Still in Clumsy Toddler Stage
Like a toddler:
• Requires adult (human) supervision
• Relies heavily on teaching (data input)
• Needs adult (human) instruction
• GIGO – Garbage In/Garbage Out
• In the grand scheme of things, it’s amazing
However, unlike a toddler, A.I. has:
• no innate curiosity
• no appreciation of beauty
• no sense of humor
Watson Oncology
Criticisms
• Gives doctors suggestions for
treatments already given by
humans
• Potential to devolve into
“algorithmic bias” based on
geography, race, etc.
• Requires lots of data entry
• Not the “silver bullet” people want
“If you can’t tolerate critics, don’t do
anything new or interesting.”
– Jeff Bezos
Enterprises Focused on a Better Roadmap
1. Architecture Issues
2. Indexing Issues
3. Audience and Market Size evaluation (Topic development)
4. Audience segmentation (Topic management)
5. Content Mapping
6. Content Optimization
7. Links (External, Internal & Social)
Usability
Relevance
Authority
A.K.A. “The Three C’s” – Crawlability, Content, Credibility
Rethinking KeywordsS
earc
h V
olu
me
Query Length
Head and Body Terms: Sweet Spot
for Keyword Research
Traditional Long-Tail
Conversational Queries
Head Terms: Laptops
Body Terms: 15 inch
laptops
Long-Tail Terms: 15
inch gaming laptop with
64GB memory
Conversational
Queries: What is the
best gaming laptop for
Modern Warfare?
Now With Voice SearchS
earc
h V
olu
me
Head and Body Terms: Sweet Spot
for Keyword Research
Traditional Long-Tail
Conversational Queries
Head Terms: Who sells
Laptops?
Body Terms: Where
can I buy a 15 inch
laptop?
Long-Tail Terms: 15
inch gaming laptop with
64GB memory
Conversational
Queries: What is the
best gaming laptop for
Modern Warfare?
Query LengthSpecificity
RankBrain Cures Your Keyword Obsession
• You don’t have to obsess over every iteration of a keyword/phrase
• In some cases, you don’t even have to use the exact keyword to be relevant*
• Now you can write like you mean it
*No. Seriously. Use the keyword. Don’t depend on outlier situations.
Who Are Your Customers? What is their Journey?S
ea
rch
Vo
lum
e
Specificity
Awareness Consideration DecisionPost-
Purchase
Who Competes with You?
• Market competitors may not compete with you in natural search
• Your biggest market competitors may be terrible at SEO
• Your real competition may not even be on your radar
Wisdom of the Crowds
Might be branded
terms that you
can’t possibly
rank for
Very likely that
these are
keywords you
should be
interested in
pursuing
Keywords You
Rank For
Keywords Competitor B Ranks For
Keywords Competitor A Ranks For
Google’s Original Intent
“to organize the world's information and make it universally accessible and useful”
Content is King?
• No. The User is King … or Borg Queen
• Content is the Royal Advisor
• IF your products or services align to their needs, your content should align to their search methodology
Shift Your Organization
• Democratize SEO in your Enterprise
• Adopt a User-First Approach to Everything
• Yes: Adopt Best Practices
• No: Don’t Focus on the Latest Tricks
• Focus on the Experience, Not the Engines