Leveraging technical SEO and AI to drive growth with Eric Enge
Implement data-driven tactics to optimize your online presence
Online August 21-22 | 12:00pm - 3:00pm ET | $249
Wondering how the Google Leak information affects your search strategy? Looking for perspective on the impact of Generative AI? Ready to move beyond on-page SEO fundamentals and understand the gory technical underpinnings? Crave the raw data that shows what’s really happening and what’s not? If so, then this is the technical SEO Master Class for you.
Get into the nitty-gritty in this exclusive Master Class, led by your host Eric Enge -- a Search Engine Land 2016 Search Marketer of the Year recipient, 2016 US Search Awards Search Personality of the Year, 2018 Drum Search Awards Personality of the Year, co-author of The Art of SEO, and President of Pilot Holding.
Together, you’ll dig into the best of the best techniques and methods that will help you drive your SEO campaigns to success.
Here’s a breakdown of what will be covered:
What we learned from the Google Leak. On May 27th we saw a large leak from Google that identified a number of types of data that they collect from the web as well as some insight into how they collect it. From this we can glean what types of signals are behind E-E-A-T, key aspects of how the link algorithms work, the importance of freshness, and more. We’ll deep dive into what we learned and how it impacts your SEO strategy.
The revolution underway. Then we’ll provide you with a full understanding of the impact the generative AI revolution is having on content and SEO. We’ll talk about the limitations of AI and what you must do to successfully work around those. We’ll discuss the positive impacts and how you can leverage generative AI to improve your SEO results. You’ll also get to see how five different genAI platforms performed in terms of accuracy, completeness and quality.
Operationalizing AI. This section is where we’ll outline how to set up your organization to begin working with Gen AI. Yes, there are limitations and risks, but used the right way there is the potential to significantly expand the capabilities of your team. Plus, we’ll discuss the underlying motivations that drive Google’s approach to search quality and how it impacts your use of AI and your web publishing strategy.
AI case studies. In this part, we’ll bring in real-life case studies to show you how to use genAI in your organizations to increase productivity by using it to do quick SEO audits, create Schema, write hreflang tags, create .htaccess code, generate Robots.txt instructions and more. We’ll also talk about AI writing assistant tools.
Advanced site architecture. This is an important section on technical SEO, which has been adapted to what we learned from the Google Leak. We’ll discuss how your site is crawled and indexed, accessibility and discoverability, rendering and JavaScript, tags and more. You’ll learn what makes a site architecture ideal for Google.
Structured data. Here we’ll talk about all things Schema and rich results including a rich results testing tools. You’ll understand Google’s remaining limitations in processing JavaScript and how to deal with them as well as the changing Schema landscape and where it’s likely to end up.
Content. Learn how to map out your content strategy to be seen as a top player in your market. We’ll talk about E-E-A-T, the importance of credibility and trust and the rise of “Experience” as a ranking signal including how the importance of this signal was magnified by the arrival of Generative AI tools. Plus, we’ll demonstrate these factors with some great case studies.
Page Experience. This section will cover what the role of Page Experience Signals are and how they impact your SEO going forward. And you’ll discover how Core Web Vitals fits in, why they matter, and the potential scope of their relevance.
After this Master Class, you’ll be able to:
- Glean insights from the Google Leak and how they impact your SEO strategy
- Understand where Google and Bing are going and how to capitalize on their directions
- Leverage generative AI to help with your SEO efforts
- Take concrete steps toward building a strong technical SEO foundation
- Implement the core elements of a content plan to drive SEO
- Explain the actual impact of Core Web Vitals
Who should attend this Master Class?
SEO practitioners with more than two years of experience will benefit the most from this Master Class.
Meet your Master Class instructor
Eric Enge has been speaking about digital marketing for more than a decade. He has keynoted many conferences including Pubcon Las Vegas, State of Search in Dallas, and Next10x. Eric is lead co-author of The Art of SEO, and also provides content to sites such as Search Engine Land, and Moz. Eric is particularly well known for the research that he publishes on key aspects of search. Eric was named 2018 Search Personality of the Year at the Drum Search Awards, 2016 Search Marketer of the Year (Male) at the Landys, and 2016 Search Personality of the Year at the US Search Awards, Stone Temple Consulting was also named Best Large SEO Agency of the Year at the US Search Awards.
Eric is President of Pilot Holding and was previously the Founder and CEO of Stone Temple Consulting (STC), a 70+ person digital marketing agency based in Massachusetts, which Perficient acquired in July of 2018. Eric specializes in creating and implementing SEO strategy and driving the change required to make that possible.
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