The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
Talk by Louise at SEO Brighton in April 2022.
It is really easy to design and build a beautiful but slow WordPress website! The Google update for Core Web Vitals is a set of SEO ranking signals to help website owners improve the speed and user experience for their website.
In this talk Louise will share with you how to adjust your WordPress site to improve your Core Web Vital scores. The strategies are different for each metric so she will go through each one and give you some practical ideas you can take back and action or ask your developer to implement.
This document discusses how to build links that satisfy Google's E.A.T. (Expertise, Authoritativeness, Trustworthiness) guidelines. It introduces the concepts of E.A.T. and explains why links that increase the linked page's perceived quality are more valuable. Specific linking strategies are presented such as guest blogging, Wikipedia links, and Google My Business citations. The key takeaway is that links following E.A.T. principles help pages by boosting their perceived quality in search engine algorithms.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
The document discusses how Apps Script can be used to program spreadsheets and leverage JavaScript functions and APIs. It provides examples of parsing URLs, cleaning data, and custom functions. Apps Script allows integrating APIs to scrape search results, classify data using machine learning, and monitor website changes. Functions can make spreadsheets more powerful and automate tasks like notifying users. The document encourages learning JavaScript and Apps Script to unlock these capabilities within spreadsheets.
The Value of Featured Snippets (BrightonSEO 2023).pdfNiki Mosier
The document discusses featured snippets in Google search results. It begins by explaining what featured snippets are and their value for searchers. It then provides tips for developing a featured snippet strategy, including focusing keyword research on question keywords and optimizing content with headers, images, and schema markup. The document concludes by emphasizing the importance of keyword research and checking all SEO best practices to start winning featured snippets.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
The document discusses the challenges of scaling great content. It states that while scaling basic content is easy, scaling high-quality content is difficult. It recommends systematizing, standardizing, and streamlining content production processes to help overcome these challenges. This includes outlining processes, reviewing drafts, editing, and publishing content according to standardized steps.
Core Web Vitals Audit - Sophie Gibson - PDF - BrightonSEO.pdfSophie Gibson
This document outlines a 4-step process for conducting a Core Web Vitals audit: 1) Benchmark key pages by measuring LCP, FID, and CLS metrics, 2) Investigate audit results to understand issues, 3) Test optimization changes and re-measure metrics, 4) Prioritize fixes based on impact and effort required. The goal is to identify opportunities to improve load performance and user experience.
Brighton SEO 2023 - ML Lessons For Total Search.pdfMaxFlajsner1
This document discusses using machine learning to optimize paid search incrementality. It outlines limitations with traditional approaches that analyze paid and organic search performance separately or through one-time tests. The presented solution uses machine learning to build a full picture of search data and continuously optimize bids to maximize the incremental value of paid search while minimizing costs. Case studies demonstrate how the approach provides unique insights into paid and organic relationships and answers questions about budget efficiencies.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
This document contains the transcript of a presentation about incorporating machine learning into internal linking audits. The presentation discusses analyzing a website's internal link structure using machine learning techniques like topic modeling and fuzzy matching to identify opportunities for new or improved internal links. It provides a 6-step process for discovery, analysis, clustering content by topic, identifying link opportunities, prioritizing where to link, and measuring the impact of implemented links. The goal is incremental improvements to internal linking that can boost SEO over time through better content organization and discoverability.
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
Improving Crawling and Indexing using Real-Time Log File InsightsSteven van Vessum
Interesting insights from log files are often kept within silos, not shared with content teams.
This prevent content teams from reaching their full potential.
Learn how they can improve crawling and indexing though leveraging insights from log file analysis, all in real-time.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
Data Pitfalls - Brighton SEO - Katie Swann.pptxKatieSwann5
We always hope to see our digital PR campaigns take off, but sometimes they can take off in the worst way.
From inaccurate data to misleading headlines, there are plenty of ways that we can fall into data-related pitfalls.
I explore some of the most common data dangers and how to avoid them so your campaigns don’t end up on the wrong side of digital PR Twitter, keeping you and your clients happy!
Crawl budget refers to the number of pages a site is allowed to request that Google crawls on a daily basis. It is important because exceeding the crawl budget can lead to pages not being indexed. The document provides tips on how to identify a site's current crawl rate, issues impacting crawl budget like errors and duplicate content, and strategies for optimizing demand and capacity such as improving site speed and creating fresh content regularly. The goal is identifying any crawl issues and optimizing the crawl budget to have the most important pages indexed.
Agile SEO: Prioritise SEO Activities with Cadence and Risk RadiusParth Suba
An SEO professional can learn on how to improve their relationship with developer and get technical SEO errors solved without a hassle
This talk is about prioritising SEO activities based on regular cadence and at the same time calculating the risk radius of the high level decisions taken.
About me: I have 7 years of experience in SEO, I work as an independent SEO consultant, co-host of #SEOTalk Twitter chat (which is India's oldest digital marketing Twitter chat up and running since 2012).
If you have any questions, please feel free to reach out me on Twitter: @parthsuba77 and send me an email on parthsuba77[at]gmail[dot]com
GretaMunari - The redemption of content automationGretaMunari1
In this presentation, you'll be walked you through how Trainline scaled high-quality human written content to 4M + pages without using AI tools and created customer-oriented pages while improving rankings along the way.
The document discusses various internet marketing strategies and tactics for acquiring website visitors, with a focus on search engine marketing techniques like search engine optimization and pay-per-click advertising. It provides tips on optimizing campaigns, such as choosing effective keywords, setting appropriate bids to maximize profits, and testing variations through A/B testing. The overall goal is to attract and convert more visitors into customers in the most cost-effective way.
SEO Campixx 2021 - How to win in seo when ads are taking up all the space [vi...Jonas Donbæk
This lecture will teach you practical examples of how you can with SEO in a world where Ads are taking up more and more of the space. The lecture will include the view from s360 on SEO, the approaches and framework that have been the baseline on many great SEO cases during the last couple of years.
Trying to scale your SEO strategies but having trouble keeping up?
Is the rapid change in customer needs, churn rates, and product portfolios challenging your marketing team?
Discover how you can overcome growing pains in our upcoming educational webinar specifically designed for enterprise marketers.
In this presentation, you’ll learn:
-How to use Edge SEO to automate and improve processes in product management (from an SEO perspective).
-The best way to use entities scalably for better support of content creation.
-How to deal with out-of-stock products to maintain brand visibility and avoid negatively impacting the user experience.
-Often, enterprise ecommerce sites and websites that offer SaaS subscription models are challenged with automation and require technical assistance as they scale.
Dan Taylor, Head Of Research And Development at SALT.agency – and a Search Engine Journal VIP Contributor – will discuss SEO strategies you should know to scale your efforts and grow your business.
From Optimiser to Consultant: How to Remain Relevant as an SEO PractitionerBoom Online Marketing
In today's ever-changing digital marketing environment with sheer amount of skills needed to succeed at modern SEO it's important to review your knowledge you need and bring disciplines such as SEO & PPC together to get better results.
Author: Ben Wood, Strategy Director - Hallam Agency
Russ Macumber shares insights gleaned from his popular podcast SEO SUCCESS STORIES where he interviews the worlds best SEOs on their favorite strategies and tactics to rank the worlds biggest websites.
From these conversations he has gleaned 22 Actionable Tips to Grow Your Organic Traffic in 2022
From e-commerce to service based businesses and beyond, Russ will share tips from the best of the best.
Plerdy's CRO/UX_Party February 2021 - Dan Taylor - SEO & UXDan Taylor
My slides from the Plerdy CRO/UX conference in February 2021, in which I discussed the relationship between SEO and UX, and how we can improve one to benefit the other.
Russ Macumber shares insights gleaned from his popular podcast SEO SUCCESS STORIES where he interviews the worlds best SEOs on their favorite strategies and tactics to rank the worlds biggest websites.
From these conversations he has gleaned 22 Actionable Tips to Grow Your Organic Traffic in 2022
From e-commerce to service based businesses and beyond, Russ will share tips from the best of the best.
SEO stands for search engine optimization. At its core, SEO is the process of making your site rank as high as possible on Google when someone types in “Digital Marketing”.
> There are a ton of technical SEO factors – site structure, anchor text, URL structure, and so forth.
> Metadata is the title and lines of text that show up on the search results page.
> The more high-quality, relevant links you acquire, the higher your site will likely rank for related key terms.
> User experience (UX) plays a substantial role in how well your website will rank on Google.
> Google’s move makes sense because more than 50% of traffic worldwide is generated from a mobile device.
Russ Macumber gives a presentation on 22 tips to grow organic traffic in 2022. The tips are aimed at both e-commerce and non-e-commerce websites and range from beginner to intermediate level SEO tactics. They include optimizing product pages, categorization, site speed, keyword research, backlinks, and more. The presentation provides examples and explanations for each tip.
The key to using the Internet as a business tool is to reduce that frustration and connect with customers in the easiest, most direct way possible. SEO (search engine optimization) is, perhaps, the fastest growing marketing tool available today and it works by putting your website at the top of search results page on Google and Bing when customers are searching for terms relevant to your business.
The Internet can work wonders: If you are looking for guidance on a home improvement project, there is a YouTube video for every conceivable “how to.” Need a last-minute recipe or want to find a unique gift item? Presto, with a few clicks results appear on your screen. Of course, it can also be frustrating. The key to using the Internet as a business tool is to reduce that frustration and connect with customers in the easiest, most direct way possible. In other words, don’t let potential leads get lost on their way to your website! (http://bit.ly/2ghsK8H)
Discover actionable SEO tips from industry thought leaders at Online SEMrush and the Melbourne SEO Meetup.
The presentation covers the following topics:
1. Copywriting for Search Success (Jim Stewart)
Jim will dive into a real-world case study and share tips on how to rank in Google's Featured Answer.
2. Basic E-Commerce Site Audit (Tim Capper)
Beginners guide to Auditing your E-Commerce site. Tim will cover the most common problems encountered within an E-Commerce site, and how to check for these problems using both free and paid tools.
3. 10 Techniques to Convert Your Search Visits (Frederic Chanut)
Frederic will share his tips on how to increase profits to online business by understanding what exactly makes audience become customers.
4. WordPress SEO Tips and Tricks (Chris Burgess)
Chris will share the essential steps to creating and optimizing the perfect WordPress website, popular SEO plugins to use and common mistakes marketers make to when working with WordPress.
You can find more tips here: https://www.semrush.com/webinars/online-seo-meetup/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The document provides an overview of on-page SEO optimization techniques. It discusses important on-page elements like URLs, heading tags, images with ALT text, content, internal and external links, and footers. It emphasizes using the main keyword in the H1 heading tag and URL. Images should include descriptive ALT text for crawlers. Content must be high-quality and follow Google's guidelines. Internal links should link to other relevant pages on the site while external links point to other authoritative sites. The footer is also mentioned as an on-page element.
The document discusses Search Engine Land's updated 2021 Periodic Table of SEO, which provides an overview of the essential factors for SEO success. The Periodic Table is organized into elements grouped into categories like Content, Architecture, Links, and User Experience. It also includes a new Niches section focused on local, publishing, and ecommerce SEO. Each element is assigned a weight from +1 to +5 based on its importance, with negative weights for toxic practices. The updated Periodic Table aims to help both experienced and new SEOs understand best practices for achieving results across search engines.
SEO Checklist 2018 - Ranking in the first page of SERP organically.AVIK BAL
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What is SEO? Scope? Options? Importance?
Types of SEO – OnPage, OffPage, Black, Grey, White Hat SEO
How search works ?
OnPage & OffPage SEO Techniques. (4 lessons)
Wordpress SEO & Yoast SEO Plugin-Installation & Features (5 lessons)
Local SEO, Technical SEO
Myths and Realities of SEO Practice (4 lessons)
Keyword Research & Analysis
100 proven ways of SEO. (4 lessons)
30 Tricks of SEO to rank in just 3-4 Weeks
Google Algorithm Updates
Below are the Techniques that you should be paying attention to increase your site's Organic Traffic as we move into 2021. They're not the only SEO tactics you'll need to be using, but these techniques should form a core part of your strategy. By working to implement each of these, you'll be able to work on improving your Visibility and Traffic.
Visit On:- https://www.samaritaninfotech.com
Using competitive research, SEO techniques and digital marketing best practices to design, implement, and analytically analyze a successful corporate website for mobile and desktop
This document provides an overview of key things SEOs need to know to keep up with changes at Google in 2014. It discusses Google making over 500 algorithmic changes per year, fluctuations in search results, and the over 85 unique types of search engine results pages. Major topics that SEOs should be familiar with include algorithm updates, click-biasing changes, and user behavior shifts like the rise of mobile search. The document also provides strategies and tactics for SEOs, including focusing on user satisfaction over rankings, prioritizing better content over more content, and leveraging tools like Google Analytics, Webmaster Tools, and Page Speed Insights.
Similar to BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce Websites (20)
SEO for Hotels, Resorts, & AccommodationsDan Taylor
My presentation from the 2023 National Hotel Marketing Conference, addressing three areas hotels and resorts should look to address/accommodate as part of their 2023 hotel SEO strategies, and their hotel SEO marketing moving forward.
Influencing Discovery, Indexing Strategies For Complex WebsitesDan Taylor
Google is making an assumption about the page's quality based on other pages on the domain. Their classifications are based on URL patterns and website architecture.
As a result, moving these pages from "awareness" to the crawl queue can be de-prioritized based on the lack of quality they have found on similar pages.
Entrepreneurship & Early Stages Growth Marketing PlanningDan Taylor
My slides from a guest lecture at Leeds Trinity University, presenting to business students on market analysis, segmentation, and identifying your TAM.
Building 1-mil+ Session Content Hubs | Dan Taylor SEO | Digital Marketing Eur...Dan Taylor
The document discusses building large content hubs with over 1 million sessions. It defines what a content hub is and how to incorporate one into a website's architecture. It provides tips on planning a content hub through keyword research, stakeholder involvement, and ongoing maintenance. Examples are given of internal linking strategies and avoiding overly commercial links within the hubs.
Deep Crawl Webinar, Edge SEO with Dan TaylorDan Taylor
Dan Taylor has been credited with coining the term, Edge SEO, by Search Engine Land and presented research into the idea, and practical applications of Cloudflare Workers in SEO at TechSEO Boost 2018. In follow-up to this, Dan presented various webinars with companies and platforms on Edge SEO, one of these being Deep Crawl.
BrightonSEO March 2021 | Dan Taylor, Image Entity TagsDan Taylor
My talk from BrightonSEO 2021; focusing on using Google's image category labels (glancing into the Knowledge Graph and Google's image annotation processes) for better topic research and content optimization.
Optimization 2020 | Using Edge SEO For Technical Issues ft. Dan TaylorDan Taylor
This document discusses using edge computing technologies like content delivery networks (CDNs) to overcome technical barriers to SEO implementation and perform edge SEO. CDNs allow SEO implementations to be done serverlessly at the edge without touching origin source code. Examples of edge SEO include dynamically generating meta titles and tags, redirecting, AB testing, collecting pseudo server logs, and dynamically rendering JavaScript to resolve issues. Edge SEO provides benefits like speed, security, and enables implementations that may otherwise be restricted by platforms. Potential issues include impacting all requests and introducing latency, but recent developments have reduced these concerns.
Optimizing For Google Discover | SEO Camp'us Paris 2020 ft. Dan TaylorDan Taylor
This document provides an overview of optimizing content for Google Discover. Some key points:
- Google Discover is a personalized content feed that shows content based on user search behavior.
- To optimize for Discover, content should be timely, unique, provide value, use clear authorship and high quality images. Images should be descriptive and centralized.
- Both evergreen and current/topical content are recommended. Evergreen content sees placements over time, while topical does better initially but has a short shelf life.
- Getting other traffic and engagement first can help Discover notice your content potential. Tracking and comparing to competitors is also suggested.
Salesforce Commerce Cloud SEO Study | 2020Dan Taylor
At the start of 2020, using data from Builtwith, we analyzed more than 1,900 Salesforce Commerce Cloud websites from a technical SEO perspective, looking at how they handle crawl and error management, international proficiency, and their site speeds.
BrightonSEO 2019 - Edge SEO - Using CDNs To Perform SEO On The EdgeDan Taylor
My talk from #BrightonSEO 2019, the twentieth edition. Building on my talk from TechSEO Boost 2018, my talk at Brighton explores the changes in #EdgeSEO and the future possibilities given the advent of Akamai Edge Workers, AWS Lambda capabilities and the prospect of Fastly's WASM solution.
DeepCrawl Webinar: Performing SEO on the EdgeDan Taylor
Slides from my Edge SEO Deep Crawl webinar on February 27th 2019; in these slides I looked at what Edge SEO is, why we need it, and the conversations we need to have as Sapiens and organisations to prevent it's misuse.
Edge SEO is a relatively new concept of using serverless applications on edge CDNs for the purposes of SEO. In terms of timeline, the practice is still in it's early days with Sloth and other new platforms making the technology more accessible.
LAC 2019: Voice Search Opportunities In iGamingDan Taylor
Dan Taylor's presentation from #LAC2019, looking at how voice search can be used by betting and gambling brands, and how they can plan content and efforts around user touch-points.
Why I love Yandex Metrica and why you need to install it, even if you don't do any SEO (basic or technical) activities in Russia, Ukraine, or other Yandex countries.
Advanced Guide to Seo (Third Sector - Leeds Digital Festival 2016)Dan Taylor
Advanced SEO technique slide deck for Leeds Digital Festival 2016 - tailored to audience and handouts. For more thorough and better guides please see Moz or Neil Patel.
Basics of Seo - Share! 2016 (Leeds Digital Festival 2016)Dan Taylor
This document provides an introduction to search engine optimization (SEO) through discussing key topics like how search engines work, Google's ranking algorithms, and on-site and off-site optimization factors. It explains that search engines crawl websites to build an index and then provide ranked search results. Google uses algorithms like Panda, Penguin, and Hummingbird to determine rankings by evaluating factors like page quality, links, and user experience. The document emphasizes the importance of analytics for measuring performance and informing SEO strategy.
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Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
Training devistation provides quality training in digital marketing.
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Digital marketing encompasses a wide range of online strategies and tactics designed to connect businesses with their target audiences, increase brand awareness, drive traffic, and ultimately generate leads and sales. Here’s a comprehensive description:
Digital marketing leverages various online channels and platforms such as search engines (Google, Bing), social media (Facebook, Instagram, LinkedIn), email, websites, and mobile apps to reach consumers. Unlike traditional marketing, which often relies on print ads, billboards, or TV commercials, digital marketing allows for precise targeting and measurement of campaigns in real time. also know about benefits of digital marketing
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Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
The continued disappearance of the third party cookie has both targeting and tracking implications for open-web advertising and marketing. We'll discuss where context, identity graphs and first party data are being used to substitute for third-party cookies. We'll also discuss where CTV and other newer media channels are maturing to allow for household or personal targeting.
Key Takeaways:
Learn how to effectively target prospects and consumers at various stages using a combinations of targeting types across channels.
Traditional Foods Of Australia and The HistoryThe Aussie Way
One of the most iconic foods in Australia is the meat pie. This handheld snack or meal consists of a pastry shell filled with minced meat, most commonly beef, and savoury gravy. It is often enjoyed at sporting events or as a quick and satisfying lunch option.
Visit - https://theaussieway.com.au/category/food/
10 Advantages and Disadvantages of Social Media Marketing in 2024Markonik
Explore the dynamic landscape of social media marketing in 2024 with our comprehensive presentation. Delve into the top 10 advantages and disadvantages that digital marketers face in leveraging social media platforms. Understand the opportunities for growth, engagement, and brand visibility, as well as the challenges and potential pitfalls that come with navigating the ever-evolving digital ecosystem. This presentation will provide valuable insights and actionable strategies for maximizing the benefits of social media marketing while mitigating its drawbacks, tailored specifically for the needs of Markonik.
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...VWO
Discover how Eric Siu’s agency, Single Grain, drove over 1 million new website visitors at a +59% higher conversion rate in 90 days by integrating innovative AI-driven strategies into their CRO and SEO practices, known as programmatic CRO (pCRO) and SEO (pSEO).
Imagine: At the click of a button, your landing pages dynamically adapt to feature content and elements specific to the keywords and products they are targeting. That’s the power of pCRO, transforming generic pages into highly personalized experiences. With pSEO, generate quality pages at scale that rank at the top of search results for relevant long-tail keywords, driving traffic that then converts.
Excited? In this session, Eric will guide you through how to implement these game-changing techniques for your own business, enhancing your digital strategy and maximizing your ROI.
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxmayurparate000
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
Account Based Marketing best practices. Learn the ins and outs of successful ABM, demand generation, and B2B digital performance marketing in a post-COVID, privacy compliant, hybrid world. ABM is a marketing approach, a philosophy. It is not technology by itself and not all intent data is created equal. In this Master Class, we will go through the key elements to maximize marketing's contribution to sales from pipeline creation to pipeline velocity.
Key Takeaways:
What ABM really is, what it can and can't do.
How to do ABM more effectively.
What you need to do high performance ABM and what you should expect from it.
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
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# Are we on the verge of an
indexing shift?
Google, in their own docs, outlines that the web is expanding at a pace
far outstretching its own capability and means to crawl (and index) every
URL.
Crawling is expensive. Indexing and storing data is expensive. Refreshing
that data is expensive.
Search engines are getting smarter, and we are seeing new technology like
IndexNow.
It makes financial and environmental sense to reduce crawling, indexing,
and storage for a large % of the internet, and rely on Webmaster
input/effort values for the remaining %.
Conspiracy Theory Alert
brightonseo.html dan_taylor.css
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# Technical Problems
Technical indexing problems typically boil down to issues with (x) robots,
(x) canonicals, and interesting server behaviours (such as GEO IP
redirects).
HTML and X robots tags are pretty clean cut, they’re either there or
they’re not. They get more complicated if you’re canonicalizing another
page to your target, and also have a noindex on the source page - but this
is relatively simple to troubleshoot.
Canonicals on the other hand can be technical, or content/quality…
eCommerceIndexing
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# Canonical Errors
Alternate page with proper canonical tag
You’ve canonicalized page A to page B, and Google is respecting it.
Duplicate without user-selected canonical
Google has found duplicate pages, can’t work out the canonical situation
so has made a judgement call (parameters are a likely culprit).
Duplicate, Google chose different canonical than user
Google thinks another URL has the same, if not better, value proposition
than the one you’ve marked as a canonical, so it’s ignored you.
Canonicals are fun
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# Variable products & canonicals
Variable products can sometimes pose a problem when it comes to SEO - and
indexing.
Typically a CMS will use parameters for single product variations, and
others where the SKU is different, you’ll just get different URIs.
But what if the product name is technically the same...
eCommerceIndexing
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All of these have unique URLs, as they all are unique products with unique
SKUs.
All of them are valid, and collectible, and competitive, and desired by
users, so no-indexing them isn’t an option.
In this instance, the value proposition and content needs to be updated at
a PIM level for each product to give enough reason for Google to look at
these six (effectively the same) legendary planeswalkers and index them
all so they’re all discoverable.
But what if someone searches for [jace the mind sculptor] without
specifying a release set? We need a champion version.
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To create a “champion version” we used revenue, sales, inbound traffic,
and internal search data to identify which version was best for the
business and added helpful content to the page in the form of “expert”
advice, in how to play with the card.
Google then had a solid USP/differentiation factor between the versions
for a single version for generic queries, and enough information and
signals to surface the other Jace Beleren variations if a user’s search
query specified them.
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# Quality
The decision on whether the page (the individual HTML document) is good
enough to index comes down to the notion of a quality threshold. Search
engines need to have a quality threshold, as indexing the entire web is
impossible.
In ecommerce, the quality threshold bar will differ between industries
(e.g., the threshold will be lower for fast fashion than for home medical
equipment).
Google also isn’t linear in how it presents SERPs.
This matters because Google is clearly catering to multiple common
interpretations and intents for the query - intents, source-types,
perspectives, result types...
eCommerceIndexing
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# Quality
The purpose of a page is the reason or reasons why the page was created.
Every page on the Internet is created for a purpose, or for multiple
purposes.
Most pages are created to be helpful for users, thus having a beneficial
purpose.
Some pages are created merely to make money, with little or no effort to
help users.
Most pages are created to be helpful for users, thus having a beneficial
purpose.
Some pages are created merely to make money, with little or no effort to
help users. (Helpful Content Update...This has been in the QRGs for
years).
eCommerceIndexing
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If a page lacks a beneficial
purpose, it should always be rated
Lowest Page Quality regardless of
the page's Needs Met rating or how
well-designed the page may be.
Google Quality Rater Guidelines
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Websites and pages should be
created to help users. Websites
and pages that are created with
intent to harm users, deceive
users, or make money with no
attempt to help users, should
receive the Lowest PQ rating.
Google Quality Rater Guidelines
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Page Components (Quality)
Main Content (MC) is any part of the page that directly helps the page
achieve its purpose. MC is the reason the page exists.
The quality of the MC plays a very large role in the Page Quality rating
of a webpage.
Supplementary Content (SC) is also important. SC can help a page better
achieve its purpose or it can detract from the overall experience.
Many pages have advertisements/monetization (Ads). The presence or absence
of Ads is not by itself a reason for a High or Low quality rating.
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# Value propositions & SERPS
Every* non-branded SERP is a diversification of value propositions to meet
a multitude of user intents.
This SERP diversification and augmentation leads to non-linear ranking.
Why would a search engine return results past page X if the data shows no-
one goes that far?
Principles of post-retrieval modification in information retrieval, Recall
& Precision.
eCommerceIndexing
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A lot of ecommerce websites don’t invest enough in their product pages.
In competitive markets, most of these PDPs don’t offer unique value
propositions and fall below the quality threshold for indexing.
There are several ways to enhance your product pages and leverage the
business and brand’s unique selling proposition (USP).
***
It _could_ be argued that a PDP only needs basic information to have a
high value proposition and be helpful - but if everyone takes that
approach, where is the added value, and the differentiation factor for
your PDPs over the competition?
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# Dynamic meta on PLPs & PDPs
If your brand’s USP focuses on offering quality products at lower prices,
and search terms gravitate around “budget” and “cheap.”
To enforce the lower price in the page content and boost click-through
from the SERPs, you can include dynamic elements in the PDP title tag, H2,
and body copy to pull through the current price.
On PLPs you can also pull through the number of products in the category
(to helpfully communicate choice and variety), price ranges, and depending
on the time of day - delivery expectations.
Whilst Google may choose to overwrite this information for some queries,
consistent static values and inclusion can help provide consistency in
determining the page quality.
eCommerceIndexing
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# Content for SEO on PLPs
When it comes to category pages/PLPs the standard has always been to add a
paragraph (or two) or content, sometimes split between the top and bottom
with fragment jumplinks, or all stuffed at the bottom.
Although this has been covered by Google in February 2019:
@johnmu
Instead of stuffing content at the bottom of ecommerce category pages,
make sure the pages are well-integrated w/the rest of the site (for
context), add text for each product listing, alt text for images,
captions, & a tight visible description
eCommerceIndexing
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# Soft 404s - Dynamic
Interstitials/Out of Stock
A soft 404 error is when a URL that returns a page telling the user that
the page does not exist and also a 200 (success) status code. In some
cases, it might be a page with no main content or empty page.
Implementing a rule for product pages (and category pages if applicable)
were you can present an interstitial/non-intrusive pop-up based on stock
availability, and time of the day (next day delivery cut off times) can
really help you with conversion and improving user experience.
eCommerceIndexing
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