MozCon 2022: Why Real Expertise is the Most Important Ranking Factor of Them All - Lily Ray

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.

Google conducts 800,000 experiments and improvements to search annually to optimize search results for users. In 2021 alone, Google made 5,000 improvements to search. As of August 2022, 92% of all search queries are handled by Google. The document then provides an in-depth overview of how to conduct a comprehensive search engine optimization (SEO) analysis, including competitor analysis, entity analysis, sentiment analysis, search intent analysis, language use analysis, and rank analysis. It recommends leveraging tools like Google APIs, Data for SEO, and GPT-3 to automate the analysis and provide classifications. The analysis is intended to guide content and keyword strategy execution rather than replace it.

Google, Bing and OpenAI have released various new features that create competition with search engines, which present threats to those who work in the SEO industry. Learn about these recent updates to AI chatbots and AI-powered search features, and whether or not Google's new SGE results provide high-quality answers for searchers. Lily Ray presented this talk at the SEOnthebeach conference in Spain in June of 2023.

2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down. This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up. With so much volatility, how can you adapt your SEO strategy to keep it fresh and relevant? How will this year’s algorithm changes affect your 2023 SEO strategy? How can you prepare for Google’s next move and get ahead of the curve? In our next webinar, Pat Reinhart, VP of Customer Success at Conductor, discusses how to handle frequent algorithm changes and market shifts. We’ll recap the biggest SEO insights of this year, share some expert predictions based on 2022’s algorithm updates, and uncover what next year may hold. Key Takeaways: What a crazy 2022 for Google means for 2023. How the growth of social media search will impact strategy in 2023. What the popularity of visual search will mean going forward. If you struggled keeping up with this year’s constant changes, the SEO predictions you’ll discover in this webinar could be a game-changer for your business. Are you ready to optimize your SEO strategy to stay competitive in 2023?

Check out my slides from the Turn Digital online conference on April 30, 2020 about increasing your website authority.

This is a presentation Si Quan (SQ) did for Digital Marketing Skill Share (DMSS) 2019 in Bali. In this presentation, he covers advanced ways to use Ahrefs, like: - how to use Ahrefs to find broken link building opportunities - how to use Ahrefs to find "Skyscraper Technique" opportunities - how to use Link Intersect - how to do keyword research across the different search engines - how to find keywords of different search intents - how to find affiliate marketing opportunities - how to find what forums and community sites are ranking for - how to find keywords other sites have ranked for fast - the "Content Explorer" hack

In this talk, I explore schema and its link to online accessibility. Can schema really help the web to be more accessible? And how should we strategise this as SEOs? Strategy plays a vital role in SEO but often times the technical areas are overlooked within a wider marketing strategy

The document discusses creating an inclusive and accessible web for all. It notes that 97% of homepages had accessibility errors in 2021, with 61% being missing alt text. It emphasizes that disability can be both apparent and non-apparent, and that 14.1 million people in the UK have a disability. The COVID-19 pandemic accelerated the move to digital services. The document outlines the four principles of accessibility as defined by the WCAG: perceivable, operable, understandable, and robust. It provides tips for performing an accessibility audit, including using tools like WAVE and including human judgment.

This document discusses how to control Googlebot's crawling of a website. It notes that Googlebot often does not crawl all pages of large websites due to limited crawl budgets. It recommends analyzing website logs and other metrics like pages crawled, indexed, ranked, impressions, clicks and conversions to understand Googlebot's behavior. The key factors that influence Googlebot are described as the "magic triangle" of links, content, and technical aspects. All three need attention to help Googlebot fully crawl and index a website.

The document discusses the "dark funnel" which refers to the invisible or unknown steps a company takes when researching and evaluating vendors before making a purchase decision. It notes that over 75% of companies have already made their decision before engaging with a vendor. It then discusses how marketers can shine light on the dark funnel by building online communities, monitoring website behavior and intent data, and having a self-reinforcing marketing approach to identify companies in the early stages of consideration. Measuring engagement in the dark funnel can help marketers gain a better understanding of attribution and improve conversion rates.

Automation recipes for SEO success. A presentation from BrightonSEO (the April 2023 edition): about some of the automation ingredients & recipes that Similar AI users have written that grew ranking & traffic... and the ones that didn't. Topics covered include: automation, no code SEO, keyword research, Google Search Console, ChatGPT, site maps, SERPs, faceted navigation, linking and more.

Would you like to find high intent keywords using methods that are proven to be effective? How would you like to establish a simple yet powerful keyword strategy that will help your target audience find you more quickly? Without a solid keyword strategy and deep understanding of your audience, your keywords are simply words on a webpage. We'll show you the finer points of keyword research that can help increase your organic visibility and give your customers exactly what they need, right when they are searching for it. Watch this webinar and discover how to take your keyword research to the next level. In this webinar, you’ll learn: -All about keyword relevancy and intent. -Keyword research best practices. -How to identify profitable keywords. Having a clear keyword strategy is often the biggest obstacle to online success for enterprises and businesses. Zack Kadish, Sr. SEO Success Manager at Conductor, will deliver an eye-opening crash course on keyword research techniques, tips, and tactics!

Working exclusively with eCommerce websites across a whole range of CMS, we've seen (almost) everything, from accidental overnight noindexing of entire websites, to broken dynamic rendering stopping only poor Bingbot from crawling a site. But what we find most fascinating are the trends that arise most frequently, often transcending the boundaries of website size, niche, and brand: - What opportunities do most eCommerce sites miss? - What problems are frequently holding eCom brands from product goldmines? - What have we found to be the most effective ways of selling the ROI of SEO and getting our recommendations implemented above the inevitable development backlogs? This talk aims to outline what we've learned about the most common issues and opportunities eCommerce websites face, with data-backed examples of what websites can do today to boost SEO and make an immediate difference in organic traffic and revenue.

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.

Richard Lawrence discusses how to create your own search quality evaluation algorithms by following Google's process. He explains that Google likely uses human raters to label content quality, then finds features that distinguish high and low quality content to build ranking algorithms. Lawrence proposes doing the same by labeling a sample of content, then using NLP models or multivariate techniques to build algorithms that measure how well content meets a search query's intent ("Needs Met") or achieves overall page quality. Creating such algorithms provides a way to evaluate content quality at scale.

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.

Ash Liddell Brighton SEO Deck - Where should - and shouldn't - AI & ChatGPT play a role in your SEO strategy?

Lily Ray, Sr. SEO Director and Head of Organic Research at Amsive, shares the state of E-A-T in 2022 at Friends of Search. In Lily's presentation you will learn why Google has framed E-A-T as one of the most important factors for achieving optimal SEO performance.

Lily Ray, Sr. SEO Director and Head of Organic Research at Amsive, shares the state of E-A-T in 2022 at Searchlove. In Lily's presentation you will learn why Google has framed E-A-T as one of the most important factors for achieving optimal SEO performance.

Lily Ray, Sr. SEO Director and Head of Organic Research at Amsive, shares the latest from Google at PubCon 2023 in Austin, TX. With Google’s new Helpful Content Update, search marketers are forced to reconsider the value of every single piece of content on their site. Looking at content through the lens of Google Panda, E-A-T and Needs Met from the Google Rater Guidelines, and the new Helpful Content Update, learn how to analyze current content on a scale of helpfulness, how to make the tough decisions on content to remove, and how to read between the lines of all Google’s content related documentation to create the types of content Google wants to see ranking at the top of the search results.

My updated seminar slides for my talk on what Google E-E-A-T is, why it matters, and how to use it to build audience and rankings. Google E-E-A-T is so important that Google mentions it over 120 times in their Quality Raters Guidelines. But what is it and why does it matter so much to Google? Should it matter to you? You better believe it! Google E-E-A-T is the good stuff in SEO, it’s what builds authority, grows your reach, and builds influence and a rabid fanbase. In these slides, you’ll find: - How to develop a deep and tactical understanding of Google E-E-A-T - How to create E-E-A-T friendly content marketing strategy - How to develop E-E-A-T supporting structured data

This article delves into the concepts of Semantic SEO, Topical Authority, and PageRank, exploring their relationships and how they benefit both website owners and search engines. By leveraging Natural Language Processing (NLP) techniques, Semantic SEO improves search engine comprehension of content and enhances user experience, ultimately leading to better search results. In the ever-evolving world of Search Engine Optimization (SEO), understanding the intricate connections between Semantic SEO, Topical Authority, and PageRank is crucial for webmasters, content creators, and marketers. These concepts play a vital role in enhancing the visibility and relevance of websites in search results. Semantic SEO: Going Beyond Keywords Semantic SEO involves optimizing content by focusing on the meaning and context of words, phrases, and sentences rather than merely targeting specific keywords. This is achieved through NLP techniques such as topic modeling, sentiment analysis, and entity recognition, which allow search engines to comprehend the true essence of content. Topical Authority: Establishing Expertise and Trustworthiness Topical Authority refers to the perceived expertise of a website or content creator in a specific subject area. By producing high-quality, relevant, and in-depth content, websites can establish themselves as authorities, earning the trust of both users and search engines. This translates into higher search rankings and increased visibility. PageRank: Measuring the Importance of Webpages PageRank is an algorithm used by Google to determine the significance of a webpage by analyzing the quality and quantity of its inbound links. A higher PageRank implies that a website is more authoritative and valuable, thus warranting a better position in search results. The Interrelation of Semantic SEO, Topical Authority, and PageRank Semantic SEO, Topical Authority, and PageRank are interconnected concepts that work in tandem to improve a website's search performance. By focusing on Semantic SEO, content creators can enhance their Topical Authority and establish a solid online presence. This, in turn, can lead to higher PageRank and improved search visibility. The Benefits of Semantic SEO for Search Engines Semantic SEO not only benefits website owners but also search engines by reducing the cost of understanding documents. With the help of NLP techniques, search engines can efficiently analyze and comprehend content, making it easier to identify and index relevant webpages. This ultimately leads to more accurate search results and a better user experience. In conclusion, embracing Semantic SEO, Topical Authority, and PageRank is essential for achieving higher search rankings and increased online visibility. By leveraging NLP techniques, Semantic SEO offers a more sophisticated and efficient approach to understanding and optimizing content, ultimately benefiting both website owners and search engines.

This document summarizes key topics from PubCon New Orleans 2013 including conversion rate optimization, social media, SEO tools, link building, local marketing, visual social marketing, Google+, author rank, blogging, video marketing, and remarketing. Some of the main points discussed are using images of people looking at calls-to-action to increase conversions, highlighting phone numbers yellow to boost conversions by 25%, staging product photos, following influencers on Twitter, creating engaging content for comments on Facebook, and boosting social signals through author rank and Google+ to help ranking.

GOOGLE+ (PLUS) AUTHORSHIP PRESENTATION FOR PUBCON NEW ORLEANS 2014. PRESENTATION ON IDENTITY, GOOGLE AND HOW AUTHORSHIP IS AFFECTED BY THIS IDENTITY TAG.

1. The document discusses the importance of search engine optimization (SEO) strategies for businesses, including keyword research, on-page optimization, link building, local SEO, structured data, mobile SEO, and blogging. 2. It emphasizes that domain authority, keyword usage, on-page factors, web design, and social media impact SEO rankings to varying degrees, with domain authority and keyword usage being most important. 3. The document provides tips for each SEO strategy and explains how implementing all of the strategies can maximize a business's search visibility.

#Optimize your online marketing with Social Media and SEO. Competition for attention on the search and social web is exploding and this presentation shares how to attract & engage more customers through the intersection of Social Media, SEO & Content Marketing. Moving from tactical to strategic SEO and Social Media Marketing means being the Social SEO Hero in your organization. Presentation by Lee Odden, CEO of TopRank Online Marketing at SMBMSP39.

This document provides an 8-step plan for staffing companies to improve their search engine optimization and online presence. The steps include: 1) adjusting existing website content, 2) consistently adding quality blog content, 3) leveraging social media, 4) optimizing job postings, 5) claiming the Google+ Local listing, 6) paying attention to review sites, 7) using analytics to track results, and 8) continually updating content. The document provides details on each step and emphasizes that search engine optimization is an ongoing process rather than a single event.

The document summarizes a presentation about how search and social media intersect. It discusses how social signals like shares and links are important ranking factors for Google search. It provides tips for businesses to succeed with search engine optimization (SEO) and social media, such as creating shareable content on topics relevant to their audience. The presentation includes a case study of how Adaptu uses social monitoring, influencers, and keyword targeting to get their content in front of the right people.

The document is a summary of a content marketing workshop presented by Arnie Kuenn, President of Vertical Measures. The workshop covers the importance of content marketing and search engine optimization. It provides guidance on developing a content strategy, creating different types of content, optimizing content for search engines, distributing content across various channels, and measuring the results of a content marketing strategy. The overall message is that providing useful, relevant content to target audiences can help businesses attract more traffic, leads, and customers over the long-term.

From Google’s Search Generative Experience (SGE) to ranking factor changes and other impactful events, the world of SEO has seen plenty of change in 2023. With all of these changes, you need to stay ahead to keep your website performing at a high level next year. Check this out and explore the major algorithm updates, shifts in what are (and aren’t) ranking factors, and other impactful SEO events from 2023. We'll also reveal our top predictions for the key SEO trends, challenges, and opportunities coming in 2024. You’ll learn: - The most important SEO updates from 2023, and what they mean for the future of SEO. - How to prepare and protect your rankings and SEO strategy to align with new search engine updates like SGE. - Actionable predictions for featured snippets, voice search, and more in the coming year. In this info-packed webinar hosted by Pat Reinhart, Conductor’s leading SEO expert, we’ll explore how you can align your 2024 strategy based on the most significant SEO trends, updates, and challenges from 2023. Register and learn the keys to staying ahead of the curve in 2024.

The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five most important actions you can take to make sure that your marketing is aligned with the future of SEO. How to target topics, not just phrases (Semantic Search) How to incorporate natural language into your content (Voice Search) How to make visitors happy in ways that make Google happy (User Interaction Signals) In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings

According to Compete PRO, 34.52% of the incoming traffic to mit.edu sites in July 2014 came from Google.com. That’s 1,403,774 out of the 4,065,881 visits to these sites from the U.S. that month. This presentation will explain how search works and give an overview of the more than 200 unique signals or “clues” that Google’s algorithms use today. It will also cover three major updates to Google’s algorithms, named Panda, Penguin and Hummingbird. And it will take a look at the algorithms of the second largest search engine, YouTube.

The document discusses how expert content can help ecommerce sites build trust (E-E-A-T) and rank for informational queries. It recommends creating expert articles, reviews, guides and community forums to demonstrate experience, expertise and authority. While transactional rankings are difficult, this upper-funnel content brings traffic, links and may help product pages. The document also warns that poor reputation can hurt SEO and provides ideas for using ChatGPT to analyze content and refine an E-E-A-T strategy.

April 7th. Guest Lecture on SEO and online marketing at Georgetown University's Digital Marketing class, a part of the Masters in Public Relations and Corporate Communications program.

The document discusses search engine optimization (SEO) and how to improve website ranking. It explains that Google's goal is to provide the most relevant search results to users. To rank highly, a website needs hyper-relevant content, backlinks from authoritative sites, and to continuously create new content on a weekly basis. The top factors that influence ranking are content quality, link popularity, technology and usability, trust and credibility, and geo-targeting.

Creative Content Marketing: From Strategy to Execution SMX Sydney 2015 Presentation Benj Arriola, Internet Marketing Inc. Check the other presentations Benj presented at SMX Sydney 2015. Visit: http://bit.ly/smxsydney2015

Scott Cowley provides guidance on how to teach SEO effectively to students. He recommends starting with local SEO since it is relatively straightforward, then moving to YouTube SEO which is more complex, and finally teaching full website SEO. For each topic, he outlines the key ranking factors and provides exercises for students to analyze search results and optimize pages. The overall approach is to ease students into SEO concepts from easy to more difficult, while giving them hands-on practice at each stage.

Google announced a major SEO update aimed at reducing spam and low-quality content in search results. The update targets issues like scaled content abuse, site reputation abuse through unrelated third-party content, and expired domains. Many sites saw rapid growth before being hit hard by previous Google updates like the Helpful Content Update and are unlikely to recover without another major update. The rise of techniques like "parasite SEO" and Reddit's SEO growth are also discussed.

Lily Ray spoke at SMX Advanced in Berlin about advanced tactics that will help you to better convey E-E-A-T and improve your SEO.

1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework. 2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections. 3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.

Lily Ray and Inna Zeyger from Amsive Digital presented about SEO, PPC and AI in 2023 at SMX Munich in Germany

Este documento discute la importancia de centrarse en el expertise auténtico (EAT) para las estrategias de contenido de SEO. Señala que aunque Google solo ha confirmado PageRank y enlaces como factores directos de posicionamiento, también usa miles de algoritmos pequeños para evaluar el contenido, autores y sitios web. La especulación sobre EAT ha causado confusión, por lo que se recomienda enfocarse en expertos reales para crear contenido de alta calidad.

Lily Ray presented on Google Discover at a conference. Some key points: - Google Discover is a personalized content feed on mobile that sources content from across the web without a search query. - Traffic from Discover can be unpredictable but some clients saw a large portion of traffic from it. - Content needs large, high-quality images and to be about popular or emotional topics to perform well in Discover. - Clickbait headlines and questioning headlines tend to drive strong engagement in Discover, though this approach risks manual actions. - What works in Discover may be different than for regular search engines, focusing more on personal interests than informational queries.

From the Medic Update to now - how the E-A-T Ecosystem has transformed organic search by Lily Ray at MozCon Virtual 2021

Este documento resume una presentación sobre optimización de E-A-T (Experiencia, Autoridad y Confianza) en SEO. La presentadora discute cómo los últimos años han visto actualizaciones de Google que favorecen sitios con alto E-A-T. Ella analiza sitios médicos y financieros latinoamericanos que han ganado visibilidad y ofrece consejos para mejorar el E-A-T como agregar biografías de autores expertos y consolidar contenido similar.

Learn about the biggest SEO winners in 2020 (YTD) and why they've seen success with their SEO strategies. By Lily Ray of Path Interactive

E-A-T is changing the state of SEO, and the world events of 2020 have only added to this trend. Learn why E-A-T is so important and what you can do to optimize for it.

Este documento discute los factores que contribuyen a la experiencia, autoridad y confiabilidad (E-A-T) de un sitio web, los cuales son importantes para el posicionamiento en los resultados de búsqueda de Google. Explica que aunque Google no revela específicamente qué señales evalúa, los sitios exitosos demuestran su autoridad a través de biografías de autores expertos y revisores. También sugiere mejorar la calidad del contenido, eliminar enlaces de baja calidad y enfocarse en el usuario en lugar

The document provides 12 steps for future-proofing websites for Google's core algorithm updates. It recommends having an independent third party review website usability and content quality. It also suggests owning up to any past violations of Google's guidelines, focusing on search intent and relevancy, leveraging real expertise, managing online reputation, providing transparency, improving trust signals, page speed and ad experience, moderating comments, ensuring content accuracy, addressing technical issues, and removing low-quality content. The overall message is that improving various aspects of website quality can help recover from negative impacts of core updates.

The document discusses strategies for recovering rankings after a Google core update. It provides 10 qualities of top performing websites, such as having real expertise, trust signals, high quality content, and avoiding technical issues. While E-A-T (expertise, authoritativeness, trustworthiness) is important, content, technical SEO, and ensuring accuracy and not contradicting scientific consensus also matter. The document emphasizes avoiding overly salesy language on informational pages and checking if keywords now have local intent in search results.

Learn how to ensure that search engines can access & index your paginated URLs and the links contained within them.

Mobile marketing presentation with ppt tag to easily editing and easy to use

Free Healthcare Marketing Plan for Medical Practices and Healthcare professionals in USA!

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 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.

Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.

Brand Repositioning Strategy Presentation

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

In 2024, digital marketing is not just an optional strategy for businesses; it's a fundamental component of any successful marketing plan. The rapid evolution of technology and changing consumer behaviors have made digital marketing more critical than ever. Here’s why digital marketing is indispensable in 2024 and how digital marketing agency can propel your business to new heights. EyekooTech is committed to helping businesses navigate the complexities of digital marketing. Whether you're a small startup or a large enterprise, our innovative strategies and data-driven approach can elevate your brand and connect you with your target audience.

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!