SEO split tests you should run - Will Critchlow

Google is transitioning its search algorithms to be based on machine learning, including RankBrain. This will make algorithms more winner-take-all, rewarding sites that perform well according to signals like click-through rate (CTR) and engagement. The document provides five strategies for SEOs to survive this change: 1) Use tools to identify "donkey" pages with low CTR and convert them to "unicorns" with high CTR through headline testing. 2) Leverage social media ads and remarketing to increase brand awareness and CTR. 3) Monitor engagement signals like bounce rate. 4) Promote inspirational brand content through Facebook ads. 5) Delete poor performing pages to avoid negative impact. The key is focusing

In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.

Google is telling us what our customers are looking for; they've spent billions doing the research. All we have to do is pay attention. In this session, Rob will provide a guide for how you can take cues from Google, and create better strategies for gaining the attention of your customers at each stage of the purchase funnel.

We have been trained and encouraged to focus on p-values and statistical significance in every aspect of testing, from PPC to CRO. In this talk, Richard is going to challenge your preconceptions, show how scientific accuracy isn't necessarily the same as commercial success, and demonstrate strategies that are better than waiting for your variation to be declared a winner by your testing platforms. The way you approach data-driven decision-making will never be the same.

These slides were presented at the Semrush webinar "Structured Data for Content Marketing". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-content-marketing/

Tom talks about three areas that will effect SEO over the coming months and years. SEO split-testing is something that is immediately actionable for most SEOs. Machine Learning is something SEOs shouldn't learn, but should understand enough so they can leverage ML based platforms. Finally, Hub & Spoke business and technology architectures will mean SEOs may want to start thinking about optimisations being an input or output method, so they can apply previous learnings to new technology channels.

Mobile is becoming an increasingly important traffic channel, and given recent developments like app indexation and AMP (Accelerated Mobile Pages), as well as the addition of new types of devices like wearables and smart tech, understanding how it fits into the bigger search marketing picture is more crucial than ever. This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search is heading.

SEO focused A/B Testing or Split-Testing is fast becoming an important new technique for digital marketers. This deck explains why it is important, and how you can do it.

Will is going to discuss the ways that Distilled believes search is fundamentally changing, including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data-driven search.

Machine learning is a concept that has is turning science fiction into real technology today. However, the applications of this technology seem daunting to marketers. In this talk, Mike King shares how marketers can take advantage of machine learning using ready made tools and tactics without knowing how to code.

This document discusses new techniques for SEO in the modern age. It covers the importance of data-driven approaches like split testing over following best practices. Machine learning is becoming more important for SEO due to its use in search algorithms. A hub and spoke content model is proposed to manage content across multiple platforms. Split testing and machine learning are positioned as essential SEO techniques, with the recommendation to learn categories of machine learning rather than trying to learn the techniques directly.

This document discusses how to identify and manage risky links that could lead to search engine penalties. It notes that before 2012, many links did not count towards rankings but Penguin changed that by targeting "unnatural" links. The key points made are: audit all current and planned links for risk factors like high anchor text repetition, low-quality domains, unnatural linking patterns; risky links should be removed while balancing with adding new, natural links; if penalized, wait for reconsideration requests and be cautious about changing too much at once like redirecting to new domains. Managing link risk carefully is now essential for rankings.

The document discusses common issues and mistakes seen with Google Analytics implementations and use. It provides examples of scenarios where analytics were not being used properly or data was missing due to technical problems. The key recommendations are to work with analytics experts on implementations, have a data plan for any site changes, test all data, don't delete or duplicate analytics setups, and understand the limitations and error margins of analytics data.

PageRank is an algorithm used by Google Search to rank websites in their search results. It works by counting the number and quality of links to a page to determine a website's importance. Websites that receive more links from other important websites are considered more important under this system. The key principles are that links from websites like .edu and .gov domains carry more weight, spam websites can hurt a site's ranking, and it is better to receive a few links from high-quality sites than many links from low-quality sites. While the full details of Google's ranking systems are not known, the basic concept of PageRank focusing on link analysis remains an important part of how Google evaluates websites.

Combining Web Crawler Data with Server Logs to highlight Crawl Budget opportunities. Get Google crawling and indexing more of your pages in Organic Search Results!

From past experiences with data, Dave knows relying on your gut can be a mistake. Instead, we need to take comfort in the validation of solid data to ensure we’re making profitable decisions. Sharing real client examples, Dave will run through the essential steps: how to decide on a hypothesis, create conditions, and gather data.

https://www.authoritas.com/brightonseo/ Nichola Stott – BrightonSEO April 2016: SEO SUX: How and Why UX Must Be Front and Centre to Your Technical Strategy

We want links and coverage and social shares. So we make stuff. Stuff that’s supposed to get us those things. But it doesn’t always work out, and it can be tough to figure out why. Hannah shares what she’s learned about creative content and provides tips and insights on how to improve your own creative processes.

Presented on September 2, 2016 at Brighton SEO (in the UK). Taking a bit of a break from my typical Local SEO talks, this presentation shares info and tips on Facebook ads (or adverts, as they call them in the UK). Learn about the different ad types, how to build ads, how to create Custom Audiences, and how to use demographic targeting. The presentation ends with some tips on Local Awareness ads, the best way to run local ads to gain more awareness in your immediate area.

1. The document discusses how search has evolved from keyword-focused to intent-focused as search engines have developed the ability to understand natural language and personalize search results. 2. It provides examples of how linguistic analysis can help determine user intent for both text and voice searches, which tend to be longer queries that provide more context. 3. The document argues that SEO must also evolve to focus on intent, personalization, and creating actionable experiences for users if they are to remain relevant as search continues to become more conversational.

The document outlines Marcin Chirowski's presentation on creating an international blog to boost SEO. It discusses the problems with a static website and poor content, and provides a 7 step process to plan content around audiences, build systems and scale with tracking to measure results. Key steps include defining goals and audiences, creating fresh content through local copywriters and editors, and tracking KPIs over the long term. Common pitfalls discussed are lack of long term commitment and low internal buy-in without results.

The hottest opinion topic in SEO! The old age argurment.. So does the amount of clicks from search results affect your rankings? Find out here!

The document discusses the psychology behind successful content and marketing. It notes that most purchasing decisions have both conscious and unconscious components. It emphasizes understanding the target audience, their motivations, needs, desires and perspective in order to create content they cannot resist and that they can relate to and recognize themselves in. The document encourages finding shared values and a common enemy with the audience and providing context that guides them.

Think back to the last time you applied for a job. It doesn’t matter if you work in-house or agency side – it’s likely that there was a line in your job spec that read “a good understanding of best practice”. But when you turned up on your first day at work, knowing the best thing to do in every situation that might arise I doubt you were surprised to find out that the best thing to do couldn’t be done. The website wasn’t built that way. The client won’t sign that off. That’ll never get past legal. So you need to come up with the second best thing to do. That’s not part of best practice. Opinions come to a head and nothing gets done because businesses are mistaken in their opinion that doing nothing is fine if the best thing can’t be done. But best practice is a misnomer anyway. When we say best practice what we really mean is standard practice. If all you ever implement is standard practice that’s all you’ll be. Standard. If you can’t even reach standard your business deserves to fail. Where does best practice even come from though? People treat it as if it’s some kind of bible handed down from the gatekeepers – the guys who can shut off your revenue. Best practice is actually more like Wikipedia than a bible. It’s populated by everyone who works in the industry and most of it is factually incorrect. You should get 0 points for referencing it. The only things in there that actually do come from the channel owners are loaded with bias. Contributions from experts are self-serving and so many pat each other and themselves on the back that received wisdom becomes perceived fact. But if neither are reliable – and if what everyone is doing is the same thing – isn’t there a chance that doing something, anything different could drive better results than best practice? I would always overrule an expert if the data says otherwise. If we know our customers want X and the channel owners want Y, we should spend our time getting X to work with Y and not the other way around. Staff are fearful that deliberately setting out to do something that isn’t best practice will result in an automatic dismissal. I’m not saying it won’t. As a result, people will wait months or years for best practice to be implemented because it’s safe. The channel owners told us to do it. The experts concurred. Businesses spend a lot of money and a lot of time being average because nobody gets sacked for being average. After all – it’s in the job description.

David Whatley of MiShop.local outlines: - Why local search is the bridge between the high-street and your website. - How brands can leverage their off-line presence to drive e-commerce traffic - Why local search traffic is different - What makes a good local store landing page

While the vast majority of my client relationships have been healthy and happy, a dark cloud hung over me for most of 2015 when a client refused to pay me, resulting in us fighting it out in court (thankfully I won and I've since been paid). In this talk I gave advice on what to do to try and avoid disputes from happening in the first place, as well as how best to protect yourself should one happen, covering everything from contracts to courtrooms. Talk date: Friday 2nd September 2016

This document discusses reputation management and discusses several examples of individuals and companies who have faced reputation issues online. It provides 12 tips for maintaining a positive reputation online such as being present in discussions, training staff, knowing your audience, and not automating engagement. The document emphasizes that your online reputation reflects your true character and that negative information will eventually be revealed.

The document discusses building viral web toys quickly by following an agile process. It recommends having a team that includes a manager, writers, coders, an artist, and UI designer. The process involves getting an idea, drawing it, proving it works technically, aligning deliveries, building it, testing it, launching it, fixing issues, and then starting the next project. It emphasizes moving fast, dividing labor, prioritizing speed over perfection, and being willing to fail quickly and learn from mistakes in order to continuously build and launch new digital content.

This document outlines how to build business cases for SEO fixes by providing data and metrics to justify the proposed work. It recommends tracking previous SEO changes and their impact, testing fixes using test sites, predicting future traffic based on historical trends, and attaching estimated revenue and profits to proposed fixes. The goal is to quantify the potential benefits of SEO work so clients understand the value and are more willing to implement recommended fixes.

Keywords Aren't Dead, That's Bull - Debunking The Myths. Brighton SEO September 2016 talk from Laura Hogan. Understand the five common myths surrounding the use of keywords within SEO and just why they're wrong! From anchor text, to keyword research and URL structure; learn why keywords are as vital as ever in today's SEO strategy.

These are the slides from my presentation about the Google Analytics 360 Suite at BrightonSEO September 2016.

On 2nd September Myles Anderson, Brightlocal's CEO, presented at Brighton SEO. The topic was the 5 Trends Shaping the Future of Local Search. Local Search is one of the most dynamic & fast-evolving areas of search marketing. Predicting the future is hard but current trends provide a great pointer for what is likely to come. In this presentation I take a close look at 5 trends that I believe will be dominant in the next 2-3 years and provide clear tips for local businesses & SEOs to capitalise on these trends.

The document discusses three things white hat link builders can learn from past spammy tactics. First, quantity matters - you need to contact many sites to get a few links, so play the numbers game sensibly. Second, employ multiple link building tactics like content marketing, image distribution, and contributing to publications. Third, find quicker wins through local/regional press and freelance journalists who may link more easily. The overall message is to use a variety of link acquisition strategies while prioritizing quality over spam.

83% of consumers say they are happy to recommend a product or service to a friend, but only 29% do. It’s up to us to inspire them to actually do it. So how do we get our audiences creating?

What does the popularity of gamified AR like PokemonGO mean for the future of local search and the maps channel? Luke Regan of DAC Group looks at the short and long term opportunities as well as the strategic implications of this trend.

Phil's talk from BrightonSEO 2016 on how to optimize video across YouTube, Facebook, Instagram, Snapchat and Live Streaming platforms

How much would you pay for a shot at greatness? What can a great campaign achieve for your business? Why settle for good enough when you could build something remarkable?

The document discusses representative democracy in the UK. It provides examples of how the UK system represents the people indirectly through elections of representatives, as opposed to direct democracy. It notes positive aspects like devolved governments, independent judiciary, and free elections. However, it also discusses criticisms like underrepresentation of minority viewpoints due to the first-past-the-post voting system. As an example of power distributed locally, it describes how the Welsh Assembly made prescription medicine free.

The document discusses key principles that should guide Christian relationships according to the writer: trust, tolerance, understanding, forgiveness, caring, and respect. It argues trust is most important as it forms the foundation of the relationship. Tolerance involves being patient with others' problems or past relationships. Understanding also plays a key role. The writer believes applying these principles could help Christian couples navigate difficult situations through understanding, forgiveness and respect. However, the response notes not all Christian couples may respond in the same way.

This document discusses a group focused on helping youth from the Jane and Finch neighborhood in Toronto dealing with mental health issues. Jane and Finch is a high-risk area known for gangs and crime, with a high proportion of youth, low-income families, and immigrants. The group aims to support these at-risk youth struggling with mental health in one of Canada's most challenging communities.

The document provides instructions for requesting essay writing help from the website HelpWriting.net. It outlines a 5-step process: 1) Create an account with valid email and password. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Review the completed paper and authorize payment if satisfied. 5) Request revisions until fully satisfied, with a refund offered for plagiarized work. The process aims to match customers with qualified writers to meet their needs.

The document provides instructions for students to request writing assistance on the HelpWriting.net website, outlining a 5-step process: students create an account, submit a request form with instructions and deadline, writers bid on the request and students select a writer, the writer completes the paper and students can request revisions if needed, and students can request assistance on multiple assignments while ensuring original and high-quality content.

Bad AI showing sexist or racist correlations makes headlines. Nobody sets out to make a bad system, so why does this happen. I take a look at all the ways bias creeps into AI and where you should put effort to avoid it. Slides annotated from a talk given at ImpactfulAI meetup 19th June 2019 London

In this presentation, I share some ideas on how as a communication major you can develop the mindset of an analyst. I share insights gained from five personal career milestones

This document discusses different types of evidence that can be used to support arguments and claims. It begins by defining evidence and explaining that persuasive texts must include very specific, credible evidence such as statistical data, analogies, quotations, testimonials, or anecdotal examples. The document then examines different types of evidence in more detail, including statistical evidence, testimonial evidence, anecdotal evidence, analogical evidence, and physical evidence. It provides examples and discusses the strengths and weaknesses of each type. The document emphasizes that the strongest evidence comes from systematic reviews and meta-analyses of multiple research studies.

- The document discusses different types of evidence that can be used to support arguments and claims, including statistical evidence, testimonial evidence, anecdotal evidence, and research studies. - Statistical evidence uses numbers and data, testimonial evidence relies on individual accounts and endorsements, anecdotal evidence cites specific observations or examples, and research studies can provide stronger evidence through systematic reviews and meta-analyses of multiple studies. - Each type of evidence has strengths and limitations depending on the claim. Statistical and research evidence may be stronger, but anecdotes and testimonials can still have value when used carefully and supplemented with other evidence.

The document discusses gun control in the United States. It notes that gun violence victims are high in the US compared to other countries, and there have been many political debates around controlling access to guns. The history of gun laws in the US is reviewed, including bans on assault weapons and mandatory waiting periods. For gun violence prevention, the document argues the US government should pass new laws requiring universal background checks, banning assault weapons and high-capacity magazines, making gun trafficking a federal crime, and providing more law enforcement officers.

Breast Cancer Information Essay Free Essay Example. Breast Cancer Research Paper Example | Topics and Well Written Essays .... essay examples: Breast Cancer Essay. Breast cancer essay thesis writing. An Introduction to Breast Cancer | Breast Cancer | Cancer.

In the last decade of data analysis, A/B testing and predictive modeling have transitioned from an afterthought to a given in the game industry. Data can be invaluable in understanding the player and making decisions, but it can just as easily lead the industry astray, or worse, narrow the way the industry thinks. When should you be driven by data, and when should you let your imagination roam free? This session will expose common mistakes and pitfalls, both technical and emotional, as well as provide practical guidance on how to improve the rigorousness of your tests and the quality of your data, and how to make sure you don't lose the forest for the trees.

The document discusses the theory of plate tectonics, which explains many geological phenomena including mountain formation, earthquakes, and continental drift. Originally proposed by Alfred Wegener in the early 20th century, plate tectonic theory was widely accepted after the 1960s when scientists discovered evidence that the Earth's crust is composed of plates that slowly move across the planet's surface. The theory revolutionized understanding of geological processes and landform creation.

The document provides instructions for creating an account and submitting a paper writing request to the website HelpWriting.net. It involves a 5-step process: 1) create an account, 2) complete a request form providing instructions and deadline, 3) writers will bid on the request and the client chooses one, 4) the client reviews the paper and pays upon approval, 5) the client can request revisions until satisfied. The purpose is to outline the process for clients to receive original, high-quality content writing assistance from the website.

Rudimentary analytics can be valuable to understand WHAT your customers and prospects do. However, the true value from analytics comes from marrying that with the WHY - and more importantly, overcoming the WHY NOT. In this session, Analytics Demystified Senior Partner Michele Kiss will discuss quantitative and qualitative techniques analysts can leverage to get more insight into customer behavior. (Psychologist’s armchair not included.)

A presentation I made at the ITCH conference in Victoria in 2017 as a member of a panel of experts on EMRs and EHRs.

The document discusses correlation versus causality in experimental design. It provides examples of different types of experimental designs including randomized controlled trials, natural experiments, before-after designs, and differences-in-differences designs. It emphasizes the importance of randomness, control groups, and understanding the outcome variable when analyzing experimental data. Key considerations include whether the outcome is continuous or categorical and choosing the appropriate statistical tests accordingly. The document also discusses examples of experiments in various contexts like economics, policy, and online settings.