Managing Director of iPullRank, Mike King, talks about how to leverage automated testing to ensure that developers engaged in Continuous Integration don't end up accidentally breaking the optimizations in place for SEO
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
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.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
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.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
This document discusses how SEOs often answer questions with the vague response of "it depends" and provides better alternatives. It recommends developing reusable resources like diagrams, charts and frameworks to more clearly explain SEO scenarios, processes and criteria. This helps avoid vague answers, establish trust, and facilitate decision making. It also encourages analyzing activities and setting replicable systems to improve services and grow expertise.
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...LazarinaStoyanova
In this talk, given for SEO Mastery Summit 2022, I:
- propose a continuous improvement planning approach for web architecture
- highlight the importance of goal-driven site architecture planning
- highlight the relationship between site goals, user personas, and search intent
- demonstrate ways of considering search intent in both page planning and structure planning
- highlight the benefits of having an intent-driven website architecture
- highlight different ways to troubleshoot for intent mismatch
- recommend some further reading to get set you on a path of success ✨
If you want to read the talk write-up, head over to: https://lazarinastoy.com/building-a-search-intent-driven-website-architecture/
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.
The document discusses strategies for content creation targeting low search volume keywords. It notes that while some marketers ignore these keywords, they can be high intent terms that are likely to convert if addressed with relevant content. The document advocates mapping out related low search volume topics, creating templates with rules for metadata, and programmatically launching many pages to cover niche topics. When this was tested with a 100-page pilot, it led to 105% traffic growth and 25% higher conversions after expanding the program to over 5,000 pages. The conclusion is that low search volume keywords should not be ignored as they can find "precious" intent if addressed properly.
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
Stoicism in Digital - brightonSEO April 2022.pdfAlex Wright
In this presentation, I give an introduction to the ancient philosophy of Stoicism, and how the teachings of the ancient Stoics can help us to manage ourselves as we move through our careers in digital.
BrightonSEO April 2023 Similar AI: Automation recipes for SEO successDylan Fuler
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.
PubCon, Lazarina Stoy. - Machine Learning in Search: Google's ML APIs vs Open...LazarinaStoyanova
The document discusses Google's ML APIs versus OpenAI's APIs and their applications for SEO and digital marketing tasks. It provides examples of how natural language processing APIs from Google and OpenAI can be used for tasks like text analysis, sentiment analysis, document classification, translation and content transformation. While both Google and OpenAI APIs are useful, the document recommends choosing the right API for each specific task based on its capabilities and limitations in order to get the best results.
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.
Factoring E-A-T Into Your 2020 SEO Strategy | Lily RayLily Ray
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.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
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.
This document discusses how SEOs can help with cybersecurity by identifying vulnerabilities and malicious activity on websites. It provides three ways SEOs can benefit security: 1) Prevent risks by checking robots.txt files and Google search results for sensitive information exposure, 2) Identify weaknesses like outdated plugins or default credentials through site crawls, and 3) Identify malicious activity by monitoring for hacked pages or spammy content. Specific tips include using Google Alerts to monitor code repositories for leaks, crawling sites as Google would to detect unusual content, and reviewing Search Console for security warnings. The document emphasizes the value of vigilance, asking questions, and investigating anomalies to enhance website protection.
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
Identificando Búsquedas que Conviertan en tu Customer JourneyAleyda Solís
Aprender a desarrollar estudios de palabras clave enfocados a identificar términos que conviertan para el éxito de tu proceso SEO y alcance de objetivos a nivel de conversión.
iPullRank Webinar - Automated Testing For SEO With Hamlet BatistaMichael King
Welcome to iPullRank's Webinar featuring Hamlet Batista to discuss the topic "Automated Testing for SEO."
With so many cooks in the kitchen on any development project, it’s incredibly difficult as an SEO to know everything that is going on to troubleshoot what could go wrong.
Automated Testing is a way to put some safeguards in place so that if anything new in your code is rolled out, it doesn’t break something that previously existed in the code, like some previous functionality or something to that effect.
In this webinar, we will be touching on important topics such as:
-- What is automated testing and why is it important
-- The different types of automated testing
-- Different automated testing tools
-- Expert insights by Mike & Hamlet
Signup for our expert newsletter here:
https://pages.ipullrank.com/iprnewslettersignup
TechSEO Boost 2018: The Statelessness of Technical SEOCatalyst
Is there a state of technical SEO? Or is it simply a function of what’s happening with tech in broader disciplines like data/analytics, digital marketing, and web development? Join this session to get Mike King’s take on the state, or rather, statelessness of technical SEO. He’ll share the things you need to know to build an authentic picture of your technical SEO program and get on Google’s level.
Unlocking the Power of ChatGPT and AI in Testing - NextSteps, presented by Ap...Applitools
The document discusses AI tools for software testing such as ChatGPT, Github Copilot, and Applitools Visual AI. It provides an overview of each tool and how they can help with testing tasks like test automation, debugging, and handling dynamic content. The document also covers potential challenges with AI like data privacy issues and tools having superficial knowledge. It emphasizes that AI should be used as an assistance to humans rather than replacing them and that finding the right balance and application of tools is important.
This document provides a summary of Michael King's presentation on the technical SEO renaissance. It discusses how SEO has evolved over time from basic tricks to a more technical focus as search engines have advanced. Key points include the growing importance of JavaScript, single page applications, HTTP headers, log file analysis, headless browsing, scraping techniques, content optimization using entities, internal linking structures, page speed optimizations, and preloading directives. The presentation argues that technical skills are now essential for SEOs to understand new developments and effectively optimize websites.
Learn how you can use the Test Pyramid from Mike Cohn to guide how to scale your QA test automation while keeping it effective and fast. As your product and team scales it is really important to have a solid framework in place which allows your test automation to scale for the various layers of your product and your teams.
The Technical Seo Renaissance - Mike King Glen Dimaandal
This document discusses the rise of technical SEO due to changes in web technologies like JavaScript, AngularJS, and ReactJS. It notes that search engines are now able to crawl sites rendered with JavaScript through headless browsers. It emphasizes the importance of log file analysis and ensuring sites are crawlable, including through proper prerendering setup. The document argues that technical SEO skills are now essential for SEO professionals due to the increased complexity of modern web development.
Core Web Vitals and Your Search Rankings Michael King
This document discusses Core Web Vitals and their importance to search engine rankings. It begins by introducing Core Web Vitals and their measurement metrics. It then explains how page speed has long been a ranking factor for Google, especially on mobile. The document dives into details on each Core Web Vital metric and how sites can optimize to improve scores. It also summarizes a study that found the vast majority of sites had poor Core Web Vitals scores prior to the Page Experience update rollout. The document stresses the importance of page speed and stability to users and search engines.
SearchLove Boston 2016 | Mike King | Developer Thinking for SEOsDistilled
Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the impact of different technical implementations, and how to pull together small solutions when nothing on the shelf works for your needs.
The document discusses why software developers should use FlexUnit, an automated unit testing framework for Flex and ActionScript projects. It notes that developers spend 80% of their time debugging code and that errors found later in the development process can cost 100x more to fix than early errors. FlexUnit allows developers to automate unit tests so that tests can be run continually, finding errors sooner when they are cheaper to fix. Writing automated tests also encourages developers to write better structured, more testable and maintainable code. FlexUnit provides a testing architecture and APIs to facilitate automated unit and integration testing as well as different test runners and listeners to output test results.
Appium is the leading open source and de facto framework for cross-platform iOS and Android mobile functional test automation. That’s nothing new.
With constant changes in the mobile space, and together with the ongoing DevOps transformation, teams are challenged with the objective of enhancing test automation coverage, stability, and delivering valuable feedback to the mobile app developers as quickly as possible.
Additionally, quite often app developers and testers naïvely approach testing by following test steps, rather than testing from the end-user perspective.
Lastly, the testing ecosystem is divided into various practitioners with different skillsets following different methodologies.
In this webinar led by Perfecto’s CTO Uzi Eilon, and Chief Evangelist and Author Eran Kinsbruner to uncover the following:
-Get a baseline on where Appium framework stands as we begin 2019.
-Realize the importance of advanced Appium testing approach from an end-user flow perspective.
-Learn about the toolset you need to make your Appium success complete.
-Learn how to match the skillset and methodology while using the Appium framework.
-Behavior-driven development (BDD) based testing with Appium and Perfecto’s Quantum framework.
-Testing at scale in the cloud via Appium Studio, with the Perfecto cloud connecting to the community.
-See how AI-driven reporting in Perfecto’s DigitalZoom can reduce the time to analyze, resolve issues, and eliminate noise in your pipeline.
The document discusses moving to a continuous deployment model where code is automatically deployed to production after passing tests in order to quickly deliver features and fixes. It acknowledges this will require expanding test coverage, especially of front-end code, maintaining high code quality, and redefining the relationship between development and QA teams. Initial concerns from QA include the need to measure quality and test environments without Selenium tests, but over time the team realized benefits like safer real-world testing and increased collaboration.
Trouble with Performance Debugging? Not Anymore with Choreo, the AI-Assisted ...WSO2
This slide deck explores how Choreo, a low-code integration Platform-as-a-Service, provides AI-assisted performance debugging.
Read the full article here: https://wso2.com/choreo/resources/performant-code-for-everyone-writing-better-code-with-ai-powered-performance-feedback/
The document discusses predictions for the future of testing and QA. It predicts that test automation will significantly increase from 31% currently to become a major part of the QA process. It also predicts that testing responsibilities will move earlier in the development cycle, with more testing by developers and end users. Requirements testing will also improve with automation and new technologies that provide 100% test coverage and automatically generate test cases.
The document discusses predictions for the future of testing and QA. It predicts that test automation will significantly increase from 31% currently to become a major part of the QA process. It also predicts that testing responsibilities will move earlier in the development cycle, with more testing by developers and end users. Requirements testing will also improve with automation and new technologies that provide 100% test coverage and automatically generate test cases.
Appium Interview Questions and Answers | EdurekaEdureka!
Mobile application testing focuses on testing the functionality and features of mobile applications. It is performed by application vendors. Mobile testing focuses on testing the native features of mobile devices like calls, SMS, Bluetooth, etc. It is performed by handset makers. A simulator mimics the outward behavior of a target but not its internal state, while a simulation accurately models both the outward behavior and underlying internal state of a target. Types of mobile application testing include usability, compatibility, interface, services, low-level resource, performance, and operational testing. The general structure of a mobile testing framework includes application packages, instrumentation, test runners, and test packages. Common bugs in mobile applications include critical bugs, block bugs, major bugs, and minor
Most developers have the responsibility of working with an existing codebase that is not testable. In this session, you will learn several techniques to refactoring non testable code. In addition, unit tests will be added and executed as a part of an automated test suite. The associated code/project is here: https://github.com/rightincode/RefactoringToTestableCode
WebTest - Efficient Functional Web Testing with HtmlUnit and Beyondmguillem
The document is a presentation about WebTest, an open source tool for automated functional web testing. It discusses how WebTest works, how to extend its capabilities using Groovy, common myths about automated web testing, and the tool's future integration with WebDriver. The presentation aims to demonstrate how WebTest can be used to efficiently test web applications.
Using Tags & Taxonomies to super charge your eCommerce SEOMichael King
Using tags and taxonomies can supercharge ecommerce SEO. Properly labeling products and categorizing them allows for (1) better targeting of long-tail keywords, (2) improved internal linking to distribute PageRank, and (3) helping Google's crawlers discover content more efficiently. Key recommendations include designing three-level categorization for products and using tags to link diverse products. Automating recommendations and dynamic linking based on tags and attributes can further boost performance.
iPullRank Webinar - Forecasting and Calculating ROI for SEOMichael King
Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.
In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.
Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.
Important topics we will be covering include:
-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI
iPullRank Webinar - Navigating Black Friday in COVID-19Michael King
The COVID-19 pandemic changed e-commerce and consumer behavior for good, and businesses need to adapt to these changes in order to stay competitive.
In this webinar, we will be diving into the changes within the e-commerce space and how brands should prepare for Black Friday and the upcoming holiday season.
Raj Nijjer, VP of Brand Marketing at one of the most successful e-commerce marketing platform, Yotpo, will be joining us to provide valuable insights on how to better approach Black Friday SEO.
In this webinar, we will be touching base on topics such as:
-- Predicting the Holiday Season
-- How the pandemic will impact brick and mortar stores
-- Will we see a big increase in online sales compared to the start of the pandemic?
-- and MORE
Signup for our expert newsletter here:
https://pages.ipullrank.com/iprnewslettersignup
iPullRank Webinar - Planning SEO for 2021 Michael King
Good SEO takes preparation and should not be approached as some sort of last ditch effort. It's time you start thinking about how you should plan your SEO strategies for 2021.
Important topics we will be covering include:
-- Why should we start planning SEO for 2021
-- The current SEO climate
-- SEO trends we expect to continue into 2021
-- How to effectively plan SEO for 2021
The Essentials to Modern Enterprise SEOMichael King
When approaching SEO at the enterprise level, there are many challenges and roadblocks that get in the way of effectively implementing the recommended SEO Strategies.
In this webinar, we will be touching base on topics such as:
-- How does enterprise SEO differ from 'regular' SEO
-- What are some of the biggest challenges enterprises face when implementing recommended SEO strategies
-- Specific cases of successful implementation of SEO strategies in enterprise brands
-- and MORE
Feel free to leave any questions or comments you have. Enjoy!
This document provides a summary of marketing implications and opportunities in the age of COVID-19. It discusses how the pandemic has impacted various stakeholders like producers, consumers, and marketing channels. Key points include supply chain disruptions, rising unemployment, changes in consumer behaviors like increased time spent online and shift to video content. It also outlines how brands should change their approach by focusing on search and video, addressing consumer concerns, and creating COVID-19 response content. The document emphasizes the need to audit current strategies and pivot content to focus on providing value to customers during this time.
How to Build an Empathetic Marketing Strategy During the Times of COVID19Michael King
Michael King will take you through the actionable steps your brand can take to relaunch your marketing strategy post COVID-19 lockdown. This will help you understand what aspect of your business needs the most attention in order to get back on your feet.
Michael King of iPullRank discusses Information Retrieval, Natural Language Processing and Text Analysis and how to leverage it to improve Search Engine Optimization.
Mike King examines the state of the SEO industry and talks through knowing information retrieval will help improve our understanding of Google. This talk debuted at MozCon
This document discusses various tactics for improving SEO and site performance. It provides tips on keyword research using persona targeting, content strategy, internal linking to distribute link equity, log file analysis to understand crawl budget opportunities, auditing JavaScript sites, gaining real estate in SERPs through featured snippets and domain stacking, speed optimizations like code ordering and preloading/prerendering resources, and using analytics to better predict user behavior.
This document discusses how machine learning can help address scale problems in link building outreach. It begins by defining key concepts like machine learning, artificial intelligence, supervised vs unsupervised learning. It then explains how machine learning works by gathering and preparing data, choosing a model, training a classifier, and using it to make predictions. Examples are given of how machine learning has been applied in areas like translation, segmentation, predictive modeling, and chatbots. The document argues that machine learning could be used for lead qualification, close prediction, prospecting, and lead intelligence in outreach, similar to how sales tools have addressed scaling issues in sales.
The document discusses the future of search and how businesses can capitalize on emerging search opportunities. It outlines that search is becoming more predictive, personalized and conversational through technologies like Google Assistant. It recommends that businesses create targeted, utility-driven content for specific audiences and contexts, use structured data to trigger featured snippets, ensure mobile-friendliness, integrate search marketing channels, and use tools like Google Search Console to measure search performance.
Michael King gives a presentation on the state of SEO. He argues that despite technological advances by Google, the fundamentals of SEO have not changed - clients still do not implement recommendations fully and do not understand good link building. He outlines four problems with SEO: lack of a single source of truth, measuring the wrong metrics, ineffective business cases, and inability to keep up technically. He provides solutions such as measuring outcomes over opportunities and building cases through keyword research tied to consumer insights. King urges SEOs to improve pitches and technical skills like entity extraction to keep up with Google.
This document provides a summary of key strategies for effective video content marketing. It emphasizes the importance of defining goals, understanding audiences through personas, researching appropriate channels, testing concepts, and gaining buy-in from stakeholders. Specific tips include using paid media to test videos, focusing on viewer engagement over views, aligning content with the user journey, and presenting ideas through compelling business cases backed by data and stories. The overall message is that success requires a holistic content strategy rather than isolated tactics.
How to generate those leads all day everydayMichael King
This document provides tips and strategies for generating leads through content marketing and lead generation campaigns. It discusses using frameworks to understand the lead generation process. It also emphasizes the importance of understanding personas and using data to inform content, offers, and lead qualification criteria. Tactics discussed include using pop-ups, creating educational content to build an email list, and testing different lead generation approaches. The overall message is that an in-depth, persona-driven approach can be more effective than just throwing up a landing page.
Actionable Data-Driven Personas for CROMichael King
The document discusses various methods for segmenting audiences and developing personas, including:
- Using demographic and behavioral data from tools like Nielsen and Experian to identify segments
- Interviewing and surveying users to understand their needs and behaviors
- Analyzing site usage data and user profiles to learn how different user types engage
- Developing archetypal user personas with names, profiles, and quotes to represent segments
The key goal is to understand the different types of users in order to create targeted messaging and content that meets their distinct needs.
Perfect Starts: How to Get the Right Traffic with a Content AuditMichael King
Mike King's Authority Rainmaker presentation about how to perform the world's greatest content audit using quantitative and qualitative research techniques.
The document contains code snippets demonstrating basic PHP syntax including variables, arrays, conditional statements, loops and functions. It also shows examples of including external files, making API requests, and writing/reading CSV files. The code retrieves tweet count data from Twitter APIs and writes it to a CSV alongside URL data from another file.
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.
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
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/
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
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.
Foundations in Content Optimization: How to Optimize Your Content to Fuel Organic Traffic Growth
A highly tactical introduction to best practices in optimizing your owned content to drive sustainable (and converting) organic traffic. In this Master Class, we'll cover everything from identifying the right keywords to use to how to strategically apply them to your content strategy to generate ROI.
Key Takeaways:
- A breakdown of key content-related factors Google and other Search Engines use when ranking content.
- Understand the basics of keyword research and where to begin.
- Learn how to apply those keyword learnings to optimize your content strategy and owned assets to maximize their organic visibility.
- Learn what to measure to articulate ROI and feed back into your strategy.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
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Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
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.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
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13. So first, let’s talk just a little
bit about modern web
development and how it
works.
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Model-View-Controller Design Pattern
A lot of modern software frameworks follow this design pattern that allows for a separation of concerns between data, logic and
frontend.
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React + Laravel Example
In this example the PHP framework Laravel manages the Model and the Controller and the JavaScript framework React acts as
the View.
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A URL is Converted
into a Route
URLs point to controllers
which then return the right
views featuring data from
the right models.
This is why segmented
crawls are important to
developers being able to
implement
recommendations.
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Waterfall Rarely Makes
Sense Anymore
It’s unlikely that the websites
you work on will follow a
waterfall methodology.
Everything is agile now.
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Most Dev Teams
Follow Agile
Methodology
Small pieces of functionality
are tackled in short time
frames or “sprints.”
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Continuous Integration
Often engineering teams are following a Continuous Integration model where teams and individuals are
autonomously pushing their code as they complete it.
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Deployment Pipelines feature Automated Tests
Deployment pipelines allow for safeguards to be put in place to ensure that everyone is following the same process to get things
deployed.
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Tests Can Make the Build Fail
Certain tests are deemed as critical to the infrastructure of the website and will cause the deployment process to fail and the
developer has to go back and fix it before they can continue with their work.
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Automated Testing
There are three flavors of testing that are most relevant to us as SEOs: Unit Tests, Integration Tests and GUI Tests.
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Unit Testing
With Unit tests you are
testing an individual function
or procedure to ensure that
that it works.
These are generally small
and fast. Codebases can
have many of these.
Unit tests can be used to determine the presence of tags and attributes in structure of code to be served to the
client, but not the rendered code.
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Integration Testing
With integration testing you’re
testing how your logic comes
together to build the bigger
system. It can involve external
data such as APIs and
databases or how the various
pieces of the systems work
together.
This is significantly slower than
unit testing, but depends on
how much of the system needs
to be rendered in order to
complete the test.
Integration tests can be used to determine tags, features and content of completed HTML source being
served to the client. However, there can be overlap with what can be viewed in an UI test.
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UI Testing
UI Testing is the testing of
the frontend interface of
your website. This is largely
used for ensuring front end
components work as
intended.
This is the slowest version of
testing because it requires
the page to be fully
rendered.
UI tests can be used to determine tags, features and content of the rendered DOM being served to the client.
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This is What Headless Browsers are Actually For
In SEO we primarily use headless browsers for scraping JavaScript-rendered content, but they are actually intended for
automated tests.
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Test Driven Development
Some moderndevelopersfollow thismethodologywhereintheywritetheirtestsfirstandthenwrite theircode until the tests pass.Unit
testsare primarilyusedforthis,butanytype of test could be used.Note:UITestswill dramatically slow downdeployment.
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Last Year I Talked about Using Task Runners
https://searchengineland.com/get-developers-implement-seo-recommendations-280318
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I explained the Anderson-Alderson Scale
This is a scale of which the developers you interface with are somewhere between an underachieving known-it-all and
overachieving do-it-all.
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@BritneyMuller brings
upp a great point
My goal with that post and
talk is to introduce you to
another way to integrate
developers and ensure we’re
all moving towards working
better together.
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A Test Can Catch This
Unit Test Failure Condition
– Presence of meta noindex
tag on functions that impact
the <head>.
Integration Test Failure
Condition – Presence of
meta noindex on routes that
should not have them.
This is a critical issue so this test should fail the build.
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Not Sure I’d Test for
this One
Integration Test Failure
Condition – H1 tag is the same
in the HTML on every accessed
page in our test dataset.
UI Test Failure Condition -
H1 tag is the same in the
rendered DOM on every
accessed page in our test
dataset.
I would not recommend having this test fail the build though.
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Robots.txt Test
Unit Test Failure Condition
– Presence of “User-agent: *
Disallow: /” on prod in a
function for the robots.txt
route.
Integration Test Failure
Condition – Presence of
“User-agent: * Disallow: /” on
prod in robots.txt URL.
This is a critical issue so this test should fail the build.
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SSR Test
Integrated Test/UI Test
Failure Condition -
Key body content is not
available in the HTML version.
This one requires the rendered
DOM as a comparison so it
technically could be a UI and/or
Integrated Test.
This should definitely fail the build.
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Rel-canonical
UI Test Failure Condition –
URLs that should have a self-
referencing canonical do not in
the DOM.
Integration Test Failure
Condition – URLs that should
have a self-referencing
canonical do not in the HTML.
Unit Test Failure Condition -
Route does not set canonical
tag on the server side.
This is a critical issue so this test should fail the build.
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SSR Test
Integrated Test/UI Test
Failure Condition -
Key body content is not
available in the HTML version.
This one requires the rendered
DOM as a comparison so it
technically could be a UI and/or
Integrated Test.
This should definitely fail the build.
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Invalid Tag Tests
UI Test Failure Condition –
Rendered DOM features tags in
the <head> sub-tree that are
invalid.
Integration Test Failure
Condition – HTML features
tags in the <head> that are
invalid or HTML does not pass
W3C validation.
Unit Test Failure Condition -
Function that returns the
<head> features tags that
don’t fit a list of valid <head>
tags.
This is a critical issue so this test should fail the build.
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But Testing is Not a
Magic Bullet
Sure, we can develop tests
for to look for the presence
of structured markup and to
enforce metadata
specifications, but when
things go this wrong, you
have to put your team
member, project
management, consultant,
management hat on and get
to the bottom of what went
wrong.
44. IPULLRANK.COM @ IPULLRANKIn my experience, it’s usually developers writing their own tests, but I’ve heard of QA Engineers also writing tests after the fact to
help ensure quality moving forward.
Who Usually Does this Work?
Developer QA Engineer
45. Doing an SEO Audit is
basically doing similar work
to that of a QA Engineer.
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Crawling HTML is
Somewhat like
Integration Testing
You’re looking at the results
of what the software spits
out when all the systems
come together.
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Crawling JavaScript is
more like UI Testing
You’re looking at the results
when the user interface is
rendered.
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…And you should be comparing the differences
John Hogg from ClickConsult shared his diff comparison Chrome extension that computes the DIFF
between HTML and rendered DOM. When it’s released I encourage you to check it out.
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Your Role is To Help Plan the Tests
You’ll want to work with a QA Engineer, a Product Manager or a Developer to develop test cases that can then be built into
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Here are Few Examples
These examples of tests should be enough to get you started on defining your own potential tests for SEO.
Test Case ID Test
Scenario
Test Type Test
Steps
Test Data Expected
Results
Actual
Results
Pass/Fail
SEO01
Presence of Meta
Descriptions
Unit Test Check for presence
of meta
description tag in
HTML
Page template
code
All URLs should
have meta
description
Product Detail
Page is missing
meta description
PASS
SEO02
Viable Internal
Links
Functional Test 1. Render pages
2. Open all
internal links
3. Review
response codes
Crawled URL data All links return 200
response code
Many links to
redirects and 404s
FAIL
SEO03
Average Page
Speed Less than 2
Seconds
Functional/Integrat
ion Test
1. Render pages
2. Capture page
speed
3. Determine
average page
speed per page
type
Render all page
types from URL list
All page types
should return an
average of 2
seconds load time
Homepage takes 5
seconds to load
FAIL
51. Tools
Some tools you canuse to get your automated testing
for SEO off the ground
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Meet Jenkins
If your developers are doing Continuous Integration or Continuous Delivery, it’s likely that they are using Jenkins.
https://jenkins.io/
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Or Pipe it into MySQL
Sending the Jenkins logs
into MySQL gives you the
opportunity to monitor and
visualize failures and
successes of builds with
respect to SEO in a variety of
ways such as through
Google Data Studio.
https://chburmeister.github.io/2017/01/27/jenkins-logging-directly-to-mysql-database.html
56. IPULLRANK.COM @ IPULLRANKYou’ll want a headless crawler and a text-based crawler to spin up pages and run tests on and a fixed list of pages that represent
all of the public-facing routes.
You’ll Also Need a Crawler
https://github.com/yujiosaka/
headless-chrome-crawler
https://github.com/antivanov/
js-crawler
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Consider Making them Serverless
Building your crawler with AWS Lambda, Azure Functions or Google Clouds Functions may be a great way to enjoy scale without
having to manage additional servers.
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Tips On Testing
Make only mission critical SEO tests potentially fail the build.
Most SEO issues will be spotted in your integration tests.
Include your SEO tests in every build.
Keep your testing suites separate.
Do all crawling in parallel.
61. Things to Play With
BecauseI never like to leaveyou without having
something you can do
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Check out these Video Tutorials on Jenkins
Play with Jenkins: https://www.youtube.com/playlist?list=PLzvRQMJ9HDiSaisKr7OnM4Fl7JXCDDcmt
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Kantu Browser Automation Tool
See how Browser Automation tests work with a chrome extension: https://chrome.google.com/webstore/detail/kantu-
browser-automation/gcbalfbdmfieckjlnblleoemohcganoc?hl=en