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
BrightonSEO: How to generate 8 million SEO test ideas - Will CritchlowWill Critchlow
In this talk, delivered at BrightonSEO in April 2023, Will Critchlow, founder and CEO of SearchPilot covers a method for generating practically-unlimited SEO A/B test ideas.
Going on a journey from what SEO has been to what it needs to become, Will covers the mindset and strategy shifts needed, as well as the tactical implementation details. Download resources including detailed guides to SEO testing, and the free tool he uses to generate the ideas (plus explainer video).
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
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.
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
The takeaway:
1. Why/What/How of hreflang
2. Some examples of practical application
3. Canonical VS hreflang
4. Common hreflang mistakes
5. Is hreflang a ranking factor?
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
The document discusses optimizing product listing pages (PLPs) on ecommerce websites. It begins with the author describing their experience finding a website with little obvious "tech debt" issues to address. They then analyze which page templates drive the most revenue, finding PLPs account for 60% of organic revenue. The author breaks down PLPs into individual components and suggests prioritizing optimization of filters and internal linking. They argue for considering metrics beyond just search volume, like user behavior and conversion data, when deciding which page variants to focus on.
Swipe left: Why your content is getting ghostedEleni Cashell
Creating engaging content is a tricky thing, and even if your work is perfectly targeted to your audience, with all the SEO research to back it up, it doesn’t guarantee engagement.
In this talk, Eleni will showcase some of the mistakes she’s made and seen first-hand, explain why this isn’t getting engagement, and reveal how to fix it. From making content more accessible and inclusive, to key research methods that are often ignored, this talk will show you how to turn content that’s being ghosted and ignored, into something that creates meaningful connections.
This document provides tips for knowledge service businesses to have profitable client projects even during an economic recession. It emphasizes focusing on fundamentals like tracking billable time to ensure at least 75% utilization, creating processes to scale the business, leading a team effectively, and overcommunicating with clients. Mastering these areas through attitude and the right tools can help a founder navigate difficult times, as an individual cannot achieve everything and needs systems in place.
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.
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
BrightonSEO October 2022 - Log File Analysis - Steven van Vessum.pdfSteven van Vessum
This document discusses how log file insights can help companies improve their crawling, indexing and organic marketing performance. It outlines some of the common issues companies face like not understanding search engine behavior and not reflecting on their past work. With log file insights accessible in real-time and automatically distilled, companies can answer critical questions to speed up their crawl times, see how search engines are handling their updated content and troubleshoot issues. The presenter promotes their solution, ContentKing, which provides real-time log file analysis from CDN logs to help companies learn what search engines know and keep sharpening their SEO strategies.
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks
This document discusses how AI and automation can revolutionize the SEO value chain. It argues that AI can enable a symbiotic relationship between SEO strategy and technical implementation by powering automated competitive analysis, strategy suggestions, and one-click fixes. This represents a new approach that can improve time-to-market and optimize implementation timescales through a no-code model.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
Patrick Stox gives a presentation on how search works. He discusses how Google crawls and indexes websites, processes content, handles queries, and ranks results. Some key points include: Google's crawler downloads pages and files from websites; processing includes duplicate detection, link parsing, and content analysis; queries are understood through techniques like spelling correction and query expansion; and search results are ranked based on numerous freshness, popularity, and relevancy signals.
This document discusses the value and uses of hyperlinks. It explains that hyperlinks can help understand a person's influence, interests, and peers. Hyperlinks also allow you to find influencers around a topic or identify the authors of a news site. The key takeaway is that having access to true link data and understanding how to analyze link information can provide new insights.
Why the f*ck Doesn't This HREFLANG Work - BrightonSEO Autumn 2021Sophie Gibson
The document discusses why HREFLANG tags are not working as intended on a website. It describes a scenario where an e-commerce site targeting the UK and two other countries was having non-UK pages rank for UK search terms. After troubleshooting, the issue was found to be third-party tracking scripts invalidating the HREFLANG tags by placing content in the <head> that only <link>, <style>, and <meta> tags can contain. Moving the <noscript> tag containing tracking pixel code to the <body> resolved the problem.
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
Data Pitfalls - Brighton SEO - Katie Swann.pptxKatieSwann5
We always hope to see our digital PR campaigns take off, but sometimes they can take off in the worst way.
From inaccurate data to misleading headlines, there are plenty of ways that we can fall into data-related pitfalls.
I explore some of the most common data dangers and how to avoid them so your campaigns don’t end up on the wrong side of digital PR Twitter, keeping you and your clients happy!
Croud Presents: How to Build a Data-driven SEO Strategy Using NLPDaniel Liddle
Exploring how you can harness the huge amounts of data available to build an effective, empirically-led SEO strategy using machine learning resource such as natural language processing (NLP). Including useful and practical tips on areas such as topic modelling, categorisation and clustering, so you can get started on using NLP in your own SEO strategy right away.
The New Content SEO - Sydney SEO Conference 2023Amanda King
This document summarizes Amanda King's presentation on the new content SEO at the Sydney SEO Conference. It discusses how Google has moved beyond keywords and now understands content semantically through natural language processing and systems like BERT. It also explains how Google analyzes content through parsing, entity detection, and understanding relationships to score and rank pages. The presentation recommends doing a full content inventory to identify entities, related terms, and differences from top ranking pages to update content accordingly.
What is the current status quo of the Semantic Web as first mentioned by Tim Berners Lee in 2001?
Not only 10 blue links can drive you traffic anymore, Google has added many so called Knowlegde cards and panels to answer the specific informational need of their users. Sounds complicated, but it isn’t. If you ask for information, Google will try to answer it within the result pages.
I'll share my research from a theoretical point of view through exploring patents and papers, and actual testing cases in the live indices of Google. Getting your site listed as the source of an Answer Card can result in an increase of CTR as much as 16%. How to get listed? Come join my session and I'll shine some light on the factors that come into play when optimizing for Google's Knowledge graph.
I was invited to speak at OMCap Berlin 2014 about the close relationship between search engines and user experience with prescriptive guidance to gain higher rankings and more conversions.
This document discusses AI-generated content and tools for content generation. It summarizes the capabilities of the Serpstat Test Lab tool set, which includes tools for article building, keyword extraction, FAQ generation, and ad generation using AI models like GPT-3. It also discusses some of Google's policies around AI-generated content and common problems with AI generation tools.
What IA, UX and SEO Can Learn from Each OtherIan Lurie
Google has become the arbiter how users experience a website. Their data-driven determinants of what constitute good UX directly influence how a site is found. This is wrong because people, not machines, should determine experience; Google does not tell the SEO or UX community what data is used to measure experience and many elements of experience cannot be measured.This presentation reveals why Google uses UX signals to determine placement in search results and how to create a customer pleasing and highly visible user experience for your website.
Understanding Semantic Search and AI Content to Drive Growth in 2023 March 2023TysonStockton1
Exploring modern search engines, semantic search, and AI technology to better understand how we can integrate into SEO strategy and content initiatives.
With the rise of ChatGPT there has been a lot of discussion around if SEO content is good or bad. To best determine how to leverage this technology in SEO workflows we must revisit how a modern search engine works and where we are at with AI technology.
The document discusses Google's Knowledge Graph and Knowledge Vault which enhance search results with semantic information about topics. The Knowledge Graph provides structured information and relationships between people, things and events. The Knowledge Vault autonomously gathers information from the web into a database of facts, scoring them for accuracy. It aims to power future artificial intelligence applications. The document also summarizes advanced SEO concepts like keyword usage, semantic relationships and entity salience that search engines utilize to understand content.
professional fuzzy type-ahead rummage around in xml type-ahead search techni...Kumar Goud
Abstract – It is a research venture on the new information-access standard called type-ahead search, in which systems discover responds to a keyword query on-the-fly as users type in the uncertainty. In this paper we learn how to support fuzzy type-ahead search in XML. Underneath fuzzy search is important when users have limited knowledge about the exact representation of the entities they are looking for, such as people records in an online directory. We have developed and deployed several such systems, some of which have been used by many people on a daily basis. The systems received overwhelmingly positive feedbacks from users due to their friendly interfaces with the fuzzy-search feature. We describe the design and implementation of the systems, and demonstrate several such systems. We show that our efficient techniques can indeed allow this search paradigm to scale on large amounts of data.
Index Terms - type-ahead, large data set, server side, online directory, search technique.
KG Tech(the registered SEO company in India) provides services in SEO, PPC, Social Media, Web designing, development and more for clients around the world.For More Information visit: http://www.kgtech.in/. call us: +917845920090 , +914424350693
Business Intelligence Solution Using Search Engineankur881120
The document describes a business intelligence solution that uses a search engine to index and search web pages. It discusses using crawlers to index web pages and store them in a repository. An indexer then generates an inverted index from the repository to support keyword searches. The system architecture includes the repository, indexer, and search functionality. It also describes the database structure used to store crawled URLs, the index, and search results. The project aims to build a basic search engine to demonstrate the proposed business intelligence solution.
KG Tech(the registered SEO company in India) provides services in SEO, PPC, Social Media, Web designing, development and more for clients around the world.For More Information visit: http://www.kgtech.in/.
The need for sophistication in modern search engine implementationsBen DeMott
The need for more sophisticated search implementations is often at odds with the limited feature set available in modern out of the box open source search engines.
This presentation discusses the challenges associated with properly modeling information within a domain and why it's critically needed.
Google indexing involves collecting data from web pages, parsing and storing it in Google's index. The index optimizes search speed and performance by allowing Google to quickly find relevant documents for queries without scanning every page. Major factors in designing a search engine index include how data enters the index, how the index is stored and maintained, indexing speed, and fault tolerance.
Overview of structured search technology. Using the structure of a document to create better search results for document search and retrieval.
How both search precision and recall is improved when the structure of a document is used.
How a keyword match in a title of a document can be used to boost the search score.
Case studies with the eXist native XML database.
Steps to set up a pilot project.
Bearish SEO: Defining the User Experience for Google’s Panda Search LandscapeMarianne Sweeny
The search sun shifted in March 2011 when Google started rolling out the beginning of the Panda update. Instead of using the famous PageRank, a link-based relevance calculation, Panda rests on a machine interpretation of user experience to decide which sites are most relevant to a searchers quest for knowledge. This means that IA and UX practitioners need to start thinking about the machine implications of the way they structure information on the web, and think ahead about the human implications for how search engines present their sites in response to searcher queries. Bearish SEO will present real, actionable methods for content providers, information architects and user experience designers to directly influence search engine discoverability. Need is an experience. It is a state of being. The goal for this presentation is to ensure that user experience professionals become an integral part of designing search experience.
Trying to scale your SEO strategies but having trouble keeping up?
Is the rapid change in customer needs, churn rates, and product portfolios challenging your marketing team?
Discover how you can overcome growing pains in our upcoming educational webinar specifically designed for enterprise marketers.
In this presentation, you’ll learn:
-How to use Edge SEO to automate and improve processes in product management (from an SEO perspective).
-The best way to use entities scalably for better support of content creation.
-How to deal with out-of-stock products to maintain brand visibility and avoid negatively impacting the user experience.
-Often, enterprise ecommerce sites and websites that offer SaaS subscription models are challenged with automation and require technical assistance as they scale.
Dan Taylor, Head Of Research And Development at SALT.agency – and a Search Engine Journal VIP Contributor – will discuss SEO strategies you should know to scale your efforts and grow your business.
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.
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 - 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
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.
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
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.
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.
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.
Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
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.
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
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.
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.
CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
Fostanak dresses are crafted to make every woman feel like a queen, exuding confidence and embracing her unique beauty. Whether you're attending a special occasion or seeking everyday elegance, Fostanak offers a dress that captures your individuality and celebrates your femininity
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
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.
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.
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.
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
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxmayurparate000
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
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.
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
12. We act more like users than the
search engineers that we are.
13. VOCABULARY IS A KEY DISCONNECT
Scoring
Functions
Query
processing
Query
understanding
Evaluation
Click
logs
Document
Statistics
Ranking
adjustment
Retrieval
Models
Relevance
feedback
Sometimes Google is
quite explicit, just in
terminology that we
don’t know or
understand.
14. Mobile-first
Accessibility driven by the
mobile user experience
STRUCTURED DATA
Positioning content to be
extracted easily
SPEED
Making sure the
experience is fast as
possible
CONTENT
Hyper-targeted and
optimized for specific
user contexts
authority
Building credibility to your
content
INTEGRATED
SEARCH
Making sure the different
parts of the SERP work
together
BEING EFFECTIVE AT MODERN SEO IS ABOUT SIX THINGS
16. THE BASIC FORM OF INFORMATION
RETRIEVAL SYSTEM
TEXTMODEL INDEXING RANKING
QUERY
OPERATIONS
TEXT
OPERATIONS
VISUAL
INTERFACE QUERY
TEXT
INDEX SEARCHING
USER
27. If you want to get fancy, crawl
how Google crawls.
https://codeburst.io/a-guide-to-automating-scraping-the-web-with-
javascript-chrome-puppeteer-node-js-b18efb9e9921
28. You can even watch a Googler
teach you to scrape Google with
it.
29. @justinrbriggs has a good step
by step on how to do this.
https://www.briggsby.com/auditing-javascript-for-seo/
52. Google’s Scoring Functions
Google Attempts
multiple different
“scoring functions”
S o u r c e : F r a m e w o r k f o r e v a l u a t in g w e b s e a r c h s c o r in g
f u n c t io n s
53. Post-retrieval Adjustment
Google often
adjusts rankings
before presenting
themS o u r c e : P h r a s e - b a s e d in d e x in g in a n in f o r m a t io n
r e t r ie v a l s y s t e m
55. Query Adjustment – hummingbird?
Google may also
revise your query
internally to serve
better resultsS o u r c e : F r a m e w o r k f o r e v a l u a t in g w e b s e a r c h s c o r in g
f u n c t io n s
59. Queries become Entities
Google breaks your
queries down into
entities first before
determining what the
result set is.
This allows them to use
the context of these
entities to show more
relevant results
60. 32 Word Query Limit
This indicates that the inverted
index does not store results
for higher than a 32-gram.
61. So with all this
complexity, how
can we beat the
bots?
63. By far one of the greatest blog
posts ever written on seo.
64. Keyword Usage
As You might imagine,
leveraging Text
Statistics to inform
rankings indicates
that you might want
to use the keywords
on the page.
This is where having
the opportunity to
rank begins.
72. Semantic Distance & Term
Relationships
Search engines look
for how physically
close words are
together to better
determine their
relationship in
statistical models.
73. Zipf’s Law
Zipf’s law is a theory
that words will be
similarly distributed
across documents in
the same corpus (or
document set).
74. Zipf’s Law applied
When run on an
actual dataset, zipf’s
law tends to hold up
in high rankings.
77. Ryte has a great guide on tf*IDF
https://en.ryte.com/lp/tf-idf/
78. PHRASE-BASED INDEXING
& CO-OCCURENCE
Google Specifically
looks for keywords
that co-occur with a
target keyword in a
document set.
Usage of those
keywords is an
indication of relevance
for subsequent
documents.
83. PAGE SEGMENTATION
Modern Search
engines determine
both prominence of
content and review
the visual hierarchy
to determine how
valuable the content
is to the page.
84. This All Boils down to fulfilling
the expectations of users and
search engines
104. Information retrieval
Evaluation Measures
CTR and Session
Success Rate are best
practices for
“evaluating” the
performance rank
scoring models.
Google isn’t lying,
just being specific.
113. AdWords Search Console SEMRush Analytics Business RulesKeyword Portfolio
Integrated Search is all about
combining data from both
channels…
114. TIE TOGETHER ANYTHING RELEVANT ON
THE KEYWORD LEVEL
KEYWORD
PORTFOLIO
DATA
SEARCH
CONSOLE DATA
LANDING PAGE
ANALYTICS
DATA
SEMRUSH
DATA
ADWORDS
DATA
SEARCHMETRICS
DATA
CRM DATA
115. DEVELOP A SERIES OF BUSINESS RULES
if (Organic Impressions + Paid Impressions) < .3(Search Volume) and LP Conv% > Avg LP Conv% then Increase Bids.
If (LP Conv% > Baseline Conversion Rate) & Keyword Difficulty < 50 then Increase SEO Effort
If (LP Conv% < Baseline Conversion Rate) and QS < Avg QS then Improve Landing Page
If Organic Ranking > 10 and Paid Ranking < 1 and LP Conv% > Baseline Conversion Rate then Increase SEO Effort
If Organic Landing Page != Paid Landing Page and Paid Landing Page has a high QS then optimize your internal
linking structure
IF Need State = Action and LP Conv% < Avg LP Conv% then Improve Landing Page
129. Here’s An algorithmic Approach
to Generating the best internal
linking Structure
Perform text
analysis at
publish to
extract features
Pull pages from
the database
with related
features
Place links in
copy based on
n-grams
Be sure to limit
the number of
links per page
Be sure there is
only one link to
a given page
130. You Don’t know
Seo implementation
You don’t know how implementation happens
131. Clients can’t always
“just” fix something.
And our expectations
don’t match the
effort required in
some cases.
149. Check out the Code Coverage report to see what code
isn’t being used and delete it from your pages.
https://www.portent.com/blog/user-experience/code-
coverage-page-speed.htm (h/t @portentint)
152. Why?
Many of those scripts are hosted
libraries such as Facebook Connect,
Google Analytics or jQuery. Hosting
those libraries locally and removing
items will take forever and won’t
support forward compatibility.
153. Try this instead
Consider removing or otherwise
refactoring lines 49-56 in the
suchandsuch.js (or page type A)
because they are not currently being
used and no functionality or other
code is dependent upon it.
156. Why?
Depending on the server version and
environment, the client may not
currently support HTTP/2. If their
server does support it, they may not
know where to start.
157. Try this instead
Based on your site’s HTTP headers,
you’re running NGINX vX.XX. We
recommend adjusting your HTTPS
server configuration in your .conf
file to include the following.
158. Is This Your
Recommendation?
“You have broken pages throughout
the site; we recommend updating
those URLs to return 301 redirects and
we have prepared a list of 1:1
relationships for redirection in your
.htaccess file.”
160. Why? #1
I see a lot of recommendations that
automatically assume Apache
servers. (break down of server tech
on the right)
NGINX and IIS don’t have .htaccess
files.
161. Why? #2
1:1 rules are suboptimal. Always
create RegEx-driven rules for
redirects to minimize TTFB of every
page throughout the site.
162. Try this instead
Based on your site’s HTTP headers,
you’re running NGINX vX.XX. We
recommend adjusting your HTTPS
server configuration in your .conf
file to include the following code.
163. Is This Your
Recommendation?
“You have links to redirects
throughout the site; we
recommend updating those links
to the final destination URLs.
Here is a list of URLs with links
to redirects.”
165. Why?
What are they going to do? Run Find
and Replace on their entire site?
166. Try this instead
Crawl the site and keep track of all
of the final destination URLs.
Prepare a spreadsheet or database
table and instruct the client to
update these links on the database
level. Alternatively, spec out a
simple crawler they can run on a
daily basis to crawl their site and
update their links.
167. Is This Your
Recommendation?
“Google has recently increased
the meta description from 155-
160 characters to ~320. You
rewrite your meta descriptions
to take more advantage of the
space.”
168. Why?
What are they going to write? Which
pages will they do it on? How are
they going to populate the meta
description? How can they capitalize
on all the space? How will they
scale?
170. Try this instead
We recommend using structured data from each
page template to generate keyword-relevant meta
descriptions that are click-worthy.
The following are schemas to implement per page
type.
We recommend prioritizing the following 5,000 URLs
for implementation because they have higher crawl
frequency.
We will measure the impact of this recommendation
using CTR and clicks from Google Search Console as
well as traffic and conversion performance from
Google Analytics.
177. 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/Integrati
on Test
1. Render pages
2. Capture page
speed
3. Determine
average page
speed per page
type
Render all page
types fromURL list
All page types
should return an
average of 2
seconds load time
Homepage takes 5
seconds to load
FAIL
HERE ARE SOME EXAMPLES TO GET
YOU STARTED
178. You may need an internal
crawler
Consider a serverless crawler
with a seed set of pages that can
be worked into the push queue.