Welcome to the twilight zone. An Artificial Intelligence (AI) is in charge of search returns now, when you use Google. You can’t control what it does. What does this mean for content marketers?
Ready to meet an Artificial Intelligence? You already have — every time you do a Google Search you are working with one.
Google calls it’s AI, “RankBrain”, and while only an infant, it already thinks for itself. That’s called “machine learning. According to a recent SearchEngineLand.com (SEL) article, “Machine learning is where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming.”
According to wikipedia, “RankBrain is a machine learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users. In a recent interview, Google commented that RankBrain is the third most important factor in the ranking algorithm along with links and content.” (more…)
Relevance. Are you aware that Google places relevance as the prime indicator for how highly a site ranks on search engine results pages (SERPs)? Google lives or dies on serving the most relevant returns in order of priority.
It’s one thing to be relevant to the “Google bot” so you rank well, but how can you tell if your website is relevant to your target audience? At Webdirexion, we use SEO site comparison audits, along with other tools, in order to determine what is working well, and what isn’t. And, in order to check your relevance to your specific target “personas”, we always recommend you first outline their pain points and motivators, then track your conversion rate results. In this article, we focus on SEO and compare two websites in the hotel industry, an industry we specialize in, to consider how both websites could improve their SEO and Content Marketing.
Are you practicing SEO… without the “engines” of CRO?
What is it that you want to achieve with your company website? Is the end goal the sheer glory of seeing your web appear high in the search engine pages for random keyword phrases? Or perhaps the c-suite execs push for numbers – the more people that arrive at the site each month, the better?
Of course not.
Search engine rankings and number of visitors are meaningless unless they convert into leads or clients. Even if the only goal of the website is to provide information, it is still desirable that the visitors that land on the site have an interest in the topic and their path through the site to find the information they seek should be productive.
The point of the website is to have visitors interact with it in one or more of any number of pre-determined conversion goals. SEO gets the visitors to the site but CRO gets them to interact with it and hit those conversion goals. (more…)
Spammy Engine Optimization is SEO is deader than a dodo but Search Engine Optimization is very much alive and well.
In the last two years there have been countless articles published on internet marketing websites and online publications declaring that ‘SEO is dead’. In fact, if you were to do a filtered search on Google for webpages that contained the SEO is Dead term published in the last month alone, you would find hundreds from which to choose. So, is it true?
Is SEO dead?
Well yes and no. Scammer SEO is dead. The kind that relied on creating false profiles and blasting thousands of links to spammy link directories. The kind that involved ‘spinning’ the same piece of content multiple times and plastering the resulting gibberish all over the web. That kind of seo worked for a while to get dubious sites ranked well for terms that they really did not deserve (more…)
The Content Marketing Strategies Conference is held at the beautiful, historic Claremont Hotel in Berkely, CA.
No matter how much you think you know about marketing, there’s more to learn and that was proven again at the 3rd annual Content Marketing Strategies Conference in Berkeley this week (May 7-9 2013). Here are some primary take-aways from the first couple of days including notes from my own presentation there (on Google+ tactics).
Day 1: Social Strategies and Tactics
Arnie Kuenn, President of Vertical Measures, had some great insights about SEO. Some of my favorites:
- Though a lot of gurus advise that you keep your blog posts short, at least one study found that longer posts — 2000 words or more — were their best performing content. We’re going to experiment with same at Webdirexion.
- Google looks at captions to understand how to rank images. Years ago, before the web, I learned that people tend to read picture captions a lot more than actual copy when they are in a hurry. So this is a win-win… captions are good for your readers, and good for Google.
- Blog 15 times or more per month and your traffic will shoot way up… and also your leads.
Scott Frangos (me), President of Webdirexion, spoke about (more…)