attacat- turing festival presentation august 16th 2016
TRANSCRIPT
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Was: keywordsIs now: concepts,
questions and themesAttacat
Joel Lumsden
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Device and user personalisationTopics and co-relevance/semanticsWh-questions and answer boxes
Schema and entity markup
Note: I studied linguistics so I love saying things like ‘lexical semantics’
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Google is smarter than it wasHummingbird algorithmMachine learning (RankBrain)So much data!
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How relevant are ranking positions?
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“I checked and we rank well”
Really?Things are changing...
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More ads
Social updatesor maps
News
Answer box(often at top)
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LocationDifferent locations = different results
Edinburgh = No.1London = No.5
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Device, browser...
Desktop Android mobileiOS 6 mobile
Windows Galaxy S6iPhone 6
Edge ChromeSafari
No.1 No.3No.2
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Tip: Spot checkingChrome incognito windowRight-click > Developer tools
Select device e.g. mobile
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Tip: Spot checkingSelect location (lat-long)Network and user agent
See attacat.co.uk/brain/chrome-inspect-element
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Keyword rankingsRank tracking should take all this into account
Look at indicative trends at least
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Keyword rankings
Track mobile vs. desktop
Track location A vs. location B
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Page rankings
Track performance of pages receiving search traffic
• From different terms / themes• Head terms / converters / long-tail...• From different devices etc.
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Analysis cycleRemember why you’re rank tracking
Question > Data > Change > Observe
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Topics and semantics
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Google understands themesIt’s about lexical semantic relevance
With machine learning, Google can continually analyse what’s ‘best’
You’re more likely to rank if you’re more relevant to the search query
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Variants and co-occurrencehttps://moz.com/blog/7-advanced-seo-concepts
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Build topically related keyword listsMost searches have never been searched for before
Themes!Group thematically-linked termsCommercial vs informational
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Build topically related keyword listsSearcher needs and the questions they need answering
• Question them! Get personas and groups.
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Develop content themesMoz keyword explorer and Moz Pro related topics
Obviously Google Keyword planner
nTopic to analyse content’s topical relevancy
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More toolsGoogle Suggest / autocomplete: use Keywordtool.io
Sistrix amazon keyword tool is great for commercial queries
Tools like Buzzsumo or Impactana for social and content
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Wh-questionsTry to get answer boxes
AnswerThePublic.com
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Entities and schemaSo…as part of this ‘things’ are more important‘Things’ have relationships, related terms, co-occurrence etc.
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Schema markupHelp Google understand the entities you’re talking about why you’re relevant
Use Schema.org (you can also try schema-creator)
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Schema markupCan do it ‘inline’, with JSON-LD (talk to your dev), OR
Try the Google Search Console data highlighter
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Understand entitiesAlchemy API: try the free public modelCheck your site and competitors
Also TextRazor.com
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Some excellent readingMoz Whiteboard Fridays (keywords)Anything by Mike KingAnything by Cyrus ShepardAnything by Gianluca Fiorelli
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Thanks and enjoy Edinburgh!@attacat_joel www.attacat.co.uk
@attacats