Ryan Jones of SapientNitro #SEJSummit: The Future is Today

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Can machines learn to create organic answers – outside of what they have been explicitly programmed to do? Ryan answers this question and explains how Google is using machine learning to change the face of SEO.

Marketing

#SEJSummit
@RyanJones
3 Takeaways
1. Focus On Searcher Intent
2. Don’t ask “how do I..” ask “what do they..”
3. Don’t React To Change, Leverage It
Photo Credit: Shutterstock.com

#SEJSummit
@RyanJones
• Manager SEO & Analytics – SapientNitro
• 2006 Time Person of the Year
• Chief Evangelism Officer - WTFSEO.com
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Let’s Start At
The Beginning
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Early Search
Engines
Focused on
Keywords on the
page.
20 years later,
we still think like
this
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Then Google
and PageRank
Came
Around…..
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
…..So SEO
Became This
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
The Customer Journey Is Evolving
Old Model New Model
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Our Understanding Has Increased

#SEJSummit
@RyanJones
META
Keywords
Directories
Words On
Pages
Links
Other Shit Not Relevant
To This Presentation
Search Is Evolving Too
Machine Learning
Entities
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
What is Machine Learning?
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
How Does A Neural Net Work?
x
y
z
Bias
W1
W2
W3
W4
F(x)Hidden layer

#SEJSummit
@RyanJones
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Neural Networks Are About Patterns
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Neural Networks
Rely On
Training Sets.
Which makes Me
Think Of…..
• Human Raters
• Live Experiments
• Panda
• Penguin
• Spam Reports

#SEJSummit
@RyanJones
It doesn’t matter
how it works.
It matters
what the
inputs are.
• Quality
• Relevance
• Trust
• Speed
• Etc.

#SEJSummit
@RyanJones
Go Read Eric Enge’s Post:
stonetemple.com/rankbrain-myth-busting/
Also AJ Kohn’s Post:
blindfiveyearold.com/rankbrain-survival-guide
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Word2Vec, Ngrams, & Query
Understanding In Action

#SEJSummit
@RyanJones
What RankBrain Does NOT Do
• Anything with links
• Penalize sites
• Change any ranking factors about your site.
Google never said it was a “ranking factor” they said it was the “3rd most important signal
contributing to results.”
That’s because RankBrain helps understand your query – and better decide what sites are
relevant.

#SEJSummit
@RyanJones
Crawling
•Discovery
•Finding Pages
Indexing
•Like a book. List of words on pages.
•Paragraph vectors, B+ trees, nofollow, canonical, etc.
Retrieval (relevance)
•How relevant is this to my query?
•Query Understanding, entities (is jaguar an animal or a car?)
Ranking (Post Retrieval)
•Order by pagerank desc limit 10
•Penalties, Speed, HTTPS, Mobile Friendly, etc.
How A
Search
Engine
Works
Note: Google
doesn’t separate
these. This is for
illustration
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
Let’s Talk
About
Retrieval &
Ranking
Photo Credit: Shutterstock.com

#SEJSummit
@RyanJones
• 10 years ago we
talked about TF-
IDF
• Relevance was
measured against
the corpus of
results.
Photo Credit: Shutterstock.com

#SEJSummit
@RyanJones
So Why
Wouldn’t
Other Factors
& Algorithms
Work This
Way?
Photo Credit: Shutterstock.com

#SEJSummit
@RyanJones
“The Future Of Search Is
Verbs”
Bill Gates, 2009
Photo Credit: Shutterstock.com

#SEJSummit
@RyanJones
Verbs = Intent
Words
On
Pages
I Want To…
Go somewhere
Do Something
Accomplish A
Task

#SEJSummit
@RyanJones
How We Search Changes
Photo Credit: Provided by the speaker

#SEJSummit
@RyanJones
And We Should
Leverage That
• HTTPS
• AMP
• Mobile Friendly
• Schema.org

#SEJSummit
@RyanJones
Why We Search Doesn’t Change
Stop trying to give
me words on a
page.
Give me a solution.
Help me accomplish
something.
Photo Credit: Shutterstock.com

#SEJSummit
@RyanJones
How do we leverage that?
Stop Asking:
How Do I Rank For
“Keyword?”
What Tricks Can I Use?
Start Asking:
What Would People Search for
“Keyword” Find useful? What Are
They Trying To Do?
Then Build Something To Help
Them

#SEJSummit
@RyanJones
The Big
Secret?
If you’ve been doing
SEO right, machine
learning changes
nothing!
Photo Credit: Shutterstock.com

#SEJSummit
@RyanJones
Thank You!
@RyanJones
Linkedin.com/in/jonesy
Owdy.co/ryanjones
RyanMJones.com
Wtfseo.com
Publicis.sapient.com
Photo Credit: Shutterstock.com

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2024 Google SERP Features: New Strategies To Gain Visibility

Search Engine Journal

In 2023, Google delivered several impactful algorithm updates that have changed the SEO landscape. It’s time to adapt your 2024 strategy to account for these drastic changes. Watch this webinar for an in-depth, actionable recap of the need-to-know Google updates from 2023, along with key predictions for 2024. You'll walk away with a crystal clear understanding of Google's focus and where it's headed, plus actionable tips to drive more qualified organic traffic in 2024. You’ll also learn: - The top Google updates from 2023, including core updates and the Helpful Content Update. - Predictions on Google’s core areas of focus in 2024, and how they impact your strategy. - Proven insights on how to align your SEO efforts for greater visibility and increased organic traffic. With Spencer Stein, Strategic Account Director at Conductor, and Nick Gallagher, SEO Team Lead at Conductor, we’ll dive into all the major updates of 2023, crafting strategic insights to boost your SEO success in the year ahead. If you’re looking to achieve SEO success in a changing landscape, buckle up for this high-value webinar.

9 Major Google Updates From 2023 & 2024 SEO Predictions

Search Engine Journal

Not sure what to focus on to improve your website's rankings? Wondering which tactics can lead to quick SEO wins? Instead of optimizing 800+ meta descriptions and calling it a day, there are easy ways you can win the heart of your clients and save time doing it. Check this webinar for an exclusive demonstration from Ahrefs, as they show you 10 quick optimization wins, and how you can achieve them using their tools. You’ll learn: - How to monitor content decay and take action. - How to uncover content opportunities and gaps between you and your competitors. - How to boost your rankings with internal linking and other link building tactics. - How you can prioritize technical issues and resolve critical issues quickly. Andrei Țiț, Product Marketer at Ahrefs will show you how you can prioritize the SEO tasks with the highest impact, and how Ahrefs can help complete them within seconds. Watch and discover 10 quick and easy SEO wins to boost your site’s rankings.

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Search Engine Journal

Struggling to earn links from journalists and the press? Digital PR for SEO has quickly become an alternative to traditional link building. However, earning links from the press can be a challenge creatively. That’s where we come in. Watch this as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days. You’ll learn: - The process and tools to earn press links in just 30 days. - A scalable process to gather data to enhance journalist storylines. - How to combine data and expert commentary for the press. Kevin Rowe, Founder and Head of Strategy at PureLinq, will give away the process his firm has used to secure hundreds of meaningful links and mentions on top-tier domains using data-driven digital PR, with proven examples. Kevin’s firm has systematized a scalable process for data-driven digital PR for SEO, and now he wants to share it with you. Discover how to earn quality links through a strong digital PR presence.

How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

Search Engine Journal

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts. It’s time to chart a course for SEO success in this changing landscape. Check out this webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools. You’ll also learn: - The top SEO priorities and challenges for 2024. - The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities. - Winning SEO resourcing strategies and reporting insights to fuel success. With Shannon Vize, Conductor’s Sr. Content Marketing Manager, and Ryan Maloney, Conductor’s SEO Success Manager, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO. Watch and discover timely insights and unlock new SEO growth potential in 2024.

SEO In 2024: Top Priorities, Challenges, And Opportunities

Search Engine Journal

Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours? Check out this informative webinar, as link building expert Jon Ball will reveal the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency. We’ll show you: - The foundational principles on which to build your business to succeed. - The importance of delegation, market positioning, and staffing. - More proven lessons learned from 14 years of experience. With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power's success. If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you. Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.

How We Built A Strong $10 Million Agency: A Proven Framework

Search Engine Journal

From Google’s Search Generative Experience (SGE) to ranking factor changes and other impactful events, the world of SEO has seen plenty of change in 2023. With all of these changes, you need to stay ahead to keep your website performing at a high level next year. Check this out and explore the major algorithm updates, shifts in what are (and aren’t) ranking factors, and other impactful SEO events from 2023. We'll also reveal our top predictions for the key SEO trends, challenges, and opportunities coming in 2024. You’ll learn: - The most important SEO updates from 2023, and what they mean for the future of SEO. - How to prepare and protect your rankings and SEO strategy to align with new search engine updates like SGE. - Actionable predictions for featured snippets, voice search, and more in the coming year. In this info-packed webinar hosted by Pat Reinhart, Conductor’s leading SEO expert, we’ll explore how you can align your 2024 strategy based on the most significant SEO trends, updates, and challenges from 2023. Register and learn the keys to staying ahead of the curve in 2024.

2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024

Search Engine Journal

In the face of growing challenges with customer acquisition, it’s important to know where to focus your ad spend. Do you know how to optimize for lower customer acquisition costs and pipeline growth that keeps your sales team busy and your CFO happy? Watch and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year. You’ll learn: - Why leveraging first-party data rather than third-party data is key for success. - Ways to compare channel level performance using the Customer Lifetime Value to Customer Acquisition Cost (LTV:CAC) formula. - Strategies for growing pipeline revenue that identify and emotionally connect with your exact persona at your ideal account. With Garrett Mehrguth, co-founder and Chief Executive Officer of Directive, we’ll explore how to use financial modeling using LTV:CAC formulas across your channels for better budget allocation that your CFO will love. Register and get expert tips and proven strategies for hitting your growth goals next year.

SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend

Search Engine Journal

With constantly evolving search algorithms and user behaviors, fluctuating search rankings are a common occurrence in the world of SEO. But what happens when they suddenly drop? Do you know what steps to take to restore your rankings? Watch this for a practical guide to diagnosing and recovering lost Google rankings. You’ll learn how to navigate this common challenge, along with the best ways to assess the impact of the drop on affected pages. We’ll also show you the ways to identify if rankings have truly dropped or if it’s just an analytics issue. You’ll takeaway: - The proper steps to take to evaluate the impact of changing Google rankings. - How to protect your website and stay ahead of sudden ranking drops. - How to identify the cause of lowered rankings. With Ryan Maloney, SEO Success Manager at Conductor, we’ll explore how to take proactive steps to protect your rankings following the latest Google algorithm updates, so you can mitigate drops in the future. Register now and learn to protect and rescue your rankings from sudden drops.

Emergency SEO: How To Recover When SERP Rankings Suddenly Drop

Search Engine Journal

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings. Want to learn how you can mitigate privacy risks and boost ROI through data standards? Watch and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns. In this webinar, you will: - Gain a better understanding of how your marketing data management compares to enterprise advertisers. - Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs. - Walk away with tactics and best practices that you can use to improve your marketing data now. Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards. Register and learn the key ways to level up your data strategy to pinpoint campaign success.

2023 Survey Review: State Of Marketing Data Standards In The AI Era

Search Engine Journal

Looking to create golden sales opportunities, efficiently and easily? The key might lie within phone calls. CallRail has analyzed more than 100 million phone calls and surface consumer communication trends, and they’re ready to share their findings with you. Learn how these proprietary insights can help small-to-medium businesses and agency marketers develop high-converting marketing and sales strategies. You’ll learn: - How to use your conversations to unlock a goldmine of untapped insights. - How you can use AI to mine gold from conversations. - Ways that AI-mined gold from calls can transform your business. With Jason Tatum, CallRail’s VP of Product, we will also cover the past and future state of phone calls, and how you can use AI to gain valuable insights that will transform your business. Humans don’t have the capacity to analyze hundreds of calls, transcripts, or marketing data, but with CallRail's AI-powered technology you can. Register now and find out how to use this technology to develop data-driven marketing strategies that deliver.

100M Phone Call Insights: Your Key To Data-Driven Marketing Strategies

Search Engine Journal

As the world of search prepares for an AI-driven transformation, content strategies are transforming too, and many professionals are wondering how to adjust to the radical shift. The answer may be simple: it’s time to stop creating content in silos. We will unravel the differences between topic clusters and pillar pages, and how to structure them, giving you a clear roadmap for boosting your website's visibility and ranking on search engine results pages (SERPs). You’ll learn: - What topic clusters and pillar pages are and how they work/how to structure them. - The SEO benefits of pillar pages and topic clusters. - How to identify and map topic cluster opportunities based on audience intent and monthly search volume. Watch SEO experts and Conductor’s Customer Success Managers, Alex Carchietta and Zack Kadish, to learn how effective pillar pages and clustered content improve site structure, internal linking, and on-page SEO. We’ll also show you actionable tips for optimizing your internal linking and future-proofing your content’s performance. Learn how to work with (not against) your content's natural intersections for better SEO and UX.

How To Boost 2024 SEO Performance With Pillar Pages & Topic Clusters

Search Engine Journal

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

With so many elements going into constructing a successful website, it’s crucial to know what to look for when evaluating what users want. So what’s the best way to test your website’s effectiveness? We were wondering something similar, so we conducted a little experiment of our own. We’ll show you the step-by-step process for conducting experiments on your website, so you can get the important data you need to keep your website strong. You’ll learn: - The best time to run an experiment to get the most informative data. - What to do when you don't see the results you expect, and how to avoid other factors influencing your results. - How we run our experiments, and what we plan to do with the results. Watch our very own Angie Nikoleychuk, Content Marketing Manager, and learn the key factors to focus on when running website experiments, so your users stay happy and engaged. You’ll also learn the results of our own case study, where we examined ad performance and user happiness on our website.

How to Perform Website Experiments [+ SEJ Experiment Walk-Through & Results]

Search Engine Journal

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