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Rand Fishkin en The Inbounder

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Rand Fishkin en The Inbounder

  1. 1. @Randfish Fight Back Against Back RAND FISHKIN #theinbounder Ponencia en inglés - Ponte los
  2. 2. Rand Fishkin, Wizard of Moz | @randfish | Why the back button has become web marketing’s greatest enemy (and how to defeat it)
  3. 3. Slides online at
  4. 4. Let’s Go Back to 2012…
  5. 5. Keywords, content, links, and a crawlable site could get you here… And keep you there.
  6. 6. Even if the experience users had wasn’t superb, so long as you could outearn your competitors’ links, you were likely to stay on top
  7. 7. On Facebook, the likes and shares determined how often you’d be in the news feed of your fans.
  8. 8. On Twitter, visibility was entirely determined by publication time.
  9. 9. In 2012, we only had to worry about the path to conversion and CRO on our own sites.
  10. 10. We could let audiences self-select out of these phases after an initial visit without fear of repercussions
  11. 11. If putting a price here meant 80% of visitors left, no problem. So long as the more qualified ones (those we really wanted) stayed, we were doing our jobs.
  12. 12. What Happened that Made 2016 so Different?
  13. 13. Google Moved to Learning Algorithms
  14. 14. Early On, Google Rejected Machine Learning in the Organic RankingAlgo Via Datawocky, 2008
  15. 15. Amit Singhal Shared Norvig’s ConcernsAbout ML Via Quora
  16. 16. In 2012, Google Published a PaperAbout How they Use ML to Predict Ad CTRs: Via Google
  17. 17. 2012 “Our SmartASS system is a machine learning system. It learns whether our users are interested in that ad, and whether users are going to click on them.”
  18. 18. By 2013, It Was Something Google’s Search Folks Talked About Publicly Via SELand
  19. 19. In October of 2015, they finally revealed RankBrain, anAI- system input to the search rankings Via Bloomberg Business
  20. 20. As MLTakes Over More of Google’sAlgo, the Underpinnings of the Rankings Change Via Colossal
  21. 21. Google is PublicAbout How They Use MLin Image Recognition & Classification Potential ID Factors (e.g. color, shapes, gradients, perspective, interlacing, alt tags, surrounding text, etc) Training Data (i.e. human-labeled images) Learning Process Best Match Algo
  22. 22. Google is PublicAbout How They Use MLin Image Recognition & Classification Via Jeff Dean’s Slides on Deep Learning; a Must Read for SEOs
  23. 23. Machine Learning in Search Could Work Like This: Potential Ranking Factors (e.g. PageRank, TF*IDF, Topic Modeling, QDF, Clicks, Entity Association, etc.) Training Data (i.e. good & bad search results) Learning Process Best Fit Algo
  24. 24. Training Data (e.g. good search results) This is a good SERP – searchers rarely bounce, rarely short-click, and rarely need to enter other queries or go to page 2.
  25. 25. Training Data (e.g. bad search results!) This is a bad SERP – searchers bounce often, click other results, rarely long-click, and try other queries. They’re definitely not happy.
  26. 26. The Machines Learn to Emulate the Good Results & Try to Fix orTweak the Bad Results Potential Ranking Factors (e.g. PageRank, TF*IDF, Topic Modeling, QDF, Clicks, Entity Association, etc.) Training Data (i.e. good & bad search results) Learning Process Best Fit Algo
  27. 27. Deep Learning is Even MoreAdvanced: Dean says by using deep learning, they don’t have to tell the system what a cat is, the machines learn, unsupervised, for themselves…
  28. 28. We’re TalkingAbout Algorithms that Build Algorithms (without human intervention)
  29. 29. Googlers Don’t Feed in Ranking Factors… The Machines Determine Those Themselves. Potential Ranking Factors (e.g. PageRank, TF*IDF, Topic Modeling, QDF, Clicks, Entity Association, etc.) Training Data (i.e. good search results) Learning Process Best Fit Algo
  30. 30. Last October, Google Finally Went Public with Their Use of ML-Based RankBrain Via Bloomberg Business
  31. 31. And RankBrain is Clearly Important: Via Bloomberg Business
  32. 32. Google Leverages the Outputs from RankBrain Despite Not Knowing for Sure What It Uses: Via SERoundtable
  33. 33. Google’s AI Just Keeps Growing in Power… Via The Verge
  34. 34. No wonder these guys are stressed about Google unleashing the Terminators  Via CNET & Washington Post
  35. 35. But Google Isn’t Alone
  36. 36. Facebook’s Visibility Algorithms
  37. 37. Via Slate Machine learning based on engagement determines what appears in our Facebook News Feeds
  38. 38. Twitter’s Emerging Visibility Plan
  39. 39. Twitter’s new home screen will work the same way – highlighting the “most important” (aka “most engaged-with”) tweets from accounts you follow Via Mashable
  40. 40. Instagram’s New Algorithmic Feed
  41. 41. Instagram announced the change March 15th saying they will “take their time to get this right.” Via Mashable
  42. 42. Engagement is Becoming the Web’s Universal Quality Metric
  43. 43. Google Suggest The order of suggestions is based on engagement w/ those queries
  44. 44. ChromeAutocomplete Ordered by what I (and others) have engaged with most that contain these letters
  45. 45. Google Maps & Local Results Search volume, driving directions, and SERP engagement are all elements of local rankings
  46. 46. Social Networks’“Trending” Content
  47. 47. SuggestedAccounts to Follow
  48. 48. What’s “Important” in Gmail If lots of folks ignore, delete, or report spam on your emails, you won’t get this label anymore
  49. 49. Sites & Brands Earn an Engagement Reputation that Determines Visibility
  50. 50. Quantity of Posts/Emails/ Pieces of Content/ Rankings/etc Quantity of clicks/likes/shares/ reactions/etc Engagement Reputation=
  51. 51. Every Time a Visitor Clicks that Back Button, It Saps Away at our Reputation
  52. 52. How Do We Fight Back Against Back?
  53. 53. Understand & Serve All of Your Visitors’ Intents#1
  54. 54. Don’t JustAsk “Who is My Customer?” Via Moz
  55. 55. Ask “WhatAreAll the Needs of These Searchers?” Then ServeAs Many as Possible You might be trying to sell desks, but searchers are seeking answers to all of these
  56. 56. If the Competition Delivers Value to Searchers Who Aren’t Buyers, But You Don’t…
  57. 57. They’re Likely to Win the Engagement Battle Via
  58. 58. Outearn Your Ranking’s Avg. Clickthrough Rate#2
  59. 59. Optimize the Title, Meta Description, & URL a Little for Keywords, but a Lot for Clicks If you rank #3, but have a higher- than-average CTR for that position, you might get moved up. Via Philip Petrescu on Moz
  60. 60. Every Element Counts Does the title match what searchers want? Does the URL seem compelling? Do searchers recognize & want to click your domain? Is your result fresh? Do searchers want a newer result? Does the description create curiosity & entice a click? Do you get the brand dropdown?
  61. 61. Given Google Often Tests New Results Briefly on Page One… ItMayBeWorthRepeatedPublicationonaTopictoEarnthatHighCTR Shoot! My post only made it to #15… Perhaps I’ll try again in a few months.
  62. 62. Driving Up CTR Through Branding Or Branded Searches May GiveAn Extra Boost
  63. 63. #1 Ad Spender #2 Ad Spender #4 Ad Spender #3 Ad Spender #5 Ad Spender
  64. 64. With Google Trends’ new, more accurate, more customizable ranges, you can actually watch the effects of events and ads on search query volume Fitbit was running ads on Sunday NFL games that clearly show in the search trends data.
  65. 65. Optimize Signal:Noise Ratio on Every Channel#3
  66. 66. Better Content > More Content A lot of SEO used to be about establishing authority through brute quantity, but Panda, and now Rankbrain, are changing that.
  67. 67. Better Social Shares > More Social Shares Via Rand’s Facebook Page When I have a successful post on Facebook, it boosts Facebook’s likelihood to show my posts in the future…
  68. 68. Better Social Shares > More Social Shares High engagement grows my reach potential. Low engagement shrinks my reach potential.
  69. 69. Better Emails > More Emails Via
  70. 70. Better Emails > More Emails Via
  71. 71. Better Rankings > More Rankings A brand that consistently gets on page 1 but isn’t holding searchers’ interest or develops a negative brand reputation in SERPs may find those page 1 rankings are hurting their ability to get #1 rankings!
  72. 72. Put User Experience First in Your Marketing#4
  73. 73. Speed, speed, and more speed Delivers an easy, enjoyable experience on every device Compels visitors to engage, share, & return Avoids features that dissuade or annoy visitors Authoritative, comprehensive content that’s uniquely valuable vs. what anyone else in your space provides The Marketer’s User Experience Checklist
  74. 74. Uniquely Valuable Content Via R2D3 Lots of articles try to explain machine learning, but this one SHOWS how it works in a way anyone can grasp.
  75. 75. Speed, Speed, and More Speed Via Moz
  76. 76. Easy, Enjoyable Experience on Every Device Via CNN
  77. 77. Via CNN Easy, Enjoyable Experience on Every Device
  78. 78. Engagement, Sharing, & Repeat Visits Via
  79. 79. Nothing That Dissuades Or Annoys Visitors Ads, more ads, distractions, and no salary numbers? It’s a miracle they rank at all.
  80. 80. This might convert more visitors to email subscribers, but it might also convert many more visitors to back-button-clickers
  81. 81. Cyrus May Have Gone a Little Overboard… Via Cyrus on Twitter
  82. 82. Craft Compelling CTAs at the Top of the Funnel#5
  83. 83. Top-of-Funnel Content Can’t Be Used Solely to Filter Out the Non-Customers Trying to rank w/ content that only serves one niche of your search audience may be a recipe for failure
  84. 84. FightingAgainst Back Means Serving a Broader Audience AngelList’s tool makes salary comparison easy, fast, and serves a huge range of roles, locations, and markets Via AngelList
  85. 85. Or, Getting More Precise with Your Search Query -> Content Targeting By targeting a less competitive, lower volume query, Compass can reach the audience they’re seeking
  86. 86. Either Way, Engagement Metrics on Content Must Become KPIs Improving Pages/Session and lowering Bounce Rate should probably play a “link-building- like” role in your SEO arsenal
  87. 87. Our Content CTAs Deserve to Be Customized, Tested, & Refined (just like conversion-focused landing pages) e.g. I bet I could make a better CTA for the comparison tool than this (which looks far too much like an ad IMO) Via Talkpay (Comparably’s Blog)
  88. 88. Welcome to 2016: A World of Engagement-Based Reputation
  89. 89. The Machines Are Judging Us…
  90. 90. Let’s Show ‘Em What We Got.
  91. 91. Fight Back Against Back.
  92. 92. Rand Fishkin, Wizard of Moz | @randfish |
  93. 93. GRACIAS THANK YOU #theinbounder @Randfish RAND FISHKIN