Google is getting better every day at understanding intent and natural language, and the path between typing a search and getting a result is getting more winding. How often are queries interpreted, and how do we do keyword research for search engines that are beginning to understand concepts?
The same shifts we've seen in machine learning, deep learning, and user behavior are coming to the link world. In this presentation, Rand explores what it means for SEOs, and how to combine long and short term strategy to win the SERPs
Humanizing The Serp, One Word at a TimeWil Reynolds
Searchlove London 2016
This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.
Local Projects to Boost Your Company and CareerMike Ramsey
Learn about some of the local seo projects that the Nifty team did to continue to grow personally and professionally. They took projects on with scholarship link building, schema, reviews, and about everything in between.
Securing links can be tough, and it's not about how creative or productive or smart we are, but how persuasive we are. Kirsty will walk you through how to get clients and managers to say yes to your best ideas, how to get interesting, affordable data, how to get experts to collaborate with you, and how to create outreach emails that compel people to cover your campaign.
In the SEO world everybody talks about Voice Search, forgetting that Google has steadily improved another facet of Search that may be even more disruptive in the incoming Conversational Search era: Visual Search.
Open the slide and discover everything you can do now already with Images and Visual Search, the opportunities offered by Google Lens and how to individuate and optimize for it.
SMXL - Analisi competitiva: una guida pratica, di Gianluca FiorelliGianluca Fiorelli
Piccola ma pratica guida all'analisi competitiva SEO, con suggerimenti su come farla utilizzando tool come Moz Domain Analysis, Keyword Explorer, SEMRush, SISTRIX, Buzzsumo e l'osservazione diretta dei risultati di ricerca.
Google is getting better every day at understanding intent and natural language, and the path between typing a search and getting a result is getting more winding. How often are queries interpreted, and how do we do keyword research for search engines that are beginning to understand concepts?
The same shifts we've seen in machine learning, deep learning, and user behavior are coming to the link world. In this presentation, Rand explores what it means for SEOs, and how to combine long and short term strategy to win the SERPs
Humanizing The Serp, One Word at a TimeWil Reynolds
Searchlove London 2016
This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.
Local Projects to Boost Your Company and CareerMike Ramsey
Learn about some of the local seo projects that the Nifty team did to continue to grow personally and professionally. They took projects on with scholarship link building, schema, reviews, and about everything in between.
Securing links can be tough, and it's not about how creative or productive or smart we are, but how persuasive we are. Kirsty will walk you through how to get clients and managers to say yes to your best ideas, how to get interesting, affordable data, how to get experts to collaborate with you, and how to create outreach emails that compel people to cover your campaign.
In the SEO world everybody talks about Voice Search, forgetting that Google has steadily improved another facet of Search that may be even more disruptive in the incoming Conversational Search era: Visual Search.
Open the slide and discover everything you can do now already with Images and Visual Search, the opportunities offered by Google Lens and how to individuate and optimize for it.
SMXL - Analisi competitiva: una guida pratica, di Gianluca FiorelliGianluca Fiorelli
Piccola ma pratica guida all'analisi competitiva SEO, con suggerimenti su come farla utilizzando tool come Moz Domain Analysis, Keyword Explorer, SEMRush, SISTRIX, Buzzsumo e l'osservazione diretta dei risultati di ricerca.
In this deck Gianluca Fiorelli is explaining why it is so important to actually look at the SERPs of Google for understanding the true search intent people have when performing a search. And how we should stop using the old Informational/Navigational/Transactional classification, because the intents are blended, and that means that we should also stop thinking in Tofu/Mofu/Bofu.
International on page seo and content transcreation gianluca fiorelliGianluca Fiorelli
When rolling out new content or updating existing pages, there are many factors that need to be considered to ensure search engine success.
Drawing on real-life examples, Gianluca Fiorelli provides actionable tips for researching, creating and implementing SEO-friendly content on an international scale.
International SEO Keyword Research & Localization - Gianluca Fiorelli #PubConGianluca Fiorelli
In this deck, you will discover the practical and actionable steps for performing a correct keyword research for International SEO, and how to fully localize your website and content so to effectively target your international markets and, so, obtain the most from Organic Search in terms of traffic and conversions.
The Future of Visual Search by Gianluca Fiorelli for Brighton SEOGianluca Fiorelli
Visual Search is the ugly duckling of Search Marketing: no one seems to pay too much attention to it … and this is terribly wrong.
In fact, Google, Bing, Pinterest, eBay, Amazon, and more and more brands have started offering Visual Search as an alternative for discovering and buying all kinds of things on the Internet.
In his talk, Gianluca will present the latest advancements in Visual Search: from the increasing monetization of Google Images and, soon, Google Lens to how Voice and Visual Search can become a killer combo for experienced SEOs and how we can use the already numerous visual search APIs to create our branded web applications the opportunities that Visual Search in Augmented Reality can offer to create 10X content.
International SEO - Lessons from the trenches (2018)Gianluca Fiorelli
When it comes to International SEO, we usually see the same old things told: domain or subdomain or subfolder? Generic domain or Country Code Domain Names? How to implement the hreflang?
Please, do not misunderstand me! The technical side of International SEO is a fundamental aspect of this many times complicated vertical of organic search.
However, it is only one of the aspects of International SEO, and it cannot well defined if, before, we didn't understand the business model behind the internationalization of a website.
In my talk for Digital Olympus I present a different point of view to International SEO based on 3 different case histories, which represent well how reality is not always what “best practices” pretend us to do, and that’s for a simple reason: the needs of the client’s international business strategy (and idiosyncrasies). For instance, how to target all the world but being restrained by how the warehouses are located? Or, how to design the right Intl SEO strategy for a website that needs to fight dumping?
SEOs fail because they tend thinking only tactically and forget strategy. In this deck, Gianluca presents the most interesting trends in Google Search, which we can discover simply by looking with attention the same Google sources: patents, papers, acquisitions, people hired and research blog post.
Video and images, Parsing and Semantics, Local Search and Personalization, Natural Language and Machine Learning.
These are the things we should create an SEO strategy around, and not fixate ourselves on Unnamed (or Fred) updates.
In these slides Gianluca Fiorelli presents how to create Buyer Personas, what tools and methods to follow for collecting qualitative and quantitative data, how to create an editorial calendar and project campaigns that can effectively target the Buyer Personas we individuated.
Slide #SMXLMilan 2016 - International SEO (Real Cases Histories)Gianluca Fiorelli
In this slides you will find some real International SEO case histories, which present well how theory often fights with the reality shaped by the business strategy of a company.
You will find not the usual issues about hreflang and redirections and how I solved them.
Si no eres un SEO pero te importa conocer que es el Posicionamiento en Buscadores ahora mismo, cuales son los retos tecnicos más actuales y, sobre todo, que preguntas hacer antes de contratar un consultor o agencia SEO, entonces este deck es para ti.
Strategia di Content Marketing basata in Buyer PersonasGianluca Fiorelli
In queste slides scopriremo cosa sono le Buyer Personas, come individuarle utilizzando strumenti di analisi qualitativa e strumenti di analisi quantitativa.
Vedremo, poi, casi reali di uso delle Buyer Personas per il disegno di un calendario editoriale basato su di esse e sul loro Consumer Journey, per la creazione di campagne di Content Marketing e per l'ideazione di campagne di link building.
Donde está yendo Google? De verdad es solo Panda y Penguin?
Ha llegado el momento que los SEOs sean más ambicioso y que miren a lo que el Search Marketing va a ser de aquí a pocos años.
Machine Learning, Semantica, Personalización, Contexto y Señales de Usuarios: estas son las tres claves del Google del futuro.
Deconstructing Google (edition 2016) - digital olympus 2016Gianluca Fiorelli
If we look at what Google patented, the companies its acquired and people it employed in the past 3 or 4 years, we can conclude that its main interested is focussed on better understanding natural language and, so, better the parsing and indexing parts of its algorithm.
In this deck I explain what really is Semantics for Google and how we can optimize our site for the Google to come.
Harnessing The Power Of Archetypes For Your Digital MarketingGianluca Fiorelli
Consider this:
1) 80% of the times we take a decision unconsciously;
2) archetypes are figures and images imprinted and hardwired into our psyches.
Therefore, if a Brand is able to define an archetype figure around which to develop its own identity, and such to be attuned with the ones its audience refers itself to, then that Brand will be able to communicate and create strong bonds with that audience on a almost subliminal level, and with obvious competitive advantages.
In this deck I present the 12 archetype figures and how to use them along with narrative modes in order to create a branded world that users will love to be part of.
International social media semrush webinar - gianluca fiorelliGianluca Fiorelli
Ecco quà le mie slides in cui presento un panorama esaustivo di come i Marchi e i Media utilizzano il canale social media nei maggiori mercati europei e negli Stati Uniti.
Nelle slides incontrate anche come poter utilizzare Buzzsumo, Email Hunter, Klear e Buzzstream per poter creare le necessarie relazioni con gli influencers, e così poter ottenere il maggior successo nell'amplificazione dei nostri contenuti nei Social Networks
Guía practica para crear campañas con Buzzsumo, Buzzstream y otros toolsGianluca Fiorelli
Presentación de Gianluca Fiorelli - presentada al Clinic SEO en eShow Barcelona 2016 -sobre cómo realizar grandes campañas de link building basadas en contenido.
Gianluca Fiorelli presents you almost 100 slides of actionable suggestions about how to design, implement and optimize the perfect International Inbound Marketing strategy.
Starting from how to take the correct business decision, passing through the International SEO optimization of your website and the correct localization of your content and content marketing campaigns, to finish with tips about how to use correctly Social Media in order to create meaningful communities in your targeted countries.
Gianluca Fiorelli's Practical Guide to Content MetricsGianluca Fiorelli
One of the biggest problems SEOs (and business companies) have is understanding what metrics really matters when it comes to on site content and content campaigns.
In this deck, Gianluca Fiorelli will first explain the real reasons why content matters to SEOs and, then:
1) How to measure landing and conversion pages;
2) How to measure on-site editorial content;
3) How to measure content-based marketing campaigns.
Gianluca Fiorelli's very practical guide to Keyword and Topical ResearchGianluca Fiorelli
(Key)Words matter, because they are the best way search marketers (and not just them) have to understand the consumers' world, their needs, their interests and aspirations.
Keywords research is our bread-trail for understanding the meaning behind a search.
Keywords are not dead, because Semantic SEO gave them new life.
We all know the theory, but what about putting theories into practice.
In this deck, Gianluca Fiorelli offers you a very practical guide about how to use Google itself for doing a great keyword and topical research.
In this deck Gianluca Fiorelli is explaining why it is so important to actually look at the SERPs of Google for understanding the true search intent people have when performing a search. And how we should stop using the old Informational/Navigational/Transactional classification, because the intents are blended, and that means that we should also stop thinking in Tofu/Mofu/Bofu.
International on page seo and content transcreation gianluca fiorelliGianluca Fiorelli
When rolling out new content or updating existing pages, there are many factors that need to be considered to ensure search engine success.
Drawing on real-life examples, Gianluca Fiorelli provides actionable tips for researching, creating and implementing SEO-friendly content on an international scale.
International SEO Keyword Research & Localization - Gianluca Fiorelli #PubConGianluca Fiorelli
In this deck, you will discover the practical and actionable steps for performing a correct keyword research for International SEO, and how to fully localize your website and content so to effectively target your international markets and, so, obtain the most from Organic Search in terms of traffic and conversions.
The Future of Visual Search by Gianluca Fiorelli for Brighton SEOGianluca Fiorelli
Visual Search is the ugly duckling of Search Marketing: no one seems to pay too much attention to it … and this is terribly wrong.
In fact, Google, Bing, Pinterest, eBay, Amazon, and more and more brands have started offering Visual Search as an alternative for discovering and buying all kinds of things on the Internet.
In his talk, Gianluca will present the latest advancements in Visual Search: from the increasing monetization of Google Images and, soon, Google Lens to how Voice and Visual Search can become a killer combo for experienced SEOs and how we can use the already numerous visual search APIs to create our branded web applications the opportunities that Visual Search in Augmented Reality can offer to create 10X content.
International SEO - Lessons from the trenches (2018)Gianluca Fiorelli
When it comes to International SEO, we usually see the same old things told: domain or subdomain or subfolder? Generic domain or Country Code Domain Names? How to implement the hreflang?
Please, do not misunderstand me! The technical side of International SEO is a fundamental aspect of this many times complicated vertical of organic search.
However, it is only one of the aspects of International SEO, and it cannot well defined if, before, we didn't understand the business model behind the internationalization of a website.
In my talk for Digital Olympus I present a different point of view to International SEO based on 3 different case histories, which represent well how reality is not always what “best practices” pretend us to do, and that’s for a simple reason: the needs of the client’s international business strategy (and idiosyncrasies). For instance, how to target all the world but being restrained by how the warehouses are located? Or, how to design the right Intl SEO strategy for a website that needs to fight dumping?
SEOs fail because they tend thinking only tactically and forget strategy. In this deck, Gianluca presents the most interesting trends in Google Search, which we can discover simply by looking with attention the same Google sources: patents, papers, acquisitions, people hired and research blog post.
Video and images, Parsing and Semantics, Local Search and Personalization, Natural Language and Machine Learning.
These are the things we should create an SEO strategy around, and not fixate ourselves on Unnamed (or Fred) updates.
In these slides Gianluca Fiorelli presents how to create Buyer Personas, what tools and methods to follow for collecting qualitative and quantitative data, how to create an editorial calendar and project campaigns that can effectively target the Buyer Personas we individuated.
Slide #SMXLMilan 2016 - International SEO (Real Cases Histories)Gianluca Fiorelli
In this slides you will find some real International SEO case histories, which present well how theory often fights with the reality shaped by the business strategy of a company.
You will find not the usual issues about hreflang and redirections and how I solved them.
Si no eres un SEO pero te importa conocer que es el Posicionamiento en Buscadores ahora mismo, cuales son los retos tecnicos más actuales y, sobre todo, que preguntas hacer antes de contratar un consultor o agencia SEO, entonces este deck es para ti.
Strategia di Content Marketing basata in Buyer PersonasGianluca Fiorelli
In queste slides scopriremo cosa sono le Buyer Personas, come individuarle utilizzando strumenti di analisi qualitativa e strumenti di analisi quantitativa.
Vedremo, poi, casi reali di uso delle Buyer Personas per il disegno di un calendario editoriale basato su di esse e sul loro Consumer Journey, per la creazione di campagne di Content Marketing e per l'ideazione di campagne di link building.
Donde está yendo Google? De verdad es solo Panda y Penguin?
Ha llegado el momento que los SEOs sean más ambicioso y que miren a lo que el Search Marketing va a ser de aquí a pocos años.
Machine Learning, Semantica, Personalización, Contexto y Señales de Usuarios: estas son las tres claves del Google del futuro.
Deconstructing Google (edition 2016) - digital olympus 2016Gianluca Fiorelli
If we look at what Google patented, the companies its acquired and people it employed in the past 3 or 4 years, we can conclude that its main interested is focussed on better understanding natural language and, so, better the parsing and indexing parts of its algorithm.
In this deck I explain what really is Semantics for Google and how we can optimize our site for the Google to come.
Harnessing The Power Of Archetypes For Your Digital MarketingGianluca Fiorelli
Consider this:
1) 80% of the times we take a decision unconsciously;
2) archetypes are figures and images imprinted and hardwired into our psyches.
Therefore, if a Brand is able to define an archetype figure around which to develop its own identity, and such to be attuned with the ones its audience refers itself to, then that Brand will be able to communicate and create strong bonds with that audience on a almost subliminal level, and with obvious competitive advantages.
In this deck I present the 12 archetype figures and how to use them along with narrative modes in order to create a branded world that users will love to be part of.
International social media semrush webinar - gianluca fiorelliGianluca Fiorelli
Ecco quà le mie slides in cui presento un panorama esaustivo di come i Marchi e i Media utilizzano il canale social media nei maggiori mercati europei e negli Stati Uniti.
Nelle slides incontrate anche come poter utilizzare Buzzsumo, Email Hunter, Klear e Buzzstream per poter creare le necessarie relazioni con gli influencers, e così poter ottenere il maggior successo nell'amplificazione dei nostri contenuti nei Social Networks
Guía practica para crear campañas con Buzzsumo, Buzzstream y otros toolsGianluca Fiorelli
Presentación de Gianluca Fiorelli - presentada al Clinic SEO en eShow Barcelona 2016 -sobre cómo realizar grandes campañas de link building basadas en contenido.
Gianluca Fiorelli presents you almost 100 slides of actionable suggestions about how to design, implement and optimize the perfect International Inbound Marketing strategy.
Starting from how to take the correct business decision, passing through the International SEO optimization of your website and the correct localization of your content and content marketing campaigns, to finish with tips about how to use correctly Social Media in order to create meaningful communities in your targeted countries.
Gianluca Fiorelli's Practical Guide to Content MetricsGianluca Fiorelli
One of the biggest problems SEOs (and business companies) have is understanding what metrics really matters when it comes to on site content and content campaigns.
In this deck, Gianluca Fiorelli will first explain the real reasons why content matters to SEOs and, then:
1) How to measure landing and conversion pages;
2) How to measure on-site editorial content;
3) How to measure content-based marketing campaigns.
Gianluca Fiorelli's very practical guide to Keyword and Topical ResearchGianluca Fiorelli
(Key)Words matter, because they are the best way search marketers (and not just them) have to understand the consumers' world, their needs, their interests and aspirations.
Keywords research is our bread-trail for understanding the meaning behind a search.
Keywords are not dead, because Semantic SEO gave them new life.
We all know the theory, but what about putting theories into practice.
In this deck, Gianluca Fiorelli offers you a very practical guide about how to use Google itself for doing a great keyword and topical research.