Amazon and Google: The State of the Algorithms (2017)
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As always, Google and Amazon are busily tweaking and improving their algorithms. That's great for them. It's hard for us marketers. This slide deck is a high-level look at what we've seen so far. It also provides a few tips, in detail.
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Amazon and Google: The State of the Algorithms (2017)
- 1. AMAZON & GOOGLE SEO PRIORITIES 2017 EDITION
- 2. Ian Lurie CEO & Founder, Portent, Inc. @portentint
- 5. @portentint WE, ER, COLLECT RESULTS nothing to see here. Move the $#@! along.
- 6. @portentint AMAZON THE STATE OF THE ALGORITHM
- 7. @portentint
- 9. @portentint “Remote Controlled Moose Call” 2016
- 10. @portentint “Remote Controlled Moose Call”
- 11. @portentint “Remote Controlled Moose Call” 2017
- 13. LET’S LOOK AT THE PATENTS
- 15. @portentint You know what I want to do tonight I want to read some patents baby yeah that’s where it’s at also can I have another pitcher of coffee yeah thanks
- 18. @portentint KEYWORD MATCH & SALES PERFORMANCE BEHAVIOR
- 19. @portentint KEYWORD MATCH & SALES PERFORMANCE EXPANSION & DISAMBIGUATION BEHAVIOR
- 20. @portentint king prince queen princess WORD VECTORS NATURAL LANGUAGE PROCESSING &
- 21. “INTERESTING”
- 22. @portentint BACK TO THE MOOSE CALLS
- 24. @portentint Word vectors…? EASILY CLASSIFIED (GOOD MATCH)
- 25. @portentint Word vectors…? A LITTLE EXPANSION
- 26. @portentint IT’S A NICHE: THIS IS EASY
- 27. @portentint
- 33. HARD TO DEFINE
- 35. @portentint big building pictures building pictures big pictures wall art
- 36. REDUCED CORRELATION W/ REVIEWS
- 37. REDUCED CORRELATION W/ REVIEWS
- 38. @portentint Quality + Count + Velocity + Votes - Simplicity– Patterns – Trends
- 40. @portentint Cough Cough This (probably) won’t get you in trouble But Amazon devalues these reviews
- 41. REVIEW CHANGES IMPLY BETTER NATURAL LANGUAGE PROCESSING, TOO
- 42. What to Do
- 43. Amazon Tactic 1a Improve sales performance
- 44. @portentint Try some phrase targeting
- 45. @portentint “To buy my book, search ‘one trick consulting’ on Amazon”
- 46. @portentint Answer questions in the bullets
- 48. @portentint “This airbrush is designed for miniatures”
- 50. @portentint Features a 0.35mm needle and drop-in self- centering nozzle combination comes with a large 1/3 oz gravity-feed cup Generous 1/3 oz sized cup is designed with a new funnel shape, which makes for easy clean up and more efficient paint flow Spray pattern - hairline to 2" (50-mm) round
- 51. @portentint Less clogging with a 0.35mm needle and drop-in self-centering nozzle combination and a large 1/3 oz gravity-feed cup Easy cleanup and more efficient paint flow with a generous 1/3 oz sized Versatile spray pattern for details and large areas - hairline to 2" (50-mm) round
- 52. @portentint Sponsored Products to Boost Sales
- 53. Amazon Tactic 1b Go for the perfect keyword match
- 54. @portentint Keyword Length Reduced …as if keywords were reduced to 250 characters…
- 55. @portentint Fits the other changes …as if keywords were reduced to 250 characters… Better expansion means fewer keywords
- 56. @portentint No repetition Top phrases in title, copy Use keywords field for less obvious stuff
- 57. Amazon Tactic 2 Expansion & Disambiguation
- 59. @portentint
- 61. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces.
- 62. Tactic 3 Narrow the field
- 65. @portentint 40,000 searches1,700 searches Lousy optimization
- 68. What’s Next
- 70. @portentint Oy.
- 72. Entities (another form of expansion)
- 74. @portentint KEYWORD MATCH & SALES PERFORMANCE EXPANSION & DISAMBIGUATION BEHAVIOR
- 77. RANKBRAIN MOBILE FIRST THE CHANGING SERPS
- 79. @portentint Costs you “crawl budget” Rankbrain
- 80. @portentint king prince queen princess WORD VECTORS NATURAL LANGUAGE PROCESSING &
- 81. Old way My Dog My dog’s name is Alfred. He’s a great dog. Some small dog breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
- 82. New way My Dog My dog’s name is Alfred. He’s a great pup. Some small breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
- 83. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces. Huh. Looks familiar.
- 85. Google Tactic 1 Change Your Key Phrase Research Routine
- 87. @portentint Research DO NOT USE Google tools
- 88. @portentint Group your key phrases airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty
- 89. The “New” SERPs Snippets & The Answer Box
- 90. @portentint
- 91. @portentint
- 92. @portentint
- 93. Google Tactic 2 Answer questions
- 97. Write pages that answer specific questions AnswerThePublic.com
- 98. Write pages that answer specific questions
- 101. The Coming SSL Apocalypse Get on HTTPS by November, 2017
- 102. @portentint
- 103. @portentint
- 104. Google Tactic 3 Verify SSL
- 105. @portentint If not this, talk to your host Get it done by Fall http://portent.co/sslcheckr
- 108. @portentint
- 109. Google Tactic 4 Learn to Handle Images!!!!!
- 110. Simple tip #1: Use the right image format
- 111. PNG format, 800 x 540: 1,000kb
- 112. @portentint JPG: 30kb PNG: 13kb why won’t anyone do this?!!!
- 113. @portentint 700kb png 64kb jpg
- 114. @portentint 140kb png 40kb jpg
- 115. JPG = Photos PNG = Fewer colors, like logos
- 116. Simple Tip #2: Compress images
- 117. Compression tools Imageoptim (Mac) Caesium (PC) Fireworks/Photoshop
- 121. JPGs: Start with 60% PNGs: Start with 256 color
- 122. The Mobile-First Index Mobile Friendliness
- 126. Google Tactic 5 Get your site responsive
- 127. @portentint
- 128. @portentint
- 129. @portentint
- 130. RANKBRAIN MOBILE FIRST THE CHANGING SERPS
- 131. Amazon and Google Nothing in Common
- 132. Except they’re both getting smarter And we need them
- 133. Next steps