With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.
10. The Ranking Factors are not rigid anymore, they
adapt to the SEARCH INTENTION.
Just like water that changes it shape when you put it
into a cup, bottle or teapot;
Ranking Factors can and must be
shaped into a specific industry/ user intention.
11. However:
There are still factors that
every industry should follow
in order to have success.
H2O
The Ranking Factors are not
rigid anymore, they are
formless, shapeless and
they adapt to the object.
13. Legend in Neural Network
Research. World renowned A.I.
researcher.
Invented some of the core
algorithms of Deep Learning back
in the 80s
Working with Google since 2011
New novel concept:
Thought Vectors
Geoffrey Hinton
Capturing thoughts…
19. AlgorithmDesire
• Answer to questions
• Best User Experience
• Smooth User Journey
• Crawlability
• Technical requirements
• Evaluation of Relevance
Online-Content
Relevance for Human AND Machine
20. “Knowing is not enough,
we must apply.
Willing is not enough,
we must do!”
Bruce Lee
21. 1.
You are aware you need to create good content, but being
aware is not enough. You have to take action.
2.
And even if you really want to be successful but you don’t apply
the most effort you can, you won’t be successful.
3.
Without a clear knowledge of what to do, action is based on
guesswork. Use the best information/source you can get.
29. With the evolution of machine-learning approaches,
like RankBrain, coupled with the importance of
content relevance, old-fashioned SEO tactics have
died a sudden death – and traditional ranking
factors are following suit.
Today´s challenge for every digital marketer it is to
uncover specific user intent.
30. Backlinks
In times of self-evolving Machine Learning/Deep Learning algorithms,
backlinks just become one out of many many other factors
31. Spender
Wants best product.
A spender is not worried about money.
His user intention is to find the best
product no matter what the price is.
luxury rolex watch
32. Wants cheapest offer.
A backpacker needs to save every penny,
but at the same time he wants to visit
the coolest possible locations.
Backpacker
cheapest bus ticket
33. Wants valid information.
An intellectual person is hoping to find
the most relevant and valid information
on the web.
Intellectual
Plato´s allegory of the cave
38. *NEW RANKING FACTORS 2016
10x more complex
Industry
Topic/
Search Intention
Topic A
Topic B
Topic C
Topic D
Topic E
Health Finance eCommerce Media Etc.
You?
39. Generally, well ranking pages have longer texts.
So there is a correlation…
BUT
For some searches, results with shorter text
are the best result for the user experiece.
What does that mean for Ranking Factors?
Content need to be different
depending on User Intention
55. SEO tactics have died and Traditional Ranking Factors are fading away
However…
Traditional Ranking Factors
56. Why SEO is not dead
Startpoint of Purchases
Source: Forrester/ Internet Retailer B2B Buying And Selling Online Survey 2014
92%
of Business Purchases
start with Search
81%
of Shoppers Research
Online before buying
Source: Adweek/ +GE Capital Retail Bank’s Major Purchase Shopper Study 2015
B2B B2C
57. Good site architecture
Relevant link structure
Basic tag usage and structure
Page Load Time
Basic technics features are still important
62. The user needs to feel happy with the result.
User Experience
But businesses often fail in providing the right content
for the respective user intention
?
67. Feel safe, use HTTPS.
Whether you're booking tickets,
buying clothes or purchasing items
from an auction site, shop safely and
securely online using HTTPS.
69. There are still factors that every industry should follow in order to
have success. And these are specific for each industry.
But today that is not enough. Thanks to new algorithms, combined
with machine learning and its capacity to analyze websites,
content became a key for success.
The quality, relevance and uniqueness of your content is
understood and judged by Google, who in case of finding it
relevant will benefit you with better results.
74. security camera systems
10 out of top 10
e-commerce websites for this
keyword have an
„add to cart“ function
above the fold
Keyword: “security camera systems”
E-COMM Introducing Relevance
75. security systemssecurity camera systems
10x ShoppingCart
Keyword: “security camera systems”
E-COMM
3x ShoppingCart
+
Google Shopping Integration
4x Vendor
3x Information
(Blog, Reviews etc.)
+
Google News Integration
Transactional Informational
Introducing Relevance