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John Warner: Why Google isn't giving update advice anymore

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Slides from a talk given at BrightonSEO April 2019

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John Warner: Why Google isn't giving update advice anymore

  1. 1. Why Google Isn’t Giving Update Advice Anymore John Warner Click Consult @JCPWarner SlideShare.net/JohnWarner16
  2. 2. @JCPWarner The possible reason Google is probably not, most of the time, giving advice about a large proportion of reasonably large updates
  3. 3. @JCPWarner My Conspiracy Theory Nobody knows what they’re talking about!
  4. 4. @JCPWarner Alex, what is a cat video? The Rise of Machine Learning
  5. 5. @JCPWarner Johnny Five was not alive! Future machine intelligences will not be programmed.
  6. 6. @JCPWarner What is a neural network? A neural network is a computing system vaguely inspired by the biological neural networks that constitute animal brains.
  7. 7. @JCPWarner We can control the input, observe the output, but we cannot know for certain the process by which one is reached from the other.
  8. 8. @JCPWarner
  9. 9. @JCPWarner C.G.P. Grey
  10. 10. @JCPWarner Bill Slawski http://www.seobythesea.com/
  11. 11. @JCPWarner Google User Input Patent “In general, the subject matter described in this specification can be embodied in a computer- implemented method that includes determining a measure of relevance for a document result within a context of a search query for which the document result is returned…
  12. 12. @JCPWarner Google User Input Patent …the determining being based on a first number in relation to a second number, the first number corresponding to longer views of the document result, and the second number corresponding to at least shorter views of the document result; and outputting the measure of relevance to a ranking engine for ranking of search results, including the document result, for a new search corresponding to the search query.”
  13. 13. @JCPWarner Beyond RankBrain Google probably already has, or soon will, the technology to let a machine learning algorithm loose on the.
  14. 14. @JCPWarner There will come a time when even Barry Schwartz won’t be able to keep up with the volume of updates made the Google algorithm.
  15. 15. @JCPWarner What this means for SEO Worst stock photo ever?
  16. 16. @JCPWarner There’s No Quick Fix! We know the input, we know the output, but because we don’t know the process, there can be no quick fixes.
  17. 17. @JCPWarner Stop Chasing Updates Start collaborating on analysis of the data.
  18. 18. @JCPWarner What this means for SEO techniques So bad I used it twice!
  19. 19. @JCPWarner Expertise, Authority, Trust. The elusive and ephemeral term ‘quality’ can be attributed to these three factors and they could be considered the target of much future SEO work.
  20. 20. @JCPWarner 1. Links will always be important - but where they’re from: even more so
  21. 21. @JCPWarner Ontologically speaking A link from a site half as authoritative but which is laser focused on your industry will be the better link to have.
  22. 22. @JCPWarner 2. Your expertise will always be important – so create expert entities
  24. 24. @JCPWarner 3. Structured data will become more and more important at least while machines are learning.
  25. 25. @JCPWarner Writing for Robots While we need to write for humans – we also need to make it machine readable through use of structured data and appropriate schema mark-up.
  26. 26. @JCPWarner Speak the Right Language Use <bold> for emphasis and <strong> for importance. Mark up sections for speaking, and the difference between content types. Help the algorithm understand and it will reward you.
  27. 27. @JCPWarner Summary 1. Create industry specific ontologies – or incorporate your brand in to existing ones. 2. Create entities such as expert writers through external content placements. 3. Implement industry appropriate schema mark-up and structured data. 4. At some point (if not already), the processes involved in ranking sites in SERPs will be unknown. 5. The SEO community will need to research and draw inference from output, using QRG to determine possible input. 5. We will need to create bespoke strategies for at least every industry – if not every brand.