Beyond the Niche, Beyond the Factors, a Machine Learning Love Story

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Mordy Oberstein

How machine learning creates a new ranking paradigm, one that alters how we view ranking factors at the niche level.

Technology

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BEYOND THE NICHE,
BEYOND THE FACTORS –
A MACHINE LEARNING
LOVE STORY
@MordyOberstein
Google Loves Me... Google Loves Me Not... Google Loves Me...
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MORDY
OBERSTEIN
@MordyOberstein#SMX #12A

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DID HE SAY VOLATILE AND
RANK IN THE SAME SENTENCE?
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5 NICHES – 5 RESULTS
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2016
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27%
MATCH

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2018
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MATCH
10%

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CH-CH-CH-CHANGES
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WE SHOULD SEE
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HEARTBREAK HOTEL
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BUT WHAT OF NICHE RANKING
FACTOR DATA?
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INFORMATIVE
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40%

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LISTINGS
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INFORMATIVE
SITES
69%40%

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BEST PRODUCT
LISTINGS
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INFORMATIVE
SITES
BUYING
GUIDES
69%40% 31%

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QUERY
INTEN
T A
INTEN
T B
SUB
INTEN
T A
SUB
INTEN
T B

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FULL RESPECT
BUT NO DISRESPECT
@MordyOberstein
commons.wikimedia.org

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FOR UNIQUE INTENTS
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WHERE IS THE
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#SMXINSIGHTS
• The future of SEO is in intent analysis: The future is
now (so cliché). Know how Google sees the intent latent in
your content & the keywords you target.
• Embrace the X Factor: Niche ranking factor data is a
great place to springboard into experimentation… but intent
reigns supreme in the age of machine learning…. GO QUERY
SPECIFIC.
• Use your noodle: If a niche ranking factor study says a
specific factor is where it’s at but seems irrelevant to your
site’s purpose/intent… it probably is.
#SMX #12A @MordyOberstein

#SMX #12A
THANK YOU!
SEE YOU AT THE NEXT #SMX
@MordyOberstein

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Beyond the Niche, Beyond the Factors, a Machine Learning Love Story

1. #SMX #12A BEYOND THE NICHE, BEYOND THE FACTORS – A MACHINE LEARNING LOVE STORY @MordyOberstein Google Loves Me... Google Loves Me Not... Google Loves Me... [diuno] © 123RF.com

2. MORDY OBERSTEIN @MordyOberstein#SMX #12A

3. • Custom SEO & digital marketing suite @MordyOberstein • Built by genius software engineers in 2009 [Texelart] © 123RF.com #SMX #12A

4. #SMX #12A WE NEED TO TALK @MordyOberstein

8. #SMX #12A FROM BOY TO MAN… @MordyOberstein Yonatan Sindel for the Israeli Ministry of Tourism. CC

9. #SMX #12A @MordyOberstein

10. #SMX #12A DID HE SAY VOLATILE AND RANK IN THE SAME SENTENCE? @MordyOberstein

11. #SMX #12A 5 NICHES – 5 RESULTS @MordyOberstein

12. #SMX #12A 2016 @MordyOberstein 27% MATCH

13. #SMX #12A 2018 @MordyOberstein MATCH 10%

14. #SMX #12A CH-CH-CH-CHANGES @MordyOberstein MATCH -63%

16. #SMX #12A 2016 @MordyOberstein 2.46

17. #SMX #12A 2018 @MordyOberstein 4.13

18. #SMX #12A HEART ATTACK CITY @MordyOberstein MATCH68%

20. #SMX #12A 2016 @MordyOberstein 1,363

21. #SMX #12A 2018 @MordyOberstein 2,243

22. #SMX #12A HEARTBREAK HOTEL @MordyOberstein MATCH65%

24. #SMX #12A RISE OF THE MACHINES! @MordyOberstein Insomnia Cured Here. FLICKR. CC

25. #SMX #12A WHAT DOES MACHINE LEARNING MEAN FOR US? @MordyOberstein

26. #SMX #12A NOW IT’S PERSONAL @MordyOberstein “[RankBrain is] involved in every query.” Jeff Dean, 2016 Google

28. #SMX #12A @MordyOberstein progressive.com progressive.com

29. #SMX #12A @MordyOberstein statefarm.com statefarm.com

30. #SMX #12A @MordyOberstein allstate.com allstate.com

31. #SMX #12A OK, BUT WHAT DO THESE PATTERNS MEAN? @MordyOberstein

32. #SMX #12A … AND IN THEIR NATURAL HABITAT @MordyOberstein

33. #SMX #12A QUERY STEP- CHILDREN @MordyOberstein commons.wikimedia.org

34. #SMX #12A @MordyOberstein consumersreports.org consumersreports.org

35. #SMX #12A @MordyOberstein nerdwallet.com nerdwallet.com

36. #SMX #12A NOT JUST A FLING @MordyOberstein 26%

37. #SMX #12A SO? @MordyOberstein

38. #SMX #12A THE 800 POUND GORILLA IN THE ROOM @MordyOberstein

40. #SMX #12A BUT WHAT OF NICHE RANKING FACTOR DATA? @MordyOberstein

42. #SMX #12A @MordyOberstein INFORMATIVE SITES 40%

43. #SMX #12A BEST PRODUCT LISTINGS @MordyOberstein INFORMATIVE SITES 69%40%

44. #SMX #12A BEST PRODUCT LISTINGS @MordyOberstein INFORMATIVE SITES BUYING GUIDES 69%40% 31%

45. #SMX #12A @MordyOberstein QUERY INTEN T A INTEN T B SUB INTEN T A SUB INTEN T B

46. #SMX #12A FULL RESPECT BUT NO DISRESPECT @MordyOberstein commons.wikimedia.org

47. #SMX #12A MY ONE AND ONLY YOU…. UNIQUE FACTORS FOR UNIQUE INTENTS @MordyOberstein bunky's pickle , CC

53. #SMX #12A WHERE IS THE OPPORTUNITY? @MordyOberstein

54. #SMX #12A THE INTERPRETIVE DANCE @MordyOberstein

55. #SMXINSIGHTS • The future of SEO is in intent analysis: The future is now (so cliché). Know how Google sees the intent latent in your content & the keywords you target. • Embrace the X Factor: Niche ranking factor data is a great place to springboard into experimentation… but intent reigns supreme in the age of machine learning…. GO QUERY SPECIFIC. • Use your noodle: If a niche ranking factor study says a specific factor is where it’s at but seems irrelevant to your site’s purpose/intent… it probably is. #SMX #12A @MordyOberstein

56. #SMX #12A THANK YOU! SEE YOU AT THE NEXT #SMX @MordyOberstein

Beyond the Niche, Beyond the Factors, a Machine Learning Love Story

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Beyond the Niche, Beyond the Factors, a Machine Learning Love Story