This document discusses strategies for SEO success in the future as machine learning and algorithms like RankBrain play a larger role. It outlines four key strategies:
1. Use a "CTR Donkey Detector" tool to analyze click-through rates and optimize weak performing pages.
2. Employ tactics like emotional headlines and persona-based writing to turn "donkey" pages with low CTR into "unicorns" with high CTR.
3. Analyze engagement metrics like bounce rates and time on site to improve underperforming pages.
4. Use Facebook ads and Google Display Network ads to build brand awareness and affinity before and after users search online, which can positively influence organic search results.
12. • Machine Learning / AI-
Powered
• Checks if the search
results met user
expectations
• Make adjustments to query
& rankings based on the
outcome
Google Search In The
Future:
MACHINE-LEARNING
BASED
#SEJSummit
23. Google: “RankBrain Used on Long
Tail Queries” ... “Query
Interpretation ... That Changes
Rank”
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24. User Query
Entered
RankBrain Makes a Guess and Re-Writes
The Query into Something it
Recognizes (Query Interpretation)
Did The
Result
Satisfy
The User?
Great. Next
Time I See
Queries Like
This, I’ll
Put This
Page at the
Top.
Larry’s Greatly Simplified
RankBrain Diagram*
*Note: Not Official Google Diagram. System Doesn’t
Update in Real-Time (yet).
Rats. Next
Time I See a
Query Like
This, I’ll
Try Some
Other Page
#SEJSummit
26. Organic Search Ranking
What’s A Good Click Through Rate
for Organic Search? (Spoiler
Alert: It’s in Flux)OrganicSearchClickThroughRate CTRs
Trending
Higher in
Top
Positions
CTRs
Trending
Lower in
Lower
Positions
#SEJSummit
29. Behold The Power of CTR
Optimization
WHAT?
Page Title CTR Rank
Guerrilla Marketing: 20+ Examples &
Strategies to Stand Out
1% 8
20+ Jaw-Dropping Guerrilla Marketing
Examples
4.19% 5
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31. Key Takeaway: ML (in General) Makes
Stuff Increasingly Winner-Take-All.
Larry’s RankBrain Theory: High CTR
Long Tail Rankings Get *Additional*
Bonus Ranking Boost
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32. If True, What Should SEOs Do To
Prepare For RankBrain and Other ML-
Enabled Algos?
#SEJSummit
51. Keyword Headlines Using
Dynamic Keyword Insertion Do
OK, Not Great
Relative
Frequency
Average
CTR
Top 15% Top 5% Top 1%
Relative
CTR
Ads without
DKI
Ads with DKI
#SEJSummit
52. Keyword-y Headlines Less Likely To
Be UnicornsRelative
Frequency
Top 5%
Ads without
DKI
Ads with DKI
Top 1%
Relative
CTR
#SEJSummit#SEJSummit
55. The Top 9 Emotions
That Make People
Click Like Crazy:
Step 1: Pick One of These
Emotional Triggers
• Laughter
• Amusement
• Curiosity
• Awe
• Anger
• Fear
• Joy
• Empathy
• Sadness
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56. Step 2. Write Headline
Copy From Perspective of
One of These Personas
The Bearer
of Bad News
The
Hero/Villai
n
The
Comedian
The Feel
Good Friend
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57. 3. Use This Title Template
Commonly Employed By
‘Viral’ Articles
Format
List post, quiz,
Infographic
Emotional
Hook
Emotional word or
superlative
Content Type
Images, quotes, pictures,
facts
Topic
Love, cats, dogs, fitness,
health, Donald Trump
5 AWESOME SEO STRATEGIES TO DEFEAT
RANKBRAIN
#SEJSummit
58. Unicorn Headlines = Top
10%
Odds of Finding Unicorn =
1:10
So Test 10 Different
Headlines
#SEJSummit
63. • Identify Donkeys (Bottom 10%)
• Write 10 Different Headlines
• Test 10 Ads on AdWords
• Replace Old Headline With Winner
Larry’s Donkey to Unicorn
Converter: Summary
#SEJSummit
76. Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45%
and Above
SHAREOFALLACCOUNTS
SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data)
What’s a Good Conversion
Rate?
#SEJSummit
92. Better CTR & Conversion Rates -> More Clicks
& Conversions.
Improved CTR & CVR -> Better Rankings.
Better Rankings -> Even more clicks and
Virtuous Cycle of
Unicorn Land:
93. Terrible CTR & Engagement Rates -> Less
Clicks, Leads, Sales, etc.
Crappy User Engagement -> Terrible Rankings.
Terrible Rankings -> Even Fewer Clicks &
Sales.
Vs. Death Spiral of
RankBrain and Other ML-
Algos
#SEJSummit
94. How Marketing REALLY Works
STEP
1:
Promote Inspirational / Memorable Content about Your Brand
to your Target Market
STEP
2:
People See The Ad, But Don’t Necessarily Take Action Right
Away. (But Become Biased)
STEP
3:
Later when the Need Arises,
People either:
Do a Branded
Search for Your
Stuff
Do Un-Branded Search
but Biased Towards
Clicking & Buying
From You.
#SEJSummit