2. Cooking nuts in mud
Replicated it, but devil in details
Google black box - can’t always replicate
#dmsso@TomAnthonySEOwww.madeinindia.tv
3. recommendation!
WE GET IDEAS FROM ALL OVER…
#dmsso@TomAnthonySEO
blog
post
worked
before
colleague
google
guidelines
new
idea
tried for
another client
4. FROM THERE, WE MAKE RECOMMENDATIONS
“Add ‘Free Shipping’ to title tags.”
#dmsso@TomAnthonySEO
33. IT REQUIRES BEING SPECIFIC
Changing <abc> will have an impact on <xyz>
& thus improve organic search performance.
Based on <evidence>, we hypothesise…
#dmsso@TomAnthonySEO
34. FOR EXAMPLE..
Changing <title formats, by…> will improve <ctr>
& thus improve organic search performance.
Based on <survey data>, we hypothesise…
#dmsso@TomAnthonySEO
35. HYPOTHESIS BENEFITS
Made to be more consistent.
It ensures there is clarity.
#dmsso@TomAnthonySEO
To support it we need data.
76. • How do you communicate it to clients / bosses?
• How do you benchmark it against competitors?
• How do you figure out if proposed changes improve it?
QUALITY?
78. Train ML models
Google uses the human
questionnaires as training
data for ML models of
“quality”
Gather human rater
information
Google employs
thousands of human
quality raters to answer
questionnaires about
many kinds of website
79. 2011
Panda released
The Panda quality
algorithm starts being
used as a batch process
modifying the regular core
algorithm
Train ML models
Google uses the human
questionnaires as training
data for ML models of
“quality”
Gather human rater
information
Google employs
thousands of human
quality raters to answer
questionnaires about
many kinds of website
80. 2011
Panda released
The Panda quality
algorithm starts being
used as a batch process
modifying the regular core
algorithm
Train ML models
Google uses the human
questionnaires as training
data for ML models of
“quality”
Gather human rater
information
Google employs
thousands of human
quality raters to answer
questionnaires about
many kinds of website
2016
Panda goes real-time
“Quality” becomes a first-
class ranking factor in the
core algorithm
81. QUALITY - RANKING FACTOR IS A PROXY
#dmsso@TomAnthonySEO
Google use Machine Learning to
predict what we can just ask
people.
Actually
measure:
ML PROXY
FOR QUALITY
Want to
measure:
QUALITY
84. PANDA SURVEY
Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
85. PANDA SURVEY
Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
86. PANDA SURVEY
Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%
Would you recognize this site as an authority? 44% 33% 58%
Does this website contain insightful analysis? 72% 62% 81%
Would you consider bookmarking pages on this site? 44% 38% 56%
Are there excessive adverts on this website? 2% 2% 8%
Could pages from this site appear in print? 54% 54% 59%
90. HYPOTHESIS
CATEGORY PAGE HTML IS VERBOSE,
AND CONTAINS A LOT OF CRUFT.
ADDING A LIST OF PRODUCTS AS
STRUCTURED MARKUP WILL MAKE
THE INTENT CLEARER.
102. GOOGLE IDENTIFIES FRESHNESS AS
IMPORTANT IN THESE RESULTS
REGULARLY MAKING SMALL UPDATES
FOR THIS CLIENT’S CONTENT WILL HELP
GOOGLE RECOGNISE FRESHNESS.
HYPOTHESIS
103. ADDED & UPDATED DATE MODIFIED
#dmsso@TomAnthonySEO
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