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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Fight Back Against Back
Why the back button has become web marketing’s
greatest enemy (and how to defeat it)
Slides online at
bit.ly/backenemy
Let’s Go Back to 2012…
Keywords,content,links,anda
crawlable sitecouldgetyouhere…
Andkeepyou there.
Eveniftheexperienceusershadwasn’tsuperb,solongas you
couldoutearnyourcompetitors’links,youwerelikelytostayontop
OnFacebook,thelikes andshares
determinedhowoftenyou’dbein
thenewsfeedofyourfans.
OnTwitter,visibilitywasentirely
determinedby publicationtime.
In2012,weonlyhadtoworry
aboutthepathtoconversion
andCRO onourownsites.
Wecouldletaudiencesself-
selectoutofthesephases
afteraninitial visitwithout
fear ofrepercussions
If puttingaprice heremeant80%
ofvisitorsleft,noproblem.So
longasthemorequalifiedones
(thosewereally wanted)stayed,
weweredoingourjobs.
What Happened that
Made 2016 so Different?
Google Moved to
Learning Algorithms
Early On, Google Rejected Machine Learning in
the Organic Ranking Algo
Via Datawocky,
2008
Amit Singhal Shared Norvig’s Concerns About ML
Via Quora
In 2012, Google Published a Paper About
How they Use ML to Predict Ad CTRs:
Via Google
2012
“Our SmartASS system is a
machine learning system. It
learns whether our users are
interested in that ad, and
whether users are going to
click on them.”
By 2013, It Was
Something
Google’s Search
Folks Talked
About Publicly
Via SELand
In October of2015,
they finally revealed
RankBrain, an AI-
system input to the
search rankings
Via Bloomberg Business
As ML Takes Over More ofGoogle’s Algo, the
Underpinnings of the Rankings Change
Via Colossal
Google is Public About How They Use MLin
Image Recognition & Classification
Potential ID
Factors
(e.g. color, shapes, gradients,
perspective, interlacing, alt
tags, surrounding text, etc)
Training Data
(i.e. human-labeled images)
Learning
Process
Best
Match
Algo
Google is Public About How They Use MLin
Image Recognition & Classification
ViaJeff Dean’s Slides onDeep Learning; aMustReadforSEOs
Machine Learning in Search Could Work Like This:
Potential
Ranking Factors
(e.g. PageRank, TF*IDF,
TopicModeling, QDF,Clicks,
Entity Association, etc.)
Training Data
(i.e. good&badsearch results)
Learning
Process
Best Fit
Algo
Training Data
(e.g. goodsearch results)
This is a good SERP – searchers
rarely bounce, rarely short-
click, and rarely need to enter
other queries or go to page 2.
Training Data
(e.g. bad search results!)
This is a bad SERP –
searchers bounce often, click
other results, rarely long-
click, and try other queries.
They’re definitely not happy.
The Machines Learn to Emulate the Good Results &
Try to Fix or Tweak the Bad Results
Potential
Ranking Factors
(e.g. PageRank, TF*IDF,
TopicModeling, QDF,Clicks,
Entity Association, etc.)
Training Data
(i.e. good&badsearch results)
Learning
Process
Best Fit
Algo
Deep Learning is Even More Advanced:
Deansaysbyusingdeep
learning,they don’thave totell
thesystemwhata catis,the
machineslearn, unsupervised,
forthemselves…
We’re Talking
About Algorithms
that Build
Algorithms
(without human
intervention)
Googlers Don’t Feed in Ranking Factors… The
Machines Determine Those Themselves.
Potential
Ranking Factors
(e.g. PageRank, TF*IDF,
TopicModeling, QDF,Clicks,
Entity Association, etc.)
Training Data
(i.e. goodsearch results)
Learning
Process
Best Fit
Algo
Last October, Google Finally Went Public
with Their Use of ML-Based RankBrain
Via Bloomberg Business
And RankBrain is Clearly Important:
Via Bloomberg Business
Google Leverages theOutputs from RankBrain
Despite NotKnowing for Sure What ItUses:
Via SERoundtable
Google’s AI Just Keeps Growing in Power…
Via The Verge
No wonder these guys are stressed about
Google unleashing the Terminators J
Via CNET & Washington Post
But Google Isn’t Alone
Facebook’s Visibility
Algorithms
Via Slate
Machinelearningbasedon
engagementdetermines
whatappearsinour
FacebookNewsFeeds
Twitter’s Emerging
Visibility Plan
Twitter’snewhome
screenwillworkthe
sameway–
highlightingthe“most
important”(aka“most
engaged-with”)tweets
fromaccountsyou
follow
Via Mashable
Instagram’s New
Algorithmic Feed
Instagram
announcedthe
changeMarch 15th
sayingtheywill
“taketheirtime to
getthisright.”
Via Mashable
Engagement is Becoming
the Web’s Universal
Quality Metric
Google Suggest
The orderof suggestionsis
basedonengagementw/
thosequeries
Chrome Autocomplete
Orderedby whatI (and
others)have engaged
withmostthatcontain
theseletters
Google Maps &
Local Results
Search volume,driving
directions,andSERP
engagementare all
elementsoflocal rankings
Social Networks’ “Trending” Content
Suggested Accounts to Follow
What’s “Important” inGmail
If lotsoffolksignore,
delete, orreportspamon
youremails,you won’tget
thislabel anymore
Sites & Brands Earn an
Engagement Reputation
that Determines Visibility
Quantity of
Posts/Emails/
Pieces of Content/
Rankings/etc
Quantity of
clicks/likes/shares
/reactions/etc
Engagement
Reputation=
Every Time a Visitor Clicks
that Back Button, It Saps
Away at our Reputation
How Do We Fight Back
Against Back?
Understand & Serve All
of Your Visitors’ Intents#1
Don’t Just Ask “Who is My Customer?”
Via Moz
Ask “What Are All theNeeds ofThese Searchers?”
Then Serve As Many as Possible
Youmightbetryingtoselldesks,butsearchers
are seekinganswerstoallof theseandmore.
If the Competition Delivers Value to Searchers
Who Aren’t Buyers, But You Don’t…
They’re Likely to Win the Engagement Battle
Via JustStand.org
Outearn Your Ranking’s
Avg. Clickthrough Rate#2
Optimize the Title, Meta Description, & URL
a Little for Keywords, but aLot for Clicks
If yourank#3,buthave a higher-
than-averageCTRforthatposition,
youmightgetmoved up.
Via Philip Petrescu on Moz
Every Element Counts
Doesthetitlematch
whatsearcherswant?
DoestheURLseem
compelling?
Dosearchers
recognize&wantto
clickyourdomain?
Is yourresultfresh?
Dosearcherswanta
newerresult?
Doesthedescription
createcuriosity&
enticeaclick?
Doyougetthe
branddropdown?
Given Google Often Tests New Results Briefly on Page One…
ItMayBeWorth Repeated Publication onaTopic toEarn that High CTR
Shoot!My postonlymade itto#15…
PerhapsI’lltryagain ina fewmonths.
Driving Up CTR Through Branding Or
Branded Searches May Give An Extra Boost
#1Ad Spender
#2 Ad Spender
#4 Ad Spender
#3Ad Spender
#5Ad Spender
With Google
Trends’ new, more
accurate, more
customizable
ranges, youcan
actually watchthe
effects ofevents
and adsonsearch
query volume
Fitbitwasrunningads onSunday
NFLgamesthatclearlyshowinthe
searchtrends data.
Optimize Signal:Noise
Ratio on Every Channel#3
Better Content > More Content
A lotofSEOusedtobeaboutestablishing
authoritythroughbrutequantity,butPanda,
andnowRankbrain,are changingthat.
Better Social Shares > More Social Shares
Via Rand’s Facebook Page
WhenI have a successful
postonFacebook,itboosts
Facebook’slikelihoodto
showmy postsinthe future…
Better Social Shares > More Social Shares
High engagementgrows
my reach potential.
Lowengagementshrinks
my reach potential.
Better Emails > More Emails
Via Pinpointe.com
Better Emails > More Emails
Via CrazyEgg.com
Better Rankings >
More Rankings
A brandthatconsistentlygetsonpage 1
butisn’tholdingsearchers’interestor
developsa negativebrandreputationin
SERPsmay findthosepage 1rankingsare
hurtingtheirabilityto get#1rankings!
Put User Experience
First in Your Marketing#4
Speed, speed, and more speed
Delivers an easy, enjoyable experience on every device
Compels visitors to engage, share, &return
Avoids features that dissuade or annoy visitors
Authoritative, comprehensive content that’s uniquely
valuable vs.what anyone else in your space provides
The Marketer’s User Experience Checklist
Uniquely Valuable Content
Via R2D3
Lotsofarticlestrytoexplainmachine learning,butthis
oneSHOWShowitworksina wayanyonecangrasp.
Speed, Speed, and More Speed
Via Moz
Easy, Enjoyable Experience on Every Device
Via CNN
Via CNN
Easy, Enjoyable Experience on Every Device
Engagement, Sharing, & Repeat Visits
Via Meshable.io
Nothing That
Dissuades Or
Annoys Visitors
Ads,more ads,distractions,
andnosalarynumbers?It’sa
miracle theyrankatall.
Thismightconvertmorevisitorstoemail subscribers,butit
mightalsoconvertmanymorevisitorstoback-button-clickersJ
Cyrus May Have
Gone a Little
Overboard…
Via Cyrus on Twitter
Craft Compelling CTAs
at the Top of the Funnel#5
Top-of-Funnel Content Can’t Be Used Solely
to Filter Out the Non-Customers
Tryingtorank w/content
thatonlyservesoneniche
ofyour searchaudience
may bea recipe for failure
Fighting Against Back Means Serving a
Broader Audience
AngelList’stoolmakes
salarycomparison
easy,fast,andservesa
huge rangeofroles,
locations,andmarkets
Via AngelList
Or, Getting More Precise with Your Search
Query -> Content Targeting
By targetinga less
competitive,lowervolume
query,Compasscanreach
theaudience they’reseeking
Either Way, Engagement Metrics on Content
Must Become KPIs
ImprovingPages/Sessionand
loweringBounceRateshould
probablyplay a “link-building-
like”role inyourSEOarsenal
Our Content CTAs Deserve to Be
Customized, Tested, & Refined
(just like conversion-focused landing pages)
e.g. IbetI couldmake a
betterCTA forthe
comparisontoolthan
this(whichlooksfar too
muchlike anad IMO)
Via Talkpay (Comparably’s Blog)
Welcome to 2016: A
World of Engagement-
Based Reputation
The Machines Are
Judging Us…
Let’s Show ‘Em
What We Got.
Fight Back Against Back.
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/backenemy

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