Search Marketing 2016: Still no flying cars, sorry

•

9 likes•26,492 views

This document provides tips for controlling content and audience in 2016. It recommends owning content by focusing on language over keywords, using structured data, publishing content across multiple sites to build authority, and creating deeply connected content on a topic. It advises that Google is now a publisher focused on showing content and driving ad impressions, so content owners should make Google work for them by owning content and audience.

OWN THE CONTENT
OWN THE AUDIENCE 2016

Mycompany:Portent,Inc
www.portent.com/blog
Me,ontwitter:@portentint

Theseslides:portent.co/ﬂying-search

WHATDIDWEGETIN2015?

EncyclopediaPages

CatalogPages

YellowPages

WHATDIDWELOSEIN2015?
CONTROL

CONTROLOVERCONTENTLOCATION

LET’SPLAYAGAMECALLEDBULLSHIT
BUTFIRST,

OH,WHY…
THISMEANSIT’SBULLSHIT

OH,WHY…
WHAT?!!!
THISMEANSIT’STRUE

realllyyyy
now…
THISMEANSIT’SCOMPLICATED

OH,WHY…
BULLSHIT

https://moz.com/blog/rankbrain-unleashed

RANKBRAINMAY
GETFIRED

RANKBRAINISHARD
TOINFLUENCE

RANKBRAIN+HUMMINGBIRD
LANGUAGE,NOTKEYWORDS

“ToGoogle,301and302arethesame”
2

realllyyyy
now…

“302sAREOK”

OH,WHY…
TRUE

50%of302sinSERPs
65%of301sinSERPs
wtf?!!!

STRUCTUREDDATAFROM302s?
ANSWERBOXESFROM302s?
BUT:

AUTHORITY?????!!!!

IN2016…

302=“Thispagewillbeback”

301=“Thispagewillneverbeback”

“Googlehasnoproblem
withjavascriptframeworks”
3

OH,WHY…
BULLSHIT

“JavascriptframeworksareOK”

realllyyyy
now…

Obfuscation

wtf?!!!

wtf?!!!

WithoutJavascript

LOWER AUTHORITY? WHO CARES

HTMLSNAPSHOTS?SURE.IGUESS.BUT…

IN2016…

DON’TUSEJAVASCRIPT
TODELIVERSTATICCONTENT

DON’TUSEJAVASCRIPT
TODELIVERSTATICCONTENT
IT’SNOTWORTHIT

“Structureddataisgoodforrankings”
4

OH,WHY…
TRUE

OH,WHY…
SORTOF
it means higher
clickthru rate

STRUCTUREDMARKUP=BETTERREPRESENTATIONOFYOURCONTENT

STRUCTUREDMARKUP=HIGHERCONSUMPTIONOFYOURCONTENT

“Authorshipisnomore”
5

OH,WHY…
TRUE

@PORTENTINT
THISISGONE

BUTAUTHORRANK

“Googleisapublisher”
6

OH,WHY…
TRUE

PUBLISHERSWANTTOSHOWCONTENT
ANDDRIVEADIMPRESSIONS.

THEYWANTTOMINIMIZECLICKSOUT

GOOGLEISAPUBLISHER

GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION

GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION
AT GOOGLE.COM

WHATDOWEDO?

BLOCKOUTTHE
NOISE

IN2016…

WEDONOTOWN
THEPUBLISHER

WE OWN THE CONTENT

WE OWN THE AUDIENCE

UNDERSTANDHOWSHITWORKS
THENMAKEITWORK

302,301

SPEED

UX/UI

FOCUSONLANGUAGE,NOTKEYWORDS

TESTYOURLANGUAGE

ALCHEMYAPI.COM

Wordsnotonthepage
canstillbeconcepts

SortofkindofRankBrain-ish

BUILDADAPTABLECONTENT

STRUCTUREDDATA

USEGOOGLETAGMANAGER&JSON-LD

JSON-LD.ORG

SCHEMA.ORG

KEEPITSIMPLE

NO.

PUBLISH ALL OVER THE PLACE

MAXIMIZE‘AUTHORRANK’

ENSUREVISIBILITY

@PORTENTINT
SLIDESHARE.NET

@PORTENTINT
LINKEDIN.COM

@PORTENTINT
QUORA.COM

@PORTENTINT
REDDIT.COM

@PORTENTINT
MEDIUM.COM

PICKTHETOPIC
WRITE/FILM/RECORD/CODETHESHITOUTOFIT

CONNECTEDCONTENT

CONNECTEDCONTENT

CONNECTEDCONTENT

CONNECTEDCONTENT

CONNECTEDCONTENT
All about broccoli

CONNECTEDCONTENT
All about broccoli
Broccoli recipes

CONNECTEDCONTENT
All about broccoli
Broccoli recipes
Stinky vegetables

CONNECTEDCONTENT
All about broccoli
Broccoli recipes
Stinky vegetables
“Eat too much broccoli?...”

CONNECTEDCONTENT
All about broccoli
Broccoli recipes
Stinky vegetables
Gas remedies
“Eat too much broccoli?...”

MASTER DEEP CONTENT

GOOGLELINKSTO10XCONTENT

CONTROL FOLLOW-UP
(OWN THE AUDIENCE)

GETSERIOUSABOUTSHARING

E-MAIL100FRIENDS

“WOULDYOULIKETORECEIVEADVICE?”

THENGO

SO,WHATNOW?

WE CAN’T OWN
SEARCH ENGINES
KEYWORDS
RANKINGS

BUT WE CAN MAKE
GOOGLE WORK FOR US

OWN THE CONTENT
OWN THE AUDIENCE

Thank you
ian@portent.com
@portentint
portent.co/ﬂying-search

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This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Build Your Own GPT to Optimize Your Marketing This session is designed to revolutionize how you approach marketing strategies, content creation, and customer engagement by leveraging the power of AI and GPT technology. Whether you're looking to enhance your brand's presence, streamline operations, or create unparalleled customer experiences, this masterclass will provide you with the insights and tools you need to succeed in the evolving digital landscape. Key takeaways: An introduction to AI and ChatGPT and its role in marketing. A brief look at ethical considerations, transparency, privacy and limitations. Build your own custom GPT - a personal assistant who learns with each and every interaction. Top ways to create compelling content: Blogs, social media posts, and email marketing Future of Marketing with AI

Chat GPT Master Class - Leslie Hughes, PUNCH Media

Chat GPT Master Class - Leslie Hughes, PUNCH Media

Chat GPT Master Class - Leslie Hughes, PUNCH Media

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Social media, ppt. Features, characteristics

Social media, ppt. Features, characteristics

Social media, ppt. Features, characteristics

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In 2024, voice SEO will dominate as users interact hands-free, emphasizing long-tail keywords and natural language. Mobile optimization remains crucial for Google's mobile-first indexing, ensuring seamless experiences. Video SEO gains prominence by captivating audiences and boosting engagement. These are some of the SEO trends you have to be updated with because Google in its constant effort to tackle spam is focusing on quality content. Read more at: https://banyanbrain.com/seo-trends/

Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

What is Google Search Console and What is it provide?

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What is Google Search Console and What is it provide?

In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...

Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...

Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Tucked away in the rare book collection of Yale University’s Beinecke Rare Book & Manuscript Library lies one of the most enigmatic and captivating artifacts known to historians and cryptographers—the Voynich Manuscript. This ancient book, dating back to the 15th century, has baffled scholars, linguists, and codebreakers for centuries with its indecipherable script and mysterious illustrations. The Voynich Manuscript is not merely a relic of the past; it is a riddle waiting to be solved, a portal into a world of unknown knowledge and secrets.

Unlocking the Mystery of the Voynich Manuscript

Unlocking the Mystery of the Voynich Manuscript

Unlocking the Mystery of the Voynich Manuscript

elizabethella096

How to utilize calculated properties in your HubSpot setups

How to utilize calculated properties in your HubSpot setups

How to utilize calculated properties in your HubSpot setups

The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Search Engine Journal

SEO in a World of AI Presentation Description (150 words max): Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search. Key Takeaways: 1. Have a plan to prepare for search generative experience (SGE) 2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha 3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

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Martal Group - B2B Lead Gen Agency - Onboarding Overview

Martal Group - B2B Lead Gen Agency - Onboarding Overview

Martal Group - B2B Lead Gen Agency - Onboarding Overview

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This dynamic keynote by Susan Diaz, the visionary behind PeacefulAIMarketing.com is tailored for small marketing teams (1-10) keen to implement the transformative power of AI into their day to day marketing. Starting from leveraging artificial intelligence as a strategic co-pilot, Susan will guide attendees through creating a foundational level of AI literacy within teams, preparing them to navigate and harness AI's potential confidently. Discover the importance of optimizing workflows before picking tools for automation. Susan will walk through the innovative use case of the custom GPT for podcast pre-production in MyShowrunner.com. Additionally, learn how AI can collapse time, enhancing both work efficiency and personal productivity. This session promises actionable insights for marketing professionals ready to accelerate growth and achieve a 100x impact in their strategies and execution. Join us to transform your marketing team into a powerhouse of innovation and success. Key Takeaways: 1. Empowering Teams with AI Co-Pilot: Discover how integrating AI as a co-pilot in your marketing efforts not only enhances creativity and efficiency but also cultivates a foundational AI literacy among team members. 2. Optimizing Workflows Before Automation: Learn the critical step of mapping and understanding your workflows before jumping into automation. 3. Collapsing Time with AI: Explore the transformative potential of AI to collapse time, both in professional settings and personal efficiency. And then start thinking about how to use your saved time to solve big, hairy problems using your core skills.

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The 100x Factor Growth with AI - Susan Diaz

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The+State+of+Careers+In+Retention+Marketing-2.pdf

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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

No Cookies No Problem - Steve Krull, Be Found Online

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No Cookies No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In a world where storytelling happens behind screens instead of around campfires, it’s easy for today’s marketers to lose touch with the powerful way stories can resonate with audiences. Whether you’re tasked with writing to your peers, your partners, your investors, or your customers, this presentation will empower you to more clearly imagine the context of your key readers and produce content that will echo their emotions, speak their language, and leave a lasting impression. Join content marketer, keynote speaker, and best-selling author Ryan Brock for a practical training session, where you’ll learn: • How to utilize market research and tools to gain valuable insight into your most important audiences’ immediate context. • How to use emotional language effectively to build a genuine connection with your audiences in the moment they need you the most. • How to communicate key value propositions from the perspective of your target audience and stick with them long after they’ve stopped reading.

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Campfire Stories - Matching Content to Audience Context - Ryan Brock

Campfire Stories - Matching Content to Audience Context - Ryan Brock

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Search Marketing 2016: Still no flying cars, sorry

1. OWN THE CONTENT OWN THE AUDIENCE 2016

2. Mycompany:Portent,Inc www.portent.com/blog Me,ontwitter:@portentint

3. Theseslides:portent.co/ﬂying-search

4. WHATDIDWEGETIN2015?

5. EncyclopediaPages

6. CatalogPages

8. WHATDIDWELOSEIN2015? CONTROL

9. CONTROLOVERCONTENTLOCATION

10. LET’SPLAYAGAMECALLEDBULLSHIT BUTFIRST,

11. OH,WHY… THISMEANSIT’SBULLSHIT

12. OH,WHY… WHAT?!!! THISMEANSIT’STRUE

13. realllyyyy now… THISMEANSIT’SCOMPLICATED

14.

15. OH,WHY… BULLSHIT

16. https://moz.com/blog/rankbrain-unleashed

17. RANKBRAINMAY GETFIRED

18. RANKBRAINISHARD TOINFLUENCE

19. RANKBRAIN+HUMMINGBIRD LANGUAGE,NOTKEYWORDS

20. “ToGoogle,301and302arethesame” 2

21. realllyyyy now…

22. “302sAREOK”

23. OH,WHY… TRUE

24. 50%of302sinSERPs 65%of301sinSERPs wtf?!!!

25. STRUCTUREDDATAFROM302s? ANSWERBOXESFROM302s? BUT:

26. AUTHORITY?????!!!!

28. 302=“Thispagewillbeback”

29. 301=“Thispagewillneverbeback”

30. “Googlehasnoproblem withjavascriptframeworks” 3

31. OH,WHY… BULLSHIT

32. “JavascriptframeworksareOK”

33. realllyyyy now…

34.

35. Obfuscation

37.

39.

40. WithoutJavascript

41. LOWER AUTHORITY? WHO CARES

42. HTMLSNAPSHOTS?SURE.IGUESS.BUT…

43.

45. DON’TUSEJAVASCRIPT TODELIVERSTATICCONTENT

46. DON’TUSEJAVASCRIPT TODELIVERSTATICCONTENT IT’SNOTWORTHIT

47. “Structureddataisgoodforrankings” 4

48. OH,WHY… TRUE

49. OH,WHY… SORTOF it means higher clickthru rate

50. STRUCTUREDMARKUP=BETTERREPRESENTATIONOFYOURCONTENT

51. STRUCTUREDMARKUP=HIGHERCONSUMPTIONOFYOURCONTENT

52. “Authorshipisnomore” 5

53. OH,WHY… TRUE

54. @PORTENTINT THISISGONE

55. BUTAUTHORRANK

56. “Googleisapublisher” 6

57. OH,WHY… TRUE

58. PUBLISHERSWANTTOSHOWCONTENT ANDDRIVEADIMPRESSIONS.

59. THEYWANTTOMINIMIZECLICKSOUT

60.

61.

62.

63. GOOGLEISAPUBLISHER

64. GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION

65. GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION AT GOOGLE.COM

66. WHATDOWEDO?

67. BLOCKOUTTHE NOISE

69. WEDONOTOWN THEPUBLISHER

70. WE OWN THE CONTENT

71. WE OWN THE AUDIENCE

73. UNDERSTANDHOWSHITWORKS THENMAKEITWORK

77. FOCUSONLANGUAGE,NOTKEYWORDS

78. TESTYOURLANGUAGE

79. ALCHEMYAPI.COM

80.

81.

82. Wordsnotonthepage canstillbeconcepts

83. SortofkindofRankBrain-ish

84. BUILDADAPTABLECONTENT

85. STRUCTUREDDATA

86. USEGOOGLETAGMANAGER&JSON-LD

87. JSON-LD.ORG

89. KEEPITSIMPLE

91. PUBLISH ALL OVER THE PLACE

92. MAXIMIZE‘AUTHORRANK’

93. ENSUREVISIBILITY

94. @PORTENTINT SLIDESHARE.NET

95. @PORTENTINT LINKEDIN.COM

96. @PORTENTINT QUORA.COM

97. @PORTENTINT REDDIT.COM

98. @PORTENTINT MEDIUM.COM

99. PICKTHETOPIC WRITE/FILM/RECORD/CODETHESHITOUTOFIT

100. CONNECTEDCONTENT

101. CONNECTEDCONTENT

102. CONNECTEDCONTENT

103. CONNECTEDCONTENT

104. CONNECTEDCONTENT All about broccoli

105. CONNECTEDCONTENT All about broccoli Broccoli recipes

106. CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables

107. CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables “Eat too much broccoli?...”

108. CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables Gas remedies “Eat too much broccoli?...”

109. MASTER DEEP CONTENT

110. GOOGLELINKSTO10XCONTENT

111. CONTROL FOLLOW-UP (OWN THE AUDIENCE)

112. GETSERIOUSABOUTSHARING

113.

114.

115. E-MAIL100FRIENDS

116. “WOULDYOULIKETORECEIVEADVICE?”

118. SO,WHATNOW?

119. WE CAN’T OWN SEARCH ENGINES KEYWORDS RANKINGS

120. BUT WE CAN MAKE GOOGLE WORK FOR US

121. OWN THE CONTENT OWN THE AUDIENCE

122. Thank you ian@portent.com @portentint portent.co/ﬂying-search