Everything Google Lied to Us About

Transcript

1. 1 1
2. 2 2 Download this deck: https://speakerdeck.com/ipullrank
3. 3 Salutations! I’m Mike King (@iPullRank)
5. 5 Things Google Has Lied to Us About
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7. 7 7 Google Has Owned Everything It Would Need to Become SkyNet
8. 8 Just Create Great Content, We’ll Figure it Out He said it so many times, I’m not going to cite a source.
9. 9 9 We Don’t Understand Content, We Fake it
10. 10 10 We Don’t Use Clicks in Rankings
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12. 12 12 We Use Clicks in Navboost aka GLUE -Pandu Nayak
13. 13 13 Here’s Google Telling On Itself
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15. 15 15 Y’all owe @randfish an apology. Go ahead and send it right now.
16. 16 16 Don’t Make Machine-Generated Content For Search
17. 17 17 Hey News People, Use this Generative AI Tool For Your Articles
18. 18 18 Ads and Organic Search are Separated like Church and State
19. 19 19 Oh, Here’s a Thread Where the Ads Team is Asking the Search Team to Juice Ads
20. 20 20 Using Expired Domains Don’t Give You an Advantage …you can get that domain into Google; you just won’t get credit for any pre-existing links. -Matt Cutts So if the content was gone for a couple of years, probably we need to figure out what this site is, kind of essentially starting over fresh. So from that point of view I wouldn’t expect much in terms of kind of bonus because you had content there in the past. I would really assume you’re going to have to build that up again like any other site. -John Mueller
21. 21 21 Then Why are Just NOW Making Expired Domains Spam?
22. 22 22 Google is not here for us; we are here for Google.
23. 23 23 Google’s Search guidelines are aspirational and we help them the enforce them.
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25. 25 25 SEOs are Google’s unpaid workforce.
26. 26 Things SEO Lies to Itself About
27. 27 27 There’s A Bigger Generational Shift Happening Too..
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30. 30 30 40% of People Leaving ChatGPT Go to Google
31. 31 31 Google Still Dwarfs Everything, but More People are Using More Channels
32. 32 32 It means there is fragmentation in how information needs are being met.
33. 33 33 In SEO we still think Google is Here
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35. 35 35 Google Shifted from Lexical to Semantic a Decade Ago
36. 36 36 Very very few SEO tools are offering analysis that aligns with how Google works today.
37. 37 37 Google Has Been More Like This Since Hummingbird
38. 38 Semantic Search is Fueled by High Density Embeddings …just like large language models. A lot of what Google has always been trying to do is more real.
39. 39 39 Since the Introduction of BERT, Google Has Looked More Like This
40. 40 40 Google Has Been Using Public About Models Since 2020 This is why some of the search results feel so weird. A re-ranking of documents with a mix of lexical and semantic. https://arxiv.org/pdf/2010.01195.pdf
41. 41 41 The way SEO build links doesn’t work as well we think it does anymore.
42. 42 42 Google Has Always Aspired to Leveraging Link Relevance in Meaningful Ways
43. 43 Dense Retrieval You remember “passage ranking?” This is built on the concept of dense retrieval wherein there are more embeddings representing more of the query and the document to uncover deeper meaning.
44. 44 44 Dense Retrieval is Scoring down to the Sentence Level
45. 45 45 You need to focus on building more relevant links than higher volumes of links.
46. 46 46 Under the SGE Model, Google is Structured Liked This
47. 47 47 All of this is a huge problem because SEO software still operates on the lexical model.
48. 48 48 No one is actually improving content when they do the skyscraper technique
49. 49 Indexing is Also Harder It’s not being talked about as much, but indexing has gotten a lot harder since the Helpful Content update. You’ll see a lot more pages in the “Discovered - currently not indexed” and “Crawled - currently not indexed” than you did previously because the bar is higher for what Google deems worth capturing from the web.
50. 50 50 I Believe This is a Function of Information Gain Conceptually, as it relates to search engines, Information Gain is the measure of how much unique information a given document adds to the ranking set of documents. In other words, what are you talking about that your competitors are not?
51. 51 51 In conclusion: “More content” is no longer inherently the most effective approach because there’s no guarantee of traffic from Google.
52. 52 52 The only content you should be making
53. 53 53 I’m Leaving Y’all with Four Actions Today 1. How to Prune Your Content 2. How to Use LLMs 3. How to Appear in LLM based Search Engines 4. How to Think About Relevance
54. 54 The Content Pruning Process
55. 55 55 Pruning and Optimization Work Quite Well Together
56. 56 Aleyda Has a Process Aleyda’s workflow is a great place to work through whether your content should be pruned or not. https://www.aleydasolis.com/en/crawli ng-mondays/how-to-prune-your-website- content-in-an-seo-process-crawlingmon days-16th-episode/
57. 57 57 We like automate to get to a Keep. Revise. Kill. (Review.)
58. 58 58 Content Decay The web is a rapidly changing organism. Google always wants the most relevant content, with the best user experience, and most authority. Unless you stay on top of these measures, you will see traffic fall off over time. Measuring this content decay is as simple comparing page performance period over period in analytics or GSC. Just knowing content has decayed is not enough to be strategic.
59. 59 59 It’s not enough to know that the page has lost traffic.
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61. 61 61 The Content Potential Rating (CPR).
62. 62 62 Content Potential Score
63. 63 63 Interpreting the Content Potential Rating 80 - 100: High Priority for Optimization 60 - 79: Moderate Priority for Optimization 40 - 59: Selective Optimization 20 - 39: Low Priority for Optimization 0 - 19: Minimal Benefit from Optimization If you want quick and dirty, you can prune everything below a 40 that is not driving significant traffic.
64. 64 64 Combining CPR with pages that lost traffic helps you understand if it’s worth it to optimize.
65. 65 65 Step 1. Pull the Rankings Data from Semrush Organic Research > Positions > Export
66. 66 66 Step 2: Pull the Decaying Content from GSC Google Search Console is a great source to spot Content Decay by comparing the last three months year over year. Filter for those pages where the Click Difference is negative (smaller than 0) then export.
67. 67 67 Step 3: Drop them in the Spreadsheet and Press the Magic Button
68. 68 The Output is List of URLs Prioritized by Action Each URL is marked as Keep, Revise, Kill or Review based on the keyword opportunities available and the effort required to capitalize on them. Sorting the URLs marked as “Revise” by Aggregated SV and CPR will give you the best opportunities first.
69. 69 69 Get your copy of the Content Pruning Workbook : https://ipullrank.com/cpr-sheet
70. 70 How to Kill Content Content may be valuable for channels outside of Organic Search. So, killing it is about changing Google’s experience of your website to improve its relevance and reinforce its topical clusters. The best approach is to noindex the pages themselves, nofollow the links pointing to them, and submit an XML sitemap of all the pages that have changed. This will yield the quickest recrawling and reconsideration of the content.
71. 71 71 How to Revise Content Review content across the topic cluster Use co-occurring keywords and entities in your content Add unique perspectives that can’t be found on other ranking pages Answer common questions Answer the People Also Ask Questions Restructure your content using headings relevant to the above Add relevant Structured markup Expand on previous explanations Add authorship Update the dates Make sure the needs of your audiences are accounted for Add to an XML sitemap of only updated pages
72. 72 How to Review Content The sheet marks content that has a low content potential rating and a minimum of 500 in monthly search volume as “Review” because they may be long tail opportunities that are valuable to the business. You should take a look at the content you have for that landing page and determine if you think the effort is worthwhile.
73. 73 How to Use LLMs for Content
74. 74 74 What is Retrieval Augmented Generation?
75. 75 75 It’s Not Difficult to Build with Llama Index sitemap_url = "[SITEMAP URL]" sitemap = adv.sitemap_to_df(sitemap_url) urls_to_crawl = sitemap['loc'].tolist() ... # Make an index from your documents index = VectorStoreIndex.from_documents(documents) # Setup your index for citations query_engine = CitationQueryEngine.from_args( index, # indicate how many document chunks it should return similarity_top_k=5, # here we can control how granular citation sources are, the default is 512 citation_chunk_size=155, ) response = query_engine.query("YOUR PROMPT HERE")
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83. 83 Integrate Promptitude with Zapier or Make
84. 84 84 If you’re building your own custom stuff, use Gemma. Vertex is so expensive.
85. 85 How to Appear in LLMs
86. 86 86 Blocking LLMs is a Mistake. Appearing in these places will be recognized as brand awareness opportunities very soon.
87. Embrace Structured Data There are three models gaining popularity: 1. KG-enhanced LLMs - Language Model uses KG during pre-training and inference 2. LLM-augmented KGs - LLMs do reasoning and completion on KG data 3. Synergized LLMs + KGs - Multilayer system using both at the same time https://arxiv.org/pdf/2306.08302.pdf Source: Unifying Large Language Models and Knowledge Graphs: A Roadmap
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91. 91 91 They Share Their Prompts in Their Code
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93. 93 Roll the Credits
94. 94 94 Get your threat report: https://ipullrank.com/sge-report
95. Thank You | Q&A mike@ipullrank.com Award Winning, #GirlDad Featured by Get Your SGE Threat Report: https://ipullrank.com/sge-report Play with Raggle: https://www.raggle.net Download the Slides: https://speakerdeck.com/ipullrank Mike King Chief Executive Officer @iPullRank