In the video I talk about everything required to make the Her chatbot and assistant real. We have had all these things since 2016 and they have only gotten significantly better since. ✅ ✅ ✅ ✅ ✅ ✅ ✅ 😬 😎 ✅ Location Persistent User Context The World’s Information Always-on Device Natural Language Processing Machine Learning + Computing Power Speed Good User Experience
currently in its Minidisc era, where there’s innovative functionality that shows promise, yet isn’t gaining widespread traction. Much like the Minidisc offered better sound quality, flexibility, and compact storage but failed to capture the market, search engines today offer advanced features—like AI-driven query understanding, personalized experiences, and semantic search—but users often stick to simpler behaviors or don’t fully explore these innovations. Vinyl 8-track tapes Cassette tapes Compact Discs MP3 Players Streaming Minidisc
Search? Location Persistent User Context The World’s Information as structured data Natural Language Processing with Transformers Always-on Device Machine Learning (GenerativeAI) + Computing Power Speed Good User Experience The innovations of of the past 8 years have made all of this possible now.
Threats Some threats were more real than others (e.g. TikTok never got more traffic than Google), but it’s the perception of Google being in a downward spiral that they to contend with.
Search If the US government issues remedies that destroy Google’s monopoly on Search, that could change the complexion of the competition, but right now none of the competitors, including OpenAI can stand a chance. Google is positioned to chill out and watch everyone burn through all their cash while Google refines its product.
Android This would be somewhat meaningless because Chrome and Android are open source projects and Google could continue to steer them by dominating contribution.
A Breakup It’s hard to know how a Google breakup might impact the digital marketing world, but it’s safe to say that Alphabet is prepared for that potential eventuality.
the Past On-Page Content Structured Data Topic Modeling Behavioral Signals Content Layouts Page Performance Internal Link Volume External Link Quality External Link Velocity
Channels for Search We can expect that younger generations will look to get their information needs met in various ways rather than just going to Google.
like Profound are popping up with solutions to track how brands are showing up in ChatGPT, Perplexity, and Gemini. As these platforms grow in usage, there is value in understanding how you appear.
seen softening in its dominance of search advertising in recent years. This is a threat to the business since search ads are its primary driver of revenue.
Bad we Got Panda and Penguin Panda fundamentally changed Organic Search. You could no longer create “SEO content” and rank. The SEO community then embraced content marketing knowing that it’s the only way forward with creating content that yields utility. Penguin did the same for links. Google’s Helpful Content update is the new sheriff in town.
the HCU The Helpful Content Update stared as a benign series of algorithm adjustments, but has become more aggressive as cries about Google search quality have gotten louder. h/t @LilyRayNYC
To compete with the visual content channels, Google is surfacing more visual content in the SERPs and adding more features that allow users to get exactly where they want to go. This will threaten standard Organic positions for web content.
Competitive The video and image real estate in Google is going to become even more competitive since marketers recognize short form video as high ROI and the primary way to reach Gen Z.
site A primary mistake that content marketers make is only publishing their short form videos on a channel like TikTok, Instagram, or YouTube. You should also publish them on your site using tools like Wistia and marking them up with structured data so they can appear in the SERPs.
keywords to see if you need to pivot Monitor which keywords start showing SERP features like videos, images, and AI Overviews. If you don’t have competitive content in those formats, you’ll need to rebalance the keywords you’re targeting.
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. Action 3: Monitor your Crawled - currently not indexed and Discovered - currently not indexed pages reports in GSC.
Crawl Stats in GSC. ProTip: You will often see that there is an inverse relationship between crawl requests and average response time. The faster you make your site, more Google will crawl.
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?
avoid being a copycat of the content that currently exists on the SERPs, publish the content that only you can publish: • Personal insights • Relevant stories and anecdotes • Original research • Expert opinions • Brand-generated content (videos, infographics, thought leadership) In other words, create the content from ideas and expertise that only you (or your team of experts) would have.
“It’s Goog Enough” article - https://www.blindfiveyearold.com/its-goog-enough, Google is continuing to go in a direction that is more self-serving than user serving. Intent mismatches Overreliance on UGC Too Many SERP fe
Google will be rolling out AI-organized search results for local searches on mobile devices Source: https://blog.google/products/search/g enerative-ai-google-search-may-202 4/
they’re rolling out new AI-Organized Search results on the Shopping tab Source: https://blog.google/products/shopping/ google-shopping-ai-update-october-202 4/
that big brands are rewarded by Google both via rankings and SERP feature placement. The signals that brands generate are reflected in how Google’s scoring functions work.
value of being seen in the channel even if a click isn’t driven. SEO will need to shift from a pure performance mindset to partially brand mindset and adapt brand visibility metrics.
by Moz that measures the total strength of a brand. Contrasting the BA:DA ratio of tens of thousands of sites in the Moz corpus allowed me to test a theory—that Google's Helpful Content updates heavily leveraged brand signals. It looks like they do! ~ Tom Capper
impressions, and visibility in SERP features in a separate report to indicate brand health. Specifically, you should track average position, rankings, impressions, and presence in featured snippets, AI Overviews, and People Also Ask.
Looker Studio dashboard that combines data from Semrush and Google Search Console to track brand visibility. https://lookerstudio.google.com/u/0/re porting/create?c.reportId=3ad27fb0-dd4 1-4a6b-a509-7d61895d93a7&r.reportNa me=iPullRank%20%7C%20SERP%20Feat ure%20Brand%20Visibility%20Tracker&c .mode=edit
have time to cover them all, but these are four things that you should do to navigate the future of Search. See the post-credits scene for the remaining two. Topical Clustering Content Pruning Leverage All the Structured Data Embrace Retrieval Augmented Generation
be orienting your site in a logical topical structure where related subjects are connected together by the internal linking structure. This reinforces the relevance of the subject matter that you cover. When the content is also recent, heavily linked to externally, and provides a strong user experience, that is the ideal state.
a Page is Google is specifically vectorizing pages and sites and comparing the page embeddings to the site embeddings to see how off-topic the page is. Learn more about embeddings: https://ipullrank.com/content-relevance
that Google uses vector embeddings to determine how far off given a page is from the rest of what you talk about. This indicates that it will be challenging to go far into upper funnel content successfully without a structured expansion or without authors who have demonstrated expertise in that subject area. Encourage your authors to cultivate expertise in what they publish across the web and treat their bylines like the gold standard that it is.
Use this tool with your site to score how focused your content as as part of your content auditing efforts. https://ipullrank.com/tools/site-focus-c alculator Anything below a 0.7 is worth reconsidering.
your website and brand into an authority in your space and strengthen your entities in the eyes of Google. A site that focuses on a series of topics that are relevant to each other are going to benefit in rankings. Here are a few tools that can help you design and build your topic clusters systematically. Thruuu https://thruuu.com/keyword-clustering-tool Keyword Insights https://www.keywordinsights.ai/features/keyword-clustering/
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.
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.
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.
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.
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.
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
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.
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
Your Content Historically, we’ve only incorporated structured data that has yielded rich results. Now is the time to use anything that is relevant to your content because generative systems use it all.
GEO team also shared the ChatGPT prompts that help them improve their visibility. You can augment them and put them to work right away. https://github.com/GEO-optim/GEO/blo b/main/src/geo_functions.py
Language Model is called “Retrieval Augmented Generation” Neeva (RIP), Bing, and now Google’s Search Generative Experience all use pull documents based on search queries and feed them to a language model to generate a response. This concept was developed by the Facebook AI Research (FAIR) team.
content 1. Generative AI is not the end-all-be-all solution. It is not the replacement for a content strategy or your content team. 2. Generative AI for content creation should be a force multiplier to be utilized to improve workflow and augment strategy. 3. You should consider generative AI content for awareness efforts, but continue to leverage subject matter experts for lower funnel content.
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