Improving your SEO with conceptual models - Mark Williams-Cook

In this insightful session by Mark Williams-Cook (Director at Candour/Founder at AlsoAsked‬ ) from Search Norwich 19, Mark explains why using conceptual models is doing "advanced SEO" and what he learned from the Google exploit he discovered last year.

Also, Mark describes how SEO is just like the video Theme Park (yes, seriously),

Transcript

4. #SearchandStuff #SearchandStuffAntalya X: @searchandstuff IG: @searchnstuff
5. #SearchandStuff #SearchandStuffAntalya X: @searchandstuff IG: @searchnstuff
6. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
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10. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
11. #SearchandStuff #SearchandStuffAntalya X: @searchandstuff IG: @searchnstuff
12. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya “Aim to make the most fun theme park that your guests will love!” “Just make really good helpful content for your users!”
13. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Helpful content™
14. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Helpful content™ I have done this but I don’t rank :(
15. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Helpful content™
16. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Helpful content™ Making ungodly amounts of money
17. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Helpful content™ Making ungodly amounts of money Ranking reality
18. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Just fun rides! Making ungodly amounts of money Optimised gameplay
19. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranking reality
20. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranking reality
21. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranking reality Google updates
22. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Documented things “The meta”
23. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranking reality Google updates lol
24. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranking reality Google updates lol 0 to 1.3M visitors in 16 weeks
25. #SearchandStuff #SearchandStuffAntalya Ranking reality Google updates lol 0 to 1.3M visitors in 16 weeks lol, whoops
26. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya “Helpful” Content Update
27. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranks for 94,000 “loans” keywords
28. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya This is helpful!
29. How to add to your model
30. #SearchandStuff #SearchandStuffAntalya
31. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranking Post- Ranking Use simple models
32. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Ranking Post- Ranking “We don’t use CTR directly in ranking” Use simple models
33. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
34. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Is it a ranking factor?
35. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
36. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Does it make sense?
37. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Does it make sense? Does it scale?
38. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Does it make sense? Does it scale? Any evidence?
39. #SearchandStuff #SearchandStuffAntalya X: @searchandstuff IG: @searchnstuff Google exploit facts for your model
40. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
41. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya 2Tb of data 2,314 properties 90,000,000 queries
42. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
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49. Google classifies all queries in rq_semantic_query_class: SHORT_FACT OTHER COMPARISON CONSEQUENCE REASON DEFINITION INSTRUCTION BOOL
50. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
51. #SearchandStuff #SearchandStuffAntalya X: @searchandstuff IG: @searchnstuff Get trained classifier models: coreupdates.com
52. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
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55. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
56. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya
57. There is a “Site quality score” patent
58. “What about when there is no user data?”
59. There is a “Predicting site quality score” patent
60. X: @searchandstuff IG: @searchnstuff #SearchandStuff #SearchandStuffAntalya Sistrix VI for Causal.app AI content
61. AI content broke Google’s prediction model
62. Temporary fix Brand power = HCU
63. #SearchandStuff #SearchandStuffAntalya High “SEO metrics” and low “brand metrics” = punished by HCU
64. "Brands are the solution, not the problem... Brands are how you sort out the cesspool."
65. ‘Classic’ SEO metrics are less reliable DR: 29 / 1.4K links DR: 62 / 29K links DR: 75 / 70K links
66. Conceptual models help you understand why things are ranking
67. The “why?” in ranking is more important than the “how?”
68. Be cautious: apply evidence and logic before you add to your model
69. Be cautious: apply evidence and logic before you add to your model Play more video games!