share tweet share pin it e-mail share The Knowledge Graph is Google’s semantic database. This is where entities are placed in relation to one another, assigned attributes and set in a thematic context or an ontology. But what is an entity? And how does the Knowledge Graph actually work? Find the answers to these questions in our latest Unwrapping the Secrets of SEO, the last in part three in Olaf Kopp’s series looking at Google’s semantics and machine learning. Unwrapping the Secrets of SEO If you need to catch up, you can read part 1 here: How Google Interprets Search Queries. And part 2 can be found here: It’s All Semantic For Google Search. Semantics = Entities plus Ontologies The most important elements of a fundamental semantic structure and entities and ontologies. In semantics, an entity is unambiguously described by an identifier and particularly characteristics (attributes or properties). Whilst the identifier (URI), … [Read more...] about How Does Google’s Knowledge Graph Work?
How does seo work
share tweet share pin it e-mail share Looking to reduce costs when marketing online? Blam! A lot of conversations these days go something like this: “Let’s focus on content marketing. Amazingly high-value and high-quality content is clearly what’s Google’s looking for (all those online articles I read say so), so why sweat traditional SEO and social media as much as we used to?” Chances are, your business is having, or has had, this internal debate. Budget optimization discussions in the world of SEO are a fact of life, and are likely to come up again and again as the sands of search shift under our feet. Google and other search engines continue to optimize their algorithms for changes in the way people look online for information and products, requiring digital marketers to continually adjust their approach to maintaining or growing organic results. The truth – at least for now – is that great content, search … [Read more...] about How Content, SEO and Social Media Make Your Life Easier
The HTTP/2 protocol was published in 2015 with the aim of creating a faster, more secure Internet. Adoption has been gradual and is ongoing, but there are clear benefits for marketers who make the upgrade. So what exactly is HTTP/2 and how does it affect SEO? The variety and quantities of information transferred on the Internet have changed dramatically in the past decade. Content formats are larger and more complex, mobile usage has increased significantly, and there is a growing global population of Internet users on a daily basis. It is within this ever-changing landscape that a group of developers built SPDY (pronounced ‘speedy’, aptly enough), to build on the syntax of the original Hyper Text Transfer Protocol (HTTP). As the name suggests, SPDY was developed with the core aim of finding faster ways to transport content on the Internet that would reduce page load speeds. SPDY was primarily developed by a group of Google engineers and it provided the platform for … [Read more...] about What is HTTP/2 and how does it benefit SEO?
It is seven years ago this month that Chris Sherman first asked me to speak on a panel in London on the subject of multilingual or international search – with an emphasis on the SEO! I’m delighted once more to be presenting on “speaking in tongues” and even more pleased to be following SMX in London with an International Search Summit where we can dive deep into the the whole subject. As always, I wanted to bring something new to the party and it occurred to me that we talk a great deal about geo-targeting our own sites, for instance on whether you should use local domains, sub-domains or folders and does local hosting matter — in fact this was the very first question I was asked in London all those years ago. However, we don’t so often dig into how Google does it for the results themselves. How Do The Filters Work? Let me clarify what I mean. When you put a keyword into a Google search box, how does Google filter its results for you based on the … [Read more...] about How Does Google Know Where You Are?
How much does SEO cost? It’s the proverbial, “How long is a piece of string?” question. And if you think about it, this is not without good reason. SEO is not as easy to nail down as, say, sending out a direct mail campaign to 100 recipients. In some ways, it is not always as easy to measure, as many marketing activities may impact organic search traffic. The cost of SEO is also directly related to the potential rewards. Ranking nationally for a highly prized keyword that may be £10 per click in AdWords will have far more costs associated with it than ranking for a locally oriented keyword. But even on a local level, there can be huge variability — and whether you want to rank in a state, county, city, town or micro-area like a borough or village will influence how difficult this will be. This, of course, influences the price of SEO for your unique situation. In this post, I am going to look briefly at the benefits of organic search via … [Read more...] about How much does SEO cost?
For those of us in SEO (or aspiring to be), there are a lot of little details that fill our days. Server architecture, 301 redirects, 404 errors, title tags, and various other things. Sometimes, we forget to sit back and figure out what it all means. Add to that the fact that most SEOs were never trained, but just picked things up “on the job,” and it’s no surprise that most SEOs don’t really know how search engines work. When’s the last time you sat down and considered how search engines (like Google) really work? For me, it was last month, while writing the post about a recent Google Webmaster Hangout and the information about link disavowal that came out of it. But before that, I think it honestly had been 8 or 10 years since I’d really thought about it. So let’s fix that. Here is a high level explanation of how one search engine (Google) works. While the terminology and order of operations may change slightly, Bing and Yahoo use a similar … [Read more...] about How Search Engines Work — Really!
In the eyes of many site owners, Google has become that student. For an increasing number of search queries requesting factual information Google (and to a lesser extent, Bing) is returning answers at the top of search results pages that (usually) don’t require any click-through by the searcher. This could be seen as a serious threat to sites that have been accustomed to getting organic search traffic by providing that kind of information. In fact, SEO Glenn Gabe documented a dramatic drop in traffic for several song lyrics sites after Google started displaying lyrics as a direct answer. However, other webmasters see Google’s direct answers in search as a new opportunity to get a jump on the competition and become featured for free by Google. At this year’s SMX West conference in San Jose, three experts who have been keeping a very close eye on developments with Google’s direct answers reported their findings and provided advice as to what site owners can do to … [Read more...] about The Growth Of Direct Answers: How Should SEOs React?
Budget constraints put local businesses in a tough position when it comes to marketing. The situation becomes even worse when it comes to local on-page SEO, as it’s difficult to determine ROI beforehand. This was less of a problem two or three years ago, when cheap/predictable local SEO was possible – even if such spammy tactics inevitably posed a threat to brand reputation. But times have changed. How Google works has changed. People such as Neil Patel are saying “content marketing is the new SEO.” If the mainstream SEO opinion is to be believed, without a content marketing strategy in place you might as well forget about Google doing you any favours. Except, that’s not really true. There’s so much more to do in SEO than content marketing. What follows are many things that you can do as a local business to make the most out of local search. 1. Pick an alternative to content Before we dive into some SEO techniques that can help you get that much … [Read more...] about Eight ways to do local SEO without content marketing
Continuing my promise to deliver a slightly more wide-eyed ingenue spin on all things search related, here is an exploration of another important term that crept into the SEO conscience way back in 2013: semantic search. What is semantic search? It’s probably easier to give you examples rather than trying to paraphrase the rather verbose Wikipedia entry. Remember how ‘back in the day’ you would type a search query into Google and it would hit you with a result based purely on your keywords? Like if I had typed in ‘Portishead’ without context I would have been offered a mixture of results based on the band and possibly the town in Somerset. However right now in this modern semantic world of ours, if I type in ‘Portishead’ I’m purely given results about the band, mainly because most of my search history is music related and not at all Somerset related. That’s semantic search at its most simplistic. Taking various details about the … [Read more...] about What is semantic search and why does it matter?
It’s hard to meet anyone in the digital industry who hasn’t heard about RankBrain. And it comes as no surprise that this system along with its impact on search results raises endless questions and disputes. We’ve made an attempt to understand the way RankBrain operates and if there’s anything we can possibly do to optimize for it. Let’s start from the very beginning. What is RankBrain? RankBrain is a machine-learning system developed by Google to help improve search results and to interpret brand new queries that haven’t been previously searched for. Some experts consider it to be part of the Hummingbird search algorithm, which was launched to help Google better understand the meaning of the entire query behind exact keywords. The first official statement about RankBrain was made by Google senior research scientist Greg Corrado on October 26, 2015. Here’s how Greg explained the operating principle of the algorithm: “If you’re … [Read more...] about How does RankBrain work and what does it mean for search marketers?