patrick langridge: "machine learning & seo: the future of personalised search"
TRANSCRIPT
Digital Henley – July ‘16
Patrick LangridgeHead of SEO
Machine Learning & Local SEO: The Future of Personalised Search
History Lesson
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Google Today
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Google Today
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Plumber
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Venice (2012) & Pidgeon (2014)
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Why Does This Matter?
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Local SEO Best Practices
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Build really really really good location landing pages.
Unique, descriptive, rich, relevant and locally focused content.Compliment text with images, videos, infographics, CTA’s.List areas/towns/villages covered by a service or shop - maps.Use local data to create compelling stories.Customer reviews/testimonials, case studies from specific locations.Use local staff/managers/engineers to help create unique content.Showcase local community involvement/sponsorship/events.Include local offers, specials and news. Consider local forums for UGC, but only if manageable!
Internal linking, meta data page alignment, geo-targeting if required, Google My Business, external links.
Local SEO Success
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Local SEO Ranking Factors
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Personalisation Factors
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Location Device Browser OS Time Of Day Search History Logged In vs Logged
Out
Variety – CTR testing Information vs
Purchasing Knowledge Graph Answer Boxes Carousels Contextual Relevancy
Google Worried?
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Search Queries by Engine (USA)
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Threats
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RankBrain
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RankBrain
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http://bit.ly/twoalgo
