Kevin Indig - How to Reach SEO Level 9000 in a Machine Learning World

Kevin Indig

1. SEO LEVEL

2. 2024

3. 2026

4. 2026 - WRITING
2027

5. 2031

6. 2049

7. 2053

8. 2060

11. The last 10 years have been about
building a world that is mobile-first, […].
But in the next 10 years, we will shift to a
world that is AI-first, […].
Sundar Pichai, CEO of Google

12. Q:“What products at Google is your team
looking to improve?”
A:”[…]We’re looking at various aspects of
search. […]”
Demis Hassabis, CEO of Deep Mind

13. Turning point
Amit Singhal
2015
John Giannandrea
Information
retrieval
Machine
learning
https://backchannel.com/how-google-is-remaking-itself-as-a-machine-learning-first-company-ada63defcb70

15. TRANSITION

16. How to reach SEO level 9000
in a machine learning world

18. www.kevin-indig.com

19. www.kevin-indig.com

20. www.kevin-indig.com

21. Optimize for user intent

22. Image
Image
Image
Image
Image

24. Location
Location
Location

25. Location
Location
Location
6 our of 9 organic results from Yelp

27. Tutorial
Tutorial
Tutorial
Tutorial
Tutorial

29. Product
Product
Product
Product

31. Optimize for user intent
(AirBNB)

32. Optimize for user intent
(AirBNB)

33. Optimize for user intent
(AirBNB)

34. Optimize for user intent
(AirBNB)

35. Create holistic content

36. SEMANTICS

37. SEMANTICS

38. SEMANTICS

39. Create holistic content

40. Create holistic content

41. Create holistic content

42. Create holistic content

43. Create holistic content

44. Create holistic content

45. Focus on user signals

46. Focus on user signals

47. Focus on user signals

48. Focus on user signals

49. Focus on user signals

50. Focus on user signals

51. User signals > Backlinks?

52. User signals > Backlinks?
“free credit score” (MSV: 246K)

53. User signals > Backlinks?
“free credit score” (MSV: 246K)
Strongest link profile

54. User signals > Backlinks?
“auto loan calculator” (MSV: 450K)

55. User signals > Backlinks?
“auto loan calculator” (MSV: 450K)

56. User signals > Backlinks?
“iphone7” (MSV: 277K)

57. User signals > Backlinks?
“iphone7” (MSV: 277K)

58. User signals > Backlinks?
“agile” (MSV: 49K)

59. User signals > Backlinks?
“agile” (MSV: 49K)

60. User signals > Backlinks?
“agile” (MSV: 49K)

62. Backlinks?
Content?

63. Find what works for you
matters

64. Industry specific ranking factors

65. Industry specific ranking factors

71. Test ranking factors

72. https://codeascraft.com/2016/10/25/seo-title-tag-optimization/
Test ranking factors (Etsy)

73. https://medium.com/@Pinterest_Engineering/demystifying-seo-with-experiments-a183b325cf4c
Test ranking factors (Pinterest)

74. https://www.thumbtack.com/engineering/seo-tip-titles-matter-probably-more-than-you-think/
Test ranking factors (Thumbtack)

75. Use t-paired tests to find what
works for you

76. Test ranking factors
1. Brainstorm
(what to test)
2. Research
(done before and
how?)
3. Setup
(same templates, min
two groups)
4.Test
(change, wait,
revert change)
5. Analysis
(compare means)
6. Conclusion
(document)

77. Monitor your industry

78. Monitor your industry

79. Macys
Sears
Kohls
Nordstrom

80. Monitor your industry

81. Monitor your industry

82. Monitor your industry

83. Monitor your industry

84. Monitor your industry

87. Reminded of something ;-)?

88. Focus on
Content
Semantics
User Intent
Holism
User signals
CTR
Dwell time
Bounce rate
Data
Test, test, test
Industry
Backlinks

89. Kevin Indig
[email protected]
@Kevin_Indig
www.kevin-indig.com