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TERM RELEVANCE
There’s also been a lot of
talk about co-relevance,
topic modeling and TF*IDF.
This is a great opportunity
for technical elements to
influence content creation.
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TERM RELEVANCE
This has been shown
numerous times to be one of
the biggest content ranking
factors. We’ve seen sites
improve rankings by
optimizing for TF*IDF with
no improvements to
authority
58. I had a client come last year that was unsure whether it was
Penguin or changes in their offline media buying habits had
led to the downturn in traffic. Layering the Googlebot logs
made it clear.
Log Files Help You Spot What Really Happens
0
50000000
100000000
150000000
200000000
250000000
0
500000
1000000
1500000
2000000
2500000
Unknown organic organic home organic dyor
organic er organic home,dyor,er organic cushion organic net of home
organic ritani organic diamonds direct home paid brand sessions
tv spend web sessions (as reported by adaptv) Top 800 Monthly SV impressions
Googlebot Visits
Penguin Update
68. On Stacking…
Domain stacking in the SERPs mostly only
works now if the results in the SERP are weak.
The play is owning positions in other result
types.
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Researchthe Query Space
Put the Query in a HeaderTag
Placethe right structured text in closeproximity
Fetch and Render in Google Search Console
Watchthe Magic Happen
How to get Featured Snippets
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Internal Linking Structures
Internal Linking Structures are stillan incredibly powerfulasset. I’d like to see moretools likewhat Portent has built to visualize
them and understand where there is opportunity. https://www.portent.com/blog/seo/seo-force-directed-diagrams.htm
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Searchmetrics Does a Great Job of This
I wish all the link indices had a stronger focus on internal linking structure and visualizing where there are
opportunities to flow more link equity throughout the site. Searchmetrics’ Site Structure tool does this well.
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Paul’s Method is Good for Rolling Your Own
http://searchengineland.com/improve-internal-linking-calculate-internal-pagerank-r-246883
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@willcritchlow has some new thoughts on how to approach
internal linking https://www.distilled.net/resources/proposing-
better-ways-to-think-about-internal-linking/
80. Quick Win
Look at your pages with the most internal link
equity and build links from those pages to
target pages.
84. Check out the Code Coverage report to see what code isn’t be
used and delete it from your pages.
https://www.portent.com/blog/user-experience/code-
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PreBrowsing Directives
Browsers have preloading directives which allow the page to download elements in the background for later
viewing or within the same session.
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When to Use Rel-Preconnect
When you see a long time for connections to happen or a lot of idle time, it’s a good idea to use rel-
preconnect.
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Use it With the GA API
Get the pageviews of the
ga:pagePath based on the
ga:previousPagePath set to
the current page that you’re
on.
You’ll get a list of the pages
your users are most likely to
visit next. Set one of these as
the rel-prerender.
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Code.
Inject rel-prerender into the
page programmatically.
You could also session the
URLs the user is going to to
ensure you are always
prerendering a new page.
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Deploy a Markov Chain based model in R via OpenCPU and get
more accurate guesses at what the user’s next page view is
http://code.markedmondson.me/predictClickOpenCPU/supercharg
e.html
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FORECAST
MODELING IS
QUESTIONABLE
AT BEST
There is no accurate to size
the impact of
recommendations or
expectations from a
collection of keywords
115. Use your own data from Search Console for Forecast
Modeling
116. It doesn’t get much better than this
Traffic = Search Volume x CTR
Number of Conversions = Conversion Rate x Traffic
Dollar value = Traffic x # Conversions x Avg Conversion
Value
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Video Outreach with BombBomb
Perform video outreach to which has inherent proof that you are an actual person rather than just a spammer. Use Bomb Bomb https://bombbomb.com/
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Tactic – Reach Out About Most Popular Content
Use Buzzsumo to identify the most popular post on a domain and use that in your email because it’s natural that someone would reach out to talk
about something people are already sharing. http://www.buzzsumo.com
133. Ok. So, What Is Machine Learning?
“Machine learning is a type of artificial
intelligence that provides computers with
the ability to learn without being explicitly
programmed.”
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Training Chatbots
Training chatbots is
similar to training ML
classifiers in that you
take a knowledge
base and run it
through NLP then
tune it with regard to
conversations.
145. If outreach is like sales and many sales
tools have solved this, how can we apply
the same to outreach?
146. IPULLRANK.COM @ IPULLRANKMost machine learning is done in R or Python, but those are programming languages, but you’re marketers so let’s figure out some things you can use
without too much coding.
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3 Things Machine Learning Can Help Scale in Outreach
Prospecting
Overcoming
Objections
Initial
Outreach
Research
150. We’re going to perform supervised
machine learning to predict which sites are
worthwhile prospects based on our
previous research.
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Collect, Clean and Setup Whatever Data You Have
If it’s a prospect you used, mark it as a , if it was disapproved, mark it as a 0. If there are rows that are missing data remove them.
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Import Your Data
Specify the column where you have
marked a site/page as approved as
your target attribute. Skip any text-
based attributes.
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Research – CrystalKnows
This tool is an example of user segmentation based on social media data http://www.crystalknows.com
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Research – PeoplePattern
People Pattern is an enterprise tool that accomplishes similar goals, but could allow you to segment outreach targets https://www.peoplepattern.com/
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Setup your Responses with Key Variables
Basedonwhat the user might sayintheir response to you, set up your ownresponsesanduse variablessothose responses arecontextual and logical. The bot will continue
to learn based onthe emailsit gets.
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Connect Your Bot to Email Using Zapier
You can avoidthe coding element bysetting upa trigger inGmail for new email, connecting to the API withthe POST actiona ndsending an emailonce theresponse is
returned