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Rob Laporte

3 ways to use AI for sitewide entity optimization - 1 views

searchengineland.com/ide-entity-optimization-427734

SEM & other tools seo AI_LLM

shared by Rob Laporte on 27 Oct 23 - No Cached
  • Rob Laporte on 27 Oct 23
     
    "Income Surfers"
Rob Laporte

How to optimize for entities - 0 views

searchengineland.com/optimize-for-entities-424286

SEM & other tools seo

shared by Rob Laporte on 27 Oct 23 - No Cached
  • Open up textrazor.com/demo and paste the text into the box. 
Rob Laporte

Natural language processing to build a semantic database - 0 views

www.kopp-online-marketing.com/g-to-build-a-semantic-database

seo SAW

shared by Rob Laporte on 18 Dec 23 - No Cached
  • Google obtains information about entities and their relationships to each other from the following sources: CIA World Factbook, Wikipedia / Wikidata (formerly Freebase) Google+ and Google My Business, respectively Structured data (schema.org) Web crawling Licensed data
  • Named Entity Analysis and Extraction: This aspect should be familiar to us from the previous papers. It attempts to identify words with a “known” meaning and assign them to classes of entity types. In general, named entities are people, places, and things (nouns). Entities may also contain product names. These are generally the words that trigger a Knowledge Panel. However, words that do not trigger their own Knowledge Panel can also be entities.
  • Rob Laporte on 18 Dec 23
     
    "For this, Google can use the already verified data from (semi-)structured databases like the Knowledge Graph, Wikipedia … as training data to learn to assign unstructured information to existing models or classes and to recognize new patterns. This is where Natural Language Processing in the form of BERT and MUM plays the crucial role. Using Natural Language Processing, Google is able to access a huge range of unstructured information from the entire crawlable world wide web. The final major challenge is validating the accuracy of the information. The solution could be a further development of the Knowledge Vault."
Rob Laporte

Google's March 2022 Product Reviews Update (PRU) - Findings and observations from the affiliate front lines - 0 views

www.gsqi.com/...ch-2022-product-reviews-update

seo SAW

shared by Rob Laporte on 12 May 22 - No Cached
  • sites should consider providing links to more than one retailer to purchase products
  • against Amazon’s TOS
  • my recommendation is to link to more than one seller, if possible (to future-proof your site), but it’s not a requirement as of now
  • ...1 more annotation...
  • provide evidence such as visuals, audio, or other links of your own experience with the product, to support your expertise and reinforce the authenticity of your review
jack_fox

How AI powers great search results - 0 views

blog.google/...ai-powers-great-search-results

seo

shared by jack_fox on 10 Feb 22 - No Cached
  • RankBrain continues to be one of the major AI systems powering Search today.
  • BERT understands words in a sequence and how they relate to each other, so it ensures we don’t drop important words from your query — no matter how small they are.
  • MUM is not currently used to help rank and improve the quality of search results like RankBrain, neural matching and BERT systems do.
jack_fox

Everything Publishers Need to Know About URLs - 0 views

www.seoforgooglenews.com/...verything-urls-news-publishers

seo

shared by jack_fox on 04 Mar 22 - No Cached
  • if you’re currently getting good traffic from Google News and Top Stories, don’t change any part of your domain name.
  • don’t change section URLs unless you really need to.
  • Including folder names in the URL can help Google identify relevant entities that apply to the section, but there doesn’t need to be a hierarchical relationship.
  • ...12 more annotations...
  • Do article URLs need dates in them?No. If you currently use dates in your article URLs (like theguardian.com does), you don’t need to remove them. It’s fine to have them, but there may be a small downside with regards to evergreen content that you want to rank beyond the news cycle;
  • Should article URLs have a folder structure?This is optional, but it might help. Google likes to see relevant entities that are mentioned in an article reflected in the URL
  • Can the URL be different from the headline?Yep, as long as they convey the same meaning.
  • Can you use special characters in a URL?Short answer; yes, but you shouldn’t.
  • Long answer; special characters are often processed just fine, but sometimes can lead to issues when a character needs to be encoded or is otherwise not easily parsed. It ’s better to keep things simple and stick to basic characters. Use the standard alphabet and limit your non-text characters to hyphens and slashes.
  • Is capitalisation okay?This is one of those grey areas where you’ll want to keep things as simple as possible. For Google, a capital letter is a different character than the lowercase version.
  • What about file extensions like .html?This question can be relevant if you have a website that still uses extensions like .php or .html at the end of a webpage URL.Modern web technology doesn’t require file extensions anymore. Whether your article ends in .html or with a slash (which, technically, makes it a folder), or ends without any notation at all - it really doesn’t matter. All those URL patterns work, and they can all perform just as well in Google.
  • Can you use parameters in article URLs?You can, but you shouldn’t. In its Publisher Center documentation concerning redirects, Google specifically advises against using the ‘?id=’ parameter in your article URLs.
  • Do my article URLs need a unique ID?No. This is a leftover from the early days of Google News, when there was an explicit requirement for article URLs to contain a unique ID number that was at least 3 digits long.
  • How long should my URL be?As long as you want, up to the rather extreme 2048-character limit built into most browsers. There’s little correlation between URL length and article performance in Google’s news ecosystem.
  • For almost any other purpose, changing existing URLs is generally a Bad Idea.
  • Over the years Google has given conflicting information about this, though recently they seem to have standardised on “no link value is lost in a redirect” which I’ll admit I’m a little skeptical of.Regardless, the advice is the same: don’t change URLs for any piece of indexed content unless you have a damn good reason to.This is why site migrations are such a trepidatious enterprise. Changing a site’s tech stack often means changing page URLs, which can cause all sorts of SEO problems especially for news publishers.
Rob Laporte

Use of AI for SEO and content to grow 5x this year - 0 views

searchengineland.com/seo-compounding-value-393965

seo SEM Industry SEM & other tools

shared by Rob Laporte on 08 Mar 23 - No Cached
  • Why we care. Economic uncertainty has kept marketing budgets flat (or even reduced) and put greater focus on SEO this year.
  • Google has warned against using AI-generated content for years – although that guideline has softened in 2023. Now, Google cares less whether a human or AI writes your content, as long as your content is helpful to people and not created to manipulate the search results. 
  • For every $1 put into SEO today, organizations can find compounded benefits over time, resulting in greater ROI, Yu said.
Rob Laporte

Google launches new Google Trends portal - 0 views

searchengineland.com/ew-google-trends-portal-394026

seo SEM & other tools roi planning

shared by Rob Laporte on 08 Mar 23 - No Cached
  • Rob Laporte on 08 Mar 23
     
    "Google Trends"
Rob Laporte

DALL·E - 0 views

labs.openai.com

SEM & other tools

shared by Rob Laporte on 16 Mar 23 - No Cached
Rob Laporte

Google Optimize Sunset - Optimize Resource Hub - 0 views

support.google.com/...12979939

usability & CRO SEM & other tools

shared by Rob Laporte on 09 Mar 23 - No Cached
  • September 30, 2023.
  • we are collaborating on integrations with the following A/B testing providers (listed in alphabetical order): AB Tasty Optimizely VWO We will make our APIs publicly available so anyone can integrate their A/B testing tool with Google Analytics in the coming months.
  • We encourage all users to download their historical data from within the Optimize user interface before September 30, 2023.
  • ...1 more annotation...
  • Firebase A/B Testing will not be impacted by the Google Optimize sunset.
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