Internet Marketing Excerpts From Bill & Ammon’s Bogus Hangout #220

Directors Cut: This is another set of marketing topic excerpts from Bill & Ammon’s Bogus Hangout where Terry (a regular) has edited the podcast removing the topics that aren’t SEO or internet marketing in nature. Topics included:

  • Optimizing for BERT
  • Google Might Discover Entity Relationships Using 3rd Party Sites
  • Majestic SEO Topical Trust Flow
  • Google Taxonomies and Ontologies
  • Is Google Using Neural Networks to Identify Intent
  • Difference between RankBrain and BERT
  • Using Google Trends in Keyword Research
  • Using Conversion to Prioritize Keywords in Keyword Research
  • Using PPC Conversion to Prioritize Keywords

The full video:

Highlights from Audio Version

Introductions: Bill Slawski blogs on SEO By the SEA and is Director of SEO Research at Go Fish Digital and Doc Sheldon owns Search News Central. and Terry Van Horne is the webmaster and content director at SEO Radio and founder of SEO Pros.

00:10 Optimizing for BERT: Bill discusses BERT and how like RankBrain and Hummingbird you can’t optimize for these algorithms and that using NLP (Natural Language Processing) they are extracting questions from Quora and Yahoo! Answers.

00:45 Google Might Discover Entity Relationships Using 3rd Party Q&A Sites: Bill discusses a patent for discovering entity relationships.

05:12 Using Google Image Search to Identify Categories: Bill shares tips for Using Image Search to Identify Categories. Terry added that you can also find site categories using Topical TrustFlow.

06:37 Google Taxonomies and Ontologies: Terry and Bill discuss using taxonomies and ontologies Google has for GMB Listings and Product Feeds.

14:05 Is Google Using Neural Networks to Identify Intent: Bill discusses a paper from Google on understanding intent.

16:21 Difference between RankBrain and BERT: Bill discusses the difference between RankBrain and BERT explaining that BERT uses context and neural matching to re-write queries.

21:38 Using Google Trends in Keyword Research: The panel discusses using Google trends to help in valuing and prioritizing keywords.

23:10 Using Conversion to Prioritize Keywords in Keyword Research: The panel discusses using Google trends to help in valuing and prioritizing keywords.

24:40 Using PPC Conversion to Prioritize Keywords: The panel discusses using PPC to prioritize and value of keywords.

25:20 Importance of Client Communication: The panel talks about how and when it is important to communicate what you are doing for your clients.

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Internet Marketing Excerpts From Bill & Ammon’s Bogus Hangout #218

Directors Cut: This is another set of marketing topic excerpts from Bill & Ammon’s Bogus Hangout where Terry (a regular) has edited the podcast removing the topics that aren’t SEO or internet marketing in nature. Topics included:

  • SERP Out Analysis and History of Universal Search
  • Is EAT a Ranking Factor?
  • Is Google Responsible for the Validity of Facts in Searches?
  • Implementing Keyword Research in 2019
  • LSI Keywords Revisited
  • Using Ontologies & Categories in Keyword Research
  • Natural Language Processing & Voice Search

The full video:

Highlights from Audio Version

Introductions: Bill Slawski blogs on SEO By the SEA and is Director of SEO Research at Go Fish Digital and Doc Sheldon owns Search News Central. Terry Van Horne is the webmaster and content director at SEO Radio and founder of SEO Pros and Steve Gerencser is owner of Steam Driven Media.

01:36 SERP Out Analysis and History of Universal Search: Bill got us started us off talking about the recent PubCon he attended. His impressions of some topics filled most of our time. He was surprised that a few presenters were advocating for visiting SERPs to understand them better. Terry mentioned that SERP out analysis has been taught from almost day 1 because of Universal Search. This morphed into a discussion of the history of Universal Search.

08:20 Is EAT a Ranking Factor?Once again EAT was a big topic especially whether it is a ranking factor which the panel found very funny.

18:58 Is Google Responsible for the Validity of Facts in Searches?: Bill had some very interesting views on whether Google has a legal liability for facts in the results.

20:40 Implementing Keyword Research in 2019:Part of the discussion was about an SEO contest winner where most of the copy of the winning page was Lorem Ipsum. Doc was skeptical that the technique would work with client sites, however, both Bill and Terry disagreed saying they had used the exact same techniques and ranked pages saying that because Google no longer uses phrase matching but rather uses words from the top ranking pages unless the competitors have heavy IBL’s it is fairly easy to rank pages using just the onpage techniques discussed. This morphed in to very interesting 28 minute discussion that covered several of the topics below.

28:56 LSI Keywords Revisited: Bill bashes the LSI Keyword gurus and tools for their absurd use of the LSI term during the discussion of optimizing the keywords research.

43:46 Using Ontologies & Categories in Keyword Research: Bill discusses using ontologies & categories in keyword research.

48:40 Natural Language Processing & Voice Search: The panel discuss natural language processing in voice search and the role of RankBrain.

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