Machine Learning Authors: Zakia Bouachraoui, Liz McMillan, Roger Strukhoff, Pat Romanski, Carmen Gonzalez

RSS Feed Item

Building an SEO-Driven Business (Part I)

I’m no SEO guru but over the past couple of years I’ve talked to enough entrepreneurs who are leveraging SEO to develop a perspective on the impact of making SEO a big part of a startup’s future. I plan on doing a few posts on this topic in the coming days.

It helps to mention some of the key ingredients of the SEO value chain.

action = f1(user_intent, traffic)
traffic = f2(search_query, rank, url)
search_query = f3(user_intent)
rank = f4(content, internal_links, back_links)
internal_links = f5(content, meta-data)
back_links = f6(content, meta-data, partnerships)

There are many complex variables here. SEO has quickly evolved from being a craft to being both an art and a science practiced by some of the best and some of the worst people on the Net. The search engines have evolved in turn not to be duped. However, old habits die hard and the one bad habit I keep seeing in the SEO world is the overwhelming focus on content.

Content, be it expert-generated articles or user-contributed product reviews or the “yo, buddy, what’s up?” on Myspace, is very important but is just one piece of the puzzle. I’m surprised more startups are not focused on scalable approaches for adding value on two other fronts:

  • User intent. Everything stems from that. The search engine marketers know this cold. They know that different search queries lead to different conversions after a paid click. On the SEO side, however, I haven’t seen great examples of recognizing the importance of user intent and the fact that different search queries often indicate different intent. By focusing too much on the content that drives traffic and not enough on the dynamism and adaptability of the user experience visitors get after they land through a natural search link, businesses are leaving value on the table.
  • Meta-data. My friend Glen Daniels says “It’s just metadata.” In most situations we’d be better off by trading off data for meta-data, or volume of content for understanding about the content. There is a reason why e-commerce product reviews are so valuable for SEO. Not only do they provide content but they are organized in context and have all the meta-data associated with the product they are about. Notice how Amazon is smart to display the same reviews for items with different colors, or for the hardcover vs. the paperback version of the same book, or for a newer version of a pair of headphones, etc. They couldn’t do that without meta-data associating the review with a product and then some smarts that associate similar products together. The other reason why meta-data is so important is that it allows for links created through software. For example, WordPress.com is smart to enhance the value of blog posts for both readers and search engines through an auto-generated set of possibly-related posts. I see too many businesses invest to generate a large volume of content but not enough to add great meta-data to the content, which ultimately limits both SEO and monetization.

The next post will be on the three generations of SEO.

Reblog this post [with Zemanta]

Read the original blog entry...

CloudEXPO Stories
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected path for IoT innovators to scale globally, and the smartest path to cross-device synergy in an instrumented, connected world.
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
ScaleMP is presenting at CloudEXPO 2019, held June 24-26 in Santa Clara, and we’d love to see you there. At the conference, we’ll demonstrate how ScaleMP is solving one of the most vexing challenges for cloud — memory cost and limit of scale — and how our innovative vSMP MemoryONE solution provides affordable larger server memory for the private and public cloud. Please visit us at Booth No. 519 to connect with our experts and learn more about vSMP MemoryONE and how it is already serving some of the world’s largest data centers. Click here to schedule a meeting with our experts and executives.
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understanding as the environment changes.
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the modern business digitalization solutions. Achieve up to 50% early-stage technological process development cost cutdown with science and R&D-driven investment strategy with Codete's support.