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Something I’ve long encouraged clients to do is something I call non-link link building. It’s a type of outreach designed to reinforce the expert quality of a website or website author. So many web publishers focus on links and pass up excellent (non-link) opportunities

that demonstrate expertise and excellence.

Takeaways: More to Come?

There are significant changes this time around.

Focus on topics instead of pages
Greater on news sites. Reflects recent algorithmic actions in the news industry.
Stronger emphasis on author credibility (and credentialing) in YMYL categories
Higher standards for reputation
Higher standards for non-text signals of quality like images and videos

Download the latest QRG here (PDF)
14 Technical SEO Takeaways from TechSEOBoost
TechSEOBoost is a tech SEO’s paradise: incredibly technical and actionable sessions inspiring innovative approaches and empowering solutions.

What was a PPC person doing there!?!?!

Usually, if there’s a PPC track, the PPC folks will go there. If there’s an SEO track, the SEO folks will go there.

Too long have the silos between SEO and PPC blocked empathy and knowledge shared between the two disciplines.

This PPC marketer was curious to understand what pain points and innovations our counterparts were exploring.

One of the best parts of the conference was seeing how many parallels there are in where SEO and PPC are evolving.

If there’s one focus point we can all agree on, it’s audiences and understanding the shifting desires in audiences.

The other takeaway weaving its way through most talks was to share data and make marketing a truly cross-department initiative.

Each speaker had great takeaways – here’s the round-up of the main takeaway from each presentation:

1. NLP for SEO

Pragmatism is a beautiful trait, and Paul Shapiro led a great discussion on how to decide which parsing method would serve you best.

In the spirit of pragmatism, Python was a requirement for this talk.

While Stemming is faster, it can be messy and leave partial words.
stemming

Lemmatization, while more accurate takes more time.

lemmatization

When deciding how you’ll parse, consider the scope of the content and whether the intent could be lost by taking the faster Stemming route.

2. Automate, Create & Test with Google App Scripts

This session solicited audible excitement for good reason: David Sottimano gave us easy hacks to easily analyze 10 BILLION rows of data without SQL!

The “secret” is Sheets data connector and the implications are exactly as exciting as they sound!

Sottimano outlined the following use cases:

Clean and manipulate data quickly in sheets.
Parse URLs quickly.
Scraping Google via SEPapi.
Creating your own auto-suggest.
For everyday SEO, these practical use-cases were suggested:

Checking for indexing and 301 targets in the same action:

checking for 301s

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