Text mixing software needed

Text mixing software needed
Do you know any program or script that will generate all the possibilities of big texts from several smaller ones?
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For example, I have 3 texts with a length of 100 words and I would like to generate from them all large, unique texts of 300 words (there are 6 possibilities).
Yes. You want a text scrambler, right?

This little tool used to help me a lot back in the day: articlespinner.eu

Just put all sentences there and click spin, it will scramble them for you. Works with spintax too.

Silton gave really good pragmatic advice on never landing on the first solution you come up with. Always challenge yourself to think through at least 2-3 additional solutions so you don’t eat dev resources on a near-miss tool.

Oakes empowers us to use usage as a good metric to decide if a tool is outdated, as well as never build unless there’s a clear understanding of the outcome.

Perkins reminds us to hold off on automating a function/data set until it happens at least three times. Any less than three and the sample size and data focus will be compromised.

4. Bias in Search & Recommender Systems

To be human is to have bias – and the impact of those biases are felt in our careers, purchases, and work ethic.

Ricardo Baeza-Yates outlined three biases that have far-reaching implications:

Presentation bias: Whether a product/service/idea is presented and can, therefore, be an eligible choice.
Cultural bias: The factors that go into work-ethic and perspective.
Language bias: The amount of people who speak the language most content is in.
Presentation bias has the biggest impact on SEO (and PPC). If you’re not presented during the period of consideration, you’re not going to be chosen.

It’s not sustainable to own everyone’s presentations bias, so we must understand which personas represent the most profit.

Once we’re in front of our ideal people, we must know how to reach them.

Enter culture and language bias.

Baeza-Yates translates culture bias as living on two scales: minimum effort to avoid the max shame.

Depending on the market, you’ll need to tailor your messaging to honor higher/lower work ethics.

Language bias is an insidious one – the majority of content is in English, but only 23% of the internet accessing world speaks English.



language bias

This gives an unfair advantage to a select group – and given that online translators can’t always capture true intent, there’s high-risk content won’t be crawled and indexed properly.

5. GoogleBot & JavaScript

Whenever a Googler shares insights, there’s always at least one nugget to take home.

Martin Splitt outlining doms

The big takeaways from Google’s Martin Splitt included:

Google knows where iframes are and odds are it is making it into the DOM.
Avoid layout thrashing – it invites lag time in rendering.
WRS is simply HTML + content/resources: That’s your DOM tree.
splitt outlining the mechanics of WRS

Google doesn’t just rely on an average timeout metric – they balance it with network activity.
Mobile indexing has tighter timeouts.
If a page can’t render correctly due to a “Google” problem, they’ll surface an “other” error.
Consider which side of the devil’s bargain you want to be on: if you bundle your code you’ll have fewer requests, but any change will require re-uploading.
open source opportunities to build crawlers

Only looking at queue time and render time will lead you down the wrong path – indexing pipeline could be the issue.
I will admit as a PPC, most of this didn’t have the “shock and awe” for me as it did for the rest of the room. That said, one big takeaway I had was on page layout and the impact on CRO (conversion rate optimization).

The choices we make to optimize for conversions (page layout, content thresholds, contact points, etc.) align more than I would have assumed with the Google SEO perspective.

That said, the tests needed in both disciplines confirm the value of dedicated PPC pages and the importance of cross-department communication.

6. What I Learned by Building a Toy to Crawl Like Google

It’s easy to complain and gloat from the sidelines. It takes a brave and clever mind to jump in and take a stab at the thing you may or may not have feelings about.

JR Oakes is equal parts brave, clever, and generous.

You can access his “toy crawler” on Github and explore/adapt it.

His talk discussing the journey focused on three core messages:

If we’re going to build a crawler to understand the mechanics of Google, we need to honor the rules Google sets itself:
traits of a good crawler

Text NLP is really important and if honoring BERT mechanics, stop words are necessary (no stemming).
Understanding when and where to update values and is far harder than anticipated and it created a new level of sympathy/empathy for Google’s pace.
The main takeaway: take the time to learn by doing.

7. Faceted Nav: Almost Everyone Is Doing It Wrong

Faceted navigation is our path to help search engines understand which urls we care they crawl.

Sadly, there’s a misconception that faceted navs are only for ecommerce sites, leaving content rich destination sites exposed to crawl risk.

Yet if every page gets faceted navigation, the crawl will take too long/exceed profit parameters.

Successfully leveraging faceted navigation means identifying which pages are valuable enough to “guarantee” the crawl.

As a PPC, I loved the shout-out for more collaboration between SEO and paid. Specifically:

Sharing data on which pages convert via PPC/SEO so both sides know how to prioritize efforts.
Query data that leads to valuable vs near miss users.
8. Generating Qualitative Content with GTP2 in All Languages

Nothing drives home how much work we need to do to shatter bias, than translation tools. Vincent Terrasi shared the risks of being “complacent” in translation:

Different languages have different idioms/small talk mechanics
Gender mechanics influence some languages while have no baring on others
Rare verbs, uncommon tenses, and language specific mechanics that get lost in translation.
The result: scaling content generation models across non-English speaking populations fails.

Terrasi won’t let us give up!

Instead, he gave us a step by step path to begin creating a true translation model:

Generate the compressed training data set via Byte Pair Encoding (BPE).
Use SenencePiece to generate the BPE file.
Fine tune the model (slide)
Generate the article with the trained model
trane and impact on rankingsslating languag

You can access Terrasi’s tool here.

Where I see PPC implications is in ad creative – we often force our messaging on prospects without honoring the unique mechanics of their markets. If we can begin to generate market specific translations, we can improve our conversion rates and market sentiment.

9. Advanced Data-Driven Tech SEO – Pagination

Conversion rate optimization (CRO) is a crucial part of all digital marketing disciplines.

Yet we often overlook the simple influencers on our path to profit.

One such opportunity is pagination (how we layout the number of pages and products per page).

so many pagination options

Audit Your Conversions

Disruptive Advertising reports that only 29% of the Google Ads accounts they review are effectively tracking conversions.

The other 71% of accounts?

They either weren’t using conversion tracking, or had such poor conversion tracking that “they had no idea whether their campaigns were working.”

We can’t “do more of what works” if we don’t know what’s actually working in our campaigns.

Before making changes, review your conversion tracking (here’s how to do that). Check that you’re importing the right goals for your account, that you’re counting conversions consistently, and that your tags are active and recording conversions.

Seriously, do not pass “go” until you do that. Your optimization efforts are worse than useless if you can’t accurately measure the business impact of your changes.

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How to Optimize Your Paid Search Keyword List in 3 Steps

To get more precise data for your optimizations, you can create custom columns in the Google Ads interface to review specific conversions.

Don’t Optimize Without Enough Data

Flip a fair coin once, and you’ll get 100% heads or 100% tails. With 10,000 flips you can expect a healthy distribution of both outcomes.

The more data you have, the more you can control for chance.

How to Optimize Your Paid Search Keyword List in 3 Steps

When data is limited, natural variance is high. Observations become less conclusive.

So, how much money should you spend before making decisions on your keyword data?

How many days/weeks/months should you wait?

You may be expecting to hear “don’t make any decisions until you reach statistical significance.” It sounds nice and science-y, right? But I’m not going to say that.

For one, most marketers don’t seem to know how to interpret the results of statistical significance (which is not the same as validity).

More importantly, many decisions you’ll make in optimization (such as whether to remove a search term) are not based on the results of controlled test where stat sig would apply.

The specifics of your account play a huge role in answering “how long / how much” questions.