SEO Whitepaper: How Distance and Intent Shape a Local Pack

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A Machine Learning Guide for Average Humans

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Posted by alexis-sanders Machine learning (ML) has grown consistently in worldwide prevalence. Its implications have stretched from small , seemingly inconsequential victories to groundbreaking discoveries. The SEO community is no exception . An understanding and intuition of machine learning can support our understanding of the challenges and solutions Google's engineers are facing, while also opening our minds to ML's broader implications. The advantages of gaining an general understanding of machine learning include: Gaining empathy for engineers, who are ultimately trying to establish the best results for users Understanding what problems machines are solving for, their current capabilities and scientists' goals Understanding the competitive ecosystem and how companies are using machine learning to drive results Preparing oneself for for what many industry leaders call a major shift in our society (Andrew Ng refers to AI as a "new electricity" ) U...
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The Biggest Mistake Digital Marketers Ever Made: Claiming to Measure Everything

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Posted by willcritchlow Digital marketing is measurable. It’s probably the single most common claim everyone hears about digital, and I can’t count the number of times I’ve seen conference speakers talk about it (heck, I’ve even done it myself ). I mean, look at those offline dinosaurs, the argument goes. They all know that half their spend is wasted — they just don’t know which half. Maybe the joke’s on us digital marketers though, who garnered only 41% of global ad spend even in 2017 after years of strong growth. Unfortunately, while we were geeking out about attribution models and cross-device tracking, we were accidentally triggering a common human cognitive bias that kept us anchored on small amounts, leaving buckets of money on the table and fundamentally reducing our impact and access to the C-suite. And what’s worse is that we have convinced ourselves that it’s a critical part of what makes digital marketing great. The simplest way to see this is to realize that, for mo...
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Opting-Out of Google Featured Snippets Led to 12% Traffic Loss [SEO Experiment]

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Posted by Cyrus-Shepard Note: This post was co-authored by Cyrus Shepard and Rida Abidi . Everyone wants to win Google featured snippets. Right? At least, it used to be that way. Winning the featured snippet typically meant extra traffic, in part because Google showed your URL twice: once in the featured snippet and again in regular search results. For publishers, this was known as " double-dipping ." All that changed in January when Google announced they would de-duplicate search results to show the featured snippet URL only once on the first page of results. No more double-dips. Publishers worried because older studies suggested winning featured snippets drove less actual traffic than the "natural" top ranking result. With the new change, winning the featured snippet might actually now lead to less traffic, not more. This led many SEOs to speculate: should you opt-out of featured snippets altogether? Are featured snippets causing publishers to lose mor...
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