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Additional Insight: Learn from what's currently ranking, but offer something different with your content
Ashley Segura - 24 Apr 2024
Ashley Segura discusses the importance of learning from what's currently ranking, while offering something different with your content.
View Episode See all bonus episodesThe SEO in 2024 book is split into 18 chapters listed below:
Chapter 1 Be Human
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Adaptability will be key
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Your emotional intelligence might make all the difference.
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Your humanity can give you the edge in multiple SEO disciplines.
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Differentiate between AI-generated content and human-generated content.
Chapter 2 Introducing AI
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AI is changing many aspects of SEO, fast.
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Don't run full-speed into the unknown with AI without being aware of the potential consequences.
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You can't expect AI to solve all of your content production woes automatically, but that doesn't mean that you shouldn't be harnessing AI's power..
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How might AI impact user behaviour?
Chapter 3 AI Technology
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Take the time to understand the technology that powers AI.
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Start using large language models to improve your forecasting and save you time.
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Generative AI is also impacting search results.
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If you want your content to appear on the AI-driven SERP, you'll need to tweak your content strategy.
Chapter 4 AI in Action
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One of the key challenges with uncovering new automation opportunities is the temptation to automate before thinking.
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AI can and should be used in the content creation process.
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Quality of content over quantity should be your aim.
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How do you ensure that AI is able to deliver in a brand-appropriate, consistent manner? Build a prompt library.
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Having a single prompt library might not be enough. You need multiple prompt libraries, one for each client.
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Keep an eye out for better, AI-powered technical SEO tools launching in the near future.
Chapter 5 The SERP
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The opportunity you are optimizing for is constantly evolving, thanks to the shifting SERP.
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Why Google would want to crawl, index, and rank what you're offering?
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Organic optimization opportunities within the Search Generative Experience aren't just about text.
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Ensure that you are creating a knowledge graph.
Chapter 6 Build your Entity
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Building a creditable, professional entity starts with an understanding of brand SEO.
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Branding through the SEO lens goes beyond creativity and messaging - you should think of branding as a technical practice.
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Ensure that you're feeding the machine the right information.
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Ensure that your entities reside in Google's Knowledge Vault.
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SEO is often about contrasting opinions. As time goes by, Schema is becoming less relevant.
Chapter 7 EEAT
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We've covered a great deal about the use of AI in SEO in the initial chapters of SEOin2024, but that's not where you should start...
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All SEOs should be putting renewed and increasing emphasis on EEAT in 2024.
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You need to be investing both time and money into the EEAT of your website.
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In an automated, AI-driven world, utilising your expertise within EEAT should result in measurable gains in visibility.
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You should be applying EEAT across all of your content, including long-tail search opportunities.
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Focus a little more on the 'Experience' aspect of EEAT.
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You can't have the T from EEAT if you don't have the E, E and A.
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Incorporating your real-life authority in your online presence is a key.
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A comprehensive round-up of EEAT, advising that you keep EEAT at the forefront of your mind.
Chapter 8 The Customer Journey
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Standing out and being different is what matters.
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Who should you be standing out to?
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Recognise and understand who you are speaking to. Chasing Google is far less important than catering to your customers.
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How do you go about capturing your audience? By creating better content for the middle and bottom of your funnel.
Chapter 9 User Intent
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Think about the intent behind your users searches and what they are really looking for in the first place.
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SEOs should shift their perspectives - Human engagement should be at the forefront.
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User should come first - this should affect how you approach every aspect of your SEO - including the use of AI.
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The search engine is not your target customer - and it never has been.
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How to use the increasing power of AI to elevate your ability to understand what your users are actually looking for.
Chapter 10 Content
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Understand your user intent - how do you determine what you serve them?
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Build human connections with your content - being more strategic will help you focus on what your users really need.
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Be better at communicating with your customers and hearing what they have to say.
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Guiding you towards a specific form of content that can unlock many doors.
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Well-known content creators can be very valuable. Collaborating with them can impact search as much as it impacts your users.
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Look closer to home for inspiration...
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Investing in the humans behind your content is what will make it truly great.
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The rise of AI is only making the human more important when it comes to content. Focus your attention on both the human reader and the human writer.
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An un-tapped market for people working in e-commerce: informational content that helps users research, understand, and explore the products they are buying.
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Think more sustainably and spend some time upcycling the content you already have.
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AI can help ensure that you're building and improving content in the right way.
Chapter 11 Internal Links
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You can't talk about SEO without discussing links...
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Advice on how to build a strategy and a framework that you can rely on for years to come.
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A very particular tip that could change your perspective on your subcategory pages.
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Python can do much more for your internal links than the humble spreadsheet you might be used to.
Chapter 12 Link Building
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Focus on brand mentions too.
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Daneveloping a relationship with people is what link building has always been about.
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Organic, ethically-sourced links come direct from your customers.
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Less is sometimes more. Nobody likes spammy links, she says, so don't waste time and effort on them.
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Some links are underestimated. Category pages hold a lot of link building potential that is flying under the radar.
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Highlights how the links that you build have an impact on your increasingly important authority as a brand.
Chapter 13 Technical Health
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Technical SEO is more than just a pillar, it's also the foundation on which all the other pillars stand.
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Site speed is where you need to be turning your gaze.
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The long-reaching arms of AI are reaching into many aspects of digital life, which is why you need to be a more discerning gatekeeper.
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There are few things in an SEO's career that are more stressful than a relaunch or migration...
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Many SEOs are stuck in a bit of a rut when it comes to their audits, and offers up a number of ways that yours can provide greater meaning and greater value.
Chapter 14 Diversification
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You can't just focus on banging the organic search drum.
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Take advantage of the talents and knowledge of the people who sit beside you.
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Multimedia can take you into new, more diverse spaces.
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Explain how Performance Max is contributing and what you need to be doing with it.
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Video is where users and search engines are turning their attention.
Chapter 15 Collaboration
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Strength in numbers - it's foolish to work alone.
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Learn from others - you can improve your impact by taking inspiration from how product managers operate.
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You should be listening to and learning from the wisdom of others - make sure that your core expertise is being heard.
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SEO deserves a bit more recognition - businesses will benefit greatly from giving SEO managers a bigger voice.
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You need to communicate the impact you're having in the modern landscape.
Chapter 16 Data Analytics
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Take a more scientific approach.
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Reminds you of the importance of analysing and interpreting the data that you can get your hands on, and the comprehensive free tools you currently have at your disposal.
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Delve deeper into your analytics - make sure that you're looking in the right place.
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Examining data is more than an exercise in analysis - it can be a pro-active way to innovate what you're doing and stay ahead of the game.
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Pedro Dias - Improve your ability to handle large amounts of data and perform data analysis at scaleHow to manage the mammoth quantities of data that SEOs have to interpret.
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Store everything in a single place - do that now rather than procrastinating.
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Dive deeper into how to use GA4.
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Keep an eye on what matters, you need to know what impact you're having
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Data can teach you what your users are doing and why they are (or aren't) converting.
Chapter 17 SEO Workflow
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Understand when you are doing too much for your own good.
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Take a step back and re-evaluate the way that you work. Rushing forward may actually be holding you back.
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A new way of thinking about the way that you do your job, that is designed to give you more time and freedom to focus on what matters most now.
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An actionable way to take some of the pressure off the tasks that are cluttering up your schedule, without compromising on quality.
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Learning how to communicate with the LLMs can unlock all kinds of hidden potential.
Chapter 18 Focus
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Focus on the right optimization opportunity for your business.
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Focusing on your local knowledge panel will make a big difference for local businesses.
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Focus on market-relevant events.
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Focus inward as a business, and make sure that your internal team is fully equipped to take on future SEO challenges.
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You're not going to have every SEO resource imaginable available to you; be smart in your use of the tools and resources that you have.
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A positive perspective on everything that's coming your way in SEOin2024.
Additional Insight: Learn from what's currently ranking, but offer something different with your content
Ashley Segura - 24 Apr 2024
Ashley Segura discusses the importance of learning from what's currently ranking, while offering something different with your content.
View Episode See all bonus episodes
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