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The principles guiding search engine optimisation are sound business goals for all areas of a company, including customer service. From showing off how local you are, to putting quality of calls above quantity, here’s what your customer services team can learn from SEO…Analytics
A good SEO campaign is informed by feedback from your web analytics – highlighting the most valuable keywords on your site and helping to identify any areas that may have been missed.
The point is, whatever your customers are searching for, you can use your analytics to predict the problems your customer service team will be asked to deal with, and take a proactive approach to identifying solutions before the phone calls start to come in.Social Networking
Social networks redefine search – for a start, they give you a specific, engaged audience who will (in principle) see everything you post. On top of that, there are hashtags on Twitter and free-text searches that bring in more views from relevant but not-yet-engaged members of the network.
It’s also vital to monitor social networks for negative mentions so that your customer services team can proactively respond. Often, a quick and friendly response to an irate tweet can turn a peeved off customer into a loyal fan.Relevance
Relevance is perhaps the most enduring aspect of SEO, and it underlines everything from your choice of keywords to raising your conversion rate.
For customer services, relevance is an important quality indicator for both outgoing and incoming calls, letters, emails and so on. Make sure your team is fully equipped with relevant information, even if that requires additional training.
Otherwise you’re simply going to alienate angry customers even further.
Make sure your customer services representatives are not spamming your customers. The response to a support request should be helpful but concise. Solve the problem and move on. The customer can always reopen the support ticket (or simply call you back) if they need to – they don’t need endless callbacks from you to make sure things are still running smoothly.Frequency
Frequently updated websites rank more highly, in general terms. The search engines value ‘fresh’ and ‘new’ content – which is why unique text is also important, and why you’ll often see a ‘sort by date’ option even on the main search engine results pages.
But away from the SERPs, the same rules apply to your customer services team. Launch a new product or service, and you need to make sure your support teams are briefed on its features (and on anything that’s not included as standard). If you receive negative press coverage or social network mentions, make sure your team knows about it and understands the company’s official viewpoint on whatever’s gone wrong.
In short, updates do exactly what it sounds like they do – they keep things up to date. Whether that’s your website or your customer services team, it’s an equally important component in working towards ongoing success.Locality
Where are you? Do you identify yourself as a northern or southern company? At town or city level? Or even more specific – a particular suburb or district?
Local search has made location a deciding factor in who shows up for certain geographically specific searches, right down to street level in some cases. For customer support, thinking of location as a many-layered onion in this way can be useful.
For a start, if you’re in a small town, the concept of customer service is probably more relaxed than if you’re a city firm. And that’s fine; a smaller local market gives you the chance to get to know your customers much better (more on that below).
Beyond that, though, even which country you’re in can be important for customer services. Do you have a UK-based call centre? Celebrate that fact, as many people have a real problem with being put through to an operator overseas. Is your helpline an ‘actual’ landline number, rather than premium rate? Make sure your nearby customers know it will be a local call.Personalisation
Personalised search is changing the nature of search results – and it has clear and direct implications for customer service teams.
It is making word of mouth more significant than it has perhaps ever been – a positive mention on Google+ and you could find your website skyrocketed to the top of a whole circle of search results. But it’s not just this direct effect that has significance for your customer service department.
Think of personalisation in broader terms and there are clear benefits. Get to know your regular customers and you can establish rapport and loyalty. In turn, when they encounter a problem, those customers are much more likely to be rational about it, and to be willing to work with your customer service representatives to find a mutually acceptable solution.Holism
The ‘O’ in SEO stands for optimisation, and making things optimal means making them the very best that they can be. This applies across all areas of your website, from your page titles and headings, through your paragraph text and image captions, to your URL structure and inbound links.
For customer service, this connected-dots way of thinking is crucial. If lots of customers are asking the same question, you’ve got a problem that you may be able to solve simply by issuing a product update or including a usage tip in your next newsletter. If you’ve dealt well with negative publicity via one medium, or you’ve had positive coverage without the negative aspect to come before it, make sure customers know about it across all media types.
The more you connect the dots, the more cohesion your company and your customer service function will have – and you can go a step further by making sure all of your departments are working together to identify and resolve any customer problems as and when (or even before) they occur, so your most skilled employees are involved in problem-solving even if they are not technically a part of your customer service team.
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Can you learn more about content marketing — especially content distribution — from watching TV than from reading other content marketing writers’ columns?
This isn’t just some justification for my watching so much TV (although it is convenient, I’ll admit).
The entertainment industry really is one of the best places to look for content inspiration. After all, music, movies, books, and TV are all content.
What’s more, the entertainment industry has mastered marketing that content.
Let’s take a look at seven key lessons you can take from entertainment and apply to your content marketing campaigns, regardless of industry.1. Content Can Be a Product
The entertainment industry shows us how many different ways content can be a product.
Content marketers have often heard, “think like a media company,” but assumed that meant a newspaper or magazine.
But content and media are more than that.
Content can be all kinds of different experiences.
Take Disney, for example. It’s one of the biggest media companies out there.
And Disney has all different types of content and media under its umbrella — movies, TV shows, music albums, news TV, a streaming platform, books, Broadway shows, ice shows, and even entire theme parks.
We don’t explore all the different options we have for content channels when we’re just focused on what other marketers are doing.
When we look outside our own industry and at other products, industries, and niches, we tend to explore more creative options.2. Diversify Your Assets
Building off the Disney example, just look at that list of different areas of content they produce. Their content portfolio is diversified.
It doesn’t matter whether a child prefers books, short videos, or listening to music, there are multiple options for parents to provide every classic Disney story in their child’s format of choice.
Diversifying your content has two main benefits:
It creates a way to meet a potential audience member where they’re at and bring them into your brand’s world, regardless of their content format preferences. It can be difficult to convince a stranger to your brand or content to engage that first time in a format they’re not a fan of in the first place.
Once people are in your world or your audience, diversifying your content gives you multiple ways to engage them.
Not everyone will consume the same message in multiple formats. But the right and most engaged people – the people most likely to become customers – just might.3. Fans Love a Good Rerun
Let’s talk more about those “right” people. Your superfans.
In content marketing terms, they’re the prospects who become loyal customers.
In entertainment terms, they’re the ones at the midnight movie premiers; they’re at the stage doors after concerts, with piles of merch for signing.
Superfans are the ones who will watch the TV show every time it’s on, no matter how many times they’ve seen that episode before.
And it’s important to cater to them. With your content, that means creating content experiences prime for binging and consuming more than once.
For example, grouping YouTube videos into playlists, creating reusable assets as lead magnets, and offering downloadable content are different ideas that might apply to your strategy.
Help your audience out and make it easy for them to re-consume or reference your content later. That means keeping it evergreen, user-friendly, and optimized.4. Amplify Your Greatest Hits
If you have tons of content, it can be overwhelming to think of where to start with your rerun strategy.
So when it comes to any kind of content updating or optimizing, I always recommend starting with your greatest hits.
Your greatest hits are the content proven to attract, engage, or convert those right-fit audience members to take the next step.
It’s objectively successful.
So when it comes to things like diversifying content formats, syndicating content, updating content, and more, your greatest hits are where you should start.
Get those quick wins under your belt.
All of your content experiences should be designed to put your best working content front and center.5. Know the Difference Between a Single and a B-Side
Content marketers are sometimes guilty of not thinking enough about bottom-of-funnel content for customer retention and loyalty.
Or, if they have thought about it for their company, they often measure it by the same metrics as content at the top of the funnel, such as page views and rankings.
But smart marketers know the difference between a hit single and a B-side.
Not every piece of content needs to rank highly in search or get tons of page views to serve its purpose. Similarly, not every song on an album needs to top the charts and get tons of radio play.
Musicians don’t necessarily release their best songs as singles; they release the ones with the most mainstream appeal. Singles are top-of-funnel content that goes out to find fans, and B-sides are special bonuses for those fans.6. Content Is a Multichannel Experience
Marketers are too primed to think of media only in terms of newspapers and magazines.
It’s too narrow a comparison.
There are so many more formats and channels out there waiting to inspire you.
As the entertainment world has shown us, content that can cross channels and engage users in multiple ways creates the best experience.
Think of the early ages of MTV and the prime era of music videos. People were accustomed to the music they experienced in the comfort of their home as an audio-only experience. Adding another form of stimuli rocked pop culture.
With that said, adding another channel experience to your content doesn’t need to be a massive culture shift.
It can also be added to surprise and delight the consumer. That’s the perfect description of how I felt when I first learned that CD jackets had all the lyrics and notes from the musician on the inside.7. Content Is Part of Culture
Entertainment content is the best proof there is on how content is part of a larger culture.
Your content and marketing don’t exist in a vacuum, separate and apart from what’s going on in the world and your industry.
You can serve your audience and brand better when you’re tuned in to what’s going on.
Be aware of what’s happening in entertainment, news, politics, and more.
That’s not to say you have to talk about those things in your content, but it’s important to be informed.
For example, knowing the context of a common hashtag before using it can avoid an embarrassing brand slip-up. Yet that’s basically its own genre of marketing mistake, when it could so easily be avoided.
It’s always important to know your customer and what’s going on in their life, and world culture is a part of that.What Does It All Mean?
When content marketers only watch, learn, and get inspired by other content marketers, all our marketing starts to look alike.
It’s already happening; we live in a world of “blanding” where brands become practically identical to one another.
Break out of your bubble and get inspired to help your brand stand out in new and meaningful ways. Entertainment is a fun place to start.
Hackers managed to steal a database containing customer credentials and contact information from PR Newswire, a major press release distribution service that’s used by tens of thousands of companies and public relations agencies.
The database was discovered on the same hacker server where stolen source code for several Adobe products was recently found, suggesting that the same attackers might be responsible for both incidents, according to Alex Holden, chief information security officer of Hold Security, a company that monitors the Internet underground for stolen business data.
“Cleverly disguised as an image, an archive of PR Newswire was found on hackers’ repository server,” Hold Security said Wednesday in a blog post. “The database date appears to be from March 8, 2013 but it is unclear yet if the breach had happened at the same time or at a later date as the archive was created on April 22, 2013.”
The company worked with independent security reporter Brian Krebs, who alerted PR Newswire of the breach.
PR Newswire, a company owned by marketing and communications services firm UBM, confirmed the breach Wednesday.
“We recently learned that a database, which primarily houses access credentials and business contact information for some of our customers in Europe, the Middle East, Africa and India, was compromised,” Ninan Chacko, PR Newswire’s CEO, said in a blog post.
“We are conducting an extensive investigation and have notified appropriate law enforcement authorities,” Chacko said. “Based on our preliminary review, we believe that customer payment data were not compromised.”
PR Newswire told Krebs there were approximately 10,000 records in the compromised database, but that the actual number of affected customers is likely much lower, because customers generally maintain multiple accounts.
PR Newswire has notified affected customers and has enforced a mandatory password reset for their accounts, a PR Newswire spokesman said Thursday. The passwords were hashed, he said.
Hashing is a one-way form of encryption where plaintext data is passed through an algorithm to generate a unique cryptographic representation of it, random-looking string of characters referred to as a hash.
A hash is not meant to be decrypted to recover the original plaintext information, but can be used to validate information inputted at a later time by rehashing it and comparing the results. Modern websites store hashes in their databases instead of passwords for security reasons.
However, once stolen, some password hashes can be “cracked” using brute-force methods, their resistance against such attacks depending on the complexity of the original passwords, the hashing algorithm used and whether other strengthening methods like salting were also applied.
Because of this, if a password hash for an account gets stolen, it’s generally a good practice for account owners to change their password on all websites where they might have used it.
“As a general practice, we recommend that our customers use strong passwords and regularly update them, not just on PR Newswire but on any website requiring login credentials,” Chacko said.No damage yet
Hold Security doesn’t have any evidence that the stolen data has been abused. However, its theft raises a number of questions about the hackers’ motives, the company said.
“Given the financial motivation of this hackers’ group, PR Newswire is an unlikely target and it might have been a target of opportunity,” Hold Security said in its blog post. “On the other hand, considering the criticality of major announcements done through PR Newswire, it is possible that savvy malicious individuals might use unannounced press releases or even manipulate major announcements to gain a competitive financial edge on the stock market.”
There have been cases of fake announcements being distributed by press release distributors before and ending up influencing stock markets.
On Oct. 11, a Swedish press release distributor called Cision retracted an announcement that Samsung planned to acquire Fingerprint Cards, a Swedish maker of biometric sensors, after the press release turned out to be fake. The fraudulent announcement caused Fingerprint Cards’ stock to temporarily surge, adding around US$200 million to the company’s market value, Businessweek reported.
PR Newswire told Krebs there’s no evidence to believe at this time that the data breach it suffered is related to the Cision incident last week.
The company has strong technical and human safeguards in place designed to limit the risk of fraudulent press releases being distributed through its service, a PR Newswire spokesman said Thursday.
What Email Marketers need to learn from Retailers How email marketers can use behavioural email to increase customer loyalty and drive more purchases
I believe email marketers have major lessons to learn from how the world’s leading offline retailers market to customers before, during and after their purchases. These companies serve as great examples of why email marketers need to go beyond the basic newsletter.
One of the best ways to frame email marketing is to focus on one key event; the purchase and then break it into three phases:3 Phases of behavioural email marketing related to purchase
1. Before: The customer isn’t necessarily ready to make the purchase, but your goal is to stay top of mind and nurture the relationship until they are.
2. During: The customer is in the process of making a purchase, and your goal is to ensure they have a great experience but also that the customer is fully aware of what you offer.
3. After: The customer has purchased, and your goal is to turn that into a repeated event and build a true relationship with them. Growing this loyalty can have an incredible impact on profitability.1. Pre-Purchase: Building Awareness and Desire
Before customers make a purchase, marketers usually focus on email newsletters to build awareness and desire in potential customers to get them in the store or on the site to purchase. That said, looking at some of the more creative efforts of retailers in the past shed light on how to think outside the box and standout.
Get local: One classic retail technique is to leverage local events (sponsoring sports clubs, announcing new stores openings in local newspapers, etc) to build a local following. While ecommerce stores don’t have a local presence, they should similarly think about using local allegiances and events to tailor their messaging.2. During Purchase: Expanding customer relationships
While customers are in the store and making a purchase, offline retailers are masters of highlighting additional products that customers might want.
Seize Opportunity:Think about the queues in a typical retail store; they’re lined with small products that you can easily add to your basket.
The lesson for email marketers? If you know your customer well, you can use abandoned cart, order confirmation or other emails sent within a day or two of purchase to focus on products you know those customers might want.3. Post-Purchase: Bringing the customer back
Probably the area of greatest opportunity for online marketers to learn from offline retailers is in how to build loyal and lifelong customer relationships.
Because of the often substantial costs of acquiring a customer the first-time, a customer who purchase a second, third and fourth time is often way more than 4 times as profitable as a customer who purchases once.
Loyalty Programmes: Many offline retailers have created loyalty programmes that literally reward customers for every purchase they make. To use this same idea, email marketers should craft campaigns around customer milestones, for example: thanking first time purchasers, recognising customers who make 5 purchases, etc.
Email marketers have a unique opportunity to send personal emails to customers who haven’t purchased recently to check-in, give them special offers, etc.
Email marketers have the unique ability to reach the right customers at the right time with the perfect message but they still need to do the legwork to figure out what to send.
Offline retailers have built deep and strong customer relationships with their marketing and online marketers have a great opportunity to emulate their success and improve on it!.
Ed Hallen is the co-founder of
Ed Hallen is the co-founder of Klaviyo , an intelligent email marketing platform for Ecommerce and Web Apps that helps makes email marketing easier, automated and more effective. You can connect with him on Twitter or LinkedIn.
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.
Lemmatization, while more accurate takes more time.
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:
Monitoring pages, comparing content and caching:
Machine learning classification using bigML and SEMrush keyword data:3. When You Need Custom SEO Tools
The first panel of TechSEOBoost focused on knowing when third-party tools might not be enough and it makes sense to invest in proprietary tools.
The panel consisted of:
Nick Vining: Catalyst (moderator)
Claudia Higgins: Argos
Derek Perkins: Nozzle
JR Oakes: Locomotive
While the panelists each had their unique perspective to share, the overarching theme they focused on was cross-department empathy and data access.
Investing the time and resources to build a custom solution may seem daunting, the panelists all agree that having a single source of digestible truth more than pays for it.
Specific soundbites we call can learn from:
Higgins discussed shedding fear around building a custom solution/thinking it’s only possible if you have a really technical background. Don’t allow lack of tech chops get in the way of you solving a problem you know needs solving!
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.
Whenever a Googler shares insights, there’s always at least one nugget to take home.
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.
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.
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:
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.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
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).
The more pages clients have to go through to reach their ideal product/content, the greater the risk for mental fatigue.
While there are pros and cons to all forms of pagination, Ghost Block far and away did the best job of honoring user and crawl behaviors.
Here are the outcomes of all pagination formats:10. The User Is the Query
Dawn Anderson’s perspective on query analysis and audience intent is empowering for SEO and PPC professionals alike.
Way ahead of the curve on BERT, she empowers us to think about the choices we present our prospects and how much we are playing into their filters of interest.
In particular, she challenged us to think about:
The impact of multi-meaning words like “like” and how context of timing, additional words, and people speaking them influences their meaning.
When head terms (“dress” “shoes” “computer”) can have super transactional intent, versus being high up in the funnel.
For example, “Liverpool Manchester” is most often a travel query, but when football is on, it turns into a sports query.
Anderson encourages us to focus on the future – specifically:
Shifting away from text-heavy to visual enablement. We need to come from a place of curation (for example, hashtags) as opposed to verbatim keyword matching.
Shifting away from query targeting and opting more into content suggestions based on persona predictions
Shifting away from answers and weaving ourselves into user journeys (nurturing them to see us a habitual partner rather than a one-off engagement).
This session had the most cross-over implications for PPC – particularly because we have been shifting toward audience-oriented PPC campaigns for the past few years.11. Ranking Factors Going Casual
I have so much love in my heart for a fellow digital marketer who sees board games as a path to explain and teach SEO/PPC.
This session gave a candid and empowering view on why we need to think critically about SEO studies.
Micha Fisher-Kirshner reminds us to be:
Consistent with our data collection and be honest with ourselves on sample size/statistical significance.
Mindful of positive and negative interactions and what impact they can have on our data sets.
Organized in our categorizations and quality checks.
My favorite takeaway (based on Mysterium) is to be mindful of the onset of any study and be sure all the necessary checks are in place. Much like the game, it’s possible to set one’s self up to have a “no win” condition simply because we didn’t set ourselves up correctly.
I also have to give Fisher-Kirshner a shout out for coming at this from a place of positivity, and not “outing” folks who mess up these checks. Instead, he simply inspired all of us to chase better causation and correlation deduction.12. Advanced Analytics for SEO
Analytics is the beating heart of our decisions – and getting to learn from this panel was a treat.
Our cast of players included:
Dan Shure – Evolving SEO (host)
Aja Frost – HubSpot
Colleen Harris – CDK Global LLC
Jim Gianoglio – Bounteous
Alexis Sanders – Merkle
While each panelist had their own unique perspective, the overarching suggestion is sharing data between departments and working together to combat anomalies.
Gianoglio reminds us to be mindful of filters that might distort data and never allow a client to force us to a single guiding metric.
Frost shared her skepticism that analytics will be our single source for truth in the emerging GDPR and CCPA world as well as empowering us to explore data blending if we aren’t as confident in SQL to explore data blending.
Harris encouraged us to be pragmatic and realistic about data sources: if the data seems off, we should explore it! Analytics is a means to uncover data distortion.
Sanders encourages us to pull revenue numbers and marry analytics with tools like Screaming Frog and SEMrush to create true attribution for SEO’s impact on profit.13. Crawl Budget Conqueror
Jori Ford outlined a really pragmatic approach to crawl budgets: honor your money pages and account accordingly!
Her four-step approach is:
Determine the volume of pages and only use the sitemap to correlate if it’s an optimized site map.
Understand which pages are being crawled naturally via custom tracking and log file analyzers (Botify, Deepcrawl, OnCrawl, etc.).
Assess the frequency of pages crawled and how many pages are getting crawled frequently/infrequently.
Segment by percentage type: page type, crawl allocation, active vs. inactive, and not crawled.14. Leveraging Machines for Awesome Outreach
Gareth Simpson invites us to explore tasks we can delegate to AI and machine learning. However, before we can, we need to have practical workflows to build machine learning into our day.
Here are the paths to machine learning:
Gather data from sources.
Cleaning data to have homogeneity.
Model building/Selecting the right ML algorithm.
Gaining insights from the model’s results.
Data visualization: transforming results into visual graphs.
Testing machine learning in prospecting might seem crazy (the human element of the relationship is crucial). Simpson helps us uncover delegatable tasks:
All screenshots taken by author from (TechSEOBoost slide decks), December 2023
According toChoose Your Way of Learning
Today there are dozens of learning ways available online, you just have to pick up a few that suit you the best. Below we’ve listed some of the most effective methods and resources.Online Courses
• CodeGym: Practice by completing 1200+ programming tasks that are related to Java. • Java Programming Masterclass for Software Developers (• Learning: These nine lessons will help you learn the fundamentals of programming with Java by solving common Java programming challenges.Books
If you like reading, books are an amazing way to learn how to code Java step by step. Some of the top books to understand Java and its concepts are: • : It is the revised version of Manning’s best-selling “Java 8 in Action”. This book enhances your knowledge by linking the latest features of Java to real-life examples. Also, you will get knowledge about recent innovations like Stream API, and Java module system. • : It is the second-best book for beginners to comprehend the concepts of Java written by Cay S. Horstmann. However, this book is ideal for those who already know C++ language as the author has compared the constructor, template, and generic of C++ language with Java. Therefore you must be good at C++ to grasp the information of this book. • : Another great book for beginners to acquire the concepts of Java but the information is quite old. It is explaining about Java 1.5 which is nearly 12 years old and Java SE8 has many new features and additions. So we can say that it’s still an efficient resource but needs to be revised according to the latest innovations.Bootcamp
If you like to study in a group and understand concepts in a better way while discussing a topic with your fellows then you can consider joining a bootcamp program which is an intensive programming training. You can trySet a Goal For Yourself
It is essential to decide what exactly you’re aiming to achieve. Use the SMART approach while setting your goal. The intention should be specific, measurable, achievable, realistic, and timely. For instance,” I’ll learn Java objectives till 20th March”. You can split your final goal into a few so it’s easier to move step by step. Track your progress constantly so you can see what you’ve already achieved and how far you are from your final goal.Practice Regularly
Regular practice is essential when you plan to learn Java. You must start by doing simple tasks, writing down code on a piece of paper, and showing them to a professional who can review it and inform you about your progress.Ask for Help
Look out for a decent platform on the internet for software developers, or find a mentor who can help and guide you. Visit forums like Quora, Reddit, andDon’t Delay Your Job Search
Don’t wait till the end of the entire course, you can start searching for a job as soon as you learn fundamental technologies that are required for a job. Send CVs and plan meetings along with completing your course. You may even get a position in a company before the time you finish your study.Wrap Up
Aside from that, it’s good to set specific goals to master your Java skills in a more consistent way.
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