Dave Davies, Internet Marketer, to Speak on User-Intent in a Machine Learning World at Rocks Digital 2018
Dave Davies is the CEO of Beanstalk Internet Marketing. Dave and his wife Mary started Beanstalk in 2004, and have grown it from a purely organic SEO firm to one offering a full range of services including SEO, SEM, social media, and training and consulting.
Dave is a regular author on Search Engine Land, Search Engine Journal, and the Beanstalk blog. He also hosts a weekly radio show on WebmasterRadio.fm and has spoken at a number of conferences over the years.
With over 15 years of experience in internet marketing, Dave has seen a lot of SEO strategies come and go, resulting in a passion for understanding what is happening today, what’s being worked on, what patents are being granted – and what this all means for the future.
- How does machine learning actually impact search?
- What are the machines looking for?
- And of course, what do we as SEO’s need to do in this brave new world?
These are just a few of the questions Dave will be answering at this year’s Rocks Digital Marketing Conference.
Content & SEO in a Machine Learning World
Where once SEO was focused on keywords and passing relevancy to those words alone, it has now evolved to understanding user intent. The “problem” is that for many queries there are various intents of varying probability. With advances in machine learning, Google’s capacity to understand the probabilities of user intents is significantly stronger – and getting more so every day.
This is the challenge of content creation and SEO in this new world order. No longer can we focus on what we want a user to do – we have to cover our bases in a way that doesn’t distract from our conversion funnel, but that offers content covering the various intents. This ensures that when Google is creating their top 10, the system understands that our page is applicable to many – thus increasing the odds of a satisfied Google searcher.
- An understanding of how machine learning impacts Google’s capabilities
- The general impact of machine learning on SEO, allowing people to apply this to their own sites
- Specific examples of query types impacted, with result sets illustrating it
- Examples that work well to maintain the funnel while catering to various intents
User intent has changed in a post-RankBrain world. You need to understand it to win it!