SEO Chat: Questions and Answers for Advanced SEO Topics - From Semantics to Technical SEO

Key Takeaways

hello my name is corey tubercuber and i am the owner and founder of holistic seo and digital in this video i will try to summarize the seo chat that i have created on twitter with dear more the oberstein and i want to turn this thing into a kind of useful memoir or memory for all of us i have asked actually 17 questions and i have created a couple of polls just for search engine optimization and it they are a little bit relevant to the anchor tags some of them are relevant to the semantics some of them are relevant to the actual how the search engine uses different ranking models like predictive ranking or relative ranking and what actually ranked lab is so let's start this was the initial announcement there and rank lab is actually a kind of internal term from google basically it represents the platform that google engineers use for generating or creating ranking algorithms and in google they have actual different teams for instance they have a team just for understanding the fake traffic or fake clicks they have a team just for understanding uh for instance just for the birth they had a team that is called deep rank or deep ranked team they also have different teams that change their members and i believe they have their little bit autonomous at the same time for instance google rank brain team which is an a kind of open team to be honest and in this case they change their team members but the term ranked lab it always stays there is one googler that you should check actually he's not famous at all i guess it was alex gurushetsky he is actually one of the first and google engineers that mentions the ranked lab as an internal thing and they have different internal terms for instance we say features in the path they say web answers we say keyword they say query we say searching something they say query session so their terms actually helped me a little bit understand the search engine further so to keep it a bit shorter let's start just focusing on the things and this is a kind of just a simple section for checking the answers and here we have the first question the first question says what is the difference between query dependent and query independent ranking criteria so in search engine ranking algorithms actually in in the website the website that belongs to me and sorry for the open tabs and i don't fix this website on purpose by the way you all know that if you check this article you will see that everything actually here focus on initial ranking and rare ranking and i believe from different places you will see these terms more because most of the time the seo industry has a tendency to a little bit take things and to not create it other places but i can tell you that this is one of the first places that you will see these terms and initial ranking and ranking and in a big chunk of this article i just explain what information for aging theory and then i explain what are the possible ranking algorithms and what kind of concepts they can actually use how they can relate things to each other and what kind of algorithms can be used so in this case the query dependent and query independent ranking criteria means that some algorithms just focus on the terms and turn weight calculation within the query some of them just focus on the query independent criterias and here we have the answer query independent and query dependent and independent ranking criteria are fundamentals for ranking algorithms a document can be relevant for a query but a query independent factors can make it eliminated information red level score can be a factor for query dependent ranking and page rank can be a query independent factor so let's move on to the second question because i want to actually popularize these questions and answers even further so here we have another one if the query is protein powder and this example usually comes from matigde and he he also made me remember this example all the time i guess creating powder which one will have more weight query dependent or query independent ranking factor so to be able to use the query dependent factors you need a kind of high information retrieval score or you need a high information extraction responsiveness so there is no such a thing information extraction c core that's why it should be called as responsiveness because a query might be relevant to a document but it doesn't mean that the document is actually responsive so that query or need behind the query so in this case the protein powder actually the query independent ranking criteria will be more important because we have enough level of information and document from all the competitors so based on relative ranking actually all the weight of the these algorithms will need to change and if you want to create a kind of seo strategy just based on the data science you will need to use these predictive ranking understanding and that's why actually here somewhere i actually mention it too predictive ranking we will try to understand what are the possible ranking points and here is the answer answer is related to relative ranking in the inverted index it means that an index that are the documents are already ranked and ordered the most quality document and less quality document will have different types of scores thresholds are determined relatively based on threshold sources threshold source means that the highest quality and highest relevant or highest page rank document based on that we will create create different thresholds for protein powder the queried independent factors will have more weight the search intents are ordered as buying it or finding reviews or finding brand reviews compared protein powders or how to use protein powders what are the protein powders this is the last one so based on that you all know that actually you can create different topical maps as well speaking of i guess you all opened this video in the hop of the course at the moment actually i have a kind of internet connection error mistake or slowness just because i'm uploading the course videos it takes time people it it there are more than 50 gigabytes of videos there for 40 hours and even it is hard and at the moment i also work on some payment gateways so it's coming don't worry and what is query processing what is process query does a search engine rewrite queries does it generate questions from queries in affiliate lab i have created one lecture uh for also matt and here actually i have processed the term process query as well you can check that and actually here the we have 34 volts and people say that yes search engines change the queries so it's good to know that actually the community already knows that and they always try to adjust the relevance by zone that is a happiness for me to see so let's dive in a little bit concepts together query processing is the parsing of the query for calculating the term weights for possible search intents and activities after intent process query is the query queries rewritten and optimized versions the process query can be questioned the search intents for protein powder is its process version which are mentioned here so in this case we also need to talk to think about the query writing methodologies and also inferring queries inferring entity attributes from queries query definitions query aspects and there are the many many different terms and concepts even from the patterns and these are important patterns because all the engineers and inventors from just the query processing they are already being used and here we have another one for query x stadium which serp features will you think to appear more local map pack image images people also extremes team score results news etc i have put four results here and it's interesting that seos are also hyped so quickly they didn't know what has chosen the google business profile there might be two reasons for that this is the new name of the google my business account and the thing here is when you search for x-station you won't see a local map pack there because there are no two or three different stadiums with the same name it means that they will be actually the same so in this case there won't be a local map pack if you would search for x-station stores then you would get the local map pack that's why for malls we have local map pack if you have a kind of mall around the stadium or if you have a kind of mall around not around not in the stadium then yes you can see it but most of the time you will see a business profile panel you might see a knowledge panel you will definitely see a mesh pack so 50 nearly off the answer here is wrong and you can also check it from other search tools as well let's re-transfer the features are relevant to the search internet distribution which is also relevant to the distributional semantics we will process it in the course for x-station query template with popularity order entity relation refinement knowledge panel gbb panel image pack paa or people ask video pack and web results actually this will be the order there and also when i say video pack i don't mean the video carousel there will be a kind of most probably just for the youtube a kind of expandable area with time steps and still relational refinement means that the stadium will be connected to a team and it will be seen in the top of the serp page or sorry serp so how would you rank major and minor search in terms for the query of home renovation i have asked it to the community do it yourself or find a service 60 person says that it's actually do it yourself uh will be the major one and here we have home renovation is a service seeking query for the non-renovation non-renovation is the query template here you can change the home with something else to understand the major search intent for home renovation you need to replace the home and you need to understand others it's about lexical semantics in this context so in the course there are more than 15 hours of theoretical education it won't be easy people if you if you are bored while even listening this probably you will die in the course so sorry for saying that but seo is not that easy and you need to understand the search engine and it requires too much reading or thinking so in the course of course there are more than 25 hours of practical lectures too but they are connected to each other so if you know these concepts major or minor search intents with concrete definitions and examples it will help you so here we have the rest of the answer major search intents find an x-ray renovation service near me i say that it's major because we actually see that local map pack appear there directly review x renovation services how do i run away at x and calls and usually do it yourself section comes from videos minor search intents is renovation definition differences verses so these will be these will exist a little bit in maybe in the auto suggestions or maybe some query refinement areas or maybe they will appear after third or fourth search what is semantic distance between two queries okay this is an entirely big topic i won't be able to explain everything less retentive semantic distinct distinctiveness and similarity are different armor can be semantically relevant but different from the sword the distance between two queries represents how the how the documents need to be shaped semantic distance between queries is determined by edges and nodes between concepts in a graph network so graph theory and semantic as your semantic networks they are relevant and to be able to understand the semantic distance between two things you need to understand lexical semantics like hypernames hyponyms hypernym member to be able to understand that you can actually check one of the articles here not to tokenize not tense recognition the one for wordnet yep i guess i couldn't find it but one i have four different nltk choirs here if you check the one for just vertnet you will be able to see relevant sections here and for here for tokenization i actually use my entire website you can see results in a in a way here in a way that you want for instance these are the most used words including stop bursts then we have most used words without stop verse and we have used most you we have the adjectives that are that are used most etc etc try to check these things it might help you so what is the difference between query and lexical semantics query semantics rely on query code occurrence and correlation along with interchangeability substitute query is relevant to this section the lexical semantics rely on dictionary meanings the query can have a different different meaning than a dictionary definition two words can be irrelevant but they can appear in queries together with no concrete reason and that's why we also need the definition of correlated queries at the same time and google correlate it was an old tool that google remote that's why it was important due to the time deficiency i am not able to explain everything here but in the course you will find everything with practical examples but basically query and lexical semantics are two way different and query semantics are more important than lexical surroundings for seo because you will need to know how to how to create topical borders and you need to understand when you should stop that section without going deeper can an seo change what a search engine thinks about a concept can we register non-existing things into their knowledge base can we change brand's relevance to a concept with a positive sentiment this section is actually about jason bernard directly and if you don't follow jason just follow him you'll be lucky actually his book is just here it just came yesterday i didn't start yet but just read it i believe you will like that so i said yes tree yes multiply with three a search engine learns always on it can change opinions or recognize something new without search demand documents are collected and classified even if someone doesn't search it still they can continue to learn a brand can make a knowledge domain more expanded it can affect all other brands topical authority and categorical quality categorical quality is something else it comes from tristan abstil we can mention it later predictive document ranking how to determine page frame needs per web page how many declarations are necessary to create enough information gaps how many pages should change for a rare ranking event so if you don't want to understand how to trigger a ranking event let's say google doesn't rank your website let's say they don't index the pages that you want just trigger a re-evaluation and to be able to do that there are some certain methods that we can mention later but if you read that 30 000 words of article or book it's actually a book i don't put things into maybe bookstores but actually most of the articles that i write they are already books so just try to check that article is free maybe that's why you don't read because it's free i don't know but if you check it you will see it and predict the information retrieval relies on introductory sections of documents for initial relevance calculation in the initial relevance calculation for instance the urls might be important because some factors are important initially later they are not that important predictive document ranking relies on query dependent and independent factors predetermined thresholds remember relative ranking and the page rank relevance and comprehensiveness thresholds should be determined and this section is as i said related to the relative ranking so page rank per web page is actually directly affecting your rank ability overall even if you write nonsense things still your page link might your rank even if you spam pagerank might you be forgiven and uh unfortunately it's a true thing so usually people try to seo that is they try to compare things to each other like they're enemies they're actually complementary things page rank helps semantic semantics help page rank they both help to the website and can change word order affect information retrieval score should results change from vision board to board vision it shouldn't change but it changes and there is no way to prevent it because word proximity co-accuracy matters is word of interest calculations initial and central and context words will change and weight calculations will change even if the search intent is same still the generated query written versions where writing versions will change so i know that actually sharing all this information sometimes people tell me that you share all these things don't you fear from a competitor or something no because people don't read that's why i take this video and i know that i have spent maybe more than two years just for reading patterns every day more than five hours so it's not that easy to grasp all these things that's why i created course as 40 hours and i don't have that kind of fear and i would like to learn from other people i i always learn from other people actually but imagine that there are some other people besides just pizlovsky or dave davies and they also process these things and they also implement and they also create resources it will be fun to see it and i will be happy to see it to be honest so maybe in the future i hope and which one is more important indigenous or exogenous ranking factors internal ranking factors okay i have written wrong sorry i mean external here and no one said that everyone i guess they guessed but anyway so it depends the direction of the google search engine is from exogenous ranking factors to the indigenous ranking factors why because it is more collaborative controllable and manipulation possible is harder quality can be sent it can be seen from the content better rather than external link flow because we can manipulate pagerank so easily but you can't manipulate entire overall site quality you need to be honest there so it's easier for search engine but at the same time if there are too much similar content to each other again they will need to use page rank or they will need to use historical data or branch value or brand authority or user generated content from other sections entity oriented search is not just about websites they rank entities web entities your facebook page can affect rankings it can affect your authority or your prestige or other pages or other platforms and since i read the history of seo during 2011 actually we have seen lots of examples that we have seen lots of examples that actually facebook pages were affecting the uh rankings and it's not that old you know the the new generation seos i am also new generation seo i have just seven years of experience but we forget things it's so sad when i remember whenever i checked the old posts i see that actually we talk about the same thing we ask the same questions and we all we're always hyped so i don't know why it happens but i guess it we don't read history or our past that's why it happens okay which order is better for external anchor text a backlink related question here branding generic branded branded branded generic and generic branded and branded so imagine that you want to create a pickling campaign and you don't want to use your brand name directly so in this case you can start from the generic and then you can move on to the branded and then you can continue again from the branded only or you can unite them i have created two samples here if there is a high level of content production choose b go with branded and branded and generic if there is not enough content choose c and consolidate page rank for higher historical data earlier in other words rank for a couple of things use that alternative to reflect others should we restrict the internal link count within the main content most say yes we should and we can some of them say no we shouldn't and but we can some say we shouldn't also we can't i believe this this version the third third option i believe they work with big companies corporate companies because there unfortunately it's so hard to be an seo and convince people i know it from spotify and other places like airbnb or trainia it's really hard they always pretend like they care about the issue but they just care about money not the seo actually they see it as a tool i love seo but i know that their perspective is also a little bit logical at the same time they are not willing to do the work mostly yes every internal link will divide the page link by diluting the main purpose of the content according to the internal link count the contents length purpose can change from an article to hub type content we shall talk about hilltop algorithm a little bit there even if google doesn't use it it actually reflects reflects a good possibility does internal link position matter must say yes and here i say for crawling no for page rank flow yes for relevance again yes and there are a couple of more things there actually for navigation yes for instance i could add that to mos a again yes with 85 percent so 14th question what is the similarity threshold why it is important for seo if you do experiments with duplicate content is really important similarity threshold is to determine whether two documents are similar enough or not if two documents are too similar to each other one of them will be canonical or representative search engines can cluster documents and choose one of them cross domain chronicle as representative content being shadowed or shadowed by other source can be seen during broadca algorithm updates due to these if you see that all of your queries all of your features in the past go another source it means that you are shadowed we can explain it maybe later to you i can show some search console examples for that do you think that the search engine optimization is harder than programming or not must say no and i strongly disagree i am able to program things when i press the enter it works in seo is not like that you need to read maybe thousands of pages you need to understand many many different things at least for holistic seo definite the holistic issue is harder if you talk about just tradition as you like write link and leave it's not that hard but if you want to do everything perfect if you want to increase all the potential if you want to use every possibility or every every power point of the seo then it's definitely harder this is an opinion-based question yes for me seo is harder than coding and programming because seo also involves programming and there is no school for seo search engines do not give what they do and why what you should do results come six months later in programming everything works in five seconds with clear documentation seo is harder than development because we don't even have a proper documentation everything is really harder it gets harder because to be honest google also hides many things and they are right to hide them because we will exploit things in programming it's not like that you have many many tutorials and in seo one thing can work today tomorrow it won't work and one thing can work even morning but it can stop at the night and it can work for one side and it might not work for another side so it's definitely harder it's sometimes like seeking a black cat in the darkness that's why i read patterns they show me the way what would you change in the google's algorithm what would you like to tell john muir how do you feel about small websites are you happy with non-given voice search data or should google try to keep users on serp should be paid for these by google so this is my answer thank you john miller for every question that actually he answers because he always open as your hangouts even if it is christmas so he actually spends his own time for doing this so we have to thank him and at the same time from my point of view i would like to see voice search data definitely because we don't have click start but we have selections we can talk about what a selection is later i have actually processed all of these things in the course i know google sends more traffic to the websites every year but the percentage gets smaller too we take more traffic from google because internet user count and internet usage rate actually increases and this is a thank you note here i will publish all these questions later i will put it into the add-on at the end of the website if you like these type of questions if you like these type of answers and if you like these type of videos just try to comment i actually read all of the comments even if i don't have tried to answer them i will try to add more videos more scientific videos i will try to create some videos from some of my old casio case studies or new ones as well because i know that some of you don't like reading and i also know that some of you will find these things boring but if you love search engines if you allow information retrieval and extraction and if you actually love reading the minds of the search engines and optimizing websites if you love solving the puzzles i believe we will be able to create a kind of baseline here i also think to add some programming related things too so you will see the article now and soon very soon i will launch the course i try to fix every or ux error or other things and believe me it will be better to publish it later than now because this way you will be able to benefit it even further and i believe that there will be lots of lots of useful examples there but remember the relative ranking here if you use semantic casio in a proper way and also if your competitor uses it in a proper way you will be have to fight for every single argument declaration triple accuracy signal or accuracy directly you will need to order the facts that you will need to optimize the sentences even sentence length that's why i suggest you to check this nltk after a point it will show you the way and i can add that programming section to the course too i didn't add anything to the relation to the programming because most of the time in the course also you will see i have just added natural improvising videos there and i have i don't use tools i just use my mind in affiliate life also you will be able to see it i take random articles from wikipedia and then i try to create a kind of simple strategy in just under 10 minutes so it's easy to do you you should just trust yourself a little bit but same time remember that if your competitor also does the same you will need to go more granular you will need to add more detail you will need to calculate every teeny tiny detail there you will need to place the links carefully you will need to calculate the link distance or you will need to calculate the semantic distance and relevance and also all of the related search activities so that's why you need this course and i will show a kind of framework in the course and i will call it chorus framework and i believe that that conceptualization will help you to remember it better because in the future i believe you will be able to use this strategy as a kind of even tradition and i use it many years it worked really really well just remember that relative ranking is a thing and you will always need to go better and better to be able to beat your competitors or even to find blue so people you will see the article and that's it thanks for listening [Music]