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11 Ways to Build a Google Algorithm Update Resistant SEO Strategy

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11 Ways to Build a Google Algorithm Update Resistant SEO Strategy

Google’s algorithm updates can make it feel as though the search engine is punishing publishers for mysterious reasons.

Website rankings are never guaranteed.

Even so, you can improve the stability of your rankings and formulate a more Google algorithm update-resistant SEO strategy with these 11 tips.

1. User Intent Is Just The Beginning

User intent is important but it’s just a starting point for creating content that makes money day after day after day, regardless of algorithms.

User intent is one ingredient out of several for creating algorithm-resistant webpages.

It’s the beans in your burrito — the cheese on your pizza. It gives flavor to your content.

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The reason identifying user intent is important is because it puts you in the mindset of putting the user (not keywords) as your foremost consideration.

And that’s where great SEO strategies begin.

2. Make Site Visitors The Center Of Your Universe

One psychological writing trick that works fantastically for creating webpages is to write content in a way that mirrors the visitor’s need to see things through the lens of how they are affected.

Site visitors only relate to pages that relate to them.

I know a smart pay-per-click marketer who creates landing pages that fit every visitor so well his webpages are practically mirrors.

One of the many things this person did was to create landing pages that sniffed if a site visitor was using an Android or Apple device. The webpage would next swap in an “Apple Friendly” or “Android Friendly” icon to the webpage.

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He did that because A/B testing proved that his audience converted at a slightly higher rate with those icons on the webpage. Such a silly thing, right?

Readers are focused on how a webpage topic affects them. When the site visitor hits a webpage the world stops revolving around the sun. It revolves around the site visitor, even if they are at an ecommerce store.

Do customers care why Apple created their own CPU chip?

No. They just want to hear about how it’s going to exceed their expectations and turn them all into heroes.

Zappos became popular because they made it easy to return the shoes. Their customer service was so good because they treated their customers like people who only care about their own needs.

What users want to see increasingly has to do with how your site, service, product, or information impacts their life.

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3. Authoritative Means More Than Just Links

There is no authority metric at Google, and yet Google says it wants to rank authoritative content.

Part of determining whether something is authoritative has to do with language.

For example, sometime after Google Hummingbird, Google appeared to have begun introducing language-related features into the search results pages (SERPs).

I noticed that Google began ranking university research pages for a two-word phrase that software companies used to rank for.

The commercial webpages all had links to their sites, far more than these university webpages about research.

All of the commercial pages were banished from the first two pages of the SERPs except for one. That commercial webpage had the word “research” in the content of the webpage.

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The .edu university webpages weren’t ranking because they had .edu magic or because of links.

For a short period of time, Google associated this two-word phrase with a type of topic (research) and chose to rank only pages that featured research, which at the time mostly consisted of university webpages.

Today, Google mostly ranks informational webpages for that two-word keyword phrase. In other words, informational content is authoritative for this two-word keyword phrase.

Links are the traditional measure of authority. Sites with more links are authoritative.

But language can be a signal of authority, too. This is evidenced in search results where the words that are used influence what is ranked more than the influence of links.

Links used to be the overwhelming deciding factor that powered webpages to the top of the SERPs.  That is no longer the case.

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Now it’s like natural language processing decides which race a webpage is going to run in and sometimes that race is on page two of the search results, depending on the user intent and what qualifies as authoritative for that type of content.

For some queries, informational content is going to race on Track 1 (analogous to the top half of the SERPs) and pages with commercial intent might qualify for Track 2 (analogous to the bottom half of those SERPs).

No matter how many links that commercial page may acquire, its content will never be authoritative enough to rank at the top for that keyword phrase topic.

To wrap up, what I want to do is introduce the idea that content can be authoritative in a way that has to do with the topic.

Users signal to Google (via their choices and activities) what kind of content is relevant to them. Content can either be authoritative for what users are looking for or not authoritative, regardless of links, based just on the content alone.

4. Comprehensive Content vs. Treating Visitors Like They’re 5 Years Old

When people think of authority, they sometimes think of being comprehensive, bigger, and at an intermediate level.

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Stay with me, because authority and authoritativeness could be about understanding what users want and giving them what they want in the form that they want it.

Sometimes it’s in the form of a baby bottle. Sometimes authoritative means explaining it as if the site visitors were a 5-year-old.

For ecommerce, authoritative could be a webpage that helps the user make a choice and doesn’t assume that they know what all the jargon is.

Authoritative Content Can Be Many Things

For example, a site visitor could have the user intent of, “I’m dumb, what does XYZ mean?” In that case, authoritative content means content that is at the, “I have no idea” beginner’s level.

This may be particularly true for sites that are reviewing things that involve technical jargon.

A site that’s doing a round-up summary of top ten budget products might choose to focus on a quick and easy-to-understand summary that doesn’t have to explain the jargon.

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In the full review webpage, it can have an explainer in a sidebar or tool-tips to explain the jargon.

I’m not saying that people are dumb. What I am saying is that sometimes it works out best to write content as if your site visitors lack intelligence because that’s the level many people may be operating at for a particular topic.

Seeing that there is a virtually inexhaustible supply of people who need to have things carefully explained, it can make for a winning strategy for long-term ranking success.

5. Let The Search Results Be Your Guide… To A Certain Extent

In general, it’s best to let the search results be your guide. There is value in trying to understand why Google is ranking certain webpages.

But understanding why a page might be ranking does not mean the next step is to copy those pages.

One way to research the search engine results pages is to map out the keywords and intents to the top ten ranked webpages, especially the top three. Those are the most important.

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This is where current SEO practices can be improved.

Top Two Strategies That Can Be Improved

Imitate Top-Ranked Sites?

The general practice is to copy or emulate what the top-ranked sites are already doing except to “do it better.”

The idea is that if the top-ranked sites have XYZ factors in common then it is presumed that those XYZ factors are what Google wants to see on a webpage in order to rank it for a given keyword phrase.

Common sense, right?

Outlier is a word from the field of statistics. When webpages hold certain factors in common then those pages are said to be normal. The webpages that are different are called outliers.

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For the purpose of analyzing the search results, if your webpage doesn’t have the same word count, keywords, phrases, and topics than the top-ranked sites contain, then that webpage is considered a statistical outlier.

Search analysis software will recommend the changes to be made so that the outlier page more closely conforms to what is currently ranked.

The problem with this approach is the underlying assumption that Google will rank content with the qualities that exist on webpages that are already ranked in the search results.

That’s a huge assumption with no logical basis.

Of course, another site that is statistically an outlier can outrank the top three ranked pages.

For example, I’ve ranked webpages higher than existing pages by doing things like explaining more or being easier to understand or including diagrams and original photos – and using keywords that the competition wasn’t using.

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My pages ended up having not only a different keyword mix but the content, in general, was designed to better answer the question inherent in the search query.

That’s the difference between focusing on keywords and focusing on the search query.

In my opinion, it’s far better to understand the search query than to analyze webpages to identify Factors XYZ that may or may not have anything to do with why those pages are ranking.

The past several years of updates have been focused on better understanding what search queries mean and understanding what pages users want to see, in addition to other things.

So doesn’t it make sense to focus on better understanding what search queries mean and addressing that with your content in a way that’s easy for people (and search engines) to understand?

Analyzing the search results is a good thing to do in order to learn what the user intent is.

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The next step should be to take that information and bring your best game to fulfilling the need that’s inherent in that user intent.

Create Pages That Are Bigger and Better?

The second strategy is creating content that’s better or simply more than the content of top-ranked competitors.

They’re both about beating the competition by imitating the competitors’ content but making it (vaguely) “better” or simply longer or more up to date.

So if they have 2,000 words of content, you publish 3,000 words of content.

And if they have a top ten list, outrank them with a top 100 list.

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The concept is similar to a set-piece in a comedy where a clearly deranged man communicates his strategy for outselling a famous 8-Minute Abs video by creating a video called 7-Minute Abs.

Just because the content is longer or has more of what the competitor has doesn’t automatically make it better or inherently easier to rank or obtain links to it.

It still has to be useful.

So rather than focusing on vague recommendations of being ten times better or more concrete but completely random recommendation to be more than your competitor, how about just being useful?

Back to Search Results as a Guide

Mining the search results in a quest to understand why Google is ranking webpages will not produce useful information.

What you can possibly understand is the user intent and what I call the Latent Question that is inherent in every search query.

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You can read about this here:  Search Results Analysis: The Latent Question

6. Create Diversity In Your Promotional Strategy

It’s never a good idea to promote a site in one way. Anything that gets the word out is great. Do podcasts, write a book, be interviewed on YouTube, pop up on television, etc.

Be everywhere as much as possible so that how the site is promoted, how people learn about the site comes from many different areas.

This will help to build a strong foundation for the site that can overcome changes in the algorithm.

For example, if word of mouth signals somehow become important, a site that has focused on word of mouth type promotion will be ready for it.

7. Work To Prevent Link Rot

Link Rot occurs where links to a webpage are themselves losing links, thereby reducing the amount of influence they confer to your web page.

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The solution to link rot is to maintain a link acquisition project, even if it’s a modest effort. This will help counter the natural process where links lose their value.

8. Website Promotion

Webpages must be promoted. A lack of promotion can cause a webpage to slowly and steadily lose reach, becoming unable to connect with the people who need to see the content.

Google’s John Mueller said:

“We use a ton of different factors when it comes to crawling, indexing and ranking.

So it’s really hard to say like, if I did this how would my site rank compared to when I do this. …those kinds of comparisons are kind of futile in general.

In practice though, when you’re building a website and you want to get it out there and you want to have people kind of go to the website and recognize what wonderful work that you’ve put in there, then promoting that appropriately definitely makes sense.

And that’s something you don’t have to do… by dropping links in different places.”

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As Mueller said, it’s not just about having links added to webpages. It’s simply about letting people know the site is out there.

It can be through social media, by participating in Facebook Groups and forums, by local promotions, with cross-promotions with other businesses, and many other techniques.

Some call it brand building, where the name of a business becomes almost synonymous with a type of product or website.

9. Diversity Of Links

One of the reasons some sites bounce up and down in the search results is that there’s a weakness that sometimes has to do with a lack of diversity in the inbound links.

Anecdotal observations have noticed that sites that tend to sit at the top of the search results are the kind that has different kinds of links from different types of websites.

This may no longer be true with the advent of natural language processing (NLP) technologies that can put a stronger emphasis on content over links.

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However, links continue to play a role – particularly the right kinds of links.

Setting aside the influence of NLP and focusing just on links, it may be helpful for a site to withstand changes in Google’s link algorithms by cultivating a diverse set of inbound links.

There are many kinds of links.

  • Resources links.
  • Links given in articles.
  • Links of recommendation given by bloggers.
  • Links in news articles.

It no longer matters if a link is blocked from being followed by a search engine using a link attribute called nofollow.

Google may choose to follow those links. Also, some links have value in building the popularity and awareness of a site.

10. Ranking Signals And E-A-T

There are many signals Google uses to rank a site. Google will even ignore links or spammy content in order to rank a site that is doing other things well.

Google’s John Mueller has said:

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“A lot of times what will happen is also that our algorithms will recognize these kind of bad states and try to ignore them.

So we do that specifically with regards to links… where if we can recognize that they’re doing something really weird with links… then we can kind of ignore that and just focus on the good parts where we have reasonable signals that we can use for ranking.”

…we try to look at the bigger picture when it comes to search, to try to understand the relevance a little bit better.”

Read more: John Mueller on Why Google Ranks Sites with Spammy Links

So there are qualities to a site that can overcome spammy links or SEO. What these qualities are can only be speculated about.

But I suspect that it has to do with how expert, authoritative, and trustworthy the content and the webpage is in itself.

11. Stay Aware Of Changes

In order to build a site that’s resistant to algorithm changes, it’s important to be aware of all of the announced changes to Google’s algorithm. Changes such as passage ranking, BERT, and how Google ranks reviews are all important to keep up with.

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Try to understand what the subtext to the algorithm change could be, but do it by asking: How does this algorithm change help users?

When it comes to interpreting what an algorithm means, don’t speculate on motives. That’s always a bad idea and never helps to form an actionable ranking strategy.

Instead, think about algorithm changes from the perspective of how the change might help a user.

For example, the passage ranking changes could be interpreted as a way to surface more content for users because it previously had a hard time with long pages with less than optimal SEO.

The recent changes to how Google ranks reviews could be interpreted as Google expanding the range of sites that need to be trustworthy and accurate.

This means that it may be useful to focus on those qualities of trustworthiness and accuracy. Or it could mean being more authentic.

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Focusing on the steps outlined above can help you build a high-quality site that can withstand changes to Google’s algorithm.


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How Compression Can Be Used To Detect Low Quality Pages

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Compression can be used by search engines to detect low-quality pages. Although not widely known, it's useful foundational knowledge for SEO.

The concept of Compressibility as a quality signal is not widely known, but SEOs should be aware of it. Search engines can use web page compressibility to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords, making it useful knowledge for SEO.

Although the following research paper demonstrates a successful use of on-page features for detecting spam, the deliberate lack of transparency by search engines makes it difficult to say with certainty if search engines are applying this or similar techniques.

What Is Compressibility?

In computing, compressibility refers to how much a file (data) can be reduced in size while retaining essential information, typically to maximize storage space or to allow more data to be transmitted over the Internet.

TL/DR Of Compression

Compression replaces repeated words and phrases with shorter references, reducing the file size by significant margins. Search engines typically compress indexed web pages to maximize storage space, reduce bandwidth, and improve retrieval speed, among other reasons.

This is a simplified explanation of how compression works:

  • Identify Patterns:
    A compression algorithm scans the text to find repeated words, patterns and phrases
  • Shorter Codes Take Up Less Space:
    The codes and symbols use less storage space then the original words and phrases, which results in a smaller file size.
  • Shorter References Use Less Bits:
    The “code” that essentially symbolizes the replaced words and phrases uses less data than the originals.

A bonus effect of using compression is that it can also be used to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords.

Research Paper About Detecting Spam

This research paper is significant because it was authored by distinguished computer scientists known for breakthroughs in AI, distributed computing, information retrieval, and other fields.

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Marc Najork

One of the co-authors of the research paper is Marc Najork, a prominent research scientist who currently holds the title of Distinguished Research Scientist at Google DeepMind. He’s a co-author of the papers for TW-BERT, has contributed research for increasing the accuracy of using implicit user feedback like clicks, and worked on creating improved AI-based information retrieval (DSI++: Updating Transformer Memory with New Documents), among many other major breakthroughs in information retrieval.

Dennis Fetterly

Another of the co-authors is Dennis Fetterly, currently a software engineer at Google. He is listed as a co-inventor in a patent for a ranking algorithm that uses links, and is known for his research in distributed computing and information retrieval.

Those are just two of the distinguished researchers listed as co-authors of the 2006 Microsoft research paper about identifying spam through on-page content features. Among the several on-page content features the research paper analyzes is compressibility, which they discovered can be used as a classifier for indicating that a web page is spammy.

Detecting Spam Web Pages Through Content Analysis

Although the research paper was authored in 2006, its findings remain relevant to today.

Then, as now, people attempted to rank hundreds or thousands of location-based web pages that were essentially duplicate content aside from city, region, or state names. Then, as now, SEOs often created web pages for search engines by excessively repeating keywords within titles, meta descriptions, headings, internal anchor text, and within the content to improve rankings.

Section 4.6 of the research paper explains:

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“Some search engines give higher weight to pages containing the query keywords several times. For example, for a given query term, a page that contains it ten times may be higher ranked than a page that contains it only once. To take advantage of such engines, some spam pages replicate their content several times in an attempt to rank higher.”

The research paper explains that search engines compress web pages and use the compressed version to reference the original web page. They note that excessive amounts of redundant words results in a higher level of compressibility. So they set about testing if there’s a correlation between a high level of compressibility and spam.

They write:

“Our approach in this section to locating redundant content within a page is to compress the page; to save space and disk time, search engines often compress web pages after indexing them, but before adding them to a page cache.

…We measure the redundancy of web pages by the compression ratio, the size of the uncompressed page divided by the size of the compressed page. We used GZIP …to compress pages, a fast and effective compression algorithm.”

High Compressibility Correlates To Spam

The results of the research showed that web pages with at least a compression ratio of 4.0 tended to be low quality web pages, spam. However, the highest rates of compressibility became less consistent because there were fewer data points, making it harder to interpret.

Figure 9: Prevalence of spam relative to compressibility of page.

The researchers concluded:

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“70% of all sampled pages with a compression ratio of at least 4.0 were judged to be spam.”

But they also discovered that using the compression ratio by itself still resulted in false positives, where non-spam pages were incorrectly identified as spam:

“The compression ratio heuristic described in Section 4.6 fared best, correctly identifying 660 (27.9%) of the spam pages in our collection, while misidentifying 2, 068 (12.0%) of all judged pages.

Using all of the aforementioned features, the classification accuracy after the ten-fold cross validation process is encouraging:

95.4% of our judged pages were classified correctly, while 4.6% were classified incorrectly.

More specifically, for the spam class 1, 940 out of the 2, 364 pages, were classified correctly. For the non-spam class, 14, 440 out of the 14,804 pages were classified correctly. Consequently, 788 pages were classified incorrectly.”

The next section describes an interesting discovery about how to increase the accuracy of using on-page signals for identifying spam.

Insight Into Quality Rankings

The research paper examined multiple on-page signals, including compressibility. They discovered that each individual signal (classifier) was able to find some spam but that relying on any one signal on its own resulted in flagging non-spam pages for spam, which are commonly referred to as false positive.

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The researchers made an important discovery that everyone interested in SEO should know, which is that using multiple classifiers increased the accuracy of detecting spam and decreased the likelihood of false positives. Just as important, the compressibility signal only identifies one kind of spam but not the full range of spam.

The takeaway is that compressibility is a good way to identify one kind of spam but there are other kinds of spam that aren’t caught with this one signal. Other kinds of spam were not caught with the compressibility signal.

This is the part that every SEO and publisher should be aware of:

“In the previous section, we presented a number of heuristics for assaying spam web pages. That is, we measured several characteristics of web pages, and found ranges of those characteristics which correlated with a page being spam. Nevertheless, when used individually, no technique uncovers most of the spam in our data set without flagging many non-spam pages as spam.

For example, considering the compression ratio heuristic described in Section 4.6, one of our most promising methods, the average probability of spam for ratios of 4.2 and higher is 72%. But only about 1.5% of all pages fall in this range. This number is far below the 13.8% of spam pages that we identified in our data set.”

So, even though compressibility was one of the better signals for identifying spam, it still was unable to uncover the full range of spam within the dataset the researchers used to test the signals.

Combining Multiple Signals

The above results indicated that individual signals of low quality are less accurate. So they tested using multiple signals. What they discovered was that combining multiple on-page signals for detecting spam resulted in a better accuracy rate with less pages misclassified as spam.

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The researchers explained that they tested the use of multiple signals:

“One way of combining our heuristic methods is to view the spam detection problem as a classification problem. In this case, we want to create a classification model (or classifier) which, given a web page, will use the page’s features jointly in order to (correctly, we hope) classify it in one of two classes: spam and non-spam.”

These are their conclusions about using multiple signals:

“We have studied various aspects of content-based spam on the web using a real-world data set from the MSNSearch crawler. We have presented a number of heuristic methods for detecting content based spam. Some of our spam detection methods are more effective than others, however when used in isolation our methods may not identify all of the spam pages. For this reason, we combined our spam-detection methods to create a highly accurate C4.5 classifier. Our classifier can correctly identify 86.2% of all spam pages, while flagging very few legitimate pages as spam.”

Key Insight:

Misidentifying “very few legitimate pages as spam” was a significant breakthrough. The important insight that everyone involved with SEO should take away from this is that one signal by itself can result in false positives. Using multiple signals increases the accuracy.

What this means is that SEO tests of isolated ranking or quality signals will not yield reliable results that can be trusted for making strategy or business decisions.

Takeaways

We don’t know for certain if compressibility is used at the search engines but it’s an easy to use signal that combined with others could be used to catch simple kinds of spam like thousands of city name doorway pages with similar content. Yet even if the search engines don’t use this signal, it does show how easy it is to catch that kind of search engine manipulation and that it’s something search engines are well able to handle today.

Here are the key points of this article to keep in mind:

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  • Doorway pages with duplicate content is easy to catch because they compress at a higher ratio than normal web pages.
  • Groups of web pages with a compression ratio above 4.0 were predominantly spam.
  • Negative quality signals used by themselves to catch spam can lead to false positives.
  • In this particular test, they discovered that on-page negative quality signals only catch specific types of spam.
  • When used alone, the compressibility signal only catches redundancy-type spam, fails to detect other forms of spam, and leads to false positives.
  • Combing quality signals improves spam detection accuracy and reduces false positives.
  • Search engines today have a higher accuracy of spam detection with the use of AI like Spam Brain.

Read the research paper, which is linked from the Google Scholar page of Marc Najork:

Detecting spam web pages through content analysis

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New Google Trends SEO Documentation

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Google publishes new documentation for how to use Google Trends for search marketing

Google Search Central published new documentation on Google Trends, explaining how to use it for search marketing. This guide serves as an easy to understand introduction for newcomers and a helpful refresher for experienced search marketers and publishers.

The new guide has six sections:

  1. About Google Trends
  2. Tutorial on monitoring trends
  3. How to do keyword research with the tool
  4. How to prioritize content with Trends data
  5. How to use Google Trends for competitor research
  6. How to use Google Trends for analyzing brand awareness and sentiment

The section about monitoring trends advises there are two kinds of rising trends, general and specific trends, which can be useful for developing content to publish on a site.

Using the Explore tool, you can leave the search box empty and view the current rising trends worldwide or use a drop down menu to focus on trends in a specific country. Users can further filter rising trends by time periods, categories and the type of search. The results show rising trends by topic and by keywords.

To search for specific trends users just need to enter the specific queries and then filter them by country, time, categories and type of search.

The section called Content Calendar describes how to use Google Trends to understand which content topics to prioritize.

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Google explains:

“Google Trends can be helpful not only to get ideas on what to write, but also to prioritize when to publish it. To help you better prioritize which topics to focus on, try to find seasonal trends in the data. With that information, you can plan ahead to have high quality content available on your site a little before people are searching for it, so that when they do, your content is ready for them.”

Read the new Google Trends documentation:

Get started with Google Trends

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All the best things about Ahrefs Evolve 2024

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All the best things about Ahrefs Evolve 2024

Hey all, I’m Rebekah and I am your Chosen One to “do a blog post for Ahrefs Evolve 2024”.

What does that entail exactly? I don’t know. In fact, Sam Oh asked me yesterday what the title of this post would be. “Is it like…Ahrefs Evolve 2024: Recap of day 1 and day 2…?” 

Even as I nodded, I couldn’t get over how absolutely boring that sounded. So I’m going to do THIS instead: a curation of all the best things YOU loved about Ahrefs’ first conference, lifted directly from X.

Let’s go!

OUR HUGE SCREEN

CONFERENCE VENUE ITSELF

It was recently named the best new skyscraper in the world, by the way.

 

OUR AMAZING SPEAKER LINEUP – SUPER INFORMATIVE, USEFUL TALKS!

 

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GREAT MUSIC

 

AMAZING GOODIES

 

SELFIE BATTLE

Some background: Tim and Sam have a challenge going on to see who can take the most number of selfies with all of you. Last I heard, Sam was winning – but there is room for a comeback yet!

 

THAT BELL

Everybody’s just waiting for this one.

 

STICKER WALL

AND, OF COURSE…ALL OF YOU!

 

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There’s a TON more content on LinkedIn – click here – but I have limited time to get this post up and can’t quite figure out how to embed LinkedIn posts so…let’s stop here for now. I’ll keep updating as we go along!



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