SEO
Machine Learning For Organic Growth

How can you improve your link building strategy?
Which modern techniques can help you boost organic growth?
What are the most important link metrics to consider for organic search visibility?
Google knows, and its machine learning capabilities know – but do you?
With Google now able to understand the broader context of your content through machine learning and natural language understanding, we see that relevancy significantly impacts your search rankings.
It’s time to use machine learning’s progress in relevancy to help you tailor your link building strategy.
On October 26, I moderated a webinar with Beth Nunnington, VP of Digital PR and Content at Journey Further, and Steve Walker, Technology Director.
Nunnington and Walker demonstrated how relevant branded content is the key to increasing visibility and traffic for winning SEO performance, with machine learning in mind.
Here is a summary of the webinar. To access the entire presentation, complete the form.
Key Takeaways
- Focus on improving keyword relevance through digital PR.
- Don’t rely on volume or ‘domain authority’ metrics for measuring success.
- Understand that the relevance of your link profile can give you a competitive advantage.
- ‘Link bait’ creative campaigns will only get you so far.
- Product-focused PR gets results and can be used to target specific areas.
[Get access to the full on-demand webinar] Instantly access the webinar →
Top Considerations For Organic Growth
Link and content relevance can drive organic performance.
And when it comes to building relevance, there are four key areas of relevance that you need to consider:
- Audience interest.
- Brand authority.
- Keyword relevance.
- Topical relevance.
When it comes to developing your digital PR or content marketing strategy, topic relevance must be one of your biggest focuses.
[See how Ikea does it] Instantly access the webinar →
Next up is link building.
Google thinks relevance is important, and John Mueller mentions that the total number of links doesn’t matter.

So, if the number of links doesn’t matter, how do you measure relevance?
Machine learning can help with that. Here’s how.
How To Use Machine Learning To Measure Relevance
Machine learning allows you to measure and understand content at scale.
With the use of tools, you can get a quantitative score that can measure the relevance of an article.
By submitting the entire link profile of your website into these tools, machine learning can then read all of those links, plus all those articles that have the links within them.
Then, you’ll get a list of the most prevalent topics, keywords, entities, sentiments, and scores.
With it, you can gain insights into topics, themes, and concepts that you can use to improve your strategies.

[See in machine learning in action] Instantly access the webinar →
Drive Organic Growth With Relevance
Several studies have shown that relevancy positively correlates with organic market share.
The key to driving quality over quantity is to focus on content relevant to the keywords you want to rank for and your target audience.
[Slides] Smarter Link Building: How To Use Machine Learning To Accelerate Organic Growth
Here’s the presentation:
Join Us For Our Next Webinar!
How To Build A Winning MarTech Stack In 2023
Join iQuanti’s Vishal Maru, VP of Digital Solutions and Shaubhik Ray, Senior Director of Digital Analytics, as well as Tealium’s Josh Wolf, Director of Partner Solutions Consulting, as they discuss the implications, pros, and cons of the leading MarTech platforms.
Image Credits
Featured Image: Paulo Bobita/Search Engine Journal
SEO
LinkedIn Rolls Out 4 Updates For Business Pages

LinkedIn is rolling out an array of new features for business pages.
These updates can help you showcase your business’s brand identity, values, and offerings while utilizing advanced publishing and community-building tools.
Learn how these innovative features can enhance your LinkedIn marketing efforts.
1. Update To Scheduled Posts
One of the new features lets you plan your business page posts up to three months ahead for steady interaction with followers.
Available now on desktop, this feature will come to mobile soon.
2. Audio Events
LinkedIn is introducing live, audio-only discussions, eliminating reliance on external broadcasting applications.

This versatile, casual approach fosters audience connections and can position your organization as an industry authority.
Listeners can engage in the discussion through emojis and request to speak if they wish to contribute verbally.
3. Automatic Job Posting
For businesses with fewer than 1,000 employees, LinkedIn now offers an automatic job posting feature.

Once activated, the platform will automatically share one open role daily as a pre-scheduled post. The posts can be edited after they’re shared.
The feature excludes what LinkedIn categorizes as “basic jobs.”
4. Following Pages As A Page
LinkedIn Pages can now follow other Pages, making it easier to join chats related to your field with a feed dedicated to content from the businesses you’re following.
This feature aims to help businesses work together, share ideas, and create strong online communities of professionals.
In Summary
LinkedIn’s latest features for business pages offer new options to share content, connect with people, attract new talent, and keep up with industry chatter.
By leveraging these tools, you can improve your B2B marketing efforts and strengthen your online presence.
SEO
Top 3 Ways To Build Authority By Going Beyond Just Link Building

You want your online business to thrive. One of the best ways to do this is to establish website authority – and the key to successful authority building is to increase trust with your audience.
With the rise of AI tools, you must publish high-quality content that stands out from your competition, who may be using tools like ChatGPT.
On March 15, I moderated a webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress.
Hipps and Rivera demonstrated how content promotion, link building, and authentic subject matter expertise could help you rank higher on SERPs and elevate your online authority.
Here’s a summary of the webinar. To access the entire presentation, complete the form.
1. Create Unique Content With First-Hand Experience – Avoid AI, The “Fancy Parrot”
In the world of content creation, where good content creators are showing their expertise, there are certain key things AI can’t do.
- AI can’t have first-person experience. They can’t think for themselves the same way humans can.
- If the AI follows a generative model, and it can’t yet distinguish the truth. If you fact-check some of the information, you’ll find it doesn’t exist.
The counter to AI content is unique content that shows this truth, expertise, and first-hand experience.
[Learn how this helps build your authority] Instantly access the webinar →
2. Highlight Quality Authorship
High-quality content encompasses everything from accuracy and mistake-free writing to clearly displaying expertise.
Ensure Your Content Is Error-Free
In many cases, low-quality content, or posts with false information and repetitive issues, can lead to being devalued on SERPs or accidentally containing duplicate content.
Add More “E” To EAT – Experience
The Issue: To combat low-quality SERPs, Google seeks first-hand experience.
The Solution: Invite a subject matter expert to review the content, check for factual inaccuracies, and add that extra layer of expertise to the content.
Bridge The Write ≠ Expertise Gap
The Issue: It’s important to recognize that the ability to write is not synonymous with expertise; just because someone can write doesn’t mean they are accurate or a subject matter expert.
The Solution: Try pairing a subject matter expert with a strong writer who can interview and interject quotes helps build better content.
Ask Questions
The Issue: Sometimes, you may not have the in-house subject matter experts you need for a piece of content.
The Solution: Conduct outreach to gather expertise to boost your content quality. First, consider what your audience wants to know. Then, generate three to ten questions to ask a professional.
[Learn a tactic that works] Instantly access the webinar →
Tap Social Media
The Issue: Where do you find the professionals you need to interview for your next piece of high-expertise content?
The Solution: With so many experts creating on social media, it’s a great platform to leverage. Here are essential outreach steps you can do:
- Observe.
- Participate.
- Engage.
- Network.
Doing this can also be considered link-building in another sense. Because link building is marketing, and marketing is about building relationships.
Find Allies Who Are Also Targeting Your Audience
Combining outreach efforts with the Nexus approach helps you create relationships and connections beyond just the link.
[Learn what the Nexus approach is] Instantly access the webinar →
3. Use Other Authority Builders, In Addition To Links
One way to increase brand queries is through influencers, knowledge panel (which becomes part of a brand’s search results), and mentions.
To increase mentions:
- Use HARO & Terkel.
- Publish unique industry data.
- Do something distinctive that stands out.
- Connect with publishers with significant traffic, not for links but for visibility & mentions.
- Leverage influencers and industry experts.
[BONUS: Get a step-by-step branded keyword strategy] Instantly access the webinar →
At the end of the day, when you publish unique, relevant, and authoritative content, it gets referenced and cited by others.
[Slides] Discover The Top 3 Ways To Build Authority By Going Beyond Just Link Building
Here’s the presentation:
Join Us For Our Next Webinar!
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
Join Malin Blomberg, CEO of Bidbrain and Google Shopping expert, as she shares the best hacks for digital marketers and ecommerce business owners to maximize conversion value.
Image Credits:
Featured Image: Paulo Bobita/Search Engine Journal
SEO
Microsoft Introduces Category-Based Targeting For Search Ads

Microsoft has unveiled a new approach to search advertising that aims to help businesses more effectively reach their target audiences in the retail media space.
This innovative category-based targeting solution aims to address the limitations of traditional keyword targeting while leveraging the power of keywords to optimize campaign performance.
Moving Beyond Keyword Targeting
Although keyword targeting has been a cornerstone of search advertising for years, it has limitations.
By focusing solely on keyword targeting, advertisers may miss out on valuable opportunities to promote their products, which can negatively impact a campaign’s performance and limit revenue potential.
Retailers and advertisers are beginning to realize that shoppers browse digital aisles on retailer websites rather than solely searching for specific products using keywords.
As a result, strategies limited to keyword targeting don’t adequately address their needs.
Unlocking The Power Of Category-Based Targeting
Microsoft’s new solution targets shoppers based on their browsing categories, utilizing keywords to boost campaign bids.
This approach allows advertisers to capitalize on both audience behaviors, resulting in a stronger performance.
By boosting bids with keywords, advertisers can increase their chances of converting purchase intent into sales.
Retailers can optimize the site experience for shoppers through product taxonomy, making it easier for customers to find what they want.
Microsoft PromoteIQ’s AI-driven algorithms can then deliver more relevant ads by layering keywords as a booster in addition to categories.
This new approach simplifies campaign management for advertisers, as they only need to test and retain a few high-performing keywords.
For retailers, this efficiency translates into increased demand.
Proven Results: Higher CTR & RPM
Tests have shown that this unique solution delivers impressive results.
Campaigns that utilize category-based targeting and boost bids by keywords have a 320% higher click-through rate (CTR) than campaigns without keyword bid boosting.
Retailers also benefit from this approach, achieving 8x higher revenue per thousand impressions (RPM).
The Future Of Search Advertising?
Microsoft PromoteIQ’s new category-based targeting solution is a significant shift in search advertising.
By addressing the limitations of traditional keyword targeting and maximizing the value of both audience behaviors, this innovative approach can potentially improve performance for advertisers and retailers alike.
As the advertising landscape continues to evolve, embracing solutions like this is crucial for staying ahead and delivering an exceptional shopping experience for customers.
Featured Image: sockagphoto/Shutterstock
Source: Microsoft
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