SEO

What’s Great and What’s Noise? Content Crafting Best Practices from Our Experts [Podcast]

Published

2 years ago

April 20, 2023

Max

What’s Great and What’s Noise? Content Crafting Best Practices from Our Experts [Podcast]

Information Overload Be Gone: Expert Insights on Content Selection and Stress-Free News Consumption
In today’s world, we are bombarded with information from all sides. As a result, it can be hard to know what is newsworthy and what is not.

Matt Southern and Roger Montti, SEJ’s news writers, joined Amanda Zantal-Wiener, Editor-In-Chief at SEJ, to discuss how to determine what is worth following and how to avoid being overwhelmed by the information deluge.

These experts talk about information overload, marketing, and data science to share tips on how to stay informed without being overwhelmed. Matt and Roger share their experiences with information overload and how they have learned to manage it.

If you are overwhelmed by the information, this podcast is for you. We will help you learn how to navigate the information jungle and stay informed without being stressed out.

I filter the information according to what I find interesting professionally and personally and what I think the audience would be interested in. I’m especially interested in things that are novel or under-covered but are essential for people to know. That’s one of the reasons why I started covering more of the WordPress stuff as well as Wix. –Roger Montti, 3:14

Covering John Mueller, it’s always interesting to decipher what he’s trying to say, what he wants to say…he addresses people with the understanding that they have a high level of knowledge of SEO, and that’s only sometimes the case for people who can benefit from the information he has to share. So I like to take the data he’s sharing, which is usually communicated at a high level, and distill it into smaller parts and try to break it down into a language everyone can understand. –Matt Southern, 18:01

I see breaking news as two things. The first one is the fact: “This happened.” The second part is “What does that mean and how does that impact people?”…So you must balance the speed and being out there with the news and saying, “this happened.” But then we can also revert to what happened, do an article about what it means, and bring in other people who might have interesting insights into it. –Roger Montti, 7:38 [00:00] – Meet Matt & Roger.
[01:26] – Understanding information overload.
[05:34] – Keeping content timely and relevant amidst rapid news flow.
[09:18] – How to strike a balance between reader engagement & SEO rankings.
[15:24] – Best practices for tackling inaccurate information.
[17:31] – Tips and insights for covering statements from authority figures.
[19:56] – Providing the right historical context: A key to effective writing.
[23:41] – Should you always credit who covered a topic first?
[27:15] – How to avoid falling down a rabbit hole when researching a topic.
[33:52] – How to craft compelling personas for better writing.
[40:57] – Nerdy conversations: How nerdy is too nerdy?
[44:55] – How to keep repetitive topics interesting when writing.
[49:35] – The experts’ views on the legal drama surrounding generative AI and innovation.
[56:24] – How writers are using generative AI: Matt & Roger’s perspectives.
[58:10] – What our experts are writing about right now.

There are three main factors I focus on when choosing a topic. First is audience interests. Then, industry relevance. And then, I find out where there are some content gaps. To prioritize that information, I considered the overall impact on the readers and the timeliness of how it aligns with our editorial goals. So putting all that together and understanding everyone’s needs, what we want to communicate and what the readers want to get out of it and keeping myself informed along the way. –Matt Southern, 6:04

Roger and I have a similar philosophy. We both like short, concise non-click baiting titles. That philosophy satisfies both sides of what we’re trying to balance: ranking and audience. With ranking, you want to mention the most important keyword as close to the beginning of the title as possible. If you do that, you’re also accomplishing the goal of grabbing the audience’s attention. –Matt Southern, 11:59

When I write anything, I focus on the benefit to the reader and what information is beneficial. Sometimes you have to ask how that impacts me. Put yourself in their seat…What do I do as a Content writer or as an SEO? How does that impact them? …When you write about something complicated, you have to slow it out and explain the jargon so that people can follow along can understand why it’s important. –Roger Montti, 28:38

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect With Roger Montti:

Roger Montti is a seasoned search marketer boasting over 20 years of experience in the field. He has built a solid reputation for expertise and effectiveness by offering site audits, phone consultations, and content and link strategy assistance.

In addition to being a Head Judge for the 2020 and 2021 U.S. Search Awards, Roger is also a publisher of award-winning websites, showcasing his multifaceted talents within the industry.

As a prominent figure in search marketing, Roger has shared his insights at various conferences, including SES, SMX East, SMX West, SMX Advanced Seattle, Affiliate Summit NYC, Affiliate Summit West, and multiple PubCon events. In addition, his writing covers various topics, such as WordPress, Facebook, Google, SEO, and search marketing, further establishing him as a thought leader.

Connect with Roger on LinkedIn: https://www.linkedin.com/in/martinibuster/
Follow him on Twitter: https://twitter.com/martinibuster

Connect With Matt Southern:

Matt G. Southern, a highly respected Senior News Writer, has been integral to the Search Engine Journal team since 2013. With a bachelor’s degree in communications, he excels at distilling complex subjects into clear, engaging content.

In addition to writing, Matt is responsible for overseeing strategy development within SEJ’s news department, ensuring that the organization remains at the forefront of the digital marketing and search engine optimization landscape.

As a trusted source of information, Matt’s work at SEJ combines accuracy, quality, and relevance. His dedication to excellence in reporting and commitment to helping others better understand search engines and digital marketing make him an indispensable asset to SEJ and the broader industry.

Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattgsouthern/
Follow him on Twitter: https://twitter.com/MattGSouthern

Connect with Amanda Zantal-Wiener, Editor-in-Chief at Search Engine Journal:

Follow her on Twitter: https://twitter.com/Amanda_ZW
Connect with her on LinkedIn: https://www.linkedin.com/in/amandazantalwiener/

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SEO

How Compression Can Be Used To Detect Low Quality Pages

Published

6 days ago

October 27, 2024

Max

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.

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:

“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:

“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.

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.

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:

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

Featured Image by Shutterstock/pathdoc

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SEO

New Google Trends SEO Documentation

Published

7 days ago

October 27, 2024

Max

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:

About Google Trends
Tutorial on monitoring trends
How to do keyword research with the tool
How to prioritize content with Trends data
How to use Google Trends for competitor research
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.

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

Featured Image by Shutterstock/Luis Molinero

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SEO

All the best things about Ahrefs Evolve 2024

Published

1 week ago

October 25, 2024

Entireweb News Bot

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

The largest presentation screen I’ve ever seen! #ahrefsevolve pic.twitter.com/oboiMFW1TN
— Patrick Stox (@patrickstox) October 24, 2024
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This is the biggest presentation screen I ever seen in my life. It’s like iMax for SEO presentations. #ahrefsevolve pic.twitter.com/sAfZ1rtePx
— Suganthan Mohanadasan (@Suganthanmn) October 24, 2024

CONFERENCE VENUE ITSELF

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

The Ahrefs conference venue feels like being in inception. #AhrefsEvolve pic.twitter.com/18Yjai1Cej
— Suganthan Mohanadasan (@Suganthanmn) October 24, 2024

I’m in Singapore for @ahrefs Evolve this week. Keen to connect with people doing interesting work on the future of search / AI #ahrefsevolve pic.twitter.com/s00UkIbxpf
— Alex Denning (@AlexDenning) October 23, 2024

OUR AMAZING SPEAKER LINEUP – SUPER INFORMATIVE, USEFUL TALKS!

A super insightful explanation of how Google Search Ranking works #ahrefsevolve pic.twitter.com/Cd1VSET2Aj
— Amanda Walls (@amandajwalls) October 24, 2024

“would I even do this if Google didn’t exist?” – what a great question to assess if you actually have the right focus when creating content amazing presentation from @amandaecking at #AhrefsEvolve pic.twitter.com/a6OKbKxwiS
— Aleyda Solis ️ (@aleyda) October 24, 2024

Attending @CyrusShepard ‘s talk on WTF is Helpful Content in Google’s algorithm at #AhrefsEvolve
“Focus on people first content”
Super relevant for content creators who want to stay ahead of the ever evolving Google search curve! #SEOTalk #SEO pic.twitter.com/KRTL13SB0g

This is the first time I am listening to @aleyda and it is really amazing. Lot of insights and actionable information.
Thank you #aleyda for power packed presentation.#AhrefsEvolve @ahrefs #seo pic.twitter.com/Xe3A9MGfrr
— Jignesh Gohel (@jigneshgohel) October 25, 2024
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— Parth Suba (@parthsuba77) October 24, 2024

@thinking_slows thoughts on AI content – “it’s very good if you want to be average”.
We can do a lot better and Ryan explains how. Love it @ahrefs #AhrefsEvolve pic.twitter.com/qFqWs6QBH5
— Andy Chadwick (@digitalquokka) October 24, 2024

A super insightful explanation of how Google Search Ranking works #ahrefsevolve pic.twitter.com/Cd1VSET2Aj
— Amanda Walls (@amandajwalls) October 24, 2024

This is the first time I am listening to @aleyda and it is really amazing. Lot of insights and actionable information.
Thank you #aleyda for power packed presentation.#AhrefsEvolve @ahrefs #seo pic.twitter.com/Xe3A9MGfrr
— Jignesh Gohel (@jigneshgohel) October 25, 2024
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GREAT MUSIC

First time I’ve ever Shazam’d a track during SEO conference ambience…. and the track wasn’t even Shazamable! #AhrefsEvolve @ahrefs pic.twitter.com/ZDzJOZMILt
— Lily Ray (@lilyraynyc) October 24, 2024

AMAZING GOODIES

Ahrefs Evolveきました！@ahrefs @AhrefsJP #AhrefsEvolve pic.twitter.com/33EiejQPdX
— さくらぎ (@sakuragi_ksy) October 24, 2024

Aside from the very interesting topics, what makes this conference even cooler are the ton of awesome freebies
Kudos for making all of these happen for #AhrefsEvolve @ahrefs team pic.twitter.com/DGzk5FSTN8
— Krista Melgarejo (@kimelgarejo) October 24, 2024
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Content Goblin and SEO alligator party stickers are definitely going on my laptop. @ahrefs #ahrefsevolve pic.twitter.com/QBsBuY5Yix
— Patrick Stox (@patrickstox) October 24, 2024

This is one of the best swag bags I’ve received at any conference!
Either @ahrefs actually cares or the other conference swag bags aren’t up to par w Ahrefs!#AhrefsEvolve pic.twitter.com/Yc9e6wZPHn
— Moses Sanchez (@SanchezMoses) October 25, 2024

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!

Got the rare selfie with both @timsoulo and @samsgoh #AhrefsEvolve
pic.twitter.com/057sBpYPwh
— Bernard Huang (@bernardjhuang) October 24, 2024
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THAT BELL

Everybody’s just waiting for this one.

@timsoulo @ahrefs #AhrefsEvolve pic.twitter.com/6ypWaTGDDP
— Jinbo Liang (@JinboLiang) October 24, 2024

STICKER WALL

Viva la vida, viva Seo!
Awante Argentina loco!#AhrefsEvolve pic.twitter.com/sfhbI2kWSH
— Gaston Riera. (@GastonRiera) October 24, 2024

AND, OF COURSE…ALL OF YOU!

#AhrefsEvolve let’s goooooooooooo!!! pic.twitter.com/THtdvdtUyB
— Tim Soulo (@timsoulo) October 24, 2024

–

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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