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miercuri, 11 iunie 2014

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2 Years in SEO

Posted: 10 Jun 2014 05:55 AM PDT

I was sitting staring at my computer trying to decide what my next post should be about, when I got a notification from LinkedIn – "X Congratulated you on your work anniversary!" Work anniversary? Then I realised, I've been working at WHITE for two years now and, subsequently, have spent two years in the world of SEO. So, I thought this post would be a great opportunity to have a look back on what's happened to SEO during the last two years, what I've learnt along the way, and what advice I can give to new SEOs.

In the beginning…
I joined WHITE in June 2012, only a couple of months after the release of the original Penguin update, and about 16 months after Panda. Obviously, it was a challenging time for SEOs everywhere, and I was thrown in at the deep end.

My knowledge of SEO was pretty much non-existent when I joined, and I remember my first few days being a whirl of terms I didn't understand and tools I didn't know how to use. Meta descriptions? Title tags? Bounce rates? Penguins? Pandas? What was going on?

Luckily, the guys at WHITE were patient and helpful, and quickly brought me up to speed with everything SEO-related. Soon I was working away on content-focused SEO like a pro (or so I like to think!).

So what's changed since 2012? What's stayed constant? What have I learnt? What are the best pieces of advice I can pass on to new SEOs?

The big changes
One of the biggest changes that springs to mind is guest blogging (unsurprising I suppose, given I focus mostly on content). Back in 2012, everyone was doing it. Whether you were actually trying to produce quality content or just spamming people is a different matter, but every SEO was guest blogging in some shape or form.

Of course, in 2014, guest blogging is pretty much off the table. With Matt Cutts publically denouncing it, and discouraging SEOs from using it, guest blogging has been effectively killed off. (You can read more about this in a post I wrote earlier this year). If you're an SEO still using guest blogging in 2014, you should really re-think your strategy.

This has led to most SEOs moving their priorities onto onsite content – a really important shift in my opinion! At WHITE, the importance of onsite content has always been stressed, but it's great to now see other SEOs championing it. Improving onsite content benefits everyone – clients, users, and SEO practitioners alike. The death of guest blogging really helped to spur this movement and I am grateful to Matt Cutts for giving me something solid to use to dissuade clients from guest blogging and push them into improving their own content.

What these changes have meant for SEO…

Standing out and being genuinely useful with website content has meant a much bigger push towards creative, user-focused SEO, which is another important change. Pre Panda and Penguin, I feel SEO was very much focused on tricking Google, rather than actually improving websites. Now that Google has caught on and happily rolls out continual updates to these major algorithms, SEOs are forced to focus on providing quality website experiences to users. I think this is a fantastic shift, which is really helping to improve websites and search engine results across every sector of the web.

And for me…

All of these changes have obviously placed a lot more emphasis on the role of content and, as a result, I've found a lot more work coming my way, and much greater demands on my skillset.

When I first started, being able to conduct appropriate keyword research, write effective titles tags and meta descriptions, and create good quality blog posts was the majority of my role. Now I conduct in-depth content audits, analyse client, competitor and general sector content to discover new content gaps for clients to exploit, and spend a lot of time brainstorming to come up with something new and unique that will set our clients' websites apart.

I am always focused on the user and what they're looking to get out of each search query they make. I analyse how best to provide them with the information they need whilst keeping them engaged with the client's site and interested in their offering. It's much tougher than it used to be, but I love the challenge and am prouder than ever of the work that we produce. SEO standards have been forced upwards by Google, and the quality of our work has been raised substantially.

So, those are the big changes, but what are the constants? What is still essential, and what do I think all new SEOs should be aware of?

Some things never change…

Of course, SEO has many constants. As a content specialist, I will always stress the importance of thorough keyword research. It is at the core of everything we do. It is absolutely central for understanding what users are looking for and informs all content related choices – from title tags and meta descriptions, to on-page copy, ads, new page creation, and more.

Keyword research…

I have a few tools that I will always recommend when conducting keyword research. Google Analytics and Webmaster Tools are essential starting points. Despite the rise of (not included) you should always start with a good look at the keywords that a currently bringing people to your site, and Google gives a great insight to this.

SEMrush is another fantastic tool, and just keeps getting better. As well as providing you with lots of information around your current organic keywords, you can also take a good look at what competitors in your sector are ranking for and how you fare in comparison. The Domain vs Domain tool is a great way to find keywords that competitors are targeting that you're missing out on, and gives a good overview of where you sit within your sector.

At WHITE, we also use Linkdex, which enables you to track a lot of different keywords and see how you're ranking for them, as well as analyse how your competitors are doing for them.

Technical knowledge…
Another area that hasn't changed is being able to produce solid technical work. Although this isn't my specialism, I have learnt a lot about the technical side of SEO over the last two years, and am now confident working on everything from link audits, to disavow files, to redirects, and more. Being competent across a range of SEO skills is something I would stress as crucial to anyone serious about a career in SEO. Having a specialism is great, but without a solid understanding of the other areas involved you can never really achieve your full potential. You need to understand all of the various factors involved in order to produce a really great website and user experience.

For any new SEOs, there are several great resources that will provide fantastic information on all of the essential areas involved. DistilledU is my favourite online SEO resource. It taught me all the basics when I first started, and is a brilliantly constructed and incredibly thorough learning resource. I would recommend it to anyone. Moz also has a great beginners guide to SEO, which I found really helpful when I was starting out. And even now, with a lot more experience, their blog is a source I turn to regularly when trying to keep up to date with everything SEO-related.

In the end…

Overall, I'd have to say my first two years in SEO have been something of a rollercoaster. There have been a lot of changes and sudden swerves, but the core principles behind what we do have never really changed.

If you asked me what the point of SEO was when I first started, and if you asked me again now, I'd still give you the same answer. It's about improving the web for the users. It's about giving people the information they're searching for in the most useful, informative, and effective way possible. It's not about tricking Google into giving you the top rankings, and it's certainly not about using spammy techniques to boost your link profile.

The core values at WHITE have never changed; we've always believed in creating top quality websites that cater for users' needs. Luckily, whilst I've been working in SEO, Google has got better and better at recognising websites that deliver this, and rewarding them for it. As a result, I can only say that I'm lucky to work in an agency that has always understood these concepts and kept them at the top of its priorities.

As for what the future holds, I'm sure we'll see more updates and even new algorithms; Google is always learning and adjusting. I'm also sure that spammy tactics will be spotted faster and punished more severely. However, I'm also certain that Google's key focus on quality for the user will stay the same, and that will always be our priority too.

Here's to the next two years!

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Seth's Blog : What if you could love what you get paid for?

What if you could love what you get paid for?

Really tempting to spend time trying to get paid for what you love.

It's probably easier and certainly more direct to talk to yourself about loving what you do.

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California Judge Rules Tenure Laws Violate Student Rights to an Education

Posted: 10 Jun 2014 10:45 PM PDT

It's not often that I am shocked by a common-sense judicial ruling, especially in California, but today I am. The New York Times reports Judge Rejects Teacher Tenure for California.

A California judge ruled Tuesday that teacher tenure laws deprived students of their right to an education under the State Constitution and violated their civil rights. The decision hands teachers' unions a major defeat in a landmark case, one that could radically alter how California teachers are hired and fired and prompt challenges to tenure laws in other states.

"Substantial evidence presented makes it clear to this court that the challenged statutes disproportionately affect poor and/or minority students," Judge Rolf M. Treu of Los Angeles Superior Court wrote in the ruling. "The evidence is compelling. Indeed, it shocks the conscience."

The decision, which was enthusiastically endorsed by Education Secretary Arne Duncan, brings a close to the first chapter of the case, Vergara v. California, in which a group of student plaintiffs backed by a Silicon Valley millionaire argued that state tenure laws had deprived them of a decent education by leaving bad teachers in place.

David Welch, a Silicon Valley technology magnate, spent several million dollars to create the organization that brought the Vergara case to court — Students Matter — and paid for a team of high-profile lawyers, including Theodore J. Boutrous Jr., who helped win a Supreme Court decision striking down California's same-sex marriage ban. While the next move is still unclear, the group is considering filing lawsuits in New York, Connecticut, Maryland, Oregon, New Mexico, Idaho and Kansas as well as other states with powerful unions where legislatures have defeated attempts to change teacher tenure laws.

In his sharply worded 16-page ruling, Judge Treu compared the Vergara case to the historic desegregation battle of Brown v. Board of Education, saying that the earlier case addressed "a student's fundamental right to equality of the educational experience," and that this case involved applying that principle to the "quality of the educational experience."

He agreed with the plaintiffs' argument that California's current laws make it impossible to remove the system's numerous low-performing and incompetent teachers, because the tenure system assures them a job essentially for life; that seniority rules requiring the newest teachers to be laid off first were harmful; and that granting tenure to teachers after only two years on the job was farcical, offering far too little time for a fair assessment of the teacher's skills.

Further, Judge Treu said, the least effective teachers are disproportionately assigned to schools filled with low-income and minority students. The situation violates those students' constitutional right to an equal education, he determined. It is believed to be the first legal opinion to assert that the quality of an education is as important as mere access to schools or sufficient funding.

He also had harsh words for the layoff system that protects veteran teachers without regard to any evaluation. "The logic of this position is unfathomable and therefore constitutionally unsupportable," he wrote.

California Teachers' Union Hypocrisy Exposed

Mark Bucher on UnionWatch correctly surmises CTA Hypocrisy Exposed by Vergara Ruling.

In a mesmerizing 56 minute closing argument, plaintiff attorney Marcellus McRae dissected the objections of the defense. As he repeatedly cited, it was the witnesses for the defense who, withering under cross-examination, provided some of the most compelling testimony. Again and again they admitted that yes, it is impossible to evaluate a teacher for tenure in only 16 months, yes, it is for all practical purposes impossible to fire ineffective teachers, and yes, LIFO layoff rules cause districts to lose some of their finest teachers, while retaining many who are ineffective.

McRae's argument concerning the disproportionate harm these rules cause low-income and minority communities was impossible to refute. Good teachers accept new job offers and migrate to better schools while poor teachers take advantage of their tenure to remain in place. Vacancies are then filled by poor teachers getting transferred out of good schools because they can't be dismissed. The few good new teachers who are attracted to poor schools are lost whenever there's a layoff.

The judge agreed.

Students Matter

Here is a link to the ruling on the Students Matter website: Vergara v. California.

It's exceptionally rare for California to lead the way on anti-union matters, but here we are, and I vigorously applaud the ruling.

However, it's not over yet. Teachers' unions will appeal, all the way to the supreme court. Let's hope this ruling stands every step of the way.

Meanwhile, expect similar battles in other states now that California opened the door. California was the major prize. Other states should be easier.

It's unprecedented for someone in California to stand up to teachers' union greed and arrogance and actually win the battle.

Yet, today a California judge actually ruled for the kids instead of the blatant liars who claim to be for the kids. It's shocking but exceptionally welcome.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Computer Beats "Turing Test" Convincing Some Human Judges It's Human

Posted: 10 Jun 2014 10:23 AM PDT

A computer pretending to be 'Eugene Goostman', a 13-year old boy fooled 33% of human judge interrogators into thinking it is human.

Eugene is the first ever computer to fool more than 30% of judges, in what is seen as a milestone in artificial intelligence.

The Guardian reports Computer Simulating 13-Year-Old Boy Becomes First to Pass Turing Test

A "super computer" has duped humans into thinking it was a 13-year-old boy to become the first machine to pass the Turing test, experts have said. Five machines were tested at the Royal Society in central London to see if they could fool people into thinking they were humans during text-based conversations.

The test was devised in 1950 by computer science pioneer and second world war codebreaker Alan Turing, who said that if a machine was indistinguishable from a human, then it was "thinking".

No computer had ever previously passed the Turing test, which requires 30% of human interrogators to be duped during a series of five-minute keyboard conversations, organisers from the University of Reading said.

But "Eugene Goostman", a computer programme developed to simulate a 13-year-old boy, managed to convince 33% of the judges that it was human, the university said.

The successful machine was created by Russian-born Vladimir Veselov, who lives in the United States, and Ukrainian Eugene Demchenko, who lives in Russia.

Veselov said: "It's a remarkable achievement for us and we hope it boosts interest in artificial intelligence and chatbots."

Warwick said there had been previous claims that the test was passed in similar competitions around the world. "A true Turing test does not set the questions or topics prior to the conversations," he said. "We are therefore proud to declare that Alan Turing's test was passed for the first time."

Warwick said having a computer with such artificial intelligence had "implications for society" and would serve as a "wake-up call to cybercrime".

During the second world war, his [Turing's] critical work at Britain's codebreaking centre at Bletchley Park helped shorten the conflict and save many thousands of lives.

Instead of being hailed a hero, Turing was persecuted for his homosexuality. After his conviction in 1952 for gross indecency with a 19-year-old Manchester man, he was chemically castrated. Two years later, he died from cyanide poisoning in an apparent suicide, though there have been suggestions that his death was an accident.

Conversations With Eugene

A separate Guardian article Eugene – In 'His' Own Words, lists the actual conversations that fooled some of the judges.

I read through the conversations and they seemed disjointed. But, then again Eugene was supposed to be a 13 year-old kid. The inventor, programmed into the algorithm purposeful misspellings and other artifacts.

Our main idea was that [Eugene] can claim that he knows anything, but his age also makes it perfectly reasonable that he doesn't know everything," said the robot's creator, Vladimir Veselov. It also makes affectations like misspellings look more plausible than they would coming from an "adult".

For Additional details, please see How Do the Robots Win?

Fooling a group of adults that a computer was a 13 year-old boy is arguably a lot easier than tricking a panel of humans that a computer was a 30 year-old man. Nonetheless, this was a remarkable achievement.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

miercuri, 11 iunie 2014

AutoPilotBeats: "LSN Review - LSN Google Hangout June 4, 2014 7:30 PM" and more videos

2 Years in SEO

2 Years in SEO

Seth's Blog : What if you could love what you get paid for?

What if you could love what you get paid for?

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