The Ideagraph

Standard

http://moz.com/blog/the-ideagraph-whiteboard-friday

This Whiteboard Friday video discusses the concept of the ideagraph, or how seemingly random topics can be related because of human preferences and connections.  The example here is that cyclists may have a common liking of eggplants.  This is not an obvious connection but it had the possibility of creating high converting traffic if you can find the right associations.  This currently exists in the current layouts of grocery stores.  Milk is placed in the back to make people walk through the store to it and items that people looking for milk are likely to buy are placed along the route.

Online this concept can be utilized in several ways.  First, G+ authorship can help search engines understand these connections in a way that their “words and links” structure does not.  Finding these connections can also help guide content creation and keyword research.  Examples of places where these connections can be researched/found are Facebook Ad Planner, collaborative Filters (“people that bought X also bought X) and Followerwonk.

Advertisements

Dealing with Not Provided

Standard

http://moz.com/blog/100-percent-keyword-not-provided-whiteboard-tuesday

With keywords in Analytics moving entirely to “not provided” tracking certain mertics has been cut back.  In this video Rand gives his suggestions of ways to work around the lack of keyword data.  This includes things like tracking rankings in brackets (branded, non branded, long tail) and comparing the traffic to the pages that rank for those types of terms or using other tools such as AdWords and keywords research tools.

User Behavior and Search Queries

Standard

http://moz.com/blog/the-future-of-user-behavior-whiteboard-friday

This Whiteboard Friday discusses how search queries are evolving as Google gains the ability to gather information beyond the query itself such as user location, previous search history, device they are searching on, etc.  As time goes on and these capabilities increase users are learning to rely on it rather than the keywords of the query.  With things like Google Now the query is being removed entirely.

The video also brings up an interesting theory about (not provided).  The theory here is that this is Google’s way of saying that their focus is moving away from keywords and towards the solution to the searchers problem.

How Search Has Evolved

Standard

http://moz.com/blog/the-evolution-of-search

While this Whiteboard Friday video is mainly a history lessons there is a lot of very good information here.  Being able to see how search has changed offers great insight into how things run now and an idea of where things might be going.  The biggest directly useful information is about how social and entity search is progressing.  While links may still hold the most power at this point these are important indicators that are likely to get more and more weight.

Entity search I think is the most interesting part of this video.  It discusses how search engines are learning to identify things as entities, such as Obama in the example, rather than just combinations of letters.  This allows them to make better connections in information between search queries, intent and results.  Many of these results for basic information is displayed directly in the SERPS.  The most important take away here is that it is increasingly important to create content and focus on information that Google can’t provide.

The shout out to PRISM at the end is also a very nice touch of humor.

Processing Fluency and Marketing

Standard

http://moz.com/blog/processing-fluency-impacts-web-marketing-whiteboard-friday

This White Board Friday addresses marketing from the standpoint of psychological biases.  It looks at how the idea that people make rational decisions when purchasing is flawed.  Cited are examples such as the “rhyme as reason”  cognitive bias as well as SEO and marketing examples such as the URL having as much influence or more influence on what people click on as rel=author images.

Flywheel Mindset

Standard

http://moz.com/blog/building-a-marketing-flywheel-whiteboard-friday

This is a White Board Friday video that discusses the concept of flywheel marketing.  While it does not have any direct SEO information I think it presents a useful mindset that is important when building strategies.  With this mindset, SEO and other marketing tactics are hard to get started and take effort but have a bigger return on investment.  The concept is reflected in things like social marketing where getting likes brings in more likes or organic search where natural links mean more exposure and more natural links.