EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

On this week's roundup of News from the EDGE, Erin Sparks and Mordy Oberstein discuss Core Updates, recent opinions from Google's John Mueller and the future of SEO work. [00:05:39] Google's July Core Update is rolling out, following a flurry of prior updates throughout June [00:14:57] How long does Mueller think SEO takes for new pages? Loaded question, and "it depends" [00:22:23] Mueller doesn't foresee SEO becoming obsolete, but thinks the day-to-day executions will evolve

7 Juli 202131min

We went through the Bill Slawski-looking glass in this second part of our interview with the Gandalf of SEO. SEO strategy starts with knowledge of the entity you are wanting to market for as well as understanding the gaps that can be exploited. Bill provides a continued history of the entity-understanding journey Google is on, with the recent additions of BERT and Google's Multitask Unified Model (MUM) rollout. [00:03:29] Patent author sleuthing [00:05:44] Understanding BERT. It's been around longer than you think. [00:07:58] "You should know a word by the company it keeps" [00:09:49] Understanding Intent [00:10:38] 40% of our language has multiple meetings. [00:11:33] Example of Google's MUM in the Wild [00:12:39] Format of content might be an indicator of entity types [00:16:42] A Search Engine's Job: They're filling either the informational or situational needs of a searcher.

6 Juli 202130min

While Erin's away, Mordy Oberstein and Carolyn Lyden take the mic and cover four new developments in the Google ecosystem. We cover Fake News sites, journalist bios, FAQs in snippets and, drum roll, the Core Web Vitals algorithm update! [00:05:44] Study asserts a ton of Google's ad traffic is coming from fake news sites [00:12:14] Google wants to bridge the gap between content and writer [00:17:44] We're going to start seeing fewer FAQ drop downs in snippets [00:21:31] The Page Experience (Core Web Vitals) update is rolling out now!

22 Juni 202134min

We speak with one of our favorite minds in search today, Bill Slawski of Go Fish Digital. Bill studies patents the way a librarian studies books. In this interview, we muse about the direction Google is heading and discuss the next evolution of understanding entity relationships. [00:03:59] When Bill got started in patent sleuthing [00:07:27] Tracking the authors of the patents, like authors of good books [00:13:40] Tying it all together: "You shall know a word by the company it keeps" [00:19:20] Tying entities into search can be easier than SEO [00:22:57] The weight and impact of taxonomies and ontologies [00:26:36] The language models that Google is building now [00:28:36] Latent Semantic Indexing is a misnomer

22 Juni 202133min

Mordy Oberstein, George Nguyen and Jacob Mann host this week's episode of News From The Edge. They wrestle the mic away from Erin Sparks to talk about Google's stance on comparing ranking factors, explain creating Web Stories, and cover how Google is demoting libelous content. [00:03:17] Google says to not compare the importance of different ranking factors [00:10:01] Web Stories are here and it's time to start making your own [00:19:54] Google's demoting libelous content in an effort to surface higher quality content

15 Juni 202135min

In this episode, we continue our conversation with Mark Traphagan about metrics that should be more important than rank. We also touch on whether Google even wants to give us clicks anymore, and how we might be wasting time even talking about them as much as we do in SEO. [00:04:44] What are some other metrics that should be more important than just rank? [00:11:25] It's not about rank, at some point it's a brand marketing position. [00:14:03] Does Google even want to give you a click? [00:15:02] We can waste a lot of time complaining about changes from Google...Google's taking with one hand, giving with another. [00:21:40] Over 1200 SERP features on Google [00:25:50] Google's goal

14 Juni 202136min

On this week's roundup of News from the EDGE, Erin Sparks and Wix's Mordy Oberstein finally (yeah, our studio lost internet) get to cover the digital marketing and SEO news of the week. We dove into a number of items, including: [00:04:28] iContact acquires Moz. We're saddened by the end of an era. [00:08:39] Google says that they don't rank website pages differently than blog posts. Really? [00:15:47] June 2021 Core Update has rolled through. Another one is coming in July!

10 Juni 202127min

What are the problems when analyzing and acting on data from enterprise-level SEO projects? With hundreds of thousands of pages to deal with, the utilization of machine learning is fastly becoming an essential resource. Mark Traphagen of SEO Clarity gives us his insights into these issues. He also gives us a perspective of what is a good make-up of an enterprise SEO skill set. Happy to have been able to catch up with Mark and have a good solid discussion. [00:06:22] Getting behind the curtain of Big Data inside of a NSEO software provider [00:09:20] The biggest issue in enterprise SEO. The time to move from data to insight to action [00:13:12] Listening to SEO's is an important part of developing SaaS SEO software [00:14:00] How many enterprise SEOS actually "get" the goals of their business? What have you seen from the most successful SEOs? [00:16:34] Do we have to move as fast as Google is? [00:21:34] Matching our machine learning to the Google machine

8 Juni 202129min