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News
A Guide to Google Search Ranking Systems
I think this is really cool from Google. They've provided a rare insight into their main ranking systems (past and present). Most of these systems are already out in the open but it's neat to see them all collated like this.
Case Study
Which 3rd-Party Traffic Estimate Best Matches Google Analytics?
Rand has released a study into which 3rd party traffic estimate best matches Google Analytics. In the interest of fairness, it's worth highlighting that the team at Ahrefs has questioned some aspects of it see here.
Processes & Frameworks
9 Growth ideas for turning Twitter back around
This isn't SEO-related but I think you'll like it!
Kevin Indig presents 9 interesting growth ideas for turning Twitter back around! 💡
A Different Way of Thinking About Core Updates
Super interesting stuff from Tom Capper as he presents a fresh perspective on Google algorithms. I really like this quote from his article:
"The biggest implication of thinking about Core Updates as refreshes is that you should, essentially, not care about immediate before/after analysis. There is a strong chance that you will revert to mean between updates. Indeed, many sites that lose in updates nonetheless grow overall."
Don't chase algorithms, people! 💡
Building Airbnb Categories with ML and Human-in-the-Loop
Saw Adam Gent share this - and thought you'd all be interested.
How Airbnb used machine learning to create their new category experience where they inspire travellers to explore destinations they would never ordinarily find.
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Hi there 👋,
It's our 200th issue this week! Where does the time go. I've been writing this thing since August 2018. If you've stuck around to listen to my ramblings, it's very much appreciated! 🙏
If you were around for last week's edition you'll know I've just recently launched Formula God - and we're officially launching on Product Hunt on Thursday. We'd love your support - be notified here. 🎉
Our Post of the Week is a slide deck from Fabrizio Ballarini at the Barcelona International Search Summit (wish I was there to see it - I love Barcelona).
He talks about how Wise tracks over 200k keywords, across their own domains as well as websites in their portfolio such as affiliates.
It's a superb process. 👏 and he breaks it down to what SERP APIs they use to manage it at scale, as well as what they do with their data. For example, they might reach out to a website for partnership opportunities if they're not in their portfolio and the revenue estimate is above a certain level - it's seriously advanced stuff. 🔥
Until next week!
P.s you can get my Forecasting for SEO course at 50% off for the next 7 days for Black Friday. Use discount code 'forecast50' at checkout.
Andrew Charlton