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Content
Too Much Creative Marketing is Stifled by Attribution
A thought provoking post from Rand on how marketers are being misdirected by investing in attributable channels, like ads, rather than on their brand.
The impact of GPT-3 on Google Search, a complex-adaptive system
I love this take from Kevin Indig on GPT-3 and its impact on the future of content. Well worth a read!
Tech
Build A Lookup Table Generator For Google Tag Manager
Lookup tables in the Tag Manager UI can become messy with multiple rows. Fortunately in this post Simo Ahava shows you how to build a Lookup Table generator in Google Sheets, utilising Apps Script and the Google Tag Manager API.
SERP Analysis with the help of AI
Interesting SERP analysis from Andrea Volpini using machine learning and Python.
Organic traffic down YoY? It’s not what you think…
Tom Capper with a seriously great post on ITP 2.1 and its impact on organic traffic.
Google AMP & SEO: Everything You Need to Know
This is an awesome article by Jes Scholz on everything you need to know about AMP!
Gooooood morning, afternoon, evening, wherever you are. 😀
Now I've went full-time as a freelance SEO consultant, I also want to focus more of my time on my writing. My blog is currently looking a little bare with only 2 posts, and I'm sure they could do with some company. I'm busy writing a post on probabilistic thinking on SEO - how we should accept our unpredictable landscape, make decisions influenced by probability, risk and reward and become comfortable communicating uncertainty. Hopefully I'll have it ready by next issue - here's a peek.
Our Post of the Week in this issue comes from Ross Simmonds & team with a superb piece of analysis on how MasterClass has used content & SEO to help build their $800M EdTech Empire in Just 5 Years. This is one of many case studies from the Foundation team that you should seriously check out (some have already been featured before on The Weekly SEO):
How Zapier Uses Reviews & SEO To Generate 2.9M Visits A Year
How Shopify Landed 188,029 Links & 2M Visits
The Canva Backlink Empire: How SEO, Outreach & Content Led To A $6B Valuation
Have a great week! ✌️
Andrew Charlton