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Ask the expert: Demystifying AI and Machine Learning in search

Ask the expert: Demystifying AI and Machine Learning in search

The world of AI and Machine Learning has many layers and can be quite complex to learn. Many terms are out there and unless you have a basic understanding of the landscape it can be quite confusing. In this article, expert Eric Enge will introduce the basic concepts and try to demystify it all for you. This is also the first of a four-part article series to cover many of the more interesting aspects of the AI landscape.

The other three articles in this series will be:

Introduction to Natural Language ProcessingGPT-3: What It Is and How to Leverage ItCurrent Google AI Algorithms: Rankbrain, BERT, MUM, and SMITH

Basic background on AI

There are so many different terms that it can be hard to sort out what they all mean. So let’s start with some definitions:

Artificial Intelligence – This refers to intelligence possessed/demonstrated by machines, as opposed to natural intelligence, which is what we see in humans and other animals.Artificial General Intelligence (AGI) – This is a level of intelligence where machines are able to address any task that a human can. It does not exist yet, but many are striving to create it.Machine Learning – This is a subset of AI that uses data and iterative testing to learn how to perform specific tasks.Deep Learning – This is a subset of machine learning that leverages highly complex neural networks to solve more complex machine learning problems.Natural Language Processing (NLP) – This is the field of AI-focused specifically on processing and understanding language.Neural Networks – This is one of the more popular types of machine learning algorithms which attempts to model the way that neurons interact in the brain.

These are all closely related and it’s helpful to see how they all fit together:

In summary, Artificial intelligence encompasses all of these concepts, deep learning is a subset of machine learning, and natural language processing uses a wide range of AI algorithms to better understand language.

Sample illustration of how a neural network works

There are many different types of machine learning algorithms. The most well-known of these are neural network algorithms and to provide you with a little context that’s what I’ll cover next.

Consider the problem of determining the salary for an employee. For example, what do we pay someone with 10 years of experience? To answer that question we can collect some data on what others are being paid and their years of experience, and that might look like this:

With data like this we can easily calculate what this particular employee should get paid by creating a line graph:

For this particular person, it suggests a salary of a little over $90,000 per year. However, we can all quickly recognize that this is not really a sufficient view as we also need to consider the nature of the job and the performance level of the employee. Introducing those two variables will lead us to a data chart more like this one:

It’s a much tougher problem to solve but one that machine learning can do relatively easily. Yet, we’re not really done with adding complexity to the factors that impact salaries, as where you are located also has a large impact.  For example, San Francisco Bay Area jobs in technology pay significantly more than the same jobs in many other parts of the country, in large part due to the large differences in the cost of living.

Vector isolated illustration of simplified administrative map of USA (United States of America). Borders and names of the states (regions). Grey silhouettes. White outline.

The basic approach that neural networks would use is to guess at the correct equation using the variables (job, years experience, performance level) and calculating the potential salary using that equation and seeing how well it matches our real-world data. This process is how neural networks are tuned and it is referred to as “gradient descent”. The simple English way to explain it would be to call it “successive approximation.”

The original salary data is what a neural network would use as “training data” so that it can know when it has built an algorithm that matches up with real-world experience. Let’s walk through a simple example starting with our original data set with just the years of experience and the salary data.

To keep our example simpler, let’s assume that the neural network that we’ll use for this understands that 0 years of experience equates to $45,000 in salary and that the basic form of the equation should be: Salary = Years of Service * X + $45,000.  We need to work out the value of X to come up with the right equation to use.  As a first step, the neural network might guess that the value of X is $1,500. In practice, these algorithms make these initial guesses randomly, but this will do for now. Here is what we get when we try a value of $1500:

As we can see from the resulting data, the calculated values are too low. Neural networks are designed to compare the calculated values with the real values and provide that as feedback which can then be used to try a second guess at what the correct answer is.  For our illustration, let’s have $3,000 be our next guess as the correct value for X. Here is what we get this time:

As we can see our results have improved, which is good! However, we still need to guess again because we’re not close enough to the right values. So, let’s try a guess of $6000 this time:

Interestingly, we now see that our margin of error has increased slightly, but we’re now too high! Perhaps we need to adjust our equations back down a bit. Let’s try $4500:

Now we see we’re quite close! We can keep trying additional values to see how much more we can improve the results. This brings into play another key value in machine learning which is how precise we want our algorithm to be and when do we stop iterating. But for purposes of our example here we’re close enough and hopefully you have an idea of how all this works.

Our example machine learning exercise had an extremely simple algorithm to build as we only needed to derive an equation in this form: Salary = Years of Service * X + $45,000 (aka y = mx + b). However, if we were trying to calculate a true salary algorithm that takes into all the factors that impact user salaries we would need:

a much larger data set to use as our training datato build a much more complex algorithm

You can see how machine learning models can rapidly become highly complex. Imagine the complexities when we’re dealing with something on the scale of natural language processing!

Other types of basic machine learning algorithms

The machine learning example shared above is an example of what we call “supervised machine learning.” We call it supervised because we provided a training data set that contained target output values and the algorithm was able to use that to produce an equation that would generate the same (or close to the same) output results. There is also a class of machine learning algorithms that perform “unsupervised machine learning.”

With this class of algorithms, we still provide an input data set but don’t provide examples of the output data. The machine learning algorithms need to review the data and find meaning within the data on their own. This may sound scarily like human intelligence, but no, we’re not quite there yet. Let’s illustrate with two examples of this type of machine learning in the world.

One example of unsupervised machine learning is Google News. Google has the systems to discover articles getting the most traffic from hot new search queries that appear to be driven by new events. But how does it know that all the articles are on the same topic? While it can do traditional relevance matching the way they do in regular search in Google News this is done by algorithms that help them determine similarity between pieces of content.

As shown in the example image above, Google has successfully grouped numerous articles on the passage of the infrastructure bill on August 10th, 2021. As you might expect, each article that is focused on describing the event and the bill itself likely have substantial similarities in content. Recognizing these similarities and identifying articles is also an example of unsupervised machine learning in action.

Another interesting class of machine learning is what we call “recommender systems.”  We see this in the real world on e-commerce sites like Amazon, or on movie sites like Netflix. On Amazon, we may see “Frequently Bought Together” underneath a listing on a product page.  On other sites, this might be labeled something like “People who bought this also bought this.”

Movie sites like Netflix use similar systems to make movie recommendations to you. These might be based on specified preferences, movies you’ve rated, or your movie selection history. One popular approach to this is to compare the movies you’ve watched and rated highly with movies that have been watched and rated similarly by other users.

For example, if you’ve rated 4 action movies quite highly, and a different user (who we’ll call John) also rates action movies highly, the system might recommend to you other movies that John has watched but that you haven’t. This general approach is what is called “collaborative filtering” and is one of several approaches to building a recommender system.

Note: Thanks to Chris Penn for reviewing this article and providing guidance.

The post Ask the expert: Demystifying AI and Machine Learning in search appeared first on Search Engine Land.

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The 10 Best WordPress Courses For Beginners (Free & Paid)

The 10 Best WordPress Courses For Beginners (Free & Paid)

WordPress is an open-source content management system that powers more websites than any other platform.

What makes WordPress so popular is its flexibility and endless customization options.

If you know how to use WordPress, you can build any kind of website you can think of.

That said, this limitless flexibility can make it challenging to learn your way around the platform.

Without a thoughtfully crafted learning resource, you can find yourself getting lost in everything the platform has to offer.

This is why many people take a course to learn WordPress.

WordPress courses provide a single resource for learning how to use WordPress.

With a good course, you can quickly learn how to build and maintain a WordPress website of your own.

In this guide, I will break down the 10 best WordPress courses you can use to master WordPress, even if you are a beginner.

Top 10 Online WordPress Courses

The Complete WordPress Website Business Course
Create a Website Using WordPress Course
WordPress For Beginners Training
WordPress 101 For Beginners
WordPress A to Z Series
Building a Small Business Website with WordPress
WordPress Essentials
Build A Professional Website With WordPress
WordPress Training Course
WordPress Academy: Learn WordPress step by step

1. The Complete WordPress Website Business Course
Udemy Online Courses

The first course on our list for the best WordPress course is the Complete WordPress Website Business Course.

The course is offered through the popular online learning platform Udemy. It is made to provide everything beginners need to master WordPress without having to learn any programming.

The course spans 115 lectures divided into the following chapters:

Prepare Hosting, Servers, and Install WordPress
Build a Brochure Style Site
Build a Blog Style Homepage
Migrating WordPress for Staging and Development
Premium Themes, Frameworks, and Child Themes
Premium Plugins and Choosing Plugins
Build a Specialized Homepage Site, Corporate Style
Build a Scrolling Homepage Site
Custom Post Types with the Author Pro Plugin
Email Systems: Transactional, Marketing, and Send/Receive at domains
Build an Ecommerce Site
Managing Updates, Security, and Speed
Proposals, Maintenance Plans, and Client Billing

By looking at the lesson breakdown, we can see that the course not only covers the basics of how to use WordPress but also how to work on different types of projects.

The course material is presented through a mix of videos and articles. In total, there are 22 hours of video content.

The videos are available on-demand allowing you to learn at your own pace.

Students also get access to a WordPress sandbox account to build websites in unison with the video lessons.

When you finish the course, you receive a certificate of completion. You can use the certificate to validate your WordPress skills to clients or employers.

The course is a paid course so you need to make a one-time payment if you want to use it to teach yourself WordPress.

The base price for the course is $129.99. Note, that if you are new to Udemy, you can likely receive an intro discount off the total price.

Once you buy the course, you will have lifetime access to all the lessons. The course is updated over time to reflect any changes to WordPress.

Why enroll in this course?

This course provides everything needed to go from beginner to master of WordPress. It is taught by experienced WordPress professionals that know how to use the platform in real-world scenarios.

By the end of the lessons, you will be prepared to build various types of websites whether for your own business or for clients.

Plus, you’ll earn a certificate that can prove valuable in showcasing your WordPress skills to others.

Vendor: Udemy
Cost: $129.99
Duration: Self-paced learning (22 total hours of video)
Level: Beginner to intermediate

Learn More About This Course

2. Create a Website Using WordPress Course
Coursera Online Courses

The next course on our list is Create a Website Using WordPress offered through the Coursera eLearning platform.

The course is structured as a two-hour guided project where the material is presented in a split-screen format.

One side of the screen contains the work area where you work within WordPress. The other side of the screen has a video with the instructor walking you through the steps for the project.

In total, there are two hours of video content.

By the end of the course you will know how to:

Launch a website with WordPress
Install themes and plugins
Navigate the WordPress dashboard
Add widget functionality
Edit colors and typography

You can complete the course on your own schedule and the content is free for everyone. You simply need to sign up for a Coursera account with your email address to gain access to the material.

Why enroll in this course?

The course provides a hands-on learning experience where you actually get access to a WordPress panel to apply the concepts taught by the instructor.

The lessons are concise, allowing you to complete the entire course in a short amount of time.

If you take this course, you can quickly learn the fundamentals of how to build a WordPress site.

Vendor: Coursera
Cost: Free
Duration: Self-paced (2 hours of total material)
Level: Beginner

Learn More About This Course

3. WordPress For Beginners Training
Yoast Academy

Yoast, the creator of the widely popular WordPress plugin, Yoast SEO, offers free training for beginners to learn WordPress.

The course instructs students on the basics of how to set up and maintain their own WordPress site.

It also goes into deep detail about everything there is to know about WordPress SEO (search engine optimization).

This includes all of WordPress’ native SEO features as well as how you can use the Yoast plugin to improve your site’s performance.

The course is self-paced and you can review the material as often as needed. The content consists of:

Three hours of video
23 quizzes to help you retain what you learn
Downloadable PDF resources to use when building your own site
Cheatsheet with WordPress vocabulary

When you complete the course, you will receive a certificate along with a Yoast Academy badge that you can add to your website.

Why enroll in this course?

This course is an effective tool for beginners looking to learn about WordPress. The material is easy to follow and there are plenty of resources included that you can use when building your own site.

Plus, the course has the added benefit of a deep focus on SEO.

If you want to become a WordPress expert, you must know how to optimize your website for SEO.

As the creator of the most popular WordPress SEO plugin in the world, Yoast knows the ins and outs of optimizing a WordPress site for search engines.

By the end of the course, you will have a solid foundation for getting your site to rank well.

Vendor: Yoast
Cost: Free
Duration: Self-paced learning
Level: Beginner

Learn More About This Course

4. WordPress 101 For Beginners
WP101 WordPress Courses

The WordPress 101 for Beginners course is taught by the WordPress education platform WP101.

The course is designed to give beginners a single resource to learn how to get a WordPress site up and running.

Some of the topics covered in the course include:

Creating posts
Customizing menus
Using the Gutenberg Editor
Adding widgets to your site
Managing comments
Configuring WordPress settings

The course is taught through videos and written lessons. In total, there are 35 videos spanning five modules.

The first two modules provide an introduction to WordPress and how to get started when using the platform. You can access these first eight videos free of charge.

To access the full range of course material, you need to sign up for a membership. The payment options are as follows:

$19 per month
$49 per year
$89 one time payment for lifetime access

WP101 offers additional courses beyond the WordPress 101 course. This includes detailed training on how to use popular WordPress tools like WooCommerce, Yoast, Ninja Forms, and WP Rocket.

If you sign up for a paid plan, you will also gain access to these courses.

Why enroll in this course?

WordPress 101 is highly recommended by top WordPress professionals. The training videos are used by companies like GoDaddy and Namecheap to train their employees on how to use WordPress.

If you enroll in this course, you’ll have the ability to learn the same way as many other successful WordPress experts.

Vendor: WP101
Cost: $19 per month, $49 per year, or an $89 one-time fee
Duration: Self-paced learning (140 minutes estimated time to completion)
Level: Beginner

Learn More About This Course

5. WordPress A to Z Series
Joy of WP WordPress Courses

WordPress A to Z is a comprehensive WordPress online course for beginners seeking to learn how to build and manage websites.

There are over 50 video lessons spread over the following six modules:

Getting started
Links
Themes
Blogging
Plugins
Web Host

Some of the topics covered in the lessons include:

How to use the WordPress editor
Choosing the best theme for your site
Adding sidebar widgets
The best plugins to improve your site
How to navigate the typical web hosting services

All the videos are available for free. You can access some of the content directly, for other videos you need to sign up for the Joy of WP email newsletter.

Once you do, you can review the entire course as often as you like.

Why enroll in this course?

This course provides a free resource to learn WordPress quickly.

Each video lesson provides detailed step-by-step instructions on how different aspects of the WordPress platform work.

By the end, you’ll know how to build and maintain a website using WordPress and its popular plugins.

Vendor: Joy of WP
Cost: Free
Duration: Self-paced learning (4 hours of video)
Level: Beginner

Learn More About This Course

6. Building a Small Business Website with WordPress
LinkedIn Learning Courses

Building a Small Business Website with WordPress is a course made for new WordPress users looking to build an online presence for their business.

It is available through the LinkedIn Learning online educational platform.

The course material is presented through a series of videos that you can access on-demand.

In the lessons, the instructor shows you how to approach building a new WordPress site from the ground up. Some of the topics covered in the course include:

Identifying site requirements
Customizing site colors and typography
Finding the right plugins for your site
Adding social sharing buttons and contact forms
Testing your site
Securing your site

There is also a demo project for you to walk through the concepts

Once you finish the course you are rewarded with a certificate of completion. You can add this certificate to your LinkedIn profile or print the PDF to showcase your skills to others.

This course is a paid course with a one-time $39.99 fee. Buying the course gives you lifetime access to the content.

Why enroll in this course?

This course provides a quick and effective way to learn how to use WordPress for your business.

By the end, you’ll have the complete process to follow for getting your site off of the ground.

Plus, completing the course provides you a certification that you can use to validate yourself as a WordPress expert

Vendor: LinkedIn Learning
Cost: $39.99
Duration: Self-paced learning
Level: Beginner

Learn More About This Course

7. WordPress Essentials
WP Apprentice Courses

WordPress Essentials is a beginner WordPress Course made to help students learn how to create a website without any coding knowledge.

Below are some of the lessons included in the course:

Finding the best WordPress hosting
Managing and editing posts
Adding audio and video to posts
Changing fonts in WordPress
Fighting comment spam
Using WordPress permalinks

The course also includes bonus webinars on how to customize your site with CSS and optimize for security.

To take the course, you must sign up for a WP Apprentice All Access Membership. Plans start at $15 per month. You also have the option to pay $40 for a three-month membership.

In addition to the WordPress Essentials course, signing up for a membership account gives you access to other courses including SEO fundamentals, WooCommerce Essentials, Business Website Blueprint, and others.

Why enroll in this course?

This course covers all the essentials that WordPress beginners need to learn.

If you enroll, you’ll quickly gain the ability to build and maintain high-quality WordPress websites.

Vendor: WP Apprentice
Cost: $15 per month
Duration: Self-paced learning
Level: Beginner

Learn More About This Course

8. Build A Professional Website With WordPress
Fiverr Learn Courses

Build a Professional Website with WordPress is an online training course that teaches business owners, bloggers, and web designers the fundamentals of using WordPress.

The course is available through the learn From Fiverr online educational platform.

There are six chapters of content consisting of 18 on-demand videos. At the end of each chapter, there are practice quizzes to help you retain the material.

Some of the things you’ll learn in the course are:

How to choose the best theme for your WordPress site
How to align your site with your brand identity
Creating content that drives steady traffic
WordPress SEO best practices
Creating a wireframe for your website design

Along with teaching you how to build successful WordPress sites, the course also explains the difference between WordPress.com and WordPress.org and how to know which is right for your website needs.

The key difference between the two is who handles hosting your website. With WordPress.com, your website is hosted by WordPress while with WordPress.org you handle hosting for your own website.

When you finish the course a verification badge will appear on your Fiverr account. This can help you land freelance clients on the platform as they will be more confident in your WordPress skills.

The course is paid, requiring a one-time $32 fee. Upon payment, you will receive unlimited access to the course material to review wherever and whenever you like.

Why enroll in this course?

Build A Professional Website With WordPress.Com is a great tool for anyone looking to learn how to plan and launch a successful WordPress site.

The instructor not only covers how to get the site up and running but also how to ensure your web design aligns with your business objectives.

Another benefit is the verification badge added to your Fiverr account. If you work as a freelancer this can be helpful in getting more people to buy your services.

Vendor: Fiverr Learn
Cost: $32
Duration: Self-paced learning
Level: Beginner

Learn More About This Course

9. WordPress Training Course
Hubspot Academy Courses

The WordPress Training Course from HubSpot Academy is designed to teach you the basics needed to start building a WordPress site for your business.

There are three lessons with 17 videos, totaling over one hour of content. There are also three quizzes to help retain what you’ve learned.

The first two lessons cover the basics of how WordPress works. You’ll learn

How to get a domain name
How to set up WordPress hosting
How to set up an SSL certificate
How to customize your WordPress theme

The final lesson shows you how to use the Elementor plugin and Hubspot’s tools to create an attractive WordPress site from scratch.

The course is free for all students. To access the lessons you only need to create a free HubSpot account.

HubSpot Academy has plenty of other insightful courses I recommend checking out if you want to learn more about web design, digital marketing, or online business.

Why enroll in this course?

Hubspot is a globally recognized leader in the software industry. While the course may not provide a certificate upon completion, it can be beneficial to learn from a course provider with deep WordPress experience.

Additionally, the course is free and you can get access to plenty of other useful resources by creating a HubSpot Academy account.

Vendor: HubSpot Academy
Cost: Free
Duration: Self-paced learning
Level: Beginner

Learn More About This Course

10. WordPress Academy: Learn WordPress step by step
Skillshare Online Courses

WordPress Academy is available through the online learning platform Skillshare

The course is divided into 84 lessons totaling over eight hours of video. Some of the topics covered in the course lessons include:

Where to find WordPress themes
Backing up your WordPress site
How to improve SEO
How PHP works
How WordPress Multisite works

Throughout the course, there are multiple projects where you build different types of websites including a landing page, a blog website, and an eCommerce store.

The course branches into more advanced WordPress concepts by going into detail on how WordPress themes are created.

To access the course, you will need to have a Skillshare membership. The membership cost is $32 per month or $168 when paid annually.

If you are new to Skillshare, you can get a 7-day free trial when first signing up for an account.

Why enroll in this course?

This course provides a thorough resource to learn WordPress.

By working through the class projects, you’ll learn how to build and optimize numerous types of websites from scratch.

You’ll also learn more advanced concepts, helping you to become a WordPress expert.

Vendor: SkillShare
Cost: $32 per month
Duration: Self-paced learning
Level: Beginner to Intermediate

Learn More About This Course

Tips on How to Choose a Good WordPress Course?

Now that we’ve gone through our list of the best WordPress courses, you can see that there are many quality options to choose from.

What course ends up being the most effective for helping you become a WordPress expert will depend on your learning style and how you plan to use WordPress.

Here are some of the key things to look for when selecting a WordPress Course

Sample projects – Learning the concepts of how WordPress is helpful but walking through the actual process of building a site will help you master the platform much faster.

Downloadable resources – When you go to build your own site it can be helpful to have a resource you can use to quickly review and apply what you’ve learned.

Experienced instructor – When choosing a good WordPress course, you should look for an instructor with extensive WordPress experience.

Certifications – Courses that award certifications can help you further your career if you are a web designer or other professional that works in WordPress.

Fortunately, many of the courses on our list do not take too long to complete. You can always enroll in multiple courses to get a more well-rounded understanding of how to use WordPress.

The post The 10 Best WordPress Courses For Beginners (Free & Paid) appeared first on reliablesoft.net.

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Influencers in today’s SEO

Influencers in today’s SEO

30-second summary:

With search getting more sophisticated there will be a strong relation between user signals and influencers
Google’s Multitask Unified Model (MUM) and the AIDA (Attention, Interest, Desire, Action) model will impact search intent and influence a business’ search visibility
Intellifluence’s CEO, Joe Sinkwitz explains key concepts surrounding the impact of influencers on website rankings in modern SEO

One new to SEO might assume that the only role influencers play when it comes to ranking is in the form of bloggers providing reviews and links via guest blogging. However, if we were to segment search into simplistic buckets of links, content, and the cumulative user signals associated with how a visitor interacts with links and content, the future role of influencers is going to skew far more towards the user signals bucket.

Historically, influencers have been viewed as a paid social channel add-on for B2C and D2C companies, only more recently taken seriously for their ability to influence B2B purchases. Their use cases are far more versatile than the initial assumptions and preconceived notions related to value, with expected compensation ranges to match that versatility based on audience sizes and channel selection. As an SEO, it is easy to understand how influencers that maintain blogs in your niche would be useful when undergoing a PR-driven outreach campaign for link purposes. To understand how influencers can affect the outcome of a site’s rankings external to the links generated, it’s important first to understand a few key concepts.

Content created in partnership with Intellifluence.

Targeted peer personas

Within the realm of content marketing, a marketer would seek to develop out personas in order to properly structure content with the appropriate hooks and value propositions. For ease in understanding how to create a sample buyer persona, consider the following process:

Provided you’re not operating on a brand new site, look into your previous 100 customers – if you have enough data, you can be more granular and select out your most ideal customers.
Based on the buyer contact’s email, use a tool such as Clearbit to generate a list of their social media accounts. Keep in mind that where they maintain social accounts is just as important as to their level of usage and subject matters.
Who do these customers aspire to be? Are they constantly seeking out solutions? Whom do they follow to get these solutions? A quick hack in this is to sort their followers by audience size as authoritative influencers tend to have a larger following than most of their industry peers.
Digging further, who influences those subject matter experts? Which sources do they consume?
Who are your ideal customer’s peers? On one hand, you’ll likely have some of that data immediately when analyzing the audience data. If you do not, LinkedIn Sales Navigator makes segmentation rather simple based on their filters and query refinements, allowing you to select extremely similar individuals to your targets.
Repeat the above process as necessary to generate a large enough dataset that you can apply pivots on in a worksheet, in order to determine buyer persona commonalities.

Once targeted personas are created based on those characteristic commonalities, we can use them in order to positively impact those user signals. Here are a few oversimplified pieces for the sake of brevity.

Navigational queries

Through multiple experiments, we know that spikes in navigational queries can have a spillover effect on rankings for non-navigational queries. As Google is introducing Multitask Unified Model (MUM) to make sense of complex queries, the more positive effects we as SEOs can provide on showing that these navigational queries also have informational and transactional signals associated with them, the better the intent and therefore search the ordering will be on the coveted transactional terms.

How does this work with targeted peer personas? It can be as easy as hiring influencers that exist frequently enough in the sum audience data to your targets to share out useful information related to your product or service, specifically writing out the brand name. Each time we’ve run campaigns of this type, the navigational queries spike. This alone is very useful, but there’s more power to these peer influencers.

Repeat dwell

Having a user specifically search for your brand and click the result is a fantastic first step. What could be better? Repeatedly visiting and spending time on-site. I recognize that we’re simplifying here but structuring a campaign with peers that follows the model of Attention, Interest, Desire, Action (AIDA) allows you to introduce the brand name for navigational queries then pepper the targeted audience via those peer influencers with interesting facts and use cases.

In this phase of the campaign, the direct links from social posts could be used as we can all probably agree that our Chrome and Android data is being used to continually refine future searches. The goal of this phase is to drive repeat usage of the site. Some commercial activity may very well take place, which is a bonus, but not the KPI.

Query satisfaction

The final phase of the AIDA model moves from desire to action, and our goal is to turn our navigational queries into transactional rankings. Translated to how MUM might perceive this, a user that seeks out a result navigationally, returns to the result from another channel, and then comes back with a transactional query modifier is likely satisfied with the query result and thus that website should be shown more frequently.

How does that work with the influencers? The third style of posts from the peer influencers to your buyer personas can again return to mentioning your brand name and including a specific value proposition to generate that action. It could be a coupon code, a time-specific call-to-action for a deal, a giveaway, or any combination of the sort. By now focusing on a specific transactional modifier with your brand name, a percentage of those blended queries will occur, resulting in action being taken, which is the definition of query satisfaction. You’ll have successfully used influencers to influence how Google perceives the site for future transactional queries.

Joe Sinkwitz is CEO at Intellifluence.

The post Influencers in today’s SEO appeared first on Search Engine Watch.

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Are Backlinks Still Important for SEO in 2021?

Backlinks are still important for SEO performance because they are the foundation of Google’s original …

Keep Learning >Are Backlinks Still Important for SEO in 2021?

The post Are Backlinks Still Important for SEO in 2021? first appeared on Gotch SEO.

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Five Practical Uses of the Adobe Experience Platform API

Bounteous explores five practical uses of the Adobe Experience Platform API.

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Upcoming Free Webinar: 7 Hidden Tactics From The Fastest Growing E-Commerce Companies

Upcoming Free Webinar: 7 Hidden Tactics From The Fastest Growing E-Commerce Companies

Are you struggling to grow your e-commerce business?

Sick of low conversion rates?

You’re not alone.

On average, only 3% of e-commerce website visitors converted into customers.

Yikes.

Yet, brands like the Dollar Shave Club and AppSumo are making millions even during a global pandemic.

You want to join their ranks, but you’re just not sure what you’re doing wrong. It feels like everyone else is in on some secret recipe to success.

On August 24 at 8 am PST, I’m exposing the hidden tactics the fastest growing e-commerce brands are using to dominate the online shopping industry with a free webinar.

Along with my co-host, Matthew Santos, VP of Products and Strategy at NP Accel, and Brooke Hess, Senior Director, Paid Media at NP Digital, we’ll break down how you can implement each one to boost your e-commerce sales.

It’s free. Register here.

What Will You Learn?

Since opening my agency, NP Digital, I’ve worked with companies of all sizes, including some of the world’s fastest-growing e-commerce brands.

I’ve seen first-hand the unique strategies these companies use to generate targeted traffic, attract quality leads, and convert shoppers into paying customers.

The best part? These e-commerce sales tactics work for brands of all sizes. Whether you’re just starting or you already have some skin in the game, these strategies can work for you.

Here are some of the specific things we will teach you:

E-commerce SEO: Learn how to generate free, recurring, and high-converting traffic with SEO practices no one else is talking about.Paid advertising: Discover how to multiply your results and increase your conversion rate even with a small paid ads budget.E-commerce CRO: Uncover the powerful strategies fast-growing e-commerce brands use to improve conversion rate optimization (CRO).

These points are only scratching the surface of what you’ll learn.

Conclusion

One of the best ways to become successful in business is to look for clues. Brands leave breadcrumbs you can follow and reverse engineer to your benefit.

We’ll show you how to spot these clues and give you actionable advice on implementing these strategies to skyrocket your e-commerce brand’s growth.

Whether you’re just starting or you’re feeling stuck, these tactics will change the game for you.

Register for the webinar, and I’ll see you on August 24 at 8 am PST.

PS: If you want my team to implement these hacks and manage your e-commerce business, go here.

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