Kristine Schachinger has almost 20 years of experience in website design, development and implementation experience and has helped design/code/implement sites for everyone from SMBs to Reba McEntire, AOL, Superpages.com, and USA.gov. Kristine also has nearly fourteen years experience in accessibility and over a thirteen years experience in website visibility and SEO.
RankBrain is a machine-learning artificial intelligence system, the use of which was confirmed by Google on 26 October 2015. As a true machine learning system, RankBrain can teach itself how to do something, rather than being taught by humans or following detailed programming.
RankBrain uses machine learning (and arguably artificial intelligence) to answer queries that have never been answered before by the search giant.
This system converts the search inputs by the users in the form of mathematical patterns which are further processed by the search engines.
RankBrain also uses semantic search – which was implemented with the Hummingbird update – to associates unfamiliar words semantically to already known linguistic entities. This means that RankBrain no longer just looks at keywords (and keyword density) but rather, it tries to understand the meaning behind any given search.
Although Google never really told us what RankBrain looks at if I had to guess, then I would say RankBrain looks at:
Hi Guys, I know I am pushing you every Monday to be happy, to work hard but let me also be very real with you: You are not going to fix your life in one single day or in one single week or even in a month.
On a macro level take it easy. On a micro level make one day perfect and then keep doing that every single day.
Nick’s presentation – How to use voice devices within your marketing strategy
Voice devices have faster adoption rate than mobile phones. This year they have hit the mainstream and should now become part of your marketing mix. Beyond the statistics, Nick will explain how voice can work for your business. What you need to prepare for voice strategies, what are the common pitfalls and how to avoid them. What role should voice play and how can these platforms give you a competitive edge.
Gianna Brachetti-Truskawa’s presentation – AI vs Human Translation in Localisation
Localisation is often misunderstood, or the resource requirements underestimated – we’ll show you what to expect when it comes to localisation and helps you decide why or when human translation might be a better fit.
Fili Wiese’s presentation – Structured Data Explained
Want to know how and which structured data to implement on your website? This no-hype session focuses on SEO tips that will help you move the needle. No complex theory but highly actionable SEO tips. This session will have SEO tips for all levels of experience. Join ex-Google engineer Fili Wiese to learn all about structured data and how to make it work for you and avoid common pitfalls. Having programmed websites and Google internal tools, Fili Wiese is the go-to guy when it comes to technical and international SEO.
The Giant Speed Benchmark: Your Emotional Support Dog
We all know that mobile speed matters for user behaviour, conversion and is an important ranking factor; but what do we need to do? Which metrics really matter and how much time and effort should we assign to this?
Data without context is useless.
Because data without context is useless, in this session Nichola Stott gives you an introduction to speed and performance metrics for standard mobile configs, then she reviews the UK’s top 5,000 websites by sector, looking at the benchmark timings across key measurements (TTFB, RenderStart, VC, FL ). This will help give you the confidence and support required to understand “how fast is fast?”
Search Elite Conference Review
I’m gonna be totally honest with you. I am pleasantly surprised and I am eager to return to this conference next year. What started with a simple invite from Craig Rayner ‘Omi, come on over mate. Tell us what you think about our conference’ ended up with a conference that has a clear objective. We gonna show you how to significantly increase your online visibility and make more money from your online business through search marketing.
Do I have any suggestions for next? Yes. We need more of Jono Alderson. One hour of him is simply not enough.
And then Tim who is a bit of anomaly…my words are going. Tim is an anomaly. What is it? Tim is an extraordinarily competent technical optimisation person and the jack of all trades similarly to Gerry.
Stop Making Excuses!
I am about to go to the gym. I have to be honest with you I haven’t been exercising a lot recently cause I’ve been very busy going to conferences, roundtables, travelling abroad. See finding excuses not to do something is the easiest thing on Earth. Let me repeat that statement.
Finding an excuse not to do something is the easiest thing on Earth.
Which reminds me of a saying: From the moment we are born, we begin to die. So when you think about it time is the most precious thing on earth. Not money, not fame not anything. Time. And the way we spent this time is entirely up to us. So like a CRO expert we have to start asking ourselves – Why?
Why am I spending time watching this pointless sitcom every single day? What’s the ROI? Why am I spending time every single day browsing on my phone instead of reading a book and really learning something new?
Why do I make these excuses?
How do they prevent me from moving forward?
How do they cripple my ability to get what I want?
See to get the right answers you need to ask the right questions.
Talking about questions do come back here next Sunday cause you probably wanna see me losing some weight. No. Cause you’ve got questions and issues in digital marketing and I’ve got the solutions.
Although universities can facilitate learning, nobody can teach you anything – they can only inspire you to teach yourself. That means if you want to learn search engine optimization (SEO), you’ll have to take matters into your own hands.
The one-day event features world-class speakers that cover all of the need-to-know search marketing topics to develop and advance your brand’s search engine presence, including:
Organic search (SEO) – how to achieve and maintain your brand’s ranking in natural search engine results and ensure your customers can easily find you.
Paid search (PPC) – driving targeted traffic to your website by showing ads in search engine results when people search for related keywords.
Social media – enhancing brand awareness and advocacy to support your search visibility; your social authority is increasingly considered by Google as a ranking factor.
Content marketing – how to be smart with your content campaigns to build trust and credibility by returning relevant answers to search queries, and earning quality backlinks.
Who’s behind Benchmark?
Located in North West England, Click Consult is a multi-award-winning search marketing agency with a focus on organic (SEO) and paid search (PPC). With over 70 professionals employed and a portfolio of over 60 clients from across the UK, Click Consult works with businesses looking for a measurable return on their search marketing budget.
Click Consult also provides a range of other services, including content marketing, inbound marketing and conversion rate optimisation (CRO), as well as international and multilingual search.
The company is Google AdWords and Microsoft adExcellence certified and is on the Recommended Agency Register.
What do you do when the weather is so nice? Well, you go to the beach.
What an amazing view.
It’s Tuesday and I have to go to work after 3 days off. And then Alexa woke me up an hour earlier. What a life. But then I think this week gonna be great. Tomorrow I am going to the British Council where I’m gonna be talking about SEO and Digital Marketing. And then on Friday, I am going to another roundtable where I’m gonna be talking about well SEO and Digital Marketing. I think Churchill once said
‘You make a living by what we earn, but you make a life by what you give.’
SEO and Digital Marketing roundtable
Wednesday morning and I am on my way to the British Council to teach them some proper SEO. Basically, we gonna be talking SEO and Digital Marketing trends in the UK. Meanwhile what a lovely weather. Honestly, people, I wish I was actually going to the beach.
Two hours later…
Ok, it’s done now. I had an amazing time at the British Council. The conversation wen wild. We were talking about AMP, JSON-LD, artificial intelligence (AI) just name it. The thing is you are learning from me and I am learning from your questions.
Now that I am at home I’d like to say a big, massive ‘Thank you’ to Ann Hutchings for organising this meeting. I said it earlier today but I will say it again:
I love sharing my knowledge with others because they learn from me but I also learn from their questions.
So this morning I woke up I and so worried – Oh my God, am I gonna be able to give them enough value. Do they know more than me? Do I know more than them? Why do people invite me to these meetings? And then it hit me:
It’s not about how much I know, it’s about how much I care about their Digital Marketing problems and questions.
Marketing Business Summit – Milan 29-30 November 2018
Hi, guys. My name is Omi Sido. I am the senior technical SEO at Canon Europe and this November I will be speaking at the Marketing Business Summit in Milan. I will be talking about SEO and Machine Learning.
We all know that the machine learning revolution is affecting SEO and shaping the future of Digital Marketing so I’m gonna give you some insides and some tips on how to survive and how to succeed in a machine learning driven SEO environment. Guys, I know we gonna have a lot of fun so I hope to see you all there. Ciao.
Yes, yes I am going to Milan this Autumn and I will be talking about SEO and Machine Learning. Why do I talk so much about machine learning? Well, nobody wants to talk about it but at the same time, it affects us all not just in SEO and Digital Marketing but also in real life.
From Google Search to Google Maps to Netflix to Uber to PayPal. Well, Machine Learning is everywhere around us. With that in mind make sure that I am always around you so you can ask me the questions and I can give you the answers.
Alexa, what’s the temperature today in London?
In London, there is a flood alert in effect. The current weather is 2 ºC with clear skies and sun. Throughout the day you can expect more of the same with a high of 6 ºC and a low of 1 ºC.
Hmm, I don’t remember such a cold winter in recent years. Why am I talking to a…?
How to motivate yourself to reach your goals
Yes, emotion is very important. On the other side, rewards feel good. Penalties feel bad. And that’s why they can both work well for motivating you and your team. With that in mind give your best friend or colleague £100 today. If you get a task done by 5 pm you get your £100 back. If you don’t complete it you lose the £100. Yes, exactly. Suddenly your to-do list for today got very emotional.
Yoast SEO: the #1 WordPress SEO Plugin
Today I’ve been told that Jono Alderson is leaving Distilled behind to join team Yoast – yo, yo, yo – in their quest to make SEO available to everyone. Similar to me.
In all honesty Jono I’ve never used this plugin before but I promise you that from today Yoast is my favourite, my top SEO WordPress plugin. Joking aside congratulations on your job mate. Well deserved. And good luck.
What is your favourite SEO tool?
What’s my favourite SEO tool? Well, there is no one tool that I can call my favourite SEO tool. It’s more like I’ve got a set of favourite SEO tools. So to answer your question directly: I can’t think of an SEO tool that I am using every single day. But there is definitely a set of tools that I am using every single week. Becuase normally in SEO to perform a task you need more than one tool. And then I am gathering data from different sources so I always know what’s really happening.
With that in mind when it comes to technical SEO audits my favourite tool is called OnCrawl. A French company called OnCrawl. But then all my agencies, all my SEO agencies are using DeepCrawl.
When it comes to keywords research my favourite tool is Sistrix. A German company called Sistirx. But then all my agencies are using SEMrush. So sometimes I’m gonna see problems or trends in Sistrix that they can not see in SEMrush and vice versa. Sometimes they would see problems or trends in SEMrush that I can not see in Sistrix.
So with that in mind using one tool is not just not advisable. It’s actually dangerous.
After a long day and a long interview, Happy Valentine’s to all the lovers out there. If you have something good keep it
and cherish it forever. Love you all, guys.
Surround yourself with the right people
At the end of the day, on the day of the week, everything comes down to love. If you surround yourself with love and the right people, anything, anything is possible. You know what: Alexa, I love you.
That’s really nice. Thanks.
Meanwhile do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.
Monday morning and I am going to a one-day course on Google Analytics. For those of you who texted me after The Sunday Talk, yes, as an SEO I do Google Analytics. In fact, I think I know it pretty well. But given a learning opportunity, I never say ‘No’ as I never ever think that I know everything in a given subject. To achieve excellence one must always strive to learn more and to do better.
When it comes to Christmas Oxford Street is my favourite place here in central London. meanwhile, I am just coming back from the Sistrix training and it was amazing. Patrick gave us so much knowledge. Hey Juan, thank you very much for setting me up with this training, mate and Merry Christmas.
Saturday morning. Everything around me is frozen. But the day has arrived. I am finally moving into my new house. My old house is here. a house in a car. I’ve spent all my money buying the house so buying a cooker or fridge…buying food this Christmas will be very, very difficult. But then I am alive again.
You out some coffee inside. You pour over some hot boiling water. Two sugar and you wait for a process called sedimentation. Then you imagine that it tastes good and you drink. Mamma mia. Bellissimo.
The things that you find in old houses. A newspaper from 1981. And Tony Galvin: I never realised Spurs was such a big club. I am sorry to tell you that Tony but 36 years later Tottenham is still not there.
James, nobody, nobody ever asked me about Christmas SEO. Ok, but if I have to give you 3 tips. Ok.
The first one would be ‘Add a Christmas logo to your website’. If nothing else it shows that your website is current, and up to date.
The second one would be – and ok not many people do it – ‘Update your meta descriptions to be seasonal. Attract the clicks in the SERPs by standing out and being relevant. Yeah, I talk a lot about relevance. By the way, you need to do this sooner rather than later. Ok? As it could take Google a while to update. But don’t forget to change back once the holiday season is over!
Last but not least ‘Email past buyers’. Yes, trust me on this one. Last minute shoppers are often ‘repeat offenders’ so gather a list of those who purchased last minute last year, yes, and surprise them with a tailored email campaign which will help them again this year!
How do I always come up with ideas like that? Well, you know me, James.
I love my job.
Patricia Martinez: Merry Christmas, guys! And do come back here next year.
Sunny Karwal: Merry Christmas, guys! Don’t forget to come back here next year. And have a great one. Cheers.
Alex Thurgood and Stephen Casey: Merry Christmas everybody. Don’t forget to come back here next year.
Ibukub Sodipe and Esha Nandi: Merry Christmas, everyone! And don’t forget to come back here next year.
Sandra Lokas: Merry Christmas everybody! And don’t forget to come here next year.
Samar Mustafa: Merry Christmas, everybody! And don’t forget to come here again.
Cecilia Montessoro and Karla Al-Hassan: Merry Christmas everyone! And don’t forget to come back here.
It’s Christmas Eve people! It’s Christmas Eve and let me tell you something. Christmas is a miracle. On this day of the year, all of us smile a little bit more, give a little bit more. Love a little bit more.
And let me tell you something else. Christmas is the time to be the best version of yourselves. Cause you never know you may like it and you may continue doing it. So then this miracle will be with you throughout the whole year.
Meanwhile, I hope I managed to inspire you a little bit this year and if I made you smile once, just once please do come back here next year cause you’ve got the problems and I’ve got the solutions.
Monday evening. Today was my first day at work after almost two weeks and everybody, absolutely everybody is talking about AMP – Accelerated Mobile Pages. Why? Well, simply because Google told us that from next year mobile will be their top priority.
Looking at the bigger picture and answering some of my critics from the beginning of this year it is no longer a case of asking wheater Mobile Marketing is important.
We all know it is.
Nowadays the task is to look at the stats and truly understand how our customers behave when using different mobile devices and what their preferences are.
Some of you were a little bit lazy this year with AMP and the whole Mobile Marketing thing. Do the same thing next year and you will be in big trouble.
Wednesday morning. 1:00 a.m. I know I couldn’t sleep until I finish this project. I hope you remember my first voice recognition kit and this is absolutely the first moment we’re gonna see if it’s working or not.
So far it’s been making some noises nothing significant so now is the moment of truth. I hope you can hear my heart pounding.
Ok Google, what’s my name?
Your name is Omi. I nearly broke my table.
Ok, Google. Ok, Google. Ok Google, what’s the temperature outside?
The present temperature in London is 41.
Forty-one? Ok Google, what’s the temperature outside in Celsius?
In London, it’s currently 5 degrees Celsius.
Sweet victory. Ok Google, cheers. Cheers. Cheers
First, before getting into the subject let’s make one thing very clear. Whether we like it or we don’t Google is shifting their attention to mobile first next year 2018.
What does it mean? It means that websites gonna to be assessed and ranked based on their mobile structure and performance.
Why is Google doing that? Well, for the first time this year more searches were completed on mobile devices then than desktop computers.
What does it mean for publishers like us? Well, people are annoyed when their mobile experience is slow.
Why is speed so important? Well, 40% of people abandon a website.
Good morning people. It’s Friday. It’s sunny and inspired by Gerry White I am wearing my Blue Glass hoody. You all know why.
The thing I wanna say today is that I never had time in my life when I just said ‘Thank God it’s Friday’ and I stopped working. But saying that weekends are special and I love escapism. So enjoy yourself as there should be no limit in having fun.
Con la chitarra in mano
Una canzone piano piano
Perché ne sono fiero
Sono un italiano
Un italiano vero”
Actually, I met Jon two-three months ago in Manchester and he showed me how to eat pizza with pineapple.
John, you’ve got a special place in my heart.
But talking about this week. Monday AMP presentation. Tuesday AMP presentation. Wednesday I didn’t do an AMP presentation but I did an internal video talking about AMP.
Thursday AMP presentation with a training of developers. Eight hours.
Friday the AMP talk continued.
While preparing for these presentations I realized two things. First I do a lot of shopping online. And second 80% of my shopping is done here.
Now next week will be anything but boring again. I’ve got one-day training on Google Analytics. I’ve got what three Christmas parties. And then I’ve got a whole day training at Sistrix on Wednesday.
Is Sistrix the new kid on the block? Is Sistrix gonna replace SEMrush or Searchmetrics?
If you wanna know the answer, do come back here next Sunday cause you’ve got the problems and the questions and I’ve got the solutions.
A lot of you are asking me on LinkedIn “Omi, what did you actually study?” And the answer is Chemistry. I even have a Master degree in Chemistry. But chemistry is not my passion.
When it comes to Digital Marketing I am self-taught. And it was very, very, very difficult. For many, many years I used to study during the night and work during the day.
But I am not here to give you one of those inspirational stories as like so many of you when I was a teenager I didn’t follow my passion.
So I struggled a lot later on in my life until I met this guy David Amerland who inspired me who gave me the permission to follow my passion.
So today I am giving you the permission to follow your passion. But be smart. Passion alone won’t pay the bills. While studying Digital Marketing I had many jobs. No shame in it.
Am I ever gonna be rich following my passion? Probably not. But then I absolutely love my job.
I am just coming back from central London where I had coffee – lots of coffee – with Nick Doudy and a long chat about machine learning. So on my way back home, a question hit me in my face.
What is intelligence?
When you think about it in many ways unintelligent machines are already far smarter than we are but we don’t call the calculator on my mobile smart just because it can multiply massive numbers. We just say “it’s correct”.
Somehow we reserve the term ‘intelligence’ only for typical human capabilities like recognising a face or composing a symphony. But sooner or later we will teach the machines how to recognise a face or compose a symphony.
When it comes to intelligence why are we talking about knowledge and not emotions?
The question on intelligence is a strange one. Not just because it has been changing ever since we care to actually think about it. 100 years ago it would have been some kind of knowing some kind of language. Speaking some kind of language probably Greek and Latin.
These days mathematics and coding analytical skills and understanding but really these are not a true form of intelligence in a way that we can actually measure it in a general sense. So what is it really and it’s changing all the time. It’s morphing as we understand more about how to recreate aspects of intelligence in the artificial intelligence field.
So truly intelligence, when we think about it, is the ability of everything we know to interconnect and acquire meaning so basically it is what we know and how we know it and how that actually connects together.
It’s a contextual or it can be most of the time but it is more a sense of awareness of the impact of the things that which we know, the moment we know them, how we know them and what they actually affect in terms of the other things that we know and remember.
So it is interconnectedness.
Simple. Well, try recreating that and yeah it becomes quite hard.
Trust me, people, I am so excited. I am so pumped up. I’ve just received my first Voice Kit by Google and I can’t wait to build my first Google Home.
So let’s see what’s inside this box. And yes this is the first I’m gonna see the content of this box. Paper. We don’t need the paper. The actual body. And then various cables and things. Microphone stereo board. The voice hat, a speaker and a button. This is all you need to build your Google Home.
I believe a lot of you should start playing with these toys as Voice Search is the future of SEO. Some people may even say
Voice Search is the future of Digital Marketing.
It only took me only 5 min to assemble my first Voice recognition device. Unfortunately, installing the Raspberry Pi operating system takes hours so we gonna see this device in action next week.
Now talking about next week oh my god the word ‘busy’ is not enough to describe it.
On Monday I am going to one of the top Digital marketing agencies in England called Periscopix, where I’m gonna, have an all-day training on Google Big Data Query.
Wednesday I am going to Paris, France for the SEO European Night organised by OnCrawl where I’m gonna be talking about SEO and Machine Learning.
In the end of the week, all my family is going to Sofia, Bulgaria, Eastern Europe where we gonna be celebrating the birthday of my mother.
So a very busy week is ahead of me but you, yes you do come back here next Sunday cause you wanna see this device in action, you’ve got questions and issues in Digital marketing and I’ve got the solutions.
These days it doesn’t really matter if I filming in the morning or in the evening. I would leave my house early in the morning and I’d go back home late at night. So it’s always dark anyway. It feels like I am constantly working. But then I guess if you are persistent you gonna get it and if you are consistent you gonna keep it.
I just woke up and I am so tired. last night I stayed till 3 o’clock in the morning trying to migrate Fat Eyes, Gina Fiedel’s Fat Eyes website to https unsuccessfully. I guess I am like a Pitbull – once I bite I never let go.
So the wisdom for today is: In your career and especially in your Digital Marketing career you gonna have a lot of Ups and Downs. And you have to try and learn from your Ups and Downs as well.
Meanwhile, go and check Gina’s blog cause there is so much wisdom coming out from her articles.
I know I only do SEO for you Sam but hear me out. Instead of creating a new product create a movement. Instead of creating a new product create a different product. I honestly believe. Yes, I am in a quote mode. I honestly believe that
the future of business is: disrupt or be disrupted.
Yes, ignite the movement by creating an experience that people are drawn toward. Aim for this emotional connection.
Hi guys. It’s Friday. And as not everything in life is Digital marketing I wanna show you my favourite light dinner recipe so you can surprise your partner tonight. All you need is a piece of mozzarella, 2-3 slices of Parma ham, pesto, tomato and of course a bottle of nice wine.
Now that everything is done all you have to do is open this bottle of wine and enjoy your evening. Have a great weekend, guys.
This week I wanted to talk about persistence and working hard but coming back from a meeting there is one thing that came up again and again and again in our conversation: Disrupt or Be Disrupted.
In a few short years, much of what you build, sell, fix, advertise won’t mean much to anyone. In fact, there’s a pretty good chance that if you stay put doing whatever it is your company does right now – you’ll be out of business.
If you want to survive, let alone thrive, you must tap new trends and produce new ideas at an accelerating rate.
Machine learning and technology built on top of the Internet will continue to threaten the very fabric of what most business and jobs are set up to do today.
No one, absolutely no one was a social media manager or a drone operator only ten years ago. Nowadays there are 70,000 drone operators that make more money than most people who study medicine 10 years ago.
Is everything bad? No. not really. There is always a cure to the problem and it’s called innovation.
Innovation is a strategy that must be central to your day to day planning.
Coming back to the real world not much gonna change next week and I will still be around with my camera filming my thoughts and trying to help you understand the Digital marketing world.
So you, yes you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.
Hi guys! It’s Monday again and I know a lot of you are down. So let me ask you a question. Do lions complain about Monday? No. they don’t. They are up early, chasing, biting. Reminding everybody that they are lions.
Today I am here to talk about RankBrain. I hope very quickly it becomes very obvious that I am not actually talking about RankBrain but the way you have to adjust to the new reality in SEO called machine learning. So let’s start with the obvious. Last year Google or at least somebody from Google declared that RankBrain…
Python is probably the most popular language.
Meanwhile, let me show you my new socks. Boom. The Ted Rubin effect.
Last but not least the rise of video will make SEO marketers focus even more on visual content, but it will also force artists to create video with optimization in mind. In fact, it will probably give life to a new category of videographers who will specialize in SEO content, just as it happened with writers two-three years ago.
You should use every opportunity to remind your customers about your business or services.
Yes, even Friday the 13th. I know you are serious company but Friday the 13th and Halloween is probably your best chance to show the human side of your company. Yes, David Amerland is always talking about this one. The moment I get home I will email you all my ideas. Yes, and I will give you 13% discount.
Hi, my name is Omi Sido. I am not a robot, I am a human being so let me tell you something. Use every opportunity to remind your customers of your business.
Marketers around the world are facing a dilemma: they aren’t sure what’s working, they’re feeling underequipped to meet the challenges of digital, and they’re having a tough time keeping up with the pace of change in the industry. What’s worse, nobody hands you a playbook to show you how to make it all work.
But the opportunity for marketers is too great to let uncertainty slow you down.
If you are bold in your digital marketing efforts and investments if you are taking smart risks if you are educating all your teams to be ‘digital ready’ you are in a great position to capitalize on digital’s full promise in the future.
Guys next week I am going to the Search Love conference organised by Distilled where I’m gonna be meeting my favourite digital marketing speaker the amazing Purna Virji. But you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.