The Intelligence of Search Engines
Recently, there has been much debate about whether robots will one day overthrow humans and take over the world. While I’m not ruling out this (ludicrous) idea, I’m confident that we’re very far away from such an apocalyptic outcome for the human race.
How can I be so sure?
Because one of the the most intelligent computer algorithms in the world still struggles with the English language. I am, of course, referring to Google’s search algorithm, one of the most sophisticated forms of artificial intelligence the world has ever seen.
Decoding Google’s Top Secret Search Algorithm
If you ask 10 different marketing professionals how to rank highly on Google’s search engine results pages (“SERPs”), you’ll get 10 different answers. While this lack of consensus makes the marketing industry look extremely fragmented, the phenomenon has a good reason for existing. Blame Google.
You see, Google’s search algorithm is an extremely complex mathematical formula which draws on over 200 variables. It uses these variables to meticulously rank websites; to decide who the “kings of the keyword castle” are.
And they won’t even throw a bone to us marketers. The height of their transparency took place when they released an extremely basic guide to SEO, which told us nothing we didn’t already know.
A Brief History Of LinkedIn
Oh how LinkedIn has grown up. It started from humble beginnings in Mountain View California back in 2003. Since then this social network has exploded in popularity, and now boasts over 300 million members worldwide, with ambitions to reach over 3 billion.
LinkedIn was set-up as a place where professionals could network and job seekers could connect with their dream employers. In the process, this social platform has accumulated a wealth of data about individuals’ personal details, employment history and education.
Improving The Idea-Generation Process
Every corporate blogger has experienced it. Fingers hovering over the keyboard. Blank screen. Blinking cursor. Mind full of uncertainty. “Is this topic even worth writing about?” “Will anyone even read it?”
It’s in that dreadful moment when bloggers need to get inside the mind of their prospects, and develop a blog post that will fulfill the “3 E” criterion: be engaging, educational and entertaining.
But choosing a good idea can be as difficult as finding a needle in a haystack. Why? Because by their very nature, ideas are subjective; beauty is in the eye of the beholder.
It’s Time to Let Your Prospects Educate Themselves
In a previous post about blog idea-generation, we introduced you to the rationale for pursuing a data-driven blogging strategy, using Google’s Keyword Planner.
Here, we’ll unveil a step-by-step guide which shows you how to use the Keyword Planner to create killer content. You’ll learn how to use the very same techniques our b2b marketing consulting services firm uses. That’s right – we’re revealing insider secrets (I could be fired for this!).
But before we expose all, let’s build on the last post and explore why your online prospects have so many questions to begin with. Where did this unquenchable thirst for FAQ content come from?!
Search Engine Optimisation
Talk of Search Engine Optimization, or, as it’s more commonly referred, SEO, has become ubiquitous. But even with its popularity, it’s still often misunderstood and, as result, is not implemented. This is a huge mistake.
Simply put, SEO is the practice of complying with search engine standards and recommendations in order to increase the number of visitors your website receives. While seemingly straightforward, without a well-thought-out strategy, it can be difficult to get right.