2018东南亚SEO大会游记(四):干货满满的DMSS次日!

DMSS第二天,我九点半才到会场,没想到居然是前几位。
看得出来,经过昨天一整天的“奋战”,很多参会者略显疲态,特别是那些从欧洲和美国来赶场的,还得承受着时差的痛苦。
但,10点大会开始,全场座无虚席!
昨天的SEO主题相对不多,所以不用挑;而今天就完全不一样了,16个分会就有8个跟SEO相关,而一天每个人最多能跑5场。
DMSS第二天的Agenda
所以,挺纠结的,为此,我把Gael和Hanne的演讲都跳过了,情理上不太给他们面子啊,哈哈。
而且,最后我还专门听了一个非SEO主题:跟Ecommerce、Dropshipping、Amazon FBA等有关,演讲人是来自英国的Sam Olawale。
此人非常厉害,也很谦虚,我虽然对这个主题不熟,但依然学到了不少东西,特别是思维层面。
直入主题,分享今天的笔记和感悟:
1. Machine Learning for SEOs (Britney Muller)
Britney是来自Moz公司的高级SEO科学家(Senior SEO Scientist),这个职称我也是第一次听说,自从Rand Fishkin离开Moz后,感觉Moz就很少被人讨论了,在SEO工具市场,Ahrefs现在几乎所有人都在用,SEMrush也落了不少下风。
Britney首先介绍了机器学习的原理,然后提及了一些在SEO应用的场景案例,期间还show了一下让机器学习来判断这张照片(上图)里的人有65%的可能性是Rand,全场鼓掌,看得出来,大家都很怀恋Rand Fishkin啊,正如以前Glen Allsop说的:“没有Rand的Moz不是Moz!“ 最后Britney分享了一些工具供我们进一步了解。
Machine learning needs training data, get machine learning algorithms, formulate the model, test data, and then can be used for prediction.
Supervised vs unsupervised machine learning.
Writing SEO meta description is boring, let machine do it — just input the URL and the machine will auto writes the meta descriptions.
Remember, Google is also applying machine learning in SERPs, auto-generated meta descriptions are good examples.
ML can be used in podcast transcription. For example, Britney only spent 30 cents to transcribe a 90-minute podcast using Amazon Transcribe (automatic speech recognition). Just download the podcast as a MP3 file then create transcription job in Amazon Transcribe.
ML can also be used to do keyword research and many other SEO aspects.
Tools & Resources:
Google Codelabs
Google Machine Learning courses
TensorFlow
Kaggle
Image-net.org
2. What I learned from 8 large data studies with partners Ahrefs, Moz, BuzzSummo, and SEMrush (Eric Van Buskirk)
Eric是ClickStream的创始人,大家估计对ClickStream这家大数据公司不熟,不要紧,但Ahrefs的源头数据相当一部分就来自这家公司,你就知道这家公司的厉害之处了,所以,我对Eric的这次分享也是相当期待。
结果也没有让人失望,接近一个小时的时间里,Eric分享了很多有价值的数据,及其对应的SEO结论,让我吃惊的是,原来Brian Dean的这篇博客《We Analyzed 1 Million Google Search Results. Here’s What We Learned About SEO》里的所有数据就是Eric团队弄的。
而且,你猜猜Brian Dean为了这份数据报告花了多少钱?具体我也不知道,但Eric说:等于他们团队3个月的工资!!惊到了没有?
因为时间关系,我这里只做了一点零散的笔记,回头等组织方的PPT发送到我邮箱了,我会专门花时间再深入研究一下。
Eric uses 90% of Ahrefs (vs. 10% SEMrush)
62% of articles have a number in title (2016 data analysis)
2-word phrase: can you, do you, can I, how to, etc. is quite popular (user query pattern)
Page speed matters a lot if you want to rank in top 3 results in SERP.
Free site speed measurement tool: www.webpagetest.org
First-byte is super important!
How to improve your TTFB
Use a CDN
Optimize database queries
Reduce HTTP requests
Ensure fast server response time
Branded keywords takeaway: Brands are 2X more valuable in Paid vs. Organic.
Opportunity: rank on indirect competitor brand keywords
Write a review article or blog piece about them.
Giveaways of their of their products or coupons.
Target incorrect brand names (maybe competitors) using paid search and get cheap quality traffic.
Google Hummingbird algorithm affects 90% of all search results.
Silos vs. thorough content tired together across websites.
Analyzed website pages using software from MarketMuse.com.
How long does it generally take to rank on the top page of Google Appx. 3 months.
Local SEO: restaurant is the most searched category.
Moz correlation is better than other SEO tools in certain area.
Be VERY careful using GKP for understanding organic search!
Using Related keywords instead of topics with degrees of relatedness.
Google is becoming way smarter, look at Google Translate
3. Developing actionable SEO Audits that maximize growth (Aleyda Solis)
Aleyda是国际化SEO(International SEO)方面的专家,在美国读书时,就知道了她,Search Engine Land专栏作家,Moz客座博客常客,SEX等行业大会更是家常便饭,Twitter粉丝近60K。
今天她讲的主题跟SEO Audit有关,非常系统而且深入,当时听她的演讲的时候,突然回想起了我在硅谷Digital Agency工作的那段岁月,要是当时学习了这个PPT里的内容,我的工作一定会变得更加得心应手,可能就不会发生当年那“造孽”的往事了(故事一)。
看得出来,Aleyda也是非常细心的人,和昨天的Kyle一样,她也把PPT直接上传到SlideShare,告诉我们不用花时间拍照,认真听讲就行了。
所以,我也没做什么笔记,自己去这里自提吧:
https://www.slideshare.net/aleydasolis/developing-seo-audits-that-maximize-growth-dmssconference
(建议电脑上打开、或点击下方“阅读原文”,需要注册SlideShare账号下载这个PPT)
另外,这个PPT更适合做企业服务的SEO人用,如果你是内容站长或是独立站SEO,也建议看一下,学习一下SEO Audit的流程。
演讲完了后我也向Aleyda单独请教了一下,聊的是关于SEO怎么跟客户沟通方面的问题,对我的问题,她很感兴趣也分享了很多经验,顺便问了下我的个人情况。
得知我来自中国后,她说很期待去中国参加行业大会,因为以前从来没去过、也没人邀请。。我的天!看到没有,其实很多海外SEO大咖对咋们的市场挺好奇的,大家没事也常到外面来看看吧。
我跟她发了一封邮件,也Tweet了她,没想到她很快就回复了我的邮件和Tweet:
OK,又成功联系上了一位行业大咖,今日收获!
4. Conscious SEO for content creators: How SEO upgrades will accelerate your rankings and organic traffic (Viola Eva)
Viola是本次DMSS大会的组织兼负责人,她和Brie共同运营了一家Digital Agency,今天她分享的SEO主题偏基础,比较适合初学者。
个人认为,她的某些观点和结论有待争议,比如:我觉得她把Silo Structure和Internal Linking的威力过分夸大了,还有,某些外链获取策略其实并非她讲的那么简单,实践出真知。
The #1 way to find keywords to improve is to look for Ahrefs organic search.
Do more what works!
One keyword cluster per page, use LSI words to increase topic keyword relevancy.
Find targeted keywords (Ahrefs, AnswerTheRepublic, UberSuggest)
Optimize articles ranking 4-10 first, because they show Google loves those pages, many times simple SEO tweaks could easily rank the keywords to top 3.
Rewrite page titles and meta descriptions and make them sexy.
Internal linking best practices: one link to homepage, parental page, related pages, and target keyword pages.
Breathe, feel inside, observe. Publish shareable content. Don’t forget measurements.
5. 8 Figure Brand Building and E-commerce Scaling (Sam Olawale)
Ecommerce这个主题对于我,相对陌生,可能你们某些人都可以来教我。专门决定来参加这个分会场,完全因为Sam的这个Title:
10 STEP BLUEPRINT: How To Build & Scale Multiple 8 Figure E-Commerce Brands
从SEO角度看,这个Title写得很完美(虽然稍长了点,75个字符)
8 Figure,就是年收入千万美金以上(8位数),一个人能做到么?当然,我虽不是电商的专业人士,但Sam的分享确实很扎实,上台就说I don’t talk things I don’t know.
在分享笔记以前,稍稍延展一下,可能你们和我一样,都有下面这个疑惑。
从经济的角度看:是SEO人赚的更多还是电商人?这里的电商人,不管你是做Drop shipping, Amazon FBA还是独立站卖货,都算。
我不能立刻给你答案,但在今晚的社交晚宴上,我请教了一位来自澳大利亚的电商高手,他手里有3个品牌,一个沉淀了好几年,收入最好;第二个也不错;第三个是新品牌,目前属于投资孵化阶段。
他告诉我了这些数字,第一个品牌现在一年的revenue差不多80万美金,纯利润率(profit margin)大概25%,粗估一下,一年能挣20万美金。
好,现在进行完美假设,这三个品牌在2年后受益平稳,那他一年可以拿到60万美金,换算成月薪,平均每月5万美金。
一个月挣5万美金,高不高?当然!
但跟SEO内容站比起来,高么?我不觉得!
个人经验,一个SEO人,跟这位澳大利亚的电商人,假设有同样的职业年龄,比如:都分别做了3年的SEO和Ecommerce。
然后,给两个人同样的挑战,一样的启动资金,SEO人建站做内容,以常见的affiliate和广告变现;而电商人,研究选品,建立品牌,以Facebook Ads为主要流量入口卖货。给两个人一样的时间,3年后按照利润来决定胜负。
输赢的胜算,没人敢直接下定论!
而且,作为一名SEO经验还算OK的我,会赌这位SEO人赢,原因也很简单,因为我相信SEO这个市场比Ecommerce要成熟,流程相对简单,风险相对较小,所以赢的概率会大。
要知道,以Affiliate变现的SEO内容站很多人都实现了年入7位数(一百万美金或以上),而且利润率很高,当然,前期内容投入成本可能不低,取决于站长的内容策略。
好了,分享笔记!
Questions:
Dropshipping
Selling on Amazon
Doing Ecommerce
Shark Tank
10 Steps Brand Building Framework
Research niches you’re interested in
Test and validate your product ideas
Develop products that sell like crazy
Build a super targeted email list and FB Group
Create high quality content to engage with your lists
Crowdfund your flagship product and brand
Manufacture, fulfill and over-deliver
Aggressively scale into ecommerce
Get feedback from audience
Launch another product
It may take you 4-6 months to launch a product.
Why crowdfunding first Get the initial brand exposure!
Selling products vs building a brand
Make better products
More aesthetically (pleasing)
Make it easier/simpler to use
Improve functions
Etc.
Pricing: ideal $60-$300
Facebook Audience Insights: find your target audience
Competition Analysis: benchmarking
Build a community
Build a email list, FB group (The number of people subscribe you on social media doesn’t make sense)
Planning your pre-launch: core team of 2-4 people
Launching:
KickStarter (majority of traffic)
Indiegogo
Do not run competition
Crafting Your Message & Story: Focus on benefits NOT features
Build a funnel: launch email sequence
Tell the mission behind your brand, not only just the benefits of your products
Switching over to Ecommerce: Increase CTR and conversion rate
Ecommerce for brand building: upgrade your content (ebooks on How tos, free tips; discount coupon pop-ups, blogs that pre-sell your product & handle)
Ask for feedback (surveys) and put target audience in the right segments
Crowdfunding is the gateway drug you’ll be addicted to.
Launch – build – scale – repeat (in 3-5 years, your sky won’t be limited)
If you someone copies you, be flattered rather than worried.
China shipping to International market is actually fast, use premium shipping.
Research > Niche > Brand > Product
Correct philosophy + Plan + Hard Work = Results
有没有发现我把Sam笔记的很多地方都加粗了?他的很多思维层面的东西其实也使用于Ecommerce之外,不是吗?好好咀嚼一下,哈哈。
OK,今晚就不写社交和旅游,有点晚了,明天报了个MasterMind圆桌交流,得早起。
关于这次DMSS大会,我的报道就到此告一段落,希望大家跟我一样,有所收获。
最后,来张巴厘岛的夜景,Enjoy

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