SEO Knowledge-based Search with Bill Slawski – Online Marketing Best Practices Podcast from OMCP Podcasts Archives - OMCP

SEO: Determining Algorithm Changes







Google’s recent updates are leaning heavily towards knowledge-based search. How does it work and how should our content be optimized for it?  What signals are they looking for for inclusion in the knowledge graph? Find out here in this interview with SEO and Google patent analyst Bill Slawski who is also Director of SEO Research at Go Fish Digital, and author at SEO by the Sea. Here Bill covers knowledge graph usage, ontology based images, augmented queries based on knowledge graphs, and how to stay up to date with the changes in search.







The OMCP Online Marketing Best Practices Podcast is where top authors and industry leaders share authoritative best practices in online marketing which are covered by the OMCP standard, competencies, and exams.  This is an OMCP pilot program that may continue based on member interest and support. Stay subscribed to the OMCP newsletter to get new episodes.











Interview with Bill Slawski







Bill Slawski helps us understand the systems behind search results.







Michael:All right. Welcome back to the OMCP Studio, and with us today is Bill Slawski, Director of SEO Research at Go Fish Digital, author at SEO by the Sea. Bill, welcome to the OMCP Best Practices Podcast.







Bill Slawski:Thank you for having me here, Michael.







Michael:We know your blog SEO by the Sea for your insights on algorithm interpretation based on patents. We know you’re the director of research at Go Fish Digital, but some may not know he studied law, but before we get started, for those who haven’t read your blog or followed your Twitter or heard you speak, tell our audience something we don’t know about you, and what it is you’ve been working on lately.







Bill Slawski:Okay. I graduated from law school just before the web came round, and I was interested in environmental law. And one of my professors was rewriting a paper he had written previously and updating it on finding electronic sources of information to do natural resource damage assessment. Sources like LexisNexis and so on. And eventually that became just like the web. So I had an introduction to the electronic databases that were in the world before there was a web, which was an interesting experience.







Michael:So you were, in some ways, helping categorize knowledge from the start. What brought you into the digital era?







Bill Slawski:So I had a friend who was a service manager at a car dealership, and he hated his job. He couldn’t stand it. I was reading a book on how to incorporate people in Delaware and be the registered agent as a business. The only technical requirement for performing that job was having a postal address in Delaware, so you can receive notice of process in case there was a lawsuit against one of these companies. So the idea was, you charge people to be the registered agent, you act as a registered agent, and register with the Department of Corporations for the state. I suggested it to him. He said, “Well that sounds like good idea, except I don’t have a website,” and I said, “Well, let me see what I can do about that,” and I learned HTML in two weeks and spent two weeks and built a website.







Michael:And since then, you’ve helped countless businesses set up strategy for SEO. You’re considered an authority on how search engines work. So it just makes sense that we’re going to cover how marketers can understand how en...