Your AI and ML primer – and why it’s important to find out Friday’s short.

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Good morning, marketers, and more can happen in a year.

This past Sunday we took one-year photos in memory of our daughter, who marks her first birthday next week. After receiving the photo gallery yesterday morning, I was sent to the memory lane wondering how much has changed in 365 days. Babies grow and learn so fast during their first years. A little potato man who couldn’t lift his head can now walk all night, talk and sleep (mostly, thank God).

It’s the same for us as search marketers. Think about where you were in your career a year ago. Possibly trying an epidemic season by being trapped at home. But in the meantime, you will have started your own business, started a new job, learned new skills, run a great campaign and much more.

As you prepare for this year’s Q4, keep up the pace (or restart if you have recently felt stagnant). Plan your goals and make a plan to implement them. I remember reading a story about someone who wanted to go back to school in their 50’s and was worried that it was too late to “start” life and go to college for four years.

The motivating part was: those years will pass whether you work towards your goals or not. So you can start with them right now.

Caroline Leiden,
Director of Search Content.


The world of AI and machine learning has many layers and can be quite complex to learn. Many terms are out there and can be quite confusing unless you have a basic understanding of the landscape. In this article, expert Eric Ang will introduce the basic concepts and try to eliminate them all for you.

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

  • Artificial intelligence. – This refers to the intelligence that machines possess / manifest, as opposed to the natural intelligence that we see in humans and other animals.
  • Artificial General Intelligence (AGI) – It is a level of intelligence where machines are able to solve any task that man can do. It doesn’t exist yet, but many people are trying to make it.
  • Machine learning – This is a subset of AI that uses data and iteration testing to learn how to perform specific tasks.
  • Deep education – This is a subset of machine learning that takes advantage of highly complex neural networks to solve more complex machine learning problems.
  • Natural Language Processing (NLP) – This is especially the case with the focus on language and the focus on understanding.
  • Neural networks. – This is one of the most popular types of machine learning algorithms that try to model the way neurons interact in the brain.

Read more here.


Search marketers need to remember their strengths in the Google-SEO relationship.

Google has basically said that SEOs (or those trying to SEO) have not always used the page titles for what they should be for a while (since 2012). According to Search Central Blog, “title tags can sometimes be too long or ‘filled’ with keywords because creators mistakenly think that adding a combination of words would increase the likelihood that a The page will rank better. ” Or, conversely, the title tag is not improved at all: “Homepages can only be called ‘Home.’ In other cases, all pages on a site can be called ‘Untitled’ or just Is the name of the site. And so the change is “designed to create more readable and accessible titles for pages.”

This change of title tag system is one of those that may work well in the lab, but is not performing well in the wild. The goal was to help searchers better understand what a title page or site is, but many of the examples we’ve seen are just the opposite.

Power dynamics weighs heavily on Google, and they know it. But the key is to remember that we are not completely helpless in this relationship. Google’s search engine, as a business, relies on us (both in SEO and PPC) to participate in its business model.

Read more here.


YouTube expresses its views on police misinformation and challenges to effective action. “When people search for news or information now, they improve the quality of the results, not the thrilling content,” wrote Neil Mohan, YouTube’s chief product officer.

How to improve Google Shopping Ads ROAS with preferred bidding. “If you feel more comfortable with search and display PPC campaigns, manual is a safe bet when you immerse your feet in shopping,” wrote Susie Marino for Wordstream.

Forget mobile first or just mobile – now is the time to be really responsible. “If you are thinking of your website in terms of desktop site, welcome to the decade of 2010. If you are thinking of mobile first, welcome to 2020. But it is 2021. Now is the time. You just have to be more discriminating with the help you render toward other people.


GMB’s focus in recent years has shifted from acquiring more businesses to signing up for listing services to adding more information about their companies on the platform to business owners or managers.

“GMB’s new mission is to provide businesses with as much relevant information as possible. Apart from basic contact information, these opportunities include photos, action links, secondary hours, attributes, service details and many more features.” The goal is to make the GMB as full of basic data as possible, so that any relevant details need to be known before selecting a local business, provided in the platform, without any other. Click on the source, “wrote Damien Rollison. For street fight

Local trends match Google’s overall direction in search engine results pages: Respond to everything in the SERP. It also personalizes local results according to what the searcher intends.

“The term that has emerged to describe the most popular type of local pack personalization is ‘justification’ (this is apparently Google’s internal term for the feature). Gone are the pieces of content – or, in some cases, part of a larger business profile – to allow the user to ‘justify’ the search results. , Pull evidence from Google users, from business websites, or from local inventory feeds, and publish that evidence as part of search results.

So why should marketers care? “Personality represents a wide range of opportunities for businesses to drive relevant traffic from search to store. Answers to questions, images, website content and more can be optimized for the products and services you are looking for. Want to find


About the Author

Caroline Leiden works as the Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search and analytics, she focuses on facilitating marketers’ jobs with breaking news and educational content.

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