Fatrank Podcast

I do anything necessary for ranking without any type of Border or limit or rule principle just rank and make money R section of the the main the main page and then if it starts to pick up queries and you seeing in The Impressions you can always then move it out Google categorized the websites and they put a kindo limit to the rankings you can copy someone's content and send links through to it and they end up putting you as being the original source even though you wasn't the original Source I am using certain type of gpts to summarize and I was taking traffic from Malaysia literally so Google doesn't have always time to check everything open up the new page and if you got more page rank then you can merge them together hi everyone so today I'm joined with my business partner Kyle Hudson and a very close friend Cory who is known as being the semantic SEO King but we all know the true semantic SEO King is obviously myself so pleased to meet you Cory can you do me a favor can you just stand up a minute and just show everyone your pants that you just show me no I I thought it was a dress I didn't think it was a pant no it's definitely the Turkish not not for me I'll be honest with you time and this was wife so that's why I'm just wearing anyway Kyle let's let's dive straight in you've got the questions so if you want to fire up these questions obviously everything that's been asked in the different cood groups and also from the changai so we'll just start with start from the top and work our way through Corey get ready because there's about 455 questions we will be quick I promise I I will keep the answer short and we've heard this one before do later um okay so the first one it's more just can you sum up obviously this is based off your changai presentation can you just sum up what we should do in a very simplistic way for just for the topal or overall holistic Su I think holistic suo yeah so I usually say it in one sentence I do anything necessary for just ranking purposes you can include even hacking other hosting or just doing videos or CTR manipulation I don't have any limit for ranking purposes but if you ask me in terms of business I have an agency I have a course I have a community and I have some Partners in different type of Industries even for late for I'm going in electrostatic powder paint as a B2B industry by creating a website for that I'm also going indirect with the casino so from business point of view I'm let's say diversifying it being a partner from SE point of view I do anything necessary for ranking without any type of Border or limit or rule principle just rank and make money so so I'll I'll just thr a question in between the questions just to make even more fun so um the question there was about in a simplistic way and you spoke about there like CTR and obviously you talk a lot about semantic content networks and topical Authority going into 2025 if you could only look if you could you needed to kind of focus on majority of your time are you mainly focusing your time on like where is it technical SEO is it content is it links is it engagement let me answer like this in my opinion there are six fundamental component of ranking I'm not talking about SE only just ranking overall one is one is topicality the other one is popularity the third one is slightly let's say slightly different but let's say canonicalization the fourth one is consolidation I can explain the consolidation slightly later and the fifth one in this case of course the page Rank and the sixth one is engagement metrix so in this case whatever I do with semantics technical SE or local local SEO or barnicle or parasite however you call it basically I'm trying to just configure these six competents with each other in Chang my speech too I explained if you if just merge let's say topicality and P page rank you actually get topic sensitive page rank if you merge topicality together with popularity then you get now boost for instance so Google also actually creates these multiple metrics together and again if you merge popularity with page rank this time you get rank merge what they do is basically just creating subcomponents for these six and they combine with each other and then they create new configuration methodologies so from my point of view for 2025 because of the AI the popularity will be huge importance and but not just direct popularity you will need to again comp combine it with page rank or topicality and under topicality there are some sub components like let's say responsiveness for instance or unique information and I won't go that deep but basically popularity would be more important if you are popular enough with user engagement metrics Google will would adjust their algorithm for ranking you mainly because they will think that actually this website is performing well and they will try to adjust metrics based on that we also call this complex adaptive system there is a complex system that adapts the current user behaviors and in this case if you're able to blend some fake user engagement with the real ones it will be helpful we also see this in Google API leak Google doog leak and again P says that they are keeping the records for 13 months for every click and also it explains why the hcu update heat websites are not coming back that closely because they waited 11 months which means only two months of data uh just left out uh for for evaluating them yeah basically clicks are one of the fundamental rankings spctor there along with user engagement one important thing is Pon also says that if you don't have any clicks and he directly states that if you if you get 300 documents most of them don't have any clicks or Impressions then they focus on topicality they rank you they test you if you perform well they start to test you more for further core updates or re rankings yeah just one follow on from that then you mentioned obviously the six pillars of ranking um you mentioned popularity and then you mentioned engagement what's the difference between engagement and popularity so if you look at the Google's own um spam policy page you will see a very good point there none of the seos mentioned it I am surprised with that to be honest they call it function abuse usually and lately we focused on less say site reputation abuse but how about the function abuse Google directly States in their official documents not the leaked ones they say that if a document is not performing its function or misleading the function they understand it and they directly try to actually demote its rankings the second point in my Chang my S speech I also stated that Google categorize the websites and they put a kind of limit to the rankings which means that maybe there will be only one spot for aite and they choose a cluster representation like for base and they rank it in my topical ative methodology when I call actually Source context this is what I mean you have a layout you have a function and you have a certain type of Engagement again in my methodology and framework when I say predictive information retrieval which means they don't check everything they check some pinpoints and they guess what typee of page is that let's say you have a converter if you don't have any input area in your HTML structure they will skip your website if you are a calculator and if you don't have any type of mat related section there or again any kinds of conversion type of let's say layout again you be losing rankings in that specific point of view so this is why a lot of um Affiliates are like starting to try and add in e-commerce elements and things like this to try and get them outside of that template of affiliate because you will the thing is that the first thing they do is clustering the S so when you look at the ranking again not SE I don't care about SE anymore just ranking okay this is search engine ranking not search engine optimization I care about ranking so in this case if you look at the search engine ranking point of view there are two type of competition one is cluster to Cluster the second one is inside the cluster so affiliate sources compete with e-commerce then e-commerce also compete inside as well usually you will see that these clusters are replacing each other and also inside the cluster these two are replacing each other too if you are in the wrong cluster you will lose anyway that's why in my system I always tell that look where the search engine is going and try to change your Source context along with your topical map just for that because Source context is about how you make money I call actually what you say is producting or I I don't know the English word but maybe you can fix me productization like making a affilate site like a product like usually I have some components there like scholarship a newsletter login and register system and I try to imitate product GDs directly with a filter system and I directly try to hide actually eate links from the search engine point of view and I imitate like I'm actually like kinds of e-commerce site by opening models and Performing let's say take a code for instance not go don't go there but give us a code we can communicate type of thanks and usually I try to do this like very B2B Industries like solar panels or like say 3D printing or Machinery it works there really well but if you are in the like say the camera industry probably Google will know that which producer already exist and which which place is e-commerce which place is not I've got one more and I promise you caral I'm G GNA let you get back until midnight okay you mentioned there twice I'm not bothered about search engine optimization I just care about search engine ranking for anyone who's watching this what is the difference between search engine optimization and search engine ranking the one of them is more direct to the let's say the results because the search engine ranking was the original name of search engine optimization actually and later they the this Google Search relation team the enemy they tried to actually make it like what was that search experience optimism ation [ __ ] that it's it's not about that I just want to rank take click and turn the click into money so I'm trying to just you know that I'm trying to focus on business more and more every year so yeah ranking is my purpose and I don't put any limitation on that based on again this relationships team stupid rules so basically the main difference there is being more business focused I wouldn't do something just because search engine would be happier I don't care about this company or I don't care about what these Google par or Google sheeps are thinking or feeling about I just want to rank and make money if I can use exact mesh domain I will do that if I can hack a website I will again do that so I don't care all right going I'll let you I'll ask the next one we'll stick to the list yeah all right um so obviously we're coming into 2025 it might be 2025 now when this has been published we could get out just before then what are some key SEO factors that you see are like low hanging fruits which can be overlooked by SEO agencies first of all SEO agencies provideo consultation service I suggest everyone to take it in that context they wouldn't be able to do perfect something perfect for you to be honest because most agency clients pay like 2K 5K even 10K is not good enough today a single employee salary is already like 6K so you can just get a direction from them and consultation service but from uh let's say other point of view I I believe entiation because most of the websites are just websites they don't Define themselves a real worth entity I hav seen a situation that this is again in Casino some some of the let's say some websites they just actually change Wikipedia by imitating themselves Like official website of a very big large corporation and once Google actually believes that yes this website is an attribute of let's say apple and the website starts actually starts to rank very much higher because Google thinks that website belongs to a very highly ative reputable entity and they usually just do this by replacing the content in the Wikipedia for especially let's say southeast Asia type of customer industry locations like Indonesia Thailand other areas it also shows that your entity has some builtin reputation if you're able to be mentioned in let's say more sources in certain level of way or in a c certain direction you will be able to actually get a kinds of reputation there and you will be able to also outrank your competitors I usually call this in a in a way let's say nonvisible page rank because it's not links it's about definition or consensus basically if consensus directly states that you are more quality you are more authorative and there are really good amount of sentiment and popularity signals around you Google starts to pick it up that specific official site and they start to rank it higher as well when I look at at the dentists or when I look at at the e-commerce stores or SAS as special as well they are still not an entity yet and I would suggest everyone to turn your site into an entity especially in Amazon if you're in e-commerce and if you want to rank your Amazon listings higher if you can turn your product into an entity and if you get a product panel on Google it also affects your rankings inside the Amazon as well that's why right now some agencies just focus on Wikipedia page creation actually if you can can create in English go for Spanish go for Dutch very easy to create these pages in these versions Google still picks it up another one is another one is multilanguage I say this in Chang my speech too you might not sell to Indonesia but I said popularity you can get popularity from Indonesia you can increase popularity signals in another country with your informational content you can get cheap links from Indonesia with href L you can reflect it for your US market as well this way you can just flow the cheap page rank flow the popularity to your actual main Market as well because good for Google you will be also more important to and it is basically free you can just open let's say you can turn yourself an entity in an easy and very cheap way you can also translate your website and start getting more popular than cheap paying I believe these two even will be good enough um that so I'm just going to obviously we got a list of questions and I remember saying one about languages and you've just mentioned the language so I fig we'll just skip into this one um let's say someone has a website and it's in English and they want to add six languages but they're a little bit afraid that they might damage their English rankings um what would you say is the safest option for them either to create more top level domains they've got separate domains of the different languages or would you say subfolder sub doain how would you suggest to go ahead with that yeah in my actually one of my case studies I explained this already for example when you located Australia and New Zealand there should be one website with countertop level domain it should be a separate domain and if you should be having one domain for these two countries if the time zone is very close to each other these users will be clustered together even if you use duplicate content for Canada you will keep ranking really well there as well and again I suggest you use a that ca for Oscar valy already we do that and for always New Zealand is canonicalized to do Australia and for Canada even if we use exact duplicate content we have no problem there too another thing is I usually use a symmetrical translation which means if if a topic is not searched on that language I don't translate or I don't localize that one I translate according to the popularity this way you actually won't be bloting your website plus basically you are actually multi-domain website there are multiple different Comfort toop level domain sites but they are actually all same Google is able to understand them like the same website with that are you then defining the different domains with in the language tags yep in that specific region in that specific language for example the population and popularity is important for Brazil for IND Indonesia for India for again Spanish not just Spain but overall Spanish and also some other of course Japan and for China you need a SIM card for Buu main it's a different story but again for Southeast Asia too you usually need a separate domain for some areas in Europe you can actually go for let's say overall domain for example co uk can also rank for some others but most of the time uh your most important industry and region should be in your debt come but others can be just localized and you don't have to trans translate everything you can translate according to the local popularity and try to understand these time zone difference issues as well because if you open new domain for every country then you might not create some cannibalization issues between them as in Australia and New Zealand situation awesome and then well next question then you've answered that perfectly there I think for that that person do exp demands from the same Niche still work for faster success I assume by expired domains and setting up a site on an expired domain essentially I could understand exactly using expired domains work or not yes pretty much okay yeah of course they are working I mean uh in Casino 100% they are working I can give the name even you can check it the Honda classic.com it was a car website right now last time when I checked because these websites are being redirected uh very closely but you can always check this redirection three to be honest another one is maybe I shouldn't tell that one it's still working very to too black let's keep that fire but check that website you can get some uh hints there expired domains are working and I always keep everything Honus and transparent in the stage I said I created a case with val.com and valo we redirected expired domains there but in a different way not everything to the homepage we also moved the content and we did URL to URL red Direction then we refreshed the content in these URLs as well and I already published a health health SEO case in valo as well you can check it too so expir domains are definitely working sometimes even you don't have to match the topicality there was one case it wasn't it was pure blacket one time 525 expired domains are redirected to a single place it worked really well and I mean it's just about exceeding the thresholds it's that's why and also search engine can't prented guys you should understand that limited resources I mean until they understand you are doing something bad you will already be making so much money you can buy another 100 expired domains and go again so it's safe awesome well there's the the next question is from State off um and he's been asking he's been hounding us to actually get the answer to this and I I'll do it when when I'm on the podcast um so in your the talken changma you mentioned index and tiers now he says is there any tricks to tell what level of index and tier the websites in I'm glad that actually he focused on that question and topic because I in my opinion in Chang my spech it was to be honest in my opinion it was you know that actually I'm doing a different speech in every conference and bind them to each other as a lecture in my course and in changai they didn't give me extra minutes that's why I was like like a light tunnel and indexing tire was one of the most important details there so most of the time what I do there is indexing delay I suggest everyone to write this simple python script go to C gbt and use my prompt directly I want you to take the last mod from the sitemap file and I want you to take the CW time from this log file and check the diff time difference between them to show me when the Google bot comes after my publication or after my change if you change something in your url if you publish something new and Google doesn't come under one heart it means that they don't care about it that much the second thing is check your HTML craw rate and if they craw 40 times a day every HTML page or more than 40 basically again it means that you are not indexing Tire one the third one is so basically first one is indexation or craw delay the second one is craw ratio especially for HT ml but not CSS JS HTML files especially the third one is the your actually features snippet numbers or percentage if you have zero features snip hat you are definitely not in that tire I can tell if you are not directly also this another user agent Google other check the Google other user agent in your log files I said is check my speech too if they if they use it you should be indexing Tire one because they care about your site and they use it for research and develop vment and another one is if you are being tested for new Ser features or if you have more Ser features that you have compared to your competitors you again should in the index Tire one as well there are more of course uh that actually we can list in that area like if they index every image not only the representative image but every image for image indexation go to the Google Images section use SRC and then Colum search operator for example for HTML we use site search operator for images we use SRC in the images vertical if they don't index most of your images it means they don't care about it again I can tell and you can use basically this type of tricks to uh see these angles but basically if you are indexing Tire one they will be tolerating for you even if you do something wrong even if you sometimes people tell that my comparator is doing lots of shitty things but they still rank because they're in the indexing Tire one for a while and with a core update it can change but if they are being tolerated again you are in indexing Tire one I can tell and they use different data centers different algorithms even in P ponak say they use page rank only for the top 25 results not for the rest because they think that it is expensive if you are in the top 25 you'll be getting that and that's why in ch my speech I suggested people something I call Natural relevance which means your brand name with your entity definition if you have a relevance you will directly rank in the top 25 and you will be getting all these important algorithms to run on your site other way you will be waiting for a long time with historical data piling up they test and they evaluate but if you directly rank in top 25 you'll be getting page Rank and other type algorithms to run on you that's the point if you're in the next entire one they run everything on you and they are being served faster and more and they're being C way much more as well so when just a little followup question on that if you're trying to get up in the tiers would you see like for instance Focus maybe on trying to capture more featured Snippets and then the more featured Snippets you get it has a higher chance of increasing you in the tier and things like this true I have a concept for defining what I will was saying but name is band if you can suggest a better name I'm open that my English is not my langage I usually call it some like ranking budget but it's not a logical name I know but what I will be telling will make sense to many seos who try to hunt features sads sometimes if you have the best possible content Google won't give you the features sad even if you try or if you will get it but you won't be getting more than x they will keep you like limited until a point that's your actual budget or your let's say limit or Corridor however you call it I don't care basically there is a unwi ible layer that holds you back there so that's the again about that indexing tire situation too because against forb until the point you can get it but again they will give other type of rankings to the forbest in one patent they call this link value proposition the basically what they see here the link is the ranking so when they give you a Blue Link clickable link on the search engine result page they try to understand what type of value you are giving and if they take you out from here they give you another spot so it's like a kind of like I don't know let's say it's a very tight bus and you're are trying to sit it's said that type of situation when you just push someone that person pushed someone else and it happens with the websites too so you can try to get these features in pests but probably if you don't have that much features in pest already you won't be getting them that much as well until a core update is happening okay that sounds a little bit like knowing people say you've got like craw budget it's almost like having rank budget like you you can only get so much it's like a c coverage budget I mean because they have to diversify it and they can't give everything to the one website or they can't allow a website to get more more more because it's it's so open to exploit imagine that in just three weeks I'm getting lots of features in the p and I redirect my website to do a let's say Viagra site because Google always has to take these type of precautions even right right now for example if you get a very popular expired domain don't redirect just open a casino site there I don't know what type of psychology Americans have but they come for recipe then they start playing slots it happens I me you just put the slots to the homepage they come for recipes but they start pressing the slot games and they want to actually just invest into the money as well so even if you don't redirect these type of manipulations can happen that's why they have to just allow you to increase your rankings checked and step and step not like these continuously so they will allow you to get a certain amount but not everything I can tell that that's why they will hold you back when you are trying to harder but if you have more let's say historical data that validates you and historical data means clicks scroll or any type of Engagement in a positive way then actually yes you will be increasing your let's say Sur coverage or ranking budget however you call it is there on on the tiers that you spoke about there because you said that was an important part of your talk and stof kind of pulled it out as being and sto's going to look at this and he's going to be trying to create a note a notebook on SEO notebook I can tell you now um is there like a tier two a tier three a tier four is there a set how many tiers that there is or not Google says three three tiers Google says that proper Rovan also says that and Dan salivan also stated it in search of of the record podcast one time and usually this is also something from like metast era and Amit single during that time they had like two index one is uh main index the other one was supplementary index but this was a different Dynamic it's like they serve one index then other one is just supplemented if this user keeps searching right now in the indexing tires basically it is about just prioritizing the most important sites with the most important algorithms and the rest is just like getting mature or more mature in that area but they they know and they say that it's three okay so the next question is about any so someone who feels like he's tried everything is there any little hidden gems that you would suggest he tries I mean not like hidden that much but usually I published a case study called ranking signal transition I usually suggest redirect just change your domain with step by step but my redirects are slightly different I usually add first chronization then crypto redirect then I move content I publish new content in the new domain I rank both of them for a while then I do the migration it's a little bit multistep and multi-layer migration but if nothing works most probably your Source type again your layout your engagement Matrix or your engagement type monetization model is wrong from search engine point of view and secondly most probably your website already has been filtered down so it means that just try this for instance one time and I can tell the website name it's very old project that I left athetic insight.com it was an expired domain that has been used as a Shopify store woocommerce store and many other things we couldn't rank the expire that expire in two CT updates in the third one it jumped to the 3,000 clicks a day but until that specific moment we basically just tried everything it didn't work besides just waiting and I also tried this while while it was it wasn't ranking I copied all the content added everything to the a new domain it was ranking better than the original source so sometimes that domain is just filtered down but as I say with a core update it is also fixed too you just don't know which core update they will be actually giving you that specific results so try to do a kind of redirection or change your domain same content try to copy your content to a brand new domain check whether it ranks better or not if it ranks better your domain should filtered down and also try to check your A bitless say brand search demand as I always say if nobody searches for you on the web you are expendable for Google because you don't matter that much to anyone so that's one of the fundamental business model problems there probably the next questions is have you ever personally recovered any sites impacted by the hcu update impact okay yes I did and some of them actually recovered part partially in August 15 the ones that are not actually affected from August 15 they are being affected from the November core update for this December one still is going on I didn't see that much effect these two updates but until these two updates what I could do is only creating new subfolders and these new subfolders were able to increase Impressions and slightly the clicks but rest of the website I mean the subf folder is increasing but rest of the website keeps going down all the time and again for the Google dog leag files and API Le 2 they say that subfolders have a page rank pattern and they are usually having less effect from previous algorithmic demotions but until we get the August core update it keeps dropping overall even if I am able to slow down or naturalize the drop with the new subfolders but with the August 15 they started to see recovery until that point it was just like trying to hold on and keep the website live or red Direction with redirections yeah we we saw recoveries but it was like again multi-layer like hiding all the identity and the your fingerprints basically on on on that one there right you you speak quite a lot about like positive ranking States and negative ranking states can from what you're saying there can a website be in a negative ranking state but within a subfolder you can have that in a positive ranking State on the same side yeah I also did the same for C holsters.com too basically I created a subfolder and that subfolder was about glog guys for that one we kept increasing the rankings then I changed the links in the homepage most of the links were going to the new sub folder then I replicated a sub folder for other brands with the same structure then I redirected old URLs to the new version basically and from there Google actually lost it previous track and gives you a new assignment a new consideration if you use new subfolders with proper structure by leaving the old version behind and you should turn internal redirects internal links to do these versions especially you take the attentional search engine to a new section that didn't exist before with high quality content that starts to change the machine learning assignments for your site so a subfolder can get a positive ranking State and overall later you can reflect it to the back to the site as well that's the purpose there so would you recommend because a lot of a lot of these affiliate sites from from obviously we' we've looked at thousands of sites that have been it on affiliate sites and maybe 50% of them have got like a physical Silo so like let's say like forward SEO forward slash whatever else forward PPC for whatever else but there's probably another 50% that have got like everything directly off the root domain so whatever the root domain is and then just like blog post or um article would you start if you a negative rank set or you've been hit start to because a lot of people in the SE industry say don't ever change your Silo structure because you resetting the quality score but if you're saying the quality score is not good because it's been hit by then maybe moving it into a physical Silo URL structure that that's good thing to do if you open a new one it won't have disadvantage of the previous state so you are trying to use that let's say uh new version and new state to rank higher and reflect it back I will suggest is doing that but the main problem with the F today is the engagement style yeah there is a there is something that Google usually calls click models click predictions or click satisfaction and if they see that if I am searching for let's say buy X product and if I am if the affilates make my clicks longer in this case if they just make the process longer without the necessity Google just remove will remove that middle man from that area that's why affilate has a business model problem from Google's point of view today because of also AI blood because creating an affiliate site today is like very easy anyone can do it like in maybe 30 minutes so you mentioned previously you mentioned about brand search saying it can be Expendable if you don't have brand search is there anything you're doing to try to not say manipulate it but trying to genuinely improve your brand search like obviously you can do like social media and stuff like that but what what tricks and tips have you got to try and improve brand search so on that part again uh there are a few things that I do sometimes I open a scholarship and I post these into the like University forums and I try to keep it Honest by saying owner just give some money to the students because these are students and then opening job postings again and because whenever you open a job posting or scholarship or different type of campaigns that you actually provide some advantages people genuinely search for you and also using Facebook groups telegram groups with these type of announcements it also make them search for you another one is using the search URL from Google in a newsletter when they click they directly go to the search section of the Google and they also engage on that site or on that URL too if they click to your url also it is helpful as well and in some again blackhead Industries people also send of course fake traffic out of two reasons sometimes for example they search something like this uh like say I will use f word because these a negative as example they say [ __ ] you site colon then the site name and they search like millions of times usually they try to decrease the domain CTR and try to just associate that website with some bad type of queries as well but most of the time Google is able to let's say 90% of the time they are able to understand which one is the genuine and which one is not so that's why I'm trying to use actually these type of scholarships job postings or newsletters or certain type of let's say genuine campaigns like giving $5 back for every review that they write for instance or uh again some YouTube Partnerships again with discounts if you search for some influencers if they do video about you it actually provides constant search volume for your brand because some of the YouTube influencers their videos are being searched and watched for the next two years whenever they search for you they just actually search for your name through the YouTube and again they come to your site for that let's say Advantage discount code or a course something and another one is this too for affiliate sources usually especially for let's say Forex crypto or some others I actually suggest people to also create a newsletter for these price changes and uh create also a course and consultation booking if you change these components in your site it's it's not an affilate anymore it's a consultation service it's a course website now with the TKS to the structure data as well and you also form a community under the aate source as well so when you have that specific Community engagement around you with these discount cost they also keep coming too so based on the model I try to do these type of things the last one is paid ads if you use some paid ads and if the ads are justifying their own cost it will also provide constant flow and constant search for you through the time that's something that we mention all the time isn't it D you should try and use P ads a because it we've seen it just helps with rank in it gets that the user signals quite quick and if you can make it work from ability then why not run it yeah yeah one one thing you said on there with regards to the brand search if someone was if someone was manipulating brand search and it wasn't getting the clicks they just manipulated the search volume but it wasn't getting clicks can that have a negative impact on the website out of two reasons Google would also be cautious on that if it has too much negative effect I will do it for everyone so in this case if I can't rank myself higher I will decrease their ranking so in this case they have to be very cautious on these type of metrics and engagements that's why actually when you search for [ __ ] you site column the site name it doesn't work directly but it just actually if you look at the search console you will see all these messages from your competitor uh but basically they just registered these Impressions like genuine impressions in search console while search console team is located in Israel and it's a different team than search quality and search ranking teams uh they call it rank lab so in this case I still can tell that with minor effect it will effect but if they if you if you are like a huge brand as long as you not able to let's say create like 20% of bad queries for your competitor it wouldn't work that much but if you're a very small brand then it might affect as well one time I was launching a website I got links from Malaysia and the link all the links were about actually soap operas from Malaysia and I started rank for soap operas but the website was actually about like something different very different like electronic devices or something and I was taking traffic from Malaysia literally so Google doesn't have always time to check everything and sometimes they just believe in yeah so the next question is on in the changai conference you mentioned big Fon size equates to more relevance so if you were to add a H1 in but it's in a smaller font size than the other headings is that less valuable the thing is that the concept of heading has a different definition in Google's algorithm they can take your heaing structure from your HTML markup or they can take it from your visual hierarchy as well if your visual hierarchy is not aligning with your Cod structure it means that they will need to interpret your heatings by themselves so in this case we don't exactly know what they will see as a heaing on a page but sometimes they p some researches under the Google's blog and one of them was just about this because it was about turning a video sorry turning a web page into a video and today we have S like that but in 2021 they published a model for this and there they were only checking actually big fonts not even your HTML markup because they believe that if they take that Big Font text it just gives the meaning to the video as well so it also shows that actually they focus on these things based on that John Miller even if I don't believe most of the things that he says but he was honest and he was directly saying that something like let's say they're able to understand heatings based on their own let's say insights and he means actually this basically if your cult structure is not aligned with your heating structure it wouldn't be that much helpful in my layout optimization I usually have three things component order component size component layout basic what will be the biggest thing on the page and what will be the first thing on the page and how it will be centered if it is at the center if it is big enough and if it is let's say coming first and it Cas basically it just represents your Page's purpose usually I have a kinds of I start with 4 to6 pixel for the H1 then I decrease it like 6666 until to the H6 basically and for the regular text usually I use like something like 16 or 17 font uh and then I usually use local fonts to you use big ass font sizes you cing for like blind people there but this is for desktop for mobile it will be changing and usually most of the time I'm trying to make the H1 as the largest contal paint so that actually my Crocs can be better plus also LCP in my opinion is representation of Center piece anotation and that I explained in my speech if the LCP is the center piece annotation it means that actually I'm able to give the relevance and main topic and main subject as the first as the biggest and as the fastest directly I trying to use that advantage and I guess fixing this hierarchy model so it follows the same intent as your heading structure is just less cost for the search engine right if they directly get it and in the first place but if you let's say your LCP is like let's say six paragraph and it's like not even in the above the fold area then they will need to run extra algorithms to understand you so I'm trying to keep it simple for them excellent um this question is quite a good one I think and it would be interesting to see your answers to it I know we've chatted on this one quite a bit so how do you evaluate so let's say you're doing a a Content audit or a site audit how do you evaluate what URLs you should remove and then also what do you actually do with them 301 410 just four4 them in Chang speech I since was so fast I explained on some point without doing log file analysis I don't do content prink in the log files you can see that there is a URL it might not take any traffic but there is a section there referer Google sometimes find and craw other URLs by choosing one referral URL and if that referral URL if you can fix it properly by refreshing the content on that you can actually increase the quality assignment on that so even if they don't have any traffic or page rank or whatever I keep this referers first so they actually I fix them Google comes them very much more frequent and they go other pages in a more frequent way from there so the quality of this page will be affecting the next one's assignment based on predictive information retable so log file is one of them in that area the other one is of course the page rank if they have links from past if they have social engagement social shares on them again I keep them as well but if a URL is not crawled for a really long time if it don't doesn't have any type of Impressions or if even if it doesn't have any continuous ranking sometimes you can see in the search console the average position is coming this is just like trying to survive there you can directly just merge them with a new structure and you can decrease the size of your website so that page rank per page can be increased and priority and importance scores can be increased as well and with that are you then 301 read say you had a page that was doing that where it's visible one day and then it might be weeks where it's no longer in the rankings then it's visible again in search console are you were then merging that content into like the the higher piece and then 301 in that through most of the time most of the time I use 301 the reason for that is Google doesn't forget they keep crawling it like for the next three years and I don't I don't want them to keep stalling there I just want them to reset the craw Cube reset the craw pad create a new craw pad with the new CW structure for my new structure on the side that's why usually I just redirect it another thing is that if you can test this by the way take a URL okay take another one be sure that they are not relevant from each to each other redirect this one to this you will see that this URL starts ranking for the queries of this page yeah SE before yeah so that that surviving URL there the non-quality one can have some historical data from like two years ago or three years ago with some queries I'm trying to reflect these historical data to the new version as well maybe the current state is very bad but in the past that URL might be having some value would you say when you do the 301s the historical data is also passing through is that the the concept behind it yeah all the user engagements all the queries that that you are actually ranked before all of them will be merged with the new version cor this year we did it um cross domain level so we when we was doing link building we was going to wanted to do link building because we wanted our website to rank for a specific term but instead of going out and trying to get links from pages that are ranking for it we just reached out to the one that was ranking in position number one and said how much would it be for us to buy your page and 301 it through to our site and we we basically took their content they deleted it and 301 it and literally the next day we got all their rankings and that was ac across the main one it will work the thing is there is a blackout method that we call canonical confusion attack and I did it actually in 2019 against one of my main competitors it was my first public case study hung credit.com and my IP was blocked by the compor by the way since I am doing DDOS and other stuff as well and in this case basically uh what I was doing is creating maybe 30 different version of the competitor URL from alterative domains by the way like medium qua or other type of places but all these different versions just link me plus all these different versions 95% is same with them but 5% is different but always different part is different basically yeah to confuse actually Google which one is the original Source here all the alternative domains just link this but this one was the first is that is that called link inversion is that what it's called link inversion where you because some people have spoken about it before if you've got a really high authorative domain you can copy someone's content and send links through to it and they end up putting you as being the original Source even though you wasn't the original Source yes the thing it's a misconception too Google doesn't rank original Source they don't care about that they just rank the most alterative and most popular one actually yeah in this case uh you can definitely rank I even have written a secret one actually imagine that there is a secret whenever their sit map is updated we just go automatically go copy content and publish automatically and submit it to search console basically you are the first publisher in the eyes of Google in this case as well so you can kill some websites by uh playing with these things usually we call it canonical confusion uh basically there are some middl men between you and them and all of them link you and always some portion is basically different and all of them are alterative too so it's actually how social networks work too you know the page rank is actually used for analyzing terrorist organizations too they try to see who is connected who it also works for websites too which page is connected which page which domain is connected which domain so when tur domains link you with this highly similar content algorithm after app Point thinks that you are the original Source not them so it's not something that Google Also let's say prevent that much unfortunately and in the new industry it happens all the time I mean most of the time in the news room they just copy their content by rewriting a few stuff and they get the top stories because they are more popular yeah so and the next question is do you think sentence like length should be optimized as well into to what extent yeah in my holis digital I have a case study for that actually for example you don't have to optimize it like one by one just go to the MySQL get all of your content from your MySQL and you can actually for example just do this please remove the word also from Oxford dictionary it's the useless most useless word I have ever heard also no need for that I mean while talking maybe but not for reading or for ranking so you you can actually choose some contextless words then you can tell MySQL with a python script just replace these words with space you will make every sentence shorter and every word will be more relevant to your topic directly so by by being connected to your database take your content and you can optimize the sentence length as well the thing is I again in that Health SEO case study I did a work and you know that I just basically created this cost of retrieval concept and added to the formula of topical Authority it's not about how quality you are it's about how costly you are so the sentence length basically keep stalling the Google's computational resources and if you have more tokens it will be more costlier basically and yes it if you can try to optimize it shorter sentences will be way easier to would you say splitting that out so not just shorter sentences but shorter paragraphs as well like P tags in the HTML code or is it just stop it's also true there is just one thing uh in NLP the there is something that they call nested statements and according to your main context you can use some nested statements like Nancy loves smoking and let's say drinking you don't have to use two sentences here Nancy loves smoking Nancy loves drinking so you can Nest this but as long as it is in the same context and shorter is definitely helpful I mean Google you check the actual language model Pegasus from Google it's only job is summarization and usually they remove any unnecessary thing from the content if you check that llm it will be helpful I guess with that in mind it's also then reducing the Dom elements right so it's reducing Dom so then again it's especially again from CH my speech centerpiece annotation I have shown two examples from their dog leag files in one of them Pinterest share button Facebook share button they were in the centerpiece in another one it wasn't because the second one has a better HTML structure there use less element as much as possible for my kpi 800 D element is good enough especially for top of the page way less if possible how how how do you know where this centerpiece of a page is obviously I know you can guess it probably be where the H1 is but the um what what I have an S for semantic HTML usage and most of the time what I do is first of all your boiler plate should be very plain so that boiler plate H or footer they can be just it shouldn't stall the render or search engine at all when it comes to your main content usually I start with the specific HTML tag with main Bas body under the body I have only three tags basically uh basically just heer main under the main I have a section that I call heater usually that heater I'm trying to make it vary uh let's say it says record but I guess you hear me yeah it's C fine yeah so basically under the heater I I just put the H1 then actually again the specific context paragraph what I call then engagement component whether calculator whether apply button or whatever you are selling there and then if I need to end it basically under that I put a section so that's a kind of borderline directly with that I'm trying to communicate in that way but usually from Google's point of view it should be representing your purpose again I am suspecting LCP is annotating or representing this centerpiece they also say that they have different annotations too supplementary annotation or different type of annotations but if you handle centerpiece you'll be handling most of the stuff for ranking yeah so the next question is quite a good one so let's say you plan now to launch a huge website it's got 100,000 Pages do you plan the 100,000 pages and publish them all in like development first without it indexing and then launch it all in one go or would you do call elements of it and then slowly over time launch the rest what would you advise three conditions if I have high page rank high popularity I wouldn't be scared at all I would directly go because page Rank and popularity are your tolerance basic tolerance threshold they will tolerate you even if you [ __ ] Google but if you don't have page rank or popularity is a brand new thing I wouldn't go like directly even if initially it is index and it is ranking especially with next J eventually they will start to decrease your rankings really well so that's why I will try to go with the most quality documents first I will just build some alterity first add some page Rank and brand value then I will start to publish part by part based on locales it will be safer in this case if you were to do the huge site let's say they've just ignored that advice and they've built 100,000 pages from launch would you say it would be super important for them to start building links probably like almost straight way out the box to try and help justify it there is actually a different way too if it is a brand new domain I need to tell this this is something I use actually in every project that I am using if the website is new just disol of Google bot until the website is ready because there is something that they do if the website is new first time Google bot sees that they run every type of algorithm on that website including rendering everything they just finish everything end to end in this case if you want to launch everything at the same time this all of Google B without showing anything to the Google keep adding links it makes them crazy because whenever you get links but Google can't see what's going on the side they just keep coming keep coming keep coming and with launching there means actually not creating and Publishing the site it means opening it to Google so you can add the links before showing the Google boat make them wait then open everything at the same time they will just Flo in into the everywhere in your website that's quite a cool strategy that is a cool strategy that actually you know another thing where that works really well for YouTube so you you set it as being draft and you don't publish it as being public and then you go and do the Eds and send some links to it and the minute it goes live it just goes B way higher than what it would do if if you had previously so but I've never ever heard that for a web a website build the links prior to it I think we've just thought of something be tested next I you know what I think that's the first noise bum Cory has ever given me thanks [Laughter] James I just edit this part out of the video just I didn't say this before and anyway I didn't write it in my case I'm just writing down 57 first time only for you guys edit or remove um okay so your whole methodology someone's asking can you train llms about the methodology and kind of build a bit of its own sort of knowledge base so for any type of Automation and I say this for auto blogging AI Creator as well which you are also part of and I respect that technology as well since it works on my methodology the problem is that search engines are comparative ranking machines which means they compare this to this then they rank if everyone automates it means that they will again need to compare something to something by finding a difference so it won't remove the problem away it will just make everything more peaky teeny tiny details will be really important but in my opinion yeah you can actually I mean theoretically it's possible uh theoretically you can train an llm for creating let's say a topical map or you can try to automate everything but once your competitor also uses a similar structure too then again you will need to be dealing with teeny tiny details together so in my opinion it would be really expensive to train such a thing because there are so much nuances but for one industry only one industry with certain conditions with a limited environment yes you can I believe train that and you can make everything better especially if you have enough level of human optimized data because llms are just imitating humans if your data is clean and humanly llm will be humanly too so theoretically in my opinion it's possible but also remember I always say it theoretically you can also create a building for 30 kilomet length too you just put a stone another Stone another Stone thetically it's possible but practically there are some ISS just just back to the previous question do you know when you said um about creating all the pages at once or if you don't if it's a new site and you don't have the popularity and you don't have the page rank you then would choose the most popular or the most important kind of pages would you go category by category or would you find doing all the the most popular or the most important Pages across different categories or would you try to finish one category at a time before moving on to the next one the second one is more important because if it is popular it will be bringing you historical data if historical data is not positive it will affect everything on your side overall so I will go for popularity first that's why in my methology quality notes are usually for most popular important sections as well right okay next questions about modal verbs should they be avoided in any language within SEO modal verbs you mean like can W will so like likelihood ability um necessity permission so the thing is in health industry you have to use them because there are lots of legal things especially in California I mean situation forces you to do that but most of the time if you are more certain it's way better because Google cares about consensus they don't care about possibilities I mean I can write there anything then that I mean I can say that having a cat can cause let's say seeing aliens doesn't make sense but basically if the sentence is good enough eventually it makes from let's say scientific point of view still it's just possibility I mean it doesn't mean that actually it's a fact a search engine tries to rank the facts if they want to rank the opinions it is usually about perspectives but still people give their perspectives also sometimes with a certain language they say that I think this is a great bicycle they don't say that this can be a great bicycle and you can sell anything with that language as well so try to go with certainty most of the time they wouldn't spend their time with possibilities that much and they wouldn't be able to calculate a consensus across pages and for consensus I would like to say two things there are two types of consensus one is across domains the other one is in that domain imagine that in a single page you are giving contradicting information and imagine that in different pages you are giving contradicting information check get up download the GPT craw craw your entire site with GPT craw create an agent with that output because it will give you Json output go to jjb and ask that based on this C data can you tell me which page is contradict in with which one and they will tell you that on this page you say that Best glasses frame for a teenager is this but in this page you say the opposite for instance they will give you all this contract information you can fix it a website always has an information graphic in that information graphic everything should be aligned and if you're are alterative enough that's the most important part if you are the topical alterity you define what is what you define what means what it also means that you can affect other competitors ranking this way because consensus basically is you in this case Google takes the data from you so basically that ability sentences modalities they are not that much perfect way of going one thing is if the question queries basically if a keyword has direct question like can I run faster even if I am blah blah blah blah in this if the question query has a modality give your answer by matching that modality directly but besides that try to go with certainty as much as possible what are you doing Cory with audio transcriptions so in based on some of the patterns they actually state that uh the context can be defined in some different ways context always is not about the text it's sometimes also about the format of the content that's why giving the option to the user actually to read to listen or to Also let's say D or to let's say let's say leave a note or leave a let a point or whatever you want to create an engagement there it's one of the helpful points actually for increasing the engagement because one thing that Google is doing basically is query processing when they process a query they add predicates like read buy or listen or compare whatever if you don't have the listen component there it will slightly be like say disadvantage but if you have that listen satisfaction with a certain type of file format it's also helpful too I suggest people to have that part also you can use a structured data called speakable you can directly actually tell Google B which section can be read alloud and there is also a special Google user agent just for reading content loudly for by using Chrome you can also do it built in in Chrome with structured data or you can also add the audio there to increase the engagement definitely awesome the next question is kind of about let's say you've went through your content you've cleaned it up and you've went from a million pages that Googled an index down to 10,000 Pages how long do you typically wait to see how Google is responding and then how how do you how do you check if they are responding there are two components there first of all if your website is too bloated there is one thing that you will always see that you don't get your internal links properly because sometimes you will see that they say this is a URL that they find based on a referring page here but refering W in page is deleted four years ago because if your website is too big they don't have enough resources to process internal links anchors or the content and they keep actually all your websites structure if your website has this bloating for a really long time it might take longer time for them but still it's a let's say drastical change in this case I would say that actually in two weeks they will definitely react in such a drastical change but if you drop let's say gradually it will take slightly longer time because uh basically they still believe that some of these old pages keep existing but basically between two two weeks until to let's say five weeks you can see definitely some sudden changes if your website in indexing Tire one popular high page rank you can see difference maybe even in four days would you say with that is it probably better that they also create say new sub folders and then redirect to those new ones as opposed to just condensing down a million to 10,000 yep because basically you take all the old once give it to the new section and attention goes there as well it will be way easier to actually make search engine to understand new structure in a faster way as well so don't leave them like 404 if you want to see a faulty CMS migration checks course and starts.com uh I told it's it belongs to my friend actually and I told them too just one thing just one thing do not leave anything behind and I even have a moto No Man Behind left yeah basically take all the resources all the phones all the CSS and all the URLs and move it to the new version and they left like 400,000 404s they were 200 before basically 99% of the website is gone in one day and of course it affected website very negatively check the ashf St you will get what I mean right no that's it's good to know what would you say following on from that then what would you say is the most important crawl stats to try to improve definitely HTML in my log file analysis maybe I can publish that call app uh usually I use a callab from Google to run that basically internally but the thing is uh I have something I call CSS to HTML Jos to HTML font to HTML craw ratio usually I try to make HTML craw hits 99% status wise 304 and 200 should be 99 in total if 304 is higher it's better it means they are getting things from cash and for the resource wise uh one more time CSS and JS and the phones they should be under one person as much as possible there is no need to show the Google to Json or these other file types and uh status for an response here or sorry response time it should be under 100 milliseconds as much as possible and if you have less say also you should compare or proportion the bytes to the total unique HTML URL if the average size is too much for per HTML unit will be making things harder for search engine it means you have some let's say complicated Thome or other type of structures there but basically if you decrease the bytes if you decrease the L response time and if you increase the HTML prominence in that budget if all of them are 200 and all of them are quality URLs it will making will will be really helpful last one is fresh uh Discovery it should be over 20% whether you publish something new when you update existing keep it over to rent as much as possible so would you say with the JavaScript side you're better off maybe just restricting it in like robust or TCH so it can't craw them files so it reduces it from your crawl budget and then with the CSS are you better off merging it all into one CSS file I have a CSS hierarchy in my website like just uh I usually use just four CSS in entire site one is heer footer because it's swi one is homepage main content one is and Page yeah yes so page level I request only the necessary one it helps them to actually have maybe five CSS at top for entire thing and for JS I try to use JS only if user actually engage with something where basically if they click something then actually run this ajs you don't even have to actually call it at the beginning you can call them once they start to engage for instance that's also one of the advantages there and still you can give it to the search engine they will understand which because they are able to check event listeners on a page to understand engagement points on click event type thing that you yeah yes and basically you can call them when it is necessary you don't have to call all of it and if you use Dynamic rendering and if you have too many trackers for conversion rate optimization like hot jar or Etc you can actually show them on the user site but for Google bot you can show a very clean and lean version Dynamic rendering using is serving different response for according the user agent it will be really helpful in that case as well great the next question is you mentioned traffic and links equates to rank merge is rank merge something that's new no it's not new the thing is uh it is about understanding actually which website getting I say genuine uh traffic or Genuine links because imagine that everywhere links you nobody mentions or everyone mentions you nobody links or everyone mentions everyone links but nobody visits so there is something unnatural there it's like actually imagine that you're a politician you make millions but you are not able to explain the income source so it's similar structure there too you should justify the links with popularity and popularity with the links so it's not new but the configuration gets always harder or this is why when M dly mentioned this quite often you want to be building your brand mentions brand mention doesn't necess necessarily need to link to your website it just needs to mention the brand entity and then that in itself Google's reading the document and seeing it as a mention and then connecting the dots right yep definitely that's also a really really good method for um answer answer engine optimization um getting in those LMS to get um GPT search and stuff like that if you can get your brand mentioning listicles you getting in there quite a lot so the next question is what is popularity and popularity of entity what is the best metric to measure popularity and is it the popularity of queries entities and documents within our website search results or within the search demand I have actually two concepts there one is query statistics the other one is a document statistics if documents are mentioning you it means you are popular if queries are mentioning you you are again popular maybe there is one more which is about actually even if nobody mentions you like queries don't mention you documents don't mention you but there is a referral traffic that comes to you from actually other entities from the same type let's say you're a time tracker and they mention all the competitors and they also add you but they you're also getting some referral traffic sometimes or they are you are being searched together with them you are slightly let's say your logo is is appearing together with them that Co co-appearance or co-occurrence would also associate you with the authority entities but usually it's about yes being existing in the links the queries and the documents and the images as well and the last matter there will be social media of course if you have your own hashtags if you have your own let's say Focus tweets whether criticism whether positive as well if you have these existence in social media platforms too of course it would also signal popularity as well and of course these things should create genuine uh naoo signals which means they should come to your site and they shouldn't just go back or somewhere they should just create some engagement on your side by going your subdomain that start with Dash thatc or app that Etc and they should keep coming by returning as well that's good you mentioned links from similar time zones work in some of your um talks so for inance since Indonesia to Australia because it's time zone should it be the same language too would that help even more it definitely helps more but the thing is normally we were using let's say fish restaurants from Norway to link some websites from UK it was working then it start stopped work working then we created a Norwegian version linked there from there we reflected with a FL then it work better so that's why we try to match the language along with the region as well how can someone identify what kind of long or short clicks long or short session visits are the right ones for the website again this is about click satisfaction or click models and click probability so when you have a long session it doesn't mean always actually satisfaction in my speech I explained engagement trap imagine they come to your homepage they go to the category page they go let's say URL then they come back to homepage and start again and then again then again actually it means that user is not able to find what they are looking for I call it engagement trap so actually engaging more is not always better as well Google knows that actually which industry which topic should be ending when in what type of session Behavior so in my speech I have given the example of the currency converter if for conver currency conversion they say 5 Seconds technically it is a short click but it's better in this case so based on your user engagement or user purposes you should be able to understand actually what is the optimum average length of the session and in what way in what page it should be ending if you're able to calculate it you can try to increase the engagement on that level but keeping user always in your site doesn't mean everything goes better in this case and once we optimize a page for visual responsiveness how soon do we expect to see an impact in the rankings is it always 13 months as like the nav boost data updates or kind it be quicker it doesn't always have to take like 13 months but the thing is if you if did that specific responsive or information retrieval means relevance information responsiveness means engagement or action you can be relevant to the currency conversion by explaining how to do it but if you don't have a converter you are not responding the query need so in this case if you have that specific converter let's say and if the users are able to leave some engagement on you you will of course get some type of increase there but there is one more thing so let's look at the concept of USD dollar there are some predicates that we can bring there right send USD convert USD calculate USD invest in USD USD technical analysis USD indicators blah blah blah today for instance wise or XE or revolute they rank for this the old version of the converters they are not ranking anymore because all these websites are able to do more is related to your audio question if you're able to bring more predicates to your website for that specific entity you will be ranking higher as well if you have that responsiveness only one thing but other parts if you are not responsive enough again you will be outranked in this case if you have more more all of the specific components in your site with engagement metrics then you will even actually be RAR rank in the first core update in a really good way I can tell because it's not just about the collects Google already has all these models and if they see that you are able to provide these functions with these predicates and for these queries for these entities they will directly start testing you already in every core update if you have a data check this you will always see like between three to 7% new websites starts the rank there is always this test P they always bring sometimes new websites to the Ser while sending some old ones to do behind is that because I guess from Google's point of view if your website's taking more boxes then these five say it Tex these feature this feature this feature this feature as opposed to them having to index five different websites when they can have you provide all of that data it makes sense right yep and also there is a bias there too because users if they invest their money in your site they will of course stay in your site as well and it will also make every signal again stronger one more time too so the users if there's a user cluster and most of the time if they bodies the other one will be really hard to convince the Google to rank for you have one function they have five again it's same way with the social relations as well I mean basically if you have let's say one person who can do all of all for you you would actually love that person way much more than let's say one thing at a time to be honest yeah and the next questions about user generated content and can you elaborate how perspectives with ugc forums are used externally and is the content created on those forums or perspectives from those platforms taken and added to the web pages so the thing is uh most of the time I have some SS for Reddit qua and other type of platforms I get their queries from hm rush or wherever you are using basically uh for my topic then I take their URLs I open some accounts then I start answering these questions on that website and then also I am using certain type of gpts to summarize let's say the perspectives or the facts on this size these pages and reflect it also in my uh web page as well but when I reflect this perspective I don't mention the users from Reddit or anyone I just actually reflect that specific fact for that specific angle as much as possible say we question that the vast type thing it's just trying to connect the dot that way is that right y for example the other day we were checking I I'm working with a Safar company for instance there was a question in qua uh can you see the white lions in South Africa yeah you can actually see the white lions in South Africa but which national park for instance and why that National Park and what are the other alternatives for seeing the white lions in this case and from there actually for big families for couples for couples with children or for teachers for ETC you can get some different perspectives according to the users or audience and you you can reflect it on your site on that on the specific section you can also add your company there and Link yourself I usually I call this in my CH my speech like uh validate externally and amplify internally which means that you just edit to your page amplify it further but validate yourself externally from these forums as well yeah so the next couple of questions are moving more into I think the topical Authority course the holistic SEO Ro and all of that so they're a bit more technical on that side so how do you choose the bridge topics between macro and micro sections within your content so from EA point of view if you have a stop word in the query like end versus it's very easy basically according to the popularity sometimes you will be opening two different pages for both of them like for example X definition y definition X versus y x X versus y will be connecting them but let's say Y is not popular at all in this case X versus y will be a subsection in the previous page this works with the stop work easily when it comes to the how to questions let's say how to I say half to rest half to run faster we can give a kind of instructional and suggestion document on that area and if it is a Sports website that run will be turned into the Sim or it will be turned into the cycle it will turn into something else in the sports context for instance and again you can link from how to to how to because in this case how to is not a topic it's a query template from that query template as long as you're in the sports you can keep connecting these things in this case if it is an athletic site you can talk about of course how to choose your athletic branch and that's specific choose section but again I am in the how to in athleticism I just say choose this time a different predicate can connect all of them to each other if it is a let's say uh usually I also say it I also say it is a changai the type is a root and most important attribute for any topic and if I am ranking for types of eye problem types of skin problem types of agne types of Etc the type there will be the root and according to the popularity if type is too popular it will be a separate page if it is not that popular it will be in the root and every type according to popularity will be a different page as well and for every if it is a problem we will of course Alo linking for the medicines for that or diet for that food for that etc for certain type of patterns Google already says in their patterns how they can actually connect these things for example symptoms and treatments has to be in the same page it's directly in the pattern it's directly in the surf as well H but for some others you will need to also calculate your page rank if your page rank is high you can cover more Topic in a single page if your page rank is lower you will need to open more pages with specific pinpoints to be able to rank later you can merge them so your conditions also affect that and I suggest you to check this popularity query template and also the popularity of the specific subject if the popularity is able to be understood because search engine creates these indexes or indes based on them in my actually Poli Meetup in changai I explained this already like query has similarity where has popularity entities are similar or Etc if it is an important entity you will need to open more Pages if it is not you will need to merge as much as possible and uh predicates are also important too I can tell if do you have the same entity in different pages predicate has to be different one if that predicate deserves that specific uh let's say page based on user behaviors you can observe that you can open that too maybe one more thing document page rank if document cluster is Big Google will actually form a new index if these documents have high page rank again you will need to open a new page too sometimes especially in personal laan Niche we see that in Sweden for instance personal loan and also personal loan repayment plan or Etc they actually mean nearly the same thing sometimes but again they have to be different pages because both versions have too many documents both versions have high page rank you have to also open new pages too for some competitive niches you can also have these situations too so it's a manual process as well just just just one on that um in in there you mentioned that if it's got high page rank right then you can put more on one big page and when you've got low page rank you can you need to open up more documents I would have thought it's the other way around like with regards to if you've got low page rank you don't want to open up too many documents because you've got a low page rank or is it because you're directly answering the question by opening up the new documents but when I say more pages I don't mean like opening a new page for every question uh but you are right you are basically decreasing your page rength per page even further and you make your website bigger which is also a disadvantage when I say more pages for instance let's say we talk about plastic injection molding in this case and for every type of material there you will need to open need to be opening a new page and also for Machinery or some other let's say types for that you will to open a new page as as well but still these are important attributes too they are popular topics as well and they deserve a new page but if you have enough level of page ring you can also cover all of them one so this is actually for let's say a section that it is okay to open a new page to already and you can prefer to have multiple pages but I don't mean something like open a new page for every s query like all time it's like if it is already deserving a new page prefer to open a new page if it doesn't deserve it don't open it anyway in any time as well yeah guess with that concept as well you can just add it as a micro section of the the main the main page and then if it starts to pick up queries and you're seeing in Impressions you can always then move it out to yeah but that but he but Co just said the opposite way around open up the new page and if you got more page rank then you can merge them together he said the Opposites of what we would normally do later you can actually merge let if you give me a query I can explain maybe in a more practical way but let's say we open a website about botanics okay and we just open let's say definition of botonics then types of plants types of trees Etc it goes like that usually if you're able to cover more subjects in the same page it be it will be increasing the value of the page and Page rank per page which is better but if you don't have enough level of page rank initially for instance you won't be able to rank for something like how to raise corn it will be harder for you for the corn lated website in this case you can try to choose a different variation of that to gather some historical data earlier let's say how to harvest corn and from there you can go for harvesting machines or machinary or whatever yeah so normally I you can include let's I didn't check the queries but let's say normally you can include a harvesting and raising in the same page it will be better but if you don't have enough level of patr or authority you will need to be closer to the query for initi can open it because it still deserves a new page still you can open that makes sense page rank you don't need to necessarily open the page you can have it as a micro yeah in this case the purpose is actually Gathering historical data and later you can also merge them too yeah getting more let's say Impressions earlier possible would you say from that you probably are better off later merging into the main topic once you've got the page drunk and things or would you just leave it I will merge them because this way you will be increasing the volum per page and Pat ring as well and it will be already ranking for more features in p and increasing cost to the search engine Etc yeah definitely but initially if you are brand new and if the query is still important I mean if it still has page uh search demand you can open a new page for raise and harvest together and you can internally link each other and once you get enough level of aity you can then merge them in this case that's what I don't mean something like also open a new page for let's say I don't know very similar thing to the Harvest as well or very similar thing to the race too you try to merge and be economic but that but that that car is the opposite to what because we normally say put it in the micro content if it gets some search all right then we'll split up and create a page Cory saying as long as it's got a different intent open up the new page and then merge it I agree but what he's also saying is that depends on why doing not on existing websites that already have page rank he's saying if it's a new website that doesn't have page rank then create the new pages be closer that's what I'm about yeah if you closer to query you will get faster Impressions and earlier features SS it will help you to actually take the attention of the search engine earlier and later stages you can restructure it as you wish as because if you have page rank I mean you can rank sometimes blank pages to the next question's actually for the true semantic King because we're fed up at listening to his VA we need to hear from the true semantic King on this so dly on an on page level how do you choose the heading topic for the bridge between micro and macro context without breaking the contextual Factor Cory touched upon that before with a stop word so I'll let Cory continue with that he answered it beautifully before didn't he so just let him continue yeah but the thing is that when you have a kind of let's say transition for example other day I was creating something for RV warranty or outdoor warranty basically so you have for example RV warranty and RV Insurance they are two different things from each other but users don't know it that's why they search them together all the time and it makes harder for you to create a topical map because topicwise they are different but in the map they will need to be be covered together and very close because they are being searched together and semantic distance because of them is less that's why I say query semantics are different than dictionary level of what we think so from that Cory for you to work out that they're be they're being search together are you um checking the the search response and noticing similar um pieces of content coming up or cross references of the different like words the DU or index similarity is one of the factors there definitely but the problem is that since users don't know what they are searching for documents mention them together as well already so that even confuses search engine more too and it also forces us to actually make the micro and micro context more blury because we still mention the insurance at the top for instance and at the bottom as well but we try to adjust our distributional semantics a little bit which means that we mentioned the warranty at the top more and warranty at the bottom less and based on that we also adjust our internal links and since the five years I say the same thing usually in the micro context in my heing I use my anchor text and the same anchor text also appears at a title tag of the next document so it creates a clear path for them rank this document for this query rank this document for this query like explaining in a very simple way to the search engine and if I need to create CL say this link from my H1 to this bottom section there should be a flowing relevance properly so it should make sense before I mention that I need to also explain their justify their similarity or alternativeness to each other too it's actually quite fun it's like a brand brain game to create a kinds of pet in your way and sometimes there are some easy ways to do that actually like you can use some let's say General predicates like how X affect Z or how X actually differentiates from Z you will need to also adjust their relationship if they are alternative to each other you should ask differentiate if they are like cause if they have cause impact relationship then you should say effect for instance but you the choosing the relationship relationship type between them correctly is also important so when you're choosing the bridge between micro and macro the reality is it probably doesn't matter where that bridge is you just have to make make sure you're tying it in properly to the next section would you identifying the bridge like headen I try to sometimes let's say put let's say to transition the context slightly you need some smoothing heatings at the middle ground a little bit it means that actually a Curren here is higher at the top they don't coae together that much but at the middle they start to coae at the bottom the second one starts to appear more and we link and the second page is only about it and then we reverse this distribution this time if we talk about let's say RV warranty it doesn't appear at the top that much it slightly appears at the model at the bottom it appears more and it will link back so your distributional order there also reverse each other to to let's say support each other in that specific subject as well is is that what you were going to say dly that's exactly what I was going to say m yeah anything out you know what I mean and then the last question in the list which we haven't mentioned mentioned we've mentioned probably more than most podcasts I've ever seen you on before is it's about links and it is what would you your link building strategy be in terms of types of links anchors philos if the website is in decline or respectively growing it's a nice question uh but I suggest you actually check a project I'm active on that over one and a half year we came to do 1.5 million clicks a month from like 60,000 clicks a month in 15 months but it is it is transcriptor that come an AI project andas the main thing there is I I use the term natural relevance in this podcast already and in my speech as well if you check most of my case studies there are partial mesh domains or EXA ex match domains most of the time and even if they are not if they don't have both of this usually they have a definitional or conceptual relationship eventually as well so it helps me to rank my homepage which very earlier which is the easiest page to rank since it has high page rank it also justifies my exact match anchor text as well because transcript.com has lots of links from the transcription transcriptor transcripting all the limitiations directly because it justifies from the brand name we justif it and engagement also protects there as well but the thing is if your website is already hit I suggest you to check this uh for example I guess the Forex Brokers that come is in that situation right now they were losing rankings when I checked the last time if you check their rankings that it goes down but if you check their referring domains it goes up which means that it's not about external factors it's not about their popularity it's not about whether they are being linked or not it means that actually something else is going wrong and usually it is about the internal factors but in my strategy if the internal factors are aligned or good enough I am very let's say confident about external factors because one link will be affecting me like 10 different links for my competitor because all the internal factors are already aligned as it should be so in my system usually for homepage since I have a natural relevance I go with the brand name for sub Pages sometimes I go with brand name plus topic name directly and for some other parts in the website let's say I try to add the attributes and internally I try to not use an anchor text more than three times I change it with litiz or word order externally that number is around two unless it is an exact match domain for exact mesch domain I use directly matching Anor text for the homepage because it Justified relevance with my engagement for the sub Pages usually I try to change the word order I try to change the context around the link for instance I also I call this correlated links which means I also link sometimes indirect competitors which means let's say I link myself but before myself I link Wikipedia it associate me in the link GRA with somewhere alterative and I'm also being linked from that Wikipedia page already so I'm also linking somewhere else but the somewhere else also links me or I link somewhere that links my competitor but that somewhere links me more and more fresh than my my competitor so when I look at the link graph the purpose usually is going to the center in the link graph and in this case if you are able to actually turn most of the connections to yourself from more Al and relevant places you will get more page Rank and topic sensitive page rank as well that's the overall purpose there by justifying the anchors or being linked from to so you mentioned something there on the EMD side so I've got a question for you so on the amds and external links coming in let's say your brand was um best seos let's just say yeah the best seos or whatever and you've got best seo.com that's your your website by the way sorry for interrupting but I want to say that this is a very good monetization method just take all the exact mat domains like bestx surgeons.com take take all the disease names just best let's say eye surgeons best cancer whatever buy all of them just call the doctors they will paying you definitely now so with this question in mind your main homepage you're building the links to are you primarily doing say best seos so best space seos best space uh best seo.com ww best.com like the variations of those like around that exact match you sticking with the URL the thing is that let me give you three concepts your site name your domain name and your brand name these three are not actually the same thing and you're actually asking a question do you link from your brand name do you just use from for the verse and to explain one more thing here which is called character embeddings if you look at the transcriptor only one letter is different trans with C or with K yeah only one letter is different so it's actually a partial match but K and C from character embedding point of view they are so close it works like exact match nearly and in this case if the query is with space I would link with the space and I will my I would make my brand name also with space as well I will directly match with the query format as much as possible including lower case or upper case as well for S I would write it with the upper case to because even they are not same in character level character embedding means that every character upper or lower C they they they are not encoded or embedded in the same way I match everything with the query there with my brand name with my Google business profile with my organization structure data with my about us page with my mentions I will try to change the meaning of the query I call this like query bending best seos earlier for instance it it would mean just best seos but now it means your brand I will try to bend that meaning of that query so that I can justify my own ranking for that query so would would you necessarily mind as much if external links you were building had the variations or not really as long as I would have the variation for it's my brand name since it's is my brand name I will directly link from my brand name as is it will be actually justifying it more if I use directly the let's say even SCM Rush had a problem earlier because the they they want rush to be written with the capital case but their knowledge panel was writing it with the lower case and they they're able to they were able to fix it by talking to the actual Google but it is happening because all most of the anchor texts with lower case or diff with spaces and Google doesn't get it for my brand name I can go with the exact match directly and if the page homepage is engaging enough performing that purpose it will justify my anchors in that case as well taking link from your brand name is comp okay even hung credit.com first case study it was same too I was using it heavily hung credit in Turkish means which credit basically and whenever someone mentions the phrase which with the credit it's just me even if they sometimes have space between them or different sections so I I use it heavily for instance I I suggest you this just take this okay casino.com gambling.com Casino G no let me just remember casino. uh casino.org gambling.com take these three webscience queries put them side by side in a Google sheet I call this relevance heat map then just press contrl F and search for Casino you will see that gambling that come doesn't rank for the casino phrases as much as the other two exact mesh domain and if you look at look at forward let's say there rankings for slot games you will see that again the casino.com is ranking better compared to the gambling one because the phrase casino is relevance wise closer to the slot basically slot game and casino game are nearly the same most of the casino games are slots and there is a query semantic wise closeness and Association there and your brand name affects that if you look at their anchors they are directly like linking from Casino Casino or uh direct sections and also the when you mean casino games in the query is still not clear do you mean the games from casino.com or do you mean any type of casino game the phrase has two entities inside it one of them is brand the other one is the topic basically yeah so on on that just just for clearance on let's say which credit right which and credit two words if I wanted as my business name for that to be a capital W and a Capital C for which credit would you only ever use that anchor Tex which credit would you never put the two words together for any anch text that's linking through to your site as being like which credit together I I'm actually using it but with your space like like in a regular sentence which credit with the purpose for me there is basically whenever someone asks a synonym of this question I still want to be actually be relevant there and based on the lexical relations the phrase credit will be replaced with some other Financial products sometimes and I will be creating natural relevance with all of them thanks to the phrase which in this case yeah and I can also link my sub Pages like not like just which credit but which lawn for instance or which law interest which credit card Etc I can just replicate it even further to again it would actually justify my relevance there yeah what about what about if it was an exact so which credit is is thing what it was an exact match like let's say you had the web the website best casino games and you wanted that to be the brand would you always do this space's best casino games or because it's an exact match then you'd start thinking well I need to start making it out as if to start with it's a brand I'm going to put it the words together or what if you have enough level of H rank it will definitely work but the thing there is the phrase or superlative best is commercial term usually with the emds if there is a commercial term inside and CPC is very high Google becomes let's say more less tolerant or there will be higher threshold there but if you if your homepage is able to justify its relevance and if it is responding to query needs and if you have enough level of PTI rank you will definitely rank there eventually they can't prevent it as well you will just need to beh behave like a brand in this case and most of the let's say the gam best gambling sites that are ranking they are all exact match like play usa.com or play nevada.com play arizona.com they are all exact match and they all link each other with the exact anx I mean eventually it will be working there is a threshold there just be it's just quite interesting because it's a complete what you mentioning here so obviously I I've been I was in Casino for like seven years and that's a complete different strategy to we did so our anchor text for the hom page we very much use like without spaces quite often because we were emds primarily as well we would often do without spaces but we'd also mix it up variations so there' be the occasional space there might be just the the URL there might be capitalization of the different words no capitalization of the different words we rank really well I mean it wouldn't affect you negatively anyway but usually if there are multiple exact match domains with you that are competing with you again like casino.com and casino.org in this case you will need to have more exact anchor text in your yeah than them yeah and also if you variate it of course it will keep you safer in this case because technically you are protecting yourself from a manual penalty or being tracked by that was always off yeah the manual because we've seen so many manual actions over time and it's always exact an yeah and in this case by variating it technically you are just staying under the radar I agree with that but the reason that they usually give you the manual penalty is that because it works better basically if you use the exact version of course it will be passing more page rank but what you can do is sometimes let's say you can add some of the other alternative phrases that your homepage is already ranking for too and actually I'm launching already a project for what you mentioned like casino games already and I my domain extension is also in included in the query Network as well casino games that something basically so I also creating relevance there sometimes you can also include or exclude your extension for instance you can also variate in that way if you variate it still you increase your relevance for 20% of the queries if you don't include it you directly increase the relevance for the most important version you can variate it more economically in this way for instance that's good well that's I think that's about the end of all questions now we got to the the end of the list five hours yeah two hours I can't tell best best podcast I believe in my opinion for the years I had that word and I think we're going to for for people watching we'll probably start trying to do this maybe once a month we'll get a list of questions from um people like things yeah and then we'll get on and do a podcast once a month to help people out we should also continue to this twers dly one actually since you actually have your book maybe you can do an interview with the our new author about his book and yeah he's great great success there I want one signed for myself and with with a lipstick you love it I'll send you I'll sent you for Christmas thank you bro well it's been a pleasure mate I do you want to do you want to tell anyone about the have you got any dates yet for Istanbul uh probably it will be like the first two weeks of June or I will be making like end of May but for you too I can change the dates uh because you are also busy with some conferences so I would like to have you there definitely without you it's we will change the dates for you mate to be there yeah we can choose the date together first two weeks of June's very good for me that works yeah King is busy in June so no no June's good start of June's good for me June yeah I'm busy at the end of June yeah okay I will ask you then once you approve I will announce it and then I'm looking for forward to cusy Dy again that was like one of the best SEO trips I've done it was really good it's definitely will be happening in September maybe we can do it actually two times a year maybe in the future like I miss you I saw you actually like maybe three weeks ago I still miss you James it's too I mean that's that's why I'm happy today I I see you guys and it's a good feeling to have people that you miss but also it creates a missing feeling as well where's Sherlock say it again where's Sherlock uh he is let me just show it to you a second is just here and sleeping Sherlock say hi no look at the eyes chill them eyes are so big yeah he's really big that's why I'm scared other cat actually you got yeah he's trying to hunt the other cat and the other cat is just basically scared checking that yeah my cat is a bully right well it's been a pleasure and I'll see you both again soon see you soon Cheers Cheers