This is a brilliant analysis of the situation, explaining a lot of the last two years' Google behaviors in terms of core updates, AI content penalties, and how the SEO field is still evolving. Your presentation has provided great insights and clarity on these complex topics. Thank you for taking the time to compile and share this information. It’s incredibly helpful for those of us navigating the ever-changing landscape of SEO, fun to watch, and make me want to play Theme Park again :)
00:10 - Hiểu biết về SEO thông qua các mô hình khái niệm nâng cao chiến lược tiên tiến. 02:15 - Các trò chơi có thể cung cấp những bài học quý giá để tối ưu hóa chiến lược SEO. 06:24 - Tối ưu hóa SEO phản ánh những điều chỉnh chiến lược trò chơi theo thời gian. 08:35 - Các bản cập nhật thuật toán của Google đã thay đổi động lực SEO một cách đáng kể. 13:00 - Hiểu vai trò của tỷ lệ thoát trong SEO đòi hỏi một phân tích cẩn thận. 14:58 - Các mô hình dữ liệu tiên tiến của Google ảnh hưởng đáng kể đến các yếu tố xếp hạng SEO. 19:29 - Hiểu phân loại truy vấn có thể nâng cao chiến lược SEO. 21:21 - Hiểu về điểm chất lượng của Google ảnh hưởng đến hiệu suất SEO. 25:10 - Cập nhật Nội dung Hữu ích ưu ái các thương hiệu đã thiết lập hơn là các chỉ số liên kết cao. 27:00 - Tầm quan trọng của trò chơi điện tử trong việc nâng cao kỹ năng.
Makes sense it scales and there's evidence... something to be said for critical thinking. One of the rare things you look for in SEO! Great talk, chapeau!
This was great Mark! I remember you could set the price for the arcade games to free, then ramp up the price to 1,000s once they started playing and they'd have to pay! I don't know what the equivalent Google analogy is there but it'll fall into the 'making an ungodly amount of money category'
I loved the presentation but I cant help but think (Unless I've misunderstood something about the exploit vulnerability part): He managed to get his hands on Google systems and is able to share these openly without any repercussions? Am I missing something?
@@markwilliams-cook1079 naw, we must construct additional pylons first. But in a real sense, it taught me not just how to min/max, but how to balance resource management with getting shit done. SC rules.
Maybe I missed it, but why is the website in final example around the top 3 results for ketamine additiction ranking higher than the others if it has lower brand signals?
Kind of a large part of the talk was trying to get over the point about how multiple systems interact and depend on each other, so trying to distill things down to questions like this is futile. I am demonstrating that with the "classic" SEO metrics in question - however, I wouldn't say their "brand signals" - as defined by the SQ patent mentioned at necessarily lower than their competition. They are lower than the NHS, but this is more to do with query relevance imo.
Really insightful. Really enjoyed this, especially the Theme Park reference. I used to play that loads. Did you ever play Theme Hospital too? “Coughs and Sneezes Spread Diseases”. .
My question would then be: If a site receives no clicks for, let's say, two months, will Google not move that site lower in the rankings? I'm a little lost on how Google would only use CTR prediction and not the actual click through rate of a site over time...
Great question! Firstly, I think you have to accept this hypothetical - of a site appearing high enough in SERP with a pCTR to actually achieve zero clicks in 2 months is pretty much impossible and would suggest the model is severely broken, but we'll think it through for fun 1) There are obviously multiple systems at play that determine how a site ranks (and is re-ranked). Google does a lot of "for this [kind] of query, users want this [kind] of site", so I would imagine that those kind of systems stop results that would bomb out at 0 from appearing in SERPs in the first place. 2) Assuming somehow they did. So the pCTR is 10% and the actual is 0% after 2 months. In the short-term, I suspect you would see re-ranking, yes - as I believe this is triggered when the actual CTR is wildly out from the pCTR 3) In the longer term, if the pCTR model is so wildly wrong, the aggegrate model is going to rebuild for that [kind] of query with the new data. So the site would slowly "slip" down the actual rankings as its pCTR got lowered because the model works out it isn't a good fit.
@@markwilliams-cook1079 Thanks Mark! This is great, I agree that the odds of this are incredibly low, not a great example. My final question for you is about the site quality score. You mentioned that it's put on every subdomain, but didn't specify at the root domain, or subfolder level. Did you see that it was also included at the root domain and subfolder level?
![Blox Fruits Dragon Rework Update [Full Stream]](http://i.ytimg.com/vi/EqDAp8udhm0/mqdefault.jpg)
![I.N "HALLUCINATION" | [Stray Kids : SKZ-PLAYER]](http://i.ytimg.com/vi/n5B5q1Hwt_U/mqdefault.jpg)
I said it already but this is legit one of my favourite talks of the year (and not just because it features Theme Park)!
Thanks, EJ! :)
Certainly one of the best SEO presentations of 2024 (and this decade).
This is a brilliant analysis of the situation, explaining a lot of the last two years' Google behaviors in terms of core updates, AI content penalties, and how the SEO field is still evolving. Your presentation has provided great insights and clarity on these complex topics. Thank you for taking the time to compile and share this information. It’s incredibly helpful for those of us navigating the ever-changing landscape of SEO, fun to watch, and make me want to play Theme Park again :)
00:10 - Hiểu biết về SEO thông qua các mô hình khái niệm nâng cao chiến lược tiên tiến.
02:15 - Các trò chơi có thể cung cấp những bài học quý giá để tối ưu hóa chiến lược SEO.
06:24 - Tối ưu hóa SEO phản ánh những điều chỉnh chiến lược trò chơi theo thời gian.
08:35 - Các bản cập nhật thuật toán của Google đã thay đổi động lực SEO một cách đáng kể.
13:00 - Hiểu vai trò của tỷ lệ thoát trong SEO đòi hỏi một phân tích cẩn thận.
14:58 - Các mô hình dữ liệu tiên tiến của Google ảnh hưởng đáng kể đến các yếu tố xếp hạng SEO.
19:29 - Hiểu phân loại truy vấn có thể nâng cao chiến lược SEO.
21:21 - Hiểu về điểm chất lượng của Google ảnh hưởng đến hiệu suất SEO.
25:10 - Cập nhật Nội dung Hữu ích ưu ái các thương hiệu đã thiết lập hơn là các chỉ số liên kết cao.
27:00 - Tầm quan trọng của trò chơi điện tử trong việc nâng cao kỹ năng.
Thanks for the translation!
Makes sense it scales and there's evidence... something to be said for critical thinking. One of the rare things you look for in SEO! Great talk, chapeau!
Fantastic talk Mark! I wish its longer!
Great job. Made a boring topic interesting. The games angle was great. 👍
Thank you, long time I do not found a so helpful and inspiring resource!
This was so good Mark. Did you know that the creator of Theme Park is Demis Hassabis - co-founder of Google DeepMind?
I learned this the other month. The spark of genius was definitely in that game!
this is the most useful SEO talk/conference that I have seen in a LONG time. great job and thank you.
Thank you, glad it was helpful!
Thank YOU, Mark... for making it so much easier to understand how and why Google ranks content today.
This was great Mark! I remember you could set the price for the arcade games to free, then ramp up the price to 1,000s once they started playing and they'd have to pay! I don't know what the equivalent Google analogy is there but it'll fall into the 'making an ungodly amount of money category'
I think that would be like making a free tool, getting a bunch of links then 301ing it to your money page
Haha yes! Or luring you in with free organic listings, then making you pay to be at the top!
I like your humor, It was not only informative but also fun to watch, thanks a lot! Great thoughts!
Great stuff Mark, appreciate you confirming my Consensus stuff.
Floor hard, ball kinda squishy. "Mark Williams Cook". Awesome presentation
That is the secret to advanced SEO!
This was great! Very insightful and presented really well. Thanks for putting it out there!
Thanks Bart! Glad you enjoyed it!
Very good presentation Mark! More people need to be bug hunting in search algo's, so many good things this year from doing so!
I loved the presentation but I cant help but think (Unless I've misunderstood something about the exploit vulnerability part): He managed to get his hands on Google systems and is able to share these openly without any repercussions? Am I missing something?
This talk was months after we had reported the issue to Google and the leak had been fixed. So the vulnerability no longer exists.
@@SearchNorwich That makes sense, but I find it hard to believe that they would rewrite all the code that the presentation showed
Great stuff nice work Mark.
Glad you enjoyed it
Damn, Mark! This is amazing.
🥲
Simcity was what kind of taught me
I enjoy your presentation and valuable information.
His 'Theme Park' is my StarCraft. Great talk
Zerg rush the SERPs?
@@markwilliams-cook1079 naw, we must construct additional pylons first. But in a real sense, it taught me not just how to min/max, but how to balance resource management with getting shit done. SC rules.
Fantastico!! You're a little too kind to G, but with such an incredible talk, we can forgive you.
We appreciate the forgiveness 😅
Is there any way to find out the site quality score for my website?
In short: No, there isn't. Sorry!
Maybe I missed it, but why is the website in final example around the top 3 results for ketamine additiction ranking higher than the others if it has lower brand signals?
Kind of a large part of the talk was trying to get over the point about how multiple systems interact and depend on each other, so trying to distill things down to questions like this is futile. I am demonstrating that with the "classic" SEO metrics in question - however, I wouldn't say their "brand signals" - as defined by the SQ patent mentioned at necessarily lower than their competition. They are lower than the NHS, but this is more to do with query relevance imo.
Loved it, what is the last game you showed?
Really insightful. Really enjoyed this, especially the Theme Park reference. I used to play that loads. Did you ever play Theme Hospital too? “Coughs and Sneezes Spread Diseases”. .
My question would then be: If a site receives no clicks for, let's say, two months, will Google not move that site lower in the rankings? I'm a little lost on how Google would only use CTR prediction and not the actual click through rate of a site over time...
Great question!
Firstly, I think you have to accept this hypothetical - of a site appearing high enough in SERP with a pCTR to actually achieve zero clicks in 2 months is pretty much impossible and would suggest the model is severely broken, but we'll think it through for fun
1) There are obviously multiple systems at play that determine how a site ranks (and is re-ranked). Google does a lot of "for this [kind] of query, users want this [kind] of site", so I would imagine that those kind of systems stop results that would bomb out at 0 from appearing in SERPs in the first place.
2) Assuming somehow they did. So the pCTR is 10% and the actual is 0% after 2 months. In the short-term, I suspect you would see re-ranking, yes - as I believe this is triggered when the actual CTR is wildly out from the pCTR
3) In the longer term, if the pCTR model is so wildly wrong, the aggegrate model is going to rebuild for that [kind] of query with the new data. So the site would slowly "slip" down the actual rankings as its pCTR got lowered because the model works out it isn't a good fit.
@@markwilliams-cook1079 Thanks Mark! This is great, I agree that the odds of this are incredibly low, not a great example. My final question for you is about the site quality score. You mentioned that it's put on every subdomain, but didn't specify at the root domain, or subfolder level. Did you see that it was also included at the root domain and subfolder level?
Hey Mark, are you planning on open sourcing the 2TB of data around their models & systems for others to explore, because that would be incredible!
Good question, I'll have to ask if it can be made publicly available. - Jack
It's complicated, but the tl;dr for a bunch of very good reasons is "no".
@@markwilliams-cook1079 OK :( -- Thank you for the reply. Appreciate the response!!
Note that for YMYL we dont know what queries and what disease vs say studies or supplements - nope, Google doesnt know/can't know lol
so what is the action item for us?