EP 323 Transcript | Shifting SEO from Keywords to Concepts with Bill Slawski

By Site Strategics
August 20, 2019

Announcer: 00:00 On this episode of Edge of the Web.

Bill Slawski: 00:05 So Google’s trying to become oracle. They’re trying to answer all questions or to become capable of doing that and they’re learning. They need processes in place for them to learn. They’re reading the web as much as we are if not more. Okay. So they read newspapers and they see all the entities in those stories and they say we’ve got to put these in our knowledge graphs. We’ve got to continue to build the knowledge graph and we’ve got to collect facts about these entities. 

Announcer: 00:40 Your weekly digital marketing trends, with industry trend setting guests. You’re listening and watching Edge of the Web. Winners of best podcast from the content marketing institute for 2017. Here at Seymour and edgeofthewebradio.com. Now here’s your host Aaron Sparks.

Erin Sparks: 01:02 Lets introduce Bill to our audience. He’s certainly been on the show before but if you’re new to the show we certainly want to introduce you. He’s worked as a solo consultant at agency and is presently director of SEO research for Go Fish Digital. He’s been involved in internet marketing and web promotion since 1996. Yes, he knows his stuff. He’s written over a thousand posts on the website SEO By the Sea and more on the Go Fish blog about search patents and papers from search engines. This is very, very important everybody. Bill’s one of the only SEO professionals and marketers that’s doing deep diving into patent submission from Google and Google’s throwing out thousands of patent requests a year right?

Bill Slawski: 01:51 They seemed to have been decreasing recently. 

Erin Sparks: 01:54 Is that good or bad?

Bill Slawski: 01:57 I’m not quite sure. 

Erin Sparks: 01:59 Well Bill has worked on a wide range of sites from nonprofits to fortune 500 companies and he’s known for his research in patent filings and on top of that Bill gives a really good abstract and summary of what that patent actually means because, here’s the deal, its that Google’s actually continually submitting patents that don’t really paint the entire picture of what their intent is when they’re building a particular additional algorithm change but they’re certainly thinking about and creating certain key elements and Bill is one of the ones who’s looking at the larger pattern and he’s starting to put these pieces together on a regular basis. So, you’re kinda doing a clarifying call for us and giving us a forewarning of what’s to come. But Bill, can you quickly give us your backstory outside of what I’ve just covered? Any other things that are interesting or that you wanted to share with us?

Bill Slawski: 03:02 I do have a law degree. I didn’t go into SEO with the career I intended to go into. When I first got out of college, I actually wanted to practice Environmental Law. And I went to law school, I was a teaching assistant for and environmental lawyer who taught Environmental Law at law school and he had me going through a document that he created on doing research and electronic databases to assess natural resource damages. This was in 1989, 1990. Google was web. So were looking into things like Lexus Nexus and so on. Getting the sense of what it was like to use information resources that are really rich, really detailed, like the web is and to find answers to questions and I sorta liked that. So, when the chance came to do SEO and I had that background of being in the information rich profession, and law is an information rich profession, it felt like a natural move to get involved. 

Erin Sparks: 04:28 Well it certainly is a unique space inside of legal and how that has actually aligned you to paying attention to somethings that most digital marketers don’t see. And that’s actually the patent side of Google’s behavior because everything that they’re developing, is certainly, they’re protecting it. They’re sending signals to us if you pay attention to that particular turret. So you’ve been with us for a year now, what’s that in Google years by the way?

Bill Slawski: 05:09 That’s a good question.

Erin Sparks: 05:13 Well there’s been a number of, from the recent key jumps here over the year, knowledge panel growth. That’s been huge. You’re money and your life algorithm changes. Right, that was back in August. 

Bill Slawski: 05:29 Google has multiple channels happening at the same time. They don’t just place a bet on one thing. They’ve got multiple horses in the race. 

Erin Sparks: 05:39 Now you better believe it. On top of that, I’ve forgot to mention, the quality greater updates, I mean human factor of what Google’s going after let alone the core update. I mean there are so many things that’ve happened. Its very important to pause for a second because we can get kinda yanked by all the news of all the different changes as we see the waves crash on our SEO boats. You’re paying attention to something even further and that’s what they’re planning to do. So, first and foremost, we thank you for doing that because that can’t be comfortable reading material when you’re going through all the patents but you certain are already wired for it from your legal side, right? 

Bill Slawski: 06:32 I’m very curious too. I wanna know what Googles gonna be doing in 10 years, what they’re planning on doing behind the scenes now. That scene in Wizard of Oz “Ignore the man behind the curtain.” That scene. I’m trying to see what the [inaudible 00:06:56] is pulling levers on behind the curtain.

Erin Sparks: 07:00 Absolutely, so lets unpack one of those levers and we talked about this before the show. You just had a recent blog post on Go Fish digital regarding a newly granted Google patent regarding quality visits physically to a location that actually may signal additional scores for local search rankings. Now, what’s a quality visit in the eyes of what Google’s actually submitting as a patent?

Bill Slawski: 07:31 If you go to a restaurant, a sit down restaurant and you go inside and sit down and eat a meal, your phone knows where you’re at the whole time because chances are you turned it on to navigate to that restaurant and you didn’t turn it off when you went into the restaurant, you didn’t turn off location.

Erin Sparks: 07:56 It knows. Were always signaling mobile location to Google, right?

Bill Slawski: 08:00 Well you see, in knowledge panels for different stores, they have indications of how busy the stores are during times during the day. When the busiest time is because they are tracking how long people are staying in places. How long they wait in lines at amusement parks, grocery stores and they have this insight if you get emails from Google that ask you to track your location to help build your timeline. They’re asking where you visited and where you went to and if they have everything right, if they’ve gotten the right places. They don’t necessarily understand where I work and where I live because they’re the same place because I commute to work and my commutes about 3 feet.

Erin Sparks: 08:57 Exactly. So they’re constantly listening and they’re understanding more and more about each location and were kind of, unbeknownst to us, were voting with out devices as it applies to the popularity of a particular location or not. Correct?

Bill Slawski: 09:16 So a quality visit to a restaurant that you sit down in, could be an hour, 50 minutes or half and hour. A quality visit to a pick up restaurant, like you know McDonald’s or something, where you only stand in line, order food and leave. Could be 5-10 minutes and they’re both quality visits to different types of places. So Google announced in the Google blog recently that they’re thinking about giving out-

Erin Sparks: 09:53 Badges.

Bill Slawski: 09:55 Regional badges for the most popular places, business types. So if the most popular restaurant, the top 5% restaurants in the town, you might get a badge from Google to display which sorta shows they’re taking this quality visits score seriously. They would know that from tracking where everybody goes. And this wouldn’t be the first time they’re using location information. When you use Google maps to navigate from place to place they’ll give you an indication of how traffic is in certain trips. They’ll tell you there’s like a half an hour delay on the highway you wanna go on because there’s been an accident of some type. They’re using GPS from other people who have their phones turned on to understand there are delays in traffic. Its the same concept using GPS information, cell phone tower triangulation and wifi access point information, they have other ways of finding location information.

Erin Sparks: 11:20 Were certainly giving a huge amount of data back and now they’re utilizing it to be able to not promote but they’re ascribing certain type of popularity to businesses. So here’s the deal, there’s certainly a number of business that have no foot traffic, or brick-and-mortar, and HVAC company for example, individuals aren’t coming to that property, they’re out and they’re servicing. There’s very well a physical locations however, nobody’s coming to it. So, in the midst of how they’re reviewing these navigational destination sites, they’re certainly looking at the visit and they’re certainly deducing what type of shop this is and what type of visit this is.

Bill Slawski: 12:16 They sort of had that concept in mind for years. They had something they called location sensitivity. It would determine the fact that people sometimes went to some types of businesses less frequently than others like a travel agent as opposed to a pizza place. So on a map, when you search for a travel agent, they would show a much wider range map because they expected travel agents to be over a wide range. They’re aware that different types of businesses have different visit patterns associated with them. 

Erin Sparks: 13:04 These businesses don’t have an unfair advantage against the non-brick-and-mortar but they’re also following a number of other signals that you can provide such as check-ins on social media services, geotagged pictures or videos, navigational requests, the like. So even if you’re a business that doesn’t have foot traffic you can still take advantage of these signals and challenge your staff and challenge the actual visitors to be able to leave that digital wake behind them right? All to the benefit. You may actually see a good deal of popular venues have that badge we’d hope that the badge could be utilized in one way shape or form online as well.

Bill Slawski: 13:57 They haven’t actually come out with those yet, and in the blog post it said they would be coming out with them towards the end of the summer. 

Erin Sparks: 14:06 Absolutely, so watch for that, if you’re one, if you have your business online with Google MyBusiness. That’s the first thing, got to make sure you’ve captured that. Somethings out there, you got to go and grab it. But we’ve seen beacons get send they’re certainly going to be sending a physical badge placards or what have you and they’re also gonna tie in a digital badge as well. Were voting with our devices were certainly giving the data to the engines and the engines are, Google in particular, are paying attention to these factors, so be aware local business that all of this is being paid attention to so you might wanna drive some more traffic to your location to be able to be one of those 5%’ers right Bill?

Bill Slawski: 14:53 Right.

Erin Sparks: 14:54 All right, so shifting gears. We have a number of key concepts to get into. We talked about schema in our news but there has been a growth of schema over the years. Can you give us a synopsis of what featured snippets are and how schema feeds that featured snippet. 

Bill Slawski: 15:21 Sure. Its evolved. Okay. So at first when Google, it evolved from the concept of answer boxes. When Google decided to spread out into multiple vertical searches like local, maps, images, and so on, they said okay we’d like to show these in normal search results and put them as an answer when it seems appropriate. When asked a question that might trigger them or show them an answer that isn’t one of 10 blue links they’re normal used to seeing or show them one of these results from a vertical search result.

If somebody searches for best hamburgers in Carlsbad and the top result might be a map. Its an answer box, featured snippets are an answer box from a fact based repository. So the idea is some may ask what looks like a question they analyze the query and they say this is a query that is looking for an answer. Lets show them one of these answer boxes. And that’s what the future of snippet is an answer that’s a fact based answer. They used to look for questions and answers in text and they created a big data store of questions and answers. 

They then moved onto questions that may have been formatted using something like a header and they would fill that data store with questions and answers where the questions may have been in [inaudible 00:17:25]. And its quite likely they moved on from this to what they’re perceiving as answer passages which are text based answers that are accompanied by facts that might be found in some schema mock up or a table. Its structure data. They’re looking for, not only text based answers, but also facts they conclude within those answers following those structured data sources. That’s the evolution of featured snippets at this point. The answer box that maybe can be fueled by schema mark up or tabular data that also has a good easily readable answer in text. 

Erin Sparks: 18:18 So this was the beginning. The answer boxes started to pop up and we have jumped ahead and were all very familiar with now what those answer boxes are and the knowledge graphs, the knowledge panels that are being presented by Google now and featured snippets are one of the components or the rich data or the structure data that’s coming from those sites, those factual data pieces, they’re making their way into a large ecosystem of knowledge graphs and knowledge panels. You wrote in June about categorical quality. Quality scores in ranking search. Now we were kinda progressing down the submarine here. That’s where content was and rich structure snippets were. Now were in a space where were starting to look at the category of content. 

The patent that you referenced referred to a search system that ranks the resources based on their relevance to the query and importance. So its all about intent right?

Bill Slawski: 19:30 To a degree yeah. 

Erin Sparks: 19:33 So you’ve got the informational and navigational intent. Can you give us some informational and navigational intent examples for us? 

Bill Slawski: 19:42 Okay, easy one. I search pizza around lunch time. What’s my intent?

Erin Sparks: 19:48 You’re hungry, you wanna go have lunch.

Bill Slawski: 19:50 Exactly.

Erin Sparks: 19:52 I got that one right!

Bill Slawski: 19:58 I search for “How long is Harry Potter?”. I’m not being pornographic. What is my intent?

Erin Sparks: 20:10 To inquire about the movie itself.

Bill Slawski: 20:12 [inaudible 00:20:12]. Its what is the length of one of the movies based on one of the books. How many pages do all of the books have or one of the books? How tall is the character Harry Potter in the books? How old is Harry Potter? 

Erin Sparks: 20:30 How long does the movie play?

Bill Slawski: 20:32 Right. Is there a cartoon based on Harry Potter. Is there a Disney World ride based on Harry Potter? How long does it run? Its sometimes very ambiguous and when they have ambiguous questions like that the whole answer box thing gets thrown out. They have to do an analysis of the question to try to figure out what the intent is behind the question and maybe use a canonical form of a query associated with the question. Which could be how long is the book entity name here. So how long is the book Harry Potter or how many pages is long is the Harry Potter book? That would be the rewritten query. 

Talking about rewriting queries like they did for hummingbird or red frame in trying to analyze the intent behind a query. They’re moving on to finding out what the best answer is. With the category score type thing they found that a lot of queries had lots of answers and lots of good answers and sometimes ranking them on the basis of an information retrieval score and a page rank type of score, together just means you have lots of good answers all lined up and people can see too many of them so there may be other ways to score those. What they said was they might categorize answers based on appropriate categories and they might score things in those categories in different ways. 

One of the ways would be to look and people from Google are saying we don’t rank things on the basis of clicks [inaudible 00:22:50] and search results but one way they might screw a category items is based on selection from search results. Another might be how often the pages those are on appear in navigational tag results. When somebody searches for Pepsi cola they search pepsi.com. If you get a query about cola and sodas you might say Pepsi.com is a good choice because so many people do navigational searches and end up there. 

Erin Sparks: 23:32 So part of this is also, the patent that were talking about here, is one categorizing but also reranking the content or the search results, right, and its only triggered by certain queries but the reranking that will tend to satisfy the user more and thus getting a bit of a voting back from the user based on their interaction of those results. That’s the sense of the patent? 

Bill Slawski: 24:05 If you remember back when before Panda and Penguin came out, places like the New York Times wrote articles about how poor the results from Google were appearing. They needed better quality. The idea behind these quality score type things using categories is to give searchers better quality. That’s the point behind, that’s why you don’t just go for the highest most relevant pages. You go for the ones people tend to like the most. 

Erin Sparks: 24:44 Its not just click its the content and the answer that’s being provided. We’ve known the results of engines gets shuffled around but this patent has just been granted correct? 

Bill Slawski: 25:00 Right

Erin Sparks: 25:01 So, what were seeing here is certain signals that they’re certainly putting together entire structure of what signals to watch and what they’re building is the type of signal to watch that are removed from particular topics. They’re starting to put together the archetype of how to analyze any entity. Right?

Bill Slawski: 25:35 We talk about an evolution of SEO search and we used to have before there was a knowledge graph, before they used the phrase “things not strings”. When it was strings it was a matter of searching for terms that appear in a query in documents. When we talk about things we talk about entities. So we search for Arnold Schwarzenegger we might get pages about The Terminator or Kindergarten Cop. So both are Arnold Schwarzenegger except were not calling him that but they’re about the characters he plays and they’re related to the entity. 

The meaning is more important than the words. 

Erin Sparks: 26:37 So the intent and the navigation to that intent and thus were signaling to the engines what our true consumption is. So we’ve been off all this time with just focusing on the key word because that’s not the space in which we truly consume. This was the rudimentary concept that we were trying to get around. Now we’ve grown up with Google and, like I say, Google has grown up with us and now were starting to understand our intent and that’s also a key factor the voice search side of things because that can actually be even more revealing than key strokes right?

Bill Slawski: 27:17 They’re developing like Rank Brain which do some of our thinking for us. When you do a search for New York Times puzzle, what kind of puzzle are you looking for?

Erin Sparks: 27:28 That’s a crossword.

Bill Slawski: 27:31 Right. So Rank Brain figures out hey this person wants crossword puzzles and it shows crossword puzzle results when you do that query. 

Erin Sparks: 27:44 So were machine learning across the board here but the structure that Google is starting to patent is the entity fact relationship and in they’re starting to put patterns against any entity and patterns against certain types of facts. So as we move through the content intent, or I should say the categorical restructuring of intent, were now at another places along the submarine here and that’s the knowledge graph reconciliation. 

You wrote another article just recently about the knowledge graph reconciliation and what, were about to deep dive into the deep side of the pool here guys so hold on here, is there’s a relationship of entities to facts such as medical conditions and treatments. Google connects the dots, you got hypothyroidism and hormone treatments. Right, you’ve got that type of relationship. Systems in place are about learning new relationships as well, and this is what they’re starting to strike into, is how to learn these new facts that may very well not be online. Right Bill?

Bill Slawski: 28:57 So Google is trying to become an oracle. They’re trying to answer all questions or become capable of doing that. They’re learning. They need processes in place for them to learn. They’re reading the web as much as we are if not more, okay. So they read newspapers and they see all the entities in the stories and they say we’ve got to put these in our knowledge graph. We’ve got to continue to build a knowledge graph, we’ve got to collect facts about these entities so we’ve created a word known as triples. Which are subject, verb, object. You have “Bryce Harper is Philadelphia Phillie”, “The Philadelphia Phillie’s have a player called Bryce Harper”, these are two new sets of facts about entities that are a knowledge graph because they read an article about baseball. 

They’re reading CNN, Daily News, Daily Mail, New York Times, other places, they’re collecting facts. The way Google bot used to crawl webpages and collect information about redirects, they’re now crawling webpages and collecting information about baseball players. 

Erin Sparks: 30:27 You talk about Google growing up, I mean, now its hunting for information. Its hunting for information with a purpose of filling those triples and on top of the fact and entity relationship its referenced as a thruple correct?

Bill Slawski: 30:49 Right or a triple.

Erin Sparks: 30:51 Very good so when a knowledge graph contains information about that it will actually know more about the source of that thruple and have a score for that originating source and it can be online or offline but its not looking for the keyword. It is about the relationship of that source material to the entity and that’s a huge jump. 

Bill Slawski: 31:16 They’re going to make a bigger jump at some point in time. Are you familiar with the linked open data cloud?

Erin Sparks: 31:23 I am not. Lay it on me.

Bill Slawski: 31:26 Okay so there are databases that are build by organizations, nonprofits, governments, and so on, that ping lots of these triples. I said subject, object, verb? “Listerine is a mouth wash”, “Listerine contains this chemical”, “Listerine contains this chemical”, “This chemical is potentially hazardous to people”, “this other chemical is potentially hazardous to people”. These data sources contain lots of information like that. There are huge databases that in this linked open data cloud that are filled with answers that were not seeing yet at Google but we may see. Once it start using those as sources for the knowledge graphs and they’re not using them yet that we know of but they could be.

Erin Sparks: 32:32 They’re starting to cluster facts together and this cloud that you’re talking about here, they’re starting to actually look at the relationships and also navigate conflicting facts. You had a really good illustration on that blog post regarding Planet of the Apes, right? 

There was a 1968 version of Planet of the Apes, there was a 2001 version of Planet of the Apes. You had run time of both. You had actors of both. What’s the intent? What are you truly looking for whenever you’re looking for “How long is a runtime of Planet of the Apes?”. Google is trying to be able to deduce which one you’re looking for and they’re both legitimate facts that you’ve got to cluster those together to be able to really understand the break down of information you’re truly trying to find.On top of that, error correct along the way correct? 

Bill Slawski: 33:34 What does Monty Python question in the movie The Quest for the Holy Grail? [inaudible 00:33:44]

Erin Sparks: 33:43 As an African or Norwegian! Don’t go there that’s a can of worms for me Bill. My son and I rattle that off on a regular basis. Yeah exactly. Which are you looking for? That’s the essence of this patent. These series of patent submissions that they’re trying to build this structure of how to deduce that intent to be able to deliver this content in these clusters of dupules and thruples.

Bill Slawski: 34:16 I started the post off about that patent. There is a definition for entity for reconciliation. I’m not seeing one for knowledge graph reconciliation but Google has just patented knowledge graph reconciliation. Which means, its something new. So entity reconciliation is making an entity unambiguous.Making sure you know when you’re talking about Michael Jackson you’re talking about the king of pop not the former head of Homeland Security because there were Michael Jackson in both positions.

Erin Sparks: 34:59 Yeah don’t get that confused. That’s big charge and that’s a big challenge as we are trusting more and more this oracle. We as organizations, we have a role to play in this information retrieval and reconciliation correct? 

Bill Slawski: 35:24 So were combining information that Google’s not aware of. We’re creating things that get added to its knowledge graph. Writing about people about businesses, about places. We’re living lives. We’re starting businesses. We’re incorporating. We’re hiring people. We’re interacting with people. Google’s just collecting information about the things we do. 

Erin Sparks: 35:54 That’s right. They are and they’re learning how to fix incorrect data but we have the role in our content online to be able to help fix that data as well. Help buy our level of authority of a website. This is where eat the entire concept comes through and helps us sit in a particular position of authority and communication of our expertise, authority and trust to be able to be a player in that field. There are scores that are being applied by Google of where the authority lies for this particular piece of information. Content on a companies website that is connecting the dots so to speak and creating information that can be validated and is cited. You can be the purveyor of information to be able to help connect the dots for Google. Is it fair to say that’s a potential strategy for online content.

Bill Slawski: 37:02 We have people who are experts in fields. If you know scuba diving, really well, write about scuba diving and you explain the best way to jump into the water from a boat, how to keep track of how much oxygen you have, what to look for when you’re actually in the water looking for coral reefs, what types of things to look for. You’re the expert. You’re the one who’s done it. You maybe have some type of background, some type of- what’s the best way to describe that.

You have a supportive history eminent of your status as an expert in that field. You’ve gotten training from certain academies. You’ve gone to certain schools. You’ve won certain awards. You’ve written certain publications and they’re all the types of things that give prominence to your expertise. Those are the types of things that Google can look at and say this the eat behind this person. This is the expertise, authoritativeness and trustworthiness, that we believe in.

GoogleAssistant: 38:46 This came back from a search.

Erin Sparks: 38:50 Sometimes Google pops up when it shouldn’t. Well this conversation is at least a window into what’s foundationally happening on search. You, Bill, have a particularly unique position here. You’ve seen these things start to happen and you’re also the purveyor and I’ve got to give you the eat on that because you’re letting us know what they’re building. I will certainly recommend to our audience to go check out these articles. I’m not doing it enough justice you really did break all this stuff down as well as with a good abstract on what it means in the larger ecosystem. We’ve got some good graphs and breakouts of the clusters of information and how they’re reconciling this information.

You’re certainly going to be able to see more as you continually deep dive into those patents. I hate to say it but were out of time. Like I said before this show, I was eager to get into this because I love these concepts because that’s what shows where we are in the maturity of online search as were trying to understand ourselves and understand what we play and how we play into level of authority and communication in the online search world. 

I always try to finish up with a couple key questions but before that what would be your thought for new online marketers who are just hearing these types of concepts for maybe the first time. The structure that’s under the surface of Google and what they’re actually designing. What advice would you give for that aspiring SEO that’s just getting into the field right now?

Bill Slawski: 40:53 Were going through a transformation. It may not be easy to see from within but memory of things like yellow pages as way to find a business, they’re gone. They no longer exist. Other things have changed like that. I don’t carry a watch around. I carry a phone with me which tells me the time. We’re doing things differently than we have in the past. Google is our source of information [inaudible 00:41:23]. There are other ways of finding information on the web, including building sites that might provide it up. We’re going through a transformation and its possible to be a part of it. What’s that quote about Uber and Uber not owning any cars, Airbnb not owning any hotels and they’re transforming those industries. That is the world we live in now.

Erin Sparks: 42:01 Absolutely and we all have a part to play here. We’re not sitting on the sidelines. We are always giving information on our mobile devices and in our search intent but it also is kinda of beholden to us to be able to also give a level of accuracy to help us understand our facts and our figures and our entities. Right? So we do have a place to play. Bill, I always ask of our guests what the heck bugs you right now in your industry?

Bill Slawski: 42:42 One of the things I do see that I don’t like is the weapons field with information. Not all of it is correct. There’s a lot of misinformation. There’s a lot of, I hate to echo the words of our present president, there’s a lot of fake news. We need to be able to think quickly and clearly to be able to avoid that stuff because its really easy to hear something and go on in the wrong direction. Don’t trust everything you hear or read on the web. 

Erin Sparks: 43:30 We can’t believe everything we hear online? Come on! All right well, that certainly sage advice, conversely, what excites you about your industry right now?

Bill Slawski: 43:42 I can see potential. Like I said, linked open data cloud. So much information in there and at some point and time Google is going to turn their knowledge graph to information from sources like that or somebody else is going to beat them to it, which is quite possible. 

Erin Sparks: 44:14 Could that be that new frontier of the new Google? The organization that actually takes hold of that and moves the needle? 

Bill Slawski: 44:24 It could be an existing company like IBM but somebody could do that. They could say this is a tremendous source of information and were seeing how Google’s doing it, so we can do it too.

Erin Sparks: 44:37 There you go. Well, Bill, were going to have to have you back. In fact, we’d love to have like a three hour conversation to melt every bodies brains. You’re in there regularly fighting the good fight and letting us know what’s happening in the minds of Google and we certainly appreciate the role that you play. Is there anything that we can promote for you today? 

Bill Slawski: 45:07 You can stop by SEO by the Sea or Go Fish Digital blog and we try to write some interesting stuff there.

Erin Sparks: 45:17 Absolute. Its great content there. Are you gonna be speaking at any confrences coming up?

Bill Slawski: 45:24 I’m gonna be at Pubcon in Las Vegas. I’m also gonna be at SMXL in Moraine in November.

Erin Sparks: 45:34 Very good.

Bill Slawski: 45:37 I spoke there last year and they invited me back. 

Erin Sparks: 45:40 Must have done something right.

Bill Slawski: 45:41 I enjoyed Italy so I’m going back.

Erin Sparks: 45:45 Well we certainly appreciate your continued contribution. We want to make sure our audience knows where to find you on twitter, its @bill_slawski. Facebook: Bill.Slawski and LinkedIn: LinkedInSlawski actually right there. S-l-a-w-s-k-i. Along with that any last final thoughts for our digital marketing audience?

Bill Slawski: 46:14 I’m not sure. I included a lot.

Erin Sparks: 46:16 Yeah you did. All right well, thank you so much for your time today and we really appreciate. Thanks for listening to edgeofthewebradio.com. Special thank you to our colleagues over at site strategics for continuing to be able to produce our show here. Especially a thank you to our guest Bill Slawski. Fantastic content, fantastic information. Keep aware of what’s happening behind the scenes. Pull back that curtain a little everyone. Be able to see what Google’s doing because they’re continually going at new frontiers on how to understand us. So be sure to check out all the must see videos and much more insider information over at edgeofthewebradio.com. That’s edgeofthewebradio.com. Well talk to you next week. Do not be a piece of cyber driftwood. Bye bye!

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