Mark Chalcraft

In this age of E-E-A-T and helpful content, do SEO strategies truly reflect the implications of the latest developments in search engine evolution? After Penguin hit hard in 2011, the industry shifted from SEO content spam to guest blogs, infographics and content marketing. However, little in the mindset and approach had really changed. Consequently, these…

Reliance on Google or Adobe Analytics in marketing is often high. Too high. The wealth of data it gives us is often lacking in context or limited in perspective. Take PDF documents as an example. People look at the events tracked in Analytics which show how many people clicked into those downloadable forms or reports.…

Do you pay attention to the quantity of direct searches for your website? It’s possible Google identifies user preferences by analysing how frequently they search for a website directly. It can do this by categorizing data from its search logs to show keywords that refer directly to a website or page or can be associated…

Does a web page offer new information that builds on what you’ve previously read elsewhere? You’ve seen similar questions before as part of Google’s guidance on creating helpful content. But it’s not just a nice-sounding idea. In August, Google was granted a patent for a system that calculates information gain scores. They’re dynamic, based on comparison with…

This is when the effect on something lags behind the cause. It occurs in physics and the natural environment, but can also be engineered into computer systems. In a ranking algorithm, hysteresis is a technique that can be used (for example) to prevent short-term spikes in one or more factors having an undue influence. Google…