Forget the Ranking Rules – Here’s What Google Really Wants to See

UX experience: Is the site easy to navigate? What colors are they using? What’s their font choice?
Messaging strategy: What language do they use on buttons? What’s their call-to-action strategy? Are they using images or video?
Trust strategy: What trust icons or testimonials do they include to improve brand credibility and increase conversions?
Onboarding friction: What snags did you find in their signup process that you can avoid on your landing pages?
Tech stack: Are they using tools that prompt more conversions that you don’t? For example, a competitor accepting crypto payments when you’re not could affect your conversions.
Analyze their traffic: Do they see more success from social or pay-per-click campaigns or organic? For example, if your competitors landing pages get zero traffic from PPC campaigns, there's likely no need to waste your ad budget running one.

A ContentTECH Summit 2022 presentation (exclusively for CCO subscribers).

Google’s AI engine doesn’t care about your content.

Google's goal is to deliver a satisfying search experience for every inquiry. Here’s how to signal that your brand can provide it.

The search game has changed, once again. Google has put machine learning in charge of its algorithm and is training it to look at content’s artifacts of customer satisfaction – such as high CTS rates, low bounce rates, and deeper engagement.

In his presentation at ContentTECH Summit 2022, Fire and Spark’s content and SEO strategist Dale Bertrand explains how implementing a purpose-driven SEO strategy can build brand momentum, create customer intimacy, and increase the signals of trust, authority, and community that make your content a sure bet for the AI engine.

Watch the video to learn everything Dale taught the audience at ContentTECH Summit.CCO

Click the image to watch this full-length ContentTECH 2022 presentation.

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