Follow-up: SERP Conf. 2023 (Sofia, Bulgaria – October 12, 2023)

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On October 12th, 2023, took place SERP Conf. 2023, at Inter Expo Center, Sofia, Bulgaria, a conference on SEO, e-commerce, and AI.

The conference was in English. It is available as pay-per-view on SERP Flix | On-Demand SEO & Digital Marketing Lectures.

More conferences – SERP Conf. website.

Below are my notes.

Full list of follow-ups:

 

Catch-22: Series of Unfortunate SEO Case Studies – Peter Nikolow

Peter Nikolow (@peternikolow) • Instagram photos and videos

Catch-22 – Wikipedia

 

 

Website migrations & automations – Maria Georgieva

Maria Georgieva (@Maria_GGeorgiev) / X


We Studied Over 1 Million Domains to Find the Most Common Technical SEO Issues

DeepL Translate and Write Pro API

Amazon.com: Twelve and a Half: Leveraging the Emotional Ingredients Necessary for Business Success: 9780062674685: Vaynerchuk, Gary: Books

12½ emotional ingredients for SEO success

 

 

Technical SEO – Panel Discussion

  • Topic 1: “Catch-22: Series of unfortunate SEO case studies – How I learned to stop worrying and love the crawling” – Peter Nikolow
  • Topic 2: “Website migrations & automations” – Maria Georgieva

Maria Georgieva: If you don’t have 100% 1-to-1 match on the old-new website, just choose a relevant page. Google will be happy that you are thinking about the user.

Peter Nikolow: Sometimes, when developers fix an issue, other issues appear.
If you work with developers who are educated in technical SEO, your life will be much easier.

Maria Georgieva: You can use programmatic internal linking on a website.

Peter Nikolow: You can use Cloudflare to point to Shopify servers. In this way, you have access to Cloudflare workers that can be run before loading Shopify. Some call this edgeSEO.

 

 

Beautifying E-Commerce Campaigns with a Small Budget – Begum Kaya

Homepage – Begum Kaya | SEO Focused Digital Solutions

Beautifying E-Commerce Campaigns _ SERP Conf ’23.pptx


Don’t just to SEO, there are other marketing channels to use.

What is Surround Sound SEO? – Omniscient Digital

 

 

7 SEO learnings from the biggest e-commerce website in Barcelona – Natalia Witczyk

Tourism of Barcelona – Official Website | Discover Barcelona

Post | LinkedIn

 

 

E-commerce in Poland: Size, Trends, Consumer behaviours, Purchase paths – Patrycja Sass-Staniszewska

E-commerce SEO – Panel Discussion

  • Topic 1: “7 SEO learnings from the biggest e-commerce website in Barcelona” – Natalia Witczyk
  • Topic 2: “Beautifying e-commerce campaigns with a small budget” – Begum Kaya
  • Special guest: “E-commerce in Poland: Size, Trends, Consumer behaviours, Purchase paths” – Patrycja Sass-Staniszewska

Begum Kaya: We used a custom solution for social media scraping.
AI helps with the process of doing SEO.

Natalia Witczyk: AI helps with doing things at scale.

(note from an audience vote) Getting traffic to a website is the most difficult part of online.

Begum Kaya: A responsive website is a good solution for most users.

 

 

The 7 key principles of SEO for a digital tomorrow – Koray Tuğberk GÜBÜR

Koray Tuğberk GÜBÜR Holistic SEO Expert – Holistic SEO

Holistic SEO Writing System of Koray Tuğberk Gübür of Topical Authority



To print websites that print money, Natural Language Generation is a must.

What is Natural Language Generation (NLG)? | IBM

Increasing relevance and responsiveness by 0.01% per web page across 2,000,000 pages creates a massive difference.

A better fine-tuned LLM for a knowledge domain increases probability of ranking.


Prompt-based fine-tuning – more control, less precision.

Complaints Board – Resolving consumer complaints since 2004



Supplements, Health Tests and Wellness Products – welzo


Today’s spammers are engineers.


giftlab – Life’s a party. Gift responsibly.

Main conclusion – leave a search engine optionless.

Include human effort.
Algorithm authorship = Using an LLM with humans.

More text does not mean better context.
You should use structured and unstructured content together.

Do not use AGI for brand signal content.

AGI can break brand consistency.
Use human effort to protect brand identity in expired domains.

Algorithms take their time to show their effect.




Look & See with Oscar Wylee. Glasses, Sunglasses and Optometrists

US9449105B1 – User-context-based search engine – Google Patents

Dense Vectors: Capturing Meaning with Code | Pinecone

LLNL/Babel: Babel is a high-performance language interoperability tool.



It does not matter how well you fine-tune which LLM unless you have a Perfect Topical Map and Semantic Content Network.

100% automation is not 100% quality.
We do not tell an LLM to „write me X”. We direct it for every detail.

Mail merge for Gmail – Yet Another Mail Merge – YAMM





Holistic SEO Strategies: Principles of Marketing – Holistic SEO

„Whatever-works”-hat.

 

 

Quality and quantity in the new AI SEO era – Kalin Karakehayov

Kalin Karakehayov – SEO, Entrepreneur, Self-improvement expert

Buy Aged and Expired Domains | SEO.Domains Marketplace

Sorry, Google. Enough is enough. SEO fights back | Kalin Karakehayov



Remember these words:
Plundering is about quantity/scale.

AI is about quantity.

The solution is to scale


 

AI & SEO – Panel Discussion

  • Topic 1: “The 7 key principles of SEO for a digital tomorrow” – Koray Tuğberk GÜBÜR
  • Topic 2: “Quality and quantity in the new AI SEO era” – Kalin Karakehayov

Koray Tuğberk GÜBÜR: We use custom builds for LLMs.
What is a Neural Network? | IBM

Kalin Karakehayov: Financial websites are treated with care by search engines.

Koray Tuğberk GÜBÜR: For the important parts of the website, avoid using AI. For the less important ones, it’s fine to use AI.

 

 

The even more important role of Python for SEO actionable analysis in 2023 – Dido Grigorov

Dido Grigorov (@dido.grigorov) • Instagram photos and videos




There will not be SEO without CS (Computer Science).

Google

Developers use Python for everything from system building to system administration, and Google has always considered it among its most vital languages. Python’s creator, Guido Van Rossum, joined the Google team in 2005 and worked there until 2012. The company’s motto, ‘Python where we can, C++ where we must,’ describes how much it relies on this versatile programming language. Core search algorithms, APIs, and Google App Engine are just a few ways Google uses Python. – Being a Python Developer: What You Can Do, Earn, and More | Coursera



Download Python | Python.org

Screaming Frog SEO Spider Website Crawler

Core Web Vitals Report Automation in Python | NOVOS

requests · PyPI

beautifulsoup4 · PyPI

NLTK :: Natural Language Toolkit

pandas – Python Data Analysis Library

re — Regular expression operations — Python 3.13.5 documentation

Cloud Natural Language | Google Cloud

fake-useragent · PyPI



 

 

Internal linking engineering with Python – Olesia Korobka

Olesia Korobka – SEO Entrepreneur

Olesia Korobka – YouTube

Semantic SEO Podcast with Olesia Korobka (Ep. 06) – YouTube

Prepare for the worst – Olesia Korobka – SEO in 2023 – Majestic

SEO BAZA – українська SEO-спільнота

Scrapy

advertools

Selenium WebDriver JavaScript API





Universal Sentence Encoder  |  TensorFlow Hub

BERT (language model) – Wikipedia

BERT might be too computationally intensive.

Unlocking innovative generative AI use cases with text and multimodal embeddings – YouTube

Welcome To Colab – Colab

1.6. Nearest Neighbors — scikit-learn 1.7.1 documentation

 

Python & SEO – Panel Discussion

  • Topic 1: “The even more important role of Python for SEO actionable analysis in 2023” – Dido Grigorov
  • Topic 2:  “Internal linking engineering with Python” – Olesia Korobka

Olesia Korobka: You don’t necessarily need a degree in Computer Science to use Python.

Dido Grigorov: Agree.

Olesia Korobka: seo-audit-and-analysis/seo_audit_analysis_template.ipynb at main · eliasdabbas/seo-audit-and-analysis
Commits · eliasdabbas/seo-audit-and-analysis

Dido Grigorov: 100 Days of Code: The Complete Python Pro Bootcamp | Udemy

You have a lot of libraries in Python.

Olesia Korobka: For a basic foundation, ChatGPT might not be as great as a dedicated course on it.

 

 

Future of SEO – Discussion – Hristina (Tina) Mangelova, Craig Campbell & Judith Lewis

  • Hristina (Tina) Mangelova (Growth Skills)
  • Craig Campbell (Craig Campbell Company)
  • Judith Lewis (DeCabbit Consultancy)

Craig Campbell SEO, SEO Consultant and Entrepreneur

Hristina (Tina) Mangelova: Providing the best possible experience for the user helps with both SEO and other areas.

Craig Campbell: Google has become more sophisticated than building a website and adding links.

Hristina (Tina) Mangelova: Content marketing can be as good as your audience.
It would be exciting to see how many more SEOs will shift from classical content marketing to more modern approaches.
You need better knowledge of your audience and product-led content marketing.

Craig Campbell: You need to understand your audience very well. Content marketing is based on this.

You need a budget for activities that lead to backlinks.

Hristina (Tina) Mangelova: If you build good and relevant content, you can get away without a sizeable budget for linkbuilding.

Craig Campbell: You can have negative results by using AI-generated content wrong.
Scalenut – AI-SEO & Expert-Led Services for Growth
Koala AI – The Best AI Writer and Chatbot
What is E-A-T? Why It’s Important for SEO

AI will not replace a big part of SEO.

Hristina (Tina) Mangelova: Some people will be displaced by technology.
Ultimately, AI will change the way we operate, it will make people more efficient.
People will have more time to focus on strategy and will need less time for execution.

Craig Campbell: I don’t want to get backlinks from the domains that everyone is already listed on.
Keywords and traffic matter, number and quality of backlinks, of course.

Hristina (Tina) Mangelova: Voice search is in a very steady adoption.
Media literacy should be taught in school. (Internet, media usage, avoid misinformation)

Craig Campbell: Education will get people more opportunities.

Hristina (Tina) Mangelova: You need to have a good understanding of various digital marketing areas in order to be a very good SEO, it’s not a very specialized thing anymore, but more likely a bigger puzzle.
Getting better at data and Analytics is an important skill.
The best SEOs know more than a single area in marketing (SEO), they have a general knowledge of other things.
You need to look at the SEO team as more of a product team, rather than a marketing department.

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