Guest Introduction
- Mark Williams-Cook: Director of Kanda (formerly Candour SEO agency)
- Creator of Also Asked, a search intent research tool
- Publisher of Core Updates Newsletter
- Host of SEO Patent Podcast
- 20+ years of SEO experience
Key Topics Covered
Current Google Search "Meta"
- Google's algorithm favors brand-like signals over traditional relevance
- Example: The Vatican website ranking for CBD gummies after being hacked
- Mark describes this as "a bandaid for the shortfalls that have been magnified in Google's algorithm because of Gen.ai"
Content Creation Strategy
- Video-first approach: "Start at video and work backwards" using transcription tools
- Particularly effective for client information: "If you are having to get information, especially from clients, sometimes trying to get clients to write an article is like getting blood out of a stone"
- Allows natural expertise to flow: "They will happily talk your ear off"
- Tools turn video into written content without "regurgitating stuff"
User Knowledge Levels
- Google has patents for understanding user expertise through search patterns
- Demonstrated in People Also Ask (PAA) results showing different questions based on perceived knowledge
- Example: Car dealership knowledge levels
- Novice: "Red car under $20k near me"
- Intermediate: "2024 Honda Civic MPG vs Toyota Corolla"
- Expert: "Civic Type R torque curve comparison"
Google Query Classification
- Google classifies queries into distinct semantic categories
- These classifications determine which SERP features appear
- Additional classifiers like "local intent" and "explicit local intent" work alongside these categories
- Mark is develop...
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