What Google’s change in nofollow link means

On Tuesday, September 10, 2019, Google announced that now was the time for the nofollow attribute to evolve. Introduced almost 15 years ago, the nofollow attribute was brought about with a vision to eradicate spam and combat links that nurtured on the advertisements or were paid for. It clearly became a Google favorite to take care of the latter. The Google link policy is here to witness new changes again.

Here’s a snippet from the official announcement:

The web has evolved since nofollow was introduced in 2005 and it’s time for nofollow to evolve as well.

Today, we’re announcing two new link attributes that provide webmasters with additional ways to identify to Google Search the nature of particular links. These, along with nofollow, are summarized below:

rel=”sponsored”: Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements.

rel=”ugc”: UGC stands for User Generated Content, and the UGC attribute value is recommended for links within user-generated content, such as comments and forum posts.

rel=”nofollow”: Use this attribute for cases where you want to link to a page but don’t want to imply any type of endorsement, including passing along ranking credit to another page.”

Well, the snippet says it all. Now that Google has decided upon the evolution of the nofollow attribute and chosen to bring about two new link attributes, there are questions and queries all around. What does this announcement mean for the link building tactics that are in popular use? How is the new change going to impact the link juice of our existing links? Is there any immediate action that needs to be taken? How will this impact the overall SEO strategy of websites?

Well, this blog post is right here to help everyone out there understand this change and gain a little more perspective around it. By the end of it, you will take away the impact of the nofollow link on Google’s search algorithm and everything else mentioned above. So, let’s begin.

What is a nofollow link?

Applying a nofollow HTML tag ( rel=”nofollow”) lets you tell the search engines that you do want certain links on your website to be ignored by it. By applying this tag, the selective nofollow link ends up not bringing any link juice to your website and hence, does not impact your search engine rankings.

What the earlier nofollow policy was about?

Google’s update about combating link and comment spam brought about the rel=”nofollow” attribute in 2015. So, any hyperlink that carried the rel=”nofollow” tag carried no SEO importance or value. Hence, the malpractice of overexploiting blog and link exchange was put under check. The manipulative link building behavior was anyway deteriorating the integrity of true SEO scores. So, cautious bloggers and website owners started strictly following a nofollow rule across all of their external links. Penalization was the driving factor behind this blanket application of the rule. In other verticals, Google also wanted to make sure that sponsored and paid-for links also followed the application of nofollow attribute.

What has changed with this latest update?

The latest update will change how links and rankings are calculated. Effective from March 1, 2020, the nofollow links will be used by the search engine as a marker or hint about what to consider or exclude within search. This “hint” will help Google index or crawl. Well, this means that now Google can overlook the nofollow attribute and choose to consider it as a ranking signal.

The new update will help Google get together more data on the individual links, including the words within the anchor text. This is being done with a purpose to evaluate links and identify any link schemes or malpractices around sponsored or paid links.

As per Google – 

“Links contain valuable information that can help us improve search, such as how the words within links describe the content they point at. Looking at all the links we encounter can also help us better understand unnatural linking patterns. By shifting to a hint model, we no longer lose this important information, while still allowing site owners to indicate that some links shouldn’t be given the weight of a first-party endorsement.”

The new update also brings two brand new link attributes, rel=”sponsored” and rel=”ugc”. These will help Google attain the necessary information on the characteristics of the links since webmasters will be providing the same to the search engine. So, the use of rel=”sponsored” would help Google identify that the tagged links on your site are part of an advertisement or an agreement or have been paid for. The rel=”ugc” tag is meant for the links coming from user-generated content (UGC) on your forum and site comments.

Given the complex implications of these Google updates, we are yet again in a position where it is unclear how these attributes are going to affect the SEO of our blogs and websites. Are these changes going to bring a positive impact or do they mean that sudden changes will be forced on our SEO moves? These two attributes will likely control more spam, as per experts. But, by this time, we really don’t know.

On the spam front, Google wrote,

“Many sites that allow third parties to contribute to content already deter link spam in a variety of ways, including moderation tools that can be integrated into many blogging platforms and human review. The link attributes of “ugc” and “nofollow” will continue to be a further deterrent. In most cases, the move to a hint model won’t change the nature of how we treat such links. We’ll generally treat them as we did with nofollow before and not consider them for ranking purposes. We will still continue to carefully assess how to use links within Search, just as we always have and as we’ve had to do for situations where no attributions were provided.”

What does the new link attribute mean for publishers?

At this moment, if you are a publisher, you might not need to make any swift changes because this is what Google has to say:

“If you use nofollow now as a way to block sponsored links or to signify that you don’t vouch for a page you link to, that will continue to be supported. There’s absolutely no need to change any nofollow links that you already have.”

For all publishers, it is best to continue with rel=”nofollow” for all sponsored links even when Google wants them to use more than one rel value on a single link. The nofollow works as it was. They can simply use “Sponsored” and “UGC” if they want to help Google identify types of links better.

If you are a publisher with true authority, Google’s change will help you immensely by reducing the unfair suppression of link authority caused by the prevalent misuse of the nofollow attribute.

Publishers should still stick to the fact that the right link earning practices are going to help them overcome the hurdles. Taking care of their site’s speed with certain website speed tools should also be a forever task for publishers. Quality link content and editorial ownership should still be their top priority. Also, using the right web hosting service can help your website in many ways in these terms.

It is best to wait for some more information to come up and then act upon it. However, if this Google update worries you, you can simply put in some time and review your link policy to make sure that your blog/website isn’t violating Google’s link scheme guidelines.

Gary Illyes from Google has clearly mentioned that the motive behind treating rel=nofollow as a hint is to improve the link signal and for returning better search results. As per Gary, nofollows were restricting the useful link signal information that Google needed on the link data. By this change, Google will be able to bring up better search results for its users. Also, there are no ranking changes expected for this change.

Google said,

“All the link attributes – sponsored, UGC, and nofollow – are treated as hints about which links to consider or exclude within Search.”

In a nutshell – what you need to do after the latest Google update

  • Bloggers and marketers don’t need to change their existing nofollows.
  • You can use more than one rel value on a link. It’s also valid to use nofollow with the new attributes — such as rel=”nofollow ugc” — if you wish to be backward-compatible with services that don’t support the new attributes.
  • You can continue using nofollow as a method for flagging certain links to avoid possible link scheme penalties. Any existing markup also does not need to be changed. Google recommends that you switch over to rel=”sponsored”.
  • You should still flag ads or sponsored links if you want to avoid a possible link scheme action. You can simply use rel=“sponsored” or rel=”nofollow” to flag these links.

Conclusion

As time advances on this update, we will have more solid information as to what exact changes need to be implemented in our SEO strategies if these attributes are going to affect the ranking signals. For now, it is best to wait for further information to surface and keep the right link building practices in motion.

Pawan Sahu is a digital marketer and blogger at MarkupTrend.

The post What Google’s change in nofollow link means appeared first on Search Engine Watch.

Optimizing for voice search: Q&A with Mastercard’s Guillaume Conteville

One in five searches are now made via voice with digital assistants, which are becoming an increasingly prominent feature in our homes and on mobile devices. How are brands optimizing for voice search?

In fact, there are now more than one billion voice searches per month, and this number will only rise over the coming years.

But just how big an impact is voice having on search in real terms? What are the specific strategies brands need to apply to avail of this trend?

This is another topic we’re excited to learn more about next week at the Transformation of Search Summit here in New York.

One of the experts we’ll be hearing from is Guillaume Conteville, SVP of Global Digital Marketing at Mastercard.

guillaume conteville, SVP global digital marketing at mastercard, speaker at the search summit

Guillaume will be part of the panel titled “Optimizing for position 0: Everything you need to know about Voice Search.”

1. What are your key priorities over the next twelve months?

In my role I’ll be focusing on driving change in the way we do marketing to adapt to new usage, and to leverage technology and data to their maximum potential.

The hot topics for us at the moment are CX, Voice, AR, marketing automation, and data-based customization.

2. What is your biggest challenge in achieving those?

Prioritization and execution.

There are so many potential initiatives you could start, identifying the real game-changing ones is always tricky.

Then, like always with tech-based projects, executing on your vision is always more complex than anticipated.

3. What’s your advice to others who may be facing similar challenges?

You really need to establish a broad climate of trust among all stakeholders, in order to have a real test-and-learn approach.

In adtech, it’s impossible to get it right the first time.

Success always come after a lot of optimizing and fine tuning.

4. What’s an interesting trend you’re seeing in the market right now?

It’s not search-related, but it’s fascinating to see how the changes that web browsers have made in regard to third-party cookies are having a massive impact on the whole adtech ecosystem.

The end of third-party cookie tracking will potentially be more disruptive than regulation.

5. Tell us a bit about your session at the Search Summit?

In this session, I’ll be sharing about the journey we’re going through at Mastercard to future-proof our content and ensure its discoverability in a future where people increasingly interact with machines through voice.

6. What are you looking forward to most at the Summit?

This is a unique opportunity for me to learn more about latest developments around search.

7. What’s something you do every day that helps you be more successful or productive?

It might sound cliché but, in this type of role, keeping a learning mindset is absolutely key. So every day I make sure to put some time toward talking to a lot of people and doing a lot of reading.

The post Optimizing for voice search: Q&A with Mastercard’s Guillaume Conteville appeared first on Search Engine Watch.

Different ways voice search is affecting your brand

We live in a world where a large number of people like to engage with their favorite brands online, and business owners are understanding that now.

Today, a chunk of people find new products online and also place the orders online. However, a paradigm shift can be observed in how they approach this which is how we see more and more people searching for information on the web using voice-commands rather than textual queries.

1. Brand voice

AI has impacted lots of industries and the branding industry has not escaped its reach, nowadays we have machines that can create brands based on user inputs. However, while AI has made building a brand identity more accessible, it can also present a challenge, and one of these challenges is the rise of voice assistants.

The voice assistants we have today are finite in number. Some of the most popular options that we use are Google’s Assistance, Amazon’s Alexa, and Microsoft’s Cortona. However, as artificial intelligence technology is becoming stronger, we will have a wider range of these services to choose from. When this happens, then the voice of the virtual assistant may interfere with a brand’s personality. For instance, if someone is using a female virtual assistant to look up information about a masculine brand, then it can hurt the brand’s impact. To tackle this problem, brands must keep these potential situations in mind. So, in this very example, a brand could alter the content that the voice assistance finds in a way that it’s able to retain the brand’s tone (masculine and rough) even if it’s in a female voice.

2. Consistency

Consistency is the key to successful branding – there is no denying that. However, you need to keep that in mind when you work with voice searches as well. For instance, you want to ensure that the tone and language used in the results of voice searches are optimized and in line with the brand book. These affect the following results returned by voice commands – product descriptions, social media content, ad copy, chatbot dialog, and more.

3. Payments

Virtual assistants are mainly used to find information on the Internet. However, service providers are also looking into new ways of using these services. For instance, Google Assistant now allows Google Pay users to send and receive money using voice commands. In the same way, payments leader MasterCard is aiming to bring its Masterpass online payment platform into Google and Amazon’s voice systems. So, what does this mean for the brands? Well, for one thing, they need to think about making provisions like this, that is, making payments easier and simpler with voice commands so that they can enjoy first-mover advantages.

4. Optimized content

What’s meant to be read doesn’t always sound good when voiced. For instance, if you define “SEO” on your blog by starting with the words “SEO is one of the most-effective digital marketing techniques used by brands today”, then you may fail to arouse the interest of the user if and when they search for the content using an appropriate voice command. However, if you ignore the introduction and focus on the main content by optimizing the content, then you can let the virtual assistant read something like “SEO refers to Search Engine Optimization which combines different kinds of techniques…” which is far more effective and engaging.

As you can see, voice search isn’t only making the lives of people around the world easier, but it’s also interfering with the practices of old and new brands. Those who are adapting to the changing trends have nothing to fear. However, the rest of them who have decided to remain unchanged can face all kinds of problems in the future.

Remember – branding isn’t just for big businesses. It doesn’t matter how big or small your company is, you need to take as many branding measures as possible. Naturally, voice search must be an integral part of the plan.

This is a sponsored post from PRchitects.

The post Different ways voice search is affecting your brand appeared first on Search Engine Watch.

15 Tried and tested bookmarklets for SEOs to improve productivity

It’s becoming increasingly expectant that SEO’s become more flexible and holistic in their approach to website optimization.

In that spirit, taking time out to find better and more efficient ways of doing day to day tasks is something I find myself doing regularly. I’ve tried tons of tools, worked with dozens of fellow SEO’s and I still firmly believe that bookmarklets have a place in a search marketer’s repertoire.

So, I’ve hunted through the mass of useful and useless bookmarklets and found 15 of the most useful that you can start using right now to save time, smash your deadlines and make you an unstoppable force.

What is a bookmarklet?

Well, bookmarklets have pretty much been around since the inception of JavaScript in 1995. In short, they are tiny scripts packed into a bookmark that perform a command within a browser to add a little nugget of functionality. 

In other words, they perform similar actions to chrome extensions without the crippling browser slowness and they rock.

How do you install bookmarklets?

It’s super easy. 

Copy the bookmarklet script you’ve found, right-click on your bookmark bar (or press CTRL + D or CMD + D on mac), click ‘add page’:

Then paste the code into the ‘URL’ field, name it whatever you like and click ‘save’:

Done.

The bookmarklets below are all hyperlinked meaning you can simply drag them into your bookmark bar.

Try it out:

The following code will perform a Wikipedia search for any text you have highlighted on any web page. Pop it in your bookmark bar and highlight any word on this page and then click the bookmarklet in your bookmark bar:

Drag this into bookmark bar:

Wikithis

Script:

javascript:(function() {function se(d) {    return d.selection ? d.selection.createRange().text : d.getSelection()s = se(document); for (i=0; i<frames.length && !s; i++) s = se(frames[i].document); if (!s || s=='') s = prompt('Enter%20search%20terms%20for%20Wikipedia',''); open('https://en.wikipedia.org' + (s ? '/w/index.php?title=Special:Search&search=' + encodeURIComponent(s) : '')).focus();})();

Cool right?

Now I’ve converted you to bookmarklet love, here are 15 of the best bookmarklets for SEOs. Some you will use on the regular while others you might not use for a while. I’ve included all my favorites, the ones that I find myself using regularly.

Note: Although I’ve tested and used every one of these, some popup blockers might affect how each bookmarklet works. If it’s not working, check your adblocker.

1. View cached versions of this URL with Wayback Machine

If the URL you once visited doesn’t exist anymore, has been deleted by a foolish colleague or you need to look back at the contents of an old page to inform a 301 redirect, this one is really useful.

Drag this link to bookmark bar:

Wayback

Script: 

javascript:location.href='https://web.archive.org/web/*/'+location.href

 

2. List every link on the page

Short, sweet, mega useful. One-click and get all hyperlinks from a web page in a window. I use this regularly in combination with screaming frog for super fast insight.

Drag this link to bookmark bar:

Listlinks

Script:

javascript:(function(){ var a = ''; for (var ln = 0; ln < document.links.length; ln++) { var lk = document.links[ln]; a += ln + ': <a href='' + lk + '' title='' + lk.text + ''>' + lk + '</a><br>n'; }; w = window.open('', 'Links', 'scrollbars,resizable,width=400,height=600'); w.document.write(a); })();

3. Show cookies

I’ve had clients in the past with serious cookie issues that have impacted site security, international targeting and even crawling! This is a one-click action to see all content associated with cookies the site is running.

Drag this link to bookmark bar:

Cookies

Script:

javascript:document.cookie='';function hjK(S4p){D3p=/; /g;return S4p.replace(D3p, '<br><br>');}if(document.cookie.length<1){alert('No cookie from this site!')}else{with((na=open('','','')).document){write(hjK('Cookie for '+document.title.link(window.location.href)+', dd. '+new Date()+'<hr>'+document.cookie));close()}}

4. Last modified

This one will alert the last modified date of each document and each frameset, along with the names and the locations of each frame in a dialogue box. Ideal for competitor research and auditing.

Drag this link to bookmark bar:

Lastmod

Script:

javascript:javascript:function Lmi(w,p){var i,t='';for(i=0;i<w.frames.length;i++)t+=Lmi(w.frames[i],p+'    ');return(p+w.document.lastModified+' '+w.location+' '+(w.name?(' ('+w.name+')'):'')+'n'+t);}alert('Last modified:nn'+Lmi(window,''));

 

5. Instantly extract URLs from SERPs

The simplest bookmarklet for downloading SERP URLs. Set your google settings to return 100 results and you can grab the top 100 results for any query with one click. Combine it with your favorite crawler and you’ve got some great analysis tools.

Drag this link to bookmark bar:

ExtractSERP

Script:

javascript:var a = document.getElementsByTagName('a'), arr = '';for(var i=0; i<a.length; i++) if (a[i].ping && !a[i].href.includes('google'))arr +=('<p>' + a[i].href + '</p>');var newWindow = window.open();newWindow.document.write(arr);newWindow.document.close();

 

6. Audit internal duplicate content

Auditing duplicate content can be time-consuming if there’s a lot. Use this bookmark as part of your audit to check snippets of content you believe to be unnecessarily duplicated. Copy and paste the snippet into the dialogue box and see roughly how often it appears across the site with a simply search operator.

Drag this link to bookmark bar:

Checkdupe

Script:

javascript:(function() {var targetUrl = 'https://www.google.com/search?q=';new Promise(setQuery => {var input = window.prompt('Enter your query:');if (input) setQuery(input); }).then(query =>window.open(targetUrl + 'site:' + location.hostname + ' "' + query + '"')); })();

7. Load page speed insight for current URL

Instantly load the URL that you’re viewing into page speed insights. If you want this to work with the homepage of the site each time change the window.location. to window.location.host in the code below.

Drag this link to bookmark bar:

Speedcheck

Script:

javascript:location.href='https://search.google.com/structured-data/testing-tool/u/0/#url='+window.location

 

8. Instant index check

This will only save you a few seconds but I use this bookmarklet a lot to start troubleshooting why a page isn’t doing well. The script will conduct a search using the ‘site:’ which should return the exact URL in the first result if indexed.

Drag this link to bookmark bar:

Isthisindexed?

Script:

javascript:(function(){ window.open('http://www.google.co.uk/search?q=site%3A'+encodeURIComponent(location.href))})();

 

9. Clear your cache in fewer clicks

Change three clicks to one with an instant opener for the clearing browsing data. Most used when you’re testing a development or need to replicate a bug to report.

Drag this link to bookmark bar:

Cachemeoutside

Script:

chrome://settings/clearBrowserData

 

10. Keyword stuffing checker

Instantly check the number of times a word occurs on a page. This one is really good for checking keyword stuffing during an audit and being able to efficiently give stats.

Drag this link to bookmark bar:

Checkstuffing

Script:

javascript:(function(){var T={},W=[],C=0,s,i; function F(n){var i,x,a,w,t=n.tagName;if(n.nodeType==3){a=n.data.toLowerCase().split(/[s():,.;<>&'"]/);for(i in a)if(w=a[i]){w=" "+w;T[w]=T[w]?T[w]+1:1;++C;}}if(t!="SCRIPT"&&t!="STYLE")for(i=0;x=n.childNodes[i];++i)F(x)}F(document);for(i in T)W.push([T[i],i]);W.sort(function(a,b){var x=b[0]-a[0];return x?x:((b[1]<a[1])?1:-1)}); s="<h3>"+C+" words</h3>";for(i in W)s+=W[i][0]+":"+W[i][1]+"<br>";with(open().document){write(s);close()}})()

 

11. Instant visibility & domain analysis

Instantly chuck the site into your favorite SEO tool. My go-to has always been Ahrefs. I use this daily as part of competitor analysis and content auditing.

Drag this link to bookmark bar:

Metrics

Script:

javascript:location.href='https://ahrefs.com/site-explorer/overview/v2/subdomains/recent?target='+encodeURIComponent(location.hostname + location.pathname)

To use this with other tools, replace the URL inside the single quotes with the following: 

  • Semrush: https://www.semrush.com/info/
  • Majestic: https://majestic.com/reports/site-explorer?folder=&q=
  • Moz: https://analytics.moz.com/pro/link-explorer/overview?site=

 

12. Change link anchors to full URLs

Super effective for backlink analysis. Being able to see the quality of outbound links on a page at a glance is really useful for auditing. I’ve used this on multiple occasions to illustrate poor out linking to colleagues and clients.

Drag this link to bookmark bar:

Anchortohref

Script:

javascript:(function(){var i,c,x,h; for(i=0;x=document.links[i];++i) { h=x.getAttribute("href"); x.title+=" " + x.innerHTML; while(c=x.firstChild)x.removeChild(c); x.appendChild(document.createTextNode(h)); } })()

 

13. Check structured data for the current page

Check your schema markup against a competitor with this one-click bookmarklet which instantly opens the page URL in google’s structured data tester.

Drag this link to bookmark bar:

StrucData

Script:

javascript:location.href='https://search.google.com/structured-data/testing-tool/u/0/#url='+window.location

 

14. Instant Meta display

I know there are a ton of extensions that will do this for you but this is an instant dialogue box that will display useful meta content for the page URL.

Drag this link to bookmark bar:

Meta

Script:

javascript:(function(){var url = document.location; var meta = document.getElementsByTagName('meta'); var found = 'Not Found'; var title = document.title;var output = '';output = 'nn##### Page Title #####nn'+title+'nnn####META DATA####nn';if(meta.length>0){ }for (i=0; i<meta .length; i++) {if(meta[i].getAttribute('name')!=null){output += '''+meta[i].getAttribute('name')+'''+'n'+meta[i].getAttribute('content')+'nn';}else if(meta[i].getAttribute('property')!=null){output += '''+meta[i].getAttribute('property')+'''+'n'+meta[i].getAttribute('content')+'nn';}}alert(output)})();

 

15. Broken image checker

Identify broken links instantly, no scrolling through, no inspect element, no screaming frog. Get a simple dialogue box with the broken image URL (I broke this one with inspect element to illustrate).

Drag this link to bookmark bar:

Checkimages

Script:

javascript:(function()%7Bvar ims%3Ddocument.images, brokenCount%3D0, brokenURLs%3D"", text, i%3B for(i%3D0%3Bi<ims.length%3B%2B%2Bi) if (! (ims%5Bi%5D.naturalHeight %7C%7C ims%5Bi%5D.fileSize > 0)) %7B %2B%2BbrokenCount%3B brokenURLs %2B%3D "URL: " %2B ims%5Bi%5D.src %2B "%5Cn"%3B %7D%3B text %3D brokenCount %2B " broken image" %2B (brokenCount%3D%3D1%3F"":"s")%3B if(brokenCount) alert(text %2B ":%5Cn%5Cn" %2B brokenURLs)%3B else alert("No broken images.")%3B %7D)()

 

Awesome bookmarklet resources

  • http://pauljadam.com/bookmarklets/
  • https://www.squarefree.com/bookmarklets/ 
  • http://bookmarklets.com/tools/categor.html
  • http://4umi.com/web/bookmarklet/all.php

Final thoughts

Being natural problem solvers, negotiators, project managers, instigators, copywriters, web devs and many other things an SEO finds themselves falling into to get their work done, I strongly advise you to create a folder on your bookmark bar and stack as many script nuggets as you can.

Please share your favorite bookmarklets in the comments below so we can all benefit from them!

Happy scripting 💪

The post 15 Tried and tested bookmarklets for SEOs to improve productivity appeared first on Search Engine Watch.

Search transformation projects: Q&A with SAP’s Siddharth Taparia

At The Transformation of Search Summit next month, we’ll be hearing from a panel on “Embarking on Search Transformation Projects.” One of those panelists will be Siddharth Taparia, SVP and Head of Strategic Transformation and Partner Marketing at SAP.

Siddharth has grown his career in marketing at various companies, including spending the past 11 years at SAP.

siddharth taparia, head of marketing transformation at SAP

For many search marketers, embarking on search transformation projects can seem daunting and unclear. Siddharth’s expertise lies in leading marketing transformation efforts, and he’ll share insights on what’s he’s learned along the way.

Tell us a bit about your role at SAP?

I serve as head of SAP Global Partner Ecosystem and SME Marketing. In this role, I oversee SAP’s entire global partner ecosystem – with nearly 20,000 partners – including companies like Google, Microsoft, Amazon Web Services and Deloitte. We also market to the invaluable small and midsize space. My team is responsible for providing excellent support and resources for existing partners and helping to grow the network with new partners.

What are your key priorities over the next twelve months?

My key priorities over the next 12 months will include supporting SAP revenue and growth aspirations through innovative partner marketing, communications, and enablement. We will continue to be laser-focused on creating great partner experiences, extending the company’s reach to more customers, and driving SAP brand value.

What is your biggest challenge in achieving those?

Our biggest challenge is to make sure that we stay focused and look at the big picture. We are a large team within a large, global company. The path to success comprises many components that must come together in a cohesive manner.

What’s your advice to others who may be facing similar challenges?

As with many areas in life, communication and collaboration is key. Everyone on the team needs to be on the same page when it comes to understanding the plan, the strategy, and the goals. More importantly, the communication has to be a two-way street. It is vital to establish a culture in which people feel comfortable asking questions and providing feedback.

What’s an interesting trend you’re seeing in the market right now?

It is interesting to see the growth of AI and how it is becoming more and more sophisticated. AI is providing unprecedented personalization, which makes for memorable customer experiences. When it comes to search specifically, AI is helping to make it easier to find the information you need faster and with more accuracy than ever before.

How do you expect it will change in the next 6-12 months?

The rate at which AI is evolving is truly astronomical. By its very nature, AI gets better with time. With more data and new algorithms over the next several months, accuracy will continue to improve and forecasting and anticipating customer needs will become even more precise.

Tell us a bit about your session at the Search Summit?

I am excited to be a part of the panel discussion, “Embarking on a Search Transformation Project.” It is crucial for companies to not only incorporate search into their overall martech strategy; they must continue to evolve their search strategy to include new search technology. Search needs to be a core part of every marketing strategy and tactics.

What are you looking forward to most at the Summit?

I enjoyed being a part of the Summit as the keynote speaker last year, and I am looking forward to sharing ideas around the fascinating topic of search. Search is such an important topic to all industries, and the Summit will provide an excellent opportunity to learn about the latest developments within this field.

What’s one of your favorite search technologies and why?

I have been following the development of voice search for quite some time now. It is my favorite search technology because it has come so far in such a short amount of time. Additionally, it’s an engaging, convenient, and fun way to obtain information!

What’s something you do every day that helps you be more successful or productive?

I am a voracious reader. Every time I take a break from a meeting or a call I try to read something new or interesting that expands my horizons. I also love to learn new things — so whenever I am in a meeting I often have a lot of questions.


Thanks Siddharth for the insights, and looking forward to learning more at the event.

Hope to see you all there!

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