By Bernadeth Brusola In late 2018, SEMrush hosted a 15-episode webinar series that most of the digital marketing industry overlooked. This isn’t a critique. The ideas being discussed - optimising...

Episode 15: How Can We Amplify Credibility Signals and Build Expertise, Authority, and Trust? Credibility is the closing argument in any AEO strategy. Intent and Understanding get a brand into...

Episode 14: How to Leverage Brand in Multi-Channel, Multi-Device Acquisition Multi-channel, multi-device attribution was already a headache in 2018. Answer engines made it harder. When a user asks Alexa a...

Episode 13: Hooking Brand Building Efforts into a Successful AEO Strategy Brand building and AEO aren’t separate disciplines that occasionally overlap. In the entity-based world that answer engines operate in,...

Episode 12: What Does Machine Learning Do in AE Today - and What Might It Do Tomorrow? Nobody in 2018 was willing to say precisely how much machine learning was...

Episode 11: How Does RankBrain Affect Query Results Today? RankBrain was Google’s first publicly acknowledged application of machine learning to search ranking, introduced in 2015. By 2018, it had become...

Episode 10: Machine Learning 101 - The How, the Why, and What ML Means to Us as Marketers Machine learning and artificial intelligence were being used interchangeably in 2018 in...

Episode 9: How Google Uses the Knowledge Graph in Its AE Algorithm Google announced the Knowledge Graph in 2012, but the infrastructure behind it predates the announcement by years. Andrew...

Episode 8: How to Get Entities and Their Attributes in the Knowledge Graph The Knowledge Graph episode that came before this one - Episode 7 - asked how well Google...

By October 2018, I’d spent over a year arguing that SEO was becoming something else entirely, an optimisation discipline aimed not at ranking pages but at feeding answers to machines....

Episode 6: How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web Google’s mission has always been to organise the world’s information. Amazon’s mission is to be the most...

Episode 5: Semantic HTML5, IA and Accessibility - So Many Missed Opportunities Most developers who moved from table-based layouts to CSS-based layouts solved the visual problem and stopped there. They...