Tom Bennet

Machine Learning for SEO: Solving Practical Problems with AI

January 14, 2020
— for Builtvisible

Most discussion of machine learning in the context of SEO relates to its role in Google's algorithms, such as RankBrain. But machine learning is also excellent for automating the kind of complex but repetitive SEO tasks which once might've been outsourced. What's more, the proliferation of public APIs for machine learning mean it's easier than ever to seamlessly integrate these automations into your workflow.

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Site search on the JAMstack with Hugo & Algolia

January 11, 2020

Today I’m going to explore how you can implement full-text site search functionality on a static website powered by Hugo. For bloggers making the transition from WordPress to a static site generator, site search is often one of the first big ‘huh’ moments. The ability for users to enter a query and instantly see relevant results is easy to take for granted when a dedicated server and database operate behind-the-scenes. Once your website is just a collection of static HTML files on a CDN, however, the technical challenges are brought into stark relief:

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SEO & Progressive Web Apps: Looking to the Future

May 13, 2019
— for Moz

Practitioners of SEO have always been mistrustful of JavaScript. This is partly based on experience; the ability of search engines to discover, crawl, and accurately index content which is heavily reliant on JavaScript has historically been poor. But it’s also habitual, born of a general wariness towards JavaScript in all its forms that isn’t based on understanding or experience. This manifests itself as dependence on traditional SEO techniques that have not been relevant for years, and a conviction that to be good at technical SEO does not require an understanding of modern web development.

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Google Analytics for PWAs: Tracking offline behaviour and more

April 23, 2019
— for Builtvisible

Progressive web apps (PWAs) are all the rage right now, and for good reason. They represent one of the biggest technological upgrades to the web in a decade, and they empower developers with the tools they need to create fast, engaging, and reliable experiences which are accessible to a diverse range of users. Unsurprisingly for such a transformative set of technologies, PWAs are impacting a great many areas of digital marketing, and next week I’ll be exploring some of the technical considerations of JavaScript frameworks and service workers over on the Moz blog. Today, though, I'll be talking about the implications of PWAs for digital analytics.

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What Intelligent Tracking Prevention (ITP) 2.1 means for digital analytics

March 7, 2019
— for Builtvisible

This article won’t recount the history of Safari’s Intelligent Tracking Prevention (ITP) initiative, nor will it offer explicit guidance on implementing one of the many workarounds which are now proliferating. Instead, my goal here is to provide you with a digestible summary of what the forthcoming update to ITP means for you, as a site owner, and what you need to be doing to prepare for it.

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Exploring Scope in Google Analytics

February 7, 2019
— for Builtvisible

Many analysts will first encounter the concept of scope in Google Analytics while exploring custom dimensions and metrics. But scope is one of the fundamental characteristics of GA’s data model, and a thorough understanding of it will enable you to use the platform far more effectively!

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A Google Tag Manager Wishlist for 2019

December 5, 2018
— for Builtvisible

Over the last few years, the Google Tag Manager product team have done an incredible job responding to requests and developing the platform. From enterprise functionality like Zones to time-saving features like RegEx table variables and element visibility triggers, the past 18 months have seen GTM go from strength to strength. That said, in the spirit of the festive season – specifically the issuing of outrageous demands – I’ve decided to put together a list of everything we don’t have yet.

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Data Studio template: track JavaScript errors in Google Analytics

April 19, 2018
— for Builtvisible

Today I’m going to show you how to harness data on the real-world usage of your website to shed light on what’s breaking and where. By tracking the JavaScript errors which are encountered by your users’ browsers and funneling this data into Data Studio, you’ll be able to present your developers with a goldmine of data on incompatibilities, inefficiencies, and suboptimal coding practices. All you’ll need to get started is access to your site’s Google Tag Manager (GTM) container, your Google Analytics (GA) property, and 10 minutes to configure the Data Studio template that I’ll provide you with. Let’s get cracking.

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