154 pages, published in 2020
Julie Friedman Bacchini, President & Founder, Neptune:
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
Moon, thinks the automation and machine learning train
down to the most relevant.
will continue picking up speed in 2020.
“The key for paid search pros will be figuring out how to
The goal has always been to count links that are meaningful to the
use these tools/features as effectively as possible, while
content they are linking to.
also retaining our value by doing things the machines cannot do,” she said.
Not to complicate matters, but there is also a thing called link ranking that may be in use, a method to rank the links themselves.
Ed Leake, Managing Director, Midas Media, said similar, noting that machines and artificial intelligence can
By ranking links, popularity and relevance can be more accurately
produce judgments and perform routine tasks faster than
“ThLaitnmkseathnsatifayroeup’raeidnoftoartalneadsnt outsitnhgesroemseulftoormf aonf erudlietsorial
or sdcercipitssioinytoeunrdwnoortkfltowc,oyuonut’.re way behind,” Leake
said. “You might have heard of the Eisenhower Matrix.
UsiSnegatrhcaht epnrginicniepslec, osntatirntuweituhstinhge loinkestahsanakwleasys ttoasmkeyaosure dopreogpullarliyt.yIannodthaeurthwoorirtdys.,Hitowtaekveesraitl’ostnoflotinmgeranednoitughtosimply hasaacqsumiraelllinmkpsatcotaosnsureresuraltns.kTinagkse. that task and find a
machine to do it for you.”
Because web publishers have employed a number of schemes
Jeff Ferguson, CEO, Fang Marketing, said PPC managers
to increase their rankings, search engines have improved their
will finally learn their place in the new world order of
algorithms in order to ignore artificial links (example: advertorial digital advertising in 2020 – to provide a clean working
guest post links) or non-relevant links (“powered by” links). environment for their robot overlords.
Group Twenty Seven