Access our entire video library and a wealth of other training material for just $40 per month with a DistilledU membership (more info).

Vertical Search videos

14 videos

Controlling branded SERPs and preventing negative press

We all know branded search is vital to all our strategies - from direct traffic, to PPC, social and organic. Yet it often feels like we forget about our branded real estate in SERPs, where if there's negative press on page one this can be the difference between our potential customer converting or not. This session will give ac...


The two-tiered SERP: Ranking for the most competitive terms

Like it or loathe it, as SEOs we often find ourselves being asked to explain rankings, especially for highly visible head terms - but I’ve noticed in the last few years that for these most competitive terms, the normal rules don’t always apply. In this talk, I’ll dig into whether and how Google is going beyond our normal underst...


How Distance and Intent Shape a Local Pack

Since we can’t always rely on a searcher to state when their intent is local, we should look to keywords where that intent is implied. But is Google any good at interpreting implicit local intent? And is it treated the same as explicit intent? Google decides what queries mean, so it’s important to understand that decision whe...


The Changing SEO Landscape: Insights from Inhouse SEOs

Join this lively panel as we take a deep dive on the future of search, looking at everything from its impact to where it lives in the organisation, the changing SERP landscape, how it will be measured in the future and how search data can have even more influence on organisations. Expert panellists from leading brands across dif...



From the Horse’s Mouth: What We Can Learn from Google

If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think. In this presentation, Will is going to work...


Beyond the Reach of Keyword Targeting

The paid media landscape has evolved significantly in the past five years; we have moved away from pure keyword targeting, are more focused on audience development, and above all, paid ads are now taking up more real estate within the SERP and social media platforms. Throughout her talk, Samantha will take you on a deep dive int...


Optimizing when Google is your competitor

Google is increasingly trying to have answers to everything in order to make consumers' life easier. Part of these efforts include their expanding rich results, sitting pretty on the top of so many search results pages. This session aims to give some understanding on the challenges as well as tips on working in an industry where...


Featured Snippets: Then to Now, Volatility, & Voice Search

Featured snippets are still a large, first place presence on the SERPs, providing significant opportunities to heighten site visibility, drive major traffic, and help digital assistants do their thing. Armed with fresh data and analysis, Rob Bucci will walk you through the evolution of featured snippets, how you can win them wit...


Reverse-Engineering Google's Research

The SERP is the front-end to Google's multibillion dollar consumer research machine. They know what searchers want. In this data-heavy talk, Rob will teach you how to uncover what Google already knows about what web searchers are looking for. Using this knowledge, you can deliver the right content to the right searchers at the r...


Snooping Into Google's Insights on Searcher Intent

Google is telling us what our customers are looking for; they've spent billions doing the research. All we have to do is pay attention. In this session, Rob will provide a guide for how you can take cues from Google, and create better strategies for gaining the attention of your customers at each stage of the purchase funnel.


Google Approved Paid Links?

Did you think paid links were a no-no? This isn’t the case at all. Last month, Wil gave $10k to the SEER team so they could test paid content. In this session, he reveals some of the channels he used such as Taboola, Twitter, Outbrain, niche networks for gamers, etc. He will also share exactly what he learned, the impact it had,...


Head to Head

Will and Rand take to the trenches to put together two competing SEO plans for specific sites. They take turns looking at content, links and broad marketing tactics


Blended and Verticals

How to win in a multi-vertical search world. Some sites live in areas where everyting is vertical, others have upside opportunities from (for example) news or video. Whichever applies to you, Rand will be showing you how to rank.