Bill Slawski

Bill Slawski can be found online at:

Twitter: bill_slawski



With more than 23 years of SEO experience and a Juris Doctor Degree, Bill is the foremost expert on Google’s patents as related to SEO. Bill is the Editor of SEO by the Sea, a prominent search engine optimization blog, where he is the author of over 1,200 posts.

Bill’s experience includes Fortune 500 brands and some of the largest websites in the world. Bill is a contributing author for Moz and Search Engine Land. In 2014-2019, he spoke at industry leading conferences about topics including search engine algorithms, universal and blended search, personalization in search, search and social, and duplicate content problems, structured data, and schema

Contextual Question Featured Image

A New Type of Google Contextual Questions

Posted @ May 15 2019 by Bill Slawski

Google Crowdsourcing Local Information Using Contextual Questions A newly granted Google patent starts off by telling us that some searchers have problems creating helpful search queries, and looking through search results generated by queries. In response to those problems, this patent works to suggest questions to initiate a search. It can use contextual questions based […]

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Structured-Data-experimental data

Structured Data in Search

Posted @ May 02 2019 by Bill Slawski

Increased Role for Structured Data at Google Recently I wrote about Trust Metrics at Google, which explored some of the ways that Google was using Trust to rank pages in places like Google Custom Search Engines. I noticed recently that Google was enabling the ability for people to use Google Custom Search Engines with Schema […]

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Trust metrics - Handshakes

Trust Metrics at Google

Posted @ May 01 2019 by Bill Slawski

Looking at Trust Metrics at Google

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Social Influence and Entity Information

Will Microsoft Start Displaying Entity Information in Browsers?

Posted @ Apr 22 2019 by Bill Slawski

A patent from the Software and Search Engine Company, Microsoft, shows a new way to display Entity and related social media information from visited webpages that could be worth paying attention to. Sometimes it can be interesting seeing what appears in patents from places other than Google to get a sense of what other sites […]

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Working Related Entities Into Sites

Posted @ Apr 09 2019 by Bill Slawski

Microsoft Is Focusing On Entities, Too It is interesting comparing Google and Bing. Microsoft was granted a patent about related entities last week. When I saw it, it reminded me of a similar patent from Google that I wrote about in 2014 in Entity Associations with Websites and Related Entities We know Google has been […]

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Conversational queries

Conversational Search Queries at Google (Context from Previous Sessions)

Posted @ Apr 04 2019 by Bill Slawski

If you remember when the Hummingbird Update was announced at Google’s 15th birthday, they also displayed how they were responding to conversational search, and understanding pronouns in previous queries from query sessions. I wrote about them doing that in a post titled Searching with Pronouns: What are they? Co-references in Followup Queries Google has been […]

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User Click through Rates

User Click Through Rates and Search Result Rankings at Google

Posted @ Mar 18 2019 by Bill Slawski

Do Google Use User Click-Through Rates and User Behavior to Influence Search Result Rankings? We’ve been told many times by Google Spokespeople that Google does not involve user click-through rates in ranking documents in search rankings because they are too noisy, and for other reasons. And yet, a new patent has been granted from Google […]

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Entity Normalization

Entity Normalization As Part of Google’s Knowledge Graph

Posted @ Mar 08 2019 by Bill Slawski

Entity Normalization Was Developed as Part of Google’s Annotation Framework Googlebot crawls the web and collects information about facts it finds. It started doing this as part of a project at Google under the name, the Annotation Framework, for Google’s Fact Repository, which was the precursor to Google’s Knowledge Graph. Some of the ideas that […]

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Annotation Text and Anchor Text

Add to Your Style Guide Annotation Text: A New Anchor Text Indexing Approach

Posted @ Feb 22 2019 by Bill Slawski

Running a Style Guide One thing I’ve run across and have recommended in the past has been the use of a style guide. I first heard the concept at a University that I was doing SEO for. The Dean of the School didn’t like one phrase, and insisted on another, which was one of our […]

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Entity Extractions and Attributes

Google Shows Us How It Uses Entity Extractions for Knowledge Graphs

Posted @ Feb 14 2019 by Bill Slawski

Google May use entity extractions, entity classes, entity properties, and Association Scores from Pages to Build Knowledge Graphs When Google introduce the Knowledge Graph in 2012, it told us that it was going to start focusing upon things and not strings. That process is maturing, and we have a chance to watch Google learn how […]

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