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

questions and answer passages

Does Google Use Schema to Write Answer Passages for Featured Snippets?

Posted @ Jan 24 2019 by Bill Slawski

Answer Passages and Featured Snippets There hasn’t been an answer to this question about featured snippets until now, with the granting of a patent that says that an answer passage might be selected based upon a score that show that there is structured data (such as schema) and unstructured data (such as prose passages) to […]

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An original author

Reranking Content Based on Content from an Original Author

Posted @ Dec 10 2018 by Bill Slawski

A Poll I Ran on Twitter About Rankings of Content I ran a poll on Twitter, asking if an original author posted a blog post to their own site, and then posted the same post to an online magazine, which version would end up ranking higher? I gave choices of the original author’s site, the […]

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Bill Slawski’s Hardest SEO Quiz You’ll Ever Take – 2018 Edition

Posted @ Dec 04 2018 by Bill Slawski

Welcome to the hardest SEO quiz you will ever take (the 2018 edition.) Good luck and no cheating! 🙂

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Predictions based on query intent

How Google Might Predict Query Intent Using Contextual Histories

Posted @ Nov 28 2018 by Bill Slawski

Understanding the Query Intent Behind Searches A taxonomy of web search (pdf) by Andrea Broder tells us about the differences between informational, transactional, and navigational queries. Those are good distinctions to know about when optimizing pages for query terms. Do you expect to be teaching people about a concept or topic? If so, you are […]

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Il Duomo Milan

Structured Entity Information in Search Results

Posted @ Nov 19 2018 by Bill Slawski

I had a chance to visit Milan, Italy last week, and talk about SEO at the SMXL Milan Conference. My presentation for the Conference is attached to this post, and in it, I talked about how I introduced entities into a site I was working on back in 2005, and how Google has been working […]

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Safe Search Results

Google Safe Search Results Patent and Reranking or Removing Results

Posted @ Oct 10 2018 by Bill Slawski

How does Google Use a Safe Search Results Filter to Handle Inappropriate, Sensitive, or Offensive Search Results? One of the problems that searchers may have with the internet is being surprised by content that they don’t expect to see, or be willing to expose other people to. A recently granted patent at Google tells us […]

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How Rich Results May be Chosen and Created

Posted @ Sep 25 2018 by Bill Slawski

A History of Google Indexing Books In the post Google’s First Semantic Search Invention was Patented in 1999, I wrote about an invention from Google founder Sergey Brin, about an algorithm referred to as DIPRE (Dual Iterative Pattern Relation Expansion). The idea behind the patent was that it started off with a list of five […]

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entity attributes poster

How Google May Use Reviews to Learn About Entity Attributes

Posted @ Sep 05 2018 by Bill Slawski

About Entity Attributes When we see Google talk about the properties of different entities, they often refer to those as entity attributes and often define them in key/value pairs. For instance, Abraham Lincoln has a height of 6’4″. Alphabet is a holding company with a headquarters in Mountain View, California. Paul Newman has blue eyes. […]

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Search Rankings Model Patent Based on Large Data Sets Updated

Posted @ Aug 21 2018 by Bill Slawski

Search Rankings Model and Large Data Sets In accordance with one aspect consistent with the principles of the invention, a method for ranking documents is provided. The method may include creating a search rankings model that predicts a likelihood that a document will be selected and training the ranking model using a data set that […]

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Local Significance Local entities

How Organic Distance Based Search Results May Be Demoted

Posted @ Aug 13 2018 by Bill Slawski

If you search for a business at a location, you will see a mix of local search results, as well as organic results that Google believes, are relevant. Ideally, you will want to rank highly in both organic results and in Google Maps for local results. But sometimes Google may keep some organic distance based […]

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