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Aaron Bradley
Works at Electronic Arts
Attended University of Alberta
Lives in Vancouver
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  • University of Alberta
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aaranged
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Search and internet marketer, semantic web stringer
Introduction
I'm an Internet marketing guy with a strong specialization in organic search engine optimization (SEO) for enterprise-level websites.  I also work a lot on conversion optimization, web testing and other aspects of ecommerce.

I've long had an interest in classification that has extended in the computer age to meta data and the semantic web - but I definitely wouldn't consider myself a geek (I don't have good enough math skills for that).

For my sins, I also increasingly find myself working on information architecture, user experience and website analytics.

As if that's not enough, I'm an avid observer (and sometimes participant) of the discussion surrounding digital journalism, and the struggles of traditional news media organizations as they try to adopt to 21st century realities.  (I'm also very keen on news optimization/SEO for Google News.)

I write on various topics related to Internet marketing on my own blog, as a now-occasional columnist at Search Engine Land and other places around the web.  I'm also a prolific tweeter.

Interested in search and the semantic web?  This Google+ Community (which I run) is definitely the place for you:

If you're on Twitter, I also recommend following this list (which I curate):

  • Semantic Web
    600+ semantic web people and organizations on Twitter
You can also find me posting on these Google+ Pages:
Work
Occupation
Internet Marketer
Employment
  • Electronic Arts
    SEO and DPO Analyst, 2014 - present
    Heading up search engine and digital presence optimization efforts for more than a dozen EA domains, including www.ea.com and www.easports.com.
  • Airshock
    Digital Marketing Consultant, 2013 - 2014
    Independent digital marketing consultant specializing in improving the visibility and performance of websites in the search engines through the application of semantic web technologies.
  • InfoMine.com
    Internet Marketing Manager, 2011 - 2013
  • Airshock
    SEO Consultant, 2010 - 2012
  • Suite101.com
    Director of SEO, 2009 - 2010
  • Ice.com
    SEO Manager, 2008 - 2009
  • Fivermedia.com
    Search Engine Marketing Manager, 2008 - 2008
  • Riptown.com Media
    Senior SEO, 2006 - 2008
  • Riptown.com Media
    SEO Specialist, 2005 - 2006
  • InfoMine.com
    Senior Web Designer, 2003 - 2005
  • Self-Employed
    Independent Web Designer, 2000 - 2002
  • Canadian Forces College
    Web Designer/Administrator, 1995 - 1999
  • Canadian Forces College
    Library Technician, 1988 - 1995
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Vancouver
Previously
Montreal, Quebec - Toronto, Ontario - Banff, Alberta - Edmonton, Alberta

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Aaron Bradley

▸ Structuring & modeling  - 
 
Smarter Content on a Web of Machines

Just finished watching this presentation from +Jay Myers on the Content Wrangler show hosted by +Scott Abel and I can't recommend it enough - especially for those that are new the world of semantic ("data-rich") publishing.

https://www.brighttalk.com/webcast/9273/150681
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Aaron Bradley's profile photoMichael Andrews's profile photo
3 comments
 
I mention this +Aaron Bradley because of number of members of this community are deeply versed in the world of XML Schema validation.  That world can be less forgiving, and can yield more consistent output, especially when values are reused.  
Add a comment...

Aaron Bradley

Shared publicly  - 
 
So true +Wil Reynolds ... and so sad!

"Oh, my God. If you aren’t figuring out a way to get really savvy college students or graduates, into your company early you’re never going to be able to hire enough of the high-level people you need. There’s just not enough people with great SEO skills out there."

"I’m watching people swap from this company to that company. I’m watching how little time SEOs are spending in their jobs."

"By the time you train them and get them to understand your processes, they have one foot out the door because recruiters are calling like freaking crazy. If you don’t build your pipeline at the early stages, and find an SEO when you need an SEO — you’re screwed."

[...]

"You want to go and hire five, six in-house marketers with SEO skills over the next year? Calculate the opportunity cost of the fact you’re only going to get one or two of them. And by the time you get the fifth one, the first two are already out the door. It’s so hard to get talent in this space."
We ask Wil Reynolds of Seer Interactive about what SEO skills he looks for when hiring an SEO or marketer. Read his insights on what makes a great SEO.
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Aaron Bradley's profile photoWil Reynolds's profile photoJoshua Corbelli's profile photoPetar Petrov's profile photo
3 comments
 
+Aaron Bradley yeah I don't mean age at all, discrimination, I mean old in the industry vs new in the industry.  Thank you for giving benefit of the doubt.  I'm not saying tenured SEOs don't keep up with the times, I am shocked at how many reach for the old easy tactics of yesteryear and haven't pivoted.  

Funny traditional seo bores me too, sorry for the use of words +Brian Garnick I could se how that could be interpreted that way.
Add a comment...
 
While you should already be reading everything +Bill Slawski writes about search engine patent, IMO this one falls into a special "must read" category for those interested in how Google identifies and qualifies entities represented in web resources - both things being central to Google's semantic search capabilities.

Tangentially - along the lines of the concise and helpful definition of schema.org provided by +Richard Wallis yesterday (http://bit.ly/1HbLew5) - the opening paragraphs are pretty useful if you're explain to others (or grasp yourself) what exactly an "entity" is, and why they're useful.

It's also a useful reference when thinking of the proposed schema.org mainEntity property (http://sdo-gozer.appspot.com/mainEntity - h/t +Jarno van Driel), which is used to indicate "the primary entity described in some page or other CreativeWork."

"An Entity is a specifically named person, place, or thing (including ideas and objects) that could be connected to other entities based upon relationships between them. Some pages may make certain Entities to be the main Subject of a page, while other may include additional information about entities that are related in some manner to those first entities. When some entities appear on pages, they may be presented in an ambiguous manner that doesn’t make them the main topic for the page they appear upon."

"Entities are said to exist in a graph that connects them to other entities based upon relationships between them. For instance, Google and Bing are both Search Engines, both internet domains, both employers of many search engineers, and have CEOs, Vice Presidents, Marketing staff, headquarters, data centers, Web indexes. There are a lot of related entities that might show up on Web pages about both."

#entities   #google   #semanticserach   #mainentity  
A Google patent explores how the search engine may identify Important entities related to resources on the Web, and use that knowledge to display additional content to searchers.
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Aaron Bradley's profile photoAntony Jackson's profile photoTeodora Petkova's profile photoMatthew Kaufman's profile photo
16 comments
 
In regards to structured snippets and tables +Aaron Bradley, have you stopped to think about how much the property-value pair proposal (https://www.w3.org/wiki/WebSchemas/PropertyValuePairs) can add to that?

Every time I read anything about that proposal I can't help thinking it's gonna be like putting table data on steroids.   :)
Add a comment...

Aaron Bradley
owner

Discussion  - 
 
 
"Smarter Content on a Web of Machines"

What what what??? +Jay Myers (+Jay Myers) and +Scott Abel waxing poetic on content together?  How come nobody told me about this sooner?

Well, fortunate I can make it anyway, and hopefully so can you.

"Over the last 25 years, the web has evolved from a platform consisting primarily of human content consumers to a blended model of humans and machines. With the explosion of data on the web, it is clear that machines are needed to assist in the consumption and organization of the massive amounts of data and content that’s created on the Internet every day. In 2014, studies reported that non-human visits account for 56% of all website traffic. So how does this affect how we create digital content?."

"Join Scott Abel, The Content Wrangler, for this free one hour webinar with Jay Myers, Technical Product Manager at Best Buy, as Jay examines the origins and rationale behind publishing smart content, explores simple techniques we can use to make content better for both humans and machines, and provides examples of where smart content is used to provide more engaging user experiences."

Re the complete disconnect between the webinar content and the rich snippet, the flub from +BrightTALK is a reminder to all to change the damn metadata when you're using an earlier page as a template (not the pot calling the kettle black here - I've done this on more than one occasion).

<div class="communication recorded" itemscope itemtype="https://schema.org/BusinessEvent">
<meta itemprop="performer" content="Stewart Rogers; Director, Marketing Technology VB Insight">
<meta itemprop="name" content="Conversion Optimization: How to win at performance marketing">

Pinging +Michael Andrews (don't have time to add this to CS Community, so I'll let you judge if this has value enough to share there:).
Speakers: Stewart Rogers: Director of Marketing Technology; VB Insight Ujjwal Dhoot: CMO; FSAstore.com Talia Wolf: Founder & CEO; Conversioner Nichole Elizabeth DeMeré: Community Growth for Inbound.org at HubSpot Labs Abstract: In an increasingly competitive marketplace, conversion rate optimization (CRO) tools, techniques, and tactics can be the difference between becoming a market leader or an ‘also ran.’ The practice of gaining as much as ...
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Douglas Fils's profile photoAaron Bradley's profile photo
2 comments
 
+Douglas Fils Almost certainly this, as it cites exactly 56% non-human traffic (NHT):

Chart: Humans Account for Less Than Half of Global Web Traffic
http://www.statista.com/chart/1894/global-website-traffic-by-source/

FWIW I've heard every sort of statistic bandied about in regard to NHT, and it's unsurprisingly of special concern to advertisers; c.f. from ComScore:
http://www.comscore.com/Insights/Blog/Ad-Fraud-and-Non-Human-Traffic-How-Rampant-is-the-Problem
http://www.comscore.com/Products/Advertising-Analytics/Non-Human-Traffic
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Aaron Bradley

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Can I haz...

... a stock photo of an attractive young woman smiling while looking at her phone in order to illustrate my internet marketing post please?

Funny coincidence that these two articles were stacked in my Feedly saved-for-later list in this exact order.
7
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2 comments
 
yes +Teodora Petkova  #parrallelinfinities  in all directions. :D
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Aaron Bradley

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"And just what is a yeast infection, comrade?"

A question a Russian was far likelier to ask in, say, 2011 than 2014.  Whatever the reason behind the decline in the relative popularity of this query, it's probably a good thing. :)

5 Year Evolution of Russian Queries for “What is?”
http://bit.ly/1aQbQpY
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Aaron Bradley's profile photoBarbara Starr's profile photoEvgeniy Orlov's profile photoAndre Alpar's profile photo
8 comments
 
+Aaron Bradley And tho I may be beating a non-dead horse here, if you look at this post, http://www.google.com/trends/2014/story/top-questions.html Google is clearly tracking queries based on question type (what, who, when, why how).  I once wrote a post on SEL about it, but by the time it made its way through their very incredible and conscientious editors (who probably used to think I wrote rubbish) the post was unintelligible and lost that impact (and the point of the article in many regards)
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An interesting article from +Michael Quoc.

Anyone involved in structuring content for machine consumption will be familiar with things like Twitter Cards and Google Now cards, but in my experience that's still a small sub-class of Internet marketers (I continue to be shocked on a regular basis by the number of people active in social media marketing who still haven't heard of Twitter Cards).

Quoc's post helps draw attention to the importance of cards, and their likely ascendancy in the future - and I think they will continue to be important in the future.

For what it's worth (and for the elucidation of anyone jumping to the "Add a comment" without first reading the post) the way the title is framed isn't indicative of the place of URLs in the world of cards.

That is to say, Quoc is suggesting that it's cards humans will be sharing in the future, not URLs.  The underlying card technology - and especially the technology for semantic cards - of course relies on URIs.  Spinning the well-known "turtle" quip used to illustrate infinite regress, "it's URIs all the way down." :)

#cards   #structureddata   #sharing  
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2 comments
 
I'm skeptical that universal plug-n-use cards will emerge.  It seems all the app platforms want to the the default app accessing data from elsewhere to use in their app.  If you are an airline, do you want your customers to stop using your app, and rely on Facebook or Google instead?  Will brands want to host another brand's card within their app?  And so far, brands have been creating cards to enable previews of their content, with the expectation that the preview will result in visits to their content.  There may be modest movement away from that (e.g, the New York Times publishing directly to Facebook to get an incremental boost in reach) but this hasn't involved releasing control over core services for core segments to another party.  
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Aaron Bradley

Shared publicly  - 
 
 
While you should already be reading everything +Bill Slawski writes about search engine patent, IMO this one falls into a special "must read" category for those interested in how Google identifies and qualifies entities represented in web resources - both things being central to Google's semantic search capabilities.

Tangentially - along the lines of the concise and helpful definition of schema.org provided by +Richard Wallis yesterday (http://bit.ly/1HbLew5) - the opening paragraphs are pretty useful if you're explain to others (or grasp yourself) what exactly an "entity" is, and why they're useful.

It's also a useful reference when thinking of the proposed schema.org mainEntity property (http://sdo-gozer.appspot.com/mainEntity - h/t +Jarno van Driel), which is used to indicate "the primary entity described in some page or other CreativeWork."

"An Entity is a specifically named person, place, or thing (including ideas and objects) that could be connected to other entities based upon relationships between them. Some pages may make certain Entities to be the main Subject of a page, while other may include additional information about entities that are related in some manner to those first entities. When some entities appear on pages, they may be presented in an ambiguous manner that doesn’t make them the main topic for the page they appear upon."

"Entities are said to exist in a graph that connects them to other entities based upon relationships between them. For instance, Google and Bing are both Search Engines, both internet domains, both employers of many search engineers, and have CEOs, Vice Presidents, Marketing staff, headquarters, data centers, Web indexes. There are a lot of related entities that might show up on Web pages about both."

#entities   #google   #semanticserach   #mainentity  
A Google patent explores how the search engine may identify Important entities related to resources on the Web, and use that knowledge to display additional content to searchers.
16 comments on original post
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Antony Jackson's profile photoTeodora Petkova's profile photo
Add a comment...
 
"... some potential mobile search interface changes at Bing"

Some potential changes indeed.  In this article +Bill Slawski provides details about the "Semantic zoom for related content" patent recently granted to Bing.

This isn't theoretical; you can find developer implementation on semantic zoom here:
https://msdn.microsoft.com/en-us/library/windows/apps/hh465438.aspx

As per a highlighted quote from the patent in Bill's post, here's a concise explanation of how semantic zoom works:

"Responsive to a semantic zoom operation (e.g., a touch gesture), the search interface may be transitioned from the main search engine results view to a related content view comprising related content that corresponds to the query and/or a (e.g., supplemental) search result for the query. In this way, the user may explore supplemental content, such as query suggestions, images, entity descriptions/profiles, videos, and/or other content, that may be related to a query submitted by the user."

I've still a lot more digging to do before I can meaningfully comment on the syntax required, and what the role of external vocabularies may be in declaring entities for semantic zoom.  I invite anyone that's done that digging to comment, or give us the skinny in another post. :)

H/T to +Michael Andrews, who talked about this his Content Strategy Community.

#bing   #semanticzoom  
There has been a lot of buzz in the SEO community about Google releasing an update that might cause sites that aren’t mobile friendly to not rank well against sites that are. You can test your site with Google’s Mobile Friendly Test Page. Another way you can tell if Google thinks your site is mobile …
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Mark Garrett's profile photoMichael Andrews's profile photoBill Slawski's profile photo
4 comments
 
Thank you +Michael Andrews - It's good to know a little more about the history of the approach. Presently, Bing offers a link to a "desktop view" in their set of footer links on pages that you can use on your mobile device. While that offers a richer set of search results, it doesn't seem to offer the wider range of possibilities that the Microsoft patent describes.  Bing does seem to be offering more and more interesting visual scenes in search result as part of the user Interface they offer, and has grown in that direction at a rate that makes Google look a little slow in comparison.
Add a comment...

Aaron Bradley

Shared publicly  - 
 
"Smarter Content on a Web of Machines"

What what what??? +Jay Myers (+Jay Myers) and +Scott Abel waxing poetic on content together?  How come nobody told me about this sooner?

Well, fortunate I can make it anyway, and hopefully so can you.

"Over the last 25 years, the web has evolved from a platform consisting primarily of human content consumers to a blended model of humans and machines. With the explosion of data on the web, it is clear that machines are needed to assist in the consumption and organization of the massive amounts of data and content that’s created on the Internet every day. In 2014, studies reported that non-human visits account for 56% of all website traffic. So how does this affect how we create digital content?."

"Join Scott Abel, The Content Wrangler, for this free one hour webinar with Jay Myers, Technical Product Manager at Best Buy, as Jay examines the origins and rationale behind publishing smart content, explores simple techniques we can use to make content better for both humans and machines, and provides examples of where smart content is used to provide more engaging user experiences."

Re the complete disconnect between the webinar content and the rich snippet, the flub from +BrightTALK is a reminder to all to change the damn metadata when you're using an earlier page as a template (not the pot calling the kettle black here - I've done this on more than one occasion).

<div class="communication recorded" itemscope itemtype="https://schema.org/BusinessEvent">
<meta itemprop="performer" content="Stewart Rogers; Director, Marketing Technology VB Insight">
<meta itemprop="name" content="Conversion Optimization: How to win at performance marketing">

Pinging +Michael Andrews (don't have time to add this to CS Community, so I'll let you judge if this has value enough to share there:).
Speakers: Stewart Rogers: Director of Marketing Technology; VB Insight Ujjwal Dhoot: CMO; FSAstore.com Talia Wolf: Founder & CEO; Conversioner Nichole Elizabeth DeMeré: Community Growth for Inbound.org at HubSpot Labs Abstract: In an increasingly competitive marketplace, conversion rate optimization (CRO) tools, techniques, and tactics can be the difference between becoming a market leader or an ‘also ran.’ The practice of gaining as much as ...
6
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Aaron Bradley's profile photoJarno van Driel's profile photo
Add a comment...
 
This makes no sense.  Yandex is bringing back links as a ranking factor because the number of paid links in the ecosystem didn't go down as much as Yandex had hoped?  I'm confused.

(I've tried and tried, but I haven't heard one word from any search on what impact removing links as a ranking factor had on the quality of the SERPs.  My kingdom to be fluent in Russian!:)

"Why are Yandex making this change? About a year ago Yandex head of Search, Alexander Sadovsky, announced that they will begin to disregard links as a ranking-factor. This was big news in the SEO-world since links have been one of the major ranking factors up until that point. They expected the number of link buyers to go down rapidly when they announced the non-link policy a year ago. However, the result (according to themselves) was that the number of Paid links only dropped with around 16 % in total. So the reason for this turn around is to speed everything up and clean up the link mess that is still live and kicking in Russia."
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2 comments
 
I wonder if it suggests they've improved detection of purchased links?
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Aaron Bradley
owner

Structured data markup  - 
 
"The use of ... structured markup ... is absolutely critical to Google Now"

An interesting post from +Richard Baxter in which he makes the connection between structured data use and mobile visibility in Google, and in particular the importance of schema .org in the mobile puzzle.

Further to this, he predicts that the future of mobile search will be card-based, and resemble Google Now, which I think is a very reasonable proposition.
The Future of Mobile Is Search, Not Just "SEO" - a helpful post from the team at Builtvisible.com
1
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Aaron Bradley's +1's are the things they like, agree with, or want to recommend.
... something borrowed, something blue
bvatant.blogspot.com

I already mentioned +Teodora Petkova in a recent post. Reading her blog, you'll maybe have as I had several times this "exactly ... that!" f

You need names on the Web, it's dark in there.
bvatant.blogspot.com

The chinese character 名 (name) which we have seen in the previous post as the mother of all things, has an interesting origin. It's composed

SEMpdx SearchFest 2015 Mini-Interview: Aaron Bradley | SEMpdx
www.sempdx.org

Aaron Bradley will be speaking on "Semantic Juggernaut" at SearchFest 2015 which will take place Friday, February 27, 2015 in Portland Orego

What is JSON-LD? A Talk with Gregg Kellogg
www.seoskeptic.com

My talk with Gregg Kellogg about JSON-LD, schema.org and related issues at the Semantic Technology and Business Conference 2014.

Changing the conversation about SEO
squawk.im

SEO has a terrible reputation. Here's a look at why this has happened and what knowledgeable SEOs can do to fix this growing problem.

Should You Put Keywords in the URL? (An Age Old Question)
www.northcutt.com

Since the age of dinosaurs, SEOs and their clients have been asking if they should put keywords in their URLs in order to improve visibility

Publishers' mobile blindspot
www.onemanandhisblog.com

Less than half of the websites of popular UK print publications are optimised for mobile. Why is this taking so long?

Tech is on the wrong side of the paper wall
www.onemanandhisblog.com

Getting the role of the tech team right in a publisher is a pre-requisite for building compelling products.

Why most marketing campaigns fail and how yours can succeed
www.webanalyticsworld.net

Marketing campaigns fail mainly because they are executed without any well defined strategies.

Google Tests Restaurant Menus in "Card" Results
searchenginewatch.com

The recent discovery that Google is testing restaurant menus in its "card" results sparked discussion about where Google likes to get its da

Why are you so obsessed with this Semantic Web thing
kerfors.blogspot.com

A lot of nice buzz today in sociala media when Tim Berners-Lee discusses the future of the web in the March issue of Wired UK. The web turns

Powered by EA Customer Service Free Games Free Games Top 5 Free ...
free.origin.com

Dawngate is a new MOBA, built from the ground up to look and feel familiar while offering a whole new way to experience MOBA gameplay. Dawng

Powered by EA Customer Service Free Games Free Games Top 5 Free ...
free.origin.com

A Galaxy of Possibilities Awaits You! Star Wars™: The Old Republic™ is the only massively-multiplayer online game with a Free-to-Play option

Greenpeace-commissioned report slams plans to develop world's largest co...
www.mining.com

"The project's economics don't stack up," authors from the Institute for Energy Economics and Financial Analysis wrote.

What Does The Hummingbird Say?
www.blindfiveyearold.com

What exactly is Google's new Hummingbird update? Here's my breakdown from entities to topic modeling to deep learning to quantum computing a

Laura Lippay's website
www.lauralippay.com

who is laura lippay (?) Clifton Strengths: 1. Futuristic, 2. Includer, 3. Competition, 4. Woo, 5. Positivity. Laura Lippay.

Coke ad insists Aspartame is A-OK
workthatmatters.blogspot.com

Via Scribd There it is. I'll quote the body copy in full: For over 127 years, people have been coming together over Coca-Cola products to re

How Google May Substitute Query Terms with Co-Occurrence
www.seobythesea.com

But I’m a substitute for another guy I look pretty tall but my heels are high The simple things you see are all complicated I look pretty yo

The existential dilemma of paywalls
www.onemanandhisblog.com

There's a price to pay for being a paywalled business.