Tyson Stockton
Tyson has over 10 years' experience in the digital marketing industry. As Vice President of Client and Account Management, Tyson manages the Enterprise Client Success team and SEO Consulting efforts at Searchmetrics. Tyson has worked with some of world’s largest enterprise websites including Fortune 500 and global eCommerce leaders. Prior to Searchmetrics, Tyson worked on the in-house side managing the SEO and SEM efforts of a collection of 14 sports specialty eCommerce companies in the US, Europe and Australia.
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SEO Predictions Week Pt. 1
Voices of Search Time to read: 1 minThe first SEO prediction for 2021 involves Google's core updates and how they will evaluate content this year. As Jordan discusses in this episode, Google will likely kick off the year by rolling out BERT and other content-focused updates to non-English languages and smaller markets as they adjust their Natural Language Processing (NLP) and Machine Learning (ML) approach.Read More -
Creating and Managing SEO Engines
Voices of Search Time to read: 1 minManaging search engines is based on understanding the core components of your SEO strategy - Content links and technical optimizations. The components range from keyword choices to editorial review of the content in your content marketing strategy. These are the key components to keep search’s “Engine,” running.Read More -
Starting & Scaling SEO at a Startup
Voices of Search Time to read: 1 minOne of the best ways to scale SEO efforts at a startup is to quickly establish a template system for content creation. A template will eliminate ambiguity and provide guidelines for all teams producing content to follow.Read More -
SEO and Poker Analogies (Mental Models)
Voices of Search Time to read: 1 minPoker players and SEO specialists both weigh risk, thinking about whether a certain action will ruin their credibility, gauging the upside of a particular action or strategy. Poker and SEO’s most fundamental lesson lies in solving for expected value. In poker there’s a 50/49.5% chance of winning a lot of money or a thin spot of falling short or losing, or if by calling you lose money, but setting yourself up for a long-term win. SEO works similar in that respect when it comes to a range of business decisions and SEO strategies.Read More -
The Client-Content Waltz: How Freelancers Can Future-Proof Your Agency – Steve Pockross & Paul Zalewski // Verblio
Voices of Search Time to read: 1 minAlthough outsourcing content production to freelancers is a good idea, it’s best not to outsource every production task. Bottom-of-funnel content is best written by an in-house team as bottom funnel content requires deep, in-depth knowledge of your business. Case studies should be written by a long-term, in-house employee who knows your business best and can thoroughly speak to its achievements and benchmarks.Read More -
Marketing for the New Golden Era for Content
Voices of Search Time to read: 1 minContent marketing’s importance rose steadily since 2010, and consumers have become more savvy as they’ve adjusted to the digital landscape. Traditional marketing models no longer work as successfully as they once did with consumers, whereas content marketing provides both value and business to consumers.Read More -
2020 Review: Google’s Antitrust & Legal Battles
Voices of Search Time to read: 1 minEleven state attorney generals filed a lawsuit against Google this year claiming the company leveraged monopoly practices to dominate the search market. Attorney General Bill Barr stated Google controls as much as 90% of the search market, despite search features appearing on the majority of websites that belong to Amazon and Apple.Read More -
2020 Review: Fights Over Zero-Click Activity
Voices of Search Time to read: 1 minGoogle’s efforts to own the zero-click experience with voice queries increased throughout 2020, taking content from competitors like Rap Genius. An algorithm update in early 2020 sought to prevent showing the same result twice, in high positions for a user at the top of SERPs. This proved contentious among SEO specialists who saw pros and cons to the new update.Read More -
2020 Review: Google Shopping and Amazon’s Competition
Voices of Search Time to read: 1 minThe COVID-19 pandemic significantly impacted businesses internationally and the massive shift to ecommerce influenced Google to implement changes. Google made product listing feeds free for its users, eliminating its pay model to assist small businesses through challenging times. However, Tyson believes it’s another method Google is applying to increase its competitive edge against Amazon by boosting its inventory.Read More -
2020 Review: Core Web Vitals & Ranking Factors
Voices of Search Time to read: 1 minGoogle continued its efforts rewarding websites that provided positive user experiences for its visitors. Although Google remained mum regarding ranking factors, signs and signals illustrated that the search engine is prioritizing websites with excellent technical structure and frameworks. Google also placed more emphasis on its communication efforts, giving advance notice to users almost a full year before its new web vitals go live in 2021.Read More