Dawn Anderson

Dawn Anderson has over 13+ years in SEO and works with leading brands providing digital marketing and SEO strategy across many sectors.

She is a lecturer on digital marketing strategy, Search Engine Marketing (SEM), and marketing analytics at Manchester Metropolitan University.

She is an international conference speaker, covering advanced technical SEO and digital marketing topics.

Dawn speaks at some of the leading global search marketing conferences, including Pubcon, SASCON, Brighton SEO, SMX, MozCon, and the State of Search.

She is the founder of an international SEO consultancy and digital marketing agency, Bertey Ltd.

Please welcome the most advance technical SEO, Dawn Anderson.


22:20 – Passage Indexing by Dawn

“If it’s hard for humans to understand context, then it’s even harder for machines,” said Dawn as she explained how passage indexing works in the natural language processing space. In this section, Dawn gives us an in-depth explanation of how passage indexing works and how important it is for SEO.

27:40 – How did you get into SEO?

Before Dawn made it into the big league in SEO, she started with humble beginnings. She started in an “unusual place” since she focused more on informational architecture and reading books on ontology & LinkedIn before. She never knew anyone in SEO, but it’s amazing how she was learning more as time went on and ultimately became one of the best SEO algorithm experts today.

29:50 – When & How did Bertey Ltd. come into fruition?

Dawn started by doing small projects for companies before. But at some point in her previous career, she wanted to go independent and start a consulting agency. Eventually, she came up with Bertey Ltd. In this section, Dawn shares how she got the name for Bertey from what was once a longer name and how she grew the company to what it is today.

32:10 – Words have multiple meanings, and the goal is to optimize the concepts that belong to words!

If you search for something, let’s say a query, “best,” then combined with another word, you’re going to get a review site or a comparison site. An example might be “review” keywords and “best.” Both people are looking for the same thing. As explained by Dawn, the words are different, but the intent has many words that are clustered into almost like a concept.

41:32 – MUM, Bert, Different Architectures, Transformers?

A lot of amazing terms are delivered by Dawn in this section when asked what’s the difference between Google’s MUM and BERT. Dawn explains how advanced MUM is and how BERT helped solve the puzzle with its architectural influence on MUM.

48:50 onwards (till 55:50) – Language is Built of Words! – In-depth takeaways from Dawn

When Dawn was asked by one of the audiences, “So context and intent research will replace keyword research for SEOs?” Dawn explained the importance of understanding the deeper meanings of words in keyword research and looking at the clustered intent for each one to get a better grasp of its context.

57:00 – Is SEO an art or a repetitive technique?

For Dawn, SEO isn’t a repetitive technique because you think on the spot every day, and you think of different ways of solving SEO each day. For Dawn, it’s a science.

1:01:04 – The Zipf Mystery!

Talking about Zipf’s law, Dawn explained how important it is to understand Zipf’s law strategy of SEO. For Dawn, it’s meant to find out what your best keywords are and to focus on optimizing your site for them to realize the biggest gains with the least effort.

1:03:22 – If we set up a T-5 account and bang our content with it, would we be tighter in searchers’ queries and or transformer matches? – Answered by Dawn

For Dawn, it doesn’t work like that. T5 is a massive language model, but Dawn doesn’t believe that it works like that in reality.

1:04:20 – Dawn’s best advice for someone wanting to become an SEO professional

For Dawn, be careful of what you read. Make sure that you’re reading something academic – SEO-driven stuff, technology, and deep perspectives about SEO. Listen to many interesting SEO people, but be careful, be critical, and read broadly.



The Search Central Unconference is back next week. I got accepted to attend this year and look forward to sharing what we talked about.

Changes are coming to the Top Stories Carousel.
Let’s get a quick update from Patrick Kettner, a developer at Google

I find that AMP pages have good core web vital scores, and I personally still plan on using AMP stories, aka Web Story, in my new personal project DRE.TV

How does Google connect authors with articles they write? Google will be showing more of that. Shout out to Bill Slawski for tweeting out a recent article from Google’s ness blog

Publishers and content creators can help make their content more accessible and enhance their appearance in Google Search results by adding structured metadata to their article pages, including the journalist or author’s name and bio pages for their journalists describing their expertise.


I’ve been a massive advocate for creating and optimizing bio and about pages. It’s a great way to establish a person or company entity.

Jessica Foster just posted a blog on writing an About us page of Search Engine journal Link is in the description.

If you want to go deeper on creating an about us page, you can check out Bernadette Jiwa’s books and course.

John Mueller gives an example of how to acquire links that are fine according to Google guidelines

I don’t personally buy links, but I purchase press releases with links, and they work like gangbusters. Is that the same as buying links?

If you didn’t know, I am a full-time in-house global SEO, and international SEO is something I specialize in.

Trav, the founder of Neighbourhood, gives us three main things we should know about international SEO

A few tips I can add on is, of course, set up your href lang, add your regional sitemaps in your robots.txt, and put the region in your meta titles to help Google serve your pages in the correct region.

Is long-form content on its way out? Dixon Jones, a past guest on the show, says we should start thinking about optimizing passage indexing. Let’s listen to what he’s talking about.

Do you know how who know who we can ask more about this topic? My guest today!

If you have any technical SEO, NLP, or algorithm questions, please ask them in the chat, and I’ll ask them in the order they were received.


#SEO #SearchEngineOptimization #SEOvideoSHOW

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