Massimo Paolini
Co-CEO and Chief Data Scientist
Expertise: SEO | Marketing Research | Data Analysis | Digital Marketing | Web Development
About Massimo Paolini
Massimo is Co-CEO and Chief Data Scientist. On the web since the 90’s and a Google Partner since 2014, his expertise includes technical SEO, search marketing, marketing analytics/analysis, and online advertising. Massimo has an innate ability to sift through a sea of data, uncovering insights that formulate results-oriented strategies. He has taught Digital Marketing, Google Ads and SEO at UC Berkeley Extension since 2014—and presented at international search marketing conferences like SMXL in Milan.
Articles by Massimo Paolini
11-20 of 24 results
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Schema for Products
Schema is no longer experimental; it’s now mainstream. Learn how to add schema for products to gain more organic visibility and detailed information on a Search Engine Results Page. We’ll cover both WordPress plugins and a Google tool to add html code. -
HTTPS Indexing Default
Google’s systems prefer to show users HTTPS pages in search results. It decreases the risk of a visitor making themselves vulnerable to content injection attacks and other sketchy problems with unsecured websites. OK, so your website is supposed to be rewarded in search if you go the extra step in website security. -
Link Sculpting, What It Is and Isn’t.
Beware of Advanced Technique Link sculpting officially died in 2009 (according to Search Engine Land). Yet it’s an advanced White Hat SEO technique that some less-than-White-Hatters still use today. In this post I’ll explain what link sculpting is, why you should avoid it, and tips for building a better long-term strategy. What Exactly is Link Sculpting? Link Sculpting… -
What is Cloaking?
Stealth Wrapped URLs I often tell my clients that SEO is a matter of opinion. Deciding what kind of optimization techniques — like cloaking — you want to use on your website is a business decision. In this post I’ll explain what cloaking is and its ramifications. Cloaking Defined Cloaking is an SEO tactic that’s a little… -
What are Rich Snippet Breadcrumbs?
Creating a Trail for Visitors While Google has done some things that certainly make it a challenge to achieve visibility on the search engine, it has also introduced features that attract searchers to your results — if you take advantage of them. One of those things are rich snippets, which provide additional information about your… -
Schema for SEO
Schema.org is getting more SEO press now that we’re living in a post-Hummingbird algorithm world. So what exactly is schema.org and what does it have to do with SEO for real business? I’ll try not to geek out too much, and explain it in hands-on SEO terms. A Collaboration Project Schema.org is a collaboration project… -
Manual Spam Action News
New Video. Old Message. Evergreen Advice. As an online marketer I routinely review SEO trends. Google’s Matt Cutts released a video in August but it was recently picked up by the Search Engine Journal on October 16. This is a case where I can honestly say “we told you so.” In this post I’ll explain… -
Unnatural Links Impact to Rankings
Unnatural links get your website into SEO trouble. Google has really cracked down on this form of Webspam. In this post I’ll explain Google’s definition and the difference between a manual versus target action and what it means for your website’s SEO rankings. What Are Unnatural Links? In Webmaster Tools, unnatural links are described as… -
Advanced Segmentation & Insights
Data — especially intelligence garnered from Google Analytics — is a beautiful thing. One of my favorite features is Advanced Segmentation. It allows you to isolate subsets of your website traffic. In this post I’ll share the predefined segments I routinely use when pulling Google Anlaytics reports each month. Predefined Advanced Segmentation in GA Advanced… -
SEO Guarantee: An Unethical Claim
Reasons Why Ranking Guarantees are Bogus Want an SEO Guarantee? Then spend your money on Google AdWords or Bing Advertising. I know this sounds harsh. Bear with me. In this post I’ll explain: 1) why Google frowns on it 2) why guarantees are unethical and 3) what businesses should really ask when hiring an SEO agency. Search…
