Michael King – Technical Content Optimization

Job title: Founder and Managing Director of iPullRank

Session Description

Search engines have spent years telling marketers to just focus on “making great content,” but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.

In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content. Attendees will learn:

  • How content analysis has evolved
  • How search engines analyze content
  • An overview of common topic modeling algorithm
  • How content analysis informs link value
  • How to view content the same way a search engine does
  • How to optimize your content using topic modeling data


An artist and a technologist, all rolled into one, Michael King recently founded boutique digital marketing agency, iPullRank. Mike consults with companies all over the world, including brands ranging from SAP, American Express, HSBC, SanDisk, General Mills, and FTD, to a laundry list of promising startups and small businesses.

Mike has held previous roles as Marketing Director, Developer, and tactical SEO at multi-national agencies such as Publicis Modem and Razorfish. Effortlessly leaning on his background as an independent hip-hop musician, Mike King is a dynamic speaker who is called upon to contribute to conferences and blogs all over the world. Mike recently purchased UndergroundHipHop.com a 20 year old indie rap mainstay and is working on combining his loves of music, marketing and technology to revitalize the brand.


Twitter: @ipullrank