This document discusses using data science and machine learning techniques like XGBoost for search engine optimization (SEO). It recommends building an SEO datamart using data from sources like Semrush, Majestic, and Screaming Frog. Models can be built using XGBoost to predict Google rankings based on variables like backlinks, domains, trust flow, and response time. The document advocates for a new role of data scientist SEO to help automate SEO using machine learning platforms like Dataiku.