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How Big Data is Changing SEO - by AnalyticsSEO at BrightonSEO

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How Big Data is Changing SEO - by AnalyticsSEO at BrightonSEO, April 2015 with David Bain, Frank Kelly and Alex Albuquerque

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How Big Data is Changing SEO - by AnalyticsSEO at BrightonSEO

  1. 1. www.analyticsseo.com@analyticsseo Big Marketing Data™ & Software for Professional Marketers How Big Data is changing SEO
  2. 2. www.analyticsseo.com@analyticsseo How Big Data is changing SEO David Bain Head of Growth AnalyticsSEO @DavidBain Frank Kelly Data Scientist AnalyticsSEO @norhustla Alexander de Albuquerque Product Manager AnalyticsSEO
  3. 3. www.analyticsseo.com@analyticsseo 3 of the big questions asked by SEOs 1. Who are the competitors? 2. How big is the opportunity? 3. What should I focus on first?
  4. 4. www.analyticsseo.com@analyticsseo How Big Data is changing SEO 1. Who are the competitors?
  5. 5. www.analyticsseo.com@analyticsseo 1. Who are the competitors? Traditional SEO: Select a few competitors based upon top identified keywords
  6. 6. www.analyticsseo.com@analyticsseo 1. Who are the competitors? Traditional SEO challenge: We’re unlikely to discover additional, indirectly related terms
  7. 7. www.analyticsseo.com@analyticsseo 1. Who are the competitors? “There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know.” Donald Rumsfeld “There are also unknown unknowns”…
  8. 8. www.analyticsseo.com@analyticsseo Ask yourself this: 1. Do you really know the size of your market? 2. Do you really know who you are competing with? 3. Can you realistically expect to compete? 1. Who are the competitors?
  9. 9. www.analyticsseo.com@analyticsseo How Big Data is changing SEO Do we really know who our competitors are?
  10. 10. www.analyticsseo.com@analyticsseo Snowandrock.com’s competing sites Competitor landscape (competing hosts) com.debenhams.www 10119 com.johnlewis.www 9816 com.topman.www 8869 com.tkmaxx.www 8453 com.marksandspencer.www 7160 com.sportsdirect.www 6795 uk.co.next.www 6342 com.cotswoldoutdoor.www 5923 uk.co.matalan.www 5870 com.asos.www 5713 uk.co.ebay.www 5659 com.riverisland.www 5114 uk.co.gooutdoors.www 5002 uk.co.blacks.www 4088 uk.co.amazon.www 3586 uk.co.houseoffraser.www 3218 uk.co.very.www 3044 uk.co.gap.www 2879 com.asda.direct 2821 com.newlook.www 2463 uk.co.burton.www 2462 uk.co.millets.www 2392 com.ellis-brigham.www 2336 com.mountainwarehouse.www 2307 Real online competition Traditional retail competition
  11. 11. www.analyticsseo.com@analyticsseo What are the competition doing differently? RD P P P KW KW KW KW KW CP CP KW KW KW The competition! KW KW CP CDYou Opportunity! CD = Competing domains CP = Competitor’s pages RD = Ranking domain P = Your page KW = Keyword
  12. 12. www.analyticsseo.com@analyticsseo Competing domains for BrightonSEO.com Top 20 domains by total opportunity keyword traffic volume • brightondome.org • itunes.apple.com • en.wikipedia.org • searchengineland.com • moz.com • www.screamingfrog.co.uk • www.glassdoor.co.uk • www.ticketmaster.co.uk • www.atgtickets.com • www.cim.co.uk • www.clickzlive.com • sesconference.com • www.hobo-web.co.uk • www.reed.co.uk • www.gumtree.com • searchmarketingexpo.com • white.net • econsultancy.com • www.prweek.com • www.jellyfish.co.uk
  13. 13. www.analyticsseo.com@analyticsseo Competing domains for BrightonSEO.com Top 20 domains by average traffic volume per opportunity keyword • itunes.apple.com • brightondome.org • www.prweek.com • www.ticketmaster.co.uk • sesconference.com • www.indeed.co.uk • www.glassdoor.co.uk • www.atgtickets.com • www.clickzlive.com • www.hobo-web.co.uk • www.gumtree.com • searchmarketingexpo.com • www.rospa.com • www.reed.co.uk • www.prospects.ac.uk • www.webcredible.com • builtvisible.com • white.net • www.jellyfish.co.uk • www.michaelpage.co.uk
  14. 14. www.analyticsseo.com@analyticsseo Common keywords for BrightonSEO.com What are the common keywords that BrightonSEO.com shares with its competitors that the site IS ranking for? • “SEO” • “SEO jobs” • “SEO training” • “SEO courses” • “UK SEO” • “SEO conference” • “SEO workshop” • “SEO training course”
  15. 15. www.analyticsseo.com@analyticsseo Opportunity keywords for BrightonSEO.com What are the keywords that BrightonSEO’s competitors rank for and BrightonSEO.com doesn’t? • “What is SEO” • “SES” • “Website SEO” • “Search engine optimisation” • “SEO marketing” • “SMX” • “Marketing course” • “SEO guide” • “How to SEO” • “Marketing events” • “Learn SEO”
  16. 16. www.analyticsseo.com@analyticsseo Example www.yEd.org Host – Blue Page – Green Keyword – Brown Starting point: www.seocampus.org
  17. 17. www.analyticsseo.com@analyticsseo Scaled results
  18. 18. www.analyticsseo.com@analyticsseo How Big Data is changing SEO 2. How big is the opportunity?
  19. 19. www.analyticsseo.com@analyticsseo 2. How big is the opportunity? Traditional SEO: The size of the opportunity is defined by the quality of the keyword research
  20. 20. www.analyticsseo.com@analyticsseo 2. How big is the opportunity? Traditional SEO: Target keyword volume can be increased using ‘related searches’: This can be increased further using Google Autocomplete:
  21. 21. www.analyticsseo.com@analyticsseo 2. How big is the opportunity? Traditional SEO: Carrying out ‘thorough’ keyword research Keywords you know Keyword you can find out Keywords that you don't know that you don't know
  22. 22. www.analyticsseo.com@analyticsseo The Big SEO Data unfair advantage • Look at the whole market of keywords • Is the market growing or declining? • See opportunity keywords your competitors rank for that you don’t • See the overlap between the biggest opportunities and the weakest competition • Catch new competitors as soon as they appear • Find possible partners
  23. 23. www.analyticsseo.com@analyticsseo How Big Data is changing SEO 3. What should I focus on first?
  24. 24. www.analyticsseo.com@analyticsseo 3. What should I focus on first? Traditional SEO: Focus on tracked keywords with reasonable search volume, just below the fold
  25. 25. www.analyticsseo.com@analyticsseo 3. What should I focus on first? Traditional SEO: We apply a standard click-though rate model to Google AdWords search volume http://www.advancedwebranking.com/ctrstudy/
  26. 26. www.analyticsseo.com@analyticsseo With Big SEO Data you can… Use an intelligent, adaptive CTR model.
  27. 27. www.analyticsseo.com@analyticsseo With Big SEO Data you can… LONG-TERM ROI LOW/NO ROI QUICK ROI MAINTAIN ROI HIGH LOWHIGH LOW ORGANICGROWTHPOTENTIAL RELATIVE STRENGTH Determine target keywords by forecasted click-through rate & ROI, not search volume.
  28. 28. www.analyticsseo.com@analyticsseo How Big Data is changing SEO What are your BIG SEO Data provider options?
  29. 29. www.analyticsseo.com@analyticsseo Where do you get access to Big SEO Data™? Option A: Collect it yourself (Costs £100K to £1m+) • Define what you want to get and from where • Hire several software developers • Build your own website crawler and toolset • Build your own proxy network (or lease) • Get a host who’ll provide unlimited bandwidth! Social Media Websites & Links Search engines Domains Keywords Search Volumes Competition Levels Keyword CPC Social profiles Social Shares Blog feeds Content Proprietary Database
  30. 30. www.analyticsseo.com@analyticsseo Be a Big SEO Data™ beta tester Option B: Be one of our Big SEO Data™ beta testers… Apply if: • You’re not currently an AnalyticsSEO customer • You’ll participate in a monthly feedback call We’re looking for a fresh perspective. We’re offering 2 months free access to our platform.
  31. 31. www.analyticsseo.com@analyticsseo How Big Data is changing SEO The challenges of big data storage and accessibility…
  32. 32. www.analyticsseo.com@analyticsseo The Right Technology OK, so you’ve got a lot of data coming in – now what? You’ll need to store it somewhere – there are plenty of options: • Relational Databases • MySQL, Maria DB, PostgreSQL • NoSQL Databases • Column oriented: Cassandra, Hbase (Hadoop) • Document store: MongoDB, Couchbase • Key value: DynamoDB, Redis • Graph Databases: Neo4J
  33. 33. www.analyticsseo.com@analyticsseo An old friend…The Venn Diagram A B A BC A B C D A B C D E F G H I J K L M NO P R S T UV W Y X Z You need a method for comparing A against everyone, then B against everyone and so on…. B
  34. 34. www.analyticsseo.com@analyticsseo Even Venn diagrams have their limitations! A B C D A B A BC A B C D E F G H I J K L M NO P R S T UV W Y X Z BA B A BC A B C D E F G H I J K L M NO P R S T UV W Y X Z A B A BC A B C D E F G H I J K L M N P R UV W Y X Z A B A BC A B C D E G H I J K L M N O S UV Y B A BC A B C E F G H I J K M N P R UV W Y X Z A B A BC A B C D E F G H I J K L M P R UV Y Z
  35. 35. www.analyticsseo.com@analyticsseo A little bit of (non-technical) info on Graph Databases • Build a Graph Database (or multiple graphs) containing your data as Nodes, Edges and Attributes • Great for describing and handling ‘web data’ • Allows you to interrogate the relationships between the entities in a more natural way • You can then ‘traverse’ the graph up and down, in and out, analysing relationships http://neo4j.com
  36. 36. www.analyticsseo.com@analyticsseo Traversing the graph database RD P P P KW KW KW KW KW CP CP KW KW KW The competition! KW KW CP CDYou Opportunity! CD = Competing domains CP = Competitor’s pages RD = Ranking domain P = Your page KW = Keyword
  37. 37. www.analyticsseo.com@analyticsseo Organic clustering
  38. 38. www.analyticsseo.com@analyticsseo Graph Data for Social Network Analysis
  39. 39. www.analyticsseo.com@analyticsseo How Big Data is changing SEO David Bain Head of Growth AnalyticsSEO @DavidBain Frank Kelly Data Scientist AnalyticsSEO @norhustla Alexander de Albuquerque Product Manager AnalyticsSEO

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