aaron kronis-predicitve-analytics-oct-2014-16x9
TRANSCRIPT
marketbrew.com
PREDICTIVE ANALYTICSFOR SEO
presenter: Aaron @KRONiS
breaking down the SEO industry’s move towards predictive analytics and big data
© Market Brew 2014 @MktBrew @KRONiS
© Market Brew 2014 @MktBrew @KRONiS
marketbrew.comThe Future of SEO
• SEO is alive and well in 2014.
• Big data and predictive analytics rule the day.
@MktBrew @KRONiS
marketbrew.comThe Future of SEO
© Market Brew 2014
• Predictive Search Rankings are starting to look possible with these systems.
• Big Data Predictive Platforms are starting to hit the market:
Plug-in your own SEO Model and simulate what will happen.
@MktBrew @KRONiS
marketbrew.comThe Future of SEO
© Market Brew 2014
STEP 1: THE MODEL
We need a (customizable) search engine model
@MktBrew @KRONiS
marketbrew.comThe Future of SEO
© Market Brew 2014
Statistician George E. P. Box
"Science and Statistics", Journal of the American Statistical Association - 1976
A Predictive (Search Engine) Model
“All models are wrong, but some are useful.”
Predictive Model: Families of PenaltyAlgorithms
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
The predictive model should have families of “core” penalty algorithms that model the algorithmic penalties applied by ALL search engines.
* It should also allow users to adjust the boost factors of each algorithm.
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Model: Backlink Data
The predictive model needs an accurate model of off-page SEO impact.
TargetKeywords
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Model: Transparent Search Results
The predictive model must accurately model the distances between search results.
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
STEP 2: THE ANALYTICS
What can we do witha search engine model?
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Analytics: A Real-World Example
Keyword Design
RankingPotential
QueryScore
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Analytics: Exposing Query Scores
For every possible keyword, we need to determine query scores and relative ranking distances for every page…
Search:
100.0%
6.8%7.0%7.2%7.5%
26.8%
52.4%
64.5%
credit ratings
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Analytics: All Possible Optimizations
Search: credit ratings
100.0%
6.8%7.0%7.2%7.5%
26.8%
52.4%
64.5%For each keyword/URL pair, we can evaluate the cost/benefit of every possible optimization
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Analytics:Grading Each Optimization
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Analytics:Create an ROI-based Metric
Optimization Score:
Benefit vs. Cost – How much CTR% increase for a given amount of optimizing?
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Analytics: Must be Customizable!Boost Webpages / Keywords that Matter Which
keywords have the most revenue
generating power?
Which URLs have the most revenue generating power?
Which keyword/URL
pairs can achieve the greatest
traffic increase most easily?
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
It Would be Nice If…
carstravelhotel
flights
mytravelwebsite.com
competitorD.com
competitorA.com competitorB.com
competitorC.com
Prediction Engine
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
RankingDistances Revealed
100.00%
90.83%
69.90%
68.37%
View Ranking Distance
s
Every Possible
Optimization Simulated
INCREASE IN TRAFFICVS.
COST OF OPTIMIZATION
Create New Metric:
“Optimization Score”
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Predictive Analytics:Sort by new ROI Metric
Prediction Engine
model should be fully-customizable
provides custom prescriptions based on ROI.
learns your past behavior / available resources.
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Automated SEO: Right aroundthe corner
Good Predictive Platforms should be able to answer the next question:
What TYPE of OPTIMIZATION
is needed?
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
Automated SEO: Right aroundthe corner
• What if we broke down the query score into sub-scores?
• We could automatically determine:
WHAT needs to be
optimized!
PREDICTIVE ANALYTICSFOR SEO
marketbrew.comThe Future of SEO
@MktBrew @KRONiS© Market Brew 2014
White Paper Summary:http://www.marketbrew.com/automated-marketing-possible/
Ask me about the fully-customizable, Predictive Platform we have developed...