seo evolution of predictive modeling & simulation for holistic analysis by iquanti
TRANSCRIPT
SEO Evolution of Predictive Modeling &
Simulation for Holistic AnalysisSMX EAST 2017
SEO Evolution of Predictive Modeling &
Simulation for Holistic AnalysisSMX EAST 2017
Our Story
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Wayne CichanskiSenior Director, Search Strategy
“
”
Mylargestfrustrationwithsearchhas
alwaysbeennothavingdetaileddatato
knowexactlywhichelementswereunder
performing.
@WayneCichanski
Ajay RamaSVP, Products
“”
Mystrugglewithsearchhasbeenthe
fragmenteddataandgeneralized
insights.
Common Industry Challenges with Organic SearchEver asked any of these questions?
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WhyDidMyPageLooseRanking?
WhyisMyTrafficDownThisMonth?
WhyDoesCompetitor“X”
Rank1
Can’tControlOrganicSoWhy
Bother?
WillMyContentIPublishEvenDoAnything?
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Factors MyPage Competitor1 Competitor2 Competitor3 Competitor4 Competitor5TopicalrelevanceofvisiblecontentKeywordinVisibleContentKeywordinTitleKeywordinMetaDescriptionKeywordinH1KeywordinH2KeywordinImageAltKeywordinImageTitleKeywordinURLLengthofTitleLengthofMetaDescriptionWordCountCanonicalusageStructureddatamarkupDuplicatecontentDomainRatingURLRatingNumberoflinksNumberoflinkingdomainsDomaintoLinksRatioPercentageofnofollowlinksNo.ofEdu/GovlinksKeywordsinanchortextLinkingdomainswithsharedIpsSitewideBacklinksNo.ofInternalLinksPageloadtimeCodetotextratioNo.ofredirectsUnderscoresinURLErrorreturnExpiredCertificatesHTTPSLengthofURLMobileFriendlyFacebookSharesFacebookLikesTwitterRetweetsLinkedInShares
Conte
ntRe
levance/O
n-Page
LinkA
uthori
tyTechnic
alSocia
l
Tools Aiding Search PractitionersWouldn’t it be nice to do something with all of this data other than just look at it?
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HowDoYouTieItBack?
• Seeingdataisonething• Doesitdriveactionableinsights
What IF We Could Predict SEO
There has to be an easier way to know if what you are doing will work … Right?
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• ImpactonContent• RankPosition• ThemeRelevancy• Keyword&PageRelevancy• ClarityonWhichAttributesWereDeficient
• PrioritizeBasedonEffort&Impact• WhereistheLargestOpportunity?• HowDidMyCompetitorsImprove?• What’stheRevenueImpact?
My resources are limited and leadership wants answers now!
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Necessity is the Mother of Invention
The Birth of a New ToolBuilding a platform out of pure necessity gave us the humble POV of solving a true problem.
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• RankTracking• LinkData• ContentCrawlingandTechData• GWTData• WebAnalyticsData
• PredictiveModeling• Simulation• Forecasting • ActionableInsights
• GapDeficiencies• CompetitiveMonitoring
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So Now What?
So Many Site Pages, So Many Stakeholders – Where Do I Begin?What can be done to have the quickest impact and drive more acquisition?
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YouAcquisitionGoals
ProductTeams
BrandTeams
LegalRestrictions
CompetitiveLandscape
DecliningTrends
ContentStrategy
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What if you could look at your site as a whole and know which pages you could win instantly on?What would you look for?
UseCase#1
What Drives a Winning Page?Holistically analyzing rank factors that drive organic results
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GoogleisAlwaysUserCentric
Relevance
Authority
Technical
Social
Other
Relevance
Authority
TwoHeaviestWeightedPillars
SERPAlgorithmPillars
How Does ALPS Expedite This?Let the platform tell you where you can make the quickest impact for least amount of effort.
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• Somanypages,wheredoyoustart?• Needquickimpact• Iamlimitedonresources OnPage OffPage Technical Social
Page OnPage OffPage Technical Social
Competitor 39 24 12 17
Competitor 32 22 14 15
You 12 29 10 11
1st
2nd
23rd
Relevance Authority Technical Social
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Time to Boil the Ocean?
UseCase#2
Segment Keywords into Primary and Sub ThemesGrouping your keywords into themes and sub-themes allows for a detailed opportunity assessment.
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Theme
SubTheme
SubTheme
SubTheme
SubTheme
Which Themes Provide the Highest Value ROIKnow which themes to prioritize over others based on your business goals
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1 2 3 4
Selectedthemedetailsforforecast
CurrentAvg.rankofthetheme.Selectdesiredrankoption
forforecast
Currentestimatedtrafficand
conversionsforthethemealongwiththe
impact
HowdifficultitistoimproveOnpage,OFFpageandSocialscoretoreachthe
target
• Analyzeallthemesholistically
• Prioritizebasedondifficulty
• Forecastimpactondesiredresults
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UseCase#3
Transition from Writing General Content to Impactful ContentDevelop content that matches user intent and measure if it will gain the ROI you seek
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ContentDidn’tDoAnything
WhatExactlyDoIWrite?
MyCompetitors
Don’t
Simulate Content with a WYSIWYG in ALPSSimulate and predict the impact on your content before you even publish it.
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• Adjustsprimaryattributes
• Calculatesrelevancy
Know the Impact of Your Content BEFORE PublishingNow you can see if your content will impact rank positively OR negatively.
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• Predictactualrankresultsifcontentimplemented
• Safeguardexisting
The Model Behind ThisUnderstanding the complexities of relevance and word associations
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So is Search Predictable, Manageable and Measurable? We feel the answer is …
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The Journey to Predicting Organic Search
So is Search Predictable, Manageable and Measurable? We feel the answer is …
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Performance Business impact
Achieved 17% YOY revenue
increase ($43MM)
TwoYearGrowthCurve
Noticeable Results Driven by Prediction & Simulation
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Increased Page 1 presence by 20% after just 3 months of
optimizations
Performance Business Impact
iQuanti is a performance marketing solutions company that uses deep data and analytics to drive more effective and efficient acquisition
strategies.
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www.iQuanti.com
