3 New Techniques for the Modern Age of SEO
•
7 likes•6,748 views
Tom talks about three areas that will effect SEO over the coming months and years. SEO split-testing is something that is immediately actionable for most SEOs. Machine Learning is something SEOs shouldn't learn, but should understand enough so they can leverage ML based platforms. Finally, Hub & Spoke business and technology architectures will mean SEOs may want to start thinking about optimisations being an input or output method, so they can apply previous learnings to new technology channels.
Report
Share
3 New Techniques for the Modern Age of SEO
- 2. TOM ANTHONY 3 New Techniques for the Modern Age of SEO @TomAnthonySEO
- 4. I WAS FOLLOWING ‘BEST PRACTICE’ (GOOD MANNERS)
- 5. Have you recommended ALT attributes on images for SEO reasons? ?
- 6. ALT ATTRIBUTES GOOD FOR SEO #theinbounder @TomAnthonySEO
- 7. TEST RESULT: ALT ATTRIBUTES HAD NO IMPACT #theinbounder @TomAnthonySEO
- 8. SEO Best Practices are no longer useful. We need data driven approaches. !
- 10. SEO Split-Testing Machine Learning vs The Algo vs DECK STRUCTURE
- 11. SEO Split-Testing Machine Learning vs The Algo Hub & Spoke API Based Approach vs DECK STRUCTURE
- 12. SEO Split-Testing Machine Learning vs The Algo Hub & Spoke API Based Approach vs 1 month 1 year 2 years DECK STRUCTURE
- 13. SEO Split-Testing Machine Learning vs The Algo Hub & Spoke API Based Approach vs 1 month 1 year 2+ years DECK STRUCTURE Actionable Thought Provoking
- 15. TEST RESULT: ALT ATTRIBUTES HAD NO IMPACT #theinbounder @TomAnthonySEO
- 16. Blog Post
- 17. Blog Post
- 19. ‘TRADITIONAL’ CRO A/B TESTING IS USER ORIENTED Visitors A & B: control version of a page Visitors C & D: test version of the same page #theinbounder @TomAnthonySEO
- 20. SEO A/B TESTING IS PAGE ORIENTED Pages 1, 2, 3: Control Layout Pages 4, 5, 6: Test Layout All users see the same as each other #theinbounder @TomAnthonySEO
- 21. SEO A/B TESTING INCLUDES GOOGLEBOT Googlebot sees the same as users Pages 1, 2, 3: Control Layout Pages 4, 5, 6: Test Layout #theinbounder @TomAnthonySEO
- 22. 2009: ALGORITHM IS PRETTY WELL UNDERSTOOD No Panda No Penguin No RankBrain No Machine Learning We know what to do. #theinbounder @TomAnthonySEO
- 23. AMIT SINGHAL - HEAD OF SEARCH, GOOGLE #theinbounder @TomAnthonySEO
- 24. THE ALGORITHM WAS MOSTLY HANDMADE #theinbounder @TomAnthonySEO
- 25. EARLY 2016: AMIT SINGHAL RETIRES #theinbounder @TomAnthonySEO
- 26. JOHN GIANNANDREA TAKES OVER #theinbounder @TomAnthonySEO
- 27. PREVIOUSLY HEAD OF MACHINE LEARNING #theinbounder @TomAnthonySEO
- 28. IMPACT OF MACHINE LEARNING #theinbounder @TomAnthonySEO
- 29. IMPACT OF MACHINE LEARNING Translate 10 YEARS RESEARCH 2 MONTHS MACHINE LEARNING Imagine the same step change in the search algo! #theinbounder @TomAnthonySEO
- 30. Are we good at understanding the ranking algorithm? ?
- 31. WE SURVEYED 2000 PEOPLE FOR 10 QUERIES
- 32. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople #theinbounder @TomAnthonySEO
- 33. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO #theinbounder @TomAnthonySEO
- 34. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO #theinbounder @TomAnthonySEO
- 35. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip #theinbounder @TomAnthonySEO
- 36. DistilledODN Your Server Your Home Page CDN Distilled ODN Your Optimized Home Page #theinbounder @TomAnthonySEO
- 37. GRAPH: TOTAL ADDITIONAL SESSIONS
- 38. SHADED AREA SHOWS CONFIDENCE INTERVAL
- 39. TEST IS SIGNIFICANT WHEN THE FAN CROSSES 0
- 40. IN THIS CASE IT HAPPENED HERE:
- 41. ALT ATTRIBUTES 1
- 42. HYPOTHESIS: ALT attributes on images are good for SEO
- 43. RESULT: ALT attributes had no effect #theinbounder @TomAnthonySEO
- 44. SEO ‘CONTENT’ 2
- 45. HYPOTHESIS: Text content on category pages is sort of good?
- 46. RESULT: No real impact when removed #theinbounder @TomAnthonySEO
- 47. RESULT: A 3.1% improvement in organic performance
- 48. Not every site is the same. Identical changes can have different results. !
- 50. HYPOTHESIS: Javascript impacts Google’s crawling / indexation MAY 2014 “our indexing system has been rendering a substantial number of web pages more like an average user’s browser with JavaScript turned on. OCT 2015 “We are generally able to render and understand your web pages like modern browsers.” #theinbounder @TomAnthonySEO
- 51. Javascript EnabledJavascript Disabled SITUATION: Javascript needed to render product list #theinbounder @TomAnthonySEO
- 52. RESULT: CSS fallback led to a 6.2% uplift #theinbounder @TomAnthonySEO
- 54. Title tag before: Which TV should I buy? - Argos Title tag after: Which TV to buy? - Argos HYPOTHESIS: Title tags should match greatest search volume term #theinbounder @TomAnthonySEO
- 55. RESULT: Organic sessions decreased by average 8% #theinbounder @TomAnthonySEO
- 56. STRUCTURED MARKUP ON CATEGORY PAGES 5
- 57. SITUATION: Category pages have lots of images but little text
- 58. HYPOTHESIS: Structured Markup per product will help #theinbounder @TomAnthonySEO
- 59. RESULT: Organic sessions increase by 11% #theinbounder @TomAnthonySEO
- 60. LEARN HOW TO DO IT: READ THIS Blog Post
- 61. THEN READ THIS: Blog Post
- 63. MACHINE LEARNING VS THE ALGO vs
- 64. You do not need to learn Machine Learning techniques! It’s an exercise in PAIN. !
- 65. LEARN TO DRIVE, NOT HOW TO BUILD ENGINES #theinbounder @TomAnthonySEO
- 66. LEARN CATEGORIES, SO YOU CAN PICK BEST TOOL #theinbounder @TomAnthonySEO
- 67. OK, but why do we need Machine Learning at all? ?
- 68. SEO REASONS FOR USING MACHINE LEARNING ML Search Algo: we need ML to unravel it IPAs, Apps, Smart Watches: too much data Competitive Advantage: better insights, sooner
- 69. The next year will see an explosion of Machine Learning powered SEO tools. !
- 71. (SOME) THINGS YOU CAN DO WITH ML Categorisation
- 72. (SOME) THINGS YOU CAN DO WITH ML Categorisation Prediction
- 73. (SOME) THINGS YOU CAN DO WITH ML Categorisation Prediction Clustering
- 74. AUTOMATICALLY CATEGORISE UGC CATEGORISATION #theinbounder @TomAnthonySEO
- 75. AUTOMATED ANALYTICS INSIGHTS PREDICTION #theinbounder @TomAnthonySEO
- 76. DYNAMIC PERSONAS PREDICTION CLUSTERING #theinbounder @TomAnthonySEO
- 77. KEYWORD RESEARCH (AT SCALE, PASSIVELY) CLUSTERING #theinbounder @TomAnthonySEO
- 78. DEEPRANK: SERP ANALYSIS 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip PREDICTION #theinbounder @TomAnthonySEO
- 79. DEEPRANK: SERP ANALYSIS 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip DeepRank PREDICTION #theinbounder @TomAnthonySEO
- 80. FURTHER READING Machine Learning for SEOs Machine Learning Revolution Machine Doing Mike King iPullRank Eric Enge Stone Temple Tom Anthony Distilled #theinbounder @TomAnthonySEO
- 81. HUB & SPOKE API BASED APPROACH
- 82. BUSINESS START WITH A WEBSITE
- 83. BOLT A MOBILE SITE ON TO THE SIDE
- 84. WE NEED AN APP!
- 85. APP CAN BE A FRAME ON THE MOBILE SITE…
- 86. LETS HAVE A BLOG!
- 87. UN-GUIDED EVOLUTION CREATES PROBLEMS Slow uptake of new technologies. Logging, analytics and BI all over the place. New channels built from ground up. #theinbounder @TomAnthonySEO
- 88. SLOW RESPONSE: CREATES COMPETITOR OPPORTUNITIES #theinbounder @TomAnthonySEO
- 89. GAP BETWEEN CHANNELS - SHORTER & SHORTER #theinbounder @TomAnthonySEO
- 90. HUB & SPOKE MODEL
- 91. What might this mean for SEOs? ?
- 92. INVEST IN CENTRALISED ANALYTICS #theinbounder @TomAnthonySEO Source Blog Post
- 93. INPUTS & OUTPUTS MATRIX #theinbounder @TomAnthonySEO
- 94. Typed Spoken Touch Visual Large Display Desktop Website - Booth - Touch Mobile Website App Smart Watch Smart Watch Smart Glasses (e.g Google Glass) Static - - - - Audio - Ambient IPA (e.g Amazon Echo) - - SEARCH INPUT SmallDisplay RESULTPRESENTATION
- 95. Typed Spoken Touch Visual Large Display Desktop Website - Booth - Touch Mobile Website App Smart Watch Smart Watch Smart Glasses (e.g Google Glass) Static - Smart Mirror - - Audio - Ambient IPA (e.g Amazon Echo) - - SmallDisplay SEARCH INPUTRESULTPRESENTATION
- 96. Typed Spoken Touch Visual Large Display Desktop Website - Booth - Touch Mobile Website App Smart Watch Smart Watch Smart Glasses (e.g Google Glass) Static - Smart Mirror - - Audio - Ambient IPA (e.g Amazon Echo) - - SmallDisplay SEARCH INPUTRESULTPRESENTATION
- 97. SUMMARY
- 98. HUB & SPOKE MODEL #theinbounder @TomAnthonySEO
- 99. MACHINE LEARNING: LEARN THE CATEGORIES #theinbounder @TomAnthonySEO
- 100. SPLIT-TESTING IS… 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip NECESSARY ESTABLISHED CREDIBLE ACCESSIBLE
- 101. WWW.DISTILLEDODN.COM CHECK OUT OUR SEO A/B TESTING PLATFORM: @TomAnthonySEO @Dom_Woodman @WillCritchlow DIS.TL/INBOUNDER-LONDON GET THE DECK: @jonoalderson