Advanced Technical SEO in 2020 - Data Science

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Tyler Reardon is an SEO Strategist at CARFAX where he helps drive the traffic acquisition strategy for the CARFAX Used Car Listings marketplace. He began his journey in search in 2011 at eVacuumStore.com before co-founding United SEO, a Boston-based consultancy specializing in SEO and Analytics, where he crafted and executed strategies for clients such as Oreck, HyDrive Energy, and MedStar Health.

@TylerReardon#AdvancedSearchSummit
What is Advanced
Technical SEO in
2020?
Tyler Reardon
SEO Strategist at

@TylerReardon#AdvancedSearchSummit
Source:

@TylerReardon#AdvancedSearchSummit
Technical SEO
Any tactic that impacts crawling, indexing, or
rendering.
Log File Analysis
Internal Linking
JavaScript SEO (SSR)
301 Redirect Mapping

@TylerReardon#AdvancedSearchSummit
HTTP Request
HTTP Response
SERVERCLIENT
Server Error (5XX)Client Error (4XX)

@TylerReardon#AdvancedSearchSummit
HTTP Request
HTTP Response
SERVERCLIENT
Server Error (5XX)Client Error (4XX)
Front End Development Back End Development

@TylerReardon#AdvancedSearchSummit
What is Data Science?

@TylerReardon#AdvancedSearchSummit
Data Collection
Discovery of Data Insight
Quantitative data analysis to help steer strategic
business decisions
Development of Data Product
Production-level algorithm solutions operating at scale
(such as a recommendation engine)
Business Value

@TylerReardon#AdvancedSearchSummit
Apply data science principles and
frameworks to SEO.

@TylerReardon#AdvancedSearchSummit
Marketing Data Science
SEO
Historically, SEO has been here..
It really needs to be here.

@TylerReardon#AdvancedSearchSummit
An SEO Strategy is only as good as the
data it’s based on.

@TylerReardon#AdvancedSearchSummit
Reality
What is
Measured
Correct
Correct
Type 1 Error
False Positive
Type 2 Error
False Negative
True False
True
False

@TylerReardon#AdvancedSearchSummit
SEO is full of false positives.

@TylerReardon#AdvancedSearchSummit
Epicycles of Data Analysis
Hypothesis Testing
Confidence Intervals
Sampling Methods
Bayesian Statistics
Apply Data Science Principles and Frameworks

@TylerReardon#AdvancedSearchSummit
Marketing Data Science
SEO
SEO could be here.

@TylerReardon#AdvancedSearchSummit
Programming Statistics
SEO Expertise
SEO
Data Scientist

@TylerReardon#AdvancedSearchSummit
How can I apply this to drive insights?

@TylerReardon#AdvancedSearchSummit
Data Scientist, SEO
Target
August 2019 – Present 1 mos

@TylerReardon#AdvancedSearchSummit
Ask a
Question
Explore Data
Quantitative
Analysis
Interpret
Results
Communicate
Results
5 Core Activities of Data Analysis

@TylerReardon#AdvancedSearchSummit
Why is traffic declining?
1. Ask a Question

@TylerReardon#AdvancedSearchSummit
2. Explore the Data
Export
To csv

@TylerReardon#AdvancedSearchSummit @TylerReardon#AdvancedSearchSummit

@TylerReardon#AdvancedSearchSummit
https://jupyter.org/
Jupyter Notebook is a web-based
application that allows you to
create documents that contain live-
code, equations, visualizations, and
text.

@TylerReardon#AdvancedSearchSummit
Pandas is a python library used for
data manipulation and analysis.
Pandas = Excel for Python
https://pandas.pydata.org/

@TylerReardon#AdvancedSearchSummit
3. Quantitative Analysis

@TylerReardon#AdvancedSearchSummit
4. Interpret Results

@TylerReardon#AdvancedSearchSummit
What’s up with this?

@TylerReardon#AdvancedSearchSummit
We don’t deserve to rank for this query.

@TylerReardon#AdvancedSearchSummit
5. Communicate Results

@TylerReardon#AdvancedSearchSummit
We’re SEO Data Scientists!

@TylerReardon#AdvancedSearchSummit
Additional Python Applications:
 Natural Language Processing (NLP)
 Machine Learning
 Automated Reporting
 Data Visualization
 Web Scraping

@TylerReardon#AdvancedSearchSummit
Advanced Technical SEO in 2020 is
replacing Excel with a programming
language.

@TylerReardon#AdvancedSearchSummit
Advanced Technical SEO in 2020 is
replacing intuition with confidence
intervals.

@TylerReardon#AdvancedSearchSummit
Advanced Technical SEO in 2020 is data science.

@TylerReardon#AdvancedSearchSummit
Additional Resources
Python Statistics
An Introduction to Statistical Learning
Programming in Python 3 - ZyBooks
Fundamentals of Data Analytics (Python) - ZyBooksLearn Python 3 - Codecademy
Data Analysis with Pandas - Codecademy
Statistics and Probability – Khan Academy
Free SEO Tools built in Python – SearchTools.io

@TylerReardon#AdvancedSearchSummit
Looking to work for
a company that
prioritizes SEO?
We’re hiring!
Email: tylerreardon@carfax.com
Free Lunch on Fridays | Dogs in the Office | Monthly Happy Hours
Generous Vacation Time | Closed the last week of December

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Jewelry has been a really unstructuredsomewhat chaotic with respect to in innovation. and also had sSome advancements in technology have been leverage throughout these past years, but innovative new technologies are not leverage nearly as regularly as in other industries. In the past, it was thejewelry businesses were used to passed on and run through the generations and family properties or entities. However, with the But now when emergence of technological advancesy emerged and introduce itself with different numerous businesseswithin the parallel industries, the jewelry business is finally incorporating innovations to boost production, sales, and profitability. it also develop some new surprising technologies for the jewelry business too, which really changed this stereotype in this business. This technological stigma has slese restrictions slowly but surely has worn off, and allowing jewelry firms showing the versatility of having an independence not seen in the days of the t nature of business with the unrestricted family run and bound and heritage business culture. The latest inventions in this business industry, such aslike the solution for the identification all items in the supply chain leveraging radio frequency identification (of RRFID) solution for the jewelry makes the better logistics management system and also the nearly effortless in the tracking system of valuable items. Another mature innovation invention for the for jewelry business areis the highly successful upcoming E-business through the ecommerce websites and applications for mobile devices. These applications are the fastest and most efficient way of selling the items to the customer. They increase profits through both accessibility of inventory for purchase online as well as reducing or eliminating the need for brick and mortar stores.It refrains the security threat and also the idea of touching the jewelry makes it dark or something like these dilemma. These are the real tides turning changes in this industry.Comment by Tim Stewart: Nusrat, the beginning of this sentence needs some clarity. If you are talking about the production of fine jewelry, then start your sentence, “The mining and manufacturing of fine jewels and jewelry…” If you mean the selling, then you can just say, “The Jewelry business…” There are several data analytic products which helps the user to verify the cut, quality, and clarity of the items they desire. One the data for the jewelry specific area of expertise exploitation which includes IRYS trinity. This tool do performsthe data analytics on the jewelry business in the area of the product viewership, staff performance analysis, inventory stock audit, and many more (Business Analytics for Jewellery - Irys Pte. Ltd.: Jewellery Analytics Software, Jewelry Business Intelligence Tool, n.d.).Comment by Tim Stewart: Best practice is to spell out the acronym and then put it in parentheses as I did above with RFID. Over the couple of yearsRece ...

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Foundations in Content Optimization: How to Optimize Your Content to Fuel Organic Traffic Growth A highly tactical introduction to best practices in optimizing your owned content to drive sustainable (and converting) organic traffic. In this Master Class, we'll cover everything from identifying the right keywords to use to how to strategically apply them to your content strategy to generate ROI. Key Takeaways: - A breakdown of key content-related factors Google and other Search Engines use when ranking content. - Understand the basics of keyword research and where to begin. - Learn how to apply those keyword learnings to optimize your content strategy and owned assets to maximize their organic visibility. - Learn what to measure to articulate ROI and feed back into your strategy.

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Account Based Marketing best practices. Learn the ins and outs of successful ABM, demand generation, and B2B digital performance marketing in a post-COVID, privacy compliant, hybrid world. ABM is a marketing approach, a philosophy. It is not technology by itself and not all intent data is created equal. In this Master Class, we will go through the key elements to maximize marketing's contribution to sales from pipeline creation to pipeline velocity. Key Takeaways: What ABM really is, what it can and can't do. How to do ABM more effectively. What you need to do high performance ABM and what you should expect from it.

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Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus. Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!

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Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it? Key Takeaways: Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.

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Advanced Technical SEO in 2020 - Data Science

1. @TylerReardon#AdvancedSearchSummit What is Advanced Technical SEO in 2020? Tyler Reardon SEO Strategist at

2. @TylerReardon#AdvancedSearchSummit Source:

3. @TylerReardon#AdvancedSearchSummit Technical SEO Any tactic that impacts crawling, indexing, or rendering. Log File Analysis Internal Linking JavaScript SEO (SSR) 301 Redirect Mapping

4. @TylerReardon#AdvancedSearchSummit HTTP Request HTTP Response SERVERCLIENT Server Error (5XX)Client Error (4XX)

5. @TylerReardon#AdvancedSearchSummit HTTP Request HTTP Response SERVERCLIENT Server Error (5XX)Client Error (4XX) Front End Development Back End Development

6. @TylerReardon#AdvancedSearchSummit Source:

7. @TylerReardon#AdvancedSearchSummit Source:

8. @TylerReardon#AdvancedSearchSummit

9. @TylerReardon#AdvancedSearchSummit What is Data Science?

10. @TylerReardon#AdvancedSearchSummit Data Collection Discovery of Data Insight Quantitative data analysis to help steer strategic business decisions Development of Data Product Production-level algorithm solutions operating at scale (such as a recommendation engine) Business Value

11. @TylerReardon#AdvancedSearchSummit Apply data science principles and frameworks to SEO.

12. @TylerReardon#AdvancedSearchSummit Marketing Data Science SEO Historically, SEO has been here.. It really needs to be here.

13. @TylerReardon#AdvancedSearchSummit An SEO Strategy is only as good as the data it’s based on.

14. @TylerReardon#AdvancedSearchSummit Reality What is Measured Correct Correct Type 1 Error False Positive Type 2 Error False Negative True False True False

15. @TylerReardon#AdvancedSearchSummit SEO is full of false positives.

16. @TylerReardon#AdvancedSearchSummit Epicycles of Data Analysis Hypothesis Testing Confidence Intervals Sampling Methods Bayesian Statistics Apply Data Science Principles and Frameworks

17. @TylerReardon#AdvancedSearchSummit Marketing Data Science SEO SEO could be here.

18. @TylerReardon#AdvancedSearchSummit Programming Statistics SEO Expertise SEO Data Scientist

19. @TylerReardon#AdvancedSearchSummit How can I apply this to drive insights?

20. @TylerReardon#AdvancedSearchSummit Data Scientist, SEO Target August 2019 – Present 1 mos

21. @TylerReardon#AdvancedSearchSummit

22. @TylerReardon#AdvancedSearchSummit Ask a Question Explore Data Quantitative Analysis Interpret Results Communicate Results 5 Core Activities of Data Analysis

23. @TylerReardon#AdvancedSearchSummit Why is traffic declining? 1. Ask a Question

24. @TylerReardon#AdvancedSearchSummit 2. Explore the Data Export To csv

25. @TylerReardon#AdvancedSearchSummit

26. @TylerReardon#AdvancedSearchSummit

27. @TylerReardon#AdvancedSearchSummit @TylerReardon#AdvancedSearchSummit

28. @TylerReardon#AdvancedSearchSummit https://jupyter.org/ Jupyter Notebook is a web-based application that allows you to create documents that contain live- code, equations, visualizations, and text.

29. @TylerReardon#AdvancedSearchSummit Pandas is a python library used for data manipulation and analysis. Pandas = Excel for Python https://pandas.pydata.org/

30. @TylerReardon#AdvancedSearchSummit

31. @TylerReardon#AdvancedSearchSummit

32. @TylerReardon#AdvancedSearchSummit

33. @TylerReardon#AdvancedSearchSummit

34. @TylerReardon#AdvancedSearchSummit 3. Quantitative Analysis

35. @TylerReardon#AdvancedSearchSummit

36. @TylerReardon#AdvancedSearchSummit

37. @TylerReardon#AdvancedSearchSummit

38. @TylerReardon#AdvancedSearchSummit

39. @TylerReardon#AdvancedSearchSummit

40. @TylerReardon#AdvancedSearchSummit

41. @TylerReardon#AdvancedSearchSummit 4. Interpret Results

42. @TylerReardon#AdvancedSearchSummit

43. @TylerReardon#AdvancedSearchSummit

44. @TylerReardon#AdvancedSearchSummit What’s up with this?

45. @TylerReardon#AdvancedSearchSummit We don’t deserve to rank for this query.

46. @TylerReardon#AdvancedSearchSummit

47. @TylerReardon#AdvancedSearchSummit

48. @TylerReardon#AdvancedSearchSummit

49. @TylerReardon#AdvancedSearchSummit We don’t deserve to rank for this query.

50. @TylerReardon#AdvancedSearchSummit 5. Communicate Results

51. @TylerReardon#AdvancedSearchSummit Ask a Question Explore Data Quantitative Analysis Interpret Results Communicate Results 5 Core Activities of Data Analysis

52. @TylerReardon#AdvancedSearchSummit Programming Statistics SEO Expertise SEO Data Scientist

53. @TylerReardon#AdvancedSearchSummit We’re SEO Data Scientists!

54. @TylerReardon#AdvancedSearchSummit Additional Python Applications:  Natural Language Processing (NLP)  Machine Learning  Automated Reporting  Data Visualization  Web Scraping

55. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is replacing Excel with a programming language.

56. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is replacing intuition with confidence intervals.

57. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is data science.

58. @TylerReardon#AdvancedSearchSummit Additional Resources Python Statistics An Introduction to Statistical Learning Programming in Python 3 - ZyBooks Fundamentals of Data Analytics (Python) - ZyBooksLearn Python 3 - Codecademy Data Analysis with Pandas - Codecademy Statistics and Probability – Khan Academy Free SEO Tools built in Python – SearchTools.io

59. @TylerReardon#AdvancedSearchSummit Looking to work for a company that prioritizes SEO? We’re hiring! Email: tylerreardon@carfax.com Free Lunch on Fridays | Dogs in the Office | Monthly Happy Hours Generous Vacation Time | Closed the last week of December

Editor's Notes

These topics are very technical in nature. Knowing how google crawls and indexes your site and the status codes that can be returned during that process is technical
Knowing the difference between the client and the server is technical. Don’t have to be an engineer to get it but you’re scratching the surface..
Recently, however, there’s been a shift in our industry..
In the coming decade, all of these tactics, the entire pyramid will be considered technical SEO.
That’s what I want to talk to you about today. Let’s talk about another field I’m excited about..
A data scientist is someone who knows more about computer science than…. When I talk about data science, I’m talking about the process of obtaining insights from data, often large data sets.
Lack of ambiguity around how it’s performed. SEO feels like a guessing game. In data science, there are frameworks available for solving problems and principles you follow
We could really benefit from applying data science principles and frameworks to SEO
Google is becoming more complex. Google is a data product. If we’re going to keep up, we need to be here.
When we employ some of these tools and frameworks we’re actually going one step further and becoming SEO data scientists

Advanced Technical SEO in 2020 - Data Science

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