how big data is changing seo - by analyticsseo at brightonseo
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www.analyticsseo.com@analyticsseo
Big Marketing Data™ &
Software for Professional Marketers
How Big Data is changing SEO
www.analyticsseo.com@analyticsseo
How Big Data is changing SEO
David BainHead of Growth
AnalyticsSEO
@DavidBain
Frank KellyData ScientistAnalyticsSEO
@norhustla
Alexander de AlbuquerqueProduct Manager
AnalyticsSEO
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?
www.analyticsseo.com@analyticsseo
1. Who are the competitors?
Traditional SEO:Select a few competitors based upon top identified keywords
www.analyticsseo.com@analyticsseo
1. Who are the competitors?
Traditional SEO challenge:We’re unlikely to discover additional, indirectly related terms
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”…
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?
www.analyticsseo.com@analyticsseo
How Big Data is changing SEO
Do we really know who our
competitors are?
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
www.analyticsseo.com@analyticsseo
What are the competition doing differently?
RD
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PKW
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CP
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The competition!
KW
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CP
CDYou
Opportunity!
CD = Competing domainsCP = Competitor’s pages
RD = Ranking domainP = Your pageKW = Keyword
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
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
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”
www.analyticsseo.com@analyticsseo
Opportunity keywords for BrightonSEO.com
What are the keywords that BrightonSEO’scompetitors 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”
www.analyticsseo.com@analyticsseo
Example
www.yEd.org
Host – BluePage – GreenKeyword – Brown
Starting point:
www.seocampus.org
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
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:
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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
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
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
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/
www.analyticsseo.com@analyticsseo
With Big SEO Data you can…
Use an intelligent, adaptive CTR model.
www.analyticsseo.com@analyticsseo
With Big SEO Data you can…
LONG-TERM ROI
LOW/NO ROI
QUICK ROI
MAINTAIN ROI
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OR
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OTE
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RELATIVE STRENGTH
Determine target keywords by forecasted click-through rate & ROI, not search volume.
www.analyticsseo.com@analyticsseo
How Big Data is changing SEO
What are yourBIG SEO Data
provider options?
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
DomainsKeywordsSearch VolumesCompetition LevelsKeyword CPCSocial profilesSocial SharesBlog feedsContent
Proprietary Database
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.
www.analyticsseo.com@analyticsseo
How Big Data is changing SEO
The challenges of big data storage
and accessibility…
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
www.analyticsseo.com@analyticsseo
An old friend…The Venn Diagram
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You need a method for comparing A against everyone, then B against everyone and so on….
B
www.analyticsseo.com@analyticsseo
Even Venn diagrams have their limitations!
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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
www.analyticsseo.com@analyticsseo
Traversing the graph database
RD
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The competition!
KW
KW
CP
CDYou
Opportunity!
CD = Competing domainsCP = Competitor’s pages
RD = Ranking domainP = Your pageKW = Keyword
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