1#seocamp

Cécile Beroni – SEO Manager

Rodolphe Quénette – Consulting Director

The Impact of Big Data & Machine Learning on Digital Marketing

2#seocamp

| Data & Analytics Solutions

Company Established in 2006Software platform launched in 2009Operations in UK, US and FranceCustomers all over the world

3#seocamp

PriceMinister-Rakuten : ▪100 % MarketPlace▪6th Largest e-commerce in

France▪200 million products

SEO :▪24 million pages ▪17 million pages indexed▪30-40% SEO Traffic share

Data Science:▪Internal Teams: SEO - RIT - BIG

DATA - BI Data Sourcing + Crunching

▪External Team: Authoritas Data Sourcing

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DATA SCIENCE& PREDICTION

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61%prediction

Our beginning…..+ pages crawled+ freshness Index + pages indexed

Google Crawl Prediction

Performance KPI

6#seocamp

Brand

+41%

SEO Visibility

Prediction: Top Keywords

▪Extraction of large volumes of DATA▪Data Enrichment▪Creation/Target Landing Pages

Brand

Data Crunching

KW DataSourcing

Signal Identification

OpportunitiesSearch VolumeCategory Strat Competion ….

KPI

ProductsVisitsRankingSERP Results….

Landing Pages

7#seocamp

Graph database Technology

RD

P

P

P

KW

KW

KW

KW

KW

CP

CP

KW

KW

KW

The competition!

KW

KW

CP

CDYou

Opportunity!

CD = Competing domainsCP = Competitor’s pages

RD = Ranking domainP = Your pageKW = Keyword

8#seocamp

SERP Analysis: Clusterization & structure

Millions of Keywords➢ Monthly Search volumes➢ Ranking➢ …

Billions of Pages ➢ Trust Flow➢ Citation Flow➢ …

Trillions of Links (Majestic Data)

9#seocamp

Insight: Clusters - Traffic Opportunities

10#seocamp

Insight: Clusters - Traffic Opportunities

11#seocamp

Brand

+41%

SEO Visibility

Prediction: Top Keywords

▪Extraction of large volumes of DATA▪Data Enrichment▪Creation/Target Landing Pages

Brand

Data Crunching

KW DataSourcing

Signal Identification

OpportunitiesSearch VolumeCategory Strat Competion ….

KPI

ProductsVisitsRankingSERP Results….

Landing Pages

12#seocamp

Prediction: Top Keywords

By obtaining more than 2.4 million new KW we

were able to deploy our operational actions on

a large volume of pages.

Big Data & Impact “Macro”

Search volumes for targeted KW is key to our

current growth.

Big Data & Performance

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DATA SCIENCE& SCORING

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Scoring : Top KW

Extraction of internal contents

Recovery Info Products / SERP / USER

Recovery of external data

AuthoritasCrossing of all

SignalsKW Ranking

- E-commerce or Média- Visibility / Ranking

KW Identification - Business Intention- Growth Potential

KW Ranking

15#seocamp

Keyword Data

Demand

Search Volumes

CPC

CTR%

….

Relevance

Frequency Across domains

Cluster Relevance to Host

Similarity

Distance

….

Competition

Competing URLs

Ranking Data

Visibility

Average Relative Strength

….

Your Performance

Number of Host URLs

Traffic

Rank

….

Page

KW

CP

CP

KW

KW

KW

KW

Page

KW

Potential

Potential Value / Top / Median / Low

Potential Visibility

…

Content suggestion

Suggested Keywords

Suggested URLs

…

16#seocamp

Scoring : Top KW

Extraction of internal contents

Recovery Info Products / SERP / USER

Recovery of external data

AuthoritasCrossing of all

SignalsKW Ranking

- E-commerce or Média- Visibility / Ranking

KW Identification - Business Intention- Growth Potential

KW Ranking

17#seocamp

Scoring des Top URL

Kw Ranking

GetTransactional intention on Products /

Seasonality

Get external data On our URLs

Authoritas

Mashup Signals TOP URLs

Sourcing the best URLs from Kw

18#seocamp

Page Data

Demand

Search Volumes

CPC

CTR%

….

Relevance

Frequency Across domains

Cluster Relevance to Host

Similarity

Distance

….

Competition

Competing URLs

Ranking Data

Visibility

Average Relative Strength

Majestic Data

Your Performance

# Ranking Keywords

Visibility

Estimated Value

….

Potential

Potential Value / Top / Median / Low

Potential Visibility

…

Content

Suggested Keywords

Cluster

…

19#seocamp

Scoring des Top URL

Kw Ranking

GetTransactional intention on Products /

Seasonality

Get external data On our URLs

Authoritas

Mashup Signals TOP URLs

Sourcing the best URLs from Kw

20#seocamp

Big Data = Visibility Growth

21#seocamp

Thank you