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TechSEO Boost 2018: Research Competition

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Presentations from the finalists of the 2018 TechSEO Boost Research Competition.

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TechSEO Boost 2018: Research Competition

  1. 1. Moz & Russ Jones | @moz @rjonesx | #TechSEOBoost TechSEO Boost Research Finalists Do Links Still Matter for SEO in 2017? Utilizing Cloudflare Workers to Overcome the Challenges of Legacy Tech Stacks and High DevOps Costs Building a Machine Learning Model Capable of Predicting a Webpage Ranking in SERP with a Reliability of 92% Eric EngeDan TaylorVincent Terrasi Sponsored by
  2. 2. Moz & Russ Jones | @moz @rjonesx | #TechSEOBoost TechSEO Boost Research Finalists Do Links Still Matter for SEO in 2017? Utilizing Cloudflare Workers to Overcome the Challenges of Legacy Tech Stacks and High DevOps Costs Building a Machine Learning Model Capable of Predicting a Webpage Ranking in SERP with a Reliability of 92% Eric EngeDan TaylorVincent Terrasi Sponsored by
  3. 3. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost BUILDING AN ML MODEL CAPABLE OF PREDICTING A WEBPAGE’S RANKING IN SERP – With a reliability of 92%
  4. 4. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost OVH • Global company, specialising in cloud solutions and internet infrastructure. • 1.3 million customers in 140 different countries. • 300k servers VINCENT+DREAM TEAM • All knowledge is connected to all other knowledge. The fun is in making the connections. • With data marketing, we can find new connections everyday !
  5. 5. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost Purpose Every year, websites share the ranking criteria that they think are most relevant for SEO. OVH’s solution uses machine learning to identify the most relevant SEO factors for specific themes, with no human intervention.
  6. 6. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost “Overall, the reason for combining different tools is to get as close as possible to Google’s ranking factors”
  7. 7. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost Methodology • SEMrush • Top 100 URLs for more than 3,000 keywords • Three additional pieces of software: • Majestic (for external criteria) • ScreamingFrog & Oncrawl (for internal criteria) • Visiblis (for semantic content) • Using ML algorithms: XGBoost or Random Forest • Industrialise with Dataiku – the data science platform
  8. 8. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost “In other words, we are now able to test a page to determine its chances of being in the top 10 Google results for relevant searches.” https://github.com/ovh/summit2016-RankingPredict
  9. 9. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost Results • OVH was able to define relevant variables for specific topics with an extremely high reliability (92%). • Each time a new webpage is created, we can tell whether it will rank first in Google searches, check its position, and compare it to other websites – all in real time.
  10. 10. Vincent Terrasi | @VincentTerrasi | #TechSEOBoost Big Thanks to Tech SEO Boost! – OVHCloud.com @ovh My blog: data-seo.com
  11. 11. Moz & Russ Jones | @moz @rjonesx | #TechSEOBoost TechSEO Boost Research Finalists Do Links Still Matter for SEO in 2017? Utilizing Cloudflare Workers to Overcome the Challenges of Legacy Tech Stacks and High DevOps Costs Building a Machine Learning Model Capable of Predicting a Webpage Ranking in SERP with a Reliability of 92% Eric EngeDan TaylorVincent Terrasi Sponsored by
  12. 12. Dan Taylor | @salt_agency | #TechSEOBoost UTILIZING CLOUDFLARE WORKERS TO OVERCOME THE CHALLENGES OF LEGACY TECH STACKS AND HIGH DEVOPS COSTS – Igor Krestov & Dan Taylor SALT.agency
  13. 13. Dan Taylor | @salt_agency | #TechSEOBoost Hypothesis The purpose of our research was to establish whether or not serverless technology can provide workable and accessible solutions to businesses, at scale. 1. Utilizing the latest serverless technology, can we implement technical elements of SEO, such as basic Hreflang, redirects, and page level meta robots tags through service worker technology. 2. If (1) is successful, can the implementations be picked up by Google in the rendered HTML of the page (making them useful).
  14. 14. Dan Taylor | @salt_agency | #TechSEOBoost Methodology In order to test our hypothesis, we used a mixture of real-world applications and testing websites. The participant websites within this research were: • A personal website - testing Hreflang implementations injected via Service Worker into the <head> • A San Francisco based OS API gateway provider - using service workers to implement 301 redirects following a migration
  15. 15. Dan Taylor | @salt_agency | #TechSEOBoost Findings Through our testing we found that at scale, we could utilize Cloudflare workers for a number of tasks, including: <head> Hreflang implementation, redirects, custom HTTP headers based on user IP, customer JS overlays based on user IP/device, page level robots, implementing & modifying canonicals, A/B testing… And this technology can be scaled, and made accessible.
  16. 16. Dan Taylor | @salt_agency | #TechSEOBoost Pros & Cons Pros • Workers are written in JavaScript • Simple API • One-click deployment • Next to zero DevOps Cons • Potential to affect and impact all requests • Potential to add additional latency and slow page load times, depending on implementation • Potential to introduce front-end bugs that are difficult to debug, when there is little/no access to the backend, and when it is unclear what is being modified/injected through stream transformation.
  17. 17. Dan Taylor | @salt_agency | #TechSEOBoost TechSEO Boost Research Finalists Do Links Still Matter for SEO in 2017? Utilizing Cloudflare Workers to Overcome the Challenges of Legacy Tech Stacks and High DevOps Costs Building a Machine Learning Model Capable of Predicting a Webpage Ranking in SERP with a Reliability of 92% Eric EngeDan TaylorVincent Terrasi Sponsored by
  18. 18. Eric Enge | @stonetemple | #TechSEOBoost Do Links Still Matter? • There remains a continuing debate about the value of links • Long gone are the days where you could get a Tupperware page to rank for a used car query • Moz and Searchmetrics used to publish correlation studies, but they have cooled off on the efforts • We set out to do our own correlation study on links as a ranking factor, and to maintain it over time
  19. 19. Eric Enge | @stonetemple | #TechSEOBoost We Used New Math • Brought in elite statistics experts to improve the approach • Correlation value “r” has no meaning in statistics • We used “r2”, which tells us the percent of the variability in Y which is explained by X. • We then took the quadratic mean of all the r squared values across 16K SERPs.
  20. 20. Eric Enge | @stonetemple | #TechSEOBoost The Basic Results • The correlation score INCREASED from 0.303 to 0.325. • That variability probably falls within measurement error ranges • But, if definitely did not show a decrease
  21. 21. Eric Enge | @stonetemple | #TechSEOBoost One More Novel Approach • Normalized link totals for every SERP to values between 0 and 1 • Prevented highly-linked-to web pages from popular queries from skewing the results • Summed up the totals of all the links for each ranking position (total links to all position 1, total to all position 2, …) • Calculated the quadratic mean of these values to get new correlation scores • Aggregated view as to whether or not links matter • You bet they do!
  22. 22. Moz & Russ Jones | @moz @rjonesx | #TechSEOBoost Thank You Judges! Sponsored by Ruth Burr Reedy Rhea Drysdale Geoff KenyonAlexis Sanders Russ Jones Neil Martinsen-Burrell Paul Shapiro Aleyda Solis Clark Boyd
  23. 23. Moz & Russ Jones | @moz @rjonesx | #TechSEOBoost And the winner is….
  24. 24. Catalyst | @CatalystSEM | #TechSEOBoost

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