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SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
The document discusses data-driven SEO strategies presented by David Sottimano at SearchLove 2014, emphasizing the necessity of using meaningful data to support arguments about SEO practices. It explores various SEO concepts such as the importance of keywords, the use of hreflang tags, and the value of tracking metrics to measure the effectiveness of SEO efforts. Sottimano urges the SEO community to question established best practices and rely on data to substantiate claims about successful content.
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SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
- 1. Data driven SEO David Sottimano Searchlove 2014
- 2. Can a postrank solely by having keywords in the URL?
- 3.
- 4. What does metaNOINDEX do?
- 5. Removes a pagefrom the index..
- 6. But it canlower Googlebot crawl rate too.
- 7. Are meta keywordsactually useful?
- 9.
- 10. Data driven SEOUsing data to win arguments David Sottimano Searchlove 2014
- 11. Do this. Because. {Insert Matt Cutts video link}
- 12.
- 13. Meaningful, conclusive datais hard to come by.
- 14. Algorithms can bespecific to queries.
- 15.
- 16. Data we needis out of reach.
- 17. Actual click throughrates? Actual bounces back to search results?
- 18. Our “good” isn’tGoogle’s “good”
- 20. Clues are scarce,and often vague.
- 21.
- 22. Would you trustthe information presented in this article? http://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
- 23. Presence of author Presence of author information Presence of author image
- 24. Presence of logo Presence of contact information Presence of social proof
- 25. This is whywe need a data driven approach.
- 26. Because “best practice”isn’t a good enough answer.
- 27. Throwing stuff againstthe wall doesn’t make us any wiser!
- 28. Be curious! Questioneverything!
- 29. More input, lessvaluable output
- 30. Sometimes, simple isbest.
- 31. How’s this ideaguys?
- 32. It’s pretty shit. *not actually what they said
- 33. How I completelyfailed* to win arguments before. *pretty much all the time
- 35. This could havebeen avoided.
- 36. If I haddone this… Keyword If you move off page 1 Money you will lose Keyword 1 -3,000 visits -$10,000 Keyword 2 -2,000 visits -$7,500 -5,000 visits per month -$17,500 per month
- 37.
- 38. “We’re going International,what do we do with hreflang?”
- 39. Get the rightpeople to the right pages in search & Don’t screw up rankings / traffic Hreflang, canonical or both?
- 41.
- 42. > 2 Analytics WMT Rank tracking Logs Testing configuration
- 43. Did you knowDistilled had an Australian office?
- 44. Think about allthe variants you want to test first
- 45. Ask for testingmethodology feedback.
- 46. Wait. How willI know if it worked or not?
- 47. 1)Rankings 2)Organic traffic 3) The right pages display in the right countries
- 48.
- 49.
- 50.
- 51. Share it withclients to follow along.
- 52. Set it andmove on. Remind yourself!
- 53. So, what happenedwith the hreflang project?
- 54. No conclusive rankingimprovements Display issues completely corrected
- 55.
- 56. Scenario1: I forgotto track the data.
- 57. Historical search results http://www.semrush.com/info/gmail+download+all+attachments+(source)?domain=davidsottimano.com&position=4&ts=1413494980
- 58. Historical screenshots http://www.screenshots.com/ https://archive.org/web/
- 59. Historical rankings (specifickeywords) http://www.spyfu.com/Ranking
- 60. Scenario 2: Howdo I find examples around the web?
- 61. Brilliant source codesearch, by Nerdydata.com http://nerdydata.com/
- 62. Peek by Linkrisk.Search by SEO metrics. http://linkrisk.com/peek/
- 63. Scenario 3: Ican’t open the entire CSV in Excel. No, I don’t know how to code.
- 64.
- 65. Use one ofthese. http://delimitware.com/ *windows 7 > http://recsveditor.sourceforge.net/csv02.htm *independent
- 66. Scenario 4: Ineed to gather data from webpages. I don’t know how to code.
- 67. Scraping is fun,really fun. https://import.io/ http://scrapinghub.com/scrapy-cloud
- 68.
- 69. Search is becomingtoo complex.
- 70. Why are wetrying to analyse vast amounts of machine data? Why not fight fire with fire?
- 71. I had goals… Reverse engineer why Distilled blog posts do well in search. And predict how successful new blog posts would be (organic traffic)
- 72. I foolishly expected... and failed.
- 74. URL Majestic Status URL Majestic CitationFlow URL Majestic TrustFlow URL Majestic Ext Back Links URL Majestic Ref Domains URL Mozscape Domain Authority URL Mozscape Page Authority URL Mozscape External Equity Links URL Mozscape MozRank URL Mozscape MozTrust URL Mozscape Subdomain External Links URL Mozscape RootDomain External Links URL Mozscape Juice Passing Links URL Mozscape Subdomains Linking URL Mozscape Root Domains Linking URL Mozscape Links URL Mozscape Subdomain Subdomains Linking URL Mozscape Root Domain Root Domains Linking URL Mozscape Subdomain MozRank URL Mozscape RootDomain MozRank URL Mozscape Subdomain MozTrust URL Mozscape Root Domain MozTrust URL Mozscape External MozRank URL Mozscape Subdomain External Domain Linking Juice URL Mozscape Root Domain External Domain Juice Reading Time Sentiment Sentiment Score Dale-Chall Score Flesch Kincaid Grade Level Flesch Kincaid Reading Ease Score Flesch Kincaid Reading Ease Gunning Fog Score Smog Index Images Images with Alt Images without Alt Videos External Link Count Internal Link Count Total Link Count Author Author URL Robots File Allowed Robots Meta Robots HTTP Header Canonical HTTP Header Canonical Head Date published Year published Alchemy Sentiment score Alchemy top concept Alchemy top keywords HTTP Status Redirected Original HTTP Status Code Original HTTP Status Content Type Content Length URL Google Indexed Hash HTML Length Text Length Text to HTML Ratio Title Title Length Description Description Length Word Count Sentence Count Header Count Paragraph Count Last cached date # likes # shares # tweets # retweets # g+ Theme (custom) Type (custom) Alchemy entity Sessions Bounce rate
- 75. I used organicsessions as my objective field, to classify what was good/bad.
- 76. Mean Good Bad 0 ~16,000 ~110
- 77. < 20% 90%> 80 70 60 50 40 30 Not so interesting
- 80. So, longer posts= profit?
- 85. I fed garbagein, and got garbage out. Tip! Don’t use metrics that are well correlated with rankings.
- 86. There’s so muchopportunity here. So what can you do about it?
- 87. Get better atdefining “great content”.
- 88. If it getslinks, shares, converts, we usually class it as “good”. But what made it “good” ?
- 89. Tutorial Technical >contains code Controversial Breaking news Funny Serious Off topic Controversial List post > top 5,10, checklist Tool review
- 90. Try it. Afree version is available. http://goo.gl/NKtXOl
- 91. Two little thingsI want you to remember.
- 92. Build a betterpractice by binning best practice
- 93. Prove it. Dataor it didn’t happen
- 94.