This document introduces two statistical packages, Prophet and Causal Impact, that can help SEO recommendations get implemented by proving their value. Prophet uses an additive model to forecast performance based on past seasonal trends. Causal Impact infers the impact of interventions by comparing actual results to a synthetic control. The document provides an example of how these packages could be used to get signoff for an SEO proposal and then prove the value of changes after implementation. They help place SEO in a market context, quantify commercial ROI, and clearly show impact to gain developer buy-in for future work.
Talk by Louise at SEO Brighton in April 2022.
It is really easy to design and build a beautiful but slow WordPress website! The Google update for Core Web Vitals is a set of SEO ranking signals to help website owners improve the speed and user experience for their website.
In this talk Louise will share with you how to adjust your WordPress site to improve your Core Web Vital scores. The strategies are different for each metric so she will go through each one and give you some practical ideas you can take back and action or ask your developer to implement.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
KIM DEWE - Transitioning into people management (BrightonSEO April 2022)Kim Dewe
In this talk, Kim Dewe, shared her experience transitioning from an individual contributor to team leader as Blue Array rapidly grew from 7 people to 55.
Talk by Louise at SEO Brighton in April 2022.
It is really easy to design and build a beautiful but slow WordPress website! The Google update for Core Web Vitals is a set of SEO ranking signals to help website owners improve the speed and user experience for their website.
In this talk Louise will share with you how to adjust your WordPress site to improve your Core Web Vital scores. The strategies are different for each metric so she will go through each one and give you some practical ideas you can take back and action or ask your developer to implement.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
KIM DEWE - Transitioning into people management (BrightonSEO April 2022)Kim Dewe
In this talk, Kim Dewe, shared her experience transitioning from an individual contributor to team leader as Blue Array rapidly grew from 7 people to 55.
SEO Reporting: Slay the Time-Sucking Monster and Deliver Amazing ReportsSimon Lesser
Reporting is usually an inescapable part of SEO, but all-too-often a time-consuming mess. In this talk, Simon presents actionable tips on how to craft well-designed, easy-to-read reports by automating as much of the process as possible and focusing on pulling out meaningful insights for stakeholders.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
In this presentation at #BrightonSEO, I presented how I scaled content to help a travel brand called Omio, grow organically. I've also covered some other good cases of automating SEO FTW!
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
The takeaway:
1. Why/What/How of hreflang
2. Some examples of practical application
3. Canonical VS hreflang
4. Common hreflang mistakes
5. Is hreflang a ranking factor?
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
SEO Automation Without Using Hard Code by Tevfik Mert Azizoglu - BrightonSEO ...Tevfik Mert Azizoglu
#xpath
#googlesheets
#zapier
– How can non-coder SEOs make their own mini SEO tools?
– Is coding knowledge essential for SEO automation?
This presentation is about how you can create custom SEO automation that includes complex functionalities like crawling, data extraction, and building reports automatically by using those outputs.
#importxml
#n8n
#openai
#seoautomation
Links: https://twitter.com/mertazizoglu/status/1512471375352639491
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
How are you currently doing SERP analysis? Is your approach efficient or scalable?
How SEOs can incorporate programmatic approaches and advances in machine learning in order to identify winning strategies?
This talk will leave you with a better understanding of what is possible for SERP analysis at scale, what insights you can capture with the help of machine learning quickly, and how to incorporate insights into your strategy and visualize your findings to impress your stakeholders.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
Automation Hub Best practices - using right KPIs to build a strong business c...Cristina Vidu
Wondering how to prioritize the most impactful ideas to increase your program’s ROI? Learn how to customize the assessments to:
Collect the right information from your business users
Compute the right KPIs relevant for the decision-making process
Accurately prioritize the automation opportunities pipeline
Confidently report to your stakeholders based on transparent and relevant evaluation
Target audience: CoE leads, Business Analysts, Business Process Owners
👩💻 Speaker: Teodora Hiritiu, Senior Product Manager - Automation Hub @UiPath
Watch Automation Hub Best Practices Session 2: Large scale roll-outs:
https://youtu.be/QH1XGH6aJOY
Quality must move beyond the purview of just the testing organization and must become an integrated part of the entire software development life cycle (SDLC) to reduce schedule-killing rework, improve user satisfaction, and reduce the risks of untested nonfunctional requirements such as security and performance. Vendors have taken note and look to provide tools that support every role in the organization, considerably broadening the testing tools landscape.
Join Margo Visitacion of Forrester and learn:
* Don't lose before you get into the game
* Why load testing can make the difference
* How planning performance testing today can help budget planning tomorrow
* How to develop your test game plan
SEO Reporting: Slay the Time-Sucking Monster and Deliver Amazing ReportsSimon Lesser
Reporting is usually an inescapable part of SEO, but all-too-often a time-consuming mess. In this talk, Simon presents actionable tips on how to craft well-designed, easy-to-read reports by automating as much of the process as possible and focusing on pulling out meaningful insights for stakeholders.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
In this presentation at #BrightonSEO, I presented how I scaled content to help a travel brand called Omio, grow organically. I've also covered some other good cases of automating SEO FTW!
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
The takeaway:
1. Why/What/How of hreflang
2. Some examples of practical application
3. Canonical VS hreflang
4. Common hreflang mistakes
5. Is hreflang a ranking factor?
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
SEO Automation Without Using Hard Code by Tevfik Mert Azizoglu - BrightonSEO ...Tevfik Mert Azizoglu
#xpath
#googlesheets
#zapier
– How can non-coder SEOs make their own mini SEO tools?
– Is coding knowledge essential for SEO automation?
This presentation is about how you can create custom SEO automation that includes complex functionalities like crawling, data extraction, and building reports automatically by using those outputs.
#importxml
#n8n
#openai
#seoautomation
Links: https://twitter.com/mertazizoglu/status/1512471375352639491
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
How are you currently doing SERP analysis? Is your approach efficient or scalable?
How SEOs can incorporate programmatic approaches and advances in machine learning in order to identify winning strategies?
This talk will leave you with a better understanding of what is possible for SERP analysis at scale, what insights you can capture with the help of machine learning quickly, and how to incorporate insights into your strategy and visualize your findings to impress your stakeholders.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
Automation Hub Best practices - using right KPIs to build a strong business c...Cristina Vidu
Wondering how to prioritize the most impactful ideas to increase your program’s ROI? Learn how to customize the assessments to:
Collect the right information from your business users
Compute the right KPIs relevant for the decision-making process
Accurately prioritize the automation opportunities pipeline
Confidently report to your stakeholders based on transparent and relevant evaluation
Target audience: CoE leads, Business Analysts, Business Process Owners
👩💻 Speaker: Teodora Hiritiu, Senior Product Manager - Automation Hub @UiPath
Watch Automation Hub Best Practices Session 2: Large scale roll-outs:
https://youtu.be/QH1XGH6aJOY
Quality must move beyond the purview of just the testing organization and must become an integrated part of the entire software development life cycle (SDLC) to reduce schedule-killing rework, improve user satisfaction, and reduce the risks of untested nonfunctional requirements such as security and performance. Vendors have taken note and look to provide tools that support every role in the organization, considerably broadening the testing tools landscape.
Join Margo Visitacion of Forrester and learn:
* Don't lose before you get into the game
* Why load testing can make the difference
* How planning performance testing today can help budget planning tomorrow
* How to develop your test game plan
Dashboards that Set Your App Apart: The Complete Predictive Analytics Lifecyc...Hannah Flynn
Applications with predictive analytics are able to deliver massive value to end users. But what steps should product managers take to add predictive analytics to their applications?
In this webinar, we’ll walk through an end-to-end lifecycle of embedding predictive analytics inside an application. Find out how a real-world application decided what predictive questions to ask, sourced the right data, organized resources, built models, deployed predictive analytics in production, and monitored model performance over time.
Dashboards that Set Your App Apart: The Complete Predictive Analytics Lifecyc...Aggregage
Applications with predictive analytics are able to deliver massive value to end users. But what steps should product managers take to add predictive analytics to their applications?
In this webinar, we’ll walk through an end-to-end lifecycle of embedding predictive analytics inside an application. Find out how a real-world application decided what predictive questions to ask, sourced the right data, organized resources, built models, deployed predictive analytics in production, and monitored model performance over time.
Despite increased adoption across industries, many people still have trouble defining and distinguishing between Agile, DevOps and product management. What’s the difference between these practices? Are they competing or complementary?
In this on-demand Agile Leadership Series webinar, we’ll explore what the Agile mindset is and how to develop it, taking a deep dive into the technical practices needed to build in quality at every step of the development process. Learn how, together, these approaches can improve quality and dramatically decrease time to market. We’ll also discuss how product management can help to ensure teams are building the right features for the right users.
What we’ll cover:
Defining Agile, DevOps and product management
The combined value of these approaches (and what happens when one is left out)
How to identify and prevent feature factories, technical debt and feature debt
Strategies for bringing these approaches to your organization
How and Why: Embedded Analytics Interfaces For Your SaaS ProductAggregage
Sam and Jessica faced a problem that many product managers face: their customers wanted better analytics and reporting, but analytics wasn’t the core function of the SaaS product Sam and Jessica manage. To make things tougher, they needed something flexible, scalable and capable of serving different user types.
Modern Product Data Workflows: How and Why: Embedded Analytics Interfaces For...Hannah Flynn
Sam and Jessica faced a problem that many product managers face: their customers wanted better analytics and reporting, but analytics wasn’t the core function of the SaaS product Sam and Jessica manage. To make things tougher, they needed something flexible, scalable and capable of serving different user types.
Feature Prioritization Techniques for an Agile PMs by Microsoft PMProduct School
Main takeaways:
-PMs don't need a lot of data points to prioritize the features for the upcoming sprint. They just need to identify the relevant one's.
-PMs should be skilled to strike the balance between agility in making decisions and accuracy of perceived outcomes
-PMs should be able to prioritize the feature requests with minimum data points available and optimum techniques
Web Analytics: Free Yourself from Analysis ParalysisThe Loud Few
Erin "Loudfinity" Steinbruegge presents at MarketSTL on Web Analytics and How to Break Free of Analysis Paralysis. Includes a link to a free website anlaytics dashboard.
Clover Rings Up Digital Growth to Drive ExperimentationOptimizely
Clover's Digital Growth team is responsible for optimizing the merchant's digital experience and they rely on experimentation to guide digital decision-making. This enables them to quickly learn and measure what changes deliver the best outcomes for users.
Join us with Lead Product Manager of Growth, Monil Shah, to learn how Clover:
- Increased digital conversions amongst merchants with an investment in experimentation
- Grew experiment velocity by 4x after replacing Adobe Target
- Designed a framework to efficiently capture and prioritize test ideas, and roll out winners
Automation Hub Best practices - Communicating the potential of the automation...Cristina Vidu
Learn how to leverage the Automation Hub and Insights Cloud integration to benefit from out-of-the-box dashboard templates indicating the evolution of your automation program. Or, how to customize them to answer specific questions relevant to your organization.
Target audience: CoE leads, Business Analysts, Business Owners
Speaker:
👩🏻🏫 Iulia Istrate, Senior Director, Product Management - Automation Hub @UiPath
Mark Zangari, CEO, Quantellia at MLconf SEA - 5/01/15MLconf
Agency Theory: The existence of massive data sets in many arenas is creating new challenges. Most people know about the issue of spurious correlations that do not represent true cause-and-effect. However a second challenge is more insidious and costly: this is the expense – which can run into the billions of dollars – of managing data that does not lead to actionable and valuable outcomes for an organization. For this reason, organizations that can identify the 20% of data that represents 80% of value realize a substantial advantage.
In this talk, I introduce Agency Theory, which is a mathematical framework for analyzing decision models to solve this problem. Agency theory borrows key ideas from machine learning, to solve a different purpose: rather than finding a set of parameters that best fits a data set, the objective is to find a set of decisions that leads to the most favorable set of outcomes, along with the data that is most valuable in supporting those decisions. Just as many foundational aspects of machine learning can be understood using information theory, I’ll describe how entropy and related concepts underlie Agency, and how to use this approach to prioritize data management and improve decision making.
Hypothesis-Driven Development & How to Fail-Fast Hacking GrowthPrabhat Gupta
Why startups need to fail-fast & experiment more
Framework for Faster Experimentation
Prioritizing right and focussed experiments
Setting up team, process, culture & KPIs
Tools, Holistic Architecture enabling quick implementations of teams with lean team of Fronend & Backend developers
ER(Entity Relationship) Diagram for online shopping - TAEHimani415946
https://bit.ly/3KACoyV
The ER diagram for the project is the foundation for the building of the database of the project. The properties, datatypes, and attributes are defined by the ER diagram.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
1. STAT PACKAGES:
THE SECRET RECIPE TO
GET MORE PROPOSALS
IMPLEMENTED
Harry Sumner | iCrossing
https://www.scribd.com/presentation/56858
6307/Brighton-SEO-Talk-Slideshare
@HarryOReally2
9. There are two stat packages I’d like to
introduce you to…
Prophet & Causal Impact
10. A forecast is only as good as the data
you give it
‘the accuracy of any machine learning model is dependent
on the input information it is given.’
- Oncrawl
11. What you need: What can help do this:
1.
2.
3.
More data in the timeseries (than
less)
Segmented meaningfully
Expectation that results are indicative
vs. certain
Big Query. If not, proxy GA
Categorisation & labelling
Caveats for the unexpected
12. Forecasts are not certain, but they are the best we have
So you have to be clear and caveat that they cannot anticipate the unexpected
1.
2.
3.
Look at the past
Not made for one site
Always variation/Market changes
15. Here is how they work…
Prophet Causal Impact
Additive model of time
Fits nonlinear trends into
daily, weekly, monthly
seasonality
Uses predictions on how
that could change
Bayesian normative model
Infers impact that an
intervention has had on an
outcome metric
Shows extent of incremental
gain
16. Two libraries with distinct benefits in SEO application
Prophet Causal Impact
Handles holiday
effects/seasonality well
Can exclude events to not
skew set
Robust to missing data
= Automatable, less prone to error and scalable
Demonstrates the value of
an intervention/release
Shared as cumulative
growth
Great when a A/B test is not
available
19. Why they work well…
Prophet Causal Impact
Forward facing macro view
Places into scenarios
Great with seasonality
Pinpoint major events to
exclude
Respective view of what
performance could be
Relatively accurate
Interpretable results
Easier than an A/B test
22. Example Business Case
SEO Proposal:
1. Body Copy
2. Footer FAQ
3. Internal Linking
4. Load Speed
Client Challenges:
1. Resource
2. Clunky UX
3. ROI
4. Commercials
34. What does using Prophet & CSI give you?
1 2 3 4
PLACES THIS IN A
MARKET CONTEXT
TO SHOW
COMPETITORS THAT
ARE IMP’ING SEO
UNDERPIN SEO
BUISNESS CASES
WITH A BEFORE
AND AFTER TO
GET FUTURE BUY
IN
SHOWS A SITES
GROWTH POTENTIAL
AVAILABLE BY
TAKING SEO
SERIOUSLY
CAN CLEARLY
SHOWS THE
IMPACT OF A
RELEASE TO BUILD
DEV TEAM BUY-IN
35. What we face:
1.
2.
3.
Lost in translation when presented
Tussle with the dev queues
ROI is always in question
36. What we face: How they can help:
1.
2.
3.
Lost in translation when presented
Tussle with the dev queues
ROI is always in question
Google/Facebook branded
Show what devs have driven
All quantified commercially
Emotion: Grateful. Get moving.
Hope you had lovely lunches
Handover: Excitement and welcome
-----------------
Tips:
- Your body and voice tell the story
If distracted look at the slide
Stop with water if needs be
- Stage = whole body tells the story | Screen: voice and facial expressions are the focus.
- Pauses and vocal effects = happen through the understanding of what you are saying; respecting the end of each thought, conclude one thought before stratign the next one; intention (voice follows your intention - body and mind connected)
- Stage presence = energy between you, audience and your subject. You are the medium between the audience and the subject you are presenting. You GUIDE them through your thinking process with your voice and body.
- It's all about the other person (audience) - always check with them, see if they are still with you, if they are following, if they have questions, etc.
- Be clear on what I'm saying = for the other person to follow you, YOU need to understand and think of what you are saying.
On each section think of:
1 HOW DO YOU FEEL ABOUT THE SUBJECT?
Its cool and will help everyone
2 HOW DO YOU WANT PEOPLE TO FEEL ABOUT IT?
that their hard work can be taken more seriously
4 THOUGHTS/EMOTIONS BEHIND THE WORDS - THINK of what you're saying 5 AND HOW YOUR BODY AND VOICE WILL SHOW/DEMONSTRATE THOSE EMOTIONS AND INTENTIONS?
Questions raised:
What's new to what you are saying?
Putting the two together
Use for all business cases
Do you believe in what you are saying?
That it can help yes
That I use it for all business, no
How are you feeling about your talk?
Confident but not sure on day
How confident are you in the subject you are presenting?
6/10
Who are the people in the audience
Inhouse
Agencies
Tech teams
Who is your target audience?
Everyone that hasn’t had work taken forward
Why is it important they listen to you? - What will you add to their lives? / What will they gain from your talk?
- Strategies: VERBS (towards the other person - to inspire them, to help them, to incentivize them etc.) - BEHAVIOUR (body language, posture, voice)
What's your objective (to you)?
To show I know my shit
What's your objective towards them?
To help everyone with something that may help
- What are your obstacles? What will you do to overcome them?
Emotion: Excited and Happy
Slow down on keys points: Thank you
BSEO Special place
Graduated here
Since a regular
Got me into this beautiful industry
Merges [tech, psychology and testing]
Thankful to be here, special experience
Publicis – UX/ Tech SEO team. Testing/Back end of sites
Dentsu – SEO specialist. Presenting proposals
Sky – Search lead. Getting internal buyin
iCrossing – getting into my data science, coding
Handover: Stopped n thought
Emotion: Thoughtful
Slow down on keys points: of s
Thought of similarities
Handover: Sadness, Frustration
Emotion: Frustration and we all have this in common
Slow down on keys points:
SEO struggles to get recommendations taken further n implemented
Handover: Question
Emotion: understanding aquiantetd
Slow down on keys points:
Proposal > Stakeholder = explain key concepts very clearly
Right?
Stakeholder > Developer = why it needs to be prioritised
Right?
Stakeholder > Snr Management = what going to get in return
Right?
Handover: Disheartened/sad – And I get it, it can be frustrating
Emotion: Dishearten
Slow down on keys points:
Best work doesn’t get taken further
We know it is set to drive performance benefit
Know it will work
According to one study: (86%) of SEOs estimate that organic revenue would grow by at least 50% if they were able to implement outstanding changes.
Handover: I've got something for you
Emotion: Hope
Slow down on keys points:
Hope that this can help
Forecast that can show ahead possible growth opportunity
Forecast that can look back and validate this as accurate
Handover: Appreciate you may be using them – if so great! If not, there are some advantages
Emotion: Advances, going forward
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Either use these = hope in agreement in how they really help
If not (these vs other forecasts)
Big tech branding (Page speed – CWV)
Click curve modelling (can be quite inaccurate in practice)
Great at isolate value of a change
Handover: So here they are
Emotion: Excitement for something that is going to help. Amazing
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2 I want to show you
Prophet – great at looking ahead.
Show what opportunity is possible in implementing SEO
Causal Impact – great at looking back
Give a quantified number of what has been drive by implementing SEO
Handover: But be aware that..
Emotion: Cautious
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But a forecast is only as good as the data you give it
Accuracy based on input
Vice versa, if data not aligned then it’s likely to be inaccurate
Handover: Over to you audience
Emotion: Don’t think its all straightforward – ITS DOWN TO YOU!
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More data than less (means looking beyond SC’s 16 months)
Data then sliced n diced into groupings
Manage expectation that its a forecast
Move data storage into BQ where you ca export these groupings. Sessions Ive also found more precise
Categ KW [b/gen, intent, theme groupings], LPs [User journey into conversion]
Caveat to the flaws of a forecast
Handover: Prepared
Emotion: Be careful
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What these are
Forecasts do not have a crystal ball on the back end
Instead
Look at the past (overlook strat of taking SEO more seriously)
Made using timeseries data aggregated (vs your site)
Variation (cannot map in a competitor tanking)
Handover: Now that’s out the way
Emotion: Problem out the way. Get excited. MAKE IT FUN
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Now caveats out the way, lets look at them in practice
Handover: These are good!
Emotion: Tust. Well established
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P
Article published - 2017
Challenge : need to create reliable and high quality forecasts — especially when there are a variety of time series
Mission : help forecasting at scale
CSI
Research paper - 2015
Challenges: Need to understand the extent different campaigns have contributed to an uplift in performance
Mission : clearly show impact of change
Handover: If your interested
Emotion: Thorough understanding/keeping it simple
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P
Whys this good : Great with seasonality, can exclude to avoid skew, works well even if bits missing
CSI
Hows it work: Monte carlo simulation to say to a 80% degree of certainty this is what the change drove
What this means: Can be very clear on what results could be without an intervention or a change, and what they are now as a result
Whys this good : Maps in the culmative growth, shows the incrementality of SEO change and great when no A/B
Handover: And back into the room
Emotion: Perfect for us
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P
Hows it work: Additive model that uses projections
What this means: time-series modeling as a curve-fitting problem with respect to time
Whys this good : Great with seasonality, can exclude to avoid skew, works well even if bits missing
CSI
Hows it work: Monte carlo simulation to say to a 80% degree of certainty this is what the change drove
What this means: Can be very clear on what results could be without an intervention or a change, and what they are now as a result
Whys this good : Maps in the culmative growth, shows the incrementality of SEO change and great when no A/B
Handover: Shop around
Emotion: Be cautious
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So naturally there are other packages
P:
Lots of alternatives
Populate off timeseries data
alternatives and similar packages in ML
CSI:
- 1 main alternative
Handover: They know their original ones
Emotion: New/impressed
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Newer versions built in response to criticisms of their original versions
Leverage advances in machine learning
NeuralProphet bridges the gap between traditional time-series models and deep learning methods
Causal ML - extracting an understanding of cause and effect with deep learning
Handover: But lets bring it back
Emotion: Focus on the us
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Why they work well…
Prophet =
- forward view of the growth opportunity
Places these in scenarios
Robust to seasonality
Can exclude events to not skew data
Causal Impact
Retro view after a release to clearly show whats been drivem
Accurate
Results are easy to use
Best bet in absence of a AB test
Handover: Let me explain it a bit clearer/look into it
Emotion: Laugh – connect the speech.
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So, lets look at how to use these in practice…
3rd section created a dummy scenario to show how to use them
Handover: Here is something we have all done before – A business case
Emotion: Standard stuff – whats going to be best for them
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Go to a client recommending enhancing their page template
Add more theme rich body copy
Build a FAQ section to target the PAAs
Convert some of this copy into live internal links
All load flagged as green in CWV
Handover: And here they go
Emotion: Prepared
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Client then comes back with some push back
Updating the body copy will require resource
Right?
Adding the FAQs will make the UX clunky
Right?
What are we going to get for this
Right?
And I want this as a ££
Right?
Handover: Taadaa
Emotion: You’ve got this
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Here is where these packages really help a) showing ahead what is possible and b) after how accurate this prediction was
Handover: Confident. Prepared
Emotion: Ready
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Ahead of time, you use prophet to set what growth opportunities are available (placed into scenarios)
And here is how Im going to show you as to how to put in into practice. Using a process success as this.
Handover: Its easy
Do a lot more work on here. And what they get. Work more on voice.
Emotion: Its quite straight forward. POINT TO THE SLIDE. See they are on the same page
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Here is our iCrossing forecasting sheet we use
Pick the metric your time series is based on (Imps, Clicks, Position)
Set how far back the data look
Say how far in advance you want to forecast
Input in the data
End results looks like this
Month on month upper, forecast and lower scenarios
Visualised like this as a plotly graph
Can see the seasonality mapped in here with yellow upper, red lower
Upper ultimately saying x
Handover: Its not finished there
Emotion: This really works. POINT TO SLIDE. Divide focus
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Next step is to pull in a view of competition using a third party tool
Ahrefs is perfect for this populating off their organic traffic estimates
Step by step tutorial and accompanying collab sheet
Very similar to the previous you export this time series
But this time alongside 5 competitors
This then shows the growth rate
Handover: Taadaa
Emotion: Confident
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When placed into your proposal this shows
a) Amount of anticipated additional clicks
(can then pass this through cvr and aov to get to commercials)
b) Forecasted amongst competitive set
(show what competition are getting as a result of implementing SEO changes)
Helps get sign off.
Handover: But we have more
Emotion: Remember that thing
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Now following the release goes live this is where you use causal impact
Handover: Roll it out
Emotion: Yes, Excitement
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Change goes live
Handover: Wait
Emotion: Not yet, but you have something
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Initial impact update
Handover: Wait
Emotion: Getting stable. Hold on
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Mid-way check-in
Handover: Wait
Emotion: Ready
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NOWS THE TIME TO SEE WHAT IT HAS DRIVEN = CSI
Handover: Here it is
Emotion: Remember how it can be easy
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Causal Impact dashboard
Set up (15s)
Start and end date of data you put in
Identifying when the event or release was put live
Pegs the results to this date
Show growth from this intervention
Getting your data as per columns (15s)
Format your data correctly
Make sure dates follow the naming convention
Place into header fields
Must be a csv
Numbers are absolute with no commas
OR IT will break
= RUN
Output (15s)
Show what the response was as a number
In the absence of the release youd have X
That this is significant
Show cases this as % growth
That its not due to any random effect
Perfectly summarised as culmative growth attained
Handover: Now lets have a summary
Emotion: They work
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Growth potential – take it seriously
Market context – show that others are
Impact – get very granular in proving this
Underpin SEO – to make it a priority within your business or for your clients
Handover: But lets go back. Remember? Lightbulb
Emotion: Seen these lots of times
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To go back to the challenges SEOs face in getting things implemented
How recommendations don’t get taken further as business case values are overlooked
SEO recommendations then struggle to get into releases as devs don’t get behind the huge value
Always Qs around what the ROI has been
Handover: Wheyyy
Emotion: BOOM
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Packages help by
Drumming up support by them being Google and Facebook
Can get devs on board by showing them what they have achievd
All able to be calculated into incremental gain
So go check them out, hope these help your best work get implemented
You can find all resources at the end.
Handover: Taaadaa – Im exited for you
Emotion: Thank you
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Thank you so much for listening
Hope this shows;
The challenges we face
How stat packages can be used to super charge your business cases
Prophet – show ahead whats possible
Causal impact – incremental value driven
How to use these end to end
TO GET MORE OF YOUR HARD WORK IMPLEMENTED
Handover: You’ve got this
Emotion: Here you go
Handover: Stay in touch
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