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Predict the impact of technical SEO changes - BrightonSEO


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Deck from BrightonSEO April edition by François Goube.
Discover the benefits of integrating your business metrics with SEO metrics and predict the impact of your SEO. A step-by-step guide to holding technical SEO accountable for growth.
Francois will present the method to predict SEO ROI with confidence and how to get more budget from your boss or client by showing them predictable results.

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Predict the impact of technical SEO changes - BrightonSEO

  1. 1. Predict Your SEO ROI By @FrancoisGoube, Founder @Oncrawl
  2. 2. I 🧡 to Read Google Patents
  4. 4. 1 month Free Trial Send an email to
  5. 5. Happy Birthday Omi
  6. 6. Le SEO is not art
  7. 7. SEO is Science
  8. 8. Stop Gambling, Start Predicting
  9. 9. Because SEO is a serious game *Source : & Emarketer
  10. 10. Keep Calm and do your job
  11. 11. SEOs need to understand business constraints Conversion Rate Avg Order Value RPV (…)
  12. 12. Keep the main thing the main thing
  13. 13. ● Ecommerce:  Revenues  Nb of transactions  Average Order Value  … ● Online Media  Revenue Per Visit  Returning readers rate  Pages / session ● Corporate website:  How many business leads?  … Keep the main thing the main thing
  14. 14. #webisland Let’s get the party started
  15. 15. The first step is to see your website through “business eyes” ● Build several segmentations  One per business dimension ● Oncrawl’s data ingestion simplify the process😉 Focus on the method
  16. 16. ● Oncrawl data ingestion We make it more open and connected
  17. 17. Economics vs SEO challenges
  18. 18. Obviously, money pages should be located close to your homepage Your Business metrics from a SEO POV
  19. 19. Is you internal linking architecture good enough? Your Business metrics from a SEO POV
  20. 20. Are you really sure? Your Business metrics from a SEO POV Hell No!
  21. 21. Digg into the InRank© score: Is Internal Popularity well oriented? Your Business metrics from a SEO POV All good! Need improvement Really stupid
  22. 22. There’s a big trend about trashing inactive pages
  23. 23. There’s a big trend about trashing inactive pages
  24. 24. Be very careful: Don’t do it without finesse Don’t remove the ones who convert well
  25. 25. Business Data vs Rankings
  26. 26. How to start predicting your SEO ROI simply Get back to school: do your math
  27. 27. ● Visitors and sessions from organic results  I know how much traffic I get for each position in SERPs ● GSC Data  I know my AVG CTR for each Position ● Crawl Data  I know which pages have Structured Data My dataset Let‘s do your Math
  28. 28. If I am adding Structured Data to pages that do not have this markup, Then I can Improve their CTR
  29. 29. Without Structured Data Impressions CTR Clicks URL A 4 387 1,67% 73 URL B 8 093 0,98% 79 URL C 1 234 2,70% 33 URL D 4 319 3,30% 143 Adding Structured Data Impressions AVG CTR of pages w/ Structured Data Clicks URL A 4 387 12,50% 548 URL B 8 093 12,50% 1012 URL C 1 234 12,50% 154 URL D 4 319 12,50% 540 328 organic visits 2254 organic visits
  30. 30. Predict the results of every SEO action
  31. 31. Predict the results of every SEO action
  32. 32. You can even do some ML to predict more Start with linear regression Use E- Prediction Algorithms Get Some Trainings
  33. 33. Keep it
  34. 34. Think as a business owner Be Smart Repeat
  35. 35. Lot’s of business constraints : Job listings stay online ~90 days  Your 301, or 410 might hurt your crawl budget The internal linking structure needs to adapt to the evolutions of Employment: What cities are creating jobs? What are the recruiters? Which skills are trending? …  You need yo push the right pages Your pages that are sending most of your internal popularity should have a very high crawl frequency Hands on:
  36. 36. Step1: Get your priority pages Identify pages or groups of pages that are « desperate » Just ingest the data Hands-on: Let’s revamp everything
  37. 37. Let’s Tame the Page Depth Set up a Max Depth Target.  What are the link funnels to get to every segment?  One link alone is better that no link at all In doubt? Build an HTML Sitemap Action mode: ON Purge your Orphans and Old Inactive pages
  38. 38. Page Depth Max: 5 Build Cascading HTML Sitemaps Rebuilding the Internal linking Architecture
  39. 39. Ask your IT for SEO zones Define SEO blocks on every page template to add links or content Do it very soon!
  40. 40. Get the right threshold I know what InRank I need I manage the contribution of each page group to another
  41. 41. Results: My Internal Linking Structure matches to my business constraints 😎
  42. 42. This is SEO Data Driven 🧡 Your Internal linking structure is managed and supervised Combined analysis confirms Google is crawling more frequently my top priority pages + Business Priority -
  43. 43. Don’t do Stupid things
  44. 44. 7 Seconds analysis You need to work very hard on your internal links
  45. 45. Is Google Business Friendly?
  46. 46. Is Google Business Friendly?
  47. 47. Is Google Business Friendly?
  48. 48. When a +1 Billion USD is doing it wrong
  49. 49. When a +1 Billion USD is doing it wrong
  50. 50. Identify Search Intent
  51. 51. Transactional, Navigational Pages that sell are obviously Transactional
  52. 52. Questions ? @OnCrawl
  53. 53. 1 month Free Trial Send an email to