13. Google isn’t ranking a page based on how it
uses a keyword
On-page Optimisation
@RoryT1
14. • User intent
• Query context
•Topical relevance
• Word relationships
Target the keyword, but optimise for this.
How does Google provide accurate results?
@RoryT1
24. There are four
ways you can
get this.
You need
Jupyter Notebook
What is
that?
25. The Jupyter Notebook is an open-source web
application that allows you to create and share
documents that contain live code, equations,
visualizations and narrative text. Uses include: data
cleaning and transformation, numerical simulation,
statistical modeling, data visualization, machine
learning, and much more.
Jupyter.org
@RoryT1
27. Jupyter Notebook is an environment on my laptop
where I can learn Python by copying scripts created
by people significantly smarter than me and
breaking them or making them do something
slightly different.
RoryTruesdale
Python Charlatan
@RoryT1
28. Resources to get started…
Jupyter
Notebook –
Getting
Started Guide
Robin Lord
Find
scripts
Paul Shapiro JR Oakes Hamlet
Batista
Find
scripts
Find
scripts
56. •Align pages with the motivations of a searcher
•What language will resonate with your target audience
•Use to improve on page optimisation
HOW CAN WE APPLY THIS?
@RoryT1
57. Can we use NLP
to uncover
topical trends
in the SERPs?
Topic
modelling
@RoryT1
58. Topic
modelling
Topic modelling is an NLP method that assumes a
corpus contains a mixture of topics. It looks at how
words and phrases co-occur in a corpus and attempts
to group them in coherent themes or topics.
@RoryT1
66. •Reference for content ideation
•Internal linking and content recommendations
•Optimise effectively for semantic relevance
HOW CAN WE APPLY THIS?
@RoryT1
67. Can we make our
scripts work
across other data
sources to
understand our
customers?
Other
useful
applications
@RoryT1