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TOM ANTHONY
3 New Techniques
for the
Modern Age of SEO
@TomAnthonySEO
MEETING THE PARENTS
I WAS FOLLOWING ‘BEST PRACTICE’ (GOOD MANNERS)
Have you recommended
ALT attributes on images
for SEO reasons?
?
ALT ATTRIBUTES GOOD FOR SEO
#theinbounder @TomAnthonySEO
TEST RESULT: ALT ATTRIBUTES HAD NO IMPACT
#theinbounder @TomAnthonySEO
SEO Best Practices
are no longer useful.
We need data driven approaches.
!
DECK STRUCTURE
SEO
Split-Testing
SEO
Split-Testing
Machine Learning
vs The Algo
vs
DECK STRUCTURE
SEO
Split-Testing
Machine Learning
vs The Algo
Hub & Spoke
API Based Approach
vs
DECK STRUCTURE
SEO
Split-Testing
Machine Learning
vs The Algo
Hub & Spoke
API Based Approach
vs
1 month 1 year 2 years
DECK STRUCTURE
SEO
Split-Testing
Machine Learning
vs The Algo
Hub & Spoke
API Based Approach
vs
1 month 1 year 2+ years
DECK STRUCTURE
Actionable Thought Provoking
SEO
SPLIT-TESTING
TEST RESULT: ALT ATTRIBUTES HAD NO IMPACT
#theinbounder @TomAnthonySEO
Blog Post
Blog Post
Blog PostBlog Post
‘TRADITIONAL’ CRO A/B TESTING IS USER ORIENTED
Visitors A & B:
control version
of a page
Visitors C & D:
test version
of the same page
#theinbounder @TomAnthonySEO
SEO A/B TESTING IS PAGE ORIENTED
Pages 1, 2, 3:
Control Layout
Pages 4, 5, 6:
Test Layout
All users see the
same as each other
#theinbounder @TomAnthonySEO
SEO A/B TESTING INCLUDES GOOGLEBOT
Googlebot sees
the same as users
Pages 1, 2, 3:
Control Layout
Pages 4, 5, 6:
Test Layout
#theinbounder @TomAnthonySEO
2009: ALGORITHM IS PRETTY WELL UNDERSTOOD
No Panda
No Penguin
No RankBrain
No Machine Learning
We know what to do.
#theinbounder @TomAnthonySEO
AMIT SINGHAL - HEAD OF SEARCH, GOOGLE
#theinbounder @TomAnthonySEO
THE ALGORITHM WAS MOSTLY HANDMADE
#theinbounder @TomAnthonySEO
EARLY 2016: AMIT SINGHAL RETIRES
#theinbounder @TomAnthonySEO
JOHN GIANNANDREA TAKES OVER
#theinbounder @TomAnthonySEO
PREVIOUSLY HEAD OF MACHINE LEARNING
#theinbounder @TomAnthonySEO
IMPACT OF MACHINE LEARNING
#theinbounder @TomAnthonySEO
IMPACT OF MACHINE LEARNING
Translate
10 YEARS
RESEARCH
2 MONTHS
MACHINE LEARNING
Imagine the same step change in the search algo!
#theinbounder @TomAnthonySEO
Are we good at understanding
the ranking algorithm?
?
WE SURVEYED 2000 PEOPLE FOR 10 QUERIES
% OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY
30%
40%
50%
60%
70%
Laypeople
#theinbounder @TomAnthonySEO
% OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO
#theinbounder @TomAnthonySEO
% OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO
#theinbounder @TomAnthonySEO
% OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip
#theinbounder @TomAnthonySEO
DistilledODN
Your Server Your Home Page
CDN
Distilled ODN
Your Optimized
Home Page
#theinbounder @TomAnthonySEO
GRAPH: TOTAL ADDITIONAL SESSIONS
SHADED AREA SHOWS CONFIDENCE INTERVAL
TEST IS SIGNIFICANT WHEN THE FAN CROSSES 0
IN THIS CASE IT HAPPENED HERE:
ALT ATTRIBUTES
1
HYPOTHESIS: ALT attributes on images are good for SEO
RESULT: ALT attributes had no effect
#theinbounder @TomAnthonySEO
SEO ‘CONTENT’
2
HYPOTHESIS: Text content on category pages is sort of good?
RESULT: No real impact when removed
#theinbounder @TomAnthonySEO
RESULT: A 3.1% improvement in organic performance
Not every site
is the same.
Identical changes can
have different results.
!
JAVASCRIPT
RENDERING
3
HYPOTHESIS: Javascript impacts Google’s crawling / indexation
MAY 2014
“our indexing system has been rendering a substantial number of web pages more like an
average user’s browser with JavaScript turned on.
OCT 2015
“We are generally able to render and understand your web pages like modern browsers.”
#theinbounder @TomAnthonySEO
Javascript EnabledJavascript Disabled
SITUATION: Javascript needed to render product list
#theinbounder @TomAnthonySEO
RESULT: CSS fallback led to a 6.2% uplift
#theinbounder @TomAnthonySEO
TITLES:
HIGHEST SEARCH VOLUME
4
Title tag before: Which TV should I buy? - Argos
Title tag after: Which TV to buy? - Argos
HYPOTHESIS: Title tags should match greatest search volume term
#theinbounder @TomAnthonySEO
RESULT: Organic sessions decreased by average 8%
#theinbounder @TomAnthonySEO
STRUCTURED MARKUP
ON CATEGORY PAGES
5
SITUATION: Category pages have lots of images but little text
HYPOTHESIS: Structured Markup per product will help
#theinbounder @TomAnthonySEO
RESULT: Organic sessions increase by 11%
#theinbounder @TomAnthonySEO
LEARN HOW TO DO IT: READ THIS
Blog Post
THEN READ THIS:
Blog Post
LOOK AT THIS
Slideshare
MACHINE LEARNING
VS THE ALGO
vs
You do not need to learn
Machine Learning techniques!
It’s an exercise in PAIN.
!
LEARN TO DRIVE, NOT HOW TO BUILD ENGINES
#theinbounder @TomAnthonySEO
LEARN CATEGORIES, SO YOU CAN PICK BEST TOOL
#theinbounder @TomAnthonySEO
OK, but why do we need
Machine Learning at all?
?
SEO REASONS FOR USING MACHINE LEARNING
ML Search Algo: we need ML to unravel it
IPAs, Apps, Smart Watches: too much data
Competitive Advantage: better insights, sooner
The next year will see an
explosion of Machine Learning
powered SEO tools.
!
#theinbounder @TomAnthonySEO
(SOME) THINGS YOU CAN DO WITH ML
Categorisation
(SOME) THINGS YOU CAN DO WITH ML
Categorisation
Prediction
(SOME) THINGS YOU CAN DO WITH ML
Categorisation
Prediction
Clustering
AUTOMATICALLY CATEGORISE UGC CATEGORISATION
#theinbounder @TomAnthonySEO
AUTOMATED ANALYTICS INSIGHTS PREDICTION
#theinbounder @TomAnthonySEO
DYNAMIC PERSONAS PREDICTION CLUSTERING
#theinbounder @TomAnthonySEO
KEYWORD RESEARCH (AT SCALE, PASSIVELY) CLUSTERING
#theinbounder @TomAnthonySEO
DEEPRANK: SERP ANALYSIS
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip
PREDICTION
#theinbounder @TomAnthonySEO
DEEPRANK: SERP ANALYSIS
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip DeepRank
PREDICTION
#theinbounder @TomAnthonySEO
FURTHER READING
Machine Learning for SEOs Machine Learning Revolution Machine Doing
Mike King
iPullRank
Eric Enge
Stone Temple
Tom Anthony
Distilled
#theinbounder @TomAnthonySEO
HUB & SPOKE
API BASED APPROACH
BUSINESS START WITH A WEBSITE
BOLT A MOBILE SITE ON TO THE SIDE
WE NEED AN APP!
APP CAN BE A FRAME ON THE MOBILE SITE…
LETS HAVE A BLOG!
UN-GUIDED EVOLUTION CREATES PROBLEMS
Slow uptake of new technologies.
Logging, analytics and BI all over the place.
New channels built from ground up.
#theinbounder @TomAnthonySEO
SLOW RESPONSE: CREATES COMPETITOR OPPORTUNITIES
#theinbounder @TomAnthonySEO
GAP BETWEEN CHANNELS - SHORTER & SHORTER
#theinbounder @TomAnthonySEO
HUB & SPOKE MODEL
What might this
mean for SEOs?
?
INVEST IN CENTRALISED ANALYTICS
#theinbounder @TomAnthonySEO
Source Blog Post
INPUTS & OUTPUTS MATRIX
#theinbounder @TomAnthonySEO
Typed Spoken Touch Visual
Large
Display
Desktop
Website
- Booth -
Touch
Mobile Website

App
Smart
Watch
Smart
Watch
Smart
Glasses

(e.g Google Glass)
Static - - - -
Audio -
Ambient IPA
(e.g Amazon Echo)
- -
SEARCH INPUT
SmallDisplay
RESULTPRESENTATION
Typed Spoken Touch Visual
Large
Display
Desktop
Website
- Booth -
Touch
Mobile Website

App
Smart
Watch
Smart
Watch
Smart
Glasses

(e.g Google Glass)
Static -
Smart
Mirror
- -
Audio -
Ambient IPA
(e.g Amazon Echo)
- -
SmallDisplay
SEARCH INPUTRESULTPRESENTATION
Typed Spoken Touch Visual
Large
Display
Desktop
Website
- Booth -
Touch
Mobile Website

App
Smart
Watch
Smart
Watch
Smart
Glasses

(e.g Google Glass)
Static -
Smart
Mirror
- -
Audio -
Ambient IPA
(e.g Amazon Echo)
- -
SmallDisplay
SEARCH INPUTRESULTPRESENTATION
SUMMARY
HUB & SPOKE MODEL
#theinbounder @TomAnthonySEO
MACHINE LEARNING: LEARN THE CATEGORIES
#theinbounder @TomAnthonySEO
SPLIT-TESTING IS…
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip
NECESSARY ESTABLISHED
CREDIBLE ACCESSIBLE
WWW.DISTILLEDODN.COM
CHECK OUT OUR SEO
A/B TESTING PLATFORM:
@TomAnthonySEO
@Dom_Woodman
@WillCritchlow
DIS.TL/INBOUNDER-LONDON
GET THE DECK:
@jonoalderson
3 New Techniques for the Modern Age of SEO

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3 New Techniques for the Modern Age of SEO