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3 New Techniques for the Modern Age of SEO

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Tom talks about three areas that will effect SEO over the coming months and years. SEO split-testing is something that is immediately actionable for most SEOs. Machine Learning is something SEOs shouldn't learn, but should understand enough so they can leverage ML based platforms. Finally, Hub & Spoke business and technology architectures will mean SEOs may want to start thinking about optimisations being an input or output method, so they can apply previous learnings to new technology channels.

Published in: Technology
  • Wow, I can't believe you were already presenting on "Hub & Spoke API Based Approach" over a year ago. And here I am thinking I'm ahead of the game, LOL!!! :D Great presentation.
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3 New Techniques for the Modern Age of SEO

  1. 1. TOM ANTHONY 3 New Techniques for the Modern Age of SEO @TomAnthonySEO
  2. 2. MEETING THE PARENTS
  3. 3. I WAS FOLLOWING ‘BEST PRACTICE’ (GOOD MANNERS)
  4. 4. Have you recommended ALT attributes on images for SEO reasons? ?
  5. 5. ALT ATTRIBUTES GOOD FOR SEO #theinbounder @TomAnthonySEO
  6. 6. TEST RESULT: ALT ATTRIBUTES HAD NO IMPACT #theinbounder @TomAnthonySEO
  7. 7. SEO Best Practices are no longer useful. We need data driven approaches. !
  8. 8. DECK STRUCTURE SEO Split-Testing
  9. 9. SEO Split-Testing Machine Learning vs The Algo vs DECK STRUCTURE
  10. 10. SEO Split-Testing Machine Learning vs The Algo Hub & Spoke API Based Approach vs DECK STRUCTURE
  11. 11. SEO Split-Testing Machine Learning vs The Algo Hub & Spoke API Based Approach vs 1 month 1 year 2 years DECK STRUCTURE
  12. 12. 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
  13. 13. SEO SPLIT-TESTING
  14. 14. TEST RESULT: ALT ATTRIBUTES HAD NO IMPACT #theinbounder @TomAnthonySEO
  15. 15. Blog Post
  16. 16. Blog Post
  17. 17. Blog PostBlog Post
  18. 18. ‘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
  19. 19. 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
  20. 20. 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
  21. 21. 2009: ALGORITHM IS PRETTY WELL UNDERSTOOD No Panda No Penguin No RankBrain No Machine Learning We know what to do. #theinbounder @TomAnthonySEO
  22. 22. AMIT SINGHAL - HEAD OF SEARCH, GOOGLE #theinbounder @TomAnthonySEO
  23. 23. THE ALGORITHM WAS MOSTLY HANDMADE #theinbounder @TomAnthonySEO
  24. 24. EARLY 2016: AMIT SINGHAL RETIRES #theinbounder @TomAnthonySEO
  25. 25. JOHN GIANNANDREA TAKES OVER #theinbounder @TomAnthonySEO
  26. 26. PREVIOUSLY HEAD OF MACHINE LEARNING #theinbounder @TomAnthonySEO
  27. 27. IMPACT OF MACHINE LEARNING #theinbounder @TomAnthonySEO
  28. 28. IMPACT OF MACHINE LEARNING Translate 10 YEARS RESEARCH 2 MONTHS MACHINE LEARNING Imagine the same step change in the search algo! #theinbounder @TomAnthonySEO
  29. 29. Are we good at understanding the ranking algorithm? ?
  30. 30. WE SURVEYED 2000 PEOPLE FOR 10 QUERIES
  31. 31. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople #theinbounder @TomAnthonySEO
  32. 32. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO #theinbounder @TomAnthonySEO
  33. 33. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO #theinbounder @TomAnthonySEO
  34. 34. % OF UK SEARCH RESULT PAIRS PREDICTED CORRECTLY 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip #theinbounder @TomAnthonySEO
  35. 35. DistilledODN Your Server Your Home Page CDN Distilled ODN Your Optimized Home Page #theinbounder @TomAnthonySEO
  36. 36. GRAPH: TOTAL ADDITIONAL SESSIONS
  37. 37. SHADED AREA SHOWS CONFIDENCE INTERVAL
  38. 38. TEST IS SIGNIFICANT WHEN THE FAN CROSSES 0
  39. 39. IN THIS CASE IT HAPPENED HERE:
  40. 40. ALT ATTRIBUTES 1
  41. 41. HYPOTHESIS: ALT attributes on images are good for SEO
  42. 42. RESULT: ALT attributes had no effect #theinbounder @TomAnthonySEO
  43. 43. SEO ‘CONTENT’ 2
  44. 44. HYPOTHESIS: Text content on category pages is sort of good?
  45. 45. RESULT: No real impact when removed #theinbounder @TomAnthonySEO
  46. 46. RESULT: A 3.1% improvement in organic performance
  47. 47. Not every site is the same. Identical changes can have different results. !
  48. 48. JAVASCRIPT RENDERING 3
  49. 49. 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
  50. 50. Javascript EnabledJavascript Disabled SITUATION: Javascript needed to render product list #theinbounder @TomAnthonySEO
  51. 51. RESULT: CSS fallback led to a 6.2% uplift #theinbounder @TomAnthonySEO
  52. 52. TITLES: HIGHEST SEARCH VOLUME 4
  53. 53. 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
  54. 54. RESULT: Organic sessions decreased by average 8% #theinbounder @TomAnthonySEO
  55. 55. STRUCTURED MARKUP ON CATEGORY PAGES 5
  56. 56. SITUATION: Category pages have lots of images but little text
  57. 57. HYPOTHESIS: Structured Markup per product will help #theinbounder @TomAnthonySEO
  58. 58. RESULT: Organic sessions increase by 11% #theinbounder @TomAnthonySEO
  59. 59. LEARN HOW TO DO IT: READ THIS Blog Post
  60. 60. THEN READ THIS: Blog Post
  61. 61. LOOK AT THIS Slideshare
  62. 62. MACHINE LEARNING VS THE ALGO vs
  63. 63. You do not need to learn Machine Learning techniques! It’s an exercise in PAIN. !
  64. 64. LEARN TO DRIVE, NOT HOW TO BUILD ENGINES #theinbounder @TomAnthonySEO
  65. 65. LEARN CATEGORIES, SO YOU CAN PICK BEST TOOL #theinbounder @TomAnthonySEO
  66. 66. OK, but why do we need Machine Learning at all? ?
  67. 67. 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
  68. 68. The next year will see an explosion of Machine Learning powered SEO tools. !
  69. 69. #theinbounder @TomAnthonySEO
  70. 70. (SOME) THINGS YOU CAN DO WITH ML Categorisation
  71. 71. (SOME) THINGS YOU CAN DO WITH ML Categorisation Prediction
  72. 72. (SOME) THINGS YOU CAN DO WITH ML Categorisation Prediction Clustering
  73. 73. AUTOMATICALLY CATEGORISE UGC CATEGORISATION #theinbounder @TomAnthonySEO
  74. 74. AUTOMATED ANALYTICS INSIGHTS PREDICTION #theinbounder @TomAnthonySEO
  75. 75. DYNAMIC PERSONAS PREDICTION CLUSTERING #theinbounder @TomAnthonySEO
  76. 76. KEYWORD RESEARCH (AT SCALE, PASSIVELY) CLUSTERING #theinbounder @TomAnthonySEO
  77. 77. DEEPRANK: SERP ANALYSIS 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip PREDICTION #theinbounder @TomAnthonySEO
  78. 78. DEEPRANK: SERP ANALYSIS 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip DeepRank PREDICTION #theinbounder @TomAnthonySEO
  79. 79. FURTHER READING Machine Learning for SEOs Machine Learning Revolution Machine Doing Mike King iPullRank Eric Enge Stone Temple Tom Anthony Distilled #theinbounder @TomAnthonySEO
  80. 80. HUB & SPOKE API BASED APPROACH
  81. 81. BUSINESS START WITH A WEBSITE
  82. 82. BOLT A MOBILE SITE ON TO THE SIDE
  83. 83. WE NEED AN APP!
  84. 84. APP CAN BE A FRAME ON THE MOBILE SITE…
  85. 85. LETS HAVE A BLOG!
  86. 86. 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
  87. 87. SLOW RESPONSE: CREATES COMPETITOR OPPORTUNITIES #theinbounder @TomAnthonySEO
  88. 88. GAP BETWEEN CHANNELS - SHORTER & SHORTER #theinbounder @TomAnthonySEO
  89. 89. HUB & SPOKE MODEL
  90. 90. What might this mean for SEOs? ?
  91. 91. INVEST IN CENTRALISED ANALYTICS #theinbounder @TomAnthonySEO Source Blog Post
  92. 92. INPUTS & OUTPUTS MATRIX #theinbounder @TomAnthonySEO
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. SUMMARY
  97. 97. HUB & SPOKE MODEL #theinbounder @TomAnthonySEO
  98. 98. MACHINE LEARNING: LEARN THE CATEGORIES #theinbounder @TomAnthonySEO
  99. 99. SPLIT-TESTING IS… 30% 40% 50% 60% 70% Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip NECESSARY ESTABLISHED CREDIBLE ACCESSIBLE
  100. 100. WWW.DISTILLEDODN.COM CHECK OUT OUR SEO A/B TESTING PLATFORM: @TomAnthonySEO @Dom_Woodman @WillCritchlow DIS.TL/INBOUNDER-LONDON GET THE DECK: @jonoalderson

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