BrightEdge Share15 - S305: Data Learning & Decision Making – Crawl, Walk & Run - Sudhir Sharma

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Sudhir Sharma
Director, Traffic Acquisition
Movoto.com

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Movoto.com by Content
• Leading real estate portal for consumers
• As a company we have invested in content
marketing by being “The Lighter Side of Real
Estate”
• Financially backed up by Recruit Holdings
• New platform launch by the end of this year
(interesting as engineering is in China with
no access to Google)
• Mission is to make buying a home as easy
as booking a vacation and twice as fun!

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About me:
• Director, Acquisition Marketing at Movoto.com
• Worked with BrightEdge (as Head of SEO)
• Adobe for almost 4 years, worked on SEO consulting side
• EfficientFrontier in different SEO roles
• Auctiva (an AliBaba.com company)

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Hot Leads Were The Only KPI

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My first task: SEO Traffic Forecast
NO U TURN!

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SEO Forecast

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Leveraging Data- 9,080 pages X 60 Columns
URL level – on-page SEO, Content, Traffic, Engagement, Social, Backlinks, Keywords Funnel
From GA:
1. LP Assisted in Lead and
2. Reverse Path Analysis

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What are we looking for?
– Leveraging Existing Content
– New Content Ideas
– IA/Design Inputs
– Align Paid & Social Media

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Tools/Platform - Machine Learning + Big Data?
– BrightEdge – Page level keywords, tracking KPIs
– BrightEdge Data Cube
– Majestic
– GWMT
– GA
– URL Profiler
– Excel

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Google Analytics – Reverse Path Analysis
What content was touched during the conversion flow?

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Google Analytics – Assisted Conversions
What “content” assisted conversion flow?

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What not to publish?
• What are the negative sentiment topics?
• Do we still need to write them?

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What’s good to publish?
• Most shared/liked has only 50 words

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Execution:
Shortlisted
Missing internal links
Change URL
Kill Pages
Make internal links
"follow"
Overuse of <h1>
Title Improvements

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Results
• Data cube score improved 35%
• 38% of kw’s improved to Page 2
and above
• Avg. keyword rank improved to
14 to 9
• Led to new content ideas and a
new IA

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Takeaways
• We’ve enough data than we can consume
• There’s no single KPI we can base success
on
• Think about the KPIs (may be you don’t need
60)
• Titles, Keywords, Image alt tags,
Duplicate content, Internal Links,
Sentiments
After all, we also need to consider “ROI of Calculating Content ROI”