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Using SEO and Machine Learning to Improve the Customer Journey

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A talk given at Seerfest 2018 on Jun18, 2018 in San Diego. We cover ideas around using SEO in conjunction with Machine Learning to improve the Customer Journey in an Omnichannel Marketing world.

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Using SEO and Machine Learning to Improve the Customer Journey

  1. 1. Using SEO + Machine Learning to Improve the Customer Journey https://bit.ly/seerfest-seoseerfest
  2. 2. https://www.cityofhope.org City of Hope is a leading research and treatment center for cancer, diabetes and other life-threatening diseases. They have one of the largest bone marrow and stem cell transplant programs in the world.
  3. 3. @eywu linkedin.com/in/ericywu github.com/eywu
  4. 4. https://medium.com/@Pinterest_Engineering/demystifying-seo-with-experiments-a183b325cf4c
  5. 5. The Agenda 1. Why does the Customer Journey matter to SEO? 2. How can we use SEO to improve the customer journey? 3. What do we use and build to improve the customer journey?
  6. 6. Why the Customer Journey Impacts SEO
  7. 7. The 3 Cs of SEO 1. Content (i.e. Keywords) 2. Code (i.e. Crawlability) 3. Credibility (e.g. Links) How Most See SEO
  8. 8. September 11, 2017 » https://www.seroundtable.com/google-brain-click-data-for-rankings-24441.html
  9. 9. The 3 4 Cs of SEO 1. Content (i.e. Keywords) 2. Code (i.e. Crawlability) 3. Credibility (e.g. Links) 4. Clicks (e.g. Pogo sticking) How Most See SEO
  10. 10. Algorithm Shift • February 2017 Update turned on Machine Learning for more of the core algo evaluator. • Head of AI John Giannandrea replaced Amit Singhal, who was anti-ML, for Head of Search Our Speculation:
  11. 11. HOW WE THINK ABOUT 1. Keywords 2. Links 3. Content 4. Authority
  12. 12. A Picture of Search: AOL 2006 » http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.392.4587&rep=rep1&type=pdf
  13. 13. The Customer Journey
  14. 14. If you solve the customer’s intent, you can leap frog the competition
  15. 15. User Intent Solved #JTBD
  16. 16. 1. Content (i.e. Keywords) 2. Code (i.e. Crawlability) 3. Credibility (e.g. Links) 4. Clicks Customer Journey (i.e. Solve intent) The 3 4 Cs of SEO How We See SEO
  17. 17. How to leverage SEO to Improve the Customer Journey
  18. 18. Determine Intent
  19. 19. word2vec doc2vec gloVe tf-idf Topic Extraction DL/Word Embedding Clustering Algorithms https://searchengineland.com/word-vectors-implication-seo-258599 @JROakes
  20. 20. Introduction Price Gas Mileage Driveability Interior Exterior Safety Capacity • Keyword extraction • NLP clustering • Merge with Google Search Console Topic Extraction: Automotive
  21. 21. Customer Journey Matrix https://www.semanticscholar.org/paper/3a498f33da76cc9eccca1463528b0a3f8c4b25b7
  22. 22. What to build to Improve the Customer Journey
  23. 23. Predictive Persona Profiler https://personality-insights-demo.ng.bluemix.net/
  24. 24. https://www.cmswire.com/digital-experience/how-machine-learning-improves-customer-journey-mapping/
  25. 25. Persona Builder: Data Collector
  26. 26. Feedback Loop
  27. 27. Introduction Price Gas Mileage Driveability Interior Exterior Safety Capacity ML:CustomerJourney Introduction Price Gas Mileage Driveability Interior Exterior Safety Capacity Dynamic Content Reordering
  28. 28. @eywu https://bit.ly/seerfest-seo

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