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A practical look at correlational optimisation

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A practical look at correlational optimisation

A Practical Look at Correlational Optimisation

The SEO industry has largely developed through trial and error. Testing, adjusting and combining our knowledge as a community to understand what works in search.

At a high-level, we have a good understanding of what it takes to rank a website, and tools can help to enhance our decision making.

With today’s AI-powered algorithms it’s even more important to take a reasoned approach to data-driven decisions.

In this talk, I will share my findings on my quest to improve my agency’s optimisation capabilities using correlational analysis.

You will learn:

How to increase your content’s topical relevance (and make it easier for Google to understand its intent).

How to configure correlation tools to generate sensible recommendations.

Why specific, statistical relevance is more useful than a ‘one-size-fits-all’ approach.

How splitting hairs on ranking factors can lead to misinformation and a misaligned strategy.

How different SEO tools follow different philosophies and why this is important.

Which tools will best suit your particular project needs.

A Practical Look at Correlational Optimisation

The SEO industry has largely developed through trial and error. Testing, adjusting and combining our knowledge as a community to understand what works in search.

At a high-level, we have a good understanding of what it takes to rank a website, and tools can help to enhance our decision making.

With today’s AI-powered algorithms it’s even more important to take a reasoned approach to data-driven decisions.

In this talk, I will share my findings on my quest to improve my agency’s optimisation capabilities using correlational analysis.

You will learn:

How to increase your content’s topical relevance (and make it easier for Google to understand its intent).

How to configure correlation tools to generate sensible recommendations.

Why specific, statistical relevance is more useful than a ‘one-size-fits-all’ approach.

How splitting hairs on ranking factors can lead to misinformation and a misaligned strategy.

How different SEO tools follow different philosophies and why this is important.

Which tools will best suit your particular project needs.

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A practical look at correlational optimisation

  1. 1. @SimpsonGareth seeker.digital A Practical Look at Correlational Optimisation @SimpsonGareth / Seeker Digital
  2. 2. @SimpsonGareth seeker.digital Who am I? • Founder of Seeker • @SimpsonGareth • 15 Years of SEO
  3. 3. @SimpsonGareth seeker.digital Ranking Factors Correlation Analysis Onpage Optimisation Available Tools Demonstration Application
  4. 4. @SimpsonGareth seeker.digital Ranking Factors @FayeWatt seeker.digital/website-migrations@SimpsonGareth seeker.digital
  5. 5. @SimpsonGareth seeker.digital
  6. 6. @SimpsonGareth seeker.digital Correlation Analysis
  7. 7. @SimpsonGareth seeker.digital The Correlation Coefficient A correlation coefficient is a way to put a value to the relationship. Correlation coefficients have a value of between -1 and 1. A “0” means there is no relationship between the variables at all, while -1 or 1 means that there is a perfect negative or positive correlation (negative or positive correlation here refers to the type of graph the relationship will produce). Correlation is a bivariate analysis that measures the strength of association between two variables and the direction of the relationship. In terms of the strength of relationship, the value of the correlation coefficient varies between +1 and -1. A value of ± 1 indicates a perfect degree of association between the two variables. As the correlation coefficient value goes towards 0, the relationship between the two variables will be weaker. The direction of the relationship is indicated by the sign of the coefficient; a + sign indicates a positive relationship and a – sign indicates a negative relationship. Usually, in statistics, we measure four types of correlations: Pearson correlation, Kendall rank correlation, Spearman correlation, and the Point-Biserial correlation. The software below allows you to very easily conduct a correlation. https://www.statisticshowto.com/probability-and-statistics/correlation-analysis/
  8. 8. @SimpsonGareth seeker.digital Correlations in SEO
  9. 9. @SimpsonGareth seeker.digital Not Necessarily Ranking Factors!
  10. 10. @SimpsonGareth seeker.digital
  11. 11. @SimpsonGareth seeker.digital
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  13. 13. @SimpsonGareth seeker.digital https://sparktoro.com/blog/what-do-correlation-metrics-really-tell-us-about-search-rankings/
  14. 14. @SimpsonGareth seeker.digital Contextual GAP Analysis
  15. 15. @SimpsonGareth seeker.digital Correlational Analysis Tools
  16. 16. @SimpsonGareth seeker.digital Available Tools
  17. 17. Toolset Advanced Link Building@SimpsonGareth seeker.digital
  18. 18. @SimpsonGareth seeker.digital Is this a comparison / experiment?
  19. 19. @SimpsonGareth seeker.digital Caveats
  20. 20. @SimpsonGareth seeker.digital Not a replacement for common sense
  21. 21. @SimpsonGareth seeker.digital Consider them for your strategy
  22. 22. @SimpsonGareth seeker.digital Holistic Approach
  23. 23. @SimpsonGareth seeker.digital User first Run your website well Test & adjust Monitor results 3 Focus on building a great website and content. Produce content, market it and make general improvements as you go. Run correlation analysis when your page plateaus or when you need to do more in-depth investigation. Annotate the changes in your rank tracker and analytics, then wait 2-14 days. 2 1 4
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  63. 63. @SimpsonGareth seeker.digital How do I use these tools?
  64. 64. @SimpsonGareth seeker.digital No replacement for experience
  65. 65. @SimpsonGareth seeker.digital Can you do this work without the tools?
  66. 66. @SimpsonGareth seeker.digital The manual approach 1. Identify competitors 2. Extract any relevant Content, User, Links, Technical data 3. Extract all the keywords your competitors rank for 4. Filter and deduplicate 5. Assign to your categories / pages / page sections 6. Create a content, technical UX, and link building brief 7. Implement, test and adjust
  67. 67. @SimpsonGareth seeker.digital Thanks for Listening! @SimpsonGareth seeker.digital/correlational-analysis

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