This document summarizes a presentation about using data and machine learning to improve content marketing efforts. It discusses how the speaker leveraged data from 9,080 pages across 60 metrics to identify opportunities to improve on-page SEO, generate new content ideas, and align paid and social media strategies. The analysis of Google Analytics data on assisted conversions and reverse path analysis helped identify which content assisted in conversions. The results of implementing recommendations from the analysis showed improvements in data cube scores, keyword rankings and new content ideas.

1. The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
Content Insights to Deliver Results
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”