This document discusses using data science and machine learning techniques like XGBoost for search engine optimization (SEO). It recommends building an SEO datamart using data from sources like Semrush, Majestic, and Screaming Frog. Models can be built using XGBoost to predict Google rankings based on variables like backlinks, domains, trust flow, and response time. The document advocates for a new role of data scientist SEO to help automate SEO using machine learning platforms like Dataiku.

2. DATA-SEO
NEXT LEVEL
VINCENT TERRASI / REMI BACHA
HEAD OF DATA / HEAD OF SEO
@vincentterrasi / @remibacha

3. Any sufficiently advanced technology
is indistinguishable from magic
ARTHUR CLARKE

5. BIG DATA
ARTIFICIAL INTELLIGENCE

6. DATA SCIENCE PROJECT
SEO PROJECTOVH

12. SEO
IS A BIG DATA JOB

13. UNDERSTAND
DATA
MANIPULATE
& ANALYSE
BRING VALUE
TO DATA
DATA SCIENCE

14. EMPIRICISM
01.
MAKE OBSERVATIONS
05BIS.
REFINE, ALTER, EXPAND,
OR REJECT HYPOTHESES
04.
DEVELOP TESTABLE
PREDICTIONS
02.
THINK OF INTERESTING
QUESTIONS
06.
DEVELOP
GENERAL THEORIES
05.
GATHER DATA TO TEST
PREDICTIONS
03.
FORMULATE
HYPOTHESES

15. DATA CENTRIC
EMPIRICISM

16. RANK BRAIN

18. 01 02 03 04
CHANGING SEO FACTORS NEW FACTORS RANKING MISTAKES ULTRA-
PERSONNALISATION

19. IT’S TIME
TO UPGRADE SEO
MACHINE LEARNING
IA
BIG DATA
DATA SCIENCE
DEEP LEARNING
RANKBRAIN

20. WELCOME TO THE
DATA SEO ERA

21. NEW JOB
DATA SCIENTIST SEO

22. LEARNING DATA
SCIENCE
– Data Scientist Toolbox
– Getting & cleaning Data
– R / Python Programming
– Explorary data
– Machine Learning
– Big Data

23. SEO DATAMART
COMPETITORS
OTHER TRAFFIC SOURCES DATA
SOCIAL NETWORK
SEARCH CONSOLE
CRAWLS
STOCK, PRICES, SALES DATA
CUSTOMERS DATA
EVENTS
WEB ANALYTICS
NETLINKING
SEMANTICAL
WEBPERFS
SEARCH TRENDS
SERVER LOGS

24. SEO DATAMART
COMPETITORS
CRAWLS
NETLINKING
SEMANTICAL
WEBPERFS

25. XGBOOST
33TREES
10MAX DEPTH
100WAS GRID OF SIZE
ROC AUC : 0.915
?
?
?
?
?
?
?
MOST IMPORTANT VARIABLES

26. Screamingfrog_in_csv
Semrush_out_csv
Screamingfrog_in_csv_pre
pared
Semrush_
screamingfrog_out
_postgres
Majestic_out_
postgres
Visiblis_out_
postgres
Semrush_
screamingfrog_
majestic_visiblis_
Prediction
(XGBOOST_
CLASSIFICATION) on

27. DATAIKU DSS
The most complete
Data Science platform
Data
Preparation
Machine
Learning
Deployment Collaboration

28. WHY PREDICT
GOOGLE RANKINGS?

29. HOW TO PREDICT
GOOGLE RANKINGS?

30. GETTING SERP
DATA FROM SEMRUSH

33. CLEAN
DATA
REMOVE INVALID URLS
Slow Crawl
Rate
Non-HTML
Content
Network
Problems
Slow
Web Servers
WAIT TIMES
Errors from
Web Servers
URL Moved Permanently
Redirect (301)
URL Moved Temporarily
Redirect (302)
Authentication Required (401)
or Document Not Found (404)
Cyclic
Redirects

36. CREATE PREDICTION MODEL

37. XGBOOST
Adaptive boosting
Gradient boosting
Bagging
Random forest
BIAS RELATED
ERRORS
VARIANCE RELATED
ERRORS

40. ?
?
?
?
?
?
?
XGBOOST
33TREES
10MAX DEPTH
100WAS GRID OF SIZE
ROC AUC : 0.915
MOST IMPORTANT VARIABLES
ExtBackLinks
RefDomains
TrustFlow
External Outlinks
Response Time
CitationFlow

41. TAKE AWAY
…
AUTOMATED MACHINE
LEARNING WITH DATAIKU
AUTOMATED KPI REPORTING SEO DATALAKE TEXT GENERATION
OPPORTUNITIES DETECTION PREDICTIVE ANALYSIS PROCESS MINING
AUTOMATED MACHINE
LEARNING WITH DATAIKU
SEO DATAMART

42. NOW, MACHINES CAN LEARN
AND ADAPT, IT IS TIME TO TAKE
ADVANTAGE OF THE OPPORTUNITY TO
CREATE NEW JOBS.
Data-SEO, Data-Doctor,
Data-Journalist …

43. THANK YOU

44. GET ALL OUR LAST DISCOVERIES AND UPDATES
Vincent TERRASI
@vincentterrasi
Remi BACHA
@remibacha
Data-seo.com Remibacha.com