SlideShare a Scribd company logo
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
(THANKYOUFORBEINGHERE).
(ifyouneed a transcriptofthevideorecordingofmytalk,clickhere)
Hello.
@lazarinastoy|#brightonSEO
Because
ofthe
natureof
mytalk...
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
I am…
✅ SEO & Data Science Manager
@ Intrepid Digital
✅ Content-creator
✅ Growth & efficiency-obsessed
@lazarinastoy|#brightonSEO
I amNOT…
❌ A developer
❌ A machine learning expert
❌ An ‘expert’
❌ A ‘guru’
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
INthepast2yearsI’veworked
agency-side
(with a bitofFreelanceontheside)
@lazarinastoy|#brightonSEO
Thegoal
@lazarinastoy|#brightonSEO
Thechallenge
@lazarinastoy|#brightonSEO
Theopportunity
@lazarinastoy|#brightonSEO
No
end-to-end,custom-built,ground-breaking,
newtechnologies
today…
@lazarinastoy|#brightonSEO
Only a
testedclaim
and
simplepromise:
@lazarinastoy|#brightonSEO
ML-enabled
Incrementalimprovements
canhave a
compoundingeffect
onyourSEOIMpact
@lazarinastoy|#brightonSEO
Injust20minutes…
WHY ANALYZE
DISCOVER LINK
CLUSTER
DELIVER
01 02 03
04 05 06
@lazarinastoy|#brightonSEO
Why
01
@lazarinastoy|#brightonSEO
Let’slook at(RELEVANT) Algorithmhistory
@lazarinastoy|#brightonSEO
Pagerank
Google’s first
algorithm relied
(mostly) on links,
quality and quantity.
@lazarinastoy|#brightonSEO
Rankbrain
Focus on
intent-driven
structure and topic
comprehension.
Things over strings.
@lazarinastoy|#brightonSEO
MUM
Surfacing subtopics,
semantic relationships,
multi-modal
comprehension
@lazarinastoy|#brightonSEO
Links arestill
crucialfor
discovery
(but…)
@lazarinastoy|#brightonSEO
Contentisking.
@lazarinastoy|#brightonSEO
Withoutgoodcontent,
Contextbecomes
meaningless.
@lazarinastoy|#brightonSEO
Ifthequalityisthere,
contextbecomesthe
vessel
topushthecontent
forward.
@lazarinastoy|#brightonSEO
Relevantin2022?
48mentionsof
internallinks.
17forbacklinks.
@lazarinastoy|#brightonSEO
It’swhatyoucancontrol
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
Ofinlink
opportunities
82
% Aremissed
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
Establishtopic
authority
BoostMoney-making
pages
Enrichsearch
intent
Buildsubtopic
relationships
AnInternallinkingstrategyshould aimto:
@lazarinastoy|#brightonSEO
AndWhodoesn’tneed
@lazarinastoy|#brightonSEO
USER
Engagement
keywords
ranked
Traffic,
CTR
Navigation
&UX
Better
structure
Improved
indexing
@lazarinastoy|#brightonSEO
Howto ANALYZe
02
@lazarinastoy|#brightonSEO
Whatshould
aninternal
link audit
assess?
@lazarinastoy|#brightonSEO
description
LinkFrequency
● # inlinks / # unique inlinks
per page
● Orphaned pages
Crawling
Pagediscovery
LinkQuality
● Link placement
● Source traffic
● Added link sections
Engagement
comprehension
Anchortext ● Type
● Length
Engagement
comprehension
Hierarchy
● Top pages
● Presence of topics, tags or
categories
● Crawl depth
Engagement&ux
Crawling
mistakes
● Broken links
● Nofollow tags
● UTM parameters
Crawling
Indexing
traffic
@lazarinastoy|#brightonSEO
Mostofthiscanbe
identifiedwith a
Quickcrawl&
cleverdata studio
template
@lazarinastoy|#brightonSEO
Buttoreallydigdeepyoucan
incorporatemachinelearning
tohelpyou
@lazarinastoy|#brightonSEO
Classify
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
Identify
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
assess
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
More
insights
@lazarinastoy|#brightonSEO
Better
recommendations
@lazarinastoy|#brightonSEO
See your content and Links
the way search engines see it
to understand how to improve it.
@lazarinastoy|#brightonSEO
cluster
03
@lazarinastoy|#brightonSEO
Contentclusters
@lazarinastoy|#brightonSEO
TopicModels
@lazarinastoy|#brightonSEO
OLDway Newway
Thefundamentals arethesame
@lazarinastoy|#brightonSEO
Howdid come about?
@lazarinastoy|#brightonSEO
Accordingtothe author
ofthefirsttopicmodeling algorithm
@lazarinastoy|#brightonSEO
PROBLEM SOLUTION
Computational tools to
help organize, search,
and understand vast
amounts of information
Collective knowledge
increases
→information
discovery gets more
difficult
@lazarinastoy|#brightonSEO
PROBLEM SOLUTION
We need systems that
organise documents
based on themes
(topics) and subtopics.
Current systems of
query & links are
good, but can be
limiting
@lazarinastoy|#brightonSEO
PROBLEM SOLUTION
We need topic models
that operate under
the assumption that a
document has
multiple topics.
No ability to zoom
in and out of topics
of interest,
highlighting
patterns.
@lazarinastoy|#brightonSEO
Introduction to Probabilistic Topic Models (Blei, 2012)
@lazarinastoy|#brightonSEO
Introduction to Probabilistic Topic Models (Blei, 2012)
@lazarinastoy|#brightonSEO
Topicmodelingis
patternrecognition
inlarge,text-basedcorpusesofdata.
@lazarinastoy|#brightonSEO
Itwasmadeforus.
@lazarinastoy|#brightonSEO
Inthepast20years,
a lothashappened
@lazarinastoy|#brightonSEO
2003
LDA &
Word<>Topic
inter-exchangeability
LSA &Synonyms
2007
2008
scalability
Hybrid
models
2015
2017-
Deeplearning
@lazarinastoy|#brightonSEO
Buttheproblem
wefaceremains
thesame
@lazarinastoy|#brightonSEO
So,whynottry an
ML-basedsolution?
@lazarinastoy|#brightonSEO
twomethodstokickstartthisjourney
LDA LSA
@lazarinastoy|#brightonSEO
Or,skipthecode and
jumpstraightin
@lazarinastoy|#brightonSEO
WATCHthe
detailsLATER
I’ve recorded a step-by-step
tutorial on doing topic
modelling using a no-code,
publicly-available, web-based
app using LDA.
@lazarinastoy|#brightonSEO
Identifytopics
ButIn a nutshell…
Crawl
Export the content
from the website
Upload+finetune
Upload the files to the
web app + finetune
Download
Download all files
Explore+Build
Explore the outcome and
build your deliverable
@lazarinastoy|#brightonSEO
Topic
models
Topicmodels
@lazarinastoy|#brightonSEO
Topicmodels
PageInfo
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
JustLook at
Whatyou
achieved✨
@lazarinastoy|#brightonSEO
Saved a tonoftime
Took you less than 30 minutes. Hooray!
@lazarinastoy|#brightonSEO
Baselineoverview
You’ve got a clear overview of the main
topic clusters and their relationship
@lazarinastoy|#brightonSEO
Testedsomethingnew
Scrutinize the output.
Tell your client how you have improved on it.
@lazarinastoy|#brightonSEO
Discoverother
04
@lazarinastoy|#brightonSEO
Enter
fuzzy
matching
@lazarinastoy|#brightonSEO
A quick anddirtyway
forcalculating
similaritybetweentwostrings
@lazarinastoy|#brightonSEO
WATCHthe
detailsLATER
I’ve recorded a step-by-step
tutorial on using fuzzy
matching for things like:
● Identifying link
opportunities
● String Similarity Analysis
● Other cool things
@lazarinastoy|#brightonSEO
Assesssimilarity
ButIn a nutshell…
Crawl+model
Export the content
from the website +
model the topics
Organize
Choose what you want
to assess,
where to search for link
opportunities
assess
Is the page already
linked? Output good?
recommend
Provide your final list
of recommendations
@lazarinastoy|#brightonSEO
FROm/ to Similarityscore
Checkiflinkexists
@lazarinastoy|#brightonSEO
coveryourbases
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
mobile
desktop
+10% +5%
Searchpilot Case Study
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
howtofind
whereto
05
@lazarinastoy|#brightonSEO
Forsmallsites/
internallink
initiatives
@lazarinastoy|#brightonSEO
Formedium-sized
sites/internallink
initiatives
@lazarinastoy|#brightonSEO
Forreallybig
sites/internal
linkinitiatives
@lazarinastoy|#brightonSEO
Thelogicis
thesame
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
Searchforintent-basedkeywordvariations
Searchfordifferent anchortypes
Incorporateentity-basedlinking
Think aboutmoney-makingpages
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
Build
measure 06
@lazarinastoy|#brightonSEO
Whatshouldyouincludeinyour
deliverable?
@lazarinastoy|#brightonSEO
Link
Opportunities
ANALYSIS
Prioritize,
budget
TopicModels
Highlight additional
link opportunities,
anchor strategies.
Present your analysis
in a format that allows
for benchmarking
Talk about link
implementation,
timeline, tracking.
After finalising the
categories and
structure, create
custom dimensions
for the topics in
GA/GDS/GSC
@lazarinastoy|#brightonSEO
Whatshouldyou
measure?
@lazarinastoy|#brightonSEO
Yourreportingshouldinclude
Growthmetrics
benchmarking
@lazarinastoy|#brightonSEO
forgrowthreporting,track
● Quicker Indexing
● # of pages indexed
● # of pages discovered
● Organic traffic
● Inter-cluster user flow
traffic
● CTR
● Average time per
session
● Clicks
● Interactions
engagement
● # of ranking queries
● Length of queries
● Performance (visibility;
engagement, rankings)
split per topic cluster
#Queries
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
As
willCritchlow
explains…
@lazarinastoy|#brightonSEO
Internallinkingeffectmeasurementis
hard
@lazarinastoy|#brightonSEO
ourintuition aboutlinkstructuresis
poor
@lazarinastoy|#brightonSEO
Inotherwords…
@lazarinastoy|#brightonSEO
Failing
ispartof
theprocess.
@lazarinastoy|#brightonSEO
@lazarinastoy|#brightonSEO
Aretheway
togo📈
@lazarinastoy|#brightonSEO
BeforeIgo…
@lazarinastoy|#brightonSEO
This deck,
referencedwork
ofothercoolpeople, and a
TALKwrite-up
willbe available
@lazarinastoy|#brightonSEO
here.
https://lazarinastoy.com/how-to
-incorporate-machine-learning-in
-internal-linking-audits/
@lazarinastoy|#brightonSEO
Hiring
We are a pretty awesome team on the lookout for talent.
Search for Intrepid Digital to work with some exciting US & global brands.
@lazarinastoy|#brightonSEO
CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, and infographics & images by Freepik
THANKyou.
lazarinastoy.com
@lazarinastoy
/in/lazarinastoy/
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina Stoy, Brighton SEO Spring 2022

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