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How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
800,000
experiments and ongoing quality tests are done yearly to make sure Google’s
search results and changes to search make the SERP more useful for people
~Google
5,000
improvements to search were done in 2021 alone.
~Google
92%
of all search queries are handled via Google as of August 2022.
~Oberlo,2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
ANATOMY OF THESERP
PROMOTE
FIND
UNDERSTAND
DISCOVER
DO/DIY
BUY
CHOOSE BROADEN
REFINE
SPECIFY
HIGHLIGHT HIGHLIGHT
HIGHLIGHT
ENRICH
ENRICH
ENRICH
(side note…)
Shout out to Mordi for being a true team player and collecting these examples 🙏
in other words…
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
Google tests results-intent alignment…
continuously and rigorously, using big
data, and often in real-time.
Why not tap into their
research?
INSTEADOFTHEOLD WAY…
PUBLISH Publish and hope for the
best
03
ASSESS
04
REWRITE/SUNSET
05
Get an idea
Nothing happens. And it’s
been two months.
Re-write,might check the
SERP,might not,lots of
gut-based work…
IDEA
01
WRITE
Write about it,without really
putting much thought into
the output
02
❌
PUTTHEUSER(ANDTHEDATA) FIRST
ASSESS
Assess the competitors and their
performance,reverse-engineer
their success
03
OPTIMIZE
04
WRITE
05
Get an idea
Structure your article’s bones for
optimal performance,by identifying all
the elements that will make it succeed.
Write your article with the user,
the search data,your competitor
data,and your idea in mind.
IDEA
01
STUDYTHE SERP
Study the SERP,as this
might be your best
indicator of user intent
02
how it will work
01 02 03
MUSTHAVE SHOULDHAVE COULDHAVE
04
WON’THAVE
your analysis prerequisites
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
your system requirements
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
starting with something
easy and fun
COMPETITORANALYSIS
01 MUST HAVE:COMPETITORANALYSIS
● Who are your
competitors?
● What is their search
visibility?
● Traffic potential?
● URLs that re-appear?
(...or equivalent)
PROCESS
REGISTER w/
DATAFORSEO
SHEETSORCODE
SERPCOMPETITORS
VISUALISE
(I’m not affiliated,
I promise)
PROCESS
REGISTERw/
DATAFORSEO
SHEETSOR CODE
SERPCOMPETITORS
VISUALISE
PROCESS
REGISTERw/
DATAFORSEO
SHEETSORCODE
SERP COMPETITORS
VISUALISE
Inthepanel..
Select..
Enter..
data..
PROCESS
REGISTERw/
DATAFORSEO
SHEETSORCODE
SERPCOMPETITORS
VISUALISE
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
02 SHOULDHAVE:COMPETITORANALYSIS
TagSiteType
Technology
Reviews
Wiki
Courses/ Learning
News
02 SHOULDHAVE:COMPETITORANALYSIS
02 SHOULDHAVE:COMPETITORANALYSIS
HolisticIntentCategory
Transactional Navigational
Commercial
Informational
Informational
Informational
TagSiteType
Technology
Reviews
Wiki
Courses/
Learning
News
02 SHOULDHAVE:COMPETITORANALYSIS
02 SHOULDHAVE:COMPETITORANALYSIS
CalculateShare of SearchPerDomain
@lazarinastoy #BrightonSEO
02 SHOULDHAVE:COMPETITORANALYSIS
CalculateSoSper sitecategory
CalculateSoSperintentcategory
03 COULDHAVE:COMPETITORANALYSIS
UsingdataforSEOBULK
SERPAPI…
…andanextendedset
ofKeywords…
@lazarinastoy #BrightonSEO
03 COULDHAVE:COMPETITORANALYSIS
(side note)...
DataforSEO Bulk SERP Analysis can be
used for very, very big datasets.
❌ 100 tasks at a time
❌ post/get structure
❌ limited max 5M cells/sheet
✅ however many keywords
✅ post/get separate scripts
✨ limitless potential
03 COULDHAVE:COMPETITORANALYSIS
…getGoogleSERP datain bulk
@lazarinastoy #BrightonSEO
03 COULDHAVE:COMPETITORANALYSIS
● Result Type
● Absolute rank
● Domain
● URL
● Title
● Meta Description
@lazarinastoy #BrightonSEO
03 COULDHAVE:COMPETITORANALYSIS
Automatically provide
classifications using GPT3 for:
● Site category
● Search intent of title
● Search intent of meta
description
@lazarinastoy #BrightonSEO
PROCESS
GETTHE CODE
PROMPT
GETLABELS
VISUALISE (and thank @DannyRichman for creating it)
PROCESS
GET THE CODE
PROMPT
GETLABELS
VISUALISE
PROCESS
GET THE CODE
PROMPT
GET LABELS
VISUALISE
PROCESS
GET THE CODE
PROMPT
GETLABELS
VISUALISE
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
filter per keyword, see who’s appearing twice
see the SERP at a glance, with the type of results ranked
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
ENTITYANALYSIS
01 MUST HAVE:ENTITYANALYSIS
Automatically provide
entity extraction using Google’s NLP API for:
● Titles
● Meta Descriptions
PROCESS:ENTITY ANALYSIS IN SHEETS
GETTHECODE&APIKEY
INPUTDATA
GETENTITIES &SENTIMENT
VISUALISE
your api key set-up guide
your sheets template
PROCESS:ENTITY ANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GETENTITIES &SENTIMENT
VISUALISE
URLs Meta Descriptions
PROCESS:ENTITY ANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GET ENTITIES&SENTIMENT
VISUALISE
(quick detour… in case it’s needed)
● Entity = recognised thing/concept
● Salience = importance
● Sentiment Score
● Sentiment Magnitude = strength
● # of mentions = entity prominence
PROCESS:ENTITY ANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GETENTITIESAND SENTIMENT
VISUALISE
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
02 SHOULDHAVE:ENTITYANALYSIS
@lazarinastoy #BrightonSEO
02 SHOULDHAVE:ENTITYANALYSIS
03 COULDHAVE:ENTITYANALYSIS
🔮 rank prediction based on
entity presence or knowledge
graph entities mentioned?
@lazarinastoy #BrightonSEO
SENTIMENTANALYSIS
(totally optional, but great for brand
reputation management or similar type
queries)
01 MUST HAVE:SENTIMENT ANALYSIS
using Google's Natural Language Sentiment Analysis API
… analyse the sentiment of titles and
meta descriptions from collected
SERPs for our set of keywords
@lazarinastoy #BrightonSEO
PROCESS:SENTIMENTANALYSIS IN SHEETS
GETTHECODE&APIKEY
INPUTDATA
GETSENTIMENT
VISUALISE
your api key set-up guide
(same as before)
your sheets template
PROCESS:SENTIMENTANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GETSENTIMENT
VISUALISE
PROCESS:SENTIMENTANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GET SENTIMENT
VISUALISE
PROCESS:SENTIMENTANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GET SENTIMENT
VISUALISE
Keyword: Why is Jeff Bezos
inspiring?
Ranking title: Jeff Bezos: An
Inspiration to all - Mirror Review
Sentiment Score Title
Sentiment Magnitude
Title Sentiment Tag Title
0.4 0.4
Slightly
Positive
PROCESS:SENTIMENTANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GET SENTIMENT
VISUALISE
Keyword:How do you know if an
Amazon seller is legit?
Ranking title: How to Check
Amazon Seller Feedback and
Not Get Scammed
Sentiment Score Title
Sentiment
Magnitude Title Sentiment Tag Title
-0.6 0.6
Slightly
negative
PROCESS:SENTIMENTANALYSIS IN SHEETS
GET THECODE&APIKEY
INPUTDATA
GET SENTIMENT
VISUALISE
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
02 SHOULDHAVE:SENTIMENTANALYSIS
filter for specific
important
keywords/ entities
from your dataset
@lazarinastoy #BrightonSEO
02 SHOULDHAVE:SENTIMENTANALYSIS
understand the
sentiment <> position
relationship
03 COULDHAVE:SENTIMENTANALYSIS
✨ incorporate page analysis,
not only title or meta
description
@lazarinastoy #BrightonSEO
03 COULDHAVE:SENTIMENTANALYSIS
🔮 page performance
prediction, based on SERP
sentiment make-up analysis
(is there always one brand that is in the top 10 that is
controversial/ negative, high magnitude sentiment)
@lazarinastoy #BrightonSEO
might I also add..
we, SEOs, are very bad at utilising
readily-available technologies as an
industry
so, here are some other ways the entity
extraction & entity sentiment scripts can be
repurposed for other SEO tasks
✨Internal link opportunity identification
✨Content opportunity identification
✨Topic understanding
✨Content understanding at scale
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
✨Analysing first-party
collected feedback
✨Content opportunity
identification, including Q&A
✨Analysing youtube
comments, user interactions…
✨ORM
SEARCHINTENT
ANALYSIS
01 MUST HAVE:SEARCH INTENTANALYSIS
LABELING ATATITLE/DESCRIPTIONLEVEL
✨funnel-based intent
classification
✨desired action classification
✨verb-based classification
02 SHOULDHAVE:SEARCH INTENTANALYSIS
VISUALIZATIONSandUNDERSTANDING
✨Where are the gaps?
✨Where are the opportunities?
✨What are the relationships between
positioning, domains, entities, etc.. with search
intent categories for your keywords? ….
02 SHOULDHAVE:SEARCH INTENTANALYSIS
RANKINGCONTENTUNDERSTANDING
03 COULDHAVE:SEARCHINTENTANALYSIS
@lazarinastoy #BrightonSEO
03 COULDHAVE:SEARCHINTENTANALYSIS
@lazarinastoy #BrightonSEO
LANGUAGEUSE
ANALYSIS
01 MUST HAVE:LANGUAGEUSEANALYSIS
01 MUST HAVE:LANGUAGEUSEANALYSIS
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, 2022
now you might notice
something is missing
RANKANALYSIS
👀
01 MUST HAVE
● The current ranking
position of your page
for a keyword
● The featured snippet
appearance of your &
competitor pages
● Change in rankings
overtime
●
● Change in SERP
appearance
overtime
02 SHOULDHAVE 03 COULDHAVE
@lazarinastoy #BrightonSEO
03 COULDHAVE:RANKANALYSISPREDICTIONS
🔮 predict
organic CTR
increase from
position change
@lazarinastoy | #BrightonSEO
03 COULDHAVE:RANKANALYSISPREDICTIONS
🔮 predict SERP make-up
changes based on seasonality or
important yearly events
@lazarinastoy #BrightonSEO
03 COULDHAVE:RANKANALYSISPREDICTIONS
🔮 predict positions on newly
published content
@lazarinastoy #BrightonSEO
🔥
something I (maybe) should
have said at the start 🤔
Correlation ≠ causation
all of these analysis can and
should help guide your
execution
data in =data out
in other words...
the analysis does not
replace a keyword research
& content strategy
TORECAP
(what probably feels like the longest
session ever 😅)
YOUMUST…
✅scale your SERP analysis
✅build custom SERP reports
✅understand the landscape
holistically, for topics and clusters (not
just for keywords)
YOUSHOULDALSO…
✅use Google’s APIs for sentiment
analysis, entity identification,
knowledge graph checks
✅use GPT-3 (or equivalent) for help with
data labeling and language
understanding
YOUCOULD…
✅do all sorts of cool things with
advanced ML modelling and
prediction
(provided you have the big data and budget to support these
initiatives)👀
(and the will to learn to do so)👀
the main things I talked about will have:
✅ an accompanying video on my YouTube channel
✅ a step-by-step guide on my site
✨ get the template ✨
✨ copy the sheet templates ✨
lazarinastoy.com
thank you for listening

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