The document discusses how big data and algorithms will change search marketing in 2016. As more data is created, algorithms and machine learning will be used to analyze multiple data sources and provide automated insights and recommendations to help marketers be more efficient. This will free up experts to focus on more creative work. The presentation encourages marketers to collect and analyze as much website data as possible and use algorithms to help manage their search marketing efforts.

1. Digital Marketing Priorities 2016
Brought to you by:
How SEO technology and
techniques will change in 2016
Steve Masters
Services Director
Vertical Leap
<Insert
company
logo>
Learn how algorithms will liberate search marketers to be more efficient
and effective.

2. 2
Agenda
 Big data problems facing SEO experts
 How this is changing search marketing
 Aggregating and presenting data
 Insights and algorithms
 Machine learning and artificial intelligence

3. 3
About me
 Services Director at Vertical Leap
 Ex-journalist
 I ran the launch promotion on MSN in the late
90s for MSN Messenger
 I once sold a domain name for $5000 two days
after I registered it because someone thought of
the same idea at the same time.
 I met Brian May by accident - he directed me to
my seat at a T'Pau concert ♫♪

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Multiple data sources

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Data explosion
“Every day, we create 2.5
quintillion bytes of data — so
much that 90% of the data in
the world today has been
created in the past two years
alone.” IBM

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The productivity imbalance

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Big data is changing search marketing
People + robots
= force multiplier

8. 8
Google Flu Trends
Google’s flu
predictor
uses search
query
volumes to
track the
spread of
influenza.

9. 9
The more big data we
create, the more we
need bots to manage it.

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Cars will soon drive themselves

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And robots will deliver orders

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Think how many man hours
Google Analytics saves you

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A person can only do
one thing at a time

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People get tired

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Computers versus people
Multi-tasking, no fatigue*, no breaks, accuracy, repetition, no emotion
*Battery life notwithstanding

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Your website’s technical data
 Hierarchy
 URLs
 Words
 Relevance
 User flow
 Layout
 Mobile v desktop
 Speed and tech factors

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Your competitor’s technical data
 Who else is ranking for your keywords?
 Who’s going up and who’s dropping?
 Auditing
• Backlink profile
• Technical analysis
• Content analysis
• Comparative data

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Companies are investing in native
technology to replace manual labour

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Multiple data points
 Population stats
 Impressions, traffic, sales
 Footfall
 Time of year/day
 Weather
 Customer data
 Previous year data
 The competition

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Apollo Insights - big data

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All the data in one place

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Collating page data from multiple
sources in Apollo Insights

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Creating a long-term visibility
footprint graph

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The evolution of automation

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Multiple data sources

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Thorough auditing 24x7

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Search marketing intelligence

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Algorithms are the future of
marketing automation

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Advisor algorithms

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The combination of experts
and algorithms is
a powerful force multiplier

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Actionable Insights

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Turning manual processes into
algorithms

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Machine learning in our
generation will be hampered by
the Dunning Kruger effect

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… until we teach them to develop
their own will to make
themselves smarter

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Google’s TensorFlow is open
source

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Takeaways
 Collect all the data possible related to a website.
 Make it easy to report on and analyse that data.
 Create automated process for analysing and
advising on that data.
 Liberate experts to do more creative work.

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Vote
 How many data sources do you currently use?
 1-5
 6-10
 11-15
 16-20
 20+

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Vote
 How ‘on top’ of your data are you?
 Not really sure where to start
 Have started looking at it but feeling overwhelmed
 We have lots of data in various places but struggling to
bring it together into one place
 We are collating and starting to analyse
 Totally all over it 

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Vote
 Are you currently using any form of algorithms to
manage your search marketing?
 Yes
 No
 Don’t know

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Summary – questions please!
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 To learn more, visit
www.vertical-leap.uk
 Recommended Smart
Insights resources: