Aaron kronis-predicitve-analytics-oct-2014-16x9

marketbrew.com

PREDICTIVE ANALYTICSFOR SEO

presenter: Aaron @KRONiS

breaking down the SEO industry’s move towards predictive analytics and big data

© Market Brew 2014 @MktBrew @KRONiS

© Market Brew 2014 @MktBrew @KRONiS

marketbrew.comThe Future of SEO

• SEO is alive and well in 2014.

• Big data and predictive analytics rule the day.

@MktBrew @KRONiS


© Market Brew 2014

• Predictive Search Rankings are starting to look possible with these systems.

• Big Data Predictive Platforms are starting to hit the market:

Plug-in your own SEO Model and simulate what will happen.

@MktBrew @KRONiS


© Market Brew 2014

STEP 1: THE MODEL

We need a (customizable) search engine model

@MktBrew @KRONiS


© Market Brew 2014

Statistician George E. P. Box

"Science and Statistics", Journal of the American Statistical Association - 1976

A Predictive (Search Engine) Model

“All models are wrong, but some are useful.”

Predictive Model: Families of PenaltyAlgorithms


@MktBrew @KRONiS© Market Brew 2014

The predictive model should have families of “core” penalty algorithms that model the algorithmic penalties applied by ALL search engines.

* It should also allow users to adjust the boost factors of each algorithm.



Predictive Model: Backlink Data

The predictive model needs an accurate model of off-page SEO impact.

TargetKeywords



Predictive Model: Transparent Search Results

The predictive model must accurately model the distances between search results.



STEP 2: THE ANALYTICS

What can we do witha search engine model?



Predictive Analytics: A Real-World Example

Keyword Design

RankingPotential

QueryScore



Predictive Analytics: Exposing Query Scores

For every possible keyword, we need to determine query scores and relative ranking distances for every page…

Search:

100.0%

6.8%7.0%7.2%7.5%

26.8%

52.4%

64.5%

credit ratings



Predictive Analytics: All Possible Optimizations

Search: credit ratings

100.0%

6.8%7.0%7.2%7.5%

26.8%

52.4%

64.5%For each keyword/URL pair, we can evaluate the cost/benefit of every possible optimization



Predictive Analytics:Grading Each Optimization



Predictive Analytics:Create an ROI-based Metric

Optimization Score:

Benefit vs. Cost – How much CTR% increase for a given amount of optimizing?



Predictive Analytics: Must be Customizable!Boost Webpages / Keywords that Matter Which

keywords have the most revenue

generating power?

Which URLs have the most revenue generating power?

Which keyword/URL

pairs can achieve the greatest

traffic increase most easily?



It Would be Nice If…

carstravelhotel

flights

mytravelwebsite.com

competitorD.com

competitorA.com competitorB.com

competitorC.com

Prediction Engine



RankingDistances Revealed

100.00%

90.83%

69.90%

68.37%

View Ranking Distance

s

Every Possible

Optimization Simulated

INCREASE IN TRAFFICVS.

COST OF OPTIMIZATION

Create New Metric:

“Optimization Score”



Predictive Analytics:Sort by new ROI Metric

Prediction Engine

model should be fully-customizable

provides custom prescriptions based on ROI.

learns your past behavior / available resources.



Automated SEO: Right aroundthe corner

Good Predictive Platforms should be able to answer the next question:

What TYPE of OPTIMIZATION

is needed?



Automated SEO: Right aroundthe corner

• What if we broke down the query score into sub-scores?

• We could automatically determine:

WHAT needs to be

optimized!

PREDICTIVE ANALYTICSFOR SEO



White Paper Summary:http://www.marketbrew.com/automated-marketing-possible/

Ask me about the fully-customizable, Predictive Platform we have developed...

[email protected]

Aaron kronis-predicitve-analytics-oct-2014-16x9

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