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De la Data pour le SEO - QueDuWeb 2016

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La quantité de données à notre disposition ne fait qu'augmenter, et avec elle la complexité des analyses. Mais des outils existent pour nous aider à aller plus loin, plus vite.

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De la Data pour le SEO - QueDuWeb 2016

  1. 1. De la Data pour le SEO L’automatisation au service de la prise de décision
  2. 2. SEO is Dead. Again ???!!! Gotta Catch ‘em All Data Scientists SEO Consultants Software Engineers SEO Consultants
  3. 3. Le SEO a changé… 3 Transhumanisme @diije
  4. 4. Le niveau de complexité explose… 4 … Et ce n’est que le début !
  5. 5. Il n’y a jamais eu autant de donnée disponible… 5 … Rendant le travail des IA de plus en plus efficace
  6. 6. Comment apprendre à reconnaître une raquette de tennis ? 6 Deep Learning 101 • Plus il y a de données disponibles et qualifiées, mieux les machines apprennent • Plus il y a de données disponibles, plus les humains sont perdus • Pourquoi faire des choses qui peuvent être faites (mieux) par des robots ?
  7. 7. Do you want to feel like Lee Seedol ? 7 Vous devez évoluer aussi
  8. 8. Introduction à la Data pour le SEO De plus en plus de données, de plus en plus de complexité. Les algorithmes peuvent vous aider. • Step 1 : la donnée descriptive • Step 2 : donnée prédictive et boucles d’action / contrôle • Step 3 : prospective – Le futur du SEO ? 8 De quoi allons-nous parler ?
  9. 9. Step 1 : la donnée descriptive Prendre du recul
  10. 10. 5 minutes rule • Choix des KPI • Visualisation des données Pas d’actions dans la précipitation • Ce n’est pas parce qu’Analytics dit que votre trafic baisse qu’il faut tout changer Keep calm & carry on Tableau de bord
  11. 11. Analytics 11 L’outil n°1
  12. 12. Segmentez, segmentez, segmentez ! • Trafic par device • Trafic par template 12 Allez plus loin que le trafic SEO Web Analytics 101 Vérifiez l’intégrité des données • Présence du tag de tracking • Pollution des données
  13. 13. Suivi de positions et positionnement Vision globale : évolution et tendances 13 Votre visibilité sur Google Vision tactique : mots clés stratégiques
  14. 14. Search Console 14 Ce que Google veut bien nous dire
  15. 15. Logs serveur 15 Plus vite, plus loin
  16. 16. Logs serveur 16 Les logs ne mentent pas
  17. 17. 17 Le continuous testing Lutte contre les régressions
  18. 18. 18 Gagnez encore plus de temps Alertes automatiques
  19. 19. C4.5, random forest… (Essayez weka ou Big ML par exemple) Exemple : arbre décisionnel sur de la conversion web avec critères multiples 19 Essayez des algorithmes d’apprentissage supervisés Web analytics 2.0
  20. 20. 1 : Réunir les données 2 : Les explorer visuellement 3 : Être alerté automatiquement 4 : Détecter des corrélations 20 Everything is under control La data pour les nuls
  21. 21. En synthèse… De quoi avons-nous besoin ? Automatiser pour prendre les bonnes décisions et maîtriser son environnement 21 SEO Factory Query Management Platform Continuous TestingCrawl + Log Analysis Keyword monitoring & Analytics
  22. 22. Step 2 : donnée prédictive et contrôle Agir automatiquement
  23. 23. Exercice pratique 23
  24. 24. Les modèles prédictifs Séries temporelles et régressions linéaires
  25. 25. Détecter des tendances et agir
  26. 26. Mais encore faut-il bien le faire ! 26
  27. 27. Il faut aussi mailler tout ca ! 27 PageRank Sculpting
  28. 28. En on en revient aux données… 28 Test & Learn
  29. 29. Optimiser les pages 29 Trouver les bons mots clés
  30. 30. En conclusion "Il existe des algorithmes pour tout” 30
  31. 31. Une boite à outils utile Données du Search interne • Détection de tendances (séries temporelles) • Nettoyage sémantique Liste des pages à créer • TF-IDF • Détection de proximité entre les pages Maillage interne • Calcul du PageRank thématique Boucles de rétro-action • Algorithmes de détection d’anomalies 31
  32. 32. Le futur du SEO ? Donner aux gens ce qu’ils veulent, quand ils le cherchent
  33. 33. Le monde change… 33 I, robot. « We’re in a transitional computing period where we’re learning to move past physical devices and screens. Now, we expect our AI- powered technology to be there ambiently in context, working for us. »
  34. 34. Quelques points de repère 34 Mobile first
  35. 35. Quelques points de repère 35 Mobile only
  36. 36. Quelques points de repère 36 Voice only
  37. 37. Et demain ? 37 Encore de la data
  38. 38. Une opportunité unique pour le search 38 Parlons-en
  39. 39. 39 Analyse sémantique et compréhension du langage naturel : la Nouvelle Frontière.
  40. 40. Conclusion Ce que vous pouvez retenir avant d’aller voir le foot
  41. 41. Pour ceux qui ont loupé le début 1. La quantité de données et leur complexité ne font qu’augmenter 2. S’équiper pour analyser toujours plus de donnée de manière visuelle 3. Surcharger par des algorithmes permettant de trouver des aiguilles dans les bottes de foin 4. Mettre en place des AAOs (actions assistées par ordinateur) avec des boucles de contrôle 5. L’avenir, c’est de comprendre l’intention, en multi-device et avec des éléments de contexte En résumé
  42. 42. www.1-clic.info Merci de votre attention ! Have fun  Mail julien@1-clic.info Blog http://blog.1-clic.info/ Twitter @diije

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