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The Truth about SEO Data - Slides Digital Elite Day

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Slides from the talk of @FrancoisGoube, Oncrawl CEO & Founder, at Digital Elite Day. Francois is presenting the Data Pieces and the SEO method to Understand, Manipulate and Add value to your SEO Datamart.
In these slides you'll get some key takeways to take better SEO decisions with data pieces you have at your fingertips.

Publié dans : Économie & finance
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The Truth about SEO Data - Slides Digital Elite Day

  1. 1. The Truth about SEO Data By @FrancoisGoube, Founder @Oncrawl
  2. 2. I 🧡 to Read Google Patents
  3. 3. I RUN TESTS WITH DATA
  4. 4. 1 month Free Trial Send an email to Hello@Oncrawl.com
  5. 5. Le SEO is not art
  6. 6. SEO is DATA CRUNCHING
  7. 7. SEO is Science
  8. 8. Stop Gambling, Start Predicting
  9. 9. You need to be pixel perfect on everything
  10. 10. Work with Methode 01. MAKE OBSERVATIONS 02. THINK OF INTERESTING QUESTIONS 03. FORMULATE HYPOTHESES 04. DEVELOP TESTABLE PREDICTIONS 05. GATHER DATA TO TEST PREDICTIONS 06. REFINE, ALTER, EXPAND, OR REJECT HYPOTHESES
  11. 11. Empiricism
  12. 12. It is time to upgrade yourseo MACHINE LEARNING BIG DATA AI DATA SCIENCE RANKBRAIN DEEP LEARNING
  13. 13. Thank you @DataSEOlabs for sharing this
  14. 14. Using R / Python & ML algos you can build this Understanding automatically what matters
  15. 15. Embrace the Data SEO era
  16. 16. Back to basics first and open your eyes
  17. 17. Understanding Bots behavior
  18. 18. Understanding Bots behavior
  19. 19. Understanding Bots behavior
  20. 20. Like identifying when Google renders JS Understand some Bot moves
  21. 21. Or when Google is switching your website to the Mobile First Index Understand some Bot moves
  22. 22. I love it when a plan comes together Combine Crawl and Logs data Which ranking factor influences Bots behavior?
  23. 23. I love it when a plan comes together Combine Crawl and Logs data Which ranking factor influences Bots behavior?
  24. 24. I love it when a plan comes together Combine Crawl and Logs data Which ranking factor influences Bots behavior?
  25. 25. I love it when a plan comes together Combine Crawl and Logs data Which ranking factor influences Bots behavior?
  26. 26. I love it when a plan comes together Combine Crawl and Logs data How much inluence?
  27. 27. Understand your metrics Combine Logs, Crawl and Analytics Data Where are your active pages?
  28. 28. Understand your metrics Combine Crawl / Logs data / Analytics Is my content distribution a good idea?
  29. 29. Manipulate your data & add value
  30. 30. SEOs need to understand business constraints Conversion Rate Avg Order Value RPV (…)
  31. 31. Keep the main thing the main thing
  32. 32. ● Ecommerce:  Revenues  Nb of transactions  Average Order Value  … ● Online Media  Revenue Per Visit  Returning readers rate  Pages / session ● Corporate website:  How many business leads?  … Keep the main thing the main thing
  33. 33. #webisland Let’s get the party started
  34. 34. The first step is to see your website through “business eyes” ● Build several segmentations  One per business dimension ● Oncrawl’s data ingestion simplify the process😉 Focus on the method
  35. 35. Obviously, money pages should be located close to your homepage Your Business metrics from a SEO POV
  36. 36. Is you internal linking architecture good enough? Your Business metrics from a SEO POV
  37. 37. Are you really sure? Your Business metrics from a SEO POV Hell No!
  38. 38. Digg into the InRank© score: Is Internal Popularity well oriented? Your Business metrics from a SEO POV All good! Need improvement Really stupid
  39. 39. There’s a big trend about trashing inactive pages
  40. 40. There’s a big trend about trashing inactive pages
  41. 41. Be very careful: Don’t do it without finesse Don’t remove the ones who convert well
  42. 42. Business Data vs Rankings
  43. 43. How to start predicting your SEO ROI simply Get back to school: do your math
  44. 44. ● Visitors and sessions from organic results  I know how much traffic I get for each position in SERPs ● GSC Data  I know my AVG CTR for each Position ● Crawl Data  I know which pages have Structured Data My dataset Let‘s do your Math
  45. 45. If I am adding Structured Data to pages that do not have this markup, Then I can Improve their CTR
  46. 46. Without Structured Data Impressions CTR Clicks URL A 4 387 1,67% 73 URL B 8 093 0,98% 79 URL C 1 234 2,70% 33 URL D 4 319 3,30% 143 Adding Structured Data Impressions AVG CTR of pages w/ Structured Data Clicks URL A 4 387 12,50% 548 URL B 8 093 12,50% 1012 URL C 1 234 12,50% 154 URL D 4 319 12,50% 540 328 organic visits 2254 organic visits
  47. 47. Predict (or at least guess) the results of every SEO action
  48. 48. Predict the results of every SEO action
  49. 49. Don’t do Stupid things
  50. 50. 7 Seconds analysis You need to work very hard on your internal links
  51. 51. When a +1 Billion USD is doing it wrong
  52. 52. When a +1 Billion USD is doing it wrong
  53. 53. Identify Search Intent
  54. 54. Keep it
  55. 55. Think as a business owner Be Smart Repeat
  56. 56. Questions ? @OnCrawl Francois@oncrawl.com
  57. 57. 1 month Free Trial Send an email to hello@Oncrawl.com

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