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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.

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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

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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

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

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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: