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SEO Trends 2016

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Which SEO techniques will become more important in 2016? This presentation by Steve Masters of Vertical Leap to the Smart Insights Digital Marketing Priorities Summit discusses how data analysis technique and new algorithmic techniques will be used to improve organic search visibility.

Publié dans : Marketing
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SEO Trends 2016

  1. 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. 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. 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 ♫♪
  4. 4. 4 Multiple data sources
  5. 5. 5 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
  6. 6. 6 The productivity imbalance
  7. 7. 7 Big data is changing search marketing People + robots = force multiplier
  8. 8. 8 Google Flu Trends Google’s flu predictor uses search query volumes to track the spread of influenza.
  9. 9. 9 The more big data we create, the more we need bots to manage it.
  10. 10. 10 Cars will soon drive themselves
  11. 11. 11 And robots will deliver orders
  12. 12. 12 Think how many man hours Google Analytics saves you
  13. 13. 13 A person can only do one thing at a time
  14. 14. 14 People get tired
  15. 15. 15 Computers versus people Multi-tasking, no fatigue*, no breaks, accuracy, repetition, no emotion *Battery life notwithstanding
  16. 16. 16 Your website’s technical data  Hierarchy  URLs  Words  Relevance  User flow  Layout  Mobile v desktop  Speed and tech factors
  17. 17. 17 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
  18. 18. 18 Companies are investing in native technology to replace manual labour
  19. 19. 19 Multiple data points  Population stats  Impressions, traffic, sales  Footfall  Time of year/day  Weather  Customer data  Previous year data  The competition
  20. 20. 20 Apollo Insights - big data
  21. 21. 21 All the data in one place
  22. 22. 22 Collating page data from multiple sources in Apollo Insights
  23. 23. 23 Creating a long-term visibility footprint graph
  24. 24. 24 The evolution of automation
  25. 25. 25 Multiple data sources
  26. 26. 26 Thorough auditing 24x7
  27. 27. 27 Search marketing intelligence
  28. 28. 28 Algorithms are the future of marketing automation
  29. 29. 29 Advisor algorithms
  30. 30. 30 The combination of experts and algorithms is a powerful force multiplier
  31. 31. 31 Actionable Insights
  32. 32. 32 Turning manual processes into algorithms
  33. 33. 33 Machine learning in our generation will be hampered by the Dunning Kruger effect
  34. 34. 34 … until we teach them to develop their own will to make themselves smarter
  35. 35. 35 Google’s TensorFlow is open source
  36. 36. 36 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.
  37. 37. 37 Vote  How many data sources do you currently use?  1-5  6-10  11-15  16-20  20+
  38. 38. 38 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 
  39. 39. 39 Vote  Are you currently using any form of algorithms to manage your search marketing?  Yes  No  Don’t know
  40. 40. 40 Summary – questions please!  1  2  3  4  5  To learn more, visit www.vertical-leap.uk  Recommended Smart Insights resources:

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