5. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Micah Fisher-Kirshner
Director of SEO & Content
@ Turn/River Capital
President & Founder
@ BayAreaSearch.org
A modern nerd
16. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
1. Solves complex issues
2. Finds hidden connections
3. Is black box in nature
Neural Networks
title tag length
title tag order
page load time
19. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Data Collection
• Correct & Consistent
Mobile or desktop, quality, etc.
• Removals
Low correlations and limited data
• Time Series
Weekly changes
20. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Interactions
• Positive Combinations
Authority, branding, etc.
• Negative Combinations
Panda, spam, etc.
21. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Interpretations
• Reasonable
Direct traffic, Google AdWords, etc.
• Outliers
Wikipedia, Amazon, etc.
23. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Visual Outputs
• Graphs
Correlation goes on scatter plots
• Error Ranges
Uncertainty goes on whisker plots
• Regression Results
Standardized data formatting
24. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Sanity Checks
• Data Separation
Cross-validation
• Peer Review
Do others see the same thing
• Predictive Models
Has similar accuracy going forward
27. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Why
• Algorithm Updates
Knowing content or link based
• Prioritization
Changes and how to react
• Linkbait
Nothing grates engineers more
29. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
What I Planned… (High Level)
y = 𝜷0 + 𝜮𝜷2(CONTENT)
+ 𝜮𝜷3(LINKS) + 𝜮𝜷4(DOMAIN)
+ 𝜮𝜷5(STRUCTURE) + 𝜮𝜷6(UX) + 𝜺
30. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
What I Planned… (Content)
y = ... + 𝜷2a(exact phrase title tag) + 𝜷2b(title tag length) + 𝜷2c(order in
title tag) + 𝜷2d(brand name used) + 𝜷2e(title tag relevance) + 𝜷2f(exact
phrase h1) + 𝜷2g(exact phrase largest font) + 𝜷2h(h1 relevance) +
𝜷2i(largest font relevance) + 𝜷2j(exact phrase body copy) + 𝜷2k(BM25
score) + 𝜷2l(Flesch-Kincaid readability) + 𝜷2m(exact phrase first 100
words) + 𝜷2n(exact phrase URL) + 𝜷2o(URL relevance) + 𝜷2p(exact
phrase title tag * order in title tag) + 𝜷2q(exact phrase title tag * largest font
* URL) + 𝜷2r(exact phrase title tag * BM25 score) + ... + 𝜺
31. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
So…
• Internal Links Checker API
Ahrefs: I need you!
• SEO Testing Platform
Distilled ODN: Need a lot of traffic
• Build-a-Google
Custom search: Need engineers
33. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Demand Better
• Use the scientific fields’ toolsets
• QA your data before analyzing
• Be reasonable and avoid grandiose claims
• Analyze where one can dive deeper
• Use plots, not charts
• Get the study reviewed before publishing
• VICTORY!
34. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Citations & Personal Board Gaming Tips
• https://scikit-learn.org/stable/tutorial/
machine_learning_map/index.html
• https://e360.yale.edu/features/flooding-hot-
spots-why-seas-are-rising-faster-on-the-
u.s.-east-coast
• https://www.scientificamerican.com/article/
graphics-that-seem-clear-can-easily-be-
misread/
• https://sdm.lbl.gov/snta/2018/SNTA18_KW
ON.pdf
• https://www.mdpi.com/journal/futureinternet
/special_issues/SEO
• Axis & Allies
Invade Spain with the United Kingdom
• Star Trek Ascendancy
Monitor Romulan research continually
• Tridimensional Chess
Look always at the board top-down
• Suburbia
Build income to max then go reputation
• Galaxy Trucker
Focus on weapons and engines over exposure
• Chaos of the Old World
Don’t let Khorne and Nurgle team up
35. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Huge thanks to Christian, our Data Scientist
–
Twitter, LinkedIn, and the Internet:
micahfk
36. Micah Fisher-Kirshner | @micahfk | #TechSEOBoost
Thanks for Viewing the Slideshare!
–
Watch the Recording: https://youtube.com/session-example
Or
Contact us today to discover how Catalyst can deliver unparalleled SEO
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