Advanced Technical SEO in 2020 - Data Science

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Tyler Reardon is an SEO Strategist at CARFAX where he helps drive the traffic acquisition strategy for the CARFAX Used Car Listings marketplace. He began his journey in search in 2011 at eVacuumStore.com before co-founding United SEO, a Boston-based consultancy specializing in SEO and Analytics, where he crafted and executed strategies for clients such as Oreck, HyDrive Energy, and MedStar Health.

Marketing

@TylerReardon#AdvancedSearchSummit
What is Advanced
Technical SEO in
2020?
Tyler Reardon
SEO Strategist at

@TylerReardon#AdvancedSearchSummit
Source:

@TylerReardon#AdvancedSearchSummit
Technical SEO
Any tactic that impacts crawling, indexing, or
rendering.
Log File Analysis
Internal Linking
JavaScript SEO (SSR)
301 Redirect Mapping

@TylerReardon#AdvancedSearchSummit
HTTP Request
HTTP Response
SERVERCLIENT
Server Error (5XX)Client Error (4XX)

@TylerReardon#AdvancedSearchSummit
HTTP Request
HTTP Response
SERVERCLIENT
Server Error (5XX)Client Error (4XX)
Front End Development Back End Development

@TylerReardon#AdvancedSearchSummit
What is Data Science?

@TylerReardon#AdvancedSearchSummit
Data Collection
Discovery of Data Insight
Quantitative data analysis to help steer strategic
business decisions
Development of Data Product
Production-level algorithm solutions operating at scale
(such as a recommendation engine)
Business Value

@TylerReardon#AdvancedSearchSummit
Apply data science principles and
frameworks to SEO.

@TylerReardon#AdvancedSearchSummit
Marketing Data Science
SEO
Historically, SEO has been here..
It really needs to be here.

@TylerReardon#AdvancedSearchSummit
An SEO Strategy is only as good as the
data it’s based on.

@TylerReardon#AdvancedSearchSummit
Reality
What is
Measured
Correct
Correct
Type 1 Error
False Positive
Type 2 Error
False Negative
True False
True
False

@TylerReardon#AdvancedSearchSummit
SEO is full of false positives.

@TylerReardon#AdvancedSearchSummit
Epicycles of Data Analysis
Hypothesis Testing
Confidence Intervals
Sampling Methods
Bayesian Statistics
Apply Data Science Principles and Frameworks

@TylerReardon#AdvancedSearchSummit
Marketing Data Science
SEO
SEO could be here.

@TylerReardon#AdvancedSearchSummit
Programming Statistics
SEO Expertise
SEO
Data Scientist

@TylerReardon#AdvancedSearchSummit
How can I apply this to drive insights?

@TylerReardon#AdvancedSearchSummit
Data Scientist, SEO
Target
August 2019 – Present 1 mos

@TylerReardon#AdvancedSearchSummit
Ask a
Question
Explore Data
Quantitative
Analysis
Interpret
Results
Communicate
Results
5 Core Activities of Data Analysis

@TylerReardon#AdvancedSearchSummit
Why is traffic declining?
1. Ask a Question

@TylerReardon#AdvancedSearchSummit
2. Explore the Data
Export
To csv

@TylerReardon#AdvancedSearchSummit @TylerReardon#AdvancedSearchSummit

@TylerReardon#AdvancedSearchSummit
https://jupyter.org/
Jupyter Notebook is a web-based
application that allows you to
create documents that contain live-
code, equations, visualizations, and
text.

@TylerReardon#AdvancedSearchSummit
Pandas is a python library used for
data manipulation and analysis.
Pandas = Excel for Python
https://pandas.pydata.org/

@TylerReardon#AdvancedSearchSummit
3. Quantitative Analysis

@TylerReardon#AdvancedSearchSummit
4. Interpret Results

@TylerReardon#AdvancedSearchSummit
What’s up with this?

@TylerReardon#AdvancedSearchSummit
We don’t deserve to rank for this query.

@TylerReardon#AdvancedSearchSummit
5. Communicate Results

@TylerReardon#AdvancedSearchSummit
We’re SEO Data Scientists!

@TylerReardon#AdvancedSearchSummit
Additional Python Applications:
 Natural Language Processing (NLP)
 Machine Learning
 Automated Reporting
 Data Visualization
 Web Scraping

@TylerReardon#AdvancedSearchSummit
Advanced Technical SEO in 2020 is
replacing Excel with a programming
language.

@TylerReardon#AdvancedSearchSummit
Advanced Technical SEO in 2020 is
replacing intuition with confidence
intervals.

@TylerReardon#AdvancedSearchSummit
Advanced Technical SEO in 2020 is data science.

@TylerReardon#AdvancedSearchSummit
Additional Resources
Python Statistics
An Introduction to Statistical Learning
Programming in Python 3 - ZyBooks
Fundamentals of Data Analytics (Python) - ZyBooksLearn Python 3 - Codecademy
Data Analysis with Pandas - Codecademy
Statistics and Probability – Khan Academy
Free SEO Tools built in Python – SearchTools.io

@TylerReardon#AdvancedSearchSummit
Looking to work for
a company that
prioritizes SEO?
We’re hiring!
Email: tylerreardon@carfax.com
Free Lunch on Fridays | Dogs in the Office | Monthly Happy Hours
Generous Vacation Time | Closed the last week of December

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Advanced Technical SEO in 2020 - Data Science

1. @TylerReardon#AdvancedSearchSummit What is Advanced Technical SEO in 2020? Tyler Reardon SEO Strategist at

2. @TylerReardon#AdvancedSearchSummit Source:

3. @TylerReardon#AdvancedSearchSummit Technical SEO Any tactic that impacts crawling, indexing, or rendering. Log File Analysis Internal Linking JavaScript SEO (SSR) 301 Redirect Mapping

4. @TylerReardon#AdvancedSearchSummit HTTP Request HTTP Response SERVERCLIENT Server Error (5XX)Client Error (4XX)

5. @TylerReardon#AdvancedSearchSummit HTTP Request HTTP Response SERVERCLIENT Server Error (5XX)Client Error (4XX) Front End Development Back End Development

6. @TylerReardon#AdvancedSearchSummit Source:

7. @TylerReardon#AdvancedSearchSummit Source:

8. @TylerReardon#AdvancedSearchSummit

9. @TylerReardon#AdvancedSearchSummit What is Data Science?

10. @TylerReardon#AdvancedSearchSummit Data Collection Discovery of Data Insight Quantitative data analysis to help steer strategic business decisions Development of Data Product Production-level algorithm solutions operating at scale (such as a recommendation engine) Business Value

11. @TylerReardon#AdvancedSearchSummit Apply data science principles and frameworks to SEO.

12. @TylerReardon#AdvancedSearchSummit Marketing Data Science SEO Historically, SEO has been here.. It really needs to be here.

13. @TylerReardon#AdvancedSearchSummit An SEO Strategy is only as good as the data it’s based on.

14. @TylerReardon#AdvancedSearchSummit Reality What is Measured Correct Correct Type 1 Error False Positive Type 2 Error False Negative True False True False

15. @TylerReardon#AdvancedSearchSummit SEO is full of false positives.

16. @TylerReardon#AdvancedSearchSummit Epicycles of Data Analysis Hypothesis Testing Confidence Intervals Sampling Methods Bayesian Statistics Apply Data Science Principles and Frameworks

17. @TylerReardon#AdvancedSearchSummit Marketing Data Science SEO SEO could be here.

18. @TylerReardon#AdvancedSearchSummit Programming Statistics SEO Expertise SEO Data Scientist

19. @TylerReardon#AdvancedSearchSummit How can I apply this to drive insights?

20. @TylerReardon#AdvancedSearchSummit Data Scientist, SEO Target August 2019 – Present 1 mos

21. @TylerReardon#AdvancedSearchSummit

22. @TylerReardon#AdvancedSearchSummit Ask a Question Explore Data Quantitative Analysis Interpret Results Communicate Results 5 Core Activities of Data Analysis

23. @TylerReardon#AdvancedSearchSummit Why is traffic declining? 1. Ask a Question

24. @TylerReardon#AdvancedSearchSummit 2. Explore the Data Export To csv

25. @TylerReardon#AdvancedSearchSummit

26. @TylerReardon#AdvancedSearchSummit

27. @TylerReardon#AdvancedSearchSummit @TylerReardon#AdvancedSearchSummit

28. @TylerReardon#AdvancedSearchSummit https://jupyter.org/ Jupyter Notebook is a web-based application that allows you to create documents that contain live- code, equations, visualizations, and text.

29. @TylerReardon#AdvancedSearchSummit Pandas is a python library used for data manipulation and analysis. Pandas = Excel for Python https://pandas.pydata.org/

30. @TylerReardon#AdvancedSearchSummit

31. @TylerReardon#AdvancedSearchSummit

32. @TylerReardon#AdvancedSearchSummit

33. @TylerReardon#AdvancedSearchSummit

34. @TylerReardon#AdvancedSearchSummit 3. Quantitative Analysis

35. @TylerReardon#AdvancedSearchSummit

36. @TylerReardon#AdvancedSearchSummit

37. @TylerReardon#AdvancedSearchSummit

38. @TylerReardon#AdvancedSearchSummit

39. @TylerReardon#AdvancedSearchSummit

40. @TylerReardon#AdvancedSearchSummit

41. @TylerReardon#AdvancedSearchSummit 4. Interpret Results

42. @TylerReardon#AdvancedSearchSummit

43. @TylerReardon#AdvancedSearchSummit

44. @TylerReardon#AdvancedSearchSummit What’s up with this?

45. @TylerReardon#AdvancedSearchSummit We don’t deserve to rank for this query.

46. @TylerReardon#AdvancedSearchSummit

47. @TylerReardon#AdvancedSearchSummit

48. @TylerReardon#AdvancedSearchSummit

49. @TylerReardon#AdvancedSearchSummit We don’t deserve to rank for this query.

50. @TylerReardon#AdvancedSearchSummit 5. Communicate Results

51. @TylerReardon#AdvancedSearchSummit Ask a Question Explore Data Quantitative Analysis Interpret Results Communicate Results 5 Core Activities of Data Analysis

52. @TylerReardon#AdvancedSearchSummit Programming Statistics SEO Expertise SEO Data Scientist

53. @TylerReardon#AdvancedSearchSummit We’re SEO Data Scientists!

54. @TylerReardon#AdvancedSearchSummit Additional Python Applications:  Natural Language Processing (NLP)  Machine Learning  Automated Reporting  Data Visualization  Web Scraping

55. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is replacing Excel with a programming language.

56. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is replacing intuition with confidence intervals.

57. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is data science.

58. @TylerReardon#AdvancedSearchSummit Additional Resources Python Statistics An Introduction to Statistical Learning Programming in Python 3 - ZyBooks Fundamentals of Data Analytics (Python) - ZyBooksLearn Python 3 - Codecademy Data Analysis with Pandas - Codecademy Statistics and Probability – Khan Academy Free SEO Tools built in Python – SearchTools.io

59. @TylerReardon#AdvancedSearchSummit Looking to work for a company that prioritizes SEO? We’re hiring! Email: tylerreardon@carfax.com Free Lunch on Fridays | Dogs in the Office | Monthly Happy Hours Generous Vacation Time | Closed the last week of December

Hinweis der Redaktion

These topics are very technical in nature. Knowing how google crawls and indexes your site and the status codes that can be returned during that process is technical
Knowing the difference between the client and the server is technical. Don’t have to be an engineer to get it but you’re scratching the surface..
Recently, however, there’s been a shift in our industry..
In the coming decade, all of these tactics, the entire pyramid will be considered technical SEO.
That’s what I want to talk to you about today. Let’s talk about another field I’m excited about..
A data scientist is someone who knows more about computer science than…. When I talk about data science, I’m talking about the process of obtaining insights from data, often large data sets.
Lack of ambiguity around how it’s performed. SEO feels like a guessing game. In data science, there are frameworks available for solving problems and principles you follow
We could really benefit from applying data science principles and frameworks to SEO
Google is becoming more complex. Google is a data product. If we’re going to keep up, we need to be here.
When we employ some of these tools and frameworks we’re actually going one step further and becoming SEO data scientists

Advanced Technical SEO in 2020 - Data Science

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