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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.

Veröffentlicht in: Marketing
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Advanced Technical SEO in 2020 - Data Science

  1. 1. @TylerReardon#AdvancedSearchSummit What is Advanced Technical SEO in 2020? Tyler Reardon SEO Strategist at
  2. 2. @TylerReardon#AdvancedSearchSummit Source:
  3. 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. 4. @TylerReardon#AdvancedSearchSummit HTTP Request HTTP Response SERVERCLIENT Server Error (5XX)Client Error (4XX)
  5. 5. @TylerReardon#AdvancedSearchSummit HTTP Request HTTP Response SERVERCLIENT Server Error (5XX)Client Error (4XX) Front End Development Back End Development
  6. 6. @TylerReardon#AdvancedSearchSummit Source:
  7. 7. @TylerReardon#AdvancedSearchSummit Source:
  8. 8. @TylerReardon#AdvancedSearchSummit
  9. 9. @TylerReardon#AdvancedSearchSummit What is Data Science?
  10. 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. 11. @TylerReardon#AdvancedSearchSummit Apply data science principles and frameworks to SEO.
  12. 12. @TylerReardon#AdvancedSearchSummit Marketing Data Science SEO Historically, SEO has been here.. It really needs to be here.
  13. 13. @TylerReardon#AdvancedSearchSummit An SEO Strategy is only as good as the data it’s based on.
  14. 14. @TylerReardon#AdvancedSearchSummit Reality What is Measured Correct Correct Type 1 Error False Positive Type 2 Error False Negative True False True False
  15. 15. @TylerReardon#AdvancedSearchSummit SEO is full of false positives.
  16. 16. @TylerReardon#AdvancedSearchSummit Epicycles of Data Analysis Hypothesis Testing Confidence Intervals Sampling Methods Bayesian Statistics Apply Data Science Principles and Frameworks
  17. 17. @TylerReardon#AdvancedSearchSummit Marketing Data Science SEO SEO could be here.
  18. 18. @TylerReardon#AdvancedSearchSummit Programming Statistics SEO Expertise SEO Data Scientist
  19. 19. @TylerReardon#AdvancedSearchSummit How can I apply this to drive insights?
  20. 20. @TylerReardon#AdvancedSearchSummit Data Scientist, SEO Target August 2019 – Present 1 mos
  21. 21. @TylerReardon#AdvancedSearchSummit
  22. 22. @TylerReardon#AdvancedSearchSummit Ask a Question Explore Data Quantitative Analysis Interpret Results Communicate Results 5 Core Activities of Data Analysis
  23. 23. @TylerReardon#AdvancedSearchSummit Why is traffic declining? 1. Ask a Question
  24. 24. @TylerReardon#AdvancedSearchSummit 2. Explore the Data Export To csv
  25. 25. @TylerReardon#AdvancedSearchSummit
  26. 26. @TylerReardon#AdvancedSearchSummit
  27. 27. @TylerReardon#AdvancedSearchSummit @TylerReardon#AdvancedSearchSummit
  28. 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. 29. @TylerReardon#AdvancedSearchSummit Pandas is a python library used for data manipulation and analysis. Pandas = Excel for Python https://pandas.pydata.org/
  30. 30. @TylerReardon#AdvancedSearchSummit
  31. 31. @TylerReardon#AdvancedSearchSummit
  32. 32. @TylerReardon#AdvancedSearchSummit
  33. 33. @TylerReardon#AdvancedSearchSummit
  34. 34. @TylerReardon#AdvancedSearchSummit 3. Quantitative Analysis
  35. 35. @TylerReardon#AdvancedSearchSummit
  36. 36. @TylerReardon#AdvancedSearchSummit
  37. 37. @TylerReardon#AdvancedSearchSummit
  38. 38. @TylerReardon#AdvancedSearchSummit
  39. 39. @TylerReardon#AdvancedSearchSummit
  40. 40. @TylerReardon#AdvancedSearchSummit
  41. 41. @TylerReardon#AdvancedSearchSummit 4. Interpret Results
  42. 42. @TylerReardon#AdvancedSearchSummit
  43. 43. @TylerReardon#AdvancedSearchSummit
  44. 44. @TylerReardon#AdvancedSearchSummit What’s up with this?
  45. 45. @TylerReardon#AdvancedSearchSummit We don’t deserve to rank for this query.
  46. 46. @TylerReardon#AdvancedSearchSummit
  47. 47. @TylerReardon#AdvancedSearchSummit
  48. 48. @TylerReardon#AdvancedSearchSummit
  49. 49. @TylerReardon#AdvancedSearchSummit We don’t deserve to rank for this query.
  50. 50. @TylerReardon#AdvancedSearchSummit 5. Communicate Results
  51. 51. @TylerReardon#AdvancedSearchSummit Ask a Question Explore Data Quantitative Analysis Interpret Results Communicate Results 5 Core Activities of Data Analysis
  52. 52. @TylerReardon#AdvancedSearchSummit Programming Statistics SEO Expertise SEO Data Scientist
  53. 53. @TylerReardon#AdvancedSearchSummit We’re SEO Data Scientists!
  54. 54. @TylerReardon#AdvancedSearchSummit Additional Python Applications:  Natural Language Processing (NLP)  Machine Learning  Automated Reporting  Data Visualization  Web Scraping
  55. 55. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is replacing Excel with a programming language.
  56. 56. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is replacing intuition with confidence intervals.
  57. 57. @TylerReardon#AdvancedSearchSummit Advanced Technical SEO in 2020 is data science.
  58. 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. 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

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