This document discusses new techniques for SEO in the modern age. It covers the importance of data-driven approaches like split testing over following best practices. Machine learning is becoming more important for SEO due to its use in search algorithms. A hub and spoke content model is proposed to manage content across multiple platforms. Split testing and machine learning are positioned as essential SEO techniques, with the recommendation to learn categories of machine learning rather than trying to learn the techniques directly.
19. ‘TRADITIONAL’ CRO A/B TESTING IS USER ORIENTED
Visitors A & B:
control version
of a page
Visitors C & D:
test version
of the same page
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20. SEO A/B TESTING IS PAGE ORIENTED
Pages 1, 2, 3:
Control Layout
Pages 4, 5, 6:
Test Layout
All users see the
same as each other
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21. SEO A/B TESTING INCLUDES GOOGLEBOT
Googlebot sees
the same as users
Pages 1, 2, 3:
Control Layout
Pages 4, 5, 6:
Test Layout
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22. 2009: ALGORITHM IS PRETTY WELL UNDERSTOOD
No Panda
No Penguin
No RankBrain
No Machine Learning
We know what to do.
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23. AMIT SINGHAL - HEAD OF SEARCH, GOOGLE
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29. IMPACT OF MACHINE LEARNING
Translate
10 YEARS
RESEARCH
2 MONTHS
MACHINE LEARNING
Imagine the same step change in the search algo!
#theinbounder @TomAnthonySEO
30. Are we good at understanding
the ranking algorithm?
?
50. HYPOTHESIS: Javascript impacts Google’s crawling / indexation
MAY 2014
“our indexing system has been rendering a substantial number of web pages more like an
average user’s browser with JavaScript turned on.
OCT 2015
“We are generally able to render and understand your web pages like modern browsers.”
#theinbounder @TomAnthonySEO
54. Title tag before: Which TV should I buy? - Argos
Title tag after: Which TV to buy? - Argos
HYPOTHESIS: Title tags should match greatest search volume term
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67. OK, but why do we need
Machine Learning at all?
?
68. SEO REASONS FOR USING MACHINE LEARNING
ML Search Algo: we need ML to unravel it
IPAs, Apps, Smart Watches: too much data
Competitive Advantage: better insights, sooner
69. The next year will see an
explosion of Machine Learning
powered SEO tools.
!
80. FURTHER READING
Machine Learning for SEOs Machine Learning Revolution Machine Doing
Mike King
iPullRank
Eric Enge
Stone Temple
Tom Anthony
Distilled
#theinbounder @TomAnthonySEO
87. UN-GUIDED EVOLUTION CREATES PROBLEMS
Slow uptake of new technologies.
Logging, analytics and BI all over the place.
New channels built from ground up.
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101. WWW.DISTILLEDODN.COM
CHECK OUT OUR SEO
A/B TESTING PLATFORM:
@TomAnthonySEO
@Dom_Woodman
@WillCritchlow
DIS.TL/INBOUNDER-LONDON
GET THE DECK:
@jonoalderson