A joint effort by Authoritas and PriceMinister resulted in an organic search visibility increase of 41% within 5 weeks.

1. 1#seocamp
Cécile Beroni – SEO Manager
Rodolphe Quénette – Consulting Director
The Impact of Big Data & Machine Learning on
Digital Marketing

2. 2#seocamp
| Data & Analytics Solutions
Company Established in 2006
Software platform launched in 2009
Operations in UK, US and France
Customers all over the world

3. 3#seocamp
PriceMinister-Rakuten :
▪ 100 % MarketPlace
▪ 6th Largest e-commerce in France
▪ 200 million products
SEO :
▪ 24 million pages
▪ 17 million pages indexed
▪ 30-40% SEO Traffic share
Data Science:
▪ Internal Teams: SEO - RIT - BIG
DATA - BI
Data Sourcing + Crunching
▪ External Team: Authoritas
Data Sourcing

4. 4#seocamp
DATA SCIENCE
& PREDICTION

5. 5#seocamp
61%
prediction
Our beginning…..
+ pages crawled
+ freshness Index
+ pages indexed
Google Crawl Prediction
Performance KPI

6. 6#seocamp
Brand
+41%
SEO Visibility
Prediction: Top Keywords
▪ Extraction of large volumes of DATA
▪ Data Enrichment
▪ Creation/Target Landing Pages
Brand
Data
Crunching
KW Data
Sourcing
Signal
Identification
Opportunities
Search Volume
Category Strat
Competion
….
KPI
Products
Visits
Ranking
SERP Results
….
Landing Pages

7. 7#seocamp
Graph database Technology
RD
P
P
P
KW
KW
KW
KW
KW
CP
CP
KW
KW
KW
The
competition!
KW
KW
CP
CD
You
Opportunity!
CD = Competing domains
CP = Competitor’s pages
RD = Ranking domain
P = Your page
KW = Keyword

8. 8#seocamp
SERP Analysis: Clusterization & structure
Millions of Keywords
➢ Monthly Search volumes
➢ Ranking
➢ …
Billions of Pages
➢ Trust Flow
➢ Citation Flow
➢ …
Trillions of Links (Majestic Data)

9. 9#seocamp
Insight: Clusters - Traffic Opportunities

10. 10#seocamp
Insight: Clusters - Traffic Opportunities

11. 11#seocamp
Brand
+41%
SEO Visibility
Prediction: Top Keywords
▪ Extraction of large volumes of DATA
▪ Data Enrichment
▪ Creation/Target Landing Pages
Brand
Data
Crunching
KW Data
Sourcing
Signal
Identification
Opportunities
Search Volume
Category Strat
Competion
….
KPI
Products
Visits
Ranking
SERP Results
….
Landing Pages

12. 12#seocamp
Prediction: Top Keywords
By obtaining more than 2.4 million new KW we
were able to deploy our operational actions on
a large volume of pages.
Big Data & Impact “Macro”
Search volumes for targeted KW is key to our
current growth.
Big Data & Performance

13. 13#seocamp
DATA SCIENCE
& SCORING

14. 14#seocamp
Scoring : Top KW
Extraction of
internal contents
Recovery
Info Products / SERP
/ USER
Recovery of
external data
Authoritas
Crossing of all
Signals
KW Ranking
- E-commerce or Média
- Visibility / Ranking
KW Identification
- Business Intention
- Growth Potential
KW Ranking

15. 15#seocamp
Keyword Data
Demand
Search Volumes
CPC
CTR%
….
Relevance
Frequency Across domains
Cluster Relevance to Host
Similarity
Distance
….
Competition
Competing URLs
Ranking Data
Visibility
Average Relative Strength
….
Your Performance
Number of Host URLs
Traffic
Rank
….
Page
KW
CP
CP
KW
KW
KW
KW
Page KW
Potential
Potential Value / Top /
Median / Low
Potential Visibility
…
Content suggestion
Suggested Keywords
Suggested URLs
…

16. 16#seocamp
Scoring : Top KW
Extraction of
internal contents
Recovery
Info Products / SERP
/ USER
Recovery of
external data
Authoritas
Crossing of all
Signals
KW Ranking
- E-commerce or Média
- Visibility / Ranking
KW Identification
- Business Intention
- Growth Potential
KW Ranking

17. 17#seocamp
Scoring des Top URL
Kw Ranking
Get
Transactional
intention on
Products /
Seasonality
Get external data
On our URLs
Authoritas
Mashup Signals TOP URLs
Sourcing the best URLs from Kw

18. 18#seocamp
Page Data
Demand
Search Volumes
CPC
CTR%
….
Relevance
Frequency Across domains
Cluster Relevance to Host
Similarity
Distance
….
Competition
Competing URLs
Ranking Data
Visibility
Average Relative Strength
Majestic Data
Your Performance
# Ranking Keywords
Visibility
Estimated Value
….
Potential
Potential Value / Top /
Median / Low
Potential Visibility
…
Content
Suggested Keywords
Cluster
…

19. 19#seocamp
Scoring des Top URL
Kw Ranking
Get
Transactional
intention on
Products /
Seasonality
Get external data
On our URLs
Authoritas
Mashup Signals TOP URLs
Sourcing the best URLs from Kw

20. 20#seocamp
Big Data = Visibility Growth

21. 21#seocamp
Thank you