How Big Data is Changing SEO - by AnalyticsSEO at BrightonSEO

www.analyticsseo.com@analyticsseo

Big Marketing Data™ &

Software for Professional Marketers

How Big Data is changing SEO



David BainHead of Growth

AnalyticsSEO

@DavidBain

Frank KellyData ScientistAnalyticsSEO

@norhustla

Alexander de AlbuquerqueProduct Manager

AnalyticsSEO


3 of the big questions asked by SEOs

1. Who are the competitors?

2. How big is the opportunity?

3. What should I focus on first?






Traditional SEO:Select a few competitors based upon top identified keywords



Traditional SEO challenge:We’re unlikely to discover additional, indirectly related terms



“There are known knowns. These are things we know that we know.

There are known unknowns. That is to say, there are things that we know we don't know.

But there are also unknown unknowns. There are things we don't know we don't know.”

Donald Rumsfeld

“There are also unknown unknowns”…


Ask yourself this:1. Do you really know the size of your

market?2. Do you really know who you are

competing with?3. Can you realistically expect to

compete?




Do we really know who our

competitors are?


Snowandrock.com’s competing sites

Competitor landscape (competing hosts)

com.debenhams.www 10119

com.johnlewis.www 9816

com.topman.www 8869

com.tkmaxx.www 8453

com.marksandspencer.www 7160

com.sportsdirect.www 6795

uk.co.next.www 6342

com.cotswoldoutdoor.www 5923

uk.co.matalan.www 5870

com.asos.www 5713

uk.co.ebay.www 5659

com.riverisland.www 5114

uk.co.gooutdoors.www 5002

uk.co.blacks.www 4088

uk.co.amazon.www 3586

uk.co.houseoffraser.www 3218

uk.co.very.www 3044

uk.co.gap.www 2879

com.asda.direct 2821

com.newlook.www 2463

uk.co.burton.www 2462

uk.co.millets.www 2392

com.ellis-brigham.www 2336

com.mountainwarehouse.www 2307

Real online competition

Traditional retail competition


What are the competition doing differently?

RD

P

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PKW

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CP

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The competition!

KW

KW

CP

CDYou

Opportunity!

CD = Competing domainsCP = Competitor’s pages

RD = Ranking domainP = Your pageKW = Keyword


Competing domains for BrightonSEO.com

Top 20 domains by total opportunity keyword traffic volume• brightondome.org

• itunes.apple.com

• en.wikipedia.org

• searchengineland.com

• moz.com

• www.screamingfrog.co.uk

• www.glassdoor.co.uk

• www.ticketmaster.co.uk

• www.atgtickets.com• www.cim.co.uk

• www.clickzlive.com

• sesconference.com• www.hobo-web.co.uk

• www.reed.co.uk

• www.gumtree.com

• searchmarketingexpo.com

• white.net

• econsultancy.com

• www.prweek.com

• www.jellyfish.co.uk


Competing domains for BrightonSEO.com

Top 20 domains by average traffic volume per opportunity keyword

• itunes.apple.com• brightondome.org• www.prweek.com• www.ticketmaster.co.uk• sesconference.com• www.indeed.co.uk• www.glassdoor.co.uk• www.atgtickets.com• www.clickzlive.com• www.hobo-web.co.uk• www.gumtree.com• searchmarketingexpo.com• www.rospa.com• www.reed.co.uk• www.prospects.ac.uk• www.webcredible.com• builtvisible.com• white.net• www.jellyfish.co.uk• www.michaelpage.co.uk


Common keywords for BrightonSEO.com

What are the common keywords that BrightonSEO.com shares with its competitors that the site IS ranking for?

• “SEO”

• “SEO jobs”

• “SEO training”

• “SEO courses”

• “UK SEO”

• “SEO conference”

• “SEO workshop”

• “SEO training course”


Opportunity keywords for BrightonSEO.com

What are the keywords that BrightonSEO’scompetitors rank for and BrightonSEO.com doesn’t?

• “What is SEO”

• “SES”

• “Website SEO”

• “Search engine optimisation”

• “SEO marketing”

• “SMX”

• “Marketing course”

• “SEO guide”

• “How to SEO”

• “Marketing events”

• “Learn SEO”


Example

www.yEd.org

Host – BluePage – GreenKeyword – Brown

Starting point:

www.seocampus.org


Scaled results






Traditional SEO:The size of the opportunity is defined by the quality of the keyword research



Traditional SEO:Target keyword volume can be increased using ‘related searches’:

This can be increased further using Google Autocomplete:



Traditional SEO:Carrying out ‘thorough’ keyword research

Keywords you know Keyword you can find out Keywords that you don't know that you don't know


The Big SEO Data unfair advantage

• Look at the whole market of keywords• Is the market growing or declining?• See opportunity keywords your

competitors rank for that you don’t• See the overlap between the biggest

opportunities and the weakest competition

• Catch new competitors as soon as they appear

• Find possible partners






Traditional SEO:Focus on tracked keywords with reasonable search volume, just below the fold



Traditional SEO:We apply a standard click-though rate model to Google AdWords search volume

http://www.advancedwebranking.com/ctrstudy/


With Big SEO Data you can…

Use an intelligent, adaptive CTR model.


With Big SEO Data you can…

LONG-TERM ROI

LOW/NO ROI

QUICK ROI

MAINTAIN ROI

HIGH

LOW

HIG

H

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OR

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OW

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OTE

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RELATIVE STRENGTH

Determine target keywords by forecasted click-through rate & ROI, not search volume.



What are yourBIG SEO Data

provider options?


Where do you get access to Big SEO Data™?

Option A: Collect it yourself (Costs £100K to £1m+)

• Define what you want to get and from where

• Hire several software developers

• Build your own website crawler and toolset

• Build your own proxy network (or lease)

• Get a host who’ll provide unlimited bandwidth!

Social Media

Websites & Links

Search engines

DomainsKeywordsSearch VolumesCompetition LevelsKeyword CPCSocial profilesSocial SharesBlog feedsContent

Proprietary Database


Be a Big SEO Data™ beta tester

Option B: Be one of our Big SEO Data™ beta testers…

Apply if:

• You’re not currently an AnalyticsSEO customer

• You’ll participate in a monthly feedback call

We’re looking for a fresh perspective.

We’re offering 2 months free access to our platform.



The challenges of big data storage

and accessibility…


The Right Technology

OK, so you’ve got a lot of data coming in –now what? You’ll need to store it somewhere – there are plenty of options:

• Relational Databases• MySQL, Maria DB, PostgreSQL

• NoSQL Databases• Column oriented: Cassandra, Hbase (Hadoop)

• Document store: MongoDB, Couchbase

• Key value: DynamoDB, Redis

• Graph Databases: Neo4J


An old friend…The Venn Diagram

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You need a method for comparing A against everyone, then B against everyone and so on….

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Even Venn diagrams have their limitations!

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A little bit of (non-technical) info on Graph Databases

• Build a Graph Database (or multiple graphs) containing your data as Nodes, Edges and Attributes

• Great for describing and handling ‘web data’

• Allows you to interrogate the relationships between the entities in a more natural way

• You can then ‘traverse’ the graph up and down, in and out, analysing relationships

http://neo4j.com


Traversing the graph database

RD

P

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PKW

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CP

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The competition!

KW

KW

CP

CDYou

Opportunity!

CD = Competing domainsCP = Competitor’s pages

RD = Ranking domainP = Your pageKW = Keyword


Organic clustering


Graph Data for Social Network Analysis



David BainHead of Growth

AnalyticsSEO

@DavidBain

Frank KellyData ScientistAnalyticsSEO

@norhustla

Alexander de AlbuquerqueProduct Manager

AnalyticsSEO