Predictive SEO Using Big Data (Rebecca Berbel and Jason Barnard)
Rebecca Berbel talks with Jason Barnard about predictive SEO using big data.
This is an extremely interesting and insightful episode where Rebecca Berbel and Jason Barnard discuss predictive SEO: where it came from, where it is now, and where it is going.
Rebecca also cleared some misunderstandings between predicting in SEO and predictive SEO, ranking factors and features, and the explainable and unexplainable elements that contribute to the machine’s predictions of ranking on the SERPs.
As always in SEO, there are loads and loads of “it depends”, so it doesn’t look like predictive SEO will change that quirk in our industry :) Rebecca and Jason squeeze dozens of knowledge nuggets, tons of machine learning insights, and masses of SEO ranking analysis in this episode ;) Also, watch out for the answer to this pragmatic question: How can we present predictive SEO data to clients?
What you'll learn from Rebecca Berbel
00:00 Rebecca Berbel with Jason Barnard
01:53 Rebecca Berbel’s Brand SERP and her event Knowledge Panels
05:03 What is predicting in SEO and what is predictive SEO?
07:55 Contexts where “it depends” for ranking
09:51 Straight forward machine learning algorithms versus the black box
12:37 Thinking of factors as ML features
15:48 Why do you need to clean data? (garbage in, garbage out)
21:30 The three types of people in SEO
24:55 Explainability with Shapley (game theory)
29:20 Different sections of your site don't all behave the same way
33:01 Examples of negative SEO factors evaluated by OnCrawl’s predictive model
36:36 Examples of positive SEO factors evaluated by OnCrawl’s predictive model
38:30 How to win Google’s game with data
40:33 How can we present predictive SEO to clients?
41:59 What output does predictive SEO provide?
44:11 The next steps in predictive SEO
This episode was recorded live on video December 7th 2021
Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
This is an extremely interesting and insightful episode where Rebecca Berbel and Jason Barnard discuss predictive SEO: where it came from, where it is now, and where it is going.
Rebecca also cleared some misunderstandings between predicting in SEO and predictive SEO, ranking factors and features, and the explainable and unexplainable elements that contribute to the machine’s predictions of ranking on the SERPs.
As always in SEO, there are loads and loads of “it depends”, so it doesn’t look like predictive SEO will change that quirk in our industry :) Rebecca and Jason squeeze dozens of knowledge nuggets, tons of machine learning insights, and masses of SEO ranking analysis in this episode ;) Also, watch out for the answer to this pragmatic question: How can we present predictive SEO data to clients?
What you'll learn from Rebecca Berbel
00:00 Rebecca Berbel with Jason Barnard
01:53 Rebecca Berbel’s Brand SERP and her event Knowledge Panels
05:03 What is predicting in SEO and what is predictive SEO?
07:55 Contexts where “it depends” for ranking
09:51 Straight forward machine learning algorithms versus the black box
12:37 Thinking of factors as ML features
15:48 Why do you need to clean data? (garbage in, garbage out)
21:30 The three types of people in SEO
24:55 Explainability with Shapley (game theory)
29:20 Different sections of your site don't all behave the same way
33:01 Examples of negative SEO factors evaluated by OnCrawl’s predictive model
36:36 Examples of positive SEO factors evaluated by OnCrawl’s predictive model
38:30 How to win Google’s game with data
40:33 How can we present predictive SEO to clients?
41:59 What output does predictive SEO provide?
44:11 The next steps in predictive SEO
This episode was recorded live on video December 7th 2021
Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
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