1 #seocamp Cécile Beroni – SEO Manager Rodolphe Quénette – Consulting Director The Impact of Big Data & Machine Learning on Digital Marketing
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1#seocamp
Cécile Beroni – SEO Manager
Rodolphe Quénette – Consulting Director
The Impact of Big Data & Machine Learning on Digital Marketing
2#seocamp
| Data & Analytics Solutions
Company Established in 2006Software platform launched in 2009Operations in UK, US and FranceCustomers all over the world
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#seocamp
DATA SCIENCE& PREDICTION
5#seocamp
61%prediction
Our beginning…..+ pages crawled+ freshness Index + pages indexed
Google Crawl Prediction
Performance KPI
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 DataSourcing
Signal Identification
OpportunitiesSearch VolumeCategory Strat Competion ….
KPI
ProductsVisitsRankingSERP Results….
Landing Pages
7#seocamp
Graph database Technology
RD
P
P
P
KW
KW
KW
KW
KW
CP
CP
KW
KW
KW
The competition!
KW
KW
CP
CDYou
Opportunity!
CD = Competing domainsCP = Competitor’s pages
RD = Ranking domainP = Your pageKW = Keyword
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#seocamp
Insight: Clusters - Traffic Opportunities
10#seocamp
Insight: Clusters - Traffic Opportunities
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 DataSourcing
Signal Identification
OpportunitiesSearch VolumeCategory Strat Competion ….
KPI
ProductsVisitsRankingSERP Results….
Landing Pages
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#seocamp
DATA SCIENCE& SCORING
14#seocamp
Scoring : Top KW
Extraction of internal contents
Recovery Info Products / SERP / USER
Recovery of external data
AuthoritasCrossing of all
SignalsKW Ranking
- E-commerce or Média- Visibility / Ranking
KW Identification - Business Intention- Growth Potential
KW Ranking
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#seocamp
Scoring : Top KW
Extraction of internal contents
Recovery Info Products / SERP / USER
Recovery of external data
AuthoritasCrossing of all
SignalsKW Ranking
- E-commerce or Média- Visibility / Ranking
KW Identification - Business Intention- Growth Potential
KW Ranking
17#seocamp
Scoring des Top URL
Kw Ranking
GetTransactional intention on Products /
Seasonality
Get external data On our URLs
Authoritas
Mashup Signals TOP URLs
Sourcing the best URLs from Kw
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#seocamp
Scoring des Top URL
Kw Ranking
GetTransactional intention on Products /
Seasonality
Get external data On our URLs
Authoritas
Mashup Signals TOP URLs
Sourcing the best URLs from Kw
20#seocamp
Big Data = Visibility Growth
21#seocamp
Thank you
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