The document discusses how big data and algorithms will change search marketing in 2016. As more data is created, algorithms and machine learning will be used to analyze multiple data sources and provide automated insights and recommendations to help marketers be more efficient. This will free up experts to focus on more creative work. The presentation encourages marketers to collect and analyze as much website data as possible and use algorithms to help manage their search marketing efforts.
Digital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Priorities 2016
1. Digital Marketing Priorities 2016
Brought to you by:
How SEO technology and
techniques will change in 2016
Steve Masters
Services Director
Vertical Leap
<Insert
company
logo>
Learn how algorithms will liberate search marketers to be more efficient
and effective.
2. 2
Agenda
Big data problems facing SEO experts
How this is changing search marketing
Aggregating and presenting data
Insights and algorithms
Machine learning and artificial intelligence
3. 3
About me
Services Director at Vertical Leap
Ex-journalist
I ran the launch promotion on MSN in the late
90s for MSN Messenger
I once sold a domain name for $5000 two days
after I registered it because someone thought of
the same idea at the same time.
I met Brian May by accident - he directed me to
my seat at a T'Pau concert ♫♪
5. 5
Data explosion
“Every day, we create 2.5
quintillion bytes of data — so
much that 90% of the data in
the world today has been
created in the past two years
alone.” IBM
16. 16
Your website’s technical data
Hierarchy
URLs
Words
Relevance
User flow
Layout
Mobile v desktop
Speed and tech factors
17. 17
Your competitor’s technical data
Who else is ranking for your keywords?
Who’s going up and who’s dropping?
Auditing
• Backlink profile
• Technical analysis
• Content analysis
• Comparative data
19. 19
Multiple data points
Population stats
Impressions, traffic, sales
Footfall
Time of year/day
Weather
Customer data
Previous year data
The competition
36. 36
Takeaways
Collect all the data possible related to a website.
Make it easy to report on and analyse that data.
Create automated process for analysing and
advising on that data.
Liberate experts to do more creative work.
37. 37
Vote
How many data sources do you currently use?
1-5
6-10
11-15
16-20
20+
38. 38
Vote
How ‘on top’ of your data are you?
Not really sure where to start
Have started looking at it but feeling overwhelmed
We have lots of data in various places but struggling to
bring it together into one place
We are collating and starting to analyse
Totally all over it
39. 39
Vote
Are you currently using any form of algorithms to
manage your search marketing?
Yes
No
Don’t know