Using SEO for high rankings on Google is an effective way to drive the growth of your business - but in the face of RankBrain, Penguin, and Panda, how can you make sure that the SEO advice you receive will actually work? The answer is in data science and the same mathematical approach that Google themselves use. This presentation explains the key aspects of SEO, from onsite to offsite practices, and - crucially - how you can assess your website and your competitors to accurately predict the impact of your optimisation. Full transcript to made available shortly at https://artios.io