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SEO BY HYPOTHESIS
Recommend → Hypothesise & Test
@TomAnthonySEO
Cooking nuts in mud
Replicated it, but devil in details
Google black box - can’t always replicate
#dmsso@TomAnthonySEOwww.madeinindia.tv
recommendation!
WE GET IDEAS FROM ALL OVER…
#dmsso@TomAnthonySEO
blog
post
worked
before
colleague
google
guidelines
new
idea
tried for
another client
FROM THERE, WE MAKE RECOMMENDATIONS
“Add ‘Free Shipping’ to title tags.”
#dmsso@TomAnthonySEO
DO WE UNDERSTAND
THE IMPACT
OF THESE CHANGES
?
WE SURVEYED 2000+ SEOS…
future of tv advertising
Which URL ranks higher for the search:
MORE EXPERIENCED SEOS DO BETTER…
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO
… BUT WE DON’T DO GREAT
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip
WE CANNOT PREDICT
WHAT RANKS
WITH ANY ACCURACY
!
WE’VE BEEN A/B TESTING…
NBED - we have started testing
#dmsso@TomAnthonySEO
RECOMMENDATION → TEST
“Add ‘Free Shipping’ to title tags.”
#dmsso@TomAnthonySEO
“Let’s test ‘Free Shipping’ in title tags.”
Hypothesis focused SEO - Tom Anthony
Hypothesis focused SEO - Tom Anthony
NOTHING HAPPENED
#dmsso@TomAnthonySEO
Hypothesis focused SEO - Tom Anthony
Before
After
query search volume
which tv should i buy 250
query search volume
which tv to buy 1,300
THAT MADE THINGS WORSE
#dmsso@TomAnthonySEO
Hypothesis focused SEO - Tom Anthony
<img src="product1.jpg"
alt="Home 6 Piece Towel Bale - Geo Grey / Zest">
NADA… NOTHING… NO IMPACT…
#dmsso@TomAnthonySEO
Hypothesis focused SEO - Tom Anthony
“Stand back guys,
I got this.”
Before
After
OH GOD…
#dmsso@TomAnthonySEO
COULD BE OUR
RESULTS
AREN’T ACCURATE
?
NOPE, THE PLATFORM IS SOLID. WE SUCK.
#dmsso@TomAnthonySEO
HARDER THAN ANTICIPATED TO PICK WINNERS
#dmsso@TomAnthonySEO
CAN WE MAKE MORE
EFFECTIVE
RECOMMENDATIONS
?
LAST YEAR: RECOMMEND TO TEST
FOLLOW THE CRO EXPERTS - dis.tl/cro-hypothesis
MEASURE
THE RESULT
GATHER
SOME DATA
BUILD A
HYPOTHESIS
BUILD A
HYPOTHESIS
IT REQUIRES BEING SPECIFIC
Changing <abc> will have an impact on <xyz>
& thus improve organic search performance.
Based on <evidence>, we hypothesise…
#dmsso@TomAnthonySEO
FOR EXAMPLE..
Changing <title formats, by…> will improve <ctr>
& thus improve organic search performance.
Based on <survey data>, we hypothesise…
#dmsso@TomAnthonySEO
HYPOTHESIS BENEFITS
Made to be more consistent.
It ensures there is clarity.
#dmsso@TomAnthonySEO
To support it we need data.
GATHER
SOME DATA
Control
Influence
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
Keyword
targeting
Internal
links
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
Website
‘quality’
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
Usage
Data
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
External
Links
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
External
Links
Usage
Data
Keyword
targeting
Internal
links
Website
‘quality’
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
External
Links
Usage
Data
Keyword
targeting
Internal
links
Website
‘quality’
Test &
Model
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
External
Links
Usage
Data
Keyword
targeting
Internal
links
Website
‘quality’
Survey &
Study
We have the same
data as Google.
Google has data
that we don’t.
Control
Influence
External
Links
Usage
Data
Keyword
targeting
Internal
links
Website
‘quality’
Analyse
Better
We have the same
data as Google.
Google has data
that we don’t.
Internal
links
Analyse
Better
INFORMATION ARCHITECTURE
#dmsso@TomAnthonySEO
INFORMATION ARCHITECTURE
#dmsso@TomAnthonySEO
• Few sites are this simple.
• Can’t measure impact of
changes.
CURRENT BEST APPROACH
#dmsso@TomAnthonySEO
Calculate internal PageRank
Use interactive visualisations
VISUALISATIONS - USEFUL, BUT RARELY
Credit: Paul Shapiro
INTERNAL PAGERANK - POWERFUL, BUT QUIRKY
Credit: Paul Shapiro
PEOPLE SEE REAL RESULTS FROM BIG CHANGES TO IA
See Alex’s fascinating Mozcon talk [PDF]
BUT REAL-WORLD
CHANGES ARE:
HARD TO MAKE &
HARD TO UNDO
!
OUR INTUITION
IS REALLY BAD.
!
WE ASKED PEOPLE, GIVEN A SITE…
ADD A NEW PAGE - LINKED FROM HOMEPAGE
IT LINKS TO SAME PAGES AS HOMEPAGE
WHAT HAPPENS TO PAGERANK?
PageRank
Change?
WILL ASKED ON TWITTER…
#dmsso@TomAnthonySEO
…3/5 PEOPLE GOT IT WRONG
NOPE
#dmsso@TomAnthonySEO
GIVEN THAT,
HOW CAN WE
HYPOTHESISE
THE IMPACT?
?
WEIGHTED
INTERNAL PAGERANK
CRAWL THE SITE
FETCH & NORMALISE MOZRANK
Raw MozRank Normalised MozRank
3.67E-13 1.0%
3.35E-11 94.2%
1.71E-13 0.5%
1.64E-13 0.5%
1.59E-13 0.4%
3.28E-13 0.9%
6.88E-14 0.2%
2.45E-13 0.7%
7.12E-14 0.2%
3.12E-13 0.9%
1.67E-13 0.5%
#dmsso@TomAnthonySEO
OVERLAY MOZRANK ON TO INTERNAL PR ALGO
8.2
5.3 4.3 4.8
WHAT HAPPENS TO PAGERANK?
PageRank
Change?
MODEL EXACTLY WHAT WOULD HAPPEN
8.05
5.3 4.3 4.8
4.05
FIND THE WHOLE PROCESS HERE
http://dis.tl/ia-pagerank
#dmsso@TomAnthonySEO
Control
Influence
External
Links
Usage
Data
Keyword
targeting
Internal
links
Website
‘quality’
Survey &
Study
We have the same
data as Google.
Google has data
that we don’t.
Website
‘quality’
Survey
& Study
Usage
Data
USAGE DATA: WE CAN’T GUESS
#dmsso@TomAnthonySEO
It is impossible to guess what
people prefer.
SERP TURKEY
#dmsso@TomAnthonySEO
SERP TURKEY
SERP TURKEY
PANDA & QUALITY
• How do you communicate it to clients / bosses?
• How do you benchmark it against competitors?
• How do you figure out if proposed changes improve it?
QUALITY?
Gather human rater
information
Google employs
thousands of human
quality raters to answer
questionnaires about
many kinds of website
Train ML models
Google uses the human
questionnaires as training
data for ML models of
“quality”
Gather human rater
information
Google employs
thousands of human
quality raters to answer
questionnaires about
many kinds of website
2011
Panda released
The Panda quality
algorithm starts being
used as a batch process
modifying the regular core
algorithm
Train ML models
Google uses the human
questionnaires as training
data for ML models of
“quality”
Gather human rater
information
Google employs
thousands of human
quality raters to answer
questionnaires about
many kinds of website
2011
Panda released
The Panda quality
algorithm starts being
used as a batch process
modifying the regular core
algorithm
Train ML models
Google uses the human
questionnaires as training
data for ML models of
“quality”
Gather human rater
information
Google employs
thousands of human
quality raters to answer
questionnaires about
many kinds of website
2016
Panda goes real-time
“Quality” becomes a first-
class ranking factor in the
core algorithm
QUALITY - RANKING FACTOR IS A PROXY
#dmsso@TomAnthonySEO
Google use Machine Learning to
predict what we can just ask
people.
Actually
measure:

ML PROXY
FOR QUALITY
Want to
measure:
QUALITY
2011: WILL SUGGESTS RUNNING PANDA SURVEYS
#dmsso@TomAnthonySEO
PANDA SURVEY
Client site 1 Client site 2
Would you trust information from this website? 72% 64%
PANDA SURVEY
Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
PANDA SURVEY
Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
PANDA SURVEY
Client site 1 Client site 2 Key competitor
Would you trust information from this website? 72% 64% 81%
Is this website written by experts? 50% 46% 65%
Would you give this site your credit card details? 29% 21% 43%
Are there any noticeable errors on this page? 6% 4% 1%
Does this page provide original content or info? 76% 72% 85%
Would you recognize this site as an authority? 44% 33% 58%
Does this website contain insightful analysis? 72% 62% 81%
Would you consider bookmarking pages on this site? 44% 38% 56%
Are there excessive adverts on this website? 2% 2% 8%
Could pages from this site appear in print? 54% 54% 59%
MEASURE
THE RESULT
DECK - HOW YOU CAN DO SPLIT-TESTING
A
GUIDE TO
SPLIT-TESTING
THE NEXT
ERA
OF SEO
dis.tl/diy-ab-test
MEASURING EXAMPLE
HYPOTHESIS
CATEGORY PAGE HTML IS VERBOSE,
AND CONTAINS A LOT OF CRUFT.
ADDING A LIST OF PRODUCTS AS
STRUCTURED MARKUP WILL MAKE
THE INTENT CLEARER.
ADD STRUCTURED MARKUP
#dmsso@TomAnthonySEO
AN 11% UPLIFT
#dmsso@TomAnthonySEO
REPEATED IN ANOTHER REGION - 11% AGAIN
#dmsso@TomAnthonySEO
#dmsso@TomAnthonySEO
#dmsso@TomAnthonySEO
#dmsso@TomAnthonySEO
#dmsso@TomAnthonySEO
#dmsso@TomAnthonySEO
THE HYPOTHESIS DID NOT
FIT THESE OTHER SITES.
!
FINAL EXAMPLE - FRESHNESS
#dmsso@TomAnthonySEO
COMPETITORS - MORE FREQUENT DATE ANNOTATIONS
#dmsso@TomAnthonySEO
GOOGLE IDENTIFIES FRESHNESS AS
IMPORTANT IN THESE RESULTS
REGULARLY MAKING SMALL UPDATES
FOR THIS CLIENT’S CONTENT WILL HELP
GOOGLE RECOGNISE FRESHNESS.
HYPOTHESIS
ADDED & UPDATED DATE MODIFIED
#dmsso@TomAnthonySEO
<time itemprop="dateModified"
datetime="{{date}}">
Updated on: {{date}}
</time>
AN 8% UPLIFT
#dmsso@TomAnthonySEO
RECAP &
TAKEAWAYS
THE MAJORITY OF SEO
RECOMMENDATIONS
HAVE LITTLE IMPACT
OBSERVATION
NULL/NEGATIVE CHANGES SLOW YOU DOWN
#dmsso@TomAnthonySEO
EVEN EXPERTS STRUGGLE
TO PREDICT THE IMPACT
OF CHANGES
OBSERVATION
ME INCLUDED!
PAGERANK IS ITERATIVE & NOT INTUITIVE
NOPE
IN ISOLATION RANKINGS ARE HARD TO PREDICT
30%
40%
50%
60%
70%
Laypeople <= 3 yrs SEO > 3 yrs SEO Coin flip
HYPOTHESIS
FRAMEWORK
MORE IMPACT & QUICKER RESULTS
#dmsso@TomAnthonySEO
RUN TESTSBUILD A HYPOTHESISGATHER DATA
BEGIN TESTING, START HERE…
distilled.net/diy-splittester
BEGIN HYPOTHESISING, START HERE…
#dmsso@TomAnthonySEO
http://dis.tl/pandaQ
http://dis.tl/serpturkey
http://dis.tl/ia-pagerank
Hypothesis focused SEO - Tom Anthony
THANK YOU!
@TomAnthonySEO @WillCritchlow @Dom_Woodman
distilledodn.com

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