Mining Big Data Quickly. Matt Saunders

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Alan Dickerson
10 years ago
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1 Mining Big Data Quickly Matt Saunders 1

2 Agenda About Matt & Rosetta Big Data: Where to Start? Tools & Training! Quick Applications of Big Data for SEO Actionable Takeaways 2

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5 Mining Big Data Can Be Nebulous Overwhelming Confusing Geared Toward Paid Media 5 WHERE DO I EVEN START?!

6 B I G D A T A C U B E 6 BEFORE AND AFTER

7 1-30 of 760 keywords 1,102 Total Suggested Keywords 7

8 Finding a BALANCE Between the Right Tools and the Right Training Drives SCALABILITY! 8

9 Today, SEO Feels a Little Like: 9

10 BUT, Despite All the Changes Being Implemented by Google I m Here to Remind You That KEYWORDS still drive search!! 10

11 Develop Seed List Basic SEO Keyword Research Typically Follows These Well-defined Steps Refine List Final Selection We re training our team to leverage Data Cube for all facets of content marketing research: Product Pg. Optimization Blog Content Rich Media Local Search 11

our team to leverage Data Cube for all facets of content marketing

12 12 Four Use Cases In Four Minutes!

Product Page Competitive Gap Analysis Scenario: Tracking a finite set of competitors and keywords which we ve researched extensively already What we observed:

13 Product Page Competitive Gap Analysis Scenario: Tracking a finite set of competitors and keywords which we ve researched extensively already What we observed: Overstock owns a significant SOV with a single page holding prominent visibility Need to identify content expansion opportunities around wedding bands keyword theme 13

observed: Overstock owns a significant SOV with a single page holding prominent

14 Quickly Uncover New Keyword/Page Opportunities Outcome: Six new keyword opportunities representing 37K monthly searches identified in 60 seconds! 14

15 Building a Business Case for Content Marketing Strategy Scenario: Client is frequently motivated to take action based on competitive insights Content strategy has been presented and approved but moving slowly What we observed: Target competitors have significant lead in blog visibility 15

Content strategy has been presented and approved but moving slowly What

16 Those of Us with Egos Don t Like to Lose! Blog Competitive Analysis Total Organic Visibility 17,807 Page #1 Visibility 14,490 Outcome: High-level competitive analysis sound bite identified in 60 seconds! ,794 3, Client Home Depot Lowes 16

17,807 Page #1 Visibility 14,490 Outcome: High-level competitive analysis

17 Aligning Rich Media Strategy with SERP Landscape Scenario: Financial Service client launching a new (to them) mobile deposit feature Our team tasked with helping to promote the launch What we observed: Rich media represents an opportunity for gaining additional SERP exposure 17

team tasked with helping to promote the launch What we observed: Rich

18 Both Image & Video Frequently Ranked in Related SERPs Outcome: Identified rich media opportunities based on competitive insights and SERP landscape in 60 seconds! 18

Local Thought Starters Scenario: With the introduction of local carousel Google has ramped up frequency of local results Client wants to better

19 Local Thought Starters Scenario: With the introduction of local carousel Google has ramped up frequency of local results Client wants to better understand opportunities for local optimization What we observed: Prominent competitors visible across a substantial number of carousel results 19

understand opportunities for local optimization What we observed:

Knowing What Queries Trigger Local Listings is Half the Battle Outcome: Hotels in Midtown Manhattan Hotels near Central Park Hotels near Lincoln

20 Knowing What Queries Trigger Local Listings is Half the Battle Outcome: Hotels in Midtown Manhattan Hotels near Central Park Hotels near Lincoln Center NYC Times Square hotel deals Etc. Points of interest identified as a potential opportunity to substantially increase local footprint in 60 seconds! 20

Center NYC Times Square hotel deals Etc.

21 Takeaways: 1. Tools make consumption of Big Data much more palatable 2. Educating your team in using tools to creatively solve real-world challenges is key 3. Embrace the constantly changing SERP landscape as an opportunity 4. Gleaning insights from Big Data doesn t need to take a substantial amount of time 21

22 Matt Saunders Hudson St. 11 th Floor New York, New York LinkedIn: 22

23 Thank You Matt Saunders 23 #share14

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