Data Driven SEO: A Framework Based Approach

Kazushi's presentation will introduce the "Search Interaction Models," a SEO framework he developed after leaving Google.

The framework is designed to optimise websites for both search engines and user experiences.

It breaks down the SEO process into the Search Engine Model (Discover, Crawl, Index, Rank) and the Search Experience Model (Query, Click, Land, Surf).

This comprehensive approach allows for identifying obstacles, prioritising strategies, and selecting key performance indicators, ultimately enhancing both search visibility and user engagement.

Attendees will gain practical insights into applying this structured, data-driven methodology to their SEO efforts.

Transcript

1. Data Driven SEO: A Framework Based Approach Kazushi Nagayama JADE K.K. Speakerdeck.com/knagayama @KazushiNagayama
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 © NavBoost: From a Xoogler Perspective Kazushi Nagayama Founder, JADE K.K. 2

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 Oops! Wrong presentation… (visit our booth for this one)
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 © Data Driven SEO: A Framework Based Approach Kazushi Nagayama Founder, JADE K.K. 4

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 Quick self-intro
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 Why Data Driven SEO Now?
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 Why was Data Driven SEO difficult in the past?
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 2 reasons
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 Lack of good data Lack of good framework
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 Lack of quality first-party data
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 Lack of a framework to guide which metric to focus on
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 A good framework provides hypotheses and tells us what data to collect
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 … So we created one ourselves
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 © JADE’s Approach to SEO: Search Interaction Models 14
 Search Engine Model Search Experience Model
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 © The Search Engine model: DCIR 15

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 Discovery rate, Crawl rate, Crawl freq, Index rate, Ranking, Visibility
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 © The Search Experience model: QCLS 17

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 Search Journey
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 Imps, # Queries, # URLs, Clicks, CTR, Engagement Rate, Scroll Rate, Surf Rate, CVR
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 Now we have a good framework
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 Now all we need is good data…
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 3 changes that (finally) delivered good data
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 URL Inspection API
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 Good data about discovery, crawling & indexing
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 Search Console BigQuery Export
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 Good data about ranking, impressions & clicks
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 Google Analytics 4 BigQuery Export
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 Good data about landing, surfing & acquisition
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 All our data belongs to us! (finally…)
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 Now we can answer questions like…
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 Is my site indexed?
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 Before the Inspection API:
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 couple options…
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 Search Console UI, or site: scraping
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 UI only offers a few URL inspections per day & hard to automate
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 site: search is not accurate & gets blocked early
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 After the Inspection API:
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 Accurate data Automated jobs ~2000 URLs / day / property
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 Which subdir is the most likely to be indexed?
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 Are they crawled but not indexed? Or just not crawled?
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 Under what conditions are pages indexed vs not?
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 All of these questions are now answerable!
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 Still, APIs can be difficult
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 Curating a list of URLs to query APIs was the biggest pain
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 We create a tool to…
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 Randomly sample from preexisting assets like XML Sitemaps or RSS Feeds
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 Compute & visualize 95% Confidence Interval to quickly check statistical significance
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 Manage 2000 URLs quota
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 I changed my titles & descriptions for a subdirectory; am I getting more traffic?
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 Before the BigQuery Export:
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 Create filters in Search Console UI and save them…
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 …or use the API
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 It was a nightmare to manage a list of Search Console filters
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 But the API only gave you partial data (50k rows / day)
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 After the BigQuery Export:
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 You have ALL the data!
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 BigQuery can tell you anything about the data
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 Still, BQ can be difficult
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 You need to understand the table structure, write SQL, manage BigQuery costs
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 We created a tool to…
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 Another common question…
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 Which page is the most common destination after landing?
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 With the GA4 UI:
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 Nightmare
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 With the GA4 BigQuery Export:
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 Easy!
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 Good framework + good data = great data-driven marketing
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 + good tool = great data-driven marketing for everyone
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 https://amethy.st/
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 Visit our booth if you’re interested
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 Thanks!