sascon - unique reporting for unique long-tail seo projects using my.reach.ai
DESCRIPTION
The following presentation is for the purpose of demonstrating success in SEO performance from an actual sports betting test campaign. Unlike Casino, Poker and other short tail industries. Sport is similar to travel in the volume and diversity of time sensitive, event driven queries. This introduces challenges in reporting success in particular where we’ve been exposed to a campaign for such a limited period. The following presentation uses a methodology we’ve developed to demonstrate success is such instances particularly sports betting affiliates / odds comparison sites. This example uses actual data from a major international odds comparison site Additionally included is the insight's used to observe algorithmic changes which preceded Panda 4.0 Presented on behalf of Paul Reilly, by Judith Lewis.TRANSCRIPT
A skunkworks is a group of people whom, in order to achieve unusual results,
work on a project in a way that is outside the usual rules. A skunkworks is often a small team that assumes or is given responsibility for developing
something in a short time with minimal management constraints. Typically, a skunkworks has a small number of members in order to reduce
communications overhead. A skunkworks is sometimes used to spearhead a product design that thereafter will be developed according to the usual
process. A skunkworks project may be secret
- Urban Dictionary.
Media Skunk Works Ltd. IT Centre, Innovation Way, York Science Park. University of York. YO105NP 1
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
• The following presentation is for the purpose of demonstrating success in SEO performance from an actual sports betting test campaign.
• Unlike Casino, Poker and other short tail industries. Sport is similar to travel in the volume and diversity of time sensitive, event driven queries.
• This introduces challenges in reporting success in particular where we’ve been exposed to a campaign for such a limited period.
• The following presentation uses a methodology we’ve developed to demonstrate success is such instances particularly sports betting affiliates / odds comparison sites.
• This example uses actual data from a major international odds comparison site
Special Report to Demonstrate the Success Of Our Test
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
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Actual Time-line of Link Deployment inc Quality Metrics
Domain AuthorityTrust FlowCitation Flow
Date
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tho
rity
& T
rust
Campaign Test Period ~30 days – Note: Links take approximately 1 month to take effect
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
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Actual Time-line of Link Deployment inc Quality Metrics
Domain AuthorityTrust FlowCitation Flow
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& T
rust
5 links in 2 days as part of acitation cascade (using an inverse exponential decay)
Campaign Test Period ~30 days – Note: Links take approximately 1 month to take effect
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Comparison DE and GB
ί DE ί GB
Final Link Live Weekly Vol. of KW Change Up / Down
Partial EffectFrom Initial Placements
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
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4168741694
4170141708
4171541722
4172941736
4174341750
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Comparison DE and GB
ί DE ί GB
Final Link Live
~30 days since 1st link
Weekly Vol. of KW Change Up / Down
FullEffect
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
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4168741694
4170141708
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Comparison DE and GB
∑χ DE ∑χ GB
Final Link Live
30 days since 1st link
Total # Of Positions Gained/Lost
PartialEffect
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
4167341680
4168741694
4170141708
4171541722
4172941736
4174341750
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0
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Comparison DE and GB
∑χ DE ∑χ GB
Final Link Live
30 days since 1st link
FullEffect
Total # Of Positions Gained/Lost
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
4167341680
4168741694
4170141708
4171541722
4172941736
4174341750
-600
-400
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0
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Comparison DE and GB
∑χ DE ∑χ GB
DE links impact UK posi-tional gains due to the UK’s greater capability to perform in SEO
Final Link Live
30 days since 1st link
Total # Of Positions Gained/Lost
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
• Queries and impressions are skewed by where the bias toward brand, informational queries, teams, operators & fixtures, offering limited (at best) continuity.
• Sports bettings lacks of continuity, compared to for example Casino, where the golden phrases are limited to “casino” and “online casino” requires unique techniques to evidence success especially when running a 30 day test.
• UK search visibility dwarfs that of German visibility despite DE targeted links having being applied
• Cross-linking between the multi-lingual site sections has enabled multi-lingual benefits where the site has strong capabilities to perform.
Meaningless Data (Event Driven Fixtures, Teams etc)
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
PartialEffect
Full Effect
CTR & Clicks Provide True Indication
• Removing queries and impressions reveals the true indication of success for *******’s Search Engine visibility
• From 10th March the link equity can be clearly observed to have pushed DE traffic growth well above that of the UK growth.
• Another non-seasonally biased metric: “CTR” indicates ` drastic increase in long tail phrases as the DE content rapidly responds to link equity within anticipated timescales.
• Increased CTR (when all other factors remain equal) is a common symptom of increased position for both long or short tail non- branded phrases – which convert FTDs.
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
Reporting Module Available Soon….
my.reach.ai
Currently invite only….
Why wait till Matt makes an announcement
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
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Timeline based reports may be overlaid with algorithm fluctuations
Media Skunk Works Ltd. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
Yeah Matt…. We already know..
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
We’ve been monitoring you testing the final Panda 4.0
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
….and we know who it impacted and how much it’s cost them
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
“This other shit, we already nailed!… and much more” Paul Reilly
my.reach.ai
Currently invite only….
Media Skunk Works Ltd. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
“….I’ve allocated 30 my.reach.ai invitations – thank you Judith!”
http://my.reach.ai/u/judith
“Special thank you Judith for stepping in for me last minute…. Once again. xxx” – Paul Reilly
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP