How I Used Data Mining in SEO

A new person joined the organisation along with me for the post of Data Scientist. On introduction he explained to us what’s his job profile and what set of technologies he will be using in the organisation. He was supposed to do Data Mining to make the product stronger from all aspects. Below is a short description of what Data Mining is:

Data Mining is the set of methodologies used in analyzing data from various dimensions and perspectives, finding previously unknown hidden patterns, classifying and grouping the data and summarizing the identified relationships.

The tasks of data mining are twofold:

1.     Create predictive power using features to predict unknown or future values of the same or other feature — and

2.     Create a descriptive power, find interesting, human-interpretable patterns that describe the data.

Four most useful data mining techniques:

·       Regression (predictive)

·       Association Rule Discovery (descriptive)

·       Classification (predictive)

·       Clustering (descriptive) and there are many more ……

There are many Data Mining tools such as Rapid Mider, Weka, Orange, R, SQL Server Data Tools, etc. My colleague was using R in this case.

R is a free software environment for statistical computing and graphics written in C++. R Studio is IDE specially designed for R language. It is one of the leading tools used to do data mining tasks and comes with huge community support as well as packaged with hundreds of libraries built specifically for data mining.

Here goes the actual story…

We both were just having lunch since we joined the same day. On lunch, we both came to know what exactly our job role will be. After explaining to him about SEO and my role in the company, he said “I can be a big help for you, just give me a week time”. Here is how he helped me using “R” in wireframing the article page:

Using Google Analytics data (from inception of the website till date), he gave me a user pattern which can be explained by an example:

Let's say, we have an article on "dry skin". So, by using “R”, he gave me a data of what sort of content a person reads on our website after reading an article on "dry hair", the same can be placed on the respective page as a Recommendation. This will help us to make the user intact on our website. So, in our example, a person might want to look for an article related to "oily skin" after reading article on "dry skin" and the same he / she will be able to see by using this logic. The logic can further be extended more deeply in terms of demographics, age, etc.

Now, how this helped me?

I created wireframe for the story page using the above data as a dynamic logic on it. Now, using SEO Silo’s strategy with Theme Based Internal Linking, I created the below wireframe wherein I can have at least 20 internal linking from the entire page excluding the ones present within the content.

What I learnt from personal upfront?

It is good to know what individual people do in your organisation. It helps you understand the product as well as the company. Not only this, but this may also help you get various ideas and help from them. In my case, it helped me like this. Here, communication skills does play an important role.