Cómo estamos transformando el SEO en Adevinta de 0 a 100 - Clinic SEO Barcelona 2019
Presentación de cómo estamos transformando el SEO en Adevinta de 0 a 100. Créditos a todos los que han hecho posible esta presentación, que han sido muchos compañeros de distintos equipos.
countries 800m population footprint +1.5bn monthly visits €594.6m revenue 15–20% mid-to long-term revenue growth target €151.0m EBITDA Spain Brazil Global Markets France 4
de foco y buy-in en el top management, en el management funcional y los General Managers • Falta de ownership a nivel local • Falta de recursos asignados (Producto y Tecnología) • Poca gente entendía el SEO en la organización
awareness Awareness & buy-in Results & Traction Scale up Consolida- tion Masteriza- tion Reign Objetivo para 2021: ser líder SEO en todos los mercados donde operamos!
SEO es cross-funcional. Necesita estar dentro de la cultura de la empresa, especialmente producto y tech. El SEO es clave para negocios que generan más ingresos con menos costes El SEO es la fundación a un negocio saludable y sostenible a lo largo del tiempo Éxito SEO = Base de anuncios fuerte, fundado en una plataforma P&T sólida, fortalecido por una marca potente
highly specific qualified leads for our assets. Long tail searches have less competition than average. Competitors and aggregators are strong on longtail whilst most assets have not explored that area yet. El foco en 2019 serà en mobile, long tail and index optimization Mobile First Index NOW 1 Long tail searches NOW 2 Crawl and index optimization NOW 3 Google is starting to crawl, index and rank our websites as if it was a mobile device. Some of our mobile websites are not ready for this change and it is a potential threat for organic search performance Many of our websites are seeing a negative trend when it comes to indexed pages. Google index contains more than 130 trillion pages and it is becoming more restrictive quality-wise as the amount of content on the internet is growing exponentially. [1] [1] "In less than four years, Google's search knowledge of pages have grown by more than 100 trillion new pages." Search Engine Land
llevar a todos nuestros SEOs al next level Status 1/1/2019 Status 1/12/2019 Hiring planned by early 2019 Local SEO Manager - Hiring ongoing - Hiring ongoing - - Local SEO Manager Local SEO Manager Agency Agency + Part Time SEO Manager - SEO Consultant Hiring planned by early 2019 Shared with Leboncoin - SEO Developer planned for 2020 SEO Consultant SEO Consultant Local SEO Manager Local SEO Manager Hiring planned by early 2019 Local SEO Manager - Hiring ongoing - - - - Shared with Subito Shared with Subito - - - Shared with Jofogas - Local SEO Manager - Shared with MA - Local SEO Manager Local SEO Manager Local SEO Manager Hiring planned by early 2019 Local SEO Manager - - - - Fuente: Datos anonimizados de cada uno de nuestors marketplaces, comparación M1 vs M12
mejorando en los mercados clave January December FTEs Local SEO Managers 3 8 Agencies/SEO Consultants 2 3 Contrataciones planificadas 4 3 Recursos SEO compartidos 1 5 Sin SEO ownership 20 6 Países usando Landing Pages Service 1 3 +5 +1 -1 +4 -14 +2 January December Porcentaje de revenue (aprox) de Adevinta cubierto por SEO Managers 15% 90% % de marketplaces Haciendo algo de SEO 38% 92% +600% +240% Engagement evolution Ownership evolution
egypt 5 that 6 most 7 in 8 of 9 large 10 is 11 so 12 egyptians 13 quickly 14 memorizing 15 often 16 Cómo se puede representar una palabra en un ordenador? Asignando un número a cada palabra
asignado Qué pasa si representas una palabra en un ordenador? Podemos asignar un número a cada palabra Vocabulary Number the 1 a 2 have 3 has 4 egypt 5 that 6 most 7 in 8 of 9 large 10 is 11 so 12 egyptians 13 quickly 14 memorizing 15 often 16
Origin linking URLs (CSV) Destination linked URLs (the ones we want to boost) (CSV) Machine Learning model Model output: Links between popular queries (JSON) Integration with CustoJusto front end
• Typos, ambiguities and Similar Names 01 KW Indexation • KW Generation • Content Matching • KW Filtering • Build a KW Index 03 Internal Linking • Semantic Linking • Similar Content Linking • Category hierarchy linking 04 Spice Up with KW Enrichment • Automatic Filtering • Real Time SEO Link Mapping • Historical and score • KW rotation • SEM and ROI heuristics
flooding Google with too much, duplicated or undiversified content - Discard - KW without content* - Kw with exact or very similar content ** - Favour - Maximize content coverage - Minimize Duplicated content - Minimize indexed KW - Content rotation (new content) - Evenly distributed representation of categories * set some time margin before removing them in case they get some content back ** Or keep them to redirect to the indexed similar KW filtering Apartment Lorem ipsum congue Villa Girona Barcelona (Province) Barcelona (city) Pobleno u Content covered by indexed kws Content distribution management
More soon ML models have the same base optimizations, but per language can be fine tuned e.g: Arabic, Belarusian specificities A hint of our next gen SEO component Integration in Marketplace Front-End Machine Learning Model Marketplace Internal Searches Google Trends Behavioural Data Google Search Console Data treatment - Synonyms - Plurals - Typos, ambiguities and Similar Names - Stop words Data intelligence - Categorizer - Enricher - Prioritizer - Filtering - Historical and score - Item count SEO Tools Data Pipeline - Data Processor Machine Learning Model Improvements • Improving sentence understanding • Wording coherence • Diversity • Sorting an scoring • KW Rotation • Parametrization API CSV Each marketplace sends the key page elements in a unified way: • Site, language, title, description, category, price, origin URL In each endpoint request so that we are able to send back the links in less than 20ms Different endpoints for: • Semantic linking • Trending linking • Similar linking • Same category linking • Different category linking CSV
@ OLX Brasil - São Paulo SEO Manager @ Adevinta Hungary - Budapest B2C Growth Manager @ InfoJobs - Barcelona We are hiring! @estevecastells /in/estevecastells/ [email protected]