DemandSphere Found Matsuri July 2024

Transcript

1. FOUND Matsuri SEO夏祭り #DemandLive
2. Intro • Founded DemandSphere in 2010 • Two main products: DemandMetrics and SERP Intelligence • We work with brands, ecommerce and programmatic teams, both in-house and agency • Our expertise is using very large-scale SERP analytics to drive strategy
3. DemandMetrics SERP data analytics for expert SEO teams • Millions of keywords monitored daily • 10,000+ sites managed • Rich customization capabilities • Large-scale processing and turnkey data warehouses via BigQuery • Built for complex org structures
4. The missing detail is factors that impact CTR Avg. Position (Max traffic potential) Impressions (depends on Avg. Pos.) Clicks CTR (clicks / impressions) What happened? Derived metric What happened? Derived metric WHY?!
5. Old School SERPs (“Ten blue links”)
6. Modern SERP Features
7. Pixels = Attention
8. Holistic SERP Monitoring Visual Rank Sentiment Layout Shift Scroll Depth Pixel Depth CTR Modeling Ad Copy Suggested Keywords # of Elements Ad Location Locations Reviews Merchant IDs Business Titles Ranking URLs Title, Meta, etc. Custom Extraction SERP Screenshots Pixel Height SERP Features Search Intent Keyword Clusters Topic Modeling Search Volume Ad Presence Ad Performance Co-Occurrence Competitor Performance Competitor Discovery Share of Voice Visual Share of Voice URL Screenshots NLP Analysis Video Discussions & Forums Social Knowledge Graph SERP Feature Interiors FAQ Flight Details Hotel Details Review details PLA Text Ads People Also Ask Refine this search Organic Commerce Related Products Shops News News Details Price & Currency Google vs. Bing Buying Guide Howto Job Details
9. Move from “what happened?” to “why?” Rank Tracking “10 blue links” Share of Voice SERP Features Complete Data Shape of the SERP Pixels & Visual Rank Direct Impact on CTR Four levels of SERP analytics
10. The 5th level of monitoring Rank Tracking “10 blue links” Share of Voice SERP Features Complete Data Shape of the SERP Pixels & Visual Rank Direct Impact on CTR Interactive SERPs Interactive Monitor SERP behavior
11. Interactive SERP monitoring The SERPs are starting to look like mini-apps Interacting with the SERP • Even richer SERP Features • Clicks and events • Semantic analysis • AI Overview data collection • Logged-in users
12. Share of Voice & SERP Features Metrics • SERP Feature Appearance • Presence • Visual Share of Voice • CTR Impact
13. Share of Voice & SERP Features Big data • Detailed SERP Feature presence • Top 20 market and domain / URL visibility analytics • Forecasting and CTR modeling
14. Pixels & CTR Impact
15. Shopping Ads • Position (order of items) • Product Name • Price • URL • Pixel Data Organic Results • Organic Position • Visual Position • Title • Meta Description • Product URL • Pixel Data Popular Products • Position (order of items) • Product Name • Price • URL • Pixel Data SERP Intelligence - data pipelines to BigQuery The SERP Intelligence API is a data pipeline built to your specifications, covering any aspects of the SERP your BI team requires. These pipelines typically consist of tracking hundreds of features throughout various search engines. Results are stored as JSON files on our servers and loaded into BigQuery for clients to access. Ongoing support is provided to ensure data delivery is accurate and on time. Use the power of SQL and BigQuery to accelerate your insights from SERP data.
16. SERP Intelligence - data pipelines to BigQuery
17. Collaboration with JADE on SERP data https://ja.dev/knowledge/search/algorithm_updates/cau/202403
18. The big question: AI Overviews
19. The AI Overview Landscape Current status • Initially appeared 20% of the time after Google I/O • Large reduction after questionable results • Currently less than 10% appearance in our datasets with preferred approach • We predict another revision and increase down the road eCommerce Real Estate Travel Auto Job Search Finance Primary industries we monitor for AIO
20. How AIOs are generated Query NL Response System Search System
21. How sources are selected As of July 2024 • According to the patent, these sources are selected to help validate the accuracy of the AIO • Featured snippets and AIOs sometimes appear together, other times not • Some people report success with cosine similarity optimization
22. Featured Snippet vs. AIO (exclusive example)
23. Featured Snippet vs. AIO (inclusive example)
24. How we are fetching AI Overview data (3 modes) Logged out (0.4% results) Logged in (9.8% results) Logged in with Search Labs (>20% results) Traditional fetching via proxies and headless browsers Fetching with proxies and logged in gmail users. Our preferred method. Fetching with proxies and logged in gmail users with Search Labs enabled
25. What AI Overviews look like in DemandMetrics Current status • Project-based, US-focused. Will cover for Japan if released here. • New AI Overview SERP Feature filter • AI Overviews are shown in SERP Rewind • Working on post-click data extraction
26. What AI Overviews look like in DemandMetrics
27. AIOs aren’t always on top
28. Continuing education in SEO & Data Science
29. Data Science with Python for SEO Course Class Sponsorship • Free DemandSphere account (3 months + API credits) • We train our new CS team members with this course • Elias provides access to additional tools such as JupyterLab
30. brightonSEO San Diego: November 19 & 20