SAScon - Unique Reporting for Unique Long-Tail SEO Projects using my.reach.ai

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


17/01/1

4

18/01/1

4

19/01/1

4

20/01/1

4

21/01/1

4

22/01/1

4

23/01/1

4

24/01/1

4

25/01/1

4

26/01/1

4

27/01/1

4

28/01/1

4

29/01/1

4

30/01/1

4

31/01/1

4

01/02/1

4

02/02/1

4

03/02/1

4

04/02/1

4

05/02/1

4

06/02/1

4

07/02/1

4

08/02/1

4

09/02/1

4

10/02/1

4

11/02/1

4

12/02/1

4

13/02/1

4

14/02/1

4

15/02/1

4

16/02/1

4

17/02/1

4

18/02/1

4

19/02/1

4

20/02/1

40.00

10.00

20.00

30.00

40.00

50.00

60.00

Actual Time-line of Link Deployment inc Quality Metrics

Domain AuthorityTrust FlowCitation Flow

Date

Au

tho

rity

& T

rust

Campaign Test Period ~30 days – Note: Links take approximately 1 month to take effect


17/01/1

4

18/01/1

4

19/01/1

4

20/01/1

4

21/01/1

4

22/01/1

4

23/01/1

4

24/01/1

4

25/01/1

4

26/01/1

4

27/01/1

4

28/01/1

4

29/01/1

4

30/01/1

4

31/01/1

4

01/02/1

4

02/02/1

4

03/02/1

4

04/02/1

4

05/02/1

4

06/02/1

4

07/02/1

4

08/02/1

4

09/02/1

4

10/02/1

4

11/02/1

4

12/02/1

4

13/02/1

4

14/02/1

4

15/02/1

4

16/02/1

4

17/02/1

4

18/02/1

4

19/02/1

4

20/02/1

40.00

10.00

20.00

30.00

40.00

50.00

60.00

Actual Time-line of Link Deployment inc Quality Metrics

Domain AuthorityTrust FlowCitation Flow

Date

Au

tho

rity

& 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

4167341680

4168741694

4170141708

4171541722

4172941736

4174341750

-40

-20

0

20

40

60

80

Comparison DE and GB

ί DE ί GB

Final Link Live Weekly Vol. of KW Change Up / Down

Partial EffectFrom Initial Placements


4167341680

4168741694

4170141708

4171541722

4172941736

4174341750

-60

-40

-20

0

20

40

60

80

100


ί DE ί GB

Final Link Live

~30 days since 1st link

Weekly Vol. of KW Change Up / Down

FullEffect


4167341680

4168741694

4170141708

4171541722

4172941736

4174341750

-400

-200

0

200

400

600

800

1000

1200


∑χ DE ∑χ GB

Final Link Live

30 days since 1st link

Total # Of Positions Gained/Lost

PartialEffect


4167341680

4168741694

4170141708

4171541722

4172941736

4174341750

-600

-400

-200

0

200

400

600

800

1000

1200

1400


∑χ DE ∑χ GB

Final Link Live


FullEffect



4167341680

4168741694

4170141708

4171541722

4172941736

4174341750

-600

-400

-200

0

200

400

600

800

1000

1200

1400


∑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




• 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)


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.


Reporting Module Available Soon….

my.reach.ai

Currently invite only….

Why wait till Matt makes an announcement


14

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..


We’ve been monitoring you testing the final Panda 4.0


….and we know who it impacted and how much it’s cost them



“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


Data & Analytics

SAScon - Unique Reporting for Unique Long-Tail SEO Projects using my.reach.ai