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MACHINE LEARNING AND SEO

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MACHINE LEARNING: AN INNOVATIVE SEO SOLUTION

When our SEO specialists come up against a problem, no solution is off the table. Machine learning is a form of AI that focuses on developing algorithms that improve automatically through experience.

At Impressive, we’ve developed a machine learning tool based on this tech to help our SEO specialists solve problems in keyword performance. Our proprietary tech uses calibrated algorithms to mimic search engine behaviour, so we can better identify keyword ranking gaps and accurately predict future keyword rankings.

It’s a game-changing tool for our businesses, and if you partner with us, we’ll work with you to harness the insights Machine Learning offers to create an effective digital strategy that drives performance.

HOW MACHINE LEARNING WORKS

Without bogging you down in the details, here is how our machine learning tool works.
The aim? To imitate any global search engine’s behaviour, with models accurately painting a picture of ranking mechanisms and algorithm-driven site performance.

Our SEO specialists can use this program to review large amounts of data, test their optimisation recommendations and obtain feedback before launching their strategy.

The system predicts SEO rankings for certain keywords, enabling our specialists to understand what your competitors are doing to get their rankings – and making sure you’re one step ahead.

We call this the Bullseye Approach.

HOW MACHINE LEARNING IS GAME-CHANGING FOR BUSINESSES

Machine learning gives an Impressive SEO strategy the edge. It keeps pace with Google, too – as the search engine giant’s algorithms change, so do the ones in our machine learning tool.

The virtual search engine environment is incredibly accurate, meaning if our strategy performs well in this test, it will perform well once executed. By looking at what your competitors are doing to gain rankings, our SEO specialists can gain a clear idea of ways to close any gaps in the strategy.

Our proprietary tool was specifically created to mimic search engine algorithms to help with creating SEO strategies – but there are many other ways that our digital marketing strategists harness the power that AI tools can provide. It can quickly analyse data, automate admin-heavy tasks and more.

When you partner with Impressive, you’re benefiting from all of these innovations. Strategies made to target performance in the most efficient way possible.

THE IMPRESSIVE MACHINE LEARNING PROCESS

Think this might be the strategy for your business? So do we.

    • Impressive provides our clients with a list of crucial keywords based on their research of the market, the client and the general SEO strategies of competitors.

    • Our clients provide a short list of keywords based on their overarching digital marketing strategies and what pages they want to see performance on.

    • Here is where our proprietary tech takes over. We run a crawl over our approved keyword list, and the machine uses its search engine environment to analyse which keywords will perform best.

    • All clients receive a report on the insights discovered during the machine learning analysis. We’ll go through this in detail.

    • We don’t set and forget at Impressive. We’ll continue to monitor performance to make sure it is behaving as predicted – if not, we’ll circle back to step three, using our machine learning tool to re-crawl the data and provide further solutions.

There’s plenty more our specialists can tell you about our proprietary tech.

WE’RE READY TO GET STARTED

IMPRESSIVE’S KEYWORD ANALYSIS AND PREDICTION

Machine learning  – a type of AI that learns and improves on the performance of a specific task, without the need for explicit programming. How is this done? By providing the system with large amounts of data so it can read patterns and make predictions based on the patterns.

This is why it is perfect for keyword analysis – based on existing data, it can predict what keywords will be most effective at driving traffic to your website.

This is the main way our SEO team uses the machine learning tools  – it helps to consider new keywords that might have been overlooked or provide insights into the importance of different keywords and how combinations of them can be used to provide maximum impact.

Competition factors as well – it can analyse pages that rank the highest for any given keyword and provide recommendations on what can be done to optimise another similar webpage to improve performance.

It improves the effectiveness of SEO efforts with a more comprehensive and automated approach. The most relevant information and effective keywords are highlighted so that search engines can be effectively targeted.


There’s plenty more our specialists can tell you about our proprietary tech.

GET IN TOUCH

CASE STUDIES: MACHINE LEARNING IN ACTION

Let the results speak for themselves. We break down by industry how our machine learning tool has helped clients.

Marketing Agency

Keyword: SEO Melbourne, 1800 search volume

Starting position: #8 (December 2022)

Final position: #3 (June 2023)

Volume

1.3K

CLICKS

10K

COST PER CLICK

$7.00

CLICKS PER SEARCH

0.78

Keyword difficulty
Keyword difficulty

Electronics eCommerce

Keyword: canon camera, 3,900 search volume

Starting position: #21 (Dec 2022)

Final position: #6 (Mar 2023)

Volume

3.9K

CLICKS

2.7K

COST PER CLICK

$0.10

CLICKS PER SEARCH

0.69

Keyword difficulty
Keyword difficulty

Furniture eCommerce

Keyword: TV units, 2,900 search volume

Starting position: #12 (July 2022)

Final position: #6 (Nov 2022)

Volume

2.9K

CLICKS

4.8K

COST PER CLICK

$0.30

CLICKS PER SEARCH

1.66

Keyword difficulty
Keyword difficulty

Agriculture Industry

Keyword: weed sprayer, 2,000 search volume

Starting position: #16 (Jan 2023)

Final position: #8 (June 2023)

Volume

2.0K

CLICKS

1.8K

COST PER CLICK

$0.04

CLICKS PER SEARCH

0.91

Keyword difficulty
Keyword difficulty

Blinds & Shutters Company

Keyword: curtains gold coast, 250 search volume

Starting position: #4 (Feb 2023)

Final position: #1 (June 2023)

Volume

250

CLICKS

321

COST PER CLICK

$3.50

CLICKS PER SEARCH

1.35

Keyword difficulty
Keyword difficulty

CONTENT OPTIMISATION

Using our machine learning tool to test and improve our SEO strategy is just the first step. The next? Creating content that speaks to our insights, improving ranking through strategic keyword use, and speaking to your audience in their language – providing them with high-quality, relevant answers to questions they’ve been asking.

Optimising existing content and creating fresh, optimised content for your site is a key part of any SEO strategy. Ensuring that keywords are naturally woven into your copy, headers, meta titles, and meta descriptions can make all the difference when you’re aiming to rank number one. Having keywords in these crucial spots makes it easier for search engines to spot and rank your site, and for readers to tell at a glance whether or not they’ve landed on the right page.

As any digital strategist knows, it’s not just a matter of stuffing your copy with keywords. Copy that is informative, relevant and well-written will always perform well, and our team of content specialists are known for writing this kind of copy. Our SEO and content team use the full set of tools at their disposal – machine learning insights, AI tools and their own years of experience – to create compelling copy that lands in front of your audience and answers the questions they’re searching for.

What about the graphics and images on your site? Those can be optimised too, and it’s important not to leave them out of your strategy. Creating alt text for images helps search engines understand what the images are about, increasing their chances of appearing in searches. You can do the same with any titles for videos or images – slipping a keyword in the filename can help visibility


Want to know more about how on-page content can drive performance?

TIME TO TALK TO OUR SPECIALISTS

MACHINE LEARNING IN SEO: CHALLENGES

No tech is without some challenges, and it is important to keep this in mind when you come up against the power of machine learning and SEO.
At its heart, machine learning requires very large amounts of data to run effectively and give the best results. In a controlled environment, this data would be as accurate and representative as possible, but in the real world we know that biases can creep into our work, and this, in turn, can affect the results machine learning tools will give us.

It is always important to evaluate the sources and quality of the data you’re feeding to any AI. Regular testing and evaluation of your algorithms and tools for any bias is also very important.

It’s important not to get carried away with the information machine learning provides either – any recommendations must be implemented with patience and purpose at its heart. Don’t be tempted to stuff content with keywords to manipulate algorithms. This content might get you a few short wins, but you’ll be worse off in the long run – a shaky foundation on which to build your SEO house.

This is where our specialists can help you. They’re the experts in creating SEO strategies grounded in high-quality, accurate data. They follow strict processes to train our proprietary tech and ensure that the results we receive are based on accurate results.


Want to know more about how machine learning can help your business?

CONTACT OUR TEAM

LET’S GET STARTED

WE’RE NOT JUST A DIGITAL SERVICE PROVIDER – WE’RE YOUR PARTNER IN PERFORMANCE

 

Here’s how we’ll invest in you:

A comprehensive audit

We’ll review all of your digital marketing channels and outline what’s working, and what needs to be improved.

Unique growth strategy

We’ll share our approach, covering how we’d scale your marketing efforts – and how they relate to your objectives.

ROI projections

We’ll forecast the results you can expect from our growth strategy, as well as your investment and the KPIs involved to get you there.