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Marco Giordano Profile picture
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Feb 9 • 36 tweets • 10 min read
Data Skills and Analytics for #SEO essentials.

What you need to combine 2 of the most lucrative skills out there.

💯 Updated version with new content.

My 30 best threads in a single place:
Introduction to #nlp to understand how modern search engines work.
The Best SEO Python Libraries You Have to Use.

What I list here is more than necessary to start getting results.
What is Scraping and why should you care?

Well, getting data from competitors is handy
Some important Python concepts you want to study.

Prioritize logic over memory and basic concepts over Machine Learning.
Python for Content Optimization.

I show you how many people are sleeping on easier solutions.
Best resources to learn Python.

I am still working on my ebook and personal website.

For now, enjoy this:
Python/R or any other languages are featured in highly paid jobs/industries for a reason.

Marketing is not different but we are still lagging behind.
How I use Graph Theory to audit websites, a short introduction.
Sample audit with Gephi, it's not even complete.

This is one of the many applications of graphs.
Adding value with Data Science, not easy and not even what you think.

It takes storytelling and persuasion, much like sales.
BERTopic is one of the best libraries for classifying websites.

No doubt about it.
Presenting SEO data the right way.

This applies to everyone, especially freelancers.
Data skills for SEO, how to get started?
Save time with automation, work on value-adding tasks instead!
SEO Audit: the third alternative.

When technical and content aren't enough, you need to rely on strategy and data.

Many audits are still lacking this.
My first guide on the Ultimate Google Search Console Audit.

There are plenty of opportunities hidden in plain sight.
Deep dive into GSC ideas and metrics to dissect websites.
Content Audits after Google Updates, yes, they are needed.
The most complete and advanced Google Search Console guide you will read here.

This is not for beginners, so it's better to read once you understand the basics.
Some profitable alternatives for business rather than simping AI.
Reporting and auditing websites, what are the main issues?
Top mistakes you'll see/do when analyzing content websites.
Coding + Analytics = peak

Some examples of success and SEO scenarios
The reason why GSC is not as common as you'd imagine.

Yes, many businesses don't use it, believe it or not.
Why does your organization need data literacy?
Demystifying the AI hype.
How companies can take control of their data for good SEO strategies.
Addressing data misconceptions in the industry.

Spoiler: there are quite a lot.
Analytics is not fancy dashboards, Tag Manager, and plots.

You can't understand your data without some foundations...
The Ultimate Clustering thread for y'all.
Not a thread of mine but a transcription of what I said.

This is a summary of my last space with @hamse_nur.

Thanks @dhiraj_djy for the effort!
I am writing an Analytics for SEO ebook.

The release date is planned for the beginning of March.

Pretty excited to have this opportunity because the material inside is crazy.
In the meanwhile, I recommend this tutorial for BigQuery, in case you want to learn.

(affiliate)

gumroad.com/a/413302995/px…
Follow me for threads, tips, and case studies (coming soon) about SEO, content, and Python/data.

If you liked this thread, consider liking and retweeting it!🧵
I offer:

- Content audits for publishers and B2C content

- Consultancies and freelancing for publishers and B2C content

- Training and mentorship for data to any business/agency

bookk.me/marcogiordano

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More from @GiordMarco96

Marco Giordano Profile picture
Feb 8
Testing is crucial in #SEO and you should always trust your results.

Don't listen to the buzz if you have no experience.

So how can you improve?

Some tips for more $$ and to working better with limited resources 🧵
2022 was the year of shiny objects, I barely recall 2-3 things that actually had an impact on my work.

I can tell you that simplification is still the best skill you can have.

If you have the confidence to make a complex problem look easy, then you are fine.
While I don't advocate practices that can negatively affect your business, I suggest you always test.

Google documentation isn't always that truthful.

Want one example?

How we use the Indexing API.

As long as you add value to the user, you can pretty much whatever you want.
Read 19 tweets
Marco Giordano Profile picture
Feb 7
Do you know where many content websites struggle?

Processes because neither tools nor the #SEO industry talks about them.

It's all about abstraction and shiny objects, right?

Let's see some practical steps for ROI and 💸 🧵
Disclaimer: this is not about project management or strange English words.

It's mostly simple stupid concepts that can be put to great use.

The majority of what's here is Analytics and common sense!
The first recommendation is to always label your data.

If you have a content plan (you should), it needs to contain:

- The cluster(s) an article belongs to

- Additional information like author, date published

You add what you can't scrape or see elsewhere.
Read 15 tweets
Marco Giordano Profile picture
Jan 25
The 5 Most Underrated But Profitable Google Search Console Metrics And Concepts.

Many websites don't use GSC to its full potential.

💡 You can have access to so many insights...

This data are for FREE but only a few can use it.

The most unique thread on GSC across TW 🧵
1. Unique query count by page.

Get the unique number of queries for each page.

This is an excellent measure to benchmark your efforts and find influential pages.

You can also track it over time with heatmaps.

It's the hero we don't deserve to have.
This is one of the most useful metrics you could ever use.

Find the pages with the highest value and investigate those queries with 0 clicks.

Is it because they are not relevant?

Do you need subpages?

This is one way to use it.
Read 15 tweets
Marco Giordano Profile picture
Jan 24
Do you think that many #SEO processes are probably outdated?

If you ask me, the answer is yes.

Not only that, they are quite expensive.

I will prove my points in this thread 🧵
Disclaimer: you don't need to change what works.

But, don't complain if there are better systems out there, everything improves over time.

This is crucial for agencies or large websites as they have more resources at stake.
Let's start with Content Marketing.

The average content strategy for SEO is solely based on keywords and is focused on traffic.

This approach is totally unfeasible for some industries.

It's also weak because you're just chasing numbers.
Read 24 tweets
Marco Giordano Profile picture
Jan 20
My 10 quick recommendations to SEOs that want to know data.

The most underrated yet extremely profitable skills that your clients need.

Yes, there are a lot of websites that have severe issues.

No, #SEO alone is not enough if they can't find their problems.

Let's see them 🧵
1. Don't just learn to code.

You don't want to be a developer, you should get closer to an analyst, in case.

Code is the weakest part of your work, as you are an SEO.

Storytelling and understanding patterns are where you add value.
2. Most of the industry advice about data is given by people without qualifications.

This alone makes most information factually incorrect.

You can notice it while reading case studies that skip steps.

Practice alone isn't enough, you need basic theory.
Read 14 tweets
Marco Giordano Profile picture
Jan 19
The Ultimate Clustering Thread, one of the most crucial parts of Keyword Research.

Save 1000s of hours and spend more time on strategy.

I'll teach you everything you need to know to succeed with it.

Let's demystify and explain the GOAT of #SEO 🧵
First of all, clustering is the process of grouping something.

Your goal is getting groups, given some data points, in your case keywords.

You can also use other data, like pages.

The idea is to get order from disorder.

This is crucial for research.
Clustering is an unsupervised machine learning set of algorithms.

In plain English, you aren't giving the machine any groups.

They have to figure out by themselves how to group them.

And this is why it's so interesting!

Of course, you can also use alternative approaches.
Read 32 tweets

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