Maths Driven SEO

Ziva makes online marketing, including SEO, more quantifiable and therefore predictable, by being aware of Google innovations and operating as a maths driven SEO agency.


Our advice is that your SEO agency should use advanced mathematics, just as Google does, it seems like common sense. However, today there is still little focus on getting results that are statistically significant, and little emphasis on the required mathematics to accompany the statistics. Published best practices that form SEO expertise are from sources such as Google Webmaster Tools, and the way in which SEO companies operate lacks sufficient statistical rigour and methods are still not necessarily true or reliable. SEO best practices don’t tend to take account how content resides within websites, not taking into account content type and the industry for example, and the principles of SEO are too general. Looking at the current SEO perspective, numerous metrics are not taken into consideration or completely ignored, during the evaluation of content

Ziva understands what search engines like Google are doing, by making use of mathematics, with less utilisation of sentiment and so called best practices that are measurably questionable. We believe strongly that our approach offers the best results to clients as it enables a much clearer picture of what SEO techniques, ranking factors and other methodologies achieve. Ziva uses advanced mathematics, so does Google. There is no place for guess work in SEO, and measuring tools are the most important tools in our SEO toolset for maths driven SEO.


How Does Google Operate

maths driven SEO

To develop the dataset that is then used to offer the search engine some assistance with deciding which site pages to rank consequently for any search query, Google gathers information from a trillion sites, some once a day. Google reports on the utilisation of more than 200 ingredients or ranking factors to analyse the gathered data and evaluate various aspects of a web page in terms of site architecture, content relevance and popularity metrics to improve the user’s search experience etc. The 200 ingredients which include social signals, user-interaction signals, and trust are shared by a number of algorithms, PageRank; Panda; Hummingbird; Penguin; and others.

To accomplish a specific purpose Mathematical techniques are used by each algorithm. According to its patent application, the Panda algorithm for example, will use a technique known as Support Vector Machine (SVM) to sort between duplicated and unique content mathematically. So that website contents true ranking worth can be accurately calculated, Google cleans up its data set by searching out duplicate online content. This implies getting rid of plagiarised content and attempts by sections of the SEO industry to manipulate fake popularity, are punished by penalties.

Specifically, Google’s usage of SVM is liable to work via preparing an arrangement of human classified web page documents. This initial arrangement is called a trained dataset, which is used to build up the model. Mathematics is then used by the algorithm to spot common patterns, which show either unique or duplicate content. To predict duplicate and unique content on an untrained dataset, the same patterns can be used. Google chose SVM over other classification algorithms after considering predictive accuracy, scale and other factors.

The algorithms help Google to arrive at a content’s true probability in fulfilling customer search queries, by feeding the analysis into Google’s overall ranking system. As the internet changes due to user preferences, the evolution of manipulative SEO spam, and technology for enhancing the user experience of websites, each algorithm will be updated either constantly or regularly. Search engines have done a good job making it more difficult to adversely affect their algorithms by identifying methodologies for fighting spam manipulation.

We want to make online marketing, including SEO, more predictable and quantifiable, therefore Ziva operates as a mathematics driven digital marketing agency, practicing SEO by mimicking a Search Engine, which we call maths driven SEO. To measure the client’s content alignment with search engines in order to ensure the best outcome for the client, we use data science combined with Natural Language Processing technology. The use of NLP to dissect content means we can precisely evaluate the degree to which body content is optimised for target keyword and to dodge detrimental cannibalisation, and the uniqueness of other site pages, by focused on unique and valuable variations.


Game Changer Identification Using Maths Driven SEO

With so many ranking factors, it’s important to identify which specific factors make a difference to your traffic, and this involves selecting the right methodology. Our approach to determining important factors for your rankings is to appraise how your site pages vary from your site average, your site’s pattern is known as the distribution. Then you compare your ‘distribution’ to your competitors and conduct tests to see if there is a significant statistical difference. Comparing yourself against your competitors for each and every potential website change, and then applying statistical tests, will help you identify the game changers that will genuinely improve your search rankings.


Ranking SEO recommendations Using Maths Driven SEO

We may come with numerous game changing insights, in your SEO review, which then need to be prioritised. Using mathematics we establish the probability of, and quantify every recommendation increasing your traffic. Changes are prioritised in order to work on quick-wins first.

In terms of predictors and outcomes we can establish by tracking changes in variables over time:

  • Performance delivering SEO recommendations
  • Quantified increased traffic
  • Accuracy of prediction probabilities
  • Timescales for changes to take effect

We check the actual effect on traffic against the predicted levels of traffic, to guarantee deriving the correct meaning from data models. It’s clear that mathematical techniques should form the basis for any decisions about how websites are optimised for search engines, given the mathematical foundations of the technologies available, and the data rich nature of SEO.


Ziva Will Grow Your Business By Maths Driven SEO

As we have demonstrated no matter what algorithms the search engines decide to employ, only a sophisticated mathematical approach to SEO (maths driven SEO) will deliver significant statistical and tangible results. We can make your company a winner than a loser through our mathematics driven approach to SEO, whatever changes the search engines make. Get in touch with Ziva if you want to grow your business through maths driven SEO.