#pubcon @RyanJones

MAKING SEO DATA MORE ACTIONABLE BY CHANGING HOW WE LOOK AT IT

VISUALIZING SEARCHANALYSIS

#pubcon @RyanJones

VISUALIZING SEARCHANALYSISRYAN JONES

Manager SEO & Analytics – SapientNitro

CEO – WTFSEO.com

@RyanJones

Linkedin.com/in/jonesy

www.RyanMJones.com

Yeah I’m that guy

#pubcon @RyanJones

Einstein Is Basically Talking About The Pareto Principle

If I had an hour to solve a problem, I’d

spend 55 minutes thinking about the

problem and 5 minutes thinking about solutions.

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So, What IS the Pareto Principle?

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Forget “Big Data” we need “Actionable Data”

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How Do We Make Data Actionable?

THE 3 “WHATS” OF ACTIONABLE ANALYSIS

1. What Is It?

2. What Does It Mean?

3. What Should We Do About It? It?

Reporting

Analysis

Actionable

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Separate Strategy from Tactics

STRATEGY: Get The Hell Out Of

Detroit

TACTICS:BOAT - BRIDGE – TUNNEL – PLANE – TRAIN - JETPACK

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Our point of view can drastically change what we “see”

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Sometimes Raw Data Can Mean Different Things

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ENOUGH THEORY. SHOW ME EXAMPLES

OK… Enough Theory.

Get To The Examples…..

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Let’s Start With The Consumer Journey

Old Model New Model

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This is NOT a good way to view the consumer journey

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OUR MEASUREMENT OF THE CONSUMER JOURNEY MUST CHANGE TO ACCOMMODATE

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We Call This Network Graph A “LinkScape”

Canonical Issues Easily Spotted

Duplicate Home Page Variations?

Orphaned Site Sections

This Linkscape was made with a tool called Gephi. It has a steep learning curve but is worth it.

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Majestic Graphed The Web in Space. You can do it at home!

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Use Network Graphs For Internal Links Too!

Google Fusion Tables are easier to use than Gephi – but your data lives in Google Drive. This is NoSlang.com – A personal site of mine. I made these issues on purpose to “test” with.

CANONICAL ISSUES!

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Let’s Talk About Keyword Research Now

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Clients Don’t Understand This

THIS TYPE OF REPORTING

SUCKS

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Introducing Keyword Opportunity Maps

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Content Topography – Keyword, Opportunity, and Social

Content Topography

Search Volume+Competition+Social Mentions=Actionable Content Strategy

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Everybody is Familiar with Venn Diagrams

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But What Are The Keywords?

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Competitive and Gap Analysis Examples – Mapping KW to Pages

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We Can Do This With Paid vs Natural Too!

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Let’s Compare Paid Strategies [do not insert political joke here]

LEFT: Candidate has a high paid and natural overlap – clearly going for maximum exposure, impressions, clicks, etc. Paid search people call this 1+1=3

RIGHT: Candidate is using paid search to supplement organic rankings.

#pubcon @RyanJones

We can also map keywords to pages.

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Let’s look at mobile first indexing and AMP…

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Look at Sentiment Too

Alchemy API is one of my favorite data sources.

This is a major strip casino – and what alchemy’s algorithm thinks the content is about.

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LET’S TALK ABOUT DASHBOARDS

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THIS IS OUR CUSTOM SEO DASHBOARD

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CYFE IS PRETTY COOL TOO – AND GIVES 5 FREE WIDGETS!

EARNINGS CENSORED PER ADSENSE TOS

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Google Data Studio Works With GA & Adwords

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WHAT TOOLS CAN I USE TO DO THIS STUFF?

Our Solution?

We Hired Laurent

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You can do cool stuff with RAW

raw.densitydesign.org

It’s Open Source Too!

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WHAT TOOLS CAN I USE TO DO THIS STUFF?

Visualization Tools To Try:

• RAW: raw.densitydesign.org

• Gephi – network map (link) analysis (free)

• Tableau

• Google Fusion Tables (part of Google Drive)

• Sketchup

• Google Data Stuido

• Cyfe

Data tools I use:

• SEMRUSH

• Moz Open Site Explorer

• Majestic

• A Hrefs

• Google Webmaster Console

• Screaming Frog

• Code! (d3.js is amazing)

#pubcon @RyanJones

THANK YOU!

@RyanJones

Linkedin.com/in/jonesy

Owdy.co/ryanjones

RyanMJones.com

WTFSEO.COM