VISUALIZING SEARCH DATA

Making SEO More Actionable By Changing How We Look At It

@RyanJones

RYAN JONESManager – Search Strategy & Analytics2006 Time Person of the YearFounder – WTFSEO.comwww.RyanMJones.com

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Linkedin.com/in/jonesy

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Owdy.co/ryanjones

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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WHAT IS THE PARETO PRINCIPLE?

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HOW DO WE MAKE THE BIG LEAP?

Find the 20% that will deliver 80%

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DATA OVERLOAD?

ELIMINATE 80% OF THE DATA

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Reporting: Analysis:

It’s 4th down. The ball is on the 36

yard line.

“It’s 4th and inches from

the 36. Our RB is averaging 2.3

YPC and our kicker’s range is

40 yards.

We should go for it.”

Evolve From Reporting To Analysis

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THE 3 “WHATS” OF ACTIONABLE ANALYSIS

What Is It?

What Does It Mean?

What Should We Do About It?

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STRATEGY: GO TO DETROIT

TACTICS:BOAT - BRIDGE– TUNNEL - PLANE

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HOW WE LOOK AT THINGSMAKES A DIFFERENCE

THE CONSUMER JOURNEY

Used to look like this Now looks like this

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HOW MOST PEOPLE VIEW THE CONSUMER JOURNEY

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HOW WE VIEW THE CONSUMER JOURNEY

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DIAGNOSINGTHE CONSUMER JOURNEY

Lots of Paid Search Cannibalization

going on here.

There isn’t any social overlapSource:

Google Analytics Conversions Paths

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AND SITE STRUCTURE

MAPPINGLINKS

Canonical Issues

Duplicate Home Page

Orphaned Sections

Source: Majestic & Gephi

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REPORTS

SEO IS MORE THAN

TRADITIONAL, BORING WAY

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05

101520253035404550

0 10 20 30 40 50 60Number of Ranking

URLs

Avg Rank of Keyword

Ranking Keywords

Duplicate Content

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0

10000

20000

30000

40000

50000

60000

70000

80000

90000

0 200000 400000 600000 800000 1000000 1200000 1400000

Clicks

Impressions

Impressions vs Clicks

Pages

Unicorns

(High Clicks, Low

Impressions)

Ideal Zone

(High impressions, High Clicks)

Normal ZoneOpportunity

(High Impressions, Low Clicks)

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ONLY SEOS SHOULD SEE THIS

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KEYWORDS MAPPED TO PAGES

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KEYWORD OPPORTUNITY MAPS

VOLUME AND COMPETITION

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KEYWORDTOPOGRAPHYSearch Volumes

+

Competition

+

Social Volumes

=

Actionable Content Strategy

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GAPANALYSIS

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KEYWORDOVERLAP &OPPORTUNITY

We can use fusion tables to look at

paid & natural keywords too!

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MEASURING IMPACT

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STATISTICALCHANGEIMPACTANALYSIS1, 4, 9 & 20 day impact

Source:

Moz algorithm change

list and site analytics

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We Miss You Dana

Please Donate:

www.DanasFund.org

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Linkedin.com/in/Jonesy

You’re not using this

Owdy.co/RyanJones

@RyanJones

rjones@sapient.com

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