Timothy Gillman - SMX East 2015 - Using Data to Tell an SEO Story

#SMX #31C @TimGillmanDrums

USING DATA TO TELL AN SEO STORY


WE WANT THIS


WE DON’T WANT THIS


WHO I AM


WHO I AMANALYTICS STRATEGIST


WHO I AMANALYTICS STRATEGISTREPORT BUILDER


WHO I AMANALYTICS STRATEGISTREPORT BUILDERNERD


I WORK HERE IN SEATTLE


WHAT DO ALL REPORTS NEED?


K P I


…AND CONTEXT


NO KPI’S?

NO CONTEXT?


A BUNCH OF NUMBERS


TELL A DATA STORY


1 – GET YOUR DATA

2 – CUSTOMIZE REPORT

3 – COMBINE DATA SETS


PLUS…FREE STUFF!


LET’S USE AN EXAMPLE SCENARIO


WE’LL FIND THE BEST LANDING PAGES BY:



SEARCH VOLUME



SEARCH VOLUME GOAL COMPLETIONS


USE THIS PROCESS ON YOUR FAVORITE METRICS


FIND BEST LANDING PAGES FOR:



FIND BEST LANDING PAGES FOR:

CONTEXTKPI


PLATFORM 1


WHAT’S GREAT:


WHAT’S GREAT:

KEYWORD DATA


WHAT’S GREAT:

KEYWORD DATACOMPETITIVE ANALYSIS


WHAT’S NOT SO GREAT:



COSTS $$$



COSTS $$$ CUSTOM REPORTS


TYPE WEBSITE HERE


WE HAVE DATA!


TIME FOR CUSTOMIZATION


FILTER OUT HOMEPAGE AND BRANDED QUERIES


EXPORT DATA


SELECT CSV


HMMM…NEEDS CLEANING


TIME FOR PIVOT TABLES


TRY WITH YOUR METRICS


WHAT ABOUT DATA AFTER PEOPLE REACH YOUR SITE?


PLATFORM 2


WHAT’S GREAT:


WHAT’S GREAT:

VIEWING MULTIPLE CHANNELS


WHAT’S GREAT:

VIEWING MULTIPLE CHANNELS

ENGAGEMENT &CONVERSION METRICS



ORGANIC KEYWORD DATA


LOOK AT THE CHANNELS REPORT


IT’S NICE…


BUT WE CAN DO BETTER


REPORT FILTERS


GREAT FOR QUICKLY EDITING REPORTS


NOT SO GREAT FOR FILTERING MULTIPLE REPORTS


LET’S ELIMINATE (OTHER) AND PPC


EASIER TO READ


IF YOU LEAVE THE REPORT…


FILTERS DISAPPEAR


USE CUSTOM SEGMENTS


ORGANIC VS. NON-ORGANIC


ORGANIC SEGMENT


INTACT ACROSS MULTIPLE REPORTS


CONNECT WITH SEMRUSH DATA


USE CUSTOM REPORTS


ADD METRICS


INCLUDE ANY KPI METRICS


ADD LANDING PAGE DIMENSION


EXPORT TO EXCEL


PASTE IN ORIGINAL EXCEL FILE


CONNECT THE DATA SETS…


WITH A VLOOKUP!


0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

0

20

40

60

80

100

120

140

Search Volume Goal Completions

VISUALIZE YOUR DATA


HOWEVER YOU LIKE


1 – PICK YOUR DATA

2 – CUSTOMIZE REPORT

3 – COMBINE DATA SETS


SEMRUSH


SEMRUSH

KEYWORD RANKING


SEMRUSH

KEYWORD RANKING SEARCH VOLUME


GOOGLE ANALYTICS


GOOGLE ANALYTICS

ENGAGEMENT


GOOGLE ANALYTICS

ENGAGEMENT CONVERSIONS


EXCEL


EXCEL

COMBINE DATA SETS


EXCEL

COMBINE DATA SETS CRAFT VISUALS


AS PROMISED, PARTING GIFTS


GA CUSTOM REPORT


GA CUSTOM REPORT

GA SEO DASHBOARD


GA CUSTOM REPORT

GA SEO DASHBOARD

EXCEL FILE FOR BOTH PLATFORMS


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

Timothy Gillman - SMX East 2015 - Using Data to Tell an SEO Story

Data & Analytics

Transcript of Timothy Gillman - SMX East 2015 - Using Data to Tell an SEO Story