SO MUCH DATA….SO LITTLE TIMECONFIDENTIAL0TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Da...
SO MUCH DATA….SO LITTLE TIMESO MUCH DATA….SO LITTLE TIME
75 Data Points in 15 minutesPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conducto...
Identify Trends at a High LevelCONFIDENTIAL3TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation &...
7 Primary Segments of Analytic Data• Conversion Metrics• Ranking Distributions• Web Analytics• Webmaster Tools• Webmaster ...
Conversion Data11--800800--CALLSEOCALLSEO#ProTipCONFIDENTIAL5TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDow...
Ranking Data shows SEO Strategy Impact#ProTipSegment this data into separate categories for adeeper level of strategic rep...
Web Analytics DataCONFIDENTIAL7TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPr...
Web Analytics DataCONFIDENTIAL8TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPr...
Webmaster Tools DataStraight from the horses mouth. Are youacting on recommendations straight fromGoogle themselves?CONFID...
Basic Metrics of StrengthHas there been a massive increase ordecrease in the number of pages indexed?Could be good or bad....
7 Primary Segments of Analytic DataHaving more Tweets or mentionsdoes NOT correlate with better#ProTipDo not ignore +1 as ...
Domain Level Linking Data“I wouldnt write the epitaphfor links quite yet.”Matt CuttsSMX Advanced 2012#ProTipAdd additional...
Follow the DELTA week over weekCONFIDENTIAL13
Take a step back and breath…..CONFIDENTIAL14TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation &...
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Search Exchange 2012 | Brian McDowell: "Analytics and Reporting-What Data You Should Be Following"

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There are so many triggers that impact your SEO (over 200 according to Matt Cutts) and so many data points to follow at any given time. This presentation reviews some of the top data points to collect, archive and analyze week over week.

The presentation follows the path of a spread sheet that was used to successfully monitor well over 15 million dollars in natural search annual revenue prior to the release of automated platforms like Conductor Searchlight.

Published in: Business, Technology
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Search Exchange 2012 | Brian McDowell: "Analytics and Reporting-What Data You Should Be Following"

  1. 1. SO MUCH DATA….SO LITTLE TIMECONFIDENTIAL0TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexSO MUCH DATA….SO LITTLE TIME
  2. 2. SO MUCH DATA….SO LITTLE TIMESO MUCH DATA….SO LITTLE TIME
  3. 3. 75 Data Points in 15 minutesPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexCumulative data you can collect andarchive in just 30 minutes each week.CONFIDENTIAL2TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchex
  4. 4. Identify Trends at a High LevelCONFIDENTIAL3TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexCOLLECTION IS NOT THE TIME FOR ANALYSIS!
  5. 5. 7 Primary Segments of Analytic Data• Conversion Metrics• Ranking Distributions• Web Analytics• Webmaster Tools• Webmaster Tools• Web Based Information• Link Analysis• Social Strength and Brand AwarenessCONFIDENTIAL4According to Rand Fishkin,“Every time you use bulletpoints in a presentation youkill a kitten”TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchex
  6. 6. Conversion Data11--800800--CALLSEOCALLSEO#ProTipCONFIDENTIAL5TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexKnowing your conversion data helps you establish budget and team growth.When the CEO asks you about the raise or fall of his favorite term, being preparedwith revenue impact will win his/her heart.
  7. 7. Ranking Data shows SEO Strategy Impact#ProTipSegment this data into separate categories for adeeper level of strategic reporting. (GEO, updates …)CONFIDENTIAL6TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexThe faster you identify and report on dips and spikes, the more success you willhave over time.
  8. 8. Web Analytics DataCONFIDENTIAL7TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexSegmenting out the data allows for quickidentification of traffic problems coming to yoursite
  9. 9. Web Analytics DataCONFIDENTIAL8TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchex#ProTipUse advanced and custom segments to save timeeach week. This also allows you to track specificsources or directories.
  10. 10. Webmaster Tools DataStraight from the horses mouth. Are youacting on recommendations straight fromGoogle themselves?CONFIDENTIAL9TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchex#ProTipPROCESS YOUR 404 REPORT!Lost link equityYou control the destinationBetter user experienceNon aggressive tactic
  11. 11. Basic Metrics of StrengthHas there been a massive increase ordecrease in the number of pages indexed?Could be good or bad. (Archive this)#ProTipDo NOT obsess withpage rank. It is agood directionalmetric on the growthCONFIDENTIAL10TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexmetric on the growthof your authority butshifts are commonand rarely impactrankings.PR hyper focus is so2007!
  12. 12. 7 Primary Segments of Analytic DataHaving more Tweets or mentionsdoes NOT correlate with better#ProTipDo not ignore +1 as it has an insaneimpact on Google search results and isvery difficult to manipulate. See yourlogged in usage via the (not provided data)CONFIDENTIAL11TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexdoes NOT correlate with betternatural search rankings. Brandoutreach does however makeyour product more awesome.“The real objective to makinga website is to makesomething so awesome thatyou get the links for free”~@MattCutts
  13. 13. Domain Level Linking Data“I wouldnt write the epitaphfor links quite yet.”Matt CuttsSMX Advanced 2012#ProTipAdd additional lines to track andLink building is a living strategy and must be approached with creativity and paranoia!CONFIDENTIAL12TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexJim “The Ninja” BoykinAdd additional lines to track andmanage independent linkbuilding strategies. This helpsmanage the growth andmarketing cost with each tactic.
  14. 14. Follow the DELTA week over weekCONFIDENTIAL13
  15. 15. Take a step back and breath…..CONFIDENTIAL14TWITTERTWITTER@Conductor@Conductor@@Brian_McDowellBrian_McDowellPresentation & Data SheetPresentation & Data SheetAre available atAre available atwww.conductor.com/searchexwww.conductor.com/searchexLet the data tell the story…dig in with confidence

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