#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets

November 17th, 2015
RIISE.co @RIISE

RIISE -- @RIISE
- RIISE.co
- twitter.com/RIISE
- facebook.com/RIISE
Ryan McLaughlin -- @recal1brate
- twitter.com/recal1brate
- linkedin.com/in/recal1brate
- instagram.com/recal1brate
- soundcloud.com/recal1brate

Why report via Google Sheets?
@recal1brate #StateofSearch

The goal is to take reporting
from this…

… to this!

No matter how good your work is…
if you’re not watching the right stuff
at the right time, you lose.

And if you’re watching the wrong metrics…
… your execution will miss the mark.

Benefits to Google Sheets
Custom Reporting & Tools

It’s not necessary to
know how to code

In times of internal conflict, you can
always point to the scoreboard.

You won’t have to walk into
meetings looking like this.

Good planning leads to good results.

Step 1: Install the add-on to Google Sheets
https://chrome.google.com/webstore/detail/google-analytics/fefimfimnhjjkomigakinmjileehfopp?hl=en

Step 2: Create new report

Step 3: Run reports

Change dimension to: “Date”

AlchemyAPI uses natural language processing
techniques to analyze your content and add
high-level semantic information.

AlchemyAPI Language Demo
http://www.alchemyapi.com/products/demo/alchemylanguage

=BLOCKSPRING("identify-keywords-from-url-
with-alchemyapi", "url",
"http://www.imdb.com/title/tt0070992/",
"get_top", true, "keywords_only", true)

=BLOCKSPRING
("identify-keywords-from-url-with-alchemyapi",
"url",
"get_top",
true,
"keywords_only",
true)

=BLOCKSPRING
"url",
"get_top",
true,
"keywords_only",
true)
-- block_id
-- key
-- data range
-- only top kw
-- only get kw

=BLOCKSPRING
"url",
ANY CELL,
"get_top",
true,
"keywords_only",
true)
-- block_id
-- key
-- data range
-- only top kw
-- only get kw

=BLOCKSPRING
"url",
A2,
"get_top",
true,
"keywords_only",
true)
-- block_id
-- key
-- data range
-- only top kw
-- only get kw

SEMrush.com

http://us.api.semrush.com/?action=report&type=
phrase_this&key=XXXXXXXX&display_limit=1&ex
port=api&export_columns=Nq&phrase=

http://us.api.semrush.com/
?action=report
&type=phrase_this
&key=XXXXXXXX
&display_limit=1
&export=api
&export_columns=Nq
&phrase=

http://us.api.semrush.com/
?action=report
&type=phrase_this
&key=XXXXXXXX
&display_limit=1
&export=api
&export_columns=Nq
&phrase=
-- action
-- report type
-- key
-- only top kw
-- search vol.

http://us.api.semrush.com/?action=report&type=phrase_this&key=XX
XXXXXX&display_limit=1&export=api&export_columns=Nq&phrase=

=importdata(“http://us.api.semrush.com/?action=report&type=phrase
_this&key=XXXXXXXX&display_limit=1&export=api&export_columns=N
q&phrase=“ & A2)

=query(importdata(“http://us.api.semrush.com/?action=report&type=
phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_colu
mns=Nq&phrase=“ & A2) ,"SELECT Col1 LABEL Col1 ''")

=query(importdata(“http://us.api.semrush.com/?action=report&type=
phrase_this&key=efe27397c4a7c72769912327d8253f3c&display_limit
=1&export=api&export_columns=Nq&phrase=“ & A2) ,"SELECT Col1
LABEL Col1 ''")

Column A: The keyword you want to report on

Column B: Monthly Search Volume
=query(importdata("http://us.api.semrush.com/?
action=report&type=phrase_this&key=XXXXXXXX
&display_limit=1&export=api&export_columns=N
q&phrase=" & A2),"SELECT Col1 LABEL Col1 ''")

Column C: Keyword Difficulty
=query(importdata("http://us.api.semrush.com/?
action=report&type=phrase_this&key=XXXXXXXX
&display_limit=1&export=api&export_columns=C
o&phrase=" & A2),"SELECT Col1 LABEL Col1 ''")

Column D: Ranking
(pulling from the Blockspring report)
=vlookup(A2,'Domain Organic Search
Keywords'!A2:I109,2)

Column E: Ranking URL
(pulling from the Blockspring report)
=vlookup(A2,'Domain Organic Search
Keywords'!A2:I109,9)

Column F: Ranking URL Title
=ImportXML(E2, "//title")

Column G: Ranking URL H1
=ImportXML(E2, "//h1")

We have our target keyword, our ranking URL,
and nifty formulas.
Let’s evaluate the on-page elements!

Column H: Title includes keyword?
=if((search(A2,F2)),"Yes.")

Column I: H1 includes keyword?
=if((search(A2,G2)),"Yes.")

Unbiased algorithmic confirmation that your
content is targeted to your focus keywords

Title and H1 including keywords usually indicates
purposeful targeting.

So from here, we can determine
content opportunities.

1. We have site relevance
2. We have search volume data
3. We have keyword difficulty data

“local link building”

What about visual keyword analysis?

Easy visual reporting that gets buy-in

What did we learn?
Data Sources
• Google Analytics Add-on
• Blockspring Queries
• Blockspring Full Reports
• API Calls
Formulas
• =importDATA
• =importXML
• =query
• =blockspring
• =vlookup
• =if((search

Never look at basic reporting again!

Thank you!
Link to Google Sheet w/ Formulas:
http://riis.es/1LkdTx1

#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets

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