View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
What Are Actionable Analytics? Actionable Analytics involve using business goals and data to drive decisions. Act * tion * able adj ˈak-sh(ə-)nə-bəl 1: Capable of being acted upon
What Is Your Goal? Rankings & Visits or Sales, Conversions, Signups, & Engagement
Am I Hitting My Goal? Hopefully, these aren’t your goals.
Look Deeper Actionable : Information that allows a decision to be made.
Home Page Category Pages Sub Category Pages Product pages Long Tail Keywords Head Keywords Conversion Rate? Conversion Rate? Understand & find opportunities throughout your sales funnel
Goal: Rank for terms like “ New Trucks ” and drive higher funnel shoppers Result: Drove lots of long tail terms Side Effect: Long tail terms had a much better KPI conversion rate. Lesson: Less focus on high volume “hero” terms. Go after what converts.
Look at Actions, Not Just Keywords Group Keywords by what people are trying to do on your site Action Impressions Clicks CTR KPIs/Revenue Bounce Buy Product 200,000 158,000 79% $42,000 12% Owner Support Research & Awareness High Funnel Terms
Actionable Reporting Client: What’s happening & what should I do? Start with your goals, report the metrics that align with them
How can I use actionable analytics to answer everyday SEO questions? Let’s Look at some examples…..