Timothy Gillman shows you how to combine data sets from both SEMRush and Google Analytics to get the whole story for your SEO reports.

1. #SMX #31C @TimGillmanDrums
USING DATA TO TELL
AN SEO STORY

2. #SMX #31C @TimGillmanDrums
WE WANT THIS

3. #SMX #31C @TimGillmanDrums
WE DON’T WANT THIS

4. #SMX #31C @TimGillmanDrums
WHO I AM

5. #SMX #31C @TimGillmanDrums
WHO I AM
ANALYTICS STRATEGIST

6. #SMX #31C @TimGillmanDrums
WHO I AM
ANALYTICS STRATEGIST
REPORT BUILDER

7. #SMX #31C @TimGillmanDrums
WHO I AM
ANALYTICS STRATEGIST
REPORT BUILDER
NERD

8. #SMX #31C @TimGillmanDrums
I WORK HERE IN SEATTLE

9. #SMX #31C @TimGillmanDrums
WHAT DO ALL
REPORTS NEED?

10. #SMX #31C @TimGillmanDrums

11. #SMX #31C @TimGillmanDrums
…AND CONTEXT

12. #SMX #31C @TimGillmanDrums
NO KPI’S?
NO CONTEXT?

13. #SMX #31C @TimGillmanDrums
A BUNCH OF NUMBERS

14. #SMX #31C @TimGillmanDrums
TELL A DATA STORY

15. #SMX #31C @TimGillmanDrums
1 – GET YOUR DATA
2 – CUSTOMIZE REPORT
3 – COMBINE DATA SETS

16. #SMX #31C @TimGillmanDrums
PLUS…FREE STUFF!

17. #SMX #31C @TimGillmanDrums
LET’S USE AN
EXAMPLE SCENARIO

18. #SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST
LANDING PAGES BY:

19. #SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST
LANDING PAGES BY:
SEARCH VOLUME

20. #SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST
LANDING PAGES BY:
SEARCH VOLUME
GOAL COMPLETIONS

21. #SMX #31C @TimGillmanDrums
USE THIS PROCESS ON
YOUR FAVORITE
METRICS

22. #SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST
LANDING PAGES BY:
SEARCH VOLUME
GOAL COMPLETIONS

23. #SMX #31C @TimGillmanDrums
FIND BEST LANDING
PAGES FOR:
SEARCH VOLUME
GOAL COMPLETIONS

24. #SMX #31C @TimGillmanDrums
FIND BEST LANDING
PAGES FOR:
CONTEXT
KPI

25. #SMX #31C @TimGillmanDrums
PLATFORM 1

26. #SMX #31C @TimGillmanDrums
WHAT’S GREAT:

27. #SMX #31C @TimGillmanDrums
WHAT’S GREAT:
KEYWORD DATA

28. #SMX #31C @TimGillmanDrums
WHAT’S GREAT:
KEYWORD DATA
COMPETITIVE ANALYSIS

29. #SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:

30. #SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:
COSTS $$$

31. #SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:
COSTS $$$
CUSTOM REPORTS

32. #SMX #31C @TimGillmanDrums
TYPE WEBSITE
HERE

33. #SMX #31C @TimGillmanDrums
WE HAVE DATA!

34. #SMX #31C @TimGillmanDrums
TIME FOR CUSTOMIZATION

35. #SMX #31C @TimGillmanDrums
FILTER OUT HOMEPAGE
AND BRANDED QUERIES

36. #SMX #31C @TimGillmanDrums
EXPORT DATA

37. #SMX #31C @TimGillmanDrums
SELECT CSV

38. #SMX #31C @TimGillmanDrums
HMMM…NEEDS CLEANING

39. #SMX #31C @TimGillmanDrums
TIME FOR PIVOT TABLES

40. #SMX #31C @TimGillmanDrums
TRY WITH YOUR METRICS

41. #SMX #31C @TimGillmanDrums
WHAT ABOUT DATA
AFTER PEOPLE REACH
YOUR SITE?

42. #SMX #31C @TimGillmanDrums
PLATFORM 2

43. #SMX #31C @TimGillmanDrums
WHAT’S GREAT:

44. #SMX #31C @TimGillmanDrums
WHAT’S GREAT:
VIEWING MULTIPLE
CHANNELS

45. #SMX #31C @TimGillmanDrums
WHAT’S GREAT:
VIEWING MULTIPLE
CHANNELS
ENGAGEMENT &
CONVERSION METRICS

46. #SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:

47. #SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:
ORGANIC KEYWORD
DATA

48. #SMX #31C @TimGillmanDrums

49. #SMX #31C @TimGillmanDrums

50. #SMX #31C @TimGillmanDrums

51. #SMX #31C @TimGillmanDrums
LOOK AT THE
CHANNELS REPORT

52. #SMX #31C @TimGillmanDrums
IT’S NICE…

53. #SMX #31C @TimGillmanDrums
BUT WE CAN DO BETTER

54. #SMX #31C @TimGillmanDrums
REPORT FILTERS

55. #SMX #31C @TimGillmanDrums
GREAT FOR QUICKLY
EDITING REPORTS

56. #SMX #31C @TimGillmanDrums
NOT SO GREAT FOR
FILTERING MULTIPLE
REPORTS

57. #SMX #31C @TimGillmanDrums
LET’S ELIMINATE
(OTHER) AND PPC

58. #SMX #31C @TimGillmanDrums
EASIER TO READ

59. #SMX #31C @TimGillmanDrums
IF YOU LEAVE THE
REPORT…

60. #SMX #31C @TimGillmanDrums
FILTERS DISAPPEAR

61. #SMX #31C @TimGillmanDrums

62. #SMX #31C @TimGillmanDrums
USE CUSTOM SEGMENTS

63. #SMX #31C @TimGillmanDrums
ORGANIC VS.
NON-ORGANIC

64. #SMX #31C @TimGillmanDrums
ORGANIC SEGMENT

65. #SMX #31C @TimGillmanDrums
INTACT ACROSS
MULTIPLE REPORTS

66. #SMX #31C @TimGillmanDrums
CONNECT WITH
SEMRUSH DATA

67. #SMX #31C @TimGillmanDrums
USE CUSTOM
REPORTS

68. #SMX #31C @TimGillmanDrums
ADD METRICS

69. #SMX #31C @TimGillmanDrums
INCLUDE ANY
KPI METRICS

70. #SMX #31C @TimGillmanDrums
ADD LANDING PAGE
DIMENSION

71. #SMX #31C @TimGillmanDrums
EXPORT TO
EXCEL

72. #SMX #31C @TimGillmanDrums
PASTE IN ORIGINAL
EXCEL FILE

73. #SMX #31C @TimGillmanDrums
CONNECT THE
DATA SETS…

74. #SMX #31C @TimGillmanDrums
WITH A
VLOOKUP!

75. #SMX #31C @TimGillmanDrums
0
20
40
60
80
100
120
140
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Search Volume Goal Completions
VISUALIZE YOUR DATA

76. #SMX #31C @TimGillmanDrums
HOWEVER YOU LIKE

77. #SMX #31C @TimGillmanDrums
1 – PICK YOUR DATA
2 – CUSTOMIZE REPORT
3 – COMBINE DATA SETS

78. #SMX #31C @TimGillmanDrums
SEMRUSH

79. #SMX #31C @TimGillmanDrums
SEMRUSH
KEYWORD RANKING

80. #SMX #31C @TimGillmanDrums
SEMRUSH
KEYWORD RANKING
SEARCH VOLUME

81. #SMX #31C @TimGillmanDrums
GOOGLE ANALYTICS

82. #SMX #31C @TimGillmanDrums
GOOGLE ANALYTICS
ENGAGEMENT

83. #SMX #31C @TimGillmanDrums
GOOGLE ANALYTICS
ENGAGEMENT
CONVERSIONS

84. #SMX #31C @TimGillmanDrums
EXCEL

85. #SMX #31C @TimGillmanDrums
EXCEL
COMBINE DATA SETS

86. #SMX #31C @TimGillmanDrums
EXCEL
COMBINE DATA SETS
CRAFT VISUALS

87. #SMX #31C @TimGillmanDrums
AS PROMISED, PARTING
GIFTS

88. #SMX #31C @TimGillmanDrums
GA CUSTOM REPORT

89. #SMX #31C @TimGillmanDrums
GA CUSTOM REPORT
GA SEO DASHBOARD

90. #SMX #31C @TimGillmanDrums
GA CUSTOM REPORT
GA SEO DASHBOARD
EXCEL FILE FOR BOTH
PLATFORMS

91. #SMX #31C @TimGillmanDrums
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016