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Gaining Insights from Combined SEO Data

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Advanced data analysis combining keyword data, link data and business analytics data using PowerBI to gain insights in to SEO best practices and content creation ideation.

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Gaining Insights from Combined SEO Data

  1. 1. @brightedge #share16 Eric Baudais - SEO Campaign Analyst PennWell Gaining Insights from Combined Data
  2. 2. @brightedge #share16  eCommerce Analyst – Optimized product pages for search & A/B testing of website elements.  SEO Specialist – Managed transition from CQ4 to CQ5 increasing search. – Optimized event websites, Power group websites and Fire group websites.  SEO Campaign Analyst – Created SEO report for content optimization. – Grew paid search campaign to $400k direct revenue. – Advises content producers on best ways to increase search visibility. About Eric Content Optimization and Digital Integration @Dargus
  3. 3. @brightedge #share16  Over 100 search engine signals  Want to see the most important signals.  Holistic view at both page and keyword level. How do we align search signals to business metrics? Content Optimization and Digital Integration @Dargus
  4. 4. @brightedge #share16  Data Cube can download 10,000 keywords from any website.  Has limitations Get keyword data from BrightEdge Content Optimization and Digital Integration @Dargus
  5. 5. @brightedge #share16  Page URL is most common factor between most data sets  Link data (page url matching)  MOZ Opensiteexplorer  SEO Majestic  AHREFS  Google Search Console (keyword to keyword matching)  Business Analytics (page url matching)  Adobe Analytics  Google Analytics Add more data to the mix and normalize Content Optimization and Digital Integration @Dargus [ Picture of different page urls]
  6. 6. @brightedge #share16  Upload spreadsheets to PowerBI  Establish connections between the data sets Use PowerBI to easily combine data Content Optimization and Digital Integration @Dargus [ Picture of PowerBI linking]
  7. 7. @brightedge #share16  Combine all fields in to one data report.  Filter and create smaller reports from the larger data set. Add all fields to data report in PowerBI [Picture of combined Power BI report]
  8. 8. @brightedge #share16  Filter and add calculated fields to report similar to Pivot Tables.  Refine the report to gain knowledge about searchers.  Find actionable insights hidden in the data. Produce reports with only data you want to see Content Optimization and Digital Integration @Dargus [ Picture of PennEnergy report for solar]
  9. 9. @brightedge #share16  Share findings of your data to key decision makers.  Agree on plan of action based on data.  Follow-up to ensure action is taken. Distribute data and create action within company Content Optimization and Digital Integration @Dargus
  10. 10. @brightedge #share16  Need to look at the right data together.  Focused data is better than blurry data.  Data + Action = Success Key Takeaways Content Optimization and Digital Integration @Dargus
  11. 11. @brightedge #share16 Thank you! See you at the next #Share Content Optimization and Digital Integration @Dargus

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