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Using Data To Tell An SEO Story By Tim Gillman

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: The Most Valuable Analytics Reports All SEOs Should Be Running. PRESENTATION: Using Data To Tell An SEO Story - Given by Timothy Gillman, @TimGillmanDrums, Analytics Strategist - Portent Inc.. #SMX #31C

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Using Data To Tell An SEO Story By Tim Gillman

  1. 1. #SMX #31C @TimGillmanDrums USING DATA TO TELL AN SEO STORY
  2. 2. #SMX #31C @TimGillmanDrums WE WANT THIS
  3. 3. #SMX #31C @TimGillmanDrums WE DON’T WANT THIS
  4. 4. #SMX #31C @TimGillmanDrums WHO I AM
  5. 5. #SMX #31C @TimGillmanDrums WHO I AM ANALYTICS STRATEGIST
  6. 6. #SMX #31C @TimGillmanDrums WHO I AM ANALYTICS STRATEGIST REPORT BUILDER
  7. 7. #SMX #31C @TimGillmanDrums WHO I AM ANALYTICS STRATEGIST REPORT BUILDER NERD
  8. 8. #SMX #31C @TimGillmanDrums I WORK HERE IN SEATTLE
  9. 9. #SMX #31C @TimGillmanDrums WHAT DO ALL REPORTS NEED?
  10. 10. #SMX #31C @TimGillmanDrums K P I
  11. 11. #SMX #31C @TimGillmanDrums …AND CONTEXT
  12. 12. #SMX #31C @TimGillmanDrums NO KPI’S? NO CONTEXT?
  13. 13. #SMX #31C @TimGillmanDrums A BUNCH OF NUMBERS
  14. 14. #SMX #31C @TimGillmanDrums TELL A DATA STORY
  15. 15. #SMX #31C @TimGillmanDrums 1 – GET YOUR DATA 2 – CUSTOMIZE REPORT 3 – COMBINE DATA SETS
  16. 16. #SMX #31C @TimGillmanDrums PLUS…FREE STUFF!
  17. 17. #SMX #31C @TimGillmanDrums LET’S USE AN EXAMPLE SCENARIO
  18. 18. #SMX #31C @TimGillmanDrums WE’LL FIND THE BEST LANDING PAGES BY:
  19. 19. #SMX #31C @TimGillmanDrums WE’LL FIND THE BEST LANDING PAGES BY: SEARCH VOLUME
  20. 20. #SMX #31C @TimGillmanDrums WE’LL FIND THE BEST LANDING PAGES BY: SEARCH VOLUME GOAL COMPLETIONS
  21. 21. #SMX #31C @TimGillmanDrums USE THIS PROCESS ON YOUR FAVORITE METRICS
  22. 22. #SMX #31C @TimGillmanDrums WE’LL FIND THE BEST LANDING PAGES BY: SEARCH VOLUME GOAL COMPLETIONS
  23. 23. #SMX #31C @TimGillmanDrums FIND BEST LANDING PAGES FOR: SEARCH VOLUME GOAL COMPLETIONS
  24. 24. #SMX #31C @TimGillmanDrums FIND BEST LANDING PAGES FOR: CONTEXT KPI
  25. 25. #SMX #31C @TimGillmanDrums PLATFORM 1
  26. 26. #SMX #31C @TimGillmanDrums WHAT’S GREAT:
  27. 27. #SMX #31C @TimGillmanDrums WHAT’S GREAT: KEYWORD DATA
  28. 28. #SMX #31C @TimGillmanDrums WHAT’S GREAT: KEYWORD DATA COMPETITIVE ANALYSIS
  29. 29. #SMX #31C @TimGillmanDrums WHAT’S NOT SO GREAT:
  30. 30. #SMX #31C @TimGillmanDrums WHAT’S NOT SO GREAT: COSTS $$$
  31. 31. #SMX #31C @TimGillmanDrums WHAT’S NOT SO GREAT: COSTS $$$ CUSTOM REPORTS
  32. 32. #SMX #31C @TimGillmanDrums TYPE WEBSITE HERE
  33. 33. #SMX #31C @TimGillmanDrums WE HAVE DATA!
  34. 34. #SMX #31C @TimGillmanDrums TIME FOR CUSTOMIZATION
  35. 35. #SMX #31C @TimGillmanDrums FILTER OUT HOMEPAGE AND BRANDED QUERIES
  36. 36. #SMX #31C @TimGillmanDrums EXPORT DATA
  37. 37. #SMX #31C @TimGillmanDrums SELECT CSV
  38. 38. #SMX #31C @TimGillmanDrums HMMM…NEEDS CLEANING
  39. 39. #SMX #31C @TimGillmanDrums TIME FOR PIVOT TABLES
  40. 40. #SMX #31C @TimGillmanDrums TRY WITH YOUR METRICS
  41. 41. #SMX #31C @TimGillmanDrums WHAT ABOUT DATA AFTER PEOPLE REACH YOUR SITE?
  42. 42. #SMX #31C @TimGillmanDrums PLATFORM 2
  43. 43. #SMX #31C @TimGillmanDrums WHAT’S GREAT:
  44. 44. #SMX #31C @TimGillmanDrums WHAT’S GREAT: VIEWING MULTIPLE CHANNELS
  45. 45. #SMX #31C @TimGillmanDrums WHAT’S GREAT: VIEWING MULTIPLE CHANNELS ENGAGEMENT & CONVERSION METRICS
  46. 46. #SMX #31C @TimGillmanDrums WHAT’S NOT SO GREAT:
  47. 47. #SMX #31C @TimGillmanDrums WHAT’S NOT SO GREAT: ORGANIC KEYWORD DATA
  48. 48. #SMX #31C @TimGillmanDrums
  49. 49. #SMX #31C @TimGillmanDrums
  50. 50. #SMX #31C @TimGillmanDrums
  51. 51. #SMX #31C @TimGillmanDrums LOOK AT THE CHANNELS REPORT
  52. 52. #SMX #31C @TimGillmanDrums IT’S NICE…
  53. 53. #SMX #31C @TimGillmanDrums BUT WE CAN DO BETTER
  54. 54. #SMX #31C @TimGillmanDrums REPORT FILTERS
  55. 55. #SMX #31C @TimGillmanDrums GREAT FOR QUICKLY EDITING REPORTS
  56. 56. #SMX #31C @TimGillmanDrums NOT SO GREAT FOR FILTERING MULTIPLE REPORTS
  57. 57. #SMX #31C @TimGillmanDrums LET’S ELIMINATE (OTHER) AND PPC
  58. 58. #SMX #31C @TimGillmanDrums EASIER TO READ
  59. 59. #SMX #31C @TimGillmanDrums IF YOU LEAVE THE REPORT…
  60. 60. #SMX #31C @TimGillmanDrums FILTERS DISAPPEAR
  61. 61. #SMX #31C @TimGillmanDrums
  62. 62. #SMX #31C @TimGillmanDrums USE CUSTOM SEGMENTS
  63. 63. #SMX #31C @TimGillmanDrums ORGANIC VS. NON-ORGANIC
  64. 64. #SMX #31C @TimGillmanDrums ORGANIC SEGMENT
  65. 65. #SMX #31C @TimGillmanDrums INTACT ACROSS MULTIPLE REPORTS
  66. 66. #SMX #31C @TimGillmanDrums CONNECT WITH SEMRUSH DATA
  67. 67. #SMX #31C @TimGillmanDrums USE CUSTOM REPORTS
  68. 68. #SMX #31C @TimGillmanDrums ADD METRICS
  69. 69. #SMX #31C @TimGillmanDrums INCLUDE ANY KPI METRICS
  70. 70. #SMX #31C @TimGillmanDrums ADD LANDING PAGE DIMENSION
  71. 71. #SMX #31C @TimGillmanDrums EXPORT TO EXCEL
  72. 72. #SMX #31C @TimGillmanDrums PASTE IN ORIGINAL EXCEL FILE
  73. 73. #SMX #31C @TimGillmanDrums CONNECT THE DATA SETS…
  74. 74. #SMX #31C @TimGillmanDrums WITH A VLOOKUP!
  75. 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. 76. #SMX #31C @TimGillmanDrums HOWEVER YOU LIKE
  77. 77. #SMX #31C @TimGillmanDrums 1 – PICK YOUR DATA 2 – CUSTOMIZE REPORT 3 – COMBINE DATA SETS
  78. 78. #SMX #31C @TimGillmanDrums SEMRUSH
  79. 79. #SMX #31C @TimGillmanDrums SEMRUSH KEYWORD RANKING
  80. 80. #SMX #31C @TimGillmanDrums SEMRUSH KEYWORD RANKING SEARCH VOLUME
  81. 81. #SMX #31C @TimGillmanDrums GOOGLE ANALYTICS
  82. 82. #SMX #31C @TimGillmanDrums GOOGLE ANALYTICS ENGAGEMENT
  83. 83. #SMX #31C @TimGillmanDrums GOOGLE ANALYTICS ENGAGEMENT CONVERSIONS
  84. 84. #SMX #31C @TimGillmanDrums EXCEL
  85. 85. #SMX #31C @TimGillmanDrums EXCEL COMBINE DATA SETS
  86. 86. #SMX #31C @TimGillmanDrums EXCEL COMBINE DATA SETS CRAFT VISUALS
  87. 87. #SMX #31C @TimGillmanDrums AS PROMISED, PARTING GIFTS
  88. 88. #SMX #31C @TimGillmanDrums GA CUSTOM REPORT
  89. 89. #SMX #31C @TimGillmanDrums GA CUSTOM REPORT GA SEO DASHBOARD
  90. 90. #SMX #31C @TimGillmanDrums GA CUSTOM REPORT GA SEO DASHBOARD EXCEL FILE FOR BOTH PLATFORMS
  91. 91. #SMX #31C @TimGillmanDrums THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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