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Visualizing Search Analysis By Ryan Jones

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Analytics Reports That SEOs Can't Live Without. PRESENTATION: Visualizing Search Analysis - Given by Ryan Jones, @RyanJones - SapientNitro, Manager Search Strategy & Analysis. #SMX #31C

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Visualizing Search Analysis By Ryan Jones

  1. 1. #SMX #31C @RyanJones MAKING SEO DATA MORE ACTIONABLE BY CHANGING HOW WE LOOK AT IT VISUALIZING SEARCH ANALYSIS
  2. 2. #SMX #31C @RyanJones VISUALIZING SEARCH ANALYSISRYAN JONES Manager SEO & Analytics – SapientNitro 2006 Time Person of the Year CEO – WTFSEO.com @RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones www.RyanMJones.com Yeah I’m that guy
  3. 3. #SMX #31C @RyanJones We Work With Some Pretty Big Clients
  4. 4. #SMX #31C @RyanJones Einstein Is Basically Talking About The Pareto Principle If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.
  5. 5. #SMX #31C @RyanJones So, What IS the Pareto Principle?
  6. 6. #SMX #31C @RyanJones We Use The Pareto Principle To Make “The Big Leap” Find the 20% That Will Deliver 80% of Results
  7. 7. #SMX #31C @RyanJones Forget “Big Data” we need “Actionable Data”
  8. 8. #SMX #31C @RyanJones How Do We Make Data Actionable? THE 3 “WHATS” OF ACTIONABLE ANALYSIS 1.  What Is It? 2.  What Does It Mean? 3.  What Should We Do About It? It? Reporting Analysis Actionable
  9. 9. #SMX #31C @RyanJones Separate Strategy from Tactics STRATEGY: GO TO DETROIT TACTICS: BOAT - BRIDGE – TUNNEL – PLANE – TRAIN - JETPACK
  10. 10. #SMX #31C @RyanJones How We Look At Data Matters.
  11. 11. #SMX #31C @RyanJones Sometimes Raw Data Can Mean Different Things
  12. 12. #SMX #31C @RyanJones Visualizing Data To Find Insights. OK… Enough Theory. Get To The Examples…..
  13. 13. #SMX #31C @RyanJones Let’s Start With The Consumer Journey Old Model New Model
  14. 14. #SMX #31C @RyanJones This is NOT a good way to view the consumer journey
  15. 15. #SMX #31C @RyanJones How We “View” The Consumer Journey
  16. 16. #SMX #31C @RyanJones Actionable?   Making  Link  Data   Actionable  
  17. 17. #SMX #31C @RyanJones We Call This Network Graph A “LinkScape” § Canonical  Issues  Easily  Spotted   § Duplicate  Home  Page   Variations?   § Orphaned  Site  Sections   This  Linkscape  was  made  with  a  tool  called  Gephi.  It  has  a  steep   learning  curve  but  is  worth  it.  
  18. 18. #SMX #31C @RyanJones Use Network Graphs For Internal Links Too! Google  Fusion  Tables  are  easier  to  use  than  Gephi  –  but  your   data  lives  in  Google  Drive.  This  is  NoSlang.com  –  A  personal   site  of  mine.  I  made  these  issues  on  purpose  to  “test”  with.   CANONICAL  ISSUES!  
  19. 19. #SMX #31C @RyanJones We Can Do Better Than Ranking Reports From WMT. I promise you your clients have no idea what to do with this except obsess over decreases. This is a report for you, NOT YOUR CLIENT.
  20. 20. #SMX #31C @RyanJones This Is The Feature I Want In Webmaster Tools Show me where I have multiple pages ranking poorly for a keyword. Then tell me that keyword and those pages. 0 5 10 15 20 25 30 35 40 45 50 0 10 20 30 40 50 60 NumberofRankingURLs Avg Rank of Keyword Ranking Keywords
  21. 21. #SMX #31C @RyanJones Let’s Talk About Keyword Research Now
  22. 22. #SMX #31C @RyanJones Clients Don’t Understand This THIS TYPE OF REPORTING STINKS
  23. 23. #SMX #31C @RyanJones Introducing Keyword Opportunity Maps
  24. 24. #SMX #31C @RyanJones Content Topography – Keyword, Opportunity, and Social Content Topography Search Volume + Competition + Social Mentions = Actionable Content Strategy
  25. 25. #SMX #31C @RyanJones Competitive and Gap Analysis Examples – Mapping KW to Pages
  26. 26. #SMX #31C @RyanJones This Is More Fun With Political Candidates
  27. 27. #SMX #31C @RyanJones More Fun With Political Candidates. “Don’t Blame Me – I Voted For Kodos.” Sanders Trump Clinton Cruz
  28. 28. #SMX #31C @RyanJones We Can Do This With Paid V Natural Too!
  29. 29. #SMX #31C @RyanJones We can also map keywords to pages.
  30. 30. #SMX #31C @RyanJones WHAT TOOLS CAN I USE TO DO THIS STUFF? Visualization  Tools  To  Try:   •  RAW:    raw.densitydesign.org     •  Gephi  –  network  map  (link)   analysis  (free)   •  Tableau  (expensive)   •  Google  Fusion  Tables  (part  of   Google  Drive)   •  Sketchup   •  Custom  Python  and  d3.js  solution   Data  tools  I  used:   •  SEMRUSH   •  Moz  Open  Site  Explorer   •  Majestic   •  SimilarWeb   •  A  Hrefs   •  Google  Webmaster  Console   •  Screaming  Frog  
  31. 31. #SMX #31C @RyanJones SEE YOU AT THE NEXT #SMX THANK YOU! @RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones RyanMJones.com WTFSEO.COM

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