Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tori Cushing - Actionable SEO Insights - SMX 2015

5,393 views

Published on

Tori Cushing, from Moz, speaks on Actionable SEO Insights at SMX: Sydney 2015.

Published in: Data & Analytics

Tori Cushing - Actionable SEO Insights - SMX 2015

  1. 1. Measuring Your SEO Insights Tori Cushing | @toricushing bit.ly/tori-smx-deck
  2. 2. Why is showing ROI so hard for marketers? @toricushingbit.ly/tori-smx-deck
  3. 3. How do we solve this problem? Bad Communication @toricushingbit.ly/tori-smx-deck
  4. 4. Solution? Reporting. @toricushingbit.ly/tori-smx-deck
  5. 5. More specifically, Solution? Reporting. @toricushingbit.ly/tori-smx-deck
  6. 6. More specifically, reporting with clear metrics that support the goals of your company/brand. Solution? Reporting. @toricushingbit.ly/tori-smx-deck
  7. 7. Goals @toricushingbit.ly/tori-smx-deck
  8. 8. What are your goals? @toricushingbit.ly/tori-smx-deck
  9. 9. v  Increase traffic to the blog by 30% in 2015 Specific Goals @toricushingbit.ly/tori-smx-deck
  10. 10. v  Increase traffic to the blog by 30% in 2015 v  Increase Free Trial Signups by 15% in 2015 Specific Goals @toricushingbit.ly/tori-smx-deck
  11. 11. Pre-Data Analysis @toricushingbit.ly/tori-smx-deck
  12. 12. What data do we need? @toricushingbit.ly/tori-smx-deck
  13. 13. What data do we need? What pages/topics on Moz are better for our visitors? @toricushingbit.ly/tori-smx-deck
  14. 14. What data do we need? What pages/topics on Moz are better for our visitors? @toricushingbit.ly/tori-smx-deck
  15. 15. Dig for the Data Google Analytics First… @toricushingbit.ly/tori-smx-deck
  16. 16. Google Analytics: Landing Page GA wants you to: Campaigns > Organic KWs > Landing Page @toricushingbit.ly/tori-smx-deck
  17. 17. Google Analytics: Landing Page But then you get sampling… (8.98% of Sessions) @toricushingbit.ly/tori-smx-deck
  18. 18. @toricushingbit.ly/tori-smx-deck
  19. 19. Google Analytics: Landing Page Acquisition > Channels > Organic Search @toricushingbit.ly/tori-smx-deck
  20. 20. Google Analytics: Landing Page Landing Page Report @toricushingbit.ly/tori-smx-deck
  21. 21. Google Analytics: Landing Page Change the Date Range @toricushingbit.ly/tori-smx-deck
  22. 22. Google Analytics: Landing Page Change show rows to how many you want to export @toricushingbit.ly/tori-smx-deck
  23. 23. Google Analytics: Landing Page Export to Google Docs @toricushingbit.ly/tori-smx-deck
  24. 24. Google Analytics: Landing Page Export to Google Docs @toricushingbit.ly/tori-smx-deck
  25. 25. Dig for Moar Data SemRush @toricushingbit.ly/tori-smx-deck
  26. 26. SEMRush: Organic Keywords Enter Domain: Positions > Organic Keywords @toricushingbit.ly/tori-smx-deck
  27. 27. SEMRush: Organic Keywords Historical Data: April 2015 @toricushingbit.ly/tori-smx-deck
  28. 28. SEMRush: Organic Keywords Organic Search Positions: Export @toricushingbit.ly/tori-smx-deck
  29. 29. SEMRush: Organic Keywords Export Data > Copy into our GA Google Sheet @toricushingbit.ly/tori-smx-deck
  30. 30. @toricushing SEMRush: Organic Keywords bit.ly/tori-smx-deck
  31. 31. @toricushing SEMRush: Organic Keywords Usually, GA exports URI … We pull in the host name, so it’s a bit different for us. You may need to find and replace you domain. bit.ly/tori-smx-deck
  32. 32. SEMRush: Organic Keywords Ta-da! @toricushingbit.ly/tori-smx-deck
  33. 33. v  Raw data tabs: back, back, back it up @toricushing SEMRush: Organic Keywords bit.ly/tori-smx-deck
  34. 34. Marrying the Data @toricushing bit.ly/moz-reporting-doc bit.ly/tori-smx-deck
  35. 35. @toricushingbit.ly/tori-smx-deck
  36. 36. Google Sheets: Reporting Chocolate Vanilla Google Analytics SEMRush @toricushingbit.ly/tori-smx-deck
  37. 37. @toricushingbit.ly/tori-smx-deck
  38. 38. Google Sheets: Reporting Beautiful Marble Ice Cream! @toricushingbit.ly/tori-smx-deck
  39. 39. Google Sheets: Reporting Mad skillz needed for learnage: v  Pivot Tables v  Index Match v  Formatting @toricushingbit.ly/tori-smx-deck
  40. 40. @toricushingbit.ly/tori-smx-deck
  41. 41. Google Sheets: Reporting Get rid of baggage. Delete: v  CPC v  Traffic % v  Traffic Cost % v  Trends v  Timestamp @toricushing Google Analytics v  New Users v  Avg. Sessions v  Ecommerce Conversion Rate v  Transactions v  Revenue SEMRush bit.ly/tori-smx-deck
  42. 42. Google Sheets: Format @toricushing v  Business logo v  Data Labels v  Date Range My formatting best practices: v  Branded colors v  Table formatting v  Sections marked bit.ly/tori-smx-deck
  43. 43. Google Sheets: Reporting @toricushing Title, Manager, Context, Date, Brand Logo bit.ly/tori-smx-deck
  44. 44. Google Sheets: Reporting @toricushing Sections Marker (part 1) and pasting in data bit.ly/tori-smx-deck
  45. 45. Google Sheets: Format Hack Google Sheets: Table Formatting @toricushingbit.ly/tori-smx-deck
  46. 46. Google Sheets: Format Hack Google Sheets: Table Formatting @toricushing Bold the text on title row, and turn it white. Then add a branded color solid background. bit.ly/tori-smx-deck
  47. 47. Google Sheets: Format Hack Google Sheets: Table Formatting @toricushingbit.ly/tori-smx-deck
  48. 48. Google Sheets: Format Hack Google Sheets: Table Formatting @toricushing Add borders as an outline and the middle row. In the branded color, of course. bit.ly/tori-smx-deck
  49. 49. Google Analytics, not as easy... @toricushingbit.ly/tori-smx-deck
  50. 50. Google Sheets: Reporting @toricushingbit.ly/tori-smx-deck
  51. 51. Google Sheets: Reporting =IFERROR(INDEX(column to return value from, MATCH( $lookup value, $column to look against, 0), “”)) @toricushingbit.ly/tori-smx-deck
  52. 52. Google Sheets: Reporting =IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”)) @toricushingbit.ly/tori-smx-deck
  53. 53. @toricushingbit.ly/tori-smx-deck
  54. 54. Google Sheets: Reporting =IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”)) @toricushingbit.ly/tori-smx-deck
  55. 55. @toricushingbit.ly/tori-smx-deck
  56. 56. @toricushingbit.ly/tori-smx-deck
  57. 57. Google Sheets: Reporting =IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”)) @toricushingbit.ly/tori-smx-deck
  58. 58. Google Sheets: Reporting =IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”)) Exact Match @toricushingbit.ly/tori-smx-deck
  59. 59. Google Sheets: Reporting =IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”)) @toricushingbit.ly/tori-smx-deck
  60. 60. @toricushingbit.ly/tori-smx-deck
  61. 61. @toricushingbit.ly/tori-smx-deck
  62. 62. @toricushing Google Sheets: %∆ Change bit.ly/tori-smx-deck
  63. 63. Google Sheets: Reporting @toricushingbit.ly/tori-smx-deck
  64. 64. Google Sheets: %∆ Change @toricushing =(New – Old)/Old bit.ly/tori-smx-deck
  65. 65. But wait… there’s more! @toricushingbit.ly/tori-smx-deck
  66. 66. Google Sheets: Pivot Tables @toricushingbit.ly/tori-smx-deck
  67. 67. Google Sheets: Pivot Tables @toricushingbit.ly/tori-smx-deck
  68. 68. Google Sheets: Pivot Tables @toricushingbit.ly/tori-smx-deck
  69. 69. Google Sheets: Pivot Tables @toricushingbit.ly/tori-smx-deck
  70. 70. Google Sheets: Pivot Tables @toricushing Order by sessions: bit.ly/tori-smx-deck
  71. 71. Moar formatting! @toricushingbit.ly/tori-smx-deck
  72. 72. Google Sheets: Pivot Formatting @toricushingbit.ly/tori-smx-deck
  73. 73. Google Sheets: Pivot Formatting @toricushingbit.ly/tori-smx-deck
  74. 74. Google Sheets: Pivot Formatting @toricushingbit.ly/tori-smx-deck
  75. 75. Google Sheets: Pivot Formatting @toricushingbit.ly/tori-smx-deck
  76. 76. Google Sheets: Pivot Formatting @toricushingbit.ly/tori-smx-deck
  77. 77. Google Sheets: Pivot Formatting @toricushingbit.ly/tori-smx-deck
  78. 78. Post Analysis @toricushingbit.ly/tori-smx-deck
  79. 79. Annotations @toricushing KPIs for Landing Page Analysis: bit.ly/tori-smx-deck
  80. 80. Annotations @toricushing KPIs for Landing Page Analysis: v New users love “how to” posts and tutorials bit.ly/tori-smx-deck
  81. 81. Annotations @toricushing KPIs for Landing Page Analysis: v New users love “how to” posts and tutorials v Large amount of our traffic is from beginner SEOs bit.ly/tori-smx-deck
  82. 82. Annotations @toricushing KPIs for Landing Page Analysis: v New users love “how to” posts and tutorials v Large amount of our traffic is from beginner SEOs v Users love OSE and stay on the site for a while because of it. bit.ly/tori-smx-deck
  83. 83. Annotations @toricushing KPIs for Landing Page Analysis: v New users love “how to” posts and tutorials v Large amount of our traffic is from beginner SEOs v Users love OSE and stay on the site for a while because of it. v Users like moz.com/learn/seo for keywords and meta descriptions bit.ly/tori-smx-deck
  84. 84. Strategy @toricushing What now? bit.ly/tori-smx-deck
  85. 85. Strategy @toricushing What now? v Create “how to” posts and walkthroughs of beginner SEO tasks. bit.ly/tori-smx-deck
  86. 86. Strategy @toricushing What now? v Create “how to” posts and walkthroughs of beginner SEO tasks. v Build out a beginners guide to link building for Open Site Explorer bit.ly/tori-smx-deck
  87. 87. Strategy @toricushing What now? v Create “how to” posts and walkthroughs of beginner SEO tasks. v Build out a beginners guide to link building for Open Site Explorer v Video tutorials for keyword research in Rank Tracker bit.ly/tori-smx-deck
  88. 88. Strategy @toricushing What now? v Create “how to” posts and walkthroughs of beginner SEO tasks. v Build out a beginners guide to link building for Open Site Explorer v Video tutorials for keyword research in Rank Tracker v Video tutorials for checking meta descriptions in Crawl Test bit.ly/tori-smx-deck
  89. 89. That’s it! @toricushingbit.ly/tori-smx-deck
  90. 90. @toricushingbit.ly/tori-smx-deck

×