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Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

How and what you should monitor and track as a search marketer to improve and answer the questions that will drive growth in your process? Here's how!

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#searchanalytics for #searchlove by @aleyda from @orainti
Unlocking Growth Opportunities with
Search Analytics
#searchanalytics for #searchlove by @aleyda from @orainti
… from the Search Specialist
Perspective.
#searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
HELLO #SEARCHLOVE
#searchanalytics for #searchlove by @aleyda from @orainti
#searchanalytics for #searchlove by @aleyda from @orainti
I’m Aleyda Solis
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
#searchanalytics for #searchlove by @aleyda from @orainti
#searchanalytics for #searchlove by @aleyda from @orainti
Raise your hand if you agree:
“You can't improve what you don't measure…”
#searchanalytics for #searchlove by @aleyda from @orainti
#searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
What do you continuously measure in your SEO
processes?

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Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

  • 1. #searchanalytics for #searchlove by @aleyda from @orainti Unlocking Growth Opportunities with Search Analytics
  • 2. #searchanalytics for #searchlove by @aleyda from @orainti … from the Search Specialist Perspective.
  • 3. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti HELLO #SEARCHLOVE #searchanalytics for #searchlove by @aleyda from @orainti
  • 4. #searchanalytics for #searchlove by @aleyda from @orainti I’m Aleyda Solis SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO #searchanalytics for #searchlove by @aleyda from @orainti
  • 5. #searchanalytics for #searchlove by @aleyda from @orainti Raise your hand if you agree: “You can't improve what you don't measure…” #searchanalytics for #searchlove by @aleyda from @orainti
  • 6. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti What do you continuously measure in your SEO processes?
  • 7. #searchanalytics for #searchlove by @aleyda from @orainti Rankings?
  • 8. #searchanalytics for #searchlove by @aleyda from @orainti Links?
  • 9. #searchanalytics for #searchlove by @aleyda from @orainti Content performance?
  • 10. #searchanalytics for #searchlove by @aleyda from @orainti Visibility?
  • 11. #searchanalytics for #searchlove by @aleyda from @orainti Traffic?
  • 12. #searchanalytics for #searchlove by @aleyda from @orainti Conversions?
  • 13. #searchanalytics for #searchlove by @aleyda from @orainti vs. your competitors?
  • 14. #searchanalytics for #searchlove by @aleyda from @orainti The KPIs & Goals in your dashboard?
  • 15. #searchanalytics for #searchlove by @aleyda from @orainti You got what matters to inform & summarize about your process results to your clients or bosses! #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
  • 16. #searchanalytics for #searchlove by @aleyda from @orainti They’re simple, informative & goal driven, perfect to show to clients & bosses… #searchanalytics for #searchlove by @aleyda from @orainti
  • 17. #searchanalytics for #searchlove by @aleyda from @orainti But do they allow you to make decisions to improve, refine and expand your actions as a specialist? #searchanalytics for #searchlove by @aleyda from @orainti
  • 18. #searchanalytics for #searchlove by @aleyda from @orainti Can you try to answer the following questions with them? #searchanalytics for #searchlove by @aleyda from @orainti
  • 19. #searchanalytics for #searchlove by @aleyda from @orainti Why your impressions have increased, the positions are the same but the average CTR is down? #searchanalytics for #searchlove by @aleyda from @orainti
  • 20. #searchanalytics for #searchlove by @aleyda from @orainti What’s making your main competitor to grow in search visibility at a faster pace than you? #searchanalytics for #searchlove by @aleyda from @orainti
  • 21. #searchanalytics for #searchlove by @aleyda from @orainti What happened here with your organic search traffic? #searchanalytics for #searchlove by @aleyda from @orainti
  • 22. #searchanalytics for #searchlove by @aleyda from @orainti Or here with your indexed pages? #searchanalytics for #searchlove by @aleyda from @orainti
  • 23. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Exactly! You can’t.
  • 24. #searchanalytics for #searchlove by @aleyda from @orainti Exactly! You can’t. #searchanalytics for #searchlove by @aleyda from @orainti Can’t correlate with current optimization status, actions, industry activity & updates Can’t segment, filter, give context to data to identify potential causes
  • 25. #searchanalytics for #searchlove by @aleyda from @orainti The data you report & monitor in your dashboard is the one that notifies of the what, but not about the why! You report about the results All what you should measure #searchanalytics for #searchlove by @aleyda from @orainti
  • 26. #searchanalytics for #searchlove by @aleyda from @orainti It’s critical to do search analytics for yourself too focusing on answering the “why’s” of results, 
 to help you fix issues & identify opportunities. #searchanalytics for #searchlove by @aleyda from @orainti
  • 27. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti BUT… That’s too much data! I don’t have time It’s too expensive
  • 28. #searchanalytics for #searchlove by @aleyda from @orainti Here’s how you can establish your growth and action oriented search analytics framework #searchanalytics for #searchlove by @aleyda from @orainti
  • 29. #searchanalytics for #searchlove by @aleyda from @orainti Competition behavior & activity Technical Optimization Status & Actions Content Optimization Status & Actions Websites vs. Competitors Results Link Building Status & Actions Audience behavior & activity Your KPIs Your Goals #searchanalytics for #searchlove by @aleyda from @orainti List the different phases & areas of your SEO process
  • 30. #searchanalytics for #searchlove by @aleyda from @orainti Competition behavior & activity Technical Optimization Status & Actions Content Optimization Status & Actions Websites vs. Competitors Results Link Building Status & Actions Audience behavior & activity Your KPIs Your Goals #searchanalytics for #searchlove by @aleyda from @orainti Remember to include both internal & external areas
  • 31. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Establish the questions you would ask to identify growth opportunities & fix issues in each stage Which of the pages (starting with the highest visibility ones) have errors, are canonicalized or redirected? Technical Optimization Which of the most visited pages (starting with highest visibility & mobile ones) have speed issues? Are there any pages which are not mobile optimized (prioritizing the ones with mobile visibility & traffic)?
  • 32. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Are there any pages which are showing different versions to search crawlers than to users? Are the top pages of the site effectively linked from the navigation? Which Pages That Are Not Meant To Be Indexed Or Ranked Are Wasting Your Site Crawl Budget? Add a level of importance to each question (based on the potential impact) High High Medium
  • 33. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Question Technical Optimization Content Optimization Etc Do the same with every stage of the process! Importance
  • 34. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti For each question: specify the data you would 
 need to gather in order to answer them Which Pages That Are Not Meant To Be Indexed Or Ranked Are Wasting Your Site Crawl Budget? …. Crawled Pages Indexed Pages Blocked Pages Noindexed Pages Error Pages Redirected Pages Canonicalized Pages Ranked Pages Converting Pages
  • 35. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti … and the segmentation, filters & grouping you’ll need to apply to give context & answer Per Device Per Country Per Link Popularity Per Visibility Per Traffic Per Conversions…. Crawled Pages Indexed Pages Blocked Pages Noindexed Pages Error Pages Redirected Pages Canonicalized Pages Ranked Pages Converting Pages
  • 36. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Specify functional requirements based on the previous findings to use as criteria to identify potential tools that will help answer the questions The tool must provide
 <WHAT> at <WHEN> & <WHERE> to <WHY> The tool must help obtain the expected organic search traffic, conversions & ROI of a country during the SEO research process to identify the expected SEO profitability of a given country version.
  • 37. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti … as well as the non-functional requirements 
 (or desired qualities) for the tool (& data) ACCESSIBILITY AVAILABILITY BACKUP INTEROPERABILITY PORTABILITY SECURITY USABILITY MANTAINABILITY EXTENSIBILITYPRICE REPORTING
  • 38. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Create a matrix summarizing the previous criteria that will allow to easily assess, select & map the tools to the stages, questions, data and characteristics
  • 39. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Most of the times you’re already using the tools but not leveraging all of their functionality and data This usually will translate to using fewer tools to measure and answer more questions Which also means spending less money and time while doing more Create a matrix summarizing the previous criteria that will allow to easily assess, select & map the tools to the stages, questions, data and characteristics
  • 40. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Start by assessing your current tools and continue with the ones listed here based on your own questions themarketertoolbox.com
  • 41. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Once you select the tools that comply with your characteristics, you can set them to gather the data, and you can focus on the analysis!
  • 42. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Here you have a few examples to inspire you…
  • 43. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which competitors benefited from your recent ranking loss in mobile for your top keywords? serpwoo.com
  • 44. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Have there been any Google updates in your target markets? serpwoo.com
  • 45. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which sites started & stopped linking to your competitors in the last week? cognitiveseo.com
  • 46. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which keywords drop made your competitors lose organic search traffic 3 months ago? semrush.com
  • 47. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which has been your site crawlability improvement in the last months? deepcrawl.com
  • 48. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which Of The Highest Visibility Pages Are Canonicalized Or Redirected? screamingfrog.com
  • 49. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which Of Your Best-Ranked Pages & Query Combinations Have A Low CTR Or High Bounce Rate? urlprofiler.com
  • 50. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which keywords are your competitors targeting that you still don’t right now? semrush.com
  • 51. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti … and in mobile search? sistrix.com
  • 52. #searchanalytics for #searchlove by @aleyda from @orainti Which terms and topics are your competitors already covering that you still don’t? onpage.org #searchanalytics for #searchlove by @aleyda from @orainti
  • 53. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Are your competitors already implementing app indexing, if so how is the impact to their app traffic? similarweb.com
  • 54. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti What new content have your competitors published in the last days? buzzsumo.com
  • 55. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Which are the current trending topics in your industry? buzzsumo.com
  • 56. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti In case your tools don’t integrate alerts, you can set your own by using ifttt or zapier http://www.stateofdigital.com/seo-alerts-monitor/
  • 57. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Sometimes you also need to create your own 
 tools to answer some questions too internationalseomap.com
  • 58. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti … or resources to specify the steps to take to answer others that are more complex whymywebtrafficdropped.com
  • 59. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Make sure to leverage aggregators too! urlprofiler.com kerboo.com
  • 60. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti There’s a beautiful search monitoring reality out there…
  • 61. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti Thank you! #SearchLove