SEO for large sites and Excel<br />CheeHo Wan<br />@cheehowan<br />
Table of contents<br />Why do this?<br />What challenges are there between small and large websites?<br />Where does Excel...
Why do this? It looks hard and I have a data analyst<br />Inform strategy -  Take a data driven approach is important for ...
Informing strategy- Head vs tail analysis<br />Head centric strategy<br />Tail centric strategy<br />Number of keywords<br...
Why do this? It looks hard and I have a data analyst<br />Data latency – SEO has large enough delays without data visibili...
What challenges are there between large and small websites?<br />Analysis<br />Too much data and keywords!<br />Implementa...
Where does EXCEL come in?<br />Everywhere!<br />Keyword analysis<br />Head vs tail<br />Trend analysis – customer search p...
How do we do analysis – love the drill down!<br />Total SEO traffic<br />Brand SEO<br />Head<br />Type of page<br />Non- b...
What data classifications are important for SEO?<br />Page type <br />Page duration<br />Brand<br />Product<br />% of uniq...
Example - MAYDAY<br />Data analysis<br />Symptoms<br />Actions<br />Drop in traffic on ‘transient pages’<br />What inbound...
How do I code this into my site?<br />Add some JAVASCRIPT to every entry page which classifies pages into different types<...
Coding…. cont<br />s.eVar45="Op:UK:Promo:Flights-morocco-marrakech-“<br />pageTracker._setCustomVar(1, "visit type", "pros...
How to structure data in Excel<br />Excel becomes powerful when you can cross- correlate multiple sets of data<br />The ke...
Key tip<br />Keep all classifying dimensions as columns<br />As opposed to<br />Allows you to merge data across multiple d...
Tip 2: Understand SUMIFS<br />Multiple lookup values to merge ranking with traffic data<br />SUMIFs must be used when merg...
Pivots – what you end up with<br />
Typical data outputs<br />
Understand YoY trends to predict future behaviour and see opportunities<br />What went up and why?<br />Can we repeat this...
Head vs Tail Traffic & Conversions<br />Does your head deliver against conversion?<br />
Informing strategy- Head vs tail analysis<br />Head centric strategy<br />Tail centric strategy<br />Understanding which v...
Tail opportunities<br />What are the tail keywords you should focus on – does this correlate to traffic?<br />
Example output<br />What is the impact on your activities<br />
Link back analysis – Majestic data<br />
Excel tips<br />
Common excel functions<br />URL extraction<br />Left, mid, right, search<br />Errors (#Value,#NA)<br />ISNA (), ISERROR() ...
Excel ninja shortcuts<br />Paste Values - ALT ‘E’ ‘S’ ‘V’<br />Paste Formats - ALT ‘E’ ‘S’ ‘T’<br />Freeze panes = ALT WF<...
Missing cells in PIVOTS<br />Control G<br />Click Special, select blanks<br />=, UP, CTRL, enter,<br />
Questions<br />
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SEO for large sites and Excel

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SEO for large sites and Excel

  1. 1. SEO for large sites and Excel<br />CheeHo Wan<br />@cheehowan<br />
  2. 2. Table of contents<br />Why do this?<br />What challenges are there between small and large websites?<br />Where does Excel come in?<br />How do we do data analysis?<br />What data classifications are important?<br />Coding<br />How to structure data in Excel<br />Outputs<br />Excel tips<br />
  3. 3. Why do this? It looks hard and I have a data analyst<br />Inform strategy - Take a data driven approach is important for organisational buy-in and informing your SEO strategy. <br />Forecasting – breaking data into bite size pieces<br />
  4. 4. Informing strategy- Head vs tail analysis<br />Head centric strategy<br />Tail centric strategy<br />Number of keywords<br />Understanding which verticals should take head or tail strategies<br />
  5. 5. Why do this? It looks hard and I have a data analyst<br />Data latency – SEO has large enough delays without data visibility being an issue<br />Breaking problems into tangible chunks enables you to act faster<br />Look awesome in front of your work collegues!<br />Spot opportunities others can’t see<br />
  6. 6. What challenges are there between large and small websites?<br />Analysis<br />Too much data and keywords!<br />Implementation<br />Require large scale changes to see traffic growth<br />Need to break data into workable chunks<br />Tasks need automation<br />Changes to site architecture<br />Content mashups<br />Large scale content writing / UGC<br />Modified search - automated<br />Domain authority building to win long tail<br />Time and resource constraint become an increasing factor in large website SEO<br />
  7. 7. Where does EXCEL come in?<br />Everywhere!<br />Keyword analysis<br />Head vs tail<br />Trend analysis – customer search patterns<br />Back link analysis<br />Classifying websites, using filtering to spot opportunities<br />Traffic to rankings to links correlation<br />Internal link analysis<br />Important to turn daily and weekly task into automated process<br />
  8. 8. How do we do analysis – love the drill down!<br />Total SEO traffic<br />Brand SEO<br />Head<br />Type of page<br />Non- brand SEO<br />Product<br />Tail traffic<br />Start wide, then narrow your analysis (don’t get sucked into detailed analysis too quick)<br />The only way to do this kind of analysis is to classify your data into smaller chunks<br />Site Depth<br />Date<br />
  9. 9. What data classifications are important for SEO?<br />Page type <br />Page duration<br />Brand<br />Product<br />% of unique content per page<br />Length of content per page<br />Date – week, monthly, yearly<br />Site depth<br />Actionable insights rather than just data for data sake!<br />
  10. 10. Example - MAYDAY<br />Data analysis<br />Symptoms<br />Actions<br />Drop in traffic on ‘transient pages’<br />What inbound link strategies can we apply to stop drop off<br />Page type analysis - listing vs item pages<br />Pages with inbound links do not lose rank<br />Can we create more permanent pages?<br />Pages with unique content do not lose traffic<br />Can we add more “mashup” content to pages to make them more unique<br />Analysis of trade vs private ads, page length, market data<br />What internal linking structures can we apply to the website<br />Pages with poor internal linking suffer<br />
  11. 11. How do I code this into my site?<br />Add some JAVASCRIPT to every entry page which classifies pages into different types<br />varfuntionality_is_enabled=1;function engine_match(){if(funtionality_is_enabled!=1){return 0}var engines=new Array("google","aolsearch.aol.com","search.aol.com","search.yahoo.com","bing");for(var i=0;i<engines.length;i++){if(document.referrer.length>0&&document.referrer.indexOf(engines[i])!=-1){return 1}}return 0};<br />Store the information in a custom variables available in Omniture, Webtrends, Mediaplex, Google analytics<br />
  12. 12. Coding…. cont<br />s.eVar45="Op:UK:Promo:Flights-morocco-marrakech-“<br />pageTracker._setCustomVar(1, "visit type", "prospect", 2)<br />DCSext.SEOvariable<br />varmpcl = 'h-london---l1-------http://www.gumtree.com/london';<br />
  13. 13. How to structure data in Excel<br />Excel becomes powerful when you can cross- correlate multiple sets of data<br />The key is to get a single view of your data (merge them all on one view<br />To do this you will need a combination of VLOOKUP’s, SUMIFS, PIVOTS<br />Analytics<br />Traffic<br />Clear understanding of cause and effect<br />Single data set – cross correlate data<br />Rankings<br />Historic link data<br />Date<br />
  14. 14. Key tip<br />Keep all classifying dimensions as columns<br />As opposed to<br />Allows you to merge data across multiple data sets and pivot data in any dimension<br />
  15. 15. Tip 2: Understand SUMIFS<br />Multiple lookup values to merge ranking with traffic data<br />SUMIFs must be used when merging data as you have two or more lookup values<br />VLOOKUP only allow you to merge one set of data<br />
  16. 16. Pivots – what you end up with<br />
  17. 17. Typical data outputs<br />
  18. 18. Understand YoY trends to predict future behaviour and see opportunities<br />What went up and why?<br />Can we repeat this trend elsewhere?<br />
  19. 19. Head vs Tail Traffic & Conversions<br />Does your head deliver against conversion?<br />
  20. 20. Informing strategy- Head vs tail analysis<br />Head centric strategy<br />Tail centric strategy<br />Understanding which verticals should take head or tail strategies<br />
  21. 21. Tail opportunities<br />What are the tail keywords you should focus on – does this correlate to traffic?<br />
  22. 22. Example output<br />What is the impact on your activities<br />
  23. 23. Link back analysis – Majestic data<br />
  24. 24. Excel tips<br />
  25. 25. Common excel functions<br />URL extraction<br />Left, mid, right, search<br />Errors (#Value,#NA)<br />ISNA (), ISERROR() and IF function<br />Classification of data<br />Sumifs(), VLOOKUP,<br />At some point when data sets are too large or formulas are too complex, you will need to use MACROS or ACCESS!<br />
  26. 26. Excel ninja shortcuts<br />Paste Values - ALT ‘E’ ‘S’ ‘V’<br />Paste Formats - ALT ‘E’ ‘S’ ‘T’<br />Freeze panes = ALT WF<br />
  27. 27. Missing cells in PIVOTS<br />Control G<br />Click Special, select blanks<br />=, UP, CTRL, enter,<br />
  28. 28. Questions<br />

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