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Meaningful SEO Reporting Insights Without Google Analytics

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Google Analytics is often utilized to provide metrics and insights on website performance to clients. But what happens when you have an enterprise client that limits access to site metrics, yet still requires comprehensive reporting insights? In this presentation, I discuss the best elements of site reporting available in Google Search Console, as well as some ways I have collaborated, tinkered, and combined 3rd-party resources to make a deck to impress clients.

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Meaningful SEO Reporting Insights Without Google Analytics

  1. 1. Nicole Bullock Nicole Bullock Digital Meaningful SEO Reporting Insights without Google Analytics @_nicolebullock http://www.slideshare.net/cuteculturechick
  2. 2. Meaningful SEO Reporting Insights without Google Analytics Nicole Bullock | #BrightonSEO | @_nicolebullock | Nicole Bullock Digital
  3. 3. Overview šWhat happens when you can’t use Google Analytics? šUtilizing Google Search Console data for SEO reporting šFree/Freemium and paid 3rd party tools Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  4. 4. In general, everybody loves and trusts Google Analytics Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  5. 5. What happens when you can’t use GA? Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  6. 6. The Challenge šOne giant corporation š8 different digital agencies š“Comprehensive reporting” required šLimited to Google Search Console data and 3rd Party Tools Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  7. 7. How do you survive? Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  8. 8. Work smarter, not harder When you don’t have all of the resources to complete a process the way you’re accustomed to, use what you have in an innovative way to show value. Make it clear and simple to understand Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  9. 9. Be a human, not a robot Performance reporting isn’t all about numbers. Tell a story in an insightful way, backed by data Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  10. 10. Recipe for Success šGoogle Search Console šPaid SEO Tools šNon-SEO Tools to tell your SEO Story Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  11. 11. Google Search Console If you don’t have access to Google Analytics, the data from Search Analytics in GSC will be your most valuable resource for performance reporting Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  12. 12. GSC Search Analytics Formula šClicks, impressions, CTR, average position šLast 30/90 days šPull 3 versions (all, desktop, mobile) šReview top queries and top pages Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  13. 13. Take the Numbers, then turn them into Stories Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock Mobile Queries Desktop Queries Top Mobile Pages Top Desktop Pages
  14. 14. Paid SEO Tools for Reporting Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  15. 15. Paid Tool Overview šBrightEdge šSEMRush šRaven SEO Tools šMoz Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  16. 16. Paid SEO Tools: BrightEdge š Best resource for preparing reporting insights is Data Cube š Data Cube is invaluable researching search and content strategies, and also for historical tracking š Indicates type of SERP result (link, knowledge graph, local, etc) Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  17. 17. Paid SEO Tool: MOZ šExcellent crawling, keyword research and link audit capabilities šOffers basic keyword rank monitoring šGenerated report capabilities are limited Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  18. 18. Paid SEO Tool: Raven SEO Tools š Compiles data from multiple 3rd party sources š Integrates MOZ and Majestic link data without subscriptions to those services š Affordable for individuals, but an especially good choice for agencies š Imports Search Analytics from GSC Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  19. 19. Paid SEO Tool: SEMRush šEasy to read, exportable reports šToggle from desktop to mobile šSet multiple projects šExcellent for competitor analysis šIMHO: Best bang for your buck Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  20. 20. Additional Tools for Reporting Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  21. 21. Non-SEO Tool: Answer the Public o Based on Google and Bing Autosuggest Data o An aggregated view of search topic questions o Gives a hint of the motivations & emotions of the people behind each search query Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  22. 22. Non-SEO Tool: Ready.mobi Mobile rankings lagging? Is UX to blame? This emulator gives a visual representation of a site on multiple devices Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  23. 23. Summary šWork smarter, not harder šBe a human, not a robot šUse the GSC reporting recipe šSupplement with paid SEO tools šAdd visual interest with non-SEO tools Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  24. 24. Thanks! AKA @cuteculturechic Nicole Bullock Digital šwww.nicolebullock.com šnbdigital313@gmail.com š@_nicolebullock

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