Actionable SEO Analytics & Data Vizualization
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This document discusses making SEO data more actionable by changing how it is visualized and analyzed. It advocates separating strategy from tactics and considering different points of view that can change understanding of raw data. Various visualization examples are provided, including consumer journey maps, keyword opportunity maps, Venn diagrams, and dashboards. Tools mentioned for data visualization include RAW, Gephi, Tableau, Google Fusion Tables, and Google Data Studio.
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Actionable SEO Analytics & Data Vizualization
- 1. #pubcon @RyanJones MAKING SEO DATA MORE ACTIONABLE BY CHANGING HOW WE LOOK AT IT VISUALIZING SEARCH ANALYSIS
- 2. #pubcon @RyanJones VISUALIZING SEARCH ANALYSISRYAN JONES Manager SEO & Analytics – SapientNitro CEO – WTFSEO.com @RyanJones Linkedin.com/in/jonesy www.RyanMJones.com Yeah I’m that guy
- 3. #pubcon @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.
- 4. #pubcon @RyanJones So, What IS the Pareto Principle?
- 5. #pubcon @RyanJones Forget “Big Data” we need “Actionable Data”
- 6. #pubcon @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
- 7. #pubcon @RyanJones Separate Strategy from Tactics STRATEGY: Get The Hell Out Of Detroit TACTICS: BOAT - BRIDGE– TUNNEL – PLANE – TRAIN -JETPACK
- 8. #pubcon @RyanJones Our point of view can drastically change what we “see”
- 9. #pubcon @RyanJones Sometimes Raw Data Can Mean Different Things
- 10. #pubcon @RyanJones ENOUGH THEORY. SHOW ME EXAMPLES OK… Enough Theory. Get To The Examples…..
- 11. #pubcon @RyanJones Let’s Start With The Consumer Journey Old Model New Model
- 12. #pubcon @RyanJones This is NOT a good way to view the consumer journey
- 13. #pubcon @RyanJones OUR MEASUREMENT OFTHE CONSUMER JOURNEY MUST CHANGETO ACCOMMODATE
- 14. #pubcon @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.
- 15. #pubcon @RyanJones Majestic Graphed The Web in Space. You can do it at home!
- 16. #pubcon @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!
- 17. #pubcon @RyanJones Let’s Talk About Keyword Research Now
- 18. #pubcon @RyanJones Clients Don’t Understand This THIS TYPE OF REPORTING SUCKS
- 19. #pubcon @RyanJones Introducing Keyword Opportunity Maps
- 20. #pubcon @RyanJones Content Topography – Keyword, Opportunity, and Social Content Topography Search Volume + Competition + Social Mentions = Actionable Content Strategy
- 21. #pubcon @RyanJones Everybody is Familiar with Venn Diagrams
- 22. #pubcon @RyanJones But What Are The Keywords?
- 23. #pubcon @RyanJones Competitive and Gap Analysis Examples – Mapping KW to Pages
- 24. #pubcon @RyanJones We Can Do This With Paid vs Natural Too!
- 25. #pubcon @RyanJones Let’s Compare Paid Strategies [do not insert political joke here] LEFT: Candidate has a high paid and natural overlap – clearly going for maximum exposure, impressions, clicks, etc. Paid search people call this 1+1=3 RIGHT: Candidate is using paid search to supplement organic rankings.
- 26. #pubcon @RyanJones We can also map keywords to pages.
- 27. #pubcon @RyanJones Let’s look at mobile first indexing and AMP…
- 28. #pubcon @RyanJones Look at Sentiment Too Alchemy API is one of my favorite data sources. This is a major strip casino – and what alchemy’s algorithm thinks the content is about.
- 29. #pubcon @RyanJones LET’S TALK ABOUT DASHBOARDS
- 30. #pubcon @RyanJones THIS IS OUR CUSTOM SEO DASHBOARD
- 31. #pubcon @RyanJones CYFE IS PRETTY COOL TOO – AND GIVES 5 FREE WIDGETS! EARNINGS CENSORED PER ADSENSE TOS
- 32. #pubcon @RyanJones Google Data Studio Works With GA & Adwords
- 33. #pubcon @RyanJones WHAT TOOLS CAN I USE TO DO THIS STUFF? Our Solution? We Hired Laurent
- 34. #pubcon @RyanJones You can do cool stuff with RAW raw.densitydesign.org It’s Open Source Too!
- 35. #pubcon @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 • Google Fusion Tables (part of Google Drive) • Sketchup • Google Data Stuido • Cyfe Data tools I use: • SEMRUSH • Moz Open Site Explorer • Majestic • A Hrefs • Google Webmaster Console • Screaming Frog • Code! (d3.js is amazing)
Editor's Notes
- Are we measuring the tactic or are we measuring the strategy? A good KPI should tell us which tactics best achieve our strategy.
- Are we measuring the tactic or are we measuring the strategy? A good KPI should tell us which tactics best achieve our strategy.
- Are we measuring the tactic or are we measuring the strategy? A good KPI should tell us which tactics best achieve our strategy.