This document discusses ways to visualize and analyze search data to make SEO more actionable. It provides examples of visualizing consumer journeys, site structures, keyword opportunities, and measuring the impact of algorithm changes. The overall message is that changing how we look at and present SEO data can help us identify actionable insights and strategies.

1. VISUALIZING
SEARCH
DATA
Making SEO More Actionable By
Changing How We Look At It
@RyanJones

2. RYAN JONES
Manager – Search Strategy & Analytics
2006 Time Person of the Year
Founder – WTFSEO.com
www.RyanMJones.com
@RyanJones
Linkedin.com/in/jonesy
@RyanJones
Owdy.co/ryanjones

3. If I had an hour to solve
a problem, I’d spend 55
minutes thinking about
the problem and 5
minutes thinking about
solutions.
@RyanJones

4. WHAT IS THEPARETOPRINCIPLE?
@RyanJones

5. HOW DO WE MAKE THE BIG LEAP?
Find the 20% that will
deliver 80%
@RyanJones

6. DATAOVERLOAD?
ELIMINATE
80%
OF
THE
DATA
@RyanJones

7. Reporting: Analysis:
It’s 4th down. The ball is on the 36
yard line.
“It’s 4th and inches from
the 36. Our RB is averaging 2.3
YPC and our kicker’s range is
40 yards.
We should go for it.”
Evolve From
Reporting
To Analysis
@RyanJones

8. THE3 “WHATS” OF
ACTIONABLE ANALYSIS
What Is It?
What Does It Mean?
What Should We Do About It?
@RyanJones

9. @RyanJones
STRATEGY: GO TO DETROIT
TACTICS:
BOAT - BRIDGE– TUNNEL -PLANE

10. @RyanJones
HOW WE LOOK AT THINGS
MAKESA DIFFERENCE

11. THE CONSUMER JOURNEY
Usedtolooklikethis Nowlookslikethis
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12. HOW MOSTPEOPLE VIEWTHE CONSUMER
JOURNEY
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13. HOW WEVIEW THE CONSUMERJOURNEY
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14. DIAGNOSING
THE CONSUMER
JOURNEY
Lots of Paid Search Cannibalization
going on here.
There isn’t any social overlap
Source:
Google Analytics
Conversions Paths
@RyanJones

15. AND SITE STRUCTURE

16. MAPPING
LINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source: Majestic & Gephi
@RyanJones

17. REPORTS
SEO IS MORE THAN

18. TRADITIONAL,BORING WAY
@RyanJones

19. 0
5
10
15
20
25
30
35
40
45
50
0 10 20 30 40 50 60
NumberofRanking
URLs
Avg Rank of Keyword
Ranking Keywords
Duplicate Content
@RyanJones

20. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0 200000 400000 600000 800000 1000000 1200000 1400000
Clicks
Impressions
Impressions vs Clicks
Pages
Unicorns
(High Clicks, Low
Impressions)
Ideal Zone
(High impressions, High Clicks)
Normal Zone
Opportunity
(High Impressions, Low Clicks)
@RyanJones

22. ONLY SEOS SHOULD SEE THIS
@RyanJones

23. KEYWORDSMAPPEDTO PAGES
@RyanJones

24. KEYWORD OPPORTUNITY MAPS
VOLUME AND COMPETITION
@RyanJones

25. KEYWORD
TOPOGRAPHY
Search Volumes
+
Competition
+
Social Volumes
=
Actionable Content Strategy
@RyanJones

26. GAP
ANALYSIS
@RyanJones

27. @RyanJones

28. KEYWORD
OVERLAP &
OPPORTUNITY
We can use fusion tables to look at
paid & natural keywords too!
@RyanJones

29. MEASURINGIMPACT
@RyanJones

30. STATISTICAL
CHANGE
IMPACT
ANALYSIS
1, 4, 9 & 20 day impact
Source:
Moz algorithm change
list and site analytics
@RyanJones

31. We Miss You Dana
Please Donate:
www.DanasFund.org
@RyanJones

32. @RyanJones
Linkedin.com/in/Jonesy
You’re not using this
Owdy.co/RyanJones
@RyanJones
rjones@sapient.com
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