SEJ Summit 2015: The Pareto Principle 2.0: Using Analytics to Find ...

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Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

#SEJSummit
#Searchmetrics
@RyanJones

3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the...

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

WHAT IS PARETOPRINCIPLE?
#SEJSummit
#Searchmetrics
@RyanJones

HOW DO WE FIND THEEFFECTIVE
MINIMAL DOSE?
What’s the 20% I Should
Focus On?
#SEJSummit
#Searchmetrics
@RyanJones

Reporting: Actionable Analysis:
Down: 4
Ball Location : 36 yd line
“It’s 4th and inches from
the 36. Our RB is averaging 2...

THE3 “WHATS” OF ANALYTICS
What Is It?
What Does It Mean?
What Should We Do About It?
#SEJSummit
#Searchmetrics
@RyanJones

Note: this is actually
my Detroit team. They
have no idea I took
this photo.
HOW?
Actionable AnalyticsinAction
#SEJSummit
...

THE CONSUMER JOURNEY
Usedtolooklikethis Nowlookslikethis
#SEJSummit
#Searchmetrics
@RyanJones

MEASURING
THE
CONSUMER
JOURNEY
Source:
Google Analytics
Conversions Paths
#SEJSummit
#Searchmetrics
@RyanJones

ANOTHER
EXAMPLE
There’s some Paid Search
Cannibalization going on here.
There also may be some tagging
issues with “direct...

INTERNAL
LINKING
AUTHORITY
Instantly Find Canonical Issues
#SEJSummit
#Searchmetrics
@RyanJones

VISUALIZING
LINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source:
Gephi
#SEJSummit
#Searchmetrics
@RyanJones

TAKE A
CLOSER
LOOK
These aren’t bacterium, these are
orphan pages on the site with lots of
links.
#SEJSummit
#Searchmetric...

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 Con...

0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0 200000 400000 600000 800000 1000000 1200000 1400000
Clicks
Impre...

LESSBORING &LESSINSIGHTFULWAY
#SEJSummit
#Searchmetrics
@RyanJones

KEYWORDSMAPPEDTO PAGES
#SEJSummit
#Searchmetrics
@RyanJones

OPPORTUNITY
COMPETITOR
GAP
ANALYSIS
#SEJSummit
#Searchmetrics
@RyanJones

KEYWORD
OVERLAP &
OPPORTUNITY
These aren’t bacterium, these are
orphan pages on the site with lots of
links.
#SEJSummit
#S...

KEYWORDOPPORTUNITYMAPS
#SEJSummit
#Searchmetrics
@RyanJones

KEYWORD
TOPOGRAPHY
Search Volumes
+
Social Volumes
=
Actionable Content Strategy
#SEJSummit
#Searchmetrics
@RyanJones

DID THE ALGORITHM HITME?
#SEJSummit
#Searchmetrics
@RyanJones

STATISTICAL
ALGORITHM
IMPACT
ANALYSIS
1, 4, 9 & 20 day impact
Source:
Moz algorithm change
list and site analytics
#SEJSum...

3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the...

@RyanJones
in/jonesy
#SEJSummit
#Searchmetrics
@RyanJones

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