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Nicole Bullock
Nicole	Bullock	Digital
Meaningful SEO Reporting Insights without
Google Analytics
@_nicolebullock
http://www.slideshare.net/cuteculturechick
Meaningful SEO Reporting Insights
without Google Analytics
Nicole Bullock | #BrightonSEO | @_nicolebullock | Nicole Bullock Digital
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
In general, everybody loves and trusts
Google Analytics
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
What happens when you can’t use GA?
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
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
How do you survive?
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
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
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
Recipe for Success
šGoogle Search Console
šPaid SEO Tools
šNon-SEO Tools to tell your SEO Story
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
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
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
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
Paid SEO Tools for Reporting
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
Paid Tool Overview
šBrightEdge
šSEMRush
šRaven SEO Tools
šMoz
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
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
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
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
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
Additional Tools for Reporting
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
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
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
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
Thanks!
AKA @cuteculturechic
Nicole Bullock Digital
šwww.nicolebullock.com
šnbdigital313@gmail.com
š@_nicolebullock

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Meaningful SEO Reporting Insights Without Google Analytics

  • 1. Nicole Bullock Nicole Bullock Digital Meaningful SEO Reporting Insights without Google Analytics @_nicolebullock http://www.slideshare.net/cuteculturechick
  • 2. Meaningful SEO Reporting Insights without Google Analytics Nicole Bullock | #BrightonSEO | @_nicolebullock | Nicole Bullock Digital
  • 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. In general, everybody loves and trusts Google Analytics Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  • 5. What happens when you can’t use GA? Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  • 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. How do you survive? Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  • 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. 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. 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. 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. 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. 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. Paid SEO Tools for Reporting Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  • 15. Paid Tool Overview šBrightEdge šSEMRush šRaven SEO Tools šMoz Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  • 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. 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. 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. 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. Additional Tools for Reporting Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
  • 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. 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. 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. Thanks! AKA @cuteculturechic Nicole Bullock Digital šwww.nicolebullock.com šnbdigital313@gmail.com š@_nicolebullock