SearchLove San Diego 2019 - Wil Reynolds - 10 Conversation Changing Visuals

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Whether you are e-commerce, local, B2B, B2C, PPC or SEO, this presentation will go over 10 data visualizations that have helped our team change conversations with clients, prioritize workloads, get things done faster and win.

Presentations & Public Speaking

5 New
Ways
To
Visualize
Your Search Data

©2018 Seer Interactive • p2
Link to these slides
http://bit.ly/newseoviz

Who has made a
report that looks
like this?

©2018 Seer Interactive • p7
Pay attention!!!!
How did this get started?

©2018 Seer Interactive • p10
I suck … at regex
I suck … at formulas
I REALLY suck … at nested formulas

©2018 Seer Interactive • p13
Step back,
what am I trying to achieve?

©2018 Seer Interactive • p14
Own Excel
or
Get Insights

©2018 Seer Interactive • p15
Excel was slow
30 steps to get output

Excel formulas
used to make
these slides

©2018 Seer Interactive • p25
Spent more time Googling
Excel Formulas
Than Getting Answers

©2018 Seer Interactive • p26
Couldn’t get cross team
integration

©2018 Seer Interactive • p32
Data Set 1 (Salesforce)
Lifetime Value
Repeat Purchases
Service Lines Engaged
City, State
Division
Account Team
Referral Source
Revenue
Keyword

©2018 Seer Interactive • p33
Data Set 1 (Salesforce)
Lifetime Value
Repeat Purchases
Service Lines Engaged
City, State
Division
Account Team
Referral Source
Revenue
Keyword
Data Set 2 (PPC+SEO)
Cost
Clicks
Conversions
Keyword
Ranking
URL
Domain
Snippet
Search Term

©2018 Seer Interactive • p34
Data Set 1 (Salesforce)
Lifetime Value
Repeat Purchases
Service Lines Engaged
City, State
Division
Account Team
Referral Source
Revenue
Keyword
Data Set 2 (PPC+SEO)
Cost
Clicks
Conversions
Keyword
Ranking
URL
Domain
Snippet
Search Term

©2018 Seer Interactive • p35
Someday some tool will
integrate all my data…

©2018 Seer Interactive • p38
Tool providers – login
to our front end and…

©2018 Seer Interactive • p40
Front ends suck because:
Product Roadmaps
Every idea you have is like…

©2018 Seer Interactive • p42
22 Year Problem

Which competitors are in
the top 20 for
keywords that
convert

What converting keywords
am I bidding on
that I don’t rank for?

How does
[Amazon]
ranking
in the #1
spot impact
MY CTR in PPC?

Sales
force
PPC
SEO
Utilization +
PPC Budget

You don’t have your KW data side by side?

Which Highly
Converting PPC
Search Terms Are
Ranking Poorly
In Organic?

Which competitors
beat us on
converting KWs?

©2018 Seer Interactive • p65
Analyze 70,493 competitors

©2018 Seer Interactive • p71
I said 5 NEW ways those 2 are old!

©2018 Seer Interactive • p73
Different rankings
in different zip codes
(Healthcare, Banking, Education)

What zip codes
Or cities am I not
ranking well in for
highly converting
keywords

©2018 Seer Interactive • p78
How might you alter your
strategy?

Client asks
Could you
Use my
Billboard
Latitude &
Longitude?

I can alter my
offline spend to zip
codes where I
don’t show up in
map packs!

©2018 Seer Interactive • p82
Lay in Billboards

Where’s Amazon
ranking in the
Top 5 where it’s
Not my store for
Converting KWs?

If Amazon Ranks
organically how
does that impact
my Paid CTR?

When Amazon Drops to X
organically,how does my CTR
in paid move?

©2018 Seer Interactive • p101
YOU CAN DO THIS FOR
ANY COMPETITOR
in ANY INDUSTRY!

Ad Final
URL
Organic
Ranking
URL
Landing Pg
Disconnects

0 mentions of durable
or synonyms of durable

©2018 Seer Interactive • p120
Hospital Client
200k Competing Domains

Get Your Brain
Going On
The Possibilities

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