The document discusses key takeaways from a presentation on web analytics, emphasizing the importance of visualization for actionable insights, distinguishing analysis from reporting, and employing a structured approach to problem-solving using the '3 what's.' It highlights methods to measure consumer journeys, identify issues like paid search cannibalization, and optimize internal linking for better site authority. Additionally, it covers the significance of keyword opportunity mapping and the impact of algorithm changes on site performance.

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

3. #SEJSummit
#Searchmetrics
@RyanJones

4. 3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the problem and
solution.
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#Searchmetrics
@RyanJones

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

6. WHAT IS PARETOPRINCIPLE?
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7. HOW DO WE FIND THEEFFECTIVE
MINIMAL DOSE?
What’s the 20% I Should
Focus On?
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@RyanJones

8. Reporting: Actionable Analysis:
Down: 4
Ball Location : 36 yd line
“It’s 4th and inches from
the 36. Our RB is averaging 2.3
YPC and our kicker’s range is
42 yards.”
Evolve From
Reporting To
Analytics
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#Searchmetrics
@RyanJones

9. THE3 “WHATS” OF ANALYTICS
What Is It?
What Does It Mean?
What Should We Do About It?
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10. Note: this is actually
my Detroit team. They
have no idea I took
this photo.
HOW?
Actionable AnalyticsinAction
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@RyanJones

12. THE CONSUMER JOURNEY
Usedtolooklikethis Nowlookslikethis
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13. MEASURING
THE
CONSUMER
JOURNEY
Source:
Google Analytics
Conversions Paths
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@RyanJones

14. ANOTHER
EXAMPLE
There’s some Paid Search
Cannibalization going on here.
There also may be some tagging
issues with “direct.”
Social clearly isn’t driving to the site.
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@RyanJones

16. INTERNAL
LINKING
AUTHORITY
Instantly Find Canonical Issues
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@RyanJones

17. VISUALIZING
LINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source:
Gephi
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@RyanJones

18. TAKE A
CLOSER
LOOK
These aren’t bacterium, these are
orphan pages on the site with lots of
links.
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@RyanJones

20. 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
#SEJSummit
#Searchmetrics
@RyanJones

21. 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)
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#Searchmetrics
@RyanJones

23. LESSBORING &LESSINSIGHTFULWAY
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24. KEYWORDSMAPPEDTO PAGES
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25. OPPORTUNITY
COMPETITOR
GAP
ANALYSIS
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@RyanJones

26. KEYWORD
OVERLAP &
OPPORTUNITY
These aren’t bacterium, these are
orphan pages on the site with lots of
links.
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@RyanJones

27. KEYWORDOPPORTUNITYMAPS
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@RyanJones

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

29. DID THE ALGORITHM HITME?
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30. STATISTICAL
ALGORITHM
IMPACT
ANALYSIS
1, 4, 9 & 20 day impact
Source:
Moz algorithm change
list and site analytics
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#Searchmetrics
@RyanJones

31. 3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the problem and
solution.
#SEJSummit
#Searchmetrics
@RyanJones

32. @RyanJones
in/jonesy
#SEJSummit
#Searchmetrics
@RyanJones