Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

#searchanalytics for #searchlove by @aleyda from @orainti
Unlocking Growth Opportunities with
Search Analytics

… from the Search Specialist
Perspective.

#searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
HELLO #SEARCHLOVE

I’m Aleyda Solis
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO

Raise your hand if you agree:
“You can't improve what you don't measure…”

What do you continuously measure in your SEO
processes?

Rankings?

Links?

Content performance?

Visibility?

Traffic?

Conversions?

vs. your competitors?

The KPIs & Goals in your dashboard?

You got what matters to inform & summarize about
your process results to your clients or bosses!

They’re simple, informative & goal driven, perfect to
show to clients & bosses…

But do they allow you to make decisions to improve,
refine and expand your actions as a specialist?

Can you try to answer
the following questions
with them?

Why your impressions have increased, the positions
are the same but the average CTR is down?

What’s making your main competitor to grow in
search visibility at a faster pace than you?

What happened here with your organic search
traffic?

Or here with your indexed pages?

Exactly! You can’t.

Exactly! You can’t.
Can’t correlate
with current
optimization status,
actions, industry
activity & updates
Can’t segment, filter,
give context to data
to identify potential
causes

The data you report & monitor in your dashboard is the
one that notifies of the what, but not about the why!
You report about
the results
All what
you should
measure

It’s critical to do search analytics for yourself too
focusing on answering the “why’s” of results,  
to help you fix issues & identify opportunities.

BUT…
That’s
too much
data!
I don’t
have time
It’s too
expensive

Here’s how you can establish your growth and
action oriented search analytics framework

Competition
behavior &
activity
Technical
Optimization
Status & Actions
Content
Optimization
Status & Actions
Websites vs.
Competitors
Results
Link Building
Status &
Actions
Audience
behavior &
activity
Your KPIs
Your Goals
List the different
phases & areas of
your SEO process

Competition
behavior &
activity
Technical
Optimization
Status & Actions
Content
Optimization
Status & Actions
Websites vs.
Competitors
Results
Link Building
Status &
Actions
Audience
behavior &
activity
Your KPIs
Your Goals
Remember to include
both internal &
external areas

Establish the questions you would ask to identify
growth opportunities & fix issues in each stage
Which of the pages (starting with the
highest visibility ones) have errors,
are canonicalized or redirected?
Technical
Optimization
Which of the most visited pages
(starting with highest visibility &
mobile ones) have speed issues?
Are there any pages which are not
mobile optimized (prioritizing the
ones with mobile visibility & traffic)?

Are there any pages which are
showing different versions to search
crawlers than to users?
Are the top pages of the site
effectively linked from the
navigation?
Which Pages That Are Not Meant To
Be Indexed Or Ranked Are Wasting
Your Site Crawl Budget?
Add a level of importance to each question
(based on the potential impact)
High
High
Medium

Question
Technical
Optimization
Content
Optimization
Etc
Do the same with every stage of the process!
Importance

For each question: specify the data you would  
need to gather in order to answer them
Which Pages That
Are Not Meant To
Be Indexed Or
Ranked Are
Wasting Your Site
Crawl Budget?
….
Crawled Pages
Indexed Pages
Blocked Pages
Noindexed Pages
Error Pages
Redirected Pages
Canonicalized Pages
Ranked Pages
Converting Pages

… and the segmentation, filters & grouping you’ll
need to apply to give context & answer
Per
Device
Per
Country
Per Link
Popularity
Per
Visibility Per
Traffic
Per
Conversions….
Crawled Pages
Indexed Pages
Blocked Pages
Noindexed Pages
Error Pages
Redirected Pages
Canonicalized Pages
Ranked Pages
Converting Pages

Specify functional requirements based on the
previous findings to use as criteria to identify
potential tools that will help answer the questions
The tool must provide 
<WHAT> at <WHEN> & <WHERE> to <WHY>
The tool must help obtain the expected organic search
traffic, conversions & ROI of a country during the SEO
research process to identify the expected SEO
profitability of a given country version.

… as well as the non-functional requirements  
(or desired qualities) for the tool (& data)
ACCESSIBILITY
AVAILABILITY
BACKUP
INTEROPERABILITY
PORTABILITY
SECURITY
USABILITY
MANTAINABILITY EXTENSIBILITYPRICE
REPORTING

Create a matrix summarizing the previous criteria
that will allow to easily assess, select & map the tools
to the stages, questions, data and characteristics

Most of the
times you’re already
using the tools but not
leveraging all of their
functionality and
data
This usually will
translate to using
fewer tools to measure
and answer more
questions
Which also means
spending less money
and time while doing
more
Create a matrix summarizing the previous criteria
that will allow to easily assess, select & map the tools
to the stages, questions, data and characteristics

Start by assessing your current tools and continue with
the ones listed here based on your own questions
themarketertoolbox.com

Once you select the tools that comply with your
characteristics, you can set them to gather the data,
and you can focus on the analysis!

Here you have a few examples to inspire you…

Which competitors benefited from your recent
ranking loss in mobile for your top keywords?
serpwoo.com

Have there been any Google updates in
your target markets?
serpwoo.com

Which sites started & stopped linking to your
competitors in the last week?
cognitiveseo.com

Which keywords drop made your competitors lose
organic search traffic 3 months ago?
semrush.com

Which has been your site crawlability improvement
in the last months?
deepcrawl.com

Which Of The Highest Visibility Pages Are
Canonicalized Or Redirected?
screamingfrog.com

Which Of Your Best-Ranked Pages & Query
Combinations Have A Low CTR Or High Bounce Rate?
urlprofiler.com

Which keywords are your competitors targeting
that you still don’t right now?
semrush.com

… and in mobile search?
sistrix.com

Which terms and topics are your competitors
already covering that you still don’t?
onpage.org

Are your competitors already implementing app
indexing, if so how is the impact to their app traffic?
similarweb.com

What new content have your competitors
published in the last days?
buzzsumo.com

Which are the current trending topics in your
industry?
buzzsumo.com

In case your tools don’t integrate alerts, you can
set your own by using ifttt or zapier
http://www.stateofdigital.com/seo-alerts-monitor/

Sometimes you also need to create your own  
tools to answer some questions too
internationalseomap.com

… or resources to specify the steps to take to
answer others that are more complex
whymywebtrafficdropped.com

Make sure to leverage aggregators too!
urlprofiler.com
kerboo.com

There’s a beautiful search monitoring reality out there…

Thank you! #SearchLove

Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

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