Applying the Pareto principle to SEO - how to visualize your data to find the your minimal effective dose. Spend more time defining the problem and less time solving it.

2. #SEJSummit
#Searchmetrics
• @RyanJones
• www.RyanMJones.com

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

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

5. #SEJSummit
#Searchmetrics
WHAT IS THEPARETOPRINCIPLE?

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

7. #SEJSummit
#Searchmetrics
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

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

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

11. #SEJSummit
#Searchmetrics
THECONSUMER JOURNEY
Usedtolooklikethis Nowlookslikethis

12. #SEJSummit
#Searchmetrics
MEASURING
THE
CONSUMER
JOURNEY
Source:
Google Analytics
Conversions Paths
Chord Diagrams

13. #SEJSummit
#Searchmetrics
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.

15. #SEJSummit
#Searchmetrics
INTERNAL
LINKING
AUTHORITY
Instantly Find Canonical Issues
Network Graph. We call it a “LinkScape”

16. #SEJSummit
#Searchmetrics
VISUALIZING
LINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source:
Gephi
Another Network Graph – Different Tool

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

19. #SEJSummit
#Searchmetrics
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

20. #SEJSummit
#Searchmetrics
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)

22. #SEJSummit
#Searchmetrics
TRADITIONAL,BORING WAY

23. #SEJSummit
#Searchmetrics
KEYWORDSMAPPEDTO PAGES

24. #SEJSummit
#Searchmetrics
OPPORTUNITY
COMPETITOR
GAP
ANALYSIS

25. #SEJSummit
#Searchmetrics
KEYWORD
OVERLAP &
OPPORTUNITY
We can use fusion tables to look at
paid & natural keywords too!

26. #SEJSummit
#Searchmetrics
KEYWORDOPPORTUNITYMAPS

27. #SEJSummit
#Searchmetrics
KEYWORD
TOPOGRAPHY
Search Volumes
+
Social Volumes
=
Actionable Content Strategy

28. #SEJSummit
#Searchmetrics
DID THE ALGORITHMHITME?
5 DAYS UNTIL“MO”PACALYPSE

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

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

31. #SEJSummit
#Searchmetrics
@RyanJones
Linkedin.com/in/Jonesy
Google+ Still exists?
Owdy.co/RyanJones

32. #SEJSummit
#Searchmetrics
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