Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mozcon 2018 - Bigger data Requires Bigger Tools

1,737 views

Published on

Big data is all around us, but if we keep using excel, we're going to get stuck this presentation is a primer for digital marketers on what is possible when you join PPC, Analytics, SEO, & more data together.

Published in: Business
  • Be the first to comment

Mozcon 2018 - Bigger data Requires Bigger Tools

  1. 1. Bigger Data Requires New Tools
  2. 2. Got the right ones?
  3. 3. ©2018 Seer Interactive • p3 Example
  4. 4. ©2018 Seer Interactive • p4 55,000KW * Top 20 file, 1.1 million rows w/ 12 columns 132,000,000 One column is URL & must be cleaned
  5. 5. New way to look at your old data.
  6. 6. Speed to insight 70k competitors
  7. 7. ©2018 Seer Interactive • p9 I now want to marry my paid data to GSC, rankings, competitor ranking, link data, analytics, Hotjar, CRM, Census?
  8. 8. Will not leave you hanging 1 Goal
  9. 9. Will not leave you hanging
  10. 10. bit.ly/learnpowerbi
  11. 11. Admit, old way was crap!
  12. 12. ©2018 Seer Interactive • p14 Embarrassing to talk about how we used to do it
  13. 13. ©2018 Seer Interactive • p15 Cannot imagine going back to the old way, disservice to our clients
  14. 14. Kati
  15. 15. Wil You Speak on Huge Stages & I’m telling you, you are wrong! Ethan
  16. 16. ©2018 Seer Interactive • p18 Don’t expect to do what I am showing you tomorrow.
  17. 17. 1 year in the making
  18. 18. Let’s Go! Let’s f’ing GO!
  19. 19. ©2018 Seer Interactive • p21 Keyword research Goals: How to evaluate 5k–15 million KWS Revenue vs search volume Focus your client
  20. 20. Old way
  21. 21. ©2018 Seer Interactive • p23 “What KWs do you want to rank for?” Find words in a tool Group ‘em Sort by search volume
  22. 22. New way 1 month
  23. 23. ©2018 Seer Interactive • p25 “Let me show you what’s already making you money, but ranking poorly!”
  24. 24. DIG IN!
  25. 25. ©2018 Seer Interactive • p33 4990 “check” keywords, too much to process!
  26. 26. ©2018 Seer Interactive • p36 If those bubbles don’t drop, lost focus, didn’t execute!
  27. 27. ©2018 Seer Interactive • p37 15 minutes 214 keywords $33,200 spend 385 conversions Under-optimized
  28. 28. Ready for the next one?
  29. 29. ©2018 Seer Interactive • p39 Competitor analysis Goals: How do we stack up? Who is easy to beat, quick wins? Who is tough, long-term?
  30. 30. Old way
  31. 31. ©2018 Seer Interactive • p41 Who are your competitors? Drop 5-10 in a tool
  32. 32. New way 2-3 months
  33. 33. ©2018 Seer Interactive • p43 Analyze 70,493 competitors
  34. 34. ©2018 Seer Interactive • p45 Who are Moz’s competitors?
  35. 35. ©2018 Seer Interactive • p47 What about…
  36. 36. ©2018 Seer Interactive • p51 There’s one problem with using PPC data…
  37. 37. ©2018 Seer Interactive • p52 Moz last year was making huge improvements to their link tool, but they didn’t want to spend $$ until the new tool was ready.
  38. 38. Ready for the next one?
  39. 39. ©2018 Seer Interactive • p54 Long tail Goals: How long is it?
  40. 40. Old way
  41. 41. ©2018 Seer Interactive • p56 Find a best practice article, send to client
  42. 42. New way 5 months
  43. 43. ©2018 Seer Interactive • p60 Cut your data into groups, and to show clients how long the long tail is getting.
  44. 44. ©2018 Seer Interactive • p63 Look at unbranded
  45. 45. Ready for the next one?
  46. 46. ©2018 Seer Interactive • p68 How much content do I need?
  47. 47. Old way
  48. 48. ©2018 Seer Interactive • p70 30 keywords 5 KWs/pg 6 pages?
  49. 49. New way 5 months
  50. 50. ©2018 Seer Interactive • p75 So now when I hear X KWs/pg…
  51. 51. I’m like
  52. 52. ©2018 Seer Interactive • p77 Let’s dissect a domain… Who should we pick?
  53. 53. Always sort by conv!
  54. 54. NEXT UP DING Pickup next!
  55. 55. Gobbling up rankings
  56. 56. For KWs I KNOW convert!
  57. 57. Ready for the next one?
  58. 58. ©2018 Seer Interactive • p91 Optimize my brand rankings? Goals: Pick up easy wins
  59. 59. Old way
  60. 60. New way 1 month
  61. 61. ©2018 Seer Interactive • p95 Take paid data for all derivatives of your brand, run rankings on them…
  62. 62. ©2018 Seer Interactive • p101 SIDEBAR, When all your data is together, you hypothesize more and much faster…
  63. 63. NOT?!Why Check f***ing boxes!!
  64. 64. Ready for the next one?
  65. 65. ©2018 Seer Interactive • p105 Which snippets matter? Goal: Target snippets that impact conversions
  66. 66. Old way
  67. 67. ©2018 Seer Interactive • p107 There is no OLD WAY!
  68. 68. New way 5-6 months
  69. 69. New feature time!!!
  70. 70. Ready for the next one?
  71. 71. ©2018 Seer Interactive • p117 Trust but VERIFY Goal: Check Tool Accuracy
  72. 72. Old way
  73. 73. ©2018 Seer Interactive • p119 Trust the data
  74. 74. New way 2 months
  75. 75. ALL ABOARD!
  76. 76. Disrupted! 6 year RUN!
  77. 77. ©2018 Seer Interactive • p131 Using GSC, local, technical, ranking factors by industry/client
  78. 78. Ready for the next one?
  79. 79. Let’s Go! The End / Beginning?
  80. 80. Why not keep this to myself?
  81. 81. Thank you! Kati, Christina, Jordan, Lisa, Audrey, Tracy, Kim & many more!!

×