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PowerBI for Search Marketers (SEO, PPC, Analytics)

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How to use PowerBi to improve search marketing, combining data sets from SEO, PPC, Analytics, & even the weather!

Published in: Business
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  • Hi Wil! Thanks again for the great talk you had in Searchlove London, I really enjoyed it. Can you elaborate a little more, regarding landing pages from GA. How do you know what specific keyword trigger a specific URL (Slide 41,44). Do you use PPC Data or Search Console Data for this?
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PowerBI for Search Marketers (SEO, PPC, Analytics)

  1. 1. ©2017 Seer Interactive • p1 Power BI For Marketers Make Big Data Easy Again
  2. 2. Talk About Money
  3. 3. Simplicity
  4. 4. ©2017 Seer Interactive • p5 “Bigger Data”
  5. 5. Failure is Hard…
  6. 6. What’s The Most Important Thing I could work on?
  7. 7. Get This Book!
  8. 8. What’s Most Important
  9. 9. If every other area of our operation stayed at the current level of performance,
  10. 10. If every other area of our operation stayed at the current level of performance, what is the one area where change would have the biggest impact?
  11. 11. Instant Focus
  12. 12. Team Swap! 18 months of deep focus
  13. 13. 1 Person Swapped
  14. 14. Not Impressed
  15. 15. 149 People Doing This
  16. 16. I had seen the light
  17. 17. I had new tools
  18. 18. PIVOT!
  19. 19. ©2017 Seer Interactive • p23 I use Power BI Domo, Tableau
  20. 20. ©2017 Seer Interactive • p24 Let’s Get Started
  21. 21. ©2017 Seer Interactive • p25 Evaluate the Current State of Keyword Research
  22. 22. Step 1, talk w/ client
  23. 23. Step 2, tools, Keywords + volume
  24. 24. Step 3, apply CTR
  25. 25. ©2017 Seer Interactive • p29 Prioritize, then optimize
  26. 26. What possible… 250,000 keywords, with cost, position, conversions, snippets, REAL CTR, etc etc
  27. 27. ©2017 Seer Interactive • p36 Stop falling for Search Volume x CTR Curve Farce
  28. 28. Build a Data Warehouse
  29. 29. Adwords
  30. 30. Analytics
  31. 31. Rank data
  32. 32. Clean Data
  33. 33. ©2017 Seer Interactive • p46 Keyword  Easy (Search Query vs Keyword) URL  Stat: www.domain.com/page.html  SEMrush: http:// www.domain.com/page.html  Analytics: /page.html  PPC: 3.domain/page.html?afid=541
  34. 34. Look at all I have available…
  35. 35. ©2017 Seer Interactive • p49 Landing Pages = 5000 Rows * 10 Factors = 50,000 SEMRush = 12082 Rows * 15 = 181,230 STAT = 4820 * 15 = 57,000 GSC Queries = 1,000 * 5 = 5,000 GSC LPS = 1,000 * 5 = 5,000 SQ report = 340,200 * 14 = 4,762,800
  36. 36. ©2017 Seer Interactive • p50 Bringing a knife to a data fight? 5,061,030
  37. 37. ©2017 Seer Interactive • p51 Screaming frog 1500 * 55 factors
  38. 38. Import Data
  39. 39. ©2017 Seer Interactive • p53 Clean Data – Now What?
  40. 40. Connect That Shizz
  41. 41. I got this! I got this! I got this!
  42. 42. But we are gonna have to cheat!
  43. 43. What’s Possible…
  44. 44. ©2017 Seer Interactive • p67 In a typical CTR / CVR estimate world you take 24,000 searches * CTR #4 at 7%
  45. 45. Filters
  46. 46. ©2017 Seer Interactive • p72 Visual Filter vs Page Filter vs Report Filter
  47. 47. Integrate 3 Data Sets
  48. 48. What do you see?
  49. 49. What do you see?
  50. 50. OOPS
  51. 51. Check Your Calculations
  52. 52. ©2017 Seer Interactive • p87 Worth Optimizing?
  53. 53. Visualization
  54. 54. What am I looking at Wil??????
  55. 55. ©2017 Seer Interactive • p96 Second Favorite Visual (Competitors + Snippets)
  56. 56. ©2017 Seer Interactive • p100 Know Which Converting KWs in PPC are most likely to be impacted by Rich Snippets
  57. 57. Am I also Ranking Organically?
  58. 58. Technical SEO + PPC?
  59. 59. ©2017 Seer Interactive • p111 Up To You!
  60. 60. You use SEMRush Volume, CPC, _____ Data, ?

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