actionable seo analytics & data vizualization
TRANSCRIPT
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#pubcon @RyanJones
MAKING SEO DATA MORE ACTIONABLE BY CHANGING HOW WE LOOK AT IT
VISUALIZING SEARCHANALYSIS
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#pubcon @RyanJones
VISUALIZING SEARCHANALYSISRYAN JONES
Manager SEO & Analytics – SapientNitro
CEO – WTFSEO.com
@RyanJones
Linkedin.com/in/jonesy
www.RyanMJones.com
Yeah I’m that guy
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#pubcon @RyanJones
Einstein Is Basically Talking About The Pareto Principle
If I had an hour to solve a problem, I’d
spend 55 minutes thinking about the
problem and 5 minutes thinking about solutions.
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#pubcon @RyanJones
So, What IS the Pareto Principle?
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#pubcon @RyanJones
Forget “Big Data” we need “Actionable Data”
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#pubcon @RyanJones
How Do We Make Data Actionable?
THE 3 “WHATS” OF ACTIONABLE ANALYSIS
1. What Is It?
2. What Does It Mean?
3. What Should We Do About It? It?
Reporting
Analysis
Actionable
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#pubcon @RyanJones
Separate Strategy from Tactics
STRATEGY: Get The Hell Out Of
Detroit
TACTICS:BOAT - BRIDGE – TUNNEL – PLANE – TRAIN - JETPACK
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#pubcon @RyanJones
Our point of view can drastically change what we “see”
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#pubcon @RyanJones
Sometimes Raw Data Can Mean Different Things
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#pubcon @RyanJones
ENOUGH THEORY. SHOW ME EXAMPLES
OK… Enough Theory.
Get To The Examples…..
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#pubcon @RyanJones
Let’s Start With The Consumer Journey
Old Model New Model
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#pubcon @RyanJones
This is NOT a good way to view the consumer journey
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#pubcon @RyanJones
OUR MEASUREMENT OF THE CONSUMER JOURNEY MUST CHANGE TO ACCOMMODATE
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#pubcon @RyanJones
We Call This Network Graph A “LinkScape”
Canonical Issues Easily Spotted
Duplicate Home Page Variations?
Orphaned Site Sections
This Linkscape was made with a tool called Gephi. It has a steep learning curve but is worth it.
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#pubcon @RyanJones
Majestic Graphed The Web in Space. You can do it at home!
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#pubcon @RyanJones
Use Network Graphs For Internal Links Too!
Google Fusion Tables are easier to use than Gephi – but your data lives in Google Drive. This is NoSlang.com – A personal site of mine. I made these issues on purpose to “test” with.
CANONICAL ISSUES!
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#pubcon @RyanJones
Let’s Talk About Keyword Research Now
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#pubcon @RyanJones
Clients Don’t Understand This
THIS TYPE OF REPORTING
SUCKS
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#pubcon @RyanJones
Introducing Keyword Opportunity Maps
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#pubcon @RyanJones
Content Topography – Keyword, Opportunity, and Social
Content Topography
Search Volume+Competition+Social Mentions=Actionable Content Strategy
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#pubcon @RyanJones
Everybody is Familiar with Venn Diagrams
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#pubcon @RyanJones
But What Are The Keywords?
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#pubcon @RyanJones
Competitive and Gap Analysis Examples – Mapping KW to Pages
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#pubcon @RyanJones
We Can Do This With Paid vs Natural Too!
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#pubcon @RyanJones
Let’s Compare Paid Strategies [do not insert political joke here]
LEFT: Candidate has a high paid and natural overlap – clearly going for maximum exposure, impressions, clicks, etc. Paid search people call this 1+1=3
RIGHT: Candidate is using paid search to supplement organic rankings.
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#pubcon @RyanJones
We can also map keywords to pages.
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#pubcon @RyanJones
Let’s look at mobile first indexing and AMP…
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#pubcon @RyanJones
Look at Sentiment Too
Alchemy API is one of my favorite data sources.
This is a major strip casino – and what alchemy’s algorithm thinks the content is about.
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#pubcon @RyanJones
LET’S TALK ABOUT DASHBOARDS
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#pubcon @RyanJones
THIS IS OUR CUSTOM SEO DASHBOARD
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#pubcon @RyanJones
CYFE IS PRETTY COOL TOO – AND GIVES 5 FREE WIDGETS!
EARNINGS CENSORED PER ADSENSE TOS
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#pubcon @RyanJones
Google Data Studio Works With GA & Adwords
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#pubcon @RyanJones
WHAT TOOLS CAN I USE TO DO THIS STUFF?
Our Solution?
We Hired Laurent
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#pubcon @RyanJones
You can do cool stuff with RAW
raw.densitydesign.org
It’s Open Source Too!
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#pubcon @RyanJones
WHAT TOOLS CAN I USE TO DO THIS STUFF?
Visualization Tools To Try:
• RAW: raw.densitydesign.org
• Gephi – network map (link) analysis (free)
• Tableau
• Google Fusion Tables (part of Google Drive)
• Sketchup
• Google Data Stuido
• Cyfe
Data tools I use:
• SEMRUSH
• Moz Open Site Explorer
• Majestic
• A Hrefs
• Google Webmaster Console
• Screaming Frog
• Code! (d3.js is amazing)
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#pubcon @RyanJones
THANK YOU!
@RyanJones
Linkedin.com/in/jonesy
Owdy.co/ryanjones
RyanMJones.com
WTFSEO.COM