moz | data informed content strategy, tori cushing - webcongress los angeles 2015

Data Informed Content Strategy

Tori Cushing | @toricushing

bit.ly/tori-webcongress

What content are your visitors really interested in?

@toricushingbit.ly/tori-webcongress

You may think you know…



How do we use search metrics to support our brand/client’s

goals?

Goals


What are your goals?


Increase traffic to the blog by 30% in 2015

Specific Goals



Increase Free Trial Signups by 15% in 2015

Specific Goals


Pre-Data Analysis


What data do we need?


What data do we need?

What pages/topics on Moz are better for our visitors?


Dig for the DataGoogle Analytics First…


Google Analytics: Landing Page

GA wants you to:Campaigns >Organic KWs >Landing Page



But then you get sampling… (8.98% of Sessions)



Acquisition > Channels > Organic Search



Landing Page Report



Change the Date Range



Change show rows to how many you want to export



Export to Google Docs


Dig for Moar DataSemRush


SEMRush: Organic Keywords

Enter Domain:Positions >Organic Keywords



Historical Data:July 2015



Organic Search Positions:Export



Export Data >Copy into our GA Google Sheet


@toricushing


Usually, GA exports URI … We pull in the host name, so it’s a bit different for us.

You may need to find and replace you domain.


@toricushing




Ta-da!


Raw data tabs: back, back, back it up

@toricushing



Marrying the Data

@toricushing

bit.ly/moz-reporting-doc


@toricushingbit.ly/webcongress | bit.ly/moz-reporting-doc

Google Sheets: Reporting

Chocolate

Vanilla

Google Analytics SEMRush

@toricushingbit.ly/tori-webcongress | bit.ly/moz-reporting-doc


Beautiful Marble Ice Cream!



Mad skillz needed for learnage:

Pivot Tables Index Match Formatting


Google Sheets: Format

@toricushing

Business logo Data Labels Date Range

My formatting best practices:

Branded colors Table formatting Sections marked And no gridlines!

bit.ly/tori-webcongress | bit.ly/moz-reporting-doc


@toricushing

Title, Manager, Context, Date, Brand Logo



@toricushing

Sections Marker (part 1) and pasting in data



Get rid of baggage. Delete:

CPC Traffic % Traffic Cost % Trends Timestamp

@toricushing

Google Analytics

New Users Avg. Sessions Ecommerce Conversion Rate Transactions Revenue

SEMRush



Hack Google Sheets: Table Formatting




@toricushing

Bold the text on title row, and turn it white. Then add a branded color solid background.




@toricushing

Add borders as an outline and the middle row. In the branded color, of course.


Google Analytics, not as easy...



=IFERROR(INDEX(column to return value from, MATCH( $lookup value, $column to look against, 0), “”))




Exact Match


@toricushing

Google Sheets: %∆ Change


Google Sheets: %∆ Change

@toricushing

=(New – Old)/Old


But wait… there’s more!


Google Sheets: Pivot Tables


Google Sheets: Pivot Tables

@toricushing

Order by sessions:


Moar formatting!


Google Sheets: Pivot Formatting


Post Analysis


Annotations

@toricushing

KPIs for Landing Page Analysis:


Annotations

@toricushing

KPIs for Landing Page Analysis: New users love industry update blog posts and link

building


Annotations

@toricushing


building

Large amount of our traffic is from beginner SEOs


Annotations

@toricushing


building


Users love OSE and explore the site for a while because of it.


Annotations

@toricushing


building



Users like moz.com/learn/seo for keywords and meta descriptions


Annotations

@toricushing

How did I gather these KPIs:


Annotations

@toricushing

KPIs for Landing Page Analysis: New users love industry update blog posts (88% of of

traffic to /google-algorithm-change is made up of new users)


Annotations

@toricushing

KPIs for Landing Page Analysis: New users love industry update blog posts

Large amount of our traffic is from beginner SEOs (Our second most visited landing page “what is seo” & /beginners-guide-to-seo – 27k visits a month)


Annotations

@toricushing



Users love OSE and explore the site for a while because of it. (“open site explorer” 12k visits/mo, highest with 4 pages per visit )


Annotations

@toricushing




Local search is booming! (/learn/local/local-search… 25k visits/mo, 63% new sessions, 25 free signups)


Strategy

@toricushing

What now?


Strategy

@toricushing

What now?

Build brand awareness/get new traffic by reporting on Google Algorithm changes or industry updates


Strategy

@toricushing

What now?


Release a series of link building techniques beginners can implement. Promote strongest tool to bring in more traffic from beginner and new users


Strategy

@toricushing

What now?


Release a series of link building techniques beginners can implement. Promote strongest tool to bring in more traffic from beginner and new users

Use White Board Friday video avenue to create more Local SEO content


Strategy

@toricushing

What goals?



Increase Free Trial Signups by 15% in 2015

That’s it!


moz | data informed content strategy, tori cushing - webcongress los angeles 2015

Education

toricushin gbit

toricushin g semrush

data google analytics

landing page export

google docs

landing page ga

positions organic keywords

google sheets