tori cushing moz - data informed content strategy

Data Informed Content Strategy

Tori Cushing | @toricushing

bit.ly/tori-webcongress

What content are your

visitors really interested in?

@toricushin

gbit.ly/tori-webcongress

You may think you know…

@toricushin


@toricushin


How do we use search metrics to

support our brand/client’s goals?

Goals

@toricushin


What are your goals?

@toricushin


Increase traffic to the blog by 30% in 2015

Specific Goals

@toricushin



Increase Free Trial Signups by 15% in 2015

Specific Goals

@toricushin


Pre-Data Analysis

@toricushin


What data do we need?

@toricushin


What data do we need?

What pages/topics on Moz are better for our

visitors?

@toricushin


Dig for the DataGoogle Analytics First…

@toricushin


Google Analytics: Landing Page

GA wants you to:

Campaigns >

Organic KWs >

Landing Page

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

@toricushin


@toricushin



Acquisition

>

Channels

>

Organic Search

@toricushin



Landing Page

Report

@toricushin



Change the Date

Range

@toricushin



Change show

rows to how

many you want

to export

@toricushin



Export to

Google Docs

@toricushin


Dig for Moar DataSemRush

@toricushin


SEMRush: Organic Keywords

Enter Domain:

Positions >

Organic

Keywords

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Historical Data:

July 2015

@toricushin



Organic Search

Positions:

Export

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Export Data >

Copy into our GA Google

Sheet

@toricushin


@toricushin

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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.


@toricushin

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Ta-da!

@toricushin


Raw data tabs: back, back, back it up

@toricushin

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Marrying the Data

@toricushin

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bit.ly/moz-reporting-doc


@toricushin

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

Google Sheets: Reporting

Chocolate Vanilla

Google Analytics SEMRush

@toricushin

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

@toricushin



Beautiful Marble Ice Cream!

@toricushin



Mad skillz needed for learnage:

Pivot Tables

Index Match

Formatting

@toricushin


@toricushin


Google Sheets: Format

@toricushin

g

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


@toricushin

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Title, Manager, Context, Date, Brand Logo



@toricushin

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Sections Marker (part 1) and pasting in data



Get rid of baggage. Delete:

CPC

Traffic %

Traffic Cost %

Trends

Timestamp

@toricushin

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Google Analytics

New Users

Avg. Sessions

Ecommerce Conversion Rate

Transactions

Revenue

SEMRush



Hack Google Sheets: Table Formatting

@toricushin




@toricushin

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Bold the text on title

row, and turn it

white. Then add a

branded color solid

background.




@toricushin




@toricushin

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Add borders as an

outline and the middle

row. In the branded

color, of course.


Google Analytics, not as easy...

@toricushin



@toricushin



=IFERROR(INDEX(column to return

value from, MATCH( $lookup value,

$column to look against, 0), “”))

@toricushin



=IFERROR(

INDEX(

column to return value from,

MATCH(

$lookup value, $column to look against,

0), “”))

@toricushin


@toricushin



=IFERROR(

INDEX(


MATCH(


0), “”))

@toricushin


@toricushin



=IFERROR(

INDEX(


MATCH(


0), “”))

@toricushin



=IFERROR(

INDEX(


MATCH(


0), “”))

Exact Match

@toricushin



=IFERROR(

INDEX(


MATCH(


0), “”))

@toricushin


@toricushin


@toricushin

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Google Sheets: %∆ Change



@toricushin


Google Sheets: %∆ Change

@toricushin

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=(New – Old)/Old


But wait… there’s more!

@toricushin


Google Sheets: Pivot Tables

@toricushin


Google Sheets: Pivot Tables

@toricushin

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Order by sessions:


Moar formatting!

@toricushin


Google Sheets: Pivot Formatting

@toricushin


Post Analysis

@toricushin


Annotations

@toricushin

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KPIs for Landing Page Analysis:


Annotations

@toricushin

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New users love industry update blog posts and link building


Annotations

@toricushin

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Large amount of our traffic is from beginner SEOs


Annotations

@toricushin

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


Annotations

@toricushin

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

descriptions


Annotations

@toricushin

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How did I gather these KPIs:


Annotations

@toricushin

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New users love industry update blog posts (88% of of traffic to

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


Annotations

@toricushin

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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

@toricushin

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(“open site explorer” 12k visits/mo, highest with 4 pages per

visit )


Annotations

@toricushin

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Local search is booming! (/learn/local/local-search… 25k

visits/mo, 63% new sessions, 25 free signups)


Strategy

@toricushin

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What now?


Strategy

@toricushin

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What now?

Build brand awareness/get new traffic by reporting on Google

Algorithm changes or industry updates


Strategy

@toricushin

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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

@toricushin

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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

@toricushin

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What goals?



Increase Free Trial Signups by 15% in 2015

That’s it!

@toricushin


@toricushin


tori cushing moz - data informed content strategy

Data & Analytics