tori cushing - actionable seo insights - smx 2015
TRANSCRIPT
Measuring Your SEO InsightsTori Cushing | @toricushing
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Why is showing ROI so hard for marketers?
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How do we solve this problem?
Bad Communication
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Solution? Reporting.
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More specifically,
Solution? Reporting.
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More specifically, reporting with clear metrics that support the goals of your company/brand.
Solution? Reporting.
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Goals
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What are your goals?
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v Increase traffic to the blog by 30% in 2015
Specific Goals
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v Increase traffic to the blog by 30% in 2015
v Increase Free Trial Signups by 15% in 2015
Specific Goals
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Pre-Data Analysis
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What data do we need?
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What data do we need? What pages/topics on Moz are better for our visitors?
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What data do we need? What pages/topics on Moz are better for our visitors?
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Dig for the Data Google Analytics First…
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Google Analytics: Landing PageGA wants you to:Campaigns >Organic KWs >Landing Page
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Google Analytics: Landing PageBut then you get sampling… (8.98% of Sessions)
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Google Analytics: Landing PageAcquisition > Channels > Organic Search
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Google Analytics: Landing PageLanding Page Report
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Google Analytics: Landing PageChange the Date Range
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Google Analytics: Landing PageChange show rows to how many you want to export
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Google Analytics: Landing PageExport to Google Docs
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Google Analytics: Landing PageExport to Google Docs
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Dig for Moar Data SemRush
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SEMRush: Organic KeywordsEnter Domain:Positions >Organic Keywords
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SEMRush: Organic KeywordsHistorical Data:April 2015
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SEMRush: Organic KeywordsOrganic Search Positions:Export
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SEMRush: Organic KeywordsExport Data >Copy into our GA Google Sheet
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SEMRush: Organic Keywords
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SEMRush: Organic KeywordsUsually, 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.
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SEMRush: Organic KeywordsTa-da!
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v Raw data tabs: back, back, back it up
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SEMRush: Organic Keywords
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Marrying the Data
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bit.ly/moz-reporting-doc
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Google Sheets: Reporting
Chocolate Vanilla
Google Analytics SEMRush
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Google Sheets: ReportingBeautiful Marble Ice Cream!
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Google Sheets: ReportingMad skillz needed for learnage:
v Pivot Tables v Index Match v Formatting
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Google Sheets: ReportingGet rid of baggage. Delete:
v CPC v Traffic % v Traffic Cost % v Trends v Timestamp
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Google Analyticsv New Users v Avg. Sessions v Ecommerce Conversion Rate v Transactions v Revenue
SEMRush
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Google Sheets: Format
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v Business logo v Data Labels v Date Range
My formatting best practices:
v Branded colors v Table formatting v Sections marked
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Google Sheets: Reporting
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Title, Manager, Context, Date, Brand Logo
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Google Sheets: Reporting
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Sections Marker (part 1) and pasting in data
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Google Sheets: FormatHack Google Sheets: Table Formatting
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Google Sheets: FormatHack Google Sheets: Table Formatting
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Bold the text on title row, and turn it white. Then add a branded color solid background.
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Google Sheets: FormatHack Google Sheets: Table Formatting
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Google Sheets: FormatHack Google Sheets: Table Formatting
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Add borders as an outline and the middle row. In the branded color, of course.
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Google Analytics, not as easy...
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Google Sheets: Reporting
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Google Sheets: Reporting
=IFERROR(INDEX(column to return value from, MATCH( $lookup value, $column to look against, 0), “”))
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Google Sheets: Reporting=IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”))
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Google Sheets: Reporting=IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”))
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Google Sheets: Reporting=IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”))
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Google Sheets: Reporting=IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”))
Exact Match
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Google Sheets: Reporting=IFERROR( INDEX( column to return value from, MATCH( $lookup value, $column to look against, 0), “”))
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Google Sheets: %∆ Change
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Google Sheets: Reporting
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Google Sheets: %∆ Change
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=(New – Old)/Old
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But wait… there’s more!
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Google Sheets: Pivot Tables
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Google Sheets: Pivot Tables
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Google Sheets: Pivot Tables
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Google Sheets: Pivot Tables
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Google Sheets: Pivot Tables
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Order by sessions:
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Moar formatting!
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Google Sheets: Pivot Formatting
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Google Sheets: Pivot Formatting
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Google Sheets: Pivot Formatting
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Google Sheets: Pivot Formatting
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Google Sheets: Pivot Formatting
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Google Sheets: Pivot Formatting
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Post Analysis
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Annotations
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KPIs for Landing Page Analysis:
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Annotations
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KPIs for Landing Page Analysis:v New users love “how to” posts and tutorials
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Annotations
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KPIs for Landing Page Analysis:v New users love “how to” posts and tutorials
v Large amount of our traffic is from beginner SEOs
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Annotations
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KPIs for Landing Page Analysis:v New users love “how to” posts and tutorials
v Large amount of our traffic is from beginner SEOs
v Users love OSE and stay on the site for a while because of it.
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Annotations
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KPIs for Landing Page Analysis:v New users love “how to” posts and tutorials
v Large amount of our traffic is from beginner SEOs
v Users love OSE and stay on the site for a while because of it.
v Users like moz.com/learn/seo for keywords and meta descriptions
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Strategy
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What now?
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Strategy
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What now?v Create “how to” posts and walkthroughs of beginner SEO
tasks.
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Strategy
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What now?v Create “how to” posts and walkthroughs of beginner SEO
tasks.
v Build out a beginners guide to link building for Open Site Explorer
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Strategy
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What now?v Create “how to” posts and walkthroughs of beginner SEO
tasks.
v Build out a beginners guide to link building for Open Site Explorer
v Video tutorials for keyword research in Rank Tracker
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Strategy
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What now?v Create “how to” posts and walkthroughs of beginner SEO
tasks.
v Build out a beginners guide to link building for Open Site Explorer
v Video tutorials for keyword research in Rank Tracker
v Video tutorials for checking meta descriptions in Crawl Test
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That’s it!
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