data drive marketing - seo data visualization
TRANSCRIPT
VISUALIZING SEARCH DATA
Making SEO More Actionable By Changing How We Look At It
@RyanJones
RYAN JONESManager – Search Strategy & Analytics2006 Time Person of the YearFounder – WTFSEO.comwww.RyanMJones.com
@RyanJones
Linkedin.com/in/jonesy
@RyanJones
Owdy.co/ryanjones
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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WHAT IS THE PARETO PRINCIPLE?
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HOW DO WE MAKE THE BIG LEAP?
Find the 20% that will deliver 80%
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DATA OVERLOAD?
ELIMINATE 80% OF THE DATA
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Reporting: Analysis:
It’s 4th down. The ball is on the 36
yard line.
“It’s 4th and inches from
the 36. Our RB is averaging 2.3
YPC and our kicker’s range is
40 yards.
We should go for it.”
Evolve From Reporting To Analysis
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THE 3 “WHATS” OF ACTIONABLE ANALYSIS
What Is It?
What Does It Mean?
What Should We Do About It?
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STRATEGY: GO TO DETROIT
TACTICS:BOAT - BRIDGE– TUNNEL - PLANE
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HOW WE LOOK AT THINGSMAKES A DIFFERENCE
THE CONSUMER JOURNEY
Used to look like this Now looks like this
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HOW MOST PEOPLE VIEW THE CONSUMER JOURNEY
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HOW WE VIEW THE CONSUMER JOURNEY
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DIAGNOSINGTHE CONSUMER JOURNEY
Lots of Paid Search Cannibalization
going on here.
There isn’t any social overlapSource:
Google Analytics Conversions Paths
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AND SITE STRUCTURE
MAPPINGLINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source: Majestic & Gephi
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REPORTS
SEO IS MORE THAN
TRADITIONAL, BORING WAY
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05
101520253035404550
0 10 20 30 40 50 60Number of Ranking
URLs
Avg Rank of Keyword
Ranking Keywords
Duplicate Content
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0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0 200000 400000 600000 800000 1000000 1200000 1400000
Clicks
Impressions
Impressions vs Clicks
Pages
Unicorns
(High Clicks, Low
Impressions)
Ideal Zone
(High impressions, High Clicks)
Normal ZoneOpportunity
(High Impressions, Low Clicks)
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ONLY SEOS SHOULD SEE THIS
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KEYWORDS MAPPED TO PAGES
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KEYWORD OPPORTUNITY MAPS
VOLUME AND COMPETITION
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KEYWORDTOPOGRAPHYSearch Volumes
+
Competition
+
Social Volumes
=
Actionable Content Strategy
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GAPANALYSIS
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KEYWORDOVERLAP &OPPORTUNITY
We can use fusion tables to look at
paid & natural keywords too!
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MEASURING IMPACT
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STATISTICALCHANGEIMPACTANALYSIS1, 4, 9 & 20 day impact
Source:
Moz algorithm change
list and site analytics
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We Miss You Dana
Please Donate:
www.DanasFund.org
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Linkedin.com/in/Jonesy
You’re not using this
Owdy.co/RyanJones
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