search exchange analytics insights

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CONFIDENTIAL 1 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex SO MUCH DATA….SO LITTLE TIME

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Page 1: Search Exchange Analytics Insights

CONFIDENTIAL1

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

SO MUCH DATA….SO LITTLE TIME

Page 2: Search Exchange Analytics Insights

SO MUCH DATA….SO LITTLE TIME

Page 3: Search Exchange Analytics Insights

75 Data Points in 15 minutes

CONFIDENTIAL3

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Presentation & Data SheetAre available at

www.conductor.com/searchex

Cumulative data you can collect and archive in just 30 minutes each week.

Page 4: Search Exchange Analytics Insights

Identify Trends at a High Level

CONFIDENTIAL4

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

COLLECTION IS NOT THE TIME FOR ANALYSIS!

Page 5: Search Exchange Analytics Insights

7 Primary Segments of Analytic Data

•Conversion Metrics

•Ranking Distributions

•Web Analytics

•Webmaster Tools

•Web Based Information

•Link Analysis

•Social Strength and Brand Awareness

CONFIDENTIAL5

According to Rand Fishkin, “Every time you use bullet

points in a presentation you kill a kitten”

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Page 6: Search Exchange Analytics Insights

CONFIDENTIAL6

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Conversion Data

Knowing your conversion data helps you establish budget and team growth.

When the CEO asks you about the raise or fall of his favorite term, being prepared with revenue impact will win his/her heart.

1-800-CALLSEO#ProTip

Page 7: Search Exchange Analytics Insights

CONFIDENTIAL7

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Ranking Data shows SEO Strategy Impact

The faster you identify and report on dips and spikes, the more success you will have over time.

#ProTipSegment this data into separate categories for a deeper

level of strategic reporting. (GEO, updates …)

Page 8: Search Exchange Analytics Insights

CONFIDENTIAL8

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Web Analytics Data

Segmenting out the data allows for quick identification of traffic problems coming to your site

Page 9: Search Exchange Analytics Insights

CONFIDENTIAL9

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Web Analytics Data

#ProTipUse advanced and custom segments to save time each week. This also allows you to track specific

sources or directories.

Page 10: Search Exchange Analytics Insights

CONFIDENTIAL10

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Webmaster Tools Data

Straight from the horses mouth. Are you acting on recommendations straight from Google

themselves?

#ProTipPROCESS YOUR 404 REPORT!Lost link equityYou control the destinationBetter user experienceNon aggressive tactic

Page 11: Search Exchange Analytics Insights

CONFIDENTIAL11

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Basic Metrics of StrengthHas there been a massive increase or decrease in the number of pages indexed? Could be good or bad. (Archive this)

#ProTipDo NOT obsess with

page rank. It is a good directional metric on the growth of your

authority but shifts are common and rarely

impact rankings.

PR hyper focus is so 2007!

Page 12: Search Exchange Analytics Insights

CONFIDENTIAL12

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

7 Primary Segments of Analytic Data

Having more Tweets or mentions does NOT correlate with better natural search rankings. Brand outreach does however make your product more awesome.

“The real objective to making a website is to make something so awesome that you get the links for free”

~@MattCutts

#ProTipDo not ignore +1 as it has an insane impact

on Google search results and is very difficult to manipulate. See your logged in

usage via the (not provided data)

Page 13: Search Exchange Analytics Insights

CONFIDENTIAL13

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Domain Level Linking Data

“I wouldn't write the epitaph for links quite yet.”

Matt Cutts SMX Advanced 2012

Jim “The Ninja” Boykin

#ProTipAdd additional lines to track and

manage independent link building strategies. This helps

manage the growth and marketing cost with each tactic.

Link building is a living strategy and must be approached with creativity and paranoia!

Page 14: Search Exchange Analytics Insights

CONFIDENTIAL14

Follow the DELTA week over week

Page 15: Search Exchange Analytics Insights

Take a step back and breath…..

CONFIDENTIAL15

TWITTER@Conductor

@Brian_McDowell

Presentation & Data SheetAre available at

www.conductor.com/searchex

Let the data tell the story…dig in with confidence