tori cushing - actionable seo insights - smx 2015

Measuring Your SEO InsightsTori Cushing | @toricushing

bit.ly/tori-smx-deck

Why is showing ROI so hard for marketers?

@toricushing bit.ly/tori-smx-deck

How do we solve this problem?

Bad Communication


Solution? Reporting.


More specifically,



More specifically, reporting with clear metrics that support the goals of your company/brand.



Goals


What are your goals?


v  Increase traffic to the blog by 30% in 2015

Specific Goals


v  Increase traffic to the blog by 30% in 2015

v  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 Data Google Analytics First…


Google Analytics: Landing PageGA wants you to:Campaigns >Organic KWs >Landing Page


Google Analytics: Landing PageBut then you get sampling… (8.98% of Sessions)


Google Analytics: Landing PageAcquisition > Channels > Organic Search


Google Analytics: Landing PageLanding Page Report


Google Analytics: Landing PageChange the Date Range


Google Analytics: Landing PageChange show rows to how many you want to export


Google Analytics: Landing PageExport to Google Docs


Dig for Moar Data SemRush


SEMRush: Organic KeywordsEnter Domain:Positions >Organic Keywords


SEMRush: Organic KeywordsHistorical Data:April 2015


SEMRush: Organic KeywordsOrganic Search Positions:Export


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.


SEMRush: Organic KeywordsTa-da!


v  Raw data tabs: back, back, back it up

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SEMRush: Organic Keywords


Marrying the Data

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bit.ly/moz-reporting-doc


Google Sheets: Reporting

Chocolate Vanilla

Google Analytics SEMRush


Google Sheets: ReportingBeautiful Marble Ice Cream!


Google Sheets: ReportingMad skillz needed for learnage:

v  Pivot Tables v  Index Match v  Formatting


Google Sheets: ReportingGet rid of baggage. Delete:

v  CPC v  Traffic % v  Traffic Cost % v  Trends v  Timestamp

@toricushing

Google Analyticsv  New Users v  Avg. Sessions v  Ecommerce Conversion Rate v  Transactions v  Revenue

SEMRush


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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Title, Manager, Context, Date, Brand Logo



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Sections Marker (part 1) and pasting in data


Google Sheets: FormatHack 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), “”))


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: %∆ Change


Google Sheets: %∆ Change

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=(New – Old)/Old


But wait… there’s more!


Google Sheets: Pivot Tables


Google Sheets: Pivot Tables

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Order by sessions:


Moar formatting!


Google Sheets: Pivot Formatting


Post Analysis


Annotations

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KPIs for Landing Page Analysis:


Annotations

@toricushing

KPIs for Landing Page Analysis:v New users love “how to” posts and tutorials


Annotations

@toricushing


v Large amount of our traffic is from beginner SEOs


Annotations

@toricushing



v Users love OSE and stay on the site for a while because of it.


Annotations

@toricushing



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


Strategy

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What now?


Strategy

@toricushing

What now?v Create “how to” posts and walkthroughs of beginner SEO

tasks.


Strategy

@toricushing


tasks.

v Build out a beginners guide to link building for Open Site Explorer


Strategy

@toricushing


tasks.


v Video tutorials for keyword research in Rank Tracker


Strategy

@toricushing


tasks.


v Video tutorials for keyword research in Rank Tracker

v Video tutorials for checking meta descriptions in Crawl Test


That’s it!


tori cushing - actionable seo insights - smx 2015

Data & Analytics