visualizing search analysis by ryan jones
TRANSCRIPT
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#SMX #31C @RyanJones
MAKING SEO DATA MORE ACTIONABLE BY CHANGING HOW WE LOOK AT IT
VISUALIZING SEARCH ANALYSIS
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#SMX #31C @RyanJones
VISUALIZING SEARCH ANALYSIS RYAN JONES
Manager SEO & Analytics – SapientNitro 2006 Time Person of the Year CEO – WTFSEO.com
@RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones
www.RyanMJones.com
Yeah I’m that guy
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#SMX #31C @RyanJones
We Work With Some Pretty Big Clients
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#SMX #31C @RyanJones
Einstein Is Basically Talking About The Pareto Principle
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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#SMX #31C @RyanJones
So, What IS the Pareto Principle?
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#SMX #31C @RyanJones
We Use The Pareto Principle To Make “The Big Leap”
Find the 20% That Will Deliver 80% of
Results
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#SMX #31C @RyanJones
Forget “Big Data” we need “Actionable Data”
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#SMX #31C @RyanJones
How Do We Make Data Actionable?
THE 3 “WHATS” OF ACTIONABLE ANALYSIS
1. What Is It? 2. What Does It Mean? 3. What Should We Do About It? It?
Reporting Analysis
Actionable
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#SMX #31C @RyanJones
Separate Strategy from Tactics
STRATEGY: GO TO DETROIT
TACTICS: BOAT - BRIDGE – TUNNEL – PLANE – TRAIN - JETPACK
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#SMX #31C @RyanJones
How We Look At Data Matters.
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#SMX #31C @RyanJones
Sometimes Raw Data Can Mean Different Things
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#SMX #31C @RyanJones
Visualizing Data To Find Insights.
OK… Enough Theory.
Get To The
Examples…..
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#SMX #31C @RyanJones
Let’s Start With The Consumer Journey
Old Model New Model
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#SMX #31C @RyanJones
This is NOT a good way to view the consumer journey
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#SMX #31C @RyanJones
How We “View” The Consumer Journey
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Actionable?
Making Link Data Actionable
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#SMX #31C @RyanJones
We Call This Network Graph A “LinkScape” Image + Bullets Sample Slide:
Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE. § Canonical Issues Easily Spotted
§ Duplicate Home Page Variations?
§ Orphaned Site Sections
This Linkscape was made with a tool called Gephi. It has a steep learning curve but is worth it.
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#SMX #31C @RyanJones
Use Network Graphs For Internal Links Too! Image + Bullets Sample Slide:
Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE.
Google Fusion Tables are easier to use than Gephi – but your data lives in Google Drive. This is NoSlang.com – A personal site of mine. I made these issues on purpose to “test” with.
CANONICAL ISSUES!
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#SMX #31C @RyanJones
We Can Do Better Than Ranking Reports From WMT. Image + Bullets Sample Slide:
Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE.
I promise you your clients have no idea what to do with this except obsess over decreases. This is a report for you, NOT YOUR CLIENT.
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#SMX #31C @RyanJones
This Is The Feature I Want In Webmaster Tools Image + Bullets Sample Slide:
Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE.
Show me where I have multiple pages ranking poorly for a keyword. Then tell me that keyword and those pages.
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Avg Rank of Keyword
Ranking Keywords
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#SMX #31C @RyanJones
Let’s Talk About Keyword Research Now
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Clients Don’t Understand This
THIS TYPE OF REPORTING
STINKS
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Introducing Keyword Opportunity Maps
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#SMX #31C @RyanJones
Content Topography – Keyword, Opportunity, and Social
Content Topography Search Volume + Competition + Social Mentions = Actionable Content Strategy
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Competitive and Gap Analysis Examples – Mapping KW to Pages
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#SMX #31C @RyanJones
This Is More Fun With Political Candidates
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#SMX #31C @RyanJones
More Fun With Political Candidates. “Don’t Blame Me – I Voted For Kodos.”
Sanders
Trump
Clinton
Cruz
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We Can Do This With Paid V Natural Too!
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#SMX #31C @RyanJones
We can also map keywords to pages.
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#SMX #31C @RyanJones
WHAT TOOLS CAN I USE TO DO THIS STUFF? Image + Bullets Sample Slide:
Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE.
Visualization Tools To Try: • RAW: raw.densitydesign.org • Gephi – network map (link)
analysis (free) • Tableau (expensive) • Google Fusion Tables (part of
Google Drive) • Sketchup • Custom Python and d3.js solution
Data tools I used: • SEMRUSH • Moz Open Site Explorer • Majestic • SimilarWeb • A Hrefs • Google Webmaster Console • Screaming Frog
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#SMX #31C @RyanJones
SEE YOU AT THE NEXT #SMX
THANK YOU! @RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones RyanMJones.com WTFSEO.COM