This document discusses strategies for analyzing search engine optimization (SEO) data from various tools to gain insights. It provides three use cases: (1) targeting answer boxes by analyzing keyword data from Searchlight, (2) calculating content return on investment (ROI) by merging content performance data with keyword and revenue data, and (3) performing a "deep dive" analysis of thousands of keywords from Search Console using the Analytics Edge add-in to merge the data with internal segments. The document emphasizes integrating both internal and external data for actionable SEO insights.

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MAD SCIENCE = MAD PRODUCTIVITY
Senior Director #SocialSEO EducationDynamics
Josepf J Haslam

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Why Mad Science?

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Use Case One: Answer-Boxes

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• Rank “0” Organic and/or an
‘infinite answer’
• Lifts CTRs 4-17%
• Three basic types:
• Answers to questions
• Lists
• Tables
What / Why of Answer Boxes

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Real Life Example of Universal Results

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How to Target Answer Boxes in Searchlight

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• Download both Content Type Explorer and Keyword Visibility
• Build this =VLOOKUP(E2,’Keywords Export DATA’!A:F,6,FALSE)
Mash them with VLOOKUP!

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Adds to Content Type Explorer Sheet

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What are you getting?
=VLOOKUP(E2,’Keywords Export DATA’!A:F,6,FALSE)
Column 6 is the Result Type
This tell you IF you were one of the ABs in Content Type Explorer this
week.

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What else can you do?
=VLOOKUP(E2,'Keywords Export DATA'!$A:$F,3,FALSE)  Column 3 & 4 grab KW Rank
=VLOOKUP(E2,'Keywords Export DATA'!$A:$J,10,FALSE)  Column 10 Grabs Categories

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• Where do you rank 1-3 already?
• Is the Keyword going to your preferred URL?
• What type of Answerbox is already in the SERP?
• Run an experiment, pick 10 Keywords to target for
Answerboxes
• Questions types are easier to write and get, however…
How to use the Data to Target Opportunities

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• We picked 10 high ranking keywords that were going to
relevant pages.
• We kicked them over to a Freelancer who is excellent
with Audience Intent Explorer.
• She wrote question type prospective Answerboxes.
• 7 out of 10 obtained Answerboxes within 2 weeks.
• Rinse, repeat.
Our Experiments

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• Expert use of Audience Intent Explorer.
• Data Analysis on ROI of Content showed she had the highest
and fastest ROI.
• Data Analysis based on Keyword Categories showed she
already had written over 60% of our current Answerboxes!
Why pick that Freelancer?

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• We track IF a Keyword is an Answerbox or not in the
Keyword Categories.
• We also track who has written the page and when.
• We update the VLOOKUP sheet with simple copy/paste
around the formula cells. Poof, instant update.
• We evaluate if we’re losing answerboxes as well as where
we gain.
• We use the market share report to help us keep track as
well.
Best practices

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• Ping me for a sample copy of
my spreadsheet
• Ask your Customer Success
Team for help – that is how I
got started!
• Advanced: Schema.org and
JSON-LD for Table type
Answerboxes
Resources

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Use Case Two: Content ROI

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Content ROI Techniques Made Easier

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• Ideally, set up Content Segments
• We segment by Writer
• We also Categorize Keywords by who/when new content was
published
• Less Ideal, download Content Performance
• We benchmark after two months, so I want to see 6 months
of data
Where to Start in Searchlight

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• Match URLs in Content Reporting to Keywords
• Similar to first example, except URLs versus Keywords
• This gives me Who wrote the Content
• When they Wrote the Content
• Match URLs to Internal Revenue by URL
• This gives me Traffic by Month
• Revenue by Month per Segment or URL
Now, a Three Way Merge!

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Formula Review

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• Track any URL for visits,
revenue, writer, etc. against
your internal reporting.
• Aggregate data to find
efficiencies such as to the
right.
• By marking Who / When in
Searchlight we merge to
Internal Reporting to get ROI.
Examples of Insights you can Glean

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• IF you merge on a URL? The URLs need to be in the first
column on all sheets – Excel quirk.
• Very large datasets that also involve calculations like to
crash. Save often.
• Now, if you really want to know what’s going on at the page
level……..
Cautions & Pro Tips

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• Make friends with Joe Taylor
• Jump into Customer Success
Chat and talk with Victor,
Kevin, Adam, or Anatolii—all
managed by Ben Pemstein.
Resources

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Use Case Three: Search Console
Or, how to get actionable data out of search console without going blind or losing
the rest of your hair.

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• Helpful Filters
• Just a “Sample” of Search Console
• Integrated w/Searchlight
Searchlight’s Audience Search Engagement

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Integration is Helpful

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Up to 5000 Search Console Keywords

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Add some VLookUps!

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• =VLOOKUP(A19,'Keywords Export DATA'!A:L,2,FALSE)
• Brings in MSV from Keywords Export
• =VLOOKUP($A19,'Keywords Export DATA'!$A:$L,9,FALSE)
• Brings in preferred URL
• =VLOOKUP($A19,'Keywords Export DATA'!$A:$L,11,FALSE)
• Brings in “Who” wrote the Content Supporting the KW/URL
The Code

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• Saves Time once set up
• More actionable overall
• Fold in whatever else you have such as
When, Revenue, CTR Experiments,
Answerboxes, Optimization or back-testing
• But is it enough?
• What if you want thousands of Keywords?
Why? What Else?

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• Boss says “Do a Deep
Dive”?
• You pull so many sheets
from WMT (SC) that you
duplicate a dozen or so
along the way?
• Then have to de-
duplicate?
• Then have to summarize?
Anyone Been here?

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My Little Friend

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• http://www.analyticsedge.com/
• Using Core Add-in $75/year
• Free version works great for many things
• Core adds Macros & is faster for deep dive exercises
• Google Search (WMT) $50/year
• 30 days free trial with Basic
• Do it, try it!
Analytics Edge

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• Choose one or more of:
• Query
• Page
• Device
• Country
• Search Appearance
• Metrics:
• Clicks
• Impressions
• CTR
• Position
• Arrange in the order of columns
you want
Examples of How to Use

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Simple Array Pulls 282 “Contains Query”

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• 158,719 Unique
Queries / URL
Combinations
• Which, through a Macro I can
join to Query and maintain a
field with the various URLs said
Query was found pointing to.
What do I Get?

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• Marry with Content Segments
In Use

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Lots of Ways to Use!

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Tons of Templates Available, VLookUp them all!

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• Count Keywords
• Marry back to Who/When &
Summarize:
• Traffic Delta
• Rank Delta (caution)
• Keyword Count Delta
• Revenue Delta
• Compare to Social, Back-
linking, Answer-Boxes, and?
Other Examples

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• Fast Data Integration is your
friend.
• Pivot off of Searchlight.
• Integrate Internal & External
Data (fairly) simply.
• Other ideas? Examples?
• Q&A Time!
Mad Productivity

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Josepf J. Haslam
I have a confession to make. I love making bottom
line differences. There is nothing more fulfilling to
me than crafting and implementing a spot-on digital
strategy. At EducationDynamics I have the pleasure
of running #SocialSEO. Social SEO is where I believe
"we" as consumers and we as the Search Engines are
all heading.
http://josepf.co/LIJosepf
http://josepf.co/TWJosepf
http://josepf.co/UDMYJosepf
Thank You and Keep in Touch!

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