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Data Studio for SEOs - Pint-sized Marketing Meetup 2019

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Find out how to create Google Data Studio dashboards using Analytics, Search Console and CrUX data to create persuasive dashboards.

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Data Studio for SEOs - Pint-sized Marketing Meetup 2019

  1. 1. Data Studio for SEOs: Creating Dashboards That Inform & Persuade Sam Marsden, SEO & Content Manager, DeepCrawl Pint-sized Marketing - 25th April 2019 @sam_marsde n PintSizedMarketing
  2. 2. My first trip to Dublin...
  3. 3. I’m here to break bad habits
  4. 4. I’m here to break habits You don’t have time to waste on easily automatable tasks.
  5. 5. You don’t have time to waste on easily automatable tasks.
  6. 6. Reporting is typically time-consuming and doesn’t impact and influence
  7. 7. You need intuitive & automated visualisations that inform and engage
  8. 8. Agencies: Improve client retention and capacity to onboard new business.
  9. 9. Inhouse: Save time, demonstrate SEO impact and get more budget.
  10. 10. Giving you the framework to automate reporting. Inspiring you with persuasive dashboards. Showing you the time and money you can save. This session is about... @sam_marsden PintSizedMarketing
  11. 11. Automated dashboards need to be at the centre of our reporting.
  12. 12. This is how we influence perceptions and decisions.
  13. 13. @sam_marsden PintSizedMarketin g What will we need to deliver our dashboarding dream?
  14. 14. What do we need? @sam_marsden PintSizedMarketing Data sources Storage Visualisation platform
  15. 15. Connecting ALL of the things @sam_marsden PintSizedMarketing
  16. 16. Google Data Studio will be our focus @sam_marsden PintSizedMarketing Free Accessible Intuitive* *For the most part
  17. 17. As a rule of thumb... @sam_marsden PintSizedMarketing Any data source that can be pulled into Google Sheets, can be visualised in Data Studio.
  18. 18. Google Analytics - Time saving traffic reports Search Console - Top level trends & monthly monitoring Speed dashboards - Visualising real user metrics What dashboards will we look at? @sam_marsden PintSizedMarketing
  19. 19. @sam_marsden PintSizedMarketing Saving time with Analytics
  20. 20. Site performance dashboard @sam_marsden PintSizedMarketing Global filters Top-level KPIs Monthly trending
  21. 21. Site performance dashboard @sam_marsden PintSizedMarketing
  22. 22. Site performance dashboard @sam_marsden PintSizedMarketing
  23. 23. Content performance dashboard @sam_marsden PintSizedMarketing Monthly comparison s Monthly overview
  24. 24. Content type breakdowns @sam_marsden PintSizedMarketing Page level stats Overall performance Content type
  25. 25. Saves unnecessary conversations & disruptions. Encourages more interest from management/clients, removes friction point. Drives strategic decisions across content team. What are the benefits? @sam_marsden PintSizedMarketing
  26. 26. @sam_marsden PintSizedMarketing Getting more out of Google Search Console
  27. 27. Google’s placing more importance on speed... @sam_marsden PintSizedMarketi ng 2 GSC is improving rapidly, but the UI is limited
  28. 28. @sam_marsden PintSizedMarketing Need to extract and re-present this data to save time and get its full value.
  29. 29. Pulling GSC into dashboards (basic option) @sam_marsden PintSizedMarketing 2 Quick and cheapest option, but limited to Performance data only.
  30. 30. Pulling GSC into dashboards (better option) @sam_marsden PintSizedMarketing 2 Performance PLUS sitemap metrics, crawl errors and extensive list of dimensions.
  31. 31. Automating the process... @sam_marsden PintSizedMarketing Supermetrics Auto-refresh data and receive emails Data Studio Auto schedule email delivery of dashboards
  32. 32. @sam_marsden PintSizedMarketing Top level organic trends
  33. 33. Top level organic trends @sam_marsden PintSizedMarketin g Overview for relevant stakeholders YoY comparison for top level tracking Monthly trending
  34. 34. Branded/non-branded performance @sam_marsden PintSizedMarketing Filtering Performance data to reveal branded & non-branded search trends.
  35. 35. Break performance down by directory level @sam_marsden PintSizedMarketing Use directory level as a dimension to reveal organic performance for different sections of your site
  36. 36. Surface device & geographic distributions @sam_marsden PintSizedMarketing Break down distribution of countries Trend device distributions month to month
  37. 37. Long tail vs. short tail performance @sam_marsden PintSizedMarketing How is query length contributing to organic search performance?
  38. 38. @sam_marsden PintSizedMarketing Monthly comparison dashboard
  39. 39. Monthly comparison dashboard @sam_marsden PintSizedMarketing Ideal for daily/weekly check-ins to quickly detect changes and review overall monthly comparisons.
  40. 40. Monthly device, geo and search type trends dashboard @sam_marsden PintSizedMarketing Detect changes in traffic from different devices, countries or search types at a glance. Clicks Impressions CTR
  41. 41. Page and query performance @sam_marsden PintSizedMarketing Top performing pages in search Top performing queries in search
  42. 42. Performance comparison - Biggest wins and losses @sam_marsden PintSizedMarketing Pre-filtered tables to show biggest changes in clicks, impressions, position and CTR.
  43. 43. @sam_marsden PintSizedMarketin g Let’s talk about fraggles...
  44. 44. CTR curves @sam_marsden PintSizedMarketi ng Not these ones...
  45. 45. These fraggles... @sam_marsden PintSizedMarketi ng Jump link to section of page
  46. 46. Why are fraggles important? @sam_marsden PintSizedMarketi ng Filter down URLs that contain “#”Go after fraggles because they get searchers to relevant information faster.
  47. 47. Getting fraggles is relatively straightforward... @sam_marsden PintSizedMarketin g But are you reporting on them? https://builtvisible.com/implementing-named-anchors-to-improve-your-serps/
  48. 48. Fraggle performance @sam_marsden PintSizedMarketi ng Filter down GSC Performance data to URLs containing “#” to show fraggle performance.
  49. 49. Top performing queries and pages with fraggles @sam_marsden PintSizedMarketin g See which pages and queries are showing jump to links in search.
  50. 50. Organic blending opportunities @sam_marsden PintSizedMarketing Organic insights combined with: Analytics - Engagement metrics Log files - Crawl behaviour Google MyBusiness - Local interactions Google Ads - Paid activity
  51. 51. CTR curves @sam_marsden PintSizedMarketi ng Bread and butter stuff, but by putting these processes in place we will save time and money in the long term
  52. 52. What can it save me? @sam_marsden PintSizedMarketi ng Set up time: 4 hours Cost: €0 with native GDS connector Or €60 per month with Supermetrics Annual time saving: 1 hour per week = 52 hours per year = €988 saved annually
  53. 53. The key benefits @sam_marsden PintSizedMarketin g Don’t need to continually reconfigure filters. Trend performance data by month and year (not daily). Access organic insights faster.
  54. 54. Find out more... @sam_marsden PintSizedMarketing bit.ly/ gds-gsc
  55. 55. @sam_marsden PintSizedMarketing Speed dashboards using CrUX data
  56. 56. Google’s placing more importance on speed... @sam_marsden PintSizedMarketing
  57. 57. Accessing CrUX data @sam_marsden PintSizedMarketing 2
  58. 58. Getting to the CrUX of the matter @sam_marsden PintSizedMarketing 2
  59. 59. Why should you use the raw CrUX data? @sam_marsden PintSizedMarketing ● Flexibility to manipulate how you display CrUX data. ● Inexpensive to query and store data. ● Easier for comparing multiple domains (competitor analysis).
  60. 60. Getting to the CrUX of the matter @sam_marsden PintSizedMarketing 1. Write the SQL query. 2. Run the query. 3. Export the data. 4. Visualise in GDS.
  61. 61. Alternatively, for automated CRUX dashboards... @sam_marsden PintSizedMarketing 1. Write the SQL query. 2. Run the query. 3. Store the data. 4. Visualise in GDS.
  62. 62. Getting buy-in from management & clients @sam_marsden PintSizedMarketing Competitor comparison Revenue impact calculator
  63. 63. Informing development teams @sam_marsden PintSizedMarketing Highlight metrics causing performance issues and poor UX to flag with developers.
  64. 64. Communicating the impact of optimisation @sam_marsden PintSizedMarketing Overlaying performance and business metrics e.g. % fast FCP with conversion and bounce rates.
  65. 65. What can it save me? @sam_marsden PintSizedMarketi ng Set up time: 4 hours Cost: Minimal BigQuery costs for data query and storage. Annual time saving: 2 hour per month = 24 hours per year = €461 saved annually
  66. 66. Essential reading for creating CrUX queries @sam_marsden PintSizedMarketing ● Paul Calvano - CrUX query tutorials ● Rick Viscomi - CrUX cookbook ● Oliver Mason - Misusing the Chrome User Experience Report
  67. 67. Watch out for the Whiteboard Friday... @sam_marsden PintSizedMarketing Howdy Moz fans!
  68. 68. Wrapping it all up...
  69. 69. Identify your reporting time sucks
  70. 70. ...focus on getting you to the insights as quickly as possible
  71. 71. ...and communicate data in impactful ways to influence the people that matter.
  72. 72. This will allow you to: @sam_marsden PintSizedMarketing Improve time management and cost effectiveness. Get insights across many digital properties. Free yourself up to devote time to other areas/learning new skills.
  73. 73. @sam_marsden PintSizedMarketing Notable Data Studio resources
  74. 74. Migration monitoring - Simon Cox @sam_marsden PintSizedMarketing Ensuring HTTPS migrations go to plan, blending Analytics and GSC data. https://simoncox.com/article/using-google- data-studio-to-review-your-http-to-https-
  75. 75. JavaScript error tracking - Tom Bennet @sam_marsden PintSizedMarketing https://builtvisible.com/data-studio-template- track-javascript-errors-in-google-analytics/ Track real-world JavaScript errors through GTM and GA.
  76. 76. Comparing rendering differences - Rory Truesdale @sam_marsden PintSizedMarketing Comparing differences in important crawl metrics across rendered and non- rendered crawls. https://twitter.com/RoryT11
  77. 77. Internal linking opportunities - Rory Truesdale @sam_marsden PintSizedMarketing https://twitter.com/RoryT11/status/110617974318187315 2 Surface opportunities for improving internal linking within site architecture using crawl data and GSC.
  78. 78. The Dashboard of dashboards - Lee Hurst @sam_marsden PintSizedMarketing A MONSTER dashboard cataloguing all of the dashboards and resources worth knowing about. bit.ly/2SIUz7S
  79. 79. Learn about automating SEO reporting using GDS: bit.ly/seo-automation
  80. 80. THANK YOUANY QUESTIONS? Sam Marsden SEO & Content Manager @sam_marsden PintSizedMarketing