Tori Cushing - Actionable SEO Insights - SMX 2015

Measuring Your SEO Insights
Tori Cushing | @toricushing
bit.ly/tori-smx-deck

Why is showing ROI so
hard for marketers?
@toricushingbit.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 Page
GA wants you to:
Campaigns >
Organic KWs >
Landing Page

But then you get sampling… (8.98% of Sessions)

Acquisition
>
Channels
>
Organic Search

Landing Page
Report

Change the Date
Range

Change show
rows to how
many you want to
export

Export to Google
Docs

Dig for Moar Data
SemRush

SEMRush: Organic Keywords
Enter Domain:
Positions >
Organic
Keywords

Historical Data:
April 2015

Organic Search Positions:
Export

Export Data >
Copy into our GA Google
Sheet

@toricushing

@toricushing
Usually, 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.

Ta-da!

v  Raw data tabs: back, back, back it up
@toricushing

Marrying the Data
@toricushing
bit.ly/moz-reporting-doc

Google Sheets: Reporting
Chocolate Vanilla
Google Analytics SEMRush

Beautiful Marble Ice Cream!

Mad skillz needed for learnage:
v  Pivot Tables
v  Index Match
v  Formatting

Get rid of baggage. Delete:
v  CPC
v  Traffic %
v  Traffic Cost %
v  Trends
v  Timestamp
@toricushing
Google Analytics
v  New Users
v  Avg. Sessions
v  Ecommerce Conversion Rate
v  Transactions
v  Revenue
SEMRush

Google Sheets: Format
@toricushing
v  Business logo
v  Data Labels
v  Date Range
My formatting best practices:
v  Branded colors
v  Table formatting
v  Sections marked

@toricushing
Title, Manager, Context, Date, Brand Logo

@toricushing
Sections Marker (part 1) and pasting in data

Hack 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), “”))

=IFERROR(
INDEX(
column to return value from,
MATCH(
$lookup value, $column to look against, 0),
“”))

=IFERROR(
INDEX(
MATCH(
$lookup value, $column to look against,
0), “”))

=IFERROR(
INDEX(
MATCH(
$lookup value, $column to look against, 0),
“”))
Exact
Match

@toricushing
Google Sheets: %∆ Change

Google Sheets: %∆ Change
@toricushing
=(New – Old)/Old

But wait… there’s more!

Google Sheets: Pivot Tables

Google Sheets: Pivot Tables
@toricushing
Order by sessions:

Moar formatting!

Google Sheets: Pivot Formatting

Post Analysis

Annotations
@toricushing
KPIs for Landing Page Analysis:

Annotations
@toricushing
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
@toricushing
What now?

Strategy
@toricushing
What now?
v Create “how to” posts and walkthroughs of beginner SEO
tasks.

Strategy
@toricushing
What now?
tasks.
v Build out a beginners guide to link building for Open Site
Explorer

Strategy
@toricushing
What now?
tasks.
Explorer
v Video tutorials for keyword research in Rank Tracker

Strategy
@toricushing
What now?
tasks.
Explorer
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

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (20)

Similaire à Tori Cushing - Actionable SEO Insights - SMX 2015

Similaire à Tori Cushing - Actionable SEO Insights - SMX 2015 (20)

Dernier

Dernier (20)

Tori Cushing - Actionable SEO Insights - SMX 2015

Notes de l'éditeur