Nick Wilsdon, Search Product Owner, Vodafone
Nick walks through the endless possibilities when it comes to SEO reporting via Google's Data Studio. This talk covers how to automate your SEO reporting by pulling data from multiple sources.
2. Insert Confidentiality Level in slide footer 2 24 September 2019
Why should you listen to me?
Search Product Owner
Vodafone Group
Manages SEO programme
deployment across 22
international markets to 516m
mobile customers
6. Malta Spain Germany Netherlands
Greece Hungary Turkey Ireland
UK Italy Romania Czech Republic
India
Qatar
Egypt
South Africa
Australia
New Zealand
Ghana
Europe Asia Africa Oceania
Portugal Kenya
2. Needed to standardise SEO reporting across multiple OpCos
11. Insert Confidentiality Level in slide footer 11 24 September 2019
Why we decided on Google Data Studio
Common data sets
could be added,
such as Google
Search Console
(GSC) and Google
Sheets
DS comes with
many pre-made
connectors to pipe
data into reports.
No coding
required
Focus on shared
data components,
that could be used
across the platform
and between
teams
Reports are easy
to build, this
approach would
not require initial
specialist resource
Plus the platform
is free!
26. How do current KPIs fit into our reporting structure?
24 September 201926
Contro
l
Action
Performanc
e
Planning
27. Performance
24 September 201927
Examples:
• Traffic
• Orders
• Activations
• Revenue
• Sales
• CPA (SEO CPA)
• Call centre deflection savings
• Conversion rate (CVR)
• Rankings (reluctantly!)
What should go in these sections
Lag metrics that track performance
against targets to:
• Shown against time, so we can
correlate positive SEO activity to
commercial lead metrics
• Aligned to commercial objectives
• Only contain metrics that are not
subject to interpretation by SEO
specialists
These sections should be for senior
stakeholders to support internal
reporting
29. Planning
24 September 201929
Examples:
• SEO Forecasting
• SEO Development queue
• Key upcoming events
(migrations/launches)
• Team holidays
• Google Trends
• CPSV data
What should go in these sections
Planning shows how the team is thinking
ahead and matching resources and
activity to meet the challenges within the
program
• Forecast work
• Planned activity
These sections should be for team
leaders
30. Control
24 September 201930
Examples:
• 3rd party visibility graphs
• Google Search Console Data
• Little Warden Alerts
• GSC alerts (new API 🤞)
• SEO tool alerts
What should go in these
sections
Metrics that require technical
SEO governance to allow the
team to be more effective
• Process confirmations
• Technical checks
• Automated metrics
These sections should be for
technical practitioners only
31. Action
24 September 201931
• Various data mash-ups that
provide insight to SEO teams
and allow them to perform their
job more effectively
What should go in these sections
This section is a repository for actionable
data to address specific SEO challenges
• Charts containing data that can be
downloaded and worked on
• Lead metrics that are measuring
progress on resolving these outputs,
i.e. reducing number of thin content
pages over time
These sections should be for
technical practitioners only
32. 24 September 201932
Sam Marsden – http://bit.ly/next-level-gds
*Data from Deepcrawl.com domain
34. Using CrUX API to assess page speed against
competitors
24 September 201934
Icon shows the
intention and
audience for
each report.
Action reports
are for technical
practitioners
COMPETITOR AVODAFONE SITE
http://bit.ly/
crux-report
35. And remember, all DS charts can be downloaded to
excel/csv
24 September 201935
39. 39 24 September 2019
Why do we need to use data storage?
Bringing data into our data storage layer allows us
to develop a more advanced solution. Some use
cases included:
• Solving data storage restrictions of original
sources, i.e. 16 months of viewable data from
GSC
• Allowing advanced data aggregation from
multiple sources, beyond limits of DS blending
• Improving report performance and reliability
• Supporting custom attribution models and
funnels, outside the scope of individual platforms
or data sources
Data Storage
Visualisation
Data
40. How did we deliver on
our 5 challenges?
40 24 September 2019
42. Malta Spain Germany Netherlands
Greece Hungary Turkey Ireland
UK Italy Romania Czech Republic
India
Qatar
Egypt
South Africa
Australia
New Zealand
Ghana
Europe Asia Africa Oceania
Portugal Kenya
2. Needed to standardise SEO reporting across multiple OpCos