Data Drive Marketing - SEO Data Visualization
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Ryan Jones Pubcon 2015 presentation about visualizing SEO data and finding actionable insights.
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Data Drive Marketing - SEO Data Visualization
- 1. VISUALIZING SEARCH DATA Making SEO More Actionable By Changing How We Look At It @RyanJones
- 2. RYAN JONES Manager – Search Strategy & Analytics 2006 Time Person of the Year Founder – WTFSEO.com www.RyanMJones.com @RyanJones Linkedin.com/in/jonesy @RyanJones Owdy.co/ryanjones
- 3. If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions. @RyanJones
- 5. HOW DO WE MAKE THE BIG LEAP? Find the 20% that will deliver 80% @RyanJones
- 7. Reporting: Analysis: It’s 4th down. The ball is on the 36 yard line. “It’s 4th and inches from the 36. Our RB is averaging 2.3 YPC and our kicker’s range is 40 yards. We should go for it.” Evolve From Reporting To Analysis @RyanJones
- 8. THE3 “WHATS” OF ACTIONABLE ANALYSIS What Is It? What Does It Mean? What Should We Do About It? @RyanJones
- 9. @RyanJones STRATEGY: GO TO DETROIT TACTICS: BOAT - BRIDGE– TUNNEL -PLANE
- 10. @RyanJones HOW WE LOOK AT THINGS MAKESA DIFFERENCE
- 11. THE CONSUMER JOURNEY Usedtolooklikethis Nowlookslikethis @RyanJones
- 12. HOW MOSTPEOPLE VIEWTHE CONSUMER JOURNEY @RyanJones
- 13. HOW WEVIEW THE CONSUMERJOURNEY @RyanJones
- 14. DIAGNOSING THE CONSUMER JOURNEY Lots of Paid Search Cannibalization going on here. There isn’t any social overlap Source: Google Analytics Conversions Paths @RyanJones
- 16. MAPPING LINKS Canonical Issues Duplicate Home Page Orphaned Sections Source: Majestic & Gephi @RyanJones
- 17. REPORTS SEO IS MORE THAN
- 19. 0 5 10 15 20 25 30 35 40 45 50 0 10 20 30 40 50 60 NumberofRanking URLs Avg Rank of Keyword Ranking Keywords Duplicate Content @RyanJones
- 20. 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 0 200000 400000 600000 800000 1000000 1200000 1400000 Clicks Impressions Impressions vs Clicks Pages Unicorns (High Clicks, Low Impressions) Ideal Zone (High impressions, High Clicks) Normal Zone Opportunity (High Impressions, Low Clicks) @RyanJones
- 22. ONLY SEOS SHOULD SEE THIS @RyanJones
- 24. KEYWORD OPPORTUNITY MAPS VOLUME AND COMPETITION @RyanJones
- 25. KEYWORD TOPOGRAPHY Search Volumes + Competition + Social Volumes = Actionable Content Strategy @RyanJones
- 27. @RyanJones
- 28. KEYWORD OVERLAP & OPPORTUNITY We can use fusion tables to look at paid & natural keywords too! @RyanJones
- 30. STATISTICAL CHANGE IMPACT ANALYSIS 1, 4, 9 & 20 day impact Source: Moz algorithm change list and site analytics @RyanJones
- 31. We Miss You Dana Please Donate: www.DanasFund.org @RyanJones
- 32. @RyanJones Linkedin.com/in/Jonesy You’re not using this Owdy.co/RyanJones @RyanJones rjones@sapient.com Sign Up with Code: WTFSEO
Editor's Notes
- Who’s from Detroit? Who only does search?
- First time speaking in Detroit!
- Einstien’s principle would be 91/9 technically
- Not literally, we need some tipcs to choose
- 4th what – and that’s what is joe going to do to get me back for the upcoming phothosops
- No longer a funnel, it’s a crazy straw
- When people think of SEO they think of Links. So let’s talk about links.
- Every tool has this data. None of them will show me what these pages are. Lots of pages ranking low for the keyword. Combine and redirect