Ryan Jones State of Search - Data Driven SEO Visualization
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1. The document discusses visualizing search data to make SEO more actionable by changing how data is presented. 2. It emphasizes using visualization to find actionable insights, providing analysis rather than just reporting, and asking "the 3 what's" to define problems and solutions. 3. Various techniques for visualizing and mapping keywords, links, consumer journeys, and other data are presented to evolve how people view SEO beyond traditional reports.
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Ryan Jones State of Search - Data Driven SEO Visualization
- 1. VISUALIZING SEARCH DATA Making SEO More Actionable By Changing How We Look At It @RyanJones
- 2. RYAN JONES Manager – SEO & Analytics – SapientNitro 2006 Time Person of the Year Founder – WTFSEO.com @RyanJones Linkedin.com/in/jonesy @RyanJones Owdy.co/ryanjones www.RyanMJones.com
- 3. I WORK WITH BIGCLIENTS @RyanJones
- 4. 3 TAKEAWAYS 1. Visualize to find actionable insights 2. Provide Analysis, Not Reporting 3. Use the “3 what’s” to define the problem and solution. @RyanJones
- 5. 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
- 7. HOW DO WE MAKE THE BIG LEAP? Find the 20% that will deliver 80% @RyanJones
- 8. Use 3 whats to eliminate vanity metrics and focus on what matters. Value of visualizing is in filtering data to get to the actionable items DATAOVERLOAD? ELIMINATE 80% OF THE DATA @RyanJones
- 9. @RyanJones
- 10. 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
- 11. THE3 “WHATS” OF ACTIONABLE ANALYSIS What Is It? What Does It Mean? What Should We Do About It? @RyanJones
- 12. @RyanJones STRATEGY: GO TO DETROIT TACTICS: BOAT - BRIDGE– TUNNEL -PLANE
- 13. SEARCH IS FOCUSED ON DELIVERING THE RIGHT CUSTOMER TO THE RIGHT CONTENT AT THE RIGHT TIME IN THEIR CONSUMER JOURNEY @RyanJones
- 14. @RyanJones HOW WELOOK AT THINGS MAKESA DIFFERENCE
- 15. @RyanJones HOW DO WEWANT OUR DATA TO BE PERCIEVED?
- 16. VISUALIZE TO MAKE CLEAR @RyanJones
- 18. HOW MOSTPEOPLE VIEWTHE CONSUMER JOURNEY @RyanJones
- 20. HOW WEVIEW THE CONSUMERJOURNEY @RyanJones
- 21. DIAGNOSING THE CONSUMER JOURNEY Lots of Paid Search Cannibalization going on here. There isn’t any social overlap Source: Google Analytics Conversions Paths @RyanJones
- 25. MAPPING LINKS Canonical Issues Duplicate Home Page Orphaned Sections Source: Majestic & Gephi @RyanJones
- 26. INTERNAL LINKING AUTHORITY Instantly Find Canonical Issues Source: Google Fusion Tables & site crawl @RyanJones
- 27. REPORTS SEO IS MORE THAN
- 29. 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
- 30. 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
- 32. ONLYSEOS SHOULD SEE THIS @RyanJones
- 33. SOME PEOPLE CALL THIS DATAVIZ @RyanJones
- 34. KEYWORD OPPORTUNITY MAPS VOLUME AND COMPETITION @RyanJones
- 35. KEYWORD TOPOGRAPHY Search Volumes + Competition + Social Volumes = Actionable Content Strategy @RyanJones
- 39. FIGURE OUT YOUR ACTUAL COMPETITORS @RyanJones
- 40. @RyanJones
- 41. KEYWORD OVERLAP & OPPORTUNITY We can use fusion tables to look at paid & natural keywords too! @RyanJones
- 43. CALENDARS WORK WELL FOR DAILY TRENDS @RyanJones
- 44. STATISTICAL CHANGE IMPACT ANALYSIS 1, 4, 9 & 20 day impact Source: Moz algorithm change list and site analytics @RyanJones
- 45. TOOLS 1. Alchemy API 2. RAW: raw.densitydesign.org 3. Gephi – link analysis 4. Our way: Custom tools – more flexible. @RyanJones
- 46. We Miss You Dana Please Donate: www.DanasFund.org @RyanJones
- 47. @RyanJones Linkedin.com/in/Jonesy You’re not using this Owdy.co/RyanJones @RyanJones rjones@sapient.com Sign Up with Code: WTFSEO
Notes de l'éditeur
- Who only does search?
- No longer a funnel, it’s a crazy straw
- Einstien’s principle would be 91/9 technically
- Reduce the 80% by cutting out vanity metrics Most analytics platforms report only vanity metrics
- 4th what – and that’s what is joe going to do to get me back for the upcoming phothosops
- The same is true of data. How we choose to display things influences the narrative.
- The same is true of data. How we choose to display things influences the narrative.
- No longer a funnel, it’s a crazy straw
- 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