Search Exchange Analytics Insights
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The document discusses the importance of data collection and analysis in SEO strategies, emphasizing the need for efficient segmentation of various data types such as conversion metrics, web analytics, and link analysis. It suggests that using accumulated data effectively can aid in identifying trends and making informed decisions, ultimately impacting budget and team growth. Additionally, it highlights the value of staying updated with recommendations from tools like webmaster tools and the significance of being prepared for discussions on revenue impact with executives.
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Search Exchange Analytics Insights
- 1. CONFIDENTIAL0 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex SO MUCH DATA….SO LITTLE TIME
- 2. SO MUCH DATA….SO LITTLE TIME
- 3. 75 Data Points in 15 minutes CONFIDENTIAL2 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Presentation & Data Sheet Are available at www.conductor.com/searchex Cumulative data you can collect and archive in just 30 minutes each week.
- 4. Identify Trends at a High Level CONFIDENTIAL3 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex COLLECTION IS NOT THE TIME FOR ANALYSIS!
- 5. 7 Primary Segments of Analytic Data • Conversion Metrics • Ranking Distributions • Web Analytics • Webmaster Tools • Web Based Information • Link Analysis • Social Strength and Brand Awareness CONFIDENTIAL4 According to Rand Fishkin, “Every time you use bullet points in a presentation you kill a kitten” TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex
- 6. CONFIDENTIAL5 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Conversion Data Knowing your conversion data helps you establish budget and team growth. When the CEO asks you about the raise or fall of his favorite term, being prepared with revenue impact will win his/her heart. 1-800-CALLSEO #ProTip
- 7. CONFIDENTIAL6 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Ranking Data shows SEO Strategy Impact The faster you identify and report on dips and spikes, the more success you will have over time. #ProTip Segment this data into separate categories for a deeper level of strategic reporting. (GEO, updates …)
- 8. CONFIDENTIAL7 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Web Analytics Data Segmenting out the data allows for quick identification of traffic problems coming to your site
- 9. CONFIDENTIAL8 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Web Analytics Data #ProTip Use advanced and custom segments to save time each week. This also allows you to track specific sources or directories.
- 10. CONFIDENTIAL9 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Webmaster Tools Data Straight from the horses mouth. Are you acting on recommendations straight from Google themselves? #ProTip PROCESS YOUR 404 REPORT! Lost link equity You control the destination Better user experience Non aggressive tactic
- 11. CONFIDENTIAL10 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Basic Metrics of Strength Has there been a massive increase or decrease in the number of pages indexed? Could be good or bad. (Archive this) #ProTip Do NOT obsess with page rank. It is a good directional metric on the growth of your authority but shifts are common and rarely impact rankings. PR hyper focus is so 2007!
- 12. CONFIDENTIAL11 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex 7 Primary Segments of Analytic Data Having more Tweets or mentions does NOT correlate with better natural search rankings. Brand outreach does however make your product more awesome. “The real objective to making a website is to make something so awesome that you get the links for free” ~@MattCutts #ProTip Do not ignore +1 as it has an insane impact on Google search results and is very difficult to manipulate. See your logged in usage via the (not provided data)
- 13. CONFIDENTIAL12 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Domain Level Linking Data “I wouldn't write the epitaph for links quite yet.” Matt Cutts SMX Advanced 2012 Jim “The Ninja” Boykin #ProTip Add additional lines to track and manage independent link building strategies. This helps manage the growth and marketing cost with each tactic. Link building is a living strategy and must be approached with creativity and paranoia!
- 14. CONFIDENTIAL13 Follow the DELTA week over week
- 15. Take a step back and breath….. CONFIDENTIAL14 TWITTER @Conductor @Brian_McDowell Presentation & Data Sheet Are available at www.conductor.com/searchex Let the data tell the story…dig in with confidence