SEJ Summit 2015: The Pareto Principle 2.0: Using Analytics to Find the Right Stuff by Ryan Jones
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Transcript of SEJ Summit 2015: The Pareto Principle 2.0: Using Analytics to Find the Right Stuff by Ryan Jones
Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.
#SEJSummit
#Searchmetrics
@RyanJones
3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the problem and solution.
#SEJSummit
#Searchmetrics
@RyanJones
If I had an hour to solve a problem, I’d spend 55 minutes thinking about
the problem and 5 minutes thinking about
solutions.
WHAT IS PARETO PRINCIPLE?
#SEJSummit
#Searchmetrics
@RyanJones
HOW DO WE FIND THE EFFECTIVEMINIMAL DOSE?
What’s the 20% I Should Focus On?
#SEJSummit
#Searchmetrics
@RyanJones
Reporting: Actionable Analysis:
Down: 4
Ball Location : 36 yd line
“It’s 4th and inches from
the 36. Our RB is averaging 2.3
YPC and our kicker’s range is
42 yards.”
Evolve From Reporting To Analytics
#SEJSummit
#Searchmetrics
@RyanJones
THE 3 “WHATS” OF ANALYTICS
What Is It?
What Does It Mean?
What Should We Do About It?
#SEJSummit
#Searchmetrics
@RyanJones
Note: this is actually my Detroit team. They have no idea I took this photo.
HOW?Actionable Analytics in Action
#SEJSummit
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@RyanJones
THE CONSUMER JOURNEY
Used to look like this Now looks like this
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@RyanJones
MEASURINGTHECONSUMERJOURNEY
Source:Google Analytics
Conversions Paths
#SEJSummit
#Searchmetrics
@RyanJones
ANOTHEREXAMPLEThere’s some Paid Search
Cannibalization going on here.
There also may be some tagging
issues with “direct.”
Social clearly isn’t driving to the site.
#SEJSummit
#Searchmetrics
@RyanJones
INTERNALLINKINGAUTHORITYInstantly Find Canonical Issues
#SEJSummit
#Searchmetrics
@RyanJones
VISUALIZINGLINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source:Gephi
#SEJSummit
#Searchmetrics
@RyanJones
TAKE ACLOSERLOOKThese aren’t bacterium, these are
orphan pages on the site with lots of
links.
#SEJSummit
#Searchmetrics
@RyanJones
05
101520253035404550
0 10 20 30 40 50 60Number of Ranking
URLs
Avg Rank of Keyword
Ranking Keywords
Duplicate Content
#SEJSummit
#Searchmetrics
@RyanJones
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 ZoneOpportunity
(High Impressions, Low Clicks)
#SEJSummit
#Searchmetrics
@RyanJones
LESS BORING & LESS INSIGHTFUL WAY
#SEJSummit
#Searchmetrics
@RyanJones
KEYWORDS MAPPED TO PAGES
#SEJSummit
#Searchmetrics
@RyanJones
OPPORTUNITY
COMPETITORGAPANALYSIS
#SEJSummit
#Searchmetrics
@RyanJones
KEYWORDOVERLAP &OPPORTUNITY
These aren’t bacterium, these are
orphan pages on the site with lots of
links.
#SEJSummit
#Searchmetrics
@RyanJones
KEYWORD OPPORTUNITY MAPS
#SEJSummit
#Searchmetrics
@RyanJones
KEYWORDTOPOGRAPHYSearch Volumes
+
Social Volumes
=
Actionable Content Strategy
#SEJSummit
#Searchmetrics
@RyanJones
DID THE ALGORITHM HIT ME?
#SEJSummit
#Searchmetrics
@RyanJones
STATISTICALALGORITHMIMPACTANALYSIS1, 4, 9 & 20 day impact
Source:
Moz algorithm change
list and site analytics
#SEJSummit
#Searchmetrics
@RyanJones
3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the problem and solution.
#SEJSummit
#Searchmetrics
@RyanJones
@RyanJones
in/jonesy
#SEJSummit
#Searchmetrics
@RyanJones
