#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets

November 17th, 2015

RIISE.co @RIISE

RIISE -- @RIISE- RIISE.co- twitter.com/RIISE- facebook.com/RIISE

Ryan McLaughlin -- @recal1brate- twitter.com/recal1brate- linkedin.com/in/recal1brate- instagram.com/recal1brate- soundcloud.com/recal1brate

Why report via Google Sheets?

@recal1brate #StateofSearch

The goal is to take reporting from this…


… to this!


No matter how good your work is…

if you’re not watching the right stuffat the right time, you lose.


And if you’re watching the wrong metrics…

… your execution will miss the mark.


Benefits to Google Sheets Custom Reporting & Tools


It’s not necessary to know how to code


In times of internal conflict, you can always point to the scoreboard.


You won’t have to walk into meetings looking like this.


Good planning leads to good results.


Step 1: Install the add-on to Google Sheetshttps://chrome.google.com/webstore/detail/google-analytics/fefimfimnhjjkomigakinmjileehfopp?hl=en


https://chrome.google.com/webstore/detail/google-analytics/fefimfimnhjjkomigakinmjileehfopp?hl=en

Step 2: Create new report


Step 3: Run reports


Change dimension to: “Date”

AlchemyAPI uses natural language processing techniques to analyze your content and add

high-level semantic information.


AlchemyAPI Language Demohttp://www.alchemyapi.com/products/demo/alchemylanguage


http://www.alchemyapi.com/products/demo/alchemylanguage

AlchemyAPILanguage Demo

=BLOCKSPRING("identify-keywords-from-url-with-alchemyapi", "url",

"http://www.imdb.com/title/tt0070992/", "get_top", true, "keywords_only", true)


=BLOCKSPRING("identify-keywords-from-url-with-alchemyapi", "url", "http://www.imdb.com/title/tt0070992/", "get_top", true, "keywords_only", true)

=BLOCKSPRING("identify-keywords-from-url-with-alchemyapi", "url", "http://www.imdb.com/title/tt0070992/", "get_top", true, "keywords_only", true)

-- block_id-- key-- data range-- only top kw

-- only get kw

=BLOCKSPRING("identify-keywords-from-url-with-alchemyapi", "url", ANY CELL, "get_top", true, "keywords_only", true)


-- only get kw

=BLOCKSPRING("identify-keywords-from-url-with-alchemyapi", "url", A2, "get_top", true, "keywords_only", true)


-- only get kw

SEMrush.com@recal1brate #StateofSearch

http://us.api.semrush.com/?action=report&type=phrase_this&key=XXXXXXXX&display_limit=1&ex

port=api&export_columns=Nq&phrase=


http://us.api.semrush.com/?action=report&type=phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_columns=Nq&phrase=



-- action-- report type-- key-- only top kw

-- search vol.


=importdata(“http://us.api.semrush.com/?action=report&type=phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_columns=N

q&phrase=“ & A2)


=query(importdata(“http://us.api.semrush.com/?action=report&type=phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_colu

mns=Nq&phrase=“ & A2) ,"SELECT Col1 LABEL Col1 ''")


=query(importdata(“http://us.api.semrush.com/?action=report&type=phrase_this&key=efe27397c4a7c72769912327d8253f3c&display_limit

=1&export=api&export_columns=Nq&phrase=“ & A2) ,"SELECT Col1 LABEL Col1 ''")


Column A: The keyword you want to report on


Column B: Monthly Search Volume

=query(importdata("http://us.api.semrush.com/?action=report&type=phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_columns=N

q&phrase=" & A2),"SELECT Col1 LABEL Col1 ''")


Column C: Keyword Difficulty

=query(importdata("http://us.api.semrush.com/?action=report&type=phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_columns=C

o&phrase=" & A2),"SELECT Col1 LABEL Col1 ''")


Column D: Ranking(pulling from the Blockspring report)

=vlookup(A2,'Domain Organic Search Keywords'!A2:I109,2)


Column E: Ranking URL(pulling from the Blockspring report)

=vlookup(A2,'Domain Organic Search Keywords'!A2:I109,9)


Column F: Ranking URL Title

=ImportXML(E2, "//title")


Column G: Ranking URL H1

=ImportXML(E2, "//h1")


We have our target keyword, our ranking URL, and nifty formulas.

Let’s evaluate the on-page elements!@recal1brate #StateofSearch

Column H: Title includes keyword?

=if((search(A2,F2)),"Yes.")


Column I: H1 includes keyword?

=if((search(A2,G2)),"Yes.")


Unbiased algorithmic confirmation that your content is targeted to your focus keywords


Title and H1 including keywords usually indicates purposeful targeting.


So from here, we can determinecontent opportunities.


1. We have site relevance2. We have search volume data

3. We have keyword difficulty data


“local link building”


What about visual keyword analysis?


Easy visual reporting that gets buy-in


What did we learn?

Data Sources

• Google Analytics Add-on• Blockspring Queries• Blockspring Full Reports• API Calls

Formulas

• =importDATA• =importXML• =query• =blockspring• =vlookup• =if((search


Never look at basic reporting again!


Thank you!

Link to Google Sheet w/ Formulas:http://riis.es/1LkdTx1


http://riis.es/1LkdTx1

#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets

Data & Analytics

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