Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

#searchanalytics for #searchlove by @aleyda from @orainti

Unlocking Growth Opportunities with Search Analytics


… from the Search Specialist Perspective.

#searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti

HELLO #SEARCHLOVE



I’m Aleyda Solis

SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO



Raise your hand if you agree: “You can't improve what you don't measure…”



What do you continuously measure in your SEO processes?


Rankings?


Links?


Content performance?


Visibility?


Traffic?


Conversions?


vs. your competitors?


The KPIs & Goals in your dashboard?


You got what matters to inform & summarize about your process results to your clients or bosses!



They’re simple, informative & goal driven, perfect to show to clients & bosses…



But do they allow you to make decisions to improve, refine and expand your actions as a specialist?



Can you try to answer the following questions

with them?



Why your impressions have increased, the positions are the same but the average CTR is down?



What’s making your main competitor to grow in search visibility at a faster pace than you?



What happened here with your organic search traffic?



Or here with your indexed pages?



Exactly! You can’t.


Exactly! You can’t.


Can’t correlate with current

optimization status, actions, industry

activity & updates

Can’t segment, filter, give context to data to identify potential

causes


The data you report & monitor in your dashboard is the one that notifies of the what, but not about the why!

You report about the results

All what you should measure



It’s critical to do search analytics for yourself too focusing on answering the “why’s” of results,

to help you fix issues & identify opportunities.



BUT…

That’s too much

data!

I don’t have time

It’s too expensive


Here’s how you can establish your growth and action oriented search analytics framework



Competition behavior &

activity

Technical Optimization

Status & Actions

Content Optimization

Status & Actions

Websites vs. Competitors

Results

Link Building Status & Actions

Audience behavior &

activity

Your KPIs

Your Goals


List the different phases & areas of your SEO process


Competition behavior &

activity


Status & Actions


Status & Actions

Websites vs. Competitors

Results

Link Building Status & Actions

Audience behavior &

activity

Your KPIs

Your Goals


Remember to include both internal & external areas


Establish the questions you would ask to identify growth opportunities & fix issues in each stage

Which of the pages (starting with the highest visibility ones) have errors, are canonicalized or redirected?


Which of the most visited pages (starting with highest visibility & mobile ones) have speed issues?

Are there any pages which are not mobile optimized (prioritizing the

ones with mobile visibility & traffic)?


Are there any pages which are showing different versions to search

crawlers than to users?

Are the top pages of the site effectively linked from the

navigation?

Which Pages That Are Not Meant To Be Indexed Or Ranked Are Wasting

Your Site Crawl Budget?

Add a level of importance to each question (based on the potential impact)

High

High

Medium


Question



Etc

Do the same with every stage of the process!

Importance


For each question: specify the data you would need to gather in order to answer them

Which Pages That Are Not Meant To

Be Indexed Or Ranked Are

Wasting Your Site Crawl Budget?

….

Crawled Pages

Indexed PagesBlocked Pages

Noindexed Pages

Error Pages

Redirected PagesCanonicalized Pages

Ranked Pages

Converting Pages


… and the segmentation, filters & grouping you’ll need to apply to give context & answer

Per Device Per

Country

Per Link Popularity

Per Visibility Per

Traffic

Per Conversions….

Crawled Pages

Indexed PagesBlocked Pages

Noindexed Pages

Error Pages

Redirected PagesCanonicalized Pages

Ranked Pages

Converting Pages


Specify functional requirements based on the previous findings to use as criteria to identify

potential tools that will help answer the questions

The tool must provide <WHAT> at <WHEN> & <WHERE> to <WHY>

The tool must help obtain the expected organic search traffic, conversions & ROI of a country during the SEO

research process to identify the expected SEO profitability of a given country version.


… as well as the non-functional requirements (or desired qualities) for the tool (& data)

ACCESSIBILITY

AVAILABILITY

BACKUP

INTEROPERABILITY

PORTABILITY

SECURITY

USABILITY

MANTAINABILITY EXTENSIBILITYPRICE

REPORTING


Create a matrix summarizing the previous criteria that will allow to easily assess, select & map the tools

to the stages, questions, data and characteristics


Most of the times you’re already

using the tools but not leveraging all of their

functionality and data

This usually will translate to using

fewer tools to measure and answer more

questions

Which also means spending less money and time while doing

more

Create a matrix summarizing the previous criteria that will allow to easily assess, select & map the tools

to the stages, questions, data and characteristics


Start by assessing your current tools and continue with the ones listed here based on your own questions

themarketertoolbox.com

http://themarketertoolbox.com


Once you select the tools that comply with your characteristics, you can set them to gather the data,

and you can focus on the analysis!


Here you have a few examples to inspire you…


Which competitors benefited from your recent ranking loss in mobile for your top keywords?

serpwoo.com

http://serpwoo.com


Have there been any Google updates in your target markets?

serpwoo.com

http://serpwoo.com


Which sites started & stopped linking to your competitors in the last week?

cognitiveseo.com

http://internationalseomap.com


Which keywords drop made your competitors lose organic search traffic 3 months ago?

semrush.com



Which has been your site crawlability improvement in the last months?

deepcrawl.com

http://deepcrawl.com


Which Of The Highest Visibility Pages Are Canonicalized Or Redirected?

screamingfrog.com

http://screamingfrog.com


Which Of Your Best-Ranked Pages & Query Combinations Have A Low CTR Or High Bounce Rate?

urlprofiler.com

http://screamingfrog.com


Which keywords are your competitors targeting that you still don’t right now?

semrush.com



… and in mobile search?

sistrix.com



Which terms and topics are your competitors already covering that you still don’t?

onpage.org




Are your competitors already implementing app indexing, if so how is the impact to their app traffic?

similarweb.com



What new content have your competitors published in the last days?

buzzsumo.com

http://buzzsumo.com


Which are the current trending topics in your industry?

buzzsumo.com

http://buzzsumo.com


In case your tools don’t integrate alerts, you can set your own by using ifttt or zapier

http://www.stateofdigital.com/seo-alerts-monitor/



Sometimes you also need to create your own tools to answer some questions too

internationalseomap.com



… or resources to specify the steps to take to answer others that are more complex

whymywebtrafficdropped.com



Make sure to leverage aggregators too!

urlprofiler.com

kerboo.com




There’s a beautiful search monitoring reality out there…


Thank you! #SearchLove

Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

Marketing

Transcript of Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

￼Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

Marketing

Transcript of ￼Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015

Transcript of Unlocking Growth Opportunities with Search Analytics #SearchLove London 2015