Visualizing Search Analysis By Ryan Jones

#SMX #31C @RyanJones

MAKING SEO DATA MORE ACTIONABLE BY CHANGING HOW WE LOOK AT IT

VISUALIZING SEARCH ANALYSIS


VISUALIZING SEARCH ANALYSIS RYAN JONES

Manager SEO & Analytics – SapientNitro 2006 Time Person of the Year CEO – WTFSEO.com

@RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones

www.RyanMJones.com

Yeah I’m that guy


We Work With Some Pretty Big Clients


Einstein Is Basically Talking About The Pareto Principle

If I had an hour to solve a problem, I’d

spend 55 minutes thinking about the

problem and 5 minutes thinking about solutions.


So, What IS the Pareto Principle?


We Use The Pareto Principle To Make “The Big Leap”

Find the 20% That Will Deliver 80% of

Results


Forget “Big Data” we need “Actionable Data”


How Do We Make Data Actionable?

THE 3 “WHATS” OF ACTIONABLE ANALYSIS

1.  What Is It? 2.  What Does It Mean? 3.  What Should We Do About It? It?

Reporting Analysis

Actionable


Separate Strategy from Tactics

STRATEGY: GO TO DETROIT

TACTICS: BOAT - BRIDGE – TUNNEL – PLANE – TRAIN - JETPACK


How We Look At Data Matters.


Sometimes Raw Data Can Mean Different Things


Visualizing Data To Find Insights.

OK… Enough Theory.

Get To The

Examples…..


Let’s Start With The Consumer Journey

Old Model New Model


This is NOT a good way to view the consumer journey


How We “View” The Consumer Journey


Actionable?

Making Link Data Actionable


We Call This Network Graph A “LinkScape” Image + Bullets Sample Slide:

Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE. § Canonical Issues Easily Spotted

§ Duplicate Home Page Variations?

§ Orphaned Site Sections

This Linkscape was made with a tool called Gephi. It has a steep learning curve but is worth it.


Use Network Graphs For Internal Links Too! Image + Bullets Sample Slide:

Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE.

Google Fusion Tables are easier to use than Gephi – but your data lives in Google Drive. This is NoSlang.com – A personal site of mine. I made these issues on purpose to “test” with.

CANONICAL ISSUES!


We Can Do Better Than Ranking Reports From WMT. Image + Bullets Sample Slide:


I promise you your clients have no idea what to do with this except obsess over decreases. This is a report for you, NOT YOUR CLIENT.


This Is The Feature I Want In Webmaster Tools Image + Bullets Sample Slide:


Show me where I have multiple pages ranking poorly for a keyword. Then tell me that keyword and those pages.

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Avg Rank of Keyword

Ranking Keywords


Let’s Talk About Keyword Research Now


Clients Don’t Understand This

THIS TYPE OF REPORTING

STINKS


Introducing Keyword Opportunity Maps


Content Topography – Keyword, Opportunity, and Social

Content Topography Search Volume + Competition + Social Mentions = Actionable Content Strategy


Competitive and Gap Analysis Examples – Mapping KW to Pages


This Is More Fun With Political Candidates


More Fun With Political Candidates. “Don’t Blame Me – I Voted For Kodos.”

Sanders

Trump

Clinton

Cruz


We Can Do This With Paid V Natural Too!


We can also map keywords to pages.


WHAT TOOLS CAN I USE TO DO THIS STUFF? Image + Bullets Sample Slide:


Visualization Tools To Try: •  RAW: raw.densitydesign.org •  Gephi – network map (link)

analysis (free) •  Tableau (expensive) •  Google Fusion Tables (part of

Google Drive) •  Sketchup •  Custom Python and d3.js solution

Data tools I used: •  SEMRUSH •  Moz Open Site Explorer •  Majestic •  SimilarWeb •  A Hrefs •  Google Webmaster Console •  Screaming Frog


SEE YOU AT THE NEXT #SMX

THANK YOU! @RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones RyanMJones.com WTFSEO.COM

Visualizing Search Analysis By Ryan Jones

Marketing

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