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Gaining Insights from Combined SEO Data
- 1. @brightedge #share16 Eric Baudais - SEO Campaign Analyst PennWell Gaining Insights from Combined Data
- 2. @brightedge #share16 eCommerce Analyst – Optimized product pages for search & A/B testing of website elements. SEO Specialist – Managed transition from CQ4 to CQ5 increasing search. – Optimized event websites, Power group websites and Fire group websites. SEO Campaign Analyst – Created SEO report for content optimization. – Grew paid search campaign to $400k direct revenue. – Advises content producers on best ways to increase search visibility. About Eric Content Optimization and Digital Integration @Dargus
- 3. @brightedge #share16 Over 100 search engine signals Want to see the most important signals. Holistic view at both page and keyword level. How do we align search signals to business metrics? Content Optimization and Digital Integration @Dargus
- 4. @brightedge #share16 Data Cube can download 10,000 keywords from any website. Has limitations Get keyword data from BrightEdge Content Optimization and Digital Integration @Dargus
- 5. @brightedge #share16 Page URL is most common factor between most data sets Link data (page url matching) MOZ Opensiteexplorer SEO Majestic AHREFS Google Search Console (keyword to keyword matching) Business Analytics (page url matching) Adobe Analytics Google Analytics Add more data to the mix and normalize Content Optimization and Digital Integration @Dargus [ Picture of different page urls]
- 6. @brightedge #share16 Upload spreadsheets to PowerBI Establish connections between the data sets Use PowerBI to easily combine data Content Optimization and Digital Integration @Dargus [ Picture of PowerBI linking]
- 7. @brightedge #share16 Combine all fields in to one data report. Filter and create smaller reports from the larger data set. Add all fields to data report in PowerBI [Picture of combined Power BI report]
- 8. @brightedge #share16 Filter and add calculated fields to report similar to Pivot Tables. Refine the report to gain knowledge about searchers. Find actionable insights hidden in the data. Produce reports with only data you want to see Content Optimization and Digital Integration @Dargus [ Picture of PennEnergy report for solar]
- 9. @brightedge #share16 Share findings of your data to key decision makers. Agree on plan of action based on data. Follow-up to ensure action is taken. Distribute data and create action within company Content Optimization and Digital Integration @Dargus
- 10. @brightedge #share16 Need to look at the right data together. Focused data is better than blurry data. Data + Action = Success Key Takeaways Content Optimization and Digital Integration @Dargus
- 11. @brightedge #share16 Thank you! See you at the next #Share Content Optimization and Digital Integration @Dargus
Editor's Notes
- I’ve held analyst roles in both ecommerce and publishing. I look to data to guide decisions but also need to take a step back and look at what is happening with content to recommendations.
- When Google stopped giving us keyword data, we lost the ability to match search signals to business metrics. There is a lot of noise in SEO data and we need to separate the signals we care about from the noise. Taking a holistic view of our websites can let us see where the signals are strong and were the noise is stronger. We need to show how improving search traffic can improve our business’s goals. So we need to discover how search signals affect business metrics and thus our company’s goals.
- Data Cube is what we’ve been looking for in keyword research and analysis tool. It is very flexible in seeing actual keywords people are searching for on your website or your competitor’s website. BrightEdge’s keyword data does have limitation. There is no way to look at link data and how it affects keyword rank for all pages on your website. There is an estimated revenue but not a way to look at real business metrics especially if your business metrics aren’t revenue based.