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Building Large-Scale Automated Reports with a Small-Scale Budget - SMX Munich 2019
- 1. Building Large-scale Automated Reports with a Small Scale Budget Sam Marsden, SEO & Content Manager, DeepCrawl SMX Munich 2019 @sam_marsden SMX
- 3. I’m here to break bad habits
- 4. I’m here to break habits You don’t have time to waste on easily automatable tasks.
- 5. You don’t have time to waste on easily automatable tasks.
- 6. Reporting is typically time-consuming and doesn’t impact and influence
- 7. You need intuitive & automated visualisations that inform and engage
- 8. Agencies: Improve client retention and capacity to onboard new business.
- 9. Inhouse: Save time, demonstrate SEO impact and get more budget.
- 10. I’m an inhouse SEO, but see challenges of working with enterprise clients
- 12. Extracting additional value from the data we have available.
- 13. Execute! Execute! Execute! Source: https://gameofthrones.fandom.com/wiki/Execution_of_Eddard_Stark
- 14. Giving you the framework to automate reporting. Inspiring you with persuasive dashboards. Showing you the time and money you can save. This session is about... @sam_marsden SMX
- 15. Automated dashboards need to be at the centre of our reporting.
- 16. This is how we influence perceptions and decisions.
- 17. @sam_marsden SMX What will we need to deliver our dashboarding dream?
- 18. What do we need? @sam_marsden SMX Data sources Storage Visualisation platform
- 19. Connecting ALL of the things @sam_marsden SMX
- 20. Google Data Studio will be our focus @sam_marsden SMX Free Accessible Intuitive* *For the most part
- 21. As a rule of thumb... @sam_marsden SMX Any data source that can be pulled into Google Sheets, can be visualised in Data Studio.
- 22. Search Console - Top level trends & monthly monitoring Speed dashboards - Visualising CrUX data Automating crawl reporting - Using Zapier What dashboards will we look at? @sam_marsden SMX
- 23. @sam_marsden SMX Getting more out of Google Search Console
- 24. Google’s placing more importance on speed... @sam_marsden SMX 2 GSC is improving rapidly, but the UI is limited
- 25. @sam_marsden SMX Need to extract and re-present this data to save time and get its full value.
- 26. Pulling GSC into dashboards (basic option) @sam_marsden SMX 2 Quick and cheapest option, but limited to Performance data only.
- 27. Pulling GSC into dashboards (better option) @sam_marsden SMX 2 Performance PLUS sitemap metrics, crawl errors and extensive list of dimensions.
- 28. Automating the process... @sam_marsden SMX Supermetrics Auto-refresh data and receive emails Data Studio Auto schedule email delivery of dashboards
- 29. @sam_marsden SMX Top level organic trends
- 30. Top level organic trends @sam_marsden SMX Overview for relevant stakeholders YoY comparison for top level tracking Monthly trending
- 31. Branded/non-branded performance @sam_marsden SMX Filtering Performance data to reveal branded & non-branded search trends.
- 32. Break performance down by directory level @sam_marsden SMX Use directory level as a dimension to reveal organic performance for different sections of your site
- 33. Surface device & geographic distributions @sam_marsden SMX Break down distribution of countries Trend device distributions month to month
- 34. Long tail vs. short tail performance @sam_marsden SMX How is query length contributing to organic search performance?
- 36. Monthly comparison dashboard @sam_marsden SMX Ideal for daily/weekly check-ins to quickly detect changes and review overall monthly comparisons.
- 37. Monthly device, geo and search type trends dashboard @sam_marsden SMX Detect changes in traffic from different devices, countries or search types at a glance. Clicks Impressions CTR
- 38. Page and query performance @sam_marsden SMX Top performing pages in search Top performing queries in search
- 39. Performance comparison - Biggest wins and losses @sam_marsden SMX Pre-filtered tables to show biggest changes in clicks, impressions, position and CTR.
- 40. @sam_marsden SMX Let’s talk about fraggles...
- 41. CTR curves @sam_marsden SMX Not these ones...
- 42. These fraggles... @sam_marsden SMX Jump link to section of page
- 43. Why are fraggles important? @sam_marsden SMX Filter down URLs that contain “#” Go after fraggles because they get searchers to relevant information faster.
- 44. Getting fraggles is relatively straightforward... @sam_marsden SMX But are you reporting on them? https://builtvisible.com/implementing-named-anchors-to-improve-your-serps/
- 45. Fraggle performance @sam_marsden SMX Filter down GSC Performance data to URLs containing “#” to show fraggle performance.
- 46. Top performing queries and pages with fraggles @sam_marsden SMX See which pages and queries are showing jump to links in search.
- 47. Organic blending opportunities @sam_marsden SMX Organic insights combined with: Analytics - Engagement metrics Log files - Crawl behaviour Google MyBusiness - Local interactions Google Ads - Paid activity
- 48. CTR curves @sam_marsden SMX Bread and butter stuff, but by putting these processes in place we will save time and money in the long term
- 49. What can it save me? @sam_marsden SMX Set up time: 4 hours Cost: €0 with native GDS connector Or €60 per month with Supermetrics Annual time saving: 1 hour per week = 52 hours per year
- 50. Let’s do the maths... @sam_marsden SMX Average SEO salary in Germany Average working week Average hourly rate
- 51. What can it save me? @sam_marsden SMX Set up time: 4 hours Cost: €0 with native GDS connector Or €60 per month with Supermetrics Annual time saving: 1 hour per week = 52 hours per year = €960 saved annually
- 52. The key benefits @sam_marsden SMX Don’t need to continually reconfigure filters. Trend performance data by month and year (not daily). Access organic insights faster.
- 53. @sam_marsden SMX Speed dashboards using CrUX data
- 54. Google’s placing more importance on speed... @sam_marsden SMX
- 55. Accessing CrUX data @sam_marsden SMX 2
- 56. Getting to the CrUX of the matter @sam_marsden SMX 2
- 57. Why should you use the raw CrUX data? @sam_marsden SMX ● Flexibility to manipulate how you display CrUX data. ● Inexpensive to query and store data. ● Easier for comparing multiple domains (competitor analysis).
- 58. Getting to the CrUX of the matter @sam_marsden SMX 1. Write the SQL query. 2. Run the query. 3. Export the data. 4. Visualise in GDS.
- 59. Alternatively, for automated CRUX dashboards... @sam_marsden SMX 1. Write the SQL query. 2. Run the query. 3. Store the data. 4. Visualise in GDS.
- 60. Essential reading for creating CrUX queries @sam_marsden SMX ● Paul Calvano - CrUX query tutorials ● Rick Viscomi - CrUX cookbook ● Oliver Mason - Misusing the Chrome User Experience Report
- 61. Getting buy-in from management & clients @sam_marsden SMX Competitor comparison Revenue impact calculator
- 62. Informing development teams @sam_marsden SMX Highlight metrics causing performance issues and poor UX to flag with developers.
- 63. Communicating the impact of optimisation @sam_marsden SMX Overlaying performance and business metrics e.g. % fast FCP with conversion and bounce rates.
- 64. What can it save me? @sam_marsden SMX Set up time: 4 hours Cost: Minimal BigQuery costs for data query and storage. Annual time saving: 2 hour per month = 24 hours per year = €443 saved annually
- 66. SMX
- 67. @sam_marsden SMX Calendar triggers a crawl in DeepCrawl
- 68. @sam_marsden SMX Crawl sends Slack and Sheets update
- 69. @sam_marsden SMX Sheets updates Data Studio
- 70. @sam_marsden SMX Export PDF & send to clients
- 71. @sam_marsden SMX Report automation workflow
- 72. What can it save me? @sam_marsden SMX Set up time: 2 hours Cost: Cost of tools you probably have access to already. Annual time saving: 1 hour per week = 52 hours per year = €960 saved annually
- 73. @sam_marsden SMX Notable Data Studio resources
- 74. Migration monitoring - Simon Cox @sam_marsden SMX Ensuring HTTPS migrations go to plan, blending Analytics and GSC data. https://simoncox.com/article/using-google-data -studio-to-review-your-http-to-https-migration
- 75. JavaScript error tracking - Tom Bennet @sam_marsden SMX https://builtvisible.com/data-studio-template- track-javascript-errors-in-google-analytics/ Track real-world JavaScript errors through GTM and GA.
- 76. Comparing rendering differences - Rory Truesdale @sam_marsden SMX Comparing differences in important crawl metrics across rendered and non-rendered crawls. https://twitter.com/RoryT11
- 77. Internal linking opportunities - Rory Truesdale @sam_marsden SMX https://twitter.com/RoryT11/status/110617974318187315 2 Surface opportunities for improving internal linking within site architecture using crawl data and GSC.
- 78. The Dashboard of dashboards - Lee Hurst @sam_marsden SMX A MONSTER dashboard cataloguing all of the dashboards and resources worth knowing about. bit.ly/2SIUz7S
- 80. Identify your reporting time sucks
- 81. ...focus on getting you to the insights as quickly as possible
- 82. ...and communicate data in impactful ways to influence the people that matter.
- 83. This will allow you to: @sam_marsden SMX Improve time management and cost effectiveness. Get organic insights across many digital properties. Free yourself up to devote time to other areas/learning new skills.
- 84. Learn about automating SEO reporting using GDS: bit.ly/seo-automation
- 86. THANK YOUANY QUESTIONS? Sam Marsden SEO & Content Manager @sam_marsden SMX