Planning for, and implementing a proper data gathering, analysis and decision process to make better decisions for SEO and related marketing initiatives.

1. By Alan Bleiweiss
http://AlanBleiweiss.com
@AlanBleiweiss@webpromoexperts
Identifying, Evaluating and Putting the
right Data to Use in SEO

2. @AlanBleiweiss
http://AlanBleiweiss.com
@webpromoexperts
Identifying, Evaluating and Putting the
right Data to Use in SEO

3. SEO without data is
wild guess optimization.
SEO with too much data is
shiny object insanity.
@AlanBleiweiss@webpromoexperts
We Need More Data!

4. What Data to Collect?
1. Define Goals
2. Define Metrics
3. Define Tools & Resources
4. Define Monitoring Standards
5. Implement
6. Review
7. Refine
@AlanBleiweiss@webpromoexperts

5. Define Goals
@AlanBleiweiss@webpromoexperts
Sales
Visits
Page Views
Lead Generation
Brand Awareness
Community Impact

6. What Metrics to Measure?
One-Time Data?
Seasonal Data?
Ongoing Data?
Comparison Data?
@AlanBleiweiss@webpromoexperts
Define Metrics

7. How Much Data
Is Enough Data?
How Much Data
Is Too Much Data?
@AlanBleiweiss@webpromoexperts
Define Metrics

8. Referrer Source
Visitor Geographic
Data
Number of Visits
Page views
Sessions
@AlanBleiweiss@webpromoexperts
Standard Metrics
Time on Site
Time Per Page
Number of Pages Per Session
Visitor Path on Site
Conversions

9. Crawl Health
Indexation
Server Health
User Experience
@AlanBleiweiss@webpromoexperts
Standard Metrics
Social Reach
Brand Mentions
Online Reputation

10. Multi-Visit Life Cycle
Channel Conversion Impact
Campaign Conversion Impact
Ad Conversion Impact
Multi-Channel Impact
@AlanBleiweiss@webpromoexperts
Advanced Metrics
Page Speed by City
Page Speed by Device Type
Page Speed by Connection Type
Page Speed Bottleneck Causes
Page Speed Conversion Impact

11. Competitor Wins
Competitor Failures
New Marketing Opportunities
New Market Opportunities
@AlanBleiweiss@webpromoexperts
Advanced Metrics
Click-Through Rate Weakness
Content Organization Weakness
Local Directory NAP Conflicts
Scale of Negative Reviews
Severity of Negative Reviews
Negative Brand Mentions

12. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Basic Data

13. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Advanced Data

14. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Basic Data

15. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Advanced Data

16. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Granular Data

17. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Basic Data

18. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Advanced Data

19. @AlanBleiweiss@webpromoexperts
Basic Metrics vs. Advanced Metrics
Granular Data

20. @AlanBleiweiss@webpromoexperts
Define Tools & Resources

21. @AlanBleiweiss@webpromoexperts
Define Monitoring Standards
How often do we need to check available data for
each metric?
Which metrics do we need to do comparison
evaluations on?
How deep do we need to go in that evaluation
process?
What criteria do we need to establish regarding red
flag problems?

22. @AlanBleiweiss@webpromoexperts
Define Monitoring Standards
Differentiate between Strategic needs & Tactical
needs
Strategic:
• Big picture overview
• Look for broad patterns
• Avoid granular distractions
• Goal is to establish prioritization of effort

23. @AlanBleiweiss@webpromoexperts
Define Monitoring Standards
Differentiate between Strategic needs & Tactical
needs
Tactical:
• Deeper dive look for individual goals
• Identify specific issues, opportunities, value, weakness
• The more depth, the more likely a phased approach
will be needed

24. @AlanBleiweiss@webpromoexperts
Implement
Determine what needs to be done to activate each
analytics and monitoring account

25. @AlanBleiweiss@webpromoexperts
Implement
Task implementation to developers as needed, or
seek help in your peer community!

26. @AlanBleiweiss@webpromoexperts
Implement
QA test the implementation!

27. @AlanBleiweiss@webpromoexperts
Implement
Understand that it takes time (days, weeks, months)
to gather enough data for many metric points to
make sense

28. @AlanBleiweiss@webpromoexperts
Review
Keep an open mind
that you will need to
make adjustments
along the way.

29. @AlanBleiweiss@webpromoexperts
Review
Always be open to refining sources, data
points, metrics, methods of evaluating.

30. @AlanBleiweiss@webpromoexperts
Review
Is this data providing us
the right/best/clearest
insight in order for us to
make the best decisions?

31. @AlanBleiweiss@webpromoexperts
In Summary
Good Luck!
It’s a mess out there!
It will likely get more confusing before it gets clear!

32. @AlanBleiweiss@webpromoexperts
In Summary
Determine which tools and resources are most likely to
provide you the insights and knowledge you need.
Evaluate the data you think you need to help you
increase the potential for reaching the goals that matter
most.
Always be willing to reevaluate, reconsider, and refine
along the way.
Need more insight? Ask me - @AlanBleiweiss on
Twitter!