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#SMX #31C @TimGillmanDrums
USING DATA TO TELL AN SEO STORY
#SMX #31C @TimGillmanDrums
WE WANT THIS
#SMX #31C @TimGillmanDrums
WE DON’T WANT THIS
#SMX #31C @TimGillmanDrums
WHO I AM
#SMX #31C @TimGillmanDrums
WHO I AM ANALYTICS STRATEGIST
#SMX #31C @TimGillmanDrums
WHO I AM ANALYTICS STRATEGIST REPORT BUILDER
#SMX #31C @TimGillmanDrums
WHO I AM ANALYTICS STRATEGIST REPORT BUILDER NERD
#SMX #31C @TimGillmanDrums
I WORK HERE IN SEATTLE
#SMX #31C @TimGillmanDrums
WHAT DO ALL REPORTS NEED?
#SMX #31C @TimGillmanDrums
K P I
#SMX #31C @TimGillmanDrums
…AND CONTEXT
#SMX #31C @TimGillmanDrums
NO KPI’S? NO CONTEXT?
#SMX #31C @TimGillmanDrums
A BUNCH OF NUMBERS
#SMX #31C @TimGillmanDrums
TELL A DATA STORY
#SMX #31C @TimGillmanDrums
1 – GET YOUR DATA 2 – CUSTOMIZE REPORT 3 – COMBINE DATA SETS
#SMX #31C @TimGillmanDrums
PLUS…FREE STUFF!
#SMX #31C @TimGillmanDrums
LET’S USE AN EXAMPLE SCENARIO
#SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST LANDING PAGES BY:
#SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST LANDING PAGES BY:
SEARCH VOLUME
#SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST LANDING PAGES BY:
SEARCH VOLUME GOAL COMPLETIONS
#SMX #31C @TimGillmanDrums
USE THIS PROCESS ON YOUR FAVORITE METRICS
#SMX #31C @TimGillmanDrums
WE’LL FIND THE BEST LANDING PAGES BY:
SEARCH VOLUME GOAL COMPLETIONS
#SMX #31C @TimGillmanDrums
FIND BEST LANDING PAGES FOR:
SEARCH VOLUME GOAL COMPLETIONS
#SMX #31C @TimGillmanDrums
FIND BEST LANDING PAGES FOR:
CONTEXT KPI
#SMX #31C @TimGillmanDrums
PLATFORM 1
#SMX #31C @TimGillmanDrums
WHAT’S GREAT:
#SMX #31C @TimGillmanDrums
WHAT’S GREAT: KEYWORD DATA
#SMX #31C @TimGillmanDrums
WHAT’S GREAT: KEYWORD DATA COMPETITIVE ANALYSIS
#SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:
#SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT: COSTS $$$
#SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT: COSTS $$$ CUSTOM REPORTS
#SMX #31C @TimGillmanDrums
TYPE WEBSITE HERE
#SMX #31C @TimGillmanDrums
WE HAVE DATA!
#SMX #31C @TimGillmanDrums
TIME FOR CUSTOMIZATION
#SMX #31C @TimGillmanDrums
FILTER OUT HOMEPAGE AND BRANDED QUERIES
#SMX #31C @TimGillmanDrums
EXPORT DATA
#SMX #31C @TimGillmanDrums
SELECT CSV
#SMX #31C @TimGillmanDrums
HMMM…NEEDS CLEANING
#SMX #31C @TimGillmanDrums
TIME FOR PIVOT TABLES
#SMX #31C @TimGillmanDrums
TRY WITH YOUR METRICS
#SMX #31C @TimGillmanDrums
WHAT ABOUT DATA AFTER PEOPLE REACH YOUR SITE?
#SMX #31C @TimGillmanDrums
PLATFORM 2
#SMX #31C @TimGillmanDrums
WHAT’S GREAT:
#SMX #31C @TimGillmanDrums
WHAT’S GREAT:
VIEWING MULTIPLE CHANNELS
#SMX #31C @TimGillmanDrums
WHAT’S GREAT:
VIEWING MULTIPLE CHANNELS ENGAGEMENT & CONVERSION METRICS
#SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:
#SMX #31C @TimGillmanDrums
WHAT’S NOT SO GREAT:
ORGANIC KEYWORD DATA
#SMX #31C @TimGillmanDrums
#SMX #31C @TimGillmanDrums
#SMX #31C @TimGillmanDrums
#SMX #31C @TimGillmanDrums
LOOK AT THE CHANNELS REPORT
#SMX #31C @TimGillmanDrums
IT’S NICE…
#SMX #31C @TimGillmanDrums
BUT WE CAN DO BETTER
#SMX #31C @TimGillmanDrums
REPORT FILTERS
#SMX #31C @TimGillmanDrums
GREAT FOR QUICKLY EDITING REPORTS
#SMX #31C @TimGillmanDrums
NOT SO GREAT FOR FILTERING MULTIPLE REPORTS
#SMX #31C @TimGillmanDrums
LET’S ELIMINATE (OTHER) AND PPC
#SMX #31C @TimGillmanDrums
EASIER TO READ
#SMX #31C @TimGillmanDrums
IF YOU LEAVE THE REPORT…
#SMX #31C @TimGillmanDrums
FILTERS DISAPPEAR
#SMX #31C @TimGillmanDrums
#SMX #31C @TimGillmanDrums
USE CUSTOM SEGMENTS
#SMX #31C @TimGillmanDrums
ORGANIC VS. NON-ORGANIC
#SMX #31C @TimGillmanDrums
ORGANIC SEGMENT
#SMX #31C @TimGillmanDrums
INTACT ACROSS MULTIPLE REPORTS
#SMX #31C @TimGillmanDrums
CONNECT WITH SEMRUSH DATA
#SMX #31C @TimGillmanDrums
USE CUSTOM REPORTS
#SMX #31C @TimGillmanDrums
ADD METRICS
#SMX #31C @TimGillmanDrums
INCLUDE ANY KPI METRICS
#SMX #31C @TimGillmanDrums
ADD LANDING PAGE DIMENSION
#SMX #31C @TimGillmanDrums
EXPORT TO EXCEL
#SMX #31C @TimGillmanDrums
PASTE IN ORIGINAL EXCEL FILE
#SMX #31C @TimGillmanDrums
CONNECT THE DATA SETS…
#SMX #31C @TimGillmanDrums
WITH A VLOOKUP!
#SMX #31C @TimGillmanDrums
0
20
40
60
80
100
120
140
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Search Volume Goal Completions
VISUALIZE YOUR DATA
#SMX #31C @TimGillmanDrums
HOWEVER YOU LIKE
#SMX #31C @TimGillmanDrums
1 – PICK YOUR DATA 2 – CUSTOMIZE REPORT 3 – COMBINE DATA SETS
#SMX #31C @TimGillmanDrums
SEMRUSH
#SMX #31C @TimGillmanDrums
SEMRUSH
KEYWORD RANKING
#SMX #31C @TimGillmanDrums
SEMRUSH
KEYWORD RANKING SEARCH VOLUME
#SMX #31C @TimGillmanDrums
GOOGLE ANALYTICS
#SMX #31C @TimGillmanDrums
GOOGLE ANALYTICS
ENGAGEMENT
#SMX #31C @TimGillmanDrums
GOOGLE ANALYTICS
ENGAGEMENT CONVERSIONS
#SMX #31C @TimGillmanDrums
EXCEL
#SMX #31C @TimGillmanDrums
EXCEL
COMBINE DATA SETS
#SMX #31C @TimGillmanDrums
EXCEL
COMBINE DATA SETS CRAFT VISUALS
#SMX #31C @TimGillmanDrums
AS PROMISED, PARTING GIFTS
#SMX #31C @TimGillmanDrums
GA CUSTOM REPORT
#SMX #31C @TimGillmanDrums
GA CUSTOM REPORT GA SEO DASHBOARD
#SMX #31C @TimGillmanDrums
GA CUSTOM REPORT GA SEO DASHBOARD EXCEL FILE FOR BOTH PLATFORMS
#SMX #31C @TimGillmanDrums
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016