Identifying, Evaluating & Putting the Right Data to Use for SEO

By Alan Bleiweisshttp://AlanBleiweiss.com

@AlanBleiweiss@webpromoexperts

Identifying, Evaluating and Putting the right Data to Use in SEO

http://AlanBleiweiss.com/

@AlanBleiweiss

http://AlanBleiweiss.com

@webpromoexperts

Identifying, Evaluating and Putting the right Data to Use in SEO

http://AlanBleiweiss.com/

SEO without data is wild guess optimization.

SEO with too much data is shiny object insanity.


We Need More Data!

What Data to Collect?

1. Define Goals2. Define Metrics3. Define Tools & Resources4. Define Monitoring

Standards5. Implement6. Review7. Refine


Define Goals


Sales

Visits

Page Views

Lead Generation

Brand Awareness

Community Impact

What Metrics to Measure?

One-Time Data?

Seasonal Data?

Ongoing Data?

Comparison Data?@AlanBleiweiss@webpromoexperts

Define Metrics

How Much Data Is Enough Data?

How Much DataIs Too Much Data?


Define Metrics

Referrer SourceVisitor Geographic DataNumber of VisitsPage viewsSessions


Standard Metrics

Time on SiteTime Per PageNumber of Pages Per SessionVisitor Path on SiteConversions

Crawl HealthIndexationServer HealthUser Experience


Standard Metrics

Social ReachBrand MentionsOnline Reputation

Multi-Visit Life CycleChannel Conversion ImpactCampaign Conversion ImpactAd Conversion ImpactMulti-Channel Impact


Advanced MetricsPage Speed by City Page Speed by Device TypePage Speed by Connection TypePage Speed Bottleneck CausesPage Speed Conversion Impact

Competitor WinsCompetitor FailuresNew Marketing OpportunitiesNew Market Opportunities


Advanced MetricsClick-Through Rate WeaknessContent Organization WeaknessLocal Directory NAP ConflictsScale of Negative ReviewsSeverity of Negative ReviewsNegative Brand Mentions


Basic Metrics vs. Advanced MetricsBasic Data


Basic Metrics vs. Advanced MetricsAdvanced Data






Basic Metrics vs. Advanced MetricsGranular Data






Basic Metrics vs. Advanced MetricsGranular Data


Define Tools & Resources


Define Monitoring StandardsHow 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?


Define Monitoring StandardsDifferentiate between Strategic needs & Tactical needsStrategic:• Big picture overview• Look for broad patterns • Avoid granular distractions• Goal is to establish prioritization of effort


Define Monitoring StandardsDifferentiate between Strategic needs & Tactical needsTactical:• Deeper dive look for individual goals• Identify specific issues, opportunities, value,

weakness • The more depth, the more likely a phased

approach will be needed


ImplementDetermine what needs to be done to activate each analytics and monitoring account


ImplementTask implementation to developers as needed, or seek help in your peer community!


ImplementQA test the implementation!


ImplementUnderstand that it takes time (days, weeks, months) to gather enough data for many metric points to make sense


Review

Keep an open mind that you will need to make adjustments along the way.


Review

Always be open to refining sources, data points, metrics, methods of evaluating.


ReviewIs this data providing us the right/best/clearest insight in order for us to make the best decisions?


In Summary

Good Luck!

It’s a mess out there!

It will likely get more confusing before it gets clear!


In SummaryDetermine 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!