3. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
HELLO #SEARCHLOVE
#searchanalytics for #searchlove by @aleyda from @orainti
4. #searchanalytics for #searchlove by @aleyda from @orainti
I’m Aleyda Solis
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
#searchanalytics for #searchlove by @aleyda from @orainti
5. #searchanalytics for #searchlove by @aleyda from @orainti
Raise your hand if you agree:
“You can't improve what you don't measure…”
#searchanalytics for #searchlove by @aleyda from @orainti
6. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
What do you continuously measure in your SEO
processes?
15. #searchanalytics for #searchlove by @aleyda from @orainti
You got what matters to inform & summarize about
your process results to your clients or bosses!
#searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
16. #searchanalytics for #searchlove by @aleyda from @orainti
They’re simple, informative & goal driven, perfect to
show to clients & bosses…
#searchanalytics for #searchlove by @aleyda from @orainti
17. #searchanalytics for #searchlove by @aleyda from @orainti
But do they allow you to make decisions to improve,
refine and expand your actions as a specialist?
#searchanalytics for #searchlove by @aleyda from @orainti
18. #searchanalytics for #searchlove by @aleyda from @orainti
Can you try to answer
the following questions
with them?
#searchanalytics for #searchlove by @aleyda from @orainti
19. #searchanalytics for #searchlove by @aleyda from @orainti
Why your impressions have increased, the positions
are the same but the average CTR is down?
#searchanalytics for #searchlove by @aleyda from @orainti
20. #searchanalytics for #searchlove by @aleyda from @orainti
What’s making your main competitor to grow in
search visibility at a faster pace than you?
#searchanalytics for #searchlove by @aleyda from @orainti
21. #searchanalytics for #searchlove by @aleyda from @orainti
What happened here with your organic search
traffic?
#searchanalytics for #searchlove by @aleyda from @orainti
22. #searchanalytics for #searchlove by @aleyda from @orainti
Or here with your indexed pages?
#searchanalytics for #searchlove by @aleyda from @orainti
23. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Exactly! You can’t.
24. #searchanalytics for #searchlove by @aleyda from @orainti
Exactly! You can’t.
#searchanalytics for #searchlove by @aleyda from @orainti
Can’t correlate
with current
optimization status,
actions, industry
activity & updates
Can’t segment, filter,
give context to data
to identify potential
causes
25. #searchanalytics for #searchlove by @aleyda from @orainti
The data you report & monitor in your dashboard is the
one that notifies of the what, but not about the why!
You report about
the results
All what
you should
measure
#searchanalytics for #searchlove by @aleyda from @orainti
26. #searchanalytics for #searchlove by @aleyda from @orainti
It’s critical to do search analytics for yourself too
focusing on answering the “why’s” of results,
to help you fix issues & identify opportunities.
#searchanalytics for #searchlove by @aleyda from @orainti
27. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
BUT…
That’s
too much
data!
I don’t
have time
It’s too
expensive
28. #searchanalytics for #searchlove by @aleyda from @orainti
Here’s how you can establish your growth and
action oriented search analytics framework
#searchanalytics for #searchlove by @aleyda from @orainti
29. #searchanalytics for #searchlove by @aleyda from @orainti
Competition
behavior &
activity
Technical
Optimization
Status & Actions
Content
Optimization
Status & Actions
Websites vs.
Competitors
Results
Link Building
Status &
Actions
Audience
behavior &
activity
Your KPIs
Your Goals
#searchanalytics for #searchlove by @aleyda from @orainti
List the different
phases & areas of
your SEO process
30. #searchanalytics for #searchlove by @aleyda from @orainti
Competition
behavior &
activity
Technical
Optimization
Status & Actions
Content
Optimization
Status & Actions
Websites vs.
Competitors
Results
Link Building
Status &
Actions
Audience
behavior &
activity
Your KPIs
Your Goals
#searchanalytics for #searchlove by @aleyda from @orainti
Remember to include
both internal &
external areas
31. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Establish the questions you would ask to identify
growth opportunities & fix issues in each stage
Which of the pages (starting with the
highest visibility ones) have errors,
are canonicalized or redirected?
Technical
Optimization
Which of the most visited pages
(starting with highest visibility &
mobile ones) have speed issues?
Are there any pages which are not
mobile optimized (prioritizing the
ones with mobile visibility & traffic)?
32. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Are there any pages which are
showing different versions to search
crawlers than to users?
Are the top pages of the site
effectively linked from the
navigation?
Which Pages That Are Not Meant To
Be Indexed Or Ranked Are Wasting
Your Site Crawl Budget?
Add a level of importance to each question
(based on the potential impact)
High
High
Medium
33. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Question
Technical
Optimization
Content
Optimization
Etc
Do the same with every stage of the process!
Importance
34. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
For each question: specify the data you would
need to gather in order to answer them
Which Pages That
Are Not Meant To
Be Indexed Or
Ranked Are
Wasting Your Site
Crawl Budget?
….
Crawled Pages
Indexed Pages
Blocked Pages
Noindexed Pages
Error Pages
Redirected Pages
Canonicalized Pages
Ranked Pages
Converting Pages
35. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
… and the segmentation, filters & grouping you’ll
need to apply to give context & answer
Per
Device
Per
Country
Per Link
Popularity
Per
Visibility Per
Traffic
Per
Conversions….
Crawled Pages
Indexed Pages
Blocked Pages
Noindexed Pages
Error Pages
Redirected Pages
Canonicalized Pages
Ranked Pages
Converting Pages
36. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Specify functional requirements based on the
previous findings to use as criteria to identify
potential tools that will help answer the questions
The tool must provide
<WHAT> at <WHEN> & <WHERE> to <WHY>
The tool must help obtain the expected organic search
traffic, conversions & ROI of a country during the SEO
research process to identify the expected SEO
profitability of a given country version.
37. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
… as well as the non-functional requirements
(or desired qualities) for the tool (& data)
ACCESSIBILITY
AVAILABILITY
BACKUP
INTEROPERABILITY
PORTABILITY
SECURITY
USABILITY
MANTAINABILITY EXTENSIBILITYPRICE
REPORTING
38. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Create a matrix summarizing the previous criteria
that will allow to easily assess, select & map the tools
to the stages, questions, data and characteristics
39. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Most of the
times you’re already
using the tools but not
leveraging all of their
functionality and
data
This usually will
translate to using
fewer tools to measure
and answer more
questions
Which also means
spending less money
and time while doing
more
Create a matrix summarizing the previous criteria
that will allow to easily assess, select & map the tools
to the stages, questions, data and characteristics
40. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Start by assessing your current tools and continue with
the ones listed here based on your own questions
themarketertoolbox.com
41. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Once you select the tools that comply with your
characteristics, you can set them to gather the data,
and you can focus on the analysis!
42. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Here you have a few examples to inspire you…
43. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which competitors benefited from your recent
ranking loss in mobile for your top keywords?
serpwoo.com
44. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Have there been any Google updates in
your target markets?
serpwoo.com
45. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which sites started & stopped linking to your
competitors in the last week?
cognitiveseo.com
46. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which keywords drop made your competitors lose
organic search traffic 3 months ago?
semrush.com
47. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which has been your site crawlability improvement
in the last months?
deepcrawl.com
48. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which Of The Highest Visibility Pages Are
Canonicalized Or Redirected?
screamingfrog.com
49. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which Of Your Best-Ranked Pages & Query
Combinations Have A Low CTR Or High Bounce Rate?
urlprofiler.com
50. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which keywords are your competitors targeting
that you still don’t right now?
semrush.com
51. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
… and in mobile search?
sistrix.com
52. #searchanalytics for #searchlove by @aleyda from @orainti
Which terms and topics are your competitors
already covering that you still don’t?
onpage.org
#searchanalytics for #searchlove by @aleyda from @orainti
53. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Are your competitors already implementing app
indexing, if so how is the impact to their app traffic?
similarweb.com
54. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
What new content have your competitors
published in the last days?
buzzsumo.com
55. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Which are the current trending topics in your
industry?
buzzsumo.com
56. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
In case your tools don’t integrate alerts, you can
set your own by using ifttt or zapier
http://www.stateofdigital.com/seo-alerts-monitor/
57. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Sometimes you also need to create your own
tools to answer some questions too
internationalseomap.com
58. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
… or resources to specify the steps to take to
answer others that are more complex
whymywebtrafficdropped.com
59. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Make sure to leverage aggregators too!
urlprofiler.com
kerboo.com
60. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
There’s a beautiful search monitoring reality out there…
61. #searchanalytics for #searchlove by @aleyda from @orainti#searchanalytics for #searchlove by @aleyda from @orainti
Thank you! #SearchLove