Managing and monitoring SEO effectively is a massive challenge for enterprise businesses, not least because of the sheer scale of their websites. For this reason, we’ve invited Vodafone’s Search Product Owner, Nick Wilsdon, to enlighten us with a webinar on the topic. Nick will cover the importance of using dashboards to monitor SEO issues and uncover insights for large websites, as well as providing you with actionable next steps to help you create your own dashboards.

1. Dashboard Strategy
Presented by Nick Wilsdon
24th April 2019

2. Insert Confidentiality Level in slide footer 2 25 April 2019
Why should you listen to me?
Search Product Owner
Vodafone Group
Manages SEO programme
deployment across 22
international markets to 516m
mobile customers

3. 25 April 20193
This is the story of my
journey from Never
touched it
….to GDS is my
everything

4. 5 Challenges we face

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1. Reporting required for multiple stakeholder levels

6. Malta Spain Germany Netherlands
Greece Hungary Turkey Ireland
UK Italy Romania Czech Republic
India
Qatar
Egypt
South Africa
Australia
New Zealand
Ghana
Europe Asia Africa Oceania
Portugal Kenya
2. OpCo standardisation can be a challenge

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3. Automation is essential at scale

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4. Budget needs to be spent creatively and efficiently

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5. Analytics and data teams busier than ever

10. So what did we do?

11. Visualisation
Data
Data Pipelining

12. Insert Confidentiality Level in slide footer 12 25 April 2019
How does Google Data Studio work? HLP
Data is held in
repository, such as
Google Search
Console, GA, AA or
even CSV or Google
Sheets
GDS comes with
many pre-made
pipes to pull data in
reports, there are
native connectors
for GSC
Are reusable and
sharable
components that
provide the fields we
use in our reports.
They can be used for
access control
Reports are
constructed using
data components
from multiple
sources (data sets)

13. Your first data set - Google
Search Console (GSC)

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Why GSC first?
Free, accessible data
Poor native UI
New domain properties

15. 25 April 201915*Data from Deepcrawl.com domain
Sam Marsden – http://bit.ly/next-level-gds

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Sam Marsden – http://bit.ly/next-level-gds
*Data from Deepcrawl.com domain

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Sam Marsden – http://bit.ly/next-level-gds
*Data from Deepcrawl.com domain

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Sam Marsden – http://bit.ly/next-level-gds
*Data from Deepcrawl.com domain

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Sam Marsden – http://bit.ly/next-level-gds
*Data from Deepcrawl.com domain

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Sam Marsden – http://bit.ly/next-level-gds
*Data from Deepcrawl.com domain

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Add and blending more data sources
Data can be pulled into
GDS via 3rd party tool (no
programming required)

22. Reporting structure and
strategy

23. Clear reporting sections across each GDS report
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Control Action
Performance Planning

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Traffic
Orders
Revenue
CPA
Ambition for reporting KPIs

25. The reality of reporting KPIs
25 April 201925

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Must align with current
team reporting KPIs to
ensure report adoption

27. How do current KPIs fit into our reporting structure?
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Control Action
Performance Planning

28. Performance
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• Traffic
• Orders (incl. CPO)
• Activations
• Revenue
• Leads
• Sales
• Conversion rate (CVR)
• Campaign specific
goals (handset etc.)
What should go in these sections
Lag metrics that track performance against
targets to:
• Maximise delivery
• Shown against time, so we can assess
positive activity to commercial lead
metrics
• Aligned to commercial objectives
These sections should be for senior
stakeholders to support internal reporting
• CPA
• ROAS
• Digital TNPS
• Net Digital Satisfaction
by SEO channel
• Call savings (CARE)
• Digital channel share
of upgrades
• Digital acquisition
(UDA)

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Performance - sample
Performance
Changing our
dashboards into an
application

30. Planning
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• SEO Forecasting
• Work in progress (initiatives/RAG)
• SEO Development queue
• Key upcoming events (migrations/launches)
• Team holidays
What should go in these sections
Planning shows how the team is thinking
ahead and matching resources and activity
to meet the challenges within the program
• Forecast work
• Planned activity
These sections should be for team leaders

31. Control
25 April 201931
• Rankings
• Competitor Visibility
• Visibility (tool-driven)
• Google impressions
What should go in these sections
Metrics that require technical SEO
understanding that shouldn’t be
surfaced to senior stakeholders
• Process confirmations
• Technical checks
• Secondary lag indicators
These sections should be for
technical practitioners only

32. Action
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• Outputs from data sources,
i.e. site crawl data, site
errors, data mashups etc.
What should go in these sections
This section is a repository for actionable
data to address specific SEO challenges
• Charts containing data that can be
downloaded and worked on
• Lead metrics that are measuring progress
on resolving these outputs, i.e. reducing
number of thin content pages over time
These sections should be for technical
practitioners only

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Action – sample report

34. How will this be presented within Google Data Studio reports?
25 April 201934
Icon shows the
intention and
audience for
each report.
Action reports
are for technical
practitioners
COMPETITOR AVODAFONE SITE
http://bit.ly/
crux-report

35. Downloading data from GDS
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Allows our GDS
report to
become an
actionable
toolset

36. Taking GDS to the
next level
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37. Visualisation
Data
Data Pipelining

38. Data Storage
Visualisation
Data
Data Pipelining

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Why do we need to use data storage?
Bringing data into our data storage layer allows us to
develop a more mature, robust data management
solution. Some use cases included:
• Solving data storage restrictions of original sources,
i.e. 16 months of viewable data from GSC
• Allowing us to aggregate data from multiple sources.
Combining data to create useful visualisations and
output
• Supporting custom attribution models and funnels,
outside the scope of individual platforms or data
sources
• Building our SEO data lake
Data Storage
Visualisation
Data

40. How did we deliver on
our 5 challenges?
40 25 April 2019

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1. Reporting required for multiple stakeholder levels
Common reporting
structure is key

42. Malta Spain Germany Netherlands
Greece Hungary Turkey Ireland
UK Italy Romania Czech Republic
India
Qatar
Egypt
South Africa
Australia
New Zealand
Ghana
Europe Asia Africa Oceania
Portugal Kenya
2. OpCo standardisation can be a challenge
Delivering internal
toolset will drive
standardisation

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3. Automation is essential at scale
Process now in place to
drive automation

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4. Budget needs to be spent creatively and efficiently
Data-first approach to
SEO tools has reduced
costs & increased
capability

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5. Analytics and data teams busier than ever
Community-driven data
analysis and mashups w/
GDS cookbook

46. Where do we go next?
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47. 47
Data ecosystem between group and opco’s
Aggregated reporting
supports maturity
models and gamification

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Data pipelining and portability between teams
Sharing footfall, Cost per
store visit (CPSV),
internal search and
Google Ads data

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Advanced data processing within Google Cloud
Opportunities to use Google NL processing
on our data, to gather further insights for
our local market teams, i.e.
• Looking through keyword/phrase data sets
gathered from our internal website search
function to identify entities and assess
product interest or customer sentiment
• Might enhance insight on what content
we need to create or improve to deliver
retail intelligence, sales or support
• Tied into Google’s translation API we can
share insights across local markets. https://cloud.google.com/natural-language/

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We’ve only just begun

51. Thank You
51 25 April 2019