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

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

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

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 Goals
2. Define Metrics
3. Define Tools & Resources
4. Define Monitoring Standards
5. Implement
6. Review
7. 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?
Define Metrics

How Much Data
Is Enough Data?
How Much Data
Is Too Much Data?
Define Metrics

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

Crawl Health
Indexation
Server Health
User Experience
Standard Metrics
Social Reach
Brand Mentions
Online Reputation

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

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

Basic Metrics vs. Advanced Metrics
Basic Data

Advanced Data

Granular Data

Define Tools & Resources

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?

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

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

Implement
Determine what needs to be done to activate each
analytics and monitoring account

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

Implement
QA test the implementation!

Implement
Understand 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.

Review
Is 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 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!

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

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