1. The document discusses visualizing search data to make SEO more actionable by changing how data is presented. 2. It emphasizes using visualization to find actionable insights, providing analysis rather than just reporting, and asking "the 3 what's" to define problems and solutions. 3. Various techniques for visualizing and mapping keywords, links, consumer journeys, and other data are presented to evolve how people view SEO beyond traditional reports.

1. VISUALIZING
SEARCH
DATA
Making SEO More Actionable By
Changing How We Look At It
@RyanJones

2. RYAN JONES
Manager – SEO & Analytics – SapientNitro
2006 Time Person of the Year
Founder – WTFSEO.com
@RyanJones
Linkedin.com/in/jonesy
@RyanJones
Owdy.co/ryanjones
www.RyanMJones.com

3. I WORK WITH BIGCLIENTS
@RyanJones

4. 3 TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the problem and
solution.
@RyanJones

5. If I had an hour to solve
a problem, I’d spend 55
minutes thinking about
the problem and 5
minutes thinking about
solutions.
@RyanJones

6. WHAT IS THEPARETOPRINCIPLE?
@RyanJones

7. HOW DO WE MAKE THE BIG LEAP?
Find the 20% that will
deliver 80%
@RyanJones

8. Use 3 whats to eliminate vanity metrics and focus on what matters.
Value of visualizing is in filtering data to get to the actionable items
DATAOVERLOAD?
ELIMINATE
80%
OF
THE
DATA
@RyanJones

9. @RyanJones

10. Reporting: Analysis:
It’s 4th down. The ball is on the 36
yard line.
“It’s 4th and inches from
the 36. Our RB is averaging 2.3
YPC and our kicker’s range is
40 yards.
We should go for it.”
Evolve From
Reporting
To Analysis
@RyanJones

11. THE3 “WHATS” OF
ACTIONABLE ANALYSIS
What Is It?
What Does It Mean?
What Should We Do About It?
@RyanJones

12. @RyanJones
STRATEGY: GO TO DETROIT
TACTICS:
BOAT - BRIDGE– TUNNEL -PLANE

13. SEARCH IS FOCUSED ON
DELIVERING THE RIGHT
CUSTOMER TO THE RIGHT
CONTENT AT THE RIGHT TIME
IN THEIR CONSUMER
JOURNEY
@RyanJones

14. @RyanJones
HOW WELOOK AT THINGS
MAKESA DIFFERENCE

15. @RyanJones
HOW DO WEWANT OUR DATA
TO BE PERCIEVED?

16. VISUALIZE TO MAKE CLEAR
@RyanJones

17. THECONSUMER JOURNEY
Usedtolooklikethis Nowlookslikethis
@RyanJones

18. HOW MOSTPEOPLE VIEWTHE CONSUMER
JOURNEY
@RyanJones

19. @RyanJones
LET’S EVOLVE…

20. HOW WEVIEW THE CONSUMERJOURNEY
@RyanJones

21. DIAGNOSING
THE CONSUMER
JOURNEY
Lots of Paid Search Cannibalization
going on here.
There isn’t any social overlap
Source:
Google Analytics
Conversions Paths
@RyanJones

22. ANOTHER METHOD: SEQUENCESUNBURST
@RyanJones

23. ANOTHER METHOD: SEQUENCESUNBURST
@RyanJones

24. AND SITE STRUCTURE

25. MAPPING
LINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source: Majestic & Gephi
@RyanJones

26. INTERNAL
LINKING
AUTHORITY
Instantly Find Canonical Issues
Source: Google Fusion Tables & site crawl
@RyanJones

27. REPORTS
SEO IS MORE THAN

28. TRADITIONAL,BORING WAY
@RyanJones

29. 0
5
10
15
20
25
30
35
40
45
50
0 10 20 30 40 50 60
NumberofRanking
URLs
Avg Rank of Keyword
Ranking Keywords
Duplicate Content
@RyanJones

30. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0 200000 400000 600000 800000 1000000 1200000 1400000
Clicks
Impressions
Impressions vs Clicks
Pages
Unicorns
(High Clicks, Low
Impressions)
Ideal Zone
(High impressions, High Clicks)
Normal Zone
Opportunity
(High Impressions, Low Clicks)
@RyanJones

32. ONLYSEOS SHOULD SEE THIS
@RyanJones

33. SOME PEOPLE CALL THIS DATAVIZ
@RyanJones

34. KEYWORD OPPORTUNITY MAPS
VOLUME AND COMPETITION
@RyanJones

35. KEYWORD
TOPOGRAPHY
Search Volumes
+
Competition
+
Social Volumes
=
Actionable Content Strategy
@RyanJones

36. KEYWORD TOPOGRAPHY INTERACTIVE
@RyanJones

37. KEYWORDSMAPPEDTO PAGES
@RyanJones

38. GAP
ANALYSIS
@RyanJones

39. FIGURE OUT YOUR ACTUAL COMPETITORS
@RyanJones

40. @RyanJones

41. KEYWORD
OVERLAP &
OPPORTUNITY
We can use fusion tables to look at
paid & natural keywords too!
@RyanJones

42. MEASURINGIMPACT
@RyanJones

43. CALENDARS WORK WELL FOR DAILY TRENDS
@RyanJones

44. STATISTICAL
CHANGE
IMPACT
ANALYSIS
1, 4, 9 & 20 day impact
Source:
Moz algorithm change
list and site analytics
@RyanJones

45. TOOLS
1. Alchemy API
2. RAW: raw.densitydesign.org
3. Gephi – link analysis
4. Our way: Custom tools – more flexible.
@RyanJones

46. We Miss You Dana
Please Donate:
www.DanasFund.org
@RyanJones

47. @RyanJones
Linkedin.com/in/Jonesy
You’re not using this
Owdy.co/RyanJones
@RyanJones
rjones@sapient.com
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