Unlocking growth opportunities with search analytics

#searchanalytics for #searchlove by @aleyda from @oraintiHELLO #SEARCHLOVE #searchanalytics for #searchlove by @aleyda from @orainti... Or here with your indexed pages?#searchanalytics f

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#searchanalytics for #searchlove by @aleyda from @orainti

Unlocking Growth Opportunities with

Search Analytics

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… from the Search Specialist

Perspective.

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HELLO #SEARCHLOVE

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I’m Aleyda Solis

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Raise your hand if you agree:

“You can't improve what you don't measure…”

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What do you continuously measure in your SEO

processes?

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Rankings?

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Links?

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Content performance?

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Visibility?

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Traffic?

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Conversions?

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vs your competitors?

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The KPIs & Goals in your dashboard?

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You got what matters to inform & summarize about

your process results to your clients or bosses!

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They’re simple, informative & goal driven, perfect to

show to clients & bosses…

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But do they allow you to make decisions to improve,

refine and expand your actions as a specialist?

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Can you try to answer the following questions

with them?

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Why your impressions have increased, the positions

are the same but the average CTR is down?

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What’s making your main competitor to grow in

search visibility at a faster pace than you?

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What happened here with your organic search

traffic?

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Or here with your indexed pages?

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Exactly! You can’t.

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Exactly! You can’t.

Can’t correlate

with current optimization status,

actions, industry activity & updates

Can’t segment, filter, give context to data

to identify potential

causes

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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

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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.

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Here’s how you can establish your growth and

action oriented search analytics framework

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Competition behavior &

activity

Technical Optimization Status & Actions

Content Optimization Status & Actions

Websites vs Competitors

List the different phases & areas of

your SEO process

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Competition behavior &

activity

Technical Optimization Status & Actions

Content Optimization Status & Actions

Websites vs Competitors

Remember to include

both internal &

external areas

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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)?

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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

Medium

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Question

Technical Optimization

Content Optimization

Etc

Do the same with every stage of the process!

Importance

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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

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… and the segmentation, filters & grouping you’ll

need to apply to give context & answer

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

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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.

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… as well as the non-functional requirements  

(or desired qualities) for the tool (& data)

PRICE

REPORTING

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Create a matrix summarizing the previous criteria

that will allow to easily assess, select & map the tools

to the stages, questions, data and characteristics

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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

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Start by assessing your current tools and continue with

the ones listed here based on your own questions

themarketertoolbox.com

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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!

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Here you have a few examples to inspire you…

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Which competitors benefited from your recent

ranking loss in mobile for your top keywords?

serpwoo.com

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Have there been any Google updates in

your target markets?

serpwoo.com

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Which sites started & stopped linking to your

competitors in the last week?

cognitiveseo.com

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Which keywords drop made your competitors lose

organic search traffic 3 months ago?

semrush.com

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Which has been your site crawlability improvement

in the last months?

deepcrawl.com

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Which Of The Highest Visibility Pages Are

Canonicalized Or Redirected?

screamingfrog.com

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Which Of Your Best-Ranked Pages & Query Combinations Have A Low CTR Or High Bounce Rate?

urlprofiler.com

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Which keywords are your competitors targeting

that you still don’t right now?

semrush.com

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… and in mobile search?

sistrix.com

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Which terms and topics are your competitors

already covering that you still don’t?

onpage.org

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Are your competitors already implementing app indexing, if so how is the impact to their app traffic?

similarweb.com

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What new content have your competitors

published in the last days?

buzzsumo.com

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Which are the current trending topics in your

industry?

buzzsumo.com

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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/

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Sometimes you also need to create your own  

tools to answer some questions too

internationalseomap.com

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… or resources to specify the steps to take to

answer others that are more complex

whymywebtrafficdropped.com

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Make sure to leverage aggregators too!

urlprofiler.com

kerboo.com

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There’s a beautiful search monitoring reality out there…

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Thank you! #SearchLove

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