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SearchLove San Diego 2019 - Wil Reynolds - 10 Conversation Changing Visuals

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Whether you are e-commerce, local, B2B, B2C, PPC or SEO, this presentation will go over 10 data visualizations that have helped our team change conversations with clients, prioritize workloads, get things done faster and win.

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SearchLove San Diego 2019 - Wil Reynolds - 10 Conversation Changing Visuals

  1. 1. 5 New Ways To Visualize Your Search Data
  2. 2. ©2018 Seer Interactive • p2 Link to these slides http://bit.ly/newseoviz
  3. 3. Who has seen this?
  4. 4. Who has made a report that looks like this?
  5. 5. This,he showed this last year!
  6. 6. I saw this on YouTube
  7. 7. ©2018 Seer Interactive • p7 Pay attention!!!! How did this get started?
  8. 8. Was never good at this
  9. 9. Or this
  10. 10. ©2018 Seer Interactive • p10 I suck … at regex I suck … at formulas I REALLY suck … at nested formulas
  11. 11. Ever tried to edit this?
  12. 12. ©2018 Seer Interactive • p13 Step back, what am I trying to achieve?
  13. 13. ©2018 Seer Interactive • p14 Own Excel or Get Insights
  14. 14. ©2018 Seer Interactive • p15 Excel was slow 30 steps to get output
  15. 15. Then I met Power Bi
  16. 16. Just Type WhatYou Want
  17. 17. Excel formulas used to make these slides
  18. 18. Major Motivators
  19. 19. ©2018 Seer Interactive • p25 Spent more time Googling Excel Formulas Than Getting Answers
  20. 20. ©2018 Seer Interactive • p26 Couldn’t get cross team integration
  21. 21. SEO Report
  22. 22. PPC Report
  23. 23. 3rd Party Report
  24. 24. Unique Insights!SEO PPC 3rd Party
  25. 25. 101 Unique keys
  26. 26. ©2018 Seer Interactive • p32 Data Set 1 (Salesforce) Lifetime Value Repeat Purchases Service Lines Engaged City, State Division Account Team Referral Source Revenue Keyword
  27. 27. ©2018 Seer Interactive • p33 Data Set 1 (Salesforce) Lifetime Value Repeat Purchases Service Lines Engaged City, State Division Account Team Referral Source Revenue Keyword Data Set 2 (PPC+SEO) Cost Clicks Conversions Keyword Ranking URL Domain Snippet Search Term
  28. 28. ©2018 Seer Interactive • p34 Data Set 1 (Salesforce) Lifetime Value Repeat Purchases Service Lines Engaged City, State Division Account Team Referral Source Revenue Keyword Data Set 2 (PPC+SEO) Cost Clicks Conversions Keyword Ranking URL Domain Snippet Search Term
  29. 29. ©2018 Seer Interactive • p35 Someday some tool will integrate all my data…
  30. 30. Big Data Promise
  31. 31. Magic Never Happened
  32. 32. ©2018 Seer Interactive • p38 Tool providers – login to our front end and…
  33. 33. NO THANKS!!
  34. 34. ©2018 Seer Interactive • p40 Front ends suck because: Product Roadmaps Every idea you have is like…
  35. 35. Really what they are saying is
  36. 36. ©2018 Seer Interactive • p42 22 Year Problem
  37. 37. Launched 1995
  38. 38. Launched 1997
  39. 39. 22 years silo’ed data
  40. 40. Which competitors are in the top 20 for keywords that convert
  41. 41. What converting keywords am I bidding on that I don’t rank for?
  42. 42. How does [Amazon] ranking in the #1 spot impact MY CTR in PPC?
  43. 43. Just Getting Started
  44. 44. Sales force PPC SEO LTV of SEO
  45. 45. Sales force PPC SEO Utilization + PPC Budget
  46. 46. Client starts to ask better questions
  47. 47. Team Answers In Real Time
  48. 48. You don’t have your KW data side by side?
  49. 49. Start with a CLASSIC
  50. 50. Which Highly Converting PPC Search Terms Are Ranking Poorly In Organic?
  51. 51. Which competitors beat us on converting KWs?
  52. 52. ©2018 Seer Interactive • p65 Analyze 70,493 competitors
  53. 53. ©2018 Seer Interactive • p71 I said 5 NEW ways those 2 are old!
  54. 54. Local
  55. 55. ©2018 Seer Interactive • p73 Different rankings in different zip codes (Healthcare, Banking, Education)
  56. 56. What zip codes Or cities am I not ranking well in for highly converting keywords
  57. 57. ©2018 Seer Interactive • p78 How might you alter your strategy?
  58. 58. Client asks Mail Drops TV Outdoor
  59. 59. Client asks Could you Use my Billboard Latitude & Longitude?
  60. 60. I can alter my offline spend to zip codes where I don’t show up in map packs!
  61. 61. ©2018 Seer Interactive • p82 Lay in Billboards
  62. 62. Ecommerce
  63. 63. PLA PPC
  64. 64. Amazon
  65. 65. Where’s Amazon ranking in the Top 5 where it’s Not my store for Converting KWs?
  66. 66. PLA SEO AMZN BOOOM!
  67. 67. Amazon Effect???
  68. 68. If Amazon Ranks organically how does that impact my Paid CTR?
  69. 69. When Amazon Drops to X organically,how does my CTR in paid move?
  70. 70. ©2018 Seer Interactive • p101 YOU CAN DO THIS FOR ANY COMPETITOR in ANY INDUSTRY!
  71. 71. Landing Page Mismatch
  72. 72. Ad Final URL Organic Ranking URL Landing Pg Disconnects
  73. 73. Different Intents
  74. 74. Adjectives Impact Content Fit
  75. 75. 0 mentions of durable or synonyms of durable
  76. 76. Separate by Motivation
  77. 77. PPC SEO 3rd Party BOOOM!
  78. 78. ©2018 Seer Interactive • p120 Hospital Client 200k Competing Domains
  79. 79. Banking Example
  80. 80. Get Your Brain Going On The Possibilities
  81. 81. Unique keys & CSVs

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