These slides were presented during the SEMrush webinar "Storytelling with Data". You can view the video and read the transcript here >>> https://www.semrush.com/webinars/storytelling-with-data/

1. Storytelling With Data
Data Collection, Analysis & Communication with Conductor

2. Your Conductor Speakers
Sr. Director, Professional
Services
JESSIE COHEN
Manager,Customer
Insights
JONATHAN BLOOM

3. Agenda
Why Storytelling with Data?
Data Collection
Data Analysis
Data Storytelling
01
02
03
04

4. Why Storytelling with Data?

5. Why Storytelling with Data?
W H Y D A T A S T O R Y T E L L I N G ?

6. Why Storytelling with Data?
W H Y D A T A S T O R Y T E L L I N G ?

7. Why Storytelling with Data?
Organic search is a crucial channel
that is often overlooked and
underfunded. We can combat this
by telling compelling stories that
demonstrate the value of search.
W H Y D A T A S T O R Y T E L L I N G ?

8. Data Collection

9. Preliminary
Research
Understanding the
subject matter and
keyword universe before
you dive into research
will save time later.
Preliminary
Research
D A T A C O L L E C T I O N

10. Keyword Set
Generation
Generate the initial
keyword set using tools
like Explorer, SEMrush,
Google Search Console
and paid campaigns.
D A T A C O L L E C T I O N
Keyword
Set
Generatio
n
Preliminary
Research

11. Data Cleaning
Ensure that each
keyword in the set is
high-quality and
relevant to the topic at
hand.
D A T A C O L L E C T I O N
Keyword
Set
Generatio
n
Data
Cleaning
Preliminary
Research

12. Keyword
Categorization
Bucket the data into
thematically-relevant
categories to help digest
& understand it.
D A T A C O L L E C T I O N
Keyword
Categorizatio
n
Data
Cleaning
Preliminary
Research
Keyword
Set
Generatio
n

13. Keyword
Categorization
Bucket the data into
thematically-relevant
categories to help digest
& understand it.
D A T A C O L L E C T I O N
As needed
Keyword
Categorizatio
n
Data
Cleaning
Preliminary
Research
Keyword
Set
Generatio
n

14. Data Analysis

15. What do we analyze to find an insight?
Historical Data
We look at any historical data
that we may have access to.
PPC Terms
We use CPC to determine
potential keyword value and
assess paid strategy.
Search Volume
We consider the competition
and volume for each search
term.
Search Intent
We consider the user intent
behind each search.
Competitors
We analyze all competitors that
are appearing for the set.
Localization
We modify all keywords for
localization, and assess
performance across all markets.
Branded
We make sure to analyze both
branded & non-branded terms.
Seasonality
We consider seasonality
amongst relevant keyword
categories.
D A T A A N A LY S I S

16. What do we analyze to find an insight?
PPC Terms
We use CPC to determine
potential keyword value and
assess paid strategy.
Search Volume
We consider the competition
and volume for each search
term.
Competitors
We analyze all competitors that
are appearing for the set.
Localization
We modify all keywords for
localization, and assess
performance across all markets.
Seasonality
We consider seasonality
amongst relevant keyword
categories.
D A T A A N A LY S I S

17. Storytelling with Data

18. Market share uncovers true competition
C O M P E T I T I V E A N A LY S I S
Market share allows
you to slice data in
different ways to see
hyper-specific &
emerging competitors

19. FairyGodBoss owns the “sabbatical” market
Total keywords
58
Estimated organic visits per
month
7,400
This page:
D A T A I N S I G H T S

20. FairyGodBoss owns the “sabbatical” market
Total keywords
58
Estimated organic visits per
month
7,400
This page:
D A T A I N S I G H T S
Story action items:
• Find non-direct competitors and potential partnerships

21. Ways to visualize word frequencies
Bubble or tree maps Word clouds
S E A R C H V O L U M E A N A LY S I S

22. Ways to visualize word frequencies
Bubble or tree maps Word clouds
Story action items:
• Create landing pages targeting these high-volume trip types
• Prioritize, create and optimize long-form content that provides
value to searchers
• Analyze competitors that are doing it right to learn best practices
S E A R C H V O L U M E A N A LY S I S

23. *based on average CPC for each keyword from
MARGINAL
MARKET SHARE
CONSIDERABLE
MARKET SHARE
1% 10% 30%
of searches of searches of searches
$725,345 $7,253,452 $21,760,356
T O T A L A N N U A L C O S T T O B U Y
MODERATE
MARKET SHARE
This traffic is expensive to acquire with paid
P P C A N A L Y S I S
CPC data allows you to estimate the dollar value of
different keyword sets

24. *based on average CPC for each keyword from
This traffic is expensive to acquire with paid
54% of these keywords
increased in PPC cost
since May 2018.
The average keyword
increased by an average
of $2 per click.
Business travel checklist (MSV 86)
April 2018:
$8.89
April 2019:
$22.65
INFORMATION
AL:
Business class flights to London (MSV
109)
April 2018:
$13.14
April 2019:
$17.10
TRANSACTION
AL:
P P C A N A L Y S I S

25. *based on average CPC for each keyword from
This traffic is expensive to acquire with paid
54% of these keywords
increased in PPC cost
since May 2018.
The average keyword
increased by an average
of $2 per click.
Business travel checklist (MSV 86)
April 2018:
$8.89
April 2019:
$22.65
INFORMATION
AL:
Business class flights to London (MSV
109)
April 2018:
$13.14
April 2019:
$17.10
TRANSACTION
AL:
P P C A N A L Y S I S
Story action items:
• Inform SEM/SEO budget and optimization strategy

26. Local analysis gives granular city-level insights
This chart shows how search volume breaks out locally for business travel keywords
L O C A L A N A LY S I S

27. Local analysis gives granular city-level insights
Adding in population
data, we can see that
demand reliably
scales with
population
This chart shows how search volume breaks out locally for business travel keywords
L O C A L A N A LY S I S

28. Relative demand reveals further insights
Southeastern cities
have relatively high
demand for
business travel
L O C A L A N A LY S I S

29. Relative demand reveals further insights
Southeastern cities
have relatively high
demand for
business travel
L O C A L A N A LY S I S
Story action items:
• Make sure your local SEO is in order
• Adjust local strategy across marketing mix
• Inform new business development

30. Seasonality gives texture to search data
Ski demand spikes
Beach demand
spikes
S E A S O N A L I T Y
A N A LY S I S

31. Seasonality gives texture to search data
Ski demand spikes
Beach demand
spikes
S E A S O N A L I T Y
A N A LY S I S
Story action items:
• Inform your content calendar
• Optimize campaigns across email & display advertising

32. Recommended Reading & Tools
Recommended reading:
Storytelling with Data
by Cole Knaflic
• Google Search
Console
• SEMrush
• Conductor
Searchlight
• Tableau
• MergeWords
• Online NGram
Analyzer
• KWFinder
• WordItOut
Useful Tools

33. Thank you!

34. Appendix

35. Result types provide snapshots into Google’s intent
Trends in result types over time show the importance of
optimizing for the answer box, as well as having your local listings
in order
D A T A I N S I G H T S

36. Frequently recurring words yield insights

37. Frequently recurring words reveal patterns
Parsing keyword data by contiguous sequences of
words (or n-grams) is a good way to determine
frequently searched topics
S E A R C H V O L U M E A N A LY S I S

38. TOP PLAYERS
A snapshot of the most visible sites for the
sample set (based on percentage of search
volume in positions 1-10)

39. Who is owning the market for women’s products?
Based on the percentage of search volume on page 1
80%
53%
49%
77%
48%
12%
47%
37%
9%
Direct Competitors
Resellers
Publishers
A plus-size
competitor is one
of the top rankers
– are you offering
larger sizes?

40. Who is owning the market for men’s products?
Based on the percentage of search volume on page 1
40%
83%
33%
28%
53%
23%
25%
43%
18%
Direct Competitors
Resellers
Publishers