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Building Large-Scale Automated Reports with a Small-Scale Budget - SMX Munich 2019

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Search marketers lose too much time to reporting; whether that is monthly, weekly or daily - our stakeholders want more data, in less time, with greater frequency. If we are not careful, we can easily lose over a days worth of time (and some of our sanity!) to reporting. This session works to change that. We focus on Google Data Studio, a free reporting and visualization tool, but all lessons can be applied to whichever platform you use for your company or clients. We explore how advanced reporting features and affordable third-party plugins can revolutionize our PPC, SEO and SEM reporting. We will be including free templates that you can take away and implement at your company, a bunch of features most people don't know exist, and ways to think more creatively about data collection and visualization. Don't miss this session, if you want to build better reports in less time with a small budget.

Veröffentlicht in: Marketing

Building Large-Scale Automated Reports with a Small-Scale Budget - SMX Munich 2019

  1. 1. Building Large-scale Automated Reports with a Small Scale Budget Sam Marsden, SEO & Content Manager, DeepCrawl SMX Munich 2019 @sam_marsden SMX
  2. 2. I’m here to break bad habits
  3. 3. I’m here to break habits You don’t have time to waste on easily automatable tasks.
  4. 4. You don’t have time to waste on easily automatable tasks.
  5. 5. Reporting is typically time-consuming and doesn’t impact and influence
  6. 6. You need intuitive & automated visualisations that inform and engage
  7. 7. Agencies: Improve client retention and capacity to onboard new business.
  8. 8. Inhouse: Save time, demonstrate SEO impact and get more budget.
  9. 9. I’m an inhouse SEO, but see challenges of working with enterprise clients
  10. 10. Streamline as much as possible!
  11. 11. Extracting additional value from the data we have available.
  12. 12. Execute! Execute! Execute! Source: https://gameofthrones.fandom.com/wiki/Execution_of_Eddard_Stark
  13. 13. Giving you the framework to automate reporting. Inspiring you with persuasive dashboards. Showing you the time and money you can save. This session is about... @sam_marsden SMX
  14. 14. Automated dashboards need to be at the centre of our reporting.
  15. 15. This is how we influence perceptions and decisions.
  16. 16. @sam_marsden SMX What will we need to deliver our dashboarding dream?
  17. 17. What do we need? @sam_marsden SMX Data sources Storage Visualisation platform
  18. 18. Connecting ALL of the things @sam_marsden SMX
  19. 19. Google Data Studio will be our focus @sam_marsden SMX Free Accessible Intuitive* *For the most part
  20. 20. As a rule of thumb... @sam_marsden SMX Any data source that can be pulled into Google Sheets, can be visualised in Data Studio.
  21. 21. Search Console - Top level trends & monthly monitoring Speed dashboards - Visualising CrUX data Automating crawl reporting - Using Zapier What dashboards will we look at? @sam_marsden SMX
  22. 22. @sam_marsden SMX Getting more out of Google Search Console
  23. 23. Google’s placing more importance on speed... @sam_marsden SMX 2 GSC is improving rapidly, but the UI is limited
  24. 24. @sam_marsden SMX Need to extract and re-present this data to save time and get its full value.
  25. 25. Pulling GSC into dashboards (basic option) @sam_marsden SMX 2 Quick and cheapest option, but limited to Performance data only.
  26. 26. Pulling GSC into dashboards (better option) @sam_marsden SMX 2 Performance PLUS sitemap metrics, crawl errors and extensive list of dimensions.
  27. 27. Automating the process... @sam_marsden SMX Supermetrics Auto-refresh data and receive emails Data Studio Auto schedule email delivery of dashboards
  28. 28. @sam_marsden SMX Top level organic trends
  29. 29. Top level organic trends @sam_marsden SMX Overview for relevant stakeholders YoY comparison for top level tracking Monthly trending
  30. 30. Branded/non-branded performance @sam_marsden SMX Filtering Performance data to reveal branded & non-branded search trends.
  31. 31. Break performance down by directory level @sam_marsden SMX Use directory level as a dimension to reveal organic performance for different sections of your site
  32. 32. Surface device & geographic distributions @sam_marsden SMX Break down distribution of countries Trend device distributions month to month
  33. 33. Long tail vs. short tail performance @sam_marsden SMX How is query length contributing to organic search performance?
  34. 34. @sam_marsden SMX Monthly comparison dashboard
  35. 35. Monthly comparison dashboard @sam_marsden SMX Ideal for daily/weekly check-ins to quickly detect changes and review overall monthly comparisons.
  36. 36. Monthly device, geo and search type trends dashboard @sam_marsden SMX Detect changes in traffic from different devices, countries or search types at a glance. Clicks Impressions CTR
  37. 37. Page and query performance @sam_marsden SMX Top performing pages in search Top performing queries in search
  38. 38. Performance comparison - Biggest wins and losses @sam_marsden SMX Pre-filtered tables to show biggest changes in clicks, impressions, position and CTR.
  39. 39. @sam_marsden SMX Let’s talk about fraggles...
  40. 40. CTR curves @sam_marsden SMX Not these ones...
  41. 41. These fraggles... @sam_marsden SMX Jump link to section of page
  42. 42. Why are fraggles important? @sam_marsden SMX Filter down URLs that contain “#” Go after fraggles because they get searchers to relevant information faster.
  43. 43. Getting fraggles is relatively straightforward... @sam_marsden SMX But are you reporting on them? https://builtvisible.com/implementing-named-anchors-to-improve-your-serps/
  44. 44. Fraggle performance @sam_marsden SMX Filter down GSC Performance data to URLs containing “#” to show fraggle performance.
  45. 45. Top performing queries and pages with fraggles @sam_marsden SMX See which pages and queries are showing jump to links in search.
  46. 46. Organic blending opportunities @sam_marsden SMX Organic insights combined with: Analytics - Engagement metrics Log files - Crawl behaviour Google MyBusiness - Local interactions Google Ads - Paid activity
  47. 47. CTR curves @sam_marsden SMX Bread and butter stuff, but by putting these processes in place we will save time and money in the long term
  48. 48. What can it save me? @sam_marsden SMX Set up time: 4 hours Cost: €0 with native GDS connector Or €60 per month with Supermetrics Annual time saving: 1 hour per week = 52 hours per year
  49. 49. Let’s do the maths... @sam_marsden SMX Average SEO salary in Germany Average working week Average hourly rate
  50. 50. What can it save me? @sam_marsden SMX Set up time: 4 hours Cost: €0 with native GDS connector Or €60 per month with Supermetrics Annual time saving: 1 hour per week = 52 hours per year = €960 saved annually
  51. 51. The key benefits @sam_marsden SMX Don’t need to continually reconfigure filters. Trend performance data by month and year (not daily). Access organic insights faster.
  52. 52. @sam_marsden SMX Speed dashboards using CrUX data
  53. 53. Google’s placing more importance on speed... @sam_marsden SMX
  54. 54. Accessing CrUX data @sam_marsden SMX 2
  55. 55. Getting to the CrUX of the matter @sam_marsden SMX 2
  56. 56. Why should you use the raw CrUX data? @sam_marsden SMX ● Flexibility to manipulate how you display CrUX data. ● Inexpensive to query and store data. ● Easier for comparing multiple domains (competitor analysis).
  57. 57. Getting to the CrUX of the matter @sam_marsden SMX 1. Write the SQL query. 2. Run the query. 3. Export the data. 4. Visualise in GDS.
  58. 58. Alternatively, for automated CRUX dashboards... @sam_marsden SMX 1. Write the SQL query. 2. Run the query. 3. Store the data. 4. Visualise in GDS.
  59. 59. Essential reading for creating CrUX queries @sam_marsden SMX ● Paul Calvano - CrUX query tutorials ● Rick Viscomi - CrUX cookbook ● Oliver Mason - Misusing the Chrome User Experience Report
  60. 60. Getting buy-in from management & clients @sam_marsden SMX Competitor comparison Revenue impact calculator
  61. 61. Informing development teams @sam_marsden SMX Highlight metrics causing performance issues and poor UX to flag with developers.
  62. 62. Communicating the impact of optimisation @sam_marsden SMX Overlaying performance and business metrics e.g. % fast FCP with conversion and bounce rates.
  63. 63. What can it save me? @sam_marsden SMX Set up time: 4 hours Cost: Minimal BigQuery costs for data query and storage. Annual time saving: 2 hour per month = 24 hours per year = €443 saved annually
  64. 64. @sam_marsden SMX Streamline monthly reporting
  65. 65. SMX
  66. 66. @sam_marsden SMX Calendar triggers a crawl in DeepCrawl
  67. 67. @sam_marsden SMX Crawl sends Slack and Sheets update
  68. 68. @sam_marsden SMX Sheets updates Data Studio
  69. 69. @sam_marsden SMX Export PDF & send to clients
  70. 70. @sam_marsden SMX Report automation workflow
  71. 71. What can it save me? @sam_marsden SMX Set up time: 2 hours Cost: Cost of tools you probably have access to already. Annual time saving: 1 hour per week = 52 hours per year = €960 saved annually
  72. 72. @sam_marsden SMX Notable Data Studio resources
  73. 73. Migration monitoring - Simon Cox @sam_marsden SMX Ensuring HTTPS migrations go to plan, blending Analytics and GSC data. https://simoncox.com/article/using-google-data -studio-to-review-your-http-to-https-migration
  74. 74. JavaScript error tracking - Tom Bennet @sam_marsden SMX https://builtvisible.com/data-studio-template- track-javascript-errors-in-google-analytics/ Track real-world JavaScript errors through GTM and GA.
  75. 75. Comparing rendering differences - Rory Truesdale @sam_marsden SMX Comparing differences in important crawl metrics across rendered and non-rendered crawls. https://twitter.com/RoryT11
  76. 76. Internal linking opportunities - Rory Truesdale @sam_marsden SMX https://twitter.com/RoryT11/status/110617974318187315 2 Surface opportunities for improving internal linking within site architecture using crawl data and GSC.
  77. 77. The Dashboard of dashboards - Lee Hurst @sam_marsden SMX A MONSTER dashboard cataloguing all of the dashboards and resources worth knowing about. bit.ly/2SIUz7S
  78. 78. Wrapping it all up...
  79. 79. Identify your reporting time sucks
  80. 80. ...focus on getting you to the insights as quickly as possible
  81. 81. ...and communicate data in impactful ways to influence the people that matter.
  82. 82. This will allow you to: @sam_marsden SMX Improve time management and cost effectiveness. Get organic insights across many digital properties. Free yourself up to devote time to other areas/learning new skills.
  83. 83. Learn about automating SEO reporting using GDS: bit.ly/seo-automation
  84. 84. THANK YOUANY QUESTIONS? Sam Marsden SEO & Content Manager @sam_marsden SMX