Have you ever used an analytics package for anything else other than reporting and checking performance? You might be surprised how many easy wins and great opportunities are buried in that plethora of wonderful data if you know how to find them. In this presentation, we will show you how. Key takeaways: - Five ways to find great opportunities in analytics that you can start using today - An uplifted perspective of analytics and interpreting the data This presentation was given at eCommerce Expo in 2015 by Dave Colgate. If you would like to discuss anything covered in it or would like help with your search marketing, call Vertical Leap on 0845 123 2753 or visit www.vertical-leap.uk

1. Analytics for SEO:
Much more than just a
reporting tool

2. Who am I?
Ecommerce Expo 2015 – Dave Colgate @SEODave
Dave Colgate @SEODave
SEO Specialist at Vertical Leap
7 years in the SEO industry
Obsessed with aviation
The first public speaking I did at Vertical Leap
was in a skirt 60 minutes after having a car crash
Once dated a French girl with 6 fingers on one hand

3. Big Data
Ecommerce Expo 2015 – Dave Colgate @SEODave
As marketers we use data everyday, all day

4. It’s everywhere
Ecommerce Expo 2015 – Dave Colgate @SEODave

5. How you use it
Ecommerce Expo 2015 – Dave Colgate @SEODave

6. Numbers, numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave

7. Numbers, numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave

8. 5 Takeaways
Ecommerce Expo 2015 – Dave Colgate @SEODave
5 ways to find opportunities:
Changing the way you look at data

9. Story telling – not numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave
Don’t look at data as numbers:
Imagine it’s telling you a story

10. Metrics
Ecommerce Expo 2015 – Dave Colgate @SEODave
• Impressions – Number of times you’ve appeared in a search
• Clicks – The number of times someone has clicked your result
• Average rank – Your average position in the search results
• All found in Google Search Console

11. 1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #1
Page one rankings but no clicks

12. 1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave

13. 1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave

14. 1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave
People are making a search for which you appear, but they’re
not clicking on your result.

15. 2) Page 2 rankings
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #2
Page two average rankings

16. 2) Page 2 rankings
Ecommerce Expo 2015 – Dave Colgate @SEODave

17. 2) Page 2 rankings
Ecommerce Expo 2015 – Dave Colgate @SEODave
25k impressions looking at page 2 (can’t find it on page 1)
Dig deeper into the story – brand, themes, products

18. 3) Bottom of page 1
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #3
Bottom of page 1

19. 3) Bottom of page 1
Ecommerce Expo 2015 – Dave Colgate @SEODave

20. 3) Bottom of page 1
Ecommerce Expo 2015 – Dave Colgate @SEODave
What phrases (brand and non-brand) are lingering at
the bottom of page one?

21. 4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #4
Internal site search

22. 4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave

23. 4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave

24. 4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave

25. 4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave

26. 5) No impressions
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #5
No impressions

27. 5) No impressions
Ecommerce Expo 2015 – Dave Colgate @SEODave
10,000 WEBSITES
8 MILLION PAGES
10 MILLION WORDS
30 MILLION SEARCH RESULTS

28. 5) No impressions
Ecommerce Expo 2015 – Dave Colgate @SEODave

29. Think stories not numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave
Don’t look at data as numbers:
Imagine it’s telling you a story
Why? What? Where? Who? When?

30. Thank you
Ecommerce Expo 2015 – Dave Colgate @SEODave
For more information, get in
touch on 0845 123 2753
www.vertical-leap.uk
@SEODave