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Analytics for SEO:Much more than just a
reporting tool
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 Leapwas in a skirt 60 minutes after having a car crash
Once dated a French girl with 6 fingers on one hand
Big Data
Ecommerce Expo 2015 – Dave Colgate @SEODave
As marketers we use data everyday, all day
It’s everywhere
Ecommerce Expo 2015 – Dave Colgate @SEODave
How you use it
Ecommerce Expo 2015 – Dave Colgate @SEODave
Numbers, numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave
Numbers, numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave
5 Takeaways
Ecommerce Expo 2015 – Dave Colgate @SEODave
5 ways to find opportunities:
Changing the way you look at data
Story telling – not numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave
Don’t look at data as numbers:
Imagine it’s telling you a story
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
1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #1
Page one rankings but no clicks
1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave
1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave
1) Page 1 – No clicks
Ecommerce Expo 2015 – Dave Colgate @SEODave
People are making a search for which you appear, but they’renot clicking on your result.
2) Page 2 rankings
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #2
Page two average rankings
2) Page 2 rankings
Ecommerce Expo 2015 – Dave Colgate @SEODave
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
3) Bottom of page 1
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #3
Bottom of page 1
3) Bottom of page 1
Ecommerce Expo 2015 – Dave Colgate @SEODave
3) Bottom of page 1
Ecommerce Expo 2015 – Dave Colgate @SEODave
What phrases (brand and non-brand) are lingering atthe bottom of page one?
4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #4
Internal site search
4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave
4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave
4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave
4) Site search
Ecommerce Expo 2015 – Dave Colgate @SEODave
5) No impressions
Ecommerce Expo 2015 – Dave Colgate @SEODave
Takeaway #5
No impressions
5) No impressions
Ecommerce Expo 2015 – Dave Colgate @SEODave
10,000 WEBSITES8 MILLION PAGES
10 MILLION WORDS30 MILLION SEARCH RESULTS
5) No impressions
Ecommerce Expo 2015 – Dave Colgate @SEODave
Think stories not numbers
Ecommerce Expo 2015 – Dave Colgate @SEODave
Don’t look at data as numbers:
Imagine it’s telling you a storyWhy? What? Where? Who? When?
Thank you
Ecommerce Expo 2015 – Dave Colgate @SEODave
For more information, get in touch on 0845 123
2753www.vertical-leap.uk
@SEODave
