actionable seo insights by kerry dean
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Actionable SEO Insights. PRESENTATION: Actionable SEO Insights - Given by Kerry Dean, @KerryDean, Cheif Traffic Officer - PMG. #SMX #33CTRANSCRIPT
![Page 1: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/1.jpg)
Ac#onable SEO Insights
![Page 2: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/2.jpg)
A BRIEF INTRODUCTION
“The name… is Dalton.”
![Page 3: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/3.jpg)
A LITTLE BIT ABOUT ME
Actually, I’m not Dalton. I’m Kerry Dean, SEO. Nice to meet me.
![Page 4: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/4.jpg)
THIS IS MY JAM!
![Page 5: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/5.jpg)
NOT TO BRAG, BUT…
![Page 6: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/6.jpg)
MY EXPERIENCE IS PRIMARILY RETAIL & TRAVEL
![Page 7: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/7.jpg)
NOW LET’S TALK ACTIONABLE SEO INSIGHTS
![Page 8: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/8.jpg)
WE USE INSIGHTS TO DIRECT OUR ACTIONS
TYPICAL SEO ACTION ITEMS
1. Op#mize tagging (meta tags, H tags, Alt tags) 2. Create content (targe#ng keywords & topics) 3. Make your site faster (reduce pageload #mes) 4. Reduce points of fric#on during checkout 5. Op#mize internal linking for crawling & ranking 6. Merchandising/Copywri#ng updates 7. Secure your site 8. Build links 9. Disavow links 10. Etc…
![Page 9: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/9.jpg)
FIRST, WE NEED TO TALK ABOUT KPI’S.
![Page 10: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/10.jpg)
IN ORDER TO UNDERSTAND HOW WE GOT HERE…
![Page 11: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/11.jpg)
WE HAVE TO GO BACK, KATE!
![Page 12: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/12.jpg)
IN THE BEGINNING…
![Page 13: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/13.jpg)
THERE WERE “HITS”
![Page 14: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/14.jpg)
AND RANKINGS.
![Page 15: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/15.jpg)
MODERN KPI’s
![Page 16: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/16.jpg)
1. Organic Visits (Sessions, New Visits, New Visitors) 2. Organic Revenue 3. Keyword Rankings
PRIMARY SEO KPI’s
![Page 17: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/17.jpg)
4. TransacDons (Orders) 5. QuanDty (Units) 6. Average Order Value 7. Conversion Rate 8. Revenue Per Visitor 9. Average Cart Size 10. Revenue per Unit Sold
ECOMMERCE KPI’s
![Page 18: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/18.jpg)
11. Total # of Keywords Driving Organic Traffic 12. Total # of Keywords Driving Organic Revenue
13. Total # of URLs Driving Organic Traffic 14. Total # of URLs Driving Organic Revenue
15. Total # of Search Engines Driving Organic Visits 16. Total # of Search Engines Driving Organic revenue
ADDITIONAL ECOMMERCE SEO KPI’s
![Page 19: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/19.jpg)
11. Total # of Keywords Driving Organic Traffic 12. Total # of Keywords Driving Organic Revenue
13. Total # of URLs Driving Organic Traffic 14. Total # of URLs Driving Organic Revenue
15. Total # of Search Engines Driving Organic Visits 16. Total # of Search Engines Driving Organic revenue
ADDITIONAL ECOMMERCE SEO KPI’s
NOT PROVIDED?! THANKS A LOT, BIN LADEN.
![Page 20: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/20.jpg)
17. Bounce Rate 18. Adjusted Bounce Rate 19. Time on Site 20. Dwell Time 21. Return Frequency 22. Scrolling 23. Pages per Session/Visit 24. Events: Form Submissions, Video Plays, etc… 25. Social: Likes/Shares/+’s/Tweets/etc…
ENGAGEMENT KPI’s
![Page 21: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/21.jpg)
26. #OF PAGES INDEXED (OVERALL) 27. SITEMAPS DATA • # OF PAGES SUBMITTED • # OF PAGES INDEXED
28. KEYWORD CTR DATA 29. KEYWORD IMPRESSION 30. KEYWORD CLICKS 31. AVERGAGE POSITION (KEYWORD RANKINGS) 32. CRAWL ERRORS 33. CRAWL STATS 34. STRUCTURED DATA (ITEMS & PAGES)
WEBMASTER TOOLS KPI’S
![Page 22: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/22.jpg)
THE 4 GROUPS OF ORGANIC SEARCH KPI’s
PRIMARY ECOMMERCE
ENAGEMENT WMT
![Page 23: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/23.jpg)
WE TYPICALLY FIND INSIGHTS IN THOSE 4 GROUPS.
![Page 24: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/24.jpg)
WE DISECT SCENARIOS TO FIND INSIGHTS.
![Page 25: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/25.jpg)
Scenario A (Ecommerce KPI’s)
On our weekly report, we noDced organic revenue is up week-‐over-‐week, but organic orders are down week-‐over-‐week.
Ques#on:
How can revenue increase when the number of orders decreased?
Answer:
This generally happens with an increase in AOV. Perhaps there was a sale on a high-‐priced item. They didn’t sell many units, but the high cost of the item drove a significant amount of revenue.
![Page 26: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/26.jpg)
Scenario B (Engagement KPI’s)
Our organic search traffic has increased by 5% month-‐over-‐month, but our bounce rate has increased 25% during the same Dme period.
Ques#on:
Why did our bounce rate increase by a much higher % than our organic traffic?
Answer:
We launched a content campaign that apracted a ton of visits, shares, and links. While some of those visitors went on to visit other pages on the site, the majority of the visitors only looked at one page – the page they came specifically to visit. This caused a major increase in bounce rate. [Side note: We set up ‘Adjusted Bounce Rate’ as a new KPI to measure success.]
![Page 27: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/27.jpg)
Scenario C (Using Webmaster Tools KPI’s to Diagnose Issues)
![Page 28: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/28.jpg)
Scenario C (Using Webmaster Tools KPI’s to Diagnose Issues)
Cross-‐reference ‘URL Errors’ with ‘Index Status’ data in Google WMT.
![Page 29: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/29.jpg)
THE ANSWERS & TRENDS CAN TYPICALLY BE FOUND IN THESE 4 GROUPS.
PRIMARY ECOMMERCE ENAGEMENT WMT
![Page 30: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/30.jpg)
HOWEVER, THAT IS A LIMITED VIEW.
![Page 31: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/31.jpg)
THE SEO MULTIVERSE IS BIG – AND IT’S EXPANDING!
![Page 32: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/32.jpg)
IN 2014, WE HAVE TO DRILL DEEPER.
![Page 33: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/33.jpg)
LUCKILY, YOU WORK WITH A GREAT TEAM.
![Page 34: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/34.jpg)
BUT SOMETIMES LOOKING FOR INSIGHTS CAN SEEM LIKE THIS.
![Page 35: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/35.jpg)
WE HAVE TO PUT ON OUR THINKING CAPS.
![Page 36: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/36.jpg)
“An alien intelligence has got be more advanced, and that means efficiency func#oning on mul#ple levels….and in mul#ple dimensions.”
![Page 37: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/37.jpg)
LET’S TALK ABOUT DIMENSIONS.
![Page 38: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/38.jpg)
DIMENSIONS
![Page 39: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/39.jpg)
USING DIMENSIONS FOR MOBILE SEO INSIGHTS
![Page 40: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/40.jpg)
“Mobile is coming faster than anyone
expected.”
![Page 41: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/41.jpg)
YOU ALREADY KNOW ABOUT PRIMARY DIMENSIONS.
![Page 42: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/42.jpg)
YOU SHOULD BE MONITORING THE TRENDS OF ALL MAJOR SEARCH ENGINES.
![Page 43: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/43.jpg)
USE SECONDARY DIMENSIONS TO DRILL DOWN FURTHER.
![Page 44: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/44.jpg)
NOW WE CAN SEE ORGANIC SEARCH BY ENGINE & BY MOBILE DEVICE MODEL.
![Page 45: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/45.jpg)
NOW, WE CAN LOOK AT GOOGLE SESSIONS BY MOBILE DEVICE MODEL.
![Page 46: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/46.jpg)
PLOT IPHONE & IPAD SESSIONS TO SEE HOW THEY TREND OVER TIME.
![Page 47: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/47.jpg)
PLOT THE CONVERSION RATES AND LOOK FOR INTERESTING TRENDS.
![Page 48: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/48.jpg)
1. Mobile Device Types 2. Browsers 3. Screen Resolu#ons
3 DIMENSIONS THAT HELP WITH MOBILE INSIGHTS
![Page 49: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/49.jpg)
BROWSERS!
![Page 50: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/50.jpg)
SCREEN RESOLUTIONS!
![Page 51: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/51.jpg)
OTHER INSIGHTS WITH MOBILE SEO DATA
![Page 52: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/52.jpg)
Data Trending by: o Desktop o Mobile Phone o Tablet o “Phablet”
ADDITIONAL MOBILE INSIGHTS
Blade… Laser…. and Blaser.
![Page 53: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/53.jpg)
YoY Revenue Trends
YoY Visits Trends
TYPICAL REPORTING
![Page 54: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/54.jpg)
CHANGE IT UP A LITTLE!
LOOK AT THE GROWTH TRENDS BETWEEN DESKTOP AND MOBILE. SWITCH TO A % VIEW TO SEE JUST HOW IMPORTANT MOBILE HAS BECOME.
![Page 55: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/55.jpg)
BUILD A VIEW FOR REVENUE TRENDS
COMPARE THE GROWTH IN MOBILE REVENUE OVERALL TO THE RATIO OF MOBILE REVENUE TO DESKTOP REVENUE.
![Page 56: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/56.jpg)
WHAT DOES THIS TELL US?
FOR THIS SITE, 41% OF ORGANIC TRAFFIC IS FROM MOBILE, BUT ONLY 17% OF ORGANIC REVENUE IS FROM MOBILE. THERE IS WORK TO BE DONE!
![Page 57: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/57.jpg)
BOOM. ROASTED.
![Page 58: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/58.jpg)
A QUICK NOTE ABOUT REPORTING
![Page 59: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/59.jpg)
30+ KPI’S x 3 DEVICE TYPES x 3 OPERATING SYSTEMS x 3 BROWSERS x SOME OTHER DIMENSIONS = A LOT OF REPORTS!
SO MANY REPORTS, SO MUCH TIME…RIGHT?
“Napoleon, like anyone can even know that.”
![Page 60: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/60.jpg)
SEO REPORTS ARE LIKE CATS – YOU CAN NEVER HAVE TOO MANY.
![Page 61: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/61.jpg)
WELL…UNTIL YOU BECOME THE CRAZY CAT LADY.
![Page 62: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/62.jpg)
“Informa#on is powerful. But it is how we use it that will define us.” -‐ @Avinash
![Page 63: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/63.jpg)
#SMALLDATA
LET’S GET THIS TRENDING – AGAIN!
![Page 64: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/64.jpg)
1. DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT.
2. DETERMINE WHICH KPI’s ACCURATELY MEASURE THE SUCCESS/FAILURE OF YOUR SEO CAMPAIGN.
3. DETERMINE WHICH KPI’s ARE ACTIONABLE.
THE GOALS OF REPORTING
![Page 65: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/65.jpg)
WE NEED THE DATA IN ORDER TO TELL THE STORY.
HOWEVER…
“PEOPLE WANT THE STORY. NOT THE DATA.” -‐ @kerrydean
WHAT I HAVE LEARNED
![Page 66: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/66.jpg)
INSIGHTS FROM KEYWORD RANKINGS
![Page 67: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/67.jpg)
+13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
![Page 68: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/68.jpg)
SEMRush à Organic Research à Posi#ons
![Page 69: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/69.jpg)
![Page 70: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/70.jpg)
You can download this data by month going all the way back to Jan-‐2012.
DO IT!
![Page 71: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/71.jpg)
Once you have the data, there is only one thing lew to do…
PIVOT TABLES!
![Page 72: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/72.jpg)
First, add a few new columns.
![Page 73: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/73.jpg)
What can you do with this data?
![Page 74: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/74.jpg)
1. Ranking Trends for Keywords (Posi#on Groups)
![Page 75: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/75.jpg)
2. # of Keywords Ranking for a Set of Keywords
![Page 76: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/76.jpg)
3. # of Keywords Ranking for All URLs
![Page 77: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/77.jpg)
3. (CONT…) # of Keywords Ranking for All URLs
![Page 78: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/78.jpg)
4. Keyword Tiers (Y/Y Comparisons)
![Page 79: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/79.jpg)
5. Trended Keyword Tiers
![Page 80: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/80.jpg)
6. Plot URL Ranking Data Over Actual Visits Data
![Page 81: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/81.jpg)
1. Segment groups of URLs by: o Product o Category o Sub-‐Cats o Sub-‐Domains
2. Filter each group by:
o Brand vs Non-‐Brand o Search Volume Tiers
The SEMRush Data Allows You To:
![Page 82: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/82.jpg)
INSIGHTS FROM MULTI-‐CHANNEL ATTRIBUTION
![Page 83: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/83.jpg)
ASSISTED CONVERSIONS
![Page 84: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/84.jpg)
MIND = BLOWN
This is a data goldmine for marketers. More info here.
![Page 85: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/85.jpg)
IN THE YEAR 2000…
Organic Search KPI’s will help tell the overall story.
![Page 86: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/86.jpg)
APPTIONABLE INSIGHTS
![Page 87: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/87.jpg)
LET’S TALK ABOUT APPS
![Page 88: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/88.jpg)
GOOGLE SENDING SEARCHERS TO APPS
“Today, we’re expanding it to work for English content worldwide. And we’re including 24 more apps… – Google Search Blog (Apr. 3, 2014)
![Page 89: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/89.jpg)
BING IS DOING IT, TOO!
![Page 90: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/90.jpg)
The Path for Organic Searchers is Changing
INITIAL SEARCH
OR
WEBSITE VISIT
APP VISIT
![Page 91: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/91.jpg)
You may noDce a drop in organic traffic to your website as Google and Bing begin to send more organic search to your app instead.
IF YOU HAVE AN APP…
App Launches
![Page 92: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/92.jpg)
GET YOUR APP INDEXED!
More on APP indexing & structured data from @JusDnRBriggs: hpp://www.slideshare.net/jusDnrbriggs/increasing-‐mobile-‐visibility-‐with-‐structured-‐datao
![Page 93: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/93.jpg)
SEARCH ENGINE #APPTIMIZATION
GET READY FOR THIS
![Page 94: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/94.jpg)
TYPICAL APP ENGAGEMENT METRICS
If organic search begins to drive searchers to your app, you will need to track their behavior in the app.
1. Users 2. Session Length 3. Session Interval 4. Time in App 5. AcquisiDon 6. Screen Flow 7. RetenDon 8. LifeDme Value 9. …and more!
Get ready for App KPI’s. It’s going to get fun.
![Page 95: Actionable SEO Insights By Kerry Dean](https://reader034.vdocuments.site/reader034/viewer/2022052504/5468ea3faf7959a75e8b6a5e/html5/thumbnails/95.jpg)
THE END