gaining insights from combined seo data

@brightedge #share16

Eric Baudais - SEO Campaign AnalystPennWell

Gaining Insights from Combined Data



eCommerce Analyst – Optimized product pages for search & A/B testing of website elements.

SEO Specialist – Managed transition from CQ4 to CQ5 increasing search.– Optimized event websites, Power group websites and Fire group websites.

SEO Campaign Analyst – Created SEO report for content optimization.– Grew paid search campaign to $400k direct revenue.– Advises content producers on best ways to increase search visibility.

About Eric

Content Optimization and Digital Integration

@Dargus



Over 100 search engine signals

Want to see the most important signals.

Holistic view at both page and keyword level.

How do we align search signals to business metrics?


@Dargus



Data Cube can download 10,000 keywords from any website. Has limitations

Get keyword data from BrightEdge


@Dargus



Page URL is most common factor between most data sets

Link data (page url matching) MOZ Opensiteexplorer SEO Majestic AHREFS

Google Search Console (keyword to keyword matching)

Business Analytics (page url matching)

Adobe Analytics Google Analytics

Add more data to the mix and normalize


@Dargus

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Upload spreadsheets to PowerBI Establish connections between the data sets

Use PowerBI to easily combine data


@Dargus

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Combine all fields in to one data report.

Filter and create smaller reports from the larger data set.

Add all fields to data report in PowerBI

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Filter and add calculated fields to report similar to Pivot Tables.

Refine the report to gain knowledge about searchers.

Find actionable insights hidden in the data.

Produce reports with only data you want to see

companyLogo Content Optimization and Digital Integration

@Dargus

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Share findings of your data to key decision makers. Agree on plan of action based on data. Follow-up to ensure action is taken.

Distribute data and create action within company


@Dargus



Need to look at the right data together. Focused data is better than blurry data. Data + Action = Success

Key Takeaways


@Dargus


Thank you!See you at the next #Share

companyLogo Content Optimization and Digital Integration

@Dargus

gaining insights from combined seo data

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