There are so many triggers that impact your SEO (over 200 according to Matt Cutts) and so many data points to follow at any given time. This presentation reviews some of the top data points to collect, archive and analyze week over week. The presentation follows the path of a spread sheet that was used to successfully monitor well over 15 million dollars in natural search annual revenue prior to the release of automated platforms like Conductor Searchlight.

1. SO MUCH DATA….SO LITTLE TIME
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SO MUCH DATA….SO LITTLE TIME

2. SO MUCH DATA….SO LITTLE TIMESO MUCH DATA….SO LITTLE TIME

3. 75 Data Points in 15 minutes
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Cumulative data you can collect and
archive in just 30 minutes each week.
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4. Identify Trends at a High Level
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COLLECTION IS NOT THE TIME FOR ANALYSIS!

5. 7 Primary Segments of Analytic Data
• Conversion Metrics
• Ranking Distributions
• Web Analytics
• Webmaster Tools• Webmaster Tools
• Web Based Information
• Link Analysis
• Social Strength and Brand Awareness
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According to Rand Fishkin,
“Every time you use bullet
points in a presentation you
kill a kitten”
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6. Conversion Data
11--800800--CALLSEOCALLSEO
#ProTip
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Knowing your conversion data helps you establish budget and team growth.
When the CEO asks you about the raise or fall of his favorite term, being prepared
with revenue impact will win his/her heart.

7. Ranking Data shows SEO Strategy Impact
#ProTip
Segment this data into separate categories for a
deeper level of strategic reporting. (GEO, updates …)
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The faster you identify and report on dips and spikes, the more success you will
have over time.

8. Web Analytics Data
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Segmenting out the data allows for quick
identification of traffic problems coming to your
site

9. Web Analytics Data
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#ProTip
Use advanced and custom segments to save time
each week. This also allows you to track specific
sources or directories.

10. Webmaster Tools Data
Straight from the horses mouth. Are you
acting on recommendations straight from
Google themselves?
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#ProTip
PROCESS YOUR 404 REPORT!
Lost link equity
You control the destination
Better user experience
Non aggressive tactic

11. Basic Metrics of Strength
Has there been a massive increase or
decrease in the number of pages indexed?
Could be good or bad. (Archive this)
#ProTip
Do NOT obsess with
page rank. It is a
good directional
metric on the growth
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metric on the growth
of your authority but
shifts are common
and rarely impact
rankings.
PR hyper focus is so
2007!

12. 7 Primary Segments of Analytic Data
Having more Tweets or mentions
does NOT correlate with better
#ProTip
Do not ignore +1 as it has an insane
impact on Google search results and is
very difficult to manipulate. See your
logged in usage via the (not provided data)
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does NOT correlate with better
natural search rankings. Brand
outreach does however make
your product more awesome.
“The real objective to making
a website is to make
something so awesome that
you get the links for free”
~@MattCutts

13. Domain Level Linking Data
“I wouldn't write the epitaph
for links quite yet.”
Matt Cutts
SMX Advanced 2012
#ProTip
Add additional lines to track and
Link building is a living strategy and must be approached with creativity and paranoia!
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Jim “The Ninja” Boykin
Add additional lines to track and
manage independent link
building strategies. This helps
manage the growth and
marketing cost with each tactic.

14. Follow the DELTA week over week
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15. Take a step back and breath…..
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Let the data tell the story…dig in with confidence