How can you show off your work to your clients and your boss? Give them a great report showing your work. How can you tell a story with the data that shows why things are working as they are? Create a data-driven story around your report. Google Data Studio is a free tool that allows you to unlock the power of your data with interactive dashboards and reports that help make smarter business decisions. Even better, you can automate much of the work so it happens while you sleep. This session shows you how.

3. I’m here to break bad habits

4. I’m here to
break habits
You don’t have time to waste on
easily automatable tasks.

5. You don’t have time to waste on
easily automatable tasks.

6. Reporting is typically time-consuming
and doesn’t impact and influence

7. You need intuitive & automated
visualisations that inform and engage

8. Agencies: Improve client retention and
capacity to onboard new business.

9. Inhouse: Save time, demonstrate SEO
impact and get more budget.

10. Giving you the framework to automate reporting.
Inspiring you with persuasive dashboards.
Providing you with tools & resources for success.
This session is about...
@sam_marsden PintSizedMarketing

11. Automated dashboards
need to be at the
centre of our reporting.

12. This is how we
influence
perceptions and
decisions.

13. @sam_marsden SMX
What will we need to deliver
our dashboarding dream?

14. What do we need?
@sam_marsden PintSizedMarketing
Data sources
Storage
Visualisation platform
What do we need?

15. Connecting ALL of the things...
@sam_marsden PintSizedMarketing

16. Google Data Studio will be our focus
@sam_marsden PintSizedMarketing
Free Accessible Intuitive

17. @sam_marsden PintSizedMarketing
As a rule of thumb...
Any data source that can be pulled
into Google Sheets, can be visualised
in Data Studio.

18. Google Analytics - Time saving traffic reports
Search Console - Top level trends & monthly
monitoring
Speed dashboards - Visualising real user metrics
What dashboards will we look at?
@sam_marsden PintSizedMarketing

19. @sam_marsden SMX
Saving time with Analytics

25. Site performance dashboard
@sam_marsden PintSizedMarketing
Global filters
Top-level KPIs
Monthly
trending

26. Site performance dashboard
dashboard
@sam_marsden PintSizedMarketing

27. Site performance dashboard
@sam_marsden PintSizedMarketing

29. Content performance dashboard
@sam_marsden PintSizedMarketing
Monthly
comparisons
Monthly
overview

30. Content type breakdowns
@sam_marsden PintSizedMarketing
Page level
stats
Overall
performance
Content type

31. Saves unnecessary conversations & disruptions.
Encourages more interest from
management/clients, removes friction point.
Drives strategic decisions across content team.
What are the benefits?
@sam_marsden PintSizedMarketing

32. @sam_marsden SMX
Getting more out of
Google Search Console

33. Google’s placing more importance on speed...
@sam_marsden PintSizedMarketi
ng
2
GSC is improving rapidly, but the UI is limited

34. @sam_marsden PintSizedMarketing
Need to extract and re-present this data to
save time and get its full value.

35. Pulling GSC into dashboards
(basic option)
@sam_marsden PintSizedMarketing 2
Quick and cheapest option, but limited to
Performance data only.

36. Pulling GSC into dashboards
(better option)
@sam_marsden PintSizedMarketing 2
Performance PLUS sitemap metrics, crawl errors
and extensive list of dimensions.

37. Automating the process...
@sam_marsden PintSizedMarketing
Supermetrics
Auto-refresh data
and receive emails
Data Studio
Auto schedule email delivery of
dashboards

38. @sam_marsden SMX
Top level organic
trends

39. Top level organic trends
@sam_marsden PintSizedMarketing
Overview for relevant stakeholders
YoY comparison for
top level tracking
Monthly trending

40. Branded/non-branded performance
@sam_marsden PintSizedMarketing
Filtering Performance data to reveal
branded & non-branded search trends.

41. Break performance down by directory
level
@sam_marsden PintSizedMarketing
Use directory level as a dimension to reveal organic
performance for different sections of your site

42. Surface device & geographic distributions
@sam_marsden PintSizedMarketing
Break down
distribution of
countries
Trend device
distributions
month to month

43. Performance by query length
@sam_marsden PintSizedMarketing
How is query length contributing to organic search performance?

44. @sam_marsden SMX
Monthly comparison
dashboard

45. Monthly comparison dashboard
@sam_marsden PintSizedMarketing
Ideal for daily/weekly check-ins to quickly detect
changes and review overall monthly comparisons.

46. Monthly device, geo and search type
trends
dashboard
@sam_marsden PintSizedMarketing
Detect changes in
traffic from different
devices, countries or
search types
at a glance.
Clicks Impressions CTR

47. Page and query performance
@sam_marsden PintSizedMarketing
Top performing
pages in search
Top performing
queries in search

48. Performance comparison - Biggest wins and losses
@sam_marsden PintSizedMarketing
Pre-filtered tables
to show biggest
changes in
clicks, impressions,
position and CTR.

49. @sam_marsden PintSizedMarketing
Organic insights combined with:
Analytics - Engagement metrics
Log files - Crawl behaviour
Google MyBusiness - Local interactions
Google Ads - Paid activity

50. CTR curves
@sam_marsden PintSizedMarketi
ng
Bread and butter stuff, but by putting these
processes in place we will save time and
money in the long term

51. The key benefits
@sam_marsden PintSizedMarketing
Don’t need to continually reconfigure
filters.
Trend performance data by month
and year (not daily).
Access organic insights faster.

52. Find out more...
@sam_marsden PintSizedMarketing
bit.ly/
gds-gsc

53. @sam_marsden SMX
Speed dashboards
using CrUX data

54. Google’s placing more importance on speed...
@sam_marsden SMX

55. Accessing CrUX data
@sam_marsden SMX 2

56. Getting to the CrUX of the matter
@sam_marsden SMX 2

57. Why should you use the raw CrUX data?
@sam_marsden SMX
● Flexibility to manipulate how you display
CrUX data.
● Inexpensive to query and store data.
● Easier for comparing multiple domains
(competitor analysis).

58. Getting to the CrUX of the matter
@sam_marsden SMX
1. Write the SQL query.
2. Run the query.
3. Export the data.
4. Visualise in GDS.

59. Alternatively, for automated CRUX dashboards...
@sam_marsden SMX
1. Write the SQL query.
2. Run the query.
3. Store the data.
4. Visualise in GDS.

60. Essential reading for creating CrUX queries
@sam_marsden SMX
● Paul Calvano - CrUX query tutorials
● Rick Viscomi - CrUX cookbook
● Oliver Mason - Misusing the Chrome User
Experience Report

61. Getting buy-in from management & clients
@sam_marsden SMX
Competitor comparison
Revenue impact calculator

62. Informing development teams
@sam_marsden SMX
Highlight metrics causing performance issues
and poor UX to flag with developers.

63. Communicating the impact of optimisation
@sam_marsden SMX
Overlaying performance and business metrics e.g.
% fast FCP with conversion and bounce rates.

64. Check out my Whiteboard Friday...
@sam_marsden
Howdy
Moz fans!
bit.ly/
speed-wbf

65. Wrapping it
all up...

66. Identify your
reporting time sucks

67. ...focus on getting
you to the insights
as quickly as
possible

68. ...and communicate data in impactful
ways to influence the people that
matter.

69. This will allow you to:
@sam_marsden PintSizedMarketing
Improve time management and cost
effectiveness.
Get insights across many digital
properties.
Free yourself up to devote time to
other areas/learning new skills.

70. The Dashboard of dashboards - Lee Hurst
@sam_marsden PintSizedMarketing
A MONSTER dashboard cataloguing all of the
dashboards and resources worth knowing about.
bit.ly/2SIUz7S

71. Learn about automating
SEO reporting using GDS:
bit.ly/seo-automation