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SEO Reporting and Analysis - Excel Wizardry With Pivots & Slicers

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Knowing how to effectively SEO a website is one thing, but being able to at accurately attribute results of your activities is another. With Google forever increasingly holding back organic search data, it is becoming even more difficult to measure results. I will show you how to analyse some of the data sources available, and how to present it in useful and meaningful dashboards using Excel. I will run though:

Keyword Research Presentation

Efficient categorisation of keyword research and presenting it in a way clients & stakeholders will love.

Weighted Ranking Reports

Establish the true value of the rank movement for a keyword by combining search volume and a Click Through Rate (CTR) model.

Opportunity Analysis

Learn how to show the approximate value of ranking for a set of keywords and be able to effectively understand where the most opportunity lies.

Google Analytics

Export your data, and properly analyse in Excel. Easily segment your data, and see trends in your own / your client’s performance.

This presentation is aimed at giving you an overview of what’s possible, along with basic mentions of the Excel features used. There isn't a heap of time spent on each step to create these reports as that will take a lot longer than the time available.

Download the templates here:


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SEO Reporting and Analysis - Excel Wizardry With Pivots & Slicers

  1. 1. Sam Partland SEO Analysis & Reporting
  2. 2. About Me – Sam Partland • 10 years digital marketing experience • Lead generation & affiliate marketing for various niches • Covered all aspects of digital marketing for small businesses through my own business • Have worked agency side and currently in-house at REA Group as a Digital Search Manager (SEO)
  3. 3. The Presentation • Preparing your Data • Categorisation & Classification • Pivot Tables • Slicing & Filtering data • Making Everything Pretty • Estimating Traffic • Search Market Overview • Competitive Landscape • Ranking Snapshot • Opportunity Analysis • Keyword Dashboard • Weighted Rankings • Google Analytics Setup Presentation
  4. 4. Before We Begin… Sorry Mac Users! Due to technical limitations on Excel for Mac, you will be severely limited in how you can present data. You can still do most of it… it’s just takes more effort.
  5. 5. Setting Everything Up
  6. 6. Preparing Your Data • Single RAW table with all data you will compare on a separate sheet from any dashboard and report • ie, don’t have a separate table for each month or metric, use a combined table • One month / keyword per row in most cases • New column for anything you want to filter the data by
  7. 7. Categorisation & Classification Categorise and classify data in bulk to be able to filter and analyse efficiently with Excel wizardry. The Magical Formula:
  8. 8. Categorisation & Classification – The Magic 1. Find One of These 2. In Here 3. Then Put Matching Category 4. In Here Important Note: Formula looks at the ‘Find’ column from bottom up. Don’t ask why, it’s just magic.
  9. 9. Categorisation & Classification – End Result
  10. 10. Pivot Tables A pivot table primarily allows you to present your data in a digestible manner. When you update the RAW, you can ‘refresh’ your pivot table. Design once & refresh. • Easily filter • Apply styling / formats • Run formulas • Generate graphs • Much more!...
  11. 11. Slicing & Filtering Data Filtering a pivot table will let you analyse your data based on your categories. You can use a ‘slicer’ to do this most efficiently.
  12. 12. Making Everything Pretty You can use a default, or create a custom design for your pivot tables and slicers. Match your clients colours and they’ll love you! It will take time to setup, but once done you can keep re-using!
  13. 13. Estimating Traffic Using a CTR model, we can approximate the traffic value of ranking for a particular keyword. Whilst not extremely accurate, it does allow us to set a value for comparison. The Magical Formula:
  14. 14. Estimating Traffic - How 1. Find The Rank 2. In Here 3. Then Multiply Search Volume 4. By The Matching Approx. CTR
  15. 15. Analysis & Presentation
  16. 16. Search Market Overview Using categorised keyword research & search volume data, we can present a top-level market overview.
  17. 17. Search Market Overview Create separate pivot tables for the top categories, and their associated highest search volume keywords.
  18. 18. Search Market Overview After joining it together, and hiding some rows, we get an overview of the top categories, locations & keywords within a niche.
  19. 19. Competitive Landscape A competitive landscape analysis will show who the top players are in the categories of a niche. You will need top 10 (or 20) domains ranking for a keyword set, with the estimated traffic formula applied. I used SEMrush data via their API.
  20. 20. Competitive Landscape
  21. 21. Competitive Landscape Separate pivot tables for top sites per category.
  22. 22. Competitive Landscape Putting it all together we get an overview of the top players within a niche. This will really assist in setting your performance goals, as you know who ranks where.
  23. 23. Ranking Snapshot A ranking snapshot is ideal as a once off, or an initial report to show where a website stands. You will need your categorised keyword data, along with search volume and rankings.
  24. 24. Ranking Snapshot Using estimated traffic, we can show approx. strength, along with the % share of what #1 would get.
  25. 25. Ranking Snapshot And then we can split the categorised keywords and include their top ranking.
  26. 26. Ranking Snapshot This will give a performance overview, and roughly touch on how they are performing compared to how #1 would be performing.
  27. 27. Opportunity Analysis An opportunity analysis will allow you to identify key areas of interest for your client. Not within individual keywords, but overall categories. You will need your categorised keyword data, along with search volume and rankings.
  28. 28. Opportunity Analysis Split your data into graphs of the categories you want to analyse. For this, I will run with Primary, Secondary, and Location.
  29. 29. Opportunity Analysis Surely your client will throw money at you once they realise the opportunity available!
  30. 30. Keyword Dashboard Reports aren’t always the best way to present data though, and are best avoided where possible! You should be using dashboards.
  31. 31. Keyword Dashboard Through the use of Pivot Tables & Slicers, you can send a client an interactive document. Let them pull their own insights!
  32. 32. Keyword Dashboard Categorised overviews can then be expanded to the keywords within by clicking the ‘+’.
  33. 33. Keyword Dashboard The categories can also be filtered by other categories, via the slicers.
  34. 34. Keyword Dashboard By far the best way to present keyword data to a client.
  35. 35. Weighted Rankings Not all keywords are equal. An ‘average rank’ treats them like they are.
  36. 36. Weighted Rankings At a quick glance, this report is not showing anything positive.
  37. 37. Weighted Rankings The individual keyword rankings however, show that there is some positive movement. But the graph still points south! 
  38. 38. Weighted Rankings By dividing estimated traffic by search volume, we can assign a weighted market share. Since the highest volume terms still increased in rank, the overall market share movement was actually positive.
  39. 39. Weighted Rankings A great way to avoid any negative feedback / questions from a client, and have something clear & positive you can highlight.
  40. 40. Google Analytics Exporting your Google Analytics data allows you to expand upon it, analyse it, and present it how you would like to. You also don’t need to train a client on how to use GA for them to see their performance.
  41. 41. Google Analytics Create a custom report in GA, and export whatever data you would like to analyse. This month-by-month report has been split out channel. You will need to insert the Month, and the Year to analyse YoY data.
  42. 42. Google Analytics Pivot tables are inserted so that we can control the performance graphs.
  43. 43. Google Analytics Two slicers are setup to select a month (or period) for the report, and a comparison month (or period). These control pivot tables with the associated metrics.
  44. 44. Google Analytics The backend pivot tables then let us generate a simple report using the GA data. Using a slicer, you can generate channel specific reports, and create a small set of easily-updated pages for the report.
  45. 45. Google Analytics The comments are even being auto-magically generated based on whether a metric has increased or decreased. Add a personal touch to the comment, and you’ve saved yourself a bit of time each month.
  46. 46. OneDrive OneDrive allows you to present your data in an online dashboard. Don’t send your client a file, send them a link! …. Essentially small-scale Tableau on a budget.
  47. 47. OneDrive Save your data to Onedrive. There is an approx. 5MB file limit for this to work, but that will handle a lot of data still.
  48. 48. OneDrive Once saved, you will need to create a sharing link.
  49. 49. OneDrive You will now be able to share this link with anyone. Pivots & Slicers work, however there are some minor limitations.
  50. 50. Another Example – Brand vs Generic Builder Using GWT keyword data, you can categorise keywords as brand / generic and then view this split by month.
  51. 51. Keep Updated At: http://www.imforsmb.com https://twitter.com/imforsmb https://www.facebook.com/IMforSMB/ Add me on LinkedIn: https://www.linkedin.com/in/sampartland