Event: SEJ Summit Chicago 2015 Presenter: Ryan Jones of SapientNitro Description: An oft-cited business paradigm, the Pareto Principle, states "roughly 80% of the effects come from 20% of the causes". Ryan shows us how to find your 20% using analytics and data visualization techniques, and then maximize what works and minimize what doesn't.

2. Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

3. #SEJSummit
#Searchmetrics
@RyanJones

4. 3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the problem and
solution.
#SEJSummit
#Searchmetrics
@RyanJones

5. If I had an hour to solve
a problem, I’d spend 55
minutes thinking about
the problem and 5
minutes thinking about
solutions.

6. WHAT IS PARETOPRINCIPLE?
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#Searchmetrics
@RyanJones

7. HOW DO WE FIND THEEFFECTIVE
MINIMAL DOSE?
What’s the 20% I Should
Focus On?
#SEJSummit
#Searchmetrics
@RyanJones

8. Reporting: Actionable Analysis:
Down: 4
Ball Location : 36 yd line
“It’s 4th and inches from
the 36. Our RB is averaging 2.3
YPC and our kicker’s range is
42 yards.”
Evolve From
Reporting To
Analytics
#SEJSummit
#Searchmetrics
@RyanJones

9. THE3 “WHATS” OF ANALYTICS
What Is It?
What Does It Mean?
What Should We Do About It?
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#Searchmetrics
@RyanJones

10. Note: this is actually
my Detroit team. They
have no idea I took
this photo.
HOW?
Actionable AnalyticsinAction
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#Searchmetrics
@RyanJones

12. THE CONSUMER JOURNEY
Usedtolooklikethis Nowlookslikethis
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@RyanJones

13. MEASURING
THE
CONSUMER
JOURNEY
Source:
Google Analytics
Conversions Paths
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#Searchmetrics
@RyanJones

14. ANOTHER
EXAMPLE
There’s some Paid Search
Cannibalization going on here.
There also may be some tagging
issues with “direct.”
Social clearly isn’t driving to the site.
#SEJSummit
#Searchmetrics
@RyanJones

16. INTERNAL
LINKING
AUTHORITY
Instantly Find Canonical Issues
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#Searchmetrics
@RyanJones

17. VISUALIZING
LINKS
Canonical Issues
Duplicate Home Page
Orphaned Sections
Source:
Gephi
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#Searchmetrics
@RyanJones

18. TAKE A
CLOSER
LOOK
These aren’t bacterium, these are
orphan pages on the site with lots of
links.
#SEJSummit
#Searchmetrics
@RyanJones

20. 0
5
10
15
20
25
30
35
40
45
50
0 10 20 30 40 50 60
NumberofRanking
URLs
Avg Rank of Keyword
Ranking Keywords
Duplicate Content
#SEJSummit
#Searchmetrics
@RyanJones

21. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0 200000 400000 600000 800000 1000000 1200000 1400000
Clicks
Impressions
Impressions vs Clicks
Pages
Unicorns
(High Clicks, Low
Impressions)
Ideal Zone
(High impressions, High Clicks)
Normal Zone
Opportunity
(High Impressions, Low Clicks)
#SEJSummit
#Searchmetrics
@RyanJones

23. LESSBORING &LESSINSIGHTFULWAY
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@RyanJones

24. KEYWORDSMAPPEDTO PAGES
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@RyanJones

25. OPPORTUNITY
COMPETITOR
GAP
ANALYSIS
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#Searchmetrics
@RyanJones

26. KEYWORD
OVERLAP &
OPPORTUNITY
These aren’t bacterium, these are
orphan pages on the site with lots of
links.
#SEJSummit
#Searchmetrics
@RyanJones

27. KEYWORDOPPORTUNITYMAPS
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#Searchmetrics
@RyanJones

28. KEYWORD
TOPOGRAPHY
Search Volumes
+
Social Volumes
=
Actionable Content Strategy
#SEJSummit
#Searchmetrics
@RyanJones

29. DID THE ALGORITHM HITME?
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@RyanJones

30. STATISTICAL
ALGORITHM
IMPACT
ANALYSIS
1, 4, 9 & 20 day impact
Source:
Moz algorithm change
list and site analytics
#SEJSummit
#Searchmetrics
@RyanJones

31. 3TAKEAWAYS
1. Visualize to find actionable insights
2. Provide Analysis, Not Reporting
3. Use the “3 what’s” to define the problem and
solution.
#SEJSummit
#Searchmetrics
@RyanJones

32. @RyanJones
in/jonesy
#SEJSummit
#Searchmetrics
@RyanJones