Big data is all around us, but if we keep using excel, we're going to get stuck this presentation is a primer for digital marketers on what is possible when you join PPC, Analytics, SEO, & more data together.

1. Bigger Data Requires New
Tools

2. Got the right ones?

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Example

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55,000KW * Top 20
file, 1.1 million rows
w/ 12 columns
132,000,000
One column is URL & must be cleaned

6. New way to
look at your
old data.

8. Speed to insight
70k competitors

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I now want to marry my paid data to GSC,
rankings, competitor ranking, link data,
analytics, Hotjar, CRM, Census?

10. Will not
leave you
hanging
1 Goal

11. Will not
leave you
hanging

12. bit.ly/learnpowerbi

13. Admit, old way was crap!

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Embarrassing
to talk about how we used to do it

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Cannot imagine going
back to the old way,
disservice to our clients

16. Kati

17. Wil You Speak on Huge Stages
& I’m telling you, you are wrong!
Ethan

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Don’t expect to do
what I am showing
you tomorrow.

19. 1 year
in the
making

20. Let’s Go!
Let’s f’ing GO!

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Keyword
research
Goals: How to evaluate 5k–15 million KWS
Revenue vs search volume
Focus your client

22. Old way

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“What KWs do you want to
rank for?”
Find words in a tool
Group ‘em
Sort by search volume

24. New way
1 month

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“Let me show you what’s
already making you
money, but ranking
poorly!”

29. DIG IN!

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4990 “check” keywords,
too much to process!

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If those bubbles don’t
drop, lost focus, didn’t
execute!

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15 minutes
214 keywords
$33,200 spend
385 conversions
Under-optimized

38. Ready
for the
next one?

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Competitor
analysis
Goals: How do we stack up?
Who is easy to beat, quick wins?
Who is tough, long-term?

40. Old way

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Who are your
competitors?
Drop 5-10 in a tool

42. New way
2-3 months

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Analyze 70,493
competitors

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Who are Moz’s
competitors?

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What about…

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There’s one problem with using
PPC data…

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Moz last year was making huge
improvements to their link tool,
but they didn’t want to spend $$
until the new tool was ready.

53. Ready
for the
next one?

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Long tail
Goals: How long is it?

55. Old way

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Find a best practice article, send to client

59. New way
5 months

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Cut your data into groups,
and to show clients how
long the long tail is
getting.

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Look at unbranded

67. Ready
for the
next one?

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How much
content do I
need?

69. Old way

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30 keywords
5 KWs/pg
6 pages?

72. New way
5 months

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So now when I hear
X KWs/pg…

76. I’m like

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Let’s dissect a domain…
Who should we pick?

81. Always sort by conv!

84. NEXT UP
DING
Pickup next!

88. Gobbling
up
rankings

89. For KWs
I KNOW
convert!

90. Ready
for the
next one?

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Optimize my
brand
rankings?
Goals: Pick up easy wins

92. Old way

94. New way
1 month

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Take paid data for all
derivatives of your brand,
run rankings on them…

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SIDEBAR,
When all your data is together, you hypothesize
more and much faster…

102. NOT?!Why
Check f***ing boxes!!

104. Ready
for the
next one?

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Which snippets
matter?
Goal: Target snippets that impact conversions

106. Old way

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There is no OLD WAY!

108. New way
5-6 months

113. New
feature
time!!!

116. Ready
for the
next one?

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Trust but VERIFY
Goal: Check Tool Accuracy

118. Old way

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Trust the data

120. New way
2 months

126. ALL
ABOARD!

130. Disrupted!
6 year RUN!

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Using GSC, local, technical, ranking factors by
industry/client

139. Ready
for the
next one?

140. Let’s Go!
The End / Beginning?

141. Why not
keep
this to
myself?

142. Thank you! Kati, Christina,
Jordan, Lisa, Audrey, Tracy,
Kim & many more!!