Data Studio for SEOs - Pint-sized Marketing Meetup 2019
1. Data Studio for SEOs:
Creating Dashboards That
Inform & Persuade
Sam Marsden, SEO & Content Manager, DeepCrawl
Pint-sized Marketing - 25th April 2019
@sam_marsde
n
PintSizedMarketing
11. Giving you the framework to automate reporting.
Inspiring you with persuasive dashboards.
Showing you the time and money you can save.
This session is about...
@sam_marsden PintSizedMarketing
17. Google Data Studio will be our focus
@sam_marsden PintSizedMarketing
Free Accessible Intuitive*
*For the most part
18. As a rule of thumb...
@sam_marsden PintSizedMarketing
Any data source that can be pulled
into Google Sheets, can be visualised
in Data Studio.
19. 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
32. 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
36. Pulling GSC into dashboards (basic option)
@sam_marsden PintSizedMarketing 2
Quick and cheapest option, but limited to
Performance data only.
37. Pulling GSC into dashboards (better option)
@sam_marsden PintSizedMarketing 2
Performance PLUS sitemap metrics, crawl
errors and extensive list of dimensions.
38. Automating the process...
@sam_marsden PintSizedMarketing
Supermetrics
Auto-refresh data
and receive emails
Data Studio
Auto schedule email delivery of
dashboards
40. Top level organic trends
@sam_marsden PintSizedMarketin
g
Overview for relevant
stakeholders
YoY comparison for
top level tracking
Monthly trending
42. 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
43. Surface device & geographic distributions
@sam_marsden PintSizedMarketing
Break down
distribution of
countries Trend device
distributions
month to month
44. Long tail vs. short tail performance
@sam_marsden PintSizedMarketing
How is query length contributing to organic search
performance?
47. 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
48. Page and query performance
@sam_marsden PintSizedMarketing
Top performing
pages in search
Top performing
queries in search
49. Performance comparison - Biggest wins and
losses
@sam_marsden PintSizedMarketing
Pre-filtered tables
to show biggest
changes in
clicks,
impressions,
position and CTR.
53. Why are fraggles important?
@sam_marsden PintSizedMarketi
ng
Filter down URLs that contain
“#”Go after fraggles because they
get searchers to relevant
information faster.
54. Getting fraggles is relatively straightforward...
@sam_marsden PintSizedMarketin
g
But are you reporting on
them?
https://builtvisible.com/implementing-named-anchors-to-improve-your-serps/
59. What can it save me?
@sam_marsden PintSizedMarketi
ng
Set up time:
4 hours
Cost:
€0 with native
GDS connector
Or
€60 per month with
Supermetrics
Annual time saving:
1 hour per week
=
52 hours per year
= €988 saved
annually
60. The key benefits
@sam_marsden PintSizedMarketin
g
Don’t need to continually reconfigure
filters.
Trend performance data by month
and year (not daily).
Access organic insights faster.
65. Getting to the CrUX of the matter
@sam_marsden PintSizedMarketing 2
66. Why should you use the raw CrUX data?
@sam_marsden PintSizedMarketing
● Flexibility to manipulate how you display
CrUX data.
● Inexpensive to query and store data.
● Easier for comparing multiple domains
(competitor analysis).
67. Getting to the CrUX of the matter
@sam_marsden PintSizedMarketing
1. Write the SQL query.
2. Run the query.
3. Export the data.
4. Visualise in GDS.
68. Alternatively, for automated CRUX
dashboards...
@sam_marsden PintSizedMarketing
1. Write the SQL query.
2. Run the query.
3. Store the data.
4. Visualise in GDS.
71. Communicating the impact of optimisation
@sam_marsden PintSizedMarketing
Overlaying performance and business metrics
e.g. % fast FCP with conversion and bounce
rates.
72. What can it save me?
@sam_marsden PintSizedMarketi
ng
Set up time:
4 hours
Cost:
Minimal BigQuery
costs for
data query and
storage.
Annual time saving:
2 hour per month
=
24 hours per year
= €461 saved
annually
73. Essential reading for creating CrUX queries
@sam_marsden PintSizedMarketing
● Paul Calvano - CrUX query tutorials
● Rick Viscomi - CrUX cookbook
● Oliver Mason - Misusing the Chrome User
Experience Report
74. Watch out for the Whiteboard Friday...
@sam_marsden PintSizedMarketing
Howdy
Moz fans!
79. 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.
81. Migration monitoring - Simon Cox
@sam_marsden PintSizedMarketing
Ensuring HTTPS migrations go to plan,
blending Analytics and GSC data.
https://simoncox.com/article/using-google-
data-studio-to-review-your-http-to-https-
82. JavaScript error tracking - Tom Bennet
@sam_marsden PintSizedMarketing
https://builtvisible.com/data-studio-template-
track-javascript-errors-in-google-analytics/
Track real-world
JavaScript errors
through GTM and
GA.
83. Comparing rendering differences - Rory Truesdale
@sam_marsden PintSizedMarketing
Comparing
differences in
important
crawl metrics across
rendered and non-
rendered crawls.
https://twitter.com/RoryT11
84. Internal linking opportunities - Rory Truesdale
@sam_marsden PintSizedMarketing
https://twitter.com/RoryT11/status/110617974318187315
2
Surface opportunities for improving internal
linking within site architecture using crawl data
and GSC.
85. 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
Seriously stop it!
You have better things to do and you can move so much faster.
My personal experience of working inhouse at a startup. Time is of the essense
Dashboards need to be at the centre of our reporting, because this is how we influence perceptions and decisions...not using dry tables and figures.
Dashboards need to be at the centre of our reporting, because this is how we influence perceptions and decisions...not using dry tables and figures.
But let’s not fuck about any more. How are we going to make our dashboarding dream a reality?
The means by which you visualise data (GDS, Tableau, Domo etc.) doesn’t matter.
Key point: Breaking data out of silos and combining it together in ways that are meaningful for insights and impactful to communicate
We’ll be focusing on GDS because free, accessible and relatively intuitive.
The means by which you visualise data (GDS, Tableau, Domo etc.) doesn’t matter.
Key point: Breaking data out of silos and combining it together in ways that are meaningful for insights and impactful to communicate
We’ll be focusing on GDS because free, accessible and relatively intuitive.
The means by which you visualise data (GDS, Tableau, Domo etc.) doesn’t matter.
Key point: Breaking data out of silos and combining it together in ways that are meaningful for insights and impactful to communicate
We’ll be focusing on GDS because free, accessible and relatively intuitive.
Dashboard with improved display of Performance data.
Trending performance data on daily, weekly and monthly basis (toggle).