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November 17th, 2015
RIISE.co @RIISE
RIISE -- @RIISE
- RIISE.co
- twitter.com/RIISE
- facebook.com/RIISE
Ryan McLaughlin -- @recal1brate
- twitter.com/recal1brate
- linkedin.com/in/recal1brate
- instagram.com/recal1brate
- soundcloud.com/recal1brate
Why report via Google Sheets?
@recal1brate #StateofSearch
The goal is to take reporting
from this…
@recal1brate #StateofSearch
… to this!
@recal1brate #StateofSearch
No matter how good your work is…
if you’re not watching the right stuff
at the right time, you lose.
@recal1brate #StateofSearch
And if you’re watching the wrong metrics…
… your execution will miss the mark.
@recal1brate #StateofSearch
Benefits to Google Sheets
Custom Reporting & Tools
@recal1brate #StateofSearch
It’s not necessary to
know how to code
@recal1brate #StateofSearch
In times of internal conflict, you can
always point to the scoreboard.
@recal1brate #StateofSearch
You won’t have to walk into
meetings looking like this.
@recal1brate #StateofSearch
Good planning leads to good results.
@recal1brate #StateofSearch
@recal1brate #StateofSearch
Step 1: Install the add-on to Google Sheets
https://chrome.google.com/webstore/detail/google-analytics/fefimfimnhjjkomigakinmjileehfopp?hl=en
@recal1brate #StateofSearch
Step 2: Create new report
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
Step 3: Run reports
@recal1brate #StateofSearch
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
Change dimension to: “Date”
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
AlchemyAPI uses natural language processing
techniques to analyze your content and add
high-level semantic information.
@recal1brate #StateofSearch
AlchemyAPI Language Demo
http://www.alchemyapi.com/products/demo/alchemylanguage
@recal1brate #StateofSearch
AlchemyAPI
Language
Demo
AlchemyAPI
Language
Demo
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
=BLOCKSPRING("identify-keywords-from-url-
with-alchemyapi", "url",
"http://www.imdb.com/title/tt0070992/",
"get_top", true, "keywords_only", true)
@recal1brate #StateofSearch
=BLOCKSPRING("identify-keywords-from-url-
with-alchemyapi", "url",
"http://www.imdb.com/title/tt0070992/",
"get_top", true, "keywords_only", true)
@recal1brate #StateofSearch
=BLOCKSPRING
("identify-keywords-from-url-with-alchemyapi",
"url",
"http://www.imdb.com/title/tt0070992/",
"get_top",
true,
"keywords_only",
true)
=BLOCKSPRING
("identify-keywords-from-url-with-alchemyapi",
"url",
"http://www.imdb.com/title/tt0070992/",
"get_top",
true,
"keywords_only",
true)
-- block_id
-- key
-- data range
-- only top kw
-- only get kw
=BLOCKSPRING
("identify-keywords-from-url-with-alchemyapi",
"url",
ANY CELL,
"get_top",
true,
"keywords_only",
true)
-- block_id
-- key
-- data range
-- only top kw
-- only get kw
=BLOCKSPRING
("identify-keywords-from-url-with-alchemyapi",
"url",
A2,
"get_top",
true,
"keywords_only",
true)
-- block_id
-- key
-- data range
-- only top kw
-- only get kw
@recal1brate #StateofSearch
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
@recal1brate #StateofSearch
SEMrush.com
@recal1brate #StateofSearch
http://us.api.semrush.com/?action=report&type=
phrase_this&key=XXXXXXXX&display_limit=1&ex
port=api&export_columns=Nq&phrase=
@recal1brate #StateofSearch
http://us.api.semrush.com/
?action=report
&type=phrase_this
&key=XXXXXXXX
&display_limit=1
&export=api
&export_columns=Nq
&phrase=
@recal1brate #StateofSearch
http://us.api.semrush.com/
?action=report
&type=phrase_this
&key=XXXXXXXX
&display_limit=1
&export=api
&export_columns=Nq
&phrase=
-- action
-- report type
-- key
-- only top kw
-- search vol.
@recal1brate #StateofSearch
http://us.api.semrush.com/?action=report&type=phrase_this&key=XX
XXXXXX&display_limit=1&export=api&export_columns=Nq&phrase=
@recal1brate #StateofSearch
=importdata(“http://us.api.semrush.com/?action=report&type=phrase
_this&key=XXXXXXXX&display_limit=1&export=api&export_columns=N
q&phrase=“ & A2)
@recal1brate #StateofSearch
=importdata(“http://us.api.semrush.com/?action=report&type=phrase
_this&key=XXXXXXXX&display_limit=1&export=api&export_columns=N
q&phrase=“ & A2)
@recal1brate #StateofSearch
=query(importdata(“http://us.api.semrush.com/?action=report&type=
phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_colu
mns=Nq&phrase=“ & A2) ,"SELECT Col1 LABEL Col1 ''")
@recal1brate #StateofSearch
=query(importdata(“http://us.api.semrush.com/?action=report&type=
phrase_this&key=XXXXXXXX&display_limit=1&export=api&export_colu
mns=Nq&phrase=“ & A2) ,"SELECT Col1 LABEL Col1 ''")
@recal1brate #StateofSearch
=query(importdata(“http://us.api.semrush.com/?action=report&type=
phrase_this&key=efe27397c4a7c72769912327d8253f3c&display_limit
=1&export=api&export_columns=Nq&phrase=“ & A2) ,"SELECT Col1
LABEL Col1 ''")
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
Column A: The keyword you want to report on
@recal1brate #StateofSearch
Column B: Monthly Search Volume
=query(importdata("http://us.api.semrush.com/?
action=report&type=phrase_this&key=XXXXXXXX
&display_limit=1&export=api&export_columns=N
q&phrase=" & A2),"SELECT Col1 LABEL Col1 ''")
@recal1brate #StateofSearch
Column C: Keyword Difficulty
=query(importdata("http://us.api.semrush.com/?
action=report&type=phrase_this&key=XXXXXXXX
&display_limit=1&export=api&export_columns=C
o&phrase=" & A2),"SELECT Col1 LABEL Col1 ''")
@recal1brate #StateofSearch
Column D: Ranking
(pulling from the Blockspring report)
=vlookup(A2,'Domain Organic Search
Keywords'!A2:I109,2)
@recal1brate #StateofSearch
Column E: Ranking URL
(pulling from the Blockspring report)
=vlookup(A2,'Domain Organic Search
Keywords'!A2:I109,9)
@recal1brate #StateofSearch
Column F: Ranking URL Title
=ImportXML(E2, "//title")
@recal1brate #StateofSearch
Column G: Ranking URL H1
=ImportXML(E2, "//h1")
@recal1brate #StateofSearch
@recal1brate #StateofSearch
We have our target keyword, our ranking URL,
and nifty formulas.
Let’s evaluate the on-page elements!
@recal1brate #StateofSearch
Column H: Title includes keyword?
=if((search(A2,F2)),"Yes.")
@recal1brate #StateofSearch
Column I: H1 includes keyword?
=if((search(A2,G2)),"Yes.")
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
@recal1brate #StateofSearch
Unbiased algorithmic confirmation that your
content is targeted to your focus keywords
@recal1brate #StateofSearch
Title and H1 including keywords usually indicates
purposeful targeting.
@recal1brate #StateofSearch
So from here, we can determine
content opportunities.
@recal1brate #StateofSearch
1. We have site relevance
2. We have search volume data
3. We have keyword difficulty data
@recal1brate #StateofSearch
“local link building”
@recal1brate #StateofSearch
@recal1brate #StateofSearch
What about visual keyword analysis?
@recal1brate #StateofSearch
@recal1brate #StateofSearch
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
@recal1brate #StateofSearch
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
#StateofSearch Deck - Custom Marketing Dashboards in Google Sheets
Easy visual reporting that gets buy-in
@recal1brate #StateofSearch
What did we learn?
Data Sources
• Google Analytics Add-on
• Blockspring Queries
• Blockspring Full Reports
• API Calls
Formulas
• =importDATA
• =importXML
• =query
• =blockspring
• =vlookup
• =if((search
@recal1brate #StateofSearch
Never look at basic reporting again!
@recal1brate #StateofSearch
Thank you!
Link to Google Sheet w/ Formulas:
http://riis.es/1LkdTx1
@recal1brate #StateofSearch

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