Combining SEO Data to Make Smarter Marketing Decisions — Whiteboard Friday

And nan 2 large things that we get, nan 2 azygous biggest reasons to subordinate your information together, number 1 is priority. It's going to alteration nan bid that you do things. Whatever you mightiness beryllium doing, you person a constricted magnitude of time. That's often nan biggest constraint successful resourcing immoderate of these things. And joining your information sources together is going to alteration nan priority, truthful alteration nan bid that you return these decisions.

Secondly, combined metrics. There are conscionable immoderate things that cannot beryllium done unless you subordinate 2 things together.

So let's do privilege first because this is nan large one.

Canonicals

Firstly, we're going to return things disconnected successful nan canonicals. Suppose that we person immoderate canonical problems crossed our website. Let's opportunity we tally a large e-commerce tract and we person immoderate canonical problems connected our class pages, connected our merchandise pages.

How do we determine nan privilege successful which they should beryllium solved? We tin raise them arsenic individual tickets. We surely shouldn't raise them each astatine 1 go.

How do we conception them up? The easiest reply for galore method problems is traffic, is to subordinate it pinch your postulation data. By joining successful with, for example, either nan integrated sessions aliases nan conversion information that you're going to get from analytics, you tin instantly weight these. You can't needfully weight really apt Google is to hole your canonical, but because you don't cognize that, weighting by nan postulation that those pages and templates person is going to beryllium a beautiful bully measurement to get immoderate prioritization information into nan tickets that you're making.

So that's nan first one. We subordinate our method things, and we subordinate it pinch immoderate root of postulation successful bid to get immoderate prioritization.

Picking your content

The 2nd 1 is astir apt 1 that group are astir communal with, which is erstwhile you're sitting there, and you're penning content, you request to prime which contented portion you're going to spell do next, and often nan measurement we do that is we subordinate pinch third-party metrics. We spell and join, and we get things for illustration Search Volume, and we get things for illustration Difficulty that you'd find successful Moz. That benignant of worldly you're going to propulsion into here, and it's going to thief you prioritize.

But you tin besides propulsion successful different parts erstwhile you're sitting location and going through. You tin rather easy propulsion successful rank where, for example, you could spot what do nan featured snippets look like; what do nan hunt features that look connected those peculiar keywords look like, and that mightiness origin you to alteration your privilege for what you're going for.

You could propulsion successful AdWords, and that's going to, again, springiness you different different consciousness of, essentially, if your business is spending a immense magnitude of money connected a keyword, you mightiness beryllium much apt to constitute immoderate contented for it.

Technical problems

Hopping connected to a 3rd example, suppose you've sewage different method problem. This time, we've sewage a dropdown connected our website, a connection dropdown, and we're reasonably definite from crawling nan website that it's creating an infinite loop surface pinch an infinite number of pages.

But really important is this? Obviously, an infinite number of pages sounds very bad, and we'd surely slap it a large aged A successful a tech audit.

But if we joined pinch different portion of data, for example, logs, we tin spot what Google is really doing. And astatine that point, we mightiness observe that yes, this is an contiguous problem. Google has already recovered and crawled and is presently crawling a batch of these pages.

Or we mightiness conscionable observe that no, actually, it's really not visited immoderate of them astatine all, and this is simply a problem, but it's possibly not a problem we person to lick correct now. We've sewage a spot of a window. It doesn't request to spell into this sprint aliases nan adjacent contiguous one.

As you tin see, each of these things alteration bid arsenic we adhd successful these different information sources.

Removing pages

Let's velocity done a mates of different ones here. So, suppose we're removing pages from our website. We're trying to determine which pages should beryllium removed.

Again, we subordinate backmost pinch analytics, but we don't conscionable propulsion successful integrated sessions, for example, because if you're trying to determine which pages to remove, that's benignant of nan loaded spot erstwhile it comes to stripping down and thinning retired a website. Remove could mean nary index. It could mean 404. It could mean redirect to different page.

Whether aliases not and really you should behave to those things partially matters to integrated traffic, but besides each postulation matters. I've perfectly seen group go, "Yes, this page should beryllium 404'ed because it gets nary integrated sessions." It doesn't get immoderate integrated sessions, but nan email squad keeps sending postulation to it, truthful they perfectly shouldn't 404 it. It should beryllium nary scale aliases nan equivalent.

By joining successful aggregate different metrics that you're going to get from 1 source, it's going to, again, springiness you immoderate penetration into nan prioritization of it and really quickly you should spell astir doing it.

Ranking fluctuations

Take connected 1 successful nan middle. The large point that you get pinch Google Search Console (Search Console) is you get each of your keywords. The large point that you get pinch rank is you get a acold richer SERP exemplary than you would get conscionable from Search Console, which gives america a very reduced SERP model.

However, you person to salary for rank data, and you don't person to salary for Search Console data. This typically intends astir group way a subset of their ranks, and they track, they person each of their keyword information aliases arsenic overmuch arsenic Search Console will springiness you complete successful Search Console.

Where this falls down is erstwhile you're trying to look astatine things, possibly you're looking into your Search Console, and you're going, "Okay, great, I cognize that we mislaid traffic, but I don't rather cognize why, and I'm struggling to unpick really rank is being put done successful Search Console."

If we've joined successful pinch our rank search information here, we're instantly going to get each that accusation astir nan SERP feature, for example, that are popping up. And because each of those are conscionable people rolled up into rank and Search Console, it's ace illuminating to person joined your rank search information pinch your Search Console data.

And you're not going to person tracked each of them, but you're going to person tracked a typical sample. And you tin say, "Okay, possibly each of this full conception of nan merchandise has gone down, but we tin spot astatine slightest connected 100 of those examples." That is because Google has gone and changed nan merchandise snippet layout arsenic it did comparatively precocious successful nan US, and that has caused this different 1 to happen.

Paid vs. organic

On to our last illustration here, joining together your AdWords pinch Search Console tin besides beryllium ace valuable, and joining your AdWords and your Search Console and your rank, these are each things that play successful nan keyword world, but they springiness you different bits of data.

So again, your rank gives america that rich | SERP data, and we tin get acold amended things and things we tin usage to exemplary click-through complaint better. We could get rank, but we could besides get pixel height.

And past we've sewage AdWords, which tells america really overmuch our business is spending. At a really basal level, we tin conscionable go, "Okay, great, we don't rank very good for this keyword, but we are spending a ton of money connected it. So let's spell refocus our effort. Let's person a small sit-down pinch nan squad and effort to activity retired really we tin bump those keywords up." Again, it's changing our prioritization.

But we tin moreover do much beyond that. Once we person each that data, we tin commencement to alteration this successful different ways. We tin say, "Okay, great, we've sewage AdWords information and we've sewage our Search Console data. We tin find nan quality wherever we're performing very good organically." But possibly we're still spending a ton of AdWords money and go, "Okay, tin we little nan magnitude of ads that we're putting location and alternatively walk that advertisement money conscionable location other connected different keywords wherever we don't organically rank arsenic good because we'll astir apt prime up much of that than we will comparative to different keywords?"

So that's priority.