Welcome again, today I'm going to talk about a different topic- it's about
measurements. In general, we prefer to talk about measurement in the final part of the
conference because you will be learning so much about SEO.
The last point will be measuring success. It's a bit early but I hope
you will like it. Today I'm going to talk about creating an insane SEO
dashboard in 10 steps. Let me
introduce myself first, I'm the founder of Zeo which is the
formerly SEOzeo, it's a consultancy company which is based in Istanbul and we also have an
office in Ankara. We helped out many clients and well-known brands, like
Hepsiburada, Yemeksepeti and Markafoni and we are proud of it. I am also
working as a judge in the US and European Search Awards with Judith, as well as being
a part of Zeocracy our unique management style company. Also
I'm a SEO strategist and these are the brands we work together with- so I think
that's enough about me. Most people are saying that online
marketing isn't very hard and that it's easy. Yes, it might be,
online marketing was easy. Because when I started SEO
in 2007, we only had a few metrics, so we were looking
for new visits, the backlinks we earned and
this kind of stuff. After seeing that the green bar was
increasing, we realized that we made it and we beat the
situation. But it was easy in 2007 and the game is changing so fast.
There were KPI positions,
clicks, organic traffic and that's all. But online
marketing and SEO is changing in 2016. We have a lot of KPI's and maybe
you can find our blog post about it, but don't rush because
today I'm going to talk about 30 different online marketing SEO KPI's.
There are many KPI's that I want to talk about, but I don't want to
bore you so I have some satisfying gifts to help you engage in my
presentation. I can't help myself but watch this, and you will probably
only watch it about 5 times minimum. We are just focusing on analytics,
and similar metrics, like people's business page views, how many people
convert by coming from organic channels, average cart value of an organic
channel, a bounce rate and engagement metrics. The search intelligence
part is a bit different so you might need to use different tools. Most
of them are paid tools, but we are mainly using SEO monitor for keyword rankings,
difficulty and opportunity. You might consider knowing 'how
much of the PPC budget we save after increasing SEO rankings'. This is
another case to just calculate return on investment of SEO. The CTR of SERP
the impressions, these kind of metrics metrics and etc. There are
also web level metrics, there are mainly backlinks and social signals
which we are approaching in a different way. I will also continue
to talk about it, but if we look at them all, there are 30
different metrics and it's really hard to focus on all of them. The early
days of focusing on just three metrics have gone, so we need to
focus to today's SEO. I'm going to talk about something like this, but if
you only need to follow all these metrics you will need to work like crazy.
It's not only working hard, but it's also just a typical day for digital
marketers, we are just surfing on the Google analytics page. If you are
using Omniture, web track or something else, it's just a
typical day of digital marketing. I know that it's not
really funny because we are also always waiting and it
decreases our productivity in many ways. We are constantly waiting for the
loading bar and if you are working on websites which have more than 1 million in
traffic in a day, you will be facing this more and more. Some of my clients aren't
even using Google Analytics because of the high delays -they are using
the premium version of Google Analytics. After working that much
it's possible to be burned out and these results might not be good.
It can destroy our words, so we need to learn about dashboard to eliminate
wasting our time in Google Analytics, the search intelligence tools,
web level metrics and lots of other things. We just need to see
all the metrics in the same page and analyze all the metrics together.
There are mainly three different ways of creating your own dashboard and the first
one is the most well known. It is excel dashboard, because it's easy to make and
if you are able to connect the API, then it can go real time.
After that just refresh the data each minute- it's all possible. If you have
talented developers or are outsourcing a software company, we have 35Lab,
standalone apps is also a great choice for you.
But the excel dashboard has some disadvantages- they are not
portable and not mobile friendly. If you send one XL dashboard to your
client and their excel version is only one point different than any
other version, then it probably won't work. It's nice because you
don't need to live from your favorite tool but it also has some disadvantages.
If you are interested in excel dashboards and SEOzone, 14 speakers,
Annie Cushing has an amazing course. You might consider having this
dashboard, be bought it and now we have it at our agency and we really love it. I strongly
recommend it. Here are other ways of creating standard labs. In the
Turkish market, I can't say that we are always working with the best
developers, we are pretty unlucky in finding our correct
partners. If you have a great software team, you can also create your
standalone app to track all the digital marketing metrics. But if you don't have that,
you can follow Upwork. There are few talented people on
there, so you need to be very picky.
There are also very experience people on the Google Analytics dashboard creation, so
you can get information from there. Cloud software is
the easiest one to use, because you are just connecting your Google Analytics
account, your Google search console account and then all the data is gathered together.
The small disadvantage is that you need to pay monthly, but the
software is a service tool and not that expensive, so you might be willing
to pay. There are two different options, click folio and kaifee. My
main option is Click Folio because it's easy to use- I will
continue to talk about KlipfOlio and will get our hands dirty with a
small workshop. Click Folder is an amazing tool, I'm not
the marketing manager or an affiliate. Because there isn't any URL
maybe you must be URL by sharing in SlideShare.
You are coming from the blackhat background so we can expect it, I'm just kidding,
Klipfolio is amazing tool, I'm not getting any commission, but they even had
a Rand Fishkin dashboard in here, so they are getting inspiration from Rand's
Whiteboard Friday videos, then creating a dashboard. I will just
keep it because I hate to taking the easy way- reading the manuals
and focusing on what you really need is the best
option. Let's do things manually- building a custom klip
button is not very entertaining but I hope you'll like it.
In these 10 steps, I will use different data points. The first one is Google Analytics
and if you are talking about SEO, the search console and the
search analytics, it is mandatory. I will also mention it. SEO
monitor is not only the main sponsor but we have also been using them for two years,
they're amazing. We will use their API, some SEMrush API,
Search Metrics API, Moz API and some Google adverse data. There is a great
software which has just been published by
Mihai- he is also here. There is a great article in Moz about it and we
will be using it. Also SEO tool boxes, which is a bit old but is
still working. After that we will push all the data into Klipfolio.
Inside we have all the API keys of these tools, that's why I'm very
confident in talking about them. You might consider to skip some of them.
Let's continue one by one. The first one is Google Analytics. We
spend too much time in Google Analytics and KlipfOlio has also considered this problem,
so they responded with 'okay, we have a solution for Google Analytics.'
It's not only the standalone solution but
they have also imported some KPI's for you. You can just click on here and say
'show my blog subscribers in real time, my conversion funnel or the
organic traffic I get from the landing page performance of organic searches'-they are
all ready to use. You can also click 'create your own'- but there are lots of other
opportunities in there. The scroll pages are very long, so you might consider
adding some of them. I have created a sample for you and in
here you will see that there is some audience metrics of the Digitalzone website-
I love transparency. As you can see in here, you can just filter the data
according to your needs, not like Google Analytics where you need to pick the
start date and the end date. It's just easier to use- the last seven days, 30
days, 65 days, it completely depends on you.
You can then connect your Google analytics and see your speed
performance. You can also see your adverse keyword performance and lots of other things.
Even for the organic perspective there are great metrics to
find. So I strongly recommend using KlipfOlio and I
will share my dashboard at the end of this presentation. The second part is
connecting your Google Search console data. There is a great
amount of data behind Search Analytics and I think it's one
of the most underrated SEO tools in the world- you just need to focus more.
Klipfolio also has Google Search console integration- and you can
see something different in there. I think in SearchLove last year,
Larry Kim had a great speech about Rank Brain, he mainly focused on
increasing CTRs of search console pages and said that the well performing pages are called
unicorn whilst the less performing pages are called donkeys. You need to optimize donkeys
to survive from Google's algorithms and mainly Brain Rank, so saying brain rank
is much cooler. That's why most of the people says Brain Rank
instead of Google algorithms. After importing your data, you will see a
great chart like this. KlipfOlio automatically aggregates your click to
rate ratios from all the keywords you have. It then says 'in the
third position of your keywords, you will get 25% of click to rate' so
according to the average it automatically goes into your account.
It then complains that 'You are not listing in third
position home tech tablet but the CTR needs to be 40% but your
CTR is 7%'. There is only a 37% gap between
these numbers and it means that your page is not looking so sexy, so you
need to optimize your page to be much more attention grabbing. By using this
data you can increase your CTR rates in search console which will really help you.
It also helps you show search positioning and promote opportunities.
You just need to ask Klip Folder to 'show me my keywords in the
position between 11 to 15'. This means that they are in the second page, but only
in the top part of second page. If you just make a small optimization on
this page, you can jump onto the first page and get a much better CTR, which
would be beneficial for you. There is just two metrics that you can use in
KlipfOlio, but it's not enough for us. As 2016 marketers, we need
to be more techy and geeky and we need to learn about
API's. Like I said,
I'm a dropout student of Bilkent- my department was in computer science
but I couldn't manage to complete it because I was starting SEO Zeo.
I can understand only a bit of API language, but I'm sure that you can
understand it all. When I first took my attention
to API, it was like the language of aliens. It will be a bit tough in the beginning,
but you will get used to it. If you don't know the
meaning of API, it means the languages of computer programs. They
are talking between each other by using this language, which means API.
If you are able to use API, then you can connect to different services.
Google is disclosing that 'here is my search console API and here is how my
tool is speaking'. If you are using these tools, and you can
talk with my tool, then you can also get my data into your tool.
It's a great opportunity. If you're able to use this search console API, then
you are able to reach more limits than an ordinary user gets when it comes
to fetching data. In KlipfOlio there is a great feature
called Klip Editor where you can get the data from the API's. In
here you can see the query URL- it's the URL which has been disclosed by
Google and Google says 'if you say to this URL , just show SEO ZEO
search analytics query for starting days of 10th October- 15th October, I want
to see the pages and the role limit is 2050, which means that I want to get 2050
best performing pages on SERP.' After taking an answer from
Google, KlipfOlio helps you
put them into tables. You can use line chart pictures etc…
just put it in the table. After them putting it all in the table, you
can also create indicators. By using these indicators, you can easily
say that if the position is greater than 5, put it in red, and if it's
less than 5, put it in green. You can also colorize
your data and make it easier to understand. By using
this data you can import it to your your dashboard and the data will
updated in only one minute. You can also specify according to the
preferences in the tool, so it's great. If you're able to do it, you
will really like it, just learn how to use API's. You might consider
researching about GSON. After understanding that, I'm sure
you will be able to connect API's. The other step is connecting the SEO monitor,
SEO Monitor is a great tool which helps us in search intelligence, we can get
our organic traffic keyword positions, keyword opportunities and lots of
data. In here I'm opening SEO Monitor API documentation, and I am noticing
that there are some responses which have been returned back to me.
I will say that site ID, which is a unique ID of any project in SEO monitor-
date start and end, which brings me back to the data. I also just
customized the data requests from Klip Editor and typed in my query,
start date, the end and my authorization code, which is blurred.
It also helps you get your own data. In this case, I just need to fetch my
brand and non brand ratio by its exact numbers. It's my own
dashboard to continue and track this data.
You can fetch all your keyword rankings, just change 'keyword data' in
the URL and you will get something like this, which is from one of
our clients. You can even create some dashboards by using SEO
monitors data- it's valid, they have API
documentation, you will read it, retrieve it and post the data from KlipfOlio again.
In this case it's not returning in GSON, it's returning in
CSV. Then I can get the data and create a dashboard, it's
really easy to use. You can also continue using API's, but I won't
continue talking about it because it's a bit techy and boring for some
people. I will continue to talk about opportunities of KlipfOlio and there
is also a deep integration of search metrics in here. If you are using
search metrics, you have some credits of API. I'm not sure about the essential
package, but the sweet packages are included. Entering here you
can see the estimated search value, which means that if I bring
this traffic to my website using adverse, how much money do I need to pay Google?
Paying to Google is a great metric to sell to your clients, because
we are doing SEO for most of our clients and the return on investment
calculation of SEO is really tough. So you can use these metrics and even
even list your winning keywords, it really helps.
After spending five minutes in Klipfolio, I created a dashboard
like this. I made research for Tureng , which shows the Seo Visibility,
the competitor situation, the winning givers of Tureng and
their competitors. You can get all of this data in real time, just set it up once
and you will get the data every time you log into KlipfOlio.
You can also get data from most of the API's. they have native integration.
In native integration you can get the backlinks. These API's are
mainly Moz-scape API's, which is the link index of Moz. By selecting
your metrics in here, you can create something like this.
I'm looking at my current numbers in green and my competitors are listed
in the table below. It also helps you a lot, it's not only a SEO but
also Adwords. You can use Adwords data for SEO purposes to
understand which keywords convert better than any other keywords.
We are doing this for many of our clients in the keyword research process.
Connecting PPC and SEO is crucial for big Companies. Google Adwords
have a deep integration, you can add the campaign
performance click-through rate, specific keywords and
converting keywords. It really helps you to understand that
in this season people are just buying t-shirts. It then converts
'white t-shirt' keywords in my website and you will see the data
dynamically. There is just one snapshot,
but if you are able to log into KlipfOlio, you will get the updated data
each time, so it's a really good option. If you are an SEO like me and
your main expertise is not PPC, please consider using PPC data. I skipped this
data for many years but after seeing the real benefits of PPC data,
it sticks. For the eighth step I will talk
about the search analytics for sheets. As I said, Mihai is here.
He just published a great article in Moz and in the blog he also launched
a new keyword research tool. This keyword research tool will help you to
get your search console data and search analytics data,
it's like this, creating a sidebar in your website. In your Google sheets and
in your default, you can only fetch 1000 data, but by using API's you can get up to
5000 data, which means a lot for big clients. As you can see, I just wrote
'show me the queries, breakdown by page and date'. You can see how
many clicks I got on October 17 by SEO zone keyword, which is 10 clicks. I am able to see
every detail like this. I can also change the metrics and request the data
to refresh, so it automatically updates my Google. How can I use
this in Google to create a dashboard in KlipfOlio? It's easy and
a great opportunity- these guys are also connected with
google drive and if you're able to connect your search console data
spreadsheet which is supported by Mihai's tool, you can also import this data
into your dashboards. If you are just backing up your data by using these
google sheets, it will help you a lot. The last part is
using Seer Interactive SEO tool box. In here it helps us to
fetch data from different data points, as you can see it's a bit of an old tool.
But you can understand it by seeing that SEOmoz is written,
which is Moz now for three years. But it's still working in some perspectives, if
you are able to get data from different services into Google sheets,
you can still import it into your dashboard. Finally, in KlipfOlio
all your data comes together in the one warehouse, then you are able to analyze the data.
It's the best part of this kind of work, you can do lots of things in klip editor, you can
create indicators and specify your properties. There are lots of
different views and components, like pie charts, line charts
and even retention charts for different purposes.
This indicator feature is amazing. You can also use the
branding option, it's not the best way, but you can use the white label
service and say that it's my own dashboard to your class,
which is also another prestigious part of it. Once you create your final data,
you will have a dashboard like this. You will see all the data you need for one
website. In our agency we started to migrate all the client data
into this project, so our consultants can easily see the big picture. If there
is a traffic drop, it might be because of the Page Speed problem.
You can't see the page speed problem when you visit the website,
but keep in mind that maybe the traffic drop or the
organic visit drop comes from the weak performance made on the web or mobile site.
It really helps, you can connect many sites and have different
dashboard so it's easy to share. You can also show your talents to
your clients, so you need to get the benefits of these dashboards.
I have many dashboards right now, so I really want to share this with you,
but it's not ready yet. I hope to disclose it this week, so if you're
able to just drop me a line yigit@zeo.org, I'm really friendly and
reply most of the time. Drop me a line and I will let you know
when I'm ready to share my dashboards for you. That's my presentation and
thank you for listening, if you have any questions I will be happy to answer.
I'm sorry because I really forgot to bring some chocolates, Judith can
can I borrow some from you? I have 15, so you get 5 questions. If you
don't want to give three chocolate for each question, I can take your chocolates.
I have 10 chocolates and I am offering five chocolates for one question.
It's the rule of economy. So you created
these dashboards for all of your projects for your consultants to look at,
do you ever use klipfolio or anything like that to create dashboards for your
clients to look at or is that too dangerous to let them look at it directly?
Sharing client data with KlipfOlio? Sharing with the client, so
you create a dashboard that they can look at.
There are two ways to share your dashboards in KlipfOlio, the first
one is public sharing, it's free but if you want to share your data in a private
environment, you can also protect it by using a password. You are completely right,
imagine if we are working with the largest e-commerce brand in Turkey
and the old data is only disclosing one URL, if somebody is able
to find this URL and can get the entire data, in our agency we prefer to use KlipfOlio
in our own name, reports.zeo.org. You can
reach these dashboards by just entering your own password and your data will be
private. They had many investors
before so it's a big company and it might even drop, so its
possible. I think that it's safe.
You get your five chocolates. If you don't ask any questions, I will ask
questions to myself to get these 5 chocolates.
Will you get any commission from KlipfOlio? No.
Thank you so much for listening me, we will take a longer coffee break. I
hope you enjoyed. Last reminder, if you want to ask any questions to the
speakers and are a bit shy to ask, you can directly send a DM to the digital zone 16
account, so we will answer your question. Please send your old questions in DM
to digital zone 16 account, another reminder is that our hashtag is not digitalzone16,
our hashtag is digitalzone. If you're able to send to digital zone, you will
increase your luck in getting tickets, and increase your chance to get a
trending topic.
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