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Data Informed Content Strategy
Tori Cushing | @toricushing
bit.ly/tori-webcongress

What content are your
visitors really interested in?
@toricushin
gbit.ly/tori-webcongress

You may think you know…
@toricushin

@toricushin
How do we use search metrics to
support our brand/client’s goals?

Goals
@toricushin

What are your goals?
@toricushin

 Increase traffic to the blog by 30% in 2015
Specific Goals
@toricushin

 Increase Free Trial Signups by 15% in 2015
Specific Goals
@toricushin

Pre-Data Analysis
@toricushin

What data do we need?
@toricushin

What data do we need?
What pages/topics on Moz are better for our
visitors?
@toricushin

Dig for the Data
Google Analytics First…
@toricushin

Google Analytics: Landing Page
GA wants you to:
Campaigns >
Organic KWs >
Landing Page
@toricushin

But then you get sampling… (8.98% of Sessions)
@toricushin

@toricushin

Acquisition
>
Channels
>
Organic Search
@toricushin

Landing Page
Report
@toricushin

Change the Date
Range
@toricushin

Change show
rows to how
many you want
to export
@toricushin

Export to
Google Docs
@toricushin

Dig for Moar Data
SemRush
@toricushin

SEMRush: Organic Keywords
Enter Domain:
Positions >
Organic
Keywords
@toricushin

Historical Data:
July 2015
@toricushin

Organic Search
Positions:
Export
@toricushin

Export Data >
Copy into our GA Google
Sheet
@toricushin

@toricushin
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Usually, GA exports URI … We pull in the host
name, so it’s a bit different for us.
You may need to find and replace you domain.

@toricushin
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Ta-da!
@toricushin

 Raw data tabs: back, back, back it up
@toricushin
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Marrying the Data
@toricushin
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bit.ly/moz-reporting-doc

@toricushin
gbit.ly/webcongress | bit.ly/moz-reporting-doc

Google Sheets: Reporting
Chocolate Vanilla
Google Analytics SEMRush
@toricushin
gbit.ly/tori-webcongress | bit.ly/moz-reporting-doc

@toricushin

Beautiful Marble Ice Cream!
@toricushin

Mad skillz needed for learnage:
 Pivot Tables
 Index Match
 Formatting
@toricushin

Google Sheets: Format
@toricushin
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 Business logo
 Data Labels
 Date Range
My formatting best practices:
 Branded colors
 Table formatting
 Sections marked
 And no gridlines!
bit.ly/tori-webcongress | bit.ly/moz-reporting-doc

@toricushin
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Title, Manager, Context, Date, Brand Logo

@toricushin
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Sections Marker (part 1) and pasting in data

Get rid of baggage. Delete:
 CPC
 Traffic %
 Traffic Cost %
 Trends
 Timestamp
@toricushin
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Google Analytics
 New Users
 Avg. Sessions
 Ecommerce Conversion Rate
 Transactions
 Revenue
SEMRush

Hack Google Sheets: Table Formatting
@toricushin

@toricushin
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Bold the text on title
row, and turn it
white. Then add a
branded color solid
background.

@toricushin
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Add borders as an
outline and the middle
row. In the branded
color, of course.

Google Analytics, not as easy...
@toricushin

@toricushin

=IFERROR(INDEX(column to return
value from, MATCH( $lookup value,
$column to look against, 0), “”))
@toricushin

=IFERROR(
INDEX(
column to return value from,
MATCH(
$lookup value, $column to look against,
0), “”))
@toricushin

=IFERROR(
INDEX(
column to return value from,
MATCH(
$lookup value, $column to look against,
0), “”))
Exact Match
@toricushin

@toricushin
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Google Sheets: %∆ Change

Google Sheets: %∆ Change
@toricushin
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=(New – Old)/Old

But wait… there’s more!
@toricushin

Google Sheets: Pivot Tables
@toricushin

Google Sheets: Pivot Tables
@toricushin
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Order by sessions:

Moar formatting!
@toricushin

Google Sheets: Pivot Formatting
@toricushin

Post Analysis
@toricushin

Annotations
@toricushin
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KPIs for Landing Page Analysis:

Annotations
@toricushin
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 New users love industry update blog posts and link building

Annotations
@toricushin
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 Large amount of our traffic is from beginner SEOs

Annotations
@toricushin
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 Users love OSE and explore the site for a while because of it.

Annotations
@toricushin
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 Users like moz.com/learn/seo for keywords and meta
descriptions

Annotations
@toricushin
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How did I gather these KPIs:

Annotations
@toricushin
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 New users love industry update blog posts (88% of of traffic to
/google-algorithm-change is made up of new users)

Annotations
@toricushin
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 New users love industry update blog posts
 Large amount of our traffic is from beginner SEOs (Our
second most visited landing page “what is seo” & /beginners-
guide-to-seo – 27k visits a month)

Annotations
@toricushin
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(“open site explorer” 12k visits/mo, highest with 4 pages per
visit )

Annotations
@toricushin
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 Local search is booming! (/learn/local/local-search… 25k
visits/mo, 63% new sessions, 25 free signups)

Strategy
@toricushin
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What now?

Strategy
@toricushin
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What now?
 Build brand awareness/get new traffic by reporting on Google
Algorithm changes or industry updates

Strategy
@toricushin
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What now?
 Release a series of link building techniques beginners can
implement. Promote strongest tool to bring in more traffic
from beginner and new users

Strategy
@toricushin
g
What now?
 Release a series of link building techniques beginners can
implement. Promote strongest tool to bring in more traffic
from beginner and new users
 Use White Board Friday video avenue to create more Local
SEO content

Strategy
@toricushin
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What goals?
 Increase Free Trial Signups by 15% in 2015

That’s it!
@toricushin

�ݺ�ߣ

Tori Cushing Moz - Data Informed Content Strategy

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Tori Cushing Moz - Data Informed Content Strategy

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