Building Large-Scale Automated Reports with a Small-Scale Budget - SMX Munich 2019
- 4. I’m here to
break habits
You don’t have time to waste on
easily automatable tasks.
- 10. I’m an inhouse SEO, but see challenges
of working with enterprise clients
- 14. 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 SMX
- 16. This is how we
influence
perceptions and
decisions.
- 18. What do we need?
@sam_marsden SMX
Data sources
Storage
Visualisation platform
- 20. Google Data Studio will be our focus
@sam_marsden SMX
Free Accessible Intuitive*
*For the most part
- 21. As a rule of thumb...
@sam_marsden SMX
Any data source that can be pulled
into Google Sheets, can be visualised
in Data Studio.
- 22. Search Console - Top level trends & monthly
monitoring
Speed dashboards - Visualising CrUX data
Automating crawl reporting - Using Zapier
What dashboards will we look at?
@sam_marsden SMX
- 24. Google’s placing more importance on speed...
@sam_marsden SMX 2
GSC is improving rapidly, but the UI is limited
- 26. Pulling GSC into dashboards (basic option)
@sam_marsden SMX 2
Quick and cheapest option, but limited to
Performance data only.
- 27. Pulling GSC into dashboards (better option)
@sam_marsden SMX 2
Performance PLUS sitemap metrics, crawl errors
and extensive list of dimensions.
- 30. Top level organic trends
@sam_marsden SMX
Overview for relevant stakeholders
YoY comparison for
top level tracking
Monthly trending
- 32. Break performance down by directory level
@sam_marsden SMX
Use directory level as a dimension to reveal organic
performance for different sections of your site
- 33. Surface device & geographic distributions
@sam_marsden SMX
Break down
distribution of
countries Trend device
distributions
month to month
- 34. Long tail vs. short tail performance
@sam_marsden SMX
How is query length contributing to organic search performance?
- 37. Monthly device, geo and search type trends
dashboard
@sam_marsden SMX
Detect changes in
traffic from different
devices, countries or
search types
at a glance.
Clicks Impressions CTR
- 38. Page and query performance
@sam_marsden SMX
Top performing
pages in search
Top performing
queries in search
- 39. Performance comparison - Biggest wins and losses
@sam_marsden SMX
Pre-filtered tables
to show biggest
changes in
clicks, impressions,
position and CTR.
- 43. Why are fraggles important?
@sam_marsden SMX
Filter down URLs that contain “#”
Go after fraggles because they
get searchers to relevant
information faster.
- 44. Getting fraggles is relatively straightforward...
@sam_marsden SMX
But are you reporting on them?
https://builtvisible.com/implementing-named-anchors-to-improve-your-serps/
- 46. Top performing queries and pages with fraggles
@sam_marsden SMX
See which pages and queries are showing jump to links in search.
- 49. What can it save me?
@sam_marsden SMX
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
- 50. Let’s do the maths...
@sam_marsden SMX
Average
SEO salary in Germany
Average
working week
Average
hourly rate
- 51. What can it save me?
@sam_marsden SMX
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
= €960 saved
annually
- 52. The key benefits
@sam_marsden SMX
Don’t need to continually reconfigure
filters.
Trend performance data by month
and year (not daily).
Access organic insights faster.
- 57. Why should you use the raw CrUX data?
@sam_marsden SMX
● Flexibility to manipulate how you display
CrUX data.
● Inexpensive to query and store data.
● Easier for comparing multiple domains
(competitor analysis).
- 58. Getting to the CrUX of the matter
@sam_marsden SMX
1. Write the SQL query.
2. Run the query.
3. Export the data.
4. Visualise in GDS.
- 59. Alternatively, for automated CRUX dashboards...
@sam_marsden SMX
1. Write the SQL query.
2. Run the query.
3. Store the data.
4. Visualise in GDS.
- 60. Essential reading for creating CrUX queries
@sam_marsden SMX
● Paul Calvano - CrUX query tutorials
● Rick Viscomi - CrUX cookbook
● Oliver Mason - Misusing the Chrome User
Experience Report
- 61. Getting buy-in from management & clients
@sam_marsden SMX
Competitor comparison
Revenue impact calculator
- 63. Communicating the impact of optimisation
@sam_marsden SMX
Overlaying performance and business metrics e.g.
% fast FCP with conversion and bounce rates.
- 64. What can it save me?
@sam_marsden SMX
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
= €443 saved
annually
- 72. What can it save me?
@sam_marsden SMX
Set up time:
2 hours
Cost:
Cost of tools you
probably have
access to already.
Annual time saving:
1 hour per week
=
52 hours per year
= €960 saved
annually
- 74. Migration monitoring - Simon Cox
@sam_marsden SMX
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-migration
- 75. JavaScript error tracking - Tom Bennet
@sam_marsden SMX
https://builtvisible.com/data-studio-template-
track-javascript-errors-in-google-analytics/
Track real-world
JavaScript errors
through GTM and GA.
- 76. Comparing rendering differences - Rory Truesdale
@sam_marsden SMX
Comparing
differences in
important
crawl metrics across
rendered and
non-rendered crawls.
https://twitter.com/RoryT11
- 77. Internal linking opportunities - Rory Truesdale
@sam_marsden SMX
https://twitter.com/RoryT11/status/110617974318187315
2
Surface opportunities for improving internal
linking within site architecture using crawl data
and GSC.
- 78. The Dashboard of dashboards - Lee Hurst
@sam_marsden SMX
A MONSTER dashboard cataloguing all of the
dashboards and resources worth knowing about.
bit.ly/2SIUz7S
- 83. This will allow you to:
@sam_marsden SMX
Improve time management and cost
effectiveness.
Get organic insights across many
digital properties.
Free yourself up to devote time to
other areas/learning new skills.