How To Rank Your Site On Google…Forget the Keywords

Ultimate SEO

Well don’t totally forget the keywords but I think if you spend more than 5 minutes on keywords you’re going to be pretty surprised by some purported data I stumbled across.  As you likely know Google uses about 200 factors in determining your sites ranking.  I personally have place a lot of emphasis on speed and backlinks and while I have thought it was important I must admit I didn’t give the social media factor as much attention as I should.

The first big thing to not is that 10.3% of ranking is CTR so if you have ever seen your content just jump up on the rankings and then slowly (or quickly) taper off as time goes its likely that people are clicking on you less and less as you slide below the pages.  Its the single biggest impact.  I feel Google gives you the benefit of doubt at first ranking you higher than average and then they allow people to determine if your site is worth it.  That’s important to consider and similar to conversion rates.

When we take human behavior out we have largely backlinks and social media deciding your ranking ability.  These make sense, if no one is talking about you but they are about your competition and more people click on your competitors site who also has the most backlinks you’re wasting your time trying to get your keywords exactly right in the headers, description and title….they combined contribute a value of 5  where backlinks are over 120.

If you’d like to access the Data Studio report directly you can visit https://datastudio.google.com/open/1lNt4SYd4jrfXWMo9HPKvrj1FWFO0oxG4

If this graphic surprises you it might be a good plan to check out our SEO Store or Upwork Profile.

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Adwords And Google Data Studio: Wordstream Alternative

I’ve been managing Google Adwords campaigns for political campaigns mostly but recently I stepped out into managing the Adwords campaigns for an IT consulting company. It’s a little bit of a challenge I’m not going to lie. More than just matching the search with the keyword I need to attract only business customer and cut out residential. So as you can image someone Googles “IT Help Desks” and they might be looking for a specific help desk, a personal help desk or a help desk to contract business services too.

Wordstream Free Alternative

In Ultimate SEO‘s  struggle to compete in this expensive market I tried Wordstream out for a week and a half of so and thats really not enough time to get much actionable help. I was pulled into a sales demo consultation and sure it seemed like it could offer insights but WOW … the expense associated with that out paced any other SEO tool I use. I felt the main task Wordstream was completing was organizing and presenting the data in a way that I could see the areas of need. Google Data Studio has been doing that for me in SEO for over a year now so I’ve tried my hand at making a Google Adwords Google Data Studio report with the aim to save about three hundred a month from getting Wordstream.

google data studio adwords

google data studio adwords

Data Studio Adwords Template

Google Data Studio also lets you copy reports that others make available and you can attach your own data respository to populate the report. Basically if you want a Google Data Studio Template for Adwords you’re welcome to copy this report in Google Data Studio.

I’ll come back in a month and let you know how this free product helped or didn’t help me rather than paying PPC software provides.

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Adwords Template With Search Console, Google Analytics In Data Studio

Adwords Template With Search Console, Google Analytics In Data Studio

SEO & PPC Data Studio Report Using Adwords, Google Analytics and Google Search Console All-In-One Template

Google Data Studio Reports are some fun things.  Here at Ultimate SEO you love visualizations and thats partially why we like Data Studio. Beyond the looks its also integrated easily with Google Sheets, Google Analytics and Search Console to name a few. These few though create a powerful free SEO PPC tool.

You can check out the report directly by clicking the link above, here is an embedded look at the nine pages of live data thats basically always right.  It’s nice to be able to pull in data from two very different Google tools.  Lots of people know of Google Analytics and think it covers Google Search Console but it doesn’t and I’ll discuss that more in another post but the unique data from these sources can all mix to form one handy live report.

You can check out all the information pulled here in this report and change the dates as needed using the drop down.  To personalize the report to your own site simply copy it and set the data sources to your own Google Analytics and Search Console sources.  Word of caution on the Search Console aspect there are two connections, one is the site and the other I believe is the page urls.  So make sure to connect those correctly.  Just like in electrical work it’s like to like.

Across these nine pages you’ll find insights into any site with an Adwords campaign including keywords, search terms, CTR and CPC.

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Google Data Studio: Know What You Already Know

Sounds odd right?  But it’s a challenge in today’s information overload and with all the metrics we track some basic questions are likely overlooked.  I think we all easily know how many people visited our site, most of us have Google Analytics set up, we should all have Google Search Console as well.  (More on that in another post … often people don’t know that both are essential pieces to SEO).  But here are some basic questions I’d ask anyone with a website…

Your Web Sites Data Should Answer

  1. Which page on your site gets the most hits, other than your homepage?
  2. Which page is the most likely page for a visitor to leave your site?
  3. What did a person type into Google search to get your site as a result?
  4. What percentage of searches are you getting when someone searches a keyword you’ve targeted?
  5. How many pages on your site are indexed in Google and how many are indexed in Google Mobile?
  6. What’s your average visitor like?  Are they into News And Politics?  Do they have children? How old are they? Are they urban or suburban people?

You might say who cares…but then you would be someone who doesn’t Know What You Already Know.  All of these answers are already available to you if you are using Google Analytics and Google Search Console.  Each one is important to know to ensure you’re successful.  If 85% of your visitors leave your site on one page then you likely need to review what about that particular page makes people leave your site.  If no one visits this section on your site is there any reason to expand it?  Knowing your audience is the second rule of almost any endeavor.  I’ve always operated with the idea that the first rule is to get your story out first, then second know your audience.

“If only HP knew what HP knows, we would be three times more productive.” Lew Platt, CEO, Hewlett-Packard.Mar 12, 2013 …. fun fact Lew Platt died in 2005, so how he said this in 2013 I’m not totally sure.

A suburban mother in her 50s, who likes cooking shows is likely to be receptive to a different message than a city living single 25yr old male who’s into books and reading groups.  If your site is using the same tactics with both you’re likely missing the attention of at least one but often both.  Just think of their days and how different they are…one likely wakes up early and has to get the kids off to school, drives a larger car farther every morning and maybe listens to the radio in on her commute.  The other wakes up just in time to shower and catch a train to the office.  You already know these things, you just don’t know it.

Google Data Studio

Google Data Studio makes graphs and graphs on graphs but beyond that it connects to repositories such as Google Analytics, Google Search Console, Adwords and much more.  Heres a pdf report I recently made that connects all of those and I export Bing data to a CSV file and it accesses Bing through that CSV.  So I can mash up all that and make something that tells a story.

Data_Studio_Report

Pretty cool right?  Some of the terms and labels are removed to keep the report semi-anonymous but its easier to understand the whole picture when its all together.  Highlighted tour..

  1. Sixth page shows us that 12 to 1pm are the highest hours our site was searched.  We came up just under 2nd in these searches.
  2. Page seven shows us that our average page loads in 8 seconds which is pretty horrible, but before we go fixing the site…not all pages load the same.  Three pages represent 95% of our wait times…so we should be focused on what is wrong with just those three pages….(which if we thought 8 seconds was bad, the worst page is closer to 11 seconds) . Not surprising that page is also the number one page that people leave our site.
  3. Page five shows that 64% of our clicks were from the “hybrid cloud” ad group, but it only made up 19% of the ads we showed on Google Adwords.  Is there something wrong with the other ad groups, or is this a service that we should focus and expand on?
  4. Page four deals with Search Console … organic SEM or pure SEO stuff.  Of the 1183 times our site was in the results of a person’s search…we were clicked 8 times.  That’s about 25% of the clicks we should be shooting for so whats wrong?  Likely position or the metadata from our site isn’t compelling.
  5. Page Three we see in the center our average position in search results.  Notice that tablet users see us much higher up than desktop or mobile users.  Should we change that or should we own it and focus on tablet users?
  6. Page Two we can see that our bounce rate is highest among Bing Ads users.  Overall the site’s bounce rate is 4.7% which is astounding but in our average page views we see SEOProfiler is our number one source of page views…thats not real users its a tool crawling our site that I use, its likely causing the bounce rate to artificially seem great and it is alarming that our biggest source of traffic is a diagnostics tool.
  7. Finally Page One, the one most people would have started with…this is the first week I’ve been running this client’s Adwords account, so it’s not performing to the level yet that we will need, the CTR of .7% is low, our goal is 2%.  But we’re just starting out and it is promising that our impressions are up 128% from the week prior and thats largely revenue neutral right now.

Thats a lot of info.  We discussed hardly any of it too.  I like Google Data Studio, and most of my clients do too.