Brie Anderson - From Guesswork to Growth: Building an SEO Strategy That Compounds

Transcript

2. beastanalyticsco.com/growth
3. beastanalyticsco.com/growth
4. 2015 Rand ❤️ beastanalyticsco.com/growth
5. beastanalyticsco.com/growth
6. beastanalyticsco.com/growth
7. beastanalyticsco.com/growth
8. beastanalyticsco.com/growth
9. beastanalyticsco.com/growth
10. beastanalyticsco.com/growth
11. HOW DO YOU KEEP winning?!
12. ABT Always. Be. Testing. beastanalyticsco.com/growth
13. STRATEGIZE TeST
14. uhhh, did it work? STRATEGIZE TeST
15. That shit is broken beastanalyticsco.com/growth
16. EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK C Y C L E
18. Benchmarking What are you trying to do? & How well are you doing?
19. check your tracking check your tracking @brie_e_anderson beastanalyticsco.com/growth
20. ga4helper.com
21. every launch should have a goal every launch should have a goal beastanalyticsco.com/growth
22. get read collect leads “build trust” get new users content make the site faster get rich snippets increase crawl depth tech updates lessen the friction keep users on the right path increase conversion rate User experience increase llm visibility increase llm traffic increase llm conversions GEO beastanalyticsco.com/growth
23. what does success look like? what does success look like? for the client for the client for your client’s boss for your client’s boss for YOU for YOU
24. how are you trying to achieve this? how are you trying to achieve this? what does success look like? what does success look like? for the client for the client for your client’s boss for your client’s boss for YOU for YOU
25. make sure y’all agree make sure y’all agree beastanalyticsco.com/growth
26. tracking plan tracking plan
27. Where are we today?
30. EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK 58,597 job views 15,561 applys
31. notice how much time we spent here???? notice how much time we spent here???? beastanalyticsco.com/growth
32. @brie_e_anderson Explore Gather any & all data beastanalyticsco.com/growth
33. @brie_e_anderson Explore Gather any & all data (but create swim lanes) beastanalyticsco.com/growth
34. pages location physical geo location device type where did the conversions happen? ON SITE FACTORS source, medium, campaign, etc landing page page referrer path exploration where did the user come from? beastanalyticsco.com/growth
35. OFF-SITE FACTORS algo updates user behavior changes GSC Google trends industry changes competitive research SEO tool of choice where did the user come from? beastanalyticsco.com/growth
37. 1.pages and screens 2.report filter 3.event name contains apply beastanalyticsco.com/growth
38. where else would that happen? beastanalyticsco.com/growth
39. but remember there are 3 types of attribution 😬 beastanalyticsco.com/growth
40. BEST PLACE TO LOOK FOR KEY EVENTS! beastanalyticsco.com/growth
42. filter & reaggregate beastanalyticsco.com/growth
43. beastanalyticsco.com/growth
44. Use those extra dimensions! beastanalyticsco.com/growth
45. beastanalyticsco.com/growth
46. beastanalyticsco.com/growth
47. beastanalyticsco.com/growth
48. beastanalyticsco.com/growth
49. EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK 58,597 job views 15,561 applys getting good organic traffic home and remote pages lead to most applicants
50. Analyze Put it all together and identify trends & outliers
51. beastanalyticsco.com/growth
52. beastanalyticsco.com/growth
53. beastanalyticsco.com/growth
55. beastanalyticsco.com/growth
56. Trends What happens consistently?
57. beastanalyticsco.com/growth
58. mondays 👍 beastanalyticsco.com/growth
59. beastanalyticsco.com/growth
60. beastanalyticsco.com/growth
61. Outliers What stood out?
62. beastanalyticsco.com/growth
63. beastanalyticsco.com/growth
64. mondays, eh? 😏 beastanalyticsco.com/growth
65. beastanalyticsco.com/growth
66. beastanalyticsco.com/growth
67. are we on to something? trends in the outliers? trends in the outliers? outliers in the trends? outliers in the trends? beastanalyticsco.com/growth
68. beastanalyticsco.com/growth
69. beastanalyticsco.com/growth
70. beastanalyticsco.com/growth
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73. beastanalyticsco.com/growth
75. EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK our emails are working remote seo queries are on the rise our remote page is doing well organically in terms of ranking AND driving applications
76. Strategize Put your findings to work!
77. Scale Stop Start
78. Is the return greater than the investment? yes no
79. If no, Stop. no
80. Is the return greater than the investment? yes no
81. yes Do you have a strategy for this tactic? yes no
82. If yes, Scale. yes
83. yes Do you have a strategy for this tactic? yes no
84. If no, Start. no
85. Is the return greater than the investment? yes no Do you have a strategy for this tactic? yes no SCALE START STOP
86. EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK Email led to A LOT of applications, but only lists specific jobs... START sharing remote page Remote page is performing well organically... SCALE
87. Test & Track See if your observations were correct 🤷
88. Controlled Choose one variable and stick to it. beastanalyticsco.com/growth
89. potential impact effort quick wins major projects time suck fill-ins
90. how are you trying to achieve this? how are you trying to achieve this? what does success look like? what does success look like? for the client for the client for your client’s boss for your client’s boss for YOU for YOU
91. filters landing page = remote + session source / medium = google / organic metrics job views applications
92. 2,394 job page views 826 applications EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK
93. 2,394 job page views 826 applications EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK RUN THAT TEST!!!!
94. EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK C Y C L E
95. TRACK beastanalyticsco.com/growth
96. beastanalyticsco.com/growth
97. beastanalyticsco.com/growth
98. LET’S F*CKING GOOOO!
99. compare data & then..... DO IT AGAIN
100. EXPLORE EXPLORE AnALYZE STRATEGIZE benchmark TeST & TRACK BENCHMARK ANALYZe STRATEGIZE TEST & TRACK ABT beastanalyticsco.com/growth
101. Thank you! for letting me pretend I'm a rockstar