Google Analytics is often utilized to provide metrics and insights on website performance to clients. But what happens when you have an enterprise client that limits access to site metrics, yet still requires comprehensive reporting insights? In this presentation, I discuss the best elements of site reporting available in Google Search Console, as well as some ways I have collaborated, tinkered, and combined 3rd-party resources to make a deck to impress clients.

1. Nicole Bullock
Nicole Bullock Digital
Meaningful SEO Reporting Insights without
Google Analytics
@_nicolebullock
http://www.slideshare.net/cuteculturechick

2. Meaningful SEO Reporting Insights
without Google Analytics
Nicole Bullock | #BrightonSEO | @_nicolebullock | Nicole Bullock Digital

3. Overview
šWhat happens when you can’t use
Google Analytics?
šUtilizing Google Search Console data for
SEO reporting
šFree/Freemium and paid 3rd party tools
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

4. In general, everybody loves and trusts
Google Analytics
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

5. What happens when you can’t use GA?
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

6. The Challenge
šOne giant corporation
š8 different digital agencies
š“Comprehensive reporting” required
šLimited to Google Search Console data
and 3rd Party Tools
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

7. How do you survive?
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

8. Work smarter, not harder
When you don’t have all of the resources
to complete a process the way you’re
accustomed to, use what you have in an
innovative way to show value.
Make it clear and simple to understand
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

9. Be a human, not a robot
Performance reporting isn’t all
about numbers.
Tell a story in an insightful way,
backed by data
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

10. Recipe for Success
šGoogle Search Console
šPaid SEO Tools
šNon-SEO Tools to tell your SEO Story
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

11. Google Search Console
If you don’t have access to
Google Analytics, the data
from Search Analytics in
GSC will be your most
valuable resource for
performance reporting
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

12. GSC Search Analytics Formula
šClicks, impressions, CTR, average position
šLast 30/90 days
šPull 3 versions (all, desktop, mobile)
šReview top queries and top pages
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

13. Take the Numbers, then turn them into Stories
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock
Mobile Queries
Desktop Queries
Top Mobile Pages
Top Desktop
Pages

14. Paid SEO Tools for Reporting
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

15. Paid Tool Overview
šBrightEdge
šSEMRush
šRaven SEO Tools
šMoz
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

16. Paid SEO Tools:
BrightEdge
š Best resource for preparing reporting
insights is Data Cube
š Data Cube is invaluable researching
search and content strategies, and
also for historical tracking
š Indicates type of SERP result (link,
knowledge graph, local, etc)
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

17. Paid SEO Tool:
MOZ
šExcellent crawling, keyword
research and link audit
capabilities
šOffers basic keyword rank
monitoring
šGenerated report capabilities
are limited
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

18. Paid SEO Tool:
Raven SEO Tools
š Compiles data from multiple 3rd party sources
š Integrates MOZ and Majestic link data without
subscriptions to those services
š Affordable for individuals, but an especially good
choice for agencies
š Imports Search Analytics from GSC
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

19. Paid SEO Tool:
SEMRush
šEasy to read, exportable reports
šToggle from desktop to mobile
šSet multiple projects
šExcellent for competitor analysis
šIMHO: Best bang for your buck
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

20. Additional Tools for Reporting
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

21. Non-SEO Tool:
Answer the Public
o Based on Google and Bing
Autosuggest Data
o An aggregated view of
search topic questions
o Gives a hint of the motivations
& emotions of the people
behind each search query
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

22. Non-SEO Tool:
Ready.mobi
Mobile rankings lagging? Is UX
to blame? This emulator gives a
visual representation of a site on
multiple devices
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

23. Summary
šWork smarter, not harder
šBe a human, not a robot
šUse the GSC reporting recipe
šSupplement with paid SEO tools
šAdd visual interest with non-SEO tools
Nicole Bullock | Nicole Bullock Digital | #BrightonSEO | @_nicolebullock

24. Thanks!
AKA @cuteculturechic
Nicole Bullock Digital
šwww.nicolebullock.com
šnbdigital313@gmail.com
š@_nicolebullock