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Data Driven SEO: A Framework Based Approach Kazushi Nagayama JADE K.K. Speakerdeck.com/knagayama @KazushiNagayama

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JADE K.K.
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 © NavBoost: From a Xoogler Perspective Kazushi Nagayama Founder, JADE K.K. 2


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JADE K.K.
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 Oops! Wrong presentation… (visit our booth for this one)

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JADE K.K.
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 © Data Driven SEO: A Framework Based Approach Kazushi Nagayama Founder, JADE K.K. 4


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 Quick self-intro

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 Why Data Driven SEO Now?

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 Why was Data Driven SEO difficult in the past?

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 2 reasons

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 Lack of good data Lack of good framework

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 Lack of quality first-party data

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 Lack of a framework to guide which metric to focus on

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 A good framework provides hypotheses and tells us what data to collect

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 … So we created one ourselves

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 © JADE’s Approach to SEO: Search Interaction Models 14
 Search Engine Model Search Experience Model

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 © The Search Engine model: DCIR 15


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 Discovery rate, Crawl rate, Crawl freq, Index rate, Ranking, Visibility

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 © The Search Experience model: QCLS 17


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 Search Journey

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 Imps, # Queries, # URLs, Clicks, CTR, Engagement Rate, Scroll Rate, Surf Rate, CVR

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 Now we have a good framework

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 Now all we need is good data…

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 3 changes that (finally) delivered good data

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 URL Inspection API

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 Good data about discovery, crawling & indexing

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 Search Console BigQuery Export

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 Good data about ranking, impressions & clicks

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 Google Analytics 4 BigQuery Export

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 Good data about landing, surfing & acquisition

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 All our data belongs to us! (finally…)

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 Now we can answer questions like…

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 Is my site indexed?

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 Before the Inspection API:

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 couple options…

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 Search Console UI, or site: scraping

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 UI only offers a few URL inspections per day & hard to automate

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 site: search is not accurate & gets blocked early

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 After the Inspection API:

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 Accurate data Automated jobs ~2000 URLs / day / property

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 Which subdir is the most likely to be indexed?

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 Are they crawled but not indexed? Or just not crawled?

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 Under what conditions are pages indexed vs not?

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 All of these questions are now answerable!

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 Still, APIs can be difficult

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 Curating a list of URLs to query APIs was the biggest pain

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 We create a tool to…

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 Randomly sample from preexisting assets like XML Sitemaps or RSS Feeds

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 Compute & visualize 95% Confidence Interval to quickly check statistical significance

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 Manage 2000 URLs quota

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 I changed my titles & descriptions for a subdirectory; am I getting more traffic?

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 Before the BigQuery Export:

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 Create filters in Search Console UI and save them…

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 …or use the API

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 It was a nightmare to manage a list of Search Console filters

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 But the API only gave you partial data (50k rows / day)

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 After the BigQuery Export:

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 You have ALL the data!

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 BigQuery can tell you anything about the data

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 Still, BQ can be difficult

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 You need to understand the table structure, write SQL, manage BigQuery costs

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 We created a tool to…

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 © Enable creating dashboards dedicated to Search Console easily without writing SQL 63


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 Another common question…

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 Which page is the most common destination after landing?

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 With the GA4 UI:

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 Nightmare

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 With the GA4 BigQuery Export:

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 Easy!

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 Good framework + good data = great data-driven marketing

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 + good tool = great data-driven marketing for everyone

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 https://amethy.st/

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 Visit our booth if you’re interested

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 Thanks!