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Are SEO analysts real data analysts? Ewelina Westcott SEO with EWE https://speakerdeck.com/seowithewe/ Linkedin.com/in/ewelina-westcott
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Why should you care?
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Data is everywhere.
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It’s an integral part of an SEO’s life.
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Because Google say so
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source: https://developers.google.com/search
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Expectations
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Source: LinkedIn data analysis
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Source: LinkedIn data analysis data visualisation
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Source: LinkedIn data analysis data visualisation dashboards creation
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Source: LinkedIn data analysis data visualisation dashboards creation data ‘translator’
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Source: LinkedIn data analysis data visualisation dashboards creation data ‘translator’ SQL knowledge
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Source: LinkedIn data analysis data visualisation dashboards creation data ‘translator’ SQL knowledge Tableau experience
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Source: Indeed data analysis
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Source: Indeed data analysis web analytics
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Source: Indeed data analysis web analytics analysis skills
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Vs reality
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72% of SEO analysts have not had any data analysis experience prior to starting their SEO analyst role
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81% did not receive any data analysis training, despite the role involving data analysis tasks, e.g. keyword research, reporting
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20% are not able to differentiate between dashboards and reports
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Let’s be better SEO analysts
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How?
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Define your objective
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What to measure?
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Collect, cleanse and model your data
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Visualise your data
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Analyse your data
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Interpret the results
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Communicate your insights
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Hypothesis KPIs Collect, cleanse & model data Visualise data Analyse data Interpret results Communicate results
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Visualisation Top Tips
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Declutter the visual
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Organise your data
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Use the right visual
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Source: https://cloud.google.com/
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Be uniform
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Split the visual into multiple ones
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Używaj odpowiedniego języka
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Verwendet eine angemessene Sprache
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Use the right language
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Ewelina Westcott ● 7+ years of SEO experience ● Passionate about data ● SEO with EWE
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Thank you