Are SEO Analysts real data analysts?

The talk delves into the pressing issue of the data analysis skill gap prevalent among SEO analysts. It begins by highlighting the increasing complexity of search engine algorithms and the growing volume of available data, making proficient data analysis skills indispensable in modern SEO practices.

While many SEO analysts possess fundamental knowledge of SEO principles, they often lack data analysis skills required to extract actionable insights from complex datasets.

Transcript

1. Are SEO analysts real data analysts? Ewelina Westcott SEO with EWE https://speakerdeck.com/seowithewe/ Linkedin.com/in/ewelina-westcott
2. Why should you care?
4. Data is everywhere.
5. It’s an integral part of an SEO’s life.
7. Because Google say so
8. source: https://developers.google.com/search
9. Expectations
10. Source: LinkedIn data analysis
11. Source: LinkedIn data analysis data visualisation
12. Source: LinkedIn data analysis data visualisation dashboards creation
13. Source: LinkedIn data analysis data visualisation dashboards creation data ‘translator’
14. Source: LinkedIn data analysis data visualisation dashboards creation data ‘translator’ SQL knowledge
15. Source: LinkedIn data analysis data visualisation dashboards creation data ‘translator’ SQL knowledge Tableau experience
16. Source: Indeed data analysis
17. Source: Indeed data analysis web analytics
18. Source: Indeed data analysis web analytics analysis skills
19. Vs reality
20. 72% of SEO analysts have not had any data analysis experience prior to starting their SEO analyst role
21. 81% did not receive any data analysis training, despite the role involving data analysis tasks, e.g. keyword research, reporting
22. 20% are not able to differentiate between dashboards and reports
23. Let’s be better SEO analysts
24. How?
25. Define your objective
26. What to measure?
27. Collect, cleanse and model your data
28. Visualise your data
29. Analyse your data
30. Interpret the results
31. Communicate your insights
33. Hypothesis KPIs Collect, cleanse & model data Visualise data Analyse data Interpret results Communicate results
34. Visualisation Top Tips
35. Declutter the visual
37. Organise your data
39. Use the right visual
40. Source: https://cloud.google.com/
42. Be uniform
44. Split the visual into multiple ones
45. Używaj odpowiedniego języka
46. Verwendet eine angemessene Sprache
47. Use the right language
54. Ewelina Westcott • 7+ years of SEO experience • Passionate about data • SEO with EWE
55. Thank you