Big Data in SEO (1): Promoting productivity

March 18th, 2013 | Product Notes No comments

Big Data in SEO (1): Promoting productivityIn the “Big Data in SEO” article series, I guide you through the seven topics that are important for enterprise SEOs. This first part is about how to organize your team using the Searchmetrics Suite.

We would probably all agree on the following: data is the real treasure in the Internet economy. And “Big Data” is another way of saying “major capital resources”. Before taking a look into our treasure chest, I would thus like to explain with whom you should share your data and how easy this is using the Searchmetrics Suite.

It is best to work according to the principle: everyone should get all, really all of the data they need for their work. But not a single byte more.

In a work world in which even large companies no longer know everything themselves, but rather work with specialized agencies and service providers, the latter have to be able to access the part of the data that they require to carry out their work. Sending around Excel lists disrupts the flow of work and is expensive as well as time-consuming.
At the same time, we also live in a world in which the illegal trade in data appears in the business section of the news on a daily basis and in which even minor security issues regarding data protection can produce headlines.
And who of us, for himself and his employees, has not yet written his signature below the following sentence of some non-disclosure agreement (NDA): “The Contractor shall take all appropriate steps to ensure confidentiality.” The appropriate solution is provided in the search analysis of the Searchmetrics Suite that enables access rights to be set so finely that each person can only see what they are permitted to see.

Therefore: it is a matter of maximum, fine-grained flexibility and simple administration.

Step one: Setting up projects

It makes a lot of sense – and not only for data protection reasons – to plan projects as fine-grained as possible. It may therefore be useful, for example, to set up the shopping subdomain in a separate project. On the one hand, this has the advantage of enabling you to work with your own keywords and other competitors here. However, this of course also helps you to work with a different team for each subdomain. When structuring a project, you should also therefore always consider the teams that have/want to work with it.

Taking care in designing the project: Is the domain suited to the team?

Taking care in designing the project: Is the domain suited to the team?

Step two: Setting up users

Now the users can be invited: this is as simple and straightforward as it is with Google Webmaster Tools. The user rights can be very finely assigned. Should the user have access to all reports of a license? Or only to self-made reports? Should he be able to see all the projects? Or only some of them? Is he allowed to add keywords? Is he given access to the research area?

 

Fine-grained rights management for each user: detailed settings for users

Fine-grained rights management for each user: detailed settings for users

Step three: Precise setting of rights

All these rights are then connected to his e-mail address – and can quickly be removed again with a simple mouse click. All users of a master account can be displayed in one overall view. Neatly arranged and easy to administer.

Quickly administered and clear: all users of a Suite license

Quickly administered and clear: all users of a Suite license

Step four: Send dashboards accurately

Who gets which dashboard?

Now for the last step: to ensure that everyone in the team is always up to date, the dashboards can be subscribed to and sent individually. Subscribers thus get the information that is important for them with every update. My recommendation: the dashboards should be created individually for each of the various stakeholder groups. This way the decision makers receive monthly data in a form that is as simple as possible, from a bird’s-eye perspective as it were. And the editorial team, for example, receives a weekly detailed keyword optimization dashboard.

And especially today, in a time where some agencies spend more than 80% of their time working on dashboards, the automatic functionality can be a real time and money saver.

So that everyone knows everything (that they need to know)

By the way, Searchmetrics Suite is a good way of making web analytics data available to service providers. After all, if the web analysis is connected to the Suite, all the reports that are important for SEO are also received there. These, too, can then be sent very precisely and finely-grained by reporting. So that everyone knows everything they need to know – but nothing more.

Series: How top companies handle big data in SEO

On our website you can get the complete Big data-series as complete eBook. Download now!

  1. Promoting productivity: managing international teams and agencies. Large quantities of data require a very fine allocation of rights. For reasons of data protection on the one hand, but also for quality reasons: If everyone can do whatever he or she wants to, you end up not really knowing what’s inside the big data pot. The Suite allows you to perform these tasks in a simple and user-friendly way thanks to the allocation of rights.
  2. Quick overview: managing different campaigns in a structured way. Large companies always pursue multiple goals at one time. These goals can be pursued individually using the features of the Searchmetrics Suite, such as tagging and multi-tagging. But the Suite also lets you adapt and automate every report and every chart.
  3. Observing competition: learning from your competitors. Competition is sometimes the biggest surprise in online marketing. Our offline competitors are potentially only marginal online competitors, whereas our offline partners are actually our toughest competitors. We provide just the right environment in numerous data pools.
  4. Pick the cherries: tapping into hidden potential. It’s not always worthwhile to work on the keywords with the largest number of searches. Competition, universal search and existing ranks also play an important part.
  5. Improving performance: technical optimization. Sometimes even the best SEO gets muddled up when dealing with a large page. We crawl every page and report error pages and optimization potential for keywords.
  6. Return on investment: paying attention to the conversion. Ultimately, it’s about the money. Is a PPC campaign worth it or would the budget be better allocated to SEO optimization. What’s more worthwhile? We supply figures to help you make this decision.
  7. Optimizing processes: saving time and money. One employee on the team needs a daily report, another one a monthly summary. Our reports are highly flexible, relevant and can be generated with just a few clicks.

So you see: There’s a lot to be done. Big data isn’t just marketing hype or a simple glance into a crystal ball filled with data. Big data is a necessary and effective way of working that is simply part of enterprise SEO and has to be learned. We help you with it. Stay tuned!

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P.S.: Who’s writing this stuff? My name is Matthias Bachor and i am leading the Searchmetrics Marketing team. You can contact me via m.bachor@searchmetrics.com, Google+ or reply with a comment.
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