“The STAT GDS connectors enable us to get all of our most important SEO metrics in one place. It’s now easier to build dashboards that make clear correlations between our ranking improvements and traffic increases.”
Client: TELUS
Industry: Telecommunications | Customer since 2018
TELUS is a Canadian telecommunications company. They provide phone, internet, and TV services on Canada’s fastest network.
TELUS is dedicated to keeping us All Connected for Good™ through equal access to technology, promoting its responsible use, and putting world-leading technology to work for good.
Challenge: Difficult to automate reporting workflows without integrated reporting capabilities
TELUS is committed to delivering exceptional customer experience. From innovations that improve the way we connect and communicate with each other, to its industry-leading customer support, everything TELUS does puts customers first.
For Daniel Crough, SEO Lead for Home Solutions, this means working hard to ensure that consumers are connected with the right TELUS products when they search for fast, reliable internet, TV, and home security solutions online.
Daniel spends most of his time building SEO strategies to further that goal. At the end of each month, he’s accountable to report on results, trends, and critical insights.
But because of the many markets TELUS competes in, the diversity of the offers they bring into those markets, and the competitive nature of the telecom industry, there’s an enormous amount of data to interpret. Even with airtight processes, this can be time-consuming, and, for most companies, requires multiple tools.
Since many of those tools don’t have integrated reporting capabilities, Daniel needed to manually pull insights from screenshots taken from each dashboard. He collaborated with Shirley Zhang, TELUS’s Digital Insight Consultant, to decide how to visualize insights and KPIs in an automated way.
Shirley builds datasets and visualizes the data using Google Data Studio (GDS). But the in-house API she relied on required a lot of engineering time to build and extra validation to ensure data integrity.
While this process is commonplace in organizations with similar data requirements and toolsets, Daniel and Shirley were eager to give TELUS an edge.
They recognized an opportunity to automate and centralize the way this large amount of data was compiled, allowing more time to be redirected toward building, testing, and refining keyword strategies that would create more value for TELUS.
With this in mind, the pair began looking for the best way to optimize the reporting process for efficiency.
“Reporting is important, but reporting in and of itself does not move the needle. Building strategies and deploying them — those things add business value. That’s why I am always looking for ways to streamline and automate our process, so we can focus more time executing on the strategies that are driving results.”
Solution: Automatic data aggregation delivered to one central dashboard
Daniel was first attracted to STAT for its powerful daily rank tracking capabilities and comprehensive competitor insights. For a company like TELUS, it’s crucial that keyword and competitor data is fresh and reliable. But rank tracking is just one piece of the puzzle.
By integrating STAT with GDS, Daniel and Shirley can instantly see STAT data (e.g., share of voice and ranking distribution) alongside other valuable data points from tools like Adobe and Google Search Console. A once manual process is now fully automated to ensure data consistency, accuracy, and efficiency across the board.
Furthermore, STAT data gives Daniel and the team a side-by-side comparison of competitor performance, so they can stay one step ahead of the competition at all times.
The GDS dashboard also provides a dynamic and comprehensive window into the mixed data aggregate backed by STAT’s high-quality daily rank tracking data.
Now, the team is able to reclaim hours from manual reporting and invest more time slicing data, uncovering key insights and opportunities, and developing strategies that will continue to expand TELUS’s brand visibility online.
“With STAT’s native API, we don’t have to worry about data validation. It’s accurate, it’s reliable, and we can always count on its data quality.”
Results: Efficient, automated reporting frees up more time for analysis and innovation
STAT’s GDS connectors make SEO reporting a breeze for TELUS’s in-house teams. They don’t need to worry about building and maintaining an API, and Shirley can devote more time to building dashboard views that represent TELUS’s most important SEO KPIs.
She says, “With STAT, we can now automatically pipe SEO data into Google Data Studio and spend more time uncovering key insights that will move our business forward.”
With STAT and GDS, Daniel has proactively minimized manual steps in the reporting process and reduced the time required by 62.5%.
By streamlining and automating reporting efforts, Daniel can focus on improving TELUS's unbranded search presence. His efforts help more people experience TELUS’s great products and customer-first approach firsthand.
Finally, when it comes time to communicate SEO performance to key stakeholders, Daniel is able to pull engaging reports in seconds. These reports layer STAT data on top of search traffic data for a comprehensive look at keyword performance and year-over-year growth. What once took a handful of hours each month is now much easier.
“With the STAT GDS connectors, we can now dynamically compare trends, traffic, and results in one central dashboard. This simplifies our reporting workflows and makes it easy to communicate our successes to key stakeholders and leadership.”
How TELUS uses STAT Search Analytics:
GDS Integrations
Automatically pipe data into Google Data Studio for easy data visualization.
Competitive Insights
Analyze your share of voice against your top SERP competitors.
Data Segmentation
Find out which SERP features you own and use tags to build your SEO strategy.
Automate your reporting process with STAT and GDS.
STAT GDS connectors help you save time, improve data accuracy, and visualize aggregated data in a single-view dashboard.
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