Think Visibility - Advanced Analytics - Joanna Butler

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Advanced Analytics talk at Think Visibility conference in Leeds on 7th March 2009 including advanced segmentation in Google Analytics to create marketing strategies for search engine optimisation …

Advanced Analytics talk at Think Visibility conference in Leeds on 7th March 2009 including advanced segmentation in Google Analytics to create marketing strategies for search engine optimisation (SEO) and pay per click (PPC).

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  • 1. Advanced Analytics Joanna Butler @JoannaButler Search Engine Chocolate .com SEO & Online Marketing Consultant
  • 2. Summary
    • Advanced Segmentation
    • Using Google Analytics
    • Analysing the Analytics
    • Identifying Trends
    • Creating Actionable Strategies
    • Indentify SEO and PPC Opportunities
  • 3. Introduction
    • Key Performance Indicators (KPIs)
    • KPIs on their own are of little help
    • Filters and regular expressions
    • Takes time to wait for data
    • Advanced Segmentation
    • Segment past, current and future data on the fly
  • 4. Advanced Segmentation A Case Study
    • SEO and Pay-per-Click
    • Keyword Selection
    • Identifying the Long Tail
    • Identifying the Short Tail (Head)
  • 5. Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase
  • 6. Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase
  • 7. Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase
  • 8. Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase Short Tail (Head)
  • 9. Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase Short Tail (Head) Long Tail
  • 10. Identifying the Long Tail & Short Tail
    • Select time period where your site had many visits (takes time)
    • Google Analytics gives only the keywords that visitors used to SUCCESSFULLY FIND your site
  • 11. Identifying the Long Tail & Short Tail Characteristics
    • Short Tail
    • FEW key phrases
    • Accounts for MOST traffic (55-75% approx.)
    • Long Tail
    • MANY key phrases
    • INDIVIDUALLY small amount of traffic
    • COLLECTIVELY significant amount of traffic
  • 12. Identifying the Long Tail & Short Tail Key Phrase Types and Visitor Motivations
    • Short Tail
    • Dominated by BRAND key phrases (company name, product names)
    • Most likely to ALREADY know you (existing customers)
    • Long Tail
    • Dominated by CATEGORY key phrases (generic, not company specific)
    • Least likely to be existing customer, therefore they are your PROSPECTS
    • Focus on the Long Tail if you wish to GROW your business
  • 13. Your Current Search Marketing Strategy An example of a typical search marketing strategy before optimisation Aggregated SEO – PPC Visits Analysis Distribution of SEM Budget Short tail key phrases 65% 90% PPC 45% SEO 55% Long tail key phrases 35% 10% PPC 20% SEO 80%
  • 14. Short Tail (Head) Key Phrases
    • Why pay for your own brand name?
    • Why pay for your existing customers?
    • Use SEO
  • 15. Long Tail Key Phrases
    • Invest in visitors who have begun the buying cycle
    • Reach prospects without the need for difficult, long-term SEO
    • Use PPC
  • 16. Advanced Segmentation Short Tail
  • 17. Advanced Segmentation Short Tail
    • Study Top Content
    • Landing Pages
    • Exit Pages
    What are their motivations?
  • 18. Advanced Segmentation Long Tail
  • 19. Advanced Segmentation Long Tail AND ‘Engaged’ Visits
  • 20. Advanced Segmentation Long Tail AND ‘Engaged’ Visits
    • Best Referring Websites
    • Increase presence on those websites
    • Create incentive for visitor referrals?
    • Best Landing Pages
    • Which pages hooked visitors?
    • Which was the top content? (Pages / PDFs)
    • Best ‘Quality’ Key Phrases
    • Highest conversion rates
    • Compare pages per visit, time on site
    Use findings to choose PPC keywords Use findings to optimise website content Use findings to increase prospects
  • 21. Advanced Segmentation Long Tail AND ‘Engaged’ Visits No. Visits or Visitors Keyword / Key phrase
  • 22. Advanced Segmentation Long Tail AND ‘Engaged’ Visits No. Visits or Visitors Keyword / Key phrase
    • Highest ROI Keywords for PPC
    • High conversion rate
    • High pages per visit
    • High time on site
    • Low bounce rate
  • 23. Your Optimised Search Marketing Strategy An example of a typical search marketing strategy after optimisation 10% 90% Aggregated SEO – PPC Visits Analysis Distribution of SEM Budget Short tail key phrases 65% PPC 45% SEO 55% Long tail key phrases 35% PPC 20% SEO 80%
  • 24. Recap
    • “ Average Statistics are Average”
    • Dig deeper
    • Find the reason behind statistics
    • SEO
    • Don’t pay for traffic you rightly deserve (brand names)
    • Don’t pay for existing customers
    • PPC
    • Choose highest ROI keywords
    • Target those early in the buying cycle
  • 25. Takeaway Tips Break down all statistics to find trends and hidden strategies
    • Referring Websites
    • Break down into types:
    • Organic Search
    • Paid Search
    • Email
    • Direct
    • Social Media
      • Facebook
      • Twitter
      • LinkedIn
    • Length of Visit
    • Break down into distribution:
    • 0 – 10 seconds
    • 11 – 30 seconds
    • 31 – 60 seconds
    • Etc.
    • Which pages are included in visits between 30 seconds and 2 minutes?
  • 26. Advanced Analytics Any Questions? @JoannaButler Search Engine Chocolate .com Joanna @ Search Engine Chocolate .com