Advanced Analytics Joanna Butler @JoannaButler Search Engine Chocolate .com SEO & Online Marketing Consultant

Summary Advanced Segmentation Using Google Analytics Analysing the Analytics Identifying Trends Creating Actionable Strategies Indentify SEO and PPC Opportunities

Advanced Segmentation

Using Google Analytics

Analysing the Analytics

Identifying Trends

Creating Actionable Strategies

Indentify SEO and PPC Opportunities

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

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

Advanced Segmentation A Case Study SEO and Pay-per-Click Keyword Selection Identifying the Long Tail Identifying the Short Tail (Head)

SEO and Pay-per-Click

Keyword Selection

Identifying the Long Tail

Identifying the Short Tail (Head)

Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase

Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase

Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase

Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase Short Tail (Head)

Identifying the Long Tail & Short Tail No. Visits or Visitors Keyword / Key phrase Short Tail (Head) Long Tail

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

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

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

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

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

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

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%

Short Tail (Head) Key Phrases Why pay for your own brand name? Why pay for your existing customers? Use SEO

Why pay for your own brand name?

Why pay for your existing customers?

Use SEO

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

Invest in visitors who have begun the buying cycle

Reach prospects without the need for difficult, long-term SEO

Use PPC

Advanced Segmentation Short Tail

Advanced Segmentation Short Tail Study Top Content Landing Pages Exit Pages What are their motivations?

Study Top Content

Landing Pages

Exit Pages

Advanced Segmentation Long Tail

Advanced Segmentation Long Tail AND ‘Engaged’ Visits

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

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

Advanced Segmentation Long Tail AND ‘Engaged’ Visits No. Visits or Visitors Keyword / Key phrase

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

Highest ROI Keywords for PPC

High conversion rate

High pages per visit

High time on site

Low bounce rate

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%

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

“ 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

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?

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?

Advanced Analytics Any Questions? @JoannaButler Search Engine Chocolate .com Joanna @ Search Engine Chocolate .com