http://www.koozai.com - Anna Lewis looks at the best ways to understand and present data to get the best for any business or SEO project.

1. Website Analytics
60% of the Time it Works Every Time
Anna Lewis
@Koozai_Anna

2. 2

7. Dear Client,
In January you had 2,375 visits and I built 34 links.
Love from,
Your SEO Monkey

8. Dear Client,
Here are some keywords with numbers:
Love from,
Your SEO Monkey

9. Dear Client,
Here are some numbers for keywords, showing how well they have improved
compared to last month:
Love from,
Your SEO Sheep

10. Dear Client,
I have created a custom report to highlight which keywords and landing pages
have the most visits and how many of these visits are unique, bounce or exit:
Love from,
Your Amazing SEO

11. Dear Client,
Here is the second part of a custom report to highlight which keywords and
landing pages have the most conversions and best conversion rates:
Love from,
Your Amazing SEO

12. Dear Client,
Here is your custom report, comparing December to January, showing the
areas where improvements have been made and highlighting where we need
to focus:
Love from,
Your Awesome SEO

14. Custom Reports
+
Custom Dashboards
=
Custom Analysis
Download this custom report:
http://kooz.ai/organicga

15. Keyword statistics + ranks = Full picture

16. 1. Create Excel document and add list of keywords
2. Export Analytics data CSV and copy to another sheet in document
3. Export ranks to CSV and copy to another sheet in document
4. In sheet use Vlookup to find rank:
=VLOOKUP(A3,'Rank - Dec11'!$B$2:$C$31,2,FALSE)
=look for(keyword, rankings table, second column, exact match)
5. Use Vlookup, If and IsNA to find traffic and replace no data with 0
=IF(ISNA(VLOOKUP(A3,'Traffic - Dec11'!$A$8:$F$407,2,FALSE)),0,
VLOOKUP(A3,'Traffic - Dec11'!$A$8:$F$407,2,FALSE))
=if(result is #NA(look for(keyword, traffic data table, second column, exact match)),result to show if it’s #NA,
When not NA look for(keyword, traffic data table, second column, exact match))

18. Why Use an API?
• Save time
• Increase accuracy
• Remove errors
• Get unsampled data
• Customise reporting

20. How we saved
hours a month!

22. + + Macro
=

23. Previously:
60 clients x 15 minutes of human input =
15 hours per month

24. Now:
(Template + 60 client details)
x Macro
= 60 data reports
created in 1.5 hours per month
with 1 minute of human input per month

26. Excellent Analytics

27. SEO Tools
for Excel

28. SEO Tools for Excel

29. Next Analytics
Google Analytics, $79 a year
Google Analytics, Facebook, Twitter, LinkedIn and YouTube, $199 a year

30. Automate Analytics
GA Data Grabber by Mikael Thuneberg

31. SEOGadget’s AdWords API Excel Plugin

33. Advanced Segment
Keyword - Exactly Matches - (not provided)

34. Landing Pages
Dan Barker on how to steal data back: http://kooz.ai/ganotprovided

36. Standard Attribution in Google Analytics
My explanation of first and last click attribution:
http://kooz.ai/gaattribution

37. Multi Channel Funnels
30 DAY
Journey to
conversion

38. Overview

39. Top Conversion Paths

40. Top Conversion Paths – Brand Intent

41. Assisted Conversions – Brand Intent

42. Assisted Conversions - Query Length

43. Assisted Conversions - Query Length
• 1 Word Queries ^s*[^s]+(s+[^s]+){0}s*$
• 2 Word Queries ^s*[^s]+(s+[^s]+){1}s*$
• 3 Word Queries ^s*[^s]+(s+[^s]+){2}s*$
• 4 Word Queries ^s*[^s]+(s+[^s]+){3,}s*$

44. Custom Grouping Ideas
• Longtail vs. Generic
• Categories of keywords
• Core target keywords
• AdWords or email campaigns
• Organic, affiliate, paid traffic
• Types of social traffic
• Split paid traffic by search and display ads
• Click from keywords in position 1, 2, 3 etc
• Clicks from keywords on page 1, page 2 etc

46. Review Targets
• Optimise relevant keywords
• Target different keywords
• Look for ways to bring in more new visitors
• Invest more in sources that assist conversions

47. Make On-Page Updates
• Target different landing page
• Encourage on page interaction
• Implement CRO optimisation and tests
• Instill benefits
• Create urgency
• Streamline checkout

48. Further Reading
Koozai blog for slides and related articles: http://www.koozai.com/blog/
Download Custom Report: http://kooz.ai/organicga
Dan Barker on how to steal (not provided) data back: http://kooz.ai/ganotprovided
My explanation of first and last click attribution: http://kooz.ai/gaattribution
Excellent Analytics: http://excellentanalytics.com/ and Tom Critchlow explains: http://www.seomoz.org/blog/how-to-export-google-
analytics-data-to-excel-via-the-api
SEO Tools for Excel: http://nielsbosma.se/projects/seotools/functions/ and https://seogadget.co.uk/amazing-seo-tools-for-excel/
Next Analytics: http://www.nextanalytics.com/
Automate Analytics, GA Data Grabber Tool: http://www.gadatagrabbertool.com/
SEOGadget's AdWords API Excel Plugin: https://seogadget.co.uk/google-adwords-plugin-excel/
Google Analytics API Introduction: http://analytics.blogspot.com/2009/08/analytics-data-in-excel-through-our-api.html
Getting started yourself: http://code.google.com/apis/analytics/docs/gdata/v3/gdataGettingStarted.html
GA API Dimensions and Metrics Library: http://code.google.com/apis/analytics/docs/gdata/dimsmets/dimsmets.html

49. Image Credits
7 - http://www.funpeak.com/the-most-beautiful-lips-in-the-human-history/ (Lips)
20 - http://www.flickr.com/photos/possan/5361198764/sizes/l/in/photostream/
26 - http://www.nowpublic.com/strange/james-may-lego-house-sep-12-side (Lego House)

50. Anna Lewis (nee Spear)
@Koozai_Anna
Anna.Lewis@koozai.com
/Koozai
/Koozai