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Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
Google Analytics & Search Engine Marketing Trends Roundtable
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Google Analytics & Search Engine Marketing Trends Roundtable

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341 Studios Fresh Intelligence Roundtable featuring Search Smart Marketing. Join 341 and Kate Hamilton-Miller, Director of Social Marketing at Search Smart for an in-depth discussion about Google …

341 Studios Fresh Intelligence Roundtable featuring Search Smart Marketing. Join 341 and Kate Hamilton-Miller, Director of Social Marketing at Search Smart for an in-depth discussion about Google Analytics, how search engines determine rankings and recent trends in search engine marketing (SEM). Learn more about Google 'not provided' data, assisted conversions, defining conversion funnels & more.

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  • 1. THE FRESH INTELLIGENCE ROUNDTABLE SERIES
  • 2. THE FRESH INTELLIGENCE ROUNDTABLE SERIES I Search, You Search: Search Smart • Search Engine Optimization (SEO) • Paid Search Advertising • Local Search Optimization • Social Media Marketing • Review Monitoring & Management • Mobile Advertising & SEO • Video Optimization • Display/Banner Planning & Placement www.341studios.com
  • 3. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Kate Hamilton-Miller • Graphic Design & PR Background  Started Digital Marketing, 2004  Joined Search Smart in 2008  Certifications  Google Professional  Bing Ads Professional  Social Media Strategist  Memberships  SEMPO  National Association of Professional Women (NAPW)  Women Centric www.341studios.com
  • 4. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Google still dominates as the top search engine, but how do others like Yahoo & Bing compare? www.341studios.com
  • 5. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Current Search Share www.341studios.com
  • 6. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Are the other search engines important or should businesses just focus on Google? www.341studios.com
  • 7. THE FRESH INTELLIGENCE ROUNDTABLE SERIES The Value of Yahoo & Bing  Yahoo + Tumblr  Bing + Facebook www.341studios.com
  • 8. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Have there been any recent algorithm changes? Is Google considering anything new when ranking web pages? www.341studios.com
  • 9. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Periodic Table of SEO Success Factors* www.341studios.com
  • 10. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Social Signals  Active social profiles  Likes  Followers  Favorites  Retweets  Mentions  Unique external content www.341studios.com
  • 11. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Trust/Authority  Google Authorship  Associated with individual profiles  Rel=author  Google Publisher  Connect your website to blog content  Rel=publisher www.341studios.com
  • 12. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Mobile  Smartphone and Tablet traffic to websites is increasing*  Audience>Mobile>Overview  Audience>Mobile>Devices  Is your content mobile friendly?  Length  Layout  Structure  Calls to Action www.341studios.com
  • 13. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Mobile www.341studios.com  Healthcare Clients  30-45% of all traffic  Professional Services  10-15% of all traffic  Ecommerce  25-40% of all traffic  B2B  5-15% of all traffic
  • 14. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: It sounds like algorithm updates are going on regularly, whether we hear about them or not – Is that correct? www.341studios.com
  • 15. THE FRESH INTELLIGENCE ROUNDTABLE SERIES On-going Algorithm Changes  Panda Everflux (#25)  Press Release “No Follow” Links www.341studios.com
  • 16. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: As the ranking algorithm is updated, how has the search results page (SERP) changed? www.341studios.com
  • 17. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google+ Reviews Pop-up Overlay www.341studios.com
  • 18. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Organic Search Sitelinks www.341studios.com
  • 19. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Bing Deep Links & Sub-Level Links www.341studios.com
  • 20. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: How many people here use Google Analytics on their website or blog? www.341studios.com
  • 21. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: As SEO has become more complex, we’re actually getting less information from Google and it’s become harder to track where a site ranks for a particular keyword or phrase. Can you tell us why that is? www.341studios.com
  • 22. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data  October 2011: ‘Not Provided’ begins to appear  Withholds data associated with secure search  March 2012: Searchers on Google properties (not Google.com) are routed through secure search  July 2012: Firefox 14 launches with Google secure search for all searches  September 2012: Safari in iOS6 begins using Google secure search.  January 2013: Chrome moves to secure search www.341studios.com
  • 23. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data www.341studios.com
  • 24. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data  % of traffic reported as ‘not provided’ varies by industry and target audience  A recent report* found on average 49% of traffic was reported as ‘not provided’  % of ‘not provided’ tends to be higher for the technology industry and some individual blogs www.341studios.com
  • 25. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: So how can people get the most out of their Google Analytics account? www.341studios.com
  • 26. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Enhance Your Google Analytics Data  Webmaster Tools  Tracking URLs for all marketing  AdWords Auto-Tagging  Linked Accounts www.341studios.com
  • 27. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: What other reporting options are there? www.341studios.com
  • 28. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Reporting Options  Moz.com  Majestic SEO  Screaming Frog  Raven Tools  Market Samurai www.341studios.com
  • 29. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: We’ve spent a lot of time discussing Organic Search, but Google Analytics reports on all traffic sources. What other tips do you have for getting the most out of the information available? www.341studios.com
  • 30. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments  Default  All Visits  New Visits  Returning Visitors  Paid Search Traffic  Non-paid Search Traffic  Search Traffic  Direct Traffic  Referral Traffic  Visits with Conversions  Visits with Transactions www.341studios.com  Default  Mobile Traffic  Tablet Traffic  Mobile & Tablet Traffic  Tablet & Desktop Traffic  Non-Bounce Visits  Custom (Define your own)*
  • 31. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments www.341studios.com
  • 32. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments www.341studios.com
  • 33. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Assisted Conversion www.341studios.com
  • 34. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Top Conversion Paths www.341studios.com
  • 35. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Key Takeaways  Offset impact of ‘Not Provided’ Google Analytics data by linking your Webmaster Tools account and using 3rd party tools  Setup Google+ Profile & Authorship  Track Everything!  Use advanced segments & create your own custom segments  Review assisted conversion data & top conversion paths to define true value of marketing efforts www.341studios.com
  • 36. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Thank You! Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Presentation Available: http://slidesha.re/194Yak6 Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing www.341studios.com
  • 37. THE FRESH INTELLIGENCE ROUNDTABLE SERIES APPENDIX Google Analytics & Search Engine Marketing Trends
  • 38. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Terminology  Tracking Code  JavaScript placed on each page of your site  Tracking URL  Web Address of the page on your site you want to direct visitors to + relevant marketing info  Campaign  Marketing initiative; Email Blast; Paid Search Ads www.341studios.com
  • 39. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Periodic Table of SEO Success Factors  The Periodic Table was created by Search Engine Land; copyright Third Door Media  Access a full copy of the periodic table here: http://selnd.com/1aAdyXE  Also checkout the companion guide and explanation here: http://slidesha.re/1deevG1 www.341studios.com
  • 40. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Pulling Mobile Reports in Google Analytics www.341studios.com
  • 41. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ Report  Looking at the latest quarter of BrightEdge data on over 8,400 brands, 56% of traffic to technology sites are coming from Google secure search. This represents the highest reach for secure searches.  BrightEdge posited this could be related to the fact that brand in that industry tend to market to a savvier audience, who would be more likely to opt into secure search even if it was not the default setting for their browser www.341studios.com
  • 42. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ Report www.341studios.com Source: BrightEdge ‘Not Provided’ Report; August 2013
  • 43. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ vs. Webmaster Tools Top Search Queries  Google Analytics  Webmaster Tools
  • 44. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Setup  Free account  www.google.com/analytics  Link to AdWords  Adwords.Google.com  Webmaster Tools Integration  www.google.com/webmasters/tools  Define Goals and Conversion Funnels www.341studios.com USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS
  • 45. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Tracking – Tag Everything!  What  Pay-Per-Click (CPC)  Email  Social Buttons, Posts  Display  How  AdWords Auto-Tagging  Tracking URL Generator  SEARCH: Google Analytics Tracking URL Builder  http://support.google.com/analytics/answer/1033867?hl=en www.341studios.com
  • 46. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging  Login to AdWords  My Account > Preferences  Edit, Check Destination URL Auto-Tagging  Save Changes www.341studios.com
  • 47. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging www.341studios.com
  • 48. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel  Log into Analytics & click admin button  Select your profile (www.website.com)  Goals tab  Click Create A Goal button  Or select a goal you wish to edit  Enter Goal Description  Add URL of conversion page under Goal Details  Turn Funnel button on  Enter each step of the conversion process you wish to track  Note whether a step is required www.341studios.com
  • 49. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel www.341studios.com Click Admin Button Select Website Profile
  • 50. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel www.341studios.com Select One to Begin Funnel
  • 51. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel www.341studios.com
  • 52. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment www.341studios.com
  • 53. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment www.341studios.com
  • 54. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment  Log into Analytics & click into your profile  Select Advanced Segments  Select New Custom Segment  Name your segment (Be specific)  Define what you are looking for using dropdown menus with and/or statements  Test to make sure all data is pulling appropriately  Save segment www.341studios.com

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